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CHAPTER – III
RESEARCH METHODOLOGY
INTRODUCTION
This chapter deals with the methodological evaluations that are supposed to be
considered while studying marketing strategies of the service provider taking under
consideration the demographical differences and the consumer purchase. Assembling
information from a particular source, analyzing the information collected and by the
means of collecting this information is what is meant by methodology of a study. It is
required to choose apt research design and methods to conduct this study for which a
focused strategy is needed to be taken under consideration. Independently, the emphasis
is laid on ‘positivism’ or ‘phenomenology’ as both of them make up to be the most
significant aspects of business research (Saunders, Lewis, and Thomhill, 2000). It is
important to notify here to establish a relationship between research and theory i.e. either
the research was conducted due to the theory which means a deductive approach or
whether the theory born out of the research that was so conducted which signifies
inductive approach. The reason behind the importance of taking research design under
consideration is that it can help in guiding whether the research is desired to be
exploratory based on interviews/observations and focus groups or should it be casual
based on the ethnography or true/quasi experiments or should it be a questionnaire
survey i.e. a descriptive approach. This leads to the extraction of strategies from the
research design whether they are desired to be qualitative or quantitative and what
methods does the research underlines for data collection and analysis.
The multi-faceted nature of reality is well depicted by this research as it
undertakes both phenomenological as well as positivist approach. Phenomenological
approach sets the limitations of a perspective by analyzing how to tackle different
problems and being opened to the emergence of new solutions to a problem. The study
reflected two broad approaches, one which was primarily deductive in nature and the
other one which is less inductive in approach. The clarification of the study was carried
out with the help of the deductive approach with the help of theories and hypotheses. On
the other hand, the motive behind using inductive approach was to feed the data from the
new findings in the pre-existing theories and concepts. Both qualitative as well as
quantitative measures were taken into consideration. Qualitative strategies of research
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include live interviews, focus group and observations whereas quantitative approach is
based on surveys conducted through live interviews on a vast wilderness. Therefore, a
descriptive design is succeeded by exploratory analysis. On one side, when qualitative
data is analyzed on the basis of the content, quantitative data is analyzed on the basis of
statistics and discriminant based approach is complied. The chapter will be
conceptualizing the hypothetical, theoretical and objectives of the study.
RESEARCH DESIGNS
The first thing that appears as a huge portrait is whether the methodology of
research which is being conducted is "positivist epistemological or positivism" or
"phenomenological" (Burrell and Morgan, 1979; Daft and Wiginton, 1979; Gill and
Johnson, 1991; Morgan, 1986; Woodruffe, 1996). These are the methodologies which
are held liable for contributing the sort of activities a research takes up and the goals it
desires to achieve. The basic reason behind choosing positivism is because it deals with a
scientific approach focusing on ‘testing of theories’ (Gill and Johnson, 1991, pl32).
Positivism’s main motive is “to exclude any subjective matter which is intangible to
being meaningless” (Gill and Johnson, 1991, pl32). Our passive and neutral approach
and stimuli to situations and sensory inputs are largely responsible to construct the
grounds of positivism (Gill and Johnson, 1991, pl34). The research has been prolonged
to find out an appropriate natural science model to study society (Bhaskar, 1989). Also,
the major area of concern is to carry forward a ‘scientific approach’. Therefore, a new
term has been added along with positivism by the researchers to make their objectives
clear i.e. ‘phenomenology’. Basically, ‘phenomenology’ is responsible for explaining the
interpretation of the social moves and actions and their affect over the course of time
(Daft and Wigmton, 1979; Weber, 1947). It takes into considerations various complex
facets of the study. This research intervenes into studying the behavior of a costumer in
buying readymade branded garments in the states of –Punjab and Haryana. The dealing
of the research comprises retailers and also their sales executives in order to reflect their
sales to customers. In accordance to the methodological scenario, this is explicitly a
social activity where group of people put their heads together to agree on a common
perspective of purchasing an item. It is believed that an effective research methodology
is the one which takes under consideration the various aspects of reality (Burrell and
Morgan, 1979). Therefore, phenomenological approach is better than the positivist
approach Morgan (1986) who also claims that people who consider the multi-faceted
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perspective of a situation in a research are proved to be advantageous over those who
commit to focus on one aspect.
