CHAPTER-III

RESEARCH METHODOLOGY
3.1 Introduction
This chapter deals with the design of the research procedure, sample,
sampling technique and population as well as instruments of data collection,
detailing statements of the steps taken in the collection of data is made specifically.
These are explained under the following headings:
1. Research design.
2. Area of the study.
3. Sample.
4. Method of Data Collection.
5. Selection of variables (Independent/Dependent).
6. Operationalization and measurement of variables.
7. Selection of respondents.
8. Statistical methods and tests used in the study.
9. Details of Research Stages.
10. Operational Definitions.

3.2 Research design:

The experimental research design is used for this study. Experimental
research is designed to assess the effects of particular variables on a phenomenon
by keeping the other variables constant or controlled. It aims at determining
whether and in what manners variables are related to each other. The factors, which
are influenced, by another factor are called a dependent variable and the other
factors, which have influenced it, are known as independent variables.
Two identical groups were selected. These should be ‘identical’ in terms of
the characteristics of the phenomenon under study. One of the groups is used as the
experimental group and the other as a control group. Experimental group is exposed
to an experimental variable or stimulus. The control group is not exposed to the
experimental variable. The difference between the experimental and control group's
outcome is attributed to the effect of the experimental variable.

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3.3 Area of the study:
The Karnataka state comprises of 30 districts. The Population of Karnataka,
according to the 2011 census stands at about 61 million, making it the 9th most
populated state in India. The state is spread over an area of about 190000 sq. Km.
making it the 8th largest state in the country in terms of area. The density of population
per sq. km is about 300 and it is a lot below the national average. The state has a
growth rate of about 15% percent, which is the 22nd highest growth rate in the country.
The population of the state is rising considerably due to rapid efforts towards
development and progress. The literacy rate in the state is about 75%, which is a cause
for concern and a statistic that authorities must take notice of and look to correct this
the years to come. The sex ratio in Karnataka stands about 20 points higher than the
national average. The statistics in Karnataka Census 2011 reveal facts that can be taken
into consideration by the government in a bid to further its development. The state is
moving towards development, at a rapid rate and has emerged as one of the prime
economical contributors to the revenue of India as a whole.
The present study is undertaken in all the 30 districts of Karnataka State.

3.4 Sample:
A sample is a subset of the population that is taken to be representative of the
entire population. As per the requirement multi stage sampling is carried out in two or
more stages. The population is regarded as being composed of a number of first stage
sampling units. Each of them is made up of a number of second stage units and so
forth. Multistage sampling is appropriate where the population is scattered over a wider
geographical area and no frame or list is available for sampling. It is also useful when a
survey has to be made within a limited time and budget.
In the present research, multi-stage sampling techniques were used. The first
stage of sampling consisted of selection of taluks (Blocks), at the second stage
hobalis (a unit of Taluk) were selected and in the third stage villages were selected.
At the final fourth stage, the respondents i.e. registered farmers (listeners) and non-
registered farmers (non-listeners) were chosen. The selected respondents for this
study represent Karnataka State. From each district 1 Taluka (Block), from each
Taluka 1 hobali (a unit of Taluk) and from each hobali 2 villages and from each
village 10 listeners’ and 5 non- listeners’ were selected randomly for data collection
by personal interview method. At last, by using a random number table, 600

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listeners’ and 300 non-listeners were selected by random sampling technique. In
this mode a total of, 900 respondents were selected for this study to assess the
difference in knowledge gain between experimental and control group.

