17MBAMM304 Marketing Research syllabus for MBA

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-an overview; problem definition,formulation and preparation of research proposal.

Research Design and Data Collection Research Design: Meaning and scope of research design; types ofresearch designs, exploratory, descriptive and conclusive Secondary Data: Sources and uses of secondary data,collection of secondary data.

Primary Data Collection: Primary data collection methods; mail survey, telephone survey andinterviews and their evaluation; observations; experimental methods, questionnaire administering, organizing fieldwork for collecting data.

Sample Design and Sampling: Determining universe, sampling frame and sampling unit; determining sampling method; 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, Behavioral 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;

Practical Components:

• Choose 5 successful products or services and identify the insight behind them through afield survey.

• Do a comprehensive essay on the difference between consumer vs. trade vs. competitioninsights & how best to exploit them.

• Take 5 recent digital innovations e.g. twitter or face book and identify the insights. Locate 5 non-users of search or mail and Interview their reasons.

• Choose 5 recent successful campaigns and identify their insights through consumer interviews. Present your findings to the class

• Choose 3 successful movies e.g. Dabang&Zindaginamilegi& My name is Khan---and interview consumers about the reasons for their success. Similarly repeat this with 3 recent expensive flop movies and Present your findings to the class