Overview of Marketing research: meaning of market research and marketing information system; aims and objectives of marketing research. Attitude (measurement) research.

Market segmentation research. Market and sales analysis research. Product research.

Advertising research. Price research. Distribution research. Elements of marketing research. Scope and uses of marketing research. Functions of marketing research.

Classification of forms of marketing research. Steps in marketing research. Sources of data for marketing research. Sampling and types of Samples.


Having successfully completed the module, students should be able to demonstrate knowledge and understanding of:

The concept of marketing research

The marketing research process

Sources of research data

Measurement in marketing research

Data analysis

Marketing research Reports