3.

1 Research Design

The study focuses on the relationship between various demographic factors such as gender of the
respondent. The study is based on quantitative research method where the descriptive research
design has been used. It is appropriate for the study as it have enabled high level analysis such as
descriptive which have allowed establishing the nature and the extent of the relationship between
stated variables and impact upon the behavior of consumers within Bangalore city.

Deductive approach has been used for the study where different hypothesis has been developed
from various literatures. The data required for the study has been collected, evaluated, and
analyzed systematically to draw the conclusion.

3.3 Instrumentation

The instrument was a detailed questionnaire in English which was distributed to 200 respondents
through Google-Form from Bangalore City. The questionnaire was presented to 200 existing
customers that were already connected with e-commerce application and to know the extent to
which their decision was being influenced by the promotional strategies adopted in online
marketing.

Questionnaire has been divided into two sub categories. Initial part consisted of demographic
information related with the respondent personal information such as name, age, gender,
occupation and other information’s related to promotional strategies & buying behaviour of
consumers. Second part of the questionnaire contained survey specific questions. The full
questionnaire is presented in Appendix I. Respondents were asked along a 5 scale Likert-scale to
which degree they agreed or disagreed on the specific items (Strongly agree to Strongly
disagree).

The data and information collected were categorizes, tabulated, and analyzed by using
appropriate statistical tools. Here, data from questionnaire have been gathered and tabulated
systematically and then analyzed by using SPSS software. This report has followed the survey
instrument using scales that were already validated in previous researches.

3.4 Validity and Reliability

The approach of content validity was used in order to verify whether the context of measure
covers the full domain of the content. It helped to assess how items used in the survey represent
their context domain and how clear they are. Verification made to assess whether questions
asked to the respondents covers all the necessary details related to dissertation topic.

Thus, the present study adopts descriptive research design and undertakes the survey method
with questionnaire as a research instrument in order to collect primary data required in the
research. Stratified probability sampling is the sampling technique used to select the appropriate
sample. And content validity is used for the verification of data.