Marketing Research TYBCOM – I Semester V Manan Prakashan

Marketing Research TYBCOM – I Semester V Manan Prakashan

Semester V
1. Introduction to Marketing Research (12 Lec.)(a) Marketing Research – Definition, Features, Functions, Significance of Marketing Research in Marketing Decision Making, Limitations of Marketing Research(b) Steps in Marketing Research, Ethics in Marketing Research, Career Options in Marketing Research, Qualities of a Good Marketing Research Professional(c) Marketing Information System – Definition, Components, Essentials of a Good MIS,

Concept of Decision Support System – Components, Importance

Data Mining – Concept, Importance

2. Planning Research (11 Lec.)

(a) Research Design – Concept, Importance, Types Hypothesis – Concept, Types, Importance

(b) Questionnaire – Concept, Types of Questions, Steps in the Preparation of Questionnaire, Essentials of a Good Questionnaire

(c) Sampling – Concept, Terms in Sampling, Techniques of Sampling, Essentials of a Good Sampling

3. Data Collection (11 Lec.)

(a) Primary Data – Concept, Merits, Demerits, Methods

(b) Secondary Data – Concept, Merits, Demerits, Sources

(c) Qualitative and Quantitative Research – Concept, Features, Qualitative v/s Quantitative Research

Integrating Technology in Data Collection, Methods (Online Surveys, hand held devices, text messages, social networking), Importance

4. Data Processing, Analysis, Reporting (11 Lec.)

(a) Stages in Data Processing

Editing – Meaning, Objectives, Types

Coding – Meaning, Guidelines

Classification – Meaning, Methods

Tabulation – Meaning, Methods

(b) Data Analysis and Interpretation

Data Analysis – Meaning, Steps, Use of Statistical Tools (SPSS, SAS, MS EXCEL, MINITAB)

Data Interpretation – Meaning, Importance, Stages

(c) Report Writing – Concept, Types, Contents, Essentials, Use of Visual Aids in Research Report