BACHELOR OF BUSINESS ADMINISTRATION

PROJECT REPORT ON

RESEARCH METHODOLOGY
BATCH-2019-2022

Submitted by: Priyanshu Chahar Submitted to: Dr.

Saranleen Kaur

Enrollment No: 35924001719 Designation: Associate

Professor

TRNITY INSTITUTE OF PROFESSIONAL STUDIES

(Affiliated to Guru Gobind Singh Indraprastha University,

New Delhi)
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work of ‘Research

Methodology’ made by Priyanshu Chahar, BBA (gen),4 th
semester, enrollment no-35924001719 is an authentic work
carried out by him/her under guidance and supervision of
Dr Saranleen Kaur.

The project report submitted has been found satisfactory

for the partial fulfillment of the degree of Bachelor of
Business Administration.

Project Supervisor: Dr Saranleen Kaur

 DECLARATION

I hereby declare that the following document project

report on ‘Research Methodology’ is an original and
authentic work done by me for the partial fulfillment of
Bachelor of Business Administration(gen) degree program.

I hereby declare that the entire endeavor put in the

fulfillment of the task are genuine and original to the best
of my knowledge and I have not submitted it earlier
elsewhere.

Signature:

Students Name: Priyanshu Chahar

Course: BBA (gen)

Semester: 4th

Shift: 2nd

Enrollment no: 35924001719

 ACKNOWLEDGMENT

It is in particular that I am acknowledging my sincere

feeling towards my mentors who graciously gave me their
time and expertise.

They have provided me with the valuable guidance

sustained and friendly approach, it would have been
difficult to achieve the results in such a short span of time
without their help.

I deem it my duty to record my gratitude towards my

internal project supervisor ‘Dr Saranleen Kaur’ who have
devoted her precious time to interact, guide and gave me
the right approach to accomplish the task and also helped
to enhance my knowledge and understanding of the
project.

Student Name: Priyanshu Chahar

Enrollment No: 35924001719

Course: BBA (gen)

Semester: 4th

Shift:2nd
 TABLE OF CONTENTS

S.NO CONTENTS SIGNATURE

INTRODUCTION TO
RESEARCH METHODOLGY
1.1 Introduction to Research
1. 1.2 Research Methods
1.3 Types of Research
1.4 Research Process
1.5 Research Methodology
RESEARCH METHODOLOGY
LAB
2. 2.1 Hardware Requirements
2.2 Software Requirements
INTRODUCTION TO
CONSUMERS PREFERENCE
BETWEEN McDonald’s vs
Burger King
3.1 An Overview
3. 3.2 Segments
3.3 Consumption
3.4 Background of the Study
3.5 Statement of Problem
 3.6 Significance of Study
3.7 Scope of Study
OBJECTIVES OF RESEARCH
4. 4.1 Primary Objectives
4.2 Secondary Objectives
INTRODUCTION TO SPSS
5.1 Overview of SPSS
5. 5.2 Functions of SPSS
5.3 Benefits of SPSS
5.4 Limitations of SPSS
SCREENSHOTS &
DESCRIPTION
6.1 Opening SPSS
6.2 Details of Menu
6.3 Details of View
6. 6.4 Preparation of Questionnaire
6.5 Data collection
6.6 Coding of Data
6.7 Tabulation of Data
6.8 Editing of Data
ANALYSIS OF DATA &
7. FINDINGS & SUMMARY
7.1 Descriptive Statistics
7.1.1 Frequency Analysis
7.1.2 Chart Analysis
7.1.3 Mean Analysis
 INTRODUCTION TO RESEARCH METHODOLOGY

1.1 INTRODUCTION TO RESEARCH-

One can define research as a scientific and systematic

search for relevant information on any specific topic.
According to Clifford Woody research comprises
defining and redefining problems, formulating
hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and
reaching conclusions; and at last, carefully testing the
conclusions to determine whether they fit the
formulating hypothesis. It is the pursuit of truth with the
help of study, observation, comparison and experiment.

The possible motives for doing research may be either

due to desire to get a research degree along with its
consequential benefits, desire to face the challenge in
solving the unsolved problems, or even as on directives
of government, employment conditions, curiosity about
new things and more may as well compel people to
perform research operations.

