PG Courses Humanities & Social Sciences
Introduction to MarketingResearch -Research Philosophies and Approaches- Formulating Research Designs - Gap Spotting in Literature: - Measurement and Scaling- Survey Design and Administration- Sampling Techniques and Errors - Data Examination-Hypothesis testing– Independence Techniques: Factor Analysis, Cluster Analysis, Multidimensional Scaling and Correspondence Analysis–Dependence Techniques :Simple and Multiple Regression, Path Analysis-
The prime objective of this course is to help students learn quantitative approaches to deal with the marketing research problems with the help of advanced statistical tools. The aim is to acquaint students with multivariate statistical techniques and enable them to choose an appropriate method to apply in the marketing context. It will further demonstrate the use of such techniques and tools in high quality research articles published in top level marketing journals. This will allow the students to learn and evaluate the latent configurations of relationships among the marketing constructs.
This course will be centered around understanding core concepts and frameworks of services marketing area from a research point of view. It will provide a balanced exposure to services marketing research literature which will include theories and methodologies adopted in this research area. This course will help students master the basic skill of reflective thinking, multicultural understanding, and strategic decision making in marketing context. Additionally, students will be able to learn advanced skills of systematic analysis of a research problem and approaches to address them.