Social Sciences Research Methodology

Upon successful completion of this course, the student will acquire knowledge and skills thus given the opportunity to: 1. Understand the role and importance of the use of Market Research. 2. Recognizes the methodology required for the construction of an appropriate questionnaire. 3. Configure the required questionnaire and conduct a comprehensive market research 4. Advances in the analysis and interpretation of research results. 5. Writes a correct reference to the method and the results of research. 6. Perform a literature search to a specific theme and orientation.

Objectives

Purpose and aim of the course is to teach the student: • the basic concepts and principles of research methodology in social sciences with a focus on market research, the essential characteristics thereof, and the properties and applications. • the identification, design and manufacture of basic types and measurement scales and to conduct simple investigations. • knowledge about conducting experiments, sampling, interview and case study import and processing of survey data in statistical packages.

Prerequisites

Does not require any prerequisite course.

Syllabus

Curriculum: ANALYTICAL CHART COURSE Section 1. Research in social science: The Role of Market Research The necessity of use Module 2. Concentration marketing information: • A mixture of Marketing. • Collection of marketing information. • Marketing Information System. • MDSS (Marketing Decision Support System) Lesson 3. The process of market research: Primary Data and Market Research Methods of collecting primary data Degree of building primary data collection methods Lesson 4. Sources data- Secondary Files: Data sources. Benefits secondary data. Cons secondary data. Sources of secondary data. External sources. Databases in the form of cd-rom. Lesson 5. Sources Primary Data: Methods questionnaires completion Advantages and disadvantages mail interview. Selection criteria a questionnaire method. Lesson 6. Sources Primary Data 2: Reply refusal reduction methods. Personal interview. Reply denied error. Reply refusal reduction methods. Lesson 7. Methods qualitative research 2: Methods qualitative research. In-depth interview. When the "in-depth interview" is considered appropriate? Lesson 8. Qualitative research methods: Groups focus of interest. What are the hidden techniques? Researcher role. Covert techniques. Correlation words. Lesson 9. MEANING OF MEASUREMENT: The concept of Measurement Basic Types Measurement The components of the measurement. Definition of reliability and validity. Measurement scales planning process The concept of attitude and its components. Lesson 10. SCALES OF MEASUREMENT: Scales Measurement: Likert Scale Semantic Differential Scale Stapel Scale Grading scale Importance Scale Lesson 11. SCALES OF MEASUREMENT 2: Scale fixed sum Linear Scale E) NON-COMPARATIVE SCALE. F) COMPARATIVE SCALE. TAKTIKA ISSUES ON SCALES MEASUREMENT. Lesson 12. DESIGN PRINCIPLES: Stages decisions in designing questionnaires. Types questionnaire questions.