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CHAPTER 4

RESEARCH METHODOLOGY

4.1 Introduction

36

a studious inquiry or examination; especially : investigation or

experimentation aimed at the discovery and interpretation of facts, revision of

accepted theories or laws in the light of new facts, or practical application of such

new or revised theories or laws .

The Advanced Lear

knowled

Research is an academic activity and as such the term should be used in a

technical sense.

According to Clifford Woody, research comprises defining and redefining

problems, formulating hypothesis or suggested solutions; collecting, organising

and evaluating data; making deductions and reaching conclusions; and at last

36 C. R. Kothari, Research Methodology : Methods & Techniques, New Age, Revised 2nd edition.

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carefully testing the conclusions to determine whether they fit the formulating

hypothesis.

Research is, thus, an original contribution to the existing stock of

knowledge making for its advancement. It is the pursuit of truth with the help of

study, observation, comparison and experiment. In short, the search for knowledge

through objective and systematic method of finding solution to a problem is

research. The systematic approach concerning generalisation and the formulation

research

method consisting of enunciating the problem, formulating a hypothesis,

collecting the facts or data, analysing the facts and reaching certain conclusions

either in the form of solutions(s) towards the concerned problem or in certain

generalisations for some theoretical formulation.

The purpose of research is to discover answers to questions through the

application of scientific procedures. The main aim of research is to find out the

truth which is hidden and which has not been discovered as yet. Though each

research study has its own specific purpose, we may think of research objectives

as falling into a number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insights

into it (studies with this object in view are termed as exploratory or

formulative research studies)

2. To portray accurately the characteristics of a particular individual,

situation or a group (studies with this object in view are known as

descriptive research studies)

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3. To determine the frequency with which something occurs or with

which it is associated with something else (studies with this object

in view are known as diagnostic research studies)

4. To test a hypothesis of a causal relationship between variables (such

studies are known as hypothesis-testing research studies).

Research Methodology is a way of solving the research problem

systematically. Research Method & Research Methodology, these are two

different terms but related terms. Research Method is a part of Research

Methodology.

According to Kotler37 - When we talk of research methodology, we not

only talk of research methods but also consider the logic behind the methods we

use in the context of our research study. We should explain why we are using a

particular method or technique and why we are not using others so that research

results are capable of being evaluated either by the researchers himself or by

others.

Research methodology defines the systematic and scientific procedures

used to arrive at the results and findings for a study against which claims for

knowledge are evaluated (Nachamias et al., 1996; Saunders et al., 2007). A

methodology is therefore shaped by the perspectives the researcher chooses to

approach a study.

37 Kothari, C.R. Research Methodology : Methods and Techniques : Edition : 2nd Reprint : Nov,

2012, New Age International (P) Ltd., Publishers.

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4.2 Types of Research38

a) Descriptive research & Analytical Research

b) Applied Research & Fundamental Research

c) Quantitative Research & Qualitative Research

d) Conceptual Research & Empirical Research

e) Other research categories Simulative Research, Laboratory Research, Historical research, One Time Research, Longitudinal Research etc.

Descriptive Research It includes survey & fact-finding enquiries of

different kinds. In social Science and business research, quite often the term Ex

post facto research is used for descriptive research studies. The main characteristic

of this method is that the researcher has no control over the variables; researcher

can only report what has happened or what is happening. Such studies also

include attempts by researchers to discover causes even when they cannot control

the variables.

Analytical Research Such type of research uses the information already

available and analyse these to make the further critical evaluation.

Applied Research Applied research aims at finding a solution for an

immediate problem facing a society or an industrial/business organization. This

research is intended for finding some solution to the problem and aimed at certain

conclusions. Research to identify social, economic or political trends that may

affect a particular institution or marketing research or evaluation research are

examples of applied research.

38 Ranjit Kumar, Research Methodology : A Step By Step Guide For Beginners, Pearson, 2nd

edition and Kothari, C.R. Research Methodology : Methods and Techniques : Edition : 2nd Reprint : Nov, 2012, New Age International (P) Ltd., Publishers.

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Fundamental Research - Pure research, basic research, or fundamental

research is research carried out to increase understanding of fundamental

principles. It is mainly concerned with generalizations and with the formation of a

theory. As its name indicates this type of research is made for performing the

basic or pure research. Pure research generates new ideas, principles and theories,

which may not be immediately utilized; though are the foundations of modern

progress and development in different fields.

