Marketing Research
bbasemester 8
Unit 1:Introduction
Meaning and nature of marketing research; Role of marketing research in strategic decisionmaking; Types of marketing research; Scope of marketing research; Marketing researchprocess: Factors affecting marketing research decisions; Limitations of marketing research;Ethics in marketing research.
Unit 2: Defining the Research Problem
Problem identification; Components of a problem; Steps of problem identification; Problem formulation: Statement of the problem; Writing the research objectives. Formulation of hypothesis
Unit 3:Marketing Research Design & Sampling
Concept of research design; Characteristics of good research design; Components of researc hdesign; Types of research design: qualitative and quantitative. Sampling concept andterminologies; advantages of sampling; Types of sampling.
Unit 4: Data Collection and Analysis
Secondary data, sources of secondary data; problems used in secondary data. Primary data:Observation, survey, experiment: Merits and demerits. Questionnaire and its developmentprocess; Methods of data analysis; Use of statistical analysis in marketing research; types ofscales used in research
Unit 5: Reporting
Report writing; Types of reports; General guidelines for report writing; Format of a marketing research report.
Unit 6:Applications of Marketing Research
Research for market segmentation, Product research, Advertising research, Sales andDistribution research, and Attitude and psychographic research.