19MBA15B: Marketing Research Syllabus for MBA (Marketing) 2nd Sem R19 Regulation JNTUH (Open Elective-II) gives complete Syllabus information for 2nd Sem MBA (MRKG), R19 regulation right from the JNTUH official website and presented for the students affiliated to JNTUH course structure. Follow the links in the scheme table for the detailed Syllabus of each subject. We make sure all subjects are up to date and have the latest information.The Syllabus PDF files can also be downloaded from the official website of the university.
For all the other MBA (Marketing) 2nd Sem Syllabus for R19 Regulation JNTUH, do visit Marketing 2nd Sem R19 Scheme. For all the Open Elective-II subjects refer to Open Elective-II Scheme. The detail syllabus for marketing research is as follows.
Course Objectives:
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Learning Outcome:
Students will be able to understand
- importance of Marketing Research
- Research design
- Scaling and sampling methodology
- data presentation.
Unit I
Introduction to Marketing Research: Definition of Marketing Research, Factors that influence Marketing Research, Scope of Marketing Research, Limitations of Marketing Research, Marketing Research Process, Role of Marketing Research in Marketing decision making, qualities of a Marketing Research Manager, Organising Marketing Research function, Evaluation and Control of Marketing Research, International Marketing Research, Marketing Research in Social Media, Mobile Marketing Research, Ethics in Marketing Research.
Unit II
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Unit III
Measurement and Scaling: Sources and Collection of data, Nature of Measurement, Measurement Scales, Characteristics of a good Measurement, Nature of Attitude Scale, Rating scale, Ranking scale, Questionnaire Design.
Unit IV
Sampling: Sampling Design Process, Classification of Sampling Techniques, Probability and Non- Probability Sampling Techniques, Internet Sampling, Sampling distribution, Sample Size Determination, Non-Response Issues in Sampling.
Unit V
For the complete Syllabus, results, class timetable, and many other features kindly download the iStudy App
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Suggested Readings:
- Naresh Malhotra, Satyabhushan Dash, Marketing Research, 7e, Pearson, 2019.
- GC Beri, Marketing Research, 4e, 2018, Mc Graw Hill 2018.
- Donald R Cooper, Pamela S Schindler, Marketing Research Concepts and Cases, 2007
- David J Luck, Ronald S Rubin, Marketing Research, 7e, PHI, 2002.
- David A Aaker, V.Kumar, Georges, Marketing Research, 9e, Wiley India Pvt Ltd, 2009.
For detail Syllabus of all other subjects of MBA (MRKG), R19 scheme, visit Marketing 2nd Sem Syllabus for R19 scheme.
For all the MBA results, visit JNTUH MBA all semester results.