Dissertation

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DISSERTATION
TOPIC- Men Vs Women - Differences in Shopping Habits & Buying Decisions

For Consumer Electronics
Name of student- Geet Chopra

Roll No - 16050341025
Batch- 2016-2018
Under the guidance of Prof- Dr.Venkat Raman
Submitted in partial fulfilment of the requirements for the degree

MBA (Communication Management) Symbiosis School of Media and
Communication, Bengaluru
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Declaration
I, Geet Chopra student of MBA(CM), Symbiosis School of Media and

Communication, Bengaluru, constituent of Symbiosis International
University, do hereby state that this dissertation titled Men Vs Women -
Shopping Habit & Buying decisions in consumer electronics is an
independent work carried out by me in partial fulfilment of the above
mentioned degree under the guidance of Prof Dr.Venkat Raman
Signature of
student
Date and Place
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CERTIFICATE
SAMPLE FORMAT
This is to certify that Geet Chopra is a bonafide student of MBA(CM),
Symbiosis School of Media and Communication, Bengaluru, constituent of
Symbiosis International University. This dissertation titled Men Vs Women -
Shopping Habits & Buying Behaviour Is carried out by him/her in partial
fulfilment of the above mentioned degree under the guidance of Prof Dr.
Venkat Raman While this is an independent work, to the best of my
knowledge, the veracity of the content and attribution of sources is the sole
responsibility of the student. It is complete and ready for evaluation and is
hence submitted to Symbiosis International University, Lavale.
I, Priyanka Jhurani, student of Symbiosis School of Media and Communication, Batch
of 2015-2017, hereby declare that the LIVE PROJECT REPORT submitted by me as a
part fulfillment of full time MBA in media and communications is an original work
conducted by me.
This report is being submitted to the Director, SSMC-B and the information and data
given in the report is authentic to the best of my knowledge.
This LIVE PROJECT REPORT is not being submitted to any other university for the
award of any other degree, fellowship and diploma.

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Signature & Name of Director

Date and Place
ACKNOWLEDGEMENT
• Thank the mentor
• Thank the Director and the institute
• Any others
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Signature of student
Date and Place
• Bibliography
All sources including list of books, journals, websites, articles etc.

For citations refer Modern American Psychological Association, APA guidelines
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From website: Retrieved from http://www.someaddress.com/full/url
• Appendices 
Information not central to the dissertation or which is too large to be included:
• For example: Interview transcripts, questionnaires, copies of letters, charts etc.
Formatting
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Biblography
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Bengaluru Poetry Festival has been an opportunity to explore literature in its various
forms. I take this opportunity to thank all those who have helped me realize this
opportunity and have guided me and supported me throughout this exploration.
The Director, Prof. Vikram Sampath, for his constant guidance and support. Ms. Aparna
Joseph, for providing innumerable opportunities to learn and apply the theoretical
knowledge acquired in the classroom in the real world.
The faculty for their mentorship and guidance.
Lastly, family and friends for their belief and for being the pillar of strength.
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Thank you mentor
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Thank you director
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Thank you
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Abstract
This Research paper is an attempt to decipher the shopping behaviour of men vs women in the
consumer electronics space.Why this topic was chosen was because of my interest in the functioning
of brain and how it differs when we speak about shopping.
The research takes into account gaming consoles, Tv , virtual assistant & mobile phones.What is the
path to purchase is - how it is followed , if it is not followed what happens.This research not only look
deeper into what accounts for the difference but this also speaks volume about what happens when a
product is bought. What is the post purchase regret that both the sexes go through.
The data collection for this was a holistic mix of in depth interview, survey & focused group
discussions. The researcher has used an array of different alternatives because that helps me bring out
A clear picture as to do they really differ or it is just a mere notion
The research takes into account the spending pattern. The way sexes interact with the gadgets , do they
use mobile platform or web based platform is still the winner. This report deciphers the mind into a
different nutshell as to on the basics three pillars which is - spending, time & interactions.
The research report shall not only cover do they differ but this shall also speak about how to tackle the
differ nation , because the more they differ the more it would be difficult for the marketers to market
the predict
Prediction is of ample important in todays time

Predictions covers cost
Risk
Time
Money
And the most important of all
Human resources
The report also enlist changes and limitations that were brought in through the journey of the report.
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Chapter 1 : INTRODUCTION & Inclusion of Problem Statement
The Research paper shall be attempting to examine and explore the gender differences
when it comes to shopping and buying decisions that both the sexes take while they are
making purchase decisions. It is an in depth analytical and qualitative research that shall look
for reasons such as ; computer acceptance, aversion to risk and behaviours and attitudes to
online shopping in the consumer electronics domain.When we speak of traditional aspects ,
shopping is regarded as a feminine activity and men buy , where as women shop, but the
recent bubble that has come our way which is the digital storm that has shook us all has
sheen a shift in this trend and it is important to explore why this has happened, if its still the
case what the future has In store for us.
Men turn out to be more accepting in the use of technology and they favour the use of
internet as a tool , while shopping when we compare the same to women. When the search
for buying a product is being done , men do not perceive transaction risk at all, women on
the other hand see the medium.
This paper shall look into are men concerned about the options which others have, vis-a-vis
women, what is the path to purchase that is followed by both the sexes, what are the online
time spent by both the parties , what drives them to shop ? , what are the sites they find
trustworthy.
It is perceived by most, that women usually spend longer time in shopping compared to
men, who prefers to step into the shop, search for particular product they have in mind,
purchase it as quick as possible (unmindful of slight variations that lead to bit expensive
purchases), leave immediately. Women, on the other hand, searches patiently for the kind of
products in all available brands, compare the designs, checking for any offers available
(unmindful of the long time they indulge in selecting a product of their choice), bargaining
and end up purchasing the product to their utmost satisfaction.
These are some of the trends in the behaviour of men and women with regard to shopping.
Is there a difference in real ? Does it differ ?
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This research paper shall open up an array of paradoxes for us.
Objectives -
Primary Objectives -
1. How & Why consumer buys a product ?
2. The Path to Purchase - does it differ when we compare men vs women
3. Difference in purchasing decisions of men vs women
4. The Purchase Funnel - comparative study.
5. Online Money Spent
1. Secondary Objectives
1.Motivators of buying ( Men Vs Women )
2.Factors Affecting Consumer Behaviour
3. Mind Map - EI - Factor on a comparative Scale

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Hypothesis
Data scientist all over the world are trying to decipher how do men and women differ in
every aspect, do they really differ or it is just our own psychological thinking that is driving
us to believe that they differ. In this research paper I shall be looking at one aspect of the
The Following Hypothesis were formed during the research -
Ho: There is significant difference between male and female shopping behaviour
HA: There is no significant difference between male and female shopping behaviour
The secondary research that is done in this regard is mentioned below.
Proof’s - (https://www.onlinejournal.in/IJIRV2I4/128.pdf)
http://knowledge.wharton.upenn.edu/article/men-buy-women-shop-the-sexes-have-
different-priorities-when-walking-down-the-aisles/
http://www.internationaljournalssrg.org/IJEMS/2016/Volume3-Issue6/IJEMS-V3I6P118.pdf
http://ageconsearch.umn.edu/bitstream/26476/1/17020032.pdf
Hence, the question that remains do they differ if the answer is yet then how ?
And if the answer is no then why ?
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Literature Review -We are all of the new age disruption which tells us that man are from mars and
women are from Venus , well that can be true - or I rather say it should be true , but the questions
remains how are the different , are they so different that we compare them with two different planets
all together ? Gone are the days when the realm of hades was with the boys , if reports are to believed
- women are coming faster of age of the new consumer . Our marketing history suggests us that
shopping as a term is considered as a pink value driven past time , but wait the changes in patterns has
brought in the men from Mars hungry for more.
While the women if we go by recent surveys done across the globe suggests us that more than 72% of
women shoppers are to be found online in compression to just 68 % of men , the new handheld
technology has brought the men also in picture - not shocking but its true. Men if we compare don’t
shop everyday or every week but when they shop they shop big , by big I mean to say they shop
mostly expensive items. Still, they are lacking behind in the game to women the survey suggests. They
have to increase there pace or else they miss out. Says a survey done by Neilsen https://www.get.com/blog/
infographic-who-rules-online-shopping-men-or-women/).
Always we should remember that as long as there is personalisation in the world brands shall continue
to prosper , always rise & never be afraid of change . Business should always remember that no matter
what may happen. The industry if we take for example fashion - they first responded to men and
women shopping very differently , by if we say considering distance distinctive differences between
the make and female shopper. The process is to make sure you enhance customer management ,
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loyalty and engagement all at the same time .We should always remember that human beings are
unique in their own way , although there might be gender differences that lie or tendencies , they all
want to be treated differently and as unique as possible. Lets not plunge into stereotypes, but rather try
too understand your shopper which is an individual at the end of the say has his/her motivations &
expectations - to garner into experience by demand.
A paper by E.James (genderstudies.research.southwales.ac.uk/media/files/documents/2014.../WIS_6.5.docx) ,

It was suggested that there has to be a negative perception that surrounds women and technology in
the world in which we live , it has been reported that women feel more doubtful of the choices on the
country men take things for granted . Women have lesser patience time frames , they become easily
furcated by having to navigate from one part to another - they hate to compute, use internet and data
all at the same time , especially oil is added to fire when they are themselves apprehensive about
online shopping - it becomes a even more challenging task in the longer run.
It is the male dogmatic society that thinks that technology and everything related to technology men
have a right on it , which is wrong in the longer run , but in relation to online shopping it may
originate from - the past which states that all the products that were there - the target market was Male
centric.
When we talk about product spectrum and brand funnel - we have a simple logic , all the things that
have a digital niche were ahead of its time and were readily available in the world - female oriented
products such as groceries , apparels and home furnishing ( Hasan, 2010, Feb). Women may have been
slower in adopting and adapting to online shopping because they are uninterested in the products
available for sale.
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It addressed the issues between females and technology which suggested that is evolves in the issues
that shall fade and becomes irrelevant. At first, women were considering the whole process of learning
, which means - they were getting to use digital mediums - to use the computer and internet which
they thought was too time consuming and required too much effort.
They were reluctant to utilise a new shopping method , that required time and huge amount of use of
traditional platforms : there weren’t a replacements found. In the compression , men on the other hand
have been reported to be dissatisfied with shopping experience in the high streets : This suggested that
they would welcome and favour the alternative channel. ( Hart ET AL, 2007).
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Herring’s article considered how the evolution of the digital has become much more mainstream and
adopted an uncomplicated design and interface to appeal to a wider section of the market which will
then appear familiar, secure and reliable because it is more Oblique . This may indicate why more
modern findings are reporting that there is very less significant difference between men and women
when shopping and buying decisions that they undertake.
This infographic has been taken out from the scopus journal which states the overall change the men
vs women have & how they make sure that changes are done in every pattern. It judges the overall
pattern as to what happens when men write a product review and what is the perception of review
when it comes to women. It also brings in shocking revolutions in the front of delivery mechanism
which we never payed head to- which is 46% percent of the respondents want packages delivered
home, in compression to women who wanted at least 76%. This review of literature was an eye opener
for me.
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This image has been taken from the marketing journal, the research which was done in this regard was
does age plays a pivotal role when it comes to shopping of both the sexes. This was a time based study
which was conducted keeping in view not only the mind map of both the sexes but at what time was
They readily available. This data on the hindsight can be used by various shopping website to market
them at the correct time to drive out maximum revenue generation as a whole, the study not only
focused on the consumer spectrum as a whole but also the focus was how , when and why was the
reasons that were asked by.
The literature review also stated that 12 noon - 1 pm was the most desirable time at which women
shopped and when we spoke of men , 6- 7 pm was. This study ranged from broad topics such as brand
spectrum to the correlation of timing with shopping.
To back this research there was data of more than 1000 respondents which was taken on board.
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This is the typical map prepared by PwC which speaks what is the path to purchase when we talk
about men vs women - as we can witness - women don’t go straight to shopping hence they spend
more time in the shopping aracde. Men on the other hand go straight to business.
The path to purchase is determined by it , because it differs in the overall functioning of value ,
analysis and working which makes sure that not only the biological differences are there but also it
tells us that the supreme power has made us different in every aspect.
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The nelson survey one of the biggest research company did a holistic survey which spoke about what
was the changing patterns that we should see when it comes to the shopping behaveiour of men and
women , what do they shop, how do they shop & by when do they shop.
The most well-know, long-lived, and tried-and-tested relationships guide ever: the phenomenal #1
New York Times bestseller Men Are From Mars, Women Are From Venus . In this Uber some guide
to understanding the opposite sex, Dr. John Gray provides a practical and proven way for men and
women to improve their communication by acknowledging the differences between their needs,
desires, and behaviors. No other relationship guide or life guide if we may term it is on the market will
give you the same level of evidence-based insight which shall for sure help you strengthen and nurture
your relationships for years to come & you turn out to be the loyalist of the same.
It was the "highest ranked work of non-fiction" of the 1990s,[2] spending 121 weeks on the bestseller
list. The book and its central metaphor have become a part of popular culture and the foundation for
the author's subsequent books, recordings, seminars, theme vacations, one-man Broadway show, TV
sitcom, workout videos, a podcast, men's and ladies' apparel lines, fragrances, travel guides and his-
and-hers salad dressings.
Source -
(https://www.google.co.in/imgres?imgurl=http://t3.gstatic.com/images?
q%3Dtbn:ANd9GcStgBgGClEzMlq_eskmd1ib4y-
P0yZ2o315eqKYSImVNcDW9cYo&imgrefurl=https://books.google.com/books/about/
Men_Are_from_Mars_Women_Are_from_Venus_A.html?
id%3DXv9BFurcvRMC%26source%3Dkp_cover&h=1080&w=704&tbnid=G6MRipgRFn6FRM:&tb
nh=160&tbnw=104&usg=__poCLjXi1FBEX2CnSmYlBFiwnask%3D&vet=10ahUKEwjGmfjpjd_YA
hWFpZQKHV2UAUwQ_B0IygEwDg..i&docid=Opq3jRdeLVW2HM&itg=1&sa=X&ved=0ahUKE
wjGmfjpjd_YAhWFpZQKHV2UAUwQ_B0IygEwDg/)
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Buying, Having, and Being deepens the study of consumer behaviour into an
investigation of how having (or not having) certain products affects our lives. Solomon
looks at how possessions influence how we feel about ourselves and each other,
especially in the canon of social media and the digital age.
In the Twelfth Edition, Solomon has revised and updated the content to reflect major
marketing trends and changes that impact the study of consumer behaviour. Since we
are all consumers, many of the topics have both professional and personal relevance to
students, making it easy to apply them outside of the classroom. The updated text is rich
with up-to-the-minute discussions on a range of topics such as “Dadvertising,”
“Meerkating,” and the “Digital Self” to maintain an edge in the fluid and evolving field of
consumer behaviour.
There are an a array of surveys done in this aspects.
This is a survey that made sure that they differed in the end, because their perception of looking at the
things is very different, while women hardly leave a product review on the net on the contrary men are
more than a enthusiast to post the same over the Internet.
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They do differ, but when do they differ and how do they differ is very important. It is not only
important to know how , it is also important to know when does the particular thing happens.
This book is a wholesome literature which not only tells us how is it done, but also tells us
When is it done. 
(Source - http://www.pearson.com.au/9781292153100)
The Usama survey spoke about not only the gender bias when it comes online shopping but also spoke
about how they are changing in the ever glowing field of shopping , women are more towards product
centric approach whereas men are considered as laid back , what it tells us not only we need to tap
them into different ways but also we should make sure that the are marketed using different marketing
channels or mediums. The survey made the eye balls into a diaphragm when there was a 9% difference
in way both of them functioned , so the brand equity model by Philip kotler is correct which says that
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we need to be disruptive and knowledgeable all at the same time , because if we aren’t that can be
doomsday for us In the longer run.
Online shopping has changed the way we interact or for that matter it has changed our lifestyles into
whatever we do , since the rise of newer mediums - it has given people more power, power to interact ,
power to communicate & shop online - so much so that the brick and motors stores are in for a toss in
the longer run. Before online shopping came into the phenomenon, men and women were very
different they were not only different in habits - but they were also different in the way their brand
journey took place , recently JackPat - A research based organisation has conducted a research which
brought out newer results which we could never even think of in the first place. They said that men
these days are spending more time online rather than women which is very shocking indeed because if
our predictions are to be taken into account we think otherwise.
More over I loved to see if I may use that word to see not the differences but the similarities which
both of them had , the survey took into account more than 210 respondents.
First things first , there were shocking revelations that were coming up our way one among them was
that 77% of respondents bought a fashion product online shop which was different and was shocking
in their own regard , on the contrary there are more women than men who have purchased fashion
product via a online shop ( 82% Vs 73%). When we talk about the kinds of the products that they are
buying - we again decipher it much higher which is 57% of women have bought jewellery online ,
while when we talk about the other sex - they aren’t far behind either with 55%. As, the research
reports gets ahead we take apparels into picture which suggests us that women buy 52% vs men at
33%. This is complete crux of the research conducted which brought us to the simple question which
was - do we really need to change the perception or we are happy the way we are - because this
research being non skewed men need to wake up.
When we also talk about subscriptions , the results that come up is that 38% of all respondents were
only willing to subscribe to loyalty and if given a chance they can even shift within matter of seconds,
Surprisingly, there are more men than women who loyally subscribe to certain online shop that sells
fashion product (43% VS 32%). When asked about the source of information they got in the beginning
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regarding to the online shop that sells fashion product, there are significant differences between men
and women. Women mostly get the required information from recommendation of their friends
(56%), seeing social media posts on their own social network accounts (66l%), and/or intentional
browsing in order to search for online shop that sells fashion luxury product (52%). Also, men mostly
get the information from intentional browsing over the Internet (77%). Furthermore adding salt to the
wound , there are also some men who got the information from recommendation of their friends (49%)
hence they become even more important now and/or sale and purchasing online forum they’re joining
in (49%).
When they asked them about the digital platform they access in order to see the luxury product that is
offered by the online shop, apparently there are significant differences between men and women. Yes
they are - There are more men than women who access sale and purchase online forum such as
Shopperstop.com (45% VS 21%). On the other hand, women are more likely than men to access
online shop website such as Zalora, Berrybenka, and Lazada (61% VS 44%). There are also more
women than men who have the access to media we call social- networks such as Instagram and
Facebook (81% VS 32%) in order to browse the online shop that sells fashion product. Furthermore,
regarding the recommendation they got before purchasing fashion products via online shopping
applications , there are 86% of all respondents who intentionally search- hence there is a mode to do
conversions for recommendation before doing the purchase, with both women and men agree to do
that (women 45%; men 74%). Henceforth it wouldn’t be wrong to comment that , both men and
women mostly got the recommendation from their friends and acquaintances (86%) and/or other
customers of the recommended online shop (72%).
Lastly, we have also asked those respondents who haven’t bought fashion luxury product via online
shopping. Apparently speaking , there are 66% of them who admit that they have a keen interest to do
that sometime in the future. Nevertheless, women are more likely than men to have interest for
purchasing fashion product via online shop sometime in the future (93% VS 61%).
Source-
(https://blog.jakpat.net/lets-online-shopping-female-vs-male-toward-fashion-product/)
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The General behaviour as analysed by KPMG, which did a holistic study as to what happens when
you get a basic thing such as a email from a store how do you react vis-a-vis gender differences that
The online market place has to be aware of , this survey not only covered bigger aspects but shorted
aspects as the time frame - in which , it was evident that women shopped more in the aspects when
time frame is taken into consideration. This is a creme de le creme report tells us how online shopping
differs when it comes to both the teachers. It brought out newer paradigms as to what can change and
what cant , which as the report goes forward we shall analyse in a better manner.
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Rhythm media conducted a in-depth research market research which an Indian firm - it brought never
approaches , which were worth the read , it tells us that where men shop more than they were relaxed
as far as possible - Women on the country are shopping when they find it convent - men are efficient
and women on the other hand they don’t prefer friendly paradigm , this report not only brings out
various colours on the paradigm , brings out various colours on the paradigm approach but it also tells
us that online market place should be different , and when marketplace is disruptive it becomes very
important that budgets when it comes to both the sexes is very important.
• More women than men shop online
• Women are bargain hunters
• Women go for handmade and vintage items

