Documente Academic
Documente Profesional
Documente Cultură
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I. Course Objectives:
This course provides an understanding to business research which essentially forms the
basis of business theory and practice. Considering the recent dynamics and
competitiveness of the business environment, a right and logical decision helps a firm
maintain its long-term stability in the marketplace. Right decisions are not merely based
on intuition or judgement. A good manager when faced with a business problem,
develops an understanding of the context, structures the problems and then uses
appropriate methods to collect the information, analyse it and take a decision.
Business research is a function that aims to bridge the gap between the consumers and the
businesses (and concerned managers) by imparting the right information. Given the
unparalleled relevance of business research, it is imperative for management aspirants to
understand the significance and usage of various tools/techniques of business research.
Against this backdrop, this course is designed to enable participants to stay ahead in
today’s complex business world of data, intelligence, metrics and messages. This course
will deal with the problem definition, research design, questionnaire design, data
collection, and analysis stages of research projects.
V. Evaluation Criteria:
Criteria Weightage
Class participation 10%
Mid-Term Examination 20%
Group Project 30%
End Term Examination 40%
Session 9 Sampling
Reading Chapter 11 & 12
Case 1.1 (P371 &398) HP: Using Marketing Research to gain a Competitive Edge
Business Case 11.1 Nivea: Marketing Research leads to consistency in marketing
Business Case 12.1 Subaru: “Mr. Survey” Monitors Customer Satisfaction