Research Methods for Consumer Buying Behaviour Research

look into Methods for Consumer Buying Behaviour ResearchResearch MethodResearch methodological digestEverywhere, our knowledge is incomplete and problems be waiting to be solved. We address the void in our knowledge and those unresolved problems by asking applicable querys and seeking answers to them. The fiber of look is to provide a method for developing those answers by inquiringly studying the evidence within the parameters of the scientific method.http//www.geocities.com/Athens/3238/page3-15.htmResearch means finding divulge things in a systematic way in order to increase knowledge. In any query cardinal phrases be important, first is the systematic search that is based on logical relationship and non just beliefs (Ghauri et al., 1995). The second phrase is to find turn out the answer of the interrogation. It includes describing, understanding, criticizing, analyzing and explaining. (Ghauri et al., 1995) (Saunders, M., Lewis, P. and Thornhill, A. 2000) (pg 1-2) .thitherfore in simple lecture inquiry fucking be expressed as number of similar and related activities involving unneurotic in search of instruction. It is as well found that many generation we go through a question or a problem to resolve. The main drive of enquiry is to collect adapted instruction or selective information relevant to the look for topic to get the clear picture and proper understanding in order to accomplish the research goal. But it is thought that we have the answers to those questions view that the answer is obvious, commonsense, but until we have playing fielded our problem to rigorous scientific scrutiny, our knowledge remains little more than guesswork or at best, intuition. http//www.chssc.salford.ac.uk/healthSci/rem99/resmeth/chap1.htmThough the meaning of research is to find out answers for question but research can also be carried out in particular subjects. As a way out research in marketing is the systematic and objective identificatio n, collection, analysis, and dissemination of information for improving decision making related to the identification and solution of problems and opportunities in marketing.There are different approaches to carry out the research. It truly opines upon the tec which method to choose. It is also necessary to explain why a particular method is macrocosm chosen. However the actor has foc utilise on the levels of maintaining brand loyalty toward telecom service provider with respect to the competitors offers. To carry out this research the author has serene the primary as well as secondary information. Comparison of the primary and the secondary entropy give help the author for the definition leading to the conclusion and recommendation for the research topic.Research ApproachResearch can be carried out by using two types. One is the inductive research and the other is Deductive research.Inductive researchInductive research is a study in which theory is developed from observa tion of empirical candor thus general inferences are induced from particular instances, which is the reverse of deductive method.( Hussey Hussey, 1997, pg 13). In inductive research the data is smooth and after that the theory and the supposition are defined and formulated. The inductive approach can also be helpful in coming up with new ideas, theories and hypothesis. It is also feasible that the results of inductive research may not be hundred percent true as they are d maven through empirical observation. Inductive research is also known as theory generating as it done through specific observations to broader generalizations.Deductive approachAccording to Hussey Hussey, 1997, pg 13, deductive research is Deductive research is a study in which conceptual and theoretical structure is developed and then tested by empirical observation thus particular instances are deduced from general inferences. The deductive method is referred to as moving from the general to the particular. In deductive approach the theory or hypothesis are worn-out and the research is carried out to support or test the hypothesis. The deductive research draws conclusion through logical reasoning. Robson (199319) lists five sequential stages through which deductive research will progressDeducing a hypothesis from the theory In this stage the relationship between the two variables can be defined and later tested.Expressing the hypothesis in operational terms, which propose a relationship between two specific variables In this stage the two variables can be defined to be measured. How the two variables relate to all(prenominal) other and how they would affect each other if any changes are made.Testing this operational hypothesis In this stage one can involve experiment or some other form research method to test the relationship between two variables.Examining the specific impression of the inquiry In this stage the result of the research would be verified according to the hypothesis so that to see whether the result support the hypothesis or not.If necessary, modifying the theory in the light of the findings In this stage, if the results suggest that there should be justified then the theory take to be modified or altered. (Saunders, M., Lewis, P. and Thornhill, A., 2000) (pg 85 87)The author has decided to carry out the mixed approach that is the inductive and deductive method in order to carry out the research on whether customer are able to maintain band loyalty towards their mobile service provider and originate and analyze the indwelling facts required to fulfil the research objectiveThe research figure builds on clear and concise understanding of research topic. A clear and concise statement of research purposes is absolutely essential for doing good whole tone research. The important idea of a research design is that all of its components must fit with each other or go together with each other in a logical manner. There are various methods to collec t data. But which method the researcher should adopt will depend upon the nature of the research and various other factors. The method chosen should able to derive sufficient information to answer the research question. It should also be rock-steady, accurate. information collectionThere are various methods that can be officed for collection