1.2 RESEARCH METHODS-

Research methods refers to the tools that one uses to

do research. Research methods refer to the behavior
 and instruments used in selecting and constructing
research technique, Research methods can be put into
the following three groups:

1. QUALITATIVE RESEARCH-

Qualitative research is defined as a market research

method that focuses on obtaining data through open-
ended and conversational communication. This
method is not only about “what” people think but also
“why” they think so.
The following are the qualitative research methods
that are frequently used-
1. One-on-one Interview-Conducting in-depth
interviews is one of the most common qualitative
research methods. It is a personal interview that is
carried out with one respondent at a time. One of the
advantages of this method provides a great
opportunity to gather precise data about what people
believe and what their motivations are.
2. Focus groups- A focus group is also one of the
commonly used qualitative research methods, used in
data collection. A focus group usually includes a
limited number of respondents from within your
target market. Nowadays focus groups can be sent
an online survey on various devices and responses
can be collected at the click of a button.
3.Ethnographic research- Ethnographic research is
the most in-depth observational method that studies
people in their naturally occurring environment. This
method requires the researchers to adapt to the
 target audiences’ environments which could be
anywhere from an organization to a city or any
remote location.
4.Case Study research- The case study method has
evolved over the past few years and developed into a
valuable qual research method. As the name
suggests it is used for explaining an organization or
an entity. This type of research method is used within
a number of areas like education, social sciences and
similar.
5. Record keeping-This method makes use of the
already existing reliable documents and similar
sources of information as the data source. This data
can be used in new research. There one can go over
books and other reference material to collect
relevant data that can likely be used in the research.
6. Process of observation-Qualitative Observation is a
process of research that uses subjective
methodologies to gather systematic information or
data. Qualitative observation is primarily used to
equate quality differences.

2. QUANTITATIVE RESEARCH-

Quantitative research is defined as a systematic

investigation of phenomena by gathering quantifiable
data and performing statistical, mathematical, or
computational techniques. The results achieved from
this research method are logical, statistical, and
unbiased.
There are two methods to conduct quantitative
research-

Primary quantitative research methods-

1.Survey Research-Survey Research is the most

fundamental tool for all quantitative outcome
research methodologies and studies. Surveys used to
ask questions to a sample of respondents, using
various types such as online polls, online surveys,
paper questionnaires, web-intercept surveys, etc. A
prerequisite for this type of research is that the
sample of respondents must have randomly selected
members.
2.Correlational research- Correlation research is
conducted to establish a relationship between two
closely-knit entities and how one impacts the other
and what are the changes that are eventually
observed. Without assuming various aspects, a
relationship between two groups or entities must be
established. Patterns, relationships, and trends
between variables are concluded as they exist in
their original set up.
3.Causual comparative research-This research
method mainly depends on the factor of comparison.
Also called quasi-experimental research, this
quantitative research method is used by researchers
to conclude the cause-effect equation between two
or more variables, where one variable is dependent
on the other independent variable. The independent
variable is established but not manipulated, and its
impact on the dependent variable is observed.
4.Experimental research -Also known as true
experimentation, this research method is reliant on a
theory. Experimental research, as the name
suggests, is usually based on one or more theories.
This theory has not been proven in the past and is
merely a supposition. In experimental research, an
analysis is done around proving or disproving the
statement. After establishing the statement, efforts
are made to understand whether it is valid or invalid.
5.Sampling- There are two types of sampling. A
theory of probability is used to filter individuals from
a population and create samples in probability
sampling. Participants of a sample are chosen
random selection processes. Each member of the
target audience has an equal opportunity to be
selected in the sample. Whereas, Non-probability
sampling is where the researcher’s knowledge and
experience are used to create samples.
6.Survey- A Survey is defined as a research method
used for collecting data from a pre-defined group of
respondents to gain information and insights on
various topics of interest. The ease of survey
distribution and the wide number of people it can be
reached depending on the research time and
research objective make it one of the most important
aspects of conducting quantitative outcome
research.
7.Data analysis- After the collection of raw data,
there has to be an analysis of this data to derive
statistical inferences from this research. It is
important to relate the results to the objective of
research and establish the statistical relevance of
results. It is then required to select precise
statistical analysis methods such as SWOT, Conjoint,
Cross-tabulation, etc. to analyze the quantitative
data.

