A PROJECT ON

IMPACT OF FAST FOOD ON OBESITY

In The Subject
RESEARCH METHODOLOGY
Submitted by
SWETA PANDEY
ROLL NO - 29
M.Com Part II (Banking & finance)
SEMESTER III
Under The Guidance Of
Prof. BHARAT PITHADIA
To
University Of Mumbai
For
Masters of Commerce (Semester-III)
In
Banking & finance
Year: 2016-2017
SVKM NARSEE MONJEE COLLEGE OF COMMERCE & ECONOMICS
VILE PARLE (W), MUMBAI 400056.

EVALUATION CERTIFICATE
This is to certify that the undersigned have assessed and evaluated the project on
IMPACT OF FAST FOOD ON OBESITY Submitted by Sweta Pandey
student of M.com (SEMESTER III) in banking and finance for the academic
year 2016-2017.This project is original to the best our knowledge and has been
accepted for internal assessment

Name & Signature of Internal Examiner :

Name & Signature of External Examiner:

Principal

DECLARATION BY THE STUDENT

I SWETA PANDEY student of M.COM PART- II, Roll No.029 hereby declare that the project
title IMPACT OF FAST FOOD ON OBESITY

for the subject RESEARCH

METHODOLOGY submitted by me for semester III of the academic year 2016-2017, is

based on actual work carried out by me under the guidance and supervision of Prof. BHARAT
PITHADIA

I further state that this work is original and not submitted anywhere else for any examination.

Place: Mumbai
Date:
Name & signature of student
Name: Sweta Pandey
Signature:

ACKNOWLEDGEMENT

Projects have always been fun learning experience, but with growing age, at this masters level, it surely
demands corporate and depth approach.
This project was a great learning experience and I take this opportunity to acknowledge all those who
gave me their valuable guidance and inspiration provided to me during the course of this project.
I would like to thank Prof. Bharat Pithadia Professor of International Finance
I would also thank to the M.com Department of Narsee Monjee College of Commerce & Economics
who gave me this opportunity to work on this project which provided me with a lot of insight and
knowledge of mu current curriculum and industry.
I would also like to thank the Library Staff of Narsee Monjee College of Commerce & Economics for
equipping me with the books, journals and magazine for the project.
I would also like to thank my friends and fellow students who helped me in the cause of the project

INDEX:

Sr no
1
2
3
4
5

Topic
I)
PART A- Question and Answers
PART B- Introduction
II)
Research Methodology
Bibliography
Questionnaire

Page No
1-33
34-36
37-42
43
44-47

Chapter 1
5

Part A
Question and answers
Q1 Define research. What are the characteristics of research?
Ans : Research is a systematic investigation to search for new facts in any branch of knowledge.
Research helps to arrive at new conclusions. It enables to find solutions to certain problems.
Willian C. Emory in the book Business Research Methods defines research is any organized
enquiry designed and carried out to provide information for solving a problem
NATURE AND CHARACTERISTICS OF RESEACH
1) Scientific method:
Research uses scientific method to find facts or to provide solutions to specific problems.
The researcher needs to follow a systematic procedure to conduct research. There is a set
of procedures that have been tested over a period of time and are thus suitable to use in
research. This means each step in the research procedure must follow the other.
Scientific research in any field of knowledge cannot be conducted in a haphazard manner.
Scientific research cannot be merely based on ones beliefs and imagination. To get the
best possible research results, the researcher needs to adopt the scientific method of
inquiry or investigation.
2) Objective and Logical:
The scientific research is objective and logical in nature. Research is based on valid
procedures and principles.
There is a need to collect relevant, accurate and objective data to investigate into the
reseach problems. Researchers need to make every possible effort to avoid bias in data
collection. After collection of objective data, the researcher needs to systematically
process the data, analyse and interpret it, and arrive at logical conclusions. Wherever
required, the researcher needs to systematically verify the finding and conclusions.
3) Applied and Basic Research:
The research can be broadly classified into two groups:
Applied research
Basic research
4) Empirical Nature of Research:
Research can be based on direct experience or observation by the researcher. Empirical
research is undertaken to study certain situations or events based on experiments,
6

observation and surveys. In empirical research, the researcher develops hypothesis and
then collects data to prove it or to disprove it.
5) Generalization:
Research findings can be applied to a larger population. A researcher can conduct a
research on a sample of respondents that represent the universe. The sample selection
must be done systematically so that it properly represents the whole population or the
universe. The research findings based on sample population can then be generalized and
applied to the whole universe. Therefore, generalization takes place when research
findings based on sample responses are applied to whole population.
6) Controlled nature of basic research:
In real life experience there are many factors that affect an outcome. A single event is
often the result of several factors. When similar event is tested in research, due to the
broader nature of factors, some factors are taken as controlled factors while other factors
are tested for positive effect. In pure sciences it is very easy to control certain factors
because lab experiments are conducted.
However, it is difficult to perform controlled laboratory experiments in the case of social
science research, although to a limited extent laboratory experiments are possible in
social sciences as well.
7) Development of principles and theories:
A systematic research helps to develop new principles and theories. Such principles and
theories can be useful to several organisations to manage and deal with people and things
in a better way. The general laws or theories developed through research may enable us to
make reliable prediction of events, which have not yet occurred.
8) Multipurpose activity:
Research is a multipurpose activity. It helps to discover new facts or verify old ones. It
helps not only to predict future events, but also may help to control such events. It
establishes casual relations between variables. It also helps to develop new scientific
tools, concepts and theories, which would facilitate scientific tools, concepts and theories,
which would facilitate reliable and valid study of human behavior and other aspects.

Q2 Explain need of the research in business of social science

Ans. Business organisations can gain significantly with the help of research. The research and
development to develop new products, improve the design and the quality of existing ones, and
7

to reduce costs. The marketing research helps to solve marketing related problems to price,
promotion, physical distribution, packaging, positioning, and so on.
The need and importance of research in business is as follows:1. Product development: Through marketing research, a business firm can identify the
customer requirements, and therefore, it is possible to design new models or to modify
existing products to satisfy the customers.
For instance, through marketing research, a car manufacturing company may find out that
the customers look for features, after-sale-service, re-sale value, fuel efficiency, and so
on. Accordingly, the product will be designed and marketed.
Also, with the help of research and development, the car company would make every
possible effort to develop the car with the best possible features at the right prices
depending upon the target customers.
2. Reduction in costs: Research in business helps a firm to reduce costs. The research may
indicate the areas where high costs are involved. It may be possible for the firm to cut
down the costs in certain areas. Therefore, cost-reduction will improve the overall
efficiency of the organization, i.e., the organization will be in a position to achieve higher
returns at lower cost.
3. Marketing mix decisions: Marketing research enables a firm to arrive at sound marketing
mix decisions with respect to product, price, promotion, and physical distribution.
Product design: As mentioned earlier, marketing research enables a firm to design the

right product to satisfy customer requirements.

