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    Syllabus CCC

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    Aszad Raza
    This document provides an overview of key concepts in marketing research including: 1. The scope and nature of marketing research including research areas like products, markets, advertising, and pricing. 2. The role of marketing research in decision making and the typical marketing research process of defining problems, developing plans, collecting data, analyzing findings, and taking action. 3. Different research designs like exploratory, descriptive, and causal research and sources of primary and secondary data. 4. Methods for collecting primary data both qualitatively and quantitatively and tools for measurement and scaling in marketing research. 5. Sampling techniques including probability, non-probability, and determining sample size and different statistical analyses used like z-tests,

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    Syllabus CCC

    Uploaded by

    Aszad Raza
    15 views2 pages
    This document provides an overview of key concepts in marketing research including: 1. The scope and nature of marketing research including research areas like products, markets, advertising, and pricing. 2. The role of marketing research in decision making and the typical marketing research process of defining problems, developing plans, collecting data, analyzing findings, and taking action. 3. Different research designs like exploratory, descriptive, and causal research and sources of primary and secondary data. 4. Methods for collecting primary data both qualitatively and quantitatively and tools for measurement and scaling in marketing research. 5. Sampling techniques including probability, non-probability, and determining sample size and different statistical analyses used like z-tests,

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    Syllabus Ccc

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    This document provides an overview of key concepts in marketing research including: 1. The scope and nature of marketing research including research areas like products, markets, advertising, and pricing. 2. The role of marketing research in decision making and the typical marketing research process of defining problems, developing plans, collecting data, analyzing findings, and taking action. 3. Different research designs like exploratory, descriptive, and causal research and sources of primary and secondary data. 4. Methods for collecting primary data both qualitatively and quantitatively and tools for measurement and scaling in marketing research. 5. Sampling techniques including probability, non-probability, and determining sample size and different statistical analyses used like z-tests,

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    15 views2 pages

    Syllabus CCC

    Uploaded by

    Aszad Raza
    This document provides an overview of key concepts in marketing research including: 1. The scope and nature of marketing research including research areas like products, markets, advertising, and pricing. 2. The role of marketing research in decision making and the typical marketing research process of defining problems, developing plans, collecting data, analyzing findings, and taking action. 3. Different research designs like exploratory, descriptive, and causal research and sources of primary and secondary data. 4. Methods for collecting primary data both qualitatively and quantitatively and tools for measurement and scaling in marketing research. 5. Sampling techniques including probability, non-probability, and determining sample size and different statistical analyses used like z-tests,

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    of 2

    UNIT-1 What is marketing research?

    SCOPE AND NATURE


    OF MARKETING RESEARCH? . SCOPE /APPLICATION OF
    MARKETING RESARCH 1. Research on Products2.Research on
    Market:3. Research on Advertising 4.Research on Pricing 5.
    Sales Research NATURE OF MARKETING RESEARCH 1)
    1.Function of Marketing 2) Vital for new product development
    3) Market orientation. 4)Continuous process.5) Integrated
    effort.6) Systems approach-
    ROLE OF MARKETING RESEARCH IN DECISION MAKING-
    MARKETING RESEARCH PROPOSAL . 1: OBJECTIVES 2:
    APPROACH 3: DESIGN 4: FIELDWORK 5: REPORTING 6:
    TIMELINE 7:COSTS
    MARKETING RESEARCH PROBLEM FORMULATION WHAT
    IS A RESEARCH PROBLEM?
    Q-DIFFERENCES BETWEEN MANAGEMENT DECISION
    PROBLEM AND MARKETING RESEARCH PROBLEM ?
    MANAGEMENT DECISION PROBLEM
    Q-EXPLAIN IN DETAIL THE MARKETING RESEARCH
    PROCESS? 1.define the problem 2.develop the research plan 3
    collect relevant data and information 4- analyze and report
    findings 5-take action
    UNIT 2
    WHAT DO YOU MEAN BY RESEARCH DESIGN? EXPLAIN IN
    DETAILS EXPLORATORY,DESCRIPTIVE AND CASUAL
    RESEARCH DESIGN? EXPLORATORY 1.RESEARCH DESIGN
    2.DESCRIPTIVE RESEARCH DESIGN 3.CASUAL RESEARCH
    WHAT DO YOU MEAN BY SECONDARY DATA ? SOURCES OF
    SECONDARY DATA SOURCES 1.Books, Magazines, and
    Newspapers 2.Reports 3.Publications by Renowned
    Organisations 4.Research Articles
    ADVANTAGES AND DISADVANTAGES OF SECONDARY DATA:
    advantages:- 1.ease of access-2.low cost or free 3.time-saving
    4.allow you to generate new insights from previous analysis
    5.longitudinal analysis-
    DISADVANTAGES OF SECONDARY DATA- MIGHT BE NOT
    SPECIFIC TO YOUR NEEDS 1.you have no control over data
    quality 2.biasness 3.not timely 4.you are not the owner of the
    information
    SYNDICATE RESEARCH IN INDIA---pros and cons
    UNIT 3
    WHAT IS PRIMARY DATA COLLECTION PRIMARY DATA
    COLLECTION METHODS (1)qualitative primary data collection-
    (2)quantitative primary data collection
    ADVANTAGES AND DISADVANTAGE OF PRIMARY DATA
    COLLECTION
    PRIMARY DATA COLLECTION SERVICES ADVANTAGE AND
    DISADVANTAGE
    SURVEY VS OBSERVATION DIFFERENCE
    QUALITATIVE RESEARCH TOOL
    PROJECTIVE TECHNIQUES ,DEPTH INTERVIEWS AND FOCUS
    GROUP MEASUREMENT SCALE WITH CHARACHTERISTICS
    1.nominal scale 2.ordinal scale 3.interval scale 4.likert scale
    5.ratio scale-
    SCALING TECHNIQUES 1.PAIRED COMPARISON 2.RANK ORDER
    3.CONSTANT SUM
    ITEMIZED RATING SCALE,
    SEMANTIC DIFFERENTIAL SCALE
    QUESTIONNAIRE DESIGN
    UINT 4
    SAMPLING-SAMPLING TECHNIQUE-Probability sampling
    Non-probability sampling Probability sampling
    1. Simple random sampling 2. SYSTEMATIC SAMPLING- 3.
    STRATIFIED SAMPLING 4. CLUSTER SAMPLING-
    NON-PROBABILITY SAMPLING METHODS --
    1. convenience sampling- 2. voluntary response sampling 3.
    purposive sampling 4. snowball sampling-
    SAMPLE SIZE DETERMINATION-
    Data analysis Z TEST MEANING
    T TEST- Chi-Square Test
    ANOVA INTRODUCTION
    USES OF ANOVA1. Used to design an area 2. used in
    identifying gender age differences 3. used in knowing how far
    persons can throw a javelin-4. used to carry out experimental
    designs 5. used in analyzing variance between samples
    FACTOR ANALYSIS
    DISCRIMINANT ANALYSIS

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