Business Research Methods
Class of : 2012
Course Code : SL RM 502
Credit : 2
Learning Objective
After completing the course the student will be able to:
Explain-what is research, its relevance and significance in business.
Formulate research design.
Discuss data preparation.
Identify the use of bivariate and multivariate analysis and apply in a business situation.
Use statistical package for data analysis.
REFERENCE BOOKS
Business Research Methods, 7e
Business Research Methods
Business Research Methods
Research Methods
Research for Managers: How to Use Survey in
Management Decision - Making Survey, 2e
Statistics for Management
Detailed Syllabus
Introduction to Research: Meaning &
definition of Research – Relevance and
significance of Research in business – Types
of Research – Research problems – Evolution
of Research – Overview of Research
methodology
Research Process: Introduction – Theoretical
Framework – Research Hypotheses
Research Design: Introduction- Nature of
and Classification of design – Developing an
appropriate research design - Experimental
Research Design - Randomized Design, Latin
Square Design and Factorial Design- Basic
principles, types of experimental design -
validity - external and internal
Scales and Measurements: Measurements –
Types of measurements –Different Scales –
Comparison between different scales –
Characteristics – Validity – Different
Methods of measurement – Developing
Class of 2012
Academic Year : First
Semester : II
Sessions : 33
AUTHOR / PUBLICATION
William G Zikmund, Cingage
IUP
Donald R.Cooper and Ramela S.Schindler, Tata
McGraw Hill
Donald H.McBurney, Cingage
Hutton, P. Basingstoke, Macmillan (1990).
Richard I. Levin,David.S. Rubin, Prentice Hall
India Pvt Ltd.
Scales – Classification of scales – Rating
Scales – Attitude Scales – Thurston scale–
Likert scale– Semantic Differential scale –
Types of Errors in measurement – Test of
Reliability –Measures of Stability – Threats to
Reliability
Survey Research: Introduction– Purpose –
Methods of data collection - Interviews,
observation, schedule, Questionnaire - other
methods of data collection - Panel research,
warranty cards, Pantry audit and consumer
panel- Mechanical Devices – Projective
Techniques – Sociometry
Data Preparation: Data Coding, Data
Cleaning, Identification Outlier, Handling
Missing Values
Bivariate analysis: bivariate correlation
regression ,assumptions in the regression
model,tests of significance for the correlation
and regression coefficients.
Multivariate Analysis and use of statistical
packages: Introduction - Nature and
Second Semester
techniques of Multivariate Analysis –
Analysis of dependence - Multiple
Regression. Assumptions in the regression
model, dummy variable treatment, testing of
goodness of fit of the model and Discriminant Suggested Schedule of Sessions
Analysis. Analysis of interdependence -
No. of
Factor analysis and Cluster analysis - Topic
Sessions
Application of Major software packages.
Introduction to research 2
Non-parametric tests- introduction, Sign
Test, Rank Sum Test, Mann-Whitney U Test, Research processes 2
Kruskal Wallis Test, Rank Correlation with Research design 3
use of SPSS (including experimental research)
Report writing: types of reports – planning Scales and measurements 2
and organizing a research project, Harvard
system of referencing – Bibliography – Survey research, data preparation 3
footnotes – checklist - evaluation of report. for statistical analysis use of
statistical packages
Cases and Exercises Bivariate analysis-bivariate 4
correlation and regression including
Renaming Computer Power Group SPSS exercise on correlation and
Allen Solly: Entering the Indian regression
Women’s Western Wear Market
Market Research in Insurance Introduction to Multivariate analysis 1
The Launch of New Coke
Marketing Research at P&G Multiple Regression (including 5
Launching the Scorpio exercises)
Quantitative Research or Qualitative
Discriminant analysis (including 3
Research: A Dilemma
exercises)
Retail Research in India
Consumer Research in an Age of Factor Analysis (including 3
Cynicism exercises)
Telephonic Interview in Business Cluster analysis (including 2
Research exercises)
HLL Vs Amul: Heating up the Ice
Cream Market Non-parametric tests(including 2
Improving the Quality of Business exercises)
Research
Report writing 1
Importance of Analysis & Reporting
Consumer Research at Kiran Music Total Sessions 33
Focus Groups in Business Research

(Source: Case Studies in Management

Volume VIII)
.