RESEARCH METHODOLOGY

ASSIGNMENT
 Assignment Questions

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. (10 Marks)

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. (10 Marks)

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. (5 Marks)

b) Develop a questionnaire to study consumer preference for most preferred

q-commerce app. (5 Marks)
Answer 1

Research Proposal: Understanding Exercise Preferences, Frequency, and Enjoyment

among Gym Members

Introduction:
In the realm of health and wellness, gyms and fitness centers have become ubiquitous
symbols of a growing emphasis on physical well-being. However, despite their popularity,
there is a notable lack of research exploring the specific exercise preferences, frequency of
engagement, and the level of enjoyment experienced by gym members. This research
proposal aims to address these knowledge gaps by investigating the exercise preferences,
frequency, and enjoyment levels of members in a recently established gym in the area.

Research Questions:

1. What are the preferred types of exercise among gym members, categorized by gender,
age, and fitness goals?
2. How frequently do gym members engage in exercise, considering factors such as
workout intensity and time constraints?
3. Do gym members derive genuine enjoyment from exercising, or is it perceived as a
chore or a means to an end?

Research Design:
A quantitative research approach, specifically a survey research design, has been deemed the
most suitable methodology for this study. Utilizing a survey allows for data collection from a
substantial number of gym members, enabling the generalization of findings to the broader
population of gym members in the region.

Quantitative Phase
The quantitative phase will involve surveying a sample of gym-goers in the local area. A
structured questionnaire will be designed to collect data on the following aspects:
 Demographic information (age, gender, occupation, etc.).
 Types of exercises preferred (e.g., cardio, strength training, yoga, group classes, etc.).
 Frequency of exercise sessions per week.
 Level of enjoyment during exercise sessions (measured on a Likert scale).
 Motivations for engaging in exercise activities (e.g., health goals, stress relief, social
interaction, etc.).
The survey will be distributed electronically or through paper-based forms at the participating
gym. A random sampling technique will be employed to ensure the representativeness of the
sample.
Qualitative Phase
The qualitative phase will involve in-depth interviews with a subset of gym-goers selected
from the survey respondents. The interviews will delve deeper into their exercise preferences,
experiences, and motivations. Open-ended questions will be used to encourage detailed
responses and uncover nuanced insights. Sample questions may include:
  Can you describe your favourite exercise routine and why you enjoy it?
 How important is exercise to overall health?
 What factors influence your decision to participate in gym activities regularly?
 Have you encountered any challenges or barriers to maintaining a consistent exercise
routine?
The qualitative data obtained from interviews will complement the quantitative findings,
providing a richer understanding of gym-goers' perspectives.
Participants:
The participants in this study will comprise gym members of the newly opened gym in the
area. A stratified sampling technique will be employed to recruit participants, ensuring
representation from different demographic groups, including gender, age, and fitness goals.
Gym members aged 18 and above, with a minimum of one month's membership at the gym,
will be eligible to participate in the study.

Data Collection:
Data will be collected through a self-administered survey. The survey will be designed to
gather information on the participants' demographic characteristics, exercise preferences,
exercise frequency, enjoyment levels, and perceived barriers to exercise. Additionally, open-
ended questions will be included to elicit further insights and comments from participants.

Data Analysis:
The collected data from the survey will be analysed using both descriptive and inferential
statistics. Descriptive statistics will provide a summary of the participants' demographic
characteristics, exercise preferences, exercise frequency, enjoyment levels, and perceived
barriers to exercise. Inferential statistics will be employed to examine hypotheses pertaining
to the relationships among these variables and to identify significant differences between
different demographic groups.

Expected Outcomes:
The anticipated outcomes of this study are to gain insights into the exercise preferences,
frequency, enjoyment levels, and perceived barriers to exercise among gym members. The
findings will provide valuable information to gym owners and fitness professionals in
designing and implementing exercise programs that align with the needs, preferences, and
challenges faced by their members. Additionally, the study will contribute to a better
understanding of the factors influencing exercise adherence and enjoyment, which can inform
the development of interventions to promote a sustainable fitness culture.

