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5. Evaluation

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Pre-Mid term Class participation 05%Pre-Mid term Assignment* 15%

Mid Term Examination 20%

----------------------------------------------------Post-Mid term Class participation 05%

Post- Mid term Assignment(s)* 25%

End Term Examination 30%__________________________________* Would be announced in class by the Professor concerned

6. Sessions Plan:

Pre Mid-Term (10 sessions of 75 minutes duration)

Session -1

Topic An introduction & overview of Marketing Research

Sessions -2&3

Topic Management Decision Problem & Research Problem

Case-1 Chemical Products Limited (A)

Reading Note on Problem Definition in Marketing Research

Sessions -4&5

Topic Research Design

Case-2 Chemical Products Limited (B)

Reading Note on Marketing Research Designs

Session -6

Topic Overview of Research Methodology

Sessions -7&8

Topic Sampling Plan & Sampling Methods

Reading Note on Sampling in Marketing Research

Sessions -9&10

Topic Designing the Research Tool;Measurements and Scaling; and

Reading Note on Measurement in Marketing Research

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Post Mid-Term (14 sessions of 75 minutes duration)

Session -11

Topic Qualitative Marketing ResearchI: Introduction Qualitative Research

Reading1. Introduction to Qualitative Research2. Qualitative Research Tools 3. Looking Out-side the box

Session -12

Topic Qualitative Marketing ResearchII: Qualitative Research Tools1

Reading1.Twelve Steps to Better Research2.Out-of-Focus

Session -13

Topic Qualitative Marketing ResearchIII: Qualitative Research Tools2

Reading1.Projective Techniques in Marketing Research2.The Many Faces of Qualitative Research

Session -14

Topic

Data Organization: Editing, Coding, Classification & Tabulation; Reliability

& Validity of data-setReading Text Book Chapter 7 & 8

Sessions-15

Topic Causal Research Design: Experiment, Analysis of Variance and Covariance

Reading Text Book Chapter 9

Session-16

Topic Data AnalysisI : Introduction to SPSS package

Session-17

Topic Data AnalysisII : Correlation & Regression

Reading Text Book Chapter 10Session -18

Topic Data AnalysisIII : Cluster Analysis

Reading Text Book Chapter 14

Session -19

Topic Data AnalysisIV : Discriminant Analysis

Reading Text Book Chapter 11

Session -20

Topic Data AnalysisV: Factor Analysis

Reading Text Book Chapter 13

Session-21

Topic Data AnalysisVI: Multi Dimensional Scaling

Reading Text Book Chapter 15

Sessions-22&23

Topic Data AnalysisVII: Conjoint Analysis

Reading Text Book Chapter 16

Session-24

Topic Review of Marketing Research course