]
• Tech for boys and shoes for girls? Think again
• Women love apps
• Want to promote your brand to your female demographic? Get on social media
Of course, this all supports my premise that it’s truly women who rule the world!
So, this brings to the pressing question which - is when we already know what they are doing and how
they are doing then where do we miss the trick , do we forget about what they really are ? Or we are
too busy in analysing the situations.
Whatever the case is
1. Change is needed
2. Increase in disruptive marketing
3. Increase in marketing budgets.
Not only , it brought new focus .
1. We should always be different

2. Change the approaches
3. Increase the focus
4. Women do love applications - Make for them.
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Whether (and to what extent) men and women are different has been a a myriad object for many years.
Many people & neuroscientist are concerned about the fact that perceived differences always led to
discrimination and unfair treatment under false assumption that one gender has attributes the other
does not. While there are many observable differences between the nerve of brains of men and women
and how they process iKnowledge, researchers emphasise that the differences do not reflect a
superiority of a single brain.Furthermore, studies also indicate that sex-specific characteristics fall
along a broad continuum having substantial overlaps between both the sexes. Trying to accurately
stereotype a single individual is very difficult, if not impossible. In other words, if you pick one male
and one female out of a big crowd, they could be very similar or dissimilar depending on each
person’s unique characteristics. Nevertheless, recognising form or the general characteristics of each
sex is very important to product retailers, especially if their product is designed to appeal
predominately to one sex !
It is very different to how men and women are countless studies have been done stating that what the
real scenario is and everyone has tried their level best to decipher it
E-commerce always continue to be on a rapid growth trajectory in the automotive industry , which is
also shocking , the second biggest indicatory that has been tapped is the consumer electronics space .
According to a new research done by UPSA & COM, 56% of the online consumer electronics
shoppers are making their purchases online. A 8% increase over the previous year. The market tail
revenue is projected to double within three years.
Other key findings from the study indicate:

• Online comparison in shopping increased 19% since 2017, with 95% of online consumer
aftermarket consumers now comparing products and prices before they buy a certain product.
• A majority (53%) use online coupons and 62% are more likely to shop with a retailer if they
receive email offers with discounts. Hence, Email marketing turns bigger
• Online shoppers buying consumer electronics part use ship-to-store 65% of the time, which is
a 11% increase from the prior year, as part of a growing trend toward increased convenience
and no-cost ship-to-store pricing mechanism.
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• An additional 20% of consumers, 76%, strongly prefer to return items to a store compared to
the prior year.This is the new trend.
• Replacement parts shoppers primarily look the route for the best price and ability to
availability , while upgrade customers are researching product details and reviews.
• The top reasons that consumers shop at one retailer over another are price (82%), product
availability (45%) and selection of the product. (37%).
• 73% like to receive email marketing campaign or SMS delivery alerts with the approximate
time of delivery, up from 47% in 2017.
• Consumers who are shopping for consumer electronics online are increasingly mobile,
researching products, reading reviews and pricing compression, with 53% using hand held
devices to compare prices, 53% using mobile to look up product reviews, and 61% using
mobile to read product details.
The study also revealed some interesting comparisons among shopper segments.
Men vs. Women

According to the research, “Men are more patient than women when it comes to receiving
their online orders, willing to wait almost twice as long for their deliveries. A large number of
men want packages delivered to locations other than their homes, whereas the majority of
women prefer to have packages delivered to their homes. Women are significantly heavier
users of social media versus men and value free shipping options more than men. When it
comes to selecting retailers, women are heavily influenced by price, whereas men are most
concerned with fitment data. On average, men are installing more parts themselves than
women.”
According to the research - Men are more patient than women in this regard , when it comes to
receiving their products, they are willing to wait twice as long for their deliveries. A huge section of
men want their packages are delivered to locations other than their homes , where as the majority of
women prefer to have packages delivered to their doorstep. Women on the contrary are heavy users of
social media mediums , men get influenced by brand & women on the other hand by price. Most
concerned with the fitment data. On Average , men are buying more - Women are shopping more.
Source - (http://www.relevateauto.com/what-drives-the-automotive-aftermarkets-online-shoppers/)
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For men of our shopping is a very critical task that has to be not only completed in the given time
frame, they only find product which they thing they shall want , not only do they check for
alternatives, they select the desired one and pat for it, the story ends there. Men never check for the
other product present in the store. They only prefer shopping alone rather than having a male
accompanying them for the task as they don’t like getting advices. Though in some cases, fashion
statement for men is not less than a nightmare for their mates in every aspect.
The type of the work place they are working at is also responsible for such disasters. If the
organization is over sophisticated, weird and unpleasant combinations of tie, shirt, trousers, shoes and
socks can be seen. It is possible that they end up buying another pair of socks, when they are intended
to buy a shirt, just because the salesperson was successful to convince them, isn’t that creepy? Trust
me, most of them do this! This is the most common shopping behavior of majority of the males.
They do compare the product prices but majority of them are least interested in knowing is there a sale
or discounts available. It is concluded from a study that young males have the same shopping habits as
that of females. That changes with the growing age.
What is the case with Women?

