JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

19MBA15B: MARKETING RESEARCH

MBA II Semester (R19)

Course Objective

To facilitate students to understand the marketing research design and

application of research methodology to Marketing issues.

Learning Outcome

Students will be able to understand a) importance of Marketing Research b)

Research design c) Scaling and sampling methodology d) data presentation.

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UNIT - I: Introduction to Marketing Research

Definition of Marketing Research, Factors that

influence Marketing Research, Scope of Marketing Research, Limitations of Marketing Research, Marketing Research Process, Role of Marketing Research in Marketing decision making, qualities of a Marketing Research Manager, Organising Marketing Research function, Evaluation and Control of Marketing Research, International Marketing Research, Marketing Research in Social Media, Mobile Marketing Research, Ethics in Marketing Research.

UNIT - II: Marketing Research Design

The process of defining the problem and developing an

approach, Defining an Marketing Research Problem, Exploratory, Descriptive, Casual Research Design, Marketing Research Proposal.

UNIT - III: Measurement and Scaling

Sources and Collection of data, Nature of Measurement,

Measurement Scales, Characteristics of a good Measurement, Nature of Attitude Scale, Rating scale, Ranking scale, Questionnaire Design.

UNIT - IV: Sampling

Sampling Design Process, Classification of Sampling Techniques, Probability

and Non- Probability Sampling Techniques, Internet Sampling, Sampling distribution, Sample Size Determination, Non-Response Issues in Sampling.

UNIT - V: Analysis and Presentation of Data

Data Preparation, Data Preparation Process,

Statistically Adjusting Data, Frequency Distribution, Cross Tabulation, Hypothesis Testing, Bi Variate Analysis, Discriminant, Logit Analysis, Factor Analysis, Cluster Analysis, Multi- Variate Analysis, Report Writing, Report Preparation and Presentation.