1

SCHOOL:
BUSINESS STUDIES
1

Course number

Course Title

TEACHING
DEPARTMENT:
MARKETING:

OPERATIONAL
FROM (ACADEMIC
TERM): 2015 2016:

FOR STUDENTS ADMITTED STARTIN

Marketing Research
3

Credits

3
4

Contact Hours
(L-W-P)
Course
Objective
Course
Outcomes

3-0-0

The objective of this paper is to understand the various aspects of marketing research, ide
the marketing manager in decision-making.
After completing this course successfully, a student should be able to:

7
7.01
7.02

Outline syllabus
Unit A
Unit A Topic 1

7.03

Unit A Topic 2

7.04
7.05
7.06

Unit A Topic 3
Unit B
Unit B Topic 1

7.07

Unit B Topic 2

7.08

Unit B Topic 3

7.09
7.10
7.11
7.12

Unit C
Unit C Topic 1
Unit C Topic 2
Unit C Topic 3

7.13
7.14

Unit D
Unit D Topic 1

7.15

Unit D Topic 2

7.16

Unit D Topic 3

Understand the relationship between market research and decision making

Learn the processes used in formulating and conducting market research projects
Understand of the market conditions under which research may be undertaken, and
methodology and project management

Introduction of Marketing Research

Define marketing research, aims and objectives of
Marketing research. Applications of marketing research, marketing information system
Evaluation and control of marketing research, value of information in decision making,
Marketing research.
Research Design: Formulating the research problem, choice of research design, types of
Scaling
Types of Scales-Primary Scale of measurement, Attitude Measurement Scale
Difficulty in Measurement
Sources of error, Criteria of Good Scale
Data collection method and sampling
secondary data, collection of secondary data, primary data, collection of primary data
questionnaire, designing of questionnaire, Choice of survey method
Some basic terms, advantages and limitation of sampling,
sampling process, Types of sampling, types of sample designs
Application of Marketing Research
Introduction to sales Analysis and Forecasting
Introduction to New Product Development and Test Marketing
Introduction to Advertising Research

2
7.17

Unit E

7.18

Unit E Topic 1

7.19

Unit E Topic 2

7.20

Unit E Topic 3

8
8.1
8.11

Course Evaluation
Course work: Weight 50%
Continuous
30%
Assessment
Homework
3 Assignment 10 %
Quizzes
2 Quizzes 10 %
Projects
1 Project 10 %
Presentations
1 project presentation 5 %
MTE
One 20 %
End-term examination: One 50 %
References
Text book*
Beri, G.C., Marketing Research, Tata McGraw Hill, 2003.
other references
Aaker, Marketing Research, John Willey & Sons.

8.12
8.13
8.14
8.15
8.16
8.2
9
9.1
9.2

Interpretation and Report Writing

Types of reports: Oral and Written Reports
Preparation of report, Writing of report
Evaluation of Research Report.

Tull & Hawkins, Marketing Research, Prentice Hall of India.