Secondary quantitative research methods-

1.Data available on the internet-With the high

penetration of internet and mobile devices, it has
become increasingly easy to conduct quantitative
research using the internet. Information about most
research topics is available online, and this aids in
boosting the validity of primary quantitative data as
well as proving the relevance of previously collected
data.
2.Government and non-government sources-
Secondary quantitative research can also be
conducted with the help of government and non-
government sources that deal with market research
reports. This data is highly reliable and in-depth and
hence, can be used to increase the validity of
quantitative research design.
3.Public libraries- Now a sparingly used method of
conducting quantitative research, it is still a reliable
source of information though. Public libraries have
copies of important research that were conducted
earlier. They are a storehouse of valuable information
 and documents from which information can be
extracted.
4.Educational institutions- Educational institutions
conduct in-depth research on multiple topics, and
hence, the reports that they publish are an important
source of validation in quantitative research.
5.Commercial information sources- These
commercial information sources such as local
newspapers, journals, magazines, radio, and TV
stations are a great source have in-depth, first-hand
information on economic developments, political
agenda, market research, demographic
segmentation, and similar subjects.

3. MIXED METHODS-

 It simply refers to answering research questions

through a combination of qualitative and
quantitative data. This might mean running both
interviews and surveys as part of a research
project or complementing diary study data with
analytics looking at the usage of a particular
feature.

 Mixed methods research is important today

because of the complexity of problems that need
to be addressed, the rise of interest in
qualitative research and the practical need to
gather multiple forms of data for diverse
audiences.
  The mixing of data is a unique aspect of the
definition of the mixed methods research. By
mixing the datasets, the researcher provides a
better understanding of the problem than if
either data set had been used alone.

 There are three ways in which the mixing

occurs: merging or converging the two data sets
by actually bringing them together, connecting
the two datasets by having built on the other, or
embedding one dataset within the other so that
one type of data provides a supportive role for
the other dataset.

 For example- You’re on the user research team

at Abc Bank. You and your team want to
investigate how the bank’s customers currently
use their digital banking services so your design
team can make some user-focused
improvements.

