COURSE DETAILS OF MEB III

MARKET RESEARCH

PRE-MID SEM

UNIT-1
20%
• Need and value of Marketing Information System
 Introduction of MIS
 Nature of MIS
 Need for information
 Types of MIS
 Value of MIS

• Types of Marketing Research

 Introduction of M.R.
 The M.R. departments
 Functions of M.R.
 Types of M.R.

• Marketing Research
 Steps in M.R.
 Limitations of M.R.
 Threats of M.R.

• Primary and Secondary source of information

 Methods of data collection
• Primary
• Secondary

 Reference Books :

 Marketing Research David J. Luck & Ronald S. Rubin

 Marketing Research G. C. Beri [2nd & 3rd Edition]
 Marketing Research S. L. Gupta
 Marketing Research
 [Measurement & Methods] Donald S. Tull & Dell I. Hawkins

COURSE DETAILS OF MEB III

MARKET RESEARCH

PRE-MID SEM

UNIT-2
[A]

20%
• Analysis of Data: Introduction to the various

analytical techniques and models

 Processing and Analysis the collected data

 Steps of analysis collected data
 Measures of central tendency
 Dispersion
 Statistical estimation [techniques]

• Tests of significance and association

 Testing Hypothesis
 Factor analysis
 Multiple Discriminate analysis
 Conjoint analysis
 Cluster analysis
 Multiple regression

[B]

10%
• Preparation of Questionnaire for survey
 Brief of Survey
 Questionnaire Construction
 Types of questions
 Types of Questionnaire

• Administering and Monitoring the research plan

 Reference Books :
  Marketing Research
 Marketing Research
 Marketing Research
 Marketing Research
[Measurement & Methods]
David J. Luck & Ronald S. Rubin
G. C. Beri [2nd & 3rd Edition]
S. L. Gupta
Donald S. Tull & Dell I. Hawkins

COURSE DETAILS OF MEB III

MARKET RESEARCH

POST-MID SEM
UNIT-3

[A] 20%
• Research Design for experimental and quasi-experimental research
 Types of Research Design
 Nature and Benefits of Research Design
 Experimental and quasi-experimental Research Design
 How to select the Experimental Design
 Errors in Experimentation

• Sampling Decision
 Sampling methods [Types of Sampling]
• Probability
• Non-probability
 Sample size[Determining the sampling size]
 Sampling unit

[B]
• Measuring and Scaling in M.R.

10%
UNIT-4

20%
• Interpretation of data and report writing
 Types of Reports
• Basic
• Executive
• For Publication
• Research Agency: Selection and working
• International Trend in Marketing Research
• Linkage of Marketing Research with Marketing Functions and Agencies.

 Reference Books :

 Marketing Research David J. Luck & Ronald S. Rubin

 Marketing Research G. C. Beri [2nd & 3rd Edition]
 Marketing Research S. L. Gupta
 Marketing Research
[Measurement & Methods] Donald S. Tull & Dell I. Hawkins