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Sample Research Methodology Project Report
Sample Research Methodology Project Report
PROJECT REPORT
ON
RESEARCH METHODOLOGY
BATCH: 2020-2023
This is to certify that the project work of “Research methodology” made by Ishan Saxena,
BBA, 4th semester, 04324001720 is an authentic work carried out by him/her under guidance
and supervision of Mrs Priyanka Anand.
The project report submitted has been found satisfactory for the partial fulfilment of the
degree of Bachelor of Business Administration.
I hereby declare that the following documented project report on “Research Methodology” is
an original and authentic work done by me for the partial fulfilment of Bachelor of Business
Administration degree program.
I hereby declare that the entire endeavour put in the fulfilment of the task are genuine and
original to the best of my knowledge & I have not submitted it earlier elsewhere.
SIGNATURE:
B.B.A
SHIFT- 2ND
ACKNOWLEDGEMENT
They have provided me with the valuable guidance sustained and friendly approach it would
have been difficult to achieve the results in such a short span of time without their help.
SHIFT- 2ND
TABLE OF CONTENTS
INTRODUCTIONTORESEARCHMETHODOLOGY
OBJECTIVES OF RESEARCH
INTRODUCTION TO SPSS
1
RESEARCH METHODS
Research methods are broadly classified as Qualitative and Quantitative. Both methods have
distinctive properties and data collection methods.
QUALITATIVE METHODS
2
moderator can probe the participants by asking the correct questions that will help
them collect a sizable amount of information related to the research.
3) Ethnographic Research: Ethnographic research is an in-depth form of research
where people are observed in their natural environment without this method is
demanding due to the necessity of a researcher entering a natural environment of
other people. Geographic locations can be a constraint as well. Instead of conducting
interviews, a researcher experiences the normal setting and daily life of a group of
people.
4) Text Analysis: Text analysis is a little different from other qualitative methods as it is
used to analyze social constructs by decoding words through any available form of
documentation. The researcher studies and understands the context in which the
documents are written and then tries to draw meaningful inferences from it.
Researchers today follow activities on a social media platform to try and understand
patterns of thoughts.
5) Case Study: Case study research is used to study an organization or an entity. This
method is one of the most valuable options for modern this type of research is used in
fields like the education sector, philosophical studies, and psychological studies. This
method involves a deep dive into ongoing research and collecting data.
QUANTITATIVE METHODS
1) Survey Research: The ultimate goal of survey research is to learn about a large
population by deploying a survey. Today, online surveys are popular as they are
convenient and can be sent in an email or made available on the internet. In this
method, a researcher designs a survey with the most relevant survey questions and
distributes the survey. Once the researcher receives responses, they summarize them
to tabulate meaningful findings and data.
3
2) Descriptive Research: Descriptive research is a method which identifies the
characteristics of an observed phenomenon and collects more information. This
method is designed to depict the participants in a very systematic and accurate
manner. In simple words, descriptive research is all about describing the phenomenon,
observing it, and drawing conclusions from it.
3) Correlation Research: Correlation research examines the relationship between two
or more variables. Consider a researcher is studying a correlation between cancer and
married. Married women have a negative correlation with cancer. In this example,
there are two variables: cancer and married women. When we say negative
correlation, it means women who are married are less likely to develop cancer.
However, it doesn’t mean that marriage directly avoids cancer.
RESEARCH TYPES
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scientific methods. Studies play an important role in solving issues that impact the
overall well-being of humans. For example: finding a specific cure for a disease.
Problem oriented research: As the name suggests, problem-oriented research is
conducted to understand the exact nature of a problem to find out relevant solutions.
The term “problem” refers to multiple choices or issues when analyzing a situation.
For example, revenue of a car company has decreased by 12% in the last year. The
following could be the probable causes: there is no optimum production, poor quality
of a product, no advertising, or economic conditions.
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behavior of a sample population. In a descriptive study, only one variable is required
to conduct the study. The three main purposes of descriptive research are describing,
explaining, and validating the findings. For example, a study conducted to know if
top-level management leaders in the 21st century possess the moral right to receive a
huge sum of money from the company profit.
Explanatory: Explanatory research or causal research is conducted to understand the
impact of certain changes in existing standard procedures. Conducting experiments is
the most popular form of casual research. For example, a study conducted to
understand the effect of rebranding on customer loyalty.
RESEARCH METHODOLOGY
Research is the systematic investigation into and study of materials and sources in order to
establish facts and reach new conclusions. The process used to collect information and data
for the purpose of making business decisions. The methodology may include publication
research, interviews, surveys and other research techniques, and could include both present
and historical information.
