RESEARCH METHODOLOGY FOR MANAGEMENT
Objective: To equip the students with the basic understanding of research methodology and to provide insight into the application of modern analytical tools and techniques for the purpose of management decision making.
Unit – I: Meaning and Importance of Research – Research Process – Types of Research – Defining Research Problem – Formulation of Hypothesis – Testing of Hypothesis.
Unit – II: Research Design – Exploratory Research – Descriptive Research – Casual Research – Sampling and Sampling Design – Sampling Methods – Simple Random Sampling – Stratified Sampling – Systematic Sampling – Cluster Sampling – Multistage Sampling, Non–Probability Sampling – Convenience Sampling – Judgement Sampling – Quota Sampling.
Unit – III: Data Collection – Primary and Secondary Data – Designing of Questionnaire – Measurement and Scaling – Nominal Scale –Ordinal Scale –Interval Scale – Ratio Scale – Guttman Scale – Likert Scale – Schematic Differential Scale.
Unit – IV: Editing – Coding – Classification of Data – Tables and Graphic Presentation – Preparation and Presentation of Research Report.
Unit – V: Non Parametric Tests – Kolmogorov – Smirnov Test – Runs Test for Randomness – Sign Test – Median Test – Multivariate
Analysis – Multiple Regression Analysis – Concepts and Application of Discriminate Analysis and Factor Analysis.
Suggested Books:
Mark Saunders, Philip Lewis, Adrian Thornbill, Research Methods for Business Students Pearson,ND
Churchill, Iacobucci & Israel, Marketing Research: A South Asian Perspective, Cengage, New Delhi
C.R. Kothari, Research Methodology, New Age International.
Carver & Nash, Data Analysis with SPSS, Cengage, New Delhi
Alan Bryman & Emma Bell, Business Research Methods, Oxford University Press.
Donald R. Cooper & Pamela S. Schindler, Business Research Methods 8 Edition, Tata McGrawHill.
K.V.S. Sarma, Statistics made sample, do it yourself on PC, Prentice Hall.
V P Michael, Research Methodology in Management, Himalaya, Mumbai
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