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MBA Marketing Research pdf- 2nd Sem
Importance of market research: Research is defined as a ‘‘systematic inquiry aimed at providing information to solve managerial problems.’’ Marketing research is defined numerous ways. Let us consider some important definitions to understand the meaning of marketing research. According to Naresh Malhotra, a popular researcher, and professor, the definition of Marketing research is The systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing.
MBA Marketing Research pdf free download
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Suggested Books for MBA Marketing Research
- Marketing Research by Ramanuj Majumdar
- Marketing Research by Mishra
- Naresh K. Malhotra, MARKETING RESEARCH: AN APPLIED
- ORIENTATION, Pearson Education, Asia.
- Paul E. Green & Donald S. Tull, RESEARCH FOR MARKETING DECISIONS. PHI Learning Private Limited, New Delhi, 2009
- Marketing Research by MV Kulkarni
- Donald R. Cooper & Schindler, MARKETING RESEARCH CONCEPT & CASES, Tata McGraw-Hill Publishing Company Limited, new Delhi, 2006
- S.C. Gupta, MARKETING RESEARCH, Excel Books India, 2007
- Marketing Research by DM Sarawte
- Research for Marketing Decisions by Paul Green, Donald Tull
- Marketing Research by Rajendra Nargundkar (Tata McGraw)
- Business Research Methods by Donald R.Cooper
- Market research by G.C.Beri
MBA Marketing research syllabus – 2nd Sem
Unit – I
The Marketing Research System – Definition of MR – Basic and
Applied Research – The Marketing Research Process – Types of Research – Steps in Marketing Research Process – Research Design – Data Sources – Marketing Information System – International Market Research.
Unit – II
Sampling Process in Marketing Research– Sampling Design and
Procedure – Sampling Methods – Non-probabilistic sampling Techniques – Probabilitic sampling Techniques – Sample Size determination – Sampling Errors.
Unit – III
Measurement & Scaling in Marketing Research: Measurement
concept – Sources of variation in Measurement, Validity & reliability of Measurement – Attitude measurement – Scaling Procedure
Unit – IV
Data Instruments – Data Collection- Online data collection –
Collection of Secondary Data – Collection of Primary Data Methods – Field Operations – Errors and Difficulties in Data Processing, Coding, and Editing. Data Analysis – -Hypothesis Testing – Report Writing – Presentation of Data.
Unit – V
Application of Marketing Research: Product Research – Motivation research – Advertising Research – Sales Control Research – Rural Marketing research – Export Marketing research.
MBA Marketing Research Review Questions
- Research is not without limitations. In such cases, how can a
marketer rely on research data and the findings? Discuss.
- Collect five research papers and examine how the researchers have stated the research methodology adopted in their studies.
- A problem well defined is problem half solved –Discuss.
- Of all the sources of information, intelligence is the best source as it helps managers, to develop intuitive abilities. Discuss.
- Define marketing research.
- Distinguish between basic and applied research and problem
identification and problem-solving research with suitable examples.
- How does marketing research help in the decision-making stages of managers?
- In what decision areas of marketing, research can help managers?
- When do you, as a marketer prefer to conduct marketing research?
- Name some of the marketing research firms and identify their activities.
- What are the recent trends in marketing research?
- Outline the steps in marketing research.
- Briefly, discuss problem definition phase in the marketing research
- How are the objectives and hypotheses formed?
- What are the problems faced by a researcher in interacting with managers for designing a research project?
- Explain the concept of a model. What is its use in research?
- What are the limitations of the research?
- How do you make research effective?
- Compare and contrast the exploratory, descriptive, and causal research designs.
- Explain the methods of data collection in exploratory research
- Elaborate the purpose and methods of descriptive research
- State the purpose and methods of causal research.
- Define a cross-sectional design and longitudinal design. What are the relative advantages and disadvantages?
- Discuss how the Internet can facilitate the implementation of
different types of research designs.
- How important is n information system to a company’s success?
- What are the major sources of input for a decision support system?
- Explain the benefits of DSS as an example.
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