PG DIPLOMA IN FASHION BUSINESS

Advance Market Research

Module Leader

Dr. Bhavna Chadha

Module tutors

Dr. Bhavna Chadha, Mr. Zafar

Number of Credits:
Level/Year/Semeste
r:
Type of Module:

15
1/2016/2
Core

Module Assessment:
Integrated Project Report = 40%
Presentation = 30%
Viva Voce = 30%

Cohort: 2014-16

Created by Dr. Bhavna Chaddha 05 Jan 2015

Module Guide of Advanced Research

Introduction to the module

Research can be defined as the search for knowledge or any systematic investigation
to establish facts. The primary purpose for applied research (as opposed to basic
research) is discovering, interpreting, and the development of methods and systems
for the advancement of human knowledge on a wide variety of scientific matters of
our world and the universe. Research can use the scientific method, but need not do
so.
Aim
The aim of the module is to facilitate students:
To conceptually understand advanced research designs and techniques to
formulate fashion business strategies
To develop advanced analytical skills.

Learning Outcomes
Knowledge and understanding:
On completion of this module, the student should be able to
a) Interpret specialized research methodologies and techniques applicable to
problem solving in the domain of Fashion business
b) Display awareness of various types of research agencies and global studies that
are applied to formulate fashion business strategies
Skills, Qualities and attributes.
On completion of this module, the student should be able to
a) Deliberate and argue in a professional manner and communicate ideas in the
form of well structured reports and presentations
b) Select and apply relevant information collection methodology and investigation
techniques to given marketing problem /case/ situation leading to synthesis of a
range of findings
Module Content
1. Fundamentals of Research :
Introduction to research
Research Designs
2. Formatting of Retail Research :
Preliminary Section
Main Body
Review of Related Literature
Design of the Study
Analysis of Data
Summary and Conclusions
Reference Section
3. Statistics and Data Analysis :
Measures of Central Tendency
Measures of Variability
Dispersions
4. Research Ethics:
Ethical Issues in Research.
Legal Perspective & Business research
Qualitative Research Methods and analytics
Advanced Quantitative Techniques of analysis (Factor Analysis and Structure

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Module Guide of Advanced Research

Modeling)
Analyzing and interpreting syndicate reports
Data Mining
Data Analytics
Fashion trend analysis

Learning Methodology
Lectures, Case based discussions, Debates on strategies, Workshops, Online tutorials,
Wikis etc.
Essential Reading/Viewing
Websites and Links:
http://www.frontpage-templates.org/
http://www.frontpageworld.com/
http://www.brint.com/ISResearch.htm
http://researchwiki.lndlibrary.org/index.php/E-Business/MIS_Websites
http://www.dmoz.org/Business/E-Commerce/
http://researchwiki.lndlibrary.org/index.php/E-Business/MIS_Databases
http://www.intranet-services.com/
Others good web sites:
http://home.aisnet.org/
http://www.businessplanarchive.org/

Additional Reading
Adelman, C. (Ed.) 2004, Uttering Muttering. Grant McIntyre. [on face-to-face
interviews] New York
Bulmer, M 2004 Sociological Research Methods. (Second edition) Macmillan.
Campbell, DT & Stanley, JC 2005 Experimental and quasi-experimental
designs for research. In: N.L. Gage (Ed.) Handbook of Research on
Teaching. Rand McNally.
Denzin, NK & Lincoln, YS (Eds.) 2006Handbook of Qualitative Research.
Sage.
Dominowski, RL 2012 Research Methods. Prentice-Hall. UK
Isaac, S & Michael, WB 2002 Handbook in Research and Evaluation for
Education and the Behavioural Sciences. EdITS Publishers.
Robson, C 2010 Real World Research: A Resource for Social Scientists and
Practitioner-Researchers. Blackwell.
Spradley, JP 2019 Participant Observation. Hold, Rinehart and Winston.
SRM Database of Social Research Methodology. Sage Publications. [CD-ROM
database of literature references], UK
Benbasat, I (Ed.) 2006 The Information Systems Research Challenge:
Experimental Research Methods. Volume 2. Harvard Business School .USA
Kraemer, KL (Ed.) 2003 The Information Systems Research Challenge:
Survey Research Methods. Volume 3. Harvard Business School. , USA

