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CHAPTER III

RESEARCH METHODOLOGY

3.1 Introduction

3.2 Justification for Choosing the Topic

3.3 Selection of the Area for the Study

3.4 Hypotheses of the Study

3.5 Research Design

3.6 Collection of Data

3.7 Period of Study

3.8 Field Study

3.9 Pilot Study

3.10 Sampling Design

3.11 Sampling Size

3.12 Framework of Analysis

3.13 Tabulation and Classification of Data

3.14 Reliability Statistics on the Consumer Satisfaction

3.15 Summary

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3.1 INTRODUCTION

Research is a search for an undiscovered new knowledge and it is an art.

Research is an original contribution to the existing stock of knowledge for its

advancement. It is a pursuit of the truth with the help of study, observation, comparison,

and experiment. A research methodology is a blue print for conducting a study that

maximizes control over factors that can interfere with the validity of the findings of the

research work.1

The scope of research methodology as defined by Kotler “When we talk of

research methodology, we not only talk of research methods but also consider the logic

behind the methods we use in the context of our research study. We should explain why

we are using a particular method or technique and why we are not using others to make

the research results are capable of being evaluated either by the researcher himself or by

others.2”

Redman and Mory defines research methodology as “systematized effort to gain

new knowledge.3” D. Slesinger and M. Stephenson define research methodology as

“the manipulation of things, concepts (or) symbols for the purpose of generalising to

extend, correct or verify knowledge, whether that knowledge aids to the construction of

theory (or) in the practice of an art.4 ”

This chapter outlines the research design, sampling design adopted in this study,

the process of data collection and the statistical methods used to analyze the data.

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3.2 JUSTIFICATION FOR CHOOSING THE TOPIC

In the modern days, mobile phones have become a necessity for the people. The

need for the mobile phone has developed rapidly and its wider use can be seen all around

the world. One may be possessing a mobile phone at least probably regardless of now

isolated a place in which one lives.

As the significance of their utilization enlarges, the struggle between service-

providing companies is increasing. At the same time, the BSNL mobile phone service

providers are providing the satisfactory services to the consumers. The BSNL mobile

service providers fulfill the consumers‟ expectations from their service.They are the

biggest service providers in India and also in the study area of Sivagangai district. In the

study area comparing other mobile service providers, it is seen that BSNL mobile phone

services fully satisfy the consumers. So this particular topic “A Study on Consumers‟

Satisfaction towards Mobile Phone Services of BSNL in Sivagangai District, Tamil

Nadu” has been chosen to understand the reasons behind the consumer satisfaction.

3.3 SELECTION OF THE AREA FOR THE STUDY

Sivagangai District is purposely selected as a study area for the study. It is one of

the fast developing districts in Tamil Nadu. Literacy and infrastructure facilities are

growing at a faster phase in the district. Familiarity with the local dialect, culture and

access to the area will help the researcher to feel the level of satisfaction of the consumers

who continuously use BSNL mobile phone services in the district. Better and valid

responses can be elicited from the respondents because of the familiarity of the

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investigator with the area of study and its population. Therefore, it is felt if Sivagangai

District is chosen as the area of study for purposeful research and meaningful results may

emerge from the study. Hence, this district is chosen as the area for the study.

3.4 HYPOTHESES OF THE STUDY

Hypotheses are normally analyzed as the major implement in research. Its main

purpose is to suggest new experiment and observation. According to Lundberg, “a

hypothesis is a tentative generalization, the validity of which remains to be tested. At the

elementary level, it may be mere hunch, guess and imaginative data, which becomes the

basis for action (or) investigation5”.

After analyzing of data, proving and disproving of hypotheses have been tested

using F test, Factor Analysis, K.S test, Chi-square test and Student„t‟ test. In testing, the

hypothesis may be proved (or) disproved.

The following hypotheses are framed based on the above objectives:

1. The variance of favorable level of satisfaction of consumers and the variance of

unfavorable level of satisfaction of consumers do not differ significantly.

2. There is no significant difference in the satisfaction of the BSNL consumers in

their statements with regard to the service influencing factor and service affecting

factor.

3. There is no significant relationship between the gender, age, marital status,

educational qualification, occupational status, monthly income, size of family of

the respondents and their level of opinion and

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4. The favorable and the unfavorable opinion of consumers regarding BSNL mobile

phones do not differ significantly.

3.5 RESEARCH DESIGN

A research design can be defined as the blue print specifying every stage of action

in the course of research. Such a design will indicate whether the course of action

planned will minimize the use of resources and maximize the outcome. Research design

is the arrangement of conditions for collection and analysis of data in the manner that

aims to combine relevance to the research purpose with economy in procedure6.

