114 CHAPTER 3 RESEARCH METHODOLOGY OF THE STUDY 3.1 Introduction: In this chapter, an endeavor is made to portray the various aspects of the research methodology adopted for this study purpose. The aim of this study is to objectively understand the behaviour of mobile phone users in Thane district towards possession and price of mobile, call and recharge pattern, functional, financial and social business activity and movement pattern and further their perceptions towards mobile banking business activities and movement that is influenced by various factors. Therefore the present study adopted following research methodology outlay which is shown in chart 3.1. Chart 3.1 Out lay of Research Methodology Introduction Statement of Problems Objectives of the study Hypotheses of the study Significance of the study Research Design Scope of the study Period of the survey for data Samples and sample size of the study Sources of data collection Data analysis and interpretation Final sample size selection process Statistical tools and techniques used Limitations of the study
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114
CHAPTER 3
RESEARCH METHODOLOGY OF THE STUDY
3.1 Introduction:
In this chapter, an endeavor is made to portray the various aspects of the
research methodology adopted for this study purpose. The aim of this study is to
objectively understand the behaviour of mobile phone users in Thane district towards
possession and price of mobile, call and recharge pattern, functional, financial and
social business activity and movement pattern and further their perceptions towards
mobile banking business activities and movement that is influenced by various
factors. Therefore the present study adopted following research methodology outlay
which is shown in chart 3.1.
Chart 3.1 Out lay of Research Methodology
Introduction
Statement of Problems
Objectives of the study
Hypotheses of the study
Significance of the study
Research Design
Scope of the study
Period of the survey for data
Samples and sample size of the study
Sources of data collection
Data analysis and interpretation
Final sample size selection process
Statistical tools and
techniques used
Limitations of the study
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3.2 Statement of the problem:
The specific questions or problems to be investigated in the present study are as
follows:
1. What are the responses of mobile phone users towards possession of mobile
phone?
2. What are the responses of mobile phone users towards price preference?
3. What are the attributes considered by mobile phone users while purchasing
mobile phone?
4. What are the responses of mobile phone users in respect of awareness, extent
of recharge, call rate, objectives of mobile phone use, sms etc.?
5. What is the behaviour of mobile phone users on functional business activity
and movement?
6. What is the behaviour of mobile phone users on financial business activity and
movement?
7. What is the behaviour of mobile phone users on social business activity and
movement?
8. To what extent mobile phone users aware of general concept of mobile
banking, mobile banking services (activities) and specific types of mobile
banking services.
9. What is the perception of mobile phone users on advantages and
disadvantages of mobile banking?
10. What is the perception of mobile phone users on apprehensions about mobile
phone and expectations from mobile banking attractiveness?
11. What is the perception of mobile phone users on purpose of using mobile
banking activities/services?
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12. What is the willingness perception of mobile phone users on using mobile
banking for
a. For selling and purchasing of financial instruments,
b. Making fixed deposits,
c. Making payments bills,
d. Derivates,
e. Money transfer
f. Initial pubic offers.
13. What is overall willingness perception of mobile phone users on utility of
mobile banking services?
14. What is behaviour of mobile phone users on M – commerce/M –
marketing/SMS and other functions?
15. How mobile phone user’s perceived movement of mobile banking services?
16. What are the movement styles of mobile phone users in respect of availing
mobile banking services?
17. What is a relationship between demographic variables and uses of mobile
banking services?
18. Does demographic factors / variables influences uses of mobile banking
services?
19. What is relationship between mobile perceived service quality and
dimensions?
20. Does dimensions influences mobile perceived service quality?
Hence the statement of the problem is “A study of Mobile Phone Users in
Thane District”.
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3.3 Objectives of the study:
The objectives of the study refer to what the researcher specifically wants to
do in the course of the study. Formulating proper objectives is essential for research
due to the fact that the whole design of research depends on it and it gives speed to
research problem investigation. It helps to examine the existing phenomenon. It gives
proper and logical direction to research work. It can also suggest ways and means to
overcome all related problems, deficiencies so as to improve overall quality of
research. India is the second-largest mobile phone user with over 995.9 million users
in the world. It accounted for over 10% of the world’s online population in 2011. All
these benefits had tempted the researcher to form or set the following objectives,
1. To study and assess the attitude of mobile phone users towards possession and
price of mobile.
