Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB760 Marketing Research

Nature and Scope of Marketing Research- Conceptual aspects involved in marketing research- Marketing research and marketing information system, marketing research process.

Identification of marketing research Problems, Formulation of marketing research objectives. Basic Research Designs: Exploratory, Descriptive and Causal designs. Applicability of research designs. Data collection procedures and methods: Case study, Survey, Observations, In-depth interviews, Focus Groups.

Scaling Concepts, Different kinds of scaling and their applicability, Scaling Techniques, Questionnaire design and development.

Concept of sampling, Sampling types, merits and demerits, Multivariate analysis applications in MR: Cluster Analysis, Conjoint Analysis, Multidimensional Scaling, Factor analysis, Discriminant Analysis etc. Exposure to Statistical Packages.

Product Research, Advertising research, Market and sales analysis research, Marketing Research Agencies in India.

Books :

1. Joseph F. Hair, Jr, Robert P.Bush, David J .Ortinau, "Marketing Research – Within a Changing Information Environment", Tata Mcgraw-Hill co, New Delhi 2003, 2nd Edition.

2. Rajendra Nargundkar, "Marketing Research: Text and Cases", Tata Mcgraw-Hill co, New Delhi, 2002, 2nd Edition.

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