3.6 COLLECTION OF DATA

The study was conducted in the year 2013-2014. The primary data were collected

from the respondents during the period of sixth months from July 2013 to December

2013. The research was carried out using personal interview method for this study.

There are two types of a data, namely primary data and secondary data.

3.6.1 Primary Data

The researcher has used a self-designed questionnaire for the purpose of collecting

data regarding awareness, attitude, satisfaction, influencing, affecting and opinions of the

consumers. These data are the first hand information generated to achieve the purpose of

the research. For example, the data relating to the population collected by the

enumerators of the government are primary data.

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3.6.2 Secondary Data

Secondary data have been collected from various journals, research articles,

seminar reports, newspaper, study reports of expert committees, departmental

publications, published reports, books and other literature.

3.7 PERIOD OF STUDY

The present study on customer‟s satisfaction towards mobile phone services of

BSNL in Sivagangai District, Tamilnadu was carried out during the period of the study

covering from June 2011 to July 2014.

3.8 FIELD STUDY

The sample population for this research is composed of mobile consumers of

BSNL who have visited the study area of Sivagangai District of Tamilnadu, India. The

survey has been conducted every week end at different places by frequently visiting those

places. Distribution of questionnaires has been carried out during the daytime from 10

A.M. to 2 P.M and 4P.M to 6 P.M. Respondents have been approached and briefed about

the purpose of the survey in advance before they have been given the questionnaire. Data

have been collected at different places, including BSNL customer care center, villages, a

shopping center, business people, workers and so on, in the study area. This study has

been conducted on the consumers‟ satisfaction towards mobile phone services of BSNL

in Sivagangai District, Tamilnadu.

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3.9 PILOT STUDY

To test the accuracy of the questionnaire and the scale to determining the

possibility of the study, the result of the pilot study has helped to finalize the

questionnaire and plan the process of data collection. It has also enabled to make the

questionnaire more refined as expected and found useful. A pilot study has often used to

test the design of the full scale experimentation. The design can then be adjusted later on

as the work proceeds. Accordingly, a pilot study was conducted by the researcher in the

month of January 2013. The researcher has met 20 BSNL mobile phone users in each

taluk at various locations such as institutions, public places, business centres and so on to

collect their opinion, through a personal interview. Regarding the significance of carrying

out the research and research expert have been contacted for purposeful discussionto get

clarity on the topic. These discussions have given a lot of insights to the researcher

which has helped in proceeding with the study. The pilot study has enabled to limit the

questions of study. The pilot study has been very useful to avoid the unwanted questions

of the study to the researcher.

3.10 SAMPLING DESIGN

There are different types of sample designs based on two factors viz.,

representative basis and the element selection technique. In the representative basis,

itmay be probability sampling or non-probability sampling. Probability sampling is

based on the concept of random selection, whereas non-probability sampling is

„non-random‟ sampling.

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3.10.1 Non-probability Sampling

It is used in large–scale surveys where the elements are not known and are thus

non–randomly selected. Here the sample size is usually small. The disadvantage of

non-probability sampling is that it is less representative and less accurate approach. Four

types have been identified, convenient sampling, snowball sampling, quota sampling and

purposive or judgmental sampling.

3.10.2 Probability Sampling

The best way of selecting a sample is that it should be representative of the

population from which it is drawn. In probability sampling, every element has an equal

chance of being selected for the sample. Four types of probability sampling are:

systematic, simple random, stratified random and cluster.

3.10.3 Proportionate Stratified Random Sampling

This method is adopted in the study. The population isdivided into different strata

(that is, segments). The items in each segment should be homogeneous. That is, each

stratum contains a few elements, which are similar in every respect. Then in each

stratum, a few elements are selected to continue the sample. While making this selection

from each stratum, either same number of items can be selected from each strata or the

number of items selected may not be the same for each stratum. If same numbers of items

are selected from each stratum, it is called proportionate stratified random sampling.7

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3.10.4 Probability/Random Sampling

Each and every item in population has an equal chance of inclusion in the samples

in the study area. Random sampling is done from consumers of the Sivagangai District

BSNL mobile services who have been randomly selected. Probability sampling enables

researcher to use inferential statistics. Probability sampling is used in the current study

because it increases the strategies that all elements in the consumers will have an equal

chance of being included in the sample. In probability sampling, the sample is more

likely to be representative of the population and the findings of the study can be

generalized to the study of consumers‟ satisfaction towards BSNL mobile phone services.

