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.
LEARNING OUTCOMES
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
- Module Team: Prof Dr.NARAYAN Singh