They can consider a wide prospect as they can study problems from various
points of views and extract a number of different solutions to tackle these problems. On
the contrary, the main objective of positivism is to ensure how to represent the aim of the
study in consideration with the reality. This goal can be achieved by the following
processes of research and design (Cooper and Emory (1995)).
A good research must consider a scientific approach (Burrell and Morgan, 1979;
Daft and Wiginton, 1979; Hirschman and Holbrook, 1986; Gill and Johnson, 1991;
Elliott, 1994; Woodruffe, 1996). According to Hirschman and Holbrook (1986),
phenomenology plays a vital role but not solely responsible for developing a basic
understanding of the costumer. Also, it is observed by Elliott (1994) that a positivist
approach is more of the superficiality rather than stressing upon meaningful knowledge.
Therefore, considering this context, it is feasible to undergo both the approaches of
positivism and phenomenology. To affiliate the science of this study, many approaches
are considered namely, design (descriptive and explanatory), research nature (deductive
and inductive), methods (survey, focus groups, observations and interviews) and strategy
(quantitative and qualitative).
SELECTION – RESEARCH DESIGNS
One important thing to decide in research designs is that which one of the two-
data or theory should come first. On the other hand, deciding the deductive or the
inductive approach that the researchers should use (Gill and Johnson, 1991). In a
deductive approach, it may or may not be confirmed the nature of the research and
whether the researcher starts with a theory or with a hypotheses. The major advantage of
this approach is that the research is well aware of what exactly is the agenda to be
studied. So the process goes like Theory -> Hypotheses -> Data Collection -> analysis ->
findings -> hypotheses -> confirmed or rejected -> revision of theory. Processing the
mentioned way, the study may become more efficient and pacey but results can be more
trivial.
Inductive approach is exactly opposite to deductive. As the researcher finally
winds up his/her findings of theory that evolved the entire process, thus, indulging
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induction (Glaser and Strauss, 1967). The research findings linked with a proper agenda
of enquiry are fed back into the theories. According to, Burrell and Morgan, 1979; Daft
and Wiginton, 1979; Gill and Johnson, 1991; Morgan, 1986; Woodruffe, 1996), the
differentiation of inductive and deductive research is done on the basis of research
methodological foundations. Taking the research and findings of the sections under
consideration, it can be inferred that the two research methodologies form two entirely
different bunches of research nature. Therefore, deductive approach has taken into
consideration the positivism and natural scientific model. On the contrary, inductive
research lays emphasis on an individual perspective of analyzing and interpreting the
social scenario. Therefore, this study determinates the deductive approach than the
inductive approach.
According to Churchill (1991, pl27), marketing research design is defined as the
guide to analyze and collect data. It is the foundation that is followed to complete a
study. It is this research design that takes the assurance that the study will be conducted
in the desired context with proper procedures (Churchill, 1991; Frankfort-Nachmias and
Nachmias, 1992). According to (Aaker and Williams, 1998; Chisnall, 1997), research
design is divided into thre main categories- casual, exploratory and descriptive design.
CAUSAL RESEARCH DESIGN
Causal research design basically, focuses on the cause and effect relationship.
Following points can be considered to explain the same:
1. To verify hypotheses
2. To determine which of the variables are termed in the category of cause and
which among them will be considered under effect of marketing analysis.
