MBISMMI13 MARKETING RE; Lo{[T je jc 2 [2 [0 [3 COURSE RATIONALE The purpose of learning this course is to equip the students with the skills of d implementing the marketing research programs order to introspe 2, plan & problems of the or igning and across the spectrum of marketing function in design methodologi COURSE OBJECTIVE After studying this course on Marketing Research the learners will be able to: Develop a research plan for execution, Comprehend and apply effec marketing problems ¢ marketing research techniques to solve day to day Develop and implement a marketing research program for providing solution to the managerial decision making function. Set up a professional methodology and analytical procedure to scientifically arrive at solutions for business queries. Learn the value of scientific research for problem solving and decision making Present the findings and results for martagerial action-to gain competitive advantage and stay ahead of competition SYLLABUS: Unit I 10 Introduction-The Role of Marketing Research- The Marketing Research Process. The Human Side of Marketing Research: Organizational and Ethical Issues. Unit 11 10 Designing Research Studies- Qualitative Research- Secondary Data Research in a Digital Age - Survey Research- Observation-Conducting Marketing Experiments. Unit I: 10 Measurement- Measurement and Attitude Scaling- Questionnaire Design. Unit IV 10 Sampling And Statistical Theory- Sampling Designs and Sampling Procedures- Reviewing Statistical Theory and Determining Sample Size Unit V: 10 Analysis And Reporting- Basic Data Analysis-Testing for Differences Between Groups and for Relationships Among Variables-Communicating Research Results Delivery mode: The course is discussed through a combination of Lectures - Case Studies- Presentations, Field work- Discussions and Debates - Assignments-Mini Projects-Experiential Learning through Internships. REFERENCE 1. G.C. Beri, ‘Marketing Research’, Tata McGraw-Hill Education. 2. Harper W. Boyd Jr, Ralph Westfall, Stanley F. Stasch, Richard D. Irwin Inc.,’Marketin, Research — text and cases',Alll India Traveller Book Seller. 7 7 3. Raymond Kent, ‘Marketing Research - Measurement, Method and application, International Thomson Business Press. William G. Zikmund, Barry J. Babin, ‘Essentials of Marketing Research, International Edition, Se, Cengage Learning Search, International William G. Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griffin, ‘Busi, Methods, International Edition, 9e, Cengage Learning » Business Research