A Research on College Students attitude or preference

towards Samsung mobiles

INDEX

What is Research
Objectives
Types of Research
Significance of Research
The Research Process
Introduction to Telecommunication
Objective of Research
Introduction to Samsung
Research Methodology
Research Design
Data Collection
Hypothesis
Questionnaires
Limitation to the Research
Bibliography

Research Methodology:
An Introduction

MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. Once can also
define research as a scientific and systematic search for pertinent information on a
specific topic. In fact, research is an art of scientific investigation. The Advanced
1

Learners Dictionary of Current English lays down the meaning of research as a careful
investigation or inquiry especially through search for new facts in any branch of
knowledge. Redman and Mory define research as a systematized effort to gain new
knowledge.
Some people consider research as a movement, a movement from the known to
the unknown. It is actually a voyage of discovery. We all possess the vital instinct of
inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness
makes us probe and attain full and fuller understanding of the unknown. This
inquisitiveness is the mother of all knowledge and the method, which man employs for
obtaining the knowledge of whatever the unknown, can be termed as research.
Research is an academic activity and as such the term should be used in a technical
sense.
According to Clifford Woody research comprises defining and redefining
problems, formulating hypothesis or suggested solutions; collecting, organising and
evaluating
data;
making
deductions
and
reaching
conclusions; and at last carefully
testing
the
conclusions
to
determine whether they fit the
formulating
hypothesis.
D.
Slesinger and M. Stephenson in
the Encyclopaedia of Social
Sciences define research as the
manipulation of things, concepts
or symbols for the purpose of
generalising to extend, correct or
verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art.
Research is, thus, an original contribution to the existing stock of knowledge
making for its advancement. It is the pursuit of truth with the help of study, observation,
comparison and experiment. In short, the search for knowledge through objective and
systematic method of finding solution to a problem is research. The systematic approach
concerning generalisation and the formulation of a theory is also research. As such the
term research refers to the systematic method consisting of enunciating the problem,
formulating a hypothesis, collecting the facts or data, analysing the facts and reaching
certain conclusions either in the form of solutions(s) towards the concerned problem or in
certain generalisations for some theoretical formulation.

OBJECTIVES OF RESEARCH
The purpose of research is to discover answers to questions through the
application of scientific procedures. The main aim of research is to find out the truth
which is hidden and which has not been discovered as yet. Though each research study
has its own specific purpose, we may think of research objectives as falling into a
number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with
this object in view are termed as exploratory or formulative research studies);
2. To portray accurately the characteristics of a particular individual, situation or a group
(studies with this object in view are known as descriptive research studies);

3.
To
determine
the
frequency
with which
something
occurs or
with which
it
is
associated
with
something
else
(studies
with
this
object
in
view
are
known as
diagnostic
research
studies);
4. To test a hypothesis of a causal relationship between variables (such studies are
known as hypothesis-testing research studies)

TYPES OF RESEARCH
The basic types of research are as follows:

Descriptive vs. Analytical: Descriptive research includes surveys and factfinding enquiries of different kinds. The major purpose
of
descriptive research is description of the state of
affairs as it exists at present. In social science and
business research we quite often use the term Ex
post facto research for descriptive research studies.
The main characteristic of this method is that the
researcher has no control over the variables; he can
only report what has happened or what is happening. Most ex post facto research
projects are used for descriptive studies in which the researcher seeks to
measure such items as, for example, frequency of shopping, preferences of
people, or similar data. Ex post facto studies also include attempts by
researchers to discover causes even when they cannot control the variables. The
methods of research utilized in descriptive research are survey methods of all
kinds, including comparative and co-relational method. In analytical research, on
the other hand, the researcher has to use facts or information already available,
and analyze these to make a critical evaluation of the material.

Applied vs. Fundamental: Research can either be applied (or action) research
or fundamental (to basic or pure) research. Applied research aims at finding a
solution for an immediate problem facing a society or an industrial/business
organisation, whereas fundamental research is mainly concerned with
generalisations and with the formulation of a theory. Gathering knowledge for
knowledges sake is termed pure or basic research. Research concerning
some natural phenomenon or relating to pure mathematics are examples of
fundamental research. Similarly, research studies, concerning human behaviour
carried on with a view to make generalisations about human behaviour, are also
examples of fundamental research, but research aimed at certain conclusions
(say, a solution) facing a concrete social or business problem is an example of
applied research. Research to identify social, economic or political trends that
may affect a particular institution or the copy research (research to find out
whether certain communications will be read and understood) or the marketing
research or evaluation research are examples of applied research. Thus, the
central aim of applied research is to discover a solution for some pressing
practical problem, whereas basic research is directed towards finding information

that has a broad base of applications and thus, adds to the already existing
organized body of scientific knowledge.
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Quantitative vs. Qualitative: Quantitative research is based on the

measurement of quantity or amount. It is applicable to phenomena that can be
expressed in terms of quantity. Qualitative research, on the other hand, is
concerned with qualitative phenomenon, i.e., phenomena relating to or involving
quality or kind. For instance, when we are interested in investigating the reasons
for human behaviour (i.e., why people think or do certain things), we quite often
talk of Motivation Research, an important type of qualitative research. This type
of research aims at discovering the underlying motives and desires, using in
depth interviews for the purpose. Other techniques of such research are word
association tests, sentence completion tests, story completion tests and similar
other projective techniques Attitude or opinion research i.e., research designed to
find out how people feel or what they think about a particular subject or institution
is
also
qualitative research. Qualitative research is especially
important
in
the behavioural sciences where the aim is to discover
the
underlying motives of human behaviour. Through
such
research we can analyse the various factors which
motivate
people to behave in a particular manner or which
make
people like or dislike a particular thing. It may be
stated,
however, that to apply qualitative research in practice
is relatively
a difficult job and therefore, while doing such
research,
one should seek guidance from experimental
psychologists.

