MBA633A - Marketing Research
Prerequisites:
3-0-0-9
Course Contents
Nature and scope of Marketing research: (a) the Marketing Research Process,(B) Research design and Implementation, Data collection : (a) Secondary Sources of Marketing Data, (b) Standardized Sources, (c) Information Collection: Qualitative and Observational Methods, (d) Information from Respondents, (e)Attitude Measurement, (f) Experimentation, (g) Sampling fundamentals, Data Analysis: (a) Hypothesis Testing: Basic concepts and tests of Associations, (b)Correlation Regression Analysis, (c) Discriminate and Canonical Analysis, (d)Factor and Cluster Analysis, (e) Multidimensional Scaling and Conjoint Analysis,(f) Presenting the results.
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