Pricing decisions: marketing research enables a firm to analyse competitors pricing,
customers price sensitiveness, etc, and accordingly, the firm can fix the right prices.
For instance, if the customers for a particular product are not price sensitive, the firm

may charge a higher price, especially when it enjoys a good image in the market
Promotion mix decision: Marketing research may enable a firm to adopt effective
promotion mix (publicity, advertising, sales promotion, etc). if promotion mix
research is not conducted the firm may give more emphasis on certain elements of

promotion mix, thereby, ignoring the other elements

Place decisions: Marketing research may also enable the firm to take appropriate
place decision, with reference to area of distribution, channel selection, incentive to
channel intermediaries, etc. for instance, the firm may increase marketing efforts in

those areas where it gets low sales, or if existing channels are not effective, it may
select alternative channels, etc.
4. Customer relationships: Marketing research may help the firm to develop good relations
with its customers, especially, the priority customers. Research can help their firm to
collect valuable inputs about the priority customers. Based on their inputs, the firm can
adopt various customer relationship techniques such as:-package of loyalty incentives,
one to one marketing, effective after sale service, incentive for customer suggestions, etc.
5. Dealer relationships: Nowadays, dealer relationships are vital for the survival and success
of a business organization. Marketing research enables a business firm to maintain good
relationship with dealers. Through research, the firm can get feedback from the dealers
regarding their expectations. Accordingly, the firm may take appropriate decisions
relating to dealers compensation and incentives so as to maintain good relationship.
6. Corporate image: Nowadays, firms need to build, maintain, and enhance corporate image
in the minds of stakeholders- customers, dealers, employees, and others. For instance,
consumer research may enable the firm to obtain feedback on customer requirements and
expectations, and accordingly the company would make the right efforts to satisfy
customers and develop good image in the minds of the customer. Also dealer research
enables the company to obtain feedback on dealer requirements and expectations, and
thus the company would make efforts to enhance dealer satisfaction, which in turn would
develop good image of the firm in the minds of dealers.
7. Financial Management: Research may be undertaken for efficient management of
finance. Financial management covers two broad areas:
-Sources of funds
-Application of Funds
Proper research may enable a company to determine the best sources of funds, and to
ensure proper application of funds for working capital and fixed capital.
8. Market Expansion: With the help of marketing research inputs, the company can identify
the markets that have good potential. Accordingly, the marketer can enter in new markets.
Entry in new markets can be undertaken with the help of appropriate marketing activities,
such as promotional activities- publicity, advertising, salesmanship, sales-promotion, etc.
Q3 Explain the different types of research
Ans: The Different types of research are:-

1. Basic Research: Basic Research is also called as pure or fundamental research. It is

undertaken to develop a theory or a body of knowledge. The main goal of basic research
is to expand mans knowledge. In basic research, there is no commercial angle. For
instance, basic research can be undertaken to study the origin of the universe. Basic
research lays down the foundation for the applied science as follows. In basic research,
there is no commercial angle. There is no obvious commercial value to the discoveries
that result from basic research. In almost all countries, pure research is mainly carried out
by universities and institutes financed by the government. Basic research advances
fundamental knowledge about the world. It focuses on refuting or supporting theories that
explain observed phenomena. Pure research is the source of most new scientific ideas and
ways of thinking about the world. It can be exploratory, descriptive, or explanatory;
however, explanatory research is the most common. Basic research generates new ideas,
principles, and theories, which may not be immediately utilized. However, the new
theories or ideas form the basis of progress and development in different fields. For
instance, todays computers could not exist without research in pure mathematics
conducted over a century ago, for which there was no known practical application at the
time. Basic research rarely helps practitioners directly with their everyday concerns;
nevertheless, it stimulates new ways of thinking that have the potential to revolutionize
and dramatically improve how practitioners deal with a problem in the future.
2. Applied Research: Applied research is a scientific study designed to solve practical
problems, rather than merely acquiring knowledge. Applied research is used to find
solutions to everyday problems, and develop innovative technologies. Psychologists
working in human factors or organisations undertake applied research. The goal of
applied research is to improve the human condition. It is generally used to handle a
particular situation or to solve a particular problem. For instance, a social research
scholar may undertake research to find out job satisfaction of college teachers affiliated to
university of Mumbai. The research findings can be applied by colleges or the university
to improve the level of job satisfaction of the teachers. Also, a research can be undertaken
to study the job satisfaction of nurses in Govt. hospitals vis--vis private hospitals in the
city of Mumbai. The research findings can be used by Govt. hospitals and private
hospitals to improve the job satisfaction levels of the nurses. The applied research can be

10

undertaken by business organisations as well. For instance, a business organization may

undertake applied research to find out the causes of poor sales of a particular brand in the
market. The research findings can be used to design necessary measures to overcome the
problem of poor sales.
3. Descriptive Research: Descriptive research or statistical research provides data about the
population or universe being studied. But it can only describe the who, what, when,
where and how of a situation. It does not describe what caused a particular situation.
Therefore, descriptive research is used when the objective is to provide a systematic
description that is as factual and accurate as possible. It provides the number of times
something occurs, or frequency of occurrence. It lends itself to statistical calculations,
such as determining the average number of occurrences or central tendencies. The two
most commonly types of descriptive research methods include observation method and
the survey method. One of its major limitations is that it cannot help determine what
causes a specific behaviour, motivation or occurrence. It cannot establish a cause-effect
relationship between variables. The descriptive research provides facts of a particular
event or situation. It gives a description of the state of affairs, as it exists of a particular
event or situation. The researcher has no control over the situation or event. He can only
report what has happened or what is happening. For instance, a researcher may report on
the absenteeism in a particular organization or several organisations in a particular
industry or even in different industries. Details can be given for a particular period in
terms of the total number of absentees, the number of days which the employees have
remained absent, the department or section in which there is more absenteeism, the class
of employees who remain absent the most, and such other details. The research will not
indicate why the employees remained absent. Another example of descriptive research is
in respect of the study to understand the general pattern of buying behaviour of
consumers during a particular season or in general throughout the year- the quantity of
purchases, the frequency of purchases, the type of purchases, and so on. This research
will not provide answers as to why (reasons) the customers buy certain quantity or quality
or the reasons for low/high frequency of purchases, and so on.
4. Analytical Research: Analytical research is undertaken to collect facts or data, or the facts
or data may be readily available. The researcher attempts to critically evaluate such facts
and data so as to arrive at conclusions. This type of research may establish the cause and
11

effect relationship. The researcher may provide necessary recommendations to improve

or solve the problem or to handle certain situation or event. A research may be conducted
to find out the relationship between advertising and sales. The marketer sold the product
in two periods say period 1 (January to march) and period 2 (April to June). The marketer
increases advertising in period 2. The sales data indicate increase in sales in period 2. The
marketer may like to know through casual or analytical research whether or not
advertising has caused the increase in sales during period 2. The analytical research helps
to understand the cause-effect relationship between variables. It also helps to focus on
those variables that have greater positive effect, and to eliminate certain variables that
have negative effect on the situation.
5. Empirical Research: Empirical research can be defined as research based on
experimentation or observation. Empirical research is a way of gaining knowledge by
means of direct and indirect observation or experience or experiment. Such research
conducted to test a hypothesis. The word empirical means information gained by
experience, observation, or experiment. The central theme in scientific method is that all
evidence must be empirical which means it is based on evidence. In scientific method the
word empirical refers to the use of working hypothesis that can be tested using
observation and experiment. Empirical evidence (based on ones direct observations or
experiences) can be analysed quantitatively or qualitatively. Through quantifying the
evidence, a researcher can answer empirical questions, which should be clearly defined
and answerable with the evidence collected. Research design varies by field and by the
question being investigated. Many researchers combine qualitative and quantitative forms
of analysis to better answer questions which cannot be studied in laboratory settings,
particularly in the social sciences.
6. Qualitative Research: Qualitative research is a method of inquiry employed in many
disciplines, especially in the social science. Qualitative researchers aim to gather an indepth understanding of human behaviour and the reasons that govern such behaviour. The
qualitative method investigates the way and how of decision making, not just what,
where, and when. Hence, smaller but focused samples are more often used than large
samples. For instance, a research undertaken to find out the reasons as to why employees
remain absent from work or why people behave in certain manner. The motivational
research is an important type of qualitative research. Qualitative research is especially
12

