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XLRI-Xavier School of Management, Jamshedpur

Post Graduate Diploma in Business Management (PGDBM),
Term III, Year: 2015-2016

Business Research Method

Dr. Ravi Shekhar Kumar
Email: ravishekhar@xlri.ac.in; Contact No. 3186
Credits -2; Sessions-13
Introduction and Rationale behind the course
Knowledge of research methods and their suitable application in appropriate situations is
a principal requirement in any branch of science. This activity not only provides answers
to many unsolved queries; but also generates theories/ proves hypotheses for satisfaction
of cognitive self or commercial implementation. Management being dynamic involving
human values and relations, the research methodology in management includes inputs
from psychology, quantitative techniques, sociology, economics and so on. Hence, it
becomes rather difficult to conceptualize; it requires deep interest, may be need, a lot of
patience, an analytical frame of mind and reasoning ability for successful
implementation.
Business Research familiarizes one with the research environment and presents
him with the tools and techniques for understanding any business problem, collect data,
formulate hypothesis, do necessary work to prove it and ultimately ensures the solution to
the said problem. Hence, it is a must for all management scientists. The course will
familiarize participants with statistical software tools (SPSS) for data analysis. Through
live cases and in class exercise, participants will be introduced to fascinating facets of
research tools. Participants will be provided data sets to analyze and learn how to
interpret output. Application of each technique for analysis of various types of problems
and data will be studied. After attending this course, participants should be able to
understand critique applications of the techniques for capturing information and make
decisions.
Through realistic data collection and analysis by participants, the course will
exemplify how leading companies are transforming accumulated knowledge through
research into unprecedented value for all stakeholders of the firm.
Learning Goal:
There are two key learning goals of this course: decision making and functional
knowledge.

The objectives of Decision making are:

Visualization is through identifying the research problem
Analysis is through data collection and data analysis
Solution is how the participants are translating the analysis into decision.
The decision making ability is to be imparted throughout the whole course.
The objectives of functional knowledge are:
To provide a well-structured method in carrying out research investigation
To provide thorough understanding of the research process
To familiarize with major technique
Text Book of the Course
Malhotra, N. K., and Dash, S. B. (2011) Marketing Research: An applied orientation.
New Delhi: Pearson Education Asia, Sixth Edition [Indian Edition]
Other Text Books for Reference
Cooper, Donald C., Schindler Pamela S. and Sharma J. K. (2013), Business Research
Methods 6th Edition, McGraw Hills Education Private Limited
Zikmund, (2003), Business Research Methods 7e Edition, Cengage Learning
Course Pedagogy
Predominant methodology of learning will be case discussion. Occasional lectures will be
used to supplement case discussions. Readings are assigned from the text and from some
additional sources for each session with a clearly focused set of objectives. They provide
necessary background for class discussion and the completion of assignments.
Descriptions of some advanced analytical methods may be difficult to grasp fully at the
first reading. Please skim those sections before class to acquaint yourself with the topic
and then go back and work through the details after we discuss them in class. Apart from
case discussion in the class, cases with larger data sets will be used for data analysis and
decision making using the tools and techniques included in the course.
Evaluation & Grading
Decision Making: This is to be assessed through case analysis (Assessment of
visualization, analysis and solution).
Functional Knowledge
1. Quiz/Individual Assignment :
20%
2. Class Participation
:
13%
3. Group Project
:
32%
4. End Term
:
35%

Note: Class Participation, Case Analysis and Contribution will be assessed by the
instructor(s) based on participation in the class, preparation for the class, sincerity in the
class, regular attendance in the class, maintaining discipline in the class, and general
behavior in the class. Please respect others in the class.
Decision making will be evaluated through course embedded Case Analysis.
Grading will be as per institute norms.
Case Analysis:
Individual participant of the course has to submit case analysis of the cases of the course.
Each case analysis submission should be hand written on both the sides of one A4 paper
sheet. Submission should be done before the start of the class in which the case is
supposed to be analyzed. Submission after the class will not be accepted.
Group Project
Each of the groups (6 members) shall work on a topic. Every participant has to form
group and decide the title of the project by 25th Jan, 2015. The particulars of the project
are as follows:
Component
Weightage (Marks)
Date of Submission
1. Project Title
25-01-16
2. Project Part-I
15
15-02-16
2. Project Part-II
17
13-03-16
You need to upload the soft copy by 11.59 PM on the scheduled days. The hardcopy need
to be submitted to my Secretary, Ms Kumudini the next day before 3.00 PM.
Conduct of Class
9 Discipline in the class will be guided by student manual of institute.
9 Use of mobile phone is not allowed in the class. Please respect others in the
class by turning off mobile phones & other electronic devices.
9 If any student found to be involved in indiscipline activity, he can be debarred
from attending the remaining session of the course.
9 Late arrivals to class, or talking while the instructor or other students are
speaking, are disrespectful to the instructor and other class members. Please be
punctual and do not talk in class while others are speaking.
9 Any act of indiscipline will be suitably penalized. Penalty includes F grade in
the course.

