Chapter 4

Research Methodology

Research Methodology

Meaning of Research

Research in simple terms refers to a search of knowledge. It is also known as systematic and scientific search for information on particular topic or issue. It is also known as the art of scientific investigation.

Research methodology is the way of systematically solving the research problem. It is a science of studying how research is conducted scientifically. It is not only important for the researcher to know the research techniques/methods, but also the scientific approach called methodology. Continuous or interval data are data that have an intrinsic numeric value, e.g.: performance rating, persons salary. Categorical or nominal data come from measures that have no inherent numeric value that are simply categories such as gender, department, method used etc.

In this study the survey method is used as research technique. This method helps to obtain right information from respondents.

Objectives of research

The objective of research is to discover answers to questions by applying scientific Procedures. In the other words, the main aim of research is to find out truth which is hidden and has not yet been discovered. Although every research study has its own specific objectives, research objectives may be broadly grouped as follows: Provide first class facility to our customers. Maintain the highest standards of security. Knowledge of customers Perception. Best quality and services in dealing the solution. To increase the sales in market.

Need for the study Selling of any product, there is needed to build relationship with customer.For building a relationship there is need for knowing the customer behavior and how will be they satisfied. This project is undertaken to know the customer behavior & satisfaction level for Hyundai. Also through this project get awareness that which factors affect on the selling of cars mainly in the urban area.

Sources of data collection Primary Data: The data which is collected by researcher himself directly from the original source is called primary source of data collection. The primary data is collected by using questionnaires. The questionnaires are distributed to the respondents and the collected information is used for the interpretation and the analysis.

Secondary Data: The data which have been collected for some other purposes or by someone else for some specific purpose for the interest of his research study is secondary source of data collection. These data includes data from magazines, internet, books and various marketing journals like marketing master mind. In this study the secondary data is collected from companys website, reports of company, discussion with marketing and sales staff, and books on Markeitng and Research Methodology.

Target population Customers between age group (20-50) are targeted which includes men and women both.

Sample Size Sample size of 50 people is taken and interview for the studies done. And from these they are randomly selected.

OBJECTIVE OF STUDY

1. To know the market share.

2. To know the perception of consumers regarding four wheelers.

3. Determine the level of consumer satisfaction.

4. To determine the factors influencing the choice of customers regarding four wheelers.

5. To analyze what is the source of information to the customers regarding Hyundai. 6. The main objective of this project is to know which segment lies more in the market the economical cars or the premium cars.