3.

1: Research paradigm

There are two types of research approaches which are quantitative and qualitative.
Quantitative research deals with numbers, statistics and graphs. The research strategy in
quantitative research is explanatory which explains the relationship between independent
variable and dependent variable. On the other hand, qualitative research focus on exploring
ideas, opinions and experiences. The research strategy used in qualitative is exploratory
strategy where thought processes are analyzed.

3.2: Research Methodology

After comprehending Key Business question, it was analyzed that the research on Hyundai
Elantra was qualitative, where the research team gathered individual opinions of the target
audience. This research was conducted on the basis on IDI (In Depth Interview) from the
vehicle owners of Hyundai Elantra, Civic, Grande and Altis. All the data was gathered
through IDI (In depth interviews) consisting of open ended questions.

The data enabled us to review the Elantra’s awareness in the market. Moreover, it helped us
in recognizing the factors, specially the role of social media that lead to purchasing of
Elantra. The research was able to capture the perception and the intensity of customer
satisfaction towards Elantra against its competitors. This research helped us to identify the
influence of marketing campaigns in developing a consumer perception.

3.3: Target Audience

The target audience is a group of people which is either consuming the product on which the
research is based upon or competitor’s product. It is very important to identify the right target
audience for any research.

Age 20 and above

Gender Male and Female
City Karachi
Usership(Recruitment Owners of Elantra, Civic, Atlis and Grande
Criteria)
Marital status Doesn’t Apply
SEC A+ to B (was determined through SEC grid)
3.3: Geographical location (Data collection points)
The geographical location for this research study was Karachi, Pakistan. The broad areas
within Karachi were North Nazimabad, DHA (Defense housing Authority), Clifton and
Gulshan. As the target audience socio economic class is A+ to B, these areas cover
individuals from these socio economic classes.

3.4: data collection method

As this research was qualitative, the method that was used to gather data was paired IDI. IDI
refers to In-depth interviews that consists of open ended questions. IDIs are conducted when
target audience is difficult to recruit even 4 people. Paired IDI refers to interviews conducted
where buying decision of the product depends upon two individuals. In this case study, the
purchase decision depended upon husband-wife, father-mother, mother-son, sister-brother
etc. This research helped us in getting responses from various individuals.

3.5: Data collection instrument

The data collection instrument for Hyundai Elantra research study was discussion guideline.
Discussion guideline deals with open ended questions. During discussion guideline,
respondent had the freedom to talk about their perception regarding Hyundai Elantra, civic,
Altis and Grande. Respondents were able to share their experiences with respective cars. This
enabled the researchers to develop scripts on the basis of research objectives. As this research
was qualitative and open ended questions were asked, responses from the respondents were
recorded and transcribed later.

3.6: Lengths of data collection instruments

As the data collection instrument was discussion guideline, the discussion was conducted
through in depth interviews of about 20-25 minutes.

3.7: Sampling technique

Collecting data from entire population is impossible. Therefore, the sampling technique for
this research was non probability convenience sampling. Target population did not have
equal chance to become a part of sample. The mentioned technique saved time, cost and
effort.

3.8: sample size/sample split

 The target sample size for this research was 20. IDI (in depth interviews) were conducted of
20 respondents. Sample split was on the basis of usership.

Area Owners of Owners of Owners of Owners of

Elantra Civic Altis Grande
North Nazimabad
Gulshan
Clifton
DHA

3.9: timeline

Week
Activities
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Selection/Approval of Research topic
Collection of background Information
Collection of Industry Review
Proposal writing
Mid Term-review
Discussion Guideline development
Pilot testing
Field work ( conducting IDI's)
Transcript Editing
Data Analysis
Report writing and Presentation
3.10: Budget (Project cost)

Particulars Cost
Transportation/Fuel Rs. 10,000
Printing Rs. 3,000
Miscellaneous Rs. 5,000
Total Rs. 18,000/-