SYLLABUS MARKETING RESEARCH

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

To familiarize students with the role of Marketing Research in marketing decision making and to assist them in applying research to marketing issues; Specifically, to design, conduct, analyze, interpret and document a sound market research study. 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.

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

To familiarize students with the role of Marketing Research in marketing decision making and to assist them in applying research to marketing issues; Specifically, to design, conduct, analyze, interpret and document a sound market research study. 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: INTRODUCTION

Nature, Importance and scope of Marketing Research; MR Process and Problem Formulation- from ch 1 & 2 of Aaker

Unit 2: RESEARCH DESIGN

                Research Design – ch 4

Unit 3: DATA COLLECTION

                Process of Data collection – ch 8, 11, 12 & 13

Unit 4: SAMPLING

                Sampling – ch 14

Unit 5: DATA ANALYSIS

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

Indian context: overview of MR industry in India, Major Indian MR Agencies and Publications/ working of typical MR agency

Main Reference: - Marketing Research by Aaker, Kumar and Day Publisher: Wiley and Sons, Seventh Edition

Unit 1: INTRODUCTION

Nature, Importance and scope of Marketing Research; MR Process and Problem Formulation- from ch 1 & 2 of Aaker

Unit 2: RESEARCH DESIGN

                Research Design – ch 4

Unit 3: DATA COLLECTION

                Process of Data collection – ch 8, 11, 12 & 13

Unit 4: SAMPLING

                Sampling – ch 14

Unit 5: DATA ANALYSIS

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

Indian context: overview of MR industry in India, Major Indian MR Agencies and Publications/ working of typical MR agency