Learning Objectives:

  1. The course is designed to inculcate the analytical abilities and research skills among the students.
  2. The course intends to give hands on experience and learning in Business Research.


Unit no.  Name of the Topic   No. of lectures
 Unit 1

Introduction to business research methods:

1. Meaning and objectives of research

2. Types of research –

a)Pure, Basic and Fundamental

b) Applied,

c) Empirical

d) Scientific & Social

e) Historical

f) Exploratory

g) Descriptive


3. Concepts in Research:


Qualitative and Quantitative Research

4. Stages in research process.

5. Characteristics of Good Research

6. Hypothesis-




Types of Hypothesis,


7. Research design –



Need and Importance, Steps in research design,

Essentials of a good research design, 

Areas / Scope of research design and

Types- Descriptive, Exploratory and causal.

8. Sampling –

a) meaning of sample and sampling,

b) methods of sampling- i)Non Probability Sampling –Convenient, Judgment, Quota, Snow ball

ii) Probability – Simple Random, Stratified, Cluster, Multi Stage. 

 Unit 2  Data collection and Processing: 

1. Types of data and sources – Primary and Secondary data sources

2. Methods of collection of primary data

a) Observation-

i) structured and unstructured,

ii) disguised and undisguised,

iii)mechanical observations ( use of gadgets)

b) Experimental

i) Field

ii) Laboratory

c) Interview – i) Personal Interview

ii) focused group,

iii) in-depth interviews -Method,

d) Survey –

Telephonic survey,

Mail, E-mail, Internet survey,

Social media, and Media listening.

e) Survey instrument – i) Questionnaire designing.

ii) Types of questions- a)structured/ close ended and

b)unstructured/ open ended, c) Dicotomous, d) Multiple

Choice Questions.

f) Scaling techniques-

i) Likert scale,

ii) Semantic Differential scale

 Unit 3  Data analysis and Interpretation

a) Processing of data –

i) Editing – field and office editing,

ii) coding – meaning and essentials,

iii) tabulation – note

b) Analysis of data- Meaning, Purpose, types.

c) Interpretation of data- Essentials, importance

and Significance of processing data

d) Multivariate analysis – concept only

e) Testing of hypothesis – concept and problems –

i) chi square test, ii) Z and t-test (for large and small sample) 

Unit 4

Advanced techniques in Report Writing

1) Report writing – i) Meaning , importance, functions of reports,

essential of a good report, content of report , steps in writing a

report, types of reports, Footnotes and Bibliography

2) Ethics and research

3) Objectivity, Confidentiality and anonymity in Research

4) Plagiarism 



Reference Books

  1. Research for Marketing Decisions Paul E. Green, Donald S. Tull
  2. Marketing Research- Text and Cases Harper W. Boyd Jr. , Ralph Westfall.
  3. Research methodology in Social sciences, O.R.Krishnaswamy, Himalaya Publication Business Research Methods, Donald R Cooper, Pamela Schindler, Tata McGraw Hill
  4. Marketing research and applied orientation, Naresh K Malhotra, Pearson Statistics for management, Levin and Reuben, Prentice Hall.
  5. Research Methods for Management: S Shajahan, Jaico Publishing
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