GALGOTIAS BUSINESS SCHOOL

POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT

COURSE OUTLINE

Course Title: Research Methodology Trimester: III

First Year: PGDM (Batch 2010 -12)
Instructors: Surender Kumar & Tuhin Chattopadhyay

1. Objectives of the Course:

1.1 To develop business research aptitude and hands-on research skills among students.
1.2 It has applied orientation wherein students shall learn to formulate research problem, execute
them and arrive at solution by using appropriate tools.

2. Outcomes of the Course:

At the end of the course students will be:

2.1 Able to understand business research as a decision-making tool in different functional area.
2.2 Able to address business related issues by conducting research.
2.3 Able to write a research proposal, and conduct research using appropriate tools.

3 Prescribed Text:
3.1 R Nargundkar, Marketing Research: Text and Cases, Tata McGraw Hill

4 Additional References:
4.1 William G Zikmund, Business Research Methods (Seventh Edition), Thomson, Singapore.
4.2 Mark Saunders, Phillip Lewis and Adrian Thronhill, Research Methods for Business
Students, Pearson Education.
4.3 Richard I Levin and David S Rubin, Statistics for Management, Prentice Hall of India
4.4 Damodar N Gujrati, Basic Econometrics 4/e, TMH.
4.5 Nabendu Pal and S. Sarkar Statistics: Concepts and Applications, PHI. (This book is good
for self learning statistics on SPSS).
4.6 Malhotra, Naresh .K. Marketing Research-An applied orientation, Pearson
Education, Fourth edition

5 Pedagogy:
The course will use the following pedagogical tools –
5.1 Lectures and discussions on concepts and issues
5.2 Case discussion
5.3 Interactive exercises
5.4 Assignments
5.5 Quizzes
6 Evaluation Scheme:
Continuous Evaluation
Project and Presentation 20
Quiz (2) 10
Assignment 10
Centralized Evaluation
Mid Term 20
End Term 40
 7 Detailed Outline of the Course:

SESSION PLAN

SESSION DATE Topic Cases/ Text Book

Assignments Reading
Introduction to Business Research Case I:
Role of Business Research, The Business Research Chapters 1-4 of
Process , Identification of a Business Problem, reference book
(W. G. Zikmund)
Sessions 1 & 2
Preparing a Research Proposal, Qualitative and Case II: Chapters 1-3 of
Sessions 3 & 4 Quantitative Research, Primary & Secondary Data Text Book
Survey Research, Observation Methods,
Experimental Research, Measurement Concepts and
Sessions 5 & 7 Sampling.
Questionnaire Design, Introduction to SPSS and Case-II Chapters 4-8 of
applying Research Tools Using SPSS i.e. Data Page 69 Text Book
Entry, Cross Tabulation, Graphical Representation Text Book
(Box-Whisker Plot), Correlation and Simple Linear
Regression, Testing of Hypothesis Z- test, t-test, F
Sessions 8 to 10 test, Chi-square test.

ANOVA and the design of experiments Taj Group Hotel Chapter 9

Session 11 & 12
Multiple Regression, Forward Stepwise Regression Monsanto
Chapter 10
Backward Stepwise Regression Incorporation
Session 13 & 14
Discriminant Analysis for Classification and
Raymond’s Chapter 11
Prediction
Session 15 & 16
One Day,
Session 17 & 18 Logistic Regression for Classification and International
Chapter 12
Prediction match – India vs.
West Indies

Factor Analysis for Data Reduction Indian Airlines Chapter 13

Session 19 & 20

Cluster Analysis for Market Segmentation Godrej India Ltd. Chapter 14

Session 21 & 22
Brands of
Multidimensional Scaling for Brand Positioning Chapter 15
detergent cakes
Session 23 & 24
BPL colour
Conjoint Analysis Chapter 16
television
Session 25 & 26
Structural Equation Modelling (SEM) for complex
Chapter 18
models (including Confirmatory Factor Analysis)
Session 27 & 30