School of Business Subject Outline Subject for Subject Code Subject Title Specialization Instructors Office Phone No.

Email ID : : : : : : : : Semester II, July 10-12 Batch MGT 506 Research Methodology (3 Credits) Finance - A Prof. Narasimhan MV, Prof. Mihir Dash and Prof. Ramanna Shetty Central Campus NF-008, NF-001 & NF-003 +91-80-3093-8185, +91-80-3093-8170, & +91-80-3093-8172 narasimhan.mv@alliance.edu.in, rshetty@alliance.edu.in Instructors Profile: Prof. M. V. Narasimhan holds a degree in science followed by a Masters degree in Marketing Management from JAMNALAL BAJAJ INSTITUTE OF MANAGEMENT STUDIES, MUMBAI. Starting his career as a Sales Representative, Professor NARASIMHAN steadily climbed the corporate ladder and relinquished office as the CEO of a company in 1996 (after 16 years in the corporate world) to enter academia where he has made a mark as an excellent teacher and guide. He has conducted a large number of management development and executive development programs. He provides consultancy services to leading corporations. Prof. Mihir Dash has a Masters Degree and a Doctoral Degree from Indian Statistical Institute, Calcutta. MIHIR DASH has five years experience in teaching and research during which he has made a mark as an excellent teacher and mentor for students. Always willing to help students, he is widely sought after for project guidance. Prof. Ramana Shetty is a Post Graduate in Economics from Mangalore University and also obtained Post Graduate in Marketing Management from Pondicherry University. He has done M.Phil in Entrepreneurship from M K University. Currently pursuing PhD from NITK Surathkal, Mangalore. mihir@alliance.edu.in &

Class Meets Office Hours Prerequisites Required Materials

: : : :

As per the schedule By Appointment None Business Research Methods, William G. Zikmund, Thomson SW, 8th Edition, 2009

Objective of the Course: This course introduces to research methods, a set of procedures that sociologists/scientist/managers use to study and understand their real world. This is a hands-on course, meaning that you will learn research methods by practicing this set of procedures in individual and group projects. Each student will be responsible for developing an idea to study and then examining that idea through research. This course will also provide you with an introduction to SPSS/Excel for windows, a computer program used to analyze numerical data. Finally, this course will help you to become a critical evaluator. The main objective of this research methodology course is to strengthen the capabilities of students participants in relation to project planning, management and reporting in order to meet the challenges of current situation associated with implementation of research projects. The course is constituted of three parts: Part I would orient you with theoretical aspects of research, Part II would teach you certain tools and techniques to analyse a situation and finally, Part III would tutor you to implement your learning in an industry. Unit No. Part I: Research Methodology - Theory 1 Introduction to Research Methodology What is Research, Nature, Scope, Characteristics, Objectives and Foundations of Research, The Relations ship between theory-research-data, Motivation for Research Stages of Research Process: Problem Identification, Literature Survey, Research Strategy, Methods of Data Collection, Sample Design, Analysis Design, Field Data Collection, Data Processing and Data Analysis Exploratory Research Focus Group, Observation Method, Survey Method, Visual and Content Analysis, Descriptive Research - Depth Interviews, Case Studies, Causal Research Experimental Design Identifying Research Problem area, selecting the Specific Research Issue, Formulating the Objectives and Hypothesis Clarifying the Objectives Introduction- Nature of and Classification of design Developing an appropriate research design - Experimental Research Design Completely Randomized Design, Latin Square Design and Factorial Design- Basic principles, types of experimental design - validity - external and internal No. of Sessions 01

Research Process

01

Types of Research

01

Problem Formulation

01

Research Design

01

Sampling Design

Sampling Terminology, Probabilistic and nonProbabilistic Sampling, Sampling Process, Sampling Size Determination, Sampling & NonSampling Errors, Statistical Terms in sampling What is Measurement, Levels of Measurement and its issues, Qualitative Measures Basic Scales, Attitude Measurement Scales, Types of Scales, General Issues in Scaling, Validity, Reliability Interview and Questionnaire Methods: Questionnaire Design, Pre-test, Telephone Interviews, Personal Interviews, Mail Surveys, e-mail Surveys-- Advantages and Disadvantages of using Secondary Data, Census, Reports of Research Project, Databases, Information on Internet Procedure for writing a Research Report Title, Declaration, Certificate, Acknowledgments, Chapterisation, Synopsis / Executive Summary, Introduction, Review of Literature, Problem Definition, Methodology, About the Organization and the Problem, Data Analysis, Suggestions and Recommendations, Limitations of the Study, Scope for further Research, References Review & Feedback

01

Measurement & Scaling Data Collection Methods: Primary Data and Sources of Secondary Data

0.5

01

Research Report

0.5

Part II: Advanced Data Analysis with SPSS 1 Introduction to Data Analysis Univariate statistics Bivariate analysis Multivariate analysis Multiple Regression Analysis Discriminanat Analysis Conjoint Analysis Factor Analysis Cluster Analysis Multi-dimensional Scaling 1

2 3 4 5 6 7

2 1 1 1 1 1

Part III: Industry Analysis 1 2 3 4 Introduction to Industry Analysis Overview of the selected industry Discussion on research articles in specific areas Market shares and nature of competition Demographics of buyers Market segmentation Policy framework (PEST analysis) Business diversification Standalone conglomerate 1 1 1 1

5 Industry specific analysis on:

1 or

Consolidation Mergers and acquisitions (organic or inorganic growth) International exposure (export and import intensities) Technology intensity (R&D and technology import initiatives) Marketing initiatives (advertising, marketing expenses, etc.) Future outlook Comparison with U.S. and other countries

Reference: Naresh Malhotra (2009): Marketing Research, Prentice Hall of India, New Delhi.