RESEARCH METHODOLOGY

RESEARCH DESIGN

Marketing research design is the specification of procedures for collecting and analyzing the

data necessary to help identify or react to a problem or opportunity, such that the difference

between the cost of obtaining various levels of accuracy and the expected value of the

information associated with each level of accuracy is maximized.

Several aspects of this definition deserve emphasis. First, research design requires the

specification of procedures. These procedures involve decisions on what information to

generate, the data collection method, the measurement approach, the object to be measured,

and the way in which the data are to be analyzed.

Second, the data are to be collected to help identify or react to a problem or opportunity. All

data collected should eventually relate to decisions faced by management. Obviously, the

efficient collection of data relevant to a decision requires a clear definition of the

problem/opportunity.

A third implication of the preceding definition is that information has value. Information

acquires value as it helps improve decisions. The fourth major implication is that varying

levels of accuracy of information can be generated in response to the same problem.

Information accuracy is affected by the occurrence of a number of potential errors. Finally,

the goal of applied research design is not to generate the most accurate information possible.

Rather, the objective is to generate the most valuable information in relation to the cost of

generating the information.

It should be noted that research design for purposes other than solving applied business

problems will have different characteristics. For example, research for use in court

proceedings will be designed differently from applied marketing research.

(MBA NOTES WORLD, 2008)
On the basis of fundamental objectives of the research we can classify research design into

following general types:

1. Exploratory research has the goal of formulating problems more precisely,

clarifying concepts, gathering explanations, gaining insight, eliminating impractical

ideas, and forming hypotheses. Exploratory research can be performed using a

literature search, surveying certain people about their experiences, focus groups, and

case studies. When surveying people, exploratory research studies would not try to

acquire a representative sample, but rather, seek to interview those who are

knowledgeable and who might be able to provide insight concerning the relationship

among variables. Case studies can include contrasting situations or benchmarking

against an organization known for its excellence. Exploratory research may develop

hypotheses, but it does not seek to test them. Exploratory research is characterized by

its flexibility.

2. Descriptive research is more rigid than exploratory research and seeks to describe

users of a product, determine the proportion of the population that uses a product, or

predict future demand for a product. As opposed to exploratory research, descriptive

research should define questions, people surveyed, and the method of analysis prior to

beginning data collection. In other words, the who, what, where, when, why, and how

aspects of the research should be defined. Such preparation allows one the

opportunity to make any required changes before the costly process of data collection

has begun.
 There are two basic types of descriptive research:

a. Longitudinal studies

Longitudinal studies are time series analyses that make repeated measurements of

the same individuals, thus allowing one to monitor behavior such as brand-

switching. However, longitudinal studies are not necessarily representative since

many people may refuse to participate because of the commitment required

b. Cross-sectional studies.

. Cross-sectional studies sample the population to make measurements at a specific

Point in time. A special type of cross-sectional analysis is a cohort analysis, which

tracks an aggregate of individuals who experience the same event within the same

time interval over time. Cohort analyses are useful for long-term forecasting of

product demand.

3. Causal research seeks to find cause and effect relationships between variables.

Designed to provide information on potential cause-and-effect relationships. Most

practical in marketing to talk about associations or impact of one variable on another.

It accomplishes this goal through laboratory and field experiments.

(Anonymous, Quick Mba, 2008)

The research design used in this project is a DESCRIPTIVE DESIGN as it describes data and

characteristics associated with the population of student consumers preferring a particular

brand of carbonated cola drink.

Descriptive study as the name implies is designed to describe something-for example the

characteristics of users of a given product, the degree to which the product use varies with

income, age, etc. Descriptive research is used to obtain information concerning the current
status of the phenomena to describe "what exists" with respect to variables in a given

situation.

It is also used by market researchers to judge the habits of customers. The subject is being

observed in a completely natural and unchanged natural environment.

How we will go on to do the research?

For determining the factors which affect the tourist behavior regarding tourist places we have

prepared a questionnaire including various parameters which may affect decision to visit

tourist place. This will be filled by tour operators who conduct tours in Konkan region. Then

the findings will be carried out as per the observation.

