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MARKETING RESEARCH (Code: 14MBAMM304)

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MARKETING RESEARCH MARKETING RESEARCH
 

MARKETING RESEARCH  AND SOCIETY PAPERS AND GUESS 

 

Product Details: VTU University MARKETING RESEARCH  AND GUESS 

Format: BOOK

Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM

Publisher: MEHTA SOLUTIONS

Edition Description: 2016

 

RATING OF BOOK: EXCELLENT

 


ABOUT THE BOOK

FROM THE PUBLISHER

  If you find yourself getting fed up and frustrated with other VTU University book solutions now mehta solutions brings top solutions for VTU Universitythis MARKETING RESEARCH AND SOCIETY contains previous year solved papers plus faculty important questions and answers specially fo rVTU University.questions and answers are specially design specially for VTU University students .

 

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Module 1:

Introduction: Meaning, scope and importance of marketing research; own vs. agency marketing research; marketing information system; meaning, need and components, marketing information system and marketing research; marketing research process-I an overview; problem definition, formulation and preparation of research proposal.

Module 2:

Primary Data Collection: Primary data collection methods; mail survey, telephone survey and interviews and their evaluation; observations; experimental methods, questionnaire preparation and administering, organizing fieldwork for collecting data.

Module 3:

Research Design and Information Sources: Meaning and scope of research design; types of research designs, exploratory, descriptive and conclusive; sources and uses of secondary data, collection of secondary data.

Module 4:

Sample Design and Sampling: Determining universe, sampling frame and sampling unit; determining sampling method; non probability and probability methods; sample size

determination; sampling errors vs. non-sampling errors. Sampling: Steps &Types: Probability / non probability (simple, systematize; stratified proportionate, disproportionate), Sample size determination

Module 5:

Questionnaire design:-Steps in Q.D. with examples for each step. Rating Scales, Juster, Likert, Semantic Differential, Thurston, Attitude Scales, Scales for illiterate respondents

Module 6: Measurement Techniques: Nominal Scale, Ordinal Scale, Interval Scale, Ratio Scale; Scale Types: Comparative Scaling, Non-comparative Scaling; Attitude Measurement, Self-Reporting Methods, Methods for Rating Attributes, Data Analysis, Customer Research, Advertising Research, Product Research, Distribution Research, Sales Research, Marketing Environment Research, Internet Marketing Research, and International Marketing Research

Module 7:

47 Research trends, Behavioural Science Based Approach, Economic and Competitive Pressures, Consumer Insight Groups, Quantifying Emotions, Impact of the Social Media, Do-it-Yourself (DIY) Research; Research ethics, typical research errors, Research and culture;

Practical Components:

• Choose 5 successful products or services and identify the insight behind them through a field survey.

• Do a comprehensive essay on the difference between consumer vs. trade vs. ompetition insights & how best to exploit them.

• Take 5 recent digital innovations e.g. twitter or face book and identify the insights. Locate 5 non-users of search or mail and Interview their reasons.

• Choose 5 recent successful campaigns and identify their insights through consumer interviews. Present your findings to the class

• Choose 3 successful movies e.g. Dabang & Zindagi na milegi & My name is Khan---and interview consumers about the reasons for their success. Similarly repeat this with 3 recent expensive flop movies and Present your findings to the class

 

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