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CHAPTER 3 RESEARCH METHODOLOGY OF THE...
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CHAPTER 3
RESEARCH METHODOLOGY OF THE STUDY
3.1 Introduction:
In this chapter, an endeavor is made to portray the various aspects of the
research methodology adopted for this study purpose. The aim of this study is to
objectively understand the behaviour of mobile phone users in Thane district towards
possession and price of mobile, call and recharge pattern, functional, financial and
social business activity and movement pattern and further their perceptions towards
mobile banking business activities and movement that is influenced by various
factors. Therefore the present study adopted following research methodology outlay
which is shown in chart 3.1.
Chart 3.1 Out lay of Research Methodology
Introduction
Statement of Problems
Objectives of the study
Hypotheses of the study
Significance of the study
Research Design
Scope of the study
Period of the survey for data
Samples and sample size of the study
Sources of data collection
Data analysis and interpretation
Final sample size selection process
Statistical tools and
techniques used
Limitations of the study
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3.2 Statement of the problem:
The specific questions or problems to be investigated in the present study are as
follows:
1. What are the responses of mobile phone users towards possession of mobile
phone?
2. What are the responses of mobile phone users towards price preference?
3. What are the attributes considered by mobile phone users while purchasing
mobile phone?
4. What are the responses of mobile phone users in respect of awareness, extent
of recharge, call rate, objectives of mobile phone use, sms etc.?
5. What is the behaviour of mobile phone users on functional business activity
and movement?
6. What is the behaviour of mobile phone users on financial business activity and
movement?
7. What is the behaviour of mobile phone users on social business activity and
movement?
8. To what extent mobile phone users aware of general concept of mobile
banking, mobile banking services (activities) and specific types of mobile
banking services.
9. What is the perception of mobile phone users on advantages and
disadvantages of mobile banking?
10. What is the perception of mobile phone users on apprehensions about mobile
phone and expectations from mobile banking attractiveness?
11. What is the perception of mobile phone users on purpose of using mobile
banking activities/services?
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12. What is the willingness perception of mobile phone users on using mobile
banking for
a. For selling and purchasing of financial instruments,
b. Making fixed deposits,
c. Making payments bills,
d. Derivates,
e. Money transfer
f. Initial pubic offers.
13. What is overall willingness perception of mobile phone users on utility of
mobile banking services?
14. What is behaviour of mobile phone users on M – commerce/M –
marketing/SMS and other functions?
15. How mobile phone user’s perceived movement of mobile banking services?
16. What are the movement styles of mobile phone users in respect of availing
mobile banking services?
17. What is a relationship between demographic variables and uses of mobile
banking services?
18. Does demographic factors / variables influences uses of mobile banking
services?
19. What is relationship between mobile perceived service quality and
dimensions?
20. Does dimensions influences mobile perceived service quality?
Hence the statement of the problem is “A study of Mobile Phone Users in
Thane District”.
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3.3 Objectives of the study:
The objectives of the study refer to what the researcher specifically wants to
do in the course of the study. Formulating proper objectives is essential for research
due to the fact that the whole design of research depends on it and it gives speed to
research problem investigation. It helps to examine the existing phenomenon. It gives
proper and logical direction to research work. It can also suggest ways and means to
overcome all related problems, deficiencies so as to improve overall quality of
research. India is the second-largest mobile phone user with over 995.9 million users
in the world. It accounted for over 10% of the world’s online population in 2011. All
these benefits had tempted the researcher to form or set the following objectives,
1. To study and assess the attitude of mobile phone users towards possession and
price of mobile.
2. To study and examine the calls and recharge business activity and movement
of mobile phone users.
3. To study and assess the functional business activity and movement of mobile
phone users.
4. To study and assess the financial and social business activity and movement of
mobile phone users.
5. To study and assess the awareness and perceptions of mobile phone users on
mobile banking services.
6. To study and assess the willingness of mobile phone users on utility of mobile
banking services.
7. To study and examine the mobile phone user’s perceived movement of mobile
banking services.
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8. To study and examine the movement styles of mobile phone users in respect
of mobile banking services.
9. To study and assess the demographic influence on use or adoption of mobile
banking services.
10. To identify and assess the perception of mobile phone users towards
dimensions of mobile perceived service quality.