Pitfalls of the project - Although sincere efforts have been made to collect authentic and

reliable information from respondents, however the report is subject to following limitations:

i. Some respondents would be reluctant to give the information, so their

responses could be biased.

ii. Study will be conducted among the tour operators within Dadar, Parel area of

mumbai. So the results of the study may not be applicable in other areas.

iii. Time could be a major limitation as it may be able to affect the inferences

drawn in the study.

iv. At the same time respondent may not provide the accurate and reliable data

due to their busy schedule.

Sampling Types Methods & Data Sources

Primary Data
 Primary data is that data which is collected for the first time. It is original in nature in

the shape of raw material. For the purpose of collection of primary data, a well structured

questionnaire will be framed which will filled by the respondents. The questionnaire

comprises of close ended as well as open ended questions. In close ended questions

dichotomous, ranking, checklist questions and multiple choice questions are used.

Advantages of primary Data are

 Addresses specific research issues as the researcher controls the search design to fit

their needs

 Great control, not only does primary research enable the marketer to focus on specific

subjects, it also enables the researcher to have a higher control over how the

information is collected. Taking this into account, the researcher can decide on such

requirements as size of project, time frame and location of research.

 Efficient spending for information, primary data collection focus on issues specific to

the researcher, improving the chances that the research funds are spent efficiently.

 Proprietary information, primary data collected by the researcher is their own.

Disadvantages of Primary Data are

 Compared to secondary research, primary data may be very expensive in preparing

and carrying out the research.

 In order to be done properly, primary data collection requires the development and

execution of a research plan. It is longer to undertake primary research than to acquire

secondary data.
Secondary Data

Secondary data is the data which is already collected by someone. They are secondary in

nature and are in shape of finished product. Secondary data will be collected so as to have

accurate results. Required data will be collected from various books, magazines, journals and

internet.

Challenges of secondary data analysis

Data quality is always a concern because its source may not be trusted. Even data from

official records may be unreliable because the data is only as good as the records themselves,

in terms of methodological validity and reliability.

Secondary data does not permit the progression from formulating a research question to

designing methods to answer that question. It is also not feasible for a secondary data analyst

to engage in the habitual process of making observations and developing concepts. These

limitations hinder the ability of the researcher to focus on the original research question.

Sampling Design

Sample design covers the method of selection, the sample structure and plans for analyzing

and interpreting the results. Sample designs can vary from simple to complex and depend on

the type of information required and the way the sample is selected.
Sample design affects the size of the sample and the way in which analysis is carried out. In

simple terms the more precision the market researcher requires, the more complex will be the

design and the larger the sample size.

The sample design may make use of the characteristics of the overall market population, but

it does not have to be proportionally representative. It may be necessary to draw a larger

sample than would be expected from some parts of the population; for example, to select

more from a minority grouping to ensure that sufficient data is obtained for analysis on such

groups. This refers to a set of rules or procedures that specify how a sample is to be selected.

This can either be probability or non-probability.

The method used in this project is probability sampling.

Types of probability sampling are

1. Simple Random Sampling- is a sampling scheme with the probability that any of the

possible subsets of the sample is equally likely to be the chosen sample. A way of

selecting the sample is by means of a table of random numbers. Once a sampling frame is

available, each person in the population is assigned a number. SRS can be with or without

replacement.

2. Systematic sampling (interval random sampling) is an EPSEM strategy which gives

each element in the population the same chance of being selected for the sample.

3. Stratified sampling is where we begin by grouping elements that share certain

characteristics, or dividing the population into several large groups, or clusters. Its

purpose is to classify populations into subpopulations or strata based on some

 supplementary information and then a selection of separate samples from each of the

strata.

Two types of stratified sampling are proportionate stratified (is where the strata sample size

are made proportional to the strata population size) and disproportionate stratified (where a

varying sampling is used).

DISADVANTAGES OF SIMPLE RANDOM SAMPLING

One of the most obvious limitations of simple random sampling method is its need of a

complete list of all the members of the population. Please keep in mind that the list of the

population must be complete and up-to-date. This list is usually not available for large

populations. In cases as such, it is wiser to use other sampling techniques.

Population

Population is finite number of elements which the researcher is going to target in particular

area. The population targeted for the study is 50 tours and travels agencies population.

Sampling Unit

Those units that qualify to be sampled and are available during the sampling process to be

selected. Sampling Unit is the single unit of the population. A Tour operator who conducts

tours in Konkan from Dadar, Parel area of Mumbai area form the sampling unit of the study.

