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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 research, and a variety of techniques for analyzing data for input to decision making about the direction and investments a business organization is considering.
Ø  Understanding how the marketing research process works
Ø  Being able to analyze data to test for significant differences and association (relationships between variables)

RECOMMENDED BOOKS:
Text Book:
T1       : Marketing Research – Text & Cases: Byod, Westfall & Stasch
T2       : Nargundkar - Marketing Research (Tata McGraw Hill, 2nd Ed.)
Reference Books:
R1       : Marketing Research: Luck and Rubin (Prentice Hall of India, 7th edition)
R2       : Marketing Research: Beri (Tata McGraw-Hill, 4th edition)
R3       : Marketing Research Methodological Foundation: Churchill Gilbert A. and L.                     Dawn (Cengage Learning, 9th edition)      

COURSE PLAN:

UNIT No.
Topics(s) to be Covered
Sessions Anticipated
Recommended Readings

UNIT I
Definition of Marketing Research, Objectives of Marketing Research, Application of Marketing Research, Limitation of Marketing Research
4
T1, R2
Process of Marketing Research
2
T1, R2
Marketing Information System-Concept, Need for MIS, Process of MIS
2
T1, R2




UNIT II
Research Design-Various types of Research Design, Important Experimental Research Designs.
5
T1, R2
Primary and Secondary Data- Meaning of Primary Data & secondary data, Primary Data VS Secondary Data, Sources of secondary data and Essential Characteristics for selecting Secondary Data.

2
T1, R2
Methods of Data Collection- Survey Method- Schedule, Questionnaire and  Observation Method- Advantages & Disadvantages, Types of Observation, Types of questionnaires, Precautions in Preparation of Questionnaire.
5
T1, R2


UNIT III
Measurement and Scaling-Types of Scales, Difficulty of Measurement, Sources of Error, Criteria for a Good Scale, Development of Marketing Measures

5
T1, R2
Attitude Scales-Concept and components of Attitude, General Procedure in Attitude Scaling, Selected Attitude Scales, Rating Method, Limitation of Attitude Measurement
5
T1, R2


UNIT IV
Data processing, Analysis and Estimation, Hypothesis Testing
3
T1, R2
Parametric test including t-tset and z-test, Non-parametric test including chi-square test and ANOVA
5
T1, R2
Rank Correlation, Regression Analysis
2
T1, R2
                                                                                
                                                     

Dr. Rakesh Kumar Yadav     
Associate Professor    










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