Quantitative Research refers to the systematic empirical investigation of

social phenomenan via statistical, mathematical or computational techniques. It is

based on the measurement of some quantity or amount. Quantitative research

including surveys and customer questionnaires can help small firms to improve

their products and services by enabling them to make informed decisions.

Quantitative research is about asking people for their opinions in a structured way

so that you can produce hard facts and statistics to guide you. To get reliable

st

make sure they are a representative sample of your target market.

Qualitative Research is concerned with the quality phenomenon. It is used

to gain an understanding of underlying reasons and motivations. Qualitative

research is a method of inquiry employed in many different academic disciplines,

traditionally in the social sciences, but also in market research and further

contexts. Qualitative researchers aim to gather an in-depth understanding

of human behavior and the reasons that govern such behavior. The qualitative

method investigates the why and how of decision making, not just what, where

and when. Hence, smaller but focused samples are more often needed than large

samples.

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Conceptual Research is related to some idea or theory or concept. It is

generally used by philosophers and thinkers to develop new concepts or to

reinterpret existing ones.

Empirical Research is data based research coming up with conclusions

which are capable of being verified by observation or experiment.

In this research the main objective is to study the impact of customer care

services on satisfaction of mobile phone subscribers of U.P. (East) circle, so the

various factors related to customer service have been included in this study and

service providers are rated by the subscribers on such factors. Based on

questionnaire and survey conducted, data analysis explains the state of affairs as it

exists with special reference to customer care services, its impact on customer

satisfaction and switching intention of the subscribers. This research not only

describes the performance of mobile service providers of U.P. (East) Circle but

also explores the the major gaps between the expectations of the customers and

actual performance of service providers. So, it is basically a combination of

descriptive and exploratory research.

4.3 Statement of the Problem

With the world economy moving towards a service economy from a product

economy, a new approach to marketing has emerged commonly referred to as

relationship marketing. The relationship marketing approach is based on the fact

that ultimate goal of marketing is not singular exchanges. Alternatively the trust of

marketing should be on exchanges that take place regularly on an ongoing basis

between concerned parties in the market. In order for mobile telecommunication

marketing environment, they need to build a mutual and long term relationship

with their subscribers after the introduction of MNP. For the players in Uttar

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Pradesh (East) Circle, it is important to understand the need to establish a long

term relationship with customers and to formulate strategies to execute the

concept in the effective manner for their long term survival in competitive

environment.

An important consequence of customer satisfaction might be customer

retention. Firms will not be able to retain their customers without satisfying them.

In telecom industry, customer retention determines the success and survival of

mobile service providers (Wong, 2010; Mittal & Kamakura, 2001; Leelakulthanet

& Hongcharu, 2011). This might be due to fierce competition, the high cost of

attracting new customers, and the similarity of services offered by the operators

(Neslin, Gupta, Kamakura, Lu, & Mason, 2006; Kim & Yoon, 2004). In order to

secure customer satisfaction, organizations must identify the determinants of

customer satisfaction and dissatisfaction (Motley, 2003).39

This study aims to investigate the factors influencing satisfaction, status of

the satisfaction of subscribers with services offered by mobile telecommunication

service providers in U.P.(East) circle and to analyse the switching intention of the

subscribers.

The mobile communication industry, which has been the driving force

behind the development of country as a great power in the information and

communication industry, has a great influence on the domestic economy.

Therefore, this study is intended to examine factors affecting the customer

satisfaction, the relationship between the satisfaction/dissatisfaction and the

switching intention of subscribers and to evaluate the performance of service

providers in highly competitive environment in U.P.(East) circle.

39 Mohammed M. Almossawi1. Customer Satisfaction in the Mobile Telecom Industry in Bahrain:

Antecedents and Consequences, International Journal of Marketing Studies, Vol. 4, No. 6; 2012.

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4.4 Objectives of the Study

The present study has been made keeping into consideration the following

objectives:

1. To identify the various issues related to customer service and its

quality.

2. To analyse and compare the services offered by the mobile phone

service providers.

3. To explore various complaints of the customers and to advocate

customer centric strategies for service providers.

4. To identify the gaps between expectations of the subscribers and

the performance of the service providers.

5. To study and analyse the impact of customer care services on the

customer satisfaction.

6. To identify the reasons for switching intention of mobile phone

subscribers.