1.3 TYPES OF RESEARCH-

1. BASIC RESEARCH-Basic research is a type of

research approach that is aimed at gaining a better
understanding of a subject, phenomenon or basic law
of nature. This type of research is primarily focused
on the advancement of knowledge rather than solving
a specific problem. Typically, basic research can be
exploratory, descriptive or explanatory; although in
 many cases, it is explanatory in nature. Basic
research can be carried out in different fields with
the primary aim of expanding the frontier of
knowledge and developing the scope of these fields
of study. Examples-How do teaching methods affect
student's concentration in class, An investigation
into the symptoms of Coronavirus etc.
2. APPLIED RESEARCH-It is often referred to as a
scientific method of inquiry or contractual research
because it involves the practical application of
scientific methods to everyday problems. When
conducting applied research, the researcher takes
extra care to identify a problem, develop a research
hypothesis and goes ahead to test these hypotheses
via an experiment. It is typically a follow-up research
design that further investigates the findings of pure
or basic research in order to validate these findings
and apply them to create innovative solutions. For
example-Applied research to improve workplace
efficiency and organizational policies, A study to
build students' interests in Mathematics, applied
research to treat or cure a specific disease etc.
3. CORRELATIONAL RESEARCH-Correlational research
is a type of research method that involves
observing two variables in order to establish a
statistically corresponding relationship between
them. The aim of correlational research is to identify
variables that have some sort of relationship do the
extent that a change in one creates some change in
the other. There are three types of correlational
research which are positive correlational research,
 negative correlational research, and zero
correlational research. For example- you want to
know if wealthy people are less likely to be patient.
From your experience, you believe that wealthy
people are impatient. However, you want to establish
a statistical pattern that proves or disproves your
belief. In this case, you can carry out correlational
research to identify a trend that links both variables.
4. DESCRIPTIVE RESEARCH- Descriptive research is a
type of research that describes a population,
situation, or phenomenon that is being studied. It
focuses on answering the how, what, when, and
where questions. An important characteristic of
descriptive research relates to the fact that while
descriptive research can employ a number of
variables, only one variable is required to conduct a
descriptive study. Three main purposes of descriptive
studies can be explained as describing, explaining
and validating research findings. For example-When
studying human behavior based on a factor or event,
the researcher observes the characteristics,
behavior, and reaction, then use if to conclude. A
company willing to sell to its target market needs to
first study the behavior of the market.
5. ETHNOGRAPHIC RESEARCH- Ethnography is a
qualitative research study looking at the social
interaction of users in a given environment. This
research provides an in-depth insight into the user’s
views and actions along with the sights and sounds
they encounter during their day. It provides the
researcher with an understanding of how those users
 see the world and how they interact with everything
around them. In recent times, ethnography has been
adopted to the internet in the form of netnography.
This means that researchers can now study how
online communities interact in order to identify social
communication patterns. For example, a healthcare
product manufacturer is able to understand the needs
of the target market and this will, in turn, influence
the product's design.
6. EXPERIMENTAL RESEARCH-Experimental research is
a scientific approach to research, where one or more
independent variables are manipulated and applied to
one or more dependent variables to measure their
effect on the latter. The effect of the independent
variables on the dependent variables is usually
observed and recorded over some time, to aid
researchers in drawing a reasonable conclusion
regarding the relationship between these 2 variable
types. The research should establish a notable cause
and effect. For example-laboratory experiments,
which may differ in nature depending on the subject
of research, before employing a job seeker,
organizations conduct tests that are used to screen
out less qualified candidates from the pool of
qualified applicants. This way, organizations can
determine an employee's skill set at the point of
employment etc.
7. EXPLORATORY RESEARCH- Exploratory research is
the process of investigating a problem that has not
been studied or thoroughly investigated in the past.
Researchers use exploratory research when trying to
 gain familiarity with an existing phenomenon and
acquire new insight into it to form a more precise
problem. It begins based on a general idea and the
outcomes of the research are used to find out related
issues with the topic of the research. The outcomes
of this research provide answers to questions like
what, how and why. For example-a exploratory
research conducted after product development, let’s
say if a new feature is added to an existing app, for
example, product researchers will want to
investigate whether the feature will be well received
among the users. If the feature added to the app is
something that is already in existence, then the
research is not exploratory.
8. GROUNDED THOERY RESEARCH- It is a research
approach designed to discover what problems exist
in a given social environment and how the persons
involved handle them, it involves formulation, testing,
and reformulations propositions until a theory is
developed. Grounded theory is a research method
that operates almost in a reverse fashion from
traditional research and at first may appear to be in
contradiction to the scientific method. For example -
to look into how parents coped with difficult times
when caring for a chronically ill child.
9. HISTORICAL RESEARCH- Historical research involves
studying, understanding and interpreting past events.
The purpose of historical research is to reach
insights or conclusions about past persons or
occurrences. Historical research entails more than
simply compiling and presenting factual information;
 it also requires interpretation of the information.
Some historical research is aimed at reinterpreting
prior historical works by revising existing
understandings and replacing them with new.
Historical data are categorized into primary or
secondary sources. Primary sources may be harder to
find but are generally more accurate and preferred by
historical researchers. A major problem with much
historical research is excessive reliance on
secondary sources.
10.PHENOMENOLOGICAL RESEARCH- A
phenomenological study explores what people
experienced and focuses on their experience of a
phenomena. They are based in a paradigm of
personal knowledge and subjectivity and emphasize
the importance of personal perspective and
interpretation. As such they are powerful for
understanding subjective experience gaining insights
into people’s motivations, actions and cutting
through the clutter of taken for granted assumptions
and conventional wisdom. For example, if someone is
doing a research on the notion of human soul, one
should not be concerned about the existence of
human soul; rather one has to think about the way
the respondents experience human soul in their
consciousness.

1.1 RESEARCH PROCESS-

All research endeavors share a common goal of
furthering our understanding of the problem and thus all
traverse through certain basic stages, forming a process
called the research process.
The research process is as follows-

STEP 1- FORMULATING THE RESEARCH PROBLEM-

The researcher must choose the problem he wants to
study and decide the area of interest and subject matter
he would inquire about.

STEP 2-EXTENSIVE LITERATURE SURVEY-

After choosing the research problem an extensive
literature survey is done and brief summary of the
problem is written down. In this process, it should be
remembered that one source will lead to another. The
earlier studies, if any which are similar to the study in
hand should be carefully studied.

