A Study On Readers Satisfaction with Special Reference to Ananda Vikatan Magazine

. A Summer project submitted to the university of madras. In partial fulfillment of the requirements for the award of Master of Business Administration Submitted by P. RATHINASEKARAN (REG.NO:MA00469)

Under the guidance of Prof. Mrs, Niramla Suryanarayanan M.B.A M.phil.,

NEW COLLEGE INSTITUTE OF MANAGEMENT

(Affiliated to University Of Management) #87,PETERS ROAD,ROYAPETTAH,CHENNAI-600 014. JUNE-2011.

CERTIFICATE
This is to certify that this project title, A STUDY ON READERS SATISFACTION WITH SPECIAL REFERENCE TO ANANDHA VIKATAN MAGAZINE. This is a bonafide record of the project work done by P.RATHINASEKARAN Register number MA00469 In the partial fulfillment of requirement for the award of Master of Business Administration.

FACULTY GUIDE Assistant proffesor Mrs.NIRMALA SURYANARAYANAN M.B.A., M.PHIL

DIRECTOR

Internal examiner

External examiner

DECLARATION
P.RATHINASEKARAN, Student of the department Business Administration, New College institute of management, Royapettah, Chennai-14, I Hereby declare that the project work entitled A STUDY ON READERS BEHAVIOUR WITH SPECIAL REFERENCE TO ANANDHA VIKATAN MAGAZINES in partial fulfillment of Master of Business Administration Course under the University of Madras in the original project done independently by me under the guidance of Place: Date: P.RATHINASEKARAN

ACKNOWLEDGEMENT
First of all, I would like to thank almighty for the graceful benediction showered on me in finishing the project successfully. I sincerely thank Dr. BALASURBRAMANIAM I owe my deepest gratitude to Mrs. NIRMALA SURYANARAYANAN M.B.A., M.PHIL whose encouragement, guidance and support from the initial to the final level of the project enabled me to attain lot of knowledge. This project would not have been possible without his dedicated guidance. He has been a source of inspiration throughout. I would also like to show my gratitude to Mr. SRIDHAR circle manager of vasan publication Pvt.Ltd for having extended all facilities and valuable suggestions during the project work. Feeling gratitude and not expressing it is like wrapping a present and not giving it, hence I would like to thank Mr SHAFEEQ and Mr SARFARAZ for their constant support in overcoming technical difficulties. Last but not least I thank all the respondents for their cooperation.

- P. RATHINASEKARAN

INTRODUCTION OF THE STUDY

The marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating; delivering communicating superior customer value to is chosen target markets. It has been expressed in many colorful ways. Find wants and fills them Love the customer not the product Putting people first. (British airways) The marketing concept rests on four pillars target market, customer needs integrated marketing, profitability. The aim of marketing is to meet and satisfy readers needs and wants. Understanding the readers satisfaction of the target market is the essential task of marketing managers. The readers market consists of all the households and individuals who read the magazines differ tremendously in income, education level, taste and age. So it is necessary for the markets to divide the readers into so many groups and to develop the magazine and designed to suit their needs.

OBJECTIVES OF THE STUDY

Primary objective:

To

study

the

overall

readers

satisfaction

of

ANANDHA

VIKATANmagazine with special reference to Chennai city.

SECONDARY OBJECTIVES:
To ascertain the readers perception and opinion of 16plus ENERGY PAKKANGAL section in ANANDHA VIKATAN magazine. To find out the market success of the new modified look and features of the magazine

SCOPE OF THE STUDY

The study is conducted only in Chennai metropolitan city. The research pertains to ANANDHA VIKATAN

magazine. The study is carried out with the view to reflect the expectations, experience and satisfaction levels of the magazine. The scope of the study is to find out the overall satisfaction of the magazine.

LIMITATIONS OF THE STUDY

 Since the time period is limited, the researcher has done the research for one month.

The sample size data has been collected only from 150 readers.

Due to the above limitations the researcher feels that generalization cannot be made to a great extent.

