research report mba 4th sem

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MBA RESEARCH PROJECT REPORT

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Jeff Tobias

Walid Alrawi

nika derecho

Efthymios Constantinides

"Addresses one of the fundamental issues of e-marketing: how to attract and win over the consumer in the highly competitive Internet marketplace. Analyses the factors affecting the online consumer's behavior and examines how e-marketers can influence the outcome of the virtual interaction and buying process by focusing their marketing efforts on elements shaping the customer's virtual experience, the Web experience. Identifying the Web experience components and understanding their role as inputs in the online customer's decision-making process are the first step in developing and delivering an attractive online presence likely to have the maximum impact on Internet users. Click-and-mortar firms delivering superior Web experience influence their physical clients’ perceptions and attitudes, driving additional traffic to traditional sales outlets. Provides a contribution to the theoretical debate around the factors influencing the online consumer's behavior and outlines some noticeable similarities and differences between the traditional and virtual consumers. "

Ian Blackman

Kuwait chapter of Arabian Journal of Business & Management Review

Shahram Gilaninia

Barbara Neuhofer

American Behavioral Scientist

Ronald Faber

The Internet has apparently become an important source of information for consumers and partly because of this trend, the Internet now presents a huge opportunity for advertisers who seek effective communication with their target markets. The purpose of this article is to provide an understanding of the qualities and potentials of the Internet as an advertising medium. First, an overview of the various forms of Internet advertising is provided, as well as a review of existing literature regarding the effectiveness of each form. The article next compares the Internet with traditional mass media from the perspective of the consumer information environment and shows how unique characteristics of the Internet may alter consumer experience and decision making. The article concludes with a discussion of the needs and challenges facing the field.

Konstantinos Fouskas

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MBA 4th Semester Syllabus (2024)

The 4th semester of your MBA program is your chance to dive deeper into the complexities of business and emerge a more confident, strategic leader. This guide unpacks the key subjects you’ll conquer, equipping you with a roadmap to success. We’ll explore the course syllabus, recommended readings, and the invaluable skills you’ll gain.

MBA 4th Semester Syllabus

The 4th semester of your MBA program offers a rich blend of subjects designed to refine your business acumen. You’ll delve into simulations, mastering decision-making in a virtual business environment. This semester prepares you to graduate as a well-rounded business leader, ready to tackle real-world challenges.

MBA in Finance

Gain in-depth knowledge of financial analysis, investment strategies, and corporate governance, preparing you to excel in the dynamic world of finance.

MBA in Marketing

Explore the intricacies of consumer behavior, marketing campaigns, and digital marketing strategies, equipping you to craft effective marketing plans and drive business growth.

Master the art of human resource management, from talent acquisition and employee relations to performance management and organizational development, ensuring a thriving work environment.

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The 4th semester of your MBA program equips you with a powerful toolkit for navigating the complexities of the business world. By actively engaging with the curriculum, delving into the recommended resources, and participating in class discussions, you’ll solidify your knowledge and refine your practical skills. Remember, the learning doesn’t stop here. Embrace lifelong learning and leverage this newfound knowledge to carve your path to a successful and fulfilling career. We wish you all the best in your endeavors!

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MARKETING RESEARCH AND METRICS

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Thakur Publication Pvt Ltd, a renowned publishing house known for its quality educational resources, "Marketing Research and Metrics" is a trusted companion for Bangalore University 4th Semester students, offering a comprehensive and up-to-date resource for their academic and professional journey in the field of marketing.

AUTHORS: Dr. Prabha Deena, Sridevi M 

ISBN: 9789357551815

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Course Code: 4.3.2

  MARKETING RESEARCH AND METRICS

Module 1: Introduction to Marketing Research                                               8 Hours

Introduction to Marketing Research, Nature and Scope, Difference between Market and Marketing Research, Marketing Research Process, Applications of Marketing Research, Limitations of Marketing Research, Ethical considerations in Marketing Research.

Module 2: Questionnaire Design and Sampling                                           10 Hours

Major Qualitative and Quantitative Research Designs, Types of Research Design, Designing Questionnaires for Market Research, Types of Questions, Schedule, Reliability and Validity of a Questionnaire, Sampling Techniques, Procedure for Sample Selection and Sample Determination, Design of Fieldwork, Selection of Cities/Centers, Organizing Field Work, Selection of Respondents, Control Procedures on the Field.

Module 3: Data Analytics and Hypothesis Testing Using Statistical Package 12 Hours

Introduction to Statistical Packages (SPSS, PASW, JASP, Jamovi etc.), Data Input, Coding, Recoding, Data Cleaning, Split File, Group, Subset, Merge File Options, Descriptive and Inferential Statistics, Visualization, Exploration and Extracting Data Summary Statistics, Overview of Hypothesis, Parametric and Non-Parametric Tests and their Applications in Marketing Research.

Module 4: Introduction to Marketing Metrics                                                10 Hours

The Alignment of Business Objectives, Strategies and Metrics; the Potential Gap between Metrics and Business Outcomes, the Importance of Marketing Metrics, Measuring Market Effectiveness. Market Share, Relative Market Share, Market Concentration, Market Penetration, Brand Penetration, Penetration Share, Share of Requirements, Heavy usage Index, Market Share Decomposition, Brand Development Index and Category Development Index.

Module 5: Pricing, Product and Portfolio Management                                10 Hours

Price Premium, Maximum Reserve Price and Maximum Willingness to Buy, Price Elasticity, Optimal Price, Percentage Breakeven Price Change, Price Discrimination, Competitor Reaction, Elasticity and Cross and Residual Price Elasticity. Trial Volume and Trial Rate, Repeat Volume and Repeat Rate, Adjusted Trial Rate, Cannibalization Rate, Weighted Contribution Margin and Breakeven with Cannibalization.

Module 6: Sales Force Management and Promotion Profitability              10 Hours

Sales Funnel, Sales Pipeline, Lead, Closure Rate, Sales Forecasting, Workload, Sales Force Effectiveness. Baseline Sales, Incremental Sales, Promotional Lift, Return on Marketing Investment, Coupon Redemption, Pass-Through, Gross Rating Points, Impression, Cost per Thousand Impressions, Reach, Frequency, Share of Voice, Page Views, Visitors, Click-Through Rates, Cost per Click, Cost per Order, Cost Per Customer Acquired, Bounce Rate, Abandonment Rate. Customer Lifetime Value, Retention Rate, Attrition Rate & Amp; Churn Rate.

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