CHAPTER 3

RESEARCH METHODOLOGY OF THE STUDY

3.1 Introduction:

In this chapter, an endeavor is made to portray the various aspects of the

research methodology adopted for this study purpose. The aim of this study is to

objectively understand the behaviour of mobile phone users in Thane district towards

possession and price of mobile, call and recharge pattern, functional, financial and

social business activity and movement pattern and further their perceptions towards

mobile banking business activities and movement that is influenced by various

factors. Therefore the present study adopted following research methodology outlay

which is shown in chart 3.1.

Chart 3.1
Out lay of Research Methodology

Introduction Statement of Problems

Hypotheses of the study Objectives of the study

Significance of the study Research Design

Scope of the study Period of the survey for data

Samples and sample size of Final sample size selection

the study process

Sources of data collection

Statistical tools and
techniques used
Data analysis and
interpretation Limitations of the study

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3.2 Statement of the problem:

The specific questions or problems to be investigated in the present study are as

follows:

1. What are the responses of mobile phone users towards possession of mobile

phone?

2. What are the responses of mobile phone users towards price preference?

3. What are the attributes considered by mobile phone users while purchasing

mobile phone?

4. What are the responses of mobile phone users in respect of awareness, extent

of recharge, call rate, objectives of mobile phone use, sms etc.?

5. What is the behaviour of mobile phone users on functional business activity

and movement?

6. What is the behaviour of mobile phone users on financial business activity and

movement?

7. What is the behaviour of mobile phone users on social business activity and

movement?

8. To what extent mobile phone users aware of general concept of mobile

banking, mobile banking services (activities) and specific types of mobile

banking services.

9. What is the perception of mobile phone users on advantages and

disadvantages of mobile banking?

10. What is the perception of mobile phone users on apprehensions about mobile

phone and expectations from mobile banking attractiveness?

11. What is the perception of mobile phone users on purpose of using mobile

banking activities/services?

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 12. What is the willingness perception of mobile phone users on using mobile

banking for

a. For selling and purchasing of financial instruments,

b. Making fixed deposits,

c. Making payments bills,

d. Derivates,

e. Money transfer

f. Initial pubic offers.

13. What is overall willingness perception of mobile phone users on utility of

mobile banking services?

14. What is behaviour of mobile phone users on M – commerce/M –

marketing/SMS and other functions?

15. How mobile phone user’s perceived movement of mobile banking services?

16. What are the movement styles of mobile phone users in respect of availing

mobile banking services?

17. What is a relationship between demographic variables and uses of mobile

banking services?

18. Does demographic factors / variables influences uses of mobile banking

services?

19. What is relationship between mobile perceived service quality and

dimensions?

20. Does dimensions influences mobile perceived service quality?

Hence the statement of the problem is “A study of Mobile Phone Users in

Thane District”.

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3.3 Objectives of the study:

The objectives of the study refer to what the researcher specifically wants to

do in the course of the study. Formulating proper objectives is essential for research

due to the fact that the whole design of research depends on it and it gives speed to

research problem investigation. It helps to examine the existing phenomenon. It gives

proper and logical direction to research work. It can also suggest ways and means to

overcome all related problems, deficiencies so as to improve overall quality of

research. India is the second-largest mobile phone user with over 995.9 million users

in the world. It accounted for over 10% of the world’s online population in 2011. All

these benefits had tempted the researcher to form or set the following objectives,

1. To study and assess the attitude of mobile phone users towards possession and

price of mobile.

2. To study and examine the calls and recharge business activity and movement

of mobile phone users.

3. To study and assess the functional business activity and movement of mobile

phone users.

4. To study and assess the financial and social business activity and movement of

mobile phone users.

5. To study and assess the awareness and perceptions of mobile phone users on

mobile banking services.

6. To study and assess the willingness of mobile phone users on utility of mobile

banking services.

7. To study and examine the mobile phone user’s perceived movement of mobile

banking services.

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 8. To study and examine the movement styles of mobile phone users in respect

of mobile banking services.

9. To study and assess the demographic influence on use or adoption of mobile

banking services.

10. To identify and assess the perception of mobile phone users towards

dimensions of mobile perceived service quality.