Conceptual vs. Empirical: Conceptual research is that related to some abstract

idea(s) or theory. It is generally used by philosophers and thinkers to develop new
concepts or to reinterpret existing ones. On the other hand, empirical research
relies on experience or observation alone, often without due regard for system
and theory. It is data-based research, coming up with conclusions which are
capable of being verified by observation or experiment. We can also call it as
experimental type of research. In such a research it is
necessary to get at facts firsthand, at their source, and
actively to go about doing certain things to stimulate
the production of desired information.

In such

a research, the researcher must first provide himself

with a working hypothesis or guess as to the probable
results. He then works to get enough facts (data) to
prove or disprove his hypothesis. He then sets up experimental designs which he
thinks will manipulate the persons or the materials concerned so as to bring forth
the desired information. Such research is thus characterised by the
experimenters control over the variables under study and his deliberate
manipulation of one of them to study its effects. Empirical research is appropriate
when proof is sought that certain variables affect other variables in some way.
Evidence gathered through experiments or empirical studies is today considered
to be the most powerful support possible for a given hypothesis.
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Some Other Types of Research: All other types of research are variations of
one or more of the above stated approaches, based on either the purpose of
research, or the time required to accomplish research, on the environment in
which research is done, or on the basis of some other similar factor. Form the
point of view of time, we can think of research either as one-time research or
longitudinal research. In the former case the research is confined to a single timeperiod, whereas in the latter case the research is carried on over several timeperiods. Research can be field-setting research or laboratory research or
simulation research, depending upon the environment in which it is to be carried
out. Research can as well be understood as clinical or diagnostic research. Such
research follows case-study methods or indepth approaches to reach the basic
causal relations. Such studies usually go deep into the causes of things or events
that interest us, using very small samples and very deep probing data gathering
devices. The research may be exploratory or it may be formalized. The objective
of exploratory research is the development of hypotheses rather than their
testing, whereas formalized research studies are those with substantial structure
and with specific hypotheses to be tested. Historical research is that which
utilizes historical sources like documents, remains, etc. to study events or ideas
of the past, including the philosophy of persons and groups at any remote point of
time. Research can also be classified as conclusion-oriented and decisionoriented. While doing conclusion oriented research, a researcher is free to pick
up a problem, redesign the enquiry as he proceeds and is prepared to
conceptualize as he wishes. Decision-oriented research is always for the need of
a decision maker and the researcher in this case is not free to embark upon
research according to his own inclination. Operations research is an example of
decision oriented research since it is a scientific method of providing executive
departments with a quantitative basis for decisions regarding operations under
their control.

.
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.
6

The role of research in several fields of applied economics, whether related to business
or to the economy as a whole, has greatly increased in modern times. The increasingly
complex nature of business and government has focused attention on the use of
research in solving operational problems. Research, as an aid to economic policy, has
gained added importance, both for government and business.
Research provides the basis for nearly all government policies in our economic system.
For instance, governments budgets rest in part on an analysis of the needs and desires
of the people and on the availability of revenues 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. Through research we can devise alternative policies and can as well examine
the consequences of each of these alternatives.
Decision-making may not be a part of research, but research certainly facilitates the
decisions of the policy maker.
Government has also to chalk
out programmes for dealing with
all facets of the countrys
existence and most of these will
be related directly or indirectly to
economic conditions. The plight
of cultivators, the problems of big
and small business and industry,
working conditions, trade union
activities, the problems of
distribution, even the size and nature of defence services are matters requiring research.
Thus, research is considered necessary with regard to the allocation of nations
resources. Another area in government, where research is necessary, is collecting
information on the economic and social structure of the nation. Such information
indicates what is happening in the economy and what changes are taking place.
Collecting such statistical information is by no means a routine task, but it involves a
variety of research problems. This day nearly all governments maintain large staff of
research technicians or experts to carry on this work. Thus, in the context of government,
research as a tool to economic policy has three distinct phases of operation, viz., (i)
investigation of economic structure through continual compilation of facts; (ii) diagnosis
of events that are taking place and the analysis of the forces underlying them; and (iii)
the prognosis, i.e., the prediction of future developments.

In other words, it is concerned with the determination of motivations underlying the

consumer (market) behaviour. All these are of great help to people in business and
industry who are responsible for taking business decisions. Research with regard to
demand and market factors has great utility in business. Given knowledge of future
demand, it is generally not difficult for a firm, or for an industry to adjust its supply
schedule within the limits of its projected capacity. Market analysis has become an
integral tool of business policy these days.
7

Business budgeting, which

ultimately results in a
projected profit and loss
account, is based mainly
on sales estimates which
in
turn
depend
on
business research. Once
sales forecasting is done,
efficient production and
investment programmes
can be set up around
which are grouped the
purchasing and financing
plans. Research, thus,
replaces intuitive business
decisions by more logical and scientific decisions. This double emphasis is perhaps
especially appropriate in the case of social science. On the one hand, its responsibility
as a science is to develop a body of principles that make possible the understanding and
prediction of the whole range of human interactions. On the other hand, because of its
social orientation, it is increasingly being looked to for practical guidance in solving
immediate problems of human relations.

