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Marketing Research syllabus

MKM 2106 units · 26 topicsAcademic year 2083/84
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Marketing Research

6 units

1. Introduction (8 LHs)

  1. Meaning and nature of marketing research
  2. Role in strategic decision-making
  3. Types and scope
  4. Research process and factors affecting research decisions
  5. Limitations and ethics

2. Defining the Research Problem (8 LHs)

  1. Problem identification, components and steps
  2. Problem formulation and statement
  3. Writing research objectives
  4. Formulating hypotheses

3. Marketing Research Design & Sampling (10 LHs)

  1. Research design concept and characteristics
  2. Components and qualitative and quantitative types
  3. Sampling concept, terminology and advantages
  4. Sampling types

4. Data Collection and Analysis (10 LHs)

  1. Secondary data sources and problems
  2. Primary data: observation, survey and experiment
  3. Questionnaires and development process
  4. Data analysis methods and statistical analysis
  5. Research scales

5. Reporting (6 LHs)

  1. Report writing and report types
  2. Guidelines for report writing
  3. Marketing research report format

6. Applications of Marketing Research (6 LHs)

  1. Market segmentation research
  2. Product research
  3. Advertising research
  4. Sales and distribution research
  5. Attitude and psychographic research