2. To study and examine the calls and recharge business activity and movement
of mobile phone users.
3. To study and assess the functional business activity and movement of mobile
phone users.
4. To study and assess the financial and social business activity and movement of
mobile phone users.
5. To study and assess the awareness and perceptions of mobile phone users on
mobile banking services.
6. To study and assess the willingness of mobile phone users on utility of mobile
banking services.
7. To study and examine the mobile phone user’s perceived movement of mobile
banking services.
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8. To study and examine the movement styles of mobile phone users in respect
of mobile banking services.
9. To study and assess the demographic influence on use or adoption of mobile
banking services.
10. To identify and assess the perception of mobile phone users towards
dimensions of mobile perceived service quality.
3.4 Hypotheses of study:
In order to achieve the above objectives the following hypotheses are
formulated by the researcher for the present study purpose
H1 : Financial objective oriented business activity and movement calls are higher than
that of social objective oriented.
H2 : Functional business activity and movement of mobile phone users in respect of
use of mobile phone are ‘high’.
H3 : Extent of mobile financial activity and movement is ‘lower’ than that of its
awareness. In other words as compared to awareness of mobile phone users on
mobile activity and movement, its use is ‘low’.
H4: Awareness of mobile phone users on sms business activity and movement is
‘high’ but use of social business activity and movement (sms) of mobile phone
users is ‘moderate’ (i.e. lower than that of awareness)
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H5: Awareness as well as use level of mobile banking services is ‘moderate’ among
mobile phone users.
H6 : Willingness of mobile phone users on mobile banking for selling and purchasing
of financial instrument is ‘moderate’.
H7 : Willingness perception of mobile phone users on utility of mobile banking
services is ‘average’ level.
H8 : Perceived utility or movement of mobile banking services among mobile phone
users is ‘low’.
H9: Demographic variables/factors has positive relationship in respect of using
mobile banking services among the mobile phone user i.e demographic
influence on the usage of mobile banking services i.e. demographic influence on
the usage of mobile banking services. In other words gender, age, education,
income, marital status and profession determines usage of mobile banking
services (i.e. adoption or non – adoption behaviour) sub – hypothesis are
formulated as under:
H10: Selected dimensions have positive and significant relationship with mobile
perceived service quality or dimensions influence the mobile perceived service
quality.
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3.5 Significance of the Study:
The scope of the study is Thane District. All the 15 talukas of Thane district
were selected in order to study the mobile phone users. The significance of the study
can be stated as under;
1. In current situation mobile is not luxury but necessity of the business world as
it has great time, place, speed and money utility. Therefore, this study is
significantly useful to business world.
2. The study helps the businessmen, professionals and individuals in
understanding business activity and movement and perception towards usage
of mobile phone and mobile banking services.
3. The study is useful to the government (TRAI); future researcher and
educationalist for achieving their respective functional, financial performance
and movement.
4. The present study can be positively used to develop the nation through
communication sector which will indirectly help to increase the trade and
national income.
5. The study has a good scope in terms of providing directions to the service
providers as to which dimension require attention in terms of their importance.
This would enable the service providers to focus resources in accordance with
the importance of these dimensions.
6. Mobile phone users go through complex buying behavior when they are
highly involved in a purchase and aware of significant different attributes of
gadgets among brands. This study helps to know the extent of awareness of
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mobile phone users towards mobile banking services and mobile phone calls,
recharge price and possession etc. Hence, this is significant.
7. The study would be significant for the mobile phone users to know various
other aspects of mobile phone in terms of its functions, social financial
business activity and movement and lot more.
8 . The Study will provide more insight on service quality dimension of mobile
phones and mobile phone user’s perception, Hence the study would be helpful
for service providers also.
9. The study will also find out the attitude involved in usage of mobile phone
among the mobile phone users in Thane district.
