Trinity Institute of Professional Studies Affiliated To Guru Gobind

Singh Indraprastha University

SECTOR 16-C, DWARKA, NEW DELHI

Research Methodology
Practical File

Submitted By: Submitted to:

RISHABH GUPTA CHANCHAL PHORE
Enrollment Number: 35920601720
Course: BBA
Semester: IV Shift: First
Year: 2020-2023
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work of “Research methodology” made by ‘RISHABH
GUPTA’ BBA, 4th semester 35920601720 is an authentic work carried out by him/her
under guidance and supervision of MS. Chanchal phore

The project report submitted has been found satisfactory for the partial fulfilment of the
degree of Bachelor of Business Administration.

Project Supervisor: MS.Chanchal Phore

 DECLARATION

I hereby declare that the following documented project report on “Research Methodology” is an
original and authentic work done by me for the partial fulfilment of Bachelor of Business
Administration degree program.

I hereby declare that the entire endeavour put in the fulfilment of the task are genuine and
original to the best of my knowledge & I have not submitted it earlier elsewhere.

SIGNATURE:

STUDENT’S NAME: RISHABH GUPTA

BBA SEMESTER- 4 TH / 2ND YEAR

SHIFT- 1st
 ACKNOWLEDGEMENT
It is in particular that I am acknowledging my sincere feeling towards my mentors who graciously
gave me their time and expertise.
They have provided me with the valuable guidance sustained and friendly approach it would have
been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards my internal project supervisor “Ms. Chanchal
Phore” who devoted her precious time to interact, guide and gave me the right approach to
accomplish the task and also helped me to enhance my knowledge and understanding of the project.

STUDENT’S NAME: RISHAB GUPTA

ENROLLMENT NO.:35920601720
BBA- 4 TH SEM / 2ND
YEAR SHIFT- 1st
1. INTRODUCTION TO RESEARCH METHODOLOGY
1.1 MEANING OF RESEARCH

a) Research is "creative and systematic work undertaken to increase the

stock of knowledge, including knowledge of humans, culture and society,
and the use of this stock of knowledge to devise new applications or in
other hand.
b) It is a process of steps used to collect and analyze information to increase
our understanding of a topic or issue.
c) It begins with a problem in the form of a question in the mind of
researcher.
d) It requires a plan and deals with facts and their meaning.
e) It is circular in nature.
f) At a general level, research consists of three steps:
1. Pose a question.
2. Collect data to answer the question.
3. Present an answer to the question. This should be a
familiar process.
4. You engage in solving problems every day and you
start with a question, collect some information, and
then form an answer
g) Research is important for three reasons:-
1. Research adds to our knowledge: Adding to
knowledge means that educators undertake research to
contribute to existing information about issues
2. Research improves practice: Research is also
important because it suggests improvements for
practice. Armed with research results, teachers and
other educators become more effective professionals.
3. Research informs policy debates: research also
provides information to policy makers when they
research and debate educational topics.

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1.2 RESEARCH METHODS

Research methods are broadly classified as Qualitative and Quantitative. Both methods have
distinctive properties and data collection methods.

 QUALITATIVE METHODS

a) Qualitative Research is a method that collects data using conversational

methods.
b) Participants are asked open-ended questions.
c) The responses collected are essentially non-numerical.
d) This method not only helps a researcher understand what participants think
but also why they think in a particular way.

 Types of qualitative methods include:-

1) One-to-one Interview: This interview is conducted with one participant at a given

point in time. One-to-one interviews need a researcher to prepare questions in
advance. The researcher asks only the most important questions to the participant.
This type of interview lasts anywhere between 20 minutes to half an hour. During this
time the researcher collects as many meaningful answers as possible from the
participants to draw inferences.
2) Focus Groups: Focus groups are small groups comprising of around 6-10 participants
who are usually experts in the subject matter. A moderator is assigned to a focus
group that facilitates the discussion amongst the group members. A moderator’s
experience in conducting the focus group plays an important role. An experienced

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 moderator can probe the participants by asking the correct questions that will help
them collect a sizable amount of information related to the research.
3) Ethnographic Research: Ethnographic research is an in-depth form of research
where people are observed in their natural environment without this method is
demanding due to the necessity of a researcher entering a natural environment of
other people. Geographic locations can be a constraint as well. Instead of conducting
interviews, a researcher experiences the normal setting and daily life of a group of
people.
4) Text Analysis: Text analysis is a little different from other qualitative methods as it is
used to analyze social constructs by decoding words through any available form of
documentation. The researcher studies and understands the context in which the
documents are written and then tries to draw meaningful inferences from it.
Researchers today follow activities on a social media platform to try and understand
patterns of thoughts.
5) Case Study: Case study research is used to study an organization or an entity. This
method is one of the most valuable options for modern this type of research is used in
fields like the education sector, philosophical studies, and psychological studies. This
method involves a deep dive into ongoing research and collecting data.

 QUANTITATIVE METHODS

a) Quantitative methods deal with numbers and measurable forms.

b) It uses a systematic way of investigating events or data.
c) It is used to answer questions in terms of justifying relationships with
measurable variables to either explain, predict, or control a phenomenon.

 There are three methods that are often used by researchers:-

1) Survey Research: The ultimate goal of survey research is to learn about a large
population by deploying a survey. Today, online surveys are popular as they are
convenient and can be sent in an email or made available on the internet. In this
method, a researcher designs a survey with the most relevant survey questions and
distributes the survey. Once the researcher receives responses, they summarize them
to tabulate meaningful findings and data.

