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Chapter - 3 Research Methodology

This document discusses the research methodology used for a study on the effectiveness of advertisements for fast moving consumer goods (FMCG) produced by HUL and P&G in Haryana, India. An exploratory research design was used with a sample size of 400 respondents selected through simple random and convenience sampling from districts in Haryana. Primary data was collected through questionnaires, and secondary data from published sources. Statistical tools like correlation, regression, and chi-square tests were used to analyze the data.

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155 views5 pages

Chapter - 3 Research Methodology

This document discusses the research methodology used for a study on the effectiveness of advertisements for fast moving consumer goods (FMCG) produced by HUL and P&G in Haryana, India. An exploratory research design was used with a sample size of 400 respondents selected through simple random and convenience sampling from districts in Haryana. Primary data was collected through questionnaires, and secondary data from published sources. Statistical tools like correlation, regression, and chi-square tests were used to analyze the data.

Uploaded by

vini2710
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 3

RESEARCH METHODOLOGY
To conduct a research in a successful manner systematic study and research is needed. This
section of the study highlights the methodology and process used to conduct the present research.
This section highlights the research design, sample and tools used to collect the required data.
Further, this section discusses the research methodology adopted for attaining the objectives of
the study. For making critical decisions proper research needs to be conducted which also
reduces the uncertainity for the top management for future. Hence, it is extremely important to
describe the research methodology here.
Research methodology not only deals with the research methods but also considers the logic
behind the methods we use in context of our research study and explain why we are using a
particular method or technique and why we are not using the others so that research results are
capable of being evaluated either by researcher himself or by others. Research methodology is a
way to systematically solve the research problem. It is a science of studying how research is
done scientifically.
Research Method
In todays world advertisement acts as an important informative tool of promotion mix. To make
important rational decisions a consumer requires information regarding product, price, place
brand, package etc which he/she can collect through advertisement. So, advertisement plays big
role in decision making process. With the help of advertisement consumer can compare the
characteristics of one product from the other. To ensure survival and to make strategies and
projections it is important for every big and small concerns to move with the research.

In this research, a comparative study was carried out to evaluate the effectiveness of
advertisementin respect of fast moving consumer goods (FMCG). So, thats why 5 fast moving
consumer goods of two companies HUL & P&G are taken.
Research Design
The research design is concerned about the mechanism as to how the research is to be conducted.
It means a process by which researcher will be in a position to understand the structure of the
research and the steps to be taken in the process of research. A good research design depends on
two aspects of its designing: first, specifying what one wants to find out, i.e., properly posing the
problem or properly phrasing the issues to be studied or the logical structure of inquiry; and
second, determining how to do it, i.e., collecting data through scientific and appropriate methods,
using effective techniques of data analysis and rational and meaningful deductions. There are
basically three types of research designs exploratory, descriptive and experimental research
design.
In present study, exploratory research design has been adopted as the main purpose of the study
is to get insights with the various aspects of advertisement on buying behavior of consumer with
respect to FMCG products of HUL & P&G. The scope of the study is vast and this study also
represents some characteristics of descriptive research design.
Sample Design
In carrying out the research it is difficult to consider the whole universe to come out on
conclusion so, after selecting & considering the research problem the only alternative is to select
a small sample to sort out the problem. So sampling is the process of selecting a few sample
from the bigger group to become the basis for estimating the unknown piece of information.

Sample design consists of sample unit, sample size & sampling technique.
Sample Unit : The sample unit is the basic unit containing the elements of the target population.
In this study to know the impact of advertisement on consumer behavior regarding FMCG
products in Haryana state, sample is selected from Haryana State. The sample unit consists of
various districts of Haryana state as Ambala, YamunaNagar, Faridabad, Gurgaon and from these
districts respondents are selected for collecting the data.
Sample Size : The decision about the number of elements to be chosen, that is the number
of observations in each sample of the target population. The selection of sample is not an
easier task as it represents the whole population and many elements sucha as money, time
constraints tends to limit the size of the sample. To achieve research objectives of present study,
information was collected from the respondents of various districts of Haryana and from each
district 100 respondents was chosen randomly. Hence, total sample size was 400. The population
under study has been divided on the basis of socio-economic factors as age, income, education &
occupation and their views were taken.
Sampling Technique : The process of selecting a few sample from a bigger group for
predicting the piece of information. The data can be collecting through various sampling
techniques so called methods but the important task is to choose appropriate technique for
the given study. In Probability Sampling each sample has a known probability of being included
in the sample, but Non-Probability Sampling does allow the researcher to determine this
probability. Such samples are chosen based on judgment regarding the characteristics of the
target population and the needs of the survey. In this study both the simple random sampling as
well as non- random sampling is used as sampling technique. The selection of the units was

made on the basis of non-probability sampling technique, viz,CONVENIENCE sampling.


The data was obtained from the various respondents within the districts of Haryana (Ambala,
YamunaNagar, Faridabad, Gurgaon) through appropriate questionnaires and Schedules and the
criteria for choosing respondents from these district was SIMPLE RANDOM SAMPLING.
This method proved very beneficial, as it was really difficult and in fact impractical to compile
an exhaustive list of the respondents from the entire population.
Data Collection
As different types of researches needs different types of information. So to conduct a research
wide knowledge and information sources are required. There are two types of data: primary data
and secondary data. Since the scope of the study was really very vast, both types of data have
been collected. The Primary data was collected through Interview methods Schedules and
Questionnaire method. In this study questionnaire method of data collection is best suited as data
needed to be collected on large scale. Secondary data will be collected through various published
sources or from discussions with people.
Procedure of Data Collection : Primary Data was collected personally through interview &
schedule. In this study, we select 4 Districts from Haryana state conveniently and total sample of
400 respondents (100 from each district Ambala, Yamuna Nagar, Faridabad, Gurgaon) were
chosen.Data is as under :
Districts
Divisions

Districts

Ambala

Ambala (100 respondents), Yamuna Nagar (100 respondents )

Gurgaon

Faridabad (100 respondents), Gurgaon (100 respondents)

Statistical Techniques
The task of data collection would be complete when all entries (or almost all) would be filled
with the appropriate responses or values. After the data had been collected the researcher turns to
the task of data processing and further analysinganalyzing these data The information collected
from various sources were classified and then edited, coded & tabulated to get results by
applying various statistical tools. Computations were made for analysis & graphs were prepared
for better interpretation. Tools were used as design of questionnaire and following tools
statistical analyses were used for conclusion :
1. Correlation
2. Regression
3. Chi-Square test

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