Research Methodology

(MBA3002)

Research Methodology
MBA 3002
MIT-WPU: FoM(PG)
2018-19

Unit 5
PPTs by

Dr. Swapnil Undale Dr. Kasturi Shukla

Dr. Nutan Nigade Dr. Harshal Raje
Prof. Prajakta YawalKar Prof. Madhuri Shete
Prof. Anagha Gupte Prof. Anjali Mote

This work is licensed under the Creative Commons Attribution-ShareAlike 4.0

International License. To view a copy of this license, visit
http://creativecommons.org/licenses/by-sa/4.0/.

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 Research Methodology
(MBA3002)

Research Proposal
5.1 Elements of Research Proposal, Case Study on drafting
research Proposal

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 Research Methodology
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Research Proposal
• A research proposal is the plan of research proposed to the
management for getting their approval.
• A research proposal is the blueprint or roadmap of research.
• It is also known as work plan, prospectus, research outline,
statement of intent or draft plan.
•  A research proposal throws light on, 5 Ws and 1 H of research –
o Why?
o What?
o Who?
o Where?
o When?
o How?
• It points out the benefit of research.
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Research Proposal
• Types of Research Proposals:
o There are two types of research proposals.
o Internal Research Proposal: It is prepared by the
internal staff of research department or cell of the
company for getting approval from the
management.
o External Research Proposal: It is prepared by the
external research agency for getting an order of
the research project.
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Research Proposal
• Elements of Research Proposal:
o Executive Summary
o Problem Statements/ Purpose and Objectives of Research
o Review of Literature
o Benefits of Research
o Research Design or Plan
o Layout of Research Report
o Budget/Price
o Time Duration and Schedule of Activities
o Manpower Required
o Facilities and Special Resources Required
o Project Management
o Appendices
o Bibliography
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Research Proposal
• Process of Evaluating the Research Proposal:
o Development of review criteria
o Assignment of points to each criterion
o Assignment of weight for each criterion based on
importance of each criterion
o Generation of total score for each proposal
o Selection of proposal
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Research Proposal
• Criteria for Evaluating the Research Proposal:
o Cost-effectiveness
o Justified Research Methodology
o Neatness of proposal
o Organisation or Structure: Logical and easily understandable
o Appropriateness of writing style
o Quality of manpower
o Reputation of agency
o Research facilities offered by the agency
o Completeness in fulfilling specifications regarding budget and
schedule
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Research Proposal
example

To understand perception of consumers towards

the snack food Hippo for Parle Agro Products.
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Assumptions

• The study will be conducted in Pune.

• The target respondents will be the youth, lying in the

age of 16 to 21 years.

• The total number of respondents will be 300.

• Total no of competitors in the market are 2500

including all local competitors.
 Research Methodology
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Title

• To understand consumer perception of Hippo, a

brand of Parle Agro Products.
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Research Design
• Objectives:

• To find out the consumer awareness about the brand

Hippo.

• To determine consumers likeability for the product in

terms of various parameters such as taste, aroma,
packaging, availability etc.

• To determine consumer preference for snack food

amongst the various competing brands.
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Research Design

• Type of Study:
• The research will be a Descriptive Research.
• A structured interview of 300 people will be conducted from
different parts of Pune.

• Sample Questionnaire:
Parle Agro Hippo maintains high quality
Strongly agree_________________
Agree________________________
Neither agree or disagree_________
Disagree______________________
Strongly disagree_______________
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Research Design
• Sample Questionnaire:
Rate the following parameters on a scale of 1 to 7:
Taste: Bad 1 2 3 4 5 6 7 Good
Availability: Poor 1 2 3 4 5 6 7 Readily
Available

Rank following flavors of Hippo according to your preference

(Rank 1 to most preferred through 5 for least preferred)
Italian Pizza….. Chinese Manchurian…..
Yoghurt mint … Hot and Sweet Tomato….
Thai Chili….
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Research Design

• Target Population and Sample Size:

• Target population is the youth of Pune between the

ages of 16 to 21 Years.

