Business Research Methods

PGP-09, 2018-19

Course Title Business Research Methods (BRM)

Credits 0.75
Session Duration 75 Minutes
No. of Sessions 14
Term III
Year 2018-19
Instructor Rajat Sharma (VF)
Email rajat.sharma@iimj.ac.in
On class days with prior appointment through
Consulting Hours
email

I. INTRODUCTION: COURSE DESCRIPTION

This course provides an understanding to business research which essentially forms the basis of
business theory and practice. Considering the recent dynamics and competitiveness of the business
environment, a right and logical decision decide a firm’s long-term stability in the marketplace. Right
decisions are not merely based on intuition or judgement. A good manager when faced with a
business problem, develops an understanding of the context, structures the problems and then uses
appropriate methods to collect the information, analyze it and take a decision.
Business research is a function that aims to bridge the gap between the consumers and the businesses
(and concerned managers) by imparting the right information. Given the unparalleled relevance of
business research, it is imperative for management aspirants to understand the significance and usage
of various tools/techniques of business research. Against this backdrop, this course is designed to
enable participants to stay ahead in today’s complex business world of data, intelligence, metrics and
messages. This course will deal with the problem definition, research design, questionnaire design,
data collection, and analysis stages of research projects.

II. OBJECTIVE

The objective of the Business Research Methods Course is to develop in the participant, approach,
skills and attitude required to specify, evaluate and utilize information for better business decisions.
 The course would address strategic as well as non-strategic decisions. It is not intended to turn a
participant into a business research technician. However, the use of research techniques would be
discussed briefly to provide a sound base for achieving the above objectives. Specifically, the course
would attempt to develop in a participant an exposure and competence in:
a) Overview of BRM
b) Defining research problems in the context of strategic and non-strategic business
decisions and specifying information needed
c) Evaluating the research design for the decision situation
d) Qualitative and quantitative research and Language and Numeric data processing
e) Evaluating and interpreting available and new information
f) Utilizing the information for making the research related decisions and basic data
analysis

The course would have class sessions and participants are required to do a field based research
project to achieve the above objectives.

III.LEARNING METHOD AND MATERIAL

The course conduct involves concept discussion and case study as the major learning methods for
this course.

Textbook

Marketing Research: An Applied Orientation, Naresh K. Malhotra & Satyabhushan Dash

Software

For Sessions 9, 10, 11 & 12 participants are requested to come for class with their laptops with SPSS
version 16 or above loaded.

Pedagogy

Class Discussion and Case Analysis will comprise the pedagogy. Students are expected to come
prepared with the reading material, text and the case for each session.

IV.EVALUATION SCHEME

Method Weight
Class participation 10%
Quiz 10%
Group Project 20%
Mid Term Examination 20 %
End Term Examination 30%

 V. SESSION PLAN

Session No. Topic Case (C), Reading (R),

Textbook (TB)
Textbook: Chapter 1
1 Introduction to Business Research Method Reading: R1
Case: C1
Problem Definition and Developing a Research Textbook: Chapter 2
2
Approach Case: C2
Problem Definition and Developing a Research C2 discussion continues
3
Approach
Textbook: Chapter 3
4 Research Design Formulation Case: C3
Reading: R2
5 Research Design Formulation Case: C4
Textbook: Chapter 9
6 Measurement and Scaling Reading: R3
Case: C5
Textbook: Chapters 10 & 11
7 Data Collection Instrument and Sampling Reading: R4
Case: C6
8 Data Collection Instrument and Sampling C6 case discussion continues
Textbook: Chapters 14 & 15
9 Data Preparation and Hypothesis Testing Reading: R4
Case: C7
Textbook: Chapter 17
10 Multiple Regression Analysis
In-class exercise/hands-on
Textbook: Chapter 19
11 Exploratory Factor Analysis
In-class exercise/hands-on
Textbook: Chapter 20
12 Cluster Analysis
In-class exercise/hands-on
13 + 14 Group Project Presentation

VI.DETAILS OF CASES AND READINGS

(C), (R) Details

Cases
Tradition & Taste: Exploring Consumers’ Changing Attitude
C1 (Understanding fundamental steps of conducting marketing
research). (IIMA/MAR0485)
C2 Chemical Products Ltd (A). IIMA/MAR0421 (A)
Shodh-Market Research for Economy Housing (A) by Avinash
C3
Mulky, Product Code: IMB455-PDF-ENG
C4 Case: Nielsen MR for Pantene, IMB-419
Indian Products Limited (A): Preparing a Plan for Data
C5 Analysis. IIMA/MAR0303 (A)

Indian Products Limited (B): Plan of Data Analysis and

C6 Inference Building. IIMA/MAR0303(B)

Indian Products Limited (C): Data Analysis and Inference

C7
Building. IIMA/MAR0303(C)
Readings
Marketing Research: An overview of research methods (HBS 9-
R1
585-039)
R2 Marketing Research Designs: A Note. IIMA/MAR0257TEC
Dimensions of brand personality. Journal of marketing research,
R3
347-356.
Linkages of retailer awareness, retailer association, and retailer
perceived quality and retailer loyalty with purchase intention: a
R4
study of Indian food retail brands. Journal of Retailing and
Consumer Services, 21(3), 284-292.

VII. PROJECT GUIDELINES

The purposes of BRM project are as follows: (i) to validate the classroom theory in a practical
context; (ii) to have some exposure on how industry works.

The project is to be done in Groups of size 5 or 6 participants per group. The project is in two parts
for the course. The project should be in an area of group choice which is amenable to research.

For Group Project Part 1, each group is required to set research objectives and conduct:

a) Two focus group discussions (FGDs) of 15-20 minutes each for the selected topic.
 b) Two depth interviews (DIs) of 30 minutes each to identify variables of interest for the
selected topic.
The FGDs and DIs need to be taped, transcribed and analyzed. Based on the work done, each group
is required to submit a project report of a maximum of 2000 words. The report is to be submitted for
evaluation. The role played by each group member should be clearly indicated separately along with
the submission.
Group Project Part 2 is a continuation of Group Project Part 1. Each group is required to state the
research objectives and briefly mention the findings of the focus group discussions and depth
interviews. For Group Project 2, each group is required to design a questionnaire with appropriate
scales to fulfill research objectives as outlined in Group Project Part 1 This questionnaire needs to be
pre-tested and the refinement of the questionnaire through the pre-testing stages indicated clearly in
the final submission.

Data is to be collected through the Questionnaire from a minimum of 40 respondents through field
work (Primary Data Collection). A data analysis plan is to be made to analyze the data collected
through each question aligned to each research objective. Based on the analysis plan, the data is to be
analysed, results obtained and interpreted to fulfill each research objective.

Based on the work done, each group is required to submit a project report of 12-15 pages words
including the final questionnaire to fulfill research objectives. The report is to be submitted for
evaluation. The role played by each group member should be clearly indicated separately along with
the submission.

VIII. BRM PROJECT SUBMISSION SCHEDULE

Submission deadline
S. No. Submission
(Tentative)
th
Stage I Before 4 Session begins
1
Problem Definition and Developing an Approach
th
Stage II Before 7 Session begins
Group Project Part 1: Including Research Proposal,
2
Research Design & Qualitative Research Findings
(Variables of Interest)
th
Stage III Before 12 Session begins
3 Data Collection Instrument and Sampling; Data
Collection/Field work
Stage IV Sessions 13
4 Group Project Part 2 submission: Including Project
Abstract, Final Report & Presentation after analysis

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