COMPANY PROFILE
PROFILE OF VIKATAN GROUP

A Brief History of the promoters: Mr.puthur vaithyanatha Iyer promoted Ananda vikatan in 1926 as a Mothly magazine exclusively catering to about 1500-odd yearly subscribers. Mr S.S.Vasan, (promoters of gemini studios which produced blockbusters like chanderalekha in 1947 , better known as the Cecil B.De mille of India) was then a fiction writer, used to canvass for subscriptions for Ananda vikatan as well as market for advertisement for the magazine to carry, as a freelancer. In 1928, Mr. vaithyanatha Iyer found the going tough. Mr.S.S.Vasan offered to buy Ananda vikatan. The consideration fixed was Rs.200. From then, the magazine grew from strength to strength. No surprise that his investment into Ananda vikatan proved wise as it eventually enabled Mr.Vasan to buy Gemini studios Ananda vikatan is today, a household name in Tamilnadu.. Since 1956,our Managing director, Mr.s.Balasubramanian has been stewarding the growth and diversification of vasan publication private Limited, the proprietors of Ananda Vikatan . In 1983, he launched junior vikatan, a socio-political newsmagazine and an antithesis of the flagship household entertainer Ananda Vikatan. It was runaway success that today provides a third of the over all revenue for the company. Our joint managing Director, Mr.B.Srinivasan joined vasan publication private Limited in August 1990 . In the decade that has passed, he has been instrumental in diversifying and maximizing the brand potential of the

group. Keeping in pace with economic developments Mr.B.Srinivasan promoted;

Vikatan Tele vistas private Limited for producing And telecasting of

TV films.

Vikatan.Com private Limited for serving our readers Through Internet. Vikatan Media service Private Limited for marketing of advertisement
for Vikatan Group. The Vikatan Group today publishes 8 Tamil magazine with a combined weekly sales of over 1 million and readership of over 10 million and were printing The Economic Times from Chennai for the period 1994 to 2001.

ANANDA VIKATAN (WEEKLY):

Ananda vikatan, a reputed home magazine with a circulation of around 4.35lakhs copies celebrated its 75th year of its publication in2002. At Present, as per the Audit Bureau of Circulations (ABC), Mumbai Ananda Vikatan is the highly circulated magazine in the weekly Tamil magazine category.

JUNIOR VIKATAN (TWICE A WEEK):

Vasan Publication Private Limited started publishing Junior Vikatan, a news weekly magazine in tamil, in February 1983.Junior Vikatan periodicity was changed to twice a week from January1995. Junior Vikatan has filed several public Litigations and has got the relief for the needy people. Through its investigative journalism, it has alerted the Government on matters affecting the public

AVAL VIKATAN (FORTNIGHTLY MAGAZINE):

From September 1998, we are publishing a women Magazine Aval Vikatan, which is being received well by our readers

CHUTTI VIKATAN (FORTNIGHTLY FROM 01/04/2005):

Chutti vikatan, an exclusive magazine for childrens was launched on 14th November 1999 as a monthly magazine. Now, it is a fortnightly magazine effective from 01/04/2005.

SAKTHI VIKATAN (BI MONTHLY):

Sakthi Vikatan an exclusive religious magazines was launched in Apirl 2004. It released to the market on every New Moon day and Full Moon day, keeping in mind the religious sentiments

NAANYAM VIKATAN:
Naanayam vikatan is financial magazine was launched in Dec 2005 . It is released to the market twice in a month.

MOTOR VIKATAN :
Motor vikatan is automobile related magazine was launched on Jan 2007 . It released to the market once in a month.

PASUMAI VIKATAN:
Pasumai vikatan is agricultural related magazine started in Jan 2007 and released to the market in a month.

VIKATAN GROUP OF MAGAZINES

ANANDA VIKATAN JUNIOR VIKATAN AVAL VIKATAN CHUTTI VIKATAN SAKTHI VIKATAN NAANAYAM VIKATAN MOTOR VIKATAN PASUMAI VIKATAN

The following pages contain details and front covers of the above vikatan group of magazines.