• People from different economic backgrounds will be

interviewed.

• Sample Size :300

 Research Methodology
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Research Design

• Sampling Technique and Data Collection Method:

• The Stratified sampling technique will be adopted.

• The data collected will be in the form of structured

interview . Personal interviews will be conducted.
 Research Methodology
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Research Design

• Research Instrument:

• The research instrument used will be the structured

questionnaire.

• The Likert's rating scale and semantic differential

scale will be used.
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Managerial benefits

This study will help management

• To understand the strengths and weaknesses of the
brand.
• To understand the changes required to be made in
terms of flavor, packaging and price.
• To find out the effectiveness of the distribution
channels.
• To find out the effectiveness of the integrated
marketing communication strategies used.
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Proposed Cost

Sr. No. Particulars Amount (Rs./-)

1 Salary/Honorarium 1,20,000.00
2 Traveling Expenses 20,000.00
3 Secondary data, Books, Journals etc 10,000.00
4 Stationery, typing & printing 5,000.00
5 Miscellaneous 5,000.00
Total 1,60,000.00

Proposed Duration
• The project will be completed within a time period of
6 months.
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Profile of Research Co. Capabilities

• Our technical capabilities are broad & diverse.

• We offer full service research capabilities.
• Highly experienced & skilled research analysts
• Wealth of standardized & customized solutions
to address unique issues.
• Innovative approaches combined with broad
market knowledge.
• Highly qualified & skilled researchers.
 Research Methodology
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Data Analysis
5.2 Frequency Distribution table, Charts: Bar, Histogram, Pie

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Frequency distribution
• To describe any situations, draw conclusions, or
make inferences about events, the researcher
must organize the data in some meaningful way.
The most convenient method of organizing data
is to construct a frequency distribution.

• After organizing the data, the researcher must

present them so they can be understood by
those who will benefit from reading the study.
The most useful method of presenting the data
is by constructing statistical charts and graphs
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Frequency Distribution

Raw data: Monthly Salary of an employee

(in thousand Rs.)
43 58 46 46 45 70 53 25 51 51

40 49 39 43 20 22 67 36 57 40

34 50 34 58 46 37 46 32 39 37

56 39 28 40 23 41 62 48 36 28

45 39 64 59 32 22 52 70 48 36
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Frequency Distribution Table:

Monthly Salary of an
employee (in thousand Rs.)
Rs. Frequency %
20-30 7 14%
30-40 16 32%
40-50 13 26%
50-60 9 18%
60-70 5 10%
Total 50 100%
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Eg: - A researcher asked her class to pick who would

win in a battle of superheroes. Below is a frequency
table of the results:

Batman Captain America Iron Man Superman

52 25 34 17

Out of a total of 128 responses, 41% (or 52/128) of

students reported that Batman would win the battle,
followed by Iron Man with 27%, Captain America with
19%, and Superman with 13%.
Draw pie chart and bar chart of these results :
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• Pie Chart

Batman 52

Captain 25
America

Iron Man 34

Superman 17
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• Bar Chart
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Data Analysis
5.3. Hypothesis- meaning, importance and qualities of good
hypothesis. Steps, framing null & alternate hypothesis,
testing logic & importance, Type-I & Type-II error,
Concept of Level of Significance and Confidence level.

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Introduction to Hypothesis Testing

 A statistical hypothesis is an assumption about an unknown

population parameter.
 Hypothesis testing is a well defined procedure which helps
us to decide objectively whether to accept or reject the
hypothesis based on the information available from the
sample.
 In statistical analysis, we use the concept of probability to
specify a probability level at which a researcher concludes
that the observed difference between the sample statistic
and the population parameter is not due to chance.
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Hypothesis Meaning

Hypothesis - A proposition or set of propositions formulated for

empirical testing.
e.g. Sales performance of South region is better than the
North region
Div A is performing as well as Div B