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Module Guide of Advanced Research

Weekly Plan
Week

Input Planned

Any
requirement/
Prerequisite
reading?
Chapter 1 to 3
of Levine

Faculty

Method of
Delivery

MashkurZafar

PPT + Excel +
PhStat + SPSS

Re-Introduction to Statistics:
Presentation of Business
Data: Classification,
Frequency Distribution,
Diagrammatic presentation
and Graphic presentation.
Measure of Central
Tendency, Mean, Median
and Mode. Measure of
Variation: Standard
Deviation, Coefficient of
Variation.

Correlation Analysis
Regression Analysis: simple
and multiple analysis

Chapter 10-11
of Levine

MashkurZafar

PPT
+
Classwork
+
Excel + PhStat
+ SPSS

Re introduction to Statistical
Inference: point and interval
estimates, confidence
intervals, estimation for
single population using z
-statistic,
t-distribution Hypothesis
Testing For Single
Population, Statistical
Inferences about two
populations
Analysis of Variance
Chi-square Goodness-of-Fit
test, Test of Independence
Non Parametric Tests
Re Introduction to Methods
of Data Collection
Questionnaire Design
Scales and Scaling
Techniques
Codification and Error
Analysis in Questionnaire

Chapter 7-8 of
Levine

MashkurZafar

PPT + Excel +
PhStat + SPSS

Chapter 8-9 of
Levine

MashkurZafar

PPT + Excel +
PhStat + SPSS

Chapter 4-7 of
Naresh K
Malhotra
Chapter 10 of
Naresh K
Malhotra
Chapter 8-9
&11-13 of
Naresh K
Malhotra

MashkurZafar

PPT

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Module Guide of Advanced Research

Analysis of Questionnaire
Hypothesis Testing
+Anova+Regression

Chapter 14-17
of Naresh K
Malhotra

MashkurZafar

PPT + Case
which will be
given in the
class + Excel +
PhStat + SPSS

Analysis of Questionnaire
Discriminate Analysis +
Logitic Analysis

Chapter 18 of
Naresh K
Malhotra

MashkurZafar

PPT + Case
which will be
given in the
class + Excel +
PhStat + SPSS

Analysis of Questionnaire
Factor Analysis + Cluster
Analysis

Chapter 19-20
of Naresh K
Malhotra

MashkurZafar

PPT + Case
which will be
given in the
class + Excel +
PhStat + SPSS

10

Analysis of Questionnaire
Multidimensional Scaling +
Attribute based Perceptual
Mapping

Chapter 21 of
Naresh K
Malhotra

MashkurZafar

PPT + Case
which will be
given in the
class + Excel +
PhStat + SPSS

11

Analysis of Questionnaire
Conjoint Analysis + SEM
(Introduction only)

Chapter 22 of
Naresh K
Malhotra

MashkurZafar

PPT + Case
which will be
given in the
class + Excel +
PhStat + SPSS

12

13.

14.

Submission of Integrated Store

project , Presentation and Viva
Marketing
Applications
of
Research
Role and Responsibilities of a
Researcher
The
key
Research
competencies )

Process Market segmentation

http://www.fro
ntpagetemplates.org/
http://www.bri
nt.com/ISRese
arch.htm
http://www.dm
oz.org/Busines
s/ECommerce/
http://www.fro
ntpagetemplates.org/
http://www.bri
nt.com/ISRese
arch.htm
http://www.dm

Dr. Bhavna Chadha

Dr. Bhavna Chadha

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Module Guide of Advanced Research

oz.org/Busines
s/ECommerce/

Assessment
Element 1
: Integrated Project Report = 40%
Element 2
: Presentation = 30%
Element 3
: Viva Voce = 30%

