REGULATION & SYLLABUS - DDCE, Utkal University, Bhubaneswar

5 Marketing Research
Unit-1
Marketing Research (MR): Its Nature and Scope, Use of Research in Marketing, MR Agencies in
India, MR and Marketing, MR Process, Problem Identification and Defining Objectives.
Unit-2
Research Design: Meaning and Importance, Types of Research Designs- Exploratory, Descriptive,
Casual, Experimental, Case Studies, Designing a Research.
Unit-3
Measurement and Scaling Techniques- meaning and Importance of Scales, Developing the Scale,
testing and Description of Different Types of Scales.
Obtaining and Organising Data- Sources of Data, Methods of Collection of Data, Questionnaire
Design.
Unit-4
Sampling - Methods, Procedures and Importance, Determination of Sample Size.
Data Processing and Data Analysis- Editing, Coding, Classification, Presentation and Inference
Drawing.
Unit-5
Data Analysis : Univariate and Multivariate, Parametric and Non-parametric Test, Chi-square
Tests, T-Tests, Z-Tests, ANOVA, Multivariate Analysis- Multiple Regression, Factor Analysis, Clustering,
Multidimensional Scaling, Conjoint Analysis and their Application.
Suggested Readings:
1.Paul E. Green and Tull :- Research for Marketing Decisions- PHI, New Delhi.
2.C. R. Kothari- Research Methodology.
3.Ramanuj Majundar- Marketing Research-Wiley Eastern Ltd.
6 Marketing Services
Unit-1
Marketing of Services - Concepts and Issues - Conceptual Framework - Services Marketing :
Basic Issues - Designing Service Strategy - The Case of Dosa King.
Unit-2
Marketing of Financial Services : The Indian Scene - Branding and Advertising of Financial Services
- Consumer Banking. - Credit Card in India.
Unit-3
Unit-4
Unit-5
Marketing of Hospitality Services :Concepts & Issues : Marketing of Hospitality and Tourism Services
- Management and Marketing of Tourism in India- Hospitality Marketing : A Special Case in
Services Marketing.
Marketing of Health Services : Health Services : The Indian Scene - Marketing of Family Planning
- Marketing of Cardiac Care - Marketing of Health Services
Marketing of Education and Professional services : Marketing of Educational Services - Professional
Education : Marketing of Services - Marketing of Professional support Services : Implications
for Advertising Agencies - Indmark - The Trademark Research Group (A). Marketing of
Logistics- Marketing approach in India - Is the Consumer Always Right?
REFERENCE BOOKS:
1. The Essence of Services Marketing : Christopher Love Lock ;
2. Marketing of Service : Ravi Shankar (Ed) :
3. Marketing of Services : The Indian Experience : JHA , S.M.
4. Services Marketing ; Adrian Palmer
5. Services Marketing : Principles and Practice ; Kotas R., 1985,
6. Marketing Orientation in the Hotel and Catering Industry, Hawkings, Shafer & Roverstood (ed) ,