CHAPTER 4

4.1 RESEARCH METHODOLOGY

1. Primary Data: The following methods are used for data collection
- Questionnaire
- Interview, Discussion
- Email

2. Secondary Data Sources: The following was referred for collection of secondary
data
- Books
- Journals, Magazine
- Company Publications: Newsletter, Advertisement/Brochure/
Annual Reports / Company Profiles
- Social networking Sites

3. Type of research design: The method used sample design

a. Descriptive/Qualitative
Contact Method: Personal Interview, Telephonic, email Method.

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 4. Sample Design: Following is the sample design of data collection
a. Sample universe – 57 Hotels (Poona Hotelier Association)
b. Sample size – 55 Hotels (as per Morgan Table) & 273
Customers
c. Sample method – Convenience Sampling

Table No 4.1.1: The research methodology would cover detailed procedures as

mentioned in figure depicted below.

Research Literature review Formulation of Pilot Study

Questions research tools

Dependent and
Independent Sampling
variable framework

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 Objectives

Reliability
Factor
comparison Data Collection:
Results
Analysis Mainly primary
Discussion
Plan data supported
Conclusion
by secondary
Use of SPSS
sources
Codification

Research Process

4.2 SCOPE OF SURVEY AND PROCEDURE

a. Study was restricted to Pune Municipal Corporation & Pimpri Chinchwad

Municipal Corporation

b. Study was restricted to selected Social Networking Sites like Facebook ,LinkedIn ,
Twitter , Google+ ,Trip advisor , holidayiq.com and You Tube

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 c. List of Hotels in Pune referred to Poona Hotelier Association, Pune.

4.3. QUESTIONNAIRE DESIGN

The structured questionnaire used for this study was designed in-line with guidelines for
questionnaire design recommended by Babbie and Mouton (2008). The questionnaire was
structured to contain only closed-ended questions. The questions asked were clear and
simple and void of double meanings. The reason why a closed-ended question was used in
this survey is because closed-ended question is widely used in survey research and it
provides a greater uniformity of responses. Closed-ended questions are easier to answer by
respondent, and the data gathered are easier for researcher to analyze and interpreted.

Two separate sample surveys were designed. The first sample of the questionnaires was
meant for only consumers to answer and it was designed in order to investigate user’s
perspective on the adoption of Hotels and to explore the factors that influence users’
acceptance of social networks marketing.

The second sample survey was designed only for SMEs companies, in order to identify if
the use of SNS has positively or negatively impacted their businesses. The two parts were
developed and designed in order to determine the relationship between the Hotels and their
customers of SNS. A copy of the two questionnaires is included in Appendix A and B

4.3.1 Pre-Testing

After constructing the survey questions, the questionnaire was pre-tested within a small
group of people before administering it on the study population. A small sample group of
people were asked to complete the questionnaire. Answers from this sample group of
people were examined and observed to see if respondents understood the questions and
whether the respondents were also reluctant to answer some of the questions (De Vaus,

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2002 cited in Ham 2007). Proper revisions of the questions were made and a final
questionnaire was administered for the study. Those involved in the pre-test were no longer
eligible for inclusion in the final survey sample (Ruane, 2005).

4.3.2 Survey Process

This study is an exploratory research, which is made of quantitative approach data collected
through means of closed-ended questionnaires in an anonymous online survey. Exploratory
studies are mostly done for the following reasons: (1) to satisfy the researcher’s curiosity
and desire for better understanding, (2) to test the feasibility of undertaking a more
extensive study, and (3) to develop the methods to be employed in any subsequently study
(Babbie, 2004).

4.4 UNIT OF ANALYSIS

If a researcher is interested in exploring, describing, and explaining how different groups of

people behave as individual, the unit of analysis is an individual not a group of people.
Units of analysis are those things we examine in order to summarize the description of all
units and to explain differences among them.
In social science research, unit of analysis is what or whom being studied. In this study, the
unit of analysis is assumed to be users of social networks marketing, which are consumers
and Hotels.

4.5 SAMPLING STRUCTURE

The sampling structures conducted for this study were of two separate data and they were
collected for the two stages of the research (study 1 and 2). The sample data collected for
study 1 (Hotels), consisted of a group of Hotels in PMC & PCMC municipality. In this
work, they represent the major users of social network sites. The second data collected for
study 2 (Consumers) consisted of a group of people visiting hotel that are currently

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marketing their products and services on social network sites. In this study, SNSs were
used for the sampling frame because they contain all the elements required to make
assumptions about general purpose of SNSs.

