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Marketing Research (14 Mbamm304) : Module 01 (7/10 Marks)

This document outlines the modules for a marketing research course. Module 1 discusses the scope and importance of marketing research, compares own vs agency research, explains the need for a marketing information system and its components, the role of the system in research, the marketing research process, and problem definition/formulation. It also covers preparing a research proposal. Module 2 explains primary data collection methods like surveys, interviews and observation. It provides details on mail/phone/direct surveys, observation, experimentation, questionnaires, and organizing field work for data collection.

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Anjana S Pillai
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96 views1 page

Marketing Research (14 Mbamm304) : Module 01 (7/10 Marks)

This document outlines the modules for a marketing research course. Module 1 discusses the scope and importance of marketing research, compares own vs agency research, explains the need for a marketing information system and its components, the role of the system in research, the marketing research process, and problem definition/formulation. It also covers preparing a research proposal. Module 2 explains primary data collection methods like surveys, interviews and observation. It provides details on mail/phone/direct surveys, observation, experimentation, questionnaires, and organizing field work for data collection.

Uploaded by

Anjana S Pillai
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

MARKETING RESEARCH (14 MBAMM304)

Module 01 (7/10 marks)


1.
2.
3.
4.
5.
6.
7.

Discuss the scope and importance of marketing research.


Compare and Contrast own and agency marketing research.
Discuss the need for and significance of marketing information system.
Explain the components of marketing information system.
Discuss the role of marketing information system in marketing research.
Explain the steps involved in marketing research process.
Explain the various elements involved in problem definition and problem
formulation.
8. Explain the various aspects and contents involved in preparing a research
proposal.

Module 02 (7/10 marks)

1. Explain the various primary data collection methods.


2. Explain the following with their evaluation:
a. Mail Survey
b. Telephone Survey
c. Direct Interviews
3. Explain the observation method of Primary data collection.
4. Explain the Experimentation method of primary data collection.
5. Explain the questionnaire / Survey / Enumeration method of data collection.
6. Explain the elements to be considered while organizing field work for data
collection.

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