Advertising & Brand Management
Published on Advertising & Brand Management (https://advertising.iisuniv.ac.in)

Home > Research for Management

Research for Management [1]

Paper Code: 
MAM 224
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

To enable the students to identify problems for managerial decision making, design a research, collect data, analyze and write a report.

12.00

Research: Definition and concept of research, Objectives of research, Importance of research. Types of Research- Descriptive vs Analytical, Applied vs Fundamental, Quantitative vs Qualitative, Conceptual vs Empirical, Historical, Longitudinal Research.
Research Approaches, Research Process.

12.00

Research Design: Meaning, Need and Characteristics of a good research design. Types of Research Design, Identification of a Research problem. Selection of a Research problem.
Hypothesis: Purpose, Characteristics, Types and criteria of hypothesis, Process of Hypothesis Testing.
Variables: Meaning and Concept, Types of variables.

12.00

Data gathering instruments: Collection of Data, Primary and Secondary Data, Methods of collecting data, Sources of Secondary Data.
Scaling Techniques: Meaning and Purpose of scaling techniques, Types of scales- Nominal, Ordinal, Interval and Ratio scales.

12.00

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.
Sampling Theory- Parameter and Statistic,
Sampling Distribution of a Statistic and Standard Error of a Statistic
Test of Significance (Large Sample)- Sample Mean, Difference between two Sample Means, Difference between two Standard Deviations, Sample Proportion and Difference between two Sample Proportions.
Application of Student’s t- test for Mean, Difference Between two Means (Independent and Paired t-test for Difference of Means).

12.00

Chi-square test & Analysis of Variance- One-way and two-way classification.
Interpretation and Report Writing:
Meaning and Techniques of Interpretation, Precautions in Interpretation, Significance of Report writing, Types of reports Process of report writing

Essential Readings: 

1. Naresh Malhotra, Marketing Research, Pearson Education,
2. C.R.Kothari, Research Methodology, New Age Publication,.

References: 

1. Levin & Rubin, Statistics for Management , Pearson,
2. Levine, Business Statistics, Krehbiel & Berenson,
3. Cooper & Schindler, Marketing Research , Tata McGraw Hill
4. Anderson, Statistics for Business and Economics, Sweeney and Williams
5. C.M. Chaudhry, Research Methodology, RBSA Publisher,

Footer Menu

  • Univ Home
  • Home
  • Contact Us
  • About Us
  • Site Map
  • Feedback
  • Site Login

Follow Advertising & Brand Management on:

Facebook Twitter YouTube

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India Phone:- +91-141-2400160-61, 2397906-07, Fax: 2395494, 2781158


Source URL: https://advertising.iisuniv.ac.in/courses/subjects/research-management

Links:
[1] https://advertising.iisuniv.ac.in/courses/subjects/research-management