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AMBA318RESEARCH METHODOLOGY
Objectives
To understand the Research Framework and Process
To familiarize with the emerging trends in Management Research
To empower and encourage the students to undertake research
Unit I: Introduction to Research
Nature & Scope of Research
Role of Research in Decision making
Value & Cost of Information
Research Process with an Illustration
Ethics in business research
Unit II: Literature Review -Research Design
Literature review
Research Design – Meaning , Hypothesis
Types of Research Designs – Qualitative Vs. Quantitative Approach, Exploratory,
Descriptive & Causal Designs- Experimental Research-Case Study Method,
Focus group,
Fundamentals of Sampling - Sample Design – Determination of Sample Size
Probability and Non-Probability Sample designs
Sampling & Non- sampling Error
Unit III: Data Collection Methods
Data Collection – Primary & Secondary Data
Methods and Instruments of Data Collection
Pilot study
Reliability, Validity & Consistency
Designing the Questionnaire
Measurement Scales
Execution of data collection
Unit IV:Data Analysis Using SPSS& Interpretation
Coding, classification & tabulation using SPSS
Tools for statistical Analysis-Excel, SPSS….
Testing of Hypothesis – Errors – Significance Level- Parametric & Nonparametric
Tests – Chi-square ,t-test, z-test & ANOVA
Multi-Variate Statistical Techniques – Factor Analysis – Multiple Regression –
Cluster Analysis (Concepts)
Interpretation
Unit V: Research Report
Plagiarism
Contents in Research Report
Different Types of Report
Writing Report
Documentation format- MLA, APA – bibliography, references
Business Research Proposal – Contents
Research Applications in Functional Areas of Management
References
1. Kothari, C. R, Research methodology: Methods and Techniques, New Age
Publications, New Delhi.
2. Donald R.Cooper and Pamela S.Schindler, Business Research Methods – Tata
McGraw Hill, India
3. William .G. Zikmung, Business Research Methods, South-Western cengage
learning, Australia.
4. Nandagopal.R.,ArulRajan, Vivek.N, Research Methods in Business, Excel Books,
New Delhi.
5. Rachael Stark, Research & Writing Skill Success, Learning Express, New York,
2003
AMBAOM03