S. P. MANDALI’S PRIN L. N.

WELINGKAR INSTITUTE OF MANAGEMENT

DEVELOPMENT & RESEARCH

ACADEMIC DELIVERABLES CELL (ADC)

TEACHING AND LEARNING PLAN (TLP)

Note: Instructions are given in italics and should be removed before submitting TLP

Title of the Subject Business Research Methods and Marketing Research

Subject Code QTA 201
No. of Credits 3
No. of Hours 30
No. of Sessions 15
Marks 100
Pre-requisite Subject(s), if any
Name of the Program/Division II
Specialization, if any
Subject Revision No.
Academic Year 2022-2024
Trimester/Semester II
Syllabus Revision No.
Name of the Faculty Dr. Vijayalakshmi R
Faculty Email Address Vijayalakshmi.r@welingkar.org
Faculty Mobile No. 9819016356

Description of the Subject:

The fundamental concepts/ terminologies, important approaches to doing business research,

understanding the process of doing research, nitigrities of understanding its logical steps and its
relevance, identifying relevant research questions from the business environment, linking research
objectives to the appropriate tools and techniques, methods and methodologies and justifying the
rationale behind the choice and preparing the business research report.

1
Course Objectives:
1 To learn various concepts, approaches, process, and objectives of conducting research.
2 To learn the various research methodologies, its rationale and apply them in the
context of a chosen business problem in hand.
3 To apply research methods to solve business problems as they emerge.
4 To prepare a comprehensive business research report stating the logical process adopted that
led to its results, conclusions, and implications.

5 To evaluate the potential of a business research problem emerging in the market to

convert them to scripting research papers.

Course Outcomes (CO):

Course Course Outcome Blooms
Outcome Level
Number (in word)
CO1 To identify and explore the relevant business problem Analyzing
CO2 To evaluate the appropriate research design Evaluating
CO3 To collect relevant data/facts and analyze them Applying
CO4 To create a business report and present it in a standard format Creating
CO5 To apply the concepts in new market situations and arrive at Evaluating
solutions
CO6 To understand the concepts of research methodology in a holistic Creating
manner so as to have a universal understanding of the subject
matter.

Mapping of Course Outcomes (CO) to the AOL goals

(To be mapped as 3 or 2 or 1 where 3 is the highest and 1 is the lowest level of co-relation. A cell can
also be left blank)
Role of Self Bloom’s
AOL Critical Program Level
Leadershi Communicatio Global in the
Goal/ Innovation Analytical Specific
p n Skills Perspective Organization (numeral
CO Thinking Outcomes
& in Society s)
CO 4
2 2
1
CO 5
2 2
2
CO 3
2 2 2
3
CO 6
2 2 2 2
4
CO 5
3 3 2
5
CO 6
3 2
6

2
Detailed Session Plan:
Session Topic and Subtopics to be CO(s) Pedagogy
No. Covered Mapped (Pre Reading/Case Study
to the Article/Presentation
Topic Quiz/Assignment
Other: Please specify)
1 Definition of Business Research, CO1 Lecture Method
Types of Business Research, Steps Reference: Naresh Malhotra
in Business Research Chapter I and II

2 Exploratory Research to identifying CO1 & Lecture Method

correct business problem, Major CO 2 Reference: Naresh Malhotra
sources of Secondary data Chapter II, III, IV, V

3 Secondary data available in CO1 & Lecture Method

Marketing 2 Reference: Naresh Malhotra
Chapter II, III, IV, V

4 Causal Research Design: Meaning CO2,5

of Factor and Confounding Lecture Method
variables, Methods to isolate effects Lecture Method
of Confounding variables Reference: Naresh Malhotra
Chapter VII

5 Descriptive Research CO3 & Problem Identification for

Design: Application of 4,5,6 Research Project, Lecture Method
Descriptive Design in Reference: Naresh Malhotra
customer segmentation and Chapter VI
product/brand positioning
6 Scaling Methods: CO3 Team Based -Self-Identified
Dichotomous scale, Category Practical Research Project and
scale, Rating scale; Ranking Practical Application of Scale in
scale: Paired comparison, their Project supported by Lecture
Full comparison; Constant Reference: Naresh Malhotra
Chapter VIII, Chapter IX
sum scale; Itemised rating
scale: Likert scale, Semantic
Differential scale, Stapel
scale
7 Meaning of Reliability; CO3 Application of these tests in their
Reliability methods: Split- self-developed questionnaire in
half method, Parallel form their project, Analysis of few
method, Internal consistency classified Research Papers
method, Cronbach alpha Reference: Naresh Malhotra
Chapter VIII and IX
8 Meaning of Validity; CO3 Same as Above Reference: Naresh
Content validity, Face Malhotra
validity, Criterion-related Chapter VIII and IX
validity, Predictive validity,
Construct validity; Meaning

