Distribution of Marks:

Midsem Exam (20%)

Final Exam (30%)
Project - Data Collection, Analysis, Report and Presentation (35%)
Individual Assignment (10%)
Class performance and Attendance (5%)

Course Description:
This course will enable the participants to identify the marketing information needs of an
organization and to develop appropriate research to provide that information. The course is
divided into three portions the first portion deals with the research methodology; the second
portion deals with the concepts of statistics and statistical data analysis; the third section will be
devoted to provide experience in the use of standard computer based statistical packages.
Course Objective:
This course in Marketing Research is intended to develop (a) a broad understanding of the uses
of research methodology in marketing and (b) a specific understanding of the marketing
research process through classroom lectures as well as a practical marketing research project.
Reference:
Essentials of Marketing Research: An applied orientation (1e) by Malhotra, Hall, Shaw and
Oppenheim. (This book can be found in the NSU Basement)

Course Map (tentative):

Day
15th Sep
22nd Sep
24th Sep
6th Oct
8th Oct
13th Oct
15th Oct
20th Oct
22nd Oct
27th Oct
29th Oct
3rd Nov
5th Nov
10th Nov
12th Nov
17th Nov
19th Nov
24th Nov
26th Nov

Topic Covered in the Class

Introduction
The Marketing Research Problem
The Approach, Research Objectives and Research Design
Secondary Data Methods
Qualitative Research Methods
Descriptive Research Design (Slot for SPSS Lab 1)
Descriptive Research Design (Slot for SPSS Lab 2)
SPSS Lab 3
SPSS Lab 4
Mid Semester Examination
Causal Research Design
Field Work, Data Preparation and Presentation
Research Readings
Statistical Concepts for Data Analysis
SPSS Lab 5
SPSS Lab 6
Discussion on the Project
Project Presentation
Project Presentation

Please Note:

There will not be any make up exam; however, extreme situations will be exceptions as per
the facultys decision. The difficulty-level for make up exams will be higher.
The instructor may make necessary changes in the course content depending on the
progress of the class.