Course Description

X    UNIVERSITY

SCHOOL OF BUSINESS

MKT : MARKETING RESEARCH

SEMESTER:

Distribution of Marks: Midsem Exam (20%)

Final Exam (30%)

Project – Data Collection, Analysis, Report and Presentation (35%)

Individual Assignment (10%)

Class performance and Attendance (5%)

Course Description:

This course will enable the participants to identify the marketing information needs of an organization and to develop appropriate research to provide that information. The course is divided into three portions – the first portion deals with the research methodology; the second portion deals with the concepts of statistics and statistical data analysis; the third section will be devoted to provide experience in the use of standard computer based statistical packages.

Course Objective:
This course in Marketing Research is intended to develop (a) a broad understanding of the uses of research methodology in marketing and (b) a specific understanding of the marketing research process through classroom lectures as well as a practical marketing research project.

Reference:

Essentials of Marketing Research: An applied orientation (1e) by Malhotra, Hall, Shaw and Oppenheim. (This book can be found in the NSU Basement)

Course Map (tentative):

DayTopic Covered in the Class
15th SepIntroduction
22nd SepThe Marketing Research Problem
24th SepThe Approach, Research Objectives and Research Design
6th OctSecondary Data Methods
8th OctQualitative Research Methods
13th OctDescriptive Research Design (Slot for SPSS Lab 1)
15th OctDescriptive Research Design (Slot for SPSS Lab 2)
20th OctSPSS Lab 3
22nd OctSPSS Lab 4
27th OctMid Semester Examination
29th OctCausal Research Design
3rd NovField Work, Data Preparation and Presentation
5th NovResearch Readings
10th NovStatistical Concepts for Data Analysis
12th NovSPSS Lab 5
17th NovSPSS Lab 6
19th NovDiscussion on the Project
24th NovProject Presentation
26th NovProject Presentation

Please Note:

§         There will not be any make up exam; however, extreme situations will be exceptions as per the faculty’s decision. The difficulty-level for make up exams will be higher.

§         The instructor may make necessary changes in the course content depending on the progress of the class.

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