3.11 SAMPLING SIZE

This study has adopted proportionate stratified random sampling method for

collection of data. A total of 600 BSNL mobile service consumers from sixtaluks of

Sivagangai District have been chosen for the present study. However, despite repeated

visits and requests, some respondents failed to return the filled in questionnaires. Hence,

only 540 filled in questionnaires have been received and therefore the study consists of

90 samples in each taluk. The sample size has been decided after taking the existing

consumers‟ population ratio of the service providers also into the account. A

pre-designed research tool namely, questionnaire is applied in this study to collect the

required information from the sample subjects. The schedule is applied to study the

consumers‟ satisfaction towards mobile phone services of BSNL with their

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socio-economic and demographic characters in Sivagangai District which has been

shown in Table 3.1.

TABLE 3.1

Samples from BSNL Mobile Service Users in Six Taluks of Sivagangai District

Name of the Taluk Number of Samples

Karaikudi 90

Tiruppattur 90

Devakottai 90

Manamadurai 90

Sivagangai 90

Ilayankudi 90

Total 540

Source: Primary Data.

3.12 FRAMEWORK OF ANALYSIS

In the analysis unit, the questions have been taken for analysis in the exact order.

Replies for every question have been prepared by the researcher carefully taken and then

the data have been analysed. The analysis chapter has two major sections such as

percentage analysis and the statistical analysis. In the percentage analysis, respondents

for every question have been analysed with the help of percentages. The percentages are

the common tools used for analysing the data and the percentage is the appropriate tool to

determine the majority and minority classification in respect of the respondents. And

statistical analysis includes tests namely the Garrett Ranking Technique, F Test, Factor

Analysis, Kolmogorov-Smirnov Test (here after known as KS-Test), Chi-square Test and

Student „t‟ Test.

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Statistical results have been derived with the help SPSS which is one of the most

generally used statistical software packages. It covers a broad range of statistical

procedures that allows summarizing data, determining whether the differences between

groups are statistical significant or not. SPSS also contains several tools for analyzing

data, including functions for recording data and computing new variable as well as

merging and aggregating data files.

The analysis chapter has indicate that statistical analysis includes tests namely

percentage analysis, Garrett Ranking Technique, F Test, Factor Analysis,

Kolmogorov-Smirnov Test (here after known as KS-Test), Chi-square Test and Student

„t‟ Test.

1. The percentage analysis technique has been used throughout the report to know the

awareness and attitude of the respondents.

2. The Garrett Ranking Technique has been used to rank the useful services of BSNL

mobile and frequency in call drops of percentages.

3. Reliability Test can be thought of as consistency in measurement. To establish the

reliability of the consumers‟ expectation measurement has been used in the survey

instrument, the reliability coefficient (Cronbach Alpha) has been verified.

Therefore, the reliability of tests have been conducted on the selected level of

satisfaction of the BSNL mobile phone customers, factors influencing to choose the

BSNL mobile phone service, factors affecting BSNL mobile phone service and

opinion of the consumers towards the BSNL mobile phone services.

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4. F-Test or Analysis of Variance (ANOVA) has been done based on the ratio of two

variances. The five variances are grouped into two variances. One variance consists

of favorable opinion. Strongly agree and agree are grouped under the heading of

favorable opinion and disagree and strongly disagree come under the heading of

unfavorable opinion.

5. In order to examine the satisfaction of the consumers, a five point rating scale has

been adopted to identify the BSNL mobile consumers influencing and affecting

factors of the study area. The hypotheses that have been formulated has been tested

with the help of Kolmogorov-Smirnov Test (here after known as KS-Test),and also

rotated factor analysis has been used for the purpose of analyzing whether there is

any difference in the importance of various services offered to consumers.

6. The data have been analyzed to verify the hypotheses framed in accordance with the

objectives of the study. In order to test the relationship between personal factors and

opinions of the consumers of BSNL mobile services in the study area, the method

of Chi-square Test has been applied and opinions of the consumers have been

separately analysed by Student “t” Test.

7. Statistical results have been derived with help of Statistical Package of Social

Sciences (SPSS).

3.13 TABULATION AND CLASSIFICATION OF DATA

The data collected through a questionnaire have been tabulated. The data have been

classified on the basis of sex, age, marital status, educational qualifications, occupation,

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monthly income and family size of the respondents. Cross tabulation has been done

according to different variables.

3.13.1 Tools Applied

3.13.1.1 Percentage Analysis

It is a univariate analysis where the percentage of a particular factor with

categories is calculated in order to get a fair idea regarding the sample. These are used in

making comparisons between two or more series of data.

