A Business Research Methodology (Repaired)

8/11/2019 A Business Research Methodology (Repaired)

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2013

By: Amey Kulkarni

Kedar.Kulkarni

Jason. Bardeskar

Jagdish. Kale

Yogesh. Daingade

Akshay. Deshmukh.

BUSINESS RESEARCH

METHODOLOGY


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A BUSINESS RESEARCH

METHODOLOGY

REPORT ON GAMING CONSOLES


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ACKNOWLEDGEMENT

The Business Research Methodology paper, Factors Affecting Consumers Decision

Making while Purchasing a Gaming consoles is the most important addition to the

practical application of theoreticalknowledge and experience on real research aspects. This

is really a delightful experience.

It is amazing and fascinating finding that so many dependable people around, who have

given necessary guidelines and advices while formulating this paper. Learning what

determines a good employer, I remain ever grateful to them, who all have helped to write

this report. I also extend my acknowledgement to all those, who helped me by answering

my queries pertinent to the data collection of my report.

A special debt is due to my instructor Prof. MANISHA PARPIANI, our respected faculty

for the valuable guidance in the preparation of this report. I have been immensely benefited

from her valuable guidance in the process of understanding and preparing this report.

Without her active support, continuous encouragement, and constructive criticism,probably it would not have been possible to write an informative and objective report. Her

active assistance in working out a framework for the paper has helped to complete the

assignment within given time.

I also acknowledge the contributions of the librarian of IBS MUMBAI for allowing me to

utilize the library facilities.


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EXECUTIVE SUMMARY

This study focuses on analysis of the factors that affect a

consumer while making purchase decision of a gaming

console. The TEN factors I considered, here are

INTEREST V1

COST V2

PlayStation V3

Nintendo V4

innovation V6

Computer use for gaming V7

Mobile game play V8

Virtual reality V9

Compatibility V10

Both primary and secondary data has been used. Primary

data were collected from the direct responses from the


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sample size of 53 comprised of person of different

demographics. Because of the conclusive nature of the

research, primarily I used quantitative questioning (on 5 scaleliker scale) in the surveys. For the secondary data, different

established theories and articles was reviewed. An

exploratory research with some respondents were also

conducted to gain the practical insights of this research and

to get the prime factors that affect consumers while

purchasing a gaming console. SPSS 21 was used for

regression analysis and to measure the significance of

independent variables on the dependent variable.

After doing the required statistical operations, I got the

finding. It was revealed that, only COMPUTER GAMING has

significant effect on consumers decision making process. The

other variables are not significant and thus rejected.

INTRODUCTION

A video game consoleis an interactive entertainment

computer or customized computer system that produces

a video display signal which can be used with a display

device to display a video game. The issues regarding


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consumer preference in buying a gaming console involves

price of the product, quality of the gaming consoles, brand

image of the gaming consoles, convenience of the store.

Customer behavior study is based on consumer buying

behavior, with the customer playing the three distinct roles

of user, payer and buyer. Consumer behavior is influenced

by: demographics, psychographics (lifestyle), personality,

motivation, knowledge, attitudes, beliefs, and feelings.

Consumer behavior is concerned with consumer need. A

consumer action in the direction of satisfying his/her needs

leads to his behavior. Consumer decision making is a process

that intertwines various stimuli towards the purchase

decision. Marketers all over the world are trying to find out

what factors are responsible for the final decision taken by

an individual.

This study will find the significance of factors that affect

consumers to purchase a gaming console.

Origin of the report;


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The main purpose of the study is to fulfill the requirements

of Business Research Methodology (BRM) as the part of our

PGPM program. As a student of Business ResearchMethodology, we were assigned by our course instructor

Prof. MANISHA PARPIANI to involve in this study. The course

BRM as well as this report helps a student to get necessary

knowledge which is very useful for the students in building

their future career.

Objective of the study;

Broad Objective

The main objective of this report is to get the practical

insight of the techniques and strategies of conducting a

research project.

Specific Objectives

To identify the underlying factors that affect consumers to

choose a gaming consoles.

Research Question


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This research gave the opportunity to dig into the specific

issues that a consumer assesses while purchasing a gaming

consoles. This topic will provide the insight to learn the

influences of behavioral variables of the consumers which in

turn lead to the purchasing decision. Perspective like the

effect of brand image will be brought into the topic. Finally,

the findings of the result will be used to make theories and

shared to the different retailers and wholesalers of gamingconsoles.

The principle objective of this report was to identify when,

why, how, and where people do or do not buy a gaming

consoles or some gadgets with gaming as an facility. This

study also dealt with the variables that affect the consumer

purchasing decision. The weight and significance of the

variables were measured as well.

RESEARCH METHODOLOGY

The research is basically both exploratory and conclusive in

nature

EXPLORATORY RESEARCH


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The Universe defines as comprising of people who had avail,

purchase for gaming consoles. Exploratory Research aimed at

finding out the drivers of consumer behavior.

CONCLUSIVE RESEARCH

Conclusive Research consisted of Administer Survey through

questionnaire. The questionnaire mainly had closed end

questions. The Final Questionnaire consisted of questions

based on factors affecting the consumer behavior.

