RESEARCH METHODOLOGY

TYPE OF RESEARCH The type of research followed for this project is Descriptive Research as it is a survey method. Descriptive research also known as Statistical Research provides data about the population being studied. But it can only describe the who, what, when, where and how of a situation and not what caused it.

RESEARCH DESIGN A research design is the specification of the methods and procedures for acquiring the information needed to structure or solve problems. Its overall operational pattern or frame work of the project that stipulates what information is to be collected, which sources and with what procedures. The research design used here is Descriptive study. Descriptive information often provides a sound basis for the solution of marketing problems, even though it does not explain the nature of relationship involved. Descriptive research is marked by the prior formulation of specific research questions. The investigator already knows a substantial amount about the research problem. Thus the investigator should be able to define clearly what it is that he or she wants to measure and setup appropriate and specific means for measuring it. The preparation of research design, appropriate for a particular research problem, involves the consideration of the following: 1. Objectives of the Research study: Objectives identified to answer the research questions have to be listed making sure that they are, a) Numbered, and b) Statement begins with an action verb. 2. Methods of Data collection: There are two types of data Primary Data - Collected for the first time Secondary Data - those which have already been collected and analyzed by someone else

SOURCES OF DATA Primary Data The primary data is collected through questionnaire by surveying the customer of the organization. Secondary Data Secondary data is already available in companys book magazines, report, records and documents. These data are more reliable and valuable.

SAMPLING PLAN SAMPLE SIZE The population of customers in air India is infinite; survey has been made with a sample size of 100 customers in Chennai.

SAMPLE DESIGN Researchers usually draw conclusions about large groups by taking a sample. A Sample is a segment of the population selected to represent the population as a whole. Ideally, the sample should be representative and allow the researcher to make accurate estimates of the thoughts and behavior of the larger population. Designing the sample calls for three decisions:

Who will be surveyed? (The sample) The researcher must determine what type of information is needed and who is most likely to have it.

How many people will be surveyed? (Sample Size) Larger samples give more reliable results than small samples. However it is not necessary to sample the entire target population.

How should the sample be chosen? (Sampling) Sample members may be chosen at random from the entire population ( probability sample) The researcher might select people who are easier to obtain information form (nonprobability sample)

The needs of the research project will determine which method is most effective. Types of samples Probability Sampling Non probability Sampling

The best sampling is probability sampling, because it increases the likelihood of obtaining samples that are representatives of the population.

Probability Sampling (Representative samples) Probability samples are selected in such a way as to be representative of the population. They provide the most valid or credible results because they reflect the characteristics of the population from which they are selected. There are two types of probability samples: Random and Stratified.

i.

Random sample The term random has a very precise meaning. Each individual in the population of interest has an equal likelihood of selection. This is a very strict meaning you cant just collect responses on the street and have a random sample. The assumption of an equal chance of selection means that sources such as a telephone book or voter registration lists are not adequate for providing a random sample of a community. In both these cases there will be a number of residents whose names are not listed. Telephone surveys get around this problem by random-digit dialing, but that assumes that everyone in the population has a telephone. The key to random selection is that there is no bias involved in the selection of the sample. Any variation between the sample characteristics and the population characteristics is only matter of chance.

ii.

Stratified sample A stratified sample is a mini-reproduction of the population. Before sampling the population is divided into characteristics of importance for the research. For example, by gender, social class, Education level, religion, etc. Then the population is randomly sampled within each category or stratum. Stratified samples are as good as or better than random samples, but they require fairly detailed advance knowledge of the population characteristics, and therefore are more difficult to construct.

Non-Probability samples (Non-representative samples) As they are not truly representative, non-probability samples are less desirable than probability samples. However, a researcher may not be able to obtain a random or stratified sample, or it may be too expensive. A researcher may not care about generalizing to a larger population. The validity of non-probability samples can be increased by trying to approximate random selection, and by eliminating as many sources of bias as possible. i. Quota sampling The defining characteristic of quota sample is that the researcher deliberately sets the proportions of levels or strata within the sample. This is generally done to ensure the inclusion of a particular segment of the population. The proportions may or may not differ dramatically from the actual proportions in the population. The researcher sets a quota independent of population characteristics.

ii.

Convenience sample A convenience sample is a matter of taking what you can get. It is an accidental sample. Although selection may be unguided, it probably is not random, using the correct definition of everyone in the population having an equal chance of being selected. Non-probability samples are limited with regard to generalization. Because they do not truly represent a population we cannot make valid inferences about the larger group from which they are drawn. Validity can be increased by approximating random selection as much as possible, and making every attempt to avoid introducing bias into sample selection.

TOOLS AND TECHNIQUES USED FOR ANALYSIS The statistical tools used for this study, 1. Percentage analysis 2. Chi-square test 3. Weighted average

1. Percentage Method In this, the portion of an individual observation in a distribution is described. The most convention for describing the portion of an individual score in distribution of scores is the percentage method.

Percentage N = 100 x ( Cumulative fi / n ) 2. Chi-Square Test Chi-Square test is applied in statistics to test the goodness of fit to verify the distribution of observed data with assumed theoretical distribution. Therefore, it is a measure to study whether two characters are dependent or independent. Thus Chi-Square test describes the discrepancy between actual data and expected frequencies. Step-1 Calculate the expected frequencies Expected frequency of any cell = (row total) * (column total) (Grand total) Step-2 Obtain the difference between observed and expected frequencies and find out the square of such differences i.e. Calculate (Oij-Eij)2 Oij -Observed frequency of the cell in ith row and jth column Eij - Expected frequency of the cell in ith row and jth column

Step-3 Divide (Oij-Eij)2 the corresponding expected frequency to (Oij-Eij)2/Eij Find the summation of (Oij-Eij)2/Eij values Step-4 Degree of freedom is (r-1)*(c-1) for 5% level of significance

3. Weighted average: The weighted mean enables us to calculate an average that takes into account the importance of each value to the overall total. The term weight stands for the relative importance of the different items. W = RiWi/N