ADVERTISING AND MARKETING RESEARCH - BAMMC UNIV OF MUMBAI

 PROGRAM- BAMMC

TYBAMMC -ADVERTISING

SEMESTER V

COURSE:ADVERTISING & MARKETING RESEARCH

COURSE CODE   BAMMC DRGA-502

PAPER DRGA (COMPULSORY)

TOTAL MARKS 100 (75:25)

NO OF LECTURES 48

SEMESTER V

COURSE CODE COURSE NAME & DETAILED SYLLABUS - BAMMC DRGA-502

ADVERTISING & MARKETING RESEARCH

COURSE OUTCOME:

1. The course is designed to inculcate the analytical abilities and research skills among the students.

2. To understand research methodologies – Qualitative Vs Quantitative

3. To discuss the foundations of Research and audience analysis that is imperative to successful advertising.

4. To understand the scope and techniques of Advertising and Marketing research, and their utility.

 

MODULE I : Fundamentals of Research (2 lects)

1. What is Literature review     

2. Statement of the problem

3. Aims and objectives’ of the study

4. Relevant Research questions  

MODULE 2 : Research design (3 lects)

1.Meaning, Definition, Need and Importance,

2. Scope of Research Design

3. 2. Types- Descriptive, Exploratory and Causal.

MODULE 3 Preparing Questionnaire (3 lects)

1.Survey instruments

2.Designing the questioning using projective

3.technique for Qualitative research

4.Designing the Questionnaire using attitude

5.measuring scale for Quantitative research

MODULE 4 Sampling (6 lects)

1.Meaning of Sample and Sampling,

2.Process of Sampling

3.Methods of Sampling: Non Probability Sampling – Convenient, Judgment, Quota, Snow Ball, Probability Sampling – Simple Random, systematic, Stratified, Cluster, Multi Stage.

MODULE 5 Preparing data sheet and data processing (3 lects)

Preparation of data sheet in excels format and rearranging the data as per the requirement of the processing Statistical software such as SPSS and the statistical tool.

MODULE 6 Data Analysis (3 lects)

Data collected are to be presented and analyzed. Students will have to choose the methods that best Suite the data collected. Data could be presented using tables, pie charts, bar charts, histogram etc. Data presented should be accompanied with the interpretation of the associations and relationshipsAmong the data groups with the appropriate implication to the study or the unit of study. The summary of interpretation should provide answers to the research Questions.

MODULE 7 - Methods of Data Analysis (4 lects)

The interpretations based on Descriptive  statistics should include mode, mean, median, Range, Variance, Standard deviation, Kurtosis, and Skewness. Any of the following multivariate analysis maybe used such as Regression, Correlation, t test, factor analysis and discriminant analysis

MODULE 8 Report Writing (6 lects)

FORMAT OF RESEARCH REPORTS The research report shall have the following Components.

1.Title page

2.Index

3.Introduction and Research objective

4.Industry Overview

5.Literature Review

6.Statement of the Problem

7.Statement of Hypothesis (Min two hypothesis)

8.Research Methodology and Research Design

9.Data Analysis and Interpretations

10. Findings

11. Conclusion

12. Suggestions

13. Annexure (questionnaires)

14. Bibliography

MODULE 9 Advertising Research (10 lects)

 Introduction to Advertising Research

 Copy Research: a. Concept testing, b. Name testing, c. Slogan testing

 Copy testing measures and methods: a. Free association, b. Direct questioning, c. Direct Mail tests, d. Statement comparison tests, e Qualitative interviews, f. Focus groups

Pretesting:

A. Print Pretesting: a. Consumer Jury Test,

B.Portfolio test,

C. Paired comparison test,

D.Order-of-merit test,

E.Mock magazine test,

F.Direct mail test.

G.Broad casting Pretesting:

a.Trailer tests,

b.Theatre tests,

c.Live telecast tests, d. Clutter tests

H. Challenges to pre-testing. Example: TheHalo effect

Post testing:

a) Recall tests,

b) Recognition test,

c) Triple association test,

d) Sales effect tests ,

e) Sales results tests,

f) Enquires test

Physiological rating scales ( 3 lects)

1.Pupil metric devices,

2.Eye-movement camera,

3.Galvanometer,

4.Voice pitch analysis,

5. Brain pattern analysis

MODULE 10. Marketing Research ( 5 lects)

1. Introduction to Advertising Research

2. New product research,

3. Branding Research,

4. Pricing research,

5. Packaging research,

6. Product testing

TOTAL LECTURES  48

INTERNALS (The objective of internal exercise is to help the learner acquire skills) 25 MARKS

Sr. no.Project/Assignment

01 Print Media Content Analysis

02 Electronic Media Flip class presentation

03 Field work Feature based in Mumbai or vicinity on any one of the issues of social justice

Guidelines for Internals:

a. Internals should focus on conducting field survey on either Marketing or Advertising research with sample size not less than 125

Producing the following:

a. Complete Research report of the survey conducted

Reference Books and material

1. Research for Marketing Decisions Paul E. Green, Donald S. Tull

2. Business Research Methods – Donald Cooper and Pamela Schindler, TMGH, 9th edition

3. http://www.millwardbrown.com/docs/default-source/insight-documents/points-of-view/MillwardBrown_POV_NeurosciencePerspective.pdf