Materials & Methods 172

7. MATERIALS & METHODS

Research is undertaken within most professions. More than a set of skills, it is a way
of thinking, examining critically the various aspects of our professional work. It is a
habit of questioning what we do, and a systematic examination of the observed
information to find answers with a view to implementing appropriate changes for a
more effective professional service. When we define the word research, it is
composed of two words, re and search. Re is a prefix meaning again, a new or over
again and Search is a verb meaning to examine closely and carefully, to test and try,
or to probe. Together they form a noun describing “a careful, systematic, patient
study and investigation in some field of knowledge, undertaken to establish facts or
principles”. In other words, Research is a “structured enquiry that utilizes acceptable
scientific methodology, to solve problems and create new knowledge that is generally
applicable”. Scientific methods consist of systematic observation, classification and
interpretation of data.

When we say that we are undertaking a research study to find answers to a question, it
means;
1. The process is being undertaken within a framework of a set of
philosophies/approaches;
2. It uses procedures, methods and techniques that have been tested for their
validity and reliability;
3. It is designed to be unbiased and objective.

Philosophies mean approaches e.g. qualitative, quantitative and the academic

discipline in which we have been trained.

Validity means that correct procedures have been applied to find answers to a
question.

Reliability refers to the quality of a measurement procedure that provides repeatability

and accuracy.
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Unbiased and objective means that we have taken each step in an unbiased manner
and drawn each conclusion to the best of our ability and without introducing our own
vested interest.

Adherence to the three criteria mentioned above enables the process to be called
‘research’. However, the degree to which these criteria are expected to be fulfilled
varies from discipline to discipline and so the meaning of ‘research’ differs from one
academic discipline to another.

CHARACTERISTICS OF RESEARCH:

Research is a process of collecting, analyzing and interpreting information to answer

questions. But to qualify as research, the process must have certain characteristics: it
must, as far as possible, be systematic, controlled, rigorous, valid and verifiable,
empirical and critical.

Systematic-this implies that the procedure adopted to undertake an investigation

follow a certain logical sequence. The different steps cannot be taken in a haphazard
way. Some procedures must follow others.

Controlled- in real life there are many factors that affect an outcome. The concept of
control implies that, in exploring causality in relation to two variables (factors), we set
up our study in a way that minimizes the effects of other factors affecting the
relationship. This can be achieved to a large extent in the physical sciences (cookery,
bakery), as most of the research is done in a laboratory. However, in the social
sciences (Hospitality and Tourism) it is extremely difficult as research is carried out
on issues related to human beings living in society, where such controls are not
possible. Therefore in Hospitality and Tourism, as you cannot control external factors,
you attempt to quantify their impact.

Rigorous-you must be careful in ensuring that the procedures followed to find

answers to questions are relevant, appropriate and justified. Again, the degree of
 Materials & Methods 174

rigor varies markedly between the physical and social sciences and within the social
sciences.

Valid and verifiable-this concept implies that whatever we conclude on the basis of
our findings is correct and can be verified by us and others.

Empirical-this means that any conclusion drawn are based upon hard evidence
gathered from information collected from real life experiences or observations.

Critical-critical scrutiny of the procedures used and the methods employed is crucial
to a research enquiry. The process of investigation must be foolproof and free from
drawbacks. The process adopted and the procedures used must be able to withstand
critical scrutiny.

TYPE OF RESEARCH

On the Basis of Application

Pure research: It involves developing and testing theories and hypotheses that are
intellectually challenging to the researcher but may or may not have practical
application at the present time or in the future. The knowledge produced through pure
research is sought in order to add to the existing body of research methods.

Applied research: It is done to solve specific, practical questions; for policy

formulation, administration and understanding of a phenomenon. It can be
exploratory, but is usually descriptive. It is almost always done on the basis of basic
research. Applied research can be carried out by academic or industrial institutions.
Often, an academic institution such as a university will have a specific applied
research program funded by an industrial partner interested in that program.

On the Basis of Objective

Descriptive research: It attempts to describe systematically a situation, problem,
phenomenon, service or program, or provides information about, say, living condition
of a community, or describes attitudes towards an issue.
 Materials & Methods 175

Co relational research: It attempts to discover or establish the existence of a

relationship/ interdependence between two or more aspects of a situation.

Explanatory research: It attempts to clarify why and how there is a relationship

between two or more aspects of a situation or phenomenon.

Exploratory research: It is undertaken to explore an area where little is known or to

investigate the possibilities of undertaking a particular research study (feasibility study
/ pilot study).

On the Basis of Mode of Inquiry

Structured: It is usually classified as quantitative research. Here everything that

forms the research process- objectives, design, sample, and the questions that we plan
to ask of respondents- is predetermined. It is more appropriate to determine the extent
of a problem, issue or phenomenon by quantifying the variation. E.g. how many
people have a particular problem? How many people hold a particular attitude?

Unstructured: It is usually classified as qualitative research. This approach allows

flexibility in all aspects of the research process. It is more appropriate to explore the
nature of a problem, issue or phenomenon without quantifying it. Main objective is to
describe the variation in a phenomenon, situation or attitude. e.g., description of an
observed situation, the historical enumeration of events, an account of different
opinions different people have about an issue, description of working condition in a
particular industries.

RESEARCH PROCESS
The research process is similar to undertaking a journey. For a research journey there
are two important decisions to make-
A. What we want to find out about

B. How to go about finding their answers.

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There are practical steps through which we must pass in our research journey in order
to find answers to our research questions. The path to finding answers to our research
questions constitutes research methodology. At each operational step in the research
process we are required to choose from a multiplicity of methods, procedures and
models of research methodology which will help us to best achieve our objectives.

