MARKETING RESEARCH (14 MBAMM304)

Module 01 (7/10 marks)

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Discuss the scope and importance of marketing research.

Compare and Contrast own and agency marketing research.
Discuss the need for and significance of marketing information system.
Explain the components of marketing information system.
Discuss the role of marketing information system in marketing research.
Explain the steps involved in marketing research process.
Explain the various elements involved in problem definition and problem
formulation.
8. Explain the various aspects and contents involved in preparing a research
proposal.

Module 02 (7/10 marks)

1. Explain the various primary data collection methods.

2. Explain the following with their evaluation:
a. Mail Survey
b. Telephone Survey
c. Direct Interviews
3. Explain the observation method of Primary data collection.
4. Explain the Experimentation method of primary data collection.
5. Explain the questionnaire / Survey / Enumeration method of data collection.
6. Explain the elements to be considered while organizing field work for data
collection.