Marketing Research Course Outline Essays

Marketing Research Course Outline Essays Marketing Research Course Outline Essay Marketing Research Course Outline Essay Course Outline MARKETING RESEARCH 1. COURSE OBJECTIVE The main objective of this course is to inculcate research acumen by imparting, skills sets required to conduct research in the area of marketing and consumer behaviour. The course contains the methodical theories, procedures and tools / techniques required for carrying out research in various functional areas of the organization. Also, it tries to imbibe basics of statistical software package SPSS among the students to make them good in analyzing and interpreting the problem under study. . PEDAGOGY The course will focus on both individual and group learning. Class discussion, lectures and presentations thereof, and a project will be some of the learning methods. 3. TEXT BOOK 1. Naresh K. Malhotra, Marketing Research: An applied orientation. New Delhi: Pearson Education Asia. Reference 2. Nargundkar, R. 2008 . Marketing Research: Text Cases. 3rd edition, New Delhi: Tata McGraw Hill. 5. Session Plan Sessions| Topics| 1-3| Introduc tion to MR- classification of MR, MR process, Nature, introduction to SPSS 14. software in research| 4-6| Research Design – Definition, classification of research-exploratory, descriptive, causal research, Emphasis on exploratory research and primary data collection using Qualitative and Quantitative methods, Survey and Observation techniques. | 7-8| Measurement and scaling – Types of scales (nominal, ordinal, interval, ratio) and scale evaluation techniques (reliability and validity)| 8-10| Developing Questionnaire – Definition and process in depth| 11-13| Sampling – Definition, size, unit, etc. classification of sampling- probability and non-probability techniques | 14-16| Data collection, preparation, analysis and reporting – tabulating, hypothesizing, testing (chi-square, correlation, regression), interpreting and analyzing etc. , | 17, 18| Guest lectures and presentations| 19-23| Real time research based on the classroom learning. | * Dates wi ll be announced during the progress of the course.