Faculty : Dr. Sanjoli Jain (Ph.D. MBA)

Marketing is a restless, changing, and dynamic business activity. The role of marketing itself has changed dramatically due to various crises—Covid,material and energy shortages, inflation, economic recessions, high unemployment, dying industries, dying companies, terrorism and war, and effects due to rapid technological changes in certain industries. Such changes, including the Internet, have forced today’s marketing executive to becoming more market driven in their strategic decision-making, requiring a formalized means of acquiring accurate and timely information about customers, products and the marketplace and the overall environment. The means to help them do this is marketing research.

Research is a systematic and objective investigation of a subject or problem in order to discover relevant information or principles. It can be considered to be either primarily fundamental or applied in nature. Fundamental research, frequently called basic or pure research, seeks to extend the boundaries of knowledge in a given area with no necessary immediate application to existing problems, for example, the development of a research method that would be able to predict what people will be like x years in the future. In contrast, applied research, also known as decisional research, attempts to use existing knowledge to aid in the solution of some given problem or set of problems. Marketing research assists in the overall management of the marketing function. A marketing manager must prioritize the more important and pressing problems selected for solution, reach the best possible solution based on the information available, implement the solution, modify the solution when additional information so dictates, and establish policy to act as a ready-made solution for any recurrence of the problem.

This course covers application of two major domains of research—Theory and practical.. The course picks up the practical problems of businesses/firms and explores possible managerial solutions through research. It integrates Research theory with Market practice for the purpose of facilitating planning and decision-making.

The importance of market research is that different research methods are compatible with different situations, and therefore it is important to know which method is best suitable for use with a particular hypothesis or question. In fact, if an unsuitable research method is used, it could render the research useless.

There is no fixed text book prescribed for this course. The concepts and theories used in the course will have to be learnt from various sources, including youtube video, online learning platforms, and internet resources. Data will be obtained from various authentic sources and the same will be used for analysis and estimation using SPSS and Excel.

However, students may like to consult following text books to enhance their knowledge of economic principles and their applications:

• CR Kothari: Research methodology
• Marketing Research: Naresh K malhotra, Satyabhushan Dash
• SS Vinod Chandra S Anand :Research methodology
• Krishnaswamy: Management Research methodology

It is the responsibility of every student to be aware of the requirements for this course, and understand the specific details included in this document. It is emphasized that this course requires a significant commitment outside of formal class contact. The learning tasks in this course may include classes (lectures or seminars), required reading, the preparation of answers to set questions, exercises and problems, and self-study. It is advisable that student maintains a separate Note Book for this course which can be used for keeping class notes, library notes, and notes of other readings. It is important to develop the habit of writing notes of classroom discussions and any readings that the students come across.

Assessment tasks submitted after the due date, without prior approval/arrangement, will be not be accepted. Requests for extension of time must be made based on special circumstances and it will be the sole discretion of the instructor whether to provide the extension.

Plagiarism is looked at as the presentation of the expressed thought or work of another person as though it is one's own without properly acknowledging that person. In case of plagiarism, marks will be deducted or put to zero. It is also advisable that students must not allow other students to copy their work and

must take care to safeguard against this happening. In cases of copying, normally all students involved will be penalized equally; an exception will be if the student can demonstrate the work is their own and they took reasonable care to safeguard against copying.