The course aims to provide a basic understanding of marketing knowledge generation, construction and reconstruction methods employed by well-managed firms. The focus of the course is on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course deals with examination of the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.
2. Student Learning Outcomes
By the end of this course, participants should:
· Be able to conceptualize the Marketing Research problem. · Be able to design Marketing Research study. · Be able to execute the Marketing Research project independently. · Be able to understand how MR process is integrated to actual decision making and strategy creation in organizations
3. Required Text Books and Reading Material
1. Malhotra, N.K. and Dash, S. (2013). Marketing Research: An Applied Orientation, Pearson Education. (MD) 2. Compiled Course Material from Secondary Sources
Additional Reference books
· Churchill, G. A., Iacobucci, D. and Israel, D. (2015). Marketing Research: A South-Asian Perspective, Delhi, Cengage Learning. · Smith, S.M. & Albaum, G.S. (2015). Fundamentals of Marketing Research, Sage Publcations. · Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2015). Multivariate data analysis, New Delhi: Pearson Publication Inc. · D. George & Mallery, p. (2014). SPSS for Windows Step by Step: A Simple Study Guide and Reference, Pearson Education. · R.I. Levin & D.S. Rubin (2014). Statistics for Management, Pearson Education, New Delhi.
Focus is on authenticity. Kindly refer to manual of policy for code of conduct.
Created By: Alora Kar on 11/28/2015 at 09:00 AM Category: MBA-I T-III Doctype: Document