3.1.3 .

Types of Research design

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful

to classify marketing survey on the basis of the fundamental objectives of the survey.
Consideration of the different types, their applicability, their strengths, and their weakness
will help the student to select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

.Marketing researches devote a significant portion of their work on exploratory studies when
very little is known about the problem being examined.

CONCLUSIVE RESEARCH
Conclusive studies attempts to determine the frequency with which something occurs or the
relationship between two phenomenon. Usually conclusive studies assume certain under
underlying characteristics of the market or have some precise statement of research
questions/hypothesis.

3.2 Primary data

Primary data are those which are gathered specially for the project at hand, directly – e.g.
through questionnaires & interviews. Primary data sources include Retailers feed back.

For collection of primary data two main sources have been selected, which are as follows:

 Interviews using questionnaires

3.2 Secondary data

These are generally published sources, which have been collected originally for some other
purpose. Source are internal company records, government publication, reports &
publication, reports & journals, trade, professional and business associations publications &
reports.

The secondary sources used to collect the data for the project were :
  Website of stovekraft.com
 Scribd.com
 Information gathered from record

Sample Design

Sample design is a definite plan of obtaining some items from the whole retailers. The sample
design used in this project is state sampling i.e. Cluster . In the probability sampling methods,
each items in the sample is chosen one at a time from a complete list of universe elements. In
marketing research practice, it will sometimes be more expedient to select clusters or groups
of universe elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than
individually -- are called cluster-sampling methods. They are widely used in the sampling of
human populations. When no complete universe listing exists, a type of sampling is called
area sampling may be the only practically feasible form of probability sampling.

Nondisguised , Structured techniques

The non structured techniques for attitude measurement are primarily of value in exploratory
studies, where the researcher is looking for the salient attributes of given products and the
important factors surrounding purchase decisions as seen by the retailer. Structured
techniques can provide a more objective measurement system, one which is more comparable
to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes
objectively, and a number of useful scales have been developed.

3.3.1 Sampling Method

The sample design used in this project is cluster sampling and convenience sampling. The
whole Andhra Pradesh was divided into some geographical areas and I have chosen Costal
part of A.P .The total sample size was 150 retailers.
Cluster Sampling
Here the whole area is divided into some geographical area and a definite number of retailers
were to be surveyed.

Convenience Sampling
This type of sampling is chosen purely on the basis of convenience and according to
convenience. I visited Superstores ,General stores ,Wholesale market.
3.3.2 Sampling

1. Sampling Technique : Non probability sampling

(A non probability sampling technique
is that in which each element in the
population does not have an equal
chance of getting selected)

2. Sample Unit : Retailers who buy Home Appliances

From the company.

3. Sample size : 150 Retailers

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : COSTAL ANDHRA PRADESH.

3.4.1 Method of Data collection

The method used for the collection of primary data is Survey method. In this method,
information gathered directly from individual respondents, through personal interviews.
3.4.2 Instrument for data collection

If one wants to know what type of dentifrice people use, what they think of, television
commercials, or why they buy particular brands of cars, the natural procedure is to ask them.
Thus, the questionnaire method has come to be the more widely used of the two data
collection method. Many retailers are now familiar with the telephone caller who greets them
with “We are making a survey”, and then proceeds to ask a series of questions. Some
interviews are conducted in person, others by telephone, and others by mail. Each of these
has its special advantages and disadvantages and limitations. The questionnaire method in
general, however, has a number of pervasive advantages and disadvantages. Discussion of
particular variations will be more meaningful if these characteristics of the general methods
are brought out first.

A questionnaire consists of list of questions to be asked from the respondents and the space
provided to record the answer / responses. Questionnaire can be used for the personal
interviews, focus groups, mails and telephonic interviews. The choice among these
alternatives is largely determined by the type of information to be obtained and by the type of
respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to question, written or oral.

Questionnaire in the project consists of:

 Multiple choice question

 Open Ended Questions

Multiple Choice Questions

Questions of this type offer the respondents an alternative to choose the right answer among
others. It is faster, time saving and less biased. It also simplifies the tabulating process.

Open Ended Questions

In this type respondents are free to answer in their own words and express the ideas they
think are relevant, such questions are good as first questions or opening questions. They
introduce the subject and obtain general reaction.

3.4.3 Pilot Survey

 First, I had to know about all the competitors present in the Home Appliances
(Reputed and well established brands as well as Local brands).

 Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.

 As Home Appliance is different product, the main information needed is the various
types of Home Appliances Products available in the market, their calorific value and
various other facts.

3.5 Field work

 Questionnaire was prepared keeping the objective of survey in mind.

 Questions were asked to respondents as regards to there willingness to purchase

Home Appliances .

 In order to get accurate information, direct interviews conducted with the help of
questionnaires.

 I visited as many respondents as I can and asked them their real preferences about any
Home Appliances and also got an idea, How a Home Appliance Product should be?

 It is really a Herculean task to understand Retailer Perception, as the definition

suggest, “Retailer Perception is a physical activity as well as decision process
 individual engaged in when evaluating, acquiring, using and disposing goods and
services”.

3.6 Limitations

 Limited time available for interviewing the respondents. As a result of this it was not
possible to gather full information about the respondents.

 As summer training is going under summer season so sometimes people are less
interested in filling up questionnaire.

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the options given then it
will turn up to be a biased answer.