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Bachelor of Commerce (B.Com.) Marketing Research I Syllabus - Mumbai University

This is the TY BCOM syllabus under NEP 2020, in force from the academic year 2026-27. The University still sets the earlier Choice Based syllabus below alongside it for ATKT candidates, so check which scheme your exam form names before you revise.

Marketing Research - I Syllabus.pdf
Major elective · Semester 5 · TY BCOM · 4 credits · 100 marks

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Syllabus for Marketing Research - I

Major elective · Semester 5 · TY BCOM · 4 credits · 100 marks

Module I: Introduction to Marketing Research 15 Unit I

  • Marketing Research- Concept, Nature, Importance, Challenges to Marketing Research
  • Steps in the Marketing Research process, Role of marketing research in managerial decision-making, Qualities of a good market researcher Unit II
  • Marketing Information System- Concept- Components, Data Mining- Concept - Applications of Data Mining in Marketing, Marketing Research vs Marketing Information System
  • Marketing Research agencies: Concept, Types, In-house Research Department vs. External Research Agencies, Functions and Services Provided by Research Agencies

Module II: Planning and implementation of research 15 Unit I

  • Research design: Concept- Types, Sampling: Concept-Sampling terms - Techniques, Hypothesis: Meaning, Importance
  • Data Collection: Primary Data- Concept- Sources (survey, Observation, Panel), Secondary data – Concept- Sources, Primary Data Vs Secondary Data Unit II
  • Questionnaire design: Concept-Essentials-Types of questions used in questionnaire, Measurement & Scaling: Concept- Types of measurement scales- Attitude measurement techniques
  • Data Processing: Concept - Stages, Data Analysis- Concept - Steps, Data Interpretation – Concept - Significance, Use of Software in Data Processing.

Module III: Applications of Marketing Research 15

  • Unit I
  • Product Research- Concept-Areas, Brand Research-Concept- Importance
  • Pricing Research -Concept-Methods, Promotion Research- Concept- Significance Unit II
  • Advertising Research- Concept- Scope, E-Commerce research- Concept- areas, Consumer Behaviour Research- Concept, Areas/Scope
  • Marketing Research in Start-ups: Concept-Importance, Rural Marketing Research:
  • Concept- Challenges, Innovative techniques in rural marketing research

Module IV: Report Writing, Ethical Practices and Emerging Trends 15

  • Unit I:
  • Report Writing: Significance-Structure of research report, Data Visualisation- Concept-Tools-Techniques
  • Ethical aspects of marketing research: Concept- Need-Principles of research ethics- Ethical considerations in digital research
  • Unit II:
  • Plagiarism in Research: Concept- Types- Ways to Avoid Plagiarism, Emerging Trends in Marketing Research.
  • Marketing research in the BANI (Brittle, Anxious, Non-linear, incomprehensible) environment- Concept – Need. Artificial Intelligence (AI) and Marketing Research (MR) – Concept-Benefits- Applications, AI market research tools.

Reference Books

  • 1 Barry Babin, William Zikmund, “Essentials of Marketing Research”, Cengage Learning, 6th edition
  • 2 Parasuraman, Dhruv Grewal, R. Krishnan, “Marketing Research”, Biztantra Innovation in Management, 1st Indian Adaptation.
  • 3 Deepak Chawla, Neena Sondhi, “Research Methodology – Concepts & Cases”, Vikas Publishing House Pvt. Ltd.
  • 4 David A. Aaker, V. Kumar, George. S. Day, Robert Leone, “Marketing Research”, Wiley Publication -10th edition.
  • 5 Donald S. Tull, Dell Hawkins, “Marketing Research-Measurement & Methods-A text with cases, Prentice Hall of India, 6th edition.
  • 6 Dr. S. Shajahan, “Research Methodology for Management (Text & Cases), Jaico Publishing House, 3rd edition (Revised & Enlarged).
  • 7 Dr. P. Narayana Reddy, Dr. G.V.R.K. Acharyalu,” Marketing Research, Excel Books, 1st edition.
  • 8 Kothari, C. R (2004), Research Methodology; Methods and Techniques, New Age International Publishers. New Delhi.
  • 9 Kumar, R. (2018). Research methodology: A step-by-step guide for beginners.
  • 10 Pandey, P., & Pandey, M. M. (2021). Research methodology tools and techniques. Bridge Center.
  • 11 Malhotra, N. K. (1999). An applied orientation. Marketing Research, 7th Edition, Pearson.

Reproduced from the University of Mumbai syllabus for Bachelor of Commerce (B.Com.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BCOM SEM I & II (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read
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PDF BCOM SEM - V & VI (2026-27) NEP NEP 2020 syllabus, in force from 2026-27 Read full PDF Read
PDF BCOM V & VI 2018 2019 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
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PDF Revised Question Paper Pattern Financial Accounting Auditing Sem III IV Question paper pattern for the earlier Choice Based scheme Read full PDF Read
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