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 2) Descriptive Research: Descriptive research is a method which identifies the
characteristics of an observed phenomenon and collects more information. This
method is designed to depict the participants in a very systematic and accurate
manner. In simple words, descriptive research is all about describing the phenomenon,
observing it, and drawing conclusions from it.
3) Correlation Research: Correlation research examines the relationship between two
or more variables. Consider a researcher is studying a correlation between cancer and
married. Married women have a negative correlation with cancer. In this example,
there are two variables: cancer and married women. When we say negative
correlation, it means women who are married are less likely to develop cancer.
However, it doesn’t mean that marriage directly avoids cancer.

1.3 RESEARCH TYPES

Following are the types of research methods:

 Basic research: A basic research definition is data collected to enhance knowledge.

The main motivation is knowledge expansion. It is a non-commercial research that
doesn’t facilitate in creating or inventing anything. For example: an experiment to
determine a simple fact.
 Applied research: Applied research focuses on analyzing and solving real-life
problems. This type refers to the study that helps solve practical problems using

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 scientific methods. Studies play an important role in solving issues that impact the
overall well-being of humans. For example: finding a specific cure for a disease.
 Problem oriented research: As the name suggests, problem-oriented research is
conducted to understand the exact nature of a problem to find out relevant solutions.
The term “problem” refers to multiple choices or issues when analyzing a situation.
For example, revenue of a car company has decreased by 12% in the last year. The
following could be the probable causes: there is no optimum production, poor quality
of a product, no advertising, or economic conditions.

 Problem solving research: This type of research is conducted by companies to

understand and resolve their own problems. The problem-solving method uses applied
research to find solutions to the existing problems.
 Qualitative research: Qualitative research is a process that is about inquiry. It helps
create in-depth understanding of problems or issues in their natural settings. This is a
non-statistical method. Qualitative research is heavily dependent on the experience of
the researchers and the questions used to probe the sample. The sample size is usually
restricted to 6-10 people. Open ended questions are asked in a manner that encourages
answers that lead to another question or group of questions. The purpose of asking
open-ended questions is to gather as much information as possible from the sample.
 Quantitative research: Qualitative research is a structured way of collecting data and
analyzing it to draw conclusions. Unlike qualitative methods, this method uses a
computational and statistical process to collect and analyze data. Quantitative data is
all about numbers. Quantitative research involves a larger population — more people
mean more data. With more data to analyze, you can obtain more accurate results.
This method uses close-ended questions because the researchers are typically looking
to gather statistical data.
 Exploratory: As the name suggests, exploratory research is conducted to explore a
group of questions. The answers and analytics may not offer a final conclusion to the
perceived problem. It is conducted to handle new problem areas which haven’t been
explored before. This exploratory process lays the foundation for more conclusive
research and data collection.
 Descriptive: Descriptive research focuses on expanding knowledge on current issues
through a process of data collection. Descriptive studies are used to describe the

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 behavior of a sample population. In a descriptive study, only one variable is required
to conduct the study. The three main purposes of descriptive research are describing,
explaining, and validating the findings. For example, a study conducted to know if
top-level management leaders in the 21st century possess the moral right to receive a
huge sum of money from the company profit.
 Explanatory: Explanatory research or causal research is conducted to understand the
impact of certain changes in existing standard procedures. Conducting experiments is
the most popular form of casual research. For example, a study conducted to
understand the effect of rebranding on customer loyalty.

1.4 RESEARCH METHODOLOGY

Research is the systematic investigation into and study of materials and sources in order to
establish facts and reach new conclusions. The process used to collect information and data
for the purpose of making business decisions. The methodology may include publication
research, interviews, surveys and other research techniques, and could include both present
and historical information.

The research methodology plays an important role in implementing the research and
validating the results. Therefore, this research methodology is derived from the
methodologies being used in similar studies. This chapter entails the details of the
methodology used for this research work. The research methodology is divided into several
sections, this include research methodology description, data description, system design and
development methodologies, and a final summary of the methodology. The description of the
methodology consists of literature review related to methodologies, data collection, data
analysis, system analysis, system design, system implementation, system testing, and
conclusions and recommendations. Data description section contains data collection and data
pre processing. The system design and development section present designing of interactive
Spatial Decision Support System (ISDSS) to identity the Zinc deficiency zones in the soil, a
Spatial Decision Support System (SDSS) for land management, and an integration of multi
criteria decision making (MCDM) techniques into GIS, and finally, its uses for land
management.

An adequate description of the problem may form a strong foundation for the model or
system development process. Defining a problem is a hierarchical process, where the problem

6
is identified from a general to specific description. The precision in defining a problem with
adequate clarity provides a strong base for other phases of system development. During this
phase, the researcher intended to identify the target problem to address in this study. In this
phase, we identified that the existing systems in the resource management areas have some
drawbacks. As discussed in previous chapters that these systems do not adequately support
decision making, because they lack in analytical modelling capabilities and do not easily
accommodate variations in either the context or the process of spatial decision making. The
development of Spatial Decision Support Systems (SDSS) explicitly addresses complex
spatial problems and overcome shortcomings of a GIS. The research methodology involved
several stages to ensure the achievement of the research objectives as discussed in chapter 1.
These stages are: (1) Literature Review, (2) Data Collection, (3) Data Analysis, (4) System
analysis, (5) System design, (6) System implementation, (7) System testing and (8)
Conclusions and Recommendation.

 WHAT MAKES PEOPLE TO DO RESEARCH?

a) Desire to solve unsolved and challenging problems

b) Desire to get intellectual joy of doing creative work
c) Desire to be of service to the society
d) Desire to get a research degree
e) Desire for innovation and recognition.

Research Methodology is a way to systematically solve a research problem. It is a science

of studying how research is done scientifically. Essentially it is the procedure by which the
researchers go about their work of describing, evaluating and predicting phenomenon. It aims
to give the work plan of research. It provides training in choosing methods materials,
scientific tools and techniques relevant for the solution of the problem.

