MARKETING RESEARCH
SYLLABUS
UNIT 1
Marketing Research : Meaning, nature and role of marketing research; Organization of marketing research; Marketing research process: Problem identification and definition;
Determination of information needs; Developing research proposal.
UNIT 2
Research Design : Types of Research Design - Exploratory, descriptive and conclusive researches; Secondary and primary data: Sources of secondary data; Primary data
collection instruments - Questionnaire designing and testing; Schedule; Observation methods; Scaling techniques and attitude measurement; On-line data sources and research.
UNIT 3
Sample Design : Defining the universe and sampling unit; Sampling frame; Probability and non-probability sampling methods; Sample size determination, Data collection and
survey errors.
UNIT 4
Data Analysis and Interpretation : Data editing and coding; Tabulation and graphic representation; Statistical data analysis including estimation, hypothesis testing, advanced
data analysis techniques; Report preparation and presentation.
UNIT 5
Applications of Marketing Research : Product research; Advertising research; Market and sales analysis; Marketing research in India; Ethical issues related to marketing
research.