parminder goal setting.doc

8/14/2019 parminder goal setting.doc

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A PROJECT REPORT

On

GOALS OF NESTLE

Submitted by

Parminder SINGH

(063!00!"!!#

In $artia% &u%&i%%ment '& te re)uirement*

F'r te re+ard '& te de,ree

OF

-ACHELOR OF -.SSINESS A/INISTRATION

.nder te *u$er1i*i'n '&

R ayan2 ,u$ta

Idea% in*titute '& mana,ement and ten'%',y

(A&&i%iated t' Guru G'bind Sin, Indra$ra*ta uni1er*ity)

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CERTIFICATE

Certificate that this project report titled GOALS OF NESTLE is the bonfide wor of

!r" #ar$inder sin%h who carried o&t the research &nder $' s&per(ision" Certified f&rther

that to the best of $' nowled%e the wor report here in does not for$ part of an' other

project report or dissertation on the basis of which de%ree or award was confir$ed on an

earlier occasion on this or an' other candidate"

!r !a'an %&pta

)

"

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PREFACE

*nitial in the one $od&le of the project+ which is allotted to $e+ GOAL

SETT*NG is co(ered in this project report"

The report contains (er' nice and well arran%ed topics related to the s&bject

GOAL SETT*NG" The $ain contents of this project describes that $an' other topics

which is co&ntable in the GOAL SETT*NG"

The project report also contains a description of GOAL SETT*NG which is

(er' i$portant for an or%ani,ation to wor fairl' in an en(iron$ent"

O(erall this reports $' wor lie a %&ide for the s&bject GOAL SETT*NG"

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AC4NO5LI/GEENT

* wo&ld lie to tae this opport&nit' to sincerel' than !r !a'an %&pta for his (al&able

s&pport+ %&idance and s&%%estion" -nder his able to acco$plish $' project with

confidence" * wo&ld also lie to thans $' friends and $' siblin%s who directl' or

indirectl' helped $e in $' project" * wo&ld also lie to sincerel' than o&r ideal *nstit&te

Of $ana%e$ent and technolo%' .here+ * spared $' ti$e to ha(e access to wide

infor$ation on internet"

/ATE0

#LACE:

i(


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O-JECTIE

The st&d' of pricin% of Nestle different prod&cts and which techni1&es the' &se to

$a2i$i,e the profit" .e st&d' the how Nestle increase their profit b' introd&cin% new

prod&ct" .e ha(e done a co$parison of Nestle b' its co$petitors" The place Nestle has

in $aret" " .e ha(e st&died the on%oin% battle in the confiner' $aret" So these are the

objecti(es of the project"

TABLE OF CONTENTSCONTENTSPAGE NO.

(


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CERTIFICATE77777777777777777777777788(ii#

PREFACE77777788877777777777777777777(iii#

ANC4NO5LE/GEENT777777777777778777778(i1#

O-JECTIE OF ST./977777877777777777777788(1#

chapter- 1: Introduction

(1- 13)

1.1 Industry review21.2 Company profie!1." Swot anaysis#1.! Competetor anaysis12

Chapter- 2: Conceptua di!cu!!ion(1"- 22)

2.1 $eanin% of %oa1&2.2 Goa settin%1&2." Goa mana%ement in or%ani'ation1(2.! Types of %oa1#

2.& C)ara*tersti*s of %oa2+

Chapter- 3:#e!earch $ethodoo%&(23- 2')

".1 ,esear*) desi%n2!".2 $et)odoo%y2&"." ,esear*) framewor-

2&".! ata sour*e2(".& O/0e*tives of study2

Chapter- " Findin% and ana&!i!(3- 3)

(i


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!.1 ata anaysis and findin%s"

Chapter- * Concu!ion and !u%%e!tion

(3+- ")

&.1 Con*usion"&.2 Su%%estions!+

Bibliography"1

(ii


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4


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CHAPTER !

INTRO/.CTION

3"3 *N/-ST56 5E7*E.