STEP 3- DEVELOPMENT OF WORKING HYPOTHESIS-

A working hypothesis must be stated in clear terms. It
can be developed through following approaches-
Finding about the origin of the problem and studying its
objectives
By discussing the problem with colleagues and experts
By examine past data and records
By review of similar studies and similar problems

STEP 4- PREPARING THE RESEARCH DESIGN-

The research is designed depending upon its utility and
appropriateness for a particular research problem. It
involves consideration of the following-
The means of obtaining the information
The availability and skills of a researcher
Accuracy, reliability and validity of the data
The time available for research and cost related to the
research

STEP 5- DETERMINING THE SAMPLE DESIGN-

Sampling can either be probability sampling and non-
probability sampling. The researcher must carefully
choose the sampling procedure and sample size and
must also look out for sampling errors.

STEP 6- COLLECTING THE DATA-

There are several ways of collecting the appropriate data

which differ considerably in context of cost, time and
other resources at the disposal of the researcher. Data
collection can be done by any of the following methods
such as observation, interviews, telephonic interviews,
questionnaire, schedules etc.

STEP 7-EXECUTION OF RESEARCH-

If the execution of the research proceeds on correct
lines, the data to be collected would be adequate and
dependable. The researcher should see that the research
is executed in a systematic manner or time.
STEP 8- ANALYSIS OF DATA-
Analysis of data involves the application of many tools
and techniques to the raw data to make meaningful and
useful interpretations. The main task includes the
establishment of categories, tabulation of data and
drawing out statistical inferences.

STEP 9- HYPOTHESIS TESTING-

After analyzing the data, the researcher is in a position
to test the hypothesis, if any he had formulated earlier.
Do the facts support the hypothesis or they happen to be
contrary? This is the usual question which should be
answered while testing hypothesis. Various tests such as
Chi square test , t- test, f-test have been developed by
statisticians for the purpose.

STEP 10- GENERALISATIONS AND INTEPRETATION-

If a hypothesis is tested and upheld several times, it may
be possible for the researcher to arrive at generalization
i.e to build a theory. If the researcher had no hypothesis
to start with, he might seek to explain his findings on the
basis of some theory, it is known as interpretation. The
process of interpretation may quite often trigger of new
questions which in turn may lead to further researches.

STEP 11- PREPARATION OF THE RESEARCH REPORT-

The layout of the research report should be in order-
The research report must contain the full title, foreword
and acknowledgment in preliminary pages. The main
 body of the research report must contain an introduction,
summary of findings, main report and conclusion.
At the end the report must contain appendices in respect
of all technical terms and data used in the report and
must end with bibliography.

1.2 RESEARCH METHODOLOGY-

 The term research methodology, which prescribes

the research method to use, usually encompasses
the procedures followed to analyze and interpret
the data gathered. These often use a range of
sophisticated statistical analyses of the data to
identify correlations or statistical significance in
the results.

 Research methodology is a collective term for the

structured process of conducting research. There
are many different methodologies used in various
types of research and the term is usually
considered to include research design, data
gathering and data analysis. Research
methodology seeks to inform: Why a research
study has been undertaken, how the research
problem has been defined, in what way and why
the hypothesis has been formulated, what data
have been collected and what particular method
has been adopted, why particular technique of
analyzing data has been used and a host of similar
other questions are usually answered when we talk
 of research methodology concerning a research
problem or study.

 Research methodologies can be quantitative (for

example, measuring the number of times someone
does something under certain conditions) or
qualitative (for example, asking people how they
feel about a certain situation). Research
methodologies are generally used in academic
research to test hypotheses or theories.

 A good design should ensure the research is valid,

i.e., it clearly tests the hypothesis and not
extraneous variables, and that the research is
reliable, i.e., it yields consistent results every time.
Part of the research methodology is concerned
with the how the research is conducted. This is
called the study design and typically involves
research conducted using questionnaires,
interviews, observation or experiments. In order to
plan in a right point of time and to advance the
research work, research methodology makes the
right platform to the researcher to mapping out the
research work in relevance to make solid plans.
More over research methodology guides the
researcher to involve and to be active in his or her
particular field of enquiry. Most of the time, the aim
of the research and the research topic won’t be
same at all time it varies from its objectives and
flow of the research, but by adopting a suitable
methodology this can be achieved. The entire
 research plan is based on the concept of right
research methodology.

