MCHM-304: MARKETING RESEARCH Total Marks: 100 External: 80 Internal: 20 Time: Three Hours Course Objective: The objective of this course is to familiarize the students with the nature, scope and procedure of marketing research. Course Contents: Introduction to Marketing Research: Importance, nature and scope of marketing research; Marketing research process, Problem Identification and Research Design: Problem identification and definition: Development of a research proposal; Types of research designs, Ethics in Research. Data Resources: Secondary data sources and usage; Online data sources; Primary data collection methods - questioning techniques, online surveys, observation method; Questionnaire preparation. Attitude measurement and scaling techniques - Sampling Plan, Data Collection: Organisation of field work and survey errors - Sampling and non-sampling errors. Data Analysis: Hypothesis testing, tests of significance, (Parametric & non-parametric) Univariate, bivariate and multivariate data analysis; Report preparation and presentation. Market Research Applications: Product research; Advertising research; Sales and market research; International marketing research. Suggested Readings: 1. Bqvd. H. W. Ralph Westfall and S.F Starsh: Marketing Research: Text and Cases, 2. Richard D. Irwin, Boston. Chisnall, Peter M.- The Essence of Marketing Research, Prentice Hall, New Delhi. 3. Churchill, Gilbert A: Basic Marketing Research, Dryden Press, Boston. 4. Green Paul E. Donald S. Tull and Gerald Albaum: Research for Marketing Decision, Prentice Hall, New Delhi. 5. Luck, D.J: Marketing Research, Prentice Hall, New Delhi. 6. Tull, Donald and Hawkin, Del : Marketing Research: Measurement and Method, Prentice Hall, New Delhi, 7. Beri, G. C.: Marketing Research, Tata McGraw Hill, New Delhi.
Posted on: Tue, 20 Aug 2013 16:35:04 +0000
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