Marketing Research

Paper Code: 
EMM 424
Credits: 
4
Contact Hours: 
60.00
Objective: 

To develop in students an analytical attitude and prepare them for careers in the Marketing Research. It develops an investment attitude and prepares students for careers in the areas of Marketing Research and associated analytical areas. Students learn how to critically analyze different Marketing situations with the help of advanced statistical tools.

12.00
Unit I: 

Marketing Research: History, Need, Classification, Process, Nature, Management and Management Research.
Market Research Problem: Problem Definition-Ethics in Research.
 

12.00
Unit II: 

Research Design: Objectives, Definition, Classification, Sources of Error, Research Proposal.
Exploratory Research Design: Secondary Data, Primary Data-Qualitative Research-Focus Group Interviews, Depth Interviews, Projective Techniques.
Descriptive Research Design : Survey Methods-Observation Methods.
 

12.00
Unit III: 

Measurement and Scaling: Comparative and non Comparative Scaling-Scale Evaluation-Choosing a Scaling Technique.
Instrument Design: Questionnaires
Sampling Design: Probability and Non Probability Sampling Techniques-uses
 

12.00
Unit IV: 

Data Preparation- Frequency Distribution, Cross Tabulations.
Univariate and Bivariate Analysis: Hypothesis Testing-Parametric and Non Parametric Testing, Analysis of Variance and Co variance.
 

12.00
Unit V: 

Multivariate Analysis: Correlation and Regressing: Explaining Association-Discriminant Analysis for Classification and Prediction-Factor Analysis for Data Reduction-Cluster Analysis for Market Segmentation-Multi Dimensional Scaling for Brand Positioning-Conjoint Analysis for Product Design-Attribute Based Perceptual Mapping using Disciminant Analysis.

References: 

Text Books:

  1. Aaker David A., Kumar V. and Day George., Marketing Research, John Wiley and Sons Inc.

Suggested Readings:

  1. Malhotra Naresh K. and Dash Satyabhusan, Marketing Research: An Applied Orientation, New Delhi: Pearson Education, 5th edition(2009)
  2. Marketing Research: A South Asian Perspective, Pearson education.
  3. Burns Alvin and Bush Ronald F., Marketing Research, Prentice Hall Inc.
  4. Parasuraman A, Grewal Dhruv and Krishnan R., Marketing Research, New Delhi: Biztantra, (2009).