CHAPTER 3 RESEARCH METHODOLOGY OF THE STUDY 3.1 Introduction: In this chapter, an endeavor is made to portray the various aspects of the research methodology adopted for this study purpose. The aim of this study is to objectively understand the behaviour of mobile phone users in Thane district towards possession and price of mobile, call and recharge pattern, functional, financial and social business activity and movement pattern and further their perceptions towards mobile banking business activities and movement that is influenced by various factors. Therefore the present study adopted following research methodology outlay which is shown in chart 3.1. Chart 3.1 Out lay of Research Methodology Introduction Statement of Problems Hypotheses of the study Objectives of the study Significance of the study Research Design Scope of the study Period of the survey for data Samples and sample size of the study Sources of data collection Data analysis and interpretation Final sample size selection process Statistical tools and techniques used Limitations of the study 114
3.2 Statement of the problem: The specific questions or problems to be investigated in the present study are as follows: 1. What are the responses of mobile phone users towards possession of mobile phone? 2. What are the responses of mobile phone users towards price preference? 3. What are the attributes considered by mobile phone users while purchasing mobile phone? 4. What are the responses of mobile phone users in respect of awareness, extent of recharge, call rate, objectives of mobile phone use, sms etc.? 5. What is the behaviour of mobile phone users on functional business activity and movement? 6. What is the behaviour of mobile phone users on financial business activity and movement? 7. What is the behaviour of mobile phone users on social business activity and movement? 8. To what extent mobile phone users aware of general concept of mobile banking, mobile banking services (activities) and specific types of mobile banking services. 9. What is the perception of mobile phone users on advantages and disadvantages of mobile banking? 10. What is the perception of mobile phone users on apprehensions about mobile phone and expectations from mobile banking attractiveness? 11. What is the perception of mobile phone users on purpose of using mobile banking activities/services? 115
12. What is the willingness perception of mobile phone users on using mobile banking for a. For selling and purchasing of financial instruments, b. Making fixed deposits, c. Making payments bills, d. Derivates, e. Money transfer f. Initial pubic offers. 13. What is overall willingness perception of mobile phone users on utility of mobile banking services? 14. What is behaviour of mobile phone users on M commerce/m marketing/sms and other functions? 15. How mobile phone user s perceived movement of mobile banking services? 16. What are the movement styles of mobile phone users in respect of availing mobile banking services? 17. What is a relationship between demographic variables and uses of mobile banking services? 18. Does demographic factors / variables influences uses of mobile banking services? 19. What is relationship between mobile perceived service quality and dimensions? 20. Does dimensions influences mobile perceived service quality? Hence the statement of the problem is A study of Mobile Phone Users in Thane District. 116
3.3 Objectives of the study: The objectives of the study refer to what the researcher specifically wants to do in the course of the study. Formulating proper objectives is essential for research due to the fact that the whole design of research depends on it and it gives speed to research problem investigation. It helps to examine the existing phenomenon. It gives proper and logical direction to research work. It can also suggest ways and means to overcome all related problems, deficiencies so as to improve overall quality of research. India is the second-largest mobile phone user with over 995.9 million users in the world. It accounted for over 10% of the world s online population in 2011. All these benefits had tempted the researcher to form or set the following objectives, 1. To study and assess the attitude of mobile phone users towards possession and price of mobile. 2. To study and examine the calls and recharge business activity and movement of mobile phone users. 3. To study and assess the functional business activity and movement of mobile phone users. 4. To study and assess the financial and social business activity and movement of mobile phone users. 5. To study and assess the awareness and perceptions of mobile phone users on mobile banking services. 6. To study and assess the willingness of mobile phone users on utility of mobile banking services. 7. To study and examine the mobile phone user s perceived movement of mobile banking services. 117
