NMIMS

Global Access School for Continuing Education (NGA-SCE)

Course: Research Methodology
Internal Assignment Applicable for June 2024 Examination

Question 1)
One of the newly opened Gym in your area trying to understand what
type of exercise is preferred by people these Days, how often they do
their exercise and do they really enjoy it or they do just for the sake of
doing. Which research design is most suitable for this situation? Write
research proposal for this situation.
Answer)
Research Proposal: Understanding Exercise Preferences and
Motivations in the Local Community
Introduction:
In today's fast-paced society, maintaining a healthy lifestyle has become
increasingly important. As a newly opened gym in the area, it is imperative
for us to understand the exercise preferences, frequency, and motivations
of the local community. This research aims to uncover insights into the
types of exercises preferred by people, their exercise habits, and whether
they genuinely enjoy their workout routines or engage in them out of
obligation. By gaining a deeper understanding of our target audience, we
can tailor our offerings and services to better meet their needs and
preferences, ultimately driving customer satisfaction and loyalty.
Research Objectives:
 1. To identify the types of exercise preferred by individuals in the local
community.
2. To determine the frequency of exercise among community
members.
3. To explore the motivations and attitudes towards exercise, including
whether individuals engage in exercise out of enjoyment or
obligation.
4. To gather insights that will inform gym programming, marketing
strategies, and facility enhancements to better cater to the needs
and preferences of the local community.
Research Design:
The most suitable research design for this situation is a mixed-methods
approach, incorporating both quantitative and qualitative research
methods. This approach allows for a comprehensive understanding of
exercise preferences, habits, and motivations among the target
population.
Quantitative Phase:
Survey Research: A structured questionnaire will be developed to collect
quantitative data on exercise preferences, frequency, and motivations.
The survey will be administered to a representative sample of individuals
from the local community. Key elements of the survey will include:
1. Demographic information: Age, gender, occupation, marital status,
etc.
2. Exercise preferences: Types of exercise preferred (e.g., cardio,
strength training, yoga, etc.).
3. Exercise frequency: Number of times per week individuals engage in
exercise.
 4. Enjoyment vs. obligation: Attitudes towards exercise, including
whether individuals enjoy their workouts or feel obligated to
exercise.
5. Gym membership status: Current gym members vs. non-members.
Sampling Method: A stratified random sampling technique will be
employed to ensure representation from various demographic groups
within the local community. Strata will be defined based on demographic
characteristics such as age, gender, and occupation. Participants will be
recruited through a combination of online surveys, community outreach,
and on-site recruitment at the gym.
Data Analysis: Quantitative data analysis will involve descriptive statistics
such as frequencies, percentages, and means to summarize the survey
responses. Inferential statistics such as chi-square tests or t-tests may
also be used to identify significant associations between variables.
Qualitative Phase:
Focus Group Discussions: In-depth focus group discussions will be
conducted with a subset of survey participants to explore their exercise
preferences, habits, and motivations in greater detail. Key topics for
discussion will include:
1. Perceived barriers to exercise.
2. Social and environmental factors influencing exercise behavior.
3. Strategies for enhancing the gym experience and promoting exercise
adherence.
Sampling Method: Participants for focus group discussions will be
selected from survey respondents who express interest in participating
further in the study. Efforts will be made to ensure diversity in terms of age,
gender, exercise habits, and gym membership status.
Data Analysis: Qualitative data analysis will involve thematic analysis,
whereby recurring themes and patterns will be identified within the focus
group transcripts. This analysis will provide rich insights into the
underlying motivations and attitudes towards exercise among community
members.
Timeline:
1. Survey Development and Pretesting: 2 weeks
2. Survey Administration: 4 weeks
3. Quantitative Data Analysis: 2 weeks
4. Focus Group Recruitment: 1 week
5. Focus Group Discussions: 2 weeks
6. Qualitative Data Analysis: 2 weeks
7. Report Writing and Presentation: 2 weeks
Conclusion:
In conclusion, this research proposal outlines a comprehensive approach
to understanding exercise preferences, habits, and motivations in the
local community. By employing a mixed-methods research design
combining quantitative surveys and qualitative focus group discussions,
we aim to gather in-depth insights that will inform gym programming,
marketing strategies, and facility enhancements. By better understanding
the needs and preferences of the local community, we can tailor our
offerings to foster a supportive and engaging environment that promotes
exercise adherence and overall well-being. This research will not only
benefit our gym but also contribute valuable insights to the broader
understanding of health and fitness behaviors in the community.
Question 2)
You are a HR manager in one of the major IT company. Design an
experimental study to look into the factors that affect employee churn
in the IT firm, with an emphasis on HR initiatives to lower attrition.
Develop a design of experiment of this study keeping independent,
dependent and extraneous variables into consideration. How you will
apply control in this experimental research. Explain the variables and
steps.
Answer)

