Marketing Research

Course Name: 

Marketing Research (MBA825)






Elective Courses

Credits (L-T-P): 

(3-0-0) 3


Nature and Scope of Marketing Research- Conceptual Aspects Involved in Marketing Research- Marketing Information System, Marketing Research Process- Basic Research Designs, Applicability of Research Designs, Data Collection Procedures and Methods. Scaling Concepts, Scaling Techniques, Questionnaire Design and Development. Concept of Sampling, Sampling Types, Multivariate Analysis Applications in Cluster Analysis, Conjoint Analysis, Multidimensional Scaling, Factor Analysis, Discriminant Analysis , Exposure to Statistical Packages. Product Research, Advertising Research, Market and Sales Analysis Research.


1. Carl Mcdaniel and Roger Gates, Contemporary Marketing Research, South Western College Publishing, Singapore, 4th Edition,1999.
2. Tull, D.S. and Hawkins D.J., Marketing Research – Measurement and Method, Prentice Hall, New Delhi., 6th Edition, June2000.
3. Donald R. Lehmann, Sunil Gupta, and Joel H. Steckel, Marketing Research, Addison-Wesley Educational Publishers Inc., 1998.


School of Management

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Dr. Sheena
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National Institute of Technology Karnataka
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Karnataka, India.
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