RESEARCH DESIGN AND METHODOLOGY

MARKETING RESEARCH

Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers
to plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such as quantitative
research, qualitative research, hypothesis tests, Chi-squared tests, linear
regression, correlations, frequency distributions, Poisson distributions, binomial distributions,
etc. to interpret their findings and convert data into information. The marketing research
process spans a number of stages, including the definition of a problem, development of a
research plan, collection and interpretation of data and disseminating information formally in
the form of a report. The task of marketing research is to provide management with relevant,
accurate, reliable, valid, and current information.

2.1 DEFINITION OF RESEARCH

When you say that you are undertaking a research study to find answers to a question, you are
implying that the process;

 Is being undertaken within a framework of a set of philosophies ( approaches);

 Uses procedures, methods and techniques that have been tested for their validity and
reliability;

 Is designed to be unbiased and objective.

2.2 RESEARCH DESIGN

The research design is the master plan specifying the methods and procedures for collecting
and analyzing the needed information.

2.3 TITLE OF THE PROJECT

“Awareness about the FRESH GROUND CEMENT concept of ACC Limited
amongst customers”.

2.4 STATEMENT OF THE PROBLEM

In the present world of conscious demand for cement, this project has been undertaken to
reflect the customer’s perception towards the FGC concept of ACC limited.

Reason for selecting the topic:

To select effective strategies to increase market share in Bangalore city and to find out the
impact of FGC concept in the market.

2.5 OBJECTIVES OF THE STUDY

 To know the different brands of cement known to the public.

 To know if the customer prefers a particular brand when it comes to cement.

 To understand what influences a customer to buy a particular brand of cement.

 To know if ACC is a preferred cement brand amongst the customers.

 To know if the customers are aware about the new Fresh Ground Cement concept of
ACC limited.

 To know the consumers perspective about the price of the Fresh Ground Cement of
ACC limited compared to other brands of cement.

 To know about the customer preference towards the Fresh Ground Cement of ACC
limited after knowing the concept.

2.6 SCOPE OF THE STUDY

  The study helps to know the awareness of the ACC cements company among
customers.

 The study helps to know the awareness of the FGC concept among the customers.

 The study helps to understand the customer’s attitude towards the FGC concept, its
price and its brand.

 The study will also help to know the effectiveness of the FGC concept on the
customer and the market.

 The study will help the company to know the various strategies to be adopted to
expand its market.

 This study would further help to anticipate the market share of FGC cement of the
company.

2.7 RESEARCH METHODOLOGY

Is defined as a highly intellectual human activity used in the investigation of nature and
matter and deals specifically with the manner in which data is collected, analysed and
interpreted
The method employed in the investigation depends on the purpose and scope of the enquiry.
This selection procedure described the research procedure covering the following points.

 Research design used.

 Data collection method.

 Research measuring tool.

 Sampling scheme.

1. Research design used:

Descriptive research design: was determined for the definite purpose with the help of
a structural questionnaire to gather primary information.

2. Data collection method:

 The following are the steps in the data collection process.

 The type of the information required, available in the investigation.

 Establishing the facts that are available at present and additional facts
required.

 Identification of the sources from where the information could be available.

 Selection of the appropriate data collection method.

a. Primary data:

Primary research (also known as field research), involves the conduction and
compilation of research for a specific purpose.
Survey Method: Issuing of questionnaires to the customers.

Respondents were contacted through visiting Nova Trading Company, Dealers

in: cement wholesale distributors.

b. Secondary data:
 Secondary research (also referred to as desk research), initially conducted
for one purpose, but often used to support another purpose or end goal.

Data was collected from Mr.S.Venkatesh, Cief Manager-Sales of ACC

Limited and the company webpage www.acclimited.com

3. Research measuring tools:

The research measuring instrument was the questionnaire.

Following are the steps in the preparation of the questionnaire.

 Analysis of the nature of the information required.

 Deciding on type of questions to be used.

 Deciding the sequence of the questions.

 Revision and final drafting.

4. Sampling schemes:
Sampling allows the researcher to concentrate upon a relatively smaller number of
people and devote more energy to ensure that the information collected from them
was accurate.

 Sample unit:
Regular and non regular customers of cement and ACC and non ACC
customers.

 Sample size:

The sample size of the project was 50 cement customers.

 Sample procedure:
The field work was carried out, on these customers for a period of one month
through questionnaire.
2.8 METODS OF ANALYSIS:
The data, which is been collected from the various sources, is properly arranged and
analyzed with the help of tables, percentages, charts and graphs.

2.9 LIMITATIONS

 The study only deals with contractors, engineers, individual house builder’s house
builders and retailers only.

 The study covers only the city of Bangalore.

 The study is restricted to ACC limited.

 The study is restricted to a sample size of 50.

 Given the fact that the preferences and responses of the respondents would change
over a period of time.

 Accuracy of the finding depends mainly on how sincerely the respondents have
revealed the information solicited from them.
2.10 CHAPTER SCHEME:

Chapter 1: Introduction
The part deals with the introduction on aspects of marketing like definition of
marketing, marketing environment, new product development, product life cycle,
marketing strategy, marketing mix, market communications, customer theory,
conclusion on marketing, cement history, status of cement, history of cement in India.

Chapter 2: Research Design

This section deals with the statement of the problems, the objectives of the study, ,
sampling methods, research design, sample size , sample unit, limitations, challenges
and various research methodologies used in the study.

Chapter 3: Company Profile

This section covers the history and background company of the and throws an insight
on its functioning and its position in the market.

Chapter 5: Finding Conclusions

In this part the entire project is put in a nut shell and various suggestions and
recommendations are offered for the implementation in the company.