8. To study and examine the movement styles of mobile phone users in respect of mobile banking services. 9. To study and assess the demographic influence on use or adoption of mobile banking services. 10. To identify and assess the perception of mobile phone users towards dimensions of mobile perceived service quality. 3.4 Hypotheses of study: In order to achieve the above objectives the following hypotheses are formulated by the researcher for the present study purpose H1 : Financial objective oriented business activity and movement calls are higher than that of social objective oriented. H2 : Functional business activity and movement of mobile phone users in respect of use of mobile phone are high. H3 : Extent of mobile financial activity and movement is lower than that of its awareness. In other words as compared to awareness of mobile phone users on mobile activity and movement, its use is low. H4: Awareness of mobile phone users on sms business activity and movement is high but use of social business activity and movement (sms) of mobile phone users is moderate (i.e. lower than that of awareness) 118
H5: Awareness as well as use level of mobile banking services is moderate among mobile phone users. H6 : Willingness of mobile phone users on mobile banking for selling and purchasing of financial instrument is moderate. H7 : Willingness perception of mobile phone users on utility of mobile banking services is average level. H8 : Perceived utility or movement of mobile banking services among mobile phone users is low. H9: Demographic variables/factors has positive relationship in respect of using mobile banking services among the mobile phone user i.e demographic influence on the usage of mobile banking services i.e. demographic influence on the usage of mobile banking services. In other words gender, age, education, income, marital status and profession determines usage of mobile banking services (i.e. adoption or non adoption behaviour) sub hypothesis are formulated as under: H10: Selected dimensions have positive and significant relationship with mobile perceived service quality or dimensions influence the mobile perceived service quality. 119
3.5 Significance of the Study: The scope of the study is Thane District. All the 15 talukas of Thane district were selected in order to study the mobile phone users. The significance of the study can be stated as under; 1. In current situation mobile is not luxury but necessity of the business world as it has great time, place, speed and money utility. Therefore, this study is significantly useful to business world. 2. The study helps the businessmen, professionals and individuals in understanding business activity and movement and perception towards usage of mobile phone and mobile banking services. 3. The study is useful to the government (TRAI); future researcher and educationalist for achieving their respective functional, financial performance and movement. 4. The present study can be positively used to develop the nation through communication sector which will indirectly help to increase the trade and national income. 5. The study has a good scope in terms of providing directions to the service providers as to which dimension require attention in terms of their importance. This would enable the service providers to focus resources in accordance with the importance of these dimensions. 6. Mobile phone users go through complex buying behavior when they are highly involved in a purchase and aware of significant different attributes of gadgets among brands. This study helps to know the extent of awareness of 120
mobile phone users towards mobile banking services and mobile phone calls, recharge price and possession etc. Hence, this is significant. 7. The study would be significant for the mobile phone users to know various other aspects of mobile phone in terms of its functions, social financial business activity and movement and lot more. 8. The Study will provide more insight on service quality dimension of mobile phones and mobile phone user s perception, Hence the study would be helpful for service providers also. 9. The study will also find out the attitude involved in usage of mobile phone among the mobile phone users in Thane district. 10. The Study will cover the Social, Cultural, Financial and functional usage pattern of mobile phones, therefore the study will be useful in knowing the pattern of usage amongst the different mobile phone user s business activity and movement. 