Effect Of Advertisement Of Honda Two-Wheeler

RESEARCH METHODOLOGY Properly conduct of market survey is a required tool for top management in decision making in order to conduct a useful and objective market research. A research methodology only then the studies conduct can be properly elaborated and commented on so I have conduct research and it include some sub-point and it is given below.

Marketing Research MEANING: Market research is the function which links the consumer, customer and public to the market through information used to identifying and defines marketing opportunities and problems, generate, refine and evaluate marketing actions, monitor understanding of marketing as a process. The management depends upon marketing research as a tool in solving its marketing problems. It helps in taking fruitful and efficient decisions regarding to the flow of goods and services to the customers. It involves the use of surveys, tests, and statistical studies to analyze consumer trends and to forecast the qualitative and locale of a market favorable to the profitable sale of products or service. The social sciences are increasingly utilized in customer research. Psychology and sociology, for example, by providing clues to peoples activities, circumstances, wants, desires, and general motivation, are keys to understanding the various behavioural patterns of consumers. Attached with applications from the social science has been the introduction of modern measuring methods when surveys are made to determine the extent of markets for a particular product. These methods include the use of statistics and the utilization of computers to determine trends in consumers desires for various products. Scientific analysis is being used in such areas as product development, particularly in evaluating the sales potential of new product idea. For example, use is made of mathematical models, that is, theory-based projections of social behavior in a particular important marketing decision, including those relating to the type and extent of advertising, the allocation of salespeople, and the number and location of warehouses.

Effect Of Advertisement Of Honda Two-Wheeler

Definition: Marketing reaches is a systematic and objective study of problems pertaining to the marketing of goods and services. It may be emphasized that it is not restricted to any particular area of marketing, but it is applicable to all its phases and aspect. The American Marketing Association (AMA) has defined marketing research as follows. Marketing research is the function which links the consumer, customer and public to the dealer through information used to identify and define marketing opportunities and problems, evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process Marketing research is defined as, The systematic, objective and exhaustive research for the study of facts relevant to any problem in the field of marketing. It is systematic search for information. It involves data collection, analysis and interpretation. According to Ronald, marketing research may be defined as the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services under essentially non-recurring conditions. Research Design Definition: Kerlinger: research design is the plan, structure, and strategy of investigation conceived so as to obtain answer to research questions & control variance. Marketing research design is the arrangement of events for assembling and analyzing the data necessary to help identify or respondent to a problem or opportunity, such that the dissimilarity between the cost of obtaining various levels of accuracy and the expected value of the information associated with each level of accuracy is maximized.

According to Green and Tull A research Design is the specification of method and procedure for acquiring the information needed. It is the overall operation al pattern or framework the project that stipulates what information is to be collected from which sources, by what procedures

Effect Of Advertisement Of Honda Two-Wheeler

Formulation of research problem Choice of research design Selection of sources of data Designing data collection techniques Sampling decision Editing, tabulating & analysis of the data Preparing research report

1. Formulating the research problem :

Business researchers are applied researches which are meant to solve one or another problem or to tap or to encase the business opportunities. So, this is the first stage where the need of any research is felt. Moreover, business researches are basic researches which are done to augment the knowledge of that particular discipline. So, in this project, I have done business research on the "effect of advertisement on the Honda automobile" also at this stage, we should try to define the following things: Who are the population members (i.e. unit of analysis), in this project I have considered the customers of Honda automobiles of Surat city as unit of analysis. Time & Space Boundaries:- In this project, the time boundary given to us to complete this project is only of 2 month and the space time limit is up to Surat city only.

2. CHOICE OF RESEARCH DESIGN

A research design specifies the methods and procedures for conducting a particular study. The researcher should specify the approach be intends to use with respect to the proposed

Effect Of Advertisement Of Honda Two-Wheeler

study. Broadly speaking, research design can be grouped into three categories exploratory research, descriptive research and casual research. 1. Exploratory research:An exploratory research focuses on the discovery of ideas and is generally based on secondary data. It is preliminary investigation, which does not have a rigid design. This is because a researcher engaged in 80 exploratory study may have to change his focus as a result of new ideas and relationship among the variables. e.g. to find out the reasons responsible for a decline in sale etc. The exploratory research is generally based on secondary data are speedily available. 2. Descriptive Research: The descriptive research is generally conducted where the research wants to know some characteristics of the population e.g. age, sex, income, satisfaction etc. In contrast to exploratory studies, descriptive studies are well structured. It may be based on the secondary data or the primary data. I have used descriptive research in my project.

Descriptive Research

Cross sectional study

Longitudinal Study

Field (Census Study)

Survey Method

In this Project I use Descriptive Research Design Because Here Conduct Research to know about the effect of Advertisement So, Conduct Survey to know the effect of advertisement. 3. Casual Research:

Effect Of Advertisement Of Honda Two-Wheeler

It may be emphasized that the main principle of a good research design is that it must answer the questions posed earlier. Further, the researcher should select the research design, which is appropriate in achieving the objectives of the study. A point worth emphasizing here is that there is no one best research design. There are several alternative methods for solving a particular problem. Therefore the research should not be deferred in the quest for the ideal research design. It is through experience that one is able to select the most appropriate research design. This research is undertaken when the researcher want to investigate cause and effect relationship between two or more variable. This research design is useful when the researcher intended to know the certain characteristics of the population
3.

