Research Methodology

Research is the investigation of a particular topic using a variety of reliable, scholarly resources. The three major goals of research are establishing facts, analyzing information, and reaching new conclusions. The three main acts of doing research are searching for, reviewing, and evaluating information. Proper research is essential to carry out any project, but selecting the right methodology for the particular project is absolutely indispensable.

Instruments Used For Study Research Design

The research problem having been formulated in clear terms, the researcher will be required to prepare a research design, i.e. he will have to state the conceptual structure within which research would be conducted.Research Design is a plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variants. 2 types of research design used in this project are:

Exploratory ResearchExploratory research is often conducted because a problem has not been clearly defined as yet, or its real scope is as yet unclear. It allows the researcher to familiarize him/herself with the problem or concept to be studied

Descriptive ResearchDescriptive research, is used to describe characteristics of a population or phenomenon being studied. Mostly. Questionnaires are used to conduct it.

Data Collection MethodThe research design has a wide variety of methods to consider either singly or in combination. They can be grouped first according to whether they use secondary or primary sources of data.

Secondary data are already available, because they were collected for some purpose other than solving the present problem.

Primary data are collected especially to address a specific research objective. A variety of methods, ranging from qualitative research to surveys to experiments, may be employed.

In this Project, both Secondary data and Primary data have been used.

Sample SizeSample Size used in this Project is 50.

Sample AreaSample Area for this project is Delhi/NCR region.

Research Objective Research Design

Data collection method Sample Size

Sample Area

1.To study about the consumer segment- corporate men

Exploratory Secondary (websites, newspaper and magazines, research papers, articles)

N.A. N.A.

2. To determine the brand preferred by the selected consumer segment

Descriptive and Exploratory

Primary (Observation,Structured non disguised Questionnaire )Secondary(Websites)

50 Delhi/NCR

3.To study the marketing mix of the selected brand

Descriptiveand Exploratory

Primary( Observation and in-depth interview)Secondary(Website, )

N.A. Delhi/NCR(store visited)