8/7/2019 rsm-ttk

http://slidepdf.com/reader/full/rsm-ttk 1/3

CHAPTER 4

RESEARCH METHODOLOGY

RESEARCH OBJECTIVE:

Primary objective:

  To study the Market penetration of Scholl product in Chennai region.

Secondary objective:

  To analyse the affordability of Scholl product.

  To identify the sales promotion attributes.

In a nutshell:

� Type of study - Descriptive research

� Sampling Unit - Foot care retail outlets, Super markets &Medicals.

� Sample size - 100

� Sampling method - Convenience sampling

� Research method - Survey

� Type of data - Primary data

� Research instrument - Structured questionnaire

� Tools used - Percentage Analysis, Chi² Test,

and ANOVA.

8/7/2019 rsm-ttk

http://slidepdf.com/reader/full/rsm-ttk 2/3

Terms:

Primary Data: It consists of original information gathered for a specific purpose. The

primary data is collected through interviewing people personally and questionnaire survey.

Secondary data: The secondary data is collected from various books, records, journals. 

Survey Method: This method is best suited for descriptive research. Surveys are done to

learn about knowledge of people, beliefs, preferences, satisfaction and so on.

Descriptive research: Descriptive research, also known as statistical research, describes data

and characteristics about the population or phenomenon being studied. Descriptive research

answers the questions who, what , where, when and how. This research is the most commonly

used and the basic reason for carrying out descriptive research is to identify the cause of 

something that is happening. Descriptive research includes surveys and fact ± finding

enquiries of different kinds. The major purpose of descriptive research is the description of 

the state of affairs as it exists at present. Under this type of research, the researcher has no

control over variables; he can only report what has happened or what is happening.

Questionnaire Method consists of a set of questions presented to respondents for their 

answers. Close-ended Questions: These types of questions specify all the possible answers

and the respondents are made to choose among them. 

Non probability Sampling: In this sampling procedure, the selection of population elements

is based in part on the judgment of the researcher or field interviewer.

Types of non probability sampling methods:

1.  Convenience, Haphazard

2.  Snowball sampling

3.  Judgmental sampling

4.  Deviant Case Case study

5.  ad hoc quotas

8/7/2019 rsm-ttk

http://slidepdf.com/reader/full/rsm-ttk 3/3

  Convenience sampling - members of the population are chosen based on their relative

ease of access. To sample friends, co-workers, or shoppers at a single mall, are all

examples of convenience sampling.

Research Tools used for Data Analysis:

The collected data is scrutinized carefully and after proper coding and tabulation, a detailed

analysis is made. The following are the various statistical tools that are used for analysis in

this research;

y  Percentage Analysis

y  Chi-Square Test

y 

ANOVA

Chi-Square Test: It is a non-parametric test used most frequently by marketing researchers

to test the hypothesis. This test is employed for testing hypothesis when distribution of 

population is not known and when nominal data is to be analyzed. It helps to determine

whether a significant difference exists among the group of data.

ANOVA: The Analysis Of Variance (or ANOVA) is a powerful and common statistical

procedure in the social sciences. It can handle a variety of situations. In statistics, one-way

analysis of variance (abbreviated one-way ANOVA) is a technique used to compare means

of two or more samples (using the F distribution). This technique can be used only for 

numerical data. It is done to find out the differences within the factor.