The research methodology plays an important role in implementing the research and
validating the results. Therefore, this research methodology is derived from the
methodologies being used in similar studies. This chapter entails the details of the
methodology used for this research work. The research methodology is divided into several
sections, this include research methodology description, data description, system design and
development methodologies, and a final summary of the methodology. The description of the
methodology consists of literature review related to methodologies, data collection, data
analysis, system analysis, system design, system implementation, system testing, and
conclusions and recommendations. Data description section contains data collection and data
pre processing. The system design and development section present designing of interactive
Spatial Decision Support System (ISDSS) to identity the Zinc deficiency zones in the soil, a
Spatial Decision Support System (SDSS) for land management, and an integration of multi
criteria decision making (MCDM) techniques into GIS, and finally, its uses for land
management.
An adequate description of the problem may form a strong foundation for the model or
system development process. Defining a problem is a hierarchical process, where the problem
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is identified from a general to specific description. The precision in defining a problem with
adequate clarity provides a strong base for other phases of system development. During this
phase, the researcher intended to identify the target problem to address in this study. In this
phase, we identified that the existing systems in the resource management areas have some
drawbacks. As discussed in previous chapters that these systems do not adequately support
decision making, because they lack in analytical modelling capabilities and do not easily
accommodate variations in either the context or the process of spatial decision making. The
development of Spatial Decision Support Systems (SDSS) explicitly addresses complex
spatial problems and overcome shortcomings of a GIS. The research methodology involved
several stages to ensure the achievement of the research objectives as discussed in chapter 1.
These stages are: (1) Literature Review, (2) Data Collection, (3) Data Analysis, (4) System
analysis, (5) System design, (6) System implementation, (7) System testing and (8)
Conclusions and Recommendation.
7
c) Most of the Government Regulations and Policies are based on and are a result
of intensive research.
d) Its significance lies in solving various planning and operational problems.
RESEARCH PROCESS:-
1) Selecting the research area:- You are expected to state that you have selected
the research area due to professional and personal interests in the area and this
statement must be true. The importance of this first stage in the research process
is often underestimated by many students. If you find research area and research
problem that is genuinely interesting to you it is for sure that the whole process
of writing your dissertation will be much easier. Therefore, it is never too early
to start thinking about the research area for your dissertation.
2) Formulating research aims, objectives or developing hypotheses:- The
choice between the formulation of research questions and the development of
hypotheses depends on your research approach as it is discussed further below
in more details. Appropriate research aims and objectives or hypotheses usually
result from several attempts and revisions and these need to be mentioned in
Methodology chapter. It is critically important to get your research questions or
hypotheses confirmed by your supervisor before moving forward with the work.
8
3) Conducting the literature review:- Literature review is usually the longest
stage in the research process. Actually, the literature review starts even before
the formulation of research aims and objective; because you have to check if
exactly the same research problem has been addressed before. Nevertheless, the
main part of the literature review is conducted after the formulation of research
aim and objectives. You have to use a wide range of secondary data
sources such as books, newspapers, magazines, journals, online articles etc.
4) Selecting methods of data collection:- Data collection method(s) need to be
selected on the basis of critically analyzing advantages and disadvantages
associated with several alternative data collection methods. In studies involving
primary data collection, in-depth discussions of advantages and disadvantages of
selected primary data collection method(s) need to be included in methodology.
5) Collecting the primary data:- Primary data collection needs to be preceded by
a great level of preparation and pilot data collection may be required in case of
questionnaires. Primary data collection is not a compulsory stage for all
dissertations and you will skip this stage if you are conducting a desk-based
research.
6) Data analysis:- Analysis of data plays an important role in the achievement of
research aim and objectives. Data analysis methods vary between secondary and
primary studies, as well as, between qualitative and quantitative studies.
7) Reaching conclusions:- Conclusions relate to the level of achievement of
research aims and objectives. In this final part of your dissertation you will have
to justify why you think that research aims and objectives have been achieved.
Conclusions also need to cover research limitations and suggestions for future
research.
8) Completing the research:- Following all of the stages described above, and
organizing separate chapters into one file leads to the completion of the first
draft. The first draft of your dissertation needs to be prepared at least one month
before the submission deadline. This is because you will need to have sufficient
amount of time to address feedback of your supervisor.
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2. RESEARCH METHODOLOGY LAB
Hardware Requirement
Software requirement
Nowadays, computer-assisted data analysis (CADAS) packages have become the norm for
researchers. Data analysis software is used in all academic fields, such as sociology,
psychology, philosophy, and medicine. They are mere efficient and effective in their work
processes. They are less time consuming and insightful. Computer-assisted data analysis
software imparts insights into data sets without suggesting interpretations. They help a
researcher gain those insights which he/she might have missed. Content analysis can help the
researcher in drawing conclusions about the respective object of research (e.g. interview
data). Software tools allow for easy sorting, structuring, and analyzing large amounts of text
or other data and facilitate management of the resulting interpretations and evaluations.
Software packages are available for the analysis of both quantitative and qualitative data.
Each package has different features and the researcher needs to be cautious while choosing
them. The packages can save time, but there is still a great deal of time required to set them,
input data and check through the process.