Experimental Study Design: Factors Affecting Employee Churn in an IT

Firm
Introduction:
Employee churn, or turnover, is a critical issue faced by IT firms, impacting
productivity, morale, and overall organizational performance. As the HR
manager of a major IT company, it is essential to understand the factors
that influence employee churn and identify effective HR initiatives to
lower attrition rates. This experimental study aims to investigate these
factors and assess the effectiveness of HR interventions in reducing
employee turnover.
Research Objectives:
1. To identify the key factors influencing employee churn in the IT firm.
2. To evaluate the impact of HR initiatives on lowering attrition rates.
3. To develop evidence-based recommendations for implementing
effective HR strategies to reduce employee turnover.
Experimental Design:
Independent Variable (IV): The independent variable in this study is the
HR initiatives implemented by the company to address employee churn.
These initiatives may include:
1. Training and development programs.
2. Flexible work arrangements.
3. Performance management systems.
4. Employee recognition and rewards.
5. Work-life balance initiatives.
Dependent Variable (DV): The dependent variable is the employee churn
rate, measured as the percentage of employees who voluntarily leave the
company within a specified time period (e.g., one year).
Extraneous Variables: Extraneous variables are factors that may
influence the dependent variable but are not the focus of the study. These
variables may include:
1. Employee demographics (age, gender, tenure, etc.).
2. Job satisfaction levels.
3. Organizational culture and climate.
4. Economic conditions and industry trends.
5. Competitive job market conditions.
Experimental Procedure:
1. Pre-Intervention Assessment:
• Before implementing any HR initiatives, conduct a
comprehensive assessment to identify the factors contributing
to employee churn. This may involve analyzing exit interviews,
 conducting employee surveys, and reviewing performance
data.
2. Selection of HR Initiatives:
• Based on the findings from the pre-intervention assessment,
select a set of HR initiatives to address the identified factors
influencing employee churn. These initiatives should be
tailored to the specific needs and preferences of employees in
the IT firm.
3. Random Assignment of Participants:
• Randomly assign employees to different groups based on their
department, job role, or other relevant factors. Ensure that
each group is representative of the overall workforce to
minimize selection bias.
4. Implementation of HR Interventions:
• Implement the selected HR initiatives in the experimental
groups while maintaining the status quo in the control group.
Monitor the rollout of initiatives and ensure consistency in
implementation across groups.
5. Data Collection:
• Collect data on employee churn rates over a specified time
period (e.g., six months to one year) for both the experimental
and control groups. Track the number of voluntary resignations
and calculate the churn rate for each group.
6. Evaluation of Results:
• Compare the employee churn rates between the experimental
and control groups to assess the impact of HR initiatives on
attrition. Use statistical analysis techniques (e.g., t-tests,
 ANOVA) to determine if there are significant differences in
churn rates between groups.
7. Post-Intervention Assessment:
• Conduct follow-up surveys or interviews with employees to
gather feedback on the effectiveness of HR initiatives in
reducing turnover. Analyze qualitative data to identify
strengths, weaknesses, and areas for improvement in the
implemented interventions.
Control in Experimental Research:
Control is essential in experimental research to ensure that any observed
effects on the dependent variable can be attributed to the independent
variable being tested, rather than extraneous factors. In this study, several
steps will be taken to apply control:
1. Random Assignment: Employees will be randomly assigned to
experimental and control groups to minimize selection bias and
ensure that groups are comparable in terms of demographic and
job-related characteristics.
2. Standardized Implementation: HR initiatives will be implemented
consistently across experimental groups to ensure uniformity and
eliminate variability in intervention delivery.
3. Control Group: A control group will be established where no HR
interventions will be implemented, allowing for a comparison of
churn rates between intervention and non-intervention groups.
4. Extraneous Variables: Efforts will be made to control for extraneous
variables such as employee demographics and job satisfaction
levels by selecting a diverse sample and conducting statistical
analyses to account for potential confounding factors.
 5. Blinding: Where feasible, researchers and participants may be
blinded to the experimental conditions to minimize bias in data
collection and analysis.
Conclusion:
In conclusion, this experimental study aims to investigate the factors
influencing employee churn in an IT firm and assess the effectiveness of
HR initiatives in lowering attrition rates. By employing a rigorous
experimental design, including the manipulation of independent
variables, control of extraneous variables, and random assignment of
participants, we can draw meaningful conclusions about the impact of HR
interventions on employee turnover. The findings of this study will provide
valuable insights for HR managers in developing evidence-based
strategies to retain talent and improve organizational performance in the
IT industry.

