We have great pleasure in presenting First edition “Marketing Research” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Marketing Research. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Module – 1 Basics of Marketing Research
1. Marketing Research
Meaning of Marketing Research
Definition of Marketing Research
Features of Marketing Research
Need for Marketing Research
Functions of Marketing Research
2. Process of Marketing Research
Significance of Marketing Research in Marketing Decision Making
Limitations of Marketing Research
3. Ethical Issues in Marketing Research
Career Options in Marketing Research
Types of Marketing Research
4. Essentials of a Good Marketing Research
Qualities of Marketing Research
Professional
International Marketing Research
Review Questions
Module – 2 Application of Marketing Research
1. Consumer Research
Meaning of Consumer Research
Scope of Consumer Research
Need of Consumer Research
Functions of Consumer Research
Product Research
Meaning of Product Research
Scope of Product Research
Importance of Product Research
2. Advertising Research
Importance of Advertising Research
Scope of Advertising Research
Media Research
Functions of Media Research
Motivational Research
Meaning of Motivational Research
Uses of Motivational Research
Limitations of Motivational Research
Techniques of Motivational Research
3. Marketing Research Proposal
Meaning of Marketing Research Proposal
Elements of Marketing Research Proposal
Design & Implementation of Marketing Research Proposal
4. Marketing Research Design
Meaning of Marketing Research Design
Importance of Marketing
Research Design
Types of Research Design
Criteria of a Good Research Design
Review Questions
Module – 3 Scales of Measurement & Sampling in Marketing Research
1. Scales of Measurement
Meaning of Measurement in Marketing Research
Criteria of Sound Measurement
of Marketing Research
Attitude Measurement
2. Sampling
Measurement
Scaling Process in Marketing Research
Sampling Design and Procedure
3. Sampling Methods
Probabilistic Sampling Techniques
Non-Probabilistic Sampling Techniques
Sample Size Determination
Sampling Errors
4. Sources of Variation in Measurement
Validity & Reliability of Measurement
Meaning of Hypothesis
Types of Hypothesis
Review Questions
Module – 4 Data Collection, Data Analysis & Report Writing
1. Data Collection
Online Data Collection
Collection of Secondary Data
Collection of Primary Data Methods
Field Operations
Errors and Difficulties in Data Processing
2. Coding and Editing
Integrating Technology in Data Collection
Importance of Online Surveys
Hand Held Devices
Text Messages
Social Networking Methods
3. Data Analysis & Report Writing
Hypothesis Testing
Meaning of Marketing Research Report
4. Marketing Research Report
Concept of Marketing Research Report
Types of Marketing Research Report
Contents of Marketing Research Report
Essentials of Marketing Research Report
Use of Visual Aids in Research Report
Proforma / Format of a Market
Research Report
Review Questions