A woman’s approach to shopping is very much part of who she is; it is part of her DNA.” The way a
woman shops when she is 18 years old is the same way she is going to shop when she is 43 years old.
It is a lifelong mindset. This insight was unexpected, as most observers expected women’s shopping
habits to change as they grew older.
The woman’s approach when it comes to shopping is inscribed to the part that prevails over her DNA .
The way she reacts in certain ways is all inside the perception of the neuro programming that has been
done . One thing that makes them different that they afraid to tell the world what they are. While she is
20 years old and what she is when mid age crisis takes place is very different . The insight was failed .
As most observers expected women’s shopping habit to change as they went from one paradigm to
another, but that didn’t happen.
The AMP study claims women are in awe into four distinct mindsets frames which dictate their
respective shopping & buying patterns :
• Social Catalysts - Mind .This niche group is the representation of a slightly non skewed more
than one-third of women. They are great planners , organise , take utmost pride in what they
believe in , their friendship status and they always consider themselves the expert within their
social circles which they have - Agony aunt they are as they turn up to be influencers. Almost
80% of this group a going out is time well spent , but when it comes to bargaining they do keep
up with the latest trends.
• Natural Hybrids. This group is of stable and more poised women who represent 1/3rd of the
total group , slightly less it of a social catalyst group. The natural hybrids that they are- they
seem to operate in an utmost state of equilibrium that we may call.They are a firm believer that
there is time and space for everything that is done in this world and that everything can wait
provided we have the set amounts of thinking. The approach while shopping which they follow
is safe, practical purchases and splurges only when needed. The natural hybrids that they are -
they operate in an utmost state of equilibrium, that we should call. They go for long lasting
items that aren’t too trending.
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• Content Responsible. About one-fourth of women neither believe setting nor spreading
trends. This group tends to treat shopping exercise as an errand or chore, rather than a fun
experience or an adventure only few take. However, they tend to be lifelong users and
increasingly loyal customers base. 90% do not consider social status an important part or tool
of their life existence . Like most men, these much practical, very responsible, loyal
consumers crave a hassle-free shopping experience only few could resits.
• Cultural Artists. Representing slightly more variable than 3 in 10, women in this group are
considered the “super shoppers,” constantly trying different things, experimenting and
starting newer trends everyday . They are the group companies actively seek for newer
products that the market has to offer.
Women tend to be more astute consumers than men, simply because they are willing to invest the time
and energy necessary to research and compare products. At the same time, their two-sided brain
approach to problem solving makes them more susceptible to emotional appeals than a man.
I can inform you that if men are really from Mars, women are surely from other planets when
shopping habits are being analysed or put to paper. Majority of the eCommerce websites target women
for effective sales that helps in garner revenues streams for them. They behave in a clandestine
manner as that of the males. They love their female friends who are their to accompany them for
shopping and the fun parade. They have the tendency to shop right from the morning till night even
beyond that . Well, it does not take a lot of efforts for females to develop this passion. They are
naturally gifted and shopping website delight or would be delighted if everyone turns up this way.
Trying the loved outfits, chose the most liked ones, compare it with the alternatives, ask for available
colours, confirm the choice from their friends, check the price tag, check for discounts and making up
the mind to buy the outfit though it does not fit in the budget, these is list of steps that are being
performed when a women is on the shopping mission.
Whether they are shopping from the eCommerce website or from the physical stores, they require
suggestions, options and negotiations. The arrival of eCommerce era in India has affected female
shoppers to an extent which isn’t surprising . They can fulfil their dreams of buying products from
anywhere in the world with just a single click of a button.
Be it GUCCI, Channel, Ann Taylor, Nordstrom, H&M or any other brand, they can get whatever they
want by sitting on their soft and comfortable couch. Commence is really a great invention for all the
female who love to spend and are spendthrift.
Though Different They are Similar
It is 200% true that men and women are far different when it comes to shopping habits and buying
behaviour . But, though having disparities, there are many similarities too. Customer support, website
performance, loading time and security aspects of the online store is expected to be the best by both
the genders which should be payed heed by shopping website.
How these Diversities can help Commence Business in India ?
Ecommerce business owners can always learn from the human psychology aspects or creating various
mind maps that help in segmenting the brand funnel in the near future and customer behaviour
disclosed above. This study can help them modify and upgrade their online stores making them
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packed with advanced abide the oblivion features and benefits to attract more customers everyday .
Ecommerce websites are trending the world nowadays as they have been successful in stealing the
significance of physical stores to some extent an extent that we would always love to see.
Millennials vs. Older Age Groups
“Defined as individuals ages 17-33, millennials are by far more likely to use mobile devices and social
media mediums versus older age groups in the same spectrum of usage. They tend to select faster
shipping options, however, they are willing to wait twice as long for deliveries versus older age groups
which. Millennials also want packages delivered rightly to locations other than their homes, whereas
older age groups always prefer to have packages delivered to their homes. Older age groups are much
more concerned with price when selecting retailers versus millennials. Both groups of shoppers highly
value free services’.
Source - (http://www.relevateauto.com/what-drives-the-automotive-aftermarkets-online-shoppers/)
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More women than men shop online
You may find it very hard to believe in fact much difficult to believe , but when we talk of the fairer
sex it is most likely to shop over online mediums other than men, with a ball-park figure of staggering
76% of women having shopped over one medium or the other within the last 30 days. Compare the
swing with men , the percentage drops to 66%. According to the Nelson report, well wait not only that
- it takes a greater bite of the pie when we talk about email marketing campaigns. There is enough of.
A discrepancy which warrant us a better targeting , but we have to be careful in every regard , women
would always want to search for a specific branding focus that they may , rather than immediately
looking forward for a product , we should help them to search for specific brands, rather than
immediately looking forward for alternatives . We, should always help them in searching categories
that can also be to some extent be narrowed done.
If the reviews or the feedback to you matter then let me tell you another thing , we are better in
targeting the male buyers , because the quite often write reviews , reviews which can make or break.
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Women are bargain queens , there is also a difference in the shopping pattern of what they follow
always , women are slightly to use more credit cards - 77% vs 59 % in case of men.
2. Women are bargain hunters , when it came to currency women
How many times have you over heard a conversation between two women, where one woman
exclaims wildly over the other’s gorgeous, only for her to respond cheerfully that she bought it “on
sale honey ”. Yes, women have a real third eye in this approach when it comes to spotting a good deal
be it any platform , with 55 per cent admitting that the last item they purchased over online medium
was on sale. Similarly, on the same lines women are more likely than men to use coupons to pay for
items – Groupon attracts a (India) audience of 77% per cent women. So what does that mean for your
marketing/Adversing campaign? Well, those sites which are targeting mainly females as their target
group should actively promote any sales or offers to ensure that you gain quick bucks and an inside
edge over your competitors – there’s a reason why women’s retailers display those huge red SALE
signs OOH in shop front, because in the end it attracts.
3. Women go for handmade and vintage items.
When it comes to the various online purchasing channels anything that has a lot of thoughts invested
in it, there’s a fairly even split between the numbers of male and female customers for the likes of
Amazon and Flipkart . Though When it comes to Elle however, women account for a huge 70 per cent
of their customers. So if you’re looking to target women in a very big way, selling your handmade
wares on Elle may even give you a greater number of sales.
4. Tech for boys and shoes for girls? Think again yes you should
You’d be not given punishment for thinking in your mind that the majority of the buyers for tech-
related items are always men or would be men , while women rule the roost or the carpet when it
comes to buying shoes. Well, you may be shocked to hear that while the Indian women will spend
around three times as much money on clothes over the course of their lifetime than men will, male
Indian shoppers are taking the lead nowadays on the purchase of shoes and apparels . You think that’s
very strange – a whopping 78 per cent of women purchased at least one tech-related item in 2017,
compared to 73 per cent of men, according to an article on mashable.com. You may want to start
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rethinking your thinking that totally male orientated tech campaign then, that can burn a hole in your
pocket very soon.
5. Women love applications , yes its true !
When it comes down to installing apps, free or otherwise, it is women who take the lead yet again,
installing on average 50 per cent more apps than men. But for in-app spending through wallets and
mobile games, men are at the forefront. Somewhat surprisingly and shocking all at the same time, a
greater percentage of men also use shopping apps provided by retail stores (28 per cent vs. 12 per
cent). So although you may also get more women installing your carefully created app, take into
account that men are more likely to do the spending, in the end spending it what matters.
6. Want to promote your brand to your female demographic? Get on social media- Right now.
While men are more likely to be on social media sites Reddit, Google+ and LinkedIn, the number of
women on Pinterest, Twitter and Facebook far outnumber the men in a huge manner. As you may
expect the unexpected , women love a bit of social interaction not much. It’s worthwhile therefore to
pay heed , considering installing a chat section on your website/ application , where customers can talk
to a member of the customer care team in real time and help you in ORM as well . Trust me, a bit of
effort with this and your social media interaction will pay off when it comes to your female customers
in the longer run, as 45 per cent of women are likely to shop from brands they interact with on social
media which is not surprising . And if you’re hoping for your customers to help you promote your
brand or service, you can also rely more heavily on women for that matter, with
practicalecommerce.com finding that 45 per cent of women and only 18 per cent of men likely to
recommend brands and services over a social network they own.
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Personalisation has become a utmost important factor in designing the shop and shopping experience
as we may call. Especially online, shoppers get to see a personalized version of the webstore based on,
for instance, demographics and previous behaviour. Through in-store depth analytics and responsive
retail these options are becoming more feasible for brick-and-mortar by each passing day. But before
being able to personalise for each shopper in your bucket , it’s essential to first understand your
shoppers in a much much broader sense, by gender and by feel. Male and female buying behaviour is
vastly different and it’s essential to adjust your in store design, layout , ethics and staff. What are main
differences in in-store behaviour and what can retailers do to cater to these differences?
Women shop, men buy
Women spend double the amount of time in store and like to browse and compare options, while men
want to be out of the store as soon as possible. According to one such study of 3,000 Indians , men get
bored after 30 minutes of shopping, women on the other hand only after 4 hours. Several researchers
have linked these preferences and behaviours to our hunter-gatherer past. Men ‘hunting’ for buys,
women ‘gathering’ clothes going from store to store selecting the best options. Another explanation is
that women are more risk-averse and therefore want to know more about the product and compare
options before buying.
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Women never mind to – literally – go that extra mile, while for men it has to be as easy and quick as
possible. Therefore, if the retailer has a floor open with women’s and men’s apparel mixed up , it’s
best to place the fitting room near the men’s area, otherwise men might never reach it they are lazy .
An additional advantage is that conversion rate after fitting is much higher for men than for women.
According to Why We Buy it’s 68% for the first and 15% for the latter, meaning you really want to get
those male shoppers in your changing room.
Getting back to the idea that shopping for men is a ‘hunt’, it takes us to believe that shopping is not
considered a social activity. For women, on the other hand, shopping is associated with relaxing and
social activity. There are multiple ways to use this as a retailer who wants to make big . Walmart, for
instance, has created ‘girlfriend dressing rooms- A breakthrough Concept ’, oversized dressing rooms
separated by a curtain. This allows women to easily chat among themselves and show clothes they’ve
tried on to each other , did it ring the bell ?
In Why We Buy KPMG reports : “women are more patient and inquisitive when it comes to shopping ,
completely at ease in a space that gradually soothes itself. Therefore, they need an environment where
they can spend time and move about freely at their own speed in what sometime resembles a
semitrance state.” Thus, whereas the retailer might thought more about functionality and ease of
finding desired items in the men’s department, it might focus on the pleasure and experience of the
space basically aesthetics in the women’s. It’s no surprise that some retailers that sell both menswear
and womenswear are starting to open female-only stores- The trend is also catching in Tier I & Tier II
cities . This creates comfortable environments, in which some females might feel more comfortable
and mind is at ease and where they can try on suff in front of each other.
Male and female turn-offs
When it comes to taking problems head- on problems, there’s also a gender difference thats plays a
pivotal role. A study by The Wharton School pointed out that females are more prone to be put off by
sales person’s ‘disrespect’ them - Caution citied , whereas males tend have a bad experience if sales
associates lack knowledge about the product and can’t give advice or help in selecting items.
Moreover, men tend to have more problems in navigating and item selection, mainly as a result of the
store being too cluttered or lack of information being displayed close to the product. So, retailers that
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want to increase male dwell time by putting more items in the store, need to strike a balance between
increasing dwell time, and delivering a pleasant experience. Furthermore, the study suggested that if
shoppers encounter a problem, women are more likely to forgive the store and still stay loyal, whereas
men’s loyalty drops by as much as 80%.
There seem to be some general patterns when it comes to male and female shopping behaviours that a
retailer can adapt to. What’s interesting and important to keep in mind, however, is that young males
are thought to be more savvy shoppers, their behaviour
resembling typical ‘female’ shopping behavior pattern . So, it all depends on the type of store and your
specific Target audience how the male and female shopper will behave in certain surroundings ; a
boutique store with high-end clothes will likely attract people that are interested in Luxury and
shopping and therefore males might be more inclined to exhibit a ‘Feminine trait': thoroughly
comparing items, looking for that Ideal fit. Thus, we advise you to use a combination of science,
observations and basic common sense to optimise your store’s men’s and women’s department its high
time . Use that as a start and then test your assumptions through in-store analytics and discover how
men and women really behave in your setting.
This literature review was analysed keeping in mind not only traditional mediums but also
A huge amount of literature was available over online mediums too , the literature review opened the
horizon of my mind which stated that not only it is evident that men differ from women , but why do
they differ and what the reason behind it.
I searched through a plethora of websites , offline journals as well as online journals but couldn’t crack
that as to what made them underestimate each other , which was done at every juncture men were
being different from women - not only it changed the perception of
Websites they shopped , for example when I was reviewing literature it brought out that not only did
the men differed they were also egoistic , they were so that they wont even visit website which had
women products more , this the perception that changed the way we function in the longer run.
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As, I go forward in the dissertation report - I shall not only see how the function of the brain works in
the neuro receptors but shall also witness as to how is it changing under given paradigm which helps
us in understanding the consumer even better,
As, I go ahead in my report I don’t want to have the notion that they are different , rather
I want to have the notion , that they might be same and given that we do few changes they
Can change for the better,
What is better if they change, because if they do - this brings us with newer oppurtunies
Under different spectrum which help us in adapting to different ways, or ways in which we
Function , ways in which if we know can drive the online shopping space In the country.
Gender difference
Gender is the most important factor among all the factors that influence the consumers buying
decision. Various studies proved significant differences regarding purchase behavior and gender
differences. The differences are based mainly on sociological and biological particularities.
According to Mitchell and Walsh (2004), males and females want product which are different and they
are likely to have different ways of preferences and obtaining these. Gender has an important role in
consumer behaviours. Because, the differences between men and women about expectation, want,
need, life-style etc. reflect to their consumption behaviors overall (Akturan, 2009:66).
Solomon et al (2011) suggests that, products are sex- typed or androgynous. Sex-typed defines a
product that takes on masculine or feminine characteristics in built in them. Put simply, Barbies for
girls and hot wheels for boys.
If we talk about socialising of men and women, men mostly considered to be focused in the external
environment and they see situation as issues that might be resolved and women are considered as
internally very focused and most of the time they connect and relate to others. Gender differences can
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be seen in every kind of purchases like purchase of consumer goods, purchase of fashionable goods,
and purchase of FMCG goods etc. Women are considered as being warm, expressive, compassionate,
and understanding (Broverman et al., 1972; Martin, 1987; Ruble, 1983; Williams & Best, 1991).
People feel more have a positive outlook toward women than men and, also, prefer to like women to
men.
(Eagly & Mladinic, 1988).This fashionable paradigm of the differences between men and women are
passively accepted by marketing practitioners around the Globe. Obvious sex differences exist not just
because of genetic reasons, but are quite often due to cultural variations (Teather 1996).
In today’s scenario most of the marketers are following these facts and hence gender became the one
of the most important factor considered for segmentation and targeting consumers.
Men and Women differ in problem solving
Men and women approach problems with similar goals but with different considerations. While men
and women can solve problems equally well, their
approach and their process are often quite different.
For most women, sharing and discussing a problem presents an opportunity to explore, deepen or
strengthen the relationship with the person they are talking with. Women are usually more concerned
about how problems are solved than merely solving the problem itself. Most men on the other hand
are less concerned and do not feel the same as women when solving a problem. Men approach
problems in a very different manner than women. For most men, solving a problem presents an
opportunity to demonstrate their competence, their strength of resolve, and their commitment to a
relationship. How the problem is solved is not nearly as important as solving it effectively and in the
best possible manner. Men have a tendency to dominate and to assume authority in a problem solving
process.
Consumer buying decision process and gender differences

As we have discussed earlier also that males and females differ in their buying decision process right
from the problem recognition stage to post purchase behaviour. Many renowned personalities have
done researches on these differences.
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As per a research by Davis and Rigaux (1974) wives were found to be dominant during the problem
recognition and information search stage for “Nomadic” female products like home furnishing,
appliances, cereals etc. whereas husbands are found to be more dominant in the information search
stage for male dominated products like automobiles, television sets, razors, etc. Gender has been
identified as a factor influencing information search and other meaningful consumer behavior
constructs (Putrevu 2001). Men and women consumers evaluate messages in advertisements
differently.
According to the French study with more than 700 adults (Helga, Karen, & Rosie ,2004) women are
much stronger buying involvement than did men, particularly in terms of emotional involvement
whereas men were high on quality and efficiency. Further, Belch and Willis (2002) found that
purchasing decisions related to household items such as automobiles, televisions, and financial
planning are moving from being primarily male dominated to joint decisions. This may be due to the
rising education level and increasing in the number of working women. Studies show that household
decision-making areas that were once dominated by one gender were also becoming more influenced
by the opposite gender. Like, a research by Zinn found that of 80 percent of men purchased 25 percent
of household groceries, while women were taking a larger part in the purchase of insurance,
automobiles, and financial services.
Previous researches have shown that though gender plays a vital role there is differential gender roles
across products. Davis and Rigaux (1997) did research on the study of family decision-making roles.
They identified that there are three phases of decision making viz problem recognition; search for
information; and final decision.
They found that the roles and relative influence of husbands and wives differed based on decision-
making stage and product type (Wilkes, 1997; Moore-Shay and Wilkie, 1998; Yavas et al., 1998).
When it comes to actually making the decision, women generally make purchase decisions on a more
emotive level, whereas men go more with the facts and data. In a study titled, "Men Buy, Women
Shop," researchers at Wharton's Jay H. Baker Retail Initiative and the Verde Group, found that women
react more strongly than men to personal interaction with sales associates. Men are more likely to
respond to more utilitarian aspects of the experience -- such as the availability of parking, whether the
item they came for is in stock, and the length of the checkout line.
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The selectivity model by Joan Meyers-Levy suggests that men and women should exhibit different
searching patterns. Men will tend to go to the most salient cue while women will tend to comprehend
all information available. Haas 1979, Meyers-Levy & Maheswaran 1991), females are more
subjective, intuitive, comprehensive, and relational processing while men are more logical, analytical,
selective and item-specific processing. Males’ selectivity and item- specificity predict that they may
search less comprehensively than females and focus on certain information sources and topics. When
it comes to decision making women use other people’s opinions
to help make their own decision while men use other people’s decisions to help them form their own
opinion.
Conclusion
After the extensive discussion we can draw inferences that gender is a very important factor among all
the factors, it plays a very crucial role in purchase decisions. Males on the other hand are more
externally focused while females tends to be more internally focused. There are many too many
differences between males and females if we see in terms of psychological and physiological terms.
Females and males both shows totally different behaviour when they purchase any goods or use
services. Where women are more subjective in nature and intuitive men tend to be more analytical and
logical in approach who make their opinion based on other peoples purchase rather than trying it
themselves. Further, where men tend to make purchases based on the immediate needs women look at
purchase as a long term decision. Marketers have to understand and use this segmentation factor or
demographic approaches wisely in order to satisfy needs more accurately and effectively.
References:
i. Kotler Philip, Keller Kevin, Koshy, Jha, Marketing Management, 12th Edition, Pearson Education,
India
ii. Global Journal of Management and Business Research Vol. 10 Issue 2 (Ver 1.0), April 2010
iii. European Journal of Science and Theology, October 2014, Vol.10, No.5, 113-123
iv. National monthly refereed journal of research in commerce & management, volume no.1, issue no.
9
v. Journal of Consumer Research (Impact Factor: 3.1). 06/1974; 1(1):51-62
vi. Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 3,
No.6, June 2014
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Table 1: Shopping Habit of Male and Female
S.
Men Women
No
1 Men look on shopping as a mission Women take it as a casual exercise
2 They locate the target They can plan but never formulate.
Bachelor men generally shop alone or with
3 same age group and married can shop with their Women can shop with anyone and everyone.
spouse.
They hardly use trial room or if use then follows They enjoy taking several outfits into the trial
4
only there target. room to try on.
They try to complete their shopping as quickly They will consume plenty of time.
5
as possible. Sometimes whole day just shopping
6 They avoid window shopping They love window shopping.
Women are more inclined to shop around for
7 Men routinely shop at the same store
the best buy
They generally ask for assistance
8 Men appear not to ask for assistance
Definite budget and believe in good deal.

9 Not stick to a definite budget
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Men favoured quality and comfort with clearly Women favoured almost everything they
10
identifiable pricing dreamed off. Always try to bargain
11 Limit price-comparison shopping Lots of price comparison
As they finished with shopping, they After finished with shopping, they will take a
12
immediately try to leave the shop round and look around if something is useful.
Table 2: Outcome of Shopping
S. Women
Men
No
For men shopping is always need based. Women don’t focus on need. Their shopping
1
Whatever they buy, mostly needed by them. Generally depends on wants.
2 Satisfaction or dissatisfaction Happiness, excitement, disappointment
Utilitarian Motives – conscious pursuit of an Hedonic Motives – related to intrinsic and
3
intended consequence. emotional respon
This is the empirical table that I after having studied the various literature review went to this
conclusion , which serves as a perfect snapshot.
Imperial Journal of Interdisciplinary Research (IJIR)

