Conceptual Frame Work – Historical Development, Nature – Scope – Importance – Relationship with other Disciplines – Consumer and Industrial Marketing Research – Organization of Marketing Research Department. Marketing Research Process: Steps in Marketing Research – Problem Definition – Research Design – Field Work – Data Analysis – Report Preparation – Characteristics of Good Marketing Research – Marketing Research Plan
New Product Research – Idea Generation, Idea Screening – Concept Development and Testing, Business Analysis, Product Development, Test Marketing, Commercialization – Product Life Cycle Research – Product – Mix Research
Sales Forecasting – Sales Analysis – Sales Potential – Methods for Developing Marketing Potentials – Direct Data Methods, Corollary Data Method – Use of Surveys to Determine Potentials
Advertising Content Research, Advertising Media Research, Advertising Effectiveness Research
Treatment of Respondents, Buyers & Researchers – International Code of Marketing Research Practice- Segmentation research
Reference Book:
S.L.Gupta: Marketing Research, Excel Books
Text Book:
.Beri, G.C. “Marketing Research”, fourth Edition, Tata McGraw-Hill Publication Ltd., New Delhi, 2008