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 Research Methodology

Types of hypotheses –
(MBA3002)

Null hypothesis (H0) : Assumption that no difference exits

between sample statistic and population parameter.
e.g. Div A is performing as well as Div B

H0 : A = B
Alternative hypotheses (H1) : Represents all other possibilities.
Alternatives to Null hypothesis.
e.g. H1 : A ≠ B

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Characteristics of a good hypothesis

 Clear and precise (students performance is better)

 Testable (198,167,828,489,222,341,546,876 stars)
 Stating the relationship between variables in relational
hypothesis.
 Limited and specific (more specificity more testability)
 Simple & easy to understand
 Based on substantially established facts/theory.
 Testable in a reasonable time.
 Based on empirical reference ( Earlier work or pilot surveys)

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Statistical Inference: Hypothesis

Testing for Single Populations
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Hypothesis Testing Procedure

Steps in hypothesis testing

Step 1 Set Null and alternate hypothesis

Step 2 Select appropriate test of significance
(hypothesis test)
Step 3 Set desired Level of Significance
Step 4 Calculate P value/test statistic
Step 5 Draw conclusion (Result)
Ref.: Fundamentals of Statistics by S. C. Gupta
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Step 1: Set Null and Alternative Hypotheses

 The null hypothesis generally referred by H0 (H sub-zero),
Theoretically, a null hypothesis is set as no difference or
status quo and considered true, until and unless it is
proved wrong by the collected sample data.
 Symbolically, a null hypothesis is represented as:
 The alternative hypothesis, generally referred by H1 (H
sub-one), is a logical opposite of the null hypothesis. In
other words, when null hypothesis is found to be true,
the alternative hypothesis must be false or when the null
hypothesis is found to be false, the alternative
hypothesis must be true.
 Symbolically, alternative hypothesis is represented as:
 Research Methodology
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Step 2: Select appropriate test of significance (hypothesis test)

 Type, number, and the level of data may provide a platform

for deciding the statistical test.
 Apart from these, the statistics used in the study (mean,
proportion, variance, etc.) must also be considered when a
researcher decides on appropriate statistical test, which can
be applied for hypothesis testing in order to obtain the best
results.

 Some of the commonly used testing procedures are

1. 2 (Chi square test)

2. t test

3. ANOVA

Etc….
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Step 3: Set the Level of Significance

 The level of significance generally denoted by α is the

probability, which is attached to a null hypothesis, which may
be rejected even when it is true.
 The levels of significance which are generally applied by
researchers are: 0.01, 0.05, 0.10.
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Step 4: Compute P value/test statistic

 In this step, the researcher has to compute the test

statistic or P value.
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Step 5: Draw conclusion (Result)

 In this step, the researchers draw a statistical conclusion. A

statistical conclusion is a decision to accept or reject a null
hypothesis.

 Decision rule to accept or reject Null hypothesis:

If p <  ( may be 0.01, 0.05 or 0.1) reject null

hypothesis
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Type I and Type II Errors

When a researcher tests statistical hypotheses, there
can be four possible outcomes as follows:

 1. Rejecting a true null hypothesis (Type I error)

 2. Accepting a false null hypothesis (Type II error)
 3. Accepting a true null hypothesis (Correct decision)
 4. Rejecting a false null hypothesis (Correct decision)
Truth about the population
H0 True H0 False

Reject H0 Correct
Type I error Decision
Decision based
on samples Correct
Accept H0 Type II error
Decision
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Level of significance () aka significance level:

The maximum value of the probability (level of risk) of rejecting
a true Null hypothesis(H0)

Major level of significance  1%, 5%, 10% (.01, .05, .1)

Widely used level of significance  5% (.05)

Level of Confidence () aka confidence level:

The probability that the result will be correct

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p-Value Approach for Hypothesis Testing

 The p-value is some times referred as the observed level of

significance.

