Marketing Research
Course Name:
Marketing Research (SM 901)
Programme:
Ph.D
Credits (L-T-P):
4
Content:
Introduction to Market/ Marketing Research, Research Components, Identification of Research Variables, Qualitative, Quantitative Research; Issues in Market Research, Research Problem definition, Research Methodology, Research Design, Data collection approaches, Sampling, Measurement and scaling, Data Processing, Hypothesis Testing, Statistical analysis of data; Analysis of Variance, Application of Computers in Market Research, Software Packages, Market Research Report Writing, Case studies, Mini Project.
References:
1. G.A. Churchill, Marketing Research, Chicago Drydin Press, 1983.
2. P.E. Green and D.S. Tull, Research for Marketing Decision, PHI, 1982.
3. D.J. Luck, R.S. Rubin: Marketing Research (Seventh Edition), Prentice Hall, 1987.
Department:
Humanities, Social Sciences and Management
