Course in Marketing Research

The objective of the course is to familiarize the students with the basic concepts of research as a tool to help in marketing decision making. It explains the various steps involved in carrying out a marketing research study with suitable examples or case studies.

Highlight different decision problems in marketing that require use of research; Preparing research briefs; Formulating research objectives; Planning research and preparing proposals; Role of secondary data and familiarise with some leading sources of secondary data in the specific context of Indian marketing environment; Identifying the different designs applicable to field research projects, Familiarise with different types of qualitative techniques of data collection and framing of a questionnaire keeping in view the research objectives; Editing and Tabulation of data; Analysis of data with the help of Statistical Packages; interpretation of data and Testing the hypothesis(es); Preparation of research reports and making presentations;

Undertaking an empirical research study on any marketing decision problem as a group project is an essential part of the course requirement.

Course material:

Marketing Research-Text, applications and case studies written by Prof. Ramanuj Majumdar