 IMPORTANCE OF RESEARCH METHODOLOGY:-

a) Research inculcates scientific and inductive thinking and promotes

development of logical habits of thinking and organization.
b) Research plays a dynamic role in several fields and it has increased
significance in recent times, it can be related to a small business and also to
the economy as a whole.

7
 c) Most of the Government Regulations and Policies are based on and are a result
of intensive research.
d) Its significance lies in solving various planning and operational problems.

 RESEARCH PROCESS:-

A typical research process comprises the following stages:

1) Selecting the research area:- You are expected to state that you have selected
the research area due to professional and personal interests in the area and this
statement must be true. The importance of this first stage in the research process
is often underestimated by many students. If you find research area and research
problem that is genuinely interesting to you it is for sure that the whole process
of writing your dissertation will be much easier. Therefore, it is never too early
to start thinking about the research area for your dissertation.
2) Formulating research aims, objectives or developing hypotheses:- The
choice between the formulation of research questions and the development of
hypotheses depends on your research approach as it is discussed further below
in more details. Appropriate research aims and objectives or hypotheses usually
result from several attempts and revisions and these need to be mentioned in
Methodology chapter. It is critically important to get your research questions or
hypotheses confirmed by your supervisor before moving forward with the work.

8
3) Conducting the literature review:- Literature review is usually the longest
stage in the research process. Actually, the literature review starts even before
the formulation of research aims and objective; because you have to check if
exactly the same research problem has been addressed before. Nevertheless, the
main part of the literature review is conducted after the formulation of research
aim and objectives. You have to use a wide range of secondary data
sources such as books, newspapers, magazines, journals, online articles etc.
4) Selecting methods of data collection:- Data collection method(s) need to be
selected on the basis of critically analyzing advantages and disadvantages
associated with several alternative data collection methods. In studies involving
primary data collection, in-depth discussions of advantages and disadvantages of
selected primary data collection method(s) need to be included in methodology.
5) Collecting the primary data:- Primary data collection needs to be preceded by
a great level of preparation and pilot data collection may be required in case of
questionnaires. Primary data collection is not a compulsory stage for all
dissertations and you will skip this stage if you are conducting a desk-based
research.
6) Data analysis:- Analysis of data plays an important role in the achievement of
research aim and objectives. Data analysis methods vary between secondary and
primary studies, as well as, between qualitative and quantitative studies.
7) Reaching conclusions:- Conclusions relate to the level of achievement of
research aims and objectives. In this final part of your dissertation you will have
to justify why you think that research aims and objectives have been achieved.
Conclusions also need to cover research limitations and suggestions for future
research.
8) Completing the research:- Following all of the stages described above, and
organizing separate chapters into one file leads to the completion of the first
draft. The first draft of your dissertation needs to be prepared at least one month
before the submission deadline. This is because you will need to have sufficient
amount of time to address feedback of your supervisor.

9
2. RESEARCH METHODOLOGY LAB

2.1 Hardware Requirement

 Laptops or a computer desktop ( monitor, CPU, keyboard, mouse)

 Processor with 2 GHz or higher
 4 GB Ram or more, for 64- Bit Clients at least 8 GB
 2 GB free space on the hard disk
 If you install more than one language, you must be aware that each additional
language requires 60-70 MB disk space
 Printer to get external, tangible copies of the work done in the computer.

2.2 Software requirement

Nowadays, computer-assisted data analysis (CADAS) packages have become the norm for
researchers. Data analysis software is used in all academic fields, such as sociology,
psychology, philosophy, and medicine. They are mere efficient and effective in their work
processes. They are less time consuming and insightful. Computer-assisted data analysis
software imparts insights into data sets without suggesting interpretations. They help a
researcher gain those insights which he/she might have missed. Content analysis can help the
researcher in drawing conclusions about the respective object of research (e.g. interview
data). Software tools allow for easy sorting, structuring, and analyzing large amounts of text
or other data and facilitate management of the resulting interpretations and evaluations.
Software packages are available for the analysis of both quantitative and qualitative data.
Each package has different features and the researcher needs to be cautious while choosing
them. The packages can save time, but there is still a great deal of time required to set them,
input data and check through the process.

 SAS for Windows & Linux.

 Version: 9.3 & 9.4. Education Analytical Suite.
 IBM SPSS for Windows, Linux, and Mac.
 Version(s) available: SPSS 23, 24, & 25.
 Supported Operating Systems (O/S) for SPSS 23, 24 & 25.

10
Introduction

Airtel India is the second largest provider of mobile

telephony and second largest provider of fixed telephony in
India, and is also a provider of broadband and subscription
television services. The brand is operated by several
subsidiaries of Bharti Airtel, with Bharti Hexacom and Bharti
Telemedia providing broadband fixed line services and
Bharti Infratel providing telecom passive infrastructure
service such as telecom equipment and telecom
towers. Bharti Airtel Limited is part of Bharti Enterprises and
is headed by Sunil Bharti Mittal.
Airtel is the first Indian telecom service provider to
achieve Cisco Gold Certification. It also acts as a carrier for
national and international long distance communication
services. The company has a submarine cable landing
station at Chennai, with a connection to Singapore.[6][7] Airtel
was named India's second most valuable brand in the first
ever Brandz ranking by Millward Brown and WPP plc in
2014.