Page 666
Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-4, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
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CHAPTER 3 : METHODS AND PROCEDURES
Research Methodology : The research was exploratory in nature, where the main objective was to
find the gender differences in online shopping behaviour.
Research is the thirst of knowledge to decipher the unknown into a obvlion of the known. On can also
define research as the systematic and scientific search for information on a topic. In fact research is not
only only but it is a scientific investigation too. The advance learners dictionary tells us that what
research is - not only working but an investigator informs us that what could be wrong. While some
people consider research as a movement , that movement can be known or unknown. It is the
discovery we all want to do . Human beings are inquisitive in every aspect - they make huge amount
of effort to find what or why always. That helps us in probing into understanding or not just
understanding but a deeper insights on what can be or what cannot be done. The confronting of the
unknown is all that has to be achieved at every aspect to say the least. The inquisitiveness is the
universe par amounting of all knowledge method. The human being employs not only for obtaining
knowledge of whatever is left to be researched or searched, can be termed as research.
Research is a activity which comes from the academic spectrum , its a technical term and has the same
sense when we talk about it. According to Harvard business school research , it comprises of defining
and then making sure redefine the problems , this can vary from formulating hypothesis or suggesting
solutions , collecting in a holistic manner , after the hypothesis has been done - we organise and
evaluate data : making deduction and reaching a conclusion. The last carefully testing of the
conclusions to the determination whether they are a fit in hypothesis. D.M.Slisinger & M.Stepmarc in
the encyclopaedia of the social sciences define not only research as ‘the manipulation of things ,
correct or toe verify the knowledge through objectives and are systematic method of not only finding
solutions to the problems of the research , they have a systematic approach concerning generalisation
and then formulating is also research.
MOTIVATION IN RESEARCH
What is that drives people to undertake a research , it can be a plethora of factors that can range from
many thinkings that are brought out - They are -
1. Desire to get into a certified research degree , which shall reap benefits in the future.
2. Facing challenge is always needed , some practical problems - that shall push us to find answers.
3. The simple joy of researching , to find something intellectual
4. To serve the society
5. Desires
6. Academic - structure.
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My research was from point two and sixth - I was always fascinated that how did people differed &
when they differed what was it like for us , what are the changes that can take place -the pressing
question is that - do they really differ ?
However, this is not an exhaustive list of factors that motivate people to undertake such research
studies. Many other factors also contribute - such as directives of government, employment conditions
in the country , curiosity about finding new things, desire to understand the causal relationships, social
thinking and awakening of the soul, and the like may as well motivate (or at times compel) people to
perform research operations, they always shall.
III- TYPE OF RESEARCH
Quantitative vs vs Qualitative:What do we mean by when we say quantitative , well we mean the

measurement of quantity amount if put it in a holistic way . It is not only applicable to the phenomena
that can only be expressed in terms of quantity , qualitative research on the other hand , is concerned
with not only qualitative phenomenon ie not only relating to or just involving quality or any kind. For
example, when we are not only interested in the investigation of human behaviour ( why do people do
certain things ) , we often push our mind ‘Motivation Research’ an excurrent amount go qualitative
research . This type of research not only aims the underlying the motives , we use in depth interview
process for that. When we talk of other techniques they are , the attitude or the opinion in research that
is the research designed to find out how people feel or what they think about a particular subject or an
institution is also a quantitative research if we look it in that way. When I talk of proactive techniques ,
they are word association test , sentence completion test , story completion and so on. It is specifically
important when we want to discover the underlying motives of human behaviour , which is the case
with my research which talks about , men vs women - in the online shopping spectrum , I am trying to
find out the fieriness tat may or may not be there in the holistic manner. Through such researches there
are various factors that motivate the human to behave in a particular manner or make them like a
product or service & they can also do the complete opposite of it. It would not be wrong to state
however, that to apply qualitative research in practise is relatively a very difficult Job and therefore,
while doing such a research , one should keep eyes & ears both open.
The research that I undertook was qualitative in nature , since to decipher the online shopping
behaviour of men vs women - I undertook a more of a qualitative aspect of it in which I followed the
questionnaire format ( online ) and the in- depth interview process was followed too.
Significance of Research
“All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and
inquiry leads to invention” is a famous Hudson Maxim in context of which the significance of research
can well be understood. Increased amounts of research make progress possible. Research inculcates
scientific and inductive thinking and it promotes the development of logical habits of thinking and
organisation.
What is the role of research you may ask , research can be used in many fields. Whether we relate it to
the business in which we are or the economy as a whole , it has benefitted a greater section of the
society as a whole. The very increasingly complex paradigm nature of business and the government
has focused not only in the research but also the operational significance in operational problems.
Research can be a aid to the Economic policy , but has gained importance , both for the government
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and the business in the longer run. Research provides the basis for nearly all government policies in
our economic system. For instance, government’s budgets in the power- rest in part on an analysis of
the needs of the people and desires of the people and also on the availability of revenues available to
meet these needs. The cost of needs has to be equated to probable revenues and this is a field where
research is most needed.
This research shall decipher the dogmatic mind of consumers. Because it tells us that are they really
different and if they are different why are they different.
The decision you make may or may not be the part of the research you are doing , but it certainly
facilitates the decisions of the policy maker at the power, when I was conducting the research it
brought newer approaches - I had to take decisions everyday - to decipher someone’s habits Is no
Childs play , hence decision need to be generated at a very fast pace to say the least. The plight of
cultivators , the problems of big and small business and industry all come under research. Thus
research is considered necessary with the regard to the allocation of nations economic and social
structure of the nation. Such the information not only indicates what is happening in the economy but
what are the changes that are taking place in a 360 degree manner. Collecting such a statistical
information is by no means a routine task, wasn’t even more difficult when digital mediums were not
there . Thus in the context of the government, a research tool has three distinct approaches the first and
foremost is the investigation of the human behaviour of both men and women , what is they really
want to say , the second would be diagnosis of the events that are taking place and the analysis if the
forces underlying them and what are they , the last part would be prognosis i.e,. The prediction of
future developments that could take place.
For the perception to be clear when we talk of research , one should know the meaning of scientific
method. The two terms which shall be used again and again are closely related to each other when we
talk of my research , because it talks about the changes in perception at the same time , the changes in
how they interact with each other, if were cipher it we would save on a huge amount of marketing
budgets which shall help us in delivering a better return on investment ( R.O.I) . Further the research
also Implies in a nutshell that the researcher is interested in more general situations. In this context,
Karl Pearson writes, “The scientific method is the one and same in the many branches (of science) and
that method is the method of all logically trained minds and practical at the same time ,the unity of all
sciences consists alone in its methods and one should be happy about it , not its material; the man who
classifies facts of any kind whatever, who sees their mutual relation and describes their sequences, is
applying the Scientific Method and is a man of science.
IV - Types of sampling -
Deliberate sampling: Deliberate sampling we can give many names to it , which also known as a
sampling technique which has a purpose attached to it , or non probability method . The sampling
method involves not only a selection that is deliberate in the selection of very particular units of the
universe for making a sample non -skewed . When population elements elected for the inclusion in the
sample based on the ease of access , it is called convenience sampling as there is a connivence that is
attached to it.
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Simple random sampling : This is the type of sampling which is also known to have a chance if not
only sampling in a higher manner but where each and every item in the population has a chance of
inclusion and when we talk of one of the many possible samples, in case of finite universe, has the
same probability of being elected. I used simple random sampling technique fir my research.
Systematic sampling: In some situations one of the most practical way of sampling is to select every
16th name on a list, every 20th row on one side of a street and so on. Sampling of using the above
factors is known as systematic sampling.
Stratified sampling:If the population derived from the homogeneous group of respondents , then
stratified sampling technique is applied so as to obtain a representative sample in the larger set of
audience.
Quota sampling: In the stratified sampling technique the cost of taking random samples from
individual strata is often so expensive on the pocket that interviewers are simply given a quota to be
filled from different strata of society, the actual selection of items for sample being left to the
interviewer’s judgement and what does it mean needs to be deciphered in the longer run.
Cluster sampling and area sampling: Cluster sampling involves not only grouping the population in
a holistic manner and then selecting the groups of people or the which we have formed clusters rather
than individual elements for inclusion in the sample. This makes it non skewed.
Multi-stage sampling: This is a further development of the idea which was derived from cluster
sampling. This technique is meant for big inquiries extending to a considerably large geographical
area like an entire country. Census is a great example of multi-stage sampling.
6. Collecting the data:
When we are dealing which any real life problem what do we do ? , it is often found that data at hand
are not only inadequate in many manners but it also becomes very necessary that we collect data that
aren’t just appraise the appropriate. There have been several ways of collection of data which differs in
the context of the money involved , the time that is there and there resources which are the helm of the
researcher.
There were many ways of how I collected primary data , I had an option to do it either from an
experiment or through an online survey . It was upto me how to conduct the experiment - to make sure
that the results aren’t skewed in nature, I observed some quantitative measures , or the data - which
helped me examine the truth which was contained in the hypothesis that I was conducting. But when it
came to survey, data can be collected in the following ways - they are - :
(i) By observation:This method was used by me , in the collection of not only information that I have
gathered over a period of time , but no interview was taken , I have lived for close to 26 years
during the process I have seen how men and women differ in their approaches to various things ,
though I made sure that It was not complicated by the past behaviour or the information that was
gathered. The method I have no doubt is a very expensive medium as the currency that is lost here
is TIME, though since was sample size was small this could be completed - incase my sample size
was huge this would have failed drastically.
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(ii) Through personal interview: The researcher when it comes to this method follows a very rigid
procedure and also seeks the answers to his or her questions , there can be some preconceived notions
- but I made sure that does not reflect that leads to rejection when the output of the same comes . This
method of which we are talking about is usually carried out in a very structured manner where many
outputs depends upon not only in the ability of the interviewer to a very large extent when we talk
about personal interviews.
(iii) Through telephone interviews: This method was used by me , when I couldn’t connect to the
person face to face , for example - Mr.Tushar Mehta , Head - Marketing - BMW India , though I must
admit that this method is not widely used because it is time consuming , also note that these types of
surveys are used in developed regions particularly when you have Time in Hand.
(iv) By mailing of questionnaires: This method has gained a lot of momentum over a period of time ,
which this has happened is because of the rise of digital mediums . Questionnaire are astute in this
manner , I had mailed them to the respondents with a request to return after completing the same. It is
the most extensively used medium at this given time frame. Let me inform you that before doing this
survey I had done a pilot study for testing which revealed my weakness that were there in the survey.
Questionnaire is to be used must be very well prepared after a very careful evaluation so that only
revenant information is collected.
(v) Through schedules: When we talk of such a method there has been numerous enumerators that are
not only given training but also informed in a academic manner so to what are the schedules that
should bring us the desired results. Then the enumerators visit the respondents with these set
schedules. The Data is collected by filling schedules which are given by enumerators which are on the
basis of the replies which are given by the respondents, this depends on the academic region, past
learnings and the capability of the enumerators which may ensure a sincere and non skewed result,
Hypothesis-testing: Whats is Hypothesis - it is basically to arrive at a conclusion which is driven

from statical data, only when the above stated data has been analysed , the researcher comes into the
position to test the hypothesis , only if the formulation was done earlier, speaking of my case I had
already formulated they hypothesis , do you support the hypothesis or they happen to be different is
the usually question that we have to answer. There are a plethora of test that can be conducted namely
chi-square, annoys , t- test , f-test , they have specifically been developed by statisticians for this
purpose. Then the hypothesis many be tested it is upto thee researcher to use multiple test to make sure
the picture is clear under every aspect . The testing will result in either accepting the hypothesis or in
rejecting it in the lower paradigm. Though if they don’t have any hypothesis that has been set in the
beginning of the research , it can always be formulated at a later stage.
It depends that is the hypothesis when tested and is also at the same time upheld several times , it may
also be possible that the researcher that they arrive at generalisations very fast , they build a theory ,
only if the researcher has approach for the future , it can show various interpretations. This process of
interpretation may quite often and most often triggers a new set of questions which in turn may also
lead to many further researches.
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No Whatever may be the types of research works and studies are done , one thing that is always
important is that they all meet on the common ground of scientific method employed by them to
signify the research . One should expects scientific research to satisfy the following criteria:
1.The purpose of the research done should be clearly defined by the researcher and common concepts
should be used.
2.The research procedure should always be used to describe that in sufficient detail to permit another
researcher to repeat the research for further advancement of the project , keeping the continuity of
what has already been attained already is of ample importance.
3.The procedural design of the research should also be carefully planned out to yield results that are as
objective as possible. That is it all about.
4.The researcher should report with complete openness , flaws in procedural design should be avoided
and estimate their effects upon the findings.
5.The analysis of data should be sufficiently adequate to reveal its significance and the methods of
analysis used should be appropriate. The validity and reliability of the data should be checked
carefully.
6.Conclusions should always be confined to those justified by the data only of the research and limited
to those for which the data provide an adequate basis should also be noted.
Greater confidence in research is always warranted if the researcher is experienced, has a good
reputation in research and is a person of integrity. The most important of all she/he should be a person
of high integrity.
In other words, we can state the qualities of a good research as under:
1. Good research is systematic oriented person : It means that research is well structured with specified
steps to be taken in a specified sequence in accordance with the well defined set of rules. Systematic
characteristic of the research does not always rule out creative thinking but it certainly does reject the
use of guessing or guess work and intuition in arriving at conclusions.Which can be fatal to any
research.
2. Good research is always logical: This implies and is imperative that research is guided by the rules
of logical reasoning and the logical process of induction is followed and deduction are of great value
in carrying out research. Induction is the process of the reasoning from a part to the whole whereas
deduction is the process of reasoning from some premise to a conclusion which follows from that very
premise. In fact, logical reasoning should also make research more meaningful in the context of
decision making.A research problem, in general, it refers to some difficulty which a researcher
experiences in the context of either a theoretical or practical situation and wants to obtain a solution
for the same. Usually we say that a research problem does exist if the following conditions are met
with:
(i) There must be an individual (or a group or an organisation), let us call it ‘I,’ to whom the
problem can be attributed. The individual or the organisation, as the case may be, occupies
an environment, say ‘N’, which is defined by values of the uncontrolled variables, Y . j
(ii) There must be at least two courses of action, say C and C , to be pursued. A course of 12
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action is defined by one or more values of the controlled variables. For example, the number of items
purchased at a specified time is said to be one course of action.
(iii) There must be at least two possible outcomes, say O and O , of the course of action,
which one should be preferable to the other. In other words, this means that there must be
at least one outcome that the researcher wants, i.e., an objective.
(iv) The courses of action available must provides some chance of obtaining the objective, but
they cannot provide the same chance, otherwise the choice would not matter. Thus, if P (O | I, C , N)
represents the probability that an outcome O will occur, if I select C in N then P O |I, C , N ≠ P O |I,
C , N . In simple words, we can say that the choices 11 12 must have unequal efficiencies for the
desired outcomes.
The formidable problem that follows the task of defining the research problem is the preparation of the
design of the research project, popularly known as the “research design”. Decisions regarding what,
where, when, how much, by what means concerning an inquiry or a research study constitute a
research design. “A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in procedure.”1 In
fact, the research design is the conceptual structure within which research is conducted; it constitutes
the blueprint for the collection, measurement and analysis of data. As such the design includes an
outline of what the researcher will do from writing the hypothesis and its operational implications to
the final analysis of data. More explicitly, the design decisions happen to be in respect of:
What is the study all about?
Why is this study being made?
Where will be the study be carried out?
What type of data or data’s are required?
Where can the required data be found - the medium ?
What is the periods of time will the study include? What will be the sample design?
What techniques of data collection will be used? How will the data be analysed?
In what style that will the report be prepared?
Research design is needed because it facilitates the smooth sailing of the various research operations,
thereby making research as efficient as possible yielding maximal information with minimal
expenditure of effort, time and money. Just as for better, economical and attractive construction of a
house, we need a blueprint (or what is commonly called the map of the house) well thought out and
prepared by an expert architect, similarly we need a research design or a plan in advance of data
collection and analysis for our research project. Research design stands for advance planning of the
methods to be adopted for collecting the relevant data and the techniques to be used in their analysis,
keeping in view the objective of the research and the availability of staff, time and money. Preparation
of the research design should be done with great care as any error in it may upset the entire project.
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Research design, in fact, has a great bearing on the reliability of the results arrived at and as such
constitutes the firm foundation of the entire edifice of the research work.
Research design is of ample importance , it has a greater bearing on which aspects does the research
lies , what are the reliability of the research that is being conducted and what is has arrived at , the firm
foundation is all it talks about and the entire edifice of the research conducted. Though even then we
would nee for the well though out research design at all time isn’t realised by many people . The
importance of the problem is evident and it deserves that is isn’t given at all. The research that they do
not serve is the optimum purpose for which it is undertaken at the first place , it can also be mis
leading in many aspects and can drive out conclusions which aren’t needed at all. Thoughtless is
designing the research project which may always result in rendering the exercise with research
operations. The design also helps the researcher to not only Organise his or her ideas in a form were it
shall be possible to look for flaws and inadequacies that are there in the research. With such a design
that can even be given to others for not only their comments and critical evaluation but when there is a
certain absence of a critic to provide a comprehensive review of the study that is done.
A good design is often characterised by all the adjectives that aren’t flexible or either appropriate ,
easily deciphered so on and so forth. When speaking though the design is what shall help us in
minimising the bias that is there in the research , the reliability that is data collected and has been
analysed is a good idea. Design which gives the smallest or the tinniest of experimental error is
supposed to be the best design among all in many investigations. Similarly, a design which yields
maximal information in every regard in the given the paper and provides us with an opportunity for
considering and soaking many different aspects that of a the problem is considered most appropriate
and is also considered efficient design in every respect of many research problems. Thus, the question
of good design is related to the purpose or objective of the research problem and also with the nature
of the problem to be studied in depth . A design may be quite suitable in one case or the other , but
may be found wanting in one respect or the other in the context of some other research problem. One
single design or a simplistic one cannot serve the purpose of all types of research problems.
A research design appropriate for a particular research problem, usually involves the consideration of
the following factors:
(i) the means of obtaining information;
(ii) the availability and skills of the researcher and his staff, if any;
(iii) the objective of the problem to be studied;
(iv) the nature of the problem to be studied; and
(v) the availability of time and money for the research work.
If the research study happens to be an exploratory or a formative one, wherein the major emphasis is
on discovery of ideas and insights, the research design most appropriate must be flexible enough to
permit the consideration of many different aspects of a phenomenon. But when the purpose of a study
is accurate description of a situation or of an association between variables (or in what are called the
descriptive studies), accuracy becomes a major consideration and a research design which minimises
bias and maximises the reliability of the evidence collected is considered a good design. Studies
involving the testing of a hypothesis of a causal relationship between variables require a design which
will permit inferences about causality in addition to the minimisation of bias and maximisation of
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reliability.Before describing the different research designs, it will be appropriate to explain the various
concepts relating to designs so that these may be better and easily understood.But when It comes to
practising it is one of the most difficult task to put in a particular study in for a particular group , for a
given set of research it may have or may not have a set of elements that Jas more functions than that
are needed. It is always on the basis of its primary set functions of the different studies that are
conducted . It is not only the basic of functions that the research performs. The availability of time ,
money , skills of the research of the staff and the means of obtaining the same information must be
given due weighted though while working out the revenant research details pertaining to the design
such as experiment in research , survey design and sample design.
1. Dependent and independent variables: A concept which can always take on different quantitative
values is called a variable in every aspect . As such the concepts like weight, height, income are all
examples of variables. Qualitative phenomena (or the attributes) are also quantified on the basis of the
presence in the paper.
Phenomena which can take on quantitatively different values even in decimal points are called
‘continuous variables’.* But all variables are not continuous that should be noted . If they can only be
expressed in integer values we should note , they are non-continuous variables or in statistical
language ‘discrete variables’.** Age is an prime example of continuous variable, but the number of
children is an example of non-continuous variable in every term . If one variable depends upon or is a
consequence of the other variable, it is termed as a dependent variable in research terms , and the
variable that is antecedent to the dependent variable is termed as an independent variable. For
instance, if we say that shopping depends upon age, then shopping is a dependent variable and age is
an independent variable. Further, if in addition to being dependent upon age is not the only concern ,
shopping also depends upon the individual’s sex, then behaviour is a dependent variable and age and
sex are independent variables. Similarly, readymade films and lectures are examples of independent
variables, whereas behavioural changes, occurring as a result of the environmental manipulations, are
examples of dependent variables.
2. Extraneous variable: Independent variables that are not related to the purpose of the study that this
research talks about , but may affect the dependent variable are termed as extraneous variables.
Suppose the researcher wants to test the hypothesis that there is a relationship between children’s
gains in social studies achievement and their self-concepts pr the shopping behaviour in the case of my
paper . In this case self-concept is also an independent variable and social science is an achievement
is a dependent variable. Intelligence may as well affect the social studies achievement in many colours
, but since it is not related to the purpose of the study undertaken by the researcher in this case , it shall
be termed as an extraneous variable. Whatever effect is noticed on dependent variable is as a result of
extraneous variable(s) is technically described as an ‘experimental error’ which can occur anytime. A
study must always be so well designed that the effect upon the dependent variable is attributed entirely
to the independent variable(s), and not to some extraneous variable or variables.
3. Control: One important characteristic of a good research is the design is to minimise the influence
or effect of extraneous variable(s). The technical term ‘control’ is often used when we design the study
minimising the effects of extraneous independent variables. In experimental researches, the term
‘control’ is used to refer to restrain experimental conditions.
4. Confounded relationship: When the dependent variable is not always free from the influence of
extraneous variable(s) thats when it strikes , the relationship between the dependent and independent
variables is said to be confounded by an extraneous variable(s). That should be done.
5.Research hypothesis: When a prediction or a hypothesise d relationship is to be seen by scientific