of data. In research data collection methods may vary greatly in the amount of time and money required and in complexity. The best method is one that provide the relevant and sufficient information that is needed and not necessarily the one which is fastest, cheapest and easiest. In many effects it is also possible to use more then one type of data collection method to take hold data on the same research topic. Sources of data can be put into the two general categories of being either primary or secondary.Research methods can be classified in various ways. However one of the most common methods are qualitative and duodecimal research methods .Quantitative researchThe quantitative research is more easily defined as the collection of numerical and statistical data. a quantitative approach involves collecting and analyzing numerical data and applying statistical testsa qualitative approach, which is more subjective in nature and involves examining and reflecting on perceptions in order to gain an understanding of social and human activities. (Hussey Hussey, 1997, pg 12).The aim of quantitative methods is to determine whether the predictive overview of a theory hold true. Quantitative designs of research tend to produce results that can be generalised. The important features that are associated with quantitative research are Objectivity, deductive ness, generalisability and numbers. It can also be said that quantitative research is concerned with numbers and measurement, rather than words, in the collection and analysis of data. Charts and graphs demonstrates the results of the research, the researchers commonly employ wor ds such(prenominal) as variables, populations and result as part of their expressions Quantitative research usually seeks to establish causal relationships between two or more variables, using statistical methods to test the strength and significance of the relationship. Quantitative methods include experiment, take afters, and questionnaire for data collection.Qualitative researchPreissle (2002) confirms that qualitative research is a loosely defined category of research designs or models, all of which elicit verbal, visual, tactile, olfactory, and gustatory data in the form of descriptive narratives like field notes, recordings, or other transcriptions from audio and videotapes and other written records and pictures or films.(Web 14)http//www.roboneill.co.uk/papers/research_methods.pdfQualitative research is conducted in a natural setting and involves a process of construction a complex and holistic picture of the phenomenon of interest. Qualitative research is concerned with no statistical methods of inquiry and analysis of social phenomena. Qualitative Research is collecting, analyzing, and see data by observing what people do and say. Qualitative research is more subjective and deals in words, images. Qualitative research methods are observation, in-depth querys or the case study. Therefore in some cases the researcher can also take an active part piece interacting with participants. This helps the researcher to get in-depth views and knowledge from participants.Research is carried out with some or the other aim. Thus research is important to answer the questions and draw conclusion. Therefore to achieve the aim of the research it is crucial to choose the go down research approach and correct research method. As a result the author has made an effort to collect the primary as well as secondary data from the reliable and relevant seeds in order to achieve the final results of the study.Collecting and using primary dataPrimary data is collected with a specific purpose or some reason. It is collected especially when the researcher cannot find the relevant data or enough data in the secondary sources. Primary data is also known as grey literature they are the first occurrence of piece of work. They include published sources such as reports and some central and local publications such as white papers and planning documents. They also include unpublished manuscripts sources such as letters, memos and commissioning minutes that may be analyzed as data in their own right. (Saunders, Lewis Thornhill, 2003, p52).In many cases primary data is the first pass by data that is directly collected from the field survey and thus it is really important for the respondent to understand the aim of the research. This helps the respondent to answer the questions the from the researchers view and not from their personal thinking.There are various types to collect primary data. Every type is advantageous and disadvantageous in its own way. The su rvival is also highly influenced by the availability of time and money. The basic methods are observations, reference, questionnaire survey, focus group interview, and case study.After the proper and complete understanding of each and every method the author had decided to obtain the primary data by using questionnaire survey and interviews to carry out the research. The method selected by the author is the mixed approach of qualitative and quantitative method. The main reason to use mixed approach is that qualitative method of approach is process-oriented, real, subjective and descriptive where as quantitative method of approach is objective and mainly outcome oriented. The use of multi methods or triangulation is adopted so that the weakness of one method is offset by the other and to ascertain whether the findings of each method achieve the same results or conclusions which will greater validity and reliability. The questionnaire surveyQuestionnaire is one of the simple and wide ly used methods for collecting primary data. In questionnaire technique each respondent is asked same set of questions and thus it provides an efficient way of collecting response from a great sample prior to quantitative analysis. (Saunders, M., Lewis, P. and Thornhill, A., 1997)(pg 244). Thus it can be understood that questionnaire is a set of the question given to the respondent. The questions are in planned format and the respondents are asked to take up in the answers. There are various advantages in using the questionnaire technique as it is cost effective, less time down and efficient. Questionnaire is one the most familiar method for data collection so the researcher doesnt