Description

Marketing Research – I

TYBCOM Semester V

Syllabus

1. Introduction to Marketing Research (12 Lec.)
(a) Marketing Research – Definition, Features, Functions, Signifiance of Marketing Research in Marketing Decision Making, Limitations of Marketing Research
(b) Steps in Marketing Research, Ethics in Marketing Research, Career Options in Marketing Research, Qualities of a Good Marketing Research Professional
(c) Marketing Information System – Definition, Components, Essentials of a Good MIS,
Concept of Decision Support System – Components, Importance
Data Mining – Concept, Importance

2. Planning Research (11 Lec.)
(a) Research Design – Concept, Importance, Types
Hypothesis – Concept, Types, Importance
(b) Questionnaire – Concept, Types of Questions, Steps in the Preparation of Questionnaire, Essentials of a Good Questionnaire
(c) Sampling – Concept, Terms in Sampling, Techniques of Sampling, Essentials of a Good Sampling

3. Data Collection (11 Lec.)
(a) Primary Data – Concept, Merits, Demerits, Methods
(b) Secondary Data – Concept, Merits, Demerits, Sources
(c) Qualitative and Quantitative Research – Concept, Features, Qualitative v/s Quantitative Research
Integrating Technology in Data Collection, Methods (Online Surveys, hand held devices, text messages, social networking), Importance

4. Data Processing, Analysis, Reporting (11 Lec.)
(a) Stages in Data Processing
Editing – Meaning, Objectives, Types
Coding – Meaning, Guidelines
Classification – Meaning, Methods
Tabulation – Meaning, Methods
(b) Data Analysis and Interpretation
Data Analysis – Meaning, Steps, Use of Statistical Tools (SPSS, SAS, MS EXCEL, MINITAB)
Data Interpretation – Meaning, Importance, Stages
(c) Report Writing – Concept, Types, Contents, Essentials, Use of Visual Aids in Research Report