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Chapter-4: Research Methodology

Introduction: In this section, all the topics regarding research methodology will be discussed including research design, types of business research, research approach, data, and form of analysis and research limitation.

Research Methodology: Research Methodology is a way to find out the result of a given problem on a specific matter or problem that is also referred as research problem. In Methodology, researcher uses different criteria for solving/searching the given research problem. Different sources use different type of methods for solving the problem. If we think about the word Methodology, it is the way of searching or solving the research problem. Research is defined as something that people undertake in order to find out things in a systematic way, thereby increasing knowledge. It is an academic activity and as such the term should be used in a technical sense. In other side, Methodology is the science dealing with principles of procedure in research and study. It is the systematic way of continuing the research. So, the term Research methodology is a collective term for the structured process of conducting research. It is a science of studying how research is to be carried out (Saunders et al, 2003). The term research methodology, also referred to as research methods, usually encompasses the procedures followed to analyze and interpret the data gathered. These often use a range of sophisticated statistical analyses of the data to identify correlations or statistical significance in the results (Malhotra, 2010).

Importance of Research Methodology: The importance of research methodology is that different research methods are compatible with different situations, and therefore it is important to know which method is best suitable for use with a particular hypothesis or question. In fact, if an unsuitable research method is used, it could render the research useless. Research methods are a mix of concepts and ideas utilized to determine through neutral observation and analysis the truth of a situation.

Research Design: The research design is the plan of research that is used to answer the research objectives. It is the structure or framework to solve a specific problem. It gives direction and systematizes the research. The method the researcher chooses will affect the research results and how the researcher concludes the findings. (Malhotra, 2010)

According to David J. Luck and Ronald S. Rubin, "A research design is the determination and statement of the general research approach or strategy adopted/or the particular project. It is the heart of planning. If the design adheres to the research objective, it will ensure that the client's needs will be served."

Research design is important as it prepares proper framework within which the research work/activity will be actually carried out. Research design acts as a blue print for the conduct of the whole research project. It introduces efficiency in investigation and generates confidence in the final outcome of the study. Research design gives proper direction and time-table to research

activity. It keeps adequate check on the research work and ensures its completion within certain time limit. It keeps the whole research project on the right track. Finally, it makes the whole research process compact and result-oriented. A researcher should not go ahead with his research project unless the research design is planned properly. (Malhotra, 2010)

Types of Business Research based on purpose: Research design may be broadly classified as exploratory or conclusive.

I. Exploratory Research: The primary objective of exploratory research is to provide insights into, and an understanding of, the problem confronting the researcher. It is used in cases when you must define the problem more precisely, identify relevant courses of action, or gain additional insights before an approach can be developed. The information needed is only loosely defined at this stage, and the research process that is adopted is flexible and unstructured. The sample, selected to generate maximum insights, is small and non representative. The primary data are qualitative in nature and are analyzed accordingly. The findings of exploratory research should be regarded as tentative or as input to further research. (Malhotra, 2010). It is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. It is usually conducted when the researcher does not know much about the problems.

II. Conclusive Research:

It is typically more formal and structured then exploratory research. It is based on large, representative samples, and the data obtained are subjected to quantitative analyses. It is designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation. The findings from this research are considered to be conclusive in nature in that they are used as input into managerial decision making. The objective of conclusive research is to test the specific hypothesis and examine specific relationships. This requires that the researcher clearly specifies the information needed. Conclusive research designs may be either descriptive or causal. Descriptive research may be either cross sectional or longitudinal (Malhotra, 2010).

1. Descriptive Research: As the name implies, the major objective of descriptive research is to describe something-usually market characteristics or functions. It is conducted for the following reasons:

To describe the characteristics of the relevant groups such as consumers, sales people. To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perceptions of product characteristics. To determine the degree to which marketing variables are associated. To make specific predictions. (Malhotra, 2011).

2. Causal Research: It is used to obtain evidence of cause-and-effect (causal) relationships. Marketing managers continually make decisions based on assumed causal relationships. These assumptions may not be justifiable, and the validity of the causal relationships should be examined via formal research. Causal research requires a planned and structured design like descriptive research. It is appropriate for the following purposes:

To understand which variables are the causes (independent variables) and which variables are the effects (dependent variables) of a phenomenon. To determine the nature of the relationship between the causal variables and the effect to be predicted (Malhotra, 2011).

