MARKETING RESEARCH (BM-MK02)

1. Introduction to Marketing Research

Definition, Nature and Scope of Marketing Research
Trends in Marketing Research
Marketing Research process: An Overview
Marketing Information System and Marketing Research
Steps involved in the Marketing Research process
Ethical Issues in Marketing Research
Applications of Marketing Research
2. Research Design
Meaning of Research Design
Formulating the Research Problem
Statement of Research Objectives
Types of Research Design: Exploratory, Descriptive and Experimental Research Designs
3. Sampling
Sampling Process
Probability Sampling Techniques: Simple Random, Stratified, Cluster, and Systematic Sampling
Non-Probability Sampling Techniques: Convenience, Judgment, and Quota Sampling
Sample Size Decision
Sampling and Non-Sampling Errors
4. Data Collection
Secondary Data: Types and sources of Secondary Data
Primary Data
Attitude Measurement and Scaling
Questionnaire: Steps in Designing a Questionnaire, Types of Questionnaire,
Methods of Communication and Limitations
Observation: Methods and Limitations
Choice of Data Collection Method
5. Data Analysis and Interpretation
Data editing, Coding, Tabulation and Processing
Data Analysis Approaches: Qualitative and Quantitative Analyses
Data Analyses Techniques: Uni-variate and Bi-variate analyses, and Introduction to Multi-variate
Techniques
6. Communicating Research Results
Research Report Format
The Oral Presentation
Research Follow-Up

References
1. Essentials of Marketing Research; Zikmund, W.G. and Babin, B.J.; 3/e; Thompson, Delhi.
2. Marketing Research: An Applied Orientation; Malhotra, N.K.; 5/e; Pearson, Delhi.
3. Marketing Research: Tools and Techniques; Bradley, N.; 2nd Impression; Oxford University
Press; Delhi.
4. Marketing Research: Concepts, Practices, and Cases; Easwaran, S. and Singh, S.J.; Oxford
University Press, Delhi.
5. Marketing Research; Beri, G.C.; 4/e; Tata McGraw-Hill, Delhi.
6. Marketing Research: Text and Cases; Nargundkar, R.; 3/e; Tata McGraw-Hill, Delhi.
7. Marketing Research; Luck, D.J. and Rubin, R.S.; 7/e; PHI; New Delhi.