Research Methodology addresses empirical research issues with a focus on research design, the problems involved in constructing an appropriate research design and the means to overcome these problems. Data, its sources, methods employed to obtain data, experimental techniques employed, types of errors that may creep in, how to measure, check and control errors are all addressed. Once the data is collected, methods to analyse the data, present them as a cogent report and the limitations of research are dealt with. A detailed case study illustrates all the concepts explained in the book and the chapter-wise assignments will definitely help the student to understand the basic issues of market research. The book is primarily intended to serve as a textbook for the students of Management at the undergraduate and postgraduate levels