MARKETING RESEARCH

Paper Code: 
MBM422
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to possess the skills to conduct comprehensive marketing research, employing quantitative and qualitative methodologies, analyse data effectively, and provide actionable insights to drive informed marketing decisions and strategies.

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and

teaching strategies

Assessment Strategies

Course Code

Course Title

24MBM422

Marketing Research (Theory)

CO809: Analyse marketing research fundamentals, and industry dynamics, for informed marketing strategies.

CO810: Examine the marketing research process by ensuring clarity and systematic methodology

 

CO811: Assess the secondary data in marketing, scaling design techniques, and generalizability in multi-item scale development.

CO812: Evaluate the practical applications of marketing research, while upholding ethical standards in research practices.

CO813: Explore the applications of marketing research to inform strategic marketing decisions CO814:Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

Learning activities for the students: Self- learning assignments, presentations, practical exercise

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

 

12.00
Unit I: 
Marketing Research

 Marketing Research: Definition, Role of marketing research in marketing decision making. Marketing Information System, Role of Marketing Research in Management Information System and Decision Support System.

Organization for Marketing Research: organizing the marketing research department; Understanding the marketing research industry.

12.00
Unit II: 
Marketing Research Process:

Marketing Research Process: Steps in conducting marketing research. Defining Marketing Research Problem: Importance of defining the problem and developing an approach, process of defining the problem, components of the approach.

12.00
Unit III: 
Secondary Data in Marketing:

Secondary Data in Marketing:  Criteria for evaluating secondary data, Internal secondary data, syndicated and non-syndicated Sources.

Scaling design: Comparative and Non- Comparative Scaling Techniques. Multi Item Scale development: Scale evaluation: Measurement Accuracy, Reliability and Validity, generalizability.

12.00
Unit IV: 
Marketing Research Applications and Ethical Considerations

 Marketing Research Applications and Ethical Considerations: Consumer research, attitude measurement and scaling techniques; Product research; Advertising research; Marketing and sales forecasting; Sales analysis. Ethical issues in marketing research.

12.00
Unit V: 
Applications of Marketing Research in Marketing

Applications of Marketing Research in Marketing: Applications of Marketing Research in Marketing: Product Research, Price Research, Distribution Research and Promotion Research.

*Case studies related to entire topics are to be taught.

Essential Readings: 

1.Marketing Research - An Applied Orientation, Malhotra, Naresh K.
Prentice Hall of India 5th edition
2.Marketing Research, 3rd e Nargundkar,R. Tata McGraw Hill
3.Marketing Research – Concepts & Cases Boyd et al. Irwin Publications

References: 

Suggested readings:

1.Marketing Research - An Applied Orientation, Malhotra, Naresh K. Prentice Hall of India 5th e

2.Multivariate Analysis, 5th e Hair, Joseph F. et al. Prentice Hall - 1998

3.Qualitative Methods in Management Research Gummesson, E. Sage Publication

E resources: 1.Inflibnet Shodhganga, www.shodhganga.inflibnet.ac.in 2.NPTEL Local Guru content

Journals 1.Journal of Marketing Management

2.Journal of Marketing Research

Academic Year: 
2024-2025
  • Printer-friendly version
  • PDF version