Research Methodology

Research methodology
Research methodology is a systematic way to solve the research problem. It may be to
understand how research is done scientifically. Research is an art of scientific investigation.
According to Reedman and Mary defines research is a systematic effort to gain knowledge.

Research Design
A research design is the specification of methods and procedures for Acquiring the
information needed to structure or solve the problem. It is the overall operational pattern or
framework of the project that stimulates what information is to be collected from which
source and by what procedure. This kind of research has the primary objective of
development of insights into the problem. It studies the main area where the problem lies and
also tries to evaluate some appropriate courses of action
Types of research design used in this research are
Descriptive (Qualitative research)
Review {Literature Review}

Descriptive (Qualitative Research)
Both qualitative and quantitative data were applied to analyse the problems that Britannia is
facing and provide recommendations
The qualitative data including:
Online journals
Basic SWOT analysis of Britannia Industries Ltd.
Literature Review
Most often associated with academic-oriented literature, such as a thesis, dissertation or peer-
reviewed journal article, a literature review usually precedes the methodology and results
section. Literature reviews are also common in a research proposal or prospectus (the
document that is approved before a student formally begins a dissertation or thesis). Its main
goals are to situate the current study within the body of literature and to provide context for
the particular reader. Literature reviews are a staple for research in nearly every academic
field.
A systematic review is a literature review focused on a research question, trying to identify,
appraise, select and synthesize all high quality research evidence and arguments relevant to
that question. A meta analysis is typically a systematic review using statistical methods to
effectively combine the data used on all selected studies to produce a more reliable result.

Objective
To understand the marketing strategy of Britannia
To understand the influence of internal and external environments on the marketing
strategies.

Limitation
No access to primary data.






Data Collection Method

Secondary Data
Secondary data are indispensible for most organizational research. Secondary data refer to
information gathered by someone other than the researcher conducting the current study.
Such data can be internal or external to the organization and accessed through the internet or
perusal of recorded or published information. Secondary data can be used, among other
things, for forecasting sales by constructing models based on past sales figures, and through
extrapolation. There are several sources of secondary data, including books and periodicals,
Govt. publications of economic indicators, census data, statistical abstracts, and data bases
the media, annual reports of companies, etc. Case studies and other archival records sources
of secondary data provide a lot of information for research and problem solving. Such data
are, as we have seen, mostly qualitative in nature. Also included in secondary sources are
schedules maintained for or by key personnel in organizations, the desk calendar or
executive, and speeches delivered by them. Much of such internal data, though, could be
proprietary and not accessible to all.
The advantage of seeking secondary data sources is savings in time and costs of acquiring
information. However secondary data as the sole source of information as the drawback of
becoming obsolete, and not meeting the specific needs of a particular situation or setting.
Hence, it is important to refer to sources that offer current and up to date information.
Secondary data in this research was collected through various forms, companys profile,
websites and various literature studies.