4.5 Hypotheses of Study

Hypothesis is usually considered as the principal instrument in research. Decision

makers often face situations wherein they are interested in testing hypothesis on

the basis of available information and then take decisions on the basis of such

testing. In social science, where direct knowledge of population parameter(s) is

rare, hypothesis testing is often used strategy for deciding whether a sample data

offer such support for a hypothesis that generalization can be made.40

40 http://e-university.wisdomjobs.com/research-methodology/chapter-1859-355/testing-of-

hypotheses-i-parametric-or-standard-tests-of-hypotheses.html

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For a researcher hypothesis is a formal question that he intends to resolve.

Thus a hypothesis may be defined as a proposition or a set of proposition set forth

as an explanation for the occurrence of some specified group of phenomenon

either asserted merely as a provisional conjecture to guide some investigation or

accepted as highly probable in the light of established facts.41

Considering the research objectives cited above and the review of

literature, the following null hypotheses were set:

H01: There is no impact of customer care services on overall satisfaction

of the mobile phone subscribers.

H02: There is no relationship between overall satisfaction and switching

intention of the subscribers.

H03: There is no relationship between satisfaction with effectiveness of

the network and switching intention of the mobile phone

subscribers.

H04: There is no relationship between the call charges and switching

intention of the mobile phone subscribers

H05: There is no relationship between satisfaction with multimedia/value

added services and switching intention of the mobile phone

subscribers.

4.6 Research Methodology Used

Research Methodology defines systematic and scientific procedures used to arrive

at the results and findings for a study against which claims for knowledge are

41 dictionary.reference.com/browse/hypothesis

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evaluated. A methodology is therefore shaped by perspectives the research

chooses to approach to study.

This research is basically descriptive as well as exploratory in nature and

includes surveys and fact-finding inquiries of different kinds. The major purpose

of descriptive research is to describe the state of affairs as it exists at present. This

study describes the performance of mobile service providers of U.P. (East) circle

with special refernce to customer care services, its impact on the satisfaction of

the subscribers and the role MNP is playing in this circle.

The rationale behind exploratory research design is the objective of the

study i.e to identify customer satisfaction as well as to identify the gaps between

the expectations of the customers and actual performance of the service providers.

The researcher want to explore the amount and nature of gap (if any).

Considering the objectives of the research, a structured questionnaire was

designed which is divided into four sections. Care was taken to see that language

used was simple, scientific and easy to understand. Special care was taken to see

that no items were repeated. For the purpose of assuring the correctness of the

questionnaire a pilot study i.e. a preliminary piece of research was conducted with

a sample size of 100. Special care was taken to ensure that respondents should be

from various age/income/profession groups as mentioned in the questionnaire and

from the various locations of the four major cities of U.P. (East) circle. Few

changes in the questionnaire were made after the pilot survey and it was decided

to again conduct a pilot survey by using redesigned questionnaire. No major

difficulties were faced while collecting the data for pilot study using the new

questionnaire. The collected data were analyzed by using SPSS. It was found that

the questionnaire is reliable and it is helpful in achieving the objectives of the

research.

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A sample design is a definite plan for obtaining a sample from a given

population.42 It refers to the technique or the procedure the researcher adopts in

selecting items for the sample. For sample selection, the researcher used non

probability sampling i.e. basically Judgemental Sampling to ensure true

representation of mobile phone subscribers of U.P. (East) Circle. Judgmental

sampling is applied considering the nature of the study and to include subscribers

of varying characteristics and availing the services of service providers of U.P.

(East) Circle . The researcher collected the primary data from the four major cities

of U.P. (East) Circle i.e. Lucknow, Kanpur, Allahabad and Varanasi. Total 600

respondents i.e. 150 mobile phone subscribers from each city participated in the

study. In order to ensure the true representaions of mobile phone subscribers, the

researcher selected the different loactions/areas in each city and then collected the

data from such locations/areas.

Considering the nature of research, it was decided to collect data from

primary as well as secondary sources. Primary Data refers to the data collected

through structured questionnaire/ personal interviews with subscribers of mobile

phone services offered by various telecom companies. Data provided by the

various Telecommunications Players, Government agencies and Regulatory body,

published material, data through websites in connection to mobile phone services

refer to secondary data.