3.4 Hypotheses of study:

In order to achieve the above objectives the following hypotheses are

formulated by the researcher for the present study purpose

H1 : Financial objective oriented business activity and movement calls are higher than

that of social objective oriented.

H2 : Functional business activity and movement of mobile phone users in respect of

use of mobile phone are ‘high’.

H3 : Extent of mobile financial activity and movement is ‘lower’ than that of its

awareness. In other words as compared to awareness of mobile phone users on

mobile activity and movement, its use is ‘low’.

H4: Awareness of mobile phone users on sms business activity and movement is

‘high’ but use of social business activity and movement (sms) of mobile phone

users is ‘moderate’ (i.e. lower than that of awareness)

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H5: Awareness as well as use level of mobile banking services is ‘moderate’ among

mobile phone users.

H6 : Willingness of mobile phone users on mobile banking for selling and purchasing

of financial instrument is ‘moderate’.

H7 : Willingness perception of mobile phone users on utility of mobile banking

services is ‘average’ level.

H8 : Perceived utility or movement of mobile banking services among mobile phone

users is ‘low’.

H9: Demographic variables/factors has positive relationship in respect of using

mobile banking services among the mobile phone user i.e demographic

influence on the usage of mobile banking services i.e. demographic influence on

the usage of mobile banking services. In other words gender, age, education,

income, marital status and profession determines usage of mobile banking

services (i.e. adoption or non – adoption behaviour) sub – hypothesis are

formulated as under:

H10: Selected dimensions have positive and significant relationship with mobile

perceived service quality or dimensions influence the mobile perceived service

quality.

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3.5 Significance of the Study:

The scope of the study is Thane District. All the 15 talukas of Thane district

were selected in order to study the mobile phone users. The significance of the study

can be stated as under;

1. In current situation mobile is not luxury but necessity of the business world as

it has great time, place, speed and money utility. Therefore, this study is

significantly useful to business world.

2. The study helps the businessmen, professionals and individuals in

understanding business activity and movement and perception towards usage

of mobile phone and mobile banking services.

3. The study is useful to the government (TRAI); future researcher and

educationalist for achieving their respective functional, financial performance

and movement.

4. The present study can be positively used to develop the nation through

communication sector which will indirectly help to increase the trade and

national income.

5. The study has a good scope in terms of providing directions to the service

providers as to which dimension require attention in terms of their importance.

This would enable the service providers to focus resources in accordance with

the importance of these dimensions.

6. Mobile phone users go through complex buying behavior when they are

highly involved in a purchase and aware of significant different attributes of

gadgets among brands. This study helps to know the extent of awareness of

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 mobile phone users towards mobile banking services and mobile phone calls,

recharge price and possession etc. Hence, this is significant.

7. The study would be significant for the mobile phone users to know various

other aspects of mobile phone in terms of its functions, social financial

business activity and movement and lot more.

8 . The Study will provide more insight on service quality dimension of mobile

phones and mobile phone user’s perception, Hence the study would be helpful

for service providers also.

9. The study will also find out the attitude involved in usage of mobile phone

among the mobile phone users in Thane district.

10. The Study will cover the Social, Cultural, Financial and functional usage

pattern of mobile phones, therefore the study will be useful in knowing the

pattern of usage amongst the different mobile phone user’s business activity

and movement.

11. The study would be significant in knowing the awareness and perceptions of

mobile phone users about mobile banking services

12. Study help to understand the influence of demographic factors on mobile

phone users in respect of mobile banking services.

3.6 Research design:

This study seeks to explore and investigate the operational, social and business

aspects of mobile phone users in Thane district. For this purpose, questionnaires were

used. The sample was drawn using the simple random sampling technique. For the

purpose of conducting research a set of objectives and hypotheses were made. Data

was collected through primary as well as secondary source. Primary data was

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collected by giving the respondents the questionnaire to be filled. The respondents

were the mobile phone users in Thane district belongs from 15 talukas, who are using

mobile phones. Secondary data was collected through books, journals and other

important written reports and surveys. The duly filled questionnaires were studied and

analyzed with the help of tables and graphs distribution made from frequency

distribution. Finally the findings were logically drawn. Thus following is the research

design adopted in the present study (Chart 3.2).