 The p-value is the smallest value of probability (α) at which

the null hypothesis can be rejected.
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Data Analysis
5.4. Hypotheses tests: One sample t test, Independent sample
t test, paired sample t test, One way ANOVA, chi-square
test for independence (3 Case studies using EXCEL on
hypotheses testing), (Interpretation of the given data is
expected for appropriate managerial decisions, numerical
not expected)

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Data Analysis
One sample t test

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Hypothesis Testing for a Single Population Mean Using the T Statistic

(Case of a Small Random Sample When n < 30)

When a researcher draw a small random sample (n < 30) to estimate

the population mean μ and when the population standard deviation is
unknown t test can be applied.
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Example 10.4: Royal Tyres has launched a new brand of tyres for
tractors and claims that under normal circumstances the average
life of the tyres is 40,000 km. A retailer wants to test this claim and
has taken a random sample of 8 tyres.He tests the life of the tyres
under normal circumstance. The results obtained are presented in
Table 10.4.
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Example 10.4 (Solution)

Since p (=0.795) >0.05

At 5 % level of significance, the null hypothesis is accepted .
The average life of a tyre is 40,000 km.
The retailor can guarantee the customers that the company’s claim is valid
under normal circumference.
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Statistical Inference:
Hypothesis Testing for
Two Populations

Independent sample t test

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Hypothesis Testing for the Difference Between Two

Population Means Using the t Statistic (Case of a Small Random
Sample, n1, n2 < 30, When Population Standard Deviation Is
Unknown)

When sample size is small (n1, n2 < 30) and samples are
independent (not related) and the population standard
deviation is unknown, the t statistic can be used to test the
hypothesis for difference between two population means.
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Hypothesis Testing for the Difference Between Two
Population Means Using the t Statistic (Case of a Small
Random Sample, n1, n2 < 30, When Population Standard
Deviation Is Unknown)
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Independent sample t test

Example 11.2: Anmol Constructions is a leading company in the

construction sector in India. It wants to construct flats in Raipur and
Dehradun, the capitals of the newly formed states of Chattisgarh and
Uttarakhand, respectively. The company wants to estimate the amount
that customers are willing to spend on purchasing a fl at in the two
cities. It randomly selected 25 potential customers from Raipur and 27
customers from Dehradun and posed the question, “how much are you
willing to spend on a flat?” The data collected from the two cities is
shown in Table 11.2(a) and Table 11.2(b). The company assumes that
the intention to purchase of the customers is normally distributed with
equal variance in the two cities taken for the study. On the basis of the
samples taken for the study, estimate the difference in population
means taking 95% as the confidence level.
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Example 11.2 (Contd.)

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Solution (Example 11.2)

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Statistical Inference:
Hypothesis Testing for
Two Populations

Paired Sample t Test

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Statistical Inference About the Difference Between the

Means of Two Related Populations (Matched Samples)
 For dependent samples or related samples, it is important that the two
samples taken in the study are of the same size.
 t Formula to test the difference between the means of two related
populations (matched samples)
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Paired t test

Example 11.3: An electronic goods

company arranged a special training
programme for one segment of its
employees. The company wants to
measure the change in the attitude of its
employees after the training. For this
purpose, it has used a well-designed
questionnaire, which consists of 10
questions on a 1 to 5 rating scale (1 is
strongly disagree and 5 is strongly agree).
The company selected a random sample
of 10 employees. The scores obtained by Use α = 0.10 to determine whether there
is a significant change in the attitude of
these employees are given in Table 11.3. employees after the training programme.
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Data Analysis
ANOVA
(Analysis of Variance)

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Analysis of Variance
 Analysis of variance or ANOVA is a technique of testing
hypotheses about the significant difference in several
population means.
 In analysis of variance, the total variation in the sample data
can be on account of two components, namely, variance
between the samples and variance within the samples.
 Variance between the samples is attributed to the
difference among the sample means. This variance is due to
some assignable causes.
 Variance within the samples is the difference due to
chance or experimental errors.
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One-way ANOVA

Completely randomized design contains only one

independent variable, with two or more treatment levels or
classifications.
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Figure 12.1: Partitioning the total sum of squares of the variation for
completely randomized design (one-way ANOVA)

SST (total sum of squares) = SSC (sum of squares between columns) + SSE
(sum of squares within samples)
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Applying the F-Test Statistic

 In case of ANOVA, F value is obtained by dividing the treatment
variance (MSC) by the error variance (MSE).