Chocolate cons&$ption in *ndia is e2tre$el' low" Nestle do$inates the chocolate $aretwith abo&t 89: $aret share" Cadb&r' has e$er%ed as a si%nificant co$petitor with

abo&t 49: $aret share" ;e' co$petition in the chocolate se%$ent is fro$ co


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repositioned chocolates fro$ children to ad&lt cons&$ption" The $id B9=s saw the entr'

of new pla'ers lie Cadb&r'+ which created cate%ories lie wafer chocolate and sp&rred

%rowth"

C'n&eti'nery

Confectioner'+ processed food based on a sweetener+ which $a' be s&%ar or hone'+ to

which are added other in%redients s&ch as fla(orin%s and spices+ n&ts+ fr&its+ fats and oils+

%elatin+ e$&lsifiers+ colorin%s+ e%%s+ $il prod&cts+ and chocolate or cocoa"

Confectioner'+ &s&all' called 7e(e' in the Swit,erland+ inds accordin% to their

preparation and based on the fact that s&%ar+ when boiled+ %oes thro&%h different sta%es

fro$ soft to hard in the cr'stalli,ation process" T'pical of soft+ or cr'stalline+ cand'D

s$ooth+ crea$'+ and easil' chewedD are fondants the basis of chocolate crea$s) and

f&d%e t'pical hard+ non cr'stalline candies are toffees and cara$els" Other fa(orite

confections incl&de no&%ats+ $arsh$allows+ the (ario&s for$s of chocolate bars or

$olded pieces+ so$eti$es filled)+ pastes and $ar,ipan+ cotton cand' sp&n s&%ar)+

popcorn+ licorice" 5ecords show that confectioner' was &sed as an offerin% to the %ods of

ancient Swit,erland" one' was &sed as the sweetener &ntil the introd&ction of s&%ar in

$edie(al Swit,erland" A$on% the oldest t'pes of candies are licorice and %in%er fro$ theFar East and $ar,ipan fro$ Swit,erland" when with the de(elop$ent of special cand'i%%er+

>etter" The' foc&s on n&$ber of ad(anta%ed %lobal and re%ional brands+ in(est in %ettin%

their new prod&ct de(elop$ents into $ore $arets faster+ &se joined &p co$$ercial and

$aretin% pro%ra$$es to ha(e a bi%%er i$pact and &nderpin the whole plan b' e2ec&tin%

their initiati(es better"

Efficienc': Their efficienc'priorit' reco%ni,es that it is not eno&%h to %rowthe'

$&st also be $ore profitable" The' $aintain a relentless foc&s on cost and efficienc' b'red&cin% central f&nctions and costs consolidatin% their b&sinesses and reconfi%&rin%

their $an&fact&rin% and distrib&tion" Their (ision in to action will help increase their

$ar%ins to $id


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3"4"4 a%ue* '& Ne*t%e

Teir 1a%ue* are:

J#erfor$ance: The' are passionate abo&t winnin%" The' co$pete in a to&%h b&t

fairwa'" The' are a$bitio&s+ hardworin% and $ae the $ost of their abilities" The' are

prepared to tae riss and act with speed

" JK&alit': The' p&t 1&alit' and safet' at the heart of all of their acti(ities H their

prod&cts+ their people+ their partnerships and their perfor$ance"

J5espect: The' %en&inel' care for their b&siness and their collea%&es" The' listen+

&nderstand and respond" The' are open+ friendl' and the' co$in%" The' e$brace new

ideas and di(erse c&sto$s and c&lt&res"

J*nte%rit': The' alwa's stri(e to do the ri%ht thin%" onest'+ openness and bein%

strai%ht forward characteri,e the wa' the' do b&siness" The' ha(e clear principles and do

what the' sa' the' will do"

J5esponsibilit': The' tae acco&ntabilit' for their social+ econo$ic and

en(iron$ental i$pact" *n this wa' the' ai$ to $ae their b&siness+ their partners and

their co$$&nities better for the f&t&re" Their >&siness #rinciples are their code of

cond&ct and also tae acco&nt of %lobal and local c&lt&ral and le%al standards" The'

confir$ their co$$it$ent to the hi%hest standards of ethics and b&siness cond&ct

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!883C'm$any O1er1ie+

A#AN EA/K-ATE5S 7E7E6 S.*ME5LAN/

The co$pan' dates to 3?8@+ when two separate Swiss enterprises were fo&nded

that wo&ld later for$ the core of Nestl" *n the s&cceedin% decades+ the two

co$petin% enterprises a%%ressi(el' e2panded their b&sinesses thro&%ho&t E&rope

and the -nited States"