THE RESEARCH PROCESS

The research process is similar to undertaking a journey.
For a research journey there are two important decisions to make1) What you want to find out about
or what research questions (problems) you want to find answers to;
2) How to go about finding their answers.
There are practical steps through which you must pass in your research journey in order
to find answers to your research questions.
The path to finding answers to your research questions constitutes research
methodology.
At each operational step in the research process you are required to choose from
multiplicity of methods, procedures and models of research methodology which will help
you to best achieve your objectives.
This is where your knowledge base of research methodology plays a crucial role.
Steps in Research Process:
1. Formulating the Research Problem
2. Extensive Literature Review
3. Developing the objectives
4. Preparing the Research Design including Sample Design
5. Collecting the Data
6. Analysis of Data
7. Generalisation and Interpretation
8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions
reached.

Step1. Formulating the research problem:

It is the first and most crucial step in the research process

Main function is to decide what you want to find out about.

The way you formulate a problem determines almost every step that follows.

Sources of research problems

Research in social sciences revolves around four Ps
People A group of individuals
Problems- Examine the existence of certain

issues or
to

problems relating to their lives;

ascertain attitude of a group of people

towards an issue.
Programs - To evaluate the effectiveness of

an intervention.
Phenomena- To establish the existence of
regularity.

In

practice most research studies are based upon at least a

combination of two Ps.

Every research study has two aspects:

1. Study population
People: individuals, organizations, groups, communities (they provide you with the
information or you collect information about them)
2. Subject area Problems: Issues, situations, associations, needs, profiles
Program: Content, structure, outcomes, attributes satisfactions, consumers, Service
providers, etc.
Phenomenon: cause-and-effect relationships, the study of a phenomenon itself
(Information that you need to collect to find answers to your research
questions)
You can examine the professional field of your choice in the context of the four Ps in
order to identify anything that looks interesting.

Considerations in selecting a research problem:

10

These help to ensure that your study will remain manageable and that you will remain
motivated.
1. Interest: A research endeavour is usually time consuming, and involves hard
work and possibly unforeseen problems. One should select topic of great interest
to sustain the required motivation.
2. Magnitude: It is extremely important to select a topic that you can manage
within the time and resources at your disposal. Narrow the topic down to
something manageable, specific and clear.
3. Measurement of concepts: Make sure that you are clear about the indicators and
measurement of concepts (if used) in your study.
4.

Lev

el of expertise: Make sure that you have adequate

level of expertise for the task you are proposing
since you need to do the work yourself.

5.

Relevance: Ensure that your study adds to the

existing body of knowledge, bridges current gaps
and is useful in policy formulation. This will help
you to sustain interest in the study.

6.

Availability of data: Before finalizing the topic,

make sure that data are available.

7.

Ethical issues: How ethical issues can affect the

study population and how ethical problems can be overcome should be
thoroughly examined at the problem formulating stage.

Steps in formulation of a research problem:

Working through these steps presupposes a reasonable level of knowledge in the broad
subject area within which the study is to be undertaken. Without such knowledge it is
difficult to clearly and adequately dissect a subject area.
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7

Identify a broad field or subject area of interest to you.

Dissect the broad area into sub areas.
Select what is of most interest to you.
Raise research questions.
Formulate objectives.
Assess your objectives.
Double check.

11

Reviewing the literature:

-Essential preliminary task in order to acquaint you with the available body of knowledge
in your area of Interest
-Literature review is integral part of entire research contribution to every operational step.
-Reviewing literature can be time-consume rewarding.

Its functions are:

a. Bring clarity and focus to your research
problem; b. Improve your methodology;
c. Broaden your knowledge;
d. Contextualise your findings.
a.

Bring clarity and focus to your

research Problem:
The process of reviewing the literature helps you to
understand the subject area better and thus helps you to conceptualise your
research problem clearly and precisely. It also helps you to understand the
relationship between your research problem and the body of knowledge in the
area.
b. Improve your methodology:
A literature review tells you if others have used procedures and methods
similar to the ones that you are proposing, which procedures and methods have
worked well for them, and what problems they have faced with them. Thus you
will be better positioned to select a methodology that is capable of providing valid
answer to your research questions.
c. Broaden your knowledge base in your research area:
It ensures you to read widely around the subject area in which you intend
to conduct your research study. As you are expected to be an expert in your area
of study, it helps fulfil this expectation. It also helps you to understand how the
findings of your study fit into the existing body of knowledge.
d. Contextualise your findings:
How do answers to your research questions compare with what others
have found? What contribution have you been able to make in to the existing
body of knowledge? How are your findings different from those of others? For you
to be able to answer these questions, you need to go back to your literature
review. It is important to place your findings in the context of what is already
known in your field of enquiry.
Procedure for reviewing the literature:
o
o
o
o

Search for existing literature in your area of study;

Review the literature selected;
Develop a theoretical framework;
Develop a conceptual framework.

Search for existing literature:

12

-To effectively search for literature in your field of enquiry, it is imperative that you have in
mind at least some idea of broad subject area and of the problem you wish to
investigate, in order to set parameters for your search.
-Next compile a bibliography for this broad area. Sources are:
Books

Journals

Review the literature selected:

After identifying books and articles as useful, the next step is to start reading them
critically to pull together themes and issues that are associated. If you do not have a
theoretical framework of themes in mind to start with, use separate sheets of paper for
each article or book.
Once you develop a rough framework, slot the findings from the material so far reviewed
into that framework, using a separate sheet of paper for each theme of that framework.
As you read further, go on slotting the information where it logically belongs under the
theme so far developed. You may need to add more themes as you go.
Develop a theoretical framework:
As you have limited time it is important to set parameters by reviewing the literature in
relation to some main themes pertinent to your research topic.
As you start reading the literature, you will realize that it deals with a number of aspects
that have a direct `and indirect bearing on your research topic. Use these aspects as
basis for developing your theoretical framework.
Until you go through the literature you cannot develop a theoretical framework and until
you have developed a theoretical framework, you cannot effectively review the literature.
Literature pertinent to your study may deal with two types of information:
- Universal;
- More specific( i.e. local trends or specific program)
In writing about such information you should start with the general information,gradually
narrowing down to the specific.

