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ALLAMA IQBAL OPEN UNIVERSITY , ISLAMABAD
(Department of Business Administration)
MARKETING RESEARCH (MBA-576)
SEMESTER: AUTUMN, 2010
CHECKLIST
This packet comprises the following material:
1. Text Book
2. Course Outline
3. Assignment No. 1 & 2
4. Assignment Forms (2 sets)
5. Assignments and Tutorial Schedule
In this packet, if you find anything missing out of the above mentioned material, please contact at the address given below:-
Deputy Registrar,
Admission and Mailing, Block-28,
Allama Iqbal Open University,
H-8, ISLAMABAD
Phone: 051-9057611-12
Muhammad Ayub Shaikh
Course Coordinator
ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD
(Department of Business Administration)
1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD OF DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
2. SUBMITTING ASSIGNMENTS BORROWED OR STOLEN FROM OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN “AIOU PLAGIARISM POLICY”.
Course: Marketing Research (576) Semester: Autumn, 2010
Level: MBA Total Marks: 100
Pass Marks: 40
ASSIGNMENT No. 1
Note: Attempt all questions. All questions carry equal marks.
Q. 1 Describe the primary purpose of marketing research. How marketing research information can be useful in all stages of the decision making process? (20)
Q. 2 Develop ten questions of an attitude scale for ladies buying cosmetics at high end of market at two different stores. (20)
Q. 3 Why do you think researchers prefer purchase intent scales in commercial marketing research? (20)
Q. 4 Describe the ethical issues involving the protection of the respondents and marketing professions. (20)
Q. 5 What are the major factors to consider in choosing between a probability and non-probability sample? (20)
ASSIGNMENT No. 2
Total Marks: 100
This assignment is a research-oriented activity. You are required to obtain information relating to any business/commercial organization and prepare a report of about 10 pages on the topic allotted to you. You are required to prepare two copies of Assignment # 2. Submit one copy to your tutor/teacher for evaluation and the second copy for presentation in the workshop in the presence of your resource persons and classmates, which will be held at the end of the semester prior to final examination. You are studying at the approved study centers of AIOU are required to present the same at their study centers.
Include the following main headings in your assignment:
a) Introduction of the topic
b) Important sub-topics
c) Practical study of the organisation with respect to the topic Review of theoretical and practical situations gaps, merits, de-merits, deficiencies or strengths of the organisation with respect to the topic under study
d) Conclusions and recommendations
a) Annex, if any
You may use transparencies, charts or any other material for effective presentation. You are required to select one of the following topics according to the last digit of your roll number. For example, if your roll number is D-3427185 then you will select topic number 5 (the last digit).
Topics:
0. Research for identifying new markets and demand forecasting
1. Research on consumer behavior
2. Product research
3. Distribution management research
4. Research on promotional strategy
5. Marketing research process
6. Planning of marketing research
7. Designing data collection instructions for marketing research
8. Data collection methods for marketing research
9. Qualitative data analysis.
MARKETING RESEARCH
COURSE OUTLINE (MBA-576)
Unit – 1: Fundamentals of Marketing Research
1.1 Introduction
1.1.1 What is marketing research
1.1.2 Basic and applied research
1.1.3 Value and limitations
1.1.4 Users and doers
1.2 Application of Marketing Research
1.2.1 Variety of applications
1.2.2 The client researcher interface
1.2.3 Articulation with decision stages
1.2.4 Information systems and marketing research
Unit – 2: Planning the Research Project
2.1 Research Objectives and Plans
2.1.1 Research objectives
2.1.2 The research
2.2 Research Designs
2.2.1 The nature of research designs
2.2.2 Benefits of designs
2.2.3 Major types of designs
Unit – 3: Planning the Research Project
3.1 Experimental Designs
3.1.1 The setting of experiments
3.1.2 True experimental designs
3.1.3 Extensions of true experimental designs
3.1.4 How to select an experimental design
3.2 Specifying Data and Acquisition Methods
3.2.1 Data objectives, Data types
3.2.2 Sources of data