3. To clarify the sort of relationship between the effect to be verified and the causal
variables. (Malhotra and Birks, 2000, p84)
According to (Malhotra and Birks, 2000, p84), it must be taken into brief account
that the causal variables should be monitored under control as they may affect the
dependent variable in such a way that this might cause manipulation during the inference
of the result of causality. This is concluded by causal research design being deductive in
nature. Methods that include causal design are ethnography, quasi experimentation or
action research and experimentation. These methods require a field scenario such as the
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researcher who would put inputs to develop the research, participants like the firm or the
customers and environment such as market place and customer space. Therefore, the
causal research has to undergo to face the constraints of administration, time and cost.
The major goal behind conducting this study is to analyze causality and examining
customer’s views about readymade garments.
EXPLORATORY AND DESCRIPTIVE RESEARCH DESIGN
After taking into a consideration a brief account of study of marketing and
business oriented reviews, it was decided to add descriptive and explanatory approach
(Lazer, 1974; Churchill, 1991; Kervin, 1992; Aaker and Williams, 1996; Frankfort-
Nachmias and Nachmias, 1996; Chisnall, 1997). This was taken in account in order to
study problems related to research analysis and accordingly devising methods to produce
hypotheses for verification (Churchill, 1991; Ghauri et al., 1995; Seiltiz et al, 1976).
According to Malhotra and Birks (2000), the descriptive research can be formulated in
the following perspectives:
• To suggest alternated to be acted upon
• To make hypotheses
• To prioritize things for research ahead.
• To present a problem more accurately
• To keep key variables for examination
• To develop a specific approach to a problem
Explanatory research is accountable for the following objectives of study:
1. Examining the sales executives skills and strategies of selling products
2. Studying the marketing skills and comparing the two states- Punjab and Haryana.
3. Assessing the behavior of customers to purchase goods.
Consumer behavior is critically taken into consideration to study demography,
retail marketing strategies and branding. At the same time, it focuses on the perspectives
that influence the consumer society for purchasing goods that are the brand marketing,
cultural features and consumer’s behavioral characteristics. Interaction of people among
each other branding about a product, patterns and effects of consumption of a specific
cultural effect, interrelationship between behavior and attitudes marks the influence of
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selling of a product in retailing. Studying the factors responsible for determining,
identifying and clarifying the consumer behavior are the major objectives. The study also
deals with developing strategies to increment business in the retailing sector and also
encouraging their employees in an innovative manner to enhance their selling skills.
A glimpse of the scenario of quantitative methodology in product marketing (e.g.,
Chisnall, 1997; Hooley and Hussey, 1995; Marketing, 1998) as well as quantitative
studies of behavioral aspect of consumers (e.g., Britt, 1970a; Rosecky and King, 1996)
which signifies that a questionnaire based approach of research is the best suited way for
data generation for the particular research. Therefore, the variables erupted in the
previous sections and earlier research were fed into the data in the form of a
questionnaire which allows various techniques such as ranking list of values and values
on a Linkert – type scale.
QUANTITATIVE DATA ANALYSIS
Data was analyzed taking into consideration SPSS (Statistical Package of Social
Sciences) which was based on the questionnaire that was coded. Various forms of data
was analyzed such as univariate, bivariate and multivariate (Bryman and Cramer, 1994;
Malhotra, 1996) that could be held liable for this research survey which was indicated
by a brief glimpse of research methodology. According to Cheung, 1999; Peterson, 1994;
Steenkamp and Baumgartner (1998), the standardization of analytical procedure with
factors like Principle Component is in the review of the consumer literature. On the other
hand, another review of this research (e.g., Durvasula et al., 1993; Hui and Triandis,
1985; Joreskog, 1971; Netemeyer et al., 1991; Steenkamp and Baumgartner, 1995; 1998)
represented that the model based on factor analysis is the most dynamic approach
considering the versatile nature of testing cross-cultural measurement invariance.
