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Research Methodology addresses empirical research issues with a focus on research design, the problems involved in constructing an appropriate research design and the means to overcome these problems. Data, its sources, methods employed to obtain data, experimental techniques employed, types of errors that may creep in, how to measure, check and control errors are all addressed. Once the data is collected, methods to analyse the data, present them as a cogent report and the limitations of research are dealt with. A detailed case study illustrates all the concepts explained in the book and the chapter-wise assignments will definitely help the student to understand the basic issues of market research. The book is primarily intended to serve as a textbook for the students of Management at the undergraduate and postgraduate levels.

Contents: 1. Introduction. 2. Research design. 3. Sources of data. 4. Maintaining data quality under various settings. 5. Experimental techniques. 6. The questionnaire method. 7. Errors in data: measurement error. 8. Measurement and scaling techniques. 9. Methods of data collection. 10. Tools of processing and analysis of data. 11. Sampling, sampling errors and testing of hypotheses. 12. Data, analysis and report writing. 13. Research administration. 14. An illustration of research methodology. Appendices. Index.