B.B.M Mangalore University-Marketing Management-Elective

BM\1-305/306: Marketing Management-Elective
Paper-I (MMl) : Marketing Research
OBJECTIVE:
To enable the students to learn the process, tools and techniques of marketing research and an understanding of consumer behaviour.
UNIT I
INTRODUCTION TO MARKETING RESEARCH
Meaning. Importance. Nature. Scope. Need of Marketing Research; Market Research Vis Marketing Research; Marketing Research as an aid to decision making; Marketing Information System and Marketing Research; Marketing Research Organisation.
12hrs.
UNIT II
MARKETING RESEARCH PROCESS
Formulating the Research Problem. Choice of Research Design. Determining Sources of Data. Designing Data Collection Forms; Determining Sampling Design and Sampling Size, Organising and conducting the Field Survey. Processing and Analyzing the collected data. Preparing the Research Report. Errors in the Research Process
12 hrs.
UNIT III
DATA RESOURCES
Primary and Secondary Data; Sources and Usage. Collection Methods; Preparation of Questionnaire. Sampling. Tabulation and Interpretation of Data (with reference to Market Research only); Online Data Sources. Distribution Management
12 hrs.
UNIT IV
CONSUMER BEHAVIOUR, CONSUMER MARKET, BUYER BEHAVIOUR
Meaning. Concept. Nature. Importance. Role of Consumer Research and its Applications. Major factors affecting Consumer Behaviour. Models of Consumer Behaviour
12 hrs.
UNIT V
MARKET SEGMENTATION
Meaning. Process. Bases for Segmentation. Criteria for Effective Segmentation. Market Targeting. Selection of Target Markets. Evaluation Criteria for Selection. Organisational Markets; Types- Industrial. Reseller and Government Markets. 12 hrs.
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Total 60 hrs. --------
Books for Study & Reference:
1. Harper W Boyd. Jr. Ralph Westfall. Stanley F Stasch--Marketing Research-Text & Cases
2. G.C. Beri - Marketing Research
3. David J Luck Ronald S Rubin - Marketing Research
4. Philip Kotler - Marketing Management
5. Aaker, Kumar, Day - Marketing Research
6. Leon G Schiffman & Leslie Lazer Kanuk - Consumer Behaviour
7. Assael H - Consumer Behaviour and Marketing
8. Churchill Gilbert A - Basic Marketing Research
9. Zaltman And Burger - Marketing Research
10. D.D.Sharma - Marketing Research