*n A&%&st 3?8@+ Charles and Geor%e #a%e+ two brothers fro$ Lee Co&nt'+ *llinois+

-SA+ established the An%lo


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pre(entin% the prod&ct fro$ de(elopin% $ildew" enri Nestl retired in 3?@I+ b&t

the co$pan'+ &nder new ownership+ retained his na$e as Farine Lacte enri

Nestl"

*n 3?@@+ An%lo


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!83 S5OT ANAL9SIS

Nestle Schweppes was fo&nded in the 'ear 3?8@ b' enri Nestle" Nestle *ndia

Li$ited ar$ of Nestle SA+ which holds a I3: stae in the co$pan' "*t is one of

the leadin%s branded processed food co$panies in the co&ntr' with a lar%e $aret

share in prod&ct lie instant coffee+ weanin% foods+ instant foods+ $il prod&cts+

etc" *t also has a si%nificant share in the chocolates and other se$i


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*n 499? Nestle was na$ed one of A$ericas !ost Ad$ired Food Co$panies in

Fort&ne $a%a,ine for the twelfth consec&ti(e 'ear"

S&ccessf&l d&e in part of their &n1&estionable abilit' to eep $ajopr brands

consistenc' in the forefront of cons&$ers $inds b' reno(atin% e2istin% prod&ct

lines+ eepin% $ajor brands fro$ slippin% into sat&rationPdecline and ha(in%

s&perior access to distrib&tion channels"

"

5ea2ne**e*

Generall'+ as Nestle has a wea position in the -S $aret+ th&s+ need to chan%e its tar%et

to a different location" >esides its lac of distrib&tion networ+ it also has a s$all total of

$aret share alto%ether" Therefore in order to $aret the prod&ct in France s&ccessf&ll'+

Nestle wo&ld ha(e to find o&t on how it can i$pro(e in order to ha(e %reat perfor$ance"

*t is also %ood to find o&t what are the sit&ations that the' co&ld a(oid in order to be

s&ccessf&l" *n order to $aret prod&cts the followin% iss&es sho&ld be considered0

Growth in their or%anic food sales di(ision was flat in 499? +e(en tho&%h

the ind&str' %rew ?"B:"

General !illis is an e2perienced +established brands and are the $aret

leader in the -SA +howe(er +the' ha(e been lacin% in inno(ation + ha(e

not cashed in on the boo$in% health food cra,e and ha(e been behind in

creatin% new "niche prod&cts +especiall' in their 'o%&rt di(ision +where

6oplait is the onl' brand $ain% a profit"

*n 499? +altho&%h their prod&cts did not carr' the recalled pistachios+

se(eral of their ice crea$ brands+ /r'ers+ Edd's and haa%enesides what is $ention

abo(e+ Nestle has other opport&nities to ha(e $aret de(elop$ent in 5&ssia and China"

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The Ti$eo&t Cand' >ar $aret is %rowin% worldwide" This co$pan' is also at the sa$e

ti$e distrib&tin% its prod&cts (ia the internet H /e(elop Go&r$et Line" >esides

de(elopin% the Low Calorie line of chocolates and sweets+ the' also offer the S&%ar

Free sweets line" This has th&s opened a co$pletel' Nestle world in -S" Therefore in

order to %et the prod&ct into a new forei%n $aret+ France+ Nestle wo&ld ha(e %ood

opport&nities in store for the$" Opport&nities are as follows0

*n toda's health conscio&s societies +the' can introd&ce $ore health based

prod&cts +and beca&se the' are a $aret leader+ the' wo&ld liel' be $ore

s&ccessf&l"

#ro(ide aller%en free food ite$s+ s&ch as %l&ten free and pean&t free"

Opened Nestle Cafes in $ajor cities to feat&re Nestle prod&ct"