important in the behavioural sciences where the main aim is to find out the underlying
motives of human behaviour.
7. Quantitative Research: Quantitative research is explaining phenomena by collecting
numerical data that are analysed using mathematically based methods. The objective of
quantitative research is to develop and employ mathematical models, theories and/or
hypotheses pertaining to phenomena. The process of measurement is central to
quantitative research because it provides the fundamental connection between empirical
observation and mathematical expression of quantitative relationships. The researcher
asks a specific, narrow question and collects a sample of numerical data from the
respondents. The researcher analyzes the data with the help of statistics. The analysed
data may provide unbiased result that can be generalized to some larger population.
Qualitative research, on the other hand, asks broad questions and collects data from
participants. The researcher looks for themes and describes the information in themes and
patterns exclusive to that set of participants. More generally, quantitative research is
widely used in social sciences such as psychology, economics, sociology, marketing,
community health, health & human development, gender and political science, and less
frequently in anthropology and history.
8. Other Types of Research: Research can be classified into various other types such as:
-Field research or laboratory research.
-One-time research or multi-period research.
-Conclusion-oriented research or decision-oriented research.
-Historical research or current-situation research.
Q4 what is research methodology? What are the requisites of good scientific methods?
Ans: Research Methodology is the process used to collect information and data for the
purpose of makingbusinessdecisions. The methodology may include publicationresearch,
interviews, surveys and other research techniques, and could include both present and
historical information.
1. Identifying and Selection of Research Problem: Identification or formulation of research
problem is the first and most important step of research process. The problem formulation
is like an identification of a destination before undertaking a journey. It is often said that
a well-defined problem is half solved. Before formulating the research problem, the
research must always think- what the problem is, why is it a problem, and for whom the
problem is. Precise definition of the problem would help the researcher to collect the

13

relevant data for solving the research problem. The researcher would be in a better
position to arrive at suitable conclusions based on the analysis of data collection, and
accordingly solutions can be designed to solve the problem or deal with a particular
situation. The researcher need to list the broad area or topic of the problem; divide the
broad area into sub-areas, i.e., narrow down the broad area into sub areas, and then
formulate the problem. The following are some of the essentials of a good problem
formulation:
A) Researchable- the problem can be investigated through the collection and analysis of
data.
B) Interesting- the problem keeps the researcher involved in it throughout the research
process.
C) Purposeful- the findings of which must be useful to solve the problem or situation.
D) Understandable- well formulated and logically structured with main questions and
sub questions.
E) Manageable- fits the researchers skills, resources, and restrictions.
F) Ethical- does not embarrass or harm the research respondents and the society.
2. Review of Literature: The researcher should undertake extensive literature survey relating
to the problem. He may consider various publications, such as journals, books, research
reports, and other published matter. Particularly, the researcher should go through similar
research studies that were conducted previously. Such review of literature would provide
a good insight into the problem.
3. Formulation of hypothesis: The researcher should formulate the hypothesis. The
hypothesis is a tentative assumption made to test its logical or empirical consequences.
The hypothesis should be formulated on the basis of insight and knowledge about the
problem. The hypothesis may prove to be either wrong or right. For instance, the
researcher studying the declining sales trend, may hypothesize that sales are declining
because:
-product price is too high, and/or
-middlemen are not getting adequate margin and/or
-product is becoming obsolete.
If the test of the first hypothesis leads to its acceptance, one conclusion is that products
price is too high. If it is rejected, the researcher concludes that the price is not too high
and proceeds to test the other hypothesis. Thus the hypothesis guides the research effort
and suggests what data are required.

14

4. Collection of Data: Problem solving is essentially a process of collecting information.

The data can be collected from various sources -primary and secondary. While collecting
data care should be taken care of:
-Information is up-to-date and free from bias.
-It is objective and relevant to the needs of problem.
-It is complete in all respects.
5. Processing of Data: The collected data is mostly available in a raw form and therefore, it
needs to be processed. Processing of data involves:
A) Editing- it helps to weed out unwated and irrelevant data. It also helps to check errors
and omissions in data collection.
B) Coding- it involves assigning codes (numerical, alphabetical, alpha-numerical) to the
categories or responses. It is required especially when the sample size is large and
when there is large number of responses.
C) Classification- it refers to grouping of data under different categories or classes such
as age, gender, education, area, etc. It facilitates tabulation of data.
D) Tabulation- it involves transferring of classified data in a tabular form. Tabulation of
data facilitates analysis and interpretation of data.
6. Data Analysis: Organization of data is generally followed by its analysis and
interpretation. The purpose of analyzing data is to establish a relation between the
information and problem. Analysis reviews the data in the light of hypothesis or research
problem. It is difficult to demarcate a line between analysis and interpretation. They quite
often overlap and so it is difficult to find out the end of analysis and the beginning of
interpretation. Interpretation refers to analysis and generalization of results. It enables to
clear the meaning and implication of study. It enables to link findings with research
problem and arrive at logical conclusions.
7. Hypothesis Testing: After analysis and interpretation of data, the researcher must be in a
position to test the hypothesis (it framed earlier). The researcher should find out whether
or not the research findings support the hypothesis or prove to be contrary. Various tests,
such as chi-square test, F-test, etc., have been developed for such testing. The testing of
hypothesis will result in either accepting it or rejecting it.
8. Preparation of Research Report: the research findings and conclusions are presented with
the help of research report. The research report is divided into three parts:
A) Preliminary Contents- which includes title of the report, letter of authorization, letter
of transmittal, and table of contents (index).

15

B) Main Body- which includes introduction, methodology, findings, limitations, if any,

conclusions and recommendations.
C) Concluding Part- which includes appendix and bibliography

Q5) Explain the steps or process in scientific research?

Research methodology refers to the research process. It is a systematic process, which is
undertaken to study the research problem and arrive at conclusions.
Every research problem is unique and requires special emphasis and approach. One way to face
the uniqueness of every problem is to tailor the research work according to individual needs. The
research process consists of a sequence of steps that have to be followed while undertaking a
research project.