Selection of Sources of Data

All marketing researcher required vast receiver of the information the specific problem solved after collecting specific information and data. The data and information be readily available or may not be readily available. The researcher is required to screen the data and information is available whereas same time he has to collect or gather through survey in the respondent directly. The nature and source of data are decided by the research problem and its nature. The sources of data may be broadly classified in full categories. 1. Primary Data: Primary data are those data which are first time gathered by the researcher or by someone else especially for the purpose of study, are known as primary data. I have selected to collect data from primary sources i.e. directly from the respondents or the owners of the Honda bike because my sample size is limited and moreover my project work is restricted boundaries of this Surat, city. So the respondents are located in the same City. Therefore it would be more beneficially to collect information through primary sources. For example, the demographic statistics collected every ten years are the primary data with the registrar general of data. Questionnaire:

Effect Of Advertisement Of Honda Two-Wheeler

It is a list of questions framed so as to get more information at a time. It is just like a personal interview so mostly collected data are fact. I think questionnaire is the best media for collect effective information. This method suggests that data are collected through personal interview. If the researcher is a keen observer, with honesty he accurately. While the observation method may be suitable in case of some studies. Several things of interest such as attitudes, opinions, motivations and other intangible states of mind cannot be observed. Another aspect of this method is that it is non reactive as data are collected unobtrusively without the direct participation of the respondent. This is a major advantage as the behaviour can be recorded without relying on reports from the respondents. 2. Secondary Data: Any data that have been gathered earlier for some other purpose are known as secondary data in the hands of the marketing researcher. In compare those data that are collected at first hand either by the researcher or by someone else especially for the purpose of study are known as primary data. Thus, primary data collected by one person may become the secondary data. For example, the demographic statistics collected every ten years are the primary data with the registrar general of India, but the same statistics used by anyone else would be secondary data with that individual. There are certain distinct advantages, as also the limitation, of using secondary data. As a researcher, one should be fully aware of both the advantages & limitations. I also selected to collect data from secondary sources i.e from internet, magazine, websites, and company lift lets, to collect the proper information and market share of the company in different bike segment.

4. Designing data collection techniques

There are various ways to collect data and in each technique there are several questions which are to be answered. Observation forms, questionnaires and experiment journals are some examples of data collection tools.

Effect Of Advertisement Of Honda Two-Wheeler

My research,

I have

used

"questionnaire"

as the

data

collection instrument.

It is unstructured and non disguised method of data collection and in my questionnaire I have used both types of questions i.e. open ended and close ended questions.
5. Sampling

decision

After deciding the research approach and the instrument, the researcher must design a sampling plan. Sampling Unit: The researcher must decide first the target population, i.e. who is to be severed? The sampling unit is the basic unit containing the element of the target population. For my research, the sampling unit is the effectiveness of advertisement of Honda 2 wheeler in surat city. Sampling frame:This means to choose a database from which information can be collected. Here the customers of ganga automobiles are considered as sampling frame. Sampling Procedure: How should the respondent be chosen? To obtain representative sample a probability sample of the population should be drawn probability sampling allows the calculation of the confidence limit for sampling error. Thus, one could conclude after the sample is taking that every customer of the Honda bike has been given equal chance. I have select for collection of primary data by use the simple random sampling method.

6. Editing, tabulation & analysis

The first step after collection is to check the correction of data by proper editing and then the data are required to be arranged in a proper sequence by tabulation. The data are then analyzed by using various statistical tools like mean, median, mode, correlation, trend analysis and weighted average.

Effect Of Advertisement Of Honda Two-Wheeler

In my research I have used the bar graphs & pie charts and tables showing percentage of total sample population and their views regarding each question in questionnaire. I have also done cross analysis of various question.

7. Preparing Research Report

After the tabulation & interpretation and analysis, a research report is to be prepared. Considering the findings of the research study and recommendations. It also includes objectives & limitations of research and various conclusions and limitations. Research Instrument Research instruments is the tool by which the researcher can do research on specific problems or objective. The most popular research instruments for collections data is "Questionnaire" for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, It is most common instrument used to collect the primary data. During the pre-testing of questionnaire, I seen the reaction of respondents and suggestions required to make change in research instrument. The questionnaire contain three types of questions

Open-ended Questions: It is helpful in knowing what is uppermost in the mind of the respondent. It gives complete freedom to the respondent. Dichotomous Questions: It has only two answers in the form 'Yes' or 'No', 'True' or 'False', 'Use' or 'Do not use'. So the respondent does not feel boaring during the interview. Multiple-Choice questions: In this, the respondent is offered two or more choice.