methods only , it is termed as research hypothesis. The research hypothesis is a predictive statement
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that relates an independent variable to a dependent variable. Usually a research hypothesis must
contain, at least, one independent and one dependent variable. Predictive statements which are not to
be objectively verified or the relationships that are assumed but not to be tested, are not termed
research hypotheses.
6. Experimental and non-experimental hypothesis-testing research: When the purpose of research is to

test a research hypothesis in every aspect , it is termed as hypothesis-testing research which we may
say . It can be of the experimental design keeping in mind many things or of the non-experimental
design. Research in which the independent variable is easily manipulated is termed ‘experimental
hypothesis-testing research’ and a research in which an independent variable is not easily manipulated
is called ‘non-experimental hypothesis-testing research’. For instance, suppose a researcher wants to
study whether shopping affects reading ability for a group.of students and for this purpose he
randomly selects 80 students and tests their shopping and reading ability by calculating the coefficient
of correlation between the two sets of scores is mandatory . This is an example of non-experimental
hypothesis-testing being done in a research because herein the independent variable, intelligence, is
not manipulated. But now suppose that our researcher randomly selects 30 students from a group of
students who are to take a course in statistics or research relating to the same subject and then divides
them into two groups by randomly assigning 15 to Group A, the usual studies programme, and 15 to
Group C, the special studies programme may be used . At the end of the course, she administers a test
to each group in order to judge the effectiveness and the usage of the training programme on the
student’s performance-level. This is an example of experimental hypothesis-testing being conducted
research because in this case the independent variable, viz., the type of training programme, is
manipulated or shouldn’t be.
7. Experimental and control groups: In an experimental hypothesis-testing research when a group is

exposed to usual conditions, it is termed a ‘control group’, but when the group is exposed to some
novel or special condition, it is termed an ‘experimental group’. In the above illustration, the Group A
can be called a control group and the Group B an experimental group. If both groups A and B are
exposed to special studies programmes, then both groups would be termed ‘experimental groups.’ It is
possible to design studies which include only experimental groups or studies which include both
experimental and control groups.
8. Treatments: The different conditions under which experimental and control groups are put are
usually referred to as ‘treatments’. In the illustration taken above, the two treatments are the usual
studies programme and the special studies programme. Similarly, if we want to determine through an
experiment the comparative impact of three varieties of fertilisers on the yield of wheat, in that case
the three varieties of fertilisers will be treated as three treatments.
9. Experiment: The process of examining the truth of a statistical hypothesis is what is needed ,
relating to some research problem that we may encounter , it is known as an experiment. For example,
we can conduct an experiment to examine the usefulness of a certain newly developed drug that has
made its way to the market ; Experiments can be of two types viz., absolute experiment and
comparative experiment that we call . If we want to determine the impact of a fertiliser on the yield of
a wheat it is a case of absolute experiment that is being conducted ; but if we want to determine the
impact of one pesticide as compared to the impact of some other pesticide , our experiment then will
be termed as a comparative experiment. Often, we undertake comparative experiments when we talk
of designs of experiments.
10. Experimental unit(s): The pre-determined plots or the blocks on the chains - where different
treatments are used or made to be used , are known as experimental units of research . Such
experimental units must be selected (defined) very carefully or skewness can come.
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DIFFERENT RESEARCH DESIGNS
Different research designs can beside they are described if we categorise them as: (1) research design
in case of exploratory research studies conducted ; (2) research design in case of descriptive and
diagnostic research studies conducted in a different manner , and (3) research design in case of
hypothesis-testing research studies.
I would explain each study -
1. Research design in case of exploratory research studies should be given weightage : Exploratory
research studies are also termed as formative research studies . The main purpose of such studies is
that of only formulating a problem for more precise investigation or of developing the working
hypotheses from an operational point of view of a different place . The major emphasis in such
studies is on the discovery of ideas and insights. As such the research design appropriate for such
studies must be enough flexible enough to provide opportunity for considering different aspects of a
problem under one study. Inbuilt flexibility in research design may be needed because the research
problem, broadly defined initially itself , is transformed into two with more precise meaning in
exploratory studies which are conducted , which fact may necessitate changes in the research
procedure for gathering relevant data from the respondents . Generally, the following three methods in
the context of research design for such studies are talked about: (a) the survey of concerning literature
studied ; (b) the experience of the survey and (c) the analysis of ‘insight-stimulating’ examples used.
The survey of concerning literature happens to be the most simple and fruitful method of formulating
precisely the research problem or developing hypothesis. Hypotheses stated by earlier workers may be
reviewed and their usefulness be evaluated as a basis for further research. It may also be considered
whether the already stated hypotheses suggest new hypothesis. In this way the researcher should
review and build upon the work already done by others, but in cases where hypotheses have not yet
been formulated, his task is to review the available material for deriving the relevant hypotheses from
it.
Besides, the bibliographical survey of studies, already made in one’s area of interest may as well as
made by the researcher for precisely formulating the problem. He should also make an attempt to
apply concepts and theories developed in different research contexts to the area in which he is himself
working. Sometimes the works of creative writers also provide a fertile ground for hypothesis-
formulation and as such may be looked into by the researcher.
Experience survey means the survey of people who have had practical experience working with the
problem to be studied. For example since everybody shops - I also conducted an experience survey
which made me select how are they differing in everything that they do . The object of such a survey
is to obtain insight into the relationships between different variables and new ideas relating to the
research problem which is at hand . For such a survey people who are competent and can contribute
newer ideas may be carefully selected as respondents to ensure a representation of different types of
experience at all . The respondents so selected must be then be interviewed by the investigator. The
researcher must prepare an interview schedule as soon as possible for the systematic questioning of
informants. But the interview must also ensure flexibility in the sense that the respondents should be
allowed to raise issues when they deem necessary and questions which the investigator has not
previously considered at a all . Generally, the experience- collecting interview is likely to be long and
may last for only few hours. Hence, it is often considered always desirable to send a copy of the
questions to be discussed to the respondents well in advance. This will also give an opportunity to the
respondents for doing some advance thinking over the various issues involved so that, at the time of
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interview, they may be able to contribute effectively. Thus, an experience survey may enable the
researcher to define the problem more concisely and help in the formulation of the research
hypothesis. This survey may as well provide information about the practical possibilities for doing
different types of research.
Analysis of ‘insight-stimulating’ examples is also a fruitful exercise / method for suggesting

hypotheses for research which can help using finding what iOS necessary . It is particularly suitable in
areas where there is little experience to serve as a guide. This method consists of the intensive study of
selected instances of the phenomenon in which one is interested. For this purpose the existing records,
if any, may be examined, the unstructured interviewing may take place, or some other approach may
be adopted. Attitude of the investigator, is of ample importance , also the intensity of the study and the
ability of the researcher to draw together diverse information together into a unified interpretation are
the main features which make this method an appropriate procedure for evoking many insights. It is
always stubble that the areas that have little experience should be taken into account when conducting
a hypothesis research.
Research Design 37
Now, what sort of examples are there and to be selected and studied? There is no clear cut answer to it
ever . Experience indicates that for particular problems certain types of instances are more appropriate
than others and vice versa also , One can mention few examples of ‘insight-stimulating’ cases such as
the reactions of strangers on shopping behaviour , the reactions of marginal individuals on the same
lines , the study of individuals who are in transition from one stage to another is also important , the
reactions of individuals from different social strata and the like are few examples. In general, cases
that provide sharp contrasts there or have striking features are considered relatively more useful in
some aspects while adopting this method of hypotheses formulation.
Thus, in an exploratory of formative research study which merely leads to insights or hypotheses is
not needed in one time , whatever method or research design outlined above is adopted by the
researcher- the only thing essential is that it must continue to remain flexible so that many different
facets of a problem may be considered as and when they arise and come to the notice of the researcher,
it also came into my notice.
2. Research design in case of descriptive and diagnostic research studies: Descriptive research studies
are those studies which are concerned with describing the characteristics of a particular individual, or
of a group, whereas diagnostic research studies determine the frequency with which something occurs
or its association with something else. The studies concerning whether certain variables are associated
are examples of diagnostic research studies. As against this, studies concerned with specific
predictions, with narration of facts and characteristics concerning individual, group or situation are all
examples of descriptive research studies. Most of the social research comes under this category. From
the point of view of the research design, the descriptive as well as diagnostic studies share common
requirements and as such we may group together these two types of research studies. In descriptive as
well as in diagnostic studies, the researcher must be able to define clearly, what he wants to measure
and must find adequate methods for measuring it along with a clear cut definition of ‘population’ he
wants to study. Since the aim is to obtain complete and accurate information in the said studies, the
procedure to be used must be carefully planned. The research design must make enough provision for
protection against bias and must maximise reliability, with due concern for the economical completion
of the research study. The design in such studies must be rigid and not flexible and must focus
attention on the following:
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(a) Formulating the objective of the study conducted (what the study is about and why is it being
made off ?)
(b) Designing the methods of data collection (what techniques of gathering data will be adopted to
do?)
(c) Selecting the sample (how much material will be needed also the cost involved ?)
(d) Collecting the data(where cant he required data be founded with what time period should
the data be related?)
(e) Processing and analysing the data.
(f) Reporting the findings.
In a descriptive/diagnostic study the first step is to specify the objectives with sufficient precision to
ensure that the data collected are relevant. If this is not done carefully, the study may not provide the
desired information.
Then comes the question of selecting the methods by which the data are to be obtained. In other
words, techniques for collecting the information must be devised. Several methods (viz., observation,
questionnaires, interviewing, examination of records, etc.), with their merits and limitations, are
available for the purpose and the researcher may user one or more of these methods which have been
discussed in detail in later chapters. While designing data-collection procedure, adequate safeguards
against Bias and unreliability must be ensured. Whichever method is selected based on the
assumptions , questions must be well examined before hand and be made unambiguous; interviewers
must be instructed not to express their own opinion; observers must be trained so that they uniformly
record a given item of behaviour. It is always desirable to pretest the data collection instruments
before they are finally used for the study purposes. In other words saying , we can say that “structured
instruments” are used in such studies.
In most of the descriptive/diagnostic studies the researcher takes out sample(s) and then wishes to
make statements about the population on the basis of the sample analysis or analyses. More often than
not, sample has to be designed. Different sample designs have been discussed in detail in a separate
chapter in this book. Here we may only mention that the problem of designing samples should be
tackled in such a fashion that the samples may yield accurate information with a minimum amount of
research effort. Usually one or more forms of probability sampling, or what is often described as
random sampling, are used.
To obtain data free from errors introduced by those responsible for collecting them, it is necessary to
supervise closely the staff of field workers as they collect and record information. Checks may be set
up to ensure that the data collecting staff perform their duty honestly and without prejudice. “As data
are collected, they should be examined for completeness, comprehensibility, consistency and
reliability.”2
The data collected must be processed and analysed holistically . This includes steps like coding the
interview replies in a manner that they make sense , observations, etc.; tabulating the collected data;
and performing several statistical computations on it . To the extent possible, the processing and
analysing procedure should be planned in detail before actual work is to be started. This will prove
economical in the sense that the researcher may also avoid unnecessary labour cost such as preparing
tables for which she later finds he has no use or on the other hand, re-doing some tables because he
failed to include relevant data. Coding should be done carefully to avoid error in coding and for this
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purpose the reliability of coders needs to be checked. Similarly, the accuracy of tabulation may be
checked by having a sample of the tables re-done. In case of mechanical tabulation the material (i.e.,
the collected data or information) must be entered on appropriate cards which is usually done by
punching holes corresponding to a given code. The accuracy of punching is to be checked and
ensured. Finally, statistical computations are needed and as such averages, percentages and various
coefficients must be worked out. Probability and sampling analysis may as well be used. The
appropriate statistical operations, along with the use of appropriate tests of significance should be
carried out to safeguard the drawing of conclusions concerning the study.
Last of all comes the question of reporting the findings. This is the task of communicating the findings
to others and the researcher must do it in an efficient manner. The layout of the report needs to be well
planned so that all things relating to the research study may be well presented in simple and effective
style.
Thus, the research design in case of descriptive/diagnostic studies is a comparative design throwing
light on all points narrated above and must be prepared keeping in view the objective(s) of the study
and the resources available. However, it must ensure the minimisation of bias and maximisation of
reliability of the evidence collected. The said design can be appropriately referred to as a survey
design since it takes into account all the steps involved in a survey concerning a phenomenon to be
studied.
Important Experimental Designs

Experimental design refers to the framework that is made or structure of an experiment and as such
there are several experimental designs which are in a way different . We can classify experimental
designs into two broader categories, viz., informal experimental designs that are made and formal
experimental designs that give us the required results . Informal experimental designs are those
designs that normally use a less sophisticated techniques or form of analysis based on differences in
magnitudes they are used , whereas formal experimental designs offer relatively more control and use
precise statistical procedures for analysis that may be needed . Important experiment designs are as
follows:
(a) Informal experimental designs which gather differential diagnosis
(i) Before-and-after without control design- what is the change ?
(ii) After-only with control design- used for bigger experiments
(iii) Before-and-after with control design- used to compare
(b) Formal experimental designs - static in nature
(i) Completely randomised design (C.R. Design)- based on random sampling
(ii) Randomised block design (R.B. Design)- cluster sampling is used
(iii) Latin square design (L.S. Design) - differential diagnosis is done.
(iv) Factorial-designs - based on various factors.