Treat*

/&e to its confectionar' prod&cts+ it is (er' i$portant for Nestle to be aware of an'

present or &pco$in% threats" The co$pan' sho&ld tae note of the chan%es in the

cons&$ers b&'in% trend" *t is percei(ed that cons&$ers $i%ht shift fro$ chocolates to

ealth' snacs" *f this were to happen+ there $i%ht be a poor prod&ct de(elop$ent

which wo&ld tarnish the Nestles na$e" Needless to sa' price wars wo&ld occ&r between

its co$petitors lie !ars+ ershe' and Cadb&r'" /&e to the abo(e$entioned+ there wo&ld

be seasonal sales sl&$ps all 'ear ro&nd which will reflect to an increase in cost of the raw

$aterials needed" Nestle wo&ld then ha(e to be prepared for %rowth of s$all local

%o&r$et chocolates and re%ional cand' $an&fact&rers" owe(er if Nestle were to $aret

its prod&cts in France+ the co$pan' has to be aware of the riss it co&ld enco&nter" *t

$i%ht0

An' conta$ination of food s&ppl'+ especiall' e


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The' ha(e $ajor co$petitors+ lie ershe's+ Cadb&r' HSchweppes+ lindt and

Ghirardelli+ ;ello%%s+ post+ starb&cs+ beech&t thin%s ha(e chan%ed and for %ood" A$&l is now an

i$portant pla'er in this %rowin% chocolate ind&str'" *t has fir$ed &p its $eas&res with

$aretin% and new prod&ct la&nches and re(a$pin% its paca%in%" A$&l j&st recentl'

la&nched new chocolate brands in the $aret < 5ejoice+ ;ite >ite and N&ts Qbo&t 6o&"

A$&l tar%eted (ario&s se%$ents with its new prod&ct+ incl&din% ho&sewi(es fro$ SEC A

34


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and > ho&seholds+ caterers+ baeries+ resta&rants+ bisc&it $an&fact&rers+ icera,il and other cocoa c&lti(ation

nations" After enterin% into the Cocoa $aret+ the Coeans worth 5s 9 $illion to E&ropean co&ntries in the initial phase of operations" *ndia

was not nown as a Cocoa prod&cer in the international Tradin% Co$$&nit'+ since 'earl'

prod&ction was hardl' I to 8 tho&sand tones which is not e(en 9": of the total world

cons&$ption" Thro&%h s&stained efforts CA!#CO has been able to ens&re reasonable

prices to Cocoa %rowers" The Co


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CHAPTER

CONCEPT.AL /ISC.SSION

3


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CHAPTER

CONCEPT.AL /ISC.SSION

4"3 EANING OF GOAL

A ,'a%or 'b


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a short' settin% clearl'


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Adj&stin% $ilestones and $ain


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4" T9PES OF GOALS

4""3 #6S*CAL GOAL

These are the %oals that are related to 'o&r ph'sical well bein% and health" *f 'o& need

to loose wei%ht+ or i$pro(e 'o&r ph'sical condition and health in so$e wa'+ 'o& will

need to set these %oals

8;8 CA5EE5 GOAL

.here do 'o& want to be in 'o&r career fi(e 'ears fro$ now+ ten 'ears fro$ *n what

position 'o& see 'o&rself and what 'o& will do to reach there+ what ind of (al&e

addition 'o& will do to 'o&r sills+ both hard and soft+ will fall &nder career %oals

8;83 F*NANC*AL GOAL

.hen are 'o& plannin% 'o&r retire$ent+ what ind of ho&se 'o& want to li(e in+ what

ind of car 'o& want to dri(e+ where 'o& want to %o for (acation+ what ind of

ed&cation do 'o& want to afford for 'o&r children Answer to all these will depend on

'o& financial plannin%+ and achie(e$ent of 'o&r financial Goal Settin%

8;8; 5ELAT*ONS*# U FA!*L6 GOAL

5elationships and 'o&r fa$il' are one of the bi%%est assets that 'o& $a' ha(e" ow

will 'o& i$pro(e 'o&r old friendships+ and $ae new ones .hat will 'o& do for

'o&r spo&se+ children+ parents+ %reater fa$il'+ so as to tae these relationships to a

%reater depth *t is worth it to set %oals in this area to ha(e a f&lfilled life"

4""I SELF /E7ELO#!ENT U S#*5*T-AL GOAL

A person is lie a fr&it" As lon% as 'o& are %reen 'o& are %rowin%" *f 'o& stop

%rowin% 'o& ripen and fall to %ro&nd" One of the %reatest blessin%s of h&$an life is

3?


