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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.
Unit II
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.
1. Ahuja Ram, 2006: Research Methods, Jaipur, Rawat Publications
2. Blake, Norman, 1973: Approaches to Social Enquiry, Cambridge, Policy Press
3. Bose, Pradip Kumar, 1995: Research Methodology, New Delhi: ICSSR
4. Bryman, Alan, 1988: Quality and Quantity in Social Research, London, Unwin Hyman.
5. Goode &Hatt, 1981: Methods in Social Research, Singapore, McGraw Hill Co.
6. Kothari, C. R, 1989: Research Methodology: Methods and Techniques, Banglore, Wiley Eastern.
7. Kurtz, Norman R, 1983: Introduction to Social Statistics, Paris: MC Graw Hill
8. Levin Jack, 1983: Elementary Statistics in Social Research, New York: Harper & Row Publishers.
9. Madge John, 1970: The Origins of Scientific Sociology, London, Tavistock.
10. May, Tim, 1977: Social Research: Issues, Methods and Process, Buckingham, Open University Press.
11. Shipman Martin, 1988: The Limitations of Social Research, London, Longman.
12. Young, P. V., 1988: Scientific Social Surveys and Research, New Delhi, Prentice Hall.
