Syllabus Of MR-
Week 1: Introduction to Marketing Research
- Definition and scope of marketing research
- Importance of marketing research in decision-making
- Types of marketing research
Week 2: Research Design
- Research objectives and hypotheses
- Exploratory, descriptive, and causal research
- Research design and data sources
Week 3: Data Collection Methods
- Primary data vs. secondary data
- Survey research
- Observation and experimental research
Week 4: Sampling
- Sampling techniques
- Sampling errors and bias
- Sample size determination
Week 5: Questionnaire Design
- Question types and wording
- Questionnaire layout and format
- Pre-testing and pilot studies
Week 6: Data Analysis and Interpretation
- Data coding and cleaning
- Descriptive statistics
- Hypothesis testing and inferential statistics
Week 7: Qualitative Research
- Focus groups
- In-depth interviews
- Content analysis
Week 8: Market Segmentation
- Bases for segmentation
- Target market selection
- Positioning strategies
Week 9: Measurement and Scaling
- Measurement fundamentals
- Scales of measurement
- Attitude measurement
Week 10: Data Analysis Tools
- Introduction to statistical software (e.g., SPSS, Excel)
- Data visualization techniques
Week 11: Reporting and Presentation
- Communicating research findings
- Report structure and format
- Effective data visualization
Week 12: Ethical Issues in Marketing Research
- Research ethics
- Privacy and confidentiality
- Avoiding bias and manipulation