Question 3)
During pandemic Zepto has emerged as a major Quick commerce
market in Mumbai; however; after the entry of Swiggy’s Instamart and
Zomato’s Blinkit the market has become highly competitive. The
market has been changing with respect to consumer preferences,
market trends and consumer choices for apps.
a. Classify and distinguish the specific purposes for which Zepto may
be able to use research effectively. Write down the problem statement
and operational definition of this research.
b. Develop a questionnaire to study consumer preference for most
preferred q-commerce app.
Answer)
a. Classifying Zepto's Research Purposes and Problem Statement:
Specific Purposes for Using Research Effectively:
1. Understanding Consumer Preferences: Research can help Zepto
understand the changing preferences of consumers in the quick
commerce market, including factors such as product assortment,
delivery speed, pricing, and user experience.
2. Market Trends Analysis: Research can aid Zepto in analyzing market
trends, including emerging competitors, shifts in consumer
behavior, and technological advancements impacting the quick
commerce industry.
3. Competitive Analysis: Research can help Zepto assess the
strengths and weaknesses of competitors such as Swiggy's
Instamart and Zomato's Blinkit, identify areas for differentiation, and
develop strategies to maintain or gain market share.
4. App Usability and Experience: Research can assist Zepto in
evaluating the usability and user experience of its app, identifying
pain points, and implementing improvements to enhance customer
satisfaction and retention.
5. Customer Satisfaction and Loyalty: Research can enable Zepto to
measure customer satisfaction levels, identify factors influencing
loyalty, and develop initiatives to increase customer retention and
lifetime value.
Problem Statement:
"As a major player in Mumbai's quick commerce market, Zepto faces
increasing competition from rivals such as Swiggy's Instamart and
Zomato's Blinkit. To maintain its competitive edge and meet evolving
consumer demands, Zepto needs to understand consumer preferences,
market trends, and the factors driving app choice in the q-commerce
space."
Operational Definition of Research:
1. Consumer Preferences: Operationalized as the specific attributes
and features that consumers prioritize when choosing a quick
commerce app, including product range, delivery speed, pricing,
and overall user experience.
2. Market Trends: Operationalized as the changes and developments
observed in the quick commerce market, such as shifts in consumer
behavior, emergence of new competitors, and adoption of new
technologies.
3. Competitive Analysis: Operationalized as the assessment of
Zepto's strengths and weaknesses relative to competitors, including
factors such as market share, app features, delivery infrastructure,
and customer satisfaction ratings.
4. App Usability and Experience: Operationalized as the ease of use,
functionality, and overall satisfaction with Zepto's app, measured
through metrics such as app ratings, user reviews, and feedback on
specific features.
5. Customer Satisfaction and Loyalty: Operationalized as the level of
satisfaction among Zepto's customers and their likelihood to
continue using the app and recommend it to others, assessed
through surveys, ratings, and retention metrics.
b. Questionnaire Development: Consumer Preference for Q-commerce
Apps
Introduction:
The purpose of this questionnaire is to gather insights into consumer
preferences for quick commerce (q-commerce) apps in Mumbai,
specifically focusing on factors influencing app choice, satisfaction levels,
and areas for improvement. Your feedback is valuable in helping Zepto
understand customer needs and enhance its services to better serve you.
Section 1: Demographic Information
1. Age:
• Under 18
• 18-24
• 25-34
• 35-44
• 45-54
• 55 and above
2. Gender:
• Male
• Female
• Other (please specify)
3. Occupation:
• Student
• Professional
• Homemaker
• Retired
• Other (please specify)
 4. Monthly Income:
• Below Rs. 20,000
• Rs. 20,000 - Rs. 40,000
• Rs. 40,000 - Rs. 60,000
• Above Rs. 60,000
Section 2: Q-commerce App Usage
5. Which q-commerce apps have you used in the past month? (Select
all that apply)
• Zepto
• Swiggy Instamart
• Zomato Blinkit
• Other (please specify)
6. On average, how often do you use q-commerce apps for shopping?
• Multiple times a week
• Once a week
• 2-3 times a month
• Rarely
7. What types of products do you typically purchase through q-
commerce apps? (Select all that apply)
• Groceries
• Fresh produce
• Personal care items
• Electronics
 • Medicines
• Other (please specify)
Section 3: Factors Influencing App Choice
8. What are the most important factors influencing your choice of q-
commerce app? (Rank from 1 to 5, with 1 being the most important)
• Product assortment
• Delivery speed
• Pricing
• App usability
• Customer service
9. Have you ever switched q-commerce apps? If yes, what was the
primary reason for switching?
• Yes
• No
• Primary reason (please specify)
Section 4: Satisfaction and Feedback
10. How satisfied are you with the q-commerce app(s) you use?
(Scale from 1 to 5, with 1 being very dissatisfied and 5 being very
satisfied)
• Zepto:
• Swiggy Instamart:
• Zomato Blinkit:
11. What do you like most about the q-commerce app(s) you use?
 12. What improvements or additional features would you like to
see in q-commerce apps?
Conclusion:
Thank you for taking the time to complete this questionnaire. Your
feedback will help Zepto understand consumer preferences and improve
its services to better meet your needs. Your responses are anonymous and
will be used for research purposes only.