Present marketing information to garner and maintain the
attention of marketing decision makers.
Analyze to turn
statistical findings into useful, presentable information that gets attention.
Understand the technical and ethical issues linked with the research process
| Course Status : | Upcoming |
| Course Type : | Core |
| Duration : | |
| Start Date : | |
| End Date : | |
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| Category : | |
| Level : | None |
Unit I
1.1 Research –
Meaning and Philosophies
1.2 Research:
Process, Value and Cost of Information
1.3 Formulation of
Research Problem, Research Variables
1.4 Research Planning
Blueprint, Criteria of Good Research
1.5 Research Design:
Introduction, Types
Unit II
2.1 Literature Review:
Importance and Different Sources
2.2 Hypothesis
Formulation
2.3 Data Collection
Methods, Quantitative and Qualitative Methods
2.4 Sampling –Design,
Plan, Types and Techniques
Unit III
3.1 Measurement and
Scaling Techniques
3.2 Development of
Questionnaire
3.3 Pilot Testing
3.4 Data Preparation and
Processing
Unit IV
4.1 Research Methods:
Parametric and Non Parametric Tests
4.2 Use of Statistical
Software
4.3 Correlation and
Regression
4.4 Analysis of Variance
4.5 Introduction to Multivariate
Analysis
Unit V
5.1 Report Writing
5.2 Types of Reports
5.3 Formats of Report
Writings
5.4 Applications of
Marketing Research
5.5 Ethical Issues in
Marketing Research
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