MKM 210

Marketing Research

TU BBM · Semester 7 · BBM curriculum effective from 2021

Requirement
elective
Credits
3
Past papers
0 papers

Syllabus

What this course covers and how the teaching time is divided.

Marketing Research Syllabus

Official TU PDF

Tribhuvan University

Faculty of Management

Office of the Dean

Bachelor of Business Management (BBM)

Course Title: Marketing Research

Course Code: MKM 210

Semester: Semester 7

Nature of Course: elective

Full Marks: 100

Pass Marks: 50

Credit Hours: 3 Cr.

Curriculum: BBM curriculum effective from 2021

Course Description

:

This course introduces marketing research, defining research problems, objectives, and hypotheses, designing and sampling marketing research, collecting and analyzing data, reporting on marketing research, and applying marketing research to various situations.

Course Objective

:

The basic objective of this course is to help students understand the basic techniques of identifying problems in marketing research and apply the various tools in this regard. Course Descriptions This course introduces marketing research, defining research problems, objectives, and hypotheses, designing and sampling marketing research, collecting and analyzing data, reporting on marketing research, and applying marketing research to various situations.

Course Contents:

Lecture hours show the approximate classroom time allocated to each unit.

Unit 1. Introduction

8 hours
  • Meaning and nature of marketing research
  • Role of marketing research in strategic decision making
  • Types of marketing research
  • Scope of marketing research
  • Marketing research process: Factors affecting marketing research decisions
  • Limitations of marketing research
  • Ethics in marketing research

Unit 2. Defining the Research Problem

8 hours
  • Problem identification
  • Components of a problem
  • Steps of problem identification
  • Problem formulation: Statement of the problem
  • Writing the research objectives.
  • Formulation of hypothesis

Unit 3. Marketing Research Design & Sampling

10 hours
  • Concept of research design
  • Characteristics of good research design
  • Components of research design
  • Types of research design: qualitative and quantitative. Sampling concept and terminologies
  • advantages of sampling
  • Types of sampling

Unit 4. Data Collection and Analysis

10 hours
  • Secondary data, sources of secondary data
  • problems used in secondary data. Primary data: Observation, survey, experiment: Merits and demerits. Questionnaire and its development process
  • Methods of data analysis
  • Use of statistical analysis in marketing research
  • types of scale used in research

Unit 5. Reporting

6 hours
  • Report writing
  • Types of reports
  • General guidelines for report writing
  • Format of a marketing research report

Unit 6. Applications of Marketing Research

6 hours
  • Research for market segmentation
  • Product research
  • Advertising research
  • Sales and Distribution research
  • Attitude and psychographic research Addendum: At least one case will be administered at the end of each chapter. The student will also complete a project and a few other assignments as specified by the faculty member.
  • Suggested Books:
  • Beri, G. C. (2010). Marketing Research. New Delhi: Tata McGraw-Hill Education Private
  • Limited.
  • Body, H. W., Westfall, R., & Stasch, S. F. (1998). Marketing Research: Text and Cases. Illinois: Richard D Irwin, Inc.
  • Easwaran, S., & Singh, S. J. (2012). Marketing Research: Concepts, Practices and Cases. New Delhi: Oxford University Press.
  • Luck, D. J. (2007). Marketing Research. New Delhi: Prentice Hall of India Pvt. Ltd.