11
History
According to internal memos, American Telephone &
Telegraph discussed developing a wireless phone in 1915,
but were afraid that deployment of the technology could
undermine its monopoly on wired service in the U.S.[1]

Booth presenting the first Dutch vehicle or watercraft

telephone ("Mobilofoon"), a collaboration of the Royal Dutch
Automobile Club (KNAC), and the Dutch Postal, Telegraph
and Telephone (PTT) at 1948 Amsterdam International
Autoshow (AutoRAI).
Public mobile phone systems were first introduced in the
years after the Second World War and made use of
technology developed before and during the conflict. The
first system opened in St Louis, Missouri, USA in 1946 whilst
other countries followed in the succeeding decades. The UK
introduced its 'System 1' manual radiotelephone service as
the South Lancashire Radiophone Service in 1958.[2] Calls
were made via an operator using handsets identical to
ordinary phone handsets.[3] The phone itself was a large box
located in the boot (trunk) of the vehicle containing valves
and other early electronic components. Although an uprated
manual service ('System 3') was extended to cover most of
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the UK, automation did not arrive until 1981 with 'System 4'.
Although this non-cellular service, based on German B-
Netz technology, was expanded rapidly throughout the UK
between 1982 and 1985 and continued in operation for
several years before finally closing in Scotland, it was
overtaken by the introduction in January 1985 of two cellular
systems - the British Telecom/Securicor 'Cellnet' service and
the Racal/Millicom/Barclays 'Vodafone' (from voice + data +
phone) service. These cellular systems were based on
US Advanced Mobile Phone Service (AMPS) technology, the
modified technology being named Total Access
Communication System (TACS).
Use of an early mobile phone in Austria, 1964
In 1947, Bell Labs was the first to propose a cellular radio
telephone network. The primary innovation was the
development of a network of small overlapping cell sites
supported by a call switching infrastructure that tracks users
as they move through a network and passes their calls from
one site to another without dropping the connection. In 1956,
the MTA system was launched in Sweden. The early efforts
to develop mobile telephony faced two significant
challenges: allowing a great number of callers to use the
comparatively few available frequencies simultaneously and
allowing users to seamlessly move from one area to another
without having their calls dropped. Both problems were
solved by Bell Labs employee Amos Joel who, in 1970
applied for a patent for a mobile communications system.
[4]
 However, a business consulting firm calculated the entire
U.S. market for mobile telephones at 100,000 units and the
entire worldwide market at no more than 200,000 units
based on the ready availability of pay telephones and the
high cost of constructing cell towers. As a consequence, Bell
Labs concluded that the invention was "of little or no
13
consequence," leading it not to attempt to commercialize the
invention. The invention earned Joel induction into the
National Inventors Hall of Fame in 2008.

14
 2. RESEARCH OBJECTIVES
In general, research objectives describe what we expect to achieve by a project.
The following project has been given in order to make me understand the real
environment of the market in which research is conducted. Marketing research,
being a very important field of study in management, can only be learned
through practically working in the markets.

15
3. INTRODUCTION TO SPSS

3.1 OVERVIEW

SPSS Statistics is a software package used for interactive or batched, statistical analysis.
Long produced by SPSS Inc., it was acquired by IBM in 2009. The current versions (2015)
are named IBM SPSS Statistics.

The Software name originally stood for statistical package for the social sciences
(SPSS), reflecting the original market, although the software is now popular in other fields as
well, including the health sciences and marketing.

SPSS is a Windows based program that can be used to perform data entry and analysis and to
create tables and graphs. SPSS is capable of handling large amounts of data and can perform
all of the analyses covered in the text and much more

SPSS is the acronym of Statistical Package for the Social Science. SPSS is one of the most
popular statistical packages which can perform highly complex data manipulation and
analysis with simple instructions. SPSS is a widely used program for statistical
analysis in social science. It is also used by market researchers, health researchers, survey
companies, government, education researchers, marketing organizations, data miners, and
others. The original SPSS manual (Nie, Bent & Hull, has been described as one of
"sociology's most influential books" for allowing ordinary researchers to do their own
statistical analysis. In addition to statistical analysis, data management (case selection, file
reshaping, creating derived data) and data documentation (a metadata dictionary is stored in
the data file) are features of the base software.

Statistics included in the base software:

 Descriptive statistics: Cross tabulation, Frequencies, Descriptive, Explore, Descriptive

Ratio Statistics
 Prediction for numerical outcomes: Linear regression
 Prediction for identifying groups: Factor analysis, cluster analysis (two-step, K-
means, hierarchical), discriminant
 Geo spatial analysis, simulation
 R extension (GUI), Python

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3.2 FUNCTIONS OF SPSS:

SPSS offers four programs that assist researchers with their complex data analysis need:-

 STATISTICS PROGRAM: It furnishes a plethora of basic statistical functions like

frequencies and cross tabulations.
 MODELLER PROGRAM: It enables researchers to build and validate predictive
models using advanced statistical procedures.
 TEXT ANALYSIS FOR SURVEYS: It helps survey administrators uncover
powerful insights.
 VISUALISATION DESIGNER: It allows researchers to use their data to create a
wide variety of visuals like density charts and radial box plots very easily.

3.3 BENEFITS OF SPSS:

 SPSS is an extremely powerful tool for manipulating and deciphering survey data.
 It makes the process of pulling, manipulating and analyzing data clean and easy.
 It provides countless opportunities for statistical analysis.

3.4 LIMITATIONS OF SPSS:

 The major limitation of SPSS is that a very large data set cannot be analyzed.
 A researcher often gets large data sets in some fields, like insurance where the
researcher generally uses SAAS or R instead of SPSS to analyze data program.

