MR (BBA 5th)

Basic concepts: scope, limitations, objectives.

Research process.

Research design and its types: exploratory, descriptive and experimental (in detail)

Data collection: primary and secondary.

Scaling: meaning of scaling, classification, important scaling techniques: rating scales

and ranking scales. Scale construction techniques, multidimensional scaling.

Questionnaire: questionnaire construction, tabulation, coding, editing of data.

Sampling: concepts, types and techniques, estimation of sample size.

Data analysis: tests of significance based on t, f and z distribution and chi-square test;

cross tabulation.

Marketing research applications.