Institute of Science, Poona’s Institute of Business Management and Research, Wakad Lectures Breakup (303A)- MARKETING RESEARCH MBA

II Sem - III

Lecture No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

Chapter
Marketing Research Research process

Synopsis
Definition, Nature, Scope& Significance Limitations, Obstacles in acceptance. Management dilemma (problem) – decision problem – research problem Hypothesis statement – characteristics of a good hypothesis – drafting the Research proposal Methods of collecting Market Information Secondary data – sources Problems of fit and accuracy. Syndicated services Market development research: Cool hunting Socio cultural trends, Demand Estimation research Cluster analysis, Discriminant analysis Sales forecasting - objective and subjective methods Concept testing, Brand Equity Research, Brand name testing . Commercial eye tracking – package designs, Conjoint analysis Multidimensional scaling - positioning research

Various sources of market Information Marketing research techniques

Marketing Mix Research

Exploratory designs Qualitative research techniques

Pricing Research, Shop and retail audits, Advertising Research Copy Testing , Readership surveys and viewer ship surveys Readership surveys and viewer ship surveys Descriptive designs - Longitudinal and crosssectional Analysis Based on questioning: Focus groups, Depth interviews, Projective techniques. Based on observations: ethnography, grounded

simple and multiple regression. Two-Independent Sample tests. Chi-square test.(Numericals expected) forms of report – fundamentals of a good report Hypothesis testing Report writing Guidance about how to write systematic answers in exam & discussion with students . Two-related sample tests. tests for large and small samples. participant observation Basic experimental designs – internal and external validity of experiments Questionnaire design .20 21 22 23 24 25 26 27 28 29 30 Causal research Primary data Sampling Data analysis theory. time and efficiency sampling methods – sampling and non sampling errors – sample size calculation (Numericals expected) – population sample size . accuracy .Attitude measurement – scaling techniques Observation method of primary data collection Web based primary data collection – issues of reach.large and small samples . Simple and cross tabulation. Factor analysis Types of tests and test selection. One sample test. analysis.Administration and analysis considerations in design .practical considerations in determining sample size Univariate analysis – Bivariate analysis – Multivariate analysis. solving their queries .

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