 F test statistic in one-way ANOVA

 The F test statistic follows F distribution with k – 1 degrees of freedom

corresponding to MSC in the numerator and n – k degrees of freedom
corresponding to MSE in the denominator.
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The ANOVA Summary Table

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ANOVA

Example 12.1: Vishal Foods Ltd is a leading manufacturer of

biscuits. The company has launched a new brand in the four
metros; Delhi, Mumbai, Kolkata, and Chennai. After one
month, the company realizes that there is a difference in the
retail price per pack of biscuits across cities. Before the launch,
the company had promised its employees and newly-appointed
retailers that the biscuits would be sold at a uniform price in the
country. The difference in price can tarnish the image of the
company. In order to make a quick inference, the company
collected data about the price from six randomly selected
stores across the four cities. Based on the sample information,
the price per pack of the biscuits (in rupees) is given in Table
12.5:
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Example 12.1(Contd.)

Use one-way ANOVA to analyse the significant difference in the

prices. Take 95% as the confidence level.
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Table 12.7: ANOVA table for Example 12.1

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FIGURE 12.5 : MS Excel output for Example 12.1

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Data Analysis
Chi Square Test
2

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Chi-square Test of Independence: Two-way

Contingency Analysis

 When observations are classified on the basis of two

variables and arranged in a table, the resulting table is
referred to as a contingency table. Chi-square test of
independence uses this contingency table for determining
independence of two variables; this is why this test is
sometimes referred to as contingency analysis.
 When we add the row or column totals, the grand total (N)
is obtained. This grand total is the sum of all the frequencies
and represents the sample size.
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The expected frequency of cell jk is

Where RT is the row total, CT the column total, and N the total number of frequencies
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Chi-Square Test Statistic

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Chi Square Test

Example 13.2:
The Vice President (Sales) of a garment company wants to determine
whether sales of the company’s brand of jeans is independent of
age group. He has appointed a marketing researcher for this
purpose. This marketing researcher has taken a random sample of
703 consumers who have purchased jeans. The researcher
conducted survey for three brands of the jeans, namely Brand 1,
Brand 2, and Brand 3.The researcher has also divided the age
groups into four categories: 15 to 25, 26 to 35, 36 to 45, and 46 to
55. The observations of the researcher are provided in Table 13.6:
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Table 13.6: Contingency table for Example 13.2

Determine whether brand preference is independent of age

group. Use alpha=0.05.
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Table 13.7: Contingency table of the observed and expected

frequencies for Example 13.2
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Table 13.11: Computation of chi-square statistic for Example

13.4
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Data Analysis
5.5. Report Writing: layout of Report, Summer Internship
Project layout and guidelines

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Types of reports

1. Oral
2. Written

© 2011, Reserved by Swapnil Undale 75

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Types of reports

i. Target
1. Oral ii. Plan- objectives (persuading,
2. Written recommending, suggesting etc)
iii. Information – collection &
organizing
iv. Language – simple
v. Use visual aids – (optimum)
charts, diagrams, tables,
pictures, posters, boards,
slides and movies.
vi. Handouts
vii. Summary

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Types of reports
1. Oral
2. Written
a) Time
b) Functional
c) Subject/field
d) Physical form
e) Relationship
between reader &
writer
f) Author’s
employment status
g) Formality

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Types of reports
1. Oral
2. Written Time interval basis-
a) Time I. Daily
b) Functional
II. Weekly
c) Subject/field
d) Physical form
III. Monthly
e) Relationship IV. Quarterly
between reader & V. Annual
writer
VI. Special
f) Author’s
employment status
g) Formality