3.4 Hypotheses of study:
In order to achieve the above objectives the following hypotheses are
formulated by the researcher for the present study purpose
H1 : Financial objective oriented business activity and movement calls are higher than
that of social objective oriented.
H2 : Functional business activity and movement of mobile phone users in respect of
use of mobile phone are ‘high’.
H3 : Extent of mobile financial activity and movement is ‘lower’ than that of its
awareness. In other words as compared to awareness of mobile phone users on
mobile activity and movement, its use is ‘low’.
H4: Awareness of mobile phone users on sms business activity and movement is
‘high’ but use of social business activity and movement (sms) of mobile phone
users is ‘moderate’ (i.e. lower than that of awareness)
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H5: Awareness as well as use level of mobile banking services is ‘moderate’ among
mobile phone users.
H6 : Willingness of mobile phone users on mobile banking for selling and purchasing
of financial instrument is ‘moderate’.
H7 : Willingness perception of mobile phone users on utility of mobile banking
services is ‘average’ level.
H8 : Perceived utility or movement of mobile banking services among mobile phone
users is ‘low’.
H9: Demographic variables/factors has positive relationship in respect of using
mobile banking services among the mobile phone user i.e demographic
influence on the usage of mobile banking services i.e. demographic influence on
the usage of mobile banking services. In other words gender, age, education,
income, marital status and profession determines usage of mobile banking
services (i.e. adoption or non – adoption behaviour) sub – hypothesis are
formulated as under:
H10: Selected dimensions have positive and significant relationship with mobile
perceived service quality or dimensions influence the mobile perceived service
quality.
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3.5 Significance of the Study:
The scope of the study is Thane District. All the 15 talukas of Thane district
were selected in order to study the mobile phone users. The significance of the study
can be stated as under;
1. In current situation mobile is not luxury but necessity of the business world as
it has great time, place, speed and money utility. Therefore, this study is
significantly useful to business world.
2. The study helps the businessmen, professionals and individuals in
understanding business activity and movement and perception towards usage
of mobile phone and mobile banking services.
3. The study is useful to the government (TRAI); future researcher and
educationalist for achieving their respective functional, financial performance
and movement.
4. The present study can be positively used to develop the nation through
communication sector which will indirectly help to increase the trade and
national income.
5. The study has a good scope in terms of providing directions to the service
providers as to which dimension require attention in terms of their importance.
This would enable the service providers to focus resources in accordance with
the importance of these dimensions.
6. Mobile phone users go through complex buying behavior when they are
highly involved in a purchase and aware of significant different attributes of
gadgets among brands. This study helps to know the extent of awareness of
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mobile phone users towards mobile banking services and mobile phone calls,
recharge price and possession etc. Hence, this is significant.
7. The study would be significant for the mobile phone users to know various
other aspects of mobile phone in terms of its functions, social financial
business activity and movement and lot more.
8 . The Study will provide more insight on service quality dimension of mobile
phones and mobile phone user’s perception, Hence the study would be helpful
for service providers also.
9. The study will also find out the attitude involved in usage of mobile phone
among the mobile phone users in Thane district.
10. The Study will cover the Social, Cultural, Financial and functional usage
pattern of mobile phones, therefore the study will be useful in knowing the
pattern of usage amongst the different mobile phone user’s business activity
and movement.
11. The study would be significant in knowing the awareness and perceptions of
mobile phone users about mobile banking services
12. Study help to understand the influence of demographic factors on mobile
phone users in respect of mobile banking services.
3.6 Research design:
This study seeks to explore and investigate the operational, social and business
aspects of mobile phone users in Thane district. For this purpose, questionnaires were
used. The sample was drawn using the simple random sampling technique. For the
purpose of conducting research a set of objectives and hypotheses were made. Data
was collected through primary as well as secondary source. Primary data was
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collected by giving the respondents the questionnaire to be filled. The respondents
were the mobile phone users in Thane district belongs from 15 talukas, who are using
mobile phones. Secondary data was collected through books, journals and other
important written reports and surveys. The duly filled questionnaires were studied and
analyzed with the help of tables and graphs distribution made from frequency
distribution. Finally the findings were logically drawn. Thus following is the research
design adopted in the present study (Chart 3.2).
