CHAPTER-3
3.1 Research Methodology
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic. In
fact research is an art of scientific investigation. The advance learner’s dictionary of current
English lays down the meaning of research as “a careful investigation or inquiry especially
through search for new facts in any branch of knowledge”.
Marketing Research:
Before defining “Marketing Research” let us determine Market Research. Various
authors have defined it in different ways. Its purpose is to find answer to the question through
the application of scientific method. It is a systematic and intensive study directed towards a
more complete knowledge of the subject studied. Marketing research is a scientific and
objective study of problem pertaining of the marketing of goods and services
Marketing research is the collection and interpretation of facts that help Marketing
management to set products more efficiently in the hands of the consumer. Market research
encompasses all information pertinent to this all the appropriate techniques.
American Marketing Association (AMA) has defined Marketing Research as:-
“The systematic gathering, recording and analysis of data about problem relation to the
marketing of Goods & Services.”
Any marketing research project can be formulated by following steps:
Defining the problem and research
Developing
objectivesresearch plan
Collecting the information
Analysis of information
Presentation of in
3.2 Research Design:
Research design is needed because it facilitates the smooth sailing of the various research
operations there by making research as efficient as possible and yielding maximum information
with minimum expenditure of efforts, time and money. Research design is generally classified
as:-
1. Descriptive Research
2. Exploratory Research
3. Causal Research
4. Analytical Research
5. Applied Research
6. Fundamental Research
7. Quantitative Research
8. Qualitative Research
9. Conceptual Research
10. Empirical Research
In case of this project the main aim was to find out the feasibility of Reliance Products in
the current market scenario. The main aspect of the project was to predict about annual unit-
wise sales of Reliance Products. In order to facilitate this, we have selected Descriptive
Research. The instrument used for research purpose is questionnaire method.
3.3 Sampling Design:
Population
In statistical usages, term population is applied to any finite or infinite collection of
individuals. For this project the samples taken included respondents who were existing Reliance
Subscribers, subscribers of other service providers and few respondents were such that they
did not use any service providers.
Sample Selection:
Sample selection is mainly divided under two types:-
1. Probabilistic
2. Non Probabilistic
For research purpose, the sampling technique selected is Probabilistic Sampling. The
population for the project was large; it was not possible to meet every one so researcher select
convenience sampling method from probabilistic sampling method.
During the two months of research, the area covered is from all parts of Pune city.
3.4 Sample Size:
Considering the coverage of research, the sample size taken was of 150 and was
bifurcated into various parts : business organizations and individual respondents.
After research problem in marketing has been identified, the next step is to gather the
requisite data. These data are of two types
1. PRIMARY DATA
2. SECONDARY DATA
1. PRIMARY DATA
Those data which are collected at first hand either by the researcher or by someone else
especially for the propose of study are shown as
The Primary data can be collected mainly in three ways:
i. Observation Methods
ii. Questionnaire Method
iii. Interview Method
2. SECONDARY DATA
Any Data which has been gathered earlier some other purpose are secondary data in
the hands of marketing researcher
Research Methodology adopted for the Project
The research conducted was the primary Research wherein a survey will be conducted
with consumers. The interview will be personal interview and questionnaires will be used to
collect relevant data.
Research Design Descriptive Research
Sampling Technique Probability Sampling: (Stratified sampling)
Sources of Data Primary + Secondary
Sample Size 150
Area of Research PUNE
RESEARCH METHODOLOGY ADOPTED BY THE RELIANCE COMMUNCIATIONS LTD
The marketing research is a systematic search and analysis of information relevant to
the identification and solution of any problem in the field of marketing. The marketing
department of the RELIANCE COMMUNCIATIONS LTD implements the market research
techniques. Own department studies the various activities relating to the business prospects
and carefully analyzes the different aspects.
The company usually undertakes desk research activities through which it gathers
information and knowledge about the various activities of the business. It also collects
information from the primary and secondary data source. The business development also
engages in pilot research. They prepare questionnaire and sends representatives in the market
to gather relevant information about the area of study.