B.A. in Multimedia and Mass Communication Advertising and Marketing Research Syllabus - Mumbai University 2026

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

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Syllabus for Advertising and Marketing Research

Major · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: Fundamentals of Research

What is Literature review
2 Statement of the problem
3 Aims and objectives’ of the study
4 Relevant Research questions

Module II: Research design

1 Meaning, Definition, Need and Importance,
2 Scope of Research Design
3 2. Types- Descriptive, Exploratory and Causal.

Module III: 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 IV: 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 V: Preparing data sheet and data processing

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

Module VI: Data Analysis

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 relationships Among 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 VII: 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 may be used such as Regression, Correlation, t test, factor analysis and discriminant analysis

Module VIII: 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 Physiological rating scales

1 Introduction to Advertising Research
2 Copy Research: a. Concept testing, b. Name
3 testing, c. Slogan testing
4 Copy testing measures and methods: a. Free
5 association, b. Direct questioning, c. Direct
6 Mail tests, d. Statement comparison tests, e.
7 Qualitative interviews, f. Focus groups
8 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: The Halo effect
9 Post testing:
a Recall tests,
b Recognition test,
c Triple association test,
d Sales effect tests ,
e Sales results tests,
f Enquires test
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 8
2 New product research,
3 Branding Research,
4 Pricing research,
5 Packaging research,
6 Product testing

Bibliography

9 Advertising 1. Introduction to Advertising Research 10 Research 2. Copy Research: a. Concept testing, b. Name
3 testing, c. Slogan testing
4 Copy testing measures and methods: a. Free
5 association, b. Direct questioning, c. Direct
6 Mail tests, d. Statement comparison tests, e.
7 Qualitative interviews, f. Focus groups
8 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: The Halo effect
9 Post testing:
a Recall tests,
b Recognition test,
c Triple association test,
d Sales effect tests ,
e Sales results tests,
f Enquires test Physiological
1 Pupil metric devices, 03 rating scales
2 Eye-movement camera,
3 Galvanometer,
4 Voice pitch analysis,
5 Brain pattern analysis 10 10. Marketing 1. Introduction to Advertising Research 8 05 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 BOS SYLLABUS SUB-COMMITTEE MEMBERS
1 Dr. Hanif Lakdawala ( Convener)
2 Prof. Payal Agarwal (Subject Expert)
3 Prof Sangeeta Makkad (Subject Expert) 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
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

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. 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.

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