Definition of Marketing Research –Nature and Scope –Marketing Research as an aid to rational decision making–Marketing Research process
Date collection –primary data –Secondary data –Methods –Survey method –Questionnaire and interview Schedule –Interview –technique –Scaling techniques –observation method
Sampling Methods –probability sampling –Non –probability sampling –Sampling problems
Product Research –Advertising Research
Motivation Research –Sale Control Research –Preparation of a Research Report
Reference Book:
1. David Luck & Ronald Rubin – Marketing Research. – Prentice & Hand of India. 2. Donald Tull & Del Hawkins – Marketing Research: Management & Method. 3. Joseph Hair, Robert Bush & David Ortinau – Marketing Research, McGraw Hill. Naresh K. 4. Kinnear & Taylor - Marketing Research, MaGraw Hill. 5. Naresh K. Malhotra - Marketing Research – Pearson Education India, 2001. 6. Nargundkar - Marketing Research – Tata MaGraw Hill, 2002. 7. Paul Green, Donald Tull & Gerald Albaum – Research for Marketing Decision, Prentice & Hall of India
Text Book:
Sharma D.D.-Marketing Research, Sultan Shand & Sons publishers,New Delhi 2000
