Business Research Methods
Program : MBA
:
Semester II
Class of : 2010
To enable students conceive and execute business research by giving essential inputs on research
methodology.
REFERENCE BOOKS
Business Research Methods
Business Research Methods, 7e
Business Research Methods
Research Methods
Research for Managers: How to Use
Survey in Management Decision
-Making Survey (2nd edition)
Statistics for Management
Research for Managers: How to Use
Survey in Management Decision
-Making Survey (2nd edition)
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 –
Course Code : SL RM 502
Sessions : 22
Credit :2
AUTHOR / PUBLICATION
ICMR
William G Zikmund, Thomson
South-Western, Singapore 2003
Donald R.Cooper and Ramela
S.Schindler, Tata McGraw Hill
Publishing Company Ltd, New
Delhi, (2000) Donald H.McBurney,
Thomson Asia Pvt.Ltd., Singapore,
(2002)
Hutton, P. Basingstoke, Macmillan
(1990).
Richard I. Levin,David.S. Rubin,
Prentice Hall India Pvt Ltd, New
Delhi
Hutton, P. Basingstoke, Macmillan
(1990).
Richard I. Levin,David.S. Rubin,
Prentice Hall India Pvt Ltd, New
Delhi
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