3.13.1.2 Garrett‟s Ranking Technique

To find out the most significant factor which influences the respondent, Garrett‟s

Ranking Technique8 is used. As per this method, respondents have been asked to assign

the rank for all factors and the outcomes of such ranking have been converted into score

value with the help of the following formula:

An attempt has been made to analyze the various factors influencing the

customers by using Garrett Ranking Method.

Percentage of Respondents= 100 srespondent Total

srespondent No.of

Percept position = 100 (Rij – 0.5)

Nj

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Where

Rij = Rank given for the ith

variable by the jth

respondent

Nj = Number of variables ranked by the jth

respondent.

With the help of Garrett‟s Table, the percentage estimated is converted into

scores. Then for each factor, the scores of each individual are added and then total value

of scores and mean values of score are calculated. The factors having highest mean value

are considered to be the most important factor.

3.13.1.3 „F‟ Test or Analysis of Variance (ANOVA)

The F-test is named in honour of the great statistician R.A.Fisher. The object of

the F-test is to find out if two independent estimates of population variance differ

significantly, (or) whether the two samples may be regarded as drawn from the normal

population having the same variance. For carrying out of the test of significance, we

calculate the ratio F. F test is defined as.

9

F =

Larger Estimate of Variance

Smaller Estimate of Variance

1X =

1

1

n

X2

X = 2

2

n

X

S12 =

11

2

1

n

X

S22 =

12

2

2

n

X

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3.13.1.4 Rotate Factor Matrix

The technique adopted to identify and analyze the special attractions that roped in

the consumers towards BSNL is factor analysis. The principal factor analysis method is

mathematically satisfying because it yields a unique solution feature which is the

extraction of maximum consumers influencing factor variation as each factor is calculate

in other words, the first extraction the most variance and so on. Mathematically, factor

analysis is somewhat similar to multiple regression analysis. In factor analysis, each

variable is expressed as a linear combination of the underlying factors.

The customer influencing factor variance is a variable that shares with all the

other variables included in the analysis referred to as communality. The co-variation

among the variables is described in terms of a small number of common factors plus a

unique factor of each variable. These factors are not over observed. If the variables are

standardized, the factor model may be represented as

Xi=AijF1+Ai2F2+Ai3F3+.....+AimFm+ViUi

Where

X i = ith

standardised variable

Aij=standardised multiple regression coefficient of variable i on common

factor j

FDI = common factor

Vi =standardised regression coefficient of variable I on unique factor i

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Ui =the unique factor for variable i

m = number of common factors

The unique factors are uncorrelated with each other and with themselves can be

expressed as a linear combination of the observed variables.

Fi=Wi1X1+Wi2X2+Wi3X3+.....+Wik+Xk

Where

Fi = estimate of ith

factor

W i = weight or factor score coefficient

K = number of variables

3.13.1.5 Kolmogorov-Smirnov Test (KS – Test)

For the purpose of analyzing whether there is any difference in the importance of

rating given by the BSNL mobile phone consumers on various statements, the hypotheses

have been formulated. The hypothesis has been tested with the help of

Kolmogorov-Smirnov Test (hereafter known as K.S. Test)

Where

D = refers to calculated value.

0 = refers to cumulative observed proportion and

E = refers to cumulative expected proportion.

Formula: D = O - E

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3.13.1.6 Chi-square Test

Karl Pearson in 1900 developed a non-parametric test for testing the significance

of the discrepancy between experimental (observed) frequencies and the theoretical

frequencies (expected) obtained under some theory or hypothesis. This test is known as

Chi-square Test (2- Test) of goodness of fit and is used to test whether the discrepancy

between expected and observed values may be attributed the chance (fluctuations of

sampling) or whether the deviation is really because of the inadequacy of the theory to fit

the observed data.

In order to apply the Chi-square Test either as a test of goodness of fit or as a test

to judge the significance of association between attributes, it is necessary that the

observed as well as theoretical or expected frequencies must be grouped in the same way

and the theoretical distribution must be adjusted to give the same total frequency as we

find in case of observed distribution. χ2 is then calculated as follows:

For testing the relationship between socio-economic variables of the respondents

and level of opinion regarding the benefits of BSNL services, Chi-square Test has been

employed. For computing Chi-square test, the following formula has been used.10

With (r-1) (c-1) degrees of freedom

Where

O = Observed frequency

E= Expected frequency

Chi-square=E

EO 2)(

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c = Number of columns in a contingency table and

r = Number of rows in a contingency table

The calculated value of Chi-square is measured with the table value of

Chi-square for given level of significance usually at five per cent level. If the calculated

value (C.V) is less than the table value (T.V), the null hypothesis is accepted and

otherwise it is rejected.