It is well observed from the cross-cultural literature of research that statistical
analysis is the prime tool for effective and clear results of hypothesis (e.g., Grunert and
Scherhom, 1990; Munson and Mcintyre, 1979; Soutar et al., 1999). Also, it is the ‘two
group analysis’ which is believed to be most appropriate for a study to be conducted
(Green et al., 1997; Malhotra and Birks, 2000; Soutar et al., 1999; Utsch et al., 1999). It
is mandatory to note that before the real study is conducted, it is the pilot study which is
taken under consideration which is used to mark the factors responsible for marketing
strategies and consumer behavior. The techniques used for quantitative data analysis are
93
frequency, chi-square test, factor analysis, cross tabulation, Kruskal Wallis test, Mann-
Whitney test.
Frequencies refer to the number of responses per value of a variable and
expressing the result in terms of percentage per response (Daniel and Terrell, 1992;
Einspruch, 1997; Field, 1971). Frequencies along with cross tabs and chi-square analysis
were used for the assessment of profile related demographics of respondents as well as
the unstructured survey questions in accordance with their response pattern. The relative
values of frequencies are noted to be in percentage giving rise to a table including the
frequency count, cumulative frequency and their respective percentage for all the
associated values of the variable. The mathematical analytical techniques such as mean
and standard deviation were used to assess the age of the consumers.
Cross-Tabulations Analysis was used to determine a single variable and the
association of this variable with other multiple variables.
Chi Square Test of Independences was used when two variables belonging to the
same sample are being tested (Welkowitz, Ewen, & Cohen (1991, pp. 293-297) and
Daniel (1990, pp. 181-185)). Reynolds (1984, p. 36)). Reynolds (1984, p. 36) suggests
that going by the percentage scale of 2X2 contingency tables helps in detecting the
patterns of independent departures. Describing the attitude, behavior and intentions of
customers depends upon the inter-connected relationships (Ajzen and Fishbein 1980).
The tool used was chi-square that describes the strength of associations among different
variables.
Likert Scale is used for a number of analytical domains such as behavior,
marketing, healthcare and utility. Likert scale requires all the participants to verify their
level of agreement while responding considering a response level between five and
seven. The distinct features of a Likert item data scale are tied number, restricted range
and discrete values. Likert scale data analysis exist in conflict with the perceptions of
scholars to justify whether the Likert scale should be used along with non-parametric
statistics such as the rank-test which is based on the Mann Whitney Wilcoxon (MWW)
or the parametric statistics such as the t-test (Carifio & Perla, 2008; Jamieson, 2004). On
one hand where Nanna and Sawilowsky (1998) gave greater preference to MWW test in
almost all the investigative cases on the counterpart many other analysts such as
94
Gregoire and Driver (1987) were still in dilemma of either to use the t test or the rank
test (MWW) in a simulation study of five-point Likert test.
Mann Whitney Test Statistics were used to compare the response of two groups
and to analyze it. The extension of groups can exceed to four to five groups at times as
well. The comparison is assessed with the help of kruskal-wallis test.
Factor Analysis is responsible for determining that whether a set of items is
homogenous within a sample orand ensuring the selection of homogenous items (AlIen
& Yen, 1979:130). Simplifying the statement it means that factor analysis simplifies the
designing of questions for the questionnaire in such a way that the questions developed
are easier to be understood and more meaningful. It is important to notify that the
variables used for factor analysis must be descriptive in nature for the purpose of
theoretical and exploratory research. The possible percentage of variance was extended
to a few more factors extracted from the factor analysis. The factors that were a gradual
result of the un-rotated factor matrix that explained the inter-linking between different
individual variables could not be properly interpreted due to the enhanced correlation of
the factors along with a number of variables. This was the reason rotation method was
taken into consideration to simplify the factor matrix and make it easier to interpret.
VARIMAX procedure was the method used in the rotation of factors which resulted in
orthogonal factors (Malhotra and Birks, 2000).