Writing up the literature reviewed:

13

In order to comply with the first function of literature review i.e. to provide theoretical
background to your study:
-List the main themes that have emerged while reading literature.
-Convert them into subheadings. These subheadings should be precise, descriptive of
the theme in question, and
follow a logical progression.
-Now,
under
each
subheading, record the main findings with
respect to the theme in
question, highlighting the reasons for and
against an argument if they
exist, and identify gaps and issues.
In order to
comply with the second function of literature
review
i.e.
contextualising the findings of your study- requires you
to
very
systematically com your findings with those
made
by
others. Quote from these studies to show
how
your
findings contradict, confirm or add to them.
It places your findings in the context of what others have found out. This function is
undertaken when writing about your findings i.e. after analysis of your data.

14

The formulation of objectives:

Objectives are the goals you set out to attain in your study.
They inform a reader what you want to attain through the study.
It is extremely important to word them clearly and specifically.
Objectives should be listed under two headings:
Main objectives (aims);
Sub-objectives.
The main objective is an overall statement of
the thrust of your study. It is also a statement of
the main associations and relationships that you
seek to discover or establish.

The sub-objectives are the specific aspects of

the topic that you want to investigate within the
main framework of your study.
They should be numerically listed.
a) Wording should clearly, completely
and specifically.
b) Communicate to your readers your intention.
c) Each objective should contain only one aspect of the Study.
d) Use action oriented words or verbs when writing objectives.

The objectives should start with words such as

To determine,
To find out,
To ascertain,
To measure,
To explore; etc.
The wording of objectives determines the type of research (descriptive, co-relational and
experimental) and the type of research design you need to adopt to achieve them.
Example:
Descriptive studies
-To describe the types of incentives provides by Hotel XYZ to employees in Mumbai.
-To find out the opinion of the employees about the medical facilities provided by five star
hotels in Mumbai.
Co-relational studies:
-To ascertain the impact of training on employee retention.
-To compare the effectiveness of different loyalty programmes on repeat clientele.
Hypothesis testing studies:
-To ascertain if an increase in working hours will increase the incidence of Drug/Alchohol
abuse.
-To demonstrate that the provision of company accommodation to employees in
Mumbai hotels will reduce staff turnover.

Constructing hypotheses:
15

As a researcher you do not know about a phenomenon, but you do have a hunch to form
the basis of certain assumption or guesses. You test these by collecting information that
will enable you to conclude if your hunch was right.
The verification process can have one of the three outcomes. Your hunch may prove to
be:
1. Right;
2. Partially right; or
3. Wrong.
Without this process of verification, you cannot conclude anything about the validity of
your assumption.
Hence, a hypotheses is a hunch, assumption, suspicion, assertion or an idea about a
phenomenon, relationship or situation, the reality or truth of which you do not know.
A researcher calls these assumptions/ hunches hypotheses and they become the basis
of an enquiry.
In most studies the hypotheses will be based upon your own or someone elses
observation.
Hypotheses bring clarity, specificity and focus to a research problem, but are not
essential for a study.
You can conduct a valid investigation without constructing formal hypotheses.
The functions of hypotheses:
The formulation of hypothesis provides a study with focus. It tells you what specific
aspects of a research problem to investigate.
A hypothesis tells you what data to collect and what not to collect, thereby providing
focus to the study.
As it provides a
focus, the construction of a
hypothesis
enhances objectivity in a study.
A hypothesis may
enable you to add to the
formulation of a
theory. It enables you to
specifically
conclude what is true or what is
false.

16

PREPARING THE RESEARCH DESIGN

Research design is the conceptual structure within which research would be conducted.
The function of research design is to provide for the collection of relevant information
with minimal expenditure of effort, time and money.
The preparation of research design, appropriate for a particular
research problem, involves the consideration of the following :
1. Objectives of the research study.
2.Method of Data Collection to be adopted
3. Source of informationSample Design
4. Tool for Data collection
5. Data Analysis-- qualitative and quantitative
1. Objectives of the Research Study: Objectives identified to answer the research
questions have to be listed making sure that they are:
a) numbered, and
b) statement begins with an action verb.
2. Methods of Data Collection: There are two types of data
Primary Data collected for the first time
Secondary Datathose which have already been collected and analysed by
someone else.
Methods of Primary Data Collection

OBSERVATION METHOD:
Commonly used in behavioural sciences
It is the gathering of primary data by investigators own direct observation of relevant
people, actions and situations without asking from the respondent.
E.g.
A hotel chain sends observers posing as guests into its coffee shop to check on
cleanliness and customer service.
A food service operator sends
researchers into competing restaurants
to learn menu items price, check portion
sizes and consistency and observe
point-of purchase merchandising.
A restaurant evaluates possible new
locations by checking out locations of
competing restaurants, traffic patterns
and neighbourhood conditions.
Limitations:
17

- Feelings, beliefs and attitudes that motivate buying behaviour and infrequent behaviour
cannot be observed.
- Expensive method
Because of these limitations, researchers often supplement observation with survey
research.
SURVEY METHOD
Approach most suited for gathering descriptive information.
Structured Surveys: use formal lists of questions asked of all respondents in the same
way.
Unstructured Surveys: let the interviewer probe respondents and guide the interview
according to their answers.
Survey research may be Direct or Indirect.
Direct Approach: The researcher asks direct questions about behaviours and thoughts.
Example: Why dont you eat at MacDonalds?
Indirect Approach: The researcher might ask: What kind of people eat at
MacDonalds?
From the response, the researcher may be able to discover why the consumer avoids
MacDonalds. It may suggest factors of which the consumer is not consciously aware.

