To provide candidates with the fundamental skills in research design and analysis necessary for making sound marketing decisions
Marketing research concepts, importance, Market research vs. Marketing research, Applications of Research in Marketing, Quantitative Research vs. Qualitative Research
Marketing research process, Research design, techniques and instruments of data collection
Sampling concepts, sampling techniques and methods, problems
Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Hypothesis-Basic Concepts
Interpretation And Report Writing: Interpretation Meaning, Techniques of Interpretation Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports
1. Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4thed. 2. Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rded. 3. Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, New Delhi
• Dwivedi D.N, Managerial Economics, Vikas Publications, Delhi • Koutsoyiannis, Modern Economics, New York, Macmillan,1991 • Keat Paul G & K.Y.Young, Managerial Economics, Prentice Hall, New Jersey • Dipsey R.G and Cheystal, Principles of economy, Oxford university Press
Links:
[1] https://www.business.iisuniv.ac.in/courses/subjects/marketing-research-10
[2] https://www.business.iisuniv.ac.in/academic-year/2017-2018