10. The Study will cover the Social, Cultural, Financial and functional usage
pattern of mobile phones, therefore the study will be useful in knowing the
pattern of usage amongst the different mobile phone user’s business activity
and movement.
11. The study would be significant in knowing the awareness and perceptions of
mobile phone users about mobile banking services
12. Study help to understand the influence of demographic factors on mobile
phone users in respect of mobile banking services.
3.6 Research design:
This study seeks to explore and investigate the operational, social and business
aspects of mobile phone users in Thane district. For this purpose, questionnaires were
used. The sample was drawn using the simple random sampling technique. For the
purpose of conducting research a set of objectives and hypotheses were made. Data
was collected through primary as well as secondary source. Primary data was
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collected by giving the respondents the questionnaire to be filled. The respondents
were the mobile phone users in Thane district belongs from 15 talukas, who are using
mobile phones. Secondary data was collected through books, journals and other
important written reports and surveys. The duly filled questionnaires were studied and
analyzed with the help of tables and graphs distribution made from frequency
distribution. Finally the findings were logically drawn. Thus following is the research
design adopted in the present study (Chart 3.2).
Chart 3.2
Research Design
Research Survey Method
Research Objectives
Conclusion
Types of Research
Sample Size
Data Collection
Statistical tools used
Interpretation and analysis tool
To study the mobile phone users in Thane district
Simple, random and convenient survey method
Qualitative and quantitative method
500 mobile phone users from 15 talukas in Thane district
Primary : Questionnaire, Observation, discussion Secondary : Books, Journals, research ars
Percentage, Average, correlation, factor analysis
Tables, Charts, Frequency Distribution, Graphs
Findings
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3.7 Scope of the study:
Thane District is selected as study area. This is the third-most industrialized
district in Maharashtra. Thane is one of the 35th districts in the Maharashtra State of
India. The district is on the western coast and fall under the Konkan division of the
state. The district is divided into 15 talukas. The chart 3.3 shows diagrammatic frame
work and chart 3.4 shows study areas.
The following is the diagrammatic frame work of the scope of the present study:
Chart 3.3
Scope of the study
15 Takula’s
Sample
Area of the study : Thane district
Thane Shahapur Dahanu Mokhada
Kalyan Vasai Palghar Vada
Murbad Ulhasnagar Talasari Vikramgad
Bhiwandi Ambernath Jawhar
Male; Female; Individual mobile phone users
Serviceholders; Businessmen; Professional mobile phone users
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Chart 3.4
Study area, universal Thane district map with Taluka’s
Study Areas
Universe (Mobile Phone Users)
Thane Male, Female, Service holders, Individuals, Professionals, Businessmen
Kalyan Male, Female, Service holders, Individuals, Professionals, Businessmen
Murbad Male, Female, Service holders, Individuals, Professionals, Businessmen
Bhiwandi Male, Female, Service holders, Individuals, Professionals, Businessmen
Shahapur Male, Female, Service holders, Individuals, Professionals, Businessmen
Vasai Male, Female, Service holders, Individuals, Professionals, Businessmen
Ulhasnagar Male, Female, Service holders, Individuals, Professionals, Businessmen
Ambernath Male, Female, Service holders, Individuals, Professionals, Businessmen
Dahanu Male, Female, Service holders, Individuals, Professionals, Businessmen
Palghar Male, Female, Service holders, Individuals, Professionals, Businessmen
Talasari Male, Female, Service holders, Individuals, Professionals, Businessmen
Jawhar Male, Female, Service holders, Individuals, Professionals, Businessmen
Mokhada Male, Female, Service holders, Individuals, Professionals, Businessmen
Vada Male, Female, Service holders, Individuals, Professionals, Businessmen
Vikramgad Male, Female, Service holders, Individuals, Professionals, Businessmen
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All the Taluka’s in Thane District are selected for study purpose and data was
collected from mobile phone users.
Thus the scope of the study covers:
1. Male, female, Serviceholders, Individuals, Businessmen, Professionals mobile
phone users who are residents of Thane district.
2. 15 Taluka’s of Thane District namely, Thane, Kalyan, Shahapur, Dahanu,