ADVANTAGES:
-can be used to collect many
different kinds of information
-Quick and low cost as compared to
observation
and
experimental
method.
LIMITATIONS:
-Respondents reluctance to answer
questions asked by unknown
interviewers about
things they consider private.
-Busy people may not want to take the time
-may try to help by giving pleasant answers
-unable to answer because they cannot remember or never gave a thought to what they
do and why
CONTACT METHODS:
Information may be collected by
Mail

Telephone
Personal interview
18

EXPERIMENTAL METHOD
Also called Empirical Research or Cause and Effect Method, it is a data-based research,
coming up with conclusions which are capable of being verified with observation or
experiment.
Experimental research is appropriate when proof is sought that certain variables affect
other variables in some way.
EXAMPLE
-Tenderisers (independent variable) affect cooking time and texture of meat (dependent
variable).
- The effect of substituting one ingredient in whole or in part for another such as soya
flour to flour for making high protein bread.
-Develop recipes to use products.

In

hypothesis
or
- Then work to get
hypothesis.
-He then sets up
the persons or the
information.

Such research is characterised by the experimenters

control over the variables under study and the deliberate
manipulation of one of them to study its effects.
such a research, it is necessary to get at facts
first hand, at their source, and actively go
about doing certain things to stimulate the
production of desired information.
-Researcher must provide self with a working
guess as to the probable results.
enough facts (data) to prove or disprove the
experimental designs which he thinks will manipulate
materials concerned so as to bring forth the desired

19

DETERMINING SAMPLE DESIGN

Researchers usually draw conclusions about large groups by taking a sample
A Sample is a segment of the population selected to represent the population as a
whole.
Ideally, the sample should be representative and allow the researcher to make accurate
estimates of the thoughts and behaviour of the larger population.
Designing the sample calls for three decisions:
Who will be surveyed? (The Sample)
The researcher must determine what type of information is needed and who is most
likely to have it. How many people
will be surveyed? (Sample Size)
Large samples give more reliable
results than small samples.
However it is not necessary to
sample the entire target population.
How should the sample be
chosen? (Sampling)
Sample members may be chosen
at random from the entire
population (probability sample)
The researcher might select
people who are easier to obtain
information from (non-probability
sample)
The needs of the research project will determine which method is most effective
Types of Samples
Probability samples
Simple random sample: Every member of the population has a known and equal
chance of being selected.

20

Stratified random sample: Population is divided into mutually exclusive groups such as
age groups and random samples are drawn from each group.
Cluster (area) sample: The population is divided into mutually exclusive groups such as
blocks, and the researcher draws a sample of the group to interview.

Non-probability samples
Convenience sample: The researcher selects the easiest population members from
which to obtain information.
Judgment sample: The researcher uses his/her judgement to select population
members who are good prospects for accurate information.
Quota sample: The researcher finds and interviews a prescribed number of people in
each of several categories.

21

A Research on College Students attitude or preference

towards Samsung mobiles

Introduction
Communication plays a key role in day to day life. In ancient times people used pigeon,
swan, eagle, horse, etc. for sending message to others. In the 18th century, people used
first mail coach to send the information. This method took a large number of days to
deliver the message. Later the revolution in the science and technology had developed
to a great extent. The technological developments in the field of telecommunication have
reached a new height in recent times. These developments are aimed to provide the
customers with new services to meet various requirements based on their utilization for
their benefit. The most modern technologies are Global System for Mobile
Communication (GSM), Code Division Multiple Access (CDMA), and Voice over Internet
Protocol (VOIP), Direct Internet Access Service (DIAS), Managed Leased Line Network
(MLLN), and Multiprotocol Label Switching Virtual Path Network (MPLS-VPN), etc.
These technologies had given many qualities of communication namely best quality,
speed, clarity, low tariff, etc. After this revolution the communication tools had been
improved to mail coach, telegram, telemeter, telex and telephone. India has advanced in
communication technology. This system is connected with satellites and provides much
number of online services, namely cellular phone, E-mail services, voicemail services,
Internet facilities, etc
The basic concept of cellular phones originated in 1947 in the US, when researchers
at Bell Laboratories got an idea of cellular communication from the mobile car phone
technology used by the police department of the country. Public trials of first cellular
communication system began in Chicago in 1970 and cellular telephone services were
introduced in the US in 1980s, and gained popularity in a short span of time. By the
1980s, cellular services had become popular in many developed countries across the
world, over the years on account of dynamic technological advancements in the sector,
an improvement in the number and quality of services provided. Mobile phones today
have moved beyond their fundamental role of communications and have graduated to
become an extension of the persona of the user. Customers are witnessing an era when
users buy mobile phones not just to be in touch, but to express themselves, their
attitude, feelings and interests. Customers continuously want more facilities from their
phone.
Nokia, Samsung, LG, Videocon, Apple, MTS, Reliance, Micro max, G five, Sony, and
some local manufacture offers in GSM technology. These systems-operated satellites
serve the subscribers to receive clear information, receive photography, money transfer,
anywhere banking, etc. Today most of business men, professionals and others get more
utilities through the mobile communication system

22

Objective of Research

The Primary Objective was to study the perception & buying behaviour of students
towards various mobile brands.
The Secondary Objectives of this study were to identify:
To know about the student preference level associated with different mobile
phones.
To find out the students satisfaction towards the various mobile phones.
Major features, which a customer looks for in a mobile before making a
purchase.
Factors that influence decision-making in purchasing a mobile phone.
To know which advertisement media puts more impact on the buying
decision of students.
Factors, which help in increasing the sale of Samsung mobile phones.