Extent

Extent refers to the geographical area where there is a scope of population. The extent of the

study is Dadar, Parel area of Mumbai region.

Sample size

Approximately there are 50 tour operators located in the area chosen for study.

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:

 Questionnaire

 Pie Charts

 Bar Diagrams
DATA ANALYSIS

1. What tourists prefer to visit in Konkan?

Location Number of respondents

Beaches 20
Forts 10
Hill stations 07
Religious and spiritual places 13
Total 50
INTERPRETATION

Nearly 40% of tour operators found that tourist visit Konkan for experience the beaches there

and 20% tour operators response is for forts and 26% is for religious places. It shows that

image of konkan in the mind of tourist is land blessed with divine beauty. It highlights that

though Goa and Konkan are neighbor tour destinations though there is absolute difference of

image between this two tourist spots in the mind of tourists.

Though tourist visits beaches in konkan purpose is to experience nature beauty, peace which

is not in case of Goa the destination for alcohol and parties. It clearly distinguishes tourists

segments and help to understand prospective tourist especially for Konan region. This

analysis helps to develop image on global level of konkan.

2. Purpose of tourists to visit Konkan?

Purpose Number of respondents
Leisure 30
Study 3
Recreation 15
Research 2
Total 50

INTERPRETATION

Around 30 tour operators agree that tourist visit Konkan as picnic spot in holidays. Nearly 15

tour operators found tourist visit Konkan for recreation.

Ultimate aim of tourist is to enjoy holidays with family. Many families prefer to visit Konan

due to its culture, local cuisine and peace. Some tourist came for recreation. They came to

change air as to recover from illness. Ultimate aim is to seek fresh air which is not available

in urban areas.
Though Kokan have wide costal line and rich with underwater bio-diversity very few people

visit for study. Though Konkan is rich with green valleys, many species of animals and birds

negligible amount of people visit to conduct research on environment there.

This is the biggest hidden segment to attract young crowd such as students of marine biology,

science students etc towards Konkan.

3. Most of the tourist visit Konkan with?

Options Number of respondents

Family 25
Friend 20
Groups 5
individual 0
Total 50

INTERPRETATION
 According 90% of tour operators tourists visit Konkan with family and friends. Very few

groups visit konkan. Normally groups who visit konkan are consist of middle age people

with ultimate purpose to visit temples and holy places located in Konkan and forts as

cultural heritage.

But many visit with aim of spending holidays. It highlights that Kokan region is not yet

fully developed as tourist destination. What lacks is proper planning and promotion with

infrastructural development.

Proper government involvement in market planning, design strategies, promotional

events, availability of basic amenities for tourists is those factors which required

attention.

4. Where tourists prefer to stay?

Accommodation Number of respondents

Home stay 10
Hotel/ resorts 30
Tourist village 10
Total 50
ANALYSIS

According to 30 tour operators tourist prefer to stay in hotels and resorts, but 40% tour

operators find that more number of tourists nowadays demand home stay to have unique

experience and tourist villages to experience local culture.

It highlights that, there is increasing trend from tourists that they demand some authenticity,

want to experience village culture. Its best opportunity for locals to develop their homes as

part of tourist village it will definitely improve standard of living and generates employment

in local youth.

Fresh air, local cuisine, culture, religious events like shimga, ganeshotsav etc are multiple

selling points of Kokan as tourist destinations on global level. Proper planning and utilization

will surely benefit to sell Konkan as tourism brand across the world.
 5. Do you know about Hydro tourism (water based tourist activities)?

Parameter Number of respondents

Yes 27
No 23
Total 50

INTERPRETATION

54% of tour operators aware about water based tourism facilities available at Tarkali. Though

it was done by Maharashtra state tourist ministry such hydro tourism facilities are not

promoted on mass scale. Nor effectively promoted by private tour agencies.

46% tour operators not aware about hydro tourism. It highlights that, how poorly government

promoted and advertised such efforts with masses.

According to me, if Maharashtra government promotes Konkan separately as tourist

destination it will help to make inform and reach to prospective tourist by having well

planned media management.

Hydro tourism is not just fun activity it’s more of knowledge gathering activity for marine

biology students, environment lovers.