DESCRIPTIVE RESEARCH: Descriptive design is also followed

in this report. It has following characteristics:

Aware of the problem: Customers taste and preferencesare changing and sales are declining in many

companies.

Describe characteristics of sample units: Survey was

conducted among 53 respondents. Demographic

characteristics i.e. age and gender of respondents was

taken into account.

1.SAMPLE;


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The researcher in this section defines the target population

and sampling method put to use. This section contain other

necessary information such as, probability, non-probability,

cluster sampling etc.

The sample was heterogeneous. We had ten independent

variables in my study. Hence, a total of 53 responses were

collected from students, and different youth groups. Most of

the responses were collected from students as it was

convenient to us and also because we did not assume that it

will have an adverse affect on data collected.

Moreover, most of the respondents were male because we

thought that as majority of the buyers of gaming consoles in

our country are males; it will help me identify the answers in

an efficient manner.

In our survey, we found that majority of the respondents lie

within a certain age range and most of them have a certainincome range because the survey was heavily dominated by

people doing their Postgraduates program.


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2. REASEARCH DESIGN;

The research design has to be custom made to the research

purpose and should contain information on:

Nature of the research design;

Design of questionnaires;

Questionnaire development and pre-testing;

Data that was gathered;

Definition of interview and type of interview;

Source from which data was collected;

Scales and instruments used;

Design of sampling, coding and method of data input;

Strengths and weakness;

Copies of materials used and the technical details;

3. Data collection;


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The contents of this section depends on the research design

as the name implies, data collection pertain to the

information about:

Time of data collection;

Field condition during data collection;

In case of any secondary data was used, and then the

relevance of that data should be given. Details of field

instruction and any other necessary.

4. Limitation;

Time constraints were one of the most important factors

that imposed restrictions on conducting the study

extensively.

Scarcity of Secondary Data

Our sample size was small

Cost constraints.

Lack of experience.


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5. Findings

Most of the space in the report is devoted to this section.

This research presents all the relevant data but makes no

attempt to draw any inferences.

Charts, graphs, and tables are generally used to present

quantitative data like here is scree plot.

RESULTS

INTERPRETATION:

1. KMOS AND BARTLETTS TEST


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- KAISER MEYER OLKIN TEST is done to describe whether the

size of respondent is appropriate or not.

If KMOs significance is more than or nearer to .5 than the

no. of respondent will be appropriate.

So in our report analysis from SPSS we found that KMOs

significance = .616

Here KMOs sig is greater than .5 so we conclude that

respondent size is appropriate to take survey.

-BARTLETTS TEST signifies correlation between the variables,

also it states that matrix is unit or not.

BARTLETTs sig < .05, we will reject H0 (means matrix is not

unit and there is correlation between variables)

H0 : matrix is Unit(correlation is not exist between variables)

H1 : matrix is not unit(correlation between variable exist)

In our report analysis BARTLETTs test significance level =

.000

So here correlation between variables exist, hence matrix is

not unit.


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2. How many factors to be extracted?

Factors are extracted on the basis of four methods:

A. EIGEN VALUE

Variables, whose EIGEN value is more than 1, will be

extracted.

B. Cumulative % of variance

variables, whose cumulative % of variance is more than 60%

that will be extracted.

C. Scree plot

scree plot is a graph with y-axis as EIGEN value and x-axis as

no. of variables.

After a sudden bend in the line of a graph respective to that

variable we will extract the variables.

D. A priority determination

we will decide extractable variables beforehand only.

So as per our report analysis from SPSS we will extract

variables on the basis of EIGEN value


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From the total variance table of SPSS, variables whose EIGEN

value is more than 1 will be extracted

So in that table 4 variables are having EIGEN value more

than 1, hence factor extraction = 4.

3. Interpretation of scree plot?

In the scree plot, at the variable 5, there is a sudden bend

and so there are 5 variables which are to be extracted.

4. Name the factors that are extracted (factor rotation)?

There are four factors which are extracted and from each

component we will choose the variables which are above = 0

.7 variance.

FACTOR 1 = PRIORITY FACTOR

First factor consists of three variables which are having more

than .7 variance. They are interest,cost,ps having variance

0.701,0.858,0.782 respectively.

FACTOR 2 = INNOVATION FACTOR


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In 2ndfactor, innovation and mobile devices are the two

variables which are having variance more than 0.7 so they

will be extracted from it. There variance are .744&.772

respectively.

FACTOR 3 = NEED FACTOR

In 3rdfactor , reality and compatibility are the variables which

are having there variances nearer to 0.7 and so they are

extracted from this factor. Their variance is .755&.811

respectively.

FACTOR 4 = GADGET FACTOR

In 4thfactor, computer is the variables which is having

variance nearer to 0.7 and so they are extracted. Its variance

is 0.860 respectively.

5. Find the surrogate variable?

Surrogate variable is the one which has highest correlation

among the variables in each factor.


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After considering each factor the surrogate variable is

COMPUTERbecause it has the highest variance correlation

i.e. 0.860.

