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Business Research Methods (SL RM 502)

Course Handout
Semester II Class of 2014
Prof. Shekhar Rajagopalan Office: E-103 Ext: 1012 Class hours: As per Time Table Office Hours: Mondays and Tuesdays from 1640 to 1540 or by appointment Course Objective Managers play an important role in organizational decision making. To be effective in this role, Managers need to be enabled to conceive and execute business research using theoretical inputs on research methodology if the research is manageable at their level. Knowledge of business research methods is all the more important for interacting with Consultants should their help be needed for the organization. It is also necessary to enable managers on software like SPSS to facilitate statistical analysis of data to support the research. With this capability, managers would be able to handle many routine business research problems at their levels. This course aims at equipping you on these. Teaching Pedagogy Case methodology & discussion mode; assignment & project work. Requirements from students The subject is easy to cope with, provided you work regularly. You are REQUIRED to read the indicated Chapters & Cases before coming to class. You are advised to revise the discussed lessons the same day for better grasp and saving time. Be prepared for Surprise Tests. Attendance and Class Discipline The institutions attendance policy will be strictly followed. Students must occupy their seats before classes start and must remain seated until the attendance is completed at the end of the class. Students are free to ask questions / doubts / clarifications at the class on topics under discussion. Queries / problems arising from previous lessons should be given in writing. Solutions would be discussed in the next class. Unfair Practices Unfair practices in examinations & tests and plagiarism in assignments / project work will straight away entail a ZERO to all involved parties. It is not relevant for me to know the source and destination of plagiarism. There will be no scope for any retest / make up test in such cases. Prescribed Text Book 1. Research Methodology: Concepts & Cases, Deepak Chawla and Neena Sondhi, Vikas, 2012. 2. Business Research Methods: 7e, William G. Zikmund, Thomson South Western, India Edition, 2006 . Marketing Research: A South Asian Perspective: G.A. Churchill Jr., D. Iacobucci, D. Israel, Cengage Learning, 2009. 3. Business Research Methods: Donald R. Cooper and Ramela S. Schnider, Tata McGraw Hill Publishing Co. Ltd., 2000. 4. Marketing Research: Naresh Malhotra, Pearson Education, 5th Edition, 2007 (Indian Edition available). 5. Marketing Research: Concepts & Cases: 2e, Rajendra Nargundkar , Tata McGraw Hill Edition, 2003. 6. Business Statistics in Practice: 5e, Bowerman et. al., Tata McGraw Hill Edition, 2009.

Sec. C & M

Session Plan # 1 Topic Introduction to Business Research Research Process Research Design: Exploratory & Descriptive Experimental Research Design Session 1&2 Detailed Syllabus Meaning & definition of Research Relevance and significance of Research in business, Types of Research Research problems Features of a Good Research Study Introduction Theoretical Framework Formulating Research Problem & Research Hypotheses Research Design Definition & Formulation, Classification of Research Design Experiment, Experimental Research Design, Pre-requisites for Causal Inferences, Experimental Validity (internal & external), Classification of Experimental Design Chapter 1 Cases 1. The launch of new coke ICMR Case

2 3

3&4 5&6

2 3

2. The initial hiccups of a start up brand 3. Danish International (A) (Case 2.1 from TEXT) 4. Danish International (B) (Case 3.2 from TEXT) 5. SSSs Experiment: Choosing an Appropriate research design 6. City couriers: Dilemma in design experiment 7. New Business Venture and Analysis of Country of Origin Effects (Case discussion) 8. Fresh Cola New Product Research (Case discussion) (At least TWO cases) CP1 to be completed 9. Exploring primary and secondary data: Lessons to learn 10. Survey in trade show: Participant Communication instruments 11. Saturn Clothing Company: measuring customer satisfaction 12. Tupperware India Pvt. Ltd. (Case 7.1 from TEXT) (At least ONE case)

7&8

Data Collection Methods

9 & 10

Measurement and Scaling

11 & 12

Secondary Data - Drawbacks, Internal & External Sources, Qualitative vs Quantitative Research, Primary Data Collection by various Survey Methods and Observational Methods Measurements Types of Measurement Scales Attitude Measurement - Classification of Scales Single vs Multiple, Comparative vs Non-comparative Types of Errors in Measurement Criteria for good measurement Reliability Validity - Sensitivity Objectives of a Questionnaire, Criteria for Questionnaire Designing, Questionnaire Designing Procedure, Types of questions to ask and intricacies in them

5&6

Questionnaire Design

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8 9 10

NCP 1 Introduction to SPSS Data Preparation

14 15 16

Questionnaire design followed by NCP 1 SPSS Basics Data Coding, Data Cleaning, Identification Outlier, Handling Missing Values (all using SPSS)

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10

13. Tupperware India Pvt. Ltd. (Case 7.1 from TEXT) 14. Mall for All (Case 8.1 from TEXT) 15. Outlook for Outlook (Case 8.2 from TEXT) 16. What does an Employee want? (Case 8.3 from TEXT) (At least TWO cases) NCP 1: 30 to 40 minutes test on the portions so far With a general data manipulation exercise using a data set 17. Stream : Accomplishing success through Data Analysis

11

Two-way ANOVA

17 & 18

Applications of two-way ANOVA as an analysis tool for complex experimental designs

12 13 14

Factor Analysis Factor Analysis Multiple Regression Multiple Regression NCP 2 Discriminant Analysis Discriminant Analysis Discriminant Analysis Cluster Analysis Cluster Analysis Cluster Analysis Report Writing

19 20 & 21 22

Factor Analysis - Basics Exploratory Factor Analysis Multiple Regression Assumptions & Basics, SPSS Output Interpretation, Transforming Dependent & Independent Variables Multiple Regression dealing with Multi-collinearity, idea of Autocorrelation, Regression with Dummy Variables Multiple Regression followed by NCP 2 Discriminant Analysis Basics Discriminant Analysis Two Group Case Discriminant Analysis Multiple Group Case Cluster Analysis - Basics Hierarchical Clustering K-Means Clustering Report Writing

16 16 15

18. New Business Venture and Analysis of Country of Origin Effects (Case analysis) 19. Fresh Cola New Product Research (Case analysis) (At least ONE case) CP2 to be completed 20. Marketing dilemma for Elan jeans brand 21. Marketing dilemma for Elan jeans brand 22. MRP Biscuit Company Pvt. Ltd. (Case 15.1 from TEXT) 23. Zeon Auto Research Inc.

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23 & 24

15

16 17 18 19 20 21 22 23

25 26 27 28 & 29 30 31 32 33

NCP 2: 30 to 40 minutes test on the portions so far 17 17 17 18 18 18 20 27. Corpus Electronics: Decision to segment the market for Convergence Products CP2 to be completed

24. Apna Market

Summary of Evaluation Plan # 1 2 Component Class participation (3 phases) Non-Class participation Weight 30 % 70 % CP1 5 % NCP 1 - 15 % Additional Remarks CP2 12.5 % CP3 12.5 % NCP 2 - 15 % End-Term 40 %

Grading Marks on class participation and non-class participation components would be graded on relative grading basis following the institutional norms. Make up test Make up tests are permitted only under EXCEPTIONAL situations with prior written information to me and permission from me. A student will be permitted to avail only ONE make up test opportunity. A make up test will be tougher than the normal test. You are highly discouraged from taking a make up test.

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