Paper I: Research Methodology

Introduction to Research Methodology: Meaning and purpose of research;
Types of research. Elements of research -Validity: internal, external; Reliability; concepts and constructs; Variables; hypothesis and research questions; nature and levels of measurement; measurement scales.

Research Design: Meaning, Importance, Characteristics, Purpose and Types

Qualitative and Quantitative Research Approaches.

Advantages and disadvantages of different approaches and methods;

Data Collection-Techniques and types

Data analysis and interpretation.

Quantitative methods: Survey, Content analysis, Experimental Research

Qualitative approach: Field Observation, In-depth Interviews, Case Study, Critical Content

Sampling: Meaning and types. Scaling Techniques

Population and sample; probability and non probability samples; sample size; sampling error

Research applications

Research in various fields: print, electronic, advertising, public relations, Internet

Integrating theory and research:

Measures of Central Tendency.

Measures of Dispersion: Range, Standard Deviation, Correlation, Regression.

Data analysis: Tabulation of data, Frequency Distribution, Graphical Representation and Diagrammatic representation. Report writing

Statistical data Analysis: Descriptive statistics; parametric and non-parametric statistics. Basic

Concepts in statistics: data distribution; hypothesis testing; chi-square test, t-test;

Introduction to SPSS and its application.