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Marketing Research

Dr. Gursharan Kaur

Mr. Tarun Talwar

ISBN 978-93-89294-51-4

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PTUMBA2019/03/02

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Syllabus

 

 

MBA 302-18: MARKETING RESEARCH

 

Unit-I

Marketing Research: Definition, Nature and Scope for Marketing Decision Making. Marketing Research Process. Types of Research – Descriptive Research, Exploratory Research and Causal Research.

Sources of Data: Commercial (Syndicated) and Non-commercial Sources of Secondary Data for Marketing Research.

 

Unit-II

Casual Research Designs: Basic Designs – After-Only Design, Before-After design, After only with control Group Design, Before-After with Control Group Design, Time Series Design Latin Square Design, Factorial Design, Ex-Post Facto Design, Completely Randomised Design, Randomised Block Design.

Observation Research: Direct Observation, Indirect Observation, Observational Variables.

Developing Research Proposal: Purpose, Nature and Evaluation, Content and Format.

 

Unit-III

Questionnaire Design: Principles of Writing Questionnaire.

Reliability and Validity: Basic Concepts; True Score Model; Measurement Errors in Marketing; Scales of Measurement – Nominal, Ordinal, Interval and Ratio; Coefficient Alpha and Internal Consistency; Types of Reliability – Test-retest Reliability, Alternative Forms and Split-Half Reliability; Types of Validity – Content, Criterion, Concurrent, Predictive Convergent, Construct, Discriminant and Nomological Validity; Concept of Generalisability.

 

Unit-IV

Data Preparation: Understanding SPSS, Creating SPSS Sheet; Entry of Data in SPSS; Basic Computations of Descriptive Statistics.

Basic Data Analytic Techniques: Assessing Reliability; Computing Coefficient Alpha Scale Refinement and Item Analysis.

Advanced Data Analytic Techniques: Correlation Analysis, Factor Analysis, Regression Analysis.

 

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Marketing Research

Marketing Research

Dr. Gursharan Kaur

Mr. Tarun Talwar

ISBN 978-93-89294-51-4

Write your review