RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

SURVEY ON LAPTOP

What is RM

Detail study is required in each practical problem

Any effort which is directed to such study for better results is a “Research”

A system of models, procedures and techniques used to find out the results of a research problem is called as “Research Methodology”

Why RM is required

Business Executives in each of the functional areas face decision making problems.

Many of these problems demand systematic research.

Some problems are – New product launch, Sales promotion, Plant layout, plant

location, capital budgeting, manpower planning etc.

Research Process

Problem

DefinitionObjective Research

DesignData Collection

Data AnalysisResultsValidation

Exploratory Research

Modelling Research

Conclusive Research

Algorithmic Research

Literature Survey

Experience Survey

Descriptive Research

Experimental Research

Study of Insight Examples

Types of Research

Research MethodologyMethodology is very important as it acts as

guiding posts to the study and at the same time eliminates wasteful expenditure of time and inquiry in the study

Data Collection METHODS : PRIMARY DATAFirst hand data•Interviews•Surveys / Questionnaires DATA COLLECTION: SECONDARY DATA•Secondary data is the data that has already been collected by someone else for a different purpose to yours.•Paper based sources•Electronic sources

Research Objectives Physical proximity is the main driver for purchase of laptops

Preference for laptops over desktop is for factors beyond economical viability

THE TARGET GROUP FOR RESEARCH

Main TargetLaptop users mainly students of age group 18-25

Secondary TargetExecutives

Information areas to capture

Quantitative evaluation of a laptop users

1. Consumer profile.Demographic attributes like age, sex, occupation, lifestyle.

2. Consumer purchase habits vis-à-vis laptopsi. Place of purchaseii. Purchaser and decision makeriii. Influenceriv. Purchase cyclev. Price

Information areas to capture Contd……

3. Consumer usage habits.i. Brands aware

4. Category triggers and barriers.i. Triggers to laptop usageii. Barriers to desktop usage

LAPTOP INDUSTRY IN INDIA

• The laptop computer market in India grew by 84.8%

• Largest contributors were enterprise and education segments.

• Portability,' number one' driver for growth said.

• Portability, flexibility and ease of use and narrowing of price-performance.

LAPTOP PROVIDERS

SONY VAIO

HP

DELL

HCL

IBM

OTHER

LAPTOPS WORLDWIDE MARKET SHARE

21%

15%

15%9%

8%5% 5% 4% 4%

14%

1 HP

2 Dell

3 Acer

4 Toshiba

5 Lenova

6 Fujitsu-siemens

7 Apple

8 Asus

9 Sony

10 Other

LAPTOPS INDIAN MARKET SHARE

share

40%

18%17%

10%

5%10%

1 HP 2 Dell 3 Lenovo 4 HCL 5 Sony vaio 6 Other

Research Objective

•To Analyze the brand preference

•Overall satisfaction

•Price factor

•Influential factors for purchase

Data Collection

Data collected

from Thane, Mumbai

Data collected

manually as well as

through internet

People above 18 yrs is consider

Sample size 116

QUESTIONAIRE

WHY DO YOU PURCHASE LAPTOPS?

BUSINESS

Education

Education, entertain

Entertainment

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Series1

DOES PRICE MATTER ?

79%

21%

NosYes No

Yes

No

BRAND PREFERENCE ?

HCL

IBM

HP

Dell

Sony Viao

Other

dell53%

HCL6%

HP13%

IBM3%

Sony21%

Other3%

ARE YOU SATISFIED WITH YOUR LAPTOP ?

Yes

No

78%

22%

Yes No

1)Test of Hypothesis

• H0: No significant difference between satisfaction level in various brands

• H1: There is a significant difference between satisfaction level in various brands.

HYPOTHESIS

Survey conducted on laptop

satisfaction

Option given to people• HCL• DELL• HP• SONY VAIO• IBM/LENOVO

Table : Observed frequency

Response

Brand Total

Dell HP HCL IBM SONY

Satisfie-d

55 12 5 2 20 94

Unsatisfied

9 4 2 2 5 22

Total 64 16 7 4 25 116

Table : Expected frequency

Response

Brand Total

Dell HP HCL IBM SONY

Satisfied

51.86 13 5.67 3.20 20.26 94

Unsatisfied

12.14 3 1.33 0.80 4.74 22

Total 64 16 7 4.0 25 116

Calculation of Chi- Square value

Response

Brand Total

Dell HP HCL IBM SONY

Satisfied

0.19 0.077 0.079 0.45 0.003 0.8

Unsatisfied

0.81 0.33 0.34 1.2 0.014 2.694

Total 1 0.407 0.419 1.65 0.017 3.494

Calculation

• χ2 = Σ ( Oij- Eij )2 / Eij = 3.494• Degree of freedom = ( r -1)( c-1) = ( 2-1)(5-1)= 4

• Assume level of significance at 5 %

• χ2 = 9.49 – Table Value

• χ2calculated < χ2 tabulated

Accept the null hypothesis i.e. No significant difference between satisfaction level in various brands

78%

22%

Yes No

HYPOTHESIS

Survey conducted on laptop price

factor

Option given to people• HCL• DELL• HP• SONY VAIO• IBM/LENOVO

2) Test of Hypothesis

Do people consider price factor as major factor during purchasing laptop.

• H0:Price is not considered during purchasing laptop

• H1: Price is considered during purchasing laptop

Table : Observed frequency

Respons-e

Brand Total

Dell HP HCL IBM SONY

Price Matters

71 12 11 1 4 99

Pricenot Matters

10 0 3 1 3 17

Total 81 12 14 2 7 116

Table : Expected frequency

Response

Brand Total

Dell HP HCL IBM SONY

Price Matters

69.13 10.25 11.95 1.70 5.97 99

PriceNot Matters

11.87 1.75 2.05 0.29 1.03 17

Total 81 12.01 14 1.99 7 116

Calculation of Chi- Square value

Respons-e

Brand Total

Dell HP HCL IBM SONY

Price Matters

0.05 0.3 0.08 0.49 0.97 1.89

PriceNot Matters

0.29 1.76 0.44 1.74 3.77 8.00

Total 0.34 2.06 0.52 2.23 4.74 9.89

Calculation

• χ2 = Σ ( Oij- Eij )2 / Eij = 9.89

• Degree of freedom = ( r -1)( c-1) = ( 2-1)(5-1)= 4

• Assume level of significance at 5 %

• χ2 = 9.49 – Table Value

• χ2calculated >χ2 tabulated

Reject the null hypothesis i.e. Price is considered during purchasing laptop.

79%

21%

Yes No

Limitations

• Geographical Diversity

• Sample size

Conclusion

• Most of the people buy laptop for education purpose• Brand preference DELL• Price matter while purchasing• People are satisfied with laptop

Bibliography

• Research Methodology by Paneer Salvam• www.google.com