Timeline:
The study is anticipated to be completed within a six-month timeframe. A tentative timeline
for the study is outlined below:

1. Month 1: Development of the research proposal and acquisition of IRB approval

2. Months 2-3: Survey design, recruitment of participants, and pilot testing
3. Month 4: Data collection
4. Month 5: Data analysis
5. Month 6: Preparation and submission of the research report

Budget:
The total estimated budget for this study is $6,000. The budget encompasses expenses related
to survey development, printing, postage, participant incentives, data analysis, and report
writing.

Ethical Considerations:
This research will adhere to ethical guidelines, ensuring participant confidentiality, informed
consent, and voluntary participation. The data collected is anonymous and is only used for
research purposes.
Significance:
This study will contribute to the existing body of knowledge on exercise preferences,
frequency, enjoyment, and perceived barriers among gym members. The findings will have
practical implications for gym owners, fitness professionals, and policymakers in designing
effective fitness programs, improving member satisfaction, and promoting long-term exercise
adherence. The study will also contribute to the development of evidence-based strategies to
increase participation in regular physical activity, with the ultimate goal of improving the
health and well-being of individuals and communities.

Implications and Recommendations:

Based on the research findings, recommendations can be made to gyms regarding:
 Customizing exercise programs to align with popular preferences.
 Offering diverse and engaging fitness classes or activities.
 Addressing barriers or challenges that may hinder consistent participation.
 Promoting a positive and enjoyable exercise environment to enhance member
retention.
Conclusion:
Understanding the exercise preferences, frequency, and enjoyment levels among gym-goers
is essential for gyms to optimize their offerings and create a rewarding fitness experience.
This research proposal outlines a mixed-methods approach to comprehensively explore these
aspects and generate actionable insights for the fitness industry.
Answer 2

Employee turnover or attrition is a major concern of IT companies worldwide, affecting

organizational stability, productivity and effectiveness. As an HR manager in the IT industry,
it is very important to address attrition rates through effective retention strategies. As an HR
manager in the IT industry, it is very important to address attrition rates through effective
retention strategies. This experimental study aims to delve into the multifaceted factors
influencing employee churn in an IT firm, with a specific emphasis on HR initiatives
designed to mitigate attrition. By employing a design of experiment methodology, this
research endeavours to systematically analyse the impact of various independent variables,
such as compensation, job satisfaction, career development opportunities, and workplace
culture, on employee turnover.