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Types of reports
1. Oral
2. Written
a) Time Functional basis
b) Functional I. Informational – factual,
c) Subject/field no analysis, no
d) Physical form suggestion
e) Relationship
between reader &
writer II. Examination – no
f) Author’s conclusions or
employment status recommendations
g) Formality

III. Analytical/problem
solving
© 2011, Reserved by Swapnil Undale 79
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Types of reports
1. Oral
2. Written  Market report
a) Time  Sales report
b) Functional  Labor report
c) Subject/field  Health report
d) Physical form
 Operations report
e) Relationship
between reader &  Distribution report
writer  Service report
f) Author’s  Maintenance report
employment status
g) Formality etc

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Types of reports
1. Oral
2. Written Physical form or make-up basis
a) Time
b) Functional • Short form- Memoranda,
c) Subject/field letters, progress reports
d) Physical form
e) Relationship
• Long form – Examination
between reader &
writer report, diagnostic report
f) Author’s
employment status
g) Formality

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Types of reports
1. Oral
2. Written Relationship between reader &
a) Time writer; basis
b) Functional I. Administrative – within
c) Subject/field organization
d) Physical form II. Professional – submitted by
e) Relationship outside expert
between reader &
writer
III. Independent – Non profit
f) Author’s
organization, for public
employment status benefit
g) Formality

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Types of reports
1. Oral
2. Written Employment status of reporter
a) Time
b) Functional I. Private Reports – Private
c) Subject/field organization
d) Physical form
e) Relationship
between reader &
II. Public reports - Government
writer reports, public organization
f) Author’s
employment status
g) Formality

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Types of reports
1. Oral
2. Written Formality basis –
a) Time
b) Functional I. Formal report - executive’s
c) Subject/field report to superior or top
d) Physical form management (vertical
e) Relationship reports)
between reader &
writer
f) Author’s II. Informal report – horizontal
employment status reports, informational
g) Formality purpose

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Report –
Two types:
Oral & written reports
Report writing-
Steps in report writing-
1. Logical analysis of the subject matter: Findings are
presented in inductive order i.e. moving from specific
to general or simple to complex
2. Preparation of final outline: Framework
3. Preparation of rough draft
4. Rewriting and polishing the rough draft
5. Preparation of the final bibliography: References e.g.
Books, magazines, research papers etc
6. Writing the final draft

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Layout of Report –
Three parts:
1. Preliminary pages
2. Main text
3. End matter

1. Preliminary pages:
• Title
• Date
• Acknowledgements (preface/foreword)
• Table of contents
• List of tables
• List of illustrations

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Layout of Report –
2. Main Text:
1. Title (repeated at the top row of first page)
2. Introduction
• Subject
• Objectives/purpose
• Literature Review: A brief summary of other
related research
• Hypothesis
• Operational definitions
• Methodology
• Scope & limitations
3. Statement of findings and recommendations
4. The results
• Detailed presentations of findings
• Tables, charts, graphs etc

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Layout of Report –
2. Main Text:
5. The implications
• Statements of inferences
• Generalizability of the findings
• Unanswered and new questions and
suggestions for further study
• Conclusion:
• Summaries the main points
• Conclusions related to hypothesis
• Future of the subject
• Indication for future research
6. The summary
Brief summary includes:
• Research problem
• Methodology
• Major findings & conclusions 88
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Layout of Report –

3. End Matter:
• Appendices
• Questionnaires
• Sample information
• Referred charts, tables
• Bibliography
• Index

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Layout of Report –
1. Title page
2. Letters of transmittal and authorization
3. Table of contents
I. Statistical tables
II. Charts
III. Illustrations
4. Introduction
5. Methodology
6. Findings
7. Limitations
8. Summary and conclusions
9. Recommendations
10. Appendices
11. Bibliography
12. index
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Summer Internship Project layout and guidelines

Refer Logbook

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