Research - Definition - Importance - Advantages and Limitations. The research process - problem identification - Design of research –types of research-Types of Design - Sampling process and selection - sample types - Sample size and sampling errors

Data Collection - methods - tools - Questionnaire – Interview Schedule - Kinds of Data - Attitude measurement of scaling technique - Editing, Coding, Tabulation- Introduction of SPSS Package and its application in research.

Statistical Data Analysis - Hypothesis - its sources - formulation and testing of Hypothesis - Z test, T test - Chi-square test

Interpretation and report writing - steps in writing reports - layout of report, types, and principles of report writing - Graphical representation of results.

Application of research: Product research - Price research - Motivation research - Promotion research – Distribution research - Sales control research - Media research.