Definition of Marketing Research –Nature and Scope –Marketing Research as an aid to rational decision making–Marketing Research process.
Date collection –primary data –Secondary data –Methods –Survey method, Questionnaire and interview Schedule –Interview –technique –Scaling techniques –observation method.
Sampling Methods –probability sampling –Non –probability sampling –Sampling problems.
Product Research –Advertising Research.
Motivation Research –Sale Control Research –Preparation of a Research Report.
Reference Book:
Sharma D.D.-Marketing Research, Sultan Shand & Sons publishers,New Delhi 2000
Text Book:
TEXT BOOKS: Sharma D.D.-Marketing Research, Sultan Shand & Sons publishers,New Delhi 2000