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CENSUS AND SAMPLE SURVEY
All items in this regard when I talk about the inquiry about the universe or the population for that
regard are used , a more complete enumeration is used of all the items that are there in the population
is known as a census inquiry . It should be noted that such is the inquiry , when items aren’t covered ,
no elements are left with a chance and a highest order of accuracy is obtained, but when I talk about
practise such things aren’t done. Even the slightest element of bias is left in the inquiry as it shall get
larger and the larger no shall get involved in some extent except through a survey that is again
conducted. When the field inquiry is large it is imperative that this method should be used and
analysed all at the same time , it is time that only big institutions which can carry this should carry this
out. Even bigger organisations obtain sufficiently accurate results by only studying only a part of the
total population and sometimes it is possible to obit this sufficiently accurate results by not only
studying but rather being part of the Total population. There is no utility that is left.
However, it needs to be emphasised at the same time - that when the universe is a small one, it is no
use resorting to a sample survey too . When field studies are undertaken in a very practical way ,
considerations of the time and cost almost invariably lead to the selection of respondents i.e., selection
of only a few items that are available . The respondents selected should be as representative of the
total population is possible in order to produce a miniature cross-section. The selected respondents
constitute what is technically called a ‘sample’ size and the selection process is called ‘sampling
techniques in research language . The survey so conducted is known as ‘sample survey’.
Algebraically, let the population size be N and should be a part of size n (which is < N) of this
population is selected according to some rule of the data - for studying some characteristic of the
population, the group consisting of these n units is known as ‘sample’ size . Researcher must prepare a
sample design for his study i.e., he must plan how a sample should be selected out of the sample and
of what size such a sample would be in it.
IMPLICATIONS OF A SAMPLE DESIGN
A sample design when we talk involves a definite plan for obtaining a sample from the given
population or the universe. It also refers to the process or the way the researcher carries would follow
in selecting various designs as it may well down the number of respondents which shall be included in
the various samples - which can be structures of the sample the design is decided before data are
analysed by the researcher . There are many sample designs to choose from which a researcher can
decide . Some designs are relatively more precise in nature and easier to understand than others.
Researcher should select/prepare a sample design which must be concerned and appropriate for the
research study.
STEPS IN SAMPLE DESIGN
While developing a sampling design, the researcher must pay attention to the following points:
(i) Type of universe: The first stepping stone in developing any sample design is to clearly define the
set of objects used, technically they are called the Universe, to be deciphered. The universe can be
finite or infinite depends. When we talk of finite universe the number of items is certain in number ,
but in case when we talk of an infinite universe the number of items is infinite, i.e., we shouldn’t have
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any idea about the total number of items. The population of a new city, the number of employees in a
factory and the like are very much the examples of finite universes, whereas the number of galaxies in
the sky, viewers of a specific radio programme, throwing of a chess etc. are examples of infinite
universes.
(ii) Sampling unit: A decision has to be made sure is taken -concerning a sampling piece before
selecting the sample. Sampling unit can be geographical one such as state, district, village, etc., or a
construction unit there in the city such as house, flat, etc., or it may be a social unit which we talk off -
such as family, club, school, etc., or it may be an individual we are talking about. The researcher will
have to decide one or more of such factors that he/she has to select for the study.
(iii) Source list: It is also known as ‘sampling frame’ of reference from which sample is to be drawn
out . It contains all the names of all items of the universe (in case of finite universe only we are talking
about ). If source list is not available in our hand , researcher has to make she/he prepare it. Such a list
should be short, correct, resourceful and appropriate to a great extent . It is extremely important for the
source list to be as information giver of the population as possible.
(iv) Size of sample: This also refers to the number of items to be selected from the universe we call to
constitute a sample size. This a major problem before a person working on the research is The size of
sample size should neither be very large, nor too petit. It should be to a optimum. An optimum
sample is one which shall fulfil the requirements of ease of work, representativeness, reliability and
flexibility. While deciding the size of sample, researcher must determine the desired precision as also
an acceptable confidence level for the estimate. The size of population variance also needs to be
considered as in case of larger variance which usually a bigger sample is needed. The size of
population also must be kept in prism for this also limits the sample size. The parameters of interest in
a research study must be kept in view, while deciding the size of the sample. Costs too dictate the size
of sample that we can draw. As such, budgetary constraint must invariably be taken into consideration
when we decide the sample size.
(v) Parameters of interest: In determining the sample design by the researcher ,one must also consider
the question of the specific population parameters which are of interest to all . For example, we may
be interested in just knowing the proportion of people with some given characteristic in the
population, or we may be interested in knowing some average or the other measure concerning the
population. There may also be important sub-groups in the population about whom we would like to
make valuable thinkings . All this has a strong impact upon the sample design we should accept.
(vi) Budgetary constraint: Cost considerations are to be put across, from birds point of view, have a
major impact upon decisions relating to just not only the size of the sample but also to the type of
sample used . This fact can even lead the researcher to the use of a non-probability sample method.
(vii) Sampling procedure: Finally, the researcher must also decide the type of sample she will use i.e.,
she should must decide about the technique to be used while selecting the items for the sample test. In
fact, this way or procedure stands for the sample design itself. There are several other sample designs
out of which the researcher must also choose one for their study. Obviously, we must select that design
which, for a given sample size and for a given cost, has a smaller sampling error in it.
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CRITERIA OF SELECTING A SAMPLING PROCEDURE
In this context one must remember that the two costs are involved in a sampling analysis viz., the cost
of collecting the data - in my case it involves collecting through digital mediums and the cost of an
incorrect inference resulting from the data which could result when I was taking focused in depth
interviews . Researcher must also keep in the view the two causes of incorrect inferences used viz.,
systematic bias used and sampling error. That occurred A systematic bias results from errors in the
sampling procedures that are taken , and it cannot be also reduced or eliminated by increasing the
sample size which I did from 40-88 went to . At best the causes responsible for these errors can be also
detected and corrected. Usually a systematic bias is the result of one or more of the following factors:
1.In appropriate sampling frame: If the sampling frame is in provided universe, it shall result in a
systematic bias.
2. Defective measuring device: If the measuring device is constantly in error mode, it shall result in
systematic bias. In survey work done, systematic bias can also result if the questionnaire or the
interviewer is biased- which in my case could happen since everyone has prior notions attached.
Similarly, if the physical measuring device that is defective there shall be systematic bias in the data
collected through such a measuring device, hence proper care should be paid head too.
3. Non-respondents: If we are unable to sample all the individuals initially included in the sample,
there may arise a systematic bias. The reason is that in such a situation the likelihood of establishing
contact or receiving a response from an individual is often correlated with the measure of what is to be
estimated.
4. Indeterminacy principle: Sometimes we might find that individuals act differently when kept under
observation than what can we do when kept in non-observed situations. For examples if workers are
aware that somebody is observing them in their course of a work study on the basis of which the
average length of time to complete a task will be determined and accordingly the variable shall be set
for piece work, they generally tend to work very slowly in comparison to the speed with which they
work if kept unobserved. Thus, the in determinacy principle should or may also be a cause of a
systematic bias.
5. Natural bias in the reporting of data: the Natural bias of respondents in the reporting of data is often
the cause of a systematic bias in many researches . There is usually a upward bias in the income data
collected by government taxation department if we may , whereas when we find an upward bias in the
income data collected by some government organisation. People in general would understate if their
incomes if asked about it for tax purposes, but they overstate the same if asked for social status or their
affluence that is the general behaviour . Generally in psychological/ social surveys, people tend to give
what they think is the ‘correct’ answer rather than revealing their true feelings which leads to skewed
results.
Sampling errors are the various variations in the sample estimates around the true population
parameters used. Since they occur randomly very often and are equally likely to be in either one
direction, their nature happens to be of the compensatory type and the expected value of such errors
happens to be equal to one or zero. Sampling error decreases our research and with the increase in the
size of the sample, and it happens to be of a smaller magnitude in case of homogeneous population.
Sampling error should also be measured for a given sample design and size. The measurement of
sampling error is mostly called the ‘precision of the sampling plan’. If we increase the sample size for
example , the precision can be increased in every likeliness . But increasing the size of the sample
brings its own limitations viz., a large sized sample increases the cost of collecting data and also
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enhances the systematic bias. Thus the effective way to increase precision in the research work is
usually to select a better sampling design when making the research - which has a smaller sampling
error for a given sample size at any given cost. In practice, however, people prefer a less precise
design that is because it is easier to adopt the same and also because of the fact that systematic bias
can be controlled in a better way in such a design.
In brief, while selecting a sampling procedure, researcher must ensure that the procedure causes a
relatively small sampling error and helps to control the systematic bias in a better way.
CHARACTERISTICS OF A GOOD SAMPLE DESIGN
From what has been stated above, we can list down the characteristics of a good sample design as
under:
(a) Sample design should result in a correct representative sample.
(b) Sample design most likely be such which results in a very small sampling error.
(c) Sample design must always be viable in the context of the funds available for the research study.
(d) Sample design can also be such so that systematic bias can be controlled in much better way.
(e) Sample should be in a manner that the results of the sample study can be applied, in general, for
the universe to be in line with a reasonable level of confidence.
DIFFERENT TYPES OF SAMPLE DESIGNS
There are different types of sample designs based on tow of the most important factors viz., the
representation basis selected and the element in the selection technique. On the representation basis
when we talk , the sample may be probability sampling used or it can be non-probability sampling.
Probability sampling is based on the simple concept of random selection if we may , whereas non-
probability sampling is the ‘non-random’ sampling. One element of selection basis, the sample may be
either unrestricted or restricted depends . When each of the sample element is drawn towards- single
way from the population at large given, then the sample so drawn is also termed as ‘unrestricted
sample’ size, whereas all other forms of sampling area’s are covered under the term ‘restricted
sampling’. The following chart exhibits the sample designs as explained above.
Thus, sample designs are can be termed as- of two types viz., non-probability sampling and
probability sampling.
In our daily life we are always pestered to measure when we use some yardstick to determine
behaviour , likings, or some other feature of a physical features. We also measure when we judge how
well we like a song, a painting or the personalities of our friends. We, thus should always should
remember , measure physical objects as well as abstract concepts. Measurement is a relatively
complex phenomena and very important task, specially so when it just includes qualitative or abstract
thinkings . By measurement I mean the process of just including the numbers to objects or
observations, the level of measurement being a separate function of the rules under which the numbers
are used.
It is not as difficult to never assign the numbers in respect of properties of some objects, but it is
relatively not easy in respect of others. For example when we talk , measuring such things as social
conformity in people , intelligence, or marital working we talk of -is much less obvious and requires
much closer attention to detail than measuring physical weight, biological age or a person’s financial
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working . In other words when we talk of , properties like how heavy a person is , likings , etc., can be
measured very directly with some standard unit of measurement that we use , but it is not that easy to
measure properties like motivation to we need succeed, ability to stand stress in life and the like. We
can expect high accuracy in measuring the length of pipe with a yard stick, but if the concept is
abstract and the measurement tools are not standardised, we are less confident about the accuracy of
the results of measurement.
Technically when we speaking, measurement is also a process of mapping aspects of a domain onto
other aspects when we talk of a range according to some rule of correspondence. In measuring, we
devise some strategies form of scale in the range (in terms of setting theory, range may refer to some
set) and then transform or map the properties of objects from the domain we use (is terms of set
theory, domain may refer to some other set) onto this scale. For instances , in case we are to find the
male to female attendance ratio while conducting a study of persons who attend some show, then we
may tabulate those who come to the show according to sex. In terms of set theory, this process is one
of mapping the observed thinking properties of those coming to the show (the domain) on to a sex
angle we use (the range). The rule of correspondence is: If the object in the domain appears to be
male, assign to “0” and if female assign to “1”. Similarly, we can record a person’s marital status as 1,
2, 3 or 4, depending on whether research done is non skewed.
the human is single, married, widowed or divorced. We can as well record “Yes or No” answers to a
question as “0” and “1” (or as 3 and 4 or perhaps as 60 and 61 ). In this artificial or nominal ways we ,
categorical data we use (qualitative or descriptive) depends what can be made into numerical data
and if we thus code the various categories involved , we always refer to the numbers we record as
nominal data. Nominal data are in the numerical in name only, because they do not share any of the
properties of the numbers we deal in ordinary arithmetic way . For instance if we record married status
as 1, 2, 3, or 4 as stated above, we cannot write 4 > 4 or 4 < 6 and we cannot write 2 – 1 = 3 – 2, 1 + 3
= 6 or 6 ÷ 2 = 3.
MEASUREMENT SCALES
From what I have stated above, we can write that scales of measurement what we use which can be
considered in terms of their mathematical properties. The most widely used ways of classification
measurement scales which used are: (a) nominal scale; (b) ordinal scale; (c) interval scale; and (d)
ratio scale.
(a) Nominal scale: Nominal scale is simple - a system of putting your number symbols to events in
order to mark them. The usual example of this is the assignment of numbers of cricket players in
order to identify they given level - The slightest - level of the ordered scale that is very commonly
used is the ordinal scale.
(b) The ordinal scale places events in order to take us through various events, but there is no attempt
to make the intervals of the scale equal in any regard - in terms of some rule.
(c) Interval scale: In the case when we talk of interval scale, the intervals are adjusted in a matter that
we in terms of some rule that has been established as a basis for making the units equal. The units
are equal only in so far as one.
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Sources of Error in Measurement
Measurement should be to the point and unambiguous in an ideal research study. This objective,
however, is often not met with in entirety. As such when we as researcher must be aware about the
sources of error that can occur in measurement. The following are the many possible sources of error
in measurement.
Measurement and Scaling Techniques
(a) Respondent: At times the respondent may be very reluctant to express strong very negative feelings
or it is just possible that he may have very little knowledge but may not admit the ignorance. All this
behaviour pattern is likely to result in an interview of ‘guesses.’ Transient factors like fatigue,
boredom, mood off, etc. may limit the ability of the person to respond accurately and fully. Which I
had to face , when conducting focused in-depth interviews.
(b) Situation: Situational factors may also come in the way of correct measurement - which I had to
face a lot . Any condition which places a strain on interview can have serious effects on the
interviewer-respondent rapport- which can take place . For example , if someone else is present, he
can distort responses by joining in or merely by being present and not being physically aware of whats
happening . If the respondent feels that anonymity is not assured, he may be reluctant to express
certain feelings.
(c) Measurer: The interviewer can distort responses by rewording or reordering questions- that is what
technology does to us. The behaviour, way and looks may encourage or discourage certain replies
from respondents. Careless mechanical processing may distort the findings. Errors may also come in
because of incorrect coding done , faulty tabulation can also take place and/or statistical calculations
conducted , particularly in the data-analysis stage is what we talk off.
(d)Instrument: Words are swords , beyond the comprehension of the respondent present , ambiguous
meanings, poor printing errors, inadequate space for replies in the paper, response choice omissions
done , etc. are a few things that make the measuring instrument defective in many ways and may result
in measurement errors to say the least. Another type of instrument deficiency is the poor sampling of
the universe of items of concern with the research.
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CHAPTER 4 - DATA COLLECTION
Data collection is one of the most important aspects when it comes to dissertation , my topic - Men vs
women in the online shopping space required me to collect data from various facets , the collection
begins after you have defined , the research design and it has been chalked out . I was told to keep two
things in mind that data comes in two forms that is primary & secondary.
The primary data are those which are collected just new ( pertaining to this research only ) and for the
very first time, and thus it happen to be original in character and feel . The secondary data on other
hand , on the other hand, are those which have already been once collected for any work whatsoever
by person earlier and which have already been testimony to the statistical process. The researcher need
to have decided which is the sort of data the person- would be using (thus collecting for the same) for
the study to be conducted and accordingly the researcher shall have to select one or the other method
of data collection which shall be used. The methods of collecting the primary and secondary data if we
talk do differ since primary data are to be originally collected- they are afresh , while when we talk of
secondary data the overall nature of data collection work is merely that of compilation & presenting.
COLLECTION OF THE PRIMARY DATA
We collected the primary data during the course of doing experiments in an experimental research
which was men vs women - shopping betaviour in the online shopping space - but in case we also did
the research of the descriptive type too and perform surveys- surveys which were of online nature,
whether I talk about sample surveys or census surveys, then we can obtain primary data either through
mere observation or through direct communication channels with respondents in. one form or another
or through personal interviews which are conducted.
interview Method
The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms
of oral-verbal responses- if written in research ways . This method can be used through personal
interviews and, which was possible, through telephone interviews that I conducted.
(a) Personal interviews: Personal interview method required a person already known as the interviewer
asking questions generally in a face-to-face contact to the other person or persons. (At times the
interviewee may also ask certain questions and the interviewer responds to these, but usually the
interviewer initiates the interview and collects the information.) This sort of interview may be in the
form of direct personal investigation also or it may be indirect oral investigation being done in this
regard. In the case of direct personal investigation the interviewer I had to collect the information
personally from the sources concerned - with the interview . I had to be on the spot- as time is very
valuable and had to meet people from various backgrounds whom data have to be collected. This
method is particularly suitable for very intensive investigations. But in certain cases it may not be
possible at all or worthwhile effort to contact directly the persons concerned or on account of the
extensive scope of enquiry, the direct personal investigation technique may not be used. In such cases
an indirect oral examination can be conducted under which the interviewer has to cross-examine other
persons who are supposed to have knowledge about the problem under investigation and the
information, obtained is recorded. Most of the commissions and committees appointed by government
to carry on investigations make use of this method.
The method of collecting information through personal interviews is mostly carried out in a very
structured way. As such we call the interviews as structured interviews. Such interviews involve the
use of a set of predetermined questions and of highly standardised techniques of recording.
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Pre-requisites and basic tenets of interviewing: For successful implementation of the interview
method, interviewers should be carefully made sure you are selecting the right fit, they are trained and
briefed. They should be very honest, sincere, hardworking, impartial and must possess the technical
competence and necessary practical experience on the field . I was also allowed to do -Occasional field
checks should be made to ensure that interviewers are neither cheating, nor deviating from instructions
given to them for performing their job efficiently. In addition, some provision should also be made in
advance so that appropriate action should be be taken if some of the selected respondents refuse to
cooperate or are not available when an interviewer calls upon them.
In fact, interviewing is an art form governed based on certain scientific principles. Every effort should
be just made to create friendly atmosphere of trust and confidence in us, so that respondents may feel
at ease while talking to me - I made sure that happened and discussing with the interviewer. The
interviewer must ask questions properly- hence it was even more important to me design the interview
in a very good manner and intelligently and must record the responses accurately and completely. At
the same time, the interviewer must answer legitimate question(s), if any, asked by the respondent and
must clear any doubt that the latter has. The interviewers approach must be pious, hospitable ,
conversational and unbiased at every juncture. The interviewer should not show any surprise or
disapproval of a respondent’s answer- I made sure that but he must keep the direction of interview in
his own hand, discouraging irrelevant conversation and must make all possible effort to keep the
respondent on the track.
b) Telephone interviews: This method of collecting information consists in contacting respondents on