3.13.1.7 Student „t‟ Test

Student „t test‟ has been used which is considered an appropriate test for judging

the significance of a sample mean or for judging the significant difference between the

means of two samples in case of small samples when population variance is not known.

In case two samples are related, paired „t‟ test is used for judging the significance of the

mean of difference between two related samples. It can also be used for judging the

significance of the co-efficient of simple and partial correlations. The relevant test

statistic, ‟t‟, is calculated from the sample data and then compared with its probable value

based on „t‟ – distribution at a specified level of significance for concerning degrees of

freedom for accepting or rejecting the null hypothesis. It may be noted that„t‟ test applies

only in the case of small samples when population variance is unknown.11

d = N

d S =

1

)( 22

n

dnd

t = S

nd

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3.14 RELIABILITY STATISTICS ON THE CONSUMER SATISFACTION

"Reliability is concerned with the consistency of the research findings12

”

Reliability of an instrument that refers to the degree of consistency between multiple

measurements of a variable. The reliability of the questionnaire has been tested using

Cronbach‟s Co-efficient Alpha. The test explains the extent to which an experiment, test,

or any measuring procedure yields the same result on repeated attempts. Reliability

through internal consistency method is applied to measure the consistency among the

variables in a summated scale. A set of variables and factors have been identified based

on the objectives of the study. In order to test the reliability on the consumers‟

satisfaction towards mobile phone services in the study areas involved, Cronbach‟s Alpha

test has been applied and the result is shown in Table 3.2.

TABLE 3.2

Reliability Statistics on Consumer Satisfaction

Sl.No. Factors Cronbach‟s Alpha

1. Level of Satisfaction of the BSNL Mobile Phone

Consumers 0.963

2. Factors Influencing BSNL Mobile Phone Service 0.962

3. Factors Affecting BSNL Mobile Phone Service 0.972

4. Opinion of the Consumers on the services of the

BSNL Mobile Phone System 0.937

Source: Computed Data.

When items are used to form a scale they need to have internal consistency. The

items should all measure the same thing and so they should be correlated with one

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another. Cronbach‟s Alpha Co-efficient is used to assess internal consistency of items in

the scale. The formula is

Where

K is the number of items,

S2i is the variance of the ith item and

S2

T is the variance of the total score formed by summing all the items.

Cronbach‟s Alpha reliability co-efficient normally ranges between 0 and 1. The

closer Cronbach‟s alpha co-efficient is to 1, the greater is the internal consistency of the

items in the scale. Nunnaly (1978) has indicated 0.7 to be an acceptable reliability

co-efficient but lower threshold are sometimes used in the literature.

3.15 SUMMARY

In this chapter introduction of research, objectives of research methodology,

process of research, justification for choosing the topic, reason about selection of the area

for the study, objectives, hypotheses, research design, data collection, period of study,

field study, pilot study, sampling design, reliability on the consumer satisfaction towards

mobile phone services of BSNL in Sivagangai District, tools and methods of data

analysis, frame work analysis. Thereafter follows a discussion of research design, data

gathering and research evaluation. The data thus collected through questionnaire have

been analyzed and presented in the following chapters. In the next chapter, profile of the

consumers and their level of awareness towards BSNL mobile services has been

discussed.

T

i

S

S

K

K2

2

11

111

REFERENCES

1. M.V.J. Bhuvaneswararao, “Marketing Strategies of Cellular Services: A Study on

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Pradesh, India, 2013, p.20.

2. C.R.Kothari, “Research Methodology” (Methods and Techniques), New Age, Revised

2nd

edition, 2006, p.8.

3. L.V. Redmanand and A.V.H. Mory, “The Romance of Research”, 1923, p.10.

4. D. Slesinger and M. Stephenson, The Encyclopedia of Social Sciences, Vol. IX,

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5. P.Ravilochanan, Research Methodology with Business Correspondence and Report

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6. P.Ravilochanan, Research Methodology with Business Correspondence and Report

Writing, Margham,Revised 3rd

Edition, 2009, p.7.1.

7. P. Ravilochanan, Research Methodology with Business Correspondence and Report

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Edition, 2009,p.21.6

8. Henry, E. Garret‟s, Statistics in Psychology and Education, Feffer and Simans Private

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9. S.P.Gupta, “Statistical Methods”, Sultan Chand and Sons, New Delhi,31st edition,

2003, p.1006.

10. Ibid., p.954.

11. Ibid., p.921.

12. J.F. Hair, A.H. Money, P. Samouel, and M. Page, “.Research Methods for Business

England”: John Wiley and Sons Ltd, 2007, p-241.