Marketing Research syllabus

Marketing Research

• 1 Introduction (8 LHs)

  • Meaning and nature of marketing research
  • Role of marketing research in strategic decision making
  • Types of marketing research
  • Scope of marketing research
  • Marketing research process
  • Limitations of marketing research
  • Ethics in marketing research
• 2 Defining the Research Problem (8 LHs)

  • Problem identification
  • Components of a problem
  • Steps of problem identification
  • Problem formulation
  • Writing the research objectives. Formulation of hypothesis
• 3 Marketing Research Design & Sampling (8 LHs)

  • Concept of research design
  • Characteristics of good research design
  • Components of research design
  • Types of research design
  • Advantages of sampling
• 4 Data Collection and Analysis (8 LHs)

  • Secondary data, sources of secondary data
  • Problems used in secondary data. Primary data
  • Methods of data analysis
  • Use of statistical analysis in marketing research
  • Types of scales used in research
• 5 Reporting (8 LHs)

  • Report writing
  • General guidelines for report writing
  • Format of a marketing research report
• 6 Applications of Marketing Research (8 LHs)

  • Research for market segmentation