4.5.1 Consumers Consultation

An Internet survey link was sent to a random sample of peoples of pune. The questionnaire
(in the survey) was posted to an online community web page and it had a direct link to the
online survey site. A convenience snowball sampling method was used, where Pune
consumers (high users of social networks) were initially approached to participate in the
study. The consumers were also requested to forward the URL link of the survey to their
friends, in order to participate in the survey. The questionnaire was designed by using
standard software to ensure easy-to-access and easy-to-navigate survey. The survey was
kept online for four weeks so as to ensure that less frequent Internet users also participate.
The raw data collected was cleaned and formatted using Microsoft Excel. Some printed
copies of the questionnaires were also distributed to some other peoples who were not from
Pune but also, users of social network sites A total number of Two hundred and Seventy
Three (273) responses comprising of mixed gender, different ethnicity, cultural, and
educational background were captured.
A letter introducing the study and its purpose was printed on the front cover of the
questionnaire booklet. The letter explained why the study was being conducted, the
importance of each respondent’s response, and the procedure for returning the
questionnaire. The respondents were invited to voluntarily participate in the study.
Respondents were also assured that their responses to the survey were anonymous. The
telephone number and email address of the researcher were provided for those who might
want more information about the study (Babbie, 2004).

Each of the questionnaires consisted of two parts; section A and section B. Section A
focused on respondents’ demographic information and the usage of the system, while
section B was designed using a five point Likert scale. A five point Likert scale was used to

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present a series of statements in order to determine the attitudes of the respondents towards
the implementation of SNM. Section B was designed for testing the research hypothesis,
and examining the extent to which respondents perceived the ease of use and usefulness of
SNM system. Likert scale usually asks respondents the degree to which they agree or
disagree with statements. Similarly, a five point Likert scale looks attractive and efficient in
conserving space, and also allows researcher to ask several questions that have the same set
of answers. The Likert response categories, such as strongly agree (1), agree (2), neutral
(3), disagree (4), and strongly disagree (5) were used for the study (Babbie, 2004; Ruane,
2005).

4.5.2 Follow-Up Mails and Monitoring Returns

4.5.2.1. Follow-up mails: Follow-up mails were sent to non-respondents in form of letter
of encouragement to participate in the study. New URL link along with the follow-up letter
was sent as a reminder to participate in the research study. Babbie (2004) suggests that
follow-up mails provide an effective method to increase response rates in mail surveys and
this method was thus adopted for this study.

4.5.2.2. Monitoring returns: As soon as the completed questionnaires were returned, a

return rate table was designed in order to monitor each questionnaire returned every day.
The researcher’s e-mail address was activated along with the online survey; so that as the
completed questionnaires were returned, an alert message was sent to the researcher’s
mailbox showing that one questionnaire has been completed and submitted. Each of the
returned questionnaires was opened and assigned an identification number for ease of
coding and analysis.

4.6 DATA SCREENING

Systematic error has been reported by several researchers (Cronbach, 1946, 1950) as part of
the errors that could affect response analysis and final results. Some of the returned

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questionnaires that provide biased responses were removed so as to get accurate result for
the study. Biased response occurs when a respondent participating in the survey responds
logically to items on the questionnaire. Some of these biased responses involved extreme
response; where respondents may likely respond to the most extreme values, or respond in
the middle of the scale category regardless of the content.

Reliability and validity assessments of the study were considered in order to check if the
study is reliable and valid for future predictions. Reliability measures evaluate the accuracy
of the measurement instrument in order to ensure consistent results that are free from errors
(Churchill, 1979). Reliability is also concerned with the degree to which the observed
variables are able to measure the true value yielding the same results on repeated trials.
Internal and external validities also check if a study is valid or not. This study has high
internal and external validities, because there is high causality between the empirical data
and the theory. Internal validity is often used to see if there are logical links between the
theory and the empirical data (Arbnor and Bjerke, 1994) while external validity helps
ensure that the study is made in a specific context and the results can be generalized
(Bryman, 2007).

To check for biased responses, additional questions were included to establish sincerity.
The questions ranging from “1 – Strongly disagree” to “5 – Strongly agree” were added to
make sure respondents understand the questions. Survey responses that were not answered
properly or filled out completely were assumed to contain biased responses and thus, were
eliminated from the sample population. Other reasons for conducting data screening and
pre-data analysis include missing data and ensuring accuracy of the data collected.
Complete survey response, were required in the study in order to ensure accurate statistical
analysis of the data.

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