RESEARCH METHODOLOGY Definition of Research Research is an organized inquiry designed and carried out to provide information for solving

problems. - FredKerlinger. Research is careful inquiry or examination to discover new information or relationships and to existing knowledge. - FranciRammel. Marketing research means the systematic, gathering, recording, analyzing of data about problems relating to the marketing of goods and services Marketing research has proves on essential tool to make all the need of marketing management. Marketing research therefore is the scientific process of gathering and analyzing of marketing information to meet the need of marketing management. But gathering of observation is must be systematic, the systematic conduct of research requires: Orderliness, in which the measurement are accurate. Impartiality in analysis and interpretation. Types of Research All of research can be categorized into basis applied. Basic research Basic research is that indented to expand the body of knowledge for the use of others. Applied research Applied research is one, which is carried out to find the solution for a particular problem or for guiding a specific decision it is usually private in nature.

Problem Identification Sources of the data collection Methods of data collection techniques Sampling Plan Data Analysis & Interpretation Research Report & Presentation Process of marketing research Research presses Problem identification What is the level of reading habit of the client and companies who gives the news in the newspaper and magazine in Surat city? Some people are not reading newspaper & magazine in Surat city. Most of news paper & magazine are not so popular in home-maker and student. The news is not so good quality and good content. B.R.C.M. College of Business Administration 34 Study the Reading habit of print media in Surat city

 Sources of the data collection For preparing this project report, researcher has used two types of data which are as fallow. Primary data and secondary data Primary data: The primary data is that data which is generated by person for own study of his own purpose. This type of data is not generated by anybody in the past so this type of data is called primary. Researcher has collected some primary data for preparing this project by personal interview method. In this the researcher had interviewed some officer in the research also get data by taking on the telephone, so researcher also used telephonic interview method. Secondary data: The data which are already generated by some other in the past for his own purpose & it such data are co-ordinate by us for our purpose than those data are called secondary data researcher has used the project of last year and internet as a secondary data for preparing this project. Therefore my project is based on primary data & secondary data. Research design: Research design indicates the methods and procedure of conducting research study. Research design can be done in following three types. Exploratory research: Exploratory research focuses on the discovery of new ideas and is generally based on secondary data. Descriptive research: Descriptive research is undertaken when the researcher want to know the characteristics of certain groups. B.R.C.M. College of Business Administration 35 Study the Reading habit of print media in Surat city

Casual or experiment research: An experimental research is undertaken to identify causes and effect relationship between two variables. In this project, I use the Descriptive research design. Methods of Data collection Sources of data collection: Primary data collection: Primary data collection the following four types of methods. Observation method: It contains causal observation, systematic observation, and direct observation and contrives observation. Survey method: It contains personal interview, telephone interview and mail interview. Experimental method: Panel method: Secondary data collection: It can be collected from internal as well as external sources Internal sources: Various internal sources like customers, books, sales activity, stock availability, etc. External sources: Libraries, trade publications, literatures, etc are some important sources of external data. The research has used primary data for the core purpose of the project. And this primary data has been gathering by survey method. B.R.C.M. College of Business Administration 36 Study the Reading habit of print media in Surat city

 Data collection tools: To conduct a survey, the research has selected a structured questionnaire as an instruction for gathering valuable information from the respondent. Questionnaire which is used for the survey is consisting of questions and checklist questions and checklist question to check the responds feedback. Content method: After sampling plan has been determined, the research has contacted responds and requested them to fill up the questionnaire. Sampling plan: Researcher has design a sampling plan that is consist of five decisions. Sampling unit: Who is to be surveyed? The researcher has selected responds of times of times, Indian express, divya bhaskar, Gujarat Samachar, outlook & India today. Sampling types: There are two types of sampling i.e. probability sampling and nonprobability sampling. Probability sampling Probability sampling means each unit of the universe has equal chance of getting selected. The most frequently used probability sampling methods are as below: Simple random sampling Stratified random sample Multi-stage random sampling

Cluster sampling Multi-phase sampling B.R.C.M. College of Business Administration 37 Study the Reading habit of print media in Surat city

Non-probability sampling Non-probability sampling contains following methods Judgmental sampling convenience sampling panel sampling quota sampling Researcher will use non-probability sampling, in which convenience sampling Sample size: Sample size means limited number of responds covered under the research study from the population. And researcher has taken survey of 150 responds to know the reading habit of print media in Surat city. Sampling area: The area of doing my survey was various colleges, society, friends in Surat city. Sampling technique: How should the responds be chosen? Researcher has selected customer of times of times, Indian express, divya bhaskar, Gujarat Samachar, outlook, frontline and India today. Data analysis and interpretation: After all the above steps are completed now the important step is data analyzing and interpretation. For this there are various analytical and statistical tools. Some of these tools are percentage, weighted average, Co Relation, Regration. B.R.C.M. College of Business Administration 38 Study the Reading habit of print media in Surat city

 Research report: Once the data has been tabulated and analyzed, the researcher has to prepare a report. The report consists of findings of the research studies and recommendations also. Report writing needs some skills, which can be develop with practice. The researcher should follow certain principles objectivity, clarity of ideas and use of charts diagrams. A good research report should effectively communicate its research findings. Limitation of Research Process There is always a boundary existing everywhere and every time every task that is under taken has some obstacles in its way some basic imitated that made the task a bit difficult are started as follow: As the time constraint was there so I am able to take more responds I took only 150 responds. As I choose convenience sample major part of total questionnaire fill started and student have some different views related newspaper and magazine in compare to business people or working people. I use only percentage tools & Weighted Averages method. Cost of survey. Where the newspaper rating makes is installment then it is highly impossible to predict exactly which newspaper read is. We cant study the whole population of study. In print media industry, I study only newspaper & magazine. B.R.C.M. College of Business Administration 39 Study the Reading habit of print media in Surat city

0 10 20 30 40 50 60 70 Newspaper Magazine Both Respondents FINDING & ANALYSES Instrument use in print media Objectives: To know the which type of instrument use by respondents Frequencie No of s responds Newspaper 69 Magazine 31 Both 50 Total 150