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Bangalore University - B.Com 5th Sem - Market Research (Marketing Group)
Posted Date: 11 Dec 2007 Resource Type: Articles/Knowledge Sharing Category: General
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Posted By: Jyothi Member Level: Diamond
Rating:  Points: 1
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MARKETING RESEARCH (Elective - VI)
CHAPTER I: INTRODUCTION & BASIC CONCEPTS 12 hrs
Introduction to marketing research - nature, characteristics, scope, uses & limitations; Interaction between management and marketing research; Marketing information system and decision support system in marketing research; Assessing information needs; scientific method & research process; steps in research process; types of research.
CHAPTER II: SOURCE & COLLECTION OF DATA 14 hrs
Sources of Secondary data; its advantages and disadvantages; methods of collection of primary data; construction of questionnaire and interview schedule; scaling and measurement; Sampling designs and sample size- decisions; organizing data collection & field force.
CHAPTER III: PROCESSING & ANALYSIS OF DATA 12 hrs
Editing, Coding & tabulation of data; techniques of data analysis; testing of hypothesis; tests of significance; analysis of associations; analysis of experiments; interpretation of data.
CHAPTER IV: REPORT WRITING & PRESENTATION 4 hrs
Role & types of report; content of report; principles of report preparation; Presentation & Communication.
CHAPTER V: TRADITIONAL & EMERGING APPLICATIONS OF MARKETING RESEARCH 8 hrs
Product research; price research; distribution research; advertising research; market & sales research; customer database and relationship marketing; Brand equity & customer satisfaction measurement; Internet marketing Research.
SKILL DEVELOPMENT:
- Identify & describe the activities of five marketing research companies in India?
- Form class Teams & based on the sources of secondary data available, prepare a short report on 'Investment options for consumers in Indian financial services sector.'
- Construct a questionnaire to measure student's attitudes towards the purchase of tw.o wheelers/ ready-made garments/ educational service/ television programmes. Administer the questionnaire you have developed on selected students (sample size of 25 students) in your college. Discuss any response related problems you encountered.
- Based on the above survey, carryout the analysis & interpretation of data. Short report should be submitted for evaluation of acquired skills of marketing research.
- Participate in any online/ Internet marketing research programme and identify the key
characteristics of the programme.
REFERENCE BOOKS:
1. Boyd, Westfall & starch, Marketing Research, text & cases, seventh edition, AITBS, New Delhi, 1996.
2. G.c.Beri, Marketing Research, Tata Mcgraw Hill publishing company, 2nd edition, New Delhi 1997.
3. Prof.M.N.Mishra, Modern Marketing Research; First Edition, Himalaya Publishing House, Mumbai, 1998.
4. Suja.R.Nair, Marketing Research, First Edition, Himalaya Publishing House, Mumbai, 2003.
5. Amanathulla, Marketing Research.
6. Malhotra, Marketing Research.
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