REVIEW OF LITERATURE

MARKETING
Marketing shapes consumer needs and wants versus marketing merely reflects the needs and wants of consumers. Marketings needs to influence these other departments to co-operate in delivering customer satisfaction marketing is the art of attracting and keeping profitable customers.

MARKETING RESEARCH
Marketing research is a part and parcel of the most important function of the most important of marketing via; marketing intelligence but it does not play a sub-ordinate role in the modern framework of the whole marketing system. It can be applied in the solution of different marketing problems that are forced in carrying out the business.

DEFINITION OF CONSUMER

Peter.F.Drucker was apt in saying, It is the consumer who determines what a business is what the customer thinks he is buying what he considers and value is decisive it determines what a business is what it producers and whether it will prosper.

CUSTOMER

Is the ultimate user Kotler says, The most important thing to satisfy customer is to forecast where customer are moving and to be in front of them It is no longer enough to satisfy customer you must delight them. Kotler.

WHO IS CUSTOMER?

A customer is the most important person ever in this office in Person or by mail. A customer is not dependent on us we are dependent on him. A customer is not an interruption of our work he is purpose of it we are not doing a favour by serving him he is doing us a favour by giving us the opportunity to do so. A customer is not someone to argue or match wits with nobody ever won an argument with a customer. A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves. HOW TO MAKE EVERY CUSTOMER A SPECIAL CUSTOMER?

S peed P ersonalise E seed expectations C ompetence and courtesy I nformation A ttitude can do L ong term relationship

VALUE CHAIN
A major tool for identifying ways to create more value.

CUSTOMER DELIVERED VALUE

The consumers assessment of the products over all capacity to satisfy his or her needs. The difference between total customer value and total customer cost of a marketing offer-profit to the customer.

CUSTOMER DELIVERED VALUE:

Total Customer Value (Product, services, personnal & Image Minus Total Customer Cost Values) (Monetary, 0..Time, Energy & Psychic Costs) Equals Customer Delivered Value.

Factors influencing (customers) Buyer behaviors:

Cultural Social Personal and Psychological. Research in to all these factors can provide clues to reach and serve consumers more effective.

FOUR TYPES BUYING BEHAVIOUR:

Significant difference High complex involvement Low behaviour Reducing Habitual behaviour involvement

between brands

buying variety seeking buyer buying

behaviour Few difference between Dissonancebrands

buyer behaviour

Five stages model of the customer buying process:

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behavior

Customer satisfaction depends on the products perceived performance in delivering value relative to a buyers expectations. If the products performance falls short of the customer expectations the buyer is dissatisfied. The extent to which a products perceived performance matches a buyers expectations. If the products performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted.

CUSTOMER SATISFACTION

Customer satisfaction is both a goal and marketing tool. Companies that achieve high customer satisfaction stings make sure that their target market knows it. Customer satisfaction is the outcome felt by buyers who experience a company performance that fulfills expectations. Customer is satisfied when their expectations are met and delighted when their expectations are exceeded. Satisfied customer tends to remain loyal buy more and less price sensitive and talk favorably about the company. To deliver customer value and satisfaction, companies must manage their own value chains and the entire value delivery system in a customer centered way: the companys goal is not only to get customer but, even more importantly, to retain customers. There is a very high cost from lost customers. Customer relationship marketing provides to key to retaining customer and involutes building financial and social benefits as well as structural ties to customers. Companies must decide the level at which decide the level at which they want to build relationship with different market.

CUSTOMER SATISFACTION TOOLS FOR TRACKING AND MEASURING

Complaint and suggestion system Customer satisfaction surveys

 Ghost shopping Lost customer analysis.