Identifying and defining a research problem

The first step in the research process is to identify and define the research process. Normally
there are two types of research problems

Those relating to states of nature

Those relating to the relationships between variables

The researcher must verify all available literature to make him familiar with the research
problem. He may go through conceptual literature relating to the concepts and theories, and also
the empirical studies undertaken for similar research problems. Such review of literature would
enable the researcher know the data and other materials that are available for operational purpose
which in return would help the researcher to specify the research problem more specifically
Extensive literature survey
The researcher should undertake extensive literature survey relating to the problem. He may
consider various publications, such as research journals, books, research reports and other
published matter. Such a review of literature would provide a good insight to the problem.
16

Formulating the hypothesis

The researcher should formulate the hypothesis. The hypothesis is a tentative assumption made
to test its logical or empirical consequences. The hypothesis should be formulated on the basis of
insight and knowledge about the problem.
Research design

The researcher should undertake research design. The research design is a grand plan for
conducting the research investigation. It provides guidelines to researcher to enable him
to keep a track of his actions. Research design should contain answers to the following
questions

What the study is about?

Why the study is undertaken?
What are the types of data required?
Where data can be found?
What techniques of gathering data will be adopted?
In which areas, the study will be undertaken?
When or what periods of time, the study will conclude?
How much resources will be required?

Design a questionnaire
If the researcher cannot solve the problem with the help of secondary data, observation and
experimentation he should make efforts to collect the primary data from the field for which he
requires a questionnaire.
Design a sample
The researcher should design a sample to conduct an inquiry on all the items or persons that are
related to the problem. The sample so selected should represent the total population under study.
The sample can be either probability samples or non probability samples. The sample can be
selected at random or using probability techniques

17

Collection of data
Problem solving is essentially a process of collection of information. The data can be collected
from various sources primary and secondary. While collecting data care should be taken that the
following points are covered.

Information is up to date and free from bias

It is objective and relevant to the needs of problem
It is complete in all the aspects

Organisation of data
The collected information should be organised in order to process the data. The techniques like
coding, classification, tabulation and editing are commonly used to process the data. Editing
helps to weed out unwanted and irrelevant data.

Testing of hypothesis
After analysis and interpretation of data the researcher must be in a position to test the
hypothesis. The researcher should find out whether or not the research finding supports the
hypothesis or prove to be contrary. Various tests such as chi-square, f-test etc. have been
developed for such testing

Preparation of Research Report

The researcher has to prepare the research report. The research report is broadly divided into the
following parts
Preliminary contents
This includes the title, and acknowledgements. It also includes a list of tables and charts used in
the report
Main Text
This includes introduction, summary of findings, main report and conclusions.
18

Concluding part
This incudes appendix and bibliography
Follow-up of report
The researcher should submit the report to concerned authorities. The researcher should find out
whether his report is accepted or not, whether his recommendations are accepted and
implemented or not. If implemented, whether the recommendations are successful in solving the
problem.

19

Q6) Write a note on review of literature.

Review of literature is an important stag in a research activity. Review of literature refers to
extensive review of literature relating to research problem which the researcher needs to
undertake. The researcher reviews previous research studies, relevant reference books, articles in
specific journals and other published sources. Such review of literature provides a good insight
into the research problem.
Specifically, the researcher gets familiar with all the previous research studies undertaken by
other researchers which are relevant to the project. The research scholar reviews the findings of
the previous studies and also analysis the impact of the findings and recommendations made by
other researchers.
When to undertake literature review?
The literature review can be conducted throughout the research activity. It starts with identifying
and selecting of the research problem. It continues throughout various stages of research process
and ends with writing of the research report.
At different stages of research project, the review of literature serves specific purposes:
At the pre research stage, the literature review helps in identification and selection of the
research problem
At the outset of research stage, the review of literature enables the researcher to become familiar
with the methodology
At the post research stage, the review of literature enables the researcher to arrive at research
findings and conclusions
Steps in review of literature
1
2
3
4
5

Identify and select research problem

Determine the sources of literature relevant to the research problem
Read and understand the relevant literature relating to the research problem
Note and record relevant information
Analyze relevant information
20

6
7
8

Take required permission from the source to use this information

Use the relevant information for the research problem
Cite the source of literature in the research problem wherever applicable

Purpose of review of literature

1
2
3

To get background knowledge for research topic

To formulate research hypothesis
To get familiar with the various methodologies adopted by researchers in a particular

4
5
6

field
To prepare research design to undertake research problem
To prepare sample design including decision on sample size
To get familiar with data collection sources and techniques which are adopted by other

researchers
To understand the findings of other researchers which are relevant to the research

problems
8 To evaluate the conclusions drawn by other researchers which may help the research
9 To compile bibliography
10 To understand the latest developments in the area of research problem
11 To understand the structure of research report

21

Q7) what is research design? Explain its essentials.

According to Philips Bernard
A research design is defined as a logical and systematic plan prepared for directing a research
study. It specifies the objectives of the study; the methodologies and techniques to be adopted for
achieving the objectives.
According to David & Nachmias
Research design actually constitutes the blue print for the collection, measurement and analysis
of the data
Thus its is obligatory for a researcher to undertake research design. The research design is the
ground plan for conducting the research investigation. It provides guidelines to researcher to help
him keep a track of his actions and to know that he is moving in the right direction in collecting
the data. Whatever may be the nature of research problems, all research designs should contain
answers to the following questions.

What is the study about?

What study is undertaken?
What are the types of data required?
Where the data can be found?
What techniques of gathering data will be adopted?
In which areas the study will be undertaken?

The research design must include the following aspects:

1
2
3
4
5
6
7
8
9

A clear statement of the research problem

The purpose or objectives of research
The time period of research study
The sources of collecting data
The procedures and techniques of collecting data
The universe of research design
The sample size of respondents, if any
The area where research is to be conducted
The methods or techniques of data processing
22

10 The resources required to conduct research

Essentials of a good research design
To make research design more effective the researcher must consider certain guidelines or
essentials:
Focus on Objectives
The research design must focus on the research objectives. The research objectives must be very
clear to the researcher as well as to the research staff. The research objectives differ depending
upon the type of research for instance, the research objective of commercial research will be
based on commercial angle and that of social research will have the objectives of social welfare
Flexibility
The research design should not be rigid .The research design must be flexible depending upon
the situation .for instance, a research design indicates a particular time frame to complete
research work but the research staff may not be in a position to collect the relevant data within
the time frame. In such a situation the time frame can be increased.
Pilot study
It is always advisable to conduct a pilot study for finalizing the research design. Pilot study is a
research activity undertaken on a small segment of the research universe. If the pilot study
indicates a favourable response the researcher may go ahead with the research design otherwise
relevant changes should be made in the research design
Acceptance
The research design must be acceptable to the entire concerned persons. For instance

In case of a commercial research the research design must be acceptable to the higher
authorities because the higher authorities can approve and sanction the resources required

to conduct research study.