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3. INTRODUCTION TO CONSUMER PREFRENCE OF MAHINDRA CARS
a) The Cars Market is one of the segments of the FMCG market in India that
has high growth potential.
b) The cars based segment is divided into two broad categories - oil- based
laundry soaps and synthetic detergents, including bars, powder, and
liquids.
c) The detergent market is mainly concentrated in the urban areas but the
level of penetration in the rural for the past few years has been good.
a) Cars market in India can be further divided into four sub categories
concentrates and Compact Segment for washing machines such as, Surf
Excel, Henko, Ariel, etc.
b) Premium Segment such as Surf Excel, Henko, Ariel, etc.
c) Mass Premium and Mid Price Segment such as Rin, Mr. White, Tide, and
d) Other regional brands popular Segment such Nirma, Wheel, Chek, 501, etc
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3.3 MAHINDRA CARS - CONSUMPTION
a) Many business forms are struggling hard to know who buys and consumers
their products, where they are located, how they buy, when, from whom else
they buy and why and equally why people do not buy a particular product
from certain persons, organizations and shares.
b) The centre point of all the daily activities of all business organization is an
individual, he purchases and makes use of the product (goods and services)
offered for sale in the business firm.
c) The consumer and the reasons why, how and when as well as where he buys
or not buy from, the future buying decisions are now fully integrated in to the
daily business function of every enterprise. This is in much recognition of the
marketing concept and consumer’s sovereignty in recent times by many firms
who comes to realize that he “consumer is still the king.”
d) This is because nothing works until the consumer needs are satisfied. The
consumer is now at the centre point of every business attention, as the period
of fast and hard selling is going way to the much recognition of the consumer
as the king, one who does no wrong and one whose existence and need
satisfaction is the major reason why many business organizations are in
business in the first instance.
e) The important factor in planning of all marketing activities which among
others include establishing of advertisement and selling appeals in such
manner that consumers desires quality and preferences can be met
satisfactorily by marketing efforts.
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STATEMENT OF PROBLEM
a) The reason why I “Ishan Saxena ” conducting the study is not only to satisfy
the academic requirement for the award of certificate but to attempt to find
out the factors that influence consumers preference, consumer brands, retail
outlet and attributes that will influence consumer to prefer one brand to
another and as a result increase sales or at most maintain the market share in
light of all variety of brands and fair competition and dynamic world.
b) The average customer’s aware of his right and expects value for his money.
As a result of this, the work will gather all implication of good corporate
image and effective customer’s satisfaction as opposed to ill will and the role
of customers orientation and the factors that influence the consumers
preference of detergent brands. However I strongly believe that the study is
timely now, that a lot of people are not satisfied with the brand of detergent
they use and also introduction of new products in the market. This study will
help the researcher to find solution to the problem of consumers in preferring
a particular brand of product and also form basis for further research of the
topic.
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4. RESEARCH OBJECTIVES
In general, research objectives describe what we expect to achieve by a project. The following
project has been given in order to make me understand the real environment of the market in which
research is conducted. Marketing research, being a very important field of study in management, can
only be learned through practically working in the markets. The subject of this study, being an
FMCG product, forced me to go and interact with customers. I have defined my research objectives
as:-
PRIMARY OBJECTIVES:-
We wanted to figure out the customer preference and satisfaction about detergent powder in
our locality to explore reasons behind their preference and satisfaction.
SECONDARY OBJECTIVES:-
a) To find out customer needs.
b) To observe the most preferred washing powder of different company i.e.
weakest brand among all.
c) To analyze the technological advancement i.e. use of washing machines in
India.
d) To identify the market share of the prominent market player.
e) To find the purchase behavior of a product that what influence the customer to
buy a product again and again.
f) To find out the customer`s frequency of use of detergent.
g) To find the brand loyalty of the customers.
h) To find the role of packaging in the purchase behavior of a product quantity.
i) Consumer`s awareness towards the harmful effects of detergent.
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5. INTRODUCTION TO SPSS
OVERVIEW
SPSS Statistics is a software package used for interactive or batched, statistical analysis.
Long produced by SPSS Inc., it was acquired by IBM in 2009. The current versions (2015)
are named IBM SPSS Statistics.
The Software name originally stood for statistical package for the social sciences
(SPSS), reflecting the original market, although the software is now popular in other fields as
well, including the health sciences and marketing.
SPSS is a Windows based program that can be used to perform data entry and analysis and to
create tables and graphs. SPSS is capable of handling large amounts of data and can perform
all of the analyses covered in the text and much more
SPSS is the acronym of Statistical Package for the Social Science. SPSS is one of the most
popular statistical packages which can perform highly complex data manipulation and
analysis with simple instructions. SPSS is a widely used program for statistical
analysis in social science. It is also used by market researchers, health researchers, survey
companies, government, education researchers, marketing organizations, data miners, and
others. The original SPSS manual (Nie, Bent & Hull, has been described as one of
"sociology's most influential books" for allowing ordinary researchers to do their own
statistical analysis. In addition to statistical analysis, data management (case selection, file
reshaping, creating derived data) and data documentation (a metadata dictionary is stored in
the data file) are features of the base software.
