AT1634 MARKET RESEARCH Syllabus

ANNA UNIVERSITY :: CHENNAI 600 025
CURRICULUM 2005 – FULL TIME MODE
M.TECH APPAREL TECHNOLOGY AND MANAGEMENT

AT1634 MARKET RESEARCH 3 0 0 100

1. RESEARCH PROCESS 10
Marketing Research Process – Research designs - exploratory – Descriptive – Casual – Problem definition-objectives.

2. DATA COLLECTION 10
Primary and secondary data sources – designing of data collection tools – sampling techniques.

3. DATA ANALYSIS 10
Quantitative and qualitative analysis – Statistical techniques – testing hypothesis - correlation-regression – Discriminant - factor and cluster analysis – Multi dimensional scaling.

4. PREPARATION OF RESEARCH REPORT 5
Coding and editing and presentation-essentials - Application of IT tools.
5. APPLICATION OF MARKETING RESEARCH 10
Market potential – product launching – customer satisfaction – advertising - Customer Relationship Management – Distribution.

TOTAL : 45 Hours

TEXT BOOKS
1. Aaker, Kumar, Day, Marketing Research, John Wiley, 2000.
2. Boyd, Marketing Research, Macmillan, 1999.
3. Kinnear and Taylor, Marketing Research, McGraw-Hill, 2000.

REFERENCES

1. Joseph F.Hair,Jr, Marketing Research, McGraw-Hill, 2000.
2. G.C. Beri, Marketing Research,Tata McGraw-Hill, 2000.
3. Paul E.Green Donald S. Tull, Gerald Albaum, Research for Marketing Decisions, Prentice Hall, 2001.