CUSTOMER CONCEPT Starting Point Focus Means Ends

Individual Customer

Customer Needs and Values

One to One Marketing Integration And value Chain

Profitable growth through capturing customer share Loyalty and Lifetime value

A news paper subscription replaces the need to buy a news paper each day to create long term contracts. BUILDING PROFITABLE CUSTOMER RELATIONSHIPS: A companys demand comes from two groups new customers and repeat customers. Traditional marketing theory and practice have focused on attracting new customers and making the sale. Today,

however the emphasis is shifting. Beyond designing strategies to attract new customers and create transactions with them, companies now are going all out to retain current customers and build lasting customer relationship Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or complied needs. Todays companies have no choice but to implement total quality management programs if they are to remain solvent and profitable. Total quality is the key to value creation and customer satisfaction The companys assets have little value without the existence of customers. Customer are attracted through competitively superior offerings and retained through satisfaction Tom peters calls it : A customer that goes WOW when they deal with your organization. This kind of customer will come back to you, will tell their experience and will become an advocate for your business an unpaid salesperson. It is vital that to achieve customer satisfaction quickly if you get the opportunity to fix a problem.. you do it quickly! Table 1 AGE OF RESPONDENTS

AGE 15-25YEARS 25-35YEARS

No.of respondents 67 36

Percentage 45% 24%

35-45 years ABOVE 45 years TOTAL Source: Questionnaire

21 26 150

14% 17% 100%

INFERENCE: From the above table we can find that 45% of the readers are 15-25years, 24% of them are 25-35years, 14% of them are 35-45years and 17% of them are above 45years.

Table 2 GENDER OF THE RESPONDENTS

SEX

No.of respondents

Percentage

MALE FEMALE TOTAL

95 55 150

63% 37% 100%

Source: Questionnaire

INFERENCE: From the above table we get to know that 63% of the respondents are male and 37% of them are female.

Table 3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

EDUCATIONAL QUALIFICATION GRADUATE POST GRADUATE OTHERS TOTAL

No.of respondents

Percentage

75 47 28 150

50% 31% 19% 100%

Source: Questionnaire

INFERENCE: From the above table we get to know that 50% of the respondents are graduate, 31% of them are post graduate and 19% of them are others.

Table 4 OCCUPATION OF THE RESPONDENTS

OCCUPATION Executive and professional salaried

No.of respondents 33

Percentage 22%

47

31%

student

50

33%

others TOTAL

20 150

14% 100%

Source: Questionnaire
INFERENCE:

From the above table we get to know that 22% of the respondents are executive and professional, 31% of them are salaried, 33% of them are students and 14% are others. Table 5 INCOME OF THE RESPONDENTS

Income BELOW 5000rs 5000-10000rs

No.of respondents 6 51

Percentage 5% 46%

10000-25000rs ABOVE 25000rs TOTAL

28 29 150

24% 29% 100%

Source: Questionnaire

INFERENCE: From the above table we get to know that 5% of the respondents are below 5000 rs, 46% of them are 5000rs-10000rs, 24% of them are 10000rs-25000rs and 25% of them are above 25000rs. Table 6 INTEREST LEVEL OF THE NEW SECTIONS OF THE MAGAZINE

Criteria Highly interesting

No.of respondents 24

Percentage 16%

Interesting Less interesting TOTAL

106 20 150

70% 14% 100%

Source: Questionnaire INFERENCE: We get to know from the above table that 16% of the readers feel that the new sections are highly interesting , 70% of them feel that its just interesting and 14% of them feel its less interesting.

Table 7 OPINION OF THE READERS ABOUT 16 PLUS ENERGY PAKKKANGAL SECTION

Criteria Youth section

No.of respondents 78

Percentage 52%

Infotainment section

47

31%

Alike other section

25

17%

TOTAL

150

100%

Source: Questionnaire INFERENCE: This table helps us to know that 52% of the readers feel that it is an youth section, 31% of them feel it is an infotainment section and 17% of them feel its just alike other sections of the magazine. Table 8 READERS RATING ABOUT GOPINATHS COLUMN

Criteria Inspirational Monotonous Use to skip TOTAL

No.of respondents 59 60 31 150

Percentage 39% 40% 21% 100%

Source: Questionnaire

INFERENCE: This denotes that 39% of the respondents rate gopinaths column as inspirational, 40% of them feel it is monotonous and 21% of them use to skip the column.