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FUNCTIONS OF SPSS:
SPSS offers four programs that assist researchers with their complex data analysis need:-
BENEFITS OF SPSS:
SPSS is an extremely powerful tool for manipulating and deciphering survey data.
It makes the process of pulling, manipulating and analyzing data clean and easy.
It provides countless opportunities for statistical analysis.
LIMITATIONS OF SPSS:
The major limitation of SPSS is that a very large data set cannot be analyzed.
A researcher often gets large data sets in some fields, like insurance where the
researcher generally uses SAAS or R instead of SPSS to analyze data program.
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6. SCREENSHOTS & DESCRIPTION OF SPSS
OPENING OF SPSS
There are two ways to open SPSS. The first way is quite simple if the SPSS icon is already on
your desktop all you have to do is double click the icon:
2. A dialogue box will open in front of SPSS grid listing several options to choose from:
Double-clicking the SPSS icon should open the program, as illustrated below:
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3. Alternatively you can open SPSS through the start button on your computer (if you're
running Windows). If the SPSS icon is not on your desktop you must go through your
computer's Start button. Click “Start” → “All programs” → “SPSS Inc.” From this
point if you have more then one version of SPSS on your computer you have to pick
the version you are going to open. I am going to use version 16.0. From here click
SPSS 16.0, and finally click the SPSS 16.0 icon. All the steps are shown below in a
screen shot:
4. If you followed the steps above when you click SPSS 16.0 the program should open
on your computer. The following options will appear in the dialogue box:
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DETAILS OF MENU
The Data Editor window has two views that can be selected from the lower left-hand side of
the screen. Data View is where you see the data you are using. Variable View is where you
can specify the format of your data when you are creating a file or where you can check the
format of a pre-existing file. The data in the Data Editor is saved in a file with the extension.
Many of the tasks you want to perform with SPSS start with menu selections. Each window
in SPSS has its own menu bar with menu selections appropriate for that window type. The
Data Editor window, for example, has the following menu with its associated toolbar:
Now, let’s review the menus and icons. Review the options listed under each menu on the
Menu Bar by clicking them one at a time. Follow along with the below descriptions.
FILE includes all of the options you typically use in other programs, such as open, save,
exit. Notice, that you can open or create new files of multiple types as illustrated to the
right.
EDIT includes the typical cut, copy, and paste commands, and allows you to specify
various options for displaying data and output.
Click on Options, and you will see the dialog box to the left. You can use this to format the
data, output, charts, etc. These choices are rather overwhelming, and you can simply take the
default options for now. The author of your text (me) was too dumb to even know these
options could easily be set.
19
VIEW allows you to select which toolbars you want to show, select font size, add or
remove the gridlines that separate each piece of data, and to select whether or not to
display your raw data or the data labels.
DATA allows you to select several options ranging from displaying data that is sorted by
a specific variable to selecting certain cases for subsequent analyses.
TRANSFORM includes several options to change current variables. For example, you
can change continuous variables to categorical variables, change scores into rank scores,
add a constant to variables, etc.
ANALYZE includes all of the commands to carry out statistical analyses and to calculate
descriptive statistics. Much of this book will focus on using commands located in this
menu.
GRAPHS include the commands to create various types of graphs including box plots,
histograms, line graphs, and bar charts.
UTILITIES allow you to list file information which is a list of all variables, there labels,
values, locations in the data file, and type.
ADD-ONS are programs that can be added to the base SPSS package. You probably do
not have access to any of those.
WINDOW can be used to select which window you want to view (i.e., Data Editor,
Output Viewer, or Syntax). Since we have a data file and an output file open, let’s try
this. Select Window/Data Editor. Then select Window/SPSS Viewer.
HELP has many useful options including a link to the SPSS homepage, a statistics coach,
and a syntax guide. Using topics, you can use the index option to type in any key word
and get a list of options, or you can view the categories and subcategories available under
contents. This is an excellent tool and can be used to troubleshoot most problems.
The Icons directly under the Menu bar provide shortcuts to many common commands that are
available in specific menus. Take a moment to review these as well. Place your cursor over
the Icons for a few seconds, and a description of the underlying command will appear. For
example, this icon is the shortcut for Save. Review the others yourself.
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DETAILS OF VIEW
Variable View
Data View
VARIABLE VIEW - Variable View is where we see additional information about our data.
