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Pondicherry University MBA 2nd year Syllabus-MBA MARKETING-MARKETING RESEARCH
Posted Date: 21 Jul 2008 Resource Type: News/Announcements Category: Education
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Posted By: bharath sudar Member Level: Platinum
Rating:  Points: 2
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PAPER - XII
MARKETING RESEARCH
COURSE CODE: 36 PAPER CODE: H3020
UNIT – I
The Marketing Research System - Definition of MR - Basic and Applied Research - the' Research Process - Types of Research - Steps in MR Process - Research Design - Data Sources - Marketing Information System.
UNIT-II
Sampling - Simple and Complex Sampling Procedures - Strategical, Systematic, Area, Random-Digit Dialing. - Sample Size - Sampling Errors.
UNIT-III
Measurement and Causality - Factors in Measurement - Concepts of Validity and Reliability - Attitude Measurement - Scaling Procedures - Casual Designs - Four Design Procedures.
UNIT-IV
Data Instruments - Data Collecting Methods - Field Operations - Errors' and Difficulties -Data Processing, Coding and Editing.
UNIT - V
Data Analysis - Univariate, Bivariate, Multivariate -Hypothesis Testing - Descriptive and Inferential Statistics - Anova, Ancova, Manova, Factor, luster, Discriminant Analysis -Report Writing - Presentation of Data - Diagrammatic -Pareto analysis - Ishikawa diagrams.
METHODOLOGY: (1) Lectures (2) Written Notes (3) Assignments (4) Computer Practicals (Using Word Star, Lotus 1-2-3, Packages like Stat Graph, Statistics (SX) and SPSS) (5) Project Work.
REFERENCES
1. Naresh K. Malhotra: MARKETING RESEARCH: AN APPLIED ORIENTATION, Pearson Education, Asia.
2. Thomas C.Kinnear & James R. Taylor: MARKETING RESEARCH.
3. Aaker, Kumar & Day: MARKETING RESEARCH, John Wiley & Sons, 1998.
4. Boyd, Westfall & Stasch: MARKETING RESEARCH: TEXT AND CASES, Richard D Irwin Inc.. AITBS.
5. Paul E. Green & Donald S. Tull: RESEARCH FOR MARKETING DECISIONS.
6. Richard I.Levin: STATISTICS FOR MANAGEMENT.
7. Gibert A. Churchill, Jr.: MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS.
For more details, visit http://www.pondiuni.org/DDE/mbaIImarket_III.html
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