Chart 3.2
Research Design

Research Objectives To study the mobile phone users in Thane district

Research Survey Method Simple, random and convenient survey method

Types of Research Qualitative and quantitative method

500 mobile phone users from 15 talukas in Thane

Sample Size
district

Data Collection Primary : Questionnaire, Observation, discussion

Secondary : Books, Journals, research ars

Statistical tools used Percentage, Average, correlation, factor analysis

Interpretation and analysis tool Tables, Charts, Frequency Distribution, Graphs

Conclusion Findings

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3.7 Scope of the study:

Thane District is selected as study area. This is the third-most industrialized

district in Maharashtra. Thane is one of the 35th districts in the Maharashtra State of

India. The district is on the western coast and fall under the Konkan division of the

state. The district is divided into 15 talukas. The chart 3.3 shows diagrammatic frame

work and chart 3.4 shows study areas.

The following is the diagrammatic frame work of the scope of the present study:

Chart 3.3

Scope of the study

Area of the study : Thane district

15 Takula’s

Thane Shahapur Dahanu Mokhada

Kalyan Vasai Palghar Vada

Murbad Ulhasnagar Talasari Vikramgad

Bhiwandi Ambernath Jawhar

Sample

Male; Female; Individual mobile Serviceholders; Businessmen;

phone users Professional mobile phone users

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 Chart 3.4

Study area, universal Thane district map with Taluka’s

Study Universe
Areas (Mobile Phone Users)
Thane Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Kalyan Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Murbad Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Bhiwandi Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Shahapur Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Vasai Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Ulhasnagar Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Ambernath Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Dahanu Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Palghar Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Talasari Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Jawhar Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Mokhada Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Vada Male, Female, Service
holders, Individuals,
Professionals, Businessmen
Vikramgad Male, Female, Service
holders, Individuals,
Professionals, Businessmen

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 All the Taluka’s in Thane District are selected for study purpose and data was

collected from mobile phone users.

Thus the scope of the study covers:

1. Male, female, Serviceholders, Individuals, Businessmen, Professionals mobile

phone users who are residents of Thane district.

2. 15 Taluka’s of Thane District namely, Thane, Kalyan, Shahapur, Dahanu,

Mokhada, Murbad, Bhiwandi, Vasai, Ulhasnagar, Ambernath, Palghar,

Talasari, Jawhar, Vada, Vikramgad.

3. Mobile phone users between the age group of 25 – 65 years.

4. Business Activity and movement of mobile phone users on mobile phones and

mobile banking.

5. Overall this study is extensive and purposeful

3.8 Period of the survey for data collection:

August, 2010 to August, 2011 was the survey period, which is covered in this

study. During this period, primary data was collected. Mobile phone users were

contacted and information was collected. A well structured questionnaire was given to

all mobile phone users and collected subsequently. Earlier to choose the sample, A

pilot survey was conducted in thane district and the final sample was fixed and

questionnaire to study mobile phone users in Thane district finalized. Thus practically

the period of data collection was 12 months i.e. July, 2010 to June, 2011respectively.

The chart 3.5 shows the schedule of primary data collection for the study purpose.

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 Chart 3.5

Period and schedule of primary data collection

Period Nature of work completed

July, 2010 : 15 Taluka
places; 15 visits
August – Sept 2010 : 15
Taluka place, 15 visits for
pilot survey purpose
October, 2010 to May, 2011
June, 2011 : 10 visits to
TISS.
August, 2011
September, 2011
General area visits, observations and verification of
potentiality of sample (first round)
Pilot survey of the selected study areas, Questionnaire
finalized with help of guide and experts of field
Questionnaire distributed to mobile phone users and
collected from them i.e. respondents from the Thane
districts all 15 talukas and also had general
observation, discussion with mobile phone users,,
experts and guide.
Data processing in Tata Institute of Social Science,
Deonar, Mumbai (TICS)
Data output received, checking and modification
Final data output received

3.9 Sample and sample size of the study:

In sampling, it is necessary to select only a few items (sample variable) from

the universe for study purpose. Therefore, in order to know the business activity and

movement and many other aspects related to the use of mobile phones in Thane

district, samples were collected mainly from 15 talukas of Thane district. The total

population of Thane district is 11,054,131 (Population census 2011) out of which

nearly 80 percent of the people are using mobile phones. Total sample size selected

was 500. The questionnaire distributed to selected sample and sample size is given in

chart 3.6.