Understanding SPSS variable types and formats allows you to get things done fast and
reliably. Getting a grip on types and formats is not hard if you ignore the very confusing
information under variable view. The Variable View tab is another tab in the Data Editor
window in addition to the Data View tab, which was discussed in the last chapter. Again, you
can select between the tabs at the bottom left corner of the Data Editor Window:
In Variable View, the rows correspond to variables, not cases. This view does not show raw
data but rather metadata, information/settings/characteristics of the variables included in the
data set. The metadata of two variables:
21
The columns provide information about the various characteristics of the variables. The
"name" column with part of the "type" column:
1) Numeric variables contain only numbers and are suitable for numeric calculations
such as addition and multiplication.
2) String variables may contain letters, numbers and other characters. You can't do
calculations on string variables -even if they contain only numbers.
22
There are no other variable types in SPSS than string and numeric. However, numeric
variables have several different formats that are often confused with variable types. The only
way to change a string variable to numeric or reversely is ALTER TYPE. However, there's
several ways to make a numeric copy of a string variable or reversely. We'll get to those in a
minute.
Level or Scale of Measure mainstream statistics recognises four levels or scales of measure.
These are
1. Nominal
2. Ordinal
3. Interval
4. Ratio (combined with Interval as Scale in SPSS)
These are in order from most name-like to most number-like. Each level has its own
characteristics and association with a set of permissible statistical procedures. Below, the
level will be characterised and associated with one or more measures of central tendency,
viz., mode, mean, and median.
1) Nominal Data- A nominal scale is a scale that classifies values of a variable into
categories. These categories have names, or possibly numbers, associated with them. It is
used to categorize events or objects into discrete categories for further analysis. The
Nominal level of measure is used for categorical data, where each value has each been
23
assigned to a discrete category. For instance, eye colour of participants in a study might
be nominally (from Latin no men for name) categorised into groups as: brown, blue,
green, others.
a) Gender (male/female)
b) Marital status (married/unmarried or widowed/divorced)
c) State of residence
d) Questions requiring binary responses (yes/no)
2) Ordinal Data-The Ordinal level of measure is used for data which form discrete
categories and can be naturally ranked on some scale. This ranking is a weak ordering of
the data in that two values may share the same rank: the relative rank of a and b is a < b or
a > b or a = b
The central tendency in ordinal data may be represented by the mode (defined above) and
by the median, the value that divides the data into equal halves. This is the middle value
when the cases are odd-numbered. Else, the median is usually taken to be the arithmetic
mean (see below) of the two middle values. The differences between the rank levels of this
scale cannot be measured or compared: while we know that, of ordinal data points a, b,
and c, a<b, b<c, and a<c, we do not know if the distance ab is equal to the distance.
3) Interval Data-Interval data values can be ordered and the distances between them
compared. However, the zero point of interval data is arbitrary. An oft quoted example is
the measure of temperature on the Celsius scale. Here, the freezing point of water is
arbitrarily assigned the value zero and the boiling point of water is arbitrarily assigned the
value 100. While 50° is indicated half way between these two marks on the scale, it is not
coherently half the boiling point of water.
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Examples of Interval Scale:-
4) Ratio Data-Ratio data is all of: ordered, of comparable distance (successive, integral
points on the scale are equally spaced), and on a scale with a true zero point.
a) Weight
b) Height
DATA VIEW - Data View is where we inspect our actual data. In the Data View, the data
are laid out in the standard rectangular format for statistical software. Each row represents a
unit of observation, sometimes also referred to as a record or in SPSS as a case. The case
(observation) number in the leftmost column is assigned automatically and is not saved as
data. Each column represents a variable. All of the data in a column must be of the same type,
either numeric or string (also called character).
You can switch the Data View between formatted and unformatted data by clicking on
the Value Labels button on the Toolbar, the fourth button from the right when in the Data
View. With value labels on you can also see the actual values for a given variable by clicking
on a cell and then looking at the bar just above the data. The box to the left indicates the
observation number and variable selected, e.g. 1: gender, while the centre box shows you the
actual value, e.g. m.
Data values can be edited or added by typing them directly into the Data View. To enter data,
type in the actual data value. However, aside from very small data sets for class exercises,
you should almost never need to do this. SPSS’ main window is the data editor. This is the
only window that's always open when we run SPSS. Although it's called “data editor”, we use
it only for inspecting our data. We strongly recommend you
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1. The data editor has tabs for switching between Data View and Variable View. For
now, make sure you're in Data View.
2. Columns of cells are called variables. Each variable has a unique name (“gender”)
which is shown in the column header.
3. Rows of cells are called cases. Oftentimes, each respondent in a study is represented
as a single case.
4. In SPSS, values refer to cell contents.
5. The status bar may give useful information on the data, for instance whether
a WEIGHT, FILTER, SPLIT FILE or Unicode mode is in effect. These are the main
elements in Data.
