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MGN504:RESEARCH METHODOLOGY

L:2 T:2 P:0 Credits:4

Course Outcomes: Through this course students should be able to

• use critical thinking and scientific approach to formulate research problems

• comprehend research design approaches, methods and conceptual differences for


applying them to different research contexts

• use relevant statistical software for data analysis purpose

• interpret output files generated from data analysis and report the findings

Unit I
Introduction to Business Research : fundamentals and importance of business
research, scales of measurement, sampling and sampling distributions, different
types of research, process of business research
Unit II
Types of Data : secondary data sources, primary data sources: observation,
experimentation and survey methods, questionnaire: introduction and design process
Unit III
Descriptive and Inferential Statistics : descriptive statistics, hypothesis testing
using parametric tests: z tests (single population, two population and paired
population), hypothesis testing using parametric tests: t -tests (single population,
two population and paired population)
Unit IV
Correlation and Regression Analysis : correlation- karl pearson and spearman's
rank correlation, introduction of simple linear regression and determining the
equation of a regression line, chi square test: goodness of fit test and test of
independence
Unit V
ANOVA and Multivariate Data Analysis : one way ANOVA, conjoint analysis,
discriminant analysis
Unit VI
Factor Analysis and Business Report Writing : factor analysis, business report
writing

Text Books:

1. BUSINESS RESEARCH METHODS by NAVAL BAJPAI, PEARSON

References:

1. MARKETING RESEARCH by NARESH K MALHOTRA, PEARSON

2. MARKETING RESEARCH: TEXT AND CASES by NARGUNDKAR, R., MCGRAW HILL


EDUCATION

Page:1/1 Print Date : 5/10/2018 10:26:35 AM

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