Experimental Study on HR Initiatives and Employee Churn in an IT Firm

To design an experimental study on factors affecting employee churn in an IT firm with a
focus on HR initiatives, we'll first outline the variables involved:
Independent Variables (IV):
HR Initiatives: Different strategies implemented by the HR department to reduce attrition,
such as training programs, flexible work arrangements, performance incentives, and career
development opportunities.
Career Development: This group will receive access to a structured program with
workshops, mentorship opportunities, and tuition reimbursement for relevant certifications.
Work-Life Balance: Factors like workload, work-life balance, job satisfaction, and
organizational culture.
Compensation and Benefits: Salary, bonuses, benefits packages, and other financial
incentives.
Dependent Variable (DV):
Employee Churn Rate: The rate at which employees voluntarily leave the company over a
specified period, typically expressed as a percentage.
Extraneous Variables:
Job Role: We will limit the study to specific IT job roles (e.g., software developers) to
ensure a homogenous group.
Experience Level: We will target employees with similar experience levels (e.g., mid-level)
to reduce the impact of seniority on churn.
Department: We will randomly select participants from various departments within the IT
function.
Employee Demographics: Age, gender, education level, experience, and job role.
Economic Conditions: Market conditions, industry trends, and economic stability.
External Opportunities: Job market competitiveness, availability of alternative job options,
and industry demand for skilled employees.
Compensation: Base salary and benefits will be standardized across all groups.
Control Group:
Have a control group that receives no specific HR initiatives. This group will help you
establish a baseline for comparison. Ensure that the control group is similar in demographics
and job roles to the other groups to minimize confounding variables.
Randomization: Participants will be randomly assigned to one of the four groups to
minimize selection bias and ensure all groups have a similar baseline churn rate.
Blinding: Employees and managers will be blinded to the specific HR initiatives each group
receives, if possible. This can be achieved by using generic program names or focusing on
the overall company commitment to employee development and well-being.
Experimental Design:
Random Assignment:
Randomly assign employees to different HR initiatives groups (e.g., training program group,
flexible work arrangement group, incentive group, control group with no special initiatives).
Ensure that each group is representative of the overall employee population in terms of
demographics and job roles.
Pre-Test and Post-Test Measures:
Pre-test: Collect baseline data on employee churn rate for the chosen IT job roles within the
company. Conduct an employee satisfaction survey to understand current sentiment regarding
career development and work-life balance.
Implement HR initiatives for the respective groups over a defined period (e.g., 6 months to 1
year).
Post-test: After a designated follow-up period (e.g., 1 year), measure the employee churn
rate within each group. Conduct another employee satisfaction survey to assess changes in
sentiment.
Data Collection and Analysis:
Collect data on employee churn rates for each group during and after the intervention period.
Analyse the data using statistical methods such as ANOVA (Analysis of Variance) to
compare the effectiveness of different HR initiatives in reducing churn rates.
Control for extraneous variables by including them as covariates in the analysis or using
matching techniques to ensure groups are comparable.
Compare the employee churn rates between the treatment and control groups. Analyse the
employee satisfaction survey data to see if the HR initiatives influenced employee
perceptions of career development and work-life balance.
Expected Outcome:
We expect to see a lower employee churn rate in the treatment groups compared to the
control group. The specific program that proves most effective (Career Development, Work-
Life Balance, or Combined) will inform future HR strategy.
Ethical Considerations:
1. Ensure that the study complies with ethical guidelines regarding employee privacy,
consent, and confidentiality of data.
2. Communicate the purpose and voluntary nature of participation to employees, and obtain
informed consent.
3. Obtain informed consent from participating employees.
4. Maintain participant confidentiality throughout the study.
5. Debrief participants at the study's conclusion, informing them of the overall findings.
Conclusion:
By following this experimental design, we can systematically evaluate the impact of HR
initiatives on employee churn rates while controlling for extraneous variables, leading to
more reliable conclusions and actionable insights for reducing attrition in the IT firm.
1. This experimental design allows us to isolate the impact of specific HR initiatives on
employee churn while controlling for external factors.
2. By analysing the results, the IT company can gain valuable insights into how to improve
employee retention and create a more positive work environment.
3. Based on the churn rate and exit interview data, we can determine whether the
implemented HR initiatives were effective in lowering employee attrition.
4. If a specific treatment group shows a statistically significant decrease in churn compared
to the control, we can conclude that the corresponding HR initiative has a positive impact
on employee retention.
5. The study may also identify areas for improvement within the standard HR practices or
suggest modifications to the tested initiatives for further optimization.
Answer 3A

Specific Purposes for Using Research at Zepto

Identify and understand customer needs:

Problem statement: We need to better understand the needs and wants of our customers so
that we can develop products and services that meet those needs.

Operational definition: Customer needs are the features and benefits that customers desire
in a product or service.

Research methods:

 Surveys
 Interviews
 Focus groups
 Customer observation

Benefits of this research:

 Helps us to develop products and services that are tailored to the needs of our
customers
 Increases customer satisfaction
 Leads to increased sales and profits

Develop new products and services:

Problem statement: We need to develop new products and services that are innovative and
meet the needs of our customers.

Operational definition: New products and services are products and services that are not
currently offered by Zepto.

Research methods:

 Market research
 Competitive analysis
 Brainstorming
 Idea generation

Benefits of this research:

 Helps us to stay ahead of the competition

 Leads to increased sales and profits
 Creates a positive reputation for our company

Improve existing products and services:

Problem statement: We need to improve our existing products and services so that they are
more competitive and meet the needs of our customers.
Operational definition: Existing products and services are products and services that are
currently offered by Zepto.