PREPARATION OF QUESTIONNAIRE
26
6) Results interpretation
a) A questionnaire should allow us to collect the most complete and accurate data
in a logical flow.
b) This is done in order to reach reliable conclusions from what we are planning to
observe.
c) A well-designed questionnaire should meet the research goal and objectives and
minimize unanswered questions—a common problem bound to many surveys.
d) Define the target respondents and methods to reach them. The researcher should
clearly define the target, study populations from which she/ he collects data and
information.
e) Main methods of reaching the respondents are: personal contact, interview,
mail/Internet-based questionnaires, telephone interview.
Before writing the questionnaire researcher should decide on the questionnaire content.
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c) Sensitive question: avoid questions that could be
embarrassing to respondents.
d) Hypothetical questions should be avoided if possible.
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QUESTIONNAIRE
Questionnaire on Brand liking and customer preference towards Mahindra car.
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DATA COLLECTION
Data collection is a process of collecting information from all the relevant sources to find
answers to the research problem, test the hypothesis and evaluate the outcomes.
Data collection methods can be divided into two categories: primary methods of data
collection and secondary methods of data collection.
Primary Data Collection Method- Primary data also called first hand or raw data which
is collected by the investigator himself for the purpose in mind. Primary data collection
methods can be divided into two groups: quantitative and qualitative:
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Secondary Data Collection Method- Secondary data is a type of data that has already
been published in books, newspapers, magazines, journals, online portals etc. There is an
abundance of data available in these sources about your research area in business studies,
almost regardless of the nature of the research area. Therefore, application of appropriate
set of criteria to select secondary data to be used in the study plays an important role in
terms of increasing the levels of research validity and reliability. These criteria include,
but not limited to date of publication, credential of the author, reliability of the source,
quality of discussions, depth of analyses, the extent of contribution of the text to the
development of the research area etc.
1) Meaning of Sampling:
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2) Sampling Used: In my research I used non-probability sampling
technique and convenience sampling method which means
sample drawn at the convenience of the people tend to make the
selection at familiar location and choose respondents who are like
themselves.
5) Analysis Tool:
a) SPSS Software
b) Microsoft Excel 2013
c) Central Tendency i.e. mean , mode, median
d) Charts and Diagrams
e) Correlation Analysis
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CODING OF A QUESTIONNAIRE
CODING OF A QUESTIONNAIRE
1) Name:
[“10 - 20-1”] [“21- 30-2”] [“31 – 40-3”] [“41 - 50-4”] [“50 above-5”]
3) Gender:
(a) Male
(b) Female
[“Male-1”] [“Female-2”]
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4) Family size:
5) Educational Qualification:
(a) School level
(b) Graduate
(c) Post graduate
(d) Professional degree
(e) Others (please specify)
[“Others-5”]
6) Occupation:
(a) Salaried employee
(b) Businessman
(c) Professionals
(d) Others (please specify)
8) Which brand of detergent are you frequently using select one most frequent?
(a) Ariel matic top load detergent ( )
(b) Ghadi detergent ( )
(c) Tide plus extra powder ( )
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(d) Surf excel quick wash ( )
(e) Rin ( )
(f) Active wheel lemon and orange ( )
(g) Fena Ultra ( )
(h) Ultra shine ( )
(i) Real magic wash ( )
[“Ariel matic top load detergent-1”] [“Ghadi detergent-2”] [“Tide plus extra powder-
3”] [“Surf excel quick wash-4”] [“Rin-5”] [“Active wheel lemon and orange-6”]
[“Fena Ultra-7”] [“Ultra shine-8”] [“Real magic wash-9”]
(a) Daily ( )
(b) Weekly ( )
(c) Alternate days ( )
(d) Half month ( )
(e) After 30 days ( )
(a) Hands ( )
(b) Washing Machine ( )
(c) Others ( )
Ques3. From where do you like to purchase your washing powder select one most preferred?
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[“Departmental Store/ Kirana Store- 1”] [“Super Market-2”] [“Shopping Mall-3”]
[“Online Shopping-4”]
Ques4. What influence you to buy a product again and again select one most preferred?
(a) Features/Attributes ( )
(b) Advertisements ( )
(c) Company name ( )
(d) Packaging ( )
(e) Celebrity Indorsement ( )
(f) Friends & Family ( )
(g) Income ( )
(h) Others ( )
“As above you can see the questions and their coding according to their options.
Options are code in the number 1, 2, 3, 4, and so on.”
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Ques5. Quality of the brand has been good since you are using it.
Ques7. The brand often provides its consumers with great discounts.
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(c) Neither agree nor disagree ( )
(d) Disagree ( )
(e) Strongly disagree ( )
Ques10. The detergent does not spoil the quality of the cloth.
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[“Strongly agree-1”] [“Agree-2”] [“Neither agree nor disagree-3”] [“Disagree-4”]
[“Strongly disagree-5”]
Ques12. Do you think the promotional techniques of the brand affects you?
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Ques15. The brand has a longer duration in market as compared to other brands.
