Venue: Seminar Hall–2, Presidency University

 

The “Essentials of Business Research” academic activity was successfully conducted with the objective of bridging the gap between theoretical knowledge and practical research application for graduate students. The session was designed to support students in preparing for their final-year dissertations and enhancing their research competencies for professional careers.

 

The event was organised by the EL Fortuna Marketing Club, coordinated by Dr. Syed Abid Hussain, Professor, PSOC, Presidency University, Bengaluru. The programme was conducted on 21st January 2026 at Seminar Hall–2, Presidency University.

 

The session was led by Dr. Renee Narmatha, Assistant Professor, Ramaiah University of Applied Sciences, Bengaluru, who served as the resource person. The primary objectives of the programme were:

• To familiarise students with qualitative and quantitative research methodologies

• To provide hands-on exposure to problem definition and hypothesis formulation

• To discuss ethical considerations and data integrity in business research

Key Highlights

• Workshop Modules: Research Design (Exploratory vs. Causal), Sampling Techniques, and Data Analysis using tools such as SPSS and Excel

• Interactive Session: A “Problem Pitch” activity where students framed research questions based on real-world business scenarios (e.g., Impact of AI on Consumer Loyalty)

• Expert Insights: Guidance on interpreting secondary data and effective use of university database resources

Outcomes & Feedback

• Participation: 65 final semester students from BBA, BBB, and BBD programmes

• Student Satisfaction: 92% of participants rated the session as highly relevant

• Key Takeaway: Students expressed increased confidence in selecting suitable research designs for their final-year projects

Conclusion & Recommendation

 

The programme successfully met its core objectives by enhancing students’ understanding of the research process. For future editions, it is recommended to include a dedicated one-hour laboratory session focusing on advanced data analysis software to further strengthen technical proficiency.