RESEARCH METHODOLOGY

CLAIRE SELTIZETAL defines research design as A catalogue of the pauses and facts
relating to the formulation of a research effort. Its the arrangement of collection and analysis of
data. Its manner that aims to combine relevance to the research purpose with economy in
produce.

DONALD R COOPER defines research design as research design is blue print for
fulfilling research objectives and answering questions.

Research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data. Its an amp or a blue print according to which the research is to
be conducted. It specifies the method for data collection and analysis.

Need for research Design

To handle adequately and intensively large canvass.

To delimit the area of investigation.
To facilitate intensive enquiry into the problem.
To have a smooth flow of work in the field of research.
To prepare the execution of the various activities systematically.

Research Design

The research design is purely the framework or plans for a study that guide the collection
and analysis of data. It is a blue print that is followed in completing a study. It may be a
worthwhile to mention here that a research design is essentially framework for the study.

1. The study is relevant to the subject and the topic discussed.

2. The data collected is accurate.

There are two types of research design, exploratory conclusive available, the exporters
helped to define the aspects of dealers perception and the exclusive type is adopted in the
customer study. As the conclusive research has got two divisions as experimental or descriptive
method is used here.

Objectives of the study

Primary objective

To study the consumer perception among the customers of shopper stop.

Secondary objectives

To understand the consumer behaviour towards shopper stop.

To find out the service quality in shopper stop.
To analyze the satisfaction level of customers in shopper stop.
To give the suggestions to improve the consumer perception in shopper stop.
To study the consumer perception towards price and quality in shopper stop.

Type of research design:

Descriptive research Design

Descriptive research has been used in this study. Descriptive research includes surveys and
fact finding enquiries of different kind. The major purpose of descriptive research is description
of the state of affairs as it exists it present. The main future of this method is that, The researcher
has no control over the variables; the researcher can only report what has happening. The
descriptive research discovers the causes, even when they cannot control the variables.
Descriptive research provides data about the population or universe being studied. But it can
only describe the who, what, when, where, and how of stimulate not what caused it. Therefore,
descriptive research is used when the objective is to provide a systematic description that is a
factual and accurate as possible. It provides the number of times something occurs, or frequency,
lends itself to statistical calculation such as determining the average number of occurrences or
central tendencies.

This type of research is also a grouping that includes many particular research
methodologies and procedures, such as observation, survey, self reports and tests. The four
parameters of research will help us understand how descriptive research in general is similar to,
and different from, other types of research. It may focus on individual subjects and go into great
depth and detail in describing them. Individual variation is not only allowed but also studied.

Sampling Design
Data source:

Data sources refer to the various means through which data is collected.

Data should be primarily classified as

Primary data
Secondary data

Primary data

It is the data collected for the first time through field survey. Its collected with a specific
set of objectives to assess the current status of variable studied. In short primary data is the
original data collected by the researcher first hand, primary data has been collected for his study.
As this descriptive research, surveys were performed. The primary data used for this study is
questionnaire.

Secondary data

It refers to the informed or facts already collected either published or unpublished. Its
used for collecting historical data, the tools used to collect the required secondary data are made
through journals, magazine, and internet, and text books.

Research instruments

Research instruments means the instrument used for gathering the data information or
response. The data collected tool used for this study was questionnaire. With the structured and
undisguised form, to get the necessary information from the respondents. Both open ended and
close ended questions were used.

Questionnaire construction

A detailed questionnaire was constructed based on the objective of the research. The
questionnaire was prepared in three parts; the first part covered all the demographic profile of the
respondent. The second part was based on the core questions which are required for the study
based on requirements. And satisfaction of customers. The third part of the questions covered the

The scales used to evaluate questions are:

Dichotomous scale (yes or no)

Likert scale (4-5 point)

Sampling technique:

Simple random sampling method

Sample size:

A total sample of 120 respondents here taken for the study title consumer
perception towards shopper stop pvt ltd

Place of study:

The sample area was within the vadapalani city. People who are willing to take
part in the study within vadapalani circle were taken study.

Period of the study:

The period of study was limited to 4 months, from January to may 2017.
During this period this following steps were taken.
Objectives were set and schedule was finalized.
Data were collected and recorded.
Data were analyzed and interpreted.
Reports were generated.

Data analysis

The data after collection has to be processed and analyzed in accordance with the
outline laid down for the purpose at the time to developing the research plan. This is essential for
the scientific study and for ensuring that we have all relevant data. Processing implies editing,
coding, classification and tabulation of collected data so that the acquiescent to analysis. The
data collected was analyzed with respect to objective of study using SPSS, marketing research
software.

The term analysis refers to the computation of certain measures along with search for
patterns of relationships that exists among the data groups. Analysis of data in a general way
involves a number of closely related operations that are performed with the purpose of
summarizing the collected data and organizing them in such a manner that they answer the
research questions.

Statistical tools:

Percentage method
correlation
chi square
weighted average method

Percentage method:

The percentage refers to specific kind of each percentage is used in making

comparison between two or more services of date, percentage are based in descriptive
relationship. It compares the relative item. since the percentage increase everything to common
base and there by allow meaningful comparison.

No.of respondents

Percentage of respondents = *100

Total respondents

CORRELATION

Correlation analysis deals with the association between two or more variables. It does not
tell anything about cause and effect relationship. Correlation is classified in two types as
 Positive and
Negative Correlation.

SPEARMAN Correlation method, it also can be said as Rank Correlation. It is defined by

the symbol r

6 di

Formula r = 1 - ______________

n (n-1)

Correlation value shall always lie between +1 and-1. When r =1, it shows there is
perfect positive correlation between variables. When r = 0, There is no
correlation.
It is essential to allocate weight applied but may vary in different cases. Thus
weightage is a number standing for the relative importance of the items.

CHI-SQUARE TEST

In this project chi-square test was used. This is an analysis of technique which analyzed
the stated data in the project. It analysis the assumed data and calculated in the study. The Chi-
square test is an important test amongst the several tests of significant developed by statistical.
Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a statistical measure used in
the context of sampling analysis for comparing a variance to a theoretical variance.

Formula

(Oi-Ei)2
2 =

Ei

Oi = Observed frequency count in each cell

Ei = Expected frequency count in each cell

Weighted average method

Weighted average means assigning weight standards for the relative importance of
relative item. The weight stands for the relative importance for different items.

Formula

Weighted average method = ( X1W1+X2W2+X3W3+)