Research purpose for this research: Since the objective of the research is to identify the satisfaction level of customers of ROBI muradpur branch, the researcher has chosen descriptive research so that the aims and objectives of the research can be successfully achieved.

Research Approach: The two main theoretical research approaches in business research are deductive and inductive. These two theoretical approaches propose two different ways of drawing conclusions when conducting research.

Deductive approach: This research approach requires a scientific principle and the ability to move from theory to data. It relies on the researcher developing a theory and hypothesis and

to design a research strategy in order to test the hypothesis. A set of quantitative data also requires to test the hypothesis and to draw general conclusions. The deductive research approach is usually a lower risk strategy. Even though there are some risks, such as nonreturn of questionnaires (Saunders et al. 2003).

Inductive approach: It is a more flexible approach that permits changes of research emphasis as the research progresses. It involves collecting and analyzing data in order to develop a theory and is often used to gain an understanding of the meanings that people attach to the events. The inductive research approach involves the risk that no useful data pattern and theories will emerge (Saunders et al. 2003).

Approach for this Research: The researcher has chosen Deductive approach for this research. The findings and analysis is developed though collecting and analyzing secondary data.

Classification of Data: There are mainly two types of data in business research which are: primary data and secondary data. a. Primary Data: Primary data are originated by the researcher for the specific purpose of addressing the problem at hand (Malhotra, 2010). Quantitative methods are those which focus on numbers and frequencies rather than on meaning and experience. Quantitative methods (e.g. experiments, questionnaires and psychometric tests) provide information which is easy to analyze statistically

and fairly reliable. Quantitative methods are associated with the scientific and experimental approach and are criticized for not providing an in depth description.Qualitative methods are ways of collecting data which are concerned with describing meaning, rather than with drawing statistical inferences. Qualitative methods (e.g. case studies and interviews) may lose on

reliability they gain in terms of validity. They provide a more in depth and rich description.

b. Secondary Data: Secondary data is information that has been previously gathered for some purpose other than the current research project. Secondary data include information made available by business and government sources, commercial marketing research firms, and computerized databases (Malhotra, 2010). There are mainly two types of secondary data available in business research: internal data and external data.

Data for this Research: As per previous depiction, there are various types of data that can be collected in different ways, but appropriate data is vital for appropriate research. The aims of this research are to find out the customers satisfaction towards the service of Robi. In this perspective, primary data and secondary data has been used for this research.

Form of Analysis: Dependent on types of data, analysis can be defined in three ways- qualitative analysis, quantitative analysis and triangulation.

Qualitative Analysis:

The qualitative analysis does not produce findings through statistical procedures or other means of quantification. Instead this type of analysis seeks illumination, understanding and exploration to the topic. This type of analysis contains stronger, detailed and in-depth qualitative findings. There are three main methods of collecting primary data in qualitative analysis are: focus group, depth interviews and word association (Malhotra, 2010).

Quantitative Analysis: Behavior, knowledge, opinions and attitudes are usually analyzed by quantitative analysis. Such analysis seeks to quantify the data and typically, applies some form of statistical analysis (Malhotra, 2010). In quantitative analysis research data can mainly be obtained from observation, experimentation and survey.

Triangulation: According to Cooper and Schindler (2006), triangulation is the term used to describe the combining of several qualitative methods or combining qualitative with quantitative methods. In a triangulation analysis, first a qualitative analysis will be utilized by interviewing a sample of respondents. The gathered information will be explored to address the key questions and detailed aspects of the next of quantitative analysis. This preliminary qualitative mode of data analysis provides ways of exploring, examining and interpreting meaningful themes of the effectiveness of the subject under investigation.

Appropriate Form of Analysis for the Research:

The researcher has used qualititive analysis to analyze the satisfaction level of customers. The researcher believed that this would be the most effective tool for this research. Sampling: Sampling is a process used in statistical analysis in which a predetermined number of observations will be taken from a larger population. The methodology used to sample from a larger population will depend on the type of analysis being performed, but will include simple random sampling, systematic sampling, stratified sampling, cluster sampling, convenience sampling, judgmental sampling. The sample should be a representation of the general population (Malhotra, 2010). The researcher has applied convenience sampling for this research.

Data collection: Data collection is simply how information is gathered. The choice of method is influenced by the data collection strategy, the type of variable, the accuracy required, the collection point and the skill of the enumerator. The main data collection methods are:

1. Questionnaires: Forms which are completed and returned by respondents. An inexpensive method that is useful where literacy rates are high and respondents are co-operative. 2. Interviews: Forms which are completed through an interview with the respondent. They are better for more complex questions, low literacy or less co-operation. 3. Direct observations: Making direct measurements is the most accurate method for many variables, but is often expensive.

