This course provides an in-depth exploration of business discovery methods and research methodology, essential for understanding and analyzing business phenomena. Students will learn the foundational principles of research, including the scientific method, and how to design effective research studies. Key topics include formulating research questions, developing hypotheses, and operationalizing concepts. The course covers various types of surveys, both online and offline, emphasizing the selection process, participation factors, and error minimization. Students will gain practical skills in questionnaire design, including question formulation, response formats, and layout. Core concepts of inference and reasoning, such as probability, sampling, and hypothesis testing, will be explored. The course includes hands-on data analysis using SPSS, covering data preparation, hypothesis testing, and regression models. Additionally, students will be introduced to data mining techniques and pattern discovery, equipping them with the skills to uncover valuable insights from complex data sets.