IFTM University School of Business Management Course Handout Session: - 2017-2018 Paper Instructor: Dr. Rakesh Kumar Yadav Paper Name and Code: Marketing Research (MBA MK-01) Course: MBA III SEM PAPER OBJECTIVES: The paper aims at equipping students with an understanding of the marketing research process, tools and techniques in order to facilitate managerial decision making. Specific objectives include: Ø To develop an understanding of the meaning and significance of marketing research for a business enterprise. Ø To learn a wide range of marketing research concepts toward building a broad foundation for strategic planning and marketing. This foundation is of great significance not only for marketers but for the leadership team as well. We learn to appreciate the significance of marketing research as a key part of a firm’s overall marketing and strategic planning activities. Ø To become familiar with the process of designing marketing re...