MARKET RESEARCH

Unit-1 Research Contact Hours:21

Concept The nature of marketing research and its applications types of MR .

Marketing Information Systems and Decision Support Systems

Research Design The MR process and Research Design. Sources of data , Primary and
secondary sources

Data The sources of secondary data. Audits and panel data. Surveys and
Experiments in marketing research.

Unit-2 Questionnaires and Schedules. Contact Hours:21

Introduction Design of questionnaires and Schedules. Specific type of measurement

instruments- attitude scales, measures of emotion, perceptual scales.

Research Qualitative research methods. Depth interviews, Content analysis, Projective

Methods techniques, Observation and Physiological measures.

Sample Size Sampling Sample size determination, sampling plans and methods

Unit-3 Data analysis Contact Hours:21

Introduction Data Editing, Coding and tabulation. Use of software. Data screening and
purification. Frequency tables, Cross tabulation, measures of central tendency
and variation

Hypothesis Tests of hypothesis- Uni and multi variate tests Z test, T test , Chi Square
tests and ANOVA univariate and multi variate. Analysis of Experimental
designs.

Analysis Advanced methods of analysis in MR- Cluster analysis, factor analysis, Multi
dimensional scaling, Conjoint analysis, Multiple Discriminant analysis.

Syllabus
 
Textbooks / Reference Books
1. NareshMalhotra, Marketing Research: Applied Orientation, Pearson.
2. Zikmund, Marketing Research, Cengage Learning, New Delhi.
3. Luck &Rubin ,  Marketing Research, Prentice Hall India.
4. Tull, Donald S, Hawkins Del I, Marketing Research