Marketing Research B.A. (HONS) Business Economics Semester VI – Paper XXIII & XXIV

B.A. (HONS) Business Economics Semester VI – Paper XXIII & XXIV Optional Paper: Group (II)

Marketing Research

Background
The syllabus covers five broad areas of study in market research: Scope and Process, Research Design, Data Collection (Exploratory, Descriptive, and Causal), Sampling and Data Analysis
Major Objectives
The Endeavour is to help the students develop a scientific approach to data collection and analysis. The student should be able to utilize this knowledge in conjunction with their understanding of consumer behaviour and statistics.
Main Reference: - Marketing Research by Aaker, Kumar and Day Publisher: Wiley and Sons, Seventh Edition
Unit 1
Nature, Importance and scope of Marketing Research; MR Process and Problem Formulation- from ch 1 & 2 of Aaker
Unit 2
Research Design – ch 4
Unit 3
Process of Data collection – ch 8,11,12 & 13
Unit 4
Sampling – ch 14
Unit 5
Data analysis; ANOVA, Factor Analysis etc. – ch 16,17 & 18 for introduction, test of significance, Z test etc. page 532-545 for discriminant analysis, page 553-566 for factor analysis, ch 22 for perceptual mapping and conjoint analysis
Simple understanding of correlation and regression from ch 19
Unit 6
Indian context: overview of MR industry in India, Major Indian MR Agencies and Publications/ working of typical MR agency