Session Plan
Session 1
Topic
Session
Objectives

Required
Reading
Class Format

Introduction to Business Research

Objective of the Course
Introduction to Business Research Process
The Value of Problem Definition
Management Decision Problem, Research Problem
Chapter 1 (Text Book: Malhotra and Dash)
Discussion on Business Research

Session 2
Topic
Session
Objectives
Required
Reading
Class Format

Research Problem Formulation and approach to problem

Objective formulation, Hypothesis Development
Illustration of Problem definition through case
Chapter 2 & 3 (Text Book: Malhotra and Dash)
Demonstration of theory through Case Discussion

Session 3
Topic
Session
Objectives
Case
Required
Reading
Class Format

Research Design and Research Instrument formation

Research Design
Guideline for research instrument, types of items
Video Case-13.1- Intel: Building Blocks Inside out (Text Book page 402403)
Chapter 3, 9 and 10 (Text Book: Malhotra and Dash)
Demonstration of theory through Case Discussion

Session 4
Topic
Session
Objectives
Required
Reading

Sampling Plan & understanding of Research process (part-A)

Sampling plan and Understanding Research Process (part-A)
Chapter 11 (Text Book: Malhotra and Dash)

Class Format

Lecture & Live Case Discussion

Sessions 5
Topic

Understanding Qualitative Marketing Research Process and

Application

Session
Objectives

Understanding Qualitative Research

Focus on Qualitative methodologies and rationale
Qualitative research typologies and exploration
Sampling for Qualitative Research
Interpretation of Qualitative Research
Chapter 4 and 5 (Text Book: Malhotra and Dash)

Required
Reading
Class Format

Theory followed by Live Case discussion

Session 6
Topic
Session
Objectives
Case

Understanding of Research Process

Class Format

Case Discussion

Illustration of Research Process through case discussion

TiVO in 2002: Consumer Behavior

Session 7
Topic
Session
Objectives
Required
Reading
Class Format

Elementary Data Analysis Techniques

Elementary Data Analysis
Chapter 15 (Text Book: Malhotra and Dash)
Case Discussion, Demonstration of Chapter 15 Techniques

Session 8
Topic
Session
Objectives
Required
Reading

Elementary Data Analysis Techniques

Nonexperimental Observation Research
Elementary Data Analysis
Nonexperimental Observation Research
Chapter 15 (Text Book: Malhotra and Dash)

Case
Class Format

Outdoor Lifestyle Question 2 (Text Book page 479-480)

Case Discussion, Solving Question of Chapter 15 on Techniques

Session 9
Topic
Session
Objectives
Required
Reading
Class Format

Experimental Designs in Research and their data analysis

Use of experimental designs for decision making
Chapter 7 and 16 (Text Book: Malhotra and Dash)
In class data analysis

Sessions 10
Topic
Session
Objective
Required
Reading
Case

Use of Regression Analysis for Decision Making

Regression Analysis & their applications
Chapter 17 (Text Book: Malhotra and Dash)
Outdoor Lifestyle Question No. 2 (pp. 550)

Sessions 11
Topic
Session
Objective
Required
Reading

Exercise
Class Format

Use of Regression Analysis for Decision Making

Regression Analysis & their applications
Chapter 17 (Text Book: Malhotra and Dash)
Gujrati, D.(1970). Use of dummy variables in testing for equality between
sets of coefficients in linear regressions: A generalization. American
Statistician, Vol. 24 Issue 5, p18-21.
Gujrati Data Exercise
Case discussion and in class data analysis

Session 12
Topic
Required
Reading
Session
Objectives
Class Format

Factor Analysis
Chapter 19 (Text Book: Malhotra and Dash)
Factor Analysis
Theory followed by Case Discussion

Session 13
Topic
Required
Reading
Session
Objectives
Class Format

Cluster Analysis
Research Ethics
Integrating Research tools and techniques
Chapter 20 (Text Book: Malhotra and Dash)
Cluster Analysis
Ethics in Research
Integration of Research tools and techniques
Lecture Format

-------Thank You-------