This course provides a comprehensive overview of the concepts, processes, and applications ofmarketing research as a vital tool for strategic decision-making. It introduces the nature, role, andscope of marketing research, emphasizing its importance in understanding market dynamics andconsumer behavior.

The basic objective of this course is to make students understand the basic techniques ofidentifying problems of marketing research and apply the various tools in this regard.

Unit 1. Introduction   (8 LHs) 
Meaning and nature of marketing research; Role of marketing research in strategic decisionmaking; Types of marketing research; Scope of marketing research; Marketing research process: Factors affecting marketing research decisions; Limitations of marketing research;Ethics in marketing research. 

Unit 2. Defining the Research Problem  (8 LHs) 
Problem identification; Components of a problem; Steps of problem identification; Problemformulation: Statement of the problem; Writing the research objectives. Formulation of hypothesis.

Unit 3. Marketing Research Design & Sampling (8 LHs) 
Concept of research design; Characteristics of good research design; Components of researchdesign; Types of research design: qualitative and quantitative. Sampling concept and
terminologies; advantages of sampling; Types of sampling.

 Unit 4. Data Collection and Analysis (8 LHs) 
Secondary data, sources of secondary data; problems used in secondary data. Primary data:Observation, survey, experiment: Merits and demerits. Questionnaire and its development    process; Methods of data analysis; Use of statistical analysis in marketing research; types ofscales used in research

Unit 5. Reporting (8 LHs)
Report writing; Types of reports; General guidelines for report writing; Format of amarketing research report.

Unit 6. Applications of Marketing Research (8 LHs) 
Research for market segmentation, Product research, Advertising research, Sales andDistribution research, and Attitude and psychographic research.