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 Chart 3.6

Selected sample size for analysis purpose

Taluka of Thane Distributed sample size

District
Thane 70
Kalyan 70
Murbad 70
Bhiwandi 70
Shahapur 70
Vasai 70
Ulhasnagar 70
Ambernath 70
Dahanu 70
Palghar 70
Talasari 70
Jawhar 70
Mokhada 70
Vada 70
Vikramgad 70
Total 1050

In all, 1050 questionnaires were distributed in 15 taluka places of Thane

district. 792 questionnaires were received and out of these 500 were complete.

Incomplete questionnaires were rejected. In order to determine the sample and sample

size 500 mobile phone users were selected as sample. Thus total sample consist of

500 mobile phone users in Thane district. Chart 3.7 shows the final selected sample

size Taluka wise.

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 Chart 3.7
Final selected sample size for analysis purpose

Sr. No. Area Selected final sample size

1 Thane 50
2 Kalyan 45
3 Murbad 45
4 Bhiwandi 45
5 Shahapur 25
6 Vasai 25
7 Ulhasnagar 45
8 Ambernath 45
9 Dahanu 25
10 Palghar 25
11 Talasari 25
12 Jawhar 25
13 Mokhada 25
14 Vada 25
15 Vikramgad 25
Total 500

Thus total and final sample size consists of 500 respondents mobile phone users from

15 talukas of Thane district. They were selected on the basis of availability and

convenience to access by using sample random method.

3.10 Final sample sixe selection process:

Survey method was followed to collect primary data. The total actual

population (sample) size selected was 500 mobile phone users from 15 talukas.

Personal interview, observation, questionnaire method, discussion and schedule

method and mobile contact method were used for primary data collection and

selection. Structured questionnaire with closed ended questions was administered.

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The survey was conducted at the residence of the households, schools, colleges, bus

stops, offices, industries, shops and at malls. The sample was non probabilistic

respecting two main quotas: geographic (Kalyan etc.) and demographic (sample size /

population). Information was collected from a total of fifteen talukas in Thane district.

Chart 3.8 shows the final selection of total sample size.

Chart 3.8
Final selection of total sample size: process

Sr. No Area Sample size Actual Final Ratio in

questionnaire received selected distribution
Distributed size
1 Thane 70 70 50 71.42
2 Kalyan 70 70 45 64.28
3 Murbad 70 62 45 64.28
4 Bhiwandi 70 53 45 64.28
5 Shahapur 70 46 25 35.71
6 Vasai 70 36 25 35.71
7 Ulhasnagar 70 67 45 64.28
8 Ambernath 70 67 45 64.28
9 Dahanu 70 39 25 35.71
10 Palghar 70 40 25 35.71
11 Talasari 70 43 25 35.71
12 Jawhar 70 47 25 35.71
13 Mokhada 70 55 25 35.71
14 Vada 70 52 25 35.71
15 Vikramgad 70 45 25 35.71
Total 1050 792 500 42.01

Chart 3.8 shows that in all 1050 questionnaires were distributed. Out of 1050

questionnaires distributed,792 filled were received. But 292 were incomplete and

hence 500 were selected finally, which comes to 42.01 percent of the total targeted

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population size. Highest number of questionnaires was selected from Thane i.e 71.42

percent of the population. where as lowest from Shahapur, Vasai, Dahanu, Palghar,

Talasari, Mokhada, Vada and Vikramgad that is to be extent of maximum

35.71percent respectively. The second highest questionnaires were received from

Kalyan i.e. 70 but out of which only 50 were selected finally and 20 questionnaires

were rejected because they were incomplete. In Murbad talukas 62 questionnaires

were received and 17 were rejected final 45 sample were taken for consideration.

