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 - Advertising Effectiveness Research

Treatment of Respondents, Buyers & Researchers - International Code of Marketing Research Practice - Segmentation research