Course info

Course Name

Marketing Research

Type of Course

Elective - Marketing

Course Code

MBM21E02

Course Summary & Justification

 This course enables the students to:

A.     To develop capability to understand the fundamentals of Marketing    

research and make students industry ready

B.     To inculcate an attitude for identifying and undertaking research   

work both in industry as well as in academic environment with  

emphasis on continuous learning enabling to excel in competitive

participations.

C.    To nurture and nourish students to conduct unbiased research on the problems of the society and develop solutions to it.

D.    To foster a confident and competent graduate capable to solve real life practical industrial problem in a systematic manner

E.     To encourage students to interpret the outcomes in a manner that would help solve business problems in the best possible manner

Semester

3/4

Credits

4

Total Student Learning Time (SLT)

Learning Approach

Lecture

Tutorial

Practical

Others

Total Learning Hours

Authentic learning

Collaborative learning 

Case based learning 

60

5

-

15

80

Pre-requisite

NIL

As per the requirement of the course

Others-  Library, field work, seminar and assignment preparations, test, journal, discussion etc.

CO No.

Expected Course Outcome

Upon completion of this course, students will be able to;

Learning Domains

PSO No.

1

Describe the marketing research process and list thecharacteristics of various types of research

 A

1,2,3

2

Given a Marketing Management problem determine the related Research Problem

E

2,3,5

3

Formulate Research Objectives and Hypothesis from a given research problem

C

2, 3, 5, 7

4

Given the research budget select suitable Research Design for achieving the research objectives

E

5, 8,11

5

Organise the data collection process, Analyse data and draw inferences and recommend solutions to the research problem and the Marketing Problem

An

5,6,7,8

*Remember (R), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S), Interest (I) and Appreciation (Ap)

Hrs

CO.No.

Unit 1

12 Hrs

1.1

Introduction, Definition, Need, Relevance and Scope of Marketing Research.

3

1,2

1.2

Types of Market Research & Marketing Research process

3

1,2

1.3

Decision making in marketing and the role of Market Researcherto provide relevant information

2

2

1.4

Different phases in the development of Marketing Research

2

2,3

1.5

Contemporary trends in Marketing Research

2

1,2

Unit 2

14 Hrs

2.1

Difference Between a Management Problem and a Research Problem

3

3

2.2

Research Problem Identification & Translation of Marketing Problem to Statement of research problem

2

2,3

2.3

Review of Literature, Identification of Research gap, Formulating Research Objectives

3

2,3

2.4

Formulation of Research Hypothesis

3

3

2.5

Formulation of Theoretical framework for research and Identification of Variables

3

2,3,4

Unit 3

16 Hrs

3.1

Research Design and its classification- ExploratoryResearch, Conclusive, DescriptiveResearch & Causal Research designs

4

4

3.2

Measurement Scales, Primary scales in research and its property (Nominal, Ordinal, Interval and Ratio Scales)

4

3,4

3.3

Specific type of measurement instruments- attitude scales, measures of emotion, perceptual scales.

3

3,4,5

3.4

Reliability and Validity in Research

2

4

3.5

Design of questionnaires and Schedules, Depth interviews, Content analysis

3

4,5

Unit 4

11 Hrs

4.1

Sampling plans and methods- Probability & Non Probability

3

4,5

4.2

Sample size determination

2

5

4.3

Field work planning and control

2

5

4.4

Data analysis- Data Editing, Coding and tabulation. Use of software. Data screening and purification.

2

4,5

4.5

Frequency tables, Cross tabulation, measures of central tendency and variation. Tests of hypothesis- Uni and multivariate tests

2

5

Unit 5 

7 Hrs

5.1

Advanced methods of analysis in Marketing Research

2

5

5.2

Cluster analysis, factor analysis, multi-dimensional scaling, conjoint analysis, Multiple Discriminant analysis,

3

4,5

5.3

Report writing- Thecontents andcharacteristics of agood report

2

5

Teaching and Learning Approach

Classroom Procedure (Mode of transaction)

Authentic learning, case-based learning, collaborative learning, seminar, group activities. 

Assessment Types

Mode of Assessment 

·        Continuous Assessment (CA)

·        Tests

·        Seminar Presentation – a theme is to be discussed and identified to prepare a paper and present in the seminar 

·        Assignments

·        End Semester examination