PILOT STUDY
Social science research uses two different ways to explain pilot study. The
preparation done for major studies include small scale versions or trial runs which are
considered a part of the feasibility of a study (Polit et al., 2001: 467). At other point, pilot
study can be considered as the pre-verification of a specific tool of research study (Baker
1994: 182-3). Pilot study keeps in track with one of the major requirements of
information such as pre-knowledge of the fact where the study might fail, the protocols
might not be contemplated or the given instruments might be inappropriate or way too
complex for the study to be conducted. As De Vaus (1993: 54) says, “do not take risk,
take pilot first and foremost.”
The basic agenda of conducting a pilot study is to assemble all the prior
information on the minutest level before conducting a major study on a greater level. In
95
accordance with Tashakkori & Teddlie (1998: 47), it is the qualitative data collection and
information for the assessment of a relatively unexplored topic before formulating and
developing a major study on the basis of quantitative analysis. The initial phase of this
study indulges surveys and group interviews or taking in consideration the judgment and
observations of a community which later on adds up to the phases of designing major
questionnaire surveys. The same criteria was followed in the research study as well when
consumers were surveyed and questioned on the basis of their qualitative approach and
analysis of a particular subject of study.
The next area of concern is to determine the framing of questions for the survey
to be asked from the qualitative groups of people for analysis. The final pilot way
questionnaires should be distributed and collected. Same was the case during conducting
this study as well. On a primary basis, a sample of 50 odd customers and 25 retailers
were being considered to assess the questionnaire that was framed for the major survey.
INSTRUMENTATION
Case study, interviews and survey methods were extensively used in order to
carry out efficient research. According to behavioral sciences, survey method is
considered as the finest methods to conduct the initials of a research (Issac & Micheal,
1990), whereas interviews are the perfect mean to explore the qualitative point of view of
various practitioners and their varied perspectives (Whitman and Woszczynski, 2004).
On the other hand case study methods are formulated to consider the study of a detailed
account of the subject be it an event, a group or an individual. It concentrates on a
systematic way of data collection, understanding and compiling the data, analysis of
information, reporting and inference and finally, taking out result (Yin, 2009). Thus
these methods account for a better and more efficient information gathering and analysis
of data.
A questionnaire was developed to prepare an efficient survey. The questionnaire
focused on the designing of questions such as these will examine the behavioral sciences
of a consumer while purchasing readymade garments and also noting down the views
and perceptions of strategies of the retailers as well as their employees in order to sell
their products to a large variety of consumers. This instrument was classified into three
categories namely:
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Part A comprised the strategies and planning of the retailers and the respondents while
skillfully convincing and attracting customers towards their items. The respondents were
surveyed on the basis of mass media role, information technology, data warehousing and
customer policies.
Part B consists of the customers as the respondents to the questionnaire of the survey
wherein, they were asked about their shopping experiences about a particular store they
chose and their perception and mentality behind purchasing a specific product.
Part C described the survey being conducted upon the respondents as the sales
executives who shall provide suggestions regarding skillful selling strategies to
improvise upon the conditions of a particular garment outlet. These perceptions were
carefully considered to carry forward the practices of a specific organization efficiently.
DATA COLLECTION
A general approach may consist of various forms of data collection techniques. A
research analyst would look forward for multiple sorts of data collection techniques
going by the depth of efficiency each method would hold keeping in mind a number of
factors such as:
Estimated cost, expected level of measured errors, expected quality of collected
data, predicted non response rates and the duration of data collection term (Lyberg and
Kasprzyk, 1991). There is a wild possibility that a given answer may not satisfy the
requirement of a question which could be probably because of a lack of appropriateness
in the techniques developed for data collection (Kerlinger, 1986).
The techniques of data collection considering the geographical areas a technique
called Stratified sampling technique was adopted to determine the skills of the retailers
and sales executives. This was taken up as a project in sector 17, 22 and 35 of
Chandigarh where retailers and sales executives of various readymade garments were
selected randomly and surveyed upon. A number of customers from the states of Punjab
and Haryana were selected and asked through a technique called Simple random
sampling. Out of the total of 600 people in the survey, 150 were retailers and 300 were
the customers from Punjab and Haryana and 200 were sales executives.