 6. If yes, What type of water based activities tourists prefer in Konkan?

Activity Number of respondents

Scuba diving 7
Para sailing 6
Speed boating 14
Total 27

INTERPRETATION

Out of 50 tour agencies, only 27 know about hydro tourism. According to those 27 tour

agencies 50% of them said most of tourist preferred speed boating. Scuba diving, Para sailing

and speed bating are different forms of hydro tourism.

Scuba diving is very useful of students, speed bating just part of fun. But all these facilities

have its own importance which will helpful while design marketing plan, advertising tour

product for masses with different segments of tourists.

7. Rate local people co-operation with tourists?

Parameters Number of respondents

Excellent 25
Good 22
Average 3
Poor 0
Total 50

INTERPRETATION
Out of 50 tour agencies, 50% of them agree that locals co-operate with tourist. There is no

misbehave, harassment, crime in case of tourist happen in konkan. It shows that Konkan is

safe for tourists as local people are very friendly.

According to tour agencies, local youth understand the importance of tourism as it provides

employment. Locals earn by providing accommodation facilities, selling local cuisines etc.

22 tour operators said locals know benefits of tourism but they not capitalize it and

sometimes hostile towards developing tourism in Konkan region.

But tourists are safe and secure in Konkan region. Friendliness in Konkan people is also

selling point for tourism brand.

8. Rate the local transportation availabilities?

Parameters Number of respondents

Excellent 04
Average 12
Good 14
Poor 20
Total 50
INTERPRETATION

40% respondents rate local transportation facilities poor. 24% rate average and 28% rate

good. It shows that majority of tour operators not saitsfied with current infrastructure.

Local transporatation availabilty includes roads, vehicles available and facilities etc. majority

of tour operators dissatisfied as roads are not well managed, villages, tourist places are not

well connected etc. according to them, its time consuming and waste of petrol.

So infrastructure development is the biggest issue in developing Konkan as tourist

destination. Many tour operators not encourage to conduct tours or design tour product for

Konkan because of lack in infrastructural problems.

Availabilty of parking slots, safety and security of vehicles of tourist, well managed roads,

well comnnected tourist places etc. are some of the factors which needs a serious attention

to create Konkan as perfect tourist destination.

 9. Do you feel Konkan tourism requires promotional activities?

Parameters Number of respondents

Yes 48
No 02
Total 50

Interpretation

Out of 50 tour operators, 48 of them strongly agree that Konkan tourism requires promotional

activities to to generate sufficient amount of tourist traffic in Konkan. Only 2 of them feel

there is no need of promotion let the situation be as it is.

They feel make masses aware about tourism in Konkan may be harmful for local culture,

fresh air, local healthy environment.

10. What type of promotional activities you like to suggest?

Activies suggested Number of respondents

Government tourism project 20
Involvement of private organisations 27
Destination market 3
Any other 0
Total 50

INTERPRETATION

Out of 50 tour operators, 27 said its responsibility of private organisations to come forward

and make masses known about tourism activities available in konkan region.

20 tour operators said its solely responsibility of government to create awareness among

people about tourism in Konkan.

Only few, 3 tour operators said promotional activities like events, destination market, cultural

events like khadyamahotsav etc. They said create any tourist place as tourism brand is not

just responsibility of government but also private sector must involved in it.

11. Does your organisation keep customer profiles?

Parameters Number of respondents

Yes 30
No 13
Not sure 7
Total 50
Interpretation

60% of tour operators keep customer profiles. But only as record.

26% not keep profiles for further access.

14% have casual attitude towards keeping profiles.

12. Does your company offer printed marketing material?

Parameters Number of respondents

Yes 35
No 10
Not sure 05
Total 50
Interpretation

70% of tour operators offer marketing material but its only normal like pamplet, pages

containing information of places.

20% not offer any markting materials.

10% are not sure, they offers brochure sometimes or pamphlets.

It shows there is no market visiblity in market about konkan tourism like we see colourful

pictures, brochures specially design for goa tourism, singapore tourism etc.

13. How often your organisation participate in tourism related events?

Parameters Number of respondents

Never or rarely 35
Sometimes 13
Amlost always 7
Not sure 00
Total 50
Interpretation

Out of 50 tour operators 35 of them never or rarely participated in tourism releted events as

they just function in maharashtra only.

