Handout

Course Objective Managers play an important role in organizational decision making. To be effective in this role, Managers need to be enabled to conceive and execute business research using theoretical inputs on research methodology if the research is manageable at their level. Knowledge of business research methods is all the more important for interacting with Consultants should their help be needed for the organization. It is also necessary to enable managers on software like SAS to facilitate statistical analysis of data to support the research. With this capability, managers would be able to handle many routine business research problems at their levels. This course aims at equipping you on these.

Text Books 1. Business Research Methods : 7e, William G. Zikmund, Thomson South – Western, India Edition, 2006. (Prescribed text book) (ZM) 2. Marketing Research : A South Asian Perspective : G.A. Churchill Jr., D. Iacobucci, D. Israel, Cengage Learning, 2009. 3. Business Research Methods : Donald R. Cooper and Ramela S. Schnider, Tata McGraw Hill Publishing Co. Ltd., 2000. 4. Marketing Research : Naresh Malhotra, Pearson Education. (Indian Edition available). 5. Marketing Research : Concepts & Cases : Rajendra Nargundkar . 6. Business Statistics in Practice: Bowerman et. al., 5th Tata McGraw Hill Edition, 2009.

Teaching Pedagogy Case methodology & discussion mode; project work.

Requirements from students The subject is easy to cope with, provided you work regularly. You are REQUIRED to read the indicated Chapters & Cases before coming to class. You are advised to revise the discussed lessons the same day for better grasp and saving time. Be prepared for Surprise Tests. Discipline Students are expected to be in the class before the scheduled commencement of the class. Ringing of mobile phones will attract negative marking in CP. When the faculty asks you to bring laptop it is mandatory to come with your laptop to avoid negative marking in CP. On all...