In case of an academic research the research must be acceptable to the research guide.
In case of a social research the research must be acceptable to the society and the interests
of the organizations that are sponsoring or financing the research activity.
23

Suitability
The research design must be suitable to achieve the objectives of the research. Certain factors
must be considered while finalizing the research design

The availability of funds

The availability of time
The availability of manpower
The method of data collection

Depending upon the availability of the above mentioned factors the researcher may take a
suitable action.
Simplicity
The research design should be simple and easy to understand. The language used in the research
study must be clear and simple. Whenever required, research design must be supported by
footnotes. Technical jargons must be avoided. The use of simple language would enable the
approving authorities to approve the research design and accordingly sanction funds.
Cost Effective
The research design should be cost effective. In a commercial research, the research work based
on research design must generate benefits to the organization. The benefits on account of sound
decision making must be more than the cost incurred
In case of social research cost effectiveness must be seen from the long term point of view and
not just the short term aspects. The money spent on social research must generate social
development benefits from long term perspective.
Ease in Implementation
The research design should facilitate proper implementation of the research activity. As far as
possible, the researcher should avoid complicated procedure and techniques which are difficult to
follow up. Also sufficient time must be given to the staff for collecting and analysing the data.
Training to the staff

24

To conduct effective research, proper training must be given to the staff. The training helps to
improve knowledge, attitude skills, and social behaviour. The research staff needs adequate
knowledge to deal with complicated studies and maintain a good social behaviour when they
work in teams
Selection of the right training method
There are various types of methods of collecting data such as:

Survey/ Interview
Observation
Experimentation

There are also various methods of data analysis such as:

Measures of central tendency

Time series, such as moving averages
Correlation techniques, etc.

Q8) Types of research design?

TYPES OF RESEARCH DESIGN

25

Exploratory Research

Conclusive Research

Descriptive

Diagnostic

Exploratory research
It is conducted to explore information about the nature or causes of research problem. It
is conducted when the causes of the research problem are not known to the researcher.
Exploratory research can be conducted for the following purposes

To define the problem more clearly

To develop hypothesis
To identify alternate course of action
To establish priorities for further research

Features of Exploratory research

Unstructured
Generally, exploratory research does not have a formalized set of objectives, sample plan or
questionnaire. It is conducted when the researcher does not know much about the problem and
needs additional information
Flexible
Exploratory research is systematic but very flexible. It allows the researcher to investigate the
problem from whatever sources he/she desires.
Informal
Often exploratory research is conducted at the outset of a research project. Exploratory research
is aimed at getting additional information for the purpose of developing a hypothesis.
Uses of Exploratory research
1. Background information:
26

When little information is known from the existing data, the researcher may conduct research to
gain background information.
2. Development of hypothesis
Exploratory research may be required to develop a suitable hypothesis relating to the research
problem.
3. Research Priorities
Exploratory research may be conducted to develop priorities for the research work.
Methods of exploratory research
Secondary data analysis
The researcher may analyse the relevant secondary data for gaining information to solve a
particular problem
Experience surveys
The surveys may be conducted to get responses from those who experienced problems or
difficulties
Case analysis
The researcher may analyse former situations similar to the present one so as to arrive at a
suitable solution to solve the present problem.
Focus groups
Small groups of people discuss a problem its causes and effects. The focus groups discussion
gets monitored by a moderator.
Projective techniques
The projective techniques help to gain insights into the problem or situations. The researcher
may explore information from a group of participants.
Descriptive research

27

It is conducted to obtain descriptive information about certain aspects of a problem. A descriptive

research may be undertaken for commercial purposes. A marketer may try to find answers for
questions like:

Who are the customers?

What they buy?
Where they buy?
When they buy?
How they buy?
How they use the product?

Types of Descriptive research

Cross sectional studies
Measure population aspects at only one point of time. For example, sample survey by a
magazine publisher of magazine readers.
Longitudinal studies
Measures repeatedly the same population over a period of time. For example, a marketer may
undertake panel surveys.

Casual research
Casual research investigates cause/effect relationship between two or more variables.
Objectives of casual research

To understand the cause effect relationship between tow or more variables

To focus on those variables or elements having greater positive effect
To eliminate certain variables or elements having negative effect
To develop action plans.

Q) What is sampling? Explain essentials of good sampling?

28

Ans) Sampling design is a plan designed to select the appropriate sample in order to collect the
right data so as to achieve research objectives. A sample is a part of the universe that can be used
as respondents to a survey or for the purpose of experimentation, in order to collect relevant
information to solve a particular problem. Donald Tull and Dell Hawkins defines samples as
those individuals chosen from the population of interest as subjects in an experiment or to be
the respondents to a survey.
The Essentials of a good sample are some of the following characteristics:
1. Representative: A sample is a subset of the population or universe. The sample must be
representative of the universe. Therefore, the researcher must select the sample members
who have the characteristics of the universe. For example, when a research is undertaken to
study job satisfaction in police force, then the sample members must be the police personnel
belonging to different levels in the police force.
2. Focus on Objectives: The sample size must be selected depending upon the research
objectives. For instance, if a research is undertaken to find out the impact of inflation on the
poor the sample size would be larger, as there are more poor households in India. But if the
research is undertaken to find out the impact of inflation on the rich class , then the sample
size would be smaller, as there are less households belonging to the rich class in India
3. Flexibility: The sample size should not be rigidly followed. The sample size can be modified
depending upon the circumstances. For example, the sample size may be reduced, if
sufficient information is already available or if there are limitations of time and funds.
However, sample size may be increased, if proper information is not available from the
current sample.
4. Methods of Sampling: The researcher must select proper method of sampling. The sampling
methods are broadly divided into two group-Probability methods and non-probability
methods.
Certain methods require less time to complete data collection. For example, convenience
sampling requires less time to collect data. Therefore, the researcher may select convenience
method, if there are limitations of time.
5. Proper Selection of Sample: The sample unit must be appropriate. The universe comprises of
the elements, and each element can be further divided into units. For instance, if a study is
conducted to study job satisfaction among bank employees, then bank employees comprise

29

the universe. Depending upon the types of research , the researcher must select proper
sample units to conduct the research activity.
6. Geographic Area of the Study: The researcher must consider the size of the area for selecting
the sample size. For instance if the area coverage is large such as the entire state or country,
then the size of the sample would be large. However if the area of study is restricted only to
a particular city, then the sample size would be smaller.
7. Suitability: The sample size should be suitable to collect the relevant data. For instance if
research is conducted to find out the reading habits of college students in the City of
Mumbai, then the sample would be the students from the college of Mumbai City, and the
sample size may be smaller. But if the research is conducted to find out the reading habits of
college students in India, then the sample would consist of students from various colleges
across India, and thus the sample size would be larger.
8. Economy: The sample size must be economical. It must also be cost-effective. i.e it should
not put extra burden on the resources. At the same time , the sample size should be such that
it facilitates proper collection of data..
Thus normally, the researcher must first consider the availability of resources, and then plan for
the sample size. For instance if the sample size, can be large, if larger funds are available for
research activity and vice-versa.

Q 10) Explain different methods or techniques of sampling?

Ans) The methods of sampling can be broadly classified into two groups:
Methods of Sampling:
Probability Methods

Non-Probability Methods

Simple Random Sampling

Systematic Sampling
Cluster Sampling
Stratified Sampling

30

Convenience Sampling
Accidental Sampling
Judgement Sampling
Quota Sampling

I) PROBABILITY METHODS;
Probability sampling is also known random sampling. Probability means possible chance.
Therefore, each element of the population has known chance or opportunity of being
selected or included in the sample. For example, if a sample of 100 students is to be
selected from a population of 1000 students, then each student has a 10% chance of being
selected.
Some of its Features are:
a)
b)
c)
d)
e)

Systematic and Objective method

Accurate & Reliable
Eliminates human biases
Commonly used.
Mechanical method.

