COURSE DESCRIPTION of Course : Marketing Research Course Code: MM-303 L-T Scheme: 3-1 Course Credits: 4 Course Objectives: The paper aims to develop a research orientation among students. The objective of this course is to develop the skills of investigating a business problem and interpreting the results of their investigation in the form of systematic reports for the purpose of management decision making. Learning Outcomes: At the end of the course the students are able to: 1. Understand the basic concepts of Business research Methods 2. Exhibit the skills of identifying business problems, collect and process data for managerial decisions. Course Contents: 1 Marketing Research: Introduction, Application of research in managerial decision making, Aims, roles, functions and sources of research, Client-user interface role conflict – and resolution 3L 2 Research Process: Steps in planning research purpose and objectives, Converting a – manager’s problem to a researcher’s problem, Problem formulation, research design, data collection, analysis, report presentation, 3L Preparation of the research proposal 3 Types of research - exploratory studies, descriptive studies, causal Research Design: studies, Types of information needed - behavioural and non-behavioural correlates 3L 4 Sources of Data: Primary and secondary source (govt., non-govt. and syndicated research), Errors in data collection 4L 5 Focus groups, Observations, Case Primary Source Methods of Data Collection: – histories;Surveys survey methods - structured and unstructured, direct and indirect –
COURSE DESCRIPTION of Course : Marketing Research Course Code: MM-303 L-T Scheme: 3-1 Course Credits: 4 Course Objectives: The paper aims to develop a research orientation among students. The objective of this course is to develop the skills of investigating a business problem and interpreting the results of their investigation in the form of systematic reports for the purpose of management decision making. Learning Outcomes: At the end of the course the students are able to: 1. Understand the basic concepts of Business research Methods 2. Exhibit the skills of identifying business problems, collect and process data for managerial decisions. Course Contents: 1 Marketing Research: Introduction, Application of research in managerial decision making, Aims, roles, functions and sources of research, Client-user interface – role conflict and resolution 3L 2 Research Process: Steps in planning – research purpose and objectives, Converting a manager’s problem to a researcher’s problem, Problem formulation, research design, data collection, analysis, report presentation, Preparation of the research proposal 3L 3 Research Design: Types of research - exploratory studies, descriptive studies, causal studies, Types of information needed - behavioural and non-behavioural correlates 3L 4 Sources of Data: Primary and secondary source (govt., non-govt. and syndicated research), Errors in data collection 4L 5 Primary Source – Methods of Data Collection: Focus groups, Observations, Case histories;Surveys – survey methods - structured and unstructured, direct and indirect