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the lifelon% abilit' to learn" So+ eep learnin%+ eep %rowin% internall'" Set %oals for

i$pro(in% 'o&r attit&de+ self i$a%e+ faith etc" #eople those who are spirit&all' hi%her

enjo' better self i$a%e+ better relationships+ and $ore financial s&ccess as the' ha(e

stron%er faith" Spirit&al &p lift$en is an i$portant p&rpose of all h&$an life and one

sho&ld set %oals in this area of self de(elop$ent

8;86 #LEAS-5E GOAL

As the children of God it is 'o&r ri%ht to enjo' and ha(e pleas&re" Set %oals for 'o&r

enjo'$ent and how 'o& are %oin% to spend ti$e for 'o&rself" Goals $a' be set for

entertain$ent+ learnin% new art or for tain% &p new hobbies

4""@SOC*AL GOAL

!ore often 'o&r s&ccess will be $eas&red b' what 'o& do for the societ' rather than

'o&r personal achie(e$ents" As a h&$an bein% it is 'o&r responsibilit' to %i(e bac

to societ' $ore than what 'o& recei(e fro$ it" An' %oals that 'o& set for this p&rpose

are Social Goals" *f 'o& loo at the abo(e %oals caref&ll' 'o& will see that all these

%oals are act&all' interdependent" For e2a$ple how well 'o& will do financiall'

depends on 'o&r pro%ression in 'o&r career" Si$ilarl' 'o&r career+ relationships willdepend on the le(el of 'o&r personal and spirit&al de(elop$ent as well as 'o&r

ph'sical well bein%" The t'pe of pleas&re that 'o& will be able to afford and e(en

so$e of the relationships that 'o& will enjo' will be dependent on 'o&r career and

financial sit&ations" Of co&rse 'o& will not want to e2pand 'o&r fa$il' if 'o& can not

afford it financiall'" So+ while settin% a %oal+ 'o& sho&ld tae into consideration

different aspects of 'o&r life" Then onl' 'o& will be able to enjo' a balanced s&ccess"

*f 'o& set %oals that are onl' $aterialistic in nat&re+ s&ch as onl' career %oals and

financial %oals+ while ne%lectin% other %oals in life+ chances are that 'o& will do well

in these two areas+ b&t will be stressed o&t+ b&rned o&t+ and &nhapp' at that the end of

it" ere+ * wish to $ae $'self clear" * a$ not a%ainst acc&$&lation of wealth+ b&t in

its fa(ors" !an'+ people sa' that too $&ch $one' is bad+ or $one' is e(il" * do not

belie(e in it" !one' is a %reat indices of s&ccess+ and can brin% i$$ense jo'" *n this

3B


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$aterial world it can %i(e 'o& power to help others+ and do a lot of other thin%s" *t is

bad or e(il when $one' beco$es 'o&r %od" *t is e(il+ when 'o& r&n after $one'+ th&s

sacrificin% e(er'thin% else that will &lti$atel' $atter+ s&ch as 'o&r (al&es+

relationships+ health and e(ent&all' $ental peace" *t is o&r attit&de towards $one'

that can be %ood or bad+ not $one' itself" This was abo&t the t'pes of %oals" *n the

ne2t pa%es * ha(e tried to %i(e 'o& a clear %&ideline for settin% %oals and achie(in%

the$

4"I CA5ACTE5ST*CS OF GOAL

*n order for the %oals to be effecti(e the' sho&ld be S!A5T+ i"e" Specific+ !eas&rable

Attainable+ 5ewardin% and Ti$e bo&nd" *f an' of these in%redients is $issin%+ it will not

be possible for the %oals to f&lfill their p&rpose

4"I"3SPECIFIC

.hat is it that 'o& want+ fro$ a partic&lar %oal .hat 'o& want to achie(e E(er'thin%

$&st be clearl' specified" For e2a$ple+ 'o& want to b&' a car" *t can not be %oal if 'o&

sa' an' car will do" 6o& ha(e to be specific abo&t the details s&ch as the $ae+ $odel+

color+ interiors+ and the price"