telephone itself- as in todays time everyone is busy - it is not always viable that , we have the time to
meet the person . Though I must admit it is not a very widely used method, but plays important part in
industrial surveys, particularly in developed regions. The chief merits of such a system are:
1. It is more elastic when in comparison to mailing method.
2. It is speed oriented process than other methods i.e., a quick way of obtaining information.
3. It is cheaper than personal interviewing method here The cost per response is relatively very low.
4. Recall is very easy; callbacks are simple and economical to begin with .
5. There is a higher rate of response than what we have in mailing method; the non-response
is generally very low in every aspect.
6. Replies can be recorded beforehand - without causing embarrassment to respondents at all.
7. Interviewer can explain requirements more easily over the phone as we have time at every juncture.
8. At times it is also evident , that we we talk of - access can be gained to respondents who otherwise
cannot be contacted for one reason or the other.
9. No field staff is required, which was needed as I was the only individual doing the research.
10. Representative and wider reach of sample is possible, which I made sure I did
But this system of collecting information is not free from demerits. Some of these may be highlighted.
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1. Little time is given to the respondents asking questions- whom we are for considered answers;
interview period is not likely to exceed more six minutes in most cases.
2. Surveys are bound to respondents who have telephone facilities on only .
3. Extensive demographic coverage may get restricted by cost considerations.
4. It is not suitable for intensive surveys at all - where comprehensive answers are required to various
questions
5. Possibility of the bias occurring of the interviewer is relatively very high .
6. Questions have to be short in nature and to the point; probes are difficult to handle in every aspect .
COLLECTION OF DATA THROUGH QUESTIONNAIRES
This method of data collection is quite popular these days due to the rise of digital mediums,
particularly in case of big enquiries. It is being adopted by private individuals like me very often ,
research workers, private and public organisations and even by governments these days . In this
method a questionnaire is sent (usually by post as it is easy on the pocket) to the persons concerned
with a request to answer the questions and return the questionnaire. A questionnaire consists of a
number of questions printed or typed in a definite order on a form or set of forms that are needed. The
questionnaire is mailed to respondents who are expected to read and understand the questions and
write down the reply in the required meant for the purpose in the questionnaire itself only . The
respondents have to answer the questions on their own- judgement,
The way of collecting data by mailing the questionnaires to respondents is most extensively employed
in various economic and business surveys in India . The merits claimed on behalf of this method are as
follows:
1. The cost is very - low cost even when the universe is large and is widely spread demographically .
Methods of Data Collection 101
2. It is free from the bias of the interviewer involved ; answers are in respondents’ own words as far as
possible .
3. Respondents have the adequate time to give well thought out answers to everyone.
4. Respondents, who are not very easy approachable, can also be reached conveniently very easily .
5 Large samples can be made use of and thus the results can be made more dependable and reliable.
The main demerits of this system can also be listed here:
1. Low rate of return of the duly filled in questionnaires; bias due to no-response is often
indeterminate.
2. It can be used only when respondents are educated in every sense and should be cooperating.
3. The control over questionnaire may be always lost once it is sent.
4. There is inbuilt inflexibility always because of the difficulty of amending the approach once
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questionnaires have been despatched.
5. It can also happen that the replies are ambiguous or omission of replies altogether to certain
questions; interpretation of omissions is difficult.
6. It is not easy to know whether willing respondents are truly representative of the class.
7. This method is likely to be the slowest of all that can happen in a nutshell.
Before using this way , it is always advisable to conduct a ‘pilot study’ (Pilot Survey) for testing the
questionnaires in a holistic way . In a big enquiry of the universe - the significance of pilot survey is
felt very much at Hugh class. Pilot survey is way which the replica and rehearsal of the main survey.
Such a survey, being conducted by experts, brings to the light the weaknesses (if any) of the
questionnaires and also of the survey techniques. From the experience gained in this way,
improvement can be effected.
Main aspects of a questionnaire: Quite often questionnaire is considered as the heart of a survey
operation. Hence it should be very carefully constructed. If it is not properly set up, then the survey is
bound to fail. This fact requires us to study the main aspects of a questionnaire viz., the general form,
question sequence and question formulation and wording. Researcher should note the following with
regard to these three main aspects of a questionnaire:
1. General form: So far as the general form of a questionnaire is taken account off, it can either be
structured or unstructured questionnaire to say the least . Structured questionnaires are those
questionnaires in which there are definite, concrete and pre-determined questions - Which I had used
in my topic , because the research topic already is very difficult to intersect . The questions are
presented with exactly the same wording and in the same order to all respondents concerned . Resort is
taken to this sort of standardisation at all levels to ensure that all respondents do reply to the same set
of questions which I have asked . The form of the question may be either closed (i.e., of the type ‘yes’
or ‘no’) or open (i.e., inviting free response) but should be stated in advance and not constructed
during questioning. Structured questionnaires may also have fixed alternative questions in which
responses of the informants are limited to the stated alternatives. Thus a highly structured
questionnaire is one in which all questions and answers are specified and comments in the
respondent’s own words are held to the minimum. When these characteristics are not just present in a
questionnaire, it can be termed as unstructured or non-structured questionnaire. More specifically, we
can say that in an unstructured questionnaire, the interviewer is provided with a general guide on the
type of information to be obtained, but the exact question formulation is largely his own responsibility
and the replies are to be taken down in the respondent’s own words to the extent possible; in some
situations tape recorders may be used to achieve this goal.
Structured questionnaires are simple to administer and relatively inexpensive to analyse. The provision
of alternative replies, at times, helps to understand the meaning of the question clearly. But such
questionnaires have limitations too. For instance, wide range of data and that too in respondent’s own
words cannot be obtained with structured questionnaires. They are usually considered inappropriate in
investigations where the aim happens to be to probe for attitudes and reasons for certain actions or
feelings. They are equally not suitable when a problem is being first explored and working hypotheses
sought. In such situations, unstructured questionnaires may be used effectively. Then on the basis of
the results obtained in pretest (testing before final use) operations from the use of unstructured
questionnaires, one can construct a structured questionnaire for use in the main study.
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2. Question sequence: In order to make the questionnaire effective and to ensure quality to the replies
received, a researcher should pay attention to the question-sequence in preparing the questionnaire. A
proper sequence of questions reduces considerably the chances of individual questions being
misunderstood. The question-sequence must be clear and smoothly-moving, meaning thereby that the
relation of one question to another should be readily apparent to the respondent, with questions that
are easiest to answer being put in the beginning. The first few questions are particularly important
because they are likely to influence the attitude of the respondent and in seeking his desired
cooperation. The opening questions should be such as to arouse human interest. The following type of
questions should generally be avoided as opening questions in a questionnaire:
1. questions that put too great a strain on the memory or intellect of the respondent; 2. questions of a
personal character;
3. questions related to personal wealth, etc.
Following the opening questions, we should have questions that are really vital to the research
problem and a connecting thread should run through successive questions. Ideally, the question-
sequence should conform to the respondent’s way of thinking. Knowing what information is desired,
the researcher can rearrange the order of the questions (this is possible in case of unstructured
questionnaire) to fit the discussion in each particular case. But in a structured questionnaire the best
that can be done is to determine the question-sequence with the help of a Pilot Survey which is likely
to produce good rapport with most respondents. Relatively difficult questions must be relegated
towards the end so that even if the respondent decides not to answer such questions, considerable
information would have already been obtained. Thus, question-sequence should usually go from the
general to the more specific and the researcher must always remember that the answer to a given
question is a function not only of the question itself, but of all previous questions as well. For instance,
if one question deals with the price usually paid for coffee and the next with reason for preferring that
particular brand, the answer to this latter question may be couched largely in terms of price-
differences.
3. Question formulation and wording: With regard to this aspect of questionnaire, the researcher
should note that each question must be very clear for any sort of misunderstanding can do irreparable
harm to a survey. Question should also be impartial in order not to give a biased picture of the true
state of affairs. Questions should be constructed with a view to their forming a logical part of a well
thought out tabulation plan. In general, all questions should meet the following standards—(a) should
be easily understood; (b) should be simple i.e., should convey only one thought at a time; (c) should
be concrete and should conform as much as possible to the respondent’s way of thinking. (For
Methods of Data Collection
instance, instead of asking. “How many razor blades do you use annually?” The more realistic
question would be to ask, “How many razor blades did you use last week?”
Concerning the form of questions, we can talk about two principal forms, viz., multiple choice
question and the open-end question. In the former the respondent selects one of the alternative
possible answers put to him, whereas in the latter he has to supply the answer in his own words. The
question with only two possible answers (usually ‘Yes’ or ‘No’) can be taken as a special case of the
multiple choice question, or can be named as a ‘closed question.’ There are some advantages and
disadvantages of each possible form of question. Multiple choice or closed questions have the
advantages of easy handling, simple to answer, quick and relatively inexpensive to analyse. They are
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most amenable to statistical analysis. Sometimes, the provision of alternative replies helps to make
clear the meaning of the question. But the main drawback of fixed alternative questions is that of
“putting answers in people’s mouths” i.e., they may force a statement of opinion on an issue about
which the respondent does not infact have any opinion. They are not appropriate when the issue under
consideration happens to be a complex one and also when the interest of the researcher is in the
exploration of a process. In such situations, open-ended questions which are designed to permit a free
response from the respondent rather than one limited to certain stated alternatives are considered
appropriate. Such questions give the respondent considerable latitude in phrasing a reply. Getting the
replies in respondent’s own words is, thus, the major advantage of open-ended questions. But one
should not forget that, from an analytical point of view, open-ended questions are more difficult to
handle, raising problems of interpretation, comparability and interviewer bias.*
In practice, one rarely comes across a case when one questionnaire relies on one form of questions
alone. The various forms complement each other. As such questions of different forms are included in
one single questionnaire. For instance, multiple-choice questions constitute the basis of a structured
questionnaire, particularly in a mail survey. But even there, various open-ended questions are
generally inserted to provide a more complete picture of the respondent’s feelings and attitudes.
Researcher must pay proper attention to the wordings of questions since reliable and meaningful
returns depend on it to a large extent. Since words are likely to affect responses, they should be
properly chosen. Simple words, which are familiar to all respondents should be employed. Words with
ambiguous meanings must be avoided. Similarly, danger words, catch-words or words with emotional
connotations should be avoided. Caution must also be exercised in the use of phrases which reflect
upon the prestige of the respondent. Question wording, in no case, should bias the answer. In fact,
question wording and formulation is an art and can only be learnt by practice.
Essentials of a good questionnaire: To be successful, questionnaire should be comparatively short and