Likert scale is used as the measurement scale. Likert Scale is a rating scale

used for measuring the strength of respondent agreement with a clear statement on

five point ratings. Customer satisfaction measurement is done in this research

using Likert scaling technique.43

42 http://www.articlesbase.com/marketing-articles/sample-design-and-criteria-of-selecting-a-

sampling-procedure-5738878.html 43 Measurement and Scaling in Marketing Research; /http://www.sagepub.com/upm-

data/4553_Smith_Chp_10.pdf

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For this customer survey, the researcher used the five-point scale: Highly

Dissatisfied, Dissatisfied, Neutral, Satisfied, Highly Satisfied i.e., 1 for Highly

Dissatisfied, 2 for Dissatisfied, 3 for Neutral, 4 for Satisfied and 5 for Highly

Satisfied f of

the network, billing/call charges, multimedia/value added services and finally

overall satisfaction. Similarly to analyze subscribers level of satisfaction with

reference to customer care services - five-point scale was used in such a way that

1 for much worse than expected, 2 for worse than expected, 3 for equal to

expectations, 4 for better than expected and 5 for much better than expected were

used. In addition to other questions, each respondent is asked to rate each item on

some response scale.

4.7 Research Process

a) Research Design: Descriptive & Exploratory research.

b) Sources of Data: Primary and secondary sources of data are used.

Primary Data Data collected through structured questionnaire/

personal interviews with subscribers of mobile phone services in

U.P. (East) Circle. It is basically an empirical study by field survey

Method.

Secondary Data Data provided by the various

Telecommunications Players, Government agencies and

Regulatory body, published material, data through websites in

connection to mobile phone services.

c) Research Approach :

The study design as depicted diagrammatically in below mentioned

figure 4.1 includes sources of data collection from both primary

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and secondary, identification of relevant variables analysis and

tabulation of data, their interpretation, review and report writing.

Figure 4.1: Research Approach

d) Research Instrument : Questionnaire

e) Sampling Plan :

(i) Sampling Unit : Mobile Phone Subscribers of U.P.

(East) Circle

(ii) Sample Size : 600 (Data collected from the four

major cities of U.P. (East) Circle-

i.e. Lucknow, Kanpur, Allahabad

and Varanasi., 150 mobile phone

subscribers from each city

participated in the study).

(iii) Sampling Procedure : Judgemental Sampling

(iv) Contact Method : Personal

Secondary source, reports, Books

Primary Source Collection of

Data/Information

Data Analysis and Interpretation Draft Report

Review

Revision of Draft Report

Final Report

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The proposed study is based on primary as well as secondary data. For the

purpose of primary data collection, we selected four major cities of Uttar Pradesh

East circle i.e. Lucknow, Varanasi, Allahabad and Kanpur. The rationale behind

selecting these cities is that these are the major cities of U.P. (East) circle and

sufficient enough to represent the whole U.P. (East) circle.

For the determination of sample size, following formula is used:

Where p represents the proportion of satisfied customers, z is the standard

normal variate with a desired level of satisfaction and E is the maximum amount

of permissible error.

We determine sample size on the basis of following assumptions:

1. The proportion of satisfied mobile phone subscribers is

approximately same as proportion of dissatisfied mobile phone

subscribers.

2. The maximum amount of permissible error is 4 per cent i.e. the

actual proportion would be lie in ± 4 per cent level of the estimated

level.

3. The confidence level is 95 per cent i.e. level of significance is 5 per

cent.

On the basis of above assumptions, the values of p and E are comes out to

be 0.50 and 0.04 respectively and with 95 per cent of confidence level, the value

of z comes out to be 1.96 (from table). The desired sample size comes out be 600.

Since we are targeting 4 major cities, the sample size for each city would be 150.

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4.8 Tools & Techniques used for Data Analysis

It includes the various statistical tools & techniques. Statistical tools help in

analyzing the data and the data analysis is helpful in drawing conclusions.

Statistical tools are used mainly, to study the relationship between the variables

and to perform the hypothesis testing.

4.8.1 Chi-Square Test

The chi-square test is an important test amongst the several tests of significance

developed by statisticians and is used to show the relationship between categorical

data. Cross tabulation is used as a basis for performing the Chi-Square test. Chi-

Square test is a non-parametric analysis and an important test to perform the

hypothesis testing. Chi-Square test is applicable in large number of problems. Chi

square testing is used to measure the difference between what is observed and

what is expected. Advantages of using this method are that it can test for

association between two or more variables and it allows you to tell if there is a

difference between observed and expected results. The research study used

computer with software i.e., SPSS 16. SPSS is used for the cross tabulation,

factor analysis, chi-square testing, to draw several graphs & frequency distribution

tables.

To test these hypotheses, we used chi-square ( 2) distribution. In

probability theory and statistics, the chi-squared distribution (also chi- -

distribution) with k degrees of freedom is the distribution of a sum of the squares

of k independent standard normal random variables. It is one of the most widely

used probability distributions in inferential statistics. Generally, the chi-squared

distribution is used in the following three conditions:

1. Goodness of Fit of an observed distribution to a theoretical one;

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2. The independence of two criteria of classification of qualitative

data; and

3. In confidence interval estimation for a population standard

deviation of a normal distribution from a sample standard

deviation.