Chart 3.2
Research Design
Research Survey Method
Research Objectives
Conclusion
Types of Research
Sample Size
Data Collection
Statistical tools used
Interpretation and analysis tool
To study the mobile phone users in Thane district
Simple, random and convenient survey method
Qualitative and quantitative method
500 mobile phone users from 15 talukas in Thane district
Primary : Questionnaire, Observation, discussion Secondary : Books, Journals, research ars
Percentage, Average, correlation, factor analysis
Tables, Charts, Frequency Distribution, Graphs
Findings
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3.7 Scope of the study:
Thane District is selected as study area. This is the third-most industrialized
district in Maharashtra. Thane is one of the 35th districts in the Maharashtra State of
India. The district is on the western coast and fall under the Konkan division of the
state. The district is divided into 15 talukas. The chart 3.3 shows diagrammatic frame
work and chart 3.4 shows study areas.
The following is the diagrammatic frame work of the scope of the present study:
Chart 3.3
Scope of the study
15 Takula’s
Sample
Area of the study : Thane district
Thane Shahapur Dahanu Mokhada
Kalyan Vasai Palghar Vada
Murbad Ulhasnagar Talasari Vikramgad
Bhiwandi Ambernath Jawhar
Male; Female; Individual mobile phone users
Serviceholders; Businessmen; Professional mobile phone users
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Chart 3.4
Study area, universal Thane district map with Taluka’s
Study Areas
Universe (Mobile Phone Users)
Thane Male, Female, Service holders, Individuals, Professionals, Businessmen
Kalyan Male, Female, Service holders, Individuals, Professionals, Businessmen
Murbad Male, Female, Service holders, Individuals, Professionals, Businessmen
Bhiwandi Male, Female, Service holders, Individuals, Professionals, Businessmen
Shahapur Male, Female, Service holders, Individuals, Professionals, Businessmen
Vasai Male, Female, Service holders, Individuals, Professionals, Businessmen
Ulhasnagar Male, Female, Service holders, Individuals, Professionals, Businessmen
Ambernath Male, Female, Service holders, Individuals, Professionals, Businessmen
Dahanu Male, Female, Service holders, Individuals, Professionals, Businessmen
Palghar Male, Female, Service holders, Individuals, Professionals, Businessmen
Talasari Male, Female, Service holders, Individuals, Professionals, Businessmen
Jawhar Male, Female, Service holders, Individuals, Professionals, Businessmen
Mokhada Male, Female, Service holders, Individuals, Professionals, Businessmen
Vada Male, Female, Service holders, Individuals, Professionals, Businessmen
Vikramgad Male, Female, Service holders, Individuals, Professionals, Businessmen
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All the Taluka’s in Thane District are selected for study purpose and data was
collected from mobile phone users.
Thus the scope of the study covers:
1. Male, female, Serviceholders, Individuals, Businessmen, Professionals mobile
phone users who are residents of Thane district.
2. 15 Taluka’s of Thane District namely, Thane, Kalyan, Shahapur, Dahanu,
Mokhada, Murbad, Bhiwandi, Vasai, Ulhasnagar, Ambernath, Palghar,
Talasari, Jawhar, Vada, Vikramgad.
3. Mobile phone users between the age group of 25 – 65 years.
4. Business Activity and movement of mobile phone users on mobile phones and
mobile banking.
5. Overall this study is extensive and purposeful
3.8 Period of the survey for data collection:
August, 2010 to August, 2011 was the survey period, which is covered in this
study. During this period, primary data was collected. Mobile phone users were
contacted and information was collected. A well structured questionnaire was given to
all mobile phone users and collected subsequently. Earlier to choose the sample, A
pilot survey was conducted in thane district and the final sample was fixed and
questionnaire to study mobile phone users in Thane district finalized. Thus practically
the period of data collection was 12 months i.e. July, 2010 to June, 2011respectively.
The chart 3.5 shows the schedule of primary data collection for the study purpose.
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Chart 3.5
Period and schedule of primary data collection
Period Nature of work completed
July, 2010 : 15 Taluka
places; 15 visits
General area visits, observations and verification of
potentiality of sample (first round)
August – Sept 2010 : 15
Taluka place, 15 visits for
pilot survey purpose
Pilot survey of the selected study areas, Questionnaire
finalized with help of guide and experts of field
October, 2010 to May, 2011 Questionnaire distributed to mobile phone users and
collected from them i.e. respondents from the Thane
districts all 15 talukas and also had general
observation, discussion with mobile phone users,,
experts and guide.
