This course is designed to enhance the analytical capability of the participant using basic as well as advance techniques and tools of marketing research. A management student is believed to be a good analyst in the corporate world. To give justice to the same a student must learn the process of marketing research. S/he should also learn how to develop and evaluate marketing information systems using various analytical tools and techniques.

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Module content:

Course outline

Evaluation form

Sessions

Introduction to marketing research

Exploratory research

Conclusive research

Measurement, scaling and sampling

Questionnaire building

Introduction to SPSS

Correlation and Regression

T-test and factor analysis

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