 Through the research methodology the external

environment constitutes the research by giving an
in-depth idea on setting the right research
objective, followed by literature point of view,
based on that chosen analysis through interviews
or questionnaires findings will be obtained and
finally concluded message by this research. The
research methodology constitutes the internal
environment by understanding and identifying the
right type of research, strategy, philosophy, time
horizon, approaches, followed by right procedures
and techniques based on his or her research work.

 The data may be collected for either theoretical or

practical research for example management
research may be strategically conceptualized
along with operational planning methods and
change management. Some important factors in
research methodology include validity of research
data, ethics and the reliability of most of your work
is finished by the time you finish the analysis of
your data. This is followed by research design,
which may be either experimental or quasi-
experimental. The last two stages are data
analysis and finally writing the research paper,
which is organized carefully into graphs and tables
so that only important relevant data is shown.
  When we talk of research methodology, we not
only talk about research methods but also consider
the logic behind the methods we use in the context
of our research study and 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 by the researcher
himself or by others. Any description of a means of
calculation of a specific result is always a
description of a method, and never a description of
a methodology. It is thus important to avoid using
methodology as a synonym for method or body of
methods. Doing this shifts it away from its true
epistemological meaning and reduces it to being
the procedure itself, the set of tools or the
instruments that should have been its outcome.

RESEARCH METHODOLOGY LAB

2.1 HARDWARE REQUIREMENTS-

1. Central Processing Unit (CPU)-The primary

responsibility of a computer processor is to execute
a sequential set of instructions that constitute a
program.
 2. Motherboard-A motherboard (is the main printed
circuit board (PCB) in general-purpose computers and
other expandable systems.
3. Hard Disc-A hard disc is described as a part of the
computer disc drive, which stores data and provides
computer users with quick access to large amounts
of data.
4. Computer Memory- Random Access Memory (RAM)is
capable of temporary storage of data. The non-
volatile memory known as Read-only memory (ROM)
is the primary storage to read large programs.
Secondary storage media such as flash memory,
magnetic tape etc. are also a part of computer
memory.
5. Monitor- A visual display unit, as it is called, is an
electrical equipment that displays the computer
users with an instant feedback in the form of text and
graphic images.
6. Keyboard- A keyboard is regarded as an input device
for a computer. The keys or buttons act as electronic
switches or mechanical levers with characters
printed on them, with each keypress corresponding
to a written symbol.
7. Mouse-A mouse translates the motion of your hand
into signals that a computer can recognize and
respond to.

2.2 SOFTWARE REQUIREMENTS-

1.Windows 10- Windows 10 is a Microsoft operating
system for personal computers, tablets, embedded
devices and internet of things devices.
2. MS Excel- is a commercial spreadsheet application
that is produced and distributed by Microsoft for
Microsoft Windows and Mac OS operating systems. It
features the ability to perform basic calculations, use
graphing tools, create pivot tables etc. among other
useful features.
3. SPSS 16.0- SPSS 16.0 by IBM is a comprehensive
system for analyzing data. SPSS can take data from
almost any type of file and use them to generate
tabulated reports, charts, and plots of distributions and
trends, descriptive statistics, and complex statistical
analyses.

OBJECTIVE OF RESEARCH

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)
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)

Thus, research is an important source of providing

guidelines for solving different business, governmental
and social problems. It is a sort of formal training which
enables one to understand the new developments in
one’s field in a better way.

4.1) PRIMARY OBJECTIVE: The primary objectives in

research involve the tasks that you must follow to achieve
your goals.

4.2) SECONDARY OBJECTIVE: The secondary objectives

involve the tasks that are desirable but not required to
achieve your goals.

INTRODUCTION TO SPSS

5.1 OVERVIEW OF SPSS-

The abbreviation SPSS stands for Statistical Package

for the Social Science. SPSS was first released in 1968
after being developed by Norman H. Nie and C. Hadlai
Hull. During a couple of years, number of versions of
SPSS has been released as SPSS 15.0.1 - November
2006; SPSS
16.0.2 - April 2008; SPSS Statistics 17.0.1 - December
2008; PASW (Predictive Analytics Software) Statistics
17.0.3 - September 2009; PASW Statistics 18.0.1 -
December 2009; PASW Statistics 18.0.2 - April 2010;
PASW Statistics 18.0.3 - September 2010; IBM SPSS
Statistics
19.0 - August 2010; IBM SPSS Statistics 20.0 - August
2011; IBM SPSS Statistics 21.0 - August 2012. This
package is available for both personal and mainframe
(or multi-user) computers. It is available for several
operating systems such as Windows, Macintosh, LINUX
and UNIX
Systems.