Assessment Element One (Integrated Project report ): weightage 40 %-LOs(KU 1, 2 SQA 1, 2,)
Application of research fundamentals and analysis to the merchandising, visual
merchandising and marketing concepts: Students should be able to apply the concepts of
product-mix and promotional mix. The student is required to have a good understanding
of Research process, elements of research and basic concepts of research statics. They
should be able to collate, analyze and interpret the cases with a good interpretation of
merchandising, VM, Marketing and research skills.
The following rubric indicates how you will be graded for your (Project)
Grade ->

Distinction
70% and
above

First
Division
60-69%

Second
Division
50-59%

Fail
49% and
below

The
work
shows
evidence
of
in-depth,
accurate and
a
mastered
understandin
g
of
the
concepts
taught in the
in the domain
of
Fashion
business

The
work
shows
evidence
of
fully
answering the
aims
and
requirements
of the brief,
and use of
various
resources
&
research
in
the domain of
Fashion
business

The
work
shows
evidence
of
satisfactorily
answering the
aims
and
requirements
of the brief
and
limited
use of various
resources and
research
in
the domain of
Fashion
business

The
work
shows
no
evidence
of
answering the
aims
and
requirements
of the brief, or
any
use
of
various
resources,
research in the
domain
of
Fashion
business

The student
shows
the
ability
to
communicate
and present

The student
demonstrates
the ability to
assemble,
evaluate and

The student
demonstrates
limited ability
to assemble,
evaluate and
select

LO K&U
a) Interpret
specialized
research
methodologies and
techniques
applicable
to
problem solving in
the
domain
of
Fashion business

LO K&U

b) Display

awareness
of various types of
research agencies
and global studies
that are applied to
formulate
fashion

The
student
does
not
demonstrate
any ability to
assemble,

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Module Guide of Advanced Research

business strategies

ideas
and
findings in a
professional
and practical
manner,
putting
forward
a
coherent and
a structured
report using
information
from
different
research
agencies and
global studies

select
appropriate
information
for
an
enhanced
presentation;
shows
a
mature
understandin
g of relevant
concepts;
puts forward
a
coherent,
structured
and visually
attractive
report. using
information
from
different
research
agencies and
global
studies.

appropriate
data; shows
only
satisfactory
understandin
g of relevant
concepts;
puts forward
a structured
report using
information
from
different
Research
agencies and
global
studies.

evaluate and
analyze
appropriate
information;
shows
no
understanding
of
relevant
concepts; and
cannot
put
forward even a
basic report

Presentation and Viva Voce

Grade ->

Distinction
70% and
above

First
Division
60-69%

-------------------

--------------------

Has been able to

assemble, select
and evaluate
data for an
original and an
exceptionally
advanced
intelligent
solution in form
of a report.

Well-defined
research
question.
Sensible
project design
and clear
plans for
conducting
the research

-------------------------

Second
Division
50-59%

Fail
49% and below

-----------------

-----------------

Average
research
question
leading to
average
reports and
presentation,

The focus,
purpose and
methods of
the Project are
not clear

Skills,
Qualities
and attributes.
On completion of this
module, the student
should be able to
a)

Deliberate and
argue
in
a
professional
manner
and
communicate
ideas in the form
of well structured
reports
and
presentations.

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Module Guide of Advanced Research

Note: Late submission, absenteeism and plagiarism will be treated according to the
norms laid down in the students handbook.
Feedback to you:
You will receive formative feedback during the semester from your tutors orally, as
well as in writing.
Summative feedback will be given in writing on submission of the assignment and its
evaluation thereof.
The grade for the module is provisional and subject to the ratification of the exam
board which will be held at the end of the academic session.
If you have a problem special situation
If you have any problems with the module or the work, see the respective module
tutor or module leader as soon as possible. They may be able to help, and sooner a
problem is identified, the easier it will be to sort out. If you are ill or have other
special situations which might affect your ability to meet deadline, your assessment
will be evaluated as per the rules in Student Hand Book. So, it is strongly
recommended that you read the Section 12 in Student Hand Book very carefully and
satisfy your queries, if any, by asking course Leader/ Course coordinator. In case of
any non-academic issues, you are encouraged to meet the Student Counselor at
Student Development and Support (SDS).

Module Leader
(Dr. Bhavna Chaddha))

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