Programme PGP & PGP-FABM Term III Academic Year 2021-22

Course title Business Research Methods Area Marketing Credits 0.50

Prof. Akshaya Vijayalakshmi,
Prof. Anand Kumar Jaiswal,
Prof. Anuj Kapoor,
Prof. Arindam Banerjee

Course Description & Objectives
The objective of this course is to develop in the participant, approach, skills and the attitude required to specify, evaluate and utilize information for making better business decisions. It is not intended to turn a participant into a business research technician. However, the use of research techniques would be discussed briefly to provide a sound base for achieving the above objectives. Specifically, the course would attempt to develop in a participant an exposure and competence in:
i. Overview of Business Research Methods (BRM)
ii. Defining research problems in the context of marketing decisions and specifying information needed
iii. Evaluating the research design for the decision situation
iv. Qualitative and quantitative research
v. Evaluating and interpreting available and new information
vi. Utilizing the information for making the research related decisions and basic data analysis

The course is organized and conducted in a manner so that it provides a strong support to other PGP-I courses and also to equip the participants to execute summer assignments competently. The course would have class sessions as well as a field-based research project to achieve the above objectives.