SPSS is a Window based full-featured data analysis

program that offers a variety of applications such as
statistical analysis, graphics, reporting, and data base
management. It is one of the most popular statistical
packages which can perform highly complex data
manipulation and analysis with simple instruction. SPSS
is comprehensive, easy-to-use and predictive analytics
tools for agricultural users, business users, analysts
and statistical programmers. It consists of a set of
software tools for data entry, data management,
statistical analysis and presentation. There are number
of functionalities in SPSS. Some of the commonly used
functionalities are: Data transformations, Data
Examination, Descriptive Statistics, Contingency
tables, Correlation, t-tests, General Linear Models, ,
 Regression analysis, Nonlinear Regression analysis,
Logistic Regression, Loglinear, Discriminant Analysis,
Factor Analysis, Cluster analysis, graphics, and
graphical interface and more.
SPSS makes statistical analysis accessible for the
casual user and convenient for the experienced user.
The data editor offers a simple and efficient
spreadsheet-like facility for entering data and browsing
the working data file. To invoke SPSS in the windows
environment, select the
appropriate SPSS icon.

5.2 FUNCTIONS OF SPSS-

SPSS offers four programs that assist researchers with

their complex data analysis needs.

1. Statistics Program-
SPSS’s Statistics program provides a plethora of basic
statistical functions, some of which include
frequencies, cross tabulation, and bivariate statistics.

2. Modeler Program-
SPSS’s Modeler program enables researchers to build
and validate predictive models using advanced
statistical procedures.

3. Text Analytics for Surveys Program-

 SPSS’s Text Analytics for Surveys program helps survey
administrators uncover powerful insights from
responses to open ended survey questions.

4. Visualization Designer-
SPSS’s Visualization Designer program allows
researchers to use their data to create a wide variety of
visuals like density charts and radial boxplots with
ease.

5.3 BENEFITS OF SPSS-

 SPSS is a comprehensive statistical software.

 complex statistical tests are available as a built-
in feature.
 Interpretation of results is relatively easy.
 Easily and quickly displays data tables.
 Can be expanded.

5.4 LIMITATIONS OF SPSS-

 SPSS can be expensive to purchase for students.

 Usually involves added training to completely
exploit all the available features.
 The graph features are not as simple as of
Microsoft Excel.

SCREENSHOTS AND DESCRIPTION

6.1 OPENING OF SPSS-

STEPS TO OPEN SPSS-

1. START PROGRAM SPSS 16.0

2. A dialogue box will open in front of SPSS grid
listing several options to choose from. The
following options will appear in the dialog box:
 Run the tutorial
 Type in data
 Run in Existing Query
 Create new query using database wizard
 Opening an existing data source
 Open another type of file
3. Click on the OK button and proceed.

Fig 1.1 OPENING OF SPSS

6.2 DETAILS OF MENU-

STEPS TO OPEN FILE MENU-

1. OPEN SPSS FILE NEW

2. A dialog box in front of file grid will appear.
3. The following options will appear in dialogue box under
NEW head.
 DATA
 SYNTAX
 OUTPUT
 SCRIPT

4. The following options will appear in dialogue box under

OPEN head.
 DATA
 SYNTAX
 OUTPUT
 SCRIPT
Fig 1.2 FILE MENU-NEW OPTION

Fig 1.3 FILE MENU-OPEN OPTION

6.3 DETAILS OF VIEW-

STEPS TO OPEN DETAILS IN VIEW COLOUMN-

1. START DISPLAY BAR VIEW

2. A dialogue box will appear and following options will
appear-
 STATUS BAR
  TOOLBARS
 MENU EDITORS
 FONTS
 GRID LINES
 CUSTOMIZE VARIABLE VIEW
 VARIABLES

