Course Objectives

Marketing Research aims at researching the market to guide the

manager in his decision making. This Course is desigined to equip the

student in planning, executing the marketing research process and

collating and interpreting the data thus received.

Module I

Introduction to marketing research – importance of role and

application - types of research and research agencies - ,marketing

information system and decision support system - cost and time

consideration in research - role of information in decision making

concept of decision . making  under uncertainty and cost of additional

information. .

Module  II

The research process –identifying research problems and setting

research objectives – developing research proposals- research design

data sources – primary and secondary source - audits and panel data --

surveys and experiments in marketing research - experimental designs.

Module III

Designing tools for data collection- questionnaires and schedules

- data  collection methods - observation, physiological measures, direct

interview, telephone, mail and use of internet - qualitative research -

FGDs, depth interviews, projective techniques - field work planning and

control - problems in data collection.

Module IV

Sampling design - sample frame, sample ur----sample size

determination, sampling method – sampling errors – data editing  .. coding

and tabulation- uses of software for processing of dat--rl-.,data analysis

and interpretation - different methods of analysis - report preparation -

final presentation.

Module V

Application of research process in marketing activities - research

for new product development - assessing market potential for products -

pricing studies - measuring . brand equity - distribution studies consumer perception and behaviour studies - advertising research -

studies' for other promotion activities - opinion surveys.