Marketing Research TYBcom Sem 5 Sheth Publication

• Publisher : Sheth Publication
• Author: Dr Vijaya krishna
• Edition: 2023
• Availability: In Stock
• Normally Deliver within 3-4 days

• Description :

  Syllabus
  

   1. Introduction to Marketing Research (12 Lec.)

  (a) Marketing Research – Definition, Features, Functions, Signifiance of Marketing Research in Marketing Decision Making, Limitations of Marketing Research
  (b) Steps in Marketing Research, Ethics in Marketing Research, Career Options in Marketing Research, Qualities of a Good Marketing Research Professional
  (c) Marketing Information System – Definition, Components, Essentials of a Good MIS,
  Concept of Decision Support System – Components, Importance
  Data Mining – Concept, Importance

  2. Planning Research (11 Lec.)
  (a) Research Design – Concept, Importance, Types
  Hypothesis – Concept, Types, Importance
  (b) Questionnaire – Concept, Types of Questions, Steps in the Preparation of Questionnaire, Essentials of a Good Questionnaire
  (c) Sampling – Concept, Terms in Sampling, Techniques of Sampling, Essentials of a Good Sampling

  3. Data Collection (11 Lec.)
  (a) Primary Data – Concept, Merits, Demerits, Methods
  (b) Secondary Data – Concept, Merits, Demerits, Sources
  (c) Qualitative and Quantitative Research – Concept, Features, Qualitative v/s Quantitative Research
  Integrating Technology in Data Collection, Methods (Online Surveys, hand held devices, text messages, social networking), Importance

  4. Data Processing, Analysis, Reporting (11 Lec.)
  (a) Stages in Data Processing
  Editing – Meaning, Objectives, Types
  Coding – Meaning, Guidelines
  Classification – Meaning, Methods
  Tabulation – Meaning, Methods
  (b) Data Analysis and Interpretation
  Data Analysis – Meaning, Steps, Use of Statistical Tools (SPSS, SAS, MS EXCEL, MINITAB)
  Data Interpretation – Meaning, Importance, Stages
  (c) Report Writing – Concept, Types, Contents, Essentials, Use of Visual Aids in Research Report