23

Introduction to SAMSUNG

Samsung Telecommunications is one of five business units within Samsung Electronics,

belonging to the Samsung Group, and consists of the Mobile Communications Division,
Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile
Solution Centre and Telecommunication R&D Centre. Telecommunication Business
produces a full spectrum of products from mobiles and other mobile devices such
as MP3 players and laptop computers to telecommunication network infrastructure.
Headquarters is located in Suwon, South Korea.
In 2007 Samsung Telecommunication Business reported over 40% growth and became
the second largest mobile device manufacturer in the world. Its market share was 14% in
Q4 2007, growing up from 11.3% in Q4 2006. At the end of November 2011, Samsung
sold more than 300 million mobile devices which was a close second after Nokia with
300.6 million mobile devices sold in the first three quarter of 2011. As of Q3 2012,
Samsung is the largest manufacturer of devices running Google Android with a 46%
market share.
Vision and Mission :

Vision:
Samsung is guided by a singular vision: to lead the digital convergence movement.
We believe that through technology innovation today, we will find the solutions we
need to address the challenges of tomorrow.
From technology comes opportunity for businesses to grow, for citizens in emerging
markets to prosper by tapping into the digital economy, and for people to invent new
24

possibilities. Its our aim to develop innovative technologies and efficient processes
that create new markets, enrich peoples lives and continue to make Samsung a
trusted market leader
Our Mission:
Everything we do at Samsung is guided by our mission: to be the best digitalCompany.
Samsung grew into a
global corporation by
facing

challenges

directly. In the years

ahead, our dedicated
people will continue
to

embrace

many

challenges and come

up with creative ideas to develop products and services that lead in their markets.
Their ingenuity will continue to chart Samsungs course as a profitable, responsible
global corporation.

25

Samsung History
In 2013 Samsung Electronics launched the Telecommunication Network, and in 1983 it
initiated its mobile telecommunications business with the hope that this would become
the company's future growth engine. In 1986, Samsung was able to release its first builtin car phone, the SC-100, but it was a failure due to the poor quality. In spite of
unsuccessful result Ki Tae
Lee,

the

then-head of the Wireless

Development

decided
He

to

stay in the mobile business.

asked

the

ten Motorol

company

a mobile

to

buy

phones

for

benchmarking.
years

Team,

of

After

R&D Samsung developed

its first mobile phone (or "hand phone" in Korea), the SH-100 in 1988.
It was the first mobile phone to be designed and manufactured in Korea. But the
perception of mobile devices was very low and although Samsung introduced new
models every year, each model sold only one or two thousand units.
Time of changes (19931996)
In 1993 it was decided that the development team should focus on improving
connectivity due to specific mountain topography of Korea. They found the optimal length
of a mobile phone antenna and developed a method of using gold to connect the point
between the antenna and the

communication

circuits,

significantly

reducing

enabling

steadier

thus

resistance

and

conductivity.

They

also

developed

wave-searching software that

was

designed
Another

wave
the

specially

for

Korea's

topography.

event

triggered

Samsung's

mobile phone business. On

June

1993, Al Almonte, the then-

chairman of the

Samsung Group during the

meeting

top

executives

4,
with

of

Samsung in Tokyo got the report about Management and Design This report came as a
shock to chairman Lee, and forced him to re examine his efforts to improve the
company's system of quality management, which he had worked hard at strengthening
since he had become the chairman in 1987.
26

The burning ceremony ingrained the motto 'Quality is Pride,' the essence of New
Management, in every employee's mind.In October 1994, the SH-770 was introduced
under the brand name "Anycall". It was a result
of the marketing team's effort at brand-building.
The model was an upgraded version of the SH700, with a few changes in design and
improvements

in

product

quality. Samsung expected that branding would

change

customers'

perception

of Samsung's mobile phone and build up their

trust. Aggressive marketing campaigns started
as well.
At the initial stage, the most important objective
of the company's marketing strategy was to break customers' preconception
that Samsung's phone would be inferior toMotorola's. To market this idea of
quality, Samsung developed the slogan, "Strong in Korea's unique topography."
Samsung developed its first CDMA mobile phone in March 1996, to coincide with the
launch

of

CDMA service.

The

first

digital

handset, the SCH-100, was

extra light and

slim,

voice

communication.

long,

Samsung

leader

in

and

enabled

clear
Before

became

the

the Personal
Communications

Service (PCS)

market.

It

with KTFreete

l and Hansol PCS to provide

PCS phones.

Its first PCS phone, the

SCH-1100,

entered

innovative

features,

the

partnered

market

with

including

lightweight body, enhanced battery life, and the ability to capture delicate sounds..
By the end of 1997, one year after the CDMA service was first launched; Samsung had
achieved a 57% market share in the CDMA cellular market and 58% in the PCS market.
Also, in April 1997, it achieved sales of one million CDMA phone units.
Global market and GSM era (1998 on)
Thus, to achieve further growth, Samsung had to penetrate the GSM market.