6. Find multiple regressions of three variables i.e. age,

gender, surrogate variable and interpret it?

In our research of multiple regression we had taken

COMPUTER variable as a surrogate variable as it has highest

variance within all factors of the product gaming consoles.

So through SPSS software we interpret the correlation

between the variables as follow:

Annova table is used to identify whether the overall model is

significant or not. If the sig level is less than 0.05 than we

will reject null hypothesis and overall regression model is

consider as significant. But in our research sig level of

annova table is 0.804 which is more than 0.05 hence we will

accept null hypothesis and overall model is not significant.

Talking about each variable as its sig level both variables are

having their sig value more than 0.05 and so they are not

significant to calculate correlation between them.


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7. Predict Y for X1 = 27, X2 = 1(male)?

Y = b0 + bX1 + bX2

Y = 2.561 + (.006) (27) + (-0.188) (1)

Y = 2.561 + 0.162 -0.188

Y = 2.535

As we got Y = 2.535, we can say that computer as a

surrogate variable had received a scaling of 3 which is

AGREABLE discount from the age group of 27 males.


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FACTOR ANALYSIS

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of

Sampling Adequacy..616

Bartlett's Test of

Sphericity

Approx. Chi-

Square

119.05

5

Df 45

Sig. .000

Communalities

Initial Extracti

on

Interest 1.000 .564

Cost 1.000 .783

Ps 1.000 .619Nintendo 1.000 .777

Xbox 1.000 .557

Innovation 1.000 .647

Computer 1.000 .796

mobile

devices1.000 .637

Reality 1.000 .801


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Compatibili

ty1.000 .772

Extraction Method: Principal

Component Analysis.

Total Variance Explained

Compon

ent

Initial Eigenvalues Extraction Sums of

Squared Loadings

Rotation Sums of

Squared Loadings

Total

% ofVarian

ce

Cumulative %

Total

% ofVarian

ce

Cumulative %

Total

% ofVarian

ce

Cumulative %

12.77

327.730 27.730

2.77

327.730 27.730

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423.136 23.136

21.64

816.478 44.207

1.64

816.478 44.207

1.81

518.152 41.288

3 1.502

15.025 59.232 1.502

15.025 59.232 1.595

15.948 57.237


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41.03

110.306 69.537

1.03

110.306 69.537

1.23

012.301 69.537

5 .707 7.075 76.612

6 .631 6.310 82.922

7 .558 5.585 88.507

8 .529 5.287 93.795

9 .396 3.956 97.750

10 .225 2.250 100.000

Extraction Method: Principal Component Analysis.


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Component Matrixa

Component

1 2 3 4

Interest .659 .125 -.228 -.251

Cost .811 -.002 -.332 -.121

Ps .661 -.173 -.329 -.208

Nintendo .593 -.514 -.314 .252

Xbox .348 -.222 .618 .064

Innovation .551 .203 .537 .118

Computer .433 -.011 .134 .768

mobile

devices.451 .411 .472 -.205

Reality .240 .855 -.096 -.060


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Compatibili

ty-.139 .589 -.462 .438

Extraction Method: Principal Component

Analysis.

a. 4 components extracted.

Rotated Component Matrixa

Component

1 2 3 4

Interest .701 .227 .130 -.061

Cost .858 .153 .085 .127

Ps .782 .024 -.082 .031

Nintendo .637 -.195 -.287 .501

Xbox -.007 .541 -.450 .247

Innovation .126 .744 -.035 .277

Computer .076 .208 .087 .860

mobile

devices.138 .772 .109 -.098

Reality .144 .399 .775 -.147

Compatibili

ty -.087 -.236 .811 .225

Extraction Method: Principal Component

Analysis.

Rotation Method: Varimax with Kaiser

Normalization.

a. Rotation converged in 7 iterations.


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REGRESSION ANALYSIS

Variables Entered/Removeda

Mod

el

Variables

Entered

Variables

Removed

Metho

d

1gender,

ageb. Enter

a. Dependent Variable: computer

b. All requested variables entered.

Model Summary

Mod

el

R R

Square

Adjusted

R Square

Std. Error

of the

Estimate

1 .093a .009 -.031 1.18377

a. Predictors: (Constant), gender, age

ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.


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1

Regressi

on.614 2 .307 .219 .804b

Residual 70.065 50 1.401

Total 70.679 52


b. Predictors: (Constant), gender, age

Coefficientsa

Model Unstandardized

Coefficients

Standardi

zed

Coefficien

ts

t Sig.

B Std. Error Beta

1

(Constant)

2.561 .502 5.099 .000

Age .006 .015 .061 .433 .667

Gender -.188 .361 -.073 -.521 .605



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The results of the study show that COMPUTER GAMING has

a positive and significant Influence on consumer decision

making. Perhaps, consumers prefer a better branded thanA non branded gaming consoles. They dont mind paying

more money for a gaming console that has a good brand

name.


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Bibliography

1) Research Methodology Concepts and Cases- Deepak

Chawla, Neena Sondhi

2) Internet.

3) SPSS Software


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A Business Research Methodology (Repaired)

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