Credits: 3 (3-0-0)
Prerequisites: MSL301 & MSL302
Description
Module I: Research concepts; exploratory, descriptive and conclusive research. The market decision-making process and the need of different types of research. Types of marketing problems and type of marketing research activity. Sources of data; use and appraisal of existing information.
Module II: Information from respondents, sampling design, scaling techniques and questionnaire design, interviewing, mail surveys. Information from experiment, experimental design for marketing, Motivational research, Advertising research, Analysis and reporting.
Module III: Marketing information systems, Structure and design, its role in planning and control; the place of marketing research.
Prerequisite Tree
flowchart TD
MSL861-569[MSL861]
MSL861-569 --> MSL302-569[MSL302]
MSL861-569 --> MSL301-569[MSL301]
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