TABLE 9 16 PLUS ENERGY PAKKANGAL SECTION IMPACT ON EMERGING YOUTH

Criteria Very useful Useful To a certain extent

No.of respondents 23 60 29

Percentage 15% 40% 20%

TOTAL

150

100%

Source: Questionnaire INFERENCE: From the above table we can presume that 15% of the readers feel that its very useful, 65% feel that its just useful and 20% of them feel its useful to a certain extent.

TABLE 10.1 QUALITY SATISFACTION OF THE MAGAZINE

Criteria Satisfied Dissatisfied

No.of respondents 113 37

Percentage 75% 25%

TOTAL

150

100%

Source: Questionnaire

INFERENCE: From the above table we get to know that 75% of the readers are satisfied with the quality of the magazine and 25% of them are dissatisfied.

Table 10.2 PRICE SATISFACTION OF THE MAGAZINE

Criteria

No.of respondents

Percentage

Satisfied

26

17%

Dissatisfied

124

83%

TOTAL Source: Questionnaire INFERENCE:

150

100%

From the above table we get to know that only 17% of the respondents are satisfied with the price of the magazine and 83% of them are dissatisfied with the price.

Table 10.3 PAGES SATISFACTION OF THE MAGAZINE

Criteria

No.of respondents

Percentage

Satisfied

98

65%

Dissatisfied

52

35%

TOTAL

150

100%

Source: Questionnaire

INFERENCE: From the above table we get to know that 65% of the respondents are satisfied with the number of pages of the magazine and 35% of them are dissatisfied.

Table 10.4 PICTURES AND CARTOONS SATISFACTION OF THE MAGAZINE

Criteria

No.of respondents

Percentage

Satisfied

83

56%

Dissatisfied

67

44%

TOTAL Source: Questionnaire INFERENCE:

150

100%

From the above table we get to know that 56% of the respondents are satisfied with the pictures and cartoons of the magazine and 44% of them are not satisfied with them.

Table 11 DO GIFTS, COUPONS AND FREEBIES AMUSE IN BUYING THE MAGAZINE?

Criteria

No.of respondents

Percentage

Purchase the magazine mainly for g, c, f Regularly participate in g, c, f Rarely use to participate in g, c, f TOTAL Source: Questionnaire INFERENCE:

30

20%

53

35%

67

45%

150

100%

From the above table its clear that 20% of the respondents purchase the magazine only for G, C, F and 35% of them regularly participate and 45% of them rarely use to participate in them. Table 12 READERS INTEREST ON LITERARY ARTICLES

Criteria VERY MUCH INTERESTED INTERESTED NOT INTERESTED TOTAL

No.of respondents 40

Percentage 27%

84 26 150

56% 17% 100%

Source: Questionnaire INFERENCE: We can find that 27% of the respondents are very much interested in literary articles, 56% of the respondents feel they are just interested and 17% of them are not interested at all.

Table 13 MAGAZINES REFLECTION OF PUBLIC/PEOPLES OPINION

Criteria Yes, to a great extent Yes, to some extent No, it does not reflect TOTAL Source: Questionnaire INFERENCE:

No.of respondents 59 73 49 150

Percentage 39% 49% 12% 100%

39% of the respondents say that the magazine reflects publics opinion to a great extent, 49% of them feel it reflects to some extent and 12% of them feel it doesnt reflect at all.

Table 14 INCREASING MAGAZINES FREQUENCY

Criteria

No.of respondents

Percentage

Welcome Will not find time to read Un welcome

52 82

34% 55%

16

11%

TOTAL Source: Questionnaire INFERENCE:

150

100%

From the above table we get to know that 34% of the respondents welcome the idea of increasing the magazines frequency, 55% of them feel that they will not find time to read it and 11% of them dont welcome it.

