Open Courseware - Virtual University of Pakistan

Home > Courses > Marketing > MKT611

MKT611 : Marketing Research

I like this Course

Course Info
Course Category	Marketing
Course Level	Undergraduate
Credit Hours	3
Pre-requisites	MGT301, MKT501, STA630
Instructor	Dr. Zulfiqar Ali Khan Ph.D in Education (Business Education) Indiana University, USA.

Course Contents
All the 45 lectures of this course are divided in 16 modules as follows: MODULE 1: Nature and importance of marketing research in the modern day business. MODULE 2: Defining marketing research problem and developing an approach MODULE 3: Searching secondary data and their Documentation. MODULE 4: Research Design and its classification. MODULE 5: Exploratory Research Design: qualitative marketing research MODULE 6: Descriptive (Survey) Research Design MODULE 7: CausaL Research Design: Experimentation MODULE 8: Measurement and Scaling MODULE 9: Sampling procedures MODULE 10: Designing a good research questionnaire MODULE 11: Data collection and fieldwork. MODULE 12: Data Analysis: Data preparation and data cleaning. MODULE 13: Descriptive and inferential statistics MODULE 14: Data analysis MODULE 15: Preparation of Research Report MODULE 16: Report presentation