3.5 Method of Data Collection:

A questionnaire was designed to interview the organic farmers of Karnataka
state and structured interview schedule was drafted. The questionnaire is a set of
questions developed in an organized and ordered manner for information collected
from the people in relation to a given problem. For this study both closed and open
ended questions were adopted. It was decided to measure the impact of radio
programmes on organic farming among the knowledge level of registered farmers
with the help of knowledge test developed purposefully for the present study.
While constructing the knowledge test, care was taken to ensure that the questions
covered the entire range of subject matter selected for the study. For a correct
answer, a score of one and for an incorrect answer, a score of zero was assigned.
All such scores for newly learnt practices about organic farming were totalled up to
yield a score indicating gain in knowledge from the farm broadcast under this study.
The mean knowledge score of listeners and non-listeners were considered to find
out the increase in knowledge due to participation in radio programmes on organic
farming. A questionnaire was developed in local Kannada dialect keeping in view
of the objectives defined in the present study.

3.6 Selection of variables. (Independent/Dependent):

Sl. No. Variables Empirical Measurement
Dependent Variables
1 Knowledge Gain Z-test
2 Adoption level Z-test
3 Modes of presentation ANOVA
4 Source credibility ANOVA
5 Opinion and suggestions about organic farming Data presentation by graphs
Radio Programme
Independent Variables Empirical Measurement
1 Gender Data presentation by graphs
2 Age Data presentation by graphs
3 Education Data presentation by graphs
4 Family size Data presentation by graphs
5 Land holding Data presentation by graphs
6 Farming Experience Data presentation by graphs
7 Annual Income Data presentation by graphs
8 Social participation Data presentation by graphs
9 Cosmopolitans Data presentation by graphs
10 Extension contact Data presentation by graphs
11 Extension participation Data presentation by graphs
12 Mass Media Utilization Data presentation by graphs
13 Duration of Mass Media Utilization Data presentation by graphs

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3.7 Operationalization and measurement of variables:
3.7.1 Dependent Variables:
a. Gain in Knowledge:
In this research, the impact of Radio programmes on organic farming on
acquirement of knowledge is measured with the help of a knowledge test developed
for this purpose.
While constructing knowledge tests, care was taken to ensure that the
questions covered the entire range of subject matter selected for the study. These
questions are presented to a group of farmers in the non-sample area, so as to avoid
uncertainty, duplication as well as to correct the incomplete questions. After this
process, a comprehensive schedule is developed and used. In this study, the
knowledge test refers to the information and understanding about organic farming
that farmer had. The knowledge of the farmers of control group is measured with
the help of same knowledge test (Appendix- I) developed for this study. The major
areas included in the test are:
1. Nutrient value, land fertility and physical condition of soil
2. Profitable side business in organic farming
3. Animal residues, crop residues etc.
4. Earth worm manure
5. Fertility of soil and agriculture production
6. Organic manure
7. Organic plants
8. Insect and pest control methods
9. Cultivation practices
10. Irrigation practices for crops, etc.
Forty six questions covering all the above mentioned areas are finally
retained in the test. All the questions are multiple choices. For correct answers a
score of one, while, for an incorrect answer a score of zero is assigned. Thus, the
score of an individual can range from 0 to 46. All such scores are totaled up to
determine the knowledge score of a particular farmer in the control group. In case
of the farmers of experimental group, it is considered necessary to measure the
knowledge of organic farming, which they have acquired by listening to the Radio
programmes on organic farming. For this, they are asked about the new practices

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which they learnt from the radio programmes covering all the above mentioned
areas of organic farming (Appendix –I).
The mean knowledge score of registered (Experimental Group) and non-
registered (Control Group) farmers is consider to find out the knowledge increase
due to participation in the organic farming radio programme.

b. Adoption Level:
In this research, to determine the extent of the adoption level of organic
farming among experimental group is measured. Each farmer was asked to record
their opinion on the extent to which the radio programmes on organic farming has
helped in adopting organic farming. The adoption level was ascertained and scored
as follows
Dimension Score
Adoption Level Yes 1
No 0

c. Modes of presentation:
The index is used to get the score. Index is the indicator of change in level.
Indices using a weighted average, where the weights assigned are 4-1 rank, 3-2
rank, 2-3 rank, 1-4 rank.
Rank Weight age
1 4
2 3
3 2
4 1

d. Source credibility:
The index is used to get the score. Index is the indicator of change in level.
Indices using a weighted average, where the weights assigned are 8-1 rank, 7-2
rank, 6-3 rank, 5-4 rank, 4-5 rank, 3-6 rank, 2-7 rank, 1-8 rank.

