Description
Marketing Research Role of marketing research in marketing Scope and obstacles in acceptance Limitations of marketing research ethics in marketing research.
304 (A) : MARKETING RESEARCH and CONSUMER BEHAVIOUR
Part I : Marketing Research
1. Marketing Research –Role of marketing research in marketing - Scope and obstacles in
acceptance – Limitations of marketing research – ethics in marketing research.
2. Marketing intelligence –Marketing Decision Support System components - Scope and
Significance of Marketing Intelligence in decision making - Quality and quantity of
Market Information – value of information – Decision tree and Bayesian analysis concept
3. Various sources of market Information – Methods of collecting Market Information -
Secondary data – sources – problems of fit and accuracy. Shop and retail audits,
Readership surveys and viewership surveys, Syndicated services.
4. Data analysis – Univariate analysis – Bivariate analysis – Multivariate analysis. Simple
and cross tabulation, simple and multiple regression, Factor analysis
5. Applications of Marketing Research: Cluster analysis for identifying market segments,
Conjoint analysis for Product research, Multi-dimensional scaling, Discriminant analysis
and perceptual mapping for Brand positioning research, Sales Forecasting Tools.
Part II : Consumer Behaviour
1. Introduction to Consumer Behavior - Consumer as an individual - Consumer needs
and motivation - positive and negative motivation - rational versus emotional motives -
Consumer imagery and perceived risks - personality traits.
2. Consumers in their social and cultural setting: Consumer relevant reference groups -
family decisions making and consumption related roles - family life cycle - social class and
consumer behaviour - influence of culture on consumer behaviour - cross cultural context.
3. Consumer decision making, : Levels of consumer decision making - extensive
problem solving - limited problem solving - routinized responsive behavior -Consumer
behaviour modeling - the economic model - learning model - psychoanalytical model -
sociological model - the Howard Sheth model - the Engel-Kollat-Blackwell model.
4. Consumption and post purchase behavior: Consumer satisfaction concept, cognitive
dissonance, consumer delight, Consumer Value, Consumer Value Delivery Strategies,
Competitive advantage through customer value Information - Customer value
determination process - Measuring customer satisfaction.
Books Recommended
1. Consumer Behavior – Hawkins, Best, Coney – TMH, 9/e, 2004
2. Consumer Behavior – Leon Schiffman, Leslie Lazar Kanuk – Pearson / PHI, 8/e
3. Customer Behavior – A Managerial Perspective – Sheth, Mittal
4. Conceptual Issues In Consumer Behavior Indian Context – S Ramesh Kumar
5. Customer Relationship Management – Peeru Ahamed & Sagadevan
6. Consumer Market demographics in India – Edited by S.L.Rao
7. Consumer Behaviour - Walker
8. Understanding Your Customer - R.Woodruff and S.F.Gardial
9. Consumer behavior - Louden, Delebeta
10. Consumer Behavior - J.Paul Peter
11. Marketing Research – Beri
12. Marketing Research – Nargundkar
13. Research for Marketing Decisions – Paul Green, Donald Tull, Gerald Albaurn
14. Marketing Research – Measurement & Methods – Donald S.Tull, Del I.Hawkins
15. Marketing Research – Thomas C. Kinnear
16. Business Research Methods – Cooper
17. Marketing Research –Aakar, Kumar, Day
18. Marketing Research – Debashis Pati
19. Consumer Behaviour – SSH Kazmi
doc_942897352.pdf
Marketing Research Role of marketing research in marketing Scope and obstacles in acceptance Limitations of marketing research ethics in marketing research.
304 (A) : MARKETING RESEARCH and CONSUMER BEHAVIOUR
Part I : Marketing Research
1. Marketing Research –Role of marketing research in marketing - Scope and obstacles in
acceptance – Limitations of marketing research – ethics in marketing research.
2. Marketing intelligence –Marketing Decision Support System components - Scope and
Significance of Marketing Intelligence in decision making - Quality and quantity of
Market Information – value of information – Decision tree and Bayesian analysis concept
3. Various sources of market Information – Methods of collecting Market Information -
Secondary data – sources – problems of fit and accuracy. Shop and retail audits,
Readership surveys and viewership surveys, Syndicated services.
4. Data analysis – Univariate analysis – Bivariate analysis – Multivariate analysis. Simple
and cross tabulation, simple and multiple regression, Factor analysis
5. Applications of Marketing Research: Cluster analysis for identifying market segments,
Conjoint analysis for Product research, Multi-dimensional scaling, Discriminant analysis
and perceptual mapping for Brand positioning research, Sales Forecasting Tools.
Part II : Consumer Behaviour
1. Introduction to Consumer Behavior - Consumer as an individual - Consumer needs
and motivation - positive and negative motivation - rational versus emotional motives -
Consumer imagery and perceived risks - personality traits.
2. Consumers in their social and cultural setting: Consumer relevant reference groups -
family decisions making and consumption related roles - family life cycle - social class and
consumer behaviour - influence of culture on consumer behaviour - cross cultural context.
3. Consumer decision making, : Levels of consumer decision making - extensive
problem solving - limited problem solving - routinized responsive behavior -Consumer
behaviour modeling - the economic model - learning model - psychoanalytical model -
sociological model - the Howard Sheth model - the Engel-Kollat-Blackwell model.
4. Consumption and post purchase behavior: Consumer satisfaction concept, cognitive
dissonance, consumer delight, Consumer Value, Consumer Value Delivery Strategies,
Competitive advantage through customer value Information - Customer value
determination process - Measuring customer satisfaction.
Books Recommended
1. Consumer Behavior – Hawkins, Best, Coney – TMH, 9/e, 2004
2. Consumer Behavior – Leon Schiffman, Leslie Lazar Kanuk – Pearson / PHI, 8/e
3. Customer Behavior – A Managerial Perspective – Sheth, Mittal
4. Conceptual Issues In Consumer Behavior Indian Context – S Ramesh Kumar
5. Customer Relationship Management – Peeru Ahamed & Sagadevan
6. Consumer Market demographics in India – Edited by S.L.Rao
7. Consumer Behaviour - Walker
8. Understanding Your Customer - R.Woodruff and S.F.Gardial
9. Consumer behavior - Louden, Delebeta
10. Consumer Behavior - J.Paul Peter
11. Marketing Research – Beri
12. Marketing Research – Nargundkar
13. Research for Marketing Decisions – Paul Green, Donald Tull, Gerald Albaurn
14. Marketing Research – Measurement & Methods – Donald S.Tull, Del I.Hawkins
15. Marketing Research – Thomas C. Kinnear
16. Business Research Methods – Cooper
17. Marketing Research –Aakar, Kumar, Day
18. Marketing Research – Debashis Pati
19. Consumer Behaviour – SSH Kazmi
doc_942897352.pdf