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 nonprobability 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.
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