RESEARCH METHODOLOGY

Course Code: BAE 405 Credit Units: 04

Course Objective:
The need of this subject is for those concerned with research to pay due attention to the designing and adhering
to the appropriate methodology for improving the quality of research.

Course Contents:
Module I
Research methods versus methodology; Criteria for good research problem encountered by researchers in India.

Module II
Planning a research prospect, problem identification & formulation, Research Design: Exploratory, Descriptive
& Experimental Research.

Module III
Data Collection Methods, Primary & Secondary data, Observation method, Interview method, Questionnaire
method, Steps in constructing a Questionnaire, types of questions, Altitude measurement & scaling techniques,
Ordinal, nominal, ratio, interval, scales: Likert Scale, Sampling decisions; sample selection methods-
productivity & non-probability sample size.

Module IV
Data Collection & field force, Field work procedure, common sources of error in the field work, tabulation of
collected data.

Module V
Test of significance & report writing
z, t, f, x2, correlation & regression techniques, Pre-writing considerations & presentation of research report.

Examination Scheme:
Components P0 P1 C1 CT EE1
(Attendance )
Weightage (%) 5 5 5 15 70

Text & References:

Text:
• Marketing Research- An applied orientation-By Naresh K. Malhotra
• Kothari, C.R., Research Methodology, Wiley Eastern Ltd, New Delhi

References:
• Amarchand, D. Research Methods in Commerce, Emerald Publishers, Chennai.
• Marketing Research (Text & Cases) nu Rajendra Nargundkar, Tata McGrwa Hill