Research methods:

 Customer surveys
 Customer interviews
 Focus groups
 Product testing

Benefits of this research:

 Helps us to improve the quality of our products and services

 Increases customer satisfaction
 Leads to increased sales and profits

Increase sales and profits:

Problem statement: We need to increase our sales and profits so that we can grow our
business.

Operational definition: Sales are the number of units of a product or service that are sold.
Profits are the difference between the revenue from sales and the costs of producing and
selling the product or service.

Research methods:

 Market research
 Competitive analysis
 Pricing analysis
 Sales forecasting

Benefits of this research:

 Helps us to identify new markets and opportunities

 Helps us to develop effective marketing strategies
 Leads to increased sales and profits

Reduce costs:

Problem statement: We need to reduce our costs so that we can be more competitive and
increase our profits.

Operational definition: Costs are the expenses that are incurred in the production and sale of
a product or service.

Research methods:

 Cost analysis
 Supplier analysis
  Process analysis
 Benchmarking

Benefits of this research:

 Helps us to identify areas where we can reduce costs
 Improves our efficiency
 Leads to increased profits
Answer 3B
Understanding customer needs for quick shopping (q-commerce) apps is important,
especially in a highly competitive market environment with many players like Zepto,
Swiggy's Instamart and Zomato's Blinkit on the move from Mumbai. Developing surveys to
learn about customer preferences can provide companies like Zepto with valuable
information that helps them personalize their services, optimize user experiences, and stay
ahead of the curve in a rapidly evolving market. By analyzing factors such as app usage,
delivery speed, product type, pricing and customer service, Zepto can gain a deeper
understanding of what drives customer choices and make data-driven decisions to strengthen
its competitive advantage.
Q-Commerce App Preference Questionnaire

Demographic Information:

1. Age:
o What is your age range?
 18-24
 25-34
 35-44
 45-54
 55-64
 65+
2. Gender:
o Do you identify as male, female, or non-binary?
3. Location:
o Where do you currently reside?
 City
 State/Province
 Country
4. Occupation:
o What is your current occupation?
 Student
 Employed
 Self-Employed
 Unemployed
 Retired

Q-Commerce App Usage:

1. Do you use q-commerce apps?

o Yes
o No
o If no, why not?
2. If yes, which q-commerce apps do you use?
 Zepto
 Swiggy’s Instamart
 Zomato’s Blinkit
 Others (please specify)
3. How often do you use q-commerce apps?
o Daily
 o Weekly
o Monthly
o Rarely
4. What types of products do you usually order through q-commerce apps?
o Groceries
o Restaurant meals
o Convenience items
o Electronics
o Other
5. What is your average order value?
o Less than $25
o $25-$50
o $50-$100
o More than $100
6. What is your preferred payment method for q-commerce orders?
o Credit/debit card
o Digital wallet (e.g., Apple Pay, Google Pay)
o Cash on delivery
7. What is your overall satisfaction with q-commerce apps?
o Very satisfied
o Satisfied
o Neutral
o Dissatisfied
o Very dissatisfied

App Preferences:

1. What features are most important to you in a q-commerce app?

o Fast delivery
o Wide selection of products
o User-friendly interface
o Secure payment options
o Customer support
o Others
2. What is your preferred user interface for a q-commerce app?
o Simple and intuitive
o Modern and stylish
o Functional and efficient
o Personalized and customizable
3. What is your preferred delivery time for q-commerce orders?
o Less than 30 minutes
o 30 minutes to 1 hour
o 1 to 2 hours
o More than 2 hours
4. What is your preferred delivery fee for q-commerce orders?
o Free
o Less than $5
o $5 to $10
o More than $10
5. What is your preferred customer service experience for q-commerce orders?
o 24/7 availability
o Multiple contact channels (e.g., phone, email, chat)
o Quick and efficient response
o Friendly and helpful staff
This questionnaire covers various aspects such as app usage, preferences, user experience,
product choices, delivery satisfaction, and feedback, allowing you to gather comprehensive
data on consumer preferences for q-commerce apps.