Business Research Methods
Program : MBA Course Code : SL RM 502
:
Semester II Sessions : 22
Class of : 2010 Credit :2
To enable students conceive and execute business research by giving essential inputs on research
methodology.
REFERENCE BOOKS AUTHOR / PUBLICATION
Business Research Methods ICMR
Business Research Methods, 7e William G Zikmund, Thomson
South-Western, Singapore 2003
Business Research Methods Donald [Link] and Ramela
Research Methods [Link], Tata McGraw Hill
Publishing Company Ltd, New
Delhi, (2000) Donald [Link],
Thomson Asia [Link]., Singapore,
(2002)
Research for Managers: How to Use Hutton, P. Basingstoke, Macmillan
Survey in Management Decision (1990).
-Making Survey (2nd edition)
Statistics for Management Richard I. Levin,David.S. Rubin,
Prentice Hall India Pvt Ltd, New
Delhi
Research for Managers: How to Use Hutton, P. Basingstoke, Macmillan
Survey in Management Decision (1990).
-Making Survey (2nd edition)
Statistics for Management Richard I. Levin,David.S. Rubin,
Prentice Hall India Pvt Ltd, New
Delhi
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 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
Multivariate Analysis and use of statistical packages: Introduction - Nature and 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 Analysis. Analysis of interdependence -Factor analysis and Cluster analysis
-Application of Major software packages (SPSS etc.)
Report writing: types of reports – planning and organizing a research project, Harvard system
of referencing – Bibliography – footnotes – checklist - evaluation of report.
Cases and Exercises
← Renaming Computer Power Group
← Allen Solly: Entering the Indian Women’s Western Wear Market
← Market Research in Insurance
← The Launch of New Coke
← Marketing Research at P&G
← Launching the Scorpio
← Quantitative Research or Qualitative Research: A Dilemma
← Retail Research in India
← Consumer Research in an Age of Cynicism
← Telephonic Interview in Business Research
← HLL Vs Amul: Heating up the IceCream Market
← Improving the Quality of Business Research
← Importance of Analysis & Reporting
← Consumer Research at Kiran Music
← Focus Groups in Business Research
(Source: Case Studies in Management Volume VIII)
Suggested Schedule of Sessions
No. of
Topic
Sessions
Introduction to research 1
Research processes 1
Research design 3
(including experimental
research)
Scales and
1
measurements
Survey research, data 3
preparation for
statistical analysis, use
of statistical packages
for analysis
Introduction to
1
Multivariate analysis
Multiple Regression 33
(including exercises)
Discriminant analysis
(including exercises)
Factor Analysis 3
(including exercises)
Cluster analysis 2
(including exercises)
Report writing 1
Total 22