Marketing Research TYBCOM semester VI

Marketing Research

TYBCOM semester VI

Content:

1. Applications of Marketing Research - I (12 Lec.)

a. Product Research - Concept, Areas, Steps in New Product Development, Product Testing and Test Marketing - Concept, Methods

b. Branch Research - Concept, Components of a Brand, Importance of a Brand Research, Packaging Research - Concept, Importance

c. Price Research - Concept, Factors Influencing Pricing, Importance of Price Research, Methods of Price Research

2. Applications of Marketing Research - II (11 Lec.)

a. Physical Distribution Research - Concept, Types of Distribution Channels, Supply Chain Management - Concept, Components of Supply Chain Management, Importance of Physical Distribution Research

b. Promotion Research - Concept, Elements of Promotion, Importance of Promotion Research

Advertising Research - Concept, Scope, Pre and Post Testing Methods of Advertising Effectiveness

c. Consumer Research - Concept, Objectives, Methods, Motivation Research - Concept, Importance

3. Applications of Marketing Research - III (11 Lec.)

a. Sales Research - Concept, Significance, Scope/Areas

b. Rural Marketing Research - Concept, Features of Indian Rural Market, Sources of Data, Research Tools, Do's and Don'ts in Rural Marketing Research

c. Global Marketing Research - Concept, Factors Affecting Global Marketing, Need and Scope of Global Marketing Research

4. Managing Marketing Research (11 Lec.)

a. Organising Marketing Research Activity - Factors Involved in Organising Marketing Research Activity, Methods of Organising Marketing Research Activity, In-house Marketing Department - Structure, Merits, Demerits

b. Professional Marketing Research Agencies - Structure, Merits, Demerits, Professional Standards

c. Prominent Marketing Research Agencies - HTA, ORG, IMRB, NCAER, Nielson