MBA Semester III - K. K. Wagh Education Society

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(303A)- MARKETING RESEARCH 1. Marketing Research – Definition, Scope, Significance, Limitations, Obstacles in acceptance. Ethics in marketing research. Marketing Intelligence system (2) 2. Research process – Management dilemma (problem) – decision problem – research problem – hypothesis statement – characteristics of a good hypothesis – drafting the research proposal. (4) 3. Various sources of market Information – Methods of collecting Market Information - Secondary data – sources – problems of fit and accuracy. Syndicated services. (2) 4. Marketing research techniques: Market development research: Cool hunting – socio cultural trends, Demand Estimation research, Test marketing, Segmentation Research - Cluster analysis, Discriminant analysis. Sales forecasting – objective and subjective methods (8) 5. Marketing Mix Research: Concept testing, Brand Equity Research, Brand name testing, Commercial eye tracking – package designs, Conjoint analysis, Multidimensional scaling - positioning research, Pricing Research, Shop and retail audits, Advertising Research – Copy Testing, Readership surveys and viewer ship surveys, Ad tracking, viral marketing research. (14) Marketing effectiveness and analytics research: Customer Satisfaction Measurement, mystery shopping, Market and Sales Analysis (2) 6. Exploratory designs – Descriptive designs - Longitudinal and cross-sectional analysis (2) 7. Qualitative research techniques – a) Based on questioning: Focus groups, Depth interviews, Projective techniques. b) Based on observations: ethnography, grounded theory, participant observation (4) 8. Causal research – Basic experimental designs – internal and external validity of experiments. (2) 9. Primary data – Questionnaire design - Administration and analysis considerations in design - Attitude measurement – scaling techniques. Observation method of primary data collection. Web based primary data collection – issues of reach, analysis, accuracy , time and efficiency. (4) 10. Sampling – sampling methods – sampling and non sampling errors – sample size calculation (Numericals expected) – population and sample size - large and small samples - practical considerations in determining sample size. (4) 11. Data analysis – Univariate analysis – Bivariate analysis – Multivariate analysis. Simple and cross tabulation, simple and multiple regression, Factor analysis. (6)
12. Hypothesis testing – Types of tests and test selection, One sample test, Two- Independent Sample tests, Two-related sample tests. Chi-square test, tests for large and small samples. (Numericals expected) (4) 13. Report writing – forms of report – fundamentals of a good report. (2) Books Recommended:- 1. Marketing Research, Concept & Cases – Cooper Schindler. 2. Research for Marketing Decisions – Paul Green, Donald Tull, Gerald Albaurn 3. Marketing Research – Nargundkar. 4. Marketing Research – Beri 5. Marketing Research – Measurement & Methods – Donald S.Tull, Del I.Hawkins 6. Marketing Research –Aakar, Kumar, Day
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Page 7 and 8: 3. Advertising Management - Rajeev
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Page 11 and 12: (307A) SALES MANAGEMENT & PERSONAL
Page 13 and 14: (303B)-ADVANCED FINANCIAL MANAGEMEN
Page 15 and 16: (304B)- DIRECT TAXATION 1. Accessib
Page 17 and 18: (305B) - ADVANCE FINANCIAL SERVICES
Page 19 and 20: (307B)- SECURITY ANALYSIS & PORTFOL
Page 21 and 22: Books Recommended:- 1. Analysis and
Page 23 and 24: (305C) VISUAL BASIC AND ORACLE 1. I
Page 25 and 26: 8. Database Triggers Types of Trigg
Page 27 and 28: ERP Ware: ERP Implementation Framew
Page 29 and 30: 5.4 The Pointer operator 5.5 Applic
Page 31 and 32: (303D)- INVENTORY MANAGEMENT & MATE
Page 33 and 34: (304D)- MODELING TECHNIQUES AND IT
Page 35 and 36: (305D)- SUPPLY CHAIN & LOGISTICS MA
Page 37 and 38: (306 D)- WORLD CLASS MANUFACTURING
Page 39 and 40: 7. Productivity Management - System
Page 41 and 42: 1. Bare Acts 2. Industrial Law - P
Page 43 and 44: 9 Human Developments -Diane E.Papal
Page 45 and 46: (306E)- TRAINING & DEVELOPMENT 1. I
Page 47 and 48: (303F)- INTERNATIONAL MARKETING 1)
Page 49 and 50: 8. NETWORK DESIGN : [4] Decisions i
Page 51 and 52: (306F) INTERNATIONAL REGULATORY ENV
Page 53: 12 Transport till destination.

MBA Semester III - K. K. Wagh Education Society

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