Depending on the survey design, these methods can be used separately or combined (Malhotra, 2010). The data for this research is collected trough questionnaire method from 15 customers of muradpur branch

Research Limitation: In every program or activities, one has to face numerous constraints. While preparing this project, the researcher has also faced some problems. This study of 12 weeks is not free from all limitations. Actually, this study doesnt depict the total scenario of the practices of the telecommunication because few departments were ignored for observation due to the time constraints. The researcher has faced the following problems that may be terms as the limitations shortcomings of the study.

1. Time constraints. The research could have been done in more details if the span of time was not short. Because of time the researcher has not been able to go through a lot of details. 2. Lack of depth of knowledge and analytical ability for writing such report. 3. The telecommunication industry confidentially keeps the data. 4. The data and information related with the topic was not easily available. 5. Supply of more practical and contemporary data is another out coming. 6. The study was not done very successfully due to lack of experience. 7. Customers might be biased due to various reasons. 8. The data seems insufficient may be suffering from take of reliability to some extent.

9. There are some policies of the service centre that they cannot reveal certain information to the researcher.

Conclusion: In this chapter, the researcher tried to cover the most important parts of research methodology. After this section, the next part will be findings and analysis which is the most important part of a research.

Chapter 6: Recommendations and Conclusions

Recommendations for the Organization: The study finds that every customer wants to see his or her place in good condition. But the good condition of his or her largely depends on his or her harmonious relation with the telecommunication organization. So, it can be suggested that the organizations policies should be made to give equal opportunities for all customer. It is realized that low rate and lucrative packages offered by them really attracts customers of rural and metro areas. With the practical exposure in Robi Anxiata for just twelve weeks, with little experience in the customer service field in comparison with vast and complex system of the organization; it is not so easy to recommend some suggestion to enhance the performance level of the organization. In spite of that, some probable solutions were found for the identified problems on the basis of collected

data, observation, expert staff opinion and own knowledge and judgments. The necessary steps are recommended below: Company should take some initiatives by strictly prohibiting sending unnecessary SMS and also charge very lower amount for providing such SMS service

Company should not always blame its employees for long customer gap.Rather can take steps to analyze it. Robi should ensure the overall security of the personal data of the customers

The management should give more project works to enhance the team spirit among the employees so that they are willing to deliver more in case of customer service. Robi can give attention to the office decoration so that customers can stay with comfort. Robi should give more attention to personal accomplishment and recognition of the employee to increase the level of customer satisfaction.

To ensure better customer service company should provide limited sales target to its customer care centers for providing prompt service.

Company should immediately activate migration service after recharging resulting to satisfied customer Company should train up its RSPs for ensuring better service but should have also proper monitoring or accountability of RSPs

Chapter Seven: Conclusion Conclusion Robi is undoubtedly a leading telecom company in Bangladesh with more than twenty million customers & the numbers of Robi customers are increasing dramatically. Because, Robi is now providing better network service than any time of previous and it is expanding its service continuously. Customers are also happy now getting service from Robi as only Robi has strong network all over Bangladesh which is really significant compared with any other mobile phone operator of Bangladesh. Even, Robi network is the best in Bangladesh now as no other mobile phone operators can provide proper network all over Bangladesh. This is why most of its customers are of rural and metro areas due better network coverage all over the country. But in order to hold this position company needs to expand its services. As per requirement Robi is erasing its complicated services by taking lots of initiatives, among them; migrating from one package to others through recharging amount of money, monthly arrangement of training for RSPs, making chart of customer gap by every quarter are remarkable. The initiatives taken by Robi, especially free life insurance policy, unlimited internet in postpaid package, co-operation with some financial institutions in purpose of bringing mobile banking are really working in effective way for expanding the customer service. Among them, free life insurance policy is a unique service provided by this company which is launched in Bangladesh by Telecom Company first time. Even, Robi can be a model for other telecom companies to expand customer service.

Overall, Robi has enough chances to become the winning company within a very short time if this company can ensure this continuous improvement in expanding customer service as Robi has all the necessary things. Even, Robi network is the best in Bangladesh now as no other mobile phone operators can provide proper network all over Bangladesh. But in order to hold this position company needs to expand its services consistently and if this company continuously expands its services like present within next decade Robi might be leader in telecom industry of Bangladesh.

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