Types/Methods:
1. Simple Random Sampling: This the most popular method which is normally followed to
collect research method. This technique provides every unit or element an equal chance
of being selected in the sample. There are two sub-methods- a) Lottery method and b)
Random Tables.
2. Systematic Sampling: It is a variation of simple random method., This is superior to it. In
this case, a sampling fraction is calculated based on the total population under study.
After it is calculated , a certain number is selected at random and the process continues to
select the sample size.
3. Cluster Sampling: This is also known as Area Sampling. Under this method, ,instead of
selecting individual units. The researcher divides the population into clusters or groups
and accordingly sample is selected.
4. Stratified Sampling : The population is divided into various strata or segments based on
income, occupation , age, religion, gender, etc. After dividing the population into
different segments, certain number of sample members is selected from each stratum or
31

segment. There are two types of stratified sampling ; a) Proportionate Stratified

Sampling, b) Disproportionate Stratified Sampling,
II) NON PROBABILITY METHODS;
1) Convenience Sampling : This sample is selected as per the convenience of the
researcher. Under this method, every element of the population does not get a chance
of being selected. The researcher may consider factors to select the sample
respondents.
2) Accidental Sampling: The researcher may select the sample by chance without
following a systematic procedure. Every element in the universe does not get a
chance to be selected. This method is normally followed when the sample size is very
small.
3) Judgement Sampling: The sample is selected based on the judgement of the
researcher or some other person assisting or advising the researcher. For example, if
the researcher studying the newspaper reading habits of college students, then he has
to use his judgement to select a proper sample of respondents. The researchers may
get assistance from teachers of the college to locate those students who actually read
newspapers. This is because the teachers may have a better knowledge of certain
students who actually read the newspapers.
4) Quota Sampling: Under this method, the researcher allocates certain quota (relating to
respondents) to certain groups under study. The quotas may differ from each area
depending upon certain factors like age, occupation, income, etc.
Q 11) what is Secondary data & Explain its limitation?

Ans ) The Secondary data is readily available data from published or printed sources, The
secondary data is generally used in the case of academic research and to a certain extent in the
case of social research. However, commercial research requires more of primary data as
compared to secondary data. Generally the researcher first makes an attempt to obtain
32

information from secondary sources to solve the problem. However, when the secondary data is
insufficient and outdated, the researcher resorts to primary data.
Some of its features are:

Easy to Collect
Quantitative Data
Comprehensive
Less Time Consuming and less expensive
Limitations of Secondary Data Collection Methods. :
There are certain limitations of secondary data collection methods such as follows:
1. Problem of Accuracy- The quality is generally affected due to the problem of
accuracy, as one cannot be certain of the genuineness of data. Also, the quality of
internal secondary data may be exaggerated or biased. The records may not be well
maintained or organized. Therefore, one must be cautious of using secondary data.
2. Problem of Reliability The secondary data lacks reliability. The published data may
be outdated, and therefore it may not serve the purpose of the current research work
undertaken by the researcher. Also, the reliability of the source that provided the
published data may not be well maintained or organised.
3.

Problem of Adequacy: At times, the secondary data accurate and reliable, but the data
maybe insufficient to solve the current research problem. The secondary data may not
provide complete data to solve research problem. A researcher cannot completely
depend on secondary data to solve the research problem. Therefore the researcher
needs to collect the data from primary sources as well to solve the research problem.

4. Lack of In-depth Information- The secondary data not only may luck adequacy, but
it may not provide in-depth information to solve the research problem. For instance,
commercial research requires in-depth knowledge of consumer behaviour which can
be obtained more through in-depth questioning of the target respondents.

33

5. Problem of Quality Decision making The secondary data may affect the quality of
decision-making. This is because, the data may be inaccurate, insufficient and
unreliable. Therefore, the decisions made purely on the basis of secondary data would
bring poor outcomes. To improve the quality of decisions, one may require primary
data as it is first-hand information, and more reliable and accurate.
6. Problem of Specific Data- The secondary data may be more general in nature rather
than specific. The researcher needs specific data to solve specific problems. Therefore
the researcher cannot depend merely on secondary data, but instead collect specific
data to resolve the specific problem.
7. Problem of Biased Information- There is a possibility of bias in secondary data. The
researcher has no control over the quality of the secondary data. This data may be
badly influenced by the bias of the respondents and also that of the researacher may
have casually collected the secondary data and got it published. Therefore, one should
not blindly depend on secondary data.

Q) Explain different methods of collecting primary data?

Ans) The primary data collection methods include:
1. Survey/ Interview Methods- The survey can be census survey or sample survey. In case
of census survey, the entire universe is contacted to collect the data.For example, a survey
on job satisfaction of doctors in Government hospitals in the city of Mumbai, then each
and every doctor in Govt. hospitals in Mumbai needs to be contacted to collect the data.
But because of limitations of time, and money, it may not be possible to contact each and
every doctor and therefore, the researcher, may adopt sample survey method. In sample
survey method, only a part of the universe is selected to collect the data. But the sample
should be so selected that it represents the universe.
Under the survey method, the data is collected through interviews can be ; a) personal
interview b) telephone interview or, mail survey.

34

a) Personal Interview- It is a face to face interaction between the interviewer and the
respondent. The interviewer may ask the questions, and the respondent accordingly
respondents.
b) Telephone Interview: It is a method of conducting interview by telephoning the
respondents. A series of questions are asked on phone and the answers are recorded .
It is a very popular method extensively used in western countries.
c) Mail Survey: It is a method of data collection. A questionnaire is prepared containing
a list of questions to solicit information from selected respondents.
2) Observation Method: The researcher obtains information of the subject (persons)
under study with the help of observations rather than by way of interviewing. For
instance, a researcher studying customer buying behavior at shopping malls, then he
would visit the shopping malls and observe the behavior of the customers in terms of.
3) Experimentation Method: The experimentation method is mostly used in the case of
scientific research study. With the help of experimentation, the researcher may like to
study the cause-effect relationship between two or more variables. The experimentation
method can be used in the developing of a new product.

PART B

Topic: Impact of fast food on obesity

Introduction

35

Food is fuel for your body. It has a direct impact on how you feel as well as on
your overall health. Fast food isnt necessarily bad, but in many cases its highly processed and
contains large amounts of carbohydrates, added sugar, unhealthy fats, and salt (sodium).
These foods are often high in calories yet offer little or no nutritional value. When fast food
frequently replaces nutritious foods in your diet, it can lead to poor nutrition, poor health, and
weight gain. Tests in lab animals have even shown a negative effect in short duration diets.
Being overweight is a risk factor for a variety of chronic health problems including heart disease,
diabetes, and stroke.
According to the Robert Wood Johnson Foundation, most people underestimate the
number of calories theyre eating in a fast-food restaurant. A 2013 study published in JAMA
Pediatrics showed that children and adolescents take in more calories in fast food and other
restaurants than at home. Eating at a restaurant added between 160 and 310 calories a day.
Digestive and Cardiovascular Systems

Many fast foods and drinks are loaded with carbohydrates and, consequently, a lot
of calories. Your digestive system breaks carbs down into sugar (glucose), which it then releases
into your bloodstream. Your pancreas responds by releasing insulin, which is needed to transport
sugar to cells throughout your body. As the sugar is absorbed, your blood sugar levels drop.
When blood sugar gets low, your pancreas releases another hormone called glucagon. Glucagon
tells the liver to start making use of stored sugars.
When everything is working in sync, blood sugar levels stay within a normal range. When you
take in high amounts of carbs, it causes a spike in your blood sugar. That can alter the normal
insulin response. Frequent spikes in blood sugar may be a contributing factor in insulin
resistance and type 2 diabetes.

