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SEMESTER – II
BUM-C-216
Title: Research Methodology (REM)
Course : 6 BUM-C-216 Research Methodology (REM)

(Max. Hour- 15)
UNIT – I Research Methodology : An Introduction, Meaning & Objectives of Research
Problem Formulation and Statement of Research : Bayesian Decision Theory
Marketing Research Process : Various steps in Marketing Research Process

First Mid Semester Examination Contents Date of Exams. Maximum Marks
Unit One Only 22-24 Jan. 2014 12 Marks
(Max. Hour- 15)
UNIT – II Marketing Research : Nature, Scope & importance of Marketing Research, Organization Structure of Marketing Research.
Research Design : Meaning and Types of Research Design (Exploratory, Descriptive and experimental research design)
Sample Design : Sampling procedure and types of sampling design

Second Mid Semester Examination Contents Date of Exams. Maximum Marks
Unit Two Only 01-03 March 2014 13 Marks
(Max. Hour- 30)
UNIT – III Data Collection Methods and Techniques : Survey, Observation and Interviews.
Questionnaire Design & Method : Attitude measurement, Multidimensional scaling and motivational research techniques.

UNIT – IV Tabulation and Analysis of Data : ANOVA, Cluster Analysis, Conjoint analysis and Factor Analysis.
Use of SPSS and other Statistical Software packages.
Presentation of Written Research Reports.