11. The study would be significant in knowing the awareness and perceptions of mobile phone users about mobile banking services 12. Study help to understand the influence of demographic factors on mobile phone users in respect of mobile banking services. 3.6 Research design: This study seeks to explore and investigate the operational, social and business aspects of mobile phone users in Thane district. For this purpose, questionnaires were used. The sample was drawn using the simple random sampling technique. For the purpose of conducting research a set of objectives and hypotheses were made. Data was collected through primary as well as secondary source. Primary data was 121
collected by giving the respondents the questionnaire to be filled. The respondents were the mobile phone users in Thane district belongs from 15 talukas, who are using mobile phones. Secondary data was collected through books, journals and other important written reports and surveys. The duly filled questionnaires were studied and analyzed with the help of tables and graphs distribution made from frequency distribution. Finally the findings were logically drawn. Thus following is the research design adopted in the present study (Chart 3.2). Chart 3.2 Research Design Research Objectives To study the mobile phone users in Thane district Research Survey Method Simple, random and convenient survey method Types of Research Qualitative and quantitative method Sample Size 500 mobile phone users from 15 talukas in Thane district Data Collection Primary : Questionnaire, Observation, discussion Secondary : Books, Journals, research ars Statistical tools used Percentage, Average, correlation, factor analysis Interpretation and analysis tool Tables, Charts, Frequency Distribution, Graphs Conclusion Findings 122
3.7 Scope of the study: Thane District is selected as study area. This is the third-most industrialized district in Maharashtra. Thane is one of the 35 th districts in the Maharashtra State of India. The district is on the western coast and fall under the Konkan division of the state. The district is divided into 15 talukas. The chart 3.3 shows diagrammatic frame work and chart 3.4 shows study areas. The following is the diagrammatic frame work of the scope of the present study: Chart 3.3 Scope of the study Area of the study : Thane district 15 Takula s Thane Shahapur Dahanu Mokhada Kalyan Vasai Palghar Vada Murbad Ulhasnagar Talasari Vikramgad Bhiwandi Ambernath Jawhar Sample Male; Female; Individual mobile phone users Serviceholders; Businessmen; Professional mobile phone users 123
Chart 3.4 Study area, universal Thane district map with Taluka s Study Areas Thane Kalyan Murbad Bhiwandi Shahapur Vasai Ulhasnagar Ambernath Dahanu Palghar Talasari Jawhar Mokhada Vada Vikramgad Universe (Mobile Phone Users) 124
All the Taluka s in Thane District are selected for study purpose and data was collected from mobile phone users. Thus the scope of the study covers: 1. Male, female, Service Businessmen, Professionals mobile phone users who are residents of Thane district. 2. 15 Taluka s of Thane District namely, Thane, Kalyan, Shahapur, Dahanu, Mokhada, Murbad, Bhiwandi, Vasai, Ulhasnagar, Ambernath, Palghar, Talasari, Jawhar, Vada, Vikramgad. 3. Mobile phone users between the age group of 25 65 years. 4. Business Activity and movement of mobile phone users on mobile phones and mobile banking. 5. Overall this study is extensive and purposeful 3.8 Period of the survey for data collection: August, 2010 to August, 2011 was the survey period, which is covered in this study. During this period, primary data was collected. Mobile phone users were contacted and information was collected. A well structured questionnaire was given to all mobile phone users and collected subsequently. Earlier to choose the sample, A pilot survey was conducted in thane district and the final sample was fixed and questionnaire to study mobile phone users in Thane district finalized. Thus practically the period of data collection was 12 months i.e. July, 2010 to June, 2011respectively. The chart 3.5 shows the schedule of primary data collection for the study purpose. 125