have to sit and spend time in explaining how to fill them. It also wont crystalize the respondent nervous. The clear and simple questionnaire can also be filled in by the respondent without the comportment of the researcher. Therefore the respondent will be honest and researchers own opinions will not influence the respondent to answer questions in a certain way.There are also certain disadvantages of using questionnaire method. It is very difficult to design the questionnaire. In many cases the researcher is not present while filling in the questionnaire thus it is not possible to give any assistance. The questions in the questionnaire have to be very simple. The response rate is also small-scale many times. Many times it is difficult to find a consumer group who are co operative to answer the question.The main purpose of using the questionnaire survey was to obtain as much as information possible on customers brand loyalty towards their mobile service provider. The questionnaire survey was intended to acquire the information from the customers using the mobile service. In terms of design and layout of the questionnaire was kept very simple. The questions framed were very clear, simple and easy to understand by the respondent. The length of the questionnaire was also kept s hort keeping in mind that the respondent may not be bored or tired. This may hinder the final results of the research.The questionnaire was the junto of open ended and close ended questions, which will use the rating scale technique from 1 to 5. In which 1 represented the highly satisfactory customer, 2 represented the satisfied customer, three represented the moderate customer. 4 represented dissatisfied customer, 5 represented highly dissatisfied customer. The questionnaire was self administered and researcher administered. The author had chosen the option of delivering and collecting the questionnaire. With the help of the supportive consumer group the author had achieved 90% of the response rate from the customer and tried to maintain the silence of the data collected.Pilot testingBefore using the questionnaire on the main sample the fly testing of the questionnaire was carried out. It is important to obtain information by pilot testing the questionnaire on individual simila r to those who will be asked to complete the questionnaire. The purpose of pilot testing is to refine t questionnaire so that the respondent will have no problem in answering the questions and there will be no problems in recording the data. (Saunders, M., Lewis, P. and Thornhill, A., 2003)(pg 308). This will help the researcher to run the necessary changes in the questionnaire before giving it to the actual sample. Pilot testing helps to assess the questions, validity and reliability of the data collected.After the completion of designing and outline of questionnaire it was circulated between the MBA students at UWIC. Some of these students were topically working in a company. As a result the author received a response on the clarity, sequencing and inter relation of the questions. This response facilitated the author to make the necessary alteration in the questionnaire.InterviewsAn interview is a purposeful discussion between two or more people. In this one the person is the r esearcher. Making use of the interview method can be helpful help to gather valid and reliable data that are relevant to the research question and objective. There are three categories of interview each category has its own advantages and disadvantages.Structured interviewUnstructed interviewSemi structured interviewThe first is the structured interview in which the researcher has a list of question in a predetermined manner. They are focused and prcised there fore more data can be collected. These are informal interview. The second is the unstructured interview in such type of interview there are no predetermined questions. The conversation between the respondent and researcher is quite general but the researcher needs to have a clear idea about the aspects that he has to explore. The interviewee is given an opportunity to speak on the research topic this type of interview is called as non directive. As there are no set of questions that are prepared it takes lot of time to gather sufficient information. But in such interview the interviewee feels at ease and does not realise that he is being interviewed. There are also some honorable issues that may prevent to make use of such interview especially for research projects.The third category is the semi structured interview. In such interview there are the list of topics and question to be covered by the researcher. The researcher may also vary the order of the question as per the situation and flow of the conversation. Additional question can also be asked related to the research topic in order to gain the in depth knowledge. It is more flexible. The response rate is also higher. It is a time-consuming method and also requires more time to analyse them.Therefore the author has decided to make use of the semi structured interview in order to gain the in depth knowledge and achieve the research objective.Secondary dataSecondary data is the data that readily uncommitted. Secondary data is data that is neither col lected directly by the user nor specifically for the user, often under conditions not known to the user. Secondary data is a source such as books and journals are designed either to help to locate primary literature. These publications are aimed at wider audiences. They are easier to locate than primary data. (Saunders, Lewis, Thornhill, 2003, p52). It is the information that has already been collected for some other purposes by some one else. It may be available from inner sources, or may have been collected and published by another organization. It is basically gathered before the primary data as to find out what is already known about the subject matter before starting the own research. In many cases the researcher prefers using the secondary data instead of carrying out the primary research.There are advantages as well as disadvantages of using secondary data. Secondary data is available quickly, easily and cheaply. It provides the researcher in determining the direction for pri mary data collection. It is flexible and provides