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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. The research methodology includes the various methods and techniques for conducting a research. Marketing Research is the systematic design, collection analysis and reporting of data and finding relevant solution to a specific marketing situation or problem. D. Slesinger and M. Stephenson in the encyclopedia of social sciences define Research as the manipulation of things, concept or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aid n construction of theory and practice of an art. Research is thus an original contribution to the existing stock of knowledge making for its advancement. The purpose of research is to discover the answers to the questions through the application of scientific procedures. 4.1 Defining the Research Problem and Objectives: It is said, A problem well defined is half solved. The first step in research methodology is to define the problem and deciding the research objective. The objective of the study is to study the use of various promotional tools used in private banking sector so as to get an idea of impact of promotional tools on general masses. 4.2 Research Design: Research Design is a blueprint or framework for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and solve marketing research problem. The research design used in the study is descriptive research. 4.3 Sampling Design: Sampling can be defined as the section of some part of an aggregate or totality on the basis of which judgment or an inference about aggregate or totality is made.

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4.4 Universe: Universe refers to the total of the units in field of inquiry. The study is restricted to Jalandhar only. 4.5 Sampling unit: Sampling frame is the representation of the elements of the target population. Sampling unit of the study is general masses. 4.6 Sampling size: Sampling size is the total no. of units covered in the study. The sample size of the study is 100. 4.7 Sampling Technique: Sampling Technique used in the study is NonProbabilistic Convenient Sampling. Convenient sampling: It is that type of sampling where the researcher selects the sample according to his or her convenience. 4.8 Data Collection and Analysis: Data can be collected in two ways 4.8(a) Primary data: Primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. It is the backbone of any study.

4.8(b) Secondary data: Secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. In this case one is not confronted with the problems that are usually associated with the collection of original data. Secondary data either be published data or unpublished data. 4.9 Sources of data: Source of the research is both primary and secondary data. Primary data is obtained from respondents with the help of widely used and wellknown method of survey, through a well-structured questionnaire. And the secondary data is collected from the internet, magazines, journals and news papers.

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4.10 Research instrument: Research instrument is that with the help of which data is collected from respondents. The instrument used is Questionnaire. The questionnaire of the study conducted consisted of 14 questions which included both open ended and close ended questions. 4.11 Tools of Analysis: In this study pie charts, graphs and percentages have been used to analyze the collected data.

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LIMITATIONS

Every study has its own limitations and some of the limitations of this project are: The survey was restricted to JALANDHAR only. So the results may not be representative on the part of the entire nation. Only selected banks were surveyed. The sample population was selected on judgment and may not be completely representative. Some of the respondents were found to be reluctant while providing the information. So the element of prejudice can not be overruled. As the project study was based on a simple survey and not census study so some of the sampling errors, which are presumed to occur in a sample survey, may be there. The information of promotional trends being used was lastly updated in the year 2006. So this is also the major limitation of the study.

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