2.10 B
Marketing Research & Consumer Behavior
Unit I:
Introduction to Marketing Research: Its growth and evolution Nature and scope
of marketing and research, interaction between management and marketing
research, applications and limitation of marketing research, marketing
information system.
Unit II:
Marketing Research Management: Importance of research management, qualities of
marketing research manager, organization of marketing research
deptt.(Organization within the group and outside the group) organization of
marketing research function, evaluation and control.
Unit III:
Scientific method and the marketing research process: Steps in designing a
research, formulating the research problem, research design, source of data,
primary and secondary data, sampling design. sampling size, organizing and
conducting the field survey; processing and analyzing the collected data,
preparing the research report. What is scientific method, scientific method in
the physical science and marketing, difficulties in applying the scientific
method to marketing.
Unit IV:
Data collection, sampling and reporting: Primary data, secondary data,
interpretation, analysis, preparation of report and evaluation oral and written
reports.
Unit V:
Importance of consumer behavior in marketing in management approaches to the
study of consumer behavior. Variable influencing consumer behavior Economic
variable determining consumption, income, prices and utility. Social influence
or consumer behavior, cultural and sub-cultural influences, social classes,
social groups, life styles, self-concept, family in consumer behavior.
Unit VI:
Psychological, concepts in consumer behavior, learning process perception,
cognition mapping, attribution process, motivation an personality, attitude.
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