great variety to the researcher.The disadvantages of secondary data are as follows. It is difficult to rely on secondary data in terms of quality and accuracy of the data. As the gathered may be long time back hence it may not be valid in current situation. The data readily available may not be related to the research question or may not available in sufficient quantity. There are three types of secondary data1. Documentary.Organizational records, communications and web sites reports of committees media accounts (newspaper articles) TV and video recordings Internet sources2. Multiple sources. (different data sets combined)Country or sector reports industry statistics3. Survey data.Government surveys and censuses (continuous) surveys by international bodies. (Saunders, M., Lewis, P. and Thornhill, A., 1997) (pg 190)There are other types of secondary data available such as books, journals, newspaper, articles, and internet. In order to make the research more effective the author has gone through various books, journals, articles, and internet. The combination of primary and secondary data has been collected to obtain answer to the research question more efficiently.Reliability and ValidityIn order to reduce the possibilities of getting the answer wrong attention has to be gainful on two important factors in research design reliability and validity. These two factors are dependent on one another. Reliability is required to make statements about validity. Reliability of the research means the extent to which the instrument would yield the same result if used in the other occasion. Validity applies to both the design and the methods of research it is an indication of how sound the research is. Validity is concerned with whether the findings are really about what they appear to be about (Saunders, M., Lewis, P. and Thornhill, A., 2003) (pg 101).Validity in data collection means that the findings truly represent the phenomenon that the researcher is claiming to measure. Research can be abnormal by different kinds of factors that irrelevant to the concern of the research, can rescind the findings (Seliger Shohamy 1989, 95). Findings can be said to be internally invalid because they may have been affected by factors other than those thought to have caused them, or because the interpretation of the data by the researcher is not clearly supportable (Seliger Shohamy 1989, 95). Findings can be externally invalid because they cannot be extended or applied to contexts distant those in which the research took place. (Seliger Shohamy 1989, 95). Therefore the author has taken proper care while making the selection of the sample as well as the research planning. The information acquired is also from the reliable and valid sources. The incomplete questionnaires were also discarded to avoid the effects on final results.Ethical issuesThere were certain ethical issues that the author had to face through out the research. Ethics in research is mainly the appropriateness of your behavior in relation to the right of those who become the subject of your work, or are affected by it (Saunders, M., Lewis, P. and Thornhill, A., 2003)(pg 129). Therefore the ethical issue has to be taken the special care as they remain sensitive and had a stir on the research work as well as the respondent.While carrying out the survey the companies were assured that this research work is truly for educational purpose and wouldnt be revealed any where else. Therefore special care was taken by the author to maintain the privacy for the data collected so that it is not been misused by anyone else for any other purpose.For primary datahttp//members.tripod.com/mccurtain_2/genietips/tip15.htmlhttp//misnt.indstate.edu/wilhelm/ASBE%20336/336%20Primary%20Data.ppthttp//www.jica.go.jp/english/evaluation/guides/pdf/ref_ma_005.pdfConsumer acquire behaviourA buyers decision are also influenced by personal characterist ic such as the buyer age and life cycle stage, occupation, economic situation, lifestyle, and personality and self concept. There are various internal factors, external factors and marketing factors which motivates the customers in their decision making process. Some of the important factors are mentioned belowCompetitive price a proceeds with a matched price often attracts customers. Customers are willing to pay a certain amount for a specific product. If the price ranges of that product falls within their acquire power, customers are tend to be happy.Good Customer service customers are satisfied if the are given good customer services for the product that they have purchased. Customer should be provided with good service not only at the time of buying a product but also after gross revenue service should be provided as this influences the buyers buying behaviour. Efficiently handling the customers problem.How convenient the buyer is in buying and using the product also influenc es the buying behaviour of the customer.Availability of the product also acts as an influencing factor for the customers buying behaviour. In some cases, if a particular product that the customers buy regularly is not available in the market then the customer may intend to buy the substitute of that product.Attitude of customers toward a particular product and company also influences their buying behaviour. A good attitude will always have a positive effect and a bad attitude will have a negative effect. Individual learns attitude through their personal experience and interaction with other people. Therefore it becomes important for the companies to develop a positive attitude in the minds of the customers by providing excellent quality of service. If the negative attitude is developed within the customers it is difficult to change it.Life style of a customer is also get an influential factor in their buying behaviour. This influencing factor relates to the way we live through the activities we engage in and interests we express.Lifestyle is often determined by how we spend our time and money. A person having a high standard of life will always prefer using a high quality of product specially a brand.Many people respond to what they perceive to be fun, exciting, and hip, and they want to feel valued and recognizedConsumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume.