Introduction: Meaning, scope and importance of marketing research; own vs. agency marketingresearch; marketing information system; meaning, need and components, marketing informationsystem and marketing research; marketing research process-I an overview; problem definition,formulation and preparation of research proposal.
Primary Data Collection: Primary data collection methods; mail survey, telephone survey andinterviews and their evaluation; observations; experimental methods, questionnaire preparationand administering, organizing fieldwork for collecting data.
Research Design and Information Sources: Meaning and scope of research design; types ofresearch designs, exploratory, descriptive and conclusive; sources and uses of secondary data,collection of secondary data.
Sample Design and Sampling: Determining universe, sampling frame and sampling unit;determining sampling method; non probability and probability methods; sample sizedetermination; sampling errors vs. non-sampling errors.Sampling: Steps &Types: Probability / non probability (simple, systematize; stratifiedproportionate, disproportionate), Sample size determination
Questionnaire design:-Steps in Q.D. with examples for each step. Rating Scales, Juster, Likert,Semantic Differential, Thurston, Attitude Scales, Scales for illiterate respondents
Measurement Techniques: Nominal Scale, Ordinal Scale, Interval Scale, Ratio Scale; ScaleTypes: Comparative Scaling, Non-comparative Scaling; Attitude Measurement, Self-ReportingMethods, Methods for Rating Attributes, Data Analysis, Customer Research, AdvertisingResearch, Product Research, Distribution Research, Sales Research, MarketingEnvironment Research, Internet Marketing Research, and International Marketing Research
Research trends, Behavioural Science Based Approach, Economic and Competitive Pressures,Consumer Insight Groups, Quantifying Emotions, Impact of the Social Media, Do-it-Yourself(DIY) Research; Research ethics, typical research errors, Research and culture;