simple i.e., the size of the questionnaire should be kept to the minimum. Questions should proceed in
logical sequence moving from easy to more difficult questions. Personal and intimate questions should
be left to the end. Technical terms and vague expressions capable of different interpretations should be
avoided in a questionnaire. Questions may be dichotomous (yes or no answers), multiple choice
(alternative answers listed) or open-ended. The latter type of questions are often difficult to analyse
and hence should be avoided in a questionnaire to the extent possible. There should be some control
questions in the questionnaire which indicate the reliability of the respondent. For instance, a question
designed to determine the consumption of particular material may be asked
* Interviewer bias refers to the extent to which an answer is altered in meaning by some action or
attitude on the part of the interviewer.
first in terms of financial expenditure and later in terms of weight. The control questions, thus,
introduce a cross-check to see whether the information collected is correct or not. Questions affecting
the sentiments of respondents should be avoided. Adequate space for answers should be provided in
the questionnaire to help editing and tabulation. There should always be provision for indications of
uncertainty, e.g., “do not know,” “no preference” and so on. Brief directions with regard to filling up
the questionnaire should invariably be given in the questionnaire itself. Finally, the physical
appearance of the questionnaire affects the cooperation the researcher receives from the recipients and
as such an attractive looking questionnaire, particularly in mail surveys, is a plus point for enlisting
cooperation. The quality of the paper, along with its colour, must be good so that it may attract the
attention of recipients.
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COLLECTION OF SECONDARY DATA
Secondary data means the data that are already available for us i.e., we mean oe refer to the data
which have already been collected beforehand and is not new It has been analysed by someone else.
When the researcher utilises secondary data, then he has to look into various sources from where he
can obtain them. In this case I was certainly not confronted with the problems that are usually
associated with the collection of original data. Secondary data may either be published data or
unpublished data. Usually published data are available in: (a) various publications of the central, state
are local governments; (b) various publications of other governments or of international bodies and
their subsidiary organisations; (c) Abstruse and trade journals; (d) books of any order, magazines and
newspapers; (e) reports and publications of various associations connected with business and industry,
banks, stock exchanges, etc.; (f) reports prepared by research scholars, universities, economists, etc. in
different fields; and (g) public records and statistics, historical documents, and other sources of
published information. The sources of unpublished data are many; they may be found in diaries,
letters, unpublished biographies which can be handy and autobiographies and also may be available
with scholars and research workers, trade associations, labour bureaus and other public/ private
individuals and organisations.
The researcher must pay attention to the following points in constructing an appropriate and effective
questionnaire or a schedule:
1. The researcher must keep a keen eyes to the problem he is to study for it provides the beginning
point for developing the Questionnaire/Schedule. I was very clear about the various aspects of his
research problem to be dealt with in the course of his research project.
2. Appropriate form of questions depends on the nature of information sought after, the sampled
respondents and the kind of analysis intended to be procured . The researcher must decide whether to
use closed or open-ended question it all depends on us . Questions should be easy to underseand and
must be constructed with a view to their forming a logical part of a well thought out tabulation plan.
The units of enumeration should also be defined precisely so that they can ensure accurate and full
information.
3. The draft of the Questionnaire/Schedule be prepared, giving them thought to the appropriate
sequence of putting questions. Questionnaires or it can schedules previously drafted (if available
only ) may as well be looked into at this stage.
4. Researcher must invariably re-examine also , and in case of need may revise the rough draft for a
better one. Technical defects must be minutely scrutinised and removed.
5. Pilot study should be undertaken for pre-testing the questionnaire. The questionnaire may be edited
in the light of the results of the pilot study to be conducted.
6. Questionnaire must also contain simple but straight forward directions for the respondents so that
they may not feel any difficulty in answering the questions.
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Processing of data -
The data, after collection, was processed and analysed in accordance with the outline laid down for the
purpose at the time of developing the research plan in August . This is essential for a scientific study
and for ensuring that we have all relevant data for making contemplated comparisons is there and
analysis. Technically speaking, processing implies editing, coding, classification and tabulation of
collected data so that they are amenable to analysis. The term analysis means to the computation of
certain measures along with searching for patterns of relationship that exist among data-groups. Thus,
“in the process of analysis, relationships or differences supporting or conflicting with original or new
hypotheses should be subjected to statistical tests of significance to determine with what validity data
can be said to indicate any conclusions”.1 But there are persons (Selltiz, Jahoda and others) who do
not like to make difference between processing and analysis. They opine that analysis of data in a
general way involves a number of closely related operations which are performed with the purpose of
summarising the collected data and organising these in such a manner that they answer the research
question(s). We, however, shall prefer to observe the difference between the two terms as stated here
in order to understand their implications more clearly.
Hypothesis is mostly considered as the principal instrument in research - we shall talk more about it .
Its main function is to suggest newer experiments and observations. In fact, many experiments are
carried out with the deliberate object of testing hypotheses. Decision-makers often face situations like
wherein they are interested in testing hypotheses on the basis of available information and then take
decisions on the basis of such a testing. In social science also , where direct knowledge of population
parameter(s) is very rare, hypothesis testing is the often used strategy for deciding whether a sample
data offer such support for a hypothesis that generalisation can be made.
It is imperative that the research collection has broken our thinking our way of how things are not
Done , we have also thought that we think as human beings has always been into the correct spectrum
May be this is the dogmatic behaviour we should shun away, not because we are wrong in our thinking
But because the world in which we are living is very disruptive it is changing at every juncture.
It was shocking to see .
1. Women post more reviews
2. Myntra is the winner in consumer segment
3. People don’t believe online reviews fully
4. Paradigm shift in spending
5. Consumer perception change
6. NLP is coming of age.
7. People aren’t afraid of change.

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8. No Matter how much one say , Branding plays a pivotal role
9. Niche segments like Virtual assistants are on a rise
10. Decrease in offline spending.
When we see certain above said points - it is imperative that the world is moving at a very fast pace
Now the questions remains what should be done ?
1. Be disruptive ?
2. Change ?
3. Let Market decide ?
We shall see ahead as to what lies ahead , in our final chapter called conclusion.
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CHAPTER - 5 CONCLUSIONS & LIMITATIONS -

After collecting and analysing the data that I have collected , being a researcher I had too accomplish
the task of drawing inferences followed by report writing in the college set format . This has to be
done very carefully as a shot in the dark could result in making the research skewed , otherwise
misleading conclusions may be also be drawn in every regard and the whole purpose of doing
research may get very vitiated. It is only through interpretation that I could expose relations and
processes that underline the findings of do they really differ . When I talk of hypothesis case & testing
studies, if hypotheses are tested and upheld several times which I shall tell you what happened , I
arrived at various generalisations in the report . But in case I had no hypothesis to start with in the
first place , I also tried to explain my findings on the basis of theory . This may at times result in new
questions, leading to further researches. All this analytical information and consequential inference(s)
should be communicated, preferably through this research report, to the consumers of research results
who may be either an individual or a group of individuals or either a public/private organisation.
TECHNIQUE OF INTERPRETATION
The task of interpretation is not a job you would term as easy , I am rather of the thinking that it
requires a great astuteness and dexterity on the part of me as researcher . Interpretation is an art that
one learns through practice and experience & I have been lucky that I have people around me who
guided me at every juncture . The researcher always required to seek the guidance from experts for
accomplishing the task of interpretation.
The technique of interpretation that I followed were -the following steps:
(i) I as Researcher must give reasonable explanations of the relations which I had found and he must
interpret the lines of relationship in terms of the underlying processes and must try to find out the
thread of uniformity that is there & thereof that lies under the surface layer of my diversified research
findings. In fact, this is the technique of how generalisation should be done and concepts should be
formulated.
(ii) Extraneous information that ,collected during the study I made sure it is considered while
interpreting the final results of research study- which spoke about various approaches such as spending
habits of men vs women or the digital mediums usage when it comes to research , for it may prove to
be a key factor in understanding the problem which I was putting under consideration.
(iii) It was advised to be ,be fore embarking upon final thinkings of research to consult someone
having insight into the study and who is frank and honest and will not hesitate to point out omissions
and errors in logical argumentation. Such a consultation will result in correct interpretation is done
and, thus, will increase the utility of research results.
(iv) As Researcher must accomplish the task of interpretation only after considering the relevant
factors affecting the problem to avoid false generalisation. I made sure I wasn’t hurrying while
interpreting results, for quite often the conclusions, which appear to be all right at the beginning, may
not at all be accurate.
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Q1. The Age Bracket you are in ?
Age is a very important yardstick to measure what are the interest spectrum of the consumers. Men vs
women is such topic , that I think should change with age , but this was not the case , shockingly as
you may term - but though around 50% my respondents fall between 21-25 yrs , yet the others as you
go along shall realise that they had the same notion , as the one who was lying in the other spectrum
were also the same notion.
Age though plays a pivotal role , in this regard it didn’t.
Q2. Do you shop Online ?
This is the question in which my research stands erect , as I am seeing the behaviour of individual
when it comes online shopping , it is imperative for that to happen , they should at least shop online ,
only then it can be analysed , 61% of my respondents shopped online , with a mere 13 % preferring
brick and Motor stores , there was a shocking revelation when it turned out that 26% shopped only
once in a while and never every day - well that different as with the changes approaches - we as
marketers should make sure that all the people shift to online shopping. Hence though mostly are still
there, most of them aren’t - hence the marketing department should make sure this changes.
Q3. How often do you shop online ?
This question was asked keeping in mind , what is the frequency of shopping - because only if they are
frequent , we can analyse are they going in reality to different mediums. Once in month was the
highest time frame for which they shopped which was shocking to every aspect , as I personally had
brought my own thinkings since I shop every week , the world would do the same - but this wasn’t the
case 61% of the respondents said they only shopped once in a month , what it tells us that they have to
change , so that - before its too late that they start shifting back - capture them there and then only.
Q4. Do you own any virtual assistant / Xbox ( Gaming console ) / Smartphone ( Expensive ) ?
We all know that there is a notion in the world that , men only buy technology centric products and
when it comes to the other sex they aren’t interested in the same , but as per my research - this was a
equal battle , with iPhone is owned by 46 % of the respondents , Alexa also followed at around 15% in
which 60 % of the respondents were female.
Q5. What is your sex?
To know wether they differ it is imperative that I decide - to which sex they belong only then a
decision can be taken and the research would be non skewed.
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Q6 The Average time you spent online shopping ?
How much do we really spend , because in the end it is imperative - the higher time you spend over
online mediums - there are more chances that you shall shop more. As per the research that I had
conducted it brought out - 10-20 minutes around 40 % of the respondents visit a online shopping
platform , the next spot is 1-2 hours ( Female shoppers ).
Q7. Do you write reviews for products you have bought ?
Influencer marketing it as a all time high , hence writing reviews can impact the path to purchase of a
product , writing reviews only can seriously hamper the reputation of a product if not dealt in the right
way , speaking about my respondents , close to 38% of the respondents write reviews and 58% write
sometimes , which to end with is a big number in itself.
Q8. Do you suffer from post purchase regret ?
Companies spend millions every year to make sure their product stands out and users don’t suffer from
post purchase regret , because if they suffer they shall post online, the loyalty gets dislodged - but
sadly as per my respondents - 73% suffer from post purchase regret which is a big number, which
should be changed as far as possible.
Q9. Which is your most favoured online shopping website ?
Well the world is all about perceptions , someone has loyalties regarding some websites - while others
have loyalties regarding another website , Myntra was the clear winner in this regard , which 40% and
above respondents choosing it - while when I talk about the second position - Amazon won in that
department, flipkart which is loosing the battle should learn from amazon , how to be customer centric
in every approach - so that they don’t wither away.
Q10. What is the medium of payment you use for shopping ?
Since demonetisation struck India , with GST also coming in full swing - it was evident that online
payment are going for a makeover , with mobile wallets such as Paytym coming in full swing - but the
sad news is plastic currency Is still ruling over the throne with 56% respondent choosing that as there
favoured mode of shopping - the second thing that came was C.0.D platform which rules the market in
rural India, mobile wallets have a long way to go still.
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Q11. Why do you shop ?
Well, this brings us to a pressing question which is - why is shopping done , because if we know what
is driving that , we can find the root & make our revenue even stronger in every aspect. The data as per
my research was that around 86 % of the population only bought the product because they needed it ,
there were others factors like fetish , to manage stress , for gifting - but didn’t generate any interest.
Q12. Do you compare between shopping websites ?
We all want the best in whatever we do , it is human tendency to play the comparing game - every
time , hence which was also evident from my research findings in which close to 60% respondents did
compare before finally making the purchase decision.
Q13. Do you only buy branded product ?
This question was to know what they really meant by branding , did they payed head to branding. Well
this was 50:50 response what we were talking off , with some choosing brands and other thinking that
as long as the product is good , they don’t pay heed to the brand.
Q14. What was respondents take on the topic ?
This brought interesting responses , were people from various facets of life - thought of different
thinkings - some were of the response that yes they differed , while someone said that not do they
differ but they also makes us realise that women shop and men buy , women spend a huge amount of
time while making a purchase decision , on the other hand men go straight to business. Men are more
focused. We spend less time in buying the stuff exactly the way we want and what we want.Yes.
Women tend to be more impulsive buyers. For instance after a stressful day one of the ways we make
feel ourselves good is by just browsing through these websites. Sometimes it's just love at first sight
where we know that the product is made for us. I can't really comment on men's shopping but i adore
them for being less impulsive - Quotes - Kavya - Who shall be soon starting as a research analyst at
Kantar , India . The shopping habits of men and women are completely different. Women spend a lot
of time in searching the item before actually making a purchase. Men on the other hand are somehow
impatient and do things that end up being a fuss. However, in terms of massive shopping and fidgety
behaviour, women fail as compared to men. Women are easily fascinated towards a new product and
sometimes buy a product in order to calm their OCD of buying new things. But the case could be vice
versa. Quotes - Kamal Hira , Wingcommandar - Indian Airforce.
May be i have seen women who shops in 20-30 mins . The products may differ from men to women
but the satisfactory level will be same , women are choosy - men on the other hand aren’t - A K
Chopra , who heads fresca Juices said.
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Limitations-
Everything has limitations and research is no different -
1. Sample Size - I had around 88 respondents when it came to my research , which was low if you
want to analyse fully a subject like - men vs women -incase the sample size was bigger I would
have been able to drive out better conclusions.
2. Sample profile - many academic studies in the world have used student sampling. There are many
advantages for it, such as easy access and low costs for data collection. Nonetheless, using purely
student sampling is also extremely limiting if the population of the study is comprised of people
with varies profiles.
3. Time of study - Often students have a deadline to turn in their work. Other academics have
conference or journal deadlines. Would we do a better work if we have more time? Of course! Do
we have unlimited time to do research and collect data? NO! For this reason, “time” is a very
common limitation for many studies. We would have done better work incase the time was
structured.
4. Financial Resources- Money is always a problem (at least for me. If it is not for you, we should be
friends!). Sometimes I needed it to purchase the necessary equipment for my study, to hire people
for data collection- to make the sample size bigger, to purchase a specific statistical software- like
SPSS or to simply reward participants with products or giveaways for having participated in the
study ( Focused interviews ) . When financial resources were scarce, all of these possibilities are
compromised. Consequently, such limitations might be reflected on the results of the study as well.
5. Access to Literature - In the majority of cases, studies start when researchers that is me I identified
gaps in the literature and tried to address them. However, the identification or understanding that
there is a gap depends on the researchers’ level of access to the existing literature available both
online & offline . What may seem as a research gap to me might be a huge misconception simply
because the person did not have access to a larger range of scientific literature. Thus, access to
literature can also be a limitation.
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Q5 What is your sex?
Q6. The Average time you spent online shopping ?

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Q7. Do you shop Online ?
Q8 How often do you shop online ?

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Q9. Do you own one of these ?
Q10 - The Average time you spent online shopping ?

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Q11. Do you write reviews for products you have bought ? 
Q12 If you have a regret of your product your purchased do you put that online in form of reviews ?
Q13 What is your most favoured online shopping website ?

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Q14 What is the medium of payment you use for shopping ?
Q15 Why do you buy a product ?

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Q16 DO you compare between Online shopping websites ?
Q17 Do you only buy branded products ?

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CHAPTER 6 - BIBLIOGRAPHY & APPENDIX
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TOPIC- Men Vs Women - Differences in Shopping Habits & Buying Decisions

Name of student- Geet Chopra

Submitted in partial fulfilment of the requirements for the degree

I, Geet Chopra student of MBA(CM), Symbiosis School of Media and

This is to certify that Geet Chopra is a bonafide student of MBA(CM),

Symbiosis School of Media and Communication, Bengaluru, constituent of

Symbiosis International University. This dissertation titled Men Vs Women -

Shopping Habits & Buying Behaviour Is carried out by him/her in partial

Venkat Raman While this is an independent work, to the best of my

responsibility of the student. It is complete and ready for evaluation and is

hence submitted to Symbiosis International University, Lavale.

I, Priyanka Jhurani, student of Symbiosis School of Media and Communication, Batch

of 2015-2017, hereby declare that the LIVE PROJECT REPORT submitted by me as a

given in the report is authentic to the best of my knowledge.

award of any other degree, fellowship and diploma.

Signature & Name of Director

• Thank the mentor

• Thank the Director and the institute

All sources including list of books, journals, websites, articles etc.

From website: Retrieved from http://www.someaddress.com/full/url

• No extra spacing after paragraphs

opportunity and have guided me and supported me throughout this exploration.

knowledge acquired in the classroom in the real world.

The faculty for their mentorship and guidance.

Thank you mentor

opportunity and have guided me and supported me throughout this exploration.

knowledge acquired in the classroom in the real world.

The faculty for their mentorship and guidance.

Thank you director

opportunity and have guided me and supported me throughout this exploration.

knowledge acquired in the classroom in the real world.

The faculty for their mentorship and guidance.

Prediction is of ample important in todays time

This research paper shall open up an array of paradoxes for us.

1. How & Why consumer buys a product ?

2. The Path to Purchase - does it diﬀer when we compare men vs women

3. Diﬀerence in purchasing decisions of men vs women

4. The Purchase Funnel - comparative study.

5. Online Money Spent

1.Motivators of buying ( Men Vs Women )

2.Factors Aﬀecting Consumer Behaviour

3. Mind Map - EI - Factor on a comparative Scale

The Following Hypothesis were formed during the research -

The secondary research that is done in this regard is mentioned below.

A paper by E.James (genderstudies.research.southwales.ac.uk/media/files/documents/2014.../WIS_6.5.docx) ,

There are an a array of surveys done in this aspects.

• More women than men shop online

• Women are bargain hunters

• Women go for handmade and vintage items

• Women love apps

Whatever the case is

Not only , it brought new focus .

1. We should always be different

Other key findings from the study indicate:

Men vs. Women

What is the case with Women?

Though Different They are Similar

How these Diversities can help Commence Business in India ?

Millennials vs. Older Age Groups

More women than men shop online

2. Women are bargain hunters , when it came to currency women

3. Women go for handmade and vintage items.

5. Women love applications , yes its true !