CHART-1 (In percentage)

YEARS OF READING THE ANANDHA VIKATAN MAGAZINE

CHART-2 (In percentage)

GENDER OF THE RESPONDENTS

CHART-3 (In percentage)

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

CHART-4 (In percentage)

OCCUPATION OF THE RESPONDENTS

CHART-5 (In percentage)

INCOME OF THE RESPONDENTS

CHART-6 (In percentage)

NEW IMPROVED LOOKS SATISFACTION LEVEL

CHART-7 (In percentage)

OPINION ABOUT 16 PLUS ENERGY PAKANGAL

CHART-8 (In percentage)

READERS RATING ABOUT GOPINATHS COLUMN

CHART-9 (In percentage)

16 PLUS ENERGY PAKKANGALS IMPACT ON EMERGING YOUTH

CHART-10.1 (In percentage)

QUALITY SATISFACTION

CHART-10.2 (In percentage)

PRICE SATISFACTION

CHART-10.3 (In percentage)

PAGES SATISFACTION

CHART-11 (In percentage)

DO GIFTS, COUPONS AND FREEBIES AMUSE IN BUYING THE MAGAZINE?

CHART-12 (In percentage)

READERS INTEREST ON LITERARY ARTICLES

CHART-13 (In percentage)

MAGAZINES REFLECTION ON PEOPLE/PUBLICS OPINION

CHART-14 (In percentage)

INCREASING MAGAZINES FREQUENCY

FINDINGS
1) From the data analysis, it is found that 35% of the respondents have been reading the magazine for about one year.

2) 56% of the readers get attracted towards the magazine due to interesting articles. 3) Around 47% of the readers access the magazine by purchasing a copy of their own.
4) 42% of the readers access the magazine either through friends copy or in

library. 5) 11% of the readers access the magazine online 6) The data analysis shows that 68% of the readers are satisfied with the new improved look of the magazine.
7) From the data analysis we get to know that 70% of the readers feel that

new sections of the magazine are interesting. 8) 52% of the readers consider 16 plus ENERGY PAAKANGAL as youth section. 9) 31% of the readers consider 16 plus ENERGY PAAKANGAL as infotainment section. 10)17% of the readers consider 16 plus ENERGY PAAKANGAL as just like other section. 11)From the data analysis we can reckon tat 39% of the readers think Gopinaths column is Inspirational.

12)61% of the readers feel that Gopinaths column is monotonous and they use to skip the column. 13)Data analysis shows us that 65% of the readers of the readers think that 16 plus ENERGY PAAKANGAL is useful for the emerging youth. 14)83% of the readers are dissatisfied with the price. 15)65% of the readers are satisfied with the number of pages of the magazine. 16)56% of the readers are satisfied with pictures and cartoons of the magazine. 17)Nearly 50% of the readers feel that they get seldom amused by gifts, coupons and freebies in purchasing the magazine. 18)56% of the readers are just interested in literary articles and 17% of them are not at all interested. 19)27% of the readers are very much interested in literary articles. 20)The data analysis shows us that 39% of the readers think that the magazine reflects people/publics opinion to a large extent. 21)Whereas, more than 60% of them feel that it reflects only to some extent or it does not even reflect.

22)About 70% of the readers unwelcome the idea of increasing the frequency of the magazine to twice a week.

SUGGESTIONS
The new improved look of the magazine has gained a lot of new customers, especially youth. Hence it is suggested to innovate the looks from time to time.

 16 PLUS ENERGY PAKKANGAL section has attainted for which it is

launched and its indeed a great market success. So maintain the quality provided in the section. Those who have been reading the magazine for more than 10 years are very few. Induce brand loyalty for the long time readers to increase the number. Almost 90% of the readers feel that the articles of the magazine are interesting. This feature of the magazine has to be maintained. Many readers feel that the price of the magazine is very high. This issue has to be given immediate attention. The reception for Gopinaths column is vey mixed. It should be made interesting. Regarding gifts, coupons and freebies half of the readers are interested in it and the remaining half is not interested. So the management can induce new gift packages to attract more customers.

CONCLUSION
The research work conducted and analyzed so far has yielded us rich information regarding the readers overall satisfaction of the Anandha Vikatan magazine. From the analysis we conclude that overall satisfaction is GOOD. As per the research many recommendations have been suggested

of which the major ones are to reduce the price of ANANDHA VIKATAN magazine and to maintain the innovations of the magazine. The research has to be considered with the scope and limitations which are already discussed.

BIBLIOGRAPGHY:
MARKETING MANAGEMENT PHILIP KOTLER.

