ADVERTISING AND MARKETING RESEARCH - BAMMC UNIV OF MUMBAI | NOTES

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 PROGRAM- BAMMC                TYBAMMC -ADVERTISING                              SEMESTER V

COURSE:ADVERTISING & MARKETING RESEARCH      COURSE CODE   BAMMC DRGA-502

PAPER DRGA (COMPULSORY)                               TOTAL MARKS 100 (75:25)

ADVERTISING & MARKETING RESEARCH

MODULE I : Fundamentals of Research 

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 

1.Meaning, Definition, Need and Importance,

2. Scope of Research Design

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

MODULE 3 Preparing Questionnaire 

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 

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 

Practical done in class... not to be tested in exam

MODULE 6 Data Analysis 

Practical done in class... not to be tested in exam

MODULE 7 - Methods of Data Analysis 

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 

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 

 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 

1.Pupil metric devices,

2.Eye-movement camera,

3.Galvanometer,

4.Voice pitch analysis,

5. Brain pattern analysis

MODULE 10. Marketing Research 

1. Introduction to Advertising Research

2. New product research,

3. Branding Research,

4. Pricing research,

5. Packaging research,

6. Product testing

OLD Q PAPERS FOR PRACTICE

PAPER 1

PAPER 2

PAPER 3 

PAPER 4