MBA Prospectus-2014 - IGNOU

MS-66 : MARKETING RESEARCH
BLOCK UNIT UNIT TITLE AUDIO TAPE VIDEO TAPE
NOs.
I
M R CONCEPTS AND DESIGN
1 M R Meaning and Importance, Research Process
2 Organisation of Marketing Research In India
3 Research Design
II
DATA COLLECTION
4 Data Collection Marketing
5 Sampling
Research:
Techniques
6 Questionnaire Design and Development
and Developments
7 Attitude Measurement and Scaling
III
DATA PROCESSING AND ANALYSIS
8 Qualitative Research - Meaning, Scope and Methodologies
9 Data Processing - Coding, Tabulation Data Presentation
10 Description and inference from Sample Data
11 Analysis of Association
IV
MULTIVARIATE ANALYSIS
12 Regression Analysis, Discriminant Analysis and Factor Analysis
13 Conjoint Analysis
14 Cluster Analysis and Multi-dimensional Scaling
15 Applications of Marketing Research in India — Some Case Studies
142