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IGNOU MMPM-06 Code Details
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University
IGNOU (Indira Gandhi National Open University)
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Title
Marketing Research
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Language(s)
English
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Code
MMPM-06
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Subject
Marketing Management
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Degree(s)
MBA (New), PGDIMM, MBAMM
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Course
Specialization Course
IGNOU MMPM-06 English Topics Covered
Block 1 - Concepts and Applications
- Unit 1 - Marketing Research: An Introduction
- Unit 2 - Applications of Marketing Research and Ethical Issues
- Unit 3 - Identifying and Defining Research Problems
Block 2 - Data Collection and Processing
- Unit 1 - Research Design Formulation
- Unit 2 - Data Collection: Qualitative and Quantitative
- Unit 3 - Data Processing
Block 3 - Data Analysis
- Unit 1 - Hypothesis Testing
- Unit 2 - Correlation and Simple Linear Regression
- Unit 3 - Multiple Regression Analysis
- Unit 4 - Discriminant Analysis and Logistic Regression Analysis
- Unit 5 - Factor Analysis and Cluster Analysis
- Unit 6 - Conjoint Analysis and Multidimensional Scaling
Block 4 - Emerging Issues
- Unit 1 - Big Data and Marketing Research
- Unit 2 - Internet based Marketing Research
- Unit 3 - Marketing Research and Social Media
IGNOU MMPM-06 (January 2024 - July 2024) Assignment Questions
1. Discuss the role of new technologies in marketing research.
2. Discuss the main sources of primary and secondary data used in marketing research.
3. Data about a firm’s advertising expenditure and the corresponding sales figure over a period of five months are given in the following table.
Month 1 2 3 4 5
Advertising Expenditure (Thousand Rupees) 8 9 8 9 10
Sales (Thousand Rupees) 12 13 14 15 16
Estimate the linear regression of sales on the advertising expenditure and Hypothesis Testing interpret the results
4. What are the areas of application of big data in marketing research? Discuss.
5. Write short notes on following:
a) importance of research design
b) Conjoint analysis
c) Logistic Regression analysis
IGNOU MMPM-06 (January 2023 - July 2023) Assignment Questions
1. What are the different stages of the marketing research process? Discuss.
2. Discuss the meaning and importance of research design with examples.
3. A food processor is concerned that the 16 gram can of sliced pineapple is being overfilled. The quality control department took a random sample of 50 cans and found that the arithmetic mean weight was 16.05 grams, with a sample standard deviation of 0.03 grams. At the 5 percent level of significance, can the hypothesis that the mean weight is equal to 16 grams be rejected?
4. Describe some marketing research problems that you feel may be amenable to conjoint analysis and explain how you would use conjoint analysis in these situations.
5. Write short notes on following
a) Adoption of Marketing Research by Indian Businesses
b) Gaining Insights from Big Data
c) Role of social media in Marketing Research
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