Grade "A+" Accredited by NAAC with a CGPA of 3.46
To provide an exposure to the students pertaining to the nature and extent of research orientation, which they are expected to possess when they enter the industry as practitioners. To give them an understanding of the basic techniques and tools of business marketing research.
At the end of the course, students should be able to:
Unit I (2 Weeks)
Nature and scope of business research – Role of Business Research in decision making. Applications of business research. The Research process – Steps in the research process; the research proposal; Management decision problem Vs. Business Research objective
References:
Deepak Chawla and Neena Sondhi, Research Methodology: Concepts and Cases, Vikas Publishing House, India [Chapter 1,2]
Unit II (3 Weeks)
Research Design: Exploratory, Descriptive, Causal. Secondary Data Research: Advantages & Disadvantages of Secondary Data, Criteria for evaluating secondary sources, secondary sources of data in Indian Context, Syndicated Research (in India)
References:
Deepak Chawla and Neena Sondhi, Research Methodology: Concepts and Cases, Vikas Publishing House, India [Chapter 3,4,5]
Unit III (3 Weeks)
Primary Data Collection: Survey Vs. Observations. Qualitative Research Tools: Depth Interviews focus groups and projective techniques; Measurement & Scaling: Primary scales of Measurement-Nominal, Ordinal, Interval& Ratio. Scaling techniques- paired comparison, rank order scale, constant sum scale, semantic differential scale, itemized ratings, scale, Likert Scale; Questionnaire- form & design
References:
Deepak Chawla and Neena Sondhi, Research Methodology: Concepts and Cases, Vikas Publishing House, India [Chapter 6,7,8]
Unit IV (4 Weeks)
Sampling: Sampling techniques, Data Analysis: Chi square test, Non-parametric test: Mann Whitney U test, Wilcoxon Signed-Rank test for paired samples, Introduction to theoretical concept of Factor Analysis and Discriminant Analysis. Conjoint Analysis, Innovation-diffusion model: Introduction and managerial implication, Business Report writing (Using Primary and/or secondary data).
References:
Deepak Chawla and Neena Sondhi, Research Methodology: Concepts and Cases, Vikas Publishing House, India [Chapter 9, 12, 14, 16, 17, 21]
Wayne L Winston, Marketing Analytics: Data Driven Techniques with Microsoft Excel, Wiley Publication [Chapter 16, 27]
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