This course provides a comprehensive overview of marketing research concepts, processes, and applications. Students will explore the fundamentals of research, including its meaning, characteristics, types, and the role of marketing research in modern business, with a special focus on the Indian context. The course examines each stage of the research process—from problem formulation and research design to data collection, sampling, analysis, interpretation, and report writing. Students will gain insights into primary and secondary data sources, as well as various methods used to gather and evaluate market information. The course also covers practical applications of marketing research in areas such as consumer behaviour, product development, pricing, distribution, advertising, media planning, and sales forecasting. The final module highlights recent trends, including online research, MIS, data mining, lifestyle research, rural marketing research, services marketing research, and brand equity studies.
- Teacher: MANALI MANOJ MANWADKAR