17
4. SCREENSHOTS & DESCRIPTION OF SPSS

4.1 OPENING OF SPSS

There are two ways to open SPSS. The first way is quite simple if the SPSS icon is already on
your desktop all you have to do is double click the icon:

1. START- PROGRAM- SPSS

2. A dialogue box will open in front of SPSS grid listing several options to choose from:
Double-clicking the SPSS icon should open the program, as illustrated below:

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3. Alternatively you can open SPSS through the start button on your computer (if you're
running Windows). If the SPSS icon is not on your desktop you must go through your
computer's Start button. Click “Start” → “All programs” → “SPSS Inc.” From this
point if you have more then one version of SPSS on your computer you have to pick
the version you are going to open. I am going to use version 16.0. From here click
SPSS 16.0, and finally click the SPSS 16.0 icon. All the steps are shown below in a
screen shot:

4. If you followed the steps above when you click SPSS 16.0 the program should open
on your computer. The following options will appear in the dialogue box:

a) Run the tutorial

b) Type in data
c) Run in existing query
d) Create new query using database wizard
e) Opening an existing data source
f) Open another type of file

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4.2 DETAILS OF MENU

The Data Editor window has two views that can be selected from the lower left-hand side of
the screen. Data View is where you see the data you are using. Variable View is where you
can specify the format of your data when you are creating a file or where you can check the
format of a pre-existing file. The data in the Data Editor is saved in a file with the extension.
Many of the tasks you want to perform with SPSS start with menu selections. Each window
in SPSS has its own menu bar with menu selections appropriate for that window type. The
Data Editor window, for example, has the following menu with its associated toolbar:

SPSS Menus and Icons

Now, let’s review the menus and icons. Review the options listed under each menu on the
Menu Bar by clicking them one at a time. Follow along with the below descriptions.

 FILE includes all of the options you typically use in other programs, such as open, save,
exit. Notice, that you can open or create new files of multiple types as illustrated to the
right.
 EDIT includes the typical cut, copy, and paste commands, and allows you to specify
various options for displaying data and output.

Click on Options, and you will see the dialog box to the left. You can use this to format the
data, output, charts, etc. These choices are rather overwhelming, and you can simply take the
default options for now. The author of your text (me) was too dumb to even know these
options could easily be set.

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 VIEW allows you to select which toolbars you want to show, select font size, add or
remove the gridlines that separate each piece of data, and to select whether or not to
display your raw data or the data labels.
 DATA allows you to select several options ranging from displaying data that is sorted by
a specific variable to selecting certain cases for subsequent analyses.
 TRANSFORM includes several options to change current variables. For example, you
can change continuous variables to categorical variables, change scores into rank scores,
add a constant to variables, etc.
 ANALYZE includes all of the commands to carry out statistical analyses and to calculate
descriptive statistics. Much of this book will focus on using commands located in this
menu.
 GRAPHS include the commands to create various types of graphs including box plots,
histograms, line graphs, and bar charts.
 UTILITIES allow you to list file information which is a list of all variables, there labels,
values, locations in the data file, and type.
 ADD-ONS are programs that can be added to the base SPSS package. You probably do
not have access to any of those.
 WINDOW can be used to select which window you want to view (i.e., Data Editor,
Output Viewer, or Syntax). Since we have a data file and an output file open, let’s try
this. Select Window/Data Editor. Then select Window/SPSS Viewer.
 HELP has many useful options including a link to the SPSS homepage, a statistics coach,
and a syntax guide. Using topics, you can use the index option to type in any key word
and get a list of options, or you can view the categories and subcategories available under
contents. This is an excellent tool and can be used to troubleshoot most problems.

The Icons directly under the Menu bar provide shortcuts to many common commands that are
available in specific menus. Take a moment to review these as well. Place your cursor over
the Icons for a few seconds, and a description of the underlying command will appear. For
example, this icon is the shortcut for Save. Review the others yourself.

21
4.3 DETAILS OF VIEW

There are two types of views in the SPSS:

 Variable View
 Data View

VARIABLE VIEW - Variable View is where we see additional information about our data.

Understanding SPSS variable types and formats allows you to get things done fast and
reliably. Getting a grip on types and formats is not hard if you ignore the very confusing
information under variable view. The Variable View tab is another tab in the Data Editor
window in addition to the Data View tab, which was discussed in the last chapter. Again, you
can select between the tabs at the bottom left corner of the Data Editor Window:

In Variable View, the rows correspond to variables, not cases. This view does not show raw
data but rather metadata, information/settings/characteristics of the variables included in the
data set. The metadata of two variables:

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The columns provide information about the various characteristics of the variables. The
"name" column with part of the "type" column:

There are 10 metadata columns total. Each explained:

Column What it Means

Name The variable's name. Older versions of SPSS were limited to 8 character names.
New versions of SPSS are not, but lengthy descriptions better belong in the Label
column.
Type The data type of the variable. There are 8 options: Numeric, Comma, Dot,
Scientific notation, Date, Dollar, Custom currency, and String. Most variables that
beginning users will encounter will be either Numeric or String. Numeric variables
are numbers that either map to a value (e.g., 1=Catholic) or are the value of interest
(height=73 inches). String numbers are text and can only be treated as such. As a
result, very few manipulations can be performed on them.
Width This column indicates the number of characters available for the variable values.
Decimals This column allows you to control the number of numerals after the decimal place.
Label This column allows you to provide a more extensive description of the variable.
Values This column allows you to provide a key for what the numbers of a numeric
variable may represent (e.g., 1=Catholic, 2=Protestant).
Missing This column allows you to indicate which values mean missing. Values marked as
missing are excluded from analyses in SPSS.
Columns This column indicates the total number of columns a variable's values may have.
Align This column indicates the alignment of the variable in the Data View, viz., Left,
Right, or Centre.
Measure This last column indicates the level of measurement of the variable, viz., Nominal,
Ordinal, or Scale.