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“In above questions we give the value label as:”
As below you can see the picture the values are assigned as:
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TABULATION
The Data we have collected is being recorded in the table given below as:-
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Figure 2 Table with Value Label
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EDITING OF DATA
a) Editing SPSS data is Win Cross provides a convenient data grid for
editing SPSS data files.
b) The SPSS data grid opens automatically when an SPSS data file is
opened.
c) The data grid has two views of the data, the Data tab view of the actual
data and the Variables tab view of the data structure.
d) Initially, the data file is opened to the Data tab.
1) Data tab - The Data tab displays the actual data values
and lets you:
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2) Variables tab- The Variables tab displays the data file
structure, including: the Variable Name, Label, Code
Values and ValueLabels, Type (String or Number), Field
Width, FieldDecimals, FieldFormat (Alphanumeric, Nu
meric, Currency, Date, etc.), Export Width, Export
Decimals, ExportFormat (Alphanumeric, Numeric, Curre
ncy, Date, etc.) and View Width. The Variables tab lets
you The following options:-
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7. ANALYSIS OF DATA & FINDINGS SUMMARY
1) ANALYSIS OF DATA:-
a) The process of evaluating data using analytical and logical reasoning to
examine each component of the data provided.
b) This form of analysis is just one of the many steps that must be completed
when conducting a research experiment.
c) Data from various sources is gathered, reviewed, and then analyzed to
form some sort of finding or conclusion.
d) There are a variety of specific data analysis method, some of which
include data mining, text analytics, business intelligence, and data
visualizations.
DESCRIPTIVE STATISTICS
a) Descriptive statistics is the term given to the analysis of data that helps describe, show
or summarize data in a meaningful way such that, for example, patterns might emerge
from the data.
b) Descriptive statistics do not, however, allow us to make conclusions beyond the data
we have analyzed or reach conclusions regarding any hypotheses we might have
made. They are simply a way to describe our data.
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c) Descriptive statistics are very important because if we simply presented our raw data
it would be hard to visualize what the data was showing, especially if there was a lot
of it.
d) Descriptive statistics therefore enables us to present the data in a more meaningful
way, which allows simpler interpretation of the data.
e) For example, if we had the results of 100 pieces of students' coursework, we may be
interested in the overall performance of those students.
f) We would also be interested in the distribution or spread of the marks. Descriptive
statistics allow us to do this. How to properly describe data through statistics and
graphs is an important topic.
FREQUENCY ANALYSIS
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c) The period is the duration of time of one cycle in a repeating event, so the period is
the reciprocal of the frequency.
d) For example: if a newborn baby's heart beats at a frequency of 120 times a minute, its
period-the time interval between beats-is half a second (60 seconds divided by
120 beats).
STEP I – From the RIBBON select ANALYZE and from the drop down select
DESCRIPTIVE STATISTICS and from there click FREQUENCIES.
STEP II – Take variables from all the variables in FREQUENCIES section. Then
click OPTIONS and then click OK.
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STEP III – A new OUTPUT window will open.
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CHART ANALYSIS
Maps that are adorned with extra information (map surround) for a
specific purpose are often known as charts, such as a nautical
chart or aeronautical chart, typically spread over several map sheets.
STEP I – From the RIBBON select ANALYZE and from the drop down select
DESCRIPTIVE STATISTICS and from there click FREQUENCIES.
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STEP III – A new OUTPUT window will open.
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MEAN ANALYSIS
a) The mean is the average of all numbers and is sometimes called the arithmetic mean.
b) To calculate mean, add together all of the numbers in a set and then divide the sum by
the total count of numbers.
c) For example, in a data centre rack, five servers consume 100 watts, 98 watts, 105
watts, 90 watts and 102 watts of power, respectively. The mean power use of that rack
is calculated as (100 + 98 + 105 + 90 + 102 W)/5 servers = a calculated mean of 99 W
per server. Intelligent power distribution units report the mean power utilization of the
rack to systems management software.
STEP I – From the RIBBON select ANALYZE and from the drop down select
DESCRIPTIVE STATISTICS and from there click FREQUENCIES.
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STEP III – A new OUTPUT window will open.
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INFERENTIAL STATISTICS
a) It refers to the testing an assumption on the sample data which is drawn from
a population with the objective to infer or estimate about the population.
b) Inferential statistics use a random sample of data taken from a population to
describe and make inferences about the population.
c) Inferential statistics are valuable when examination of each member of an
entire population is not convenient or possible.
d) For example, to measure the diameter of each nail that is manufactured in a
mill is impractical. You can measure the diameters of a representative
random sample of nails. You can use the information from the sample to
make generalizations about the diameters of all of the nails.
TYPES OF TESTS :-
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T- TEST
STEP I – From the RIBBON select ANALYZE and from the drop down select
COMPARE MEANS and from there click ONE-SAMPLE T TEST.
