JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

22MBA15B: MARKETING RESEARCH

MBA II Semester (R22)

Course Objectives:

To provide conceptual understanding of marketing research, its design, and application of research methodology to Marketing issues.
To explain to students the need for creating proper marketing research proposal.
To impart knowledge on sampling and acquire knowledge on probability and non- probability sampling techniques.
To impart knowledge on the concepts of measurement and scaling.
To highlight the role of marketing research methodology in different business contexts.

Course Outcomes

Students will be able to:

Understand the importance of marketing research.
Learn various aspects in research design.
Learn sampling design process.
Understand the characteristics of a good measurement, scaling and sampling methodology.
Learn hypothesis testing and data presentation.

UNIT - I: Introduction to Marketing Research

Meaning and Scope 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, International Marketing Research, Marketing Research in social media, Mobile Marketing Research, Ethics in Marketing Research, Use of Information Technology in Marketing Research.

UNIT - II: Marketing Research Design

The Process of Defining the Problem and Developing an

Approach, Defining a Marketing Research Problem, Exploratory, Descriptive, Casual Research Design, Marketing Research Proposal.

UNIT - III: Sampling and Data Collection

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. Sources of Data Collection, Methods of Data Collection.

UNIT - IV: Measurement and Scaling

Concept of Measurement, Types of Measurement Scales: Likert,

Semantic Differential, Guttman, Interval, Q-Sort, Nature of Measurement, Characteristics of a Good Measurement, Nature of Attitude Scale, Rating Scale, Ranking Scale, Questionnaire Design, Editing, Coding and Tabulation of data.

UNIT - V: Analysis and Presentation of Data

Data Preparation, Data Preparation Process,

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