The present research is basically of exploratory nature, where the aim is to gain
familiarity with Effective Agro Marketing Strategy and new insights to it. In this
research, some problems have been formulated for more precise investigation and
some working hypotheses have been developed from an operational point of view.
The major emphasis is on the discovery of ideas and insights. It is essential in
exploratory research that it must continue to remain flexible so that many different
facets of a problem may be considered as and when they arise and come to the notice
of the researcher. The following process has been adopted for present research

1. Formulating the Research Problem

2. Extensive Literature Review
3. Developing the objectives
4. Formulation of Hypothesis
5. Research Design
6. Observation, Result & Discussion
7. Conclusions / Imp. Findings
8. Recommendations

1. Formulating the Research Problem

It is the first and most crucial step in the research process. Main function is to decide
what we want to find out and how will we find out. Research in social sciences
revolves around four Ps:

• People- a group of individuals, organizations, communities

• Problems- examine the existence of certain issues or problems relating to their lives;
to ascertain attitude of a group of people towards an issue
 Materials & Methods 177

• Programs- to evaluate the effectiveness of an intervention

• Phenomena- to establish the existence of regularity.

Important Considerations in selecting a research problem:

These help to ensure that our study will remain manageable and that we will remain
motivated.

Interest: a research Endeavour is usually time consuming, and involves hard work
and possibly unforeseen problems. One should select topic of great interest to sustain
the required motivation.

Magnitude: It is extremely important to select a topic that we can manage within the
time and resources at our disposal. Narrow the topic down to something manageable,
specific and clear.

Measurement of concepts: We should be clear about the indicators and measurement

of concepts (if used) in our study.

Level of expertise: We should have adequate level of expertise for the task we are
proposing since we need to do the work ourselves.

Relevance: Our study should add to the existing body of knowledge, bridges current
gaps and is useful in policy formulation. This will help us to sustain interest in the
study.

Availability of data: Before finalizing the topic, we should make sure that data are
available.

Ethical issues: How ethical issues can affect the study population and how ethical
problems can be overcome should be thoroughly examined at the problem
formulating stage.
 Materials & Methods 178

Present research is an attempt to understand various problems in rural marketing and

agriculture marketing specially exist in Western Rajasthan and find out the solutions
and strategies to increase the effectiveness of the marketing efforts.

2. Extensive Literature Review

The review of literature brings clarity and focus to our research problem. It improves
our methodology and broadens our knowledge. It helps to contextualize our findings.
For the present research, widespread literature e.g. Subject Books by eminent authors,
journals, reports, periodicals and newspapers have been reviewed. The publication of
National Centre for Agricultural Economics and Policy Research New Delhi, National
Council of Applied Economic Research and NABARD have been widely consulted
and quoted in the text.

3. The formulation of objectives:

Objectives are the goals we set out to attain in our study. They inform us what we
want to attain through the study. It is extremely important to word them clearly and
specifically. Objectives of present study have been mentioned earlier.

4. Formulation of Hypothesis

The formulation of hypothesis provides a study with focus. It tells us what specific
aspects of a research problem to investigate. It suggests us what data to collect and
what not to collect, thereby providing focus to the study. In present research,
following hypothesis have been formulated for testing;

1. The existing agro marketing strategies are very effective and useful for
Farmers.
2. The purchasing of Agricultural inputs is basic objective of farmers to get
Kissan Credit Cards.
3. The farmers are aware about various Government Schemes.
 Materials & Methods 179

5. Research Design

I. Collection of Primary Data

A. Sampling Method

In order to produce unbiased and generalize results, a simple random sample

technique has been e utilized. The random sample of 150 farmers from Jodhpur,
Jaisalmer and Bikaner has been obtained. The survey took place in between October
2011 and November 2011. It has been tried to select truly representative and viable
sample without any bias and sampling error to get valid and reliable conclusions.

B. Questionnaire

In this research, open ended and close ended questionnaire have been used.
Questionnaire designed to gather information regarding the views of farmers
regarding government policies and support, problems faced, credit and finance
facilities, role of cooperative societies in agriculture development, and their
suggestions for effective agro marketing strategies.

C. Personal Interview

Depth and Structured interview conducted with 10 officials from various departments
like State Agriculture Department, Cooperative Department, Food Corporation of
India, HDFC Bank Jodhpur, State Bank of Bikaner & Jaipur, Jaisalmer Central
Cooperative Bank, Thar Anchalik Gramin Bank Pokaran etc.

II. Collection of Secondary Data

For the collection of Secondary Data Subject Books, journals, reports, periodicals and
newspapers have been used. Some of them are

a. Publication of reports and articles from of National Centre for Agricultural

Economics and Policy Research New Delhi, National Council of Applied
Economic Research and NABARD
b. Agriculture Policy details published by state and central government.
 Materials & Methods 180

c. Articles published in leading news papers like Economic Times. Times of

India, Rajasthan Patrika and Dainik Bhaskar
d. International Journals on Agriculture and Rural Marketing.

III. Analysis of Data

a. For Data Presentation and Interpretation: Since the research is of

Exploratory Nature, Frequency Tables, Bar Charts, Pie-charts, Cross
Tabulation, and percentage techniques have been used.

b. For Hypothesis Testing: Since the sample size is more than 50 and
independent samples have been taken so the Chi-square test has been used for
hypothesis testing.

6. Observation, Result & Discussion

Answers received from Questionnaire and Personal Interview have been closely
observed and interpreted in such a way to find out fruitful conclusions. Detailed
discussion has been done in chapter no. 8.

7. Conclusions / Imp. Findings

The findings of the data analysis give the final outcome of the research which can be
recommended to the concern people.

8. Recommendations

Apart from the General Recommendations, other recommendations have been given
on Agricultural Marketing, Credit Management, Live Stock, Drought, Climate
Change etc.