MARKETING RESEARCH

Paper Code: 
ABF 502
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

 

Learning and

teaching

strategies

 

Assessment

Strategies

On completion of this course, the students will be able to:

  1. : Weight the fundamentals of marketing research and its applicability in better marketing decisions.
  2. : Discuss and make the students understand the nuances of marketing research process and techniques of data collection.
  3. : Equip the students to take effective tools of sampling, measurement, scaling and questionnaire framing. 
  4. :Develop the skills among the students to tabulate and code the collected data and tests which can be applied to analyze the data.
  5. : Familiarize the students with the process of drafting a report and its interpretation based on a research and its contents.

Class

room Lecture

(Theory/ Using

Power Point

Presentation)

/Discussions using

Leading Case laws/

 

Role Play activities/

Moot Court/Group

Discussions/ Class

presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

 

9.00
Unit I: 
Introduction to Marketing Research

• Marketing Research : Concepts, Importance, Purpose, Limitations, Applications of Research in Marketing, Scope, Types (basic & applied)
• Market research vs. Marketing research,
• Quantitative Research vs. Qualitative Research

9.00
Unit II: 
Marketing Research Process

• Marketing Research Process, Research design (Exploratory, Descriptive and Casual)
• Techniques and Instruments of Data Collection – Primary and Secondary and their advantages and limitation and usage.

9.00
Unit III: 
Sampling

• Sampling Concepts, sampling techniques and methods, problems, Sample design.
• Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement,
• Questionnaire Drafting: Do’s and Don’ts, essentials of a good questionnaire, Likert Scale.
• Hypothesis-Basic Concepts of Null and Alternate Hypothesis, Hypothesis Testing

9.00
Unit IV: 
Tabulation & Coding

• Meaning of tabulation and coding. Theory and application of descriptive statistics – mean, median mode, standard deviation.
• Theory of parametric and non parametric tests – t test, f test , Chi Square, Mann Whitney, Kruskal Wallis etc. Their usage on SPSS.

9.00
Unit V: 
Data Interpretation and Report Writing

• Interpretation And Report Writing: Interpretation Meaning, Techniques of Interpretation
• Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports
• Bibliography, Webliography and Citation using American Psychological Association (APA), Oxford, Harvard, MLA, American Sociological Association (ASA) of Research Papers and Books..

Essential Readings: 

• Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education
• Beri, G.C., Marketing Research, Tata McGraw Hill
• Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India

References: 

• Mishra, M.N., Modern Marketing Research, Himalaya Publishing House
• Luck D.,Rubin, Donald S., Marketing Research, Prentice-Hall of India

Academic Year: 
2022-2023
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