THEORY

1. RESEARCH METHODLOGY
RESEARCH
Research is defined as a scientific and systematic search for pertinent information
on a specific topic. In fact, research is an art of scientific investigation. According to Clifford
Woody research comprises defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organising and evaluating data; making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. Research is, thus, an original contribution to the existing stock of
knowledge making for its advancement. It is the persuit of truth with the help of study,
observation, comparison and experiment.
RESEARCH METHODLOGY
Research methodology is the way in which research problems are solved
systematically. It is a science of studying how research is conducted scientifically. Under it, the
researcher acquaints himself/herself with the various steps generally adopted to study a research
problem, along with the underlying logic behind them. Hence, it 5 is not only important for the
researcher to know the research techniques/ methods, but also the scientific approach called
methodology. 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
TYPES OF RESARCH
• Descriptive Research vs. Analytical Research.
• Applied Research vs. Fundamental Research
• Qualitative Research vs. Quantitative Research
• Conceptual Research vs. Empirical Research
The current study is a descriptive research Descriptive research consists of surveys and
factfinding enquiries of different types. The main objective of descriptive research is describing
the state of affairs as it prevails at the time of study. The term ‘ex post facto research’ is quite
often used for descriptive research studies in social sciences and business research. The most
distinguishing feature of this method is that the researcher has no control over the variables.
Majority of the ex post facto research projects are used for descriptive studies in which the
researcher attempts to examine phenomena, such as the consumers’ preferences, frequency of
purchases, shopping, etc. The methods of research adopted in conducting descriptive research are
survey methods of all kinds, including correlation and comparative methods.
RESEARCH DESIGN
A research design is the plan of a research study. The design of a study defines the study
type (descriptive, correlational, semi-experimental, experimental, review, metaanalytic) and sub-

2. type (e.g., descriptive-longitudinal case study), research problem, hypothesis, independent and
dependant variables, experimental design, and, if applicable, data collection methods and a
statistical analysis plan. Research design is the framework that has been created to find answers
to research questions
TYPES OF RESEARCH DESIGN
• Exploratory Research Design
• Descriptive and Diagnostic Research Design
• Hypothesis-Testing Research Design
The current study uses descriptive research design Descriptive research design is defined as a
research method that describes the characteristics of the population or phenomenon studied. The
descriptive research method primarily focuses on describing the nature of a demographic
segment without focusing on a particular phenomenon occur. Descriptive studies are mostly
based are mostly based on quantitative methods and use numerical tools to evaluate the results.
SAMPLE DESIGN
A sample design is the framework, or road map, that serves as the basis for the selection of
a survey sample and affects many other important aspects of a survey as well. In a broad context,
survey researchers are interested in obtaining some type of information through a survey for
some population, or universe, of interest. One must define a sampling frame that represents the
population of interest, from which a sample is to be drawn.
POPULATION
A research population is generally a large collection of individuals or objects that is the
main focus of a scientific query. It is for the benefit of the population that researches is done. The
population in this research is 100 individuals.
SAMPLING FRAME
Sampling frame is the actual set of units from which a sample has been drawn in the case
of a simple random simple, all units from the sampling frame have an equal chance to be drawn
and to occur in the sample. In the ideal case, the sampling frame should coincide with the
population with the population of interest. The population in this research is 100 individuals.
SAMPLE UNIT
A sampling unit is the building block of a data set an individual member of the population
a cluster of members, or some other predefined unit it must be concretely defined as a part of
grand work for any statistical research or study this is called sampling unit.

3. SAMPLING SIZE
The sample size is a term used in market research for defining the number of subjects
included in a sample size. By sample size, we understand a group of subjects that are selected
from the general population and is considered a representative of the real population for that
specific study. The sample size for this study is 100.
SAMPLING METHOD
In this study when you conduct research about a group it’s rarely possible to collect data
from every person in that group. The sample is the group. The sample is the group of individuals
who will actually participate in the research. Convenience sampling method was adopted for this
study
Data Collection
Data collection is the process of gathering and measuring information on targeted variables
in an established systematic fashion, which then enables one to answer relevant questions and
evaluate outcomes. The data collection component of research is common to all fields of study
including physical and social sciences, humanities and business. It helps scientists and analysts
to collect the main points as gathered information. While methods vary by discipline, the
emphasis on ensuring accurate and honest collection remains the same. The goal for all data
collection is to capture quality evidence that then translates to rich data analysis and allows the
building of a convincing and credible answer to questions that have been posed.
TYPES OF DATA
PRIMARY DATA
Primary data is information that researcher collect specifically for the purpose of the
research project. An advantage of primary data is that it is specifically tailored to the research
needs. A disadvantage is that it is expensive to obtain.
SECONDARY DATA
Secondary data refers to data that was collected by someone other than the user. Common
sources of secondary data include journals, magazines, newspapers, censuses, information
collected by government departments, organisational records and data that was originally
collected for other research purposes.
Study uses primary data collected through a questionnaire, secondary data collected in the form
of websities, books, research articles and journals.
RESEARCH INSTRUMENT
Instrument is the generic term that researcher use for a measurement device (survey, test,
questionnaire etc). instruments fall into two broad categories, researches completed and subject
completed, distinguishes by those instruments that researches administer versus those that are

4. completed by participants. research – completed instruments rating scale, interview schedules/
guide, tally shuts, flowcharts, performance checklists, time and motion logos. Observation forms
whereas subject completed instruments questionnaire, self -checklists, attitude scales, personality
inventories, achievements / aptitude test, projective devices, sociometric devices.
The research instrument used in this research is questionnaire.
In a questionnaire the method of data collection is quite popular, particularly in case of big
enquires. It is being adopted by private individuals, research workers, private and public
organisations and even by governments. In this method the questionnaire is sent to the
individuals concerned with a request to answer the questions and return the questionnaire.
DATA ANALYSIS
Data analysis is defined as a process of cleaning, transforming, and modelling data to
discover useful information for business decision-making. The purpose of Data Analysis is to
extract useful information from data and taking the decision based upon the data analysis. A
simple example of Data analysis is whenever we take any decision in our day-to-day life is by
thinking about what happened last time or what will happen by choosing that particular decision.
This is nothing but analysing our past or future and making decisions based on it. For that, we
gather memories of our past or dreams of our future. So that is nothing but data analysis. Now
same thing analyst does for business purposes, is called Data Analysis.