June, 2011 : 10 visits to
TISS.
Data processing in Tata Institute of Social Science,
Deonar, Mumbai (TICS)
August, 2011 Data output received, checking and modification
September, 2011 Final data output received
3.9 Sample and sample size of the study:
In sampling, it is necessary to select only a few items (sample variable) from
the universe for study purpose. Therefore, in order to know the business activity and
movement and many other aspects related to the use of mobile phones in Thane
district, samples were collected mainly from 15 talukas of Thane district. The total
population of Thane district is 11,054,131 (Population census 2011) out of which
nearly 80 percent of the people are using mobile phones. Total sample size selected
was 500. The questionnaire distributed to selected sample and sample size is given in
chart 3.6.
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Chart 3.6
Selected sample size for analysis purpose
In all, 1050 questionnaires were distributed in 15 taluka places of Thane
district. 792 questionnaires were received and out of these 500 were complete.
Incomplete questionnaires were rejected. In order to determine the sample and sample
size 500 mobile phone users were selected as sample. Thus total sample consist of
500 mobile phone users in Thane district. Chart 3.7 shows the final selected sample
size Taluka wise.
Taluka of Thane
District
Distributed sample size
Thane 70
Kalyan 70
Murbad 70
Bhiwandi 70
Shahapur 70
Vasai 70
Ulhasnagar 70
Ambernath 70
Dahanu 70
Palghar 70
Talasari 70
Jawhar 70
Mokhada 70
Vada 70
Vikramgad 70
Total 1050
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Chart 3.7
Final selected sample size for analysis purpose
Sr. No. Area Selected final sample size
1 Thane 50
2 Kalyan 45
3 Murbad 45
4 Bhiwandi 45
5 Shahapur 25
6 Vasai 25
7 Ulhasnagar 45
8 Ambernath 45
9 Dahanu 25
10 Palghar 25
11 Talasari 25
12 Jawhar 25
13 Mokhada 25
14 Vada 25
15 Vikramgad 25
Total 500
Thus total and final sample size consists of 500 respondents mobile phone users from
15 talukas of Thane district. They were selected on the basis of availability and
convenience to access by using sample random method.
3.10 Final sample sixe selection process:
Survey method was followed to collect primary data. The total actual
population (sample) size selected was 500 mobile phone users from 15 talukas.
Personal interview, observation, questionnaire method, discussion and schedule
method and mobile contact method were used for primary data collection and
selection. Structured questionnaire with closed ended questions was administered.
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The survey was conducted at the residence of the households, schools, colleges, bus
stops, offices, industries, shops and at malls. The sample was non probabilistic
respecting two main quotas: geographic (Kalyan etc.) and demographic (sample size /
population). Information was collected from a total of fifteen talukas in Thane district.
Chart 3.8 shows the final selection of total sample size.
Chart 3.8
Final selection of total sample size: process
Sr. No Area Sample size
questionnaire Distributed
Actual received
Final selected
size
Ratio in distribution
1 Thane 70 70 50 71.42
2 Kalyan 70 70 45 64.28
3 Murbad 70 62 45 64.28
4 Bhiwandi 70 53 45 64.28
5 Shahapur 70 46 25 35.71
6 Vasai 70 36 25 35.71
7 Ulhasnagar 70 67 45 64.28
8 Ambernath 70 67 45 64.28
9 Dahanu 70 39 25 35.71
10 Palghar 70 40 25 35.71
11 Talasari 70 43 25 35.71
12 Jawhar 70 47 25 35.71
13 Mokhada 70 55 25 35.71
14 Vada 70 52 25 35.71
15 Vikramgad 70 45 25 35.71
Total 1050 792 500 42.01
Chart 3.8 shows that in all 1050 questionnaires were distributed. Out of 1050
questionnaires distributed,792 filled were received. But 292 were incomplete and
hence 500 were selected finally, which comes to 42.01 percent of the total targeted
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population size. Highest number of questionnaires was selected from Thane i.e 71.42
percent of the population. where as lowest from Shahapur, Vasai, Dahanu, Palghar,
Talasari, Mokhada, Vada and Vikramgad that is to be extent of maximum
35.71percent respectively. The second highest questionnaires were received from
Kalyan i.e. 70 but out of which only 50 were selected finally and 20 questionnaires
were rejected because they were incomplete. In Murbad talukas 62 questionnaires
were received and 17 were rejected final 45 sample were taken for consideration.
