Topic & Readings

SESSION NO TOPIC & READINGS

1. An overview of the Research Process

2. Conceptualization of the research study

Case: Rating of business schools.

3. Formulating Research Questions

4&5 Research Design

Cases: Suncoast Bank

Brightface Toothpaste

6. Instrument and Questionnaire development

Case: Wolff Drug Company

7. Qualitative Research

8. Sampling

9. Mid term

10. Case discussion: Hamilton Power tools.

11. Introduction to data analysis

12. Project proposals

13. Project proposals

Assignment

The assignment would simulate a competitive bidding situation. Two groups (of 5 members each) would bid for a research study. The teams are required to work independently and present a research proposal on a given problem. The topics would be assigned randomly to the groups.

Process of Competitive bidding:

The groups working on a topic would form the agency groups.

1. Two teams would act as clients for every problem.

2. The agency groups would make a formal presentation in front of the client groups. While an agency group is presenting the other group working on the same topic would not be allowed to sit inside the presentation room. The research proposal has to be submitted at the time of the presentation.

3. After all the agency groups make their presentations, the client groups would evaluate the agency groups and decide which agency group is the best (Please note that the client groups would be required to give a critique on the proposal (presentation).

4. The groups would be required to do exploratory study before formalizing the research proposal.

5. The proposals would be evaluated by the other groups on the following parameters: Conceptualization of the topic (5marks), formulating the research questions (5 marks), research design (5 marks), sampling (5 marks) presentation (5 marks) and report (5 marks).

Topics:

o Engine oils for 2 wheeler and three wheelers have traditionally been sold loose at petrol pumps and branding was not important. However, presently a lot of advertising is seen for engine oils. The company wishes to study the impact