Chart 3.5 Period and schedule of primary data collection Period July, 2010 : 15 Taluka places; 15 visits August Sept 2010 : 15 Taluka place, 15 visits for pilot survey purpose October, 2010 to May, 2011 June, 2011 : 10 visits to TISS. August, 2011 September, 2011 Nature of work completed General area visits, observations and verification of potentiality of sample (first round) Pilot survey of the selected study areas, Questionnaire finalized with help of guide and experts of field Questionnaire distributed to mobile phone users and collected from them i.e. respondents from the Thane districts all 15 talukas and also had general observation, discussion with mobile phone users,, experts and guide. Data processing in Tata Institute of Social Science, Deonar, Mumbai (TICS) Data output received, checking and modification Final data output received 3.9 Sample and sample size of the study: In sampling, it is necessary to select only a few items (sample variable) from the universe for study purpose. Therefore, in order to know the business activity and movement and many other aspects related to the use of mobile phones in Thane district, samples were collected mainly from 15 talukas of Thane district. The total population of Thane district is 11,054,131 (Population census 2011) out of which nearly 80 percent of the people are using mobile phones. Total sample size selected was 500. The questionnaire distributed to selected sample and sample size is given in chart 3.6. 126
Chart 3.6 Selected sample size for analysis purpose Taluka of Thane Distributed sample size District Thane 70 Kalyan 70 Murbad 70 Bhiwandi 70 Shahapur 70 Vasai 70 Ulhasnagar 70 Ambernath 70 Dahanu 70 Palghar 70 Talasari 70 Jawhar 70 Mokhada 70 Vada 70 Vikramgad 70 Total 1050 In all, 1050 questionnaires were distributed in 15 taluka places of Thane district. 792 questionnaires were received and out of these 500 were complete. Incomplete questionnaires were rejected. In order to determine the sample and sample size 500 mobile phone users were selected as sample. Thus total sample consist of 500 mobile phone users in Thane district. Chart 3.7 shows the final selected sample size Taluka wise. 127
Chart 3.7 Final selected sample size for analysis purpose Sr. No. Area Selected final sample size 1 Thane 50 2 Kalyan 45 3 Murbad 45 4 Bhiwandi 45 5 Shahapur 25 6 Vasai 25 7 Ulhasnagar 45 8 Ambernath 45 9 Dahanu 25 10 Palghar 25 11 Talasari 25 12 Jawhar 25 13 Mokhada 25 14 Vada 25 15 Vikramgad 25 Total 500 Thus total and final sample size consists of 500 respondents mobile phone users from 15 talukas of Thane district. They were selected on the basis of availability and convenience to access by using sample random method. 3.10 Final sample sixe selection process: Survey method was followed to collect primary data. The total actual population (sample) size selected was 500 mobile phone users from 15 talukas. Personal interview, observation, questionnaire method, discussion and schedule method and mobile contact method were used for primary data collection and selection. Structured questionnaire with closed ended questions was administered. 128
The survey was conducted at the residence of the households, schools, colleges, bus stops, offices, industries, shops and at malls. The sample was non probabilistic respecting two main quotas: geographic (Kalyan etc.) and demographic (sample size / population). Information was collected from a total of fifteen talukas in Thane district. Chart 3.8 shows the final selection of total sample size. Chart 3.8 Final selection of total sample size: process Sr. No Area Sample size questionnaire Distributed Actual received Final selected size Ratio in distribution 1 Thane 70 70 50 71.42 2 Kalyan 70 70 45 64.28 3 Murbad 70 62 45 64.28 4 Bhiwandi 70 53 45 64.28 5 Shahapur 70 46 25 35.71 6 Vasai 70 36 25 35.71 7 Ulhasnagar 70 67 45 64.28 8 Ambernath 70 67 45 64.28 9 Dahanu 70 39 25 35.71 10 Palghar 70 40 25 35.71 11 Talasari 70 43 25 35.71 12 Jawhar 70 47 25 35.71 13 Mokhada 70 55 25 35.71 14 Vada 70 52 25 35.71 15 Vikramgad 70 45 25 35.71 Total 1050 792 500 42.01 Chart 3.8 shows that in all 1050 questionnaires were distributed. Out of 1050 questionnaires distributed,792 filled were received. But 292 were incomplete and hence 500 were selected finally, which comes to 42.01 percent of the total targeted 129
population size. Highest number of questionnaires was selected from Thane i.e 71.42 percent of the population. where as lowest from Shahapur, Vasai, Dahanu, Palghar, Talasari, Mokhada, Vada and Vikramgad that is to be extent of maximum 35.71percent respectively. The second highest questionnaires were received from Kalyan i.e. 70 but out of which only 50 were selected finally and 20 questionnaires were rejected because they were incomplete. In Murbad talukas 62 questionnaires were received and 17 were rejected final 45 sample were taken for consideration. Bhiwandi taluka is more known for powerlooms and small scale enterprises here maximum questionnaire was distributed to business peoples out of targeted 70 