L T P/ SW/F TOTAL
S W CREDIT
UNITS
2 1 - - 3
COURSE TITLE: RESEARCH METHODOLOGY
COURSE CODE: QAM 202
CREDIT UNITS: 03
COURSE LEVEL : UG
Course Objectives:
To understand the way in which systematic research can be conducted to describe, explain, and predict phenomena
of interest.
To develop practical knowledge and skills to understand and carry out research projects
To develop understanding of the basic techniques and tools for conducting research.
To develop contents and organization of both the written report and oral presentation for which the research study
was done.
Pre-requisites:
Knowledge of fundamentals of quantitative techniques
Student Learning Outcomes: By the end of this course, students will be able to
Analyze qualitative and quantitative data, and explain how evidence gathered supports or refutes an initial hypothesis.
Evaluate critically the quality of research by others
Formulate research questions designed to test, refine, and build theories
Identify and demonstrate facility in research designs and data collection strategies that are most appropriate to a
particular research project
Formulate a complete and logical plan for data analysis for l adequately answer the research questions an probe
alternative explanations
Interpret research findings and draw appropriate conclusions
Course Contents/Syllabus:
Weightage (%)
Module I : Nature and Scope of Research Methodology 20
Types of research: Exploratory, Conclusive (Descriptive and Causal), Research process and
steps in conducting research; Approaches of research: deductive, Inductive, qualitative and
quantitative; Planning a research project: Problem identification and formulation. Research
Design: Exploratory, Descriptive and Experimental.
Module II : Research Methods and Data Collection Technique 20
Research modelling: Types, and Stages; Data collection methods: Survey, Observation and
Questionnaire ; Questionnaire Design: Steps in constructing a questionnaire, Types of
questions, Attitude measurement ; Scaling techniques: Ratio, interval, ordinal and nominal ;
Sampling Plan: Sampling frame, sample selection methods- Probability and non- probability,
sample size; Sampling and non-sampling errors; Editing, tabulating and validating of data.
Module III : Data Analyses Techniques 30
Descriptive statistics, Review of hypothesis testing procedures:
Parametric tests (z-test, t-test, and F-test) and Non-parametric test(Chi-square test, One-way and
two-way ANOVA)
Associative and Predictive analysis: Correlation and Regression- bivariate and multivariate
Multivariate Techniques: Multi-Dimensional scaling, Data reduction (Factor analysis) and
cluster analysis
Data Analysis: Introduction to statistical software SPSS 21.0
Module IV : Field Project and Report Writing 30
Pre-Writing considerations, Research report components, Common Problems encountered when
preparing the Research Report. Presenting research report.
Pedagogy for Course Delivery: Lectures, Case studies, Discussions
The course will be a combination of theoretical and case based styles. Case studies, active participation in team exercises,
and practical information by Industry experts reinforce learning.
Assessment/ Examination Scheme:
Theory L/T (%) Lab/Practical/Studio (%) End Term Examination
30 70
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment
Components (Drop CPA TP Q/S A ME
down) End Term
Examination
Weightage (%) 5 5 5 5 10 70
References
1. Cooper D R, Schindler P S and Sharma J K (2012) ; Business Research Methods, McGraw Hill Education
2. Bryman and Bell; Business Research Methods, Oxford University Press
3. Malhotra, Naresh (2007); Market Research, Prentice Hall of India
4. Churchill, Gilbert A, Lacobucci, Dawn (2008); Marketing Research: Methodological Foundations, South Western
5. Panneerselvam R(2006); Research Methodology, Prentice Hall of India
Software:
Students can use SPSS 21.0 for analyzing the data for marketing research