Rank Weight age

1 8
2 7
3 6
4 5
5 4
6 3
7 2
8 1

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e. Opinion and suggestions about organic farming Radio Programme:
A questionnaire was developed to record the farmers’ opinion about the
radio programmes on organic farming. The schedule consisted of multiple choice
questions regarding radio programmes on organic farming, which have been given
in Appendix I. Through these multiple choice questions, the farmers under
experimental group were asked to express their opinion about organic farming
programme broadcast by radio and to make suggestions for its future improvement.
The responses of the registered farmers are also accumulating and analysed.

3.7.2 Independent Variables:

a. Gender:
It refers to the farmers whether male or female.
b. Age:
It refers to the chronological age of the farmers at the time of investigation.
The farmers were further categorized into three groups.
Age Category
18-35 years Young
36-55 years Middle
Above 55 years Old

c. Education:
It refers to formal education attained by a farmer at the time of investigation
and were grouped into four categories.
Education Category
Illiterates Very low
Primary and Secondary Low
College Medium
Post graduation High

d. Family Size:
Size of family refers to the actual number of members in the family. Based
on the individual response, farmers were classified into three categories.
Family Size Category
< 3 members Small
4 – 7 members Medium
8 and above Large

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 e. Land Holding:
It refers to the total area of land possessed by the farmers. It was further
classified into three categories.
Land Holding Category
Up to 10 acres Small
11 – 20 acres Medium
21 acres and above Large

f. Farming Experience:
Information on the number of years an individual is practicing farming was
assessed. The farmers were grouped into three categories.
Experience in farming Category
Up to 10 years Low
11 – 15 years Medium
16 years and above High

g. Annual Income:
It refers to the annual income of the farmers’ family, both from farming and
allied sources expressed by the farmers in rupees. It was further classified
into three categories.
Annual Income Category
Up to 50 thousand Low
51thousand – 1 lakh Medium
1 lakh and above High

h. Social Participation:
It refers to the degree of involvement of the farmers from mere membership
to organizational position. The organizational membership of the respondent was
measured by using the items and weight ages given below:
Membership Score
Membership in an organization 1
Not a member in any organization 0

i. Cosmopolitans:
It refers to the frequency of contact of farmers with nearest city. Farmers
were asked to mention how frequently they visit to the nearest city. The
farmers were grouped into four categories.

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 Frequency Score
More than once in a week 1
Once in a week 2
Once in fifteen days 3
Never 0

j. Extension Contact:
It refers to the extent with which the farmers contacted the local extension
personnel’s. This variable was measured in terms of frequency of contact of
an individual with different extension worker over a period of time and
grouping them into three categories: regularly, occasionally and never.

Extension worker frequency of respondents contact Score

Organic Farming Demonstrator Regularly 2
Occasionally 1
Never 0
Organic Farming Inspector Regularly 2
Occasionally 1
Never 0
Organic Farming Extension Officer Regularly 2
Occasionally 1
Never 0
Raita Sampark Kendra Regularly 2
Occasionally 1
Never 0
Agricultural Scientist Regularly 2
Occasionally 1
Never 0

k. Extension Participation:
It refers to the extent of participation of farmers in different extension
methods conducted in the villages/towns during the year. A list of four
extension activities was considered and the farmers were asked to delineate
their extent of participation in each one of them.
Extension activities frequency of respondents participation Score
Krishi Mela Regularly 2
Occasionally 1
Never 0
Demonstrations Regularly 2
Occasionally 1
Never 0
Training Programmes Regularly 2
Occasionally 1
Never 0
Field Days Regularly 2
Occasionally 1
Never 0