3.2.3 Communication approaches
3.2.4 Formulating a data plan
3.3 Secondary Data
3.3.1 General types of data
3.3.2 Systematizing the data search
3.3.3 Tailoring data to decisions
3.3.4 Guides to secondary data
3.3.5 Principal sources
Unit – 4: Basic Concepts of Measurement, Scaling and Questionnaire Design
4.1 Measurement and Scaling
4.1.1 Measurement and meaning
4.1.2 Levels of measurement
4.1.3 Meaning
4.1.4 Criteria for good measurement
4.1.5 Sources of measurement problems
4.1.6 Managerial considerations for measurement error avoidance
4.1.7 The development of measurement scaling methods
4.1.8 Basic rating scales
4.1.9 Specific attitude scales
4.1.10 Selecting the appropriate scale to use
4.2 Questionnaire Design
4.2.1 Function of questionnaires
4.2.2 Questionnaire design
4.2.3 The observational form
Unit – 5: Sampling
5.1 The Sampling Process and Selection
5.1.1 Reasons for sampling
5.1.2 Managerial objectives of sampling
5.1.3 The sampling process: an overview
5.1.4 Non-probability methods of selection
5.2 Probability Sampling Methods
5.2.1 Fundamental conditions
5.2.2 Distribution relationships
5.2.3 Interval estimating
5.2.4 Estimating the population mean and its precision
5.2.5 Estimating a proportion and its precision
5.2.6 Probability sampling techniques
5.2.7 Validation
5.3 Sampling-Size Decisions
5.3.1 The sample-size decision
5.3.2 Determining sample size and efficiency when estimating means (continuous variables)
5.3.3 Determining the sample size when estimating proportions
5.3.4 Sample size in relation to total population
5.3.5 Stratified sample size
Unit – 6: Data Collection
6.1 Field Procedure for Data Collection Methods
6.1.1 Observation
6.1.2 Interviewing
6.1.3 Questionnaire
6.1.4 Experimentation
6.2 Error Sources in Field Work
6.3 Managing the Field Work
Unit – 7: Processing and Analyzing Data
7.1 Data Preparation and Processing
7.1.1 Validation
7.1.2 Editing
7.1.3 Coding
7.1.4 Data-processing methods
7.1.5 Utilizing computers
7.1.6 Microcomputers in marketing research
7.1.7 Planning the interpretive program
7.1.8 Conducting data processing
7.2 Data Analysis and Interpretation: Introduction
7.2.1 Nature and functions of statistical analysis
7.2.2 Nature of interpretation
7.2.3 The interrelationship between analysis and interpretation
7.2.4 The interpretative process
7.2.5 Bringing the data into order
7.2.6 Statistical summarization
7.2.7 Measurers of dispersion
7.2.8 Graphical presentation
7.2.9 Selecting appropriate analytical methods
7.3 Analysis of Differences
7.3.1 General hypothesis-testing procedure
7.3.2 Marketing and statistical decisions: a caution
7.3.3 Nonparametric statistics
7.3.4 Parametric statistics
Unit – 8: Processing and Data Analysis
8.1 Analysis of Experiments
8.1.1 Randomized block design
8.1.2 Latin square design
8.1.3 Factorial design
8.1.4 Analysis of covariance
8.2 Investigation of Associations (Dependence Methods)
8.2.1 Measures of association between two nominal variables
8.2.2 Measures of association between two ordinal variables
8.2.3 Measurement of association between two or more interval variables
8.2.4 Additional measures of association
8.3 Investigation of Associations (Interdependence Methods)
8.3.1 Factor analysis
8.3.2 Cluster analysis
8.3.3 Multidimensional scaling
8.3.4 Planning requirements for efficient analysis
Unit – 9: Presentation and Follow-Through
9.1 Presentation of Research Findings and Follow-through
9.1.1 Role of the report
9.1.2 Types of reports
9.1.3 Contents of the report for executives
9.1.4 Principles of report preparation
9.1.5 Personal presentations
9.1.6 Follow-through
9.2 Managing Marketing Research
9.2.1 Client/researcher interface revisited
9.2.2 Clients' research management concern
9.2.3 Managing marketing research departments
9.2.4 Marketing research agencies
9.2.5 Organization
9.2.6 Resources for marketing research
9.3 Ethical Issues in Marketing Research
9.3.1 Code of ethics
9.3.2 Ethical issues involving the treatment of respondents/subjects
9.3.3 Ethical issues in the treatment of buyers/clients
9.3.4 Ethical issues relating to the treatment of researchers
Recommended Books:
– Tull D. S. & Hawkins, D. I. (2000) Marketing Research: Measurement & Methods, 6th edition, NBF, Islamabad
– Bradely Nigel (2007) Marketing Research, Oxford University
– Aaker, David A. Kumar. V. and Day. George S. (2004) Marketing Research, 8th edition, New York
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