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SYLLABUS

UNIT - I

MARKETING RESEARCH: Nature and Scope of Marketing Research – Role of Marketing Research in Decision Making. The Research Process – Steps in the Research Process; Designing the Research Proposal.

UNIT - II

SOURCES OF DATA: Sources of Data, Primary Data and Secondary Data, Survey Method of Data Collection, Observation Method – Types of Observation, Interview, Depth Interview, Focus Group Interview, Questionnaire, Method, Steps in Design of a Questionnaire.

UNIT - III

SECONDARY METHOD OF DATA COLLECTION: Advantages & Disadvantages of Secondary Data, Criteria for Evaluating Secondary Sources, Secondary Sources of Data in Indian Context.

UNIT - IV

MEASUREMENT AND SCALING: Concept of Measurement and Scaling – Types of Scales – Nominal, Ordinal, Interval and Ratio Scales - Attitude scales Thurstone, Likert, Semantic Differential Scales, Reliability and Validity of a Scale.

UNIT - V

SAMPLING: Sampling Techniques, Data Analysis: Z test (mean, diff. of mean, diff. of proportion) t test (mean), paired t test, Chi square test. Introduction to theoretical concept of ANOVA.