 SPSS has 2 variable types:

1) Numeric variables contain only numbers and are suitable for numeric calculations
such as addition and multiplication.
2) String variables may contain letters, numbers and other characters. You can't do
calculations on string variables -even if they contain only numbers.

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There are no other variable types in SPSS than string and numeric. However, numeric
variables have several different formats that are often confused with variable types. The only
way to change a string variable to numeric or reversely is ALTER TYPE. However, there's
several ways to make a numeric copy of a string variable or reversely. We'll get to those in a
minute.

Level or Scale of Measure mainstream statistics recognises four levels or scales of measure.
These are

1. Nominal
2. Ordinal
3. Interval
4. Ratio (combined with Interval as Scale in SPSS)

These are in order from most name-like to most number-like. Each level has its own
characteristics and association with a set of permissible statistical procedures. Below, the
level will be characterised and associated with one or more measures of central tendency,
viz., mode, mean, and median.

1) Nominal Data- A nominal scale is a scale that classifies values of a variable into
categories. These categories have names, or possibly numbers, associated with them. It is
used to categorize events or objects into discrete categories for further analysis. The
Nominal level of measure is used for categorical data, where each value has each been

24
 assigned to a discrete category. For instance, eye colour of participants in a study might
be nominally (from Latin no men for name) categorised into groups as: brown, blue,
green, others.

Examples of Nominal Scale:-

a) Gender (male/female)
b) Marital status (married/unmarried or widowed/divorced)
c) State of residence
d) Questions requiring binary responses (yes/no)

2) Ordinal Data-The Ordinal level of measure is used for data which form discrete
categories and can be naturally ranked on some scale. This ranking is a weak ordering of
the data in that two values may share the same rank: the relative rank of a and b is a < b or
a > b or a = b

Examples of Ordinal Scale:-

a) Socio- economic status

b) Customer satisfaction ratings(on a scale of 0-10)
c) Rank in a class test(1st, 2nd or 3rd)
d) Education Qualification ( school, graduate, doctorate etc.)

The central tendency in ordinal data may be represented by the mode (defined above) and
by the median, the value that divides the data into equal halves. This is the middle value
when the cases are odd-numbered. Else, the median is usually taken to be the arithmetic
mean (see below) of the two middle values. The differences between the rank levels of this
scale cannot be measured or compared: while we know that, of ordinal data points a, b,
and c, a<b, b<c, and a<c, we do not know if the distance ab is equal to the distance.

3) Interval Data-Interval data values can be ordered and the distances between them
compared. However, the zero point of interval data is arbitrary. An oft quoted example is
the measure of temperature on the Celsius scale. Here, the freezing point of water is
arbitrarily assigned the value zero and the boiling point of water is arbitrarily assigned the
value 100. While 50° is indicated half way between these two marks on the scale, it is not
coherently half the boiling point of water.

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Examples of Interval Scale:-

a) Celsius/ Fahrenheit temperature scale, Likert Scale

4) Ratio Data-Ratio data is all of: ordered, of comparable distance (successive, integral
points on the scale are equally spaced), and on a scale with a true zero point.

Examples of Ratio Scale:-

a) Weight
b) Height

DATA VIEW - Data View is where we inspect our actual data. In the Data View, the data
are laid out in the standard rectangular format for statistical software. Each row represents a
unit of observation, sometimes also referred to as a record or in SPSS as a case. The case
(observation) number in the leftmost column is assigned automatically and is not saved as
data. Each column represents a variable. All of the data in a column must be of the same type,
either numeric or string (also called character).

You can switch the Data View between formatted and unformatted data by clicking on
the Value Labels button on the Toolbar, the fourth button from the right when in the Data
View. With value labels on you can also see the actual values for a given variable by clicking
on a cell and then looking at the bar just above the data. The box to the left indicates the
observation number and variable selected, e.g. 1: gender, while the centre box shows you the
actual value, e.g. m.

Data values can be edited or added by typing them directly into the Data View. To enter data,
type in the actual data value. However, aside from very small data sets for class exercises,
you should almost never need to do this. SPSS’ main window is the data editor. This is the
only window that's always open when we run SPSS. Although it's called “data editor”, we use
it only for inspecting our data. We strongly recommend you

Never edit data in the data editor.

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 1. The data editor has tabs for switching between Data View and Variable View. For
now, make sure you're in Data View.
2. Columns of cells are called variables. Each variable has a unique name (“gender”)
which is shown in the column header.
3. Rows of cells are called cases. Oftentimes, each respondent in a study is represented
as a single case.
4. In SPSS, values refer to cell contents.
5. The status bar may give useful information on the data, for instance whether
a WEIGHT, FILTER, SPLIT FILE or Unicode mode is in effect. These are the main
elements in Data.

4.4 PREPARATION OF QUESTIONNAIRE

A questionnaire is a research instrument consisting of a series of questions and other prompts

for the purpose of gathering information from respondents. Steps required to design and
administer a questionnaire:

1) Defining the objectives of the study

2) Define the target respondents and methods to reach them.
3) Questionnaire design
4) Questionnaire pilot testing
5) Questionnaire administration

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 6) Results interpretation

 DEFINING THE OBJECTIVES OF STUDY:-

a) A questionnaire should allow us to collect the most complete and accurate data
in a logical flow.
b) This is done in order to reach reliable conclusions from what we are planning to
observe.
c) A well-designed questionnaire should meet the research goal and objectives and
minimize unanswered questions—a common problem bound to many surveys.
d) Define the target respondents and methods to reach them. The researcher should
clearly define the target, study populations from which she/ he collects data and
information.
e) Main methods of reaching the respondents are: personal contact, interview,
mail/Internet-based questionnaires, telephone interview.