3
 of Sensitivity
9 Sampling: Calculation of sample CO3 Application in their Identified
size, Non-probability and Project and Lecture
Probability sampling methods Reference: Naresh Malhotra
Chapter XI
10 Questionnaire Design: Identifying CO Developing the Scale for their
data needs, Guidelines for 3,5,6 Self-Identified Practical Research
questionnaire design Project and Lecture
Reference: Naresh Malhotra
Chapter X
11 Designing a new research problem CO 6 Same as Above
and devising the appropriate scale Understanding Scales from other
Market Research related Research
Papers
Reference: Naresh Malhotra
Chapter XV-XXII
12 CO3,5 Excel and SPSS Application in the
Statistical analysis of Questionnaire Lab for analysis of the data
for analyzing data collected for project
Reference: Naresh Malhotra
Chapter XXIII
13 CO 3,5 Excel and SPSS Application in the
Statistical analysis of Lab for analysis of the data
Questionnaire for analyzing data collected for project
Reference: Naresh Malhotra

14 Report writing: Characteristics and CO 4,6 Sample Reports of the Previous

contents of good report Years and Discussion and
Writing the Research Report Subsequent Presentation
Reference: Naresh Malhotra

15 Writing the Report for a new Study CO 6 Sample Reports of the Previous
Years and Discussion and
Subsequent Presentation
Reference: Naresh Malhotra

Reference Texts/Books/Websites/etc:
The APA format can be used to list out the texts/books/readings/etc

Textbooks:

1. Research Methods for Business – Uma Sekaran, Roger Bougie (5th edition) Wiley
India
2. Research Methodology: Concepts and Cases – Deepak Chawla, Neena Sondhi; Vikas
publication
3. Essentials of Marketing Research – Naresh Malhotra, Pearson Education.
4. The Essentials of Marketing Research – Lawrence Silver, Robert E Stevens, Bruce
Wrenn, David Louden; Routledge Publication
5. Marketing Research – David Aaker, George S Day, Robert Leane; Wiley India
4
 6. Marketing Research with SPSS – Wim Janssens, Katrien Wijen et al (Prentice Hall)
SPSS for Windows – Daren George, Paul Mallery

Recommended
Reading
1. Vora and Company-Case
2. Harvard Reviews on Approaches to Research
3. Research Papers on Qualitative and Quantitative Research
4. Reports of EY. PWC, Deloitte, Neilson etc.

Assessment Method:
(Continuous Evaluation can include Quiz, Test, Case Study, Project(s), Presentation(s), Caselet(s),
Class Participation, etc)

Evaluation Schedule
Evaluation Methodology % of marks assigned The Course
Outcome that it
will measure*
1. Surprise quizzes
2. Case evaluation
3. Group presentations
4. Mid Term Evaluation
Nature of Mid Term Evaluation be
captured (quiz, presentation, case
study, etc. )
5. Continuous Evaluation 40 % CO 4
Project
6. Any other evaluation method:
Ongoing Class Participation and
Engagement
7. End Term Exam 60% CO1 to CO6

(For evaluation methodology 1- 6 maximum weightage can be 40 %, balance will be for

end term exam.)
*Please specify which Course Outcome will be measured by each evaluation method. An
evaluation method can measure one or more Learning Outcomes
Project/Assignment Details, if any:

CO(s) Mapped to To satisfy CO 1,2,3,4,5,6

Project/Assignment
Objective/s of the To gain complete hold on the subject matter and link theory
Project/Assignment to practice:
Assignment/Project Methodology Identification of a business research problem, by the student
involving collection of primary and secondary data and
following all the steps of research to attain conclusions and
write a full-fledged research report under the guidance of the
instructor.
Outcome of the *360 degree understanding of subject
Project/Assignment * Exploring Practical challenges of doing on-ground research
5
 as compared to learning only theoretical knowledge by the
way of books.
*To kindle within students’ interest and pride in doing
meaningful research and extracting conclusions, for
generalization, a reflection of self-effort.

TLP submitted by Approved by

Teaching Faculty In Charge-Program Head Dean – Specialization
Name Prof. Dr. Vijayalakshmi Prof. Dr. Kavita
Iyengar Kalyandurgmath
Signature
Date 23-08-2022