Sugar and Fat

Added sugars have no nutritional value but are high in calories. According to the American
Heart Association, most Americans take in twice as much sugar as is recommended for
optimal health. All those extra calories add up to extra weight, which is a contributing factor for
getting heart disease.

36

Trans fats are a manufactured fat with no extra nutritional value. Theyre considered so
unhealthy that some countries have banned their use. Often found in fast food, trans fats are
known to raise LDL cholesterol levels. Thats the undesirable kind of cholesterol. They can also
lower HDL cholesterol, which is the so-called good cholesterol. Trans fats may also increase
your risk of developing type 2 diabetes.
Sodium
Too much sodium causes your body to retain water, making you feel bloated and puffy. But thats
the least of the damage overly salted foods can do. Sodium also can contribute to existing high
blood pressure or enlarged heart muscle. If you have congestive heart failure, cirrhosis, or kidney
disease, too much salt can contribute to a dangerous buildup of fluid. Excess sodium may also
increase your risk for kidney stones, kidney disease, and stomach cancer.
High cholesterol and high blood pressure are among the top risk factors for heart disease and
stroke.
Respiratory System

Obesity is associated with an increase in respiratory problems. Even without

diagnosed medical conditions, obesity may cause episodes of shortness of breath or wheezing
with little exertion. Obesity also can play a role in the development of sleep apnea, a condition in
which sleep is continually disrupted by shallow breathing and asthma.
A recent study published in the journal Thorax suggests that children who eat fast food at least
three times a week are at increased risk of asthma and rhinitis, which involves having a
congested, drippy nose.

Central Nervous System

37

A study published in the journal Public Health Nutrition showed that eating
commercial baked goods (doughnuts, croissants, and, yes, even bran muffins) and fast food
(pizza, hamburgers, and hot dogs) may be linked to depression. The study determined that people
who eat fast food are 51 percent more likely to develop depression than those who eat little to no
fast food. It was also found that the more fast food study participants consumed, the more likely
they were to develop depression.
A junk food diet could also affect your brains synapses and the molecules related to memory and
learning, according to a study published in the journal Nature. Animal tests have shown a
similar effect. Rats fed a steady diet with over half the calories from fat (similar to a junk food
diet) for just a few days had trouble completing a maze they had previously mastered in a 2009
study.
Skin and Bones

Chocolate and greasy foods are often blamed for acne, but theyre not the real
culprits. Its carbs that are to blame. According to the Mayo Clinic, because foods that are high
in carbohydrates increase blood sugar levels, they may also trigger acne.
The study in Thorax showed a higher risk of eczema (inflamed, irritated patches of skin) among
children with a diet high in fast food.
When you consume foods high in carbs and sugar, bacteria residing in your mouth produce acids.
These acids can destroy tooth enamel, a contributing factor in dental cavities. When the enamel
of your tooth is lost, it cant be replaced. Poor oral health has also been linked to other health
problems.
Excess sodium may also increase your risk of developing osteoporosis (thin, fragile bones).
Effects on Society
According to the Centers for Disease Control and Prevention (CDC), the definition of
obesity is when your body mass index (BMI) is 30.0 or higher. BMI is a calculation of your
height and weight. You can calculate your BMI here. Theres also a category referred to as
extreme obesity, which is defined as a BMI of 40. Across all race groups, one in three
Americans is considered obese while one in 20 is considered extremely obese. Those
statistics are higher in the black and Latino communities. Approximately 75 percent of
people in these groups who are over age 20 are considered obese.
38

The Obesity Action Coalition (OAC) reports that the number of fast food outlets has doubled
since 1970, a period during which the number of obese Americans also doubled. Its likely that
many factors have contributed to the obesity epidemic, but the correlation between the
availability of cheap and fattening fast food and national weight increase is stark. Obesity
increases the likelihood of heart disease, high blood pressure, kidney disease, diabetes, joint
problems, and more. In 2008, obesity-related medical costs were estimated at $147 billion.
Diabetes alone was estimated to be responsible for $69 billion just in lost productivity. Numbers
like these suggest that the costs of cheap fast food are surprisingly high.

The Culture of Fast Food in India:

The fast food industry in India has evolved with the changing lifestyles of the young Indian
population. The sheer variety of gastronomic preferences across the regions, hereditary or
acquired, has brought about different modules across the country. It may take some time for the
local enterprise to mature to the level of international players in the field.
Many of the traditional dishes have been adapted to suit the emerging fast food outlets. The basic
adaptation is to decrease the processing and serving time. For example, the typical meal which
called for being served by an ever alert attendant is now offered as a Mini-Meal across the
counter. In its traditional version, a plate or a banana leaf was first laid down on the floor or
table. Several helpers then waited on the diner, doling out different dishes and refilling as they
got over in the plate.
In the fast food version, a plate already arranged with a variety of cooked vegetables and curries
along with a fixed quantity of rice and Indian flatbreads is handed out across the counter against
a prepaid coupon. The curries and breads vary depending on the region and local preferences.
The higher priced ones may add a sweet to the combination. Refills are generally not offered.
The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is
common to serve different cuisines at different counters within the same premises. Presence of a
large vegetarian population, who eschew non-vegetarian food, has given rise to outlets which
exclusively serve vegetarian fast food. Also, different variety of food may be served depending
on the times of the day. Beverages such coffee, tea, soft drinks and fruit juices may also be
served in such outlets. Some outlets may additionally have specially designed counters for icecream,chaats etc.
Popular formats of fast food business in India have the following features in common:

39

Wide opening on the road side

Easy to maintain and durable dcor

A cash counter where food coupons are sold

A food delivery counter which invariably is granite topped

Additional counters for Ice Creams, Chaats, and Beverages etc.

A well fitted kitchen located so as to be visible to the customers

Tall tables, usually of stainless steel, where one can eat while standing

A drinking water fountain adorned with a water filter

Rust-proof and non-breakable crockery

Most of the fast food outlets in India are stand alone establishment, few of them having more
than one branch.

Background of the study

Nowadays, fast food has become a trend among us. Talking about fast food, everyone will
imagine how delicious it is and start to salivate. Fast food is the food which can easily get at
many fast food restaurants. According to Thesaurus dictionary, fast food is the food that can be
prepared and served quickly. It is also cheap and affordable. Basically, the term fast food is
referred to food that is sold in restaurant or store with preheated or precooked ingredients.
Usually, fast food restaurants served variety of food items in one set of menu. Example of food
that is including in menu are nuggets, burgers, French fries, fried chicken, pizza, hot dogs and
also ice cream.
II
Research Methodology:

40

Research comprises "creative work undertaken on a systematic basis in order to increase the
stock of knowledge, including knowledge of humans, culture and society, and the use of this
stock of knowledge to devise new applications."[1] It is used to establish or confirm facts,
reaffirm the results of previous work, solve new or existing problems, support theorems, or
develop new theories. A research project may also be an expansion on past work in the field. To
test the validity of instruments, procedures, or experiments, research may replicate elements of
prior projects, or the project as a whole. The primary purposes of basic research (as opposed
to applied

research)

are

documentation, discovery, interpretation,

or

the research

and

development (R&D) of methods and systems for the advancement of human knowledge.
Approaches to research depend on epistemologies, which vary considerably both within and
between
as

humanities

and

sciences.