 WRITTING THE QUESTIONNAIRE:-

Before writing the questionnaire researcher should decide on the questionnaire content.

1) Each question should contribute to testing one or more hypothesis/ research

question established in the research design.
2) Questions could be:

a) Open format questions that are without a predetermined set

of responses.
b) Closed format questions that take the form of a multiple-
choice question.

3) Writing the Questionnaire, points to be considered when writing:

a) Clarity (question has the same meaning for all respondents).

b) Phrasing (short and simple sentences, only one piece of
information at a time, avoid negatives if possible, ask precise
questions, in line with respondent level of knowledge…)

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 c) Sensitive question: avoid questions that could be
embarrassing to respondents.
d) Hypothetical questions should be avoided if possible.

4) Questionnaire pilot testing:

a) The major challenge in questionnaire design is to make it

clear to all respondents.
b) In-order to identify and solve the confusing points, we need
to pre-test the questionnaire.
c) During the pilot trial: the questionnaire participants should
be randomly selected from the study population.

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4.5 DATA COLLECTION

Data collection is a process of collecting information from all the relevant sources to find
answers to the research problem, test the hypothesis and evaluate the outcomes.

Data collection methods can be divided into two categories: primary methods of data
collection and secondary methods of data collection.

 Primary Data Collection Method- Primary data also called first hand or raw data which
is collected by the investigator himself for the purpose in mind. Primary data collection
methods can be divided into two groups: quantitative and qualitative:

a) Quantitative data collection methods are based in mathematical calculations in

various formats. Methods of quantitative data collection and analysis include
questionnaires with closed-ended questions, methods of correlation and
regression, mean, mode and median and others. Quantitative methods are cheaper
to apply and they can be applied within shorter duration of time compared to
qualitative methods. Moreover, due to a high level of standardisation of
quantitative methods, it is easy to make comparisons of findings.
b) Qualitative research methods, on the contrary, do not involve numbers or
mathematical calculations. Qualitative research is closely associated with words,
sounds, feeling, emotions, colours and other elements that are non-quantifiable.

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 Secondary Data Collection Method- Secondary data is a type of data that has already
been published in books, newspapers, magazines, journals, online portals etc. There is an
abundance of data available in these sources about your research area in business studies,
almost regardless of the nature of the research area. Therefore, application of appropriate
set of criteria to select secondary data to be used in the study plays an important role in
terms of increasing the levels of research validity and reliability. These criteria include,
but not limited to date of publication, credential of the author, reliability of the source,
quality of discussions, depth of analyses, the extent of contribution of the text to the
development of the research area etc.

 Data Collection Instruments: - I used both sources of data as I obtained data

through soft copy i.e. (E-Questionnaires) consisting of both open ended and
close ended questions have been designed to obtain the required information
from the respondents keeping in mind the objectives of the study and used
secondary data via websites, books, articles.
 Sampling Used and Sample Size

1) Meaning of Sampling:

a) Sampling is the process of selecting a sufficient number of

elements from the population with the purpose of
collecting data about their attributes.
b) A Sampling is a part of the total population. It can be an
individual element or a group of elements selected from
the population.
c) Methods of Sampling:-
i. Probability Sampling: Probability sampling is
a sampling method that selects random
members of a population by setting a few
selection criteria.
ii. Non-probability Sampling: This sampling
method is not a fixed or pre-defined selection
process which makes it difficult for all
elements of a population to have equal
opportunities to be included in a sample.

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2) Sampling Used: In my research I used non-probability sampling
technique and convenience sampling method which means
sample drawn at the convenience of the people tend to make the
selection at familiar location and choose respondents who are like
themselves.

3) Sample Size: A good sample must be adequate in size and

reliable. The sample size should be such that the inferences drawn
from the sample are accurate to a given level of confidence to
represent the entire population under study. The size of sample
depends on number of factors and I take size of 100 respondents.

4) Sample Frame: A sampling frame refers to the collection of the

elements from which samples will be drawn and sampling frame
is my locality i.e. area of “janakpuri.”

5) Analysis Tool:
a) SPSS Software
b) Microsoft Excel 2013
c) Central Tendency i.e. mean , mode, median
d) Charts and Diagrams
e) Correlation Analysis

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4.6 CODING OF A QUESTIONNAIRE

a) Coding means it is the process of assigning a cod to something for classification or

identification.
b) If the answers to a question are represented on the questionnaire as points on a scale
from 1 to 5, usually you will enter these numbers directly into the grid.
c) If the answers take a different form, you may wish to translate them into a numerical
scale. For example, if students are asked to note their gender as male/female, you may
ascribe a value of 1 to every male response and 0 to female responses – this will be
helpful when it comes to computing summary statistics and necessary if you are
interested in exploring correlations in the data.
d) It will make it much easier to analyse the data if there is an entry for all questions.
e) To do this, you will need to construct code to describe ‘missing data’, ‘don’t know’
answers or answers that do not follow instructions – for example, if some respondents
select more than one category.

2. ANALYSIS OF DATA & FINDINGS SUMMARY

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1) ANALYSIS OF DATA:-
a) The process of evaluating data using analytical and
logical reasoning to examine each component of the
data provided.
b) This form of analysis is just one of the many steps that
must be completed when conducting a research
experiment.
c) Data from various sources is gathered, reviewed, and
then analyzed to form some sort of finding or
conclusion.
d) There are a variety of specific data analysis method,
some of which include data mining, text analytics,
business intelligence, and data visualizations.

2.1 DESCRIPTIVE STATISTICS

a) Descriptive statistics is the term given to the analysis of data

that helps describe, show or summarize data in a meaningful
34
 way such that, for example, patterns might emerge from the
data.
b) Descriptive statistics do not, however, allow us to make
conclusions beyond the data we have analyzed or reach
conclusions regarding any hypotheses we might have made.
They are simply a way to describe our data.