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 l. Mass Media Utilization:
It refers to the extent to which the farmers are exposed to the different mass
media participation like print media, Radio, T.V, Internet and mobile phone.
In order to assess the extent of utilization of the farmers towards mass
media, different mass media sources were listed and the farmers are asked to
indicate as to how frequently they use each of these media. The responses
are obtained on a three point continuum: regularly, occasionally and never.
Frequency Score
Regularly 2
Occasionally 1
Never 0

m. Duration of Mass Media Utilization:

It refers to the extent to which farmers are exposed to the time spent on
different mass media like print media, Radio, T.V, Internet and mobile
phone. It was further classified into four categories.
Duration Score
Up to 1 hour 4
Up to 2 hour 3
Up to 3 hour 2
More than 3 hours 1

3.8 Selection of Respondents:

For this research study 900 respondents were selected from 30 districts of
Karnataka state. A record of farmers who had registered for organic farming
programmes of All India Radio was obtained from the All Radio Station,
Bangalore. From the list, 600 respondents were selected and 300 non-listeners were
selected randomly.
Table-3.1
Details of Respondents
Sl. District Taluka Hobali Village Respondents
No.
Two villages Registere Non-
District Taluka Hobali 1.A d registere
2.B d
1 Belgaum Athani Anantpur 1.Jambagi 10 05
2.Parthanahalli 10 05
2 Bagalkot Mudhol Lokapur 1.Lokapur 10 05
2.Yadhalli 10 05
3 Bijapur Basavan Huvinahippar 1.Muddapur 10 05
Bagewadi gi 2.Yatnal 10 05
4 Bidar Bhalki Halbarga 1.Khanapur 10 05
2.Nagur 10 05

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 5 Raichur Sindhnur Jalihal 1.Hosalli 10 05
2.Hanchinal 10 05
6 Koppal Koppal Koppal 1.Kalkeri 10 05
2.Karkihalli 10 05
7 Gadag Rona Holleallur 1.Holleallur 10 05
2.Mallapur 10 05
8 Dharwad Dharwad Annigeri 1.Arahatti 10 05
2.Naganur 10 05
9 Uttarkannada Karwar Sawantavad 1.Kanasagiri 10 05
2. Sawantavad 10 05
10 Haveri Byadagi Kaginelli 1.Siddapur 10 05
2.Nellikoppa 10 05
11 Bellary Huvina hadagli Hirehadagli 1.Budnur 10 05
2.Hirehadagali 10 05
12 Chitradurga Hiryuru Kasaba 1.Aallur 10 05
2.Patrehalli 10 05
13 Davangere Harpanahalli Arsekeri 1. Arsekeri 10 05
2.Laxmipur 10 05
14 Shimoga Sagar Anandapur 1.Heggodu 10 05
2.Narsipur 10 05
15 Udupi Karkala Karkala 1.Irvatturu 10 05
2. Karkala 10 05
16 Chikmangalo Kadur Birur 1.Birur 10 05
re 2.Yarehalli 10 05
17 Tumkur Chikknayakanha Huliyaru 1. Huliyaru 10 05
lli 2.Somanhalli 10 05
18 Banglore Nelamangala Tyamgondalu 1.Bidluru 10 05
Rural 2.Bairnayakanahal 10 05
li
19 Mandya Srirangapatna Arkere 1.Aaladahalli 10 05
2.Tadagwadi 10 05
20 Hassan Alur Kunduru 1.Karakhalli 10 05
2.Devanayakanaha 10 05
lli
21 Dakishna Mangalore Gurupur 1.Adduru 10 05
Kannada 2.Mutturu 10 05
22 Kodagu Madikeri Bhagamandal 1.Tavuru 10 05
2.Bettageri 10 05
23 Mysore Hunsur Gavadagere 1.Ramenhalli 10 05
2. Gavadagere 10 05
24 Chamrajnaga Kollegal Pallya 1.Chikkalluru 10 05
r 2.Ikkadahalli 10 05
25 Gulbarga Jeevargi Jeevargi 1.Aurad 10 05
2.Kolakor 10 05
26 Yadgiri Shahpur Doranahalli 1.Bidrani 10 05
2.Bablad 10 05
27 Kolar Malluru Masti 1.Tirumala hatti 10 05
2.Doddakalla Halli 10 05
28 Chikballapur Gauribidnur Hosuru 1.Hosuru 10 05
2.Haleupparhalli 10 05
29 Bangalore Anekal Jigni 1.Jigni 10 05
2.Bannergatta 10 05
30 Ramnagar Magadi Kuduru 1. Kuduru 10 05
2.Gollahalli 10 05
Tota 30 30 30 60 600 300
l

