International Marketing Research (Functional Electives International Business)

Paper Code: 
MBI- 623
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • Paper has been designed such that it acquaints the students with the basic understanding of International research methodology for the purpose of managerial decision making.
9.00
Unit I: 
Introduction to International Marketing Research

The Nature and Scope of International Marketing Research, Culture Classification Model, Ethics in Research, Complexity of International Marketing Research.

9.00
Unit II: 
International Marketing Research Process

Introduction, Research Objectives, Preliminary Stages of the Research Process, Information Requirements for International Marketing Decisions, Secondary Data Research, Primary Data Research, Types of Primary Research, Issues in Primary data Collection, Qualitative and Observational Research.

9.00
Unit III: 
Planning and Conducting Market Survey

Survey Research, New Approaches to Survey Research, Scale Development, Measurement and Scaling, types of Scales, Scales in Cross- National Research, Questionnaire design, Sampling.

7.00
Unit IV: 
Analysis of International Marketing Research

Data Preparation, Data Analysis, Statistical Techniques, analysis of Variance, Correlation Analysis, Regression Analysis.

6.00
Unit V: 
Report Writing

Written Report, Oral Presentation, Validity and Reliability in Presentations.

Essential Readings: 
  • Marketing Research: Beri Tata Mc Graw Hill Publication., New Delhi.
  • Research Methodology: R. Panneerselvam., Prentice Hall of India, New Delhi.
References: 
  1. Research Methodology: C.R Kothari.
  2. Marketing Research: S shajahan., Mc Millan India Ltd., New Delhi.
  3. Marketing Research: Naresh K Malhotra Prentice Hall of India Pvt. Ltd., New Delhi.