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STEP II – Take one variable from all the variables in TEST VARIABLE
section. Then click OPTIONS and set the CONFIDENCE LEVEL to 95% and
click CONTINUE and then click OK.
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2) INDEPENDENT SAMPLE T- TEST
STEP I – From the RIBBON select ANALYZE and from the drop down select
COMPARE MEANS and from there click INDEPENDENT SAMPLE T TEST.
STEP II– Take one variable from all the variables in TEST VARIABLE section.
Then click OPTIONS and set the CONFIDENCE LEVEL to 95%.
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STEP III – Click DEFINE GROUPS and define the GROUP 1 as 1 and GROUP 2 as
2 and click CONTINUE and at last click OK.
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3) PAIRED SAMPLE TEST
STEP I – From the RIBBON select ANALYZE and from the drop down select
COMPARE MEANS and from there click PAIRED SAMPLE T TEST.
STEP II – Select one variable for VARIABLE 1 section and the other for
VARIABLE 2 section. Then click OPTIONS and set the CONFIDENCE LEVEL to
95%. Then click CONTINUE and finally click OK.
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STEP III – A new OUTPUT window will open.
a) The term "chi-squared test," also written as χ2 test, refers to certain types of statistical
hypothesis tests that are valid to perform when the test statistic is chi-squared
distributed under the null hypothesis. Often, however, the term is used to refer
to Pearson's chi-squared test and variants thereof.
b) Pearson's chi-squared test is used to determine whether there is a statistically
significant difference (i.e., a magnitude of difference that is unlikely to be due to
chance alone) between the expected frequencies and the observed frequencies in one
or more categories of a so-called contingency table.
c) In the standard applications of this test, the observations are classified into mutually
exclusive classes. If the so-called null hypothesis is true, the test statistic computed
from the observations follows a χ2 distribution.
d) The purpose of the test is to evaluate how likely the observed frequencies would be
assuming the null hypothesis is true.
e) The Chi-square (χ2) test represents a useful method of comparing experimentally
obtained results with those to be expected theoretically on some hypothesis.
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f) Thus Chi-square is a measure of actual divergence of the observed and expected
frequencies.
g) It is very obvious that the importance of such a measure would be very great in
sampling studies where we have invariably to study the divergence between theory
and fact.
STEP I – In the RIBBON, click the ANALYZE tab and the go to NON
PARAMETRIC and click CHI- SQUARE in it.
STEP II – A new DIALOG BOX will open, select variables in the CHI –SQUARE
TEST section and click OK.
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STEP III– This will be the OUTPUT
CROSS TABULATION
Crosstab.
Two-way table.
Contingency table.
b) In a crosstab, the categories of one variable determine the rows of the table, and the
categories of the other variable determine the columns.
c) The cells of the table contain the number of times that a particular combination of
categories occurred.
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STEP I – In the RIBBON, click the ANALYZE tab and the go to DISCRIPTIVE
STATISTICS and click CROSSTABS in it.
STEP II – Then a new DIALOG BOX will open and then select the variables in ROW
section, COLUMN section and for LAYER 1 of 1 section like done in the image below
and at last click OK.
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STEP III– This will be the OUTPUT
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CORRELATION ANALYSIS
a) The Correlation Analysis is the statistical tool used to study the closeness of
the relationship between two or more variables.
b) The variables are said to be correlated when the movement of one variable is
accompanied by the movement of another variable.
c) The correlation analysis is used when the researcher wants to determine the
possible association between the variables and to begin with; the following steps
are to be followed:
Pearson’s correlation
Pearson product-moment correlation (PPMC)
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e) The bivariate Pearson correlation indicates the following:
STEP II – A new DIALOG BOX will open, select two variables and in the
CORRELATION COEFFICIENTS section select PEARSON and click OK.
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STEP III – This will be the OUTPUT.
STEP I – In the RIBBON, click the ANALYZE tab and the go to DATA
REDUCTION and click FACTOR.
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STEP II – A new DIALOG BOX will open, select variables and in the FACTOR
ANALYSIS section and click OK.
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2) FINDINGS & SUMMARY:-
FINDINGS:-
SUMMARY:-
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detergents in the various market segments , as well as the impact of
marketing mix i.e. 4p`s on the purchase of detergent and the reason behind
preferring a particular formula or brand.
b) The data of this research was collected through online surveys conducted on
the sample of 100 people, who uses any kind of formula to wash their
clothes. From our survey we concluded that majority of respondent uses
detergent to wash their clothes and the consumers rank Surf Excel among
the top most preferred detergent. While selecting a detergent most of the
consumers` rate washing capacity or performance attribute as the preferred
criteria.
c) As for the survey regarding the usage of detergents, we conclude that Surf
Excel is being used by majority of customers. Secondly, Features and
Attributes is the most influential category to pursue the customers to buy it.
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.
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