MARKET RESEARCH

Unit I

Introduction: Definition of market research, Objective of Market research,

Application & Limitations of Market Research, Scientific Method of
Investigation: Distinction between Scientific & Non- Scientific Methods.

Unit II

Defining the market-research problem, Research design exploratory,

descriptive and causal, Basic method of collecting data: questionnaire
method /observation method, precaution in preparation of questionnaire
Sampling – design and procedures.

Unit III

Scaling and its measurement, types of scales Hypothesis null hypothesis and
alternate hypothesis, Testing of Hypotheses Analysis of Variance.

Unit IV

Data processing analysis bi-variate analysis chi square correlation rank

correlation, regression analysis.

Unit V

Report-writing and Presentation, Areas of MR applications –consumer

research, product research, brand research, advertising research etc ,Use of
tools such as SPSS.