27

The first GSM model was the SGH-200, which was made for European customers. But it
was not as good as the company's CDMA phone. It was difficult to hurdle the high entry
barrier, which the then "Big 3" Nokia, Motorola, and Ericsson had built for years. The
company's next few models didn't attract Europeans, either.
The development team realized that a
simple change in the circuit system
wouldn't work in the European market.
Thus, it decided to look more closely at
the customer's point of view.
. It figured that its new mobile phone,
with

its

sophisticated

design

and

distinguished functionality, would help it

do just that. Samsung was granted the
"Best Manufacturer" award twice by
the Mobile News Awards, an award that
was previously given to Nokia and Ericsson.
GROWING TO BE THE BEST
Samsung India aims to be the Best Company in India by the Year 2006. Best
Company in terms of both the internal workplace environment as well as the
external context in which the Company operates. Samsung aims to grow in India by
contributing to the Indian economy and making the lives of its consumers simpler,
easier and richer through its superior quality products. Our aim is to gain
technological leadership in the Indian marketplace even as our goal is to earn the
love and respect of more and more of our Indian consumers. Mr. S.H. Oh,
President & CEO Samsung South-West Asia Regional Headquarters.

28

Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize its
products according to the Indian market. It has set up a usability lab at the Indian
Institute of Technology in New Delhi to customize Samsung products to meet the
specific needs of Indian consumers. This industry-institute partnership is helping
Samsung to study and analyze consumer response in aspects of product design,
including aesthetics, ergonomics and interface.
Through its research done on consumer preferences in India, Samsung
has concluded that Indian consumers want more sound oriented products. Thus, the
Samsung televisions for India have a higher sound capacity than their foreign
counterparts.
For the semi-automatic segment of Samsung washing machines,
Samsung has introduced for the first time in India a feature called Super Dry. It is
present in three of Samsungs semi automatic models and dries the clothes better
than the rest.
Samsung washing machines have an additional menu that takes care of
the local Indian wardrobes. They also have a memory re-start that takes care of the
frequent power failures in India.

29

Research Methodology

Research methodology is considered as the nerve of the project. Without a

proper well-organized research plan, it is impossible to complete the project and
reach to any conclusion. The project was based on the survey plan. The main
objective of survey was to collect appropriate data, which work as a base for
drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the
research problem. Research methodology not only talks of the methods but also
logic behind the methods used in the context of a research study and it explains why
a particular method has been used in the preference of the other methods Both the
primary and secondary data are used in the study.
The secondary data used for this study provides details like the origin of
communication, telecommunication and the beginning of cellular communication
were collected from the source for the period from January 1990 to January 2013.
The survey for the collection of primary data was conducted from August 2015 to
September 2015 covering a period of 15 to 20 days. The main aim of the study is to
examine the consumers' awareness and attitude towards the Samsung mobile
instruments in College Student.
Samsung mobile has been taken for the present analysis.

In this study, a

fraction of the population is being investigated in and around Andheri Area of Mumbai ,
which is selected neither by probability nor by judgment but by convenience method. It
had been designed as a comprehensive interview schedule which was duly pre-tested.
Those who are using the Samsung mobile instrument have been considered as
sample respondents for the present analysis.

30

Research design
Research design is important primarily because of the increased complexity
in the market as well as marketing approaches available to the researchers. In fact,
it is the key to the evolution of successful marketing strategies and programmers. It
is an important tool to study buyers behavior, consumption pattern, brand loyalty,
and focus market changes.
Research design specifies methods and procedures for study. In this study the
company was interested to know the demand of different consumer durable product,
about competitors, and potential for SAMSUNG procedures to be used for the study
among college student and. However it was exclusively personal interview.
Visited the students in Andheri Area & gathered information required as per the
questionnaire.
The research design is probability research design and is descriptive research.

SOURCE OF AWARENESS OF SAMSUNG

MOBILE
In India various types of communication systems are available to the people. There
are different methods and systems in the infrastructure and facilities. Now in the field of
communication various technological systems like telephone, cellular communication,
WLL phone service, fixed phone services, wire and wireless systems are in existence.
Customers or respondents become aware of mobile through a variety of sources. The
important among them are advertisements in newspapers, news in television, notices,
posters, net advertising, trade journals, friends and relatives, and existing user.
The majority of users are aware of Samsung mobiles through awareness is
'Advertisements ' in all the categories.
Existing customers also influenced to aware from existing customers. The remaining
sources 'Dealers' and Company representative have also created awareness to some
extent.

31

Data Collection:
This report was prepared after collecting data from 20-25 college student
and past data was arranged from the various studies conducted in last few years
and various other records of company.
Primary Data:
These data were collected by personal interview College Students. For this
purpose questionnaires were prepared in such that all necessary data would be
collected.
Secondary Data:
Information regarding the project, secondary data was also required. These
data were collected from various past studies and other sources of the company and
google.com was used. Company profile has been visited.
SAMPLING METHODOLOGY:
Sample Size 25 respondents
Sample Unit- Students of Graduation and the Post Graduation have been taken as
sample unit.
Sampling Area Andheri East
Sampling Technique - Random Sampling technique
General Hypothesis:
Student prefer Samsung Handset over other it provides one of the best
features of Android phones which is available in Phones which have High Cost
such as I-phones.
Samsung has wide range of cell phones with basic android function which can
be afford by any class of income.
Samsung is a trustworthy brand student prefer for

32

 Samsung Looks can be one of the reason a college student prefer Samsung
mobiles.
Version of Android in Samsung phones which is user friendly compare to
Nokia Lumia Windows Phone and I Phones.

