FUNDAMENTALS AND APPLICATION OF RESEARCH

Paper Code: 
DBSG 801
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

 
 

CO 186: Equip the students in concepts related to samples.

CO 187:  Understand the concept of measurement & Scaling.

CO 188: Appraise the students with the

Parametric Tests. 

CO 189: Appraise the students with the

Non- Parametric Tests.

CO 190: Cultivate the essential skills of drafting a formal research report.

Approach in

teaching: Class

room Lecture

(Theory/ Using

Power Point

Presentation)

/Discussions

 

Learning

activities for the

students:

Role Play activities/

Group

Discussions/ Class

Presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

  

 

12.00
Unit I: 
Sampling

·       Meaning of Census and Sample.

·       Characteristics of a good Sample, Need for Sample

        Methods of Sampling- Random Sampling Methods- Simple Random Sampling, Stratified Sampling, Systematic Sampling and Multi-stage Sampling. Non-Random Sampling- Judgment or Purposive Sampling, Convenience Sampling, Cluster Sampling and Sequential Sampling

12.00
Unit II: 
Measurement & Scaling
  • Measurement: Primary scales of Measurement -Nominal, Ordinal, Interval & Ratio.
  • Scaling : Meaning, Scaling Techniques, Tests of sound measurement
  • Tabulation and Coding : concept, meaning

 

12.00
Unit III: 
Parametric Tests
  • Test of Significance for Large and Small samples.
  •  F-test, T-Test, Regression Analysis

 

 

12.00
Unit IV: 
Non -Parametric Tests
  • Chi-Square Test, Wilcoxon Signed Rank Test, Friedman Test, Kruskal-Wallis Test, Mann-Whitney Test, Correlation Analysis

 

12.00
Unit V: 
Report Writing
  • Need, Layout and Format
  •  Types of Reports, Precautions for writing research reports
  •  Bibliography, Webliography and Citation using American Psychological Association (APA), Oxford, Harvard, MLA, American Sociological Association (ASA) of Research Papers and Books.

 

Essential Readings: 
  • Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4thed.
  • Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rded.
  • Zikmund, Babin & Carr: Business Research Methods, South-Western.
  • Cooper & Schindler: Business Research Methods McGraw-Hill Education
  • Bhatnagar, G.L., Research Methods and Measurements in Behavioural and Social Sciences, Agri. Cole Publishing Academy, New Delhi

       

 

 

References: 

 

  • Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, NewDelhi
  • Mishra, M.N., Modern Marketing Research, Himalaya Publishing House,Mumbai.
  • Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, NewDelhi
  • Dwivedi, R.S., Research Methods in Behavioural Sciences, Macmillan India, Delhi
  • Kothari C R, “Research Methodology Methods & Techniques”, New Age International publisher, New Delhi
  • Agarwal, J.C., Educational Research- An Introduction, Arya Book Depot, New Delhi.
  • Best, J.W., Research in Education, Prentice Hall of India, New Delhi.
  • Chandra, S.S. and Sharma, R.K., Research in Education, Atlantis Publishers, New Delhi

 

e-RESOURCES

  • Bajpai ,Marketing Research - Elibrary.in.pearson.com
  • Malhotra, Marketing Research   - Elibrary.in.pearson.com

 

REFERENCE JOURNALS

  • Jindal Journal of Business Research
  • Journal of Business Research
  • Business Perspective and Research
  • IIS Journal of Commerce & Management
  • Indian Journal of Applied Research

 

 

Academic Year: 
2023-2024
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