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3.9 Statistical Methods and Tests used in the study:
The following suitable statistical techniques such as: percentage, standard-
deviation, mean, Z-test and ANOVA were used to analyse the data collected from
farmers.
3.9.1 Frequencies and percentage:
Frequencies and percentages were used to interpret the data pertaining to
awareness in respect of the organic farming radio programme and to
multiply the frequency with hundred and dividing it by the total number.

3.9.2 Standard deviation:

The standard deviation is a common measure of the spread of a data set or
distribution and broadly used in statistics and probability theory for the assessment
of variability or diversity employed. It explains variation or dispersion from the
average or expected value. A low SD shows that the data points tend to be very
close to the mean, whereas high SD shows that the data is spread out in excess of a
large range of values. When it comes to statistical theory, standard deviation
calculation is more important and highly in demand. The square root of the variance
is called the Standard Deviation, usually denoted by s. It is often abbreviated to SD.
Standard Deviation can be calculated from the below formula:

3.9.2 Mean:
The mean is a measure of central tendency. It’s also popularly known as the
arithmetic mean or average often referenced along with the standard
deviation; mean describes the central location of the data and the SD
describes the spread. Central limit theorem states that regardless of the data
set and approach, a normal distribution taken when the data set is large.
Most of the calculations made regarding the normal distribution, therefore,
the normal distribution is important in statistics.
The formula to calculate Mean is:

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3.9.4 Z test:
A statistical test used to determine whether two population means are
different when the variances are known and the sample size is large. The test
statistic is assumed to have a normal distribution and nuisance parameters such as
standard deviation should be known in order for an accurate z-test to be performed.
Formula for Z test:

3.9.5 P-value:
Probability of observing a value of the test statistic as extreme or more
extreme than the observed test statistic calculated from the sample(s), given H0 is
true. In other words, the p-value indicates how well the sample evidence supports
the decision to reject H0. The smaller the p-value, the stronger will be the weight of
evidence favouring the rejection of H0.

3.9.6 ANOVA:
Analysis of Variance (ANOVA) is the systematic algebraic procedure of
decomposing the overall variation in the responses observed in an experiment into
different components. Each component is attributed to an identifiable cause or
source of variation. The structure of these components is determined by the design
of experiments. This technique was developed by R. A. Fisher. This technique is
based on ‘F’ test. The technique is used for testing the hypothesis of equality
amongst several means.

3.9.7 Index
An index is a type of composite measure that summarizes and rank-orders
several specific observations and represents some more general dimension. An
index is an accumulation of scores from a variety of individual items.
The formula to calculate scores:

3.10 Details of Research Stages:

A Schematic design depicting the overall design for this research work is
shown in the form of flow chart.