Since all hypotheses come under the second condition of above mentioned

conditions, we used chi square distribution to test all the hypotheses.

4.8.2 Factor Analysis

Factor Analysis is a method of reducing data complexity by reducing the number

of variables being studied. The first stage of factor analysis involves factor

extraction where our objective is to identify how many factors will be extracted

from the data. It is a technique applicable when there is a systematic

interdependence among a set of observed or manifest variables and the researcher

is interested in finding out something more fundamental or latent which creates

this commonality. Considering its importance, in the data analysis chapter, there is

a section on factor analysis with reference to customer care services and quality

dimensions.

4.9 Key Stages in Research

Research process consists of series of actions or steps necessary to effectively

carry out research and desired sequencing of these steps. Various steps involved in

a research process are not mutually exclusive; nor are they separate and distinct.

They do not necessarily follow each other in any specific order and the researcher

has to be constantly anticipating at each step in the research process the

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requirements of the subsequent steps. A brief description of the key stages is

mentioned below:

4.9.1 Questionnaire Design

For achieving the objectives of the research, a questionnaire was designed which

is divided into four sections i.e. Section-A, Section-B, Section- C and Section-D.

Section-A refers to identification of the mobile subscribers/respondents. It

explains the characteristics of the mobile subscribers/respondents - name, place,

gender, age, profession, monthly income, name of the service provider, duration

of services, monthly expenses on services etc.

Section-B refers to various problems faced by mobile subscribers/

respondents. It is divided into three parts.

Section-B part 1 is based on the various issues related to effectiveness of

the network/connectivity.

Section-B part 2 refers to various issues related to satisfaction level of

mobile subscribers with special reference to call charges, tariff plans/billing etc.

Section-B part 3 refers to various issues related to satisfaction level of

mobile subscribers with special reference to multimedia/value added services.

Section-C is designed to study the satisfaction level of mobile subscribers

with reference to the customer care services/quality dimensions and its overall

impact on rating of their respective service providers.

Section-D is designed to study the level of overall satisfaction of the

mobile phone subscribers with their service providers, awareness level about

MNP, their switching intention and the reasons for their switching intention and

name of the new service provider in case of switching intention.

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4.9.2 Variables Used

A variable is an object, event, idea, feeling, time period, or any other type of

category you are trying to measure. Variable is some concept that can be

measured.

Variable is a rational unit of

that is capable of measurement and hence capable of taking on different values.

Kerlinger defined that a variable is a property that takes on different

values. Putting it redundantly, a variable is something that varies. A variable is a

symbol to which numerals or values are attached.

There are two types of variables - independent and dependent.

An independent variable is exactly what it sounds like. It is a variable that

stands alone and isn't changed by the other variables you are trying to measure.

For example, someone's age might be an independent variable. Other factors

aren t going to change a person's age. In fact, when you are looking for some kind

of relationship between variables you are trying to see if the independent variable

causes some kind of change in the other variables, or dependent variables.

Just like an independent variable, a dependent variable is exactly what it

sounds like. It is something that depends on other factors. For example, a test

score could be a dependent variable because it could change depending on several

factors such as how much you studied, how much sleep you got the night before

you took the test, or even how hungry you were when you took it. Usually when

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you are looking for a relationship between two things you are trying to find out

what makes the dependent variable change the way it does.

(Independent variable) causes a change in (Dependent Variable) and it isn't

possible that (Dependent Variable) could cause a change in (Independent

Variable).

Variables need to be understood clearly in order to measure any concept.

This research study covers different types of variables related to service quality

parameters. These variables are classified into three broad categories:

(1) Dependent Variables

(2) Independent Variables

(3) Intervening Variables / Extraneous Variables

4.9.2.1 Dependent Variables

These are the effect variables whose value depends upon some causal

characteristics. In this study customer satisfaction and switching intention of

mobile phone subscribers are defined as the dependent variable. Dependent

variable can be measured with the help of Independent Variables & Extraneous

Variables.

4.9.2.2 Independent Variables

These are the variables, which are responsible for bringing out any changes on the

dependent variable. It is a fact that customer satisfaction is dependent on various

service attributes. The major service areas such as Customer Care, effectiveness of

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the network, billing/call charges and multimedia/value added services are

independent variables in this study.

