MBA

Batch 0003 (2010-12) SEMESTER III MARKETING RESEARCH (MM-303)

Course Instructor: ANIRBAN DUTTA

COURSE OUTLINE Course Title : Marketing Research Subject Code : MM-303 Batch : MBA (2010-12) Instructor : Anirban Dutta Sessions : 40 hrs. 1.0 Course Objective: The objective of this course extends the basic knowledge of the research methodology and application into the marketing area. Students will learn how to take a strategic decision in the global business era with the help of marketing research. This course will also help the students to understand the application of statistics in the business decision making and how to conduct any social research. 2.0 Text Book: 1. Naresh K Malhotra: Marketing Research; Pearson 2. G C Beri: Marketing Research; Tata McGraw Hill. 3.0 Reference: 1. P.Green & D. Tull & G Albaum: Research for Marketing Decisions; PHI. 2. Luck and Rubin: Marketing Research; PHI 3. D.George & P. Mallery: SPSS for Windows: Step by Step; Pearson Education 4. Rajendra Nargundkar: Marketing Research; Tata McGraw Hill 5. Easwaran & Singh: Marketing Research; Oxford 4.0 Evaluation System:

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15 10 05
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COURSE CONTENTS Topic Reading material /Text Book Marketing Research: Introduction, Application of Study Material /Text Book research in managerial decision making Aims, roles, functions and sources of research Client-user interface role conflict and Resolution Research Process: Steps in planning research purpose and objectives, Converting a managers problem to a researchers problem Problem formulation, research design collection, analysis, report presentation, Preparation of the research proposal Research Design: Types of research - exploratory studies Study Material /Text Book Study Material /Text Book Study Material /Text Book

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Study Material /Text Book descriptive studies, causal studies Types of information needed - behavioural and nonStudy Material /Text Book behavioural correlates Slot Test Sources of Data: Primary and secondary source Errors in data collection Methods of Data Collection: Focus groups, Observations, Case histories Surveys survey methods - structured and unstructured, direct and indirect methods, in-depth interviews, panels, interview media: personal, telephone, internet & mail questionnaire construction & pre-testing qualitative research - projective techniques Experimentation - types of causation, inferring causal relationships, natural & controlled experiments, experimental designs Measurement & Scaling: Types of scales nominal, ordinal, interval, ratio scales Attitude measurement methods - variability methods Study Material /Text Book Study Material /Text Book Study Material /Text Book Study Material /Text Book

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Quantitative judgment methods - verbal, numerical, Study Material /Text Book graphical scales, factorization, constant sum method scales Multi-item scales Semantic differential scale, Likert Study Material /Text Book scale, Thurstone scale Stapel, considerations in developing scales, reliability Study Material /Text Book and validity of scales Sampling: Census vs. sample, Steps in sampling Study Material /Text Book process, Definition of population, frame, unit, and element Types of sampling: Probability sampling techniques Study Material /Text Book simple random sampling systematic random sampling, stratified sampling Study Material /Text Book cluster sampling, area sampling Nonprobability sampling techniques convenience Study Material /Text Book sampling, quota sampling, judgment sampling snowball sampling, Determination of sample size Study Material /Text Book Analysis of Data: Compilation, tabulation & Study Material /Text Book classification of data univariate analysis Study Material /Text Book hypothesis testing- parametric Study Material /Text Book Slot Test non-parametric tests, bivariate analysis Study Material /Text Book multiple regression Study Material /Text Book discriminant analysis, factor analysis Study Material/Case Material cluster analysis, multi dimensional scaling Study Material /Text Book conjoint analysis, forecasting methods (application Study Material /Text Book and interpretation only) GROUP PRESENTATION Advertising research Study Material /Text Book Motivation research Study Material /Text Book Sales analysis & forecasting research Study Material /Text Book

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Anirban Dutta

Course Instructor