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Marketing Research

The document outlines the syllabus for a marketing research course. It covers 14 topics including introductions to marketing research and intelligence, the research process, research designs, methods for collecting primary and secondary data, scaling techniques, sampling, data analysis, hypothesis testing, report writing, and applications of marketing research such as identifying market segments. Key areas that will be examined are the role of marketing research, types of research, data collection methods, scaling, sampling, statistical analysis, and how to implement a marketing research project. Case studies will also be incorporated into course assessments.

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Mohit Tyagi
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214 views4 pages

Marketing Research

The document outlines the syllabus for a marketing research course. It covers 14 topics including introductions to marketing research and intelligence, the research process, research designs, methods for collecting primary and secondary data, scaling techniques, sampling, data analysis, hypothesis testing, report writing, and applications of marketing research such as identifying market segments. Key areas that will be examined are the role of marketing research, types of research, data collection methods, scaling, sampling, statistical analysis, and how to implement a marketing research project. Case studies will also be incorporated into course assessments.

Uploaded by

Mohit Tyagi
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Marketing Research: Syllabus

1. Introduction To Marketing Research


Role of marketing research in marketing Definition Scope Significance Limitations Obstacles in acceptance Ethics in marketing research Difference between Marketing Research and Market Research Introduction to Market Research Types of Research Basic & Applied, Nature, Scope, Objectives, Importance and Limitations of Market Research. Prominent Research agencies in India Jobs in marketing research skill sets required - job and growth prospects

2. Marketing Intelligence system


What is marketing intelligence? Marketing Decision Support System components Scope and Significance of Marketing Intelligence in decision making Quality and quantity of Market Information Value of information Decision tree and Bayesian analysis concept Types of market information.

3. Research process
Introduction Identification of Management Problem Formulation of Research Problem Steps in Research Process Common Research Errors Evaluation and Control of the Marketing Research Efforts

4. Research designs
Introduction Definition of Research Design Types of Research Design Exploratory Research Conclusive Research

5. Sources and collection of Secondary Data.

Introduction Types of data Secondary data Advantages & Limitations of secondary data Internal Sources External Sources

6. Sources and collection of Primary Data.


Primary Data Advantages & Limitations of primary data Methods of Collecting Primary Data Survey method of Primary Data Collection Questionnaire Design Observation Method Consumer Panel Method Experimental Research Method Others

7. Scaling Techniques
Concept of Attitude Types of Scales Criterion for good scale General Procedure in Attitude Scaling Selected Attitude Scales Limitations of Attitude Scale

8. Sampling Design
Some basic Terms Advantages of Sampling Disadvantages of Sampling The sampling process Sampling methods Characteristics of Good Sampling Design

sampling and non sampling errors


Sample size calculation (Numerical expected) Practical considerations in determining sample size.

9. Data analysis
Data Processing Data Analysis Univariate analysis Bivariate analysis Multivariate analysis Simple and cross tabulation

Simple and multiple regression Factor analysis.

10. Hypothesis testing


Introduction What is Hypothesis Types of tests and test selection One sample test Two-Independent Sample tests Two-related sample tests Chi-square test Tests for large and small samples (Numerical expected)

11. Report writing


Purpose of Report Classification of Report Functions of Research Report Types of Reports Principles of report writing Fundamentals of good reports

12. Applications of Marketing Research:


Cluster analysis for identifying market segments Conjoint analysis for Product research Multi-dimensional scaling Discriminant analysis and perceptual mapping for Brand positioning research Advertising research Market and Sales Analysis Sales forecasting objective and subjective methods Test marketing Multidimensional scaling - positioning research Pricing Research Shop and retail audits Readership surveys and viewer ship surveys Brand Equity Research Brand name testing Promotion research Consumer Behaviour Research Distribution Research Market development research Cool hunting socio cultural trends Demand Estimation research Test marketing Sales forecasting objective and subjective methods

Industrial versus consumer marketing research. Export Market Research

13. Web based marketing research Using the internet for collecting secondary data Use of internet for primary data Advantages and limitations in data collection keeping in mind reach, analysis,
accuracy, time.

14. Setting up & Implementation of Marketing Research Project.


Introduction Steps in formulating Market Research Projects

CASES/CASELETS TO BE INCORPORATED IN QUESTION PAPER

Reference Books
Market research-G.C.Beri Marketing Research-Rajendra Nargundkar(Tata Mc)

Research for Marketing Decisions by Paul Green, Donald Tull Business Research Methods-Donald R.Cooper. Marketing Research, Concept & Cases Cooper Schindler. Research for Marketing Decisions Paul Green, Donald Tull, Gerald Albaurn Marketing Research Aakar, Kumar, Day
Marketing Research by Ramanuj Majumdar Marketing Research by Mishra Marketing Research by M.V.Kulkarni Marketing Research by D.M. Sarawte. Marketing Research Thomas C. Kinnear Marketing Research Aakar, Kumar, Day

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