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