The general objective of this course is to develop the ability to conduct marketing research and provide information for marketing decision making. The broad course objectives are to help students understand the central concepts of marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by a marketing manager.

Marketing research, importance and application areas of marketing research, relationship with other disciplines and boundaries, place in the organization, defining the research process, to reveal the problem, identification of data sources, sampling, sampling methods and errors, the choice of the method used for data collection, surveys, observations, experiments, projection, scaling method, data collection, data input and analysis, univariate and multivariate analysis, preparation of research reports, types of marketing research, planning and performing marketing research.