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RESEARCH OBJECTIVES/ HYPOTHESIS
The ‘what’s’ and ‘how’s’ of a research methodology play a very vital role to
construct the prime foundation of any research study (Yin, 1989:19). Considering the
case of this particular research, the pre understanding of marketing wasn’t just precise
enough to formulate questions of survey. Therefore, a more in depth knowledge of the
scenario was pre requisite to have a better formulation of questions. This gave rise a
number of subsets of questions being iterated from the actual study.
The study was then jeopardized in the following objectives:
1. To discover the trends of marketing in terms of readymade garments in India.
2. To focus upon the environment of regulation in the marketing of readymade
garments.
3. To make suggestions on the marketing strategies considering the analysis of
marketing strategies
4. To determine and examine the consumer behavior while buying the products.
5. To study and compare the marketing practices being followed in the states of
Punjab and Haryana.
6. To assess the perceptions of the sales executives and determine the situation
based on the management of the merchandise in the readymade garments sales.
H01: The marketing practices were similar of the retailers from Punjab and
Haryana
It refers to the marketing practices such as strategies of marketing, customer
identification, mass media effect, marketing plans, brand building, favorable factors,
overall satisfaction and customer policy are being considered. These were the parameters
on which the analysis was performed. The first session of questionnaire is depicted by
diagram 3.1.
H02: The demographic profile of customer has no effect on its buying Behavior in
retail marketing
The behavior of customers to purchase the products was assessed through the
following parameters such as perception on shopping experiences, promptness
parameters and merchandise
described by figure of diagram 3.2.
Figure 3.1: Conceptual Research Analysis Diagram of Retailers Questionnaire
Figure 3.2: Conceptual
H03: The perception of sales executives were similar, from Punjab and Haryana
Favorable Factors • Test of
Proportion
Customer Policy • Cross Tab/ Chi
Sqaure
Satisfaction • Mann Whitney
Test
Promptness Parameters Shopping Experience & Parameters Perception – Shopping Perception – Merchandise
parameters and merchandise. The second section of questionnaire is well defined and
described by figure of diagram 3.2.
Figure 3.1: Conceptual Research Analysis Diagram of Retailers Questionnaire
Figure 3.2: Conceptual Research Analysis Diagram of Customers Questionnaire
The perception of sales executives were similar, from Punjab and Haryana
Punjab Vs Harayana Retailers
Marketing Plans• Cross Tab/ Chi
Sqaure
Customer Identification • Test of
Proportion
Strategies of Marrketing • Mann Whitney
Test
Mass Media Effect • Mann Whitney
Test
Satisfaction Mann Whitney
Mann Whitney Test:Gender, Marital Status
Kruskal Wallis Test: Monthly Income, Education, Locality, Frequent Visitor
98
. The second section of questionnaire is well defined and
Figure 3.1: Conceptual Research Analysis Diagram of Retailers Questionnaire
Research Analysis Diagram of Customers Questionnaire
The perception of sales executives were similar, from Punjab and Haryana
Customer Identification
Brand Buiding • Cross Tab/ Chi
Sqaure
Strategies of Marrketing
Mann Whitney
Mann Whitney Test: Gender, Marital Status
Kruskal Wallis Test: Age, Occupation, Monthly Income, Education, Locality, Frequent Visitor
99
It was in reference to the sales executives and the merchandise to proliferate their
perception regarding improvising the business through a number of techniques. The
parameters considered were self-analysis and advices- policies, reasons and
improvisation. The following figure describes the third section of questionnaire.
Figure 3.3: Conceptual Research Analysis Diagram
of Sales Executives Questionnaire
Sales Executives Punjab Vs Haryana
Chi Square Test:
Self Assessment
Mann Whitney Test:
Suggestions: Improvisation, Reasons & Policies
100
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