FORMAT FOR COURSE CURRICULUM

L T P SW PSDA TOTAL
CREDIT
Course Title: Research Methods for Managers UNITS
Credit Units: 4
3 0 0 2 2 4
Course Level: UG
Course Code: QAM204

Course Objectives:
The objective of this course is to make students understand the basic concepts, tools and techniques for conducting research. Further familiarise the students
with developing the content for report writing and oral presentation.

Prerequisites: Knowledge of fundamentals of quantitative techniques.

Course Contents/Syllabus:

Weightage (%)
Module I Nature and Scope of Research Methodology
Types of research: Exploratory & Conclusive; Research process and steps in conducting research; Approaches of research:
20%
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
Research modelling: Types and Stages; Data collection methods: Survey, Observation and Questionnaire; Questionnaire Design:
Steps in constructing a questionnaire, Attitude measurement; Scaling techniques; Sampling Plan: Sampling frame, sample
30%
selection methods- Probability and non- probability, sample size; Sampling and non-sampling errors; Editing, tabulating and
validating of data.
Project for questionnaire design and data collection for identified research problem.
Module III Data Analyses Techniques
Hypothesis concept, types and formulation; testing of hypothesis procedures: Parametric tests (z-test, t-test, and F-test) and Non-
20%
parametric test (Chi-square test, One-way ANOVA).
Multivariate Techniques: Multi-Dimensional scaling, Data reduction (Factor analysis) and Cluster analysis. Use of statistical
software SPSS 21.0 for data analysis.
Module IV Associative and Predictive Techniques
Introduction to Correlation, Types of Correlation, Coefficient of correlation.
10%
Concepts of Regression, Regression Coefficient, Regression line.
Use of statistical software SPSS 21.0 for data analysis.
Module V Field Project and Report Writing
Pre-Writing considerations, Research report components, Common Problems encountered when preparing the Research Report. 20%
Presenting research report.

Course Learning Outcomes:

On completion of the course the student will be able to:
1. Describe the nature and scope of research methodology.
2. Demonstrate the facility in research design and data collection strategies that are most appropriate to a particular research project.
3. Classify qualitative and quantitative data, and test how evidence gathered supports or refutes an initial hypothesis.
4. Illustrate a complete logical plan for associative and predictive techniques in analysis.
5. Create a research report based on findings of research project.

Pedagogy for Course Delivery:

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.

List of Professional Skill Development Activities (PSDA):

1. Field Project for questionnaire design using identified research problem.

2. Use of appropriate statistical technique for data analysis and develop a research report based on findings of assigned project.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%)

100% NA

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment (%) End Term Examination (%)

Components (Drop down) Mid-Term Exam Project Home Assignment Quiz Attendance

Linkage of PSDA with - PSDA 2 PSDA 1 - - -

Internal Assessment
Component, if any
Weightage (%) 10% 10% 5% 10% 5% 60%

Mapping Continuous Evaluation components/PSDA with CLOs:

Bloom’s Level Remembering Understanding Applying Analysing Evaluating Creating
Course Learning
Outcomes
CLO1 CLO3 CLO2 CLO4 CLO3 CLO 5

Assessment type/PSDA
Mid-Term Exam ✓ ✓
PSDA 1 ✓ ✓ ✓
PSDA 2 ✓ ✓ ✓
Quiz ✓ ✓

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