Marketing Research
Subject Overview
Marketing Research equips students to conduct research for marketing decisions — the research process and secondary data sources, causal research designs and observation research, questionnaire design and reliability/validity concepts, and SPSS-based data preparation and analytic techniques. A 4-credit core theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Introduction to marketing research
Definition, nature and scope for marketing decisions, marketing research process, descriptive/exploratory/causal research types, commercial and non-commercial secondary data sources
Unit 2: Research design and observation
Causal research designs (after-only, before-after, time series, Latin square, factorial, ex-post facto, randomized block), direct and indirect observation research, developing a research proposal
Unit 3: Questionnaire design, reliability and validity
Principles of writing questionnaires, true score model, measurement errors, nominal/ordinal/interval/ratio scales, coefficient alpha and internal consistency, types of reliability and validity, generalizability
Unit 4: Data preparation and analysis using SPSS
Understanding SPSS, creating SPSS sheets and data entry, basic descriptive statistics, assessing reliability and coefficient alpha, scale refinement and item analysis, correlation analysis, factor analysis, regression analysis