actual 53 were received after scrutiny 45 were selected. From Ulhasnagar and good numbers reverted back i.e. 67 respondents but only 45 respondents fill up the full questionnaires. Similarly from Ambernath also 67 respondents given questionnaires but only 45 were complete. From the actual data received in the data collection from various 15 talukas of Thane district. The majority responses were good from Kalyan, Thane, Bhiwandi area. In the rest of talukas maximum of received questionnaires were incomplete. Hence it can be said that the maximum sample size of the present study is from the Kalyan, Thane and Bhiwandi area. Thus final sample size consists of 500 mobile phone users (respondents) i.e. 42.01 percent of total distributed questionnaires in Thane District. 3.11 Sources of data collection: Both primary and secondary data was collected from different sources for this study purpose. The primary data was collected with the help of a Questionnaire. The secondary data was collected from Books, newspapers, periodicals, Journals, Articles government publications, and websites. 130
3.11.1 Secondary sources of data : 1. Books, magazines, newspapers and periodicals. 2. Various reports on mobile phone and mobile phone users 3. Research Journals 4. Ph.D. thesises and M.Phil dissertations 5. NGO s publication This data was collected from various libraries such as SNDT Women s University Library, Mumbai; University of Mumbai Library Kalina; Swayam Siddhi Institute of Management Library Bhiwandi; Siddharth College of Commerce and Economics Library Mumbai, Reserve Bank of India, Mumbai; Birla Institute of Management Library Kalyan; Public Libraries Chembur, Kurla etc 3.11.2 Primary sources of data : Primary data was collected on the basis of interview, observation and through questionnaires. The structured closed ended questionnaire was administered to the mobile phone users respondents. The survey was conducted in Thane District. With the help of scheduling all 15 talukas of Thane district were covered namely, Thane, Kalyan, Shahapur, Dahanu, Murbad, Bhiwandi, Vasai, Ulhasnagar, Ambernath, Palghar, Talasari, Jawhar, Mokhada, Vada, Vikramgad. 1050 questionnaires were distributed in 15 talukas of Thane district areas. This study is of a descriptive nature. 3.12 Statistical tools and techniques used: Percentage, frequency distribution and comparative techniques etc. are used as statistical tools and analytical techniques in the present study. Tables, charts and graphs are also used as analytical tools which are representing actual numbers of 131
respondents and in percentage form for better and clear understanding. Average is also used as a statistical tool. 3.13 Data analysis and interpretation: Data is interpreted and analyzed with the help of average, frequency and percentage tables, graphs, charts and comparative approach. Socio-economic profile of respondents is interpreted and analyzed on the basis of selected variables like age, gender, education, religion, marital status, occupation, monthly income, nature of family, earning members in family. Mobile phone users business activity and movement in respect of call, recharge, possession, price, sms, functional, social, financial etc are interpreted and analyzed on the basis of tables, frequency and average. Further the business activity and movements are analyzed and interpreted on the basis of mobile call dialed and received and sms sent and received, utility of functions and various aspects like m commerce, m insurance, m- advertising, m banking etc as well as perception of mobile phone users on mobile banking. 3.14 Limitations of the study: 1. The survey was conducted only in Thane District at 15 Taluka places of thane only. So the result may not applicable to other districts and cities. 2. The survey was based on random and convenient sampling. 3. Size of the sample, considering population of Thane District is considerably small. It consists of only 500 respondents. Therefore it may not be a representative of the entire Thane district s mobile phone users. 4. The study includes only 15 talukas in Thane district. Therefore the result is restricted to only these talukas 5. The negative impact of mobile phone users is not assessed 132
7. Hypothesis are not tested on the basis of T or F or Chi-square test but are tested logically. It can be concluded from the above that a detailed research methodology adopted in the present study is presented, which covers statement of problems, objectives, hypotheses, significance, scope, period, samples and sample size, data collection sources, data analysis and interpretation method and limitations. 133