Bhiwandi taluka is more known for powerlooms and small scale enterprises here
maximum questionnaire was distributed to business peoples out of targeted 70 actual
53 were received after scrutiny 45 were selected. From Ulhasnagar and good numbers
reverted back i.e. 67 respondents but only 45 respondents fill up the full
questionnaires. Similarly from Ambernath also 67 respondents given questionnaires
but only 45 were complete.
From the actual data received in the data collection from various 15 talukas of
Thane district. The majority responses were good from Kalyan, Thane, Bhiwandi
area. In the rest of talukas maximum of received questionnaires were incomplete.
Hence it can be said that the maximum sample size of the present study is from the
Kalyan, Thane and Bhiwandi area. Thus final sample size consists of 500 mobile
phone users (respondents) i.e. 42.01 percent of total distributed questionnaires in
Thane District.
3.11 Sources of data collection:
Both primary and secondary data was collected from different sources for this
study purpose. The primary data was collected with the help of a Questionnaire. The
secondary data was collected from Books, newspapers, periodicals, Journals, Articles
government publications, and websites.
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3.11.1 Secondary sources of data :
1. Books, magazines, newspapers and periodicals.
2. Various reports on mobile phone and mobile phone users
3. Research Journals
4. Ph.D. thesises and M.Phil dissertations
5. NGO’s publication
This data was collected from various libraries such as SNDT Women’s
University Library, Mumbai; University of Mumbai Library Kalina; Swayam Siddhi
Institute of Management Library Bhiwandi; Siddharth College of Commerce and
Economics Library Mumbai, Reserve Bank of India, Mumbai; Birla Institute of
Management Library Kalyan; Public Libraries Chembur, Kurla etc
3.11.2 Primary sources of data :
Primary data was collected on the basis of interview, observation and through
questionnaires. The structured closed ended questionnaire was administered to the
mobile phone users respondents. The survey was conducted in Thane District. With
the help of scheduling all 15 talukas of Thane district were covered namely, Thane,
Kalyan, Shahapur, Dahanu, Murbad, Bhiwandi, Vasai, Ulhasnagar, Ambernath,
Palghar, Talasari, Jawhar, Mokhada, Vada, Vikramgad. 1050 questionnaires were
distributed in 15 talukas of Thane district areas. This study is of a descriptive nature.
3.12 Statistical tools and techniques used:
Percentage, frequency distribution and comparative techniques etc. are used as
statistical tools and analytical techniques in the present study. Tables, charts and
graphs are also used as analytical tools which are representing actual numbers of
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respondents and in percentage form for better and clear understanding. Average is
also used as a statistical tool.
3.13 Data analysis and interpretation:
Data is interpreted and analyzed with the help of average, frequency and
percentage tables, graphs, charts and comparative approach. Socio-economic profile
of respondents is interpreted and analyzed on the basis of selected variables like age,
gender, education, religion, marital status, occupation, monthly income, nature of
family, earning members in family. Mobile phone users business activity and
movement in respect of call, recharge, possession, price, sms, functional, social,
financial etc are interpreted and analyzed on the basis of tables, frequency and
average. Further the business activity and movements are analyzed and interpreted on
the basis of mobile call dialed and received and sms sent and received, utility of
functions and various aspects like m – commerce, m – insurance, m- advertising, m –
banking etc as well as perception of mobile phone users on mobile banking.
3.14 Limitations of the study:
1. The survey was conducted only in Thane District at 15 Taluka places of thane
only. So the result may not applicable to other districts and cities.
2. The survey was based on random and convenient sampling.
3. Size of the sample, considering population of Thane District is considerably
small. It consists of only 500 respondents. Therefore it may not be a
representative of the entire Thane district’s mobile phone users.
4. The study includes only 15 talukas in Thane district. Therefore the result is
restricted to only these talukas
5. The negative impact of mobile phone users is not assessed
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7. Hypothesis are not tested on the basis of ‘T’ or ‘F’ or Chi-square test but are
tested logically.
It can be concluded from the above that a detailed research methodology
adopted in the present study is presented, which covers statement of problems,
objectives, hypotheses, significance, scope, period, samples and sample size,
data collection sources, data analysis and interpretation method and
limitations.