CHAPTER-7

RESEARCH

METHODOLOGY
RESEARCH METHODOLOGY

Definition of research methodology:

“It involves data collection, its analysis and interpretation. Researcher cannot
draw decisions, but it helps the researches in the task of decision making”.
A successful researcher will never depend upon guessing but he looks for more
accurate information through as research methodology.

"Marketing research specifies the information required to address these issues, design, the
method for collecting information, manages and implements the data collection process,
analyses the results and communicate the findings and their implications".

Marketing Research has become most important tool for decision making in
marketing due to the following reasons:

• Marketing Research is a media to fill the gap between producers and

retailer.

• It provides correct and reliable information about retailer, customers,

competitors and one's own activities to manage, so that huge amount spent
on marketing activities is utilized properly.

Thus marketing research is a systematic, gathering recording and analysis of data

about the problem facing the company. It helps the marketing manager develop and
analyses new information which is further helpful in developing marketing strategies.
Now it can be said that marketing research covers a very wide variety of activities
ranging from analysis of market potential and market share to study the customer
satisfaction and purchase intention.

6.1 RESEARCH DESIGN:

• A research design is a “Blue Print” of Research.
• It outlines how the research will be carried out.
• It addresses itself to certain key issues involved in carrying out the research.
A research design is simply the frame work or plan for a study that is used as guide in
collecting and analyzing the data. It is the blue print that is followed in completing a
study.
The research design specifies the method and procedures for acquiring the information
needed. It is the overall operational pattern or framework of the project that stipulates
what information is to be collected form which sources and by what procedures. The
good research design would collect the data economically.
The topic of the study “The Distribution Channel of Hindalco” was descriptive in nature.
It is a kind of study which is undertaken when the researcher is interested in knowing the
characteristics of certain" groups such as sex, educational level, occupation, income etc.
The purpose of such a study is to ensure the" Who, what, when, where, and how" of the
subject undertaken.

Thus the Research design used for study was Descriptive research design.

6.1.1 RESEARCH APPORACH:

Primary data can be collected in the following ways through observations, focus groups,
survey, behavioral data and experiments. I have mainly collected the primary data
through survey.
6.1.2 RESEARCH METHOD:
Personal Interview, Observation, Questionnaire are the various methods through which
primary data were collected.
6.1.3 RESEARCH INSTRUMENT:
Questionnaire is used as a research instrument. And during this project primary data are
collected through sampling survey method.

6.2 METHODS OF SAMPLING:

Sampling is the process of selecting a representative part of a population, studying it and
thereby drawing conclusions about the population itself.
Sample universe
The total collection of elements under investigation is known as
sample universe.
 Sample frame
It refers to a complete enumeration/list of the population as
specified by the research problem
Sample size
It is number of respondents taken for study.
Sampling unit
They are non-overlapping elements of population.
Sampling method
It is the method used to have samples for the study. It is of two
types- probability sampling method and non-probability sampling method.

The Non probability sampling method is used during the survey because it is purposive
and judging. This method of sampling is also known as convenience sampling.

6.2.1 SAMPLING PLAN:

The Distributors were interviewed at random. A total of 4 distributors were
interviewed from the various regions of country.
 The staff of HIDALCO INDUSTRIES, which has given the
knowledgeable information regarding the various activities which has a
reflection on the distribution channel of the company.

The sampling plan adopted for our project in Hindalco Industries is:
Sampling design:
Non probability
Sample universe:
All the distributors of the company in India.
Sampling frame:
Distributors of some states.
Sampling unit:
Industrial
Sampling technique:
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Sample size:
4 samples

6.3 METHODOLOGY ADOPTED OF DATA COLLECTION:

DATA SOURCE:
a) PRIMARY SOURCE
b) SECONDARY SOURCE

6.3.1 DATA COLLECTION TECHNIQUES

The whole research is based on primary data as well as secondary data.
The data collected for this study was obtained from primary and secondary sources.

6.3.1.1 PRIMARY DATA:

It is the first hand information collected directly from distributers. The primary data are
those, which are collective fresh and for the first time and this happen to be original in
character. Primary data collected through the questionnaire from the various distributers
of the company, and from the various staffs of the company .
Primary Data are gathered for a specific research project. Primary data are
collected by:

 QUESTIONNAIRE:
The questioner was prepared keeping in line with the
objectives of the study. It is a set of definite questions formed to collect the
required facts or opinions from others while preparing the questionnaire
attention must be given to the number of question, type of questions
according of question and the sequence of questionnaire etc.
  SURVEY METHOD:
The survey technique is used to secure one or more
information from a sample of Respondents or informer presenting longer
group. The information is collected with the help of a form known as
questionnaire or a schedule.

 FIELD SURVEY:
It is the direct form of investigation involving face to
face communication and free feed back of information between the
respondents and the interviewers.

6.3.1.2 SECONDARY DATA:

It was collected from various News paper, Net, and Handbills .The secondary data are
those which have already been collected by some one else and which have already been
through the statistical process and useful to present a study.
Secondary data are collected by:
• Internal Source
• Magazines
• Internet
The data collected from respondents was processed in following manner.

6.4 LIMITATIONS:

• The duration of practical training was just of four weeks. It was not
sufficient.

• Due to heavy engagement of the top management people and other

personnel, many other information could not be collected within the limited span
of time.
• To maintain secrecy, the company people do not provide various
types of information, such as actual sales to various customers, zone wise sales,
depot setup cost, depot handling cost etc.

• Their recommendations are the outcome of an analysis made

individually.

• Another analysis may arrive at certain other recommendations

after using same data.

• So, that it is advisable for the company to examine the various

recommendations, before going ahead with any of their implementations.