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11SMA201 Business Research

This document outlines the modules and key topics covered in an 11-week business research methods course. The course aims to teach students how to conceive and execute business research, particularly in marketing. It covers research design, measurement techniques, marketing research fundamentals, product and brand research applications, descriptive and inferential statistical tools, exploratory approaches, and data reduction techniques. Students will learn how to formulate research problems, develop hypotheses, collect and analyze data, write research reports, and disseminate findings.

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40 views2 pages

11SMA201 Business Research

This document outlines the modules and key topics covered in an 11-week business research methods course. The course aims to teach students how to conceive and execute business research, particularly in marketing. It covers research design, measurement techniques, marketing research fundamentals, product and brand research applications, descriptive and inferential statistical tools, exploratory approaches, and data reduction techniques. Students will learn how to formulate research problems, develop hypotheses, collect and analyze data, write research reports, and disseminate findings.

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Devjit_Sil_3598
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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11SMA201 - BUSINESS RESEARCH METHODS

Learning outcome: At the end of the course students will be able to conceive and execute business research in the marketing area in particular and in any area of management in general using the tools and research methods learnt in this course. Module 1 : Introduction to Business Research Meaning and definitions of Research, Relevance and significance of business research Types Approaches Research process Research problem formulation - Research design Research Objectives- Research Hypothesis-Process in research reports writing and dissemination of research findings Module 2: Research Design Nature and classification of research design Types of experimental design - Validity of research Design-Review of Literature-Data collection methods Primary Data, Secondary data Data validation Module 3: Scaling and Measurement Techniques Measurement Techniques- Types of measurements- Scaling Techniques- Different Scales Different methods of measurement- Developing scales Classification of scales Rating Scales Attitude Scales Likert scale Types of errors in measurement Test of Reliability Module 4: Fundamentals of Marketing Research Definition of Marketing research, significance of marketing research, Marketing research process, Marketing planning and research proposal. Market potential analysis, demand forecasting, sales forecasting. Module 5: Product and Brand Research New Product research Product line research, Individual product research, new product development process, Morphological analysis, product testing, Test marketing, Brand recognition, Brand recall and Brand image analysis- Number index method for Brand performance, Brand equity analysis using weighted average and performance scores. Module 6: Applications of Descriptive Analytical tools in Business Research Applications of central tendency in Business Research Mean- Median Mode- Applications of measures of Dispersion in Business Research- Mean Deviation- Standard Deviation Variance - Coefficient of Variation - Cross Tabulation in Univariate analysis Testing of Hypothesis in Univariate analysis

Module 7: Exploratory Approach to Marketing Research Competitive advantage Market based and process based research, Export marketing research classification, scope, information requirements, use of secondary data, Rural marketing research, Data base marketing, E-commerce research and Market segmentation research-Customer satisfaction survey, pricing research, promotion research Advertising research pre and post advertising research, Media research, sales promotion research. Distribution research, Retail audit Module 8: Applications of Inferential statistical tools in Business Research Applications of Correlation analysis Caustion and Correlation - Regression analysis Simple Regression analysis- Multiple Regression analysis Applications of Regression analysis in Business Research Time Series analysis Testing of Hypothesis and Inferences in Multivariate Analysis Module 9: Applications of Data Reduction Techniques in Business Research Cluster analysis Applications in Business Research Factor Analysis Applications in Business research Principal Component analysis- Applications in Business research Conjoint Analysis Applications in business research Text Book: Aaker, David A; Kumar V & Day, George. Marketing research, Wiley Publication, Seventh edition. Reference Books Boyd, Harper W. Marketing Research, A I T B S, Sixth edition. Zikmund, Wiliam G. Marketing Research, South-Western, Cengage Learning Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau, Marketing Research - Within a Changing Information Environment.

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