35
36
c) Descriptive statistics are very important because if we simply
presented our raw data it would be hard to visualize what the
data was showing, especially if there was a lot of it.
d) Descriptive statistics therefore enables us to present the data in a
more meaningful way, which allows simpler interpretation of
the data.
e) For example, if we had the results of 100 pieces of students'
coursework, we may be interested in the overall performance of
those students.
f) We would also be interested in the distribution or spread of the
marks. Descriptive statistics allow us to do this. How to properly
describe data through statistics and graphs is an important topic.

37
38
 STEP II – Take variables from all the variables in
FREQUENCIES section. Then click OPTIONS and then
click OK.

39
40
 STEP III – A new OUTPUT window will open.

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42
7.1.1 CHART ANALYSIS

a) A chart is a graphical representation of data, in which "the

data is represented by symbols, such as bars in a bar chart,
lines in a line chart, or slices in a pie chart".
b) A chart can represent tabular numeric data, functions or some
kinds of qualitative structure and provides different info.
c) The term "chart" as a graphical representation of data has multiple
meanings:

 A data chart is a type of diagram or graph, that

organizes and represents a set of numerical or
qualitative data.

 Maps that are adorned with extra information (map

surround) for a specific purpose are often known as
charts, such as a nautical chart or aeronautical
chart, typically spread over several map sheets.

 Other domain specific constructs are sometimes

called charts, such as the chord chart in music
notation or a record chart for album popularity.

 STEP I – From the RIBBON select ANALYZE and from

the drop down select DESCRIPTIVE STATISTICS and from
there click FREQUENCIES.

43
 STEP II – Take variables from all the variables in
FREQUENCIES section. Then click CHARTS and select
type of chart and then click OK.

44
STEP III – A new OUTPUT window will open.

45
7.1.1 MEAN ANALYSIS

a) The mean is the average of all numbers and is sometimes called the
arithmetic mean.
b) To calculate mean, add together all of the numbers in a set and
then divide the sum by the total count of numbers.
c) For example, in a data centre rack, five servers consume 100
watts, 98 watts, 105 watts, 90 watts and 102 watts of power,
respectively. The mean power use of that rack is calculated as
(100 + 98 + 105 + 90 + 102 W)/5 servers = a calculated mean of
99 W per server. Intelligent power distribution units report the
mean power utilization of the rack to systems management
software.
 STEP I – From the RIBBON select ANALYZE and from
the drop down select DESCRIPTIVE STATISTICS and from
there click FREQUENCIES.
46
 STEP II – Take variables from all the variables in
FREQUENCIES section. Then click STATISTICS and
select type of statistics and then click OK.

47
48
 TYPES OF TESTS :-

49
7.2.1 T- TEST

a) A t-test is a type of inferential statistic used to determine if there

is a significant difference between the means of two groups,
which may be related in certain features.
b) It is mostly used when the data sets, like the data set recorded as
the outcome from flipping a coin 100 times, would follow a
normal distribution and may have unknown variances.
c) A t-test is used as a hypothesis testing tool, which allows testing
of an assumption applicable to a population.
d) Different types of T- TEST are:-

1) ONE SAMPLE T- TEST

 STEP I – From the RIBBON select ANALYZE and from

the drop down select COMPARE MEANS and from there click
ONE-SAMPLE T TEST.

50
 STEP II – Take one variable from all the variables in TEST
VARIABLE section. Then click OPTIONS and set the
CONFIDENCE LEVEL to 95% and click CONTINUE and
then click OK.

 STEP III – A new OUTPUT window will open.

51
52
7.2.1 CHI - SQUARE TEST

a) The term "chi-squared test," also written as χ2 test, refers to

certain types of statistical hypothesis tests that are valid to
perform when the test statistic is chi-squared distributed under
the null hypothesis. Often, however, the term is used to
refer to Pearson's chi-squared test and variants thereof.
b) Pearson's chi-squared test is used to determine whether there is a
statistically significant difference (i.e., a magnitude of difference
that is unlikely to be due to chance alone) between the expected
frequencies and the observed frequencies in one or more
categories of a so-called contingency table.
c) In the standard applications of this test, the observations are
classified into mutually exclusive classes. If the so-called null
hypothesis is true, the test statistic computed from the

observations follows a χ2 distribution.

d) The purpose of the test is to evaluate how likely the observed
frequencies would be assuming the null hypothesis is true.
e) The Chi-square (χ2) test represents a useful method of
comparing experimentally obtained results with those to be
expected theoretically on some hypothesis.

53
 f) Thus Chi-square is a measure of actual divergence of the
observed and expected frequencies.
g) It is very obvious that the importance of such a measure would
be very great in sampling studies where we have invariably to
study the divergence between theory and fact.

54
7.2.2 CROSS TABULATION

a) To describe a single categorical variable, we use frequency

tables. To describe the relationship between two categorical
variables, we use a special type of table called a cross-
tabulation. This type of table is also known as a:

 Crosstab.
 Two-way table.
 Contingency table.

b) In a crosstab, the categories of one variable determine the rows

of the table, and the categories of the other variable determine
the columns.
c) The cells of the table contain the number of times that a
particular combination of categories occurred.

55
 STEP I – In the RIBBON, click the ANALYZE tab and the
go to DISCRIPTIVE STATISTICS and click CROSSTABS in
it.

 STEP II – Then a new DIALOG BOX will open and then

select the variables in ROW section, COLUMN section and
for LAYER 1 of 1 section like done in the image below and
at last click OK.

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