FS-726: Market Research Credits: 4 (2-1-2)

Objective:
To understand the marketing research from both user’s (management) and doer’s (the researchers)
perspective.

UNIT I: Introduction to Market Research, Types of Research – Basic & Applied, Nature, Scope,
Objectives, Importance, Applications & Limitations of Market Research.

Sources and collection of Marketing Data. Secondary data – Advantages & Limitations, Sources – Govt. &
Non Govt. Primary Data – Advantages & Limitations, Sources, Methods of Collection Primary Data –
Observation, Mail, Personal Interview, Telephonic Interview, Internet Interviewing.

UNIT II: Market Research Techniques. Problem definition, Methodology, Qualitative Research. Research
designs: Exploratory, descriptive, cross-sectional, longitudinal, causal. Factor Analysis, Conjoint Analysis,
Cluster Analysis.

UNIT III: Sampling, Questionnaire & Scaling Techniques. Probability and Non Probability Sampling,
Sampling methods, Sample Design. Questionnaire design and drafting. Scaling techniques like Nominal,
Ordinal, Interval, Ratio, Perceptual Map, Semantic Differential, Likert, Rating & Ranking Scales.

UNIT IV: Setting up & Implementation of Marketing Research Project. Steps in formulating Market
Research Projects, One project for consumer durables and one for non durables to be discussed.

Illustrations/cases to be discussed for following topics of above mentioned chapters:

Data collection methods, test marketing, focus group interviews, internet interviewing, sample design,
questionnaire construction, scaling techniques. Report writing and presentation.

Text Books:
1. Research for Marketing Decisions by Paul E. Green and Donald S. Tull, PHI
2. Marketing Research-Text and Cases, by Rajendra Nargundkar, Tata McGraw Hill
3. Business Research Methods, by Donald R.Cooper, McGraw Hill Int.
4. Marketing research by G.C.Beri, Tata McGraw Hill

Course Plan:
Week Unit Topics Hours
Lecture Tutorial Practical
1 I Introduction to Market Research, Types of Research 2 1 2
– Basic & Applied,
2 I Nature, Scope, Objectives, Importance, Applications 2 1 2
 & Limitations of Market Research.
3 I Sources and collection of Marketing Data. Secondary 2 1 2
data – Advantages & Limitations, Sources – Govt. &
Non Govt.
4 I Primary Data – Advantages & Limitations, Sources, 2 1 2
Methods of Collection Primary Data – Observation,
Mail, Personal Interview, Telephonic Interview,
Internet Interviewing.
5 II Market Research Techniques. Problem definition, 2 1 2
Methodology, Qualitative Research.
6 II Research designs: Exploratory, descriptive, cross- 2 1 2
sectional, longitudinal, causal.
7 II Factor Analysis, Conjoint Analysis 2 1 2
8 II Cluster Analysis. 2 1 2
9 III Sampling, Questionnaire & Scaling Techniques. 2 1 2
Probability and Non Probability Sampling
10 III Sampling methods, Sample Design. Questionnaire 2 1 2
design and drafting.
11 III Scaling techniques like Nominal, Ordinal, Interval, 2 1 2
Ratio, Perceptual Map, Semantic Differential, Likert,
Rating & Ranking Scales.
12 IV Setting up & Implementation of Marketing Research 2 1 2
Project.
13 IV Steps in formulating Market Research Projects, One 2 1 2
project for consumer durables and one for non
durables to be discussed.
14 IV Illustrations/cases to be discussed for following 2 1 2
topics of above mentioned chapters:
Data collection methods, test marketing, focus
group interviews, internet interviewing, sample
design, questionnaire construction, scaling
techniques.
15 IV Report writing and presentation. 2 1 2
16 Revision 2 1 2
TOTAL 32 16 32