Bhiwandi taluka is more known for powerlooms and small scale enterprises here

maximum questionnaire was distributed to business peoples out of targeted 70 actual

53 were received after scrutiny 45 were selected. From Ulhasnagar and good numbers

reverted back i.e. 67 respondents but only 45 respondents fill up the full

questionnaires. Similarly from Ambernath also 67 respondents given questionnaires

but only 45 were complete.

From the actual data received in the data collection from various 15 talukas of

Thane district. The majority responses were good from Kalyan, Thane, Bhiwandi

area. In the rest of talukas maximum of received questionnaires were incomplete.

Hence it can be said that the maximum sample size of the present study is from the

Kalyan, Thane and Bhiwandi area. Thus final sample size consists of 500 mobile

phone users (respondents) i.e. 42.01 percent of total distributed questionnaires in

Thane District.

3.11 Sources of data collection:

Both primary and secondary data was collected from different sources for this

study purpose. The primary data was collected with the help of a Questionnaire. The

secondary data was collected from Books, newspapers, periodicals, Journals, Articles

government publications, and websites.

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3.11.1 Secondary sources of data :

1. Books, magazines, newspapers and periodicals.

2. Various reports on mobile phone and mobile phone users

3. Research Journals

4. Ph.D. thesises and M.Phil dissertations

5. NGO’s publication

This data was collected from various libraries such as SNDT Women’s

University Library, Mumbai; University of Mumbai Library Kalina; Swayam Siddhi

Institute of Management Library Bhiwandi; Siddharth College of Commerce and

Economics Library Mumbai, Reserve Bank of India, Mumbai; Birla Institute of

Management Library Kalyan; Public Libraries Chembur, Kurla etc

3.11.2 Primary sources of data :

Primary data was collected on the basis of interview, observation and through

questionnaires. The structured closed ended questionnaire was administered to the

mobile phone users respondents. The survey was conducted in Thane District. With

the help of scheduling all 15 talukas of Thane district were covered namely, Thane,

Kalyan, Shahapur, Dahanu, Murbad, Bhiwandi, Vasai, Ulhasnagar, Ambernath,

Palghar, Talasari, Jawhar, Mokhada, Vada, Vikramgad. 1050 questionnaires were

distributed in 15 talukas of Thane district areas. This study is of a descriptive nature.

3.12 Statistical tools and techniques used:

Percentage, frequency distribution and comparative techniques etc. are used as

statistical tools and analytical techniques in the present study. Tables, charts and

graphs are also used as analytical tools which are representing actual numbers of

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respondents and in percentage form for better and clear understanding. Average is

also used as a statistical tool.

3.13 Data analysis and interpretation:

Data is interpreted and analyzed with the help of average, frequency and

percentage tables, graphs, charts and comparative approach. Socio-economic profile

of respondents is interpreted and analyzed on the basis of selected variables like age,

gender, education, religion, marital status, occupation, monthly income, nature of

family, earning members in family. Mobile phone users business activity and

movement in respect of call, recharge, possession, price, sms, functional, social,

financial etc are interpreted and analyzed on the basis of tables, frequency and

average. Further the business activity and movements are analyzed and interpreted on

the basis of mobile call dialed and received and sms sent and received, utility of

functions and various aspects like m – commerce, m – insurance, m- advertising, m –

banking etc as well as perception of mobile phone users on mobile banking.

3.14 Limitations of the study:

1. The survey was conducted only in Thane District at 15 Taluka places of thane

only. So the result may not applicable to other districts and cities.

2. The survey was based on random and convenient sampling.

3. Size of the sample, considering population of Thane District is considerably

small. It consists of only 500 respondents. Therefore it may not be a

representative of the entire Thane district’s mobile phone users.

4. The study includes only 15 talukas in Thane district. Therefore the result is

restricted to only these talukas

5. The negative impact of mobile phone users is not assessed

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7. Hypothesis are not tested on the basis of ‘T’ or ‘F’ or Chi-square test but are

tested logically.

It can be concluded from the above that a detailed research methodology

adopted in the present study is presented, which covers statement of problems,

objectives, hypotheses, significance, scope, period, samples and sample size,

data collection sources, data analysis and interpretation method and

limitations.

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