Research methodology refers to the analysis of principles of methods, rules and techniques. It involves the systematic study of methods which are applied to analyze a specific project or study. In order to make the research organized and to increase its reliability different methodologies are adopted. Research methodology involves the collection of theories, concepts or ideas, comparative studies to different approaches and individual methods which are conduced when a research work is performed.
In the social sciences, quantitative research refers to the systematic empirical investigation of quantitative properties and phenomena and their relationships. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Qualitative methodology
Qualitative research is a method of inquiry appropriated 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, when. Hence, smaller but focused samples are more often needed, rather than large samples. Qualitative methods produce information only on the particular cases studied, and any more general conclusions are only hypotheses (informative guesses). Quantitative methods can be used to verify, which of such hypotheses are true.
Tools of data collection
The researcher has chosen the following tools for my data collection: Expert Interview
In dealing with the audience perception, point of view and reaction that is feed back it is often found that data at hand are inadequate. Hence, it becomes necessary to collect data that are appropriate. The researcher can collect data either through primary source or secondary source. Primary Data
These are the data’s which are collected directly from the audience or a set of samples newly with a properly structured questioners. Secondary Data
These are the data’s which have already been collected by Experts or researchers and which have already been passed through the statistical process. I will collect it from the sources like internet, published data and Books etc Expert interview
Expert interviews are interviews with experts within the particular field. They are often used where the majority of knowledge of a subject is held by minority of people. Expert interviews were conducted with 4 people from the industry who had been a part of celebrity endorsed advertising in the televisions .These were people from the creative as well as the account managing divisions .The Experts were: MR Don Bosco, Account manager, JWT ,Chennai
MR Arjun, Copy writer, JWT, Chennai
MR Balaji, Operations Head, HLL, Chennai
The researcher has identified three organizations from three different sectors so as to analyze their corporate social responsibility activities.
The purpose of this method is to understand and the research’s first objective -‘To find out the various initiatives conceived by the business organizations to promote corporate social responsibility’
Survey was designed in précised manner with a set of 20 questions in a questionnaire Population of study
General audience of Chennai specially television viewers .
Age group from 18yrs to 55yrs
It is the total number of respondent targeted for collecting the data for the research . sample size of 200 persons...
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