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 Fig.-3.1: Schematic design of Research Study
Identification of Research Problem

Collection of Literature

Research Problem: An Evaluation Study on Relevance of Radio for Promoting and

Popularizing Organic Farming in Karnataka

Literature Review

Objectives of the study

Development of Research tools

Pre-tested Research Tools

Redesigned Research Tools and Collection Data

Analysis of the data

Summary of Findings

Suggestions and Conclusion

3.11 Operational Definitions:

a. Evaluation:
Evaluation is the structured interpretation and giving meaning to predict or
actual impact of proposals or results. It looks at original objectives, and at
what are either predicted or what was accomplished and how it was
accomplished. So evaluation can be formed technically that takes place
during the development of a concept or proposal, project or organization,
with the intention of improving the value or effectiveness of the proposal,
project or organization. It can also be summative, drawing lessons from a

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 completed action or project or an organization at a later point in time or
circumstance.
b. Study:
Systematic research, examination, identification, and understanding of the
aspects or factors associated with an activity, event, phenomenon, situation,
etc. is considered to be a study. Often a report is produced at the end of a
study that summarizes its findings and it may also include recommendations
on the next steps to be taken.
c. Relevance:
A measure of how closely a given object (file, web
page, database record, etc.) matches a user's search for information.
d. Radio:
A device that either receives-transmits or transmits and receives wireless
signals (electromagnetic waves). The term may refer to a stand-alone unit or
only to the circuits that handle the transmission. The phrase "the device has
four radios" means the unit has some combination of receivers and
transceivers, which may reside on one or more chips. For example, a
modern Smartphone can have four radios; one each for 3G, WI-Fi,
Bluetooth and GPS. See transceiver.
e. Promoting:
Promotion is how of the market mix elements and a term used frequently
in marketing. The specific five promotional mix or promotional plan
elements are personal selling, advertising, sales promotion, direct marketing,
and publicity.
Fundamentally, however, there are three basic objectives of promotion.
http://en.wikipedia.org/wiki/Promotion_(marketing) - cite_note-2
1. To present information to consumers as well as others.
2. To increase demand.
3. To differentiate a product.
There are different ways to promote a product in different areas of media.
Promoters use internet advertisement, special events, endorsements, and
newspapers to advertise their product. Many times with the purchase of a product
there is an incentive like discounts, free items, or a contest. This is to increase the
sales of a given product.

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f. Popularizing:
Make a concept (a scientific or academic subject) accessible to the general
public by presenting it in an understandable form.

g. Organic farming:
“Organic farming is a system which avoids or largely excludes the use of
synthetic inputs (such as fertilizers, pesticides, hormones, feed additives
etc.) And to the maximum, feasible extent relies upon crop rotations, crop
residues, animal manures, off-farm organic waste, mineral grade rock
additives and biological system of nutrient mobilization and plant
protection” (United States Department of Agriculture).

h. Knowledge:
According to Webster's Dictionary, knowledge is "the fact or condition of
knowing something with familiarity gained through experience or association".
A frequently used definition of knowledge is "the ideas or understandings which
an entity possesses that are used to take effective action to achieve the entity's
goal(s). This knowledge is specific to the entity which created it."
In this study the knowledge refers to the information and understanding
about organic farming that the farmer had.

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References:
[Available at: en.wikipedia.org/wiki/evaluation]
[Available at: http://agritech.tnau.ac.in/org_farm/orgfarm_introduction.html].
[Available at: http://dictionary.reference.com/browse/relevance].
[Available at: http://en.wikipedia.org/wiki/Promotion_(marketing)].
[Available at: http://ncalculators.com/statistics/mean-standard-deviation-
calculator.htm].
[Available at: http://oxforddictionaries.com/definition/english/popularize].
[Available at: http://www.businessdictionary.com/definition/organic-farming.html].
[Available at: http://www.businessdictionary.com/definition/study.html].
[Available at: http://www.pcmag.com/encyclopedia_term/0,1237,t=radio
&i=50130,00.asp Sp ecialAudience Programmes].
[Available at: http://www.stevedenning.com/Knowledge-Management/what-is-
knowledge.as px].
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Krishnaswami, O. R. and Ranghanatham, M. (2005). Methodology of research in
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Shah, I.Y.; Paradkar, A. R. and Dhayagude, M. G. (1998). Introduction to
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Wimmer, Roger and Dominick, Joseph (2000). Mass Media Research: An
Introduction’, International edition, Wadsworth publication (69).

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