Marketing Research

Course Code: MKT 321

Credit Hour: 3

Course Group: Specialization Course: Marketing

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Introduction of Marketing Research: Definition of Marketing Research - A classification of Marketing Research - The role of Marketing Research in MIS and DSS - Marketing Research Supplies and Services - Careers in Marketing Research - Marketing Research Process.

Defining the Marketing Research Problem and Developing an Approach: Importance of Defining the Problem - The process of Defining the Problem and Developing an approach - Task Involved; Environmental Context of the Problem - Management Decision Problem and Marketing Research Problem - Defining the Marketing Research Problem - Components of the Approach.

Research Design: Definition of Research Design - Research Design Classification - Exploratory Research; Descriptive Research - Causal Research; Relationship among Exploratory - Descriptive and Causal Research - Potentials Sources of Error - Marketing Research Proposal.

Exploratory Research Design: Secondary Data: Primary versus Secondary Data - Advantages and Uses of Secondary Data - Disadvantages of Secondary Data - Criteria for Evaluating Secondary Data - Classification of Secondary Data.

Exploratory Research Design: Qualitative Research: Primary Data: Qualitative versus Quantitative Research - A Classification of Qualitative Research Procedures - Focus Group Interviews - Depth Interviews - Projective Techniques.

Descriptive Research Design: Survey and Observation: Survey Methods - Survey Methods Classified by Mode of Administration - Observation Methods - Observation Methods Classified by Mode of Administration - A Comparison of Survey and Observation Method. Causal Research Design: Experimentation: Concept of Causality - Conditions for Causality - Definitions and Concepts - Definition of Symbols - Validity in Experimentation - Extraneous Variables - Controlling Extraneous Variables - A Classification of Experimental Design – Pre experimental Design - The Experimental Design - Quasi Experimental Design - Statistical Design - Laboratory versus Field Experiments - Experimental versus Non experimental Design - Limitations of experimentation.

Measurement and Scaling: Fundamentals and Comparative Scaling: Measurement and Scaling - Primary Scales of Measurement - A Comparison of Scaling Techniques - Comparative Scaling Techniques.

Measurement and Scaling: Non comparative Scaling Techniques: Non comparative Scaling Techniques - Continuous Rating Scales - Itemized Rating Scales - Non comparative Itemized Rating Scales Decision - Multi item Scales.

Question and Form Design: Questionnaires and Observation Forms; Questionnaire Design Process; Specify the Information Needed - Type of Interview Method - Individual Question Content - Overcoming Inability to Answer - Overcoming Unwillingness to Answer - Choosing Question Structure - Choosing

Question Wording - Determining the Order of Question - Form and Layout - Reproduction of the Questionnaire - Pretesting.

Sampling: Design and Procedures: The Sampling Design Process - A Classification of Sampling Techniques – Non probability Sampling Techniques - Probability Sampling Techniques.

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing: Frequency Distribution - Statistics Associated with Frequency Distribution - Introduction to Hypothesis Testing - A General Procedure for Hypothesis Testing - Cross Tabulations - Statistics Associated with Cross-Tabulation.

Field Work: Field Work/Data Collection Process - Selection of Field Workers - Training of Field Workers; Supervision of Field Workers - Validation of Field Work - Evaluation of Field Workers.

Data Preparation: The Data Preparation Process - Questionnaire Checking; Editing - Coding; Transcribing -Data Cleaning - Statistically Adjusting the Data - Selecting a Data Analysis Strategy.

Report Preparation and Presentation: The Report Preparation and Presentation Process - Report Preparation - Oral Presentation - Reading the Research Report - Research Follow.

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Book Recommended:

Naresh K. Malhotra-: An Applied Orientation, Marketing Research