CHAPTER 3 RESEARCH METHODOLOGY

This chapter provides the explanation of processes and methods that are applied in this research. All selected methods and the reasons why all of these methods are used or demonstrated in this part. Furthermore, the validity and reliability of the study and research are concentrated.

DATA COLLECTION
The following techniques were adopted for data collection: 1. PRIMARY DATA Primary data was collected through face to face interviews while filling up questionnaires. Primary data is seen as valuable and essential data in the research regarding to an exclusive result that the authors obtained directly from the survey. 2. SECONDARY DATA The secondary data is used as an indicator to do further research. Relevant information was gathered from internet and project reports that formed the secondary data. Moreover, secondary data provides many benefits to this research such as cost and time saving with high-quality data. Those are the reasons to support the secondary data that was applied in this research.

SCOPE
The scope of the study covers almost well known and commonly brands of Shampoos. The whole appraisal of Shampoos has been done from the angle of Consumer buying behavior. Also Shampoos locally made by the unorganized sector and which are not branded have not been considered.

LIMITATIONS
The probable limitations of this study are as under: 1. The first and foremost limitation was time constraint, but still efforts have been made to put the picture as clear and candid as possible. 2. Samples were randomly selected as per convenience so error is bound to creep in the observation.

3. The conservative attitude of the respondents was a limiting factor in gaining information.

POPULATION
Regarding to purpose of this research, the thesis attempt to study the relationship between factors that can affect on the consumers buying behavior towards the brands of shampoo. The study is concentrated in our market only instead of the global market due to time limitation and point focusing. And in order to keep away from the cultural differences between nations that can be one factor to affect customers purchasing decision making, doing survey across multi-nationality is avoided in this study. Moreover there is more convenient, accessible and directly to the point, in order to target the consumers who are in the age range between below 10 - above50 years old and living in Lahore. The major population consists of school, colleges, universities students and teachers and few numbers of other people which are involved in other profession.

SAMPLING
SAMPLE SIZE A sample size of 175 consumers were chosen from Lahore . But find incompletely filled questionnaires and unwillingness and carelessness on the part of the respondents. This sample size was based upon time and affordability approach. SAMPLING TECHNIQUES Simple random sampling technique has been used in sampling due to the following reasons: 1. It is conducted where each member of a population has an equal

opportunity to become part of the sample. As all members of the population have an equal chance of becoming a research participant.
2. It is said to be the most efficient sampling procedure.

3. In order to conduct this sampling strategy the researcher defined the

population first, makes a list of all the members of the population and then selected members to make the sample.

QUESTIONNAIRE DESIGN
The questionnaire used was a printed, well structured formalized schedule to obtain and record specified and relevant information with fair accuracy and completeness. The questioning process was face to face interviews and the questionnaire was designed in such a way that it could be understood and answered easily by the respondents. The questionnaire contained both close and open ended questions. The close ended questions were dichotomous and multiple choice in nature. Since some of the questions were probing in nature and required answers on the basis of memory of the respondent. In such type of questions there is a risk that the respondents will answer whatever comes to their minds, thereby reducing the impact of the study. Keeping these considerations in mind, firstly the period of time in which respondents were asked to respond was reduced, since it has been found that the longer the reporting period, the less accurate the reporting. Secondly, to help respondents to think deeper and clearly more questions in a way that stimulated association, thereby assisting the recall process about the event.

Data analysis
Principally the data were analyzed by SPSS version 15.0. In order to analyze all answers obtained from the questionnaires, all answers are summarized as descriptive statistic in chapter 4 and also in the chapter 5. The descriptive statistic is employed for the basic features of data in this study. It offers simple conclusions about the sample and the measures (Trochim, 2008). Unlike descriptive statistics, inferential statistics are highly involved in analysis to extend further than the data alone. For instance, this study use inferential statistics to infer some judgments or conclusions of the probability which relate to an observed difference between groups and factors is the reliable one or one that might happen in this study. Therefore, the inferential statistics is used to make

inferences and connection between the obtained data and related theories (Trochim,2008). Additionally the bar and pie charts are created and used as toolkit of the analysis by SPSS version15.0. In order to correlate the factors and facilitate for drawing the conclusion in this study.

Testing of Hypothesis
It is a procedure for deciding if null hypothesis should be accepted or rejected in favor of an alternate hypothesis. A statistic is computed from a survey or test result and is analyzed to determine if it falls within a preset acceptance region. If it does, the null hypothesis is accepted otherwise rejected.

Method used for Analysis

The method used for analysis is Pearsons chi-square method. Chi-Square Distribution: The Chi-square distribution was first obtained in 1875 by F.R Helmert (1843-1917), a German Physicist. Later in 1900, Karl Pearson (1857-1936) showed that as n approaches infinity, a discrete multinomial distribution may be transformed and made to approach a chi-square distribution. This distribution has broad application such as a test of goodness of fit, as a test of independence, as a test of homogeneity. The Chi-square distribution contains only one parameter, called the number of degree of freedom.

General Procedures for Testing Hypothesis

PEARSONS CHI-SQUARE TEST OF ASSOCIATION:

General Procedure of

2 Test:

1. HYPOTHESIS: Formulate null and alternative hypothesis as:

H H

: There is no association between attributes : There is association between attributes

2. LEVEL OF SIGNIFICANCE: = 0.05

3. TEST STATISTIC TO BE USED:

2

i 1 j 1

ij

eij eij

With degrees of freedom v = (r-1) (c-1) and

eij
4. COMPUTATION: Calculate the value of 2 5. CRITICAL REGION: Reject

( Ai ) ( Bi ) n

if:

6. CONCLUSION: Draw conclusion about the population on the basis of information obtained from the sample data.

2 2 (r 1)(c 1)