*t is better to write the$ down and stic it on the wall or door of refri%erator or an' place

where 'o& can see it e(er' ti$e" *f the %oal has a pict&re+ p&t it &p" These specific details

pro%ra$ 'o&r s&bLE

6o& need to identif' the 1&antifiable aspect of the %oal" This wa' 'o& will be able to

$eas&re 'o&r pro%ress+ and act&all' re$ain $oti(ated" For certain inds of %oals 'o&

$a' not be able to $eas&re the res&lts+ especiall' for relationship %oals or spirit&al %oals+

b&t 'o& can alwa's record the acti(ities that 'o& are doin% that will tae 'o& towards the

%oal

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4"I"ATTA*NA>LE

Settin% %oals that are &nrealistic can act&all' ha(e a ne%ati(e effect rather than positi(e

one" *t is %ood to stretch 'o&rself a bit+ so that 'o& can %row $ore towards 'o&r potential+

b&t it $&st not be so$ethin% that is i$possible

So$e people set %oals+ $ore to i$press others" !an' ti$es people set to be real

&nattainable %oals so that the' can later bla$e their fail&re on the %oal that was

i$possible to start with" These inds of &nrealistic %oals can lead to fr&stration" So+ set

%oals that $a' be diffic&lt and challen%in% b&t not i$possible

4"I"5E.A5/*NG

6o& want to b&' that drea$ car of 'o&rs" For that 'o& are worin% hard and increasin%

'o&r inco$e and sa(in%s" >&t wh' .h' do 'o& want to b&' that partic&lar car ow

will 'o& feel while tain% o&t 'o&r fa$il' in it The feelin% that 'o& %et on achie(in% the

%oal is the reward that will eep 'o& $oti(ated in face of challen%es and obstacles and

pre(ent 'o& fro$ 1&ittin%" These rewards co&ld be of different t'pes based on the t'pe of

%oals disc&ssed in last pa%e" *t co&ld be positions in 'o&r career+ $aterial rewards based

on 'o&r financial well bein%+ ph'sical+ spirit&al+ or relationships oriented

4"I"IT*!E>O-N/

The final in%redient of S!A5T %oal is that it $&st be ti$e bo&nd" *t $&st not be too

short+ as it will $ae the %oal &nattainable+ and not be too $&ch" Ti$e is one of the

prices that 'o& are pa'in% for the %oal+ and 'o& $&st %i(e it ti$e that the %oal is worth"

Settin% deadline will also ins&re 'o& a%ainst procrastination and perfectionis$" >ased on

the ti$e %oals co&ld be either Lon% ter$ 39 to 4I 'ears)+ $edi&$ ter$ I


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on 'o&r toes and eep 'o& $o(in% towards the bi%%er and bi%%er %oals in 'o&r life" These

s$all %oals pro(ide 'o& dail' $oti(ation to perse(ere and help 'o& to %row towards 'o&r

potential" .hen 'o& consistentl' achie(e 'o&r dail' %oals+ 'o& achie(e $onthl' %oals

a&to$aticall'" .hen 'o& achie(e $onthl' %oals+ 'o& will achie(e 'o&r short


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CHAPTER 3

RESEARCH ETHO/OLOG9

4


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CHAPTER 3

RESEARCH ETHO/OLOG9

*t refers to the $ethod adopted to collect the rele(ant data and other infor$ation+ which

for$s the basis of the thesis writin%" So for the effecti(e writin% of the thesis report+ the

data $&st be 1&alit' oriented" !' research is di(ided into two sta%es0

38! RESEARCH /ESIGN

*n order to prod&ce e$pirical e(idence+ data collection is necessar' in a partic&lar

location" The process of disco(er' re1&ires pri$ar' as well as secondar' data+ which

ha(e to be collected &sin% appropriate $ethods and techni1&es+ incl&din% ho&sehold

s&r(e's and rapid appraisal $ethods" The st&d' incl&ded both Re2plorator'R and

Re(al&ationR anal'sis" An anal'sis was done &sin% RwithR and Rwitho&tR project sit&ations

in order to see the co$parati(e ad(anta%es and disad(anta%es of alternati(e and

traditional ener%' technolo%ies" .ith and witho&t project sit&ations refer to the areas