There

are

several

forms

of

research

such

: scientific, humanities, artistic, economic, social, business, marketing, research,

life, technological,etc.
Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It
comprises the theoretical analysis of the body of methods and principles associated with a branch
of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model, phases
and quantitative or qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the same as a method.
Instead, a methodology offers the theoretical underpinning for understanding which method, set
of methods, or best practices can be applied to specific case, for example, to calculate a specific
result. And thus in simpler terms, Research methodology can be defined as, giving a clear cut
idea on what methods or process the researcher is going to use in his or her research to achieve
research objectives. In order to plan for the whole research process at a right point of time and to
advance the research work in the right direction, carefully chosen research methodology is
very critical. In other words; what is Research methodology can be answered as it maps out the
whole research work and gives credibility to whole effort of the researcher.
Types of Research

41

There are two types of research which can be done to develop a thesis or
dissertation:
Practical Research: The practical approach consists of the empirical study of the topic under
research and chiefly consists of hands on approach. This involves first hand research in the form
of questionnaires, surveys, interviews, observations and discussion groups.
Theoretical Research: A non-empirical approach to research, this usually involves perusal of
mostly published works like researching through archives of public libraries, court rooms and
published academic journals.
Types of Research Approaches:
Qualitative
This type of research methods involve describing in detail specific situation using research tools
like interviews, surveys, and Observations. Qualitative Research is primarily exploratory
research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It
provides insights into the problem or helps to develop ideas or hypotheses for potential
quantitative research. Qualitative Research is also used to uncover trends in thought and
opinions, and dive deeper into the problem. Qualitative data collection methods vary using
unstructured or semi-structured techniques. The sample size is typically small, and respondents
are selected to fulfil a given quota.so it is useful for each and every methods.
Quantitative
This type of research methods requires quantifiable data involving numerical and statistical
explanations. Quantitative Research is used to quantify the problem by way of generating
numerical data or data that can be transformed into usable statistics. It is used to quantify
attitudes, opinions, behaviours, and other defined variables and generalize results from a larger
sample population. Quantitative data collection methhelloys, face-to-face interviews, telephone
interviews, longitudinal studies, website interceptors, online polls, and systematic observations.

42

Choice of Method of Research:

I have undertaken a Practical Research an prepared a Questionnaire (Survey Form) to
gain a better insight into the Public opinion.

A formal standardized questionnaire is a survey instrument used to collect data from individuals
about themselves, or about a social unit such as a household or a school. A questionnaire is said
to be standardized when each respondent is to be exposed to the same questions and the same
system of coding responses. The aim here is to try to ensure that differences in responses to
questions can be interpreted as reflecting differences among respondents, rather than differences
in the processes.

Objectives of the Research

The objectives of this research are:

To examine the most popular fast food amongst individuals

To identify the effect of fast food consumption to the individuals life.
To investigate the awareness level of the effect of fast food consumption among
individuals

Hypothesis of the Research Conducted:

Daily consumption of fast food causes obesity

Fast food consumption is a common amongst individuals in India

Sample SizeSample Size Chosen for this survey is 40 to 50 Respondents Ranging from Students to
Teaching Staff to Parents, management and others.

43

Limitations of the Study:

The study would have been much better and authentic if empirical method of research
would have been used. Due to time and financial constraints the empirical research work

could not be completed.

Also since the sample size is small, generalisation is difficult

Bibliography:
References
Beagan, B. L., Chapman, G. E., McPhail, D. (2011). "Too much of that stuff cant be good":
Canadian teens, morality, and fast food consumption. Social Science & Medicine, 73(2),
July 2011, pages 301307. Retrieved from http://www.sciencedirect.com
Bowman, S.A., & Vinyard, B.T. (2004). Fast food consumption of U.S. adults: impact on energy
and nutrient intakes and overweight status, Journal of the American College of Nutrition,
23(2), 163-168. Retrieved from http://www.jacn.org/content/23/2/163.full.pdf+html
McPhail, D., Chapman, G. E., Beagan, B. L. (2011). "Too much of that stuff cant be good":
Canadian teens, morality, and fast food consumption. Social Science, 73 (2011), 301
307. Retrieved from http://www.sciencedirect.com.
Rydell, S. A., Harnack, L. J., Oakes, J. M., Story, M., Jeffery, R. W., French, S. A. (2008). Why
Eat at Fast-Food Restaurants: Reported Reasons among Frequent Consumers. Journal of
44

the

American

Dietetic

Association,

108(12),

2066-2070.

doi.org/10.1016/j.jada.2008.09.008

QUESTIONNAIRE:
I) General Questionnaire:

Government health system Survey Questionnaire Please take a few minutes to fill out this survey
on the timeliness and quality of the service you received today. Welcomes your feedback and
your answers will be kept confidential.
Q1) Name (Optional)
Q2) Gender- Male/ Female/ Other
Q3) Age:

15-20 -

21-30 -

31-40

45

40-50

50 & Above

Q4) Qualification:

Student

Parents-

Teaching Staff-

Administrative Staff-

Management

Other-

Q5) Educational Background:

A) Graduate
B) Post-Graduate
C) Professional Qualifications

II) Answer the following in Yes / No/ Tick the appropriate:

46

Q6) Do you enjoy fast-food?

Q7) why do you eat fast food?

a) Theyre quick (service)
b) Theyre inexpensive
c) I like the taste
d) Offers a variety
e) I like the environment
f) I am too busy to cook
g) Convenient
Q8) on average how many times do you eat fast food in one (1) week?
A) 1-2 times
B) 3-4 times
C) More than 5 times

Q9).Which one is your favourite fast-food place?

A) MacDonalds
B) Burger King
C) Pizza Hut
D) Others
Q10) On Average how much would you expect to pay for a fast-food meal?
A) Less than 50

47

B) 50-100
C) 100-150
D) More than 150
Q11) what time would you normally buy fast food?
A) 9:00 am -11:00 am
B) Afternoon
C) 4:00 pm 6:00 Pm
D) After 6:00 Pm

III) This is a Government Health system Survey Questionnaire Please take a few minutes to fill
out this survey on the Current fast food culture in the Country. We welcome your feedback and
your answers will be kept confidential.
SD- Strongly Disagreed
D- Disagree
N- Neutral
A Agreed
SA- Strongly Agreed

48

Sr. No

Statement

Q12.

Is it important to you to put

SD

nutrient rich foods into your body

on a daily basis to help live a
healthful life?
Q13)

Has fast-food become a basic

need for you?

Q14)

Do you think fast food is

unhealthy?

Q15)

If yes, do you think it's more

damaging than beneficial to the
society?

Q16)

Do you think this trend will

increase?

Q17)

Do you think dining at fast-food

places provide-one with
entertainment?

Q18)

It
important
to you to
know the
nutritional
49

SA

value of
food at
restaurants
?
Q19)

It is important to you that a drivethru window is available at a fast

food restaurant?

Q20) Your Suggestions for improvement in Current fast food Culture?

50