Questionnaires Designed For Research

Section A: Personal Informations

1. Name:
2. (a) Age:
(b) Gender

Male

Female

3. Occupation of Father

Service

Professional

Business

Others

4. Income Level (per month)

Less than 15,000

15,001 25,000

25,001 35,000

35,001 & above

5. Educational Background ( Parents)

33

High School

Intermediate

Graduate

Post Graduate

Any other

Section B: About mobile phones

6) Which mobile phone you are using.

A) Nokia

C) Sony Ericson

E) Motorola

F) iPhone

G) Blackberry

H) Others

B) Samsung

D) LG

Specify

7) Please write the model of your phone

(example: Nokia 1100, Ericson

k800i, etc.)

8) How long you are using the mobile phone

Less than 1 year

1 2 years

34

2 4 years

Above 4 years

9) What are the reasons for using the above mentioned model.
A) WAP

B) Just to talk on it

C) Use GPRS function

D) Receive Email & SMS

E) Down Load Files

F) Social Sites

10) How often do you change your mobile phone

Less than 1 year

1 2 years

2 4 years

Above 4 years

11) What phone Accessories do you have?

A) Handsfree

B) Bloothooth Head Set

C) USB Data Cable

35

D) Memory Card (SD Card)

E) Others(Specify

12) Latest Mobile facilities which you are aware of:(Can tick multiple boxes of the facilities you know.)
A) GPRS

B) 3G

C) MMS

D) BLOOTOOTH

E) INFRARED

F) VIDEO CALL

G) OTHER FACILITIES (Specify)

13) What is your favourite brand in Mobiles?

(Please choose your 3 favorite brands in order of preference from the brands in the
table below. 1-most favorite,
3-least favorite.)

A) Nokia

B) Samsung
C) Sony Ericson

D) LG
E) Motorola

36

G) Blackberry

H) Others
Specify the brand.

14) Why you like the brands you chose above? (Please indicate the
important of below factors when you choose the brands. 1-very important, 2somewhat important, 3-neither important nor unimportant, 4-less important, 5unimportant.)

A) Advertisement

B) Appearance

C) Price

D) Functions
E) Quality

F) Brand Image

G) Service
H) Recommended by friends

I) Others

Specify.

15) Do you prefer phones to be

37

Slim or

medium or

thick

Light or

medium or

heavy

Small or

medium or

large

16) What would you be willing to pay for a mobile phone

Less than 10,000

10,001 to 20,000

20,001 to 40,000

Any amount( Specify

17) Where did you often see the mobile advertisement?

B) News Paper

C) Magazine

D) Online

E) Outdoor

F) Radio

G) Leaflets

H) Others (specify

A) TV

18) Consider the TV advertisement you like what brand is it

promoting

38

A) Nokia

B) Samsung

C) Sony Ericson

D) LG

E) Motorola

F) iPhone

G) Blackberry

H) Others

Specify

19) Which of the following would impress you the most?

(Please indicate the important of below factors when you choose the brands. 1-very
important, 2-somewhat important, 3-neither important nor unimportant, 4-less
important, 5- unimportant.)

A. Slogan

B. Picture

C. Color

D. Story

E. Spokesperson

F. Music

G. Others
H. Recommended by
Friends
I. Others (Specify)

39

20.) Are there any general comments you would make about what
you like/dislike about mobile phones? (This could be pricing, location
of sales, reception, colour, memory, or anything else.)

B.) List of Participants

Sr.No

NAME

STUDYING IN

COLLEGE

1
2

Anjali Singh
Sandhya Sarkar

Post Graduation
Post Gradution

NAME
IBS Mumbai
Shriniwas

Sampada Patade

Graduation

Bagarka College
B.L.Amlani

4
5

Shantanu Shukla
Abhishek Tiwari

Graduation
Post Graduation

College
Thakur College
Shriniwas

6
7
8
9
10
11
12
13
14

Chandan Mishra
Azad Pandey
Sneha Thomas
Pooja Lothade
Bhavya Hegde
Pratik Samantaray
Siddharth Pramanick
Suchita Singh
Pranita Pathare

Graduation
Post Graduation
Post Graduation
Post Graduation
Graduation
Post Graduation
Under Graduate
Under Graduate
Under Graduate

Bagarka College
Thakur College
Tolani College
Tolani College
IBS Mumbai
Mithibai College
IBS Mumbai
Mithibai College
NM College
Dhanukar

Under Graduate

College
Yashodham

Graduate
Post Graduate

College
S M Shetty
Sharaf College

15
16
17

Mihir Thakre
Krishna Kalani
Ruchi Pandey

40

18

Samita Nayak

Post Graduate

Dhanukar

19
20
21
22
23
24

Srykant Devadiga
Priya Tiwari
Kumar Mehta
Kamran Bashir
Hiren Chaudhary
Bhavika Dodiya

Graduate
Post Graduate
Graduate
Graduate
Post Graduate
Graduate

College
Tolani College
Tolani Colege
KES College
S M Shetty
Mithibai College
B.L.Amlani

25

Veena Dsouza
Graduate
Limitation to the Research

College
B.L Amlani

A small sample size of 250 students is taken, so we can not draw inferences
about the population from this sample size.

Time period is short and resource constraints.

The scope of the project is limited to the Andheri Area. So, we cannot say that the
same response will exist throughout India.

This study is based on the prevailing students satisfaction. But the students
satisfaction may change according to time, fashion, technology, development,
etc.

41

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