4.9.2.3 Intervening/Extraneous Variables

To measure the relationship of dependent variable with independent variables

many times we have to measure some independent variables, which may affect the

relationship positively or negatively. Such variables are called as intervening &

extraneous variables. When it becomes mandatory to measure such variables to

establish the relationship then they are called as intervening variables. To measure

the satisfaction with network, billing/call charges and multimedia/value added

services various variables/parameters are used. Such variables, which need to be

measured to show the relationship between dependent & independent variables,

are called as Intervening variables.

Extraneous variables are those variables, which may affect the dependent

variable. Such variables may not cause any change directly to the dependent

variable but if measured can give some effect on the dependent variable. The

customer perception is an extraneous variable which if considered may cause

changes to the customer satisfaction level for mobile services. Perception is

dynamic and changes from person to person. A demographic variable also belongs

to extraneous type of variable.

4.9.3 Pre Testing and Reliability of the Questionnaire

The following steps were also taken to ensure valid and reliable data collection

and analysis process:

Use terms that would be easily understood by the respondents

without being ambiguous.

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Matching the measurement scale with the type of question, its

purpose and the analysis need.

Instead of starting the questionnaire straight away a brief

introduction of the study was given to ensure better participation

and involvement from the respondents.

Avoid social desirability bias.

A request tone was introduced in the questionnaire to ensure

greater willingness of the respondents.

The questions were arranged in such a manner that there was a

balance maintained between heavy and light questions

Pre-testing was carried out for the questionnaire to identify and

eliminate potential problems.

Reliability refers to whether a measurement instrument is able to yield

consistent results each time it is applied. It is the property of a measurement

device that causes it to yield similar outcome or results for similar inputs.

Statistically, reliability is defined as the percentage of the inconsistency in the

responses to the survey that is the result of differences in the respondents.

This implies that responses to a reliable survey will vary because respondents

have different opinions, not because the questionnaire items are confusing or

ambiguous.

In this study the pilot test was conducted to strengthen its reliability of the

questionnaire and the value was found 0.8 i.e., the widely

accepted limit for high reliability test.

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4.9.4 Specifying the Data Needs and Data Collection

In order to achieve the objectives of the research, the researcher obtained the

required information through collection of primary and secondary data by

focusing on below mentioned strategy:

For collection of primary data a questionnaire was designed which is

divided into four sections as explained above. It is the data directly collected by

the researcher from the four major cities of U.P. (East) Circle- i.e. Varanasi,

Kanpur, Lucknow and Allahabad.150 mobile phone subscribers from each city

participated in the study.

Secondary source of data is defined as that data which has already been

collected by someone else, published or defined somewhere else. During the

research if the researcher is extracting the desired information from sources

considered as reliable for the purpose of study then, such sources are referred as

the secondary source of data. Researcher has referred several secondary sources

during this study which include government publication, reports of TRAI, Cellular

Operators Association in India, websites, journals, earlier research work done by

other researchers in the related area etc. It was decided that the collected data

would be analyzed both descriptively and statistically.

4.9.5 Data Analysis

Researcher used several statistical tools during the data analysis to study the

relationship between the variables and to perform the hypothesis testing.

Considering the sample size of study, objectives and other factors, the Chi Square

testing as a statistical tool is used.The research study uses: Computer with

software SPSS 16. SPSS is used for the cross tabulation, chi-square testing, factor

analysis and to draw several bar graphs & frequency distribution charts & tables.

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4.10 Limitations of the Study

1. The research is only limited in U.P (East) Circle. Therefore the

findings of the study cannot be generalized for the whole

population of mobile phone users in India or not applicable for the

other telecom circles of India.

2. The sample size is small as compared to mobile phone subscribers

in U.P (East) Circle.

3. Considering the number of mobile phone subscribers, U.P. (East)

Circle is very large but time constraint did not also allow us to use

a larger sample from all the districts of this circle.

4. Since the study was an industry-wide study, all attributes and

characteristics of telecommunication service providers related to

customer care and customer satisfaction could not be used and

emphasized upon.

4.11 Conclusion

This chapter discussed a detailed description of the research methodology used in

the current study. It provided the blueprint for finding answers to the research

problems. Five hypotheses were developed on the basis of the literature review.

Research methodology covered all the key areas such as research design,

sampling, sample size, questionnaire design and data collection. Based on the

methodology, the procedures of data analysis and statistical techniques chosen for

the analyses were also outlined. It also discussed the approaches used and the

steps taken, as well as the enhancement of the reliability of the methods applied.

The next chapter proceeds with analysis of the collected data.