PRINCIPLES OF MARKETING - PHILIP KOTLER GARY ARMSTRONG

WEBSITES:

www.vikatan.com

RESEARCH METHODOLOGY:
A careful investigation or inquiry specially through search for new facts in any branch of knowledge.

RESEARCH DESIGN:
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.

THERE ARE SIX DIFFERENT TYPES OF RESEARCH, THEY ARE

Descriptive Research. Analytical Research. Applied Research. Fundamental Research. Quantitative Research. Qualitative Research.

DESCRIPTIVE RESEARCH:
Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristic of this method is that the

researcher has no control over the variables; he can only report what has happened or what is happening.

ANALYTICAL RESEARCH:
In Analytical research, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

APPLIED RESEARCH:
Applied research aims at finding a solution for an immediate problem facing a society or an industrial / business organization. Applied research aims at certain conclusion facing a concrete social or business problem is an example of applied research. Thus, the central aim of applied research is to discover a solution for some pressing practical problem.

FUNDAMENTAL RESEARCH:
Fundamental research is mainly concerned with generalizations and with the formulation of a theory. Research concerning some natural phenomenon or relating to pure mathematics or examples of fundamental research. Fundamental research is directed towards finding information that has broad base applications.

QUANTITATIVE RESEARCH:
Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity.

QUALITATIVE RESEARCH:
Qualitative research is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind. For instance, when we are interested in investigating the reasons for human behaviour or motivation research are all important examples of qualitative research.

The projects titled A STUDY ON READERS SATISFACTION WITH SPECIAL REFERENCE TO ANANDHA VIKATAN MAGAZINE. For this project descriptive research design was adopted keeping in view about the objectives of the research with accurate description of variables in the problems method.

DATA COLLECTION METHODS:

The task of data collection begins after a research problem has been defined and research design/plan chalked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind about the two types of data namely,

 Primary Data. Secondary Data. PRIMARY DATA:

The primary data are those which are collected afresh and for the first time, and thus happen to be original in character.

SECONDARY DATA:
The secondary data are those which have already been collected by someone else and which have already been passed through the statistical process.

RESEARCH INSTRUMENT:

The research instrument used for collecting data is Questionnaire. The survey was carried out using structured questionnaire.

The questionnaire is prepared by using close ended and open ended questions.

SAMPLING:
A sample is a smaller representation of the larger whole. Sampling is the easiest method of social investigation. A sample contains primary sampling units and a slice of the population representing the universe. The purpose of sampling is to draw inferences concerning the universe.

TYPES OF SAMPLING:
Simple Random Sampling. Systematic Sampling. Stratified Random Sampling.
Cluster Random Sampling.

SIMPLE RANDOM SAMPLING:

Random sampling is applied when the method of selection assures each individual element in the universe an equal chance of being chosen. This method is more suitable when the universe is homogeneous and large. If the universe is heterogeneous this method cannot be used.

SYSTEMATIC SAMPLING:

Systematic sampling is the most practical way of sampling is to select every Nth item on a list. An element of randomness is introduced into this kind of sampling by using random numbers to pick up the unit with which to start.

STRATIFIED RANDOM SAMPLING:

Under Stratified random sampling system the universe is first divided into a number of stratas or groups based on a single criterion. Then from each group member of items are selected randomly.

CLUSTER SAMPLING:
Cluster sampling refers to the method of dividing the population into groups called clusters and drawing a sample of clusters to represent the population. The sampling method adopted for this study is simple random sampling.

METHOD USED FOR ANALYSIS:

PERCENTAGE ANALYSIS:
Percentage refers to special kind of ratio. They are used in making comparison between two or more series of data and they are used to describe

relationship. It can also be used to compare the relative terms, the distillation of two or more series of data.

DATA COLLECTION METHODS:

Observation. Schedule. Questionnaire. The data collection method adopted for this project was Questionnaire.

SURVEY TECHNIQUES:
There are three types of survey techniques, they are Personal Interview. Telephone Interview. Mail Survey. The survey technique adopted for this project was Personal Interview.