with and witho&t project inter(ention b' the 5&ral Ener%' /e(elop$ent #ro%ra$

5E/#) Additional pri$ar' data was %athered fro$ e' people s&ch as wo$en=s %ro&p

leaders+ co$$&nit' leaders+ the (illa%e elders+ ener%' de(elop$ent %ro&p+pro$otersPfacilitators+ project staffs and professionals thro&%h &sin% participator'

research $ethods" Efforts were $ade to a(oid so$e data collectin% errors s&ch as

co(era%e error not allowin% e(er' ho&sehold in the st&d' area to ha(e an e1&al chance of

bein% sa$pled)+ sa$plin% error onl' so$e $e$bers bein% ased to pro(ide

infor$ation)+ and $eas&re$ent error obtainin% inacc&rate answers to s&r(e' 1&estions

d&e to &nclear 1&estions or instr&ctions+ tendenc' to pro(ide sociall' acceptable answers+

and deliberatel' l'in%)" a(in% an &p


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ener%'+ %ender and ener%' iss&es+ and inter(entions and s&stainabilit' in depth to identif'

the position of other scholars in the field"

"4 !ETO/OLOG6

!ethodolo%' is a wa' of thinin% abo&t and st&d'in% social realit' and is a wa' to

s'ste$aticall' &nderneath the reasons behind the pheno$enon" The $ethodolo%'

followed for cond&ctin% the st&d' incl&des the specification of research desi%n+ sa$ple

desi%n+ 1&estionnaire desi%n+ data collection and statistical tools &sed for anal',in% the

collected data"

383 5ESEA5C F5A!E.O5;

"

4I


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*n contrast the 1&alitati(e approach &ses (ario&s participator' research $ethods+ and

s$all case st&dies with an e$phasis on a %ender anal'sis fra$ewor" *nfor$ation

collected thro&%h 1&antitati(e approaches was anal',ed and interpreted &sin% appropriate

statistical tools and techni1&es" K&alitati(e infor$ation was cate%ori,ed accordin% to

%ro&ps of para$eters and interpreted in a descripti(e wa'" * &sed the trian%&lation of

$ethods in order to a(oid an' biases in data so&rces s&ch as ho&sehold s&r(e' and

participator' research $ethods and the' were &sed in conj&nction with the e(idences

s&pported thro&%h the re(iew of literat&re"

38; /ATA SO.RCE

38;8! Primary /ata < The rele(ant infor$ation has been %enerated fro$ the $edi&$ ofinter(iews" *nter(iew had been (er' helpf&l in anal',in% the infor$ation collected fro$

secondar' data" The data that are still needed after that search is co$pleted will ha(e to

be de(eloped specificall' for the research project and are nown as pri$ar' data.An

important sour*e of primary data is survey research. The (ario&s t'pes of

s&r(e's personal+ $ail+ co$p&ter+ and telephone)+ are described ahead" E2peri$ents are

another i$portant so&rce of data for $aretin% research projects" E2peri$ents are

cond&cted in either a laborator' settin% $ost ad(ertisin% cop' pretests) or in a field

settin% test $aretin%)" Electronic and co$p&ter technolo%ies ha(e re(ol&tioni,ed both

these en(iron$ents+

38;8 Se'ndary /ata< Secondar' data represents infor$ation that alread' e2ists

so$ewhere+ ha(in% been collected for another p&rpose" The secondar' data that are

a(ailable are relati(el' 1&ic and ine2pensi(e to obtain+ especiall' now that co$p&teri,ed

biblio%raphic search ser(ices and databases are a(ailable" The (ario&s so&rces of the

secondar' data and how the' can be obtained and &sed are described ahead" !ost

secondar' data are %enerated b' speciali,ed fir$s and are sold to $areters to help the$

deal with a cate%or' of proble$s" Nielsens tele(ision ratin%s+ which $areters &se in

$ain% ad(ertisin% decisions+is the best


34/51

c&sto$i,ation and th&s fall between secondar' and pri$ar' data" These so&rces are

treated in detail ahead" The secondar' data so&rces that ca$e to be &tili,ed b' $e in

these were as follows

parminder goal setting.doc

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