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CHAPTER 2
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically. In
it we study the various steps that are generally adopted by a researcher in studying
his research problem along with the logic behind them. It is necessary for the
researcher to know not only the research methods/techniques but also the
methodology. Researchers not only need to know how to develop certain indices
or tests, how to calculate the mean, the mode, the median or the standard
deviation or chi-square, how to apply particular research techniques, but they also
need to know which of these methods or techniques, are relevant and which are
not, and what would they mean and indicate and why. Researchers also need to
understand the assumptions underlying various techniques and they need to know
the criteria by which they can decide that certain techniques and procedures will
be applicable to certain problems and others will not.
All this means that it is necessary for the researcher to design his methodology for
his problem as the same may differ from problem to problem.
Objectives:-
Despite the cost and the risks involved with this technique of advertising, it is
been used quite extensively in the present era. The instrument of celebrity
endorsement has nowadays become a pervasive element in advertising and
communication management. India as a country is known for loving its stars. The
Indians idolize their boll wood actors and cricketers. The advertisers see this as an
opportunity to grab and work on so as to expand their operations and promote
their product.
7. Ow Wen Han and Dr, Rashad Yazdanifard (2015) The review of the
Effectiveness of Celebrity Advertising that influence Consumers Perception
and Buying Behavior7:- This study intends to appraise and understand celebrity
endorsement and its effectiveness. By examining and addressing the components
of celebrity advertising, the advantages and disadvantages associated with it, and
the elements of successful and unsuccessful implementation, it will be clear that
with a compelling and logical celebrity brand fit, the applications of celebrities as
brand advocates can be use to companys competitive advantage.
Hypothesis:-
Research Design:-
Sample Design:-
Sample refers to the number of items to be selected from the universe. In our
study, the sample is 100.
Data collection:-
1. Primary data
2. Secondary data
1. Primary Data:-
Data is used in research originally obtained through the direct efforts of the researcher
through surveys, interviews and direct observation. Primary data is more costly to obtain
than secondary data, which is obtained through published sources, but it is also more
current and more relevant to the research project.
2. Secondary Data:-
Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly obtainable
than the primary data and also may be available when primary data cannot be
obtained at all.
In this research study we are using primary and secondary data. Primary
data is being collected for this study.
Hypothesis testing:-
Tools and techniques
Various test of significance such as Pie Charts are used.
Hypothesis testing with the help of ANOVA test in SPSS.