Course Overview
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Course Synopsis
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Course overview
This course focuses on the importance and purpose of Marketing Research, highlighting how to carry out efficient and effective Marketing Research techniques to make successful launching of the products. It will enable the students to write an effective marketing research report. It provides managerial knowledge that can enable students to utilize their talents in the practical life. It also provides an overview of different topics, allowing students to determine criteria through which they will be able to use different types of researches. It also provides how to write a good research report which includes proper research process, research objectives and research designs etc.
Target Audience
This course has been designed for under-graduate students. It will provide overall knowledge of marketing research from basic understanding to learning of advanced concepts. It will also help the students to use various statistical techniques of data analysis in marketing research.
Objectives of Course
Ob1. To enhance the understanding about the key concepts of marketing research.
Ob2. To make familiar with the contemporary issues in marketing research
Ob3. To understand the importance of research design in marketing research.
Ob4. To learn the mechanism of data collection and its usefulness in marketing research
Ob5: To have an in-depth understanding of sampling and its role in marketing research
Ob6: To learn about various statistical techniques and their application
Ob7: To have in-depth understanding of the key elements of a marketing research report
Ob8: To learn about the importance of marketing research report
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Course Learning Outcomes
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At the end of the course, you should be able to:
- Comprehend the core elements of marketing research
- Analyze the implications of marketing research in business decision making
- Develop a good research design for the marketing research project in hand
- Develop a good data collection instrument, an appropriate sampling plan and organize the fieldwork
- Analyze the collected data, both qualitatively and quantitatively
- Write a good marketing research report.
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Course Calendar
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1
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Introduction to Marketing Research1
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2
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Selection of Marketing Research Supplier
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3
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Defining Marketing Research Problem and Developing an Approach
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5
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Research Design and its Classification
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6
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Research Design and its Classification –contd.
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7
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Data Collection Methods
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Assignment 1
Quiz 1
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12
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Accuracy, Validity and Reliabity
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14
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Factors Affecting the Sample Size
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GDB 1
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16
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Sampling Techniques…contd
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17
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Development of Questionnaire
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Quiz 2
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18
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Designing a Good Research Questionnaire
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19
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Data Collection and Fieldwork
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20
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Data Analysis: Data Preparation and Data Cleaning
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21
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Data Analysis: Data Preparation and Data Cleaning…contd
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23
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Research Proposal….contd
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25
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Data Analysis (Continued)
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26
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Data Analysis (Continued.)
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27
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Data Analysis (Continued..)
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28
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Data Analysis(Continued...)
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Quiz 3
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29
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Data Analysis(Continued....)
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30
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Data Analysis(Continued.....)
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31
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Data Analysis(Continued......)
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32
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Correlation and Regression
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33
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Testing the Difference between Means
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34
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Testing the Difference between Means….Contd
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36
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ANOVA and Post Hoc Analysis
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39
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Components of Research Report
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40
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Citation of References in Report
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41
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Presentations of Reports
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45
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International Marketing Research
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