Definition of Research Research always starts with a question or a problem.

Its purpose is to find answerers to questions through the applications of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studied. Research can be classified into two categories: - (1) Basic Research (2) Applied Research. Basic research is sometimes called fundamental research, theoretical research or pure research. It aims at expanding the frontiers of knowledge and does not directly involve pragmatic problems. The essence of basic research is that it addresses itself to more fundamental questions and not to the problems with immediate commercial potential. Applied research, which is also called decisional research, on the other hand, proceeds with a certain problem, and it specifies alternatives solutions and the possible outcomes of each alternatives. Marketing Research: Market research is the process of systematic gathering, recording and analyzing of data about customers, competitors and the market. Market research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new market etc. It can be used to determine which portion of the population will purchase the product/service, based on variables like age, gender, location and income level. It can be found out what market characteristics your target market has. With market research, companies can learn more about current and potential customers. The purpose of market research is to help companies make better business decisions about the development and marketing of new products. Market research represents the voice of the consumer in a company. A list of question that can be answered through market research: What is happening in the market? What are the trends? Who are the competitors? How do consumers talk about the products in the market? Which needs are important? Are the needs being met by current products?

Market research involves the collection of data to obtain insight and knowledge into the needs and wants of customers and the structure and dynamics of a market. In nearly all cases, it would be very costly and time consuming to collect data from the entire population of a market. Accordingly, in market research, extensive use is made of sampling from which, through careful design and analysis, marketers can draw information about the market. As marketing research does not address itself to basic or fundamental questions, it does not qualify as basic research. On the contrary, it tackles problems which seem to have immediate commercial potential. In view of this major consideration, marketing research should be regarded as applied research. We may also say that marketing research is both types problem solving and problem oriented. Marketing research is a systematic and objective study problems pertaining to the marketing of goods and services. It may be emphasized that it is not restricted to any particular area of marketing, bur it is applicable to all its phases and aspects. The AMERICAN MARKETING ASSOCIATION (AMA) has defined marketing research follows: Marketing research is the function which links the consumer, customer, and public to the marketers through information information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of market as a process. The AMA while defining marketing research emphasizes that its function is to provide information to management so that it can identify and react to marketing opportunities and problems. Nature of Research There are mainly two types of nature of research which are as follows: 1. Basic Research 2. Applied Researc

1. Basic Research Basic research implies that it helps in knowledge enhancement of the person who will do the research methodology in a particular field. 2. Applied Research Applied research implies that it would checks the solution in a particular field which he may get from various respondents from the activity of a survey. From the above researches I have selected the basic research which helps in knowledge enhancement. Research Process 1. 2. 3. 4. 5. 6. 7. 8. Formulation of research problem Formulation of research design Selection of sources of data Decision of data collection techniques Determining sampling design and size Organizing and conducting field survey Processing and analyzing of data Prepare the research report

Step 1: Formulation of Research Problem Identification of the problem is the starting point of the research process. This is the 1st step in the research process. It is the most important step in the step in the research process. In business researches are basic researches which are done to augment the knowledge of that particular discipline. In most of the cases business researchers are the applied researches. They can be seen as problem solving process or opportunity tapping process

My research problem is to study the Consumer behavior towards Cadbury and Nestle.

Step 2: Formulation of Research Design After formulating of the research problem, the next step is to formulate the research design. In this it include the types of method that will be used for conducting the study for a particular problem. Research design can grouped into three categories. 1. Exploratory Design 2. Casual Design 3. Descriptive Design 1. Exploratory research: An exploratory research focuses on the discovery of ideas and is generally based on secondary data. 2. Causal research: A causal research is undertaken when the researcher is interested in knowing the cause and effect relationship between two or more variables. Such studies are base on reasoning along with tested lines. 3. Descriptive research: A descriptive study is undertaken when the researcher wants to know the characteristics of certain groups such as age, sex, education level, income, occupation etc. Descriptive study can be divided into two brand categories: 1. Cross Sectional 2. Longitudinal

Cross Sectional is of two types: 1. Field studies 2. Survey This project is taking into consideration of survey method. Step 3: Selections of sources of data The 3rd step in the research process includes selections of sources of data. This step is related to form where the data will be selected. There are mainly two types of sources of data which are as follows: 1. Primary Data 2. Secondary Data 1. Primary Data: Primary Data implies to those in which the researcher himself did all the survey no sources would be applied for the survey. For questionnaire I have chosen close ended to get overall opinion of customers. 2. Secondary Data: Secondary Data implies to those in which the researcher himself did not do all the survey; various sources will be applied for the survey. I have selected both the data for my report as I did all the surveys by my self as well as applied other sources like various Web sites, Books, Magazines, newspapers, Journals, etc.

Step 4: Decision of data collection techniques The two types of data collection techniques are as follows: 1. Observational Method 2. Survey Method I have chosen personal survey method as it would be the best method for my survey. As this would the only method to know and collect the data. Step 5: Determining sampling design and sampling size i. Sample Size: The sample size of the questionnaire is 150. ii. Sampling Frame: The Sampling Frame is Surat which implies that the survey has been taken place only in Surat city iii. Sample Element: The sample element which I have selected regarding the survey is as follows: 1. Students 2. Housewives 3. Businessman 4. Serviceman 5. iv. Sampling Method: There are various types of sampling methods from which I have chosen random sampling method as I have chosen the 150 respondents randomly. v. Survey Tool: Survey tools include various types of tools like Structured Questionnaire or Unstructured questionnaire, Close ended Questionnaire or Open ended

Questionnaire, Personal interviewing, Telephone interviewing, Mail interviewing, electronic interviewing etc. But from the above survey tools I have selected Structured Questionnaire, Close ended Questionnaire and personal interviewing.

Step 6: Organizing and conducting field survey After preparing the questionnaire and select the sample design and sample size, the next step is to organize and conduct the field survey. Two very important aspect had to be looked after while conducting the survey. 1) Interviewing 2) Supervision Interviewing seems as child play, out but on the other side it is a difficult takes because the respondent were generally resistant in giving information. They had to be tackled with tact, initiative, patience and intelligence. Supervision of the field work is very important to ensure timely and proper completion of the survey. I have assumed the worst situation while I have done my survey. I have assumed that the respondents were busy and lazy creatures so it is necessary to supervise the survey otherwise the survey would not get complete in proper time. Moreover, I would require running after every individual who have left half questionnaire and gave silly excuses like getting very late, not interested, feeling very sleepy and bored. Step 7: Processing and analyzing of data The next step after collecting the data is to process and analyzed in such a manner that it reveal the main characteristic. After completing the survey I used following steps to processed and analyzed the raw data:

1. After completing the survey I started doing tally marking this helped me to get the no. of frequency. 2. The next step is to prepare a table showing the percentage and frequency. 3. After that I have started preparing graphs using different charts, bar charts, pie charts etc.

Step 8: Prepare the research report Once the data has been tabulated, analyzed and interpreted, according to the market research process, the report is to be prepared carefully. It should be taken care that the objectively, coherence and clarity are followed. To make good report the use o graphs are made. Moreover, different techniques are used. The graph and techniques are self interpreted and suggestions are given.