13 of them rarely particpated. 7 of them have very serious attitude towards grabbing attention

of tourist thhrough participation in various tourism related events as their operations are

expanded to abroad also.

14. Does your organisation have marketing plan?

Parameters Number of respondents

Yes 09
No 28
Not sure 13
Total 50
INTERPRETATION

Only full pleged tour companies have marketing plans as they function on national and

international level.

Only 18% of tour companies have marketing plan. 56% not design marketing plans.

26% occassionally design marketing plans to reach public.

Responce to this question is purely based on area of operations.

15. When I say KONKAN what comes in your mind first?

This question have no parameters such as yes, no etc or excellent, good etc. Its answer purely

based on experiance, thinking process.

So the responces are as follows:

 Nature

 Gren valleys

 Malvan
  My town

 Greenary

 Exotic beaches

 Tasty local cuisine

 Peaceful land with green

 Virgin beaches

 Natural beauty

 Land blessed with beauty

 Fresh and healthy environment

 Perfect picnic spot

 Heaven

 Calmness

 Land with enegry

 God’s own land

By analysing to this responces one can create campaign line for Konakn tourism. It highlights

what should communicate with tourist about Konkan. It is helpful while creation of image

which we can communicate on global platform.

FINDINGS

While working on this project and after collecting and analysing primary and seconday data I

find out many insight regarding Tourism in Konkan region.

Findings are as follows :

1. Konkan region lacks proper planning in case of infrastructure development. Its needs

to be improved at any cost.

 2. Transportation activities are not satisfactory. Needs state government efforts to

improve availability of basic facilities such as good and maintained roads,

connectivity in tourist spots, telephone booths, electricity supply etc.

3. Tourist mostly prefer to visit exotic beaches in Konkan as they are peaceful, clean.

4. Majority of tourist visit Konkan for leisure purpose. Ultimate aim is to enjoy holidays

at affordable prices.

5. Most tourist spend holidays here with family and with friends.

6. Though hydro tourism is available at Konkan many tourist are unaware about it. Due

to lack of promotion and advertising.

7. Local people co-operation with tourist is good. Some years ago locals view on

tourism is harmful for local culture, environment. But nowdays young local

generation positively look at tourism as it provides employment opportunities.

8. State government tourism ministry is working improving Tourism in Konkan but the

process is slow.

9. Tourism in Konkan is not done on professional level by many tour agencies.

10. Konkan tourism lacks Image, communcation strategy, marketing efforts by state

goverment and tour agencies.

RECOMMENDATIONS

1. State government must improve basic infrastructure level. Conditions of road,

transportation facilities.

2. Maharashtra State Tourism Ministry must undertake campaign on national level first

before going on global level.

3. Government should set up seperate organisation with collaboration with private sector

to undertake promotion and advertising activities, to look after basic amenities.

4. Tourist delight must be motto of every tour company.

5. To promote water sports by foreign collaboration.

6. To promote coastal line on basis of kosumai. Make available all facilities which are

required and available at beaches worldwide for tourists.

7. To Allow private parties hotels to build villas for tourists.

8. Their should be public private partnership in every project undertaken for Tourism in

konkan.

9. Promote Beach tourism.

10. Adopt Las Vegas Model of Casinos for gambling.

11. To promote Religious tours as Konkan have numbers of famous temples known for

architect.

12. To promote Cultural tours such as tours to visit forts located in Konkan through

which young generation came to know bravery of Maratha Kings and concept of

'Hindavi Swarajya'
CONCLUSION
Initiatives taken by government and various tour operators are benefit the region in terms of
economic upliftment, employment opportunities, and social welfare of locals.
Though today konkan is tourist spot but not well known and hot tourist destination, hence it’s
vital to study factors which helps and necessary which build worldwide image of any tourist
destination.
Moreover the study will also help to understand promotional activities and marketing
strategies require implementing.
Public Private Partnership to develop Konkan as tourist destination is best solution.
In spite of all qualities which can attract tourist from all over the world are present in Konkan
region what it lacks is honest efforts on part of government and private parties. Konkan
region have hidden capacity to develop as well known and famous for beach tourism
destination at par or even more than Thailand, Singapore, Goa etc.