Description
Marketing Research
Vertical 1 : Major 2 – Marketing
SYBCOM (Management Studies) – Semester III
Syllabus (As Per NEP 2020) w.e.f. the Academic Year 2025-26
Module 1 : Basics of Marketing Research
1. Marketing Research – Meaning and Definition, Features, Need and Functions of Marketing Research
2. Process of Marketing Research, Significance of Marketing Research in Marketing Decision Making, Limitations of Marketing Research
3. Ethical Issues in Marketing Research, Career Options in Marketing Research, Types of Marketing Research
4. Essentials of a Good Marketing Research – Qualities of Marketing Research Professional, International Marketing Research
Module 2 : Application of Marketing Research
1. Consumer Research – Meaning and Scope, Need, Functions. Product Research – Meaning and Scope, Importance.
2. Advertising Research – Importance and Scope – Media Research – Functions of Media Research.
Motivational Research – Meaning, Uses, Limitations and Techniques
3. Marketing Research Proposal – Meaning and Elements – Design and Implementation of Marketing Research Proposal
4. Marketing Research Design – Meaning – Importance, Types of Research Design, Criteria of a Good Research Design.
Module 3 : Scales of Measurement and Sampling in Marketing Research
1. Scales of Measurement – Meaning of Measurement in Marketing Research, Criteria of Sound Measurement of Marketing Research. Attitude Measurement
2. Sampling, Measurement, Scaling Process in Marketing Research – Sampling Design and Procedure
3. Sampling Methods – Probabilistic Sampling Techniques – Non-Probabilistic Sampling Techniques – Sample Size Determination – Sampling Errors
4. Sources of Variation in Measurement – Validity and Reliability of Measurement, Meaning and Types of Hypothesis
Module 4 : Data Collection, Data Analysis and Report Writing
1. Data Collection – Online Data Collection – Collection of Secondary Data – Collection of Primary Data Methods – Field Operations – Errors and Difficulties in Data Processing
2. Coding and Editing, Integrating Technology in Data Collection, Importance of Online Surveys, Hand Held Devices, Text Messages, Social Networking Methods
3. Data Analysis and Report Writing – Hypothesis Testing, Meaning of Marketing Research Report
4. Marketing Research Report – Concept, Types, Contents, Essentials, Use of Visual Aids in Research Report, Proforma / Format of a Market Research Report
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