RESEARCH METHODOLOGY

CASE STUDY

Mehta garment company and Herbal tooth powder

 TABLE OF CONTENT :

1. Case 9.1 Mehta garment company

2. Sampling concepts
3. Questions & answers
4. Case 9.2 Herbal tooth powder
5. Research objective
6. Samples data
7. Sampling concepts
8. Questions & answers
 CASE 9.1- MEHTA GARMENT COMPANY

ABOUT CASE -
• Mr Mohan Mehta, a restaurateur with a chain of restaurants in northern
India, wants to diversify his business.

• His son, Kamal, isn't interested in the hospitality line and has studied
fashion designing.

• Mr Mehta suggests venturing into garment manufacturing to Kamal,

who likes the idea.

• Kamal wants to cater to the segment of people who are bulky but desire
a lean look in their clothing.

• He plans to design garments specifically for those wearing large-sized

shirts (42 size and above) and large-sized trousers (38 size and above).
Business Idea:
Kamal, who knows about
Objective:
Estimate the
fashion, thinks they should
proportion of people
make clothes for big people
wearing large size shirts
who want to look slimmer.
or trousers.
Discussion: Experts agree
that observing people entering
malls is a non-intrusive way
to estimate the proportion of
individuals wearing large-
sized garments.
Market Research Need:
Before venturing into garment Challenge:
manufacturing, the team must Asking respondents
gauge the demand for large- directly may not yield
sized shirts (size 42 and accurate responses.
above) and trousers (size 38
and above).
 SAMPLING CONCEPTS

1. Population:
Who wear large-sized shirts (42 size and above) and large-
sized trousers (38 size and above) in the cities of northern
India.
2. Sampling Frame:
The list of visitors to various malls in those cities, as the
researchers plan to approach them at mall entrances.

3. Sample:
Subset of the population observed wearing large-sized
shirts and trousers at the entrances of malls in northern
Indian cities.

4. Sampling Unit:
The individuals entering the malls wearing clothes,
specifically those wearing shirts or trousers, as these are the
target garments for the study.
 1. Name the sampling design that is being used in the study.
QUESTIONS : • Judgment sampling, where investigators use their judgment to
select respondents based on physical characteristics.

2. What are the limitation of the design so chosen?

• No question is to be asked to the respondents.
• Observer Bias
• Limited Scope
• Risk of Errors
• Excluding those who do not go frequently to malls
• Relies on individuals entering specific malls
3. Can you suggest a better design?
• Convenience sampling (Shopkeeper Or Malls)
QUESTIONS :
• Questioner to consumer (online)
• Geographical sales data of L size clothing
• Secondary data collection from market ( malls and shops )
(sales data)

4. What method of data collection is being employed?

• Observation method as the investigators are only observing

the subjects.
CASE 9.2 – HERBAL TOOTH POWDER

ABOUT CASE -

• ABC Manufacturing Company producing Herbal

toothpowder since 5 year & various toiletry products since
20 years in rural area of Punjab.
• Compounded annual growth rate was 18% of Herbal
toothpowder.
• Company wanted to expand its market from rural to urban
areas of Punjab.
 RESULTS OF PRELIMINARY RESEARCH
ABOUT CASE -

TOOTH POWDER
• Mr Singh got a preliminary research done with regard
to the tooth powder market.

• The results of this research indicated that generally, TOOTH PASTE

people in urban areas preferred toothpaste instead of
tooth powder.

• This was more so in case of young people below the

age of 20 years.
 RESEARCH OBJECTIVES :

• To estimate the proportion of population that

used tooth Powder.

• To understand the demographic and

psychographic profile of people who used tooth
powder

• To understand the reasons for not using tooth

powder

• To get an understanding of the media habits of

Mr Singh meeting with senior both the users and non-users of tooth powder.
officials
 PRELIMINARY STUDY:CONDUCTED

in last 6 month Respondent

Last six moths data collected:- (500 respondents)

below age 20
• 20% below age 20 (out of 500)=100 once a year
• 30% Refused to Participants (out of 400)=120
• 60% did not use (out of 280) =168
• 30% bought only once in year =84
• 10% bought at least once in 6 month=28
Refuse
• Cost of sampling 500 respondents: 40,000/-
Do not use
 SAMPLES
(Desired respondents)
Area of sample Number of respondents
Amritsar 200
Ludhiana 200
Jalandhar 100
Patiala 100
Urban/Semi- urban towns 300

Total research budget: 4,00,000/- with 2,50,000/- allocated for fieldwork.

 QUESTIONS :
SAMPLING CONCEPTS

 Population: Residents of urban and semi-urban areas of Punjab.

 Elements: Individuals who may or may not use tooth powder.

 Sampling Frame: List of all urban and semi-urban areas in Punjab.

 Sampling Unit: Individual respondents.

 Sample: Subset of the population, with a target size of 900 respondents,

selected from various cities in Punjab.
 QUESTIONS :

1. ) Will the money allocated for the fieldwork be sufficient to get the desired
size of the sample from various towns of Punjab as mentioned in the case?

A. • Per person cost = Research budget / No. of person bought at least once in 6 month (Out of 500
respondents)

• Per person cost of (40000/28) = 1428.57 or approx.1429

• Budget offered for fieldwork - Rs 2,50,000 (for 900 respondents)

• At a per person cost of Rs.1429, for 900 people, the total amount required will work out to- Rs
12,86,100

• Conclusion:- The amount sanctioned will not be enough to identify 900users .

 QUESTIONS :

2) If The Amount Is Not Sufficient, How Many users Can be Contacted

With The Given Budget?

A. • Allocated budget for fieldwork - 2,50,000/-

• Per person cost of (40000/28) = 1428.57 or approx.1429

• Users cab be contacted = Budget / per person cost

= 250000/ 1429
= 174.94 = Approx. 175

• Conclusion – With given amount we can contact 175 persons.

 QUESTIONS :

3) How would you define the population and the sampling frame in
this case?

A.  Population: People of Urban and Semi-urban areas of Punjab who use tooth powder. This
includes individuals of all ages and backgrounds who may or may not currently use tooth
powder. Existing users & non-users who may be open to try.

 Sampling Frame: Households, individuals, or specific demographics that are relevant to the
research objectives & potential users of tooth powder residing in the selected urban and semi-
urban areas of Punjab.
 QUESTIONS :

4) Do you agree with the statement that a large sample should be taken from
towns with a large population?

A. • Yes
• Better Representation of Urban Market
• Statistical Reliability
• Identifying Market Trends and Preferences
• Because in our case most of people either do not use it(168) or refuse to participate(120) .
 QUESTIONS :

5) Would It Be Advisable To Contact General Kirana Stores And Chemist

Shops For Identifying The Users?

A. • Yes, it would be advisable.

• Most common point of sales for the tooth powder in urban areas.

• It will help in identifying the sales volume and the users of the tooth
powder.

• We can identify the non users and the substitute products they use, which
will help in understanding the reasons of not using the tooth powder.
THANK YOU