Fig 1.4 VIEW MENU

6.1 PREPARATION OF QUESTIONNAIRE-

 A questionnaire is a research instrument consisting of a
series of questions for the purpose of gathering
information from respondents. Research questionnaires
were developed in 1838 by the Statistical Society of
London. Questionnaires can be thought of as a kind of
written interview. They can be carried out face to face,
by telephone, computer or post. Questionnaires provide
a relatively cheap, quick and efficient way of obtaining
large amounts of information from a large sample of
people.
Data can be collected relatively quickly because the
researcher would not need to be present when the
questionnaires were completed. This is useful for large
populations when interviews would be impractical.
However, a problem with questionnaires is that
respondents may lie due to social desirability. Most
people want to present a positive image of themselves
and so may lie or bend the truth to look good.
Questionnaires can be an effective means of measuring
the behavior, attitudes, preferences, opinions and,
intentions of relatively large numbers of subjects more
cheaply and quickly than other methods. Often a
questionnaire uses both open and closed questions to
collect data. This is beneficial as it means both
quantitative and qualitative data can be obtained.

 ADVANTAGES OF A WELL-DESIGNED QUESTIONNAIRE-

 With a survey questionnaire, you can gather a lot of
data in less time.
  There is less chance of any bias creeping if you
have a standard set of questions to be used to your
target audience. You can apply logic to questions
based on the respondents’ answers, but the
questionnaire will remain standard for a group of
respondents that fall in the same segment.
 Surveying online survey software is quick and cost-
effective. It offers you a rich set of features to
design, distribute, and analyze the response data.
 The responses can be compared with the historical
data and understand the shift in respondents’
choices and experiences.
 Respondents can answer the questionnaire without
revealing their identity. Also, many survey software
complies with significant data security and privacy
regulations.
 It may be used as a preliminary tool for conducting
an in-depth study later on by any other method.

 LIMITATIONS OF QUESTIONNAIRE-

 Its reliability and validity are low.

 Sometimes, questionnaires become simply a
pooling of ignorance. It is compilation of the
opinions of many persons who may not know the
correct answer.
 The respondents who return the questionnaire may
not constitute a representative section of the
entire group. Some of the important sections of the
group may totally choose to remain silent.
  If the subject misinterprets a question or gives an
incomplete response, nothing can be done.
 It permits the respondents to modify his answers
to earlier questions when he notices that he is
contradicting himself while answering some later
questions.

Fig 1.5 QUESTIONNAIRE IN SPSS

6.2 DATA COLLECTION-

 Data collection is the process of gathering and
measuring information on variables of interest, in an
established systematic fashion that enables one to
answer stated research questions, test hypotheses, and
evaluate outcomes. The data collection component of
research is common to all fields of study including
physical and social sciences, humanities, business, etc.
While methods vary by discipline, the emphasis on
ensuring accurate and honest collection remains the
same.

Regardless of the field of study or preference for

defining data (quantitative, qualitative), accurate data
collection is essential to maintaining the integrity of
research. Both the selection of appropriate data
collection instruments (existing, modified, or newly
developed) and clearly delineated instructions for their
correct use reduce the likelihood of errors occurring.

 TYPES OF DATA-

1. PRIMARY DATA- Primary data is the data that is

collected for the first time through personal
experiences or evidence, particularly for research. It
is also described as raw data or first-hand
information. The mode of assembling the information
is costly, as the analysis is done by an agency or an
external organization, and needs human resources
and investment. The investigator supervises and
 controls the data collection process directly. The
data is mostly collected through observations,
physical testing, mailed questionnaires, surveys,
personal interviews, telephonic interviews, case
studies, and focus groups, etc.

METHODS OF PRIMARY DATA COLLECTION-

1. Direct personal Investigation-the investigator himself

visits the persons those are source of the data and
collects necessary information either through
interview with the persons concerned or through
observation of the data on the spot. This method is
suitable where intensive study of any phenomenon is
required.
2. Indirect oral investigation-The investigator collects
the data indirectly by interviewing persons who are
known to be close to the original persons or the
incidence. This method is adopted when the original
persons are not found or found to be reluctant to
provide the required information. In this method a list
of questions is prepared, and the witnesses are
invited and made to answer the questions. The
answers are recorded by the investigators.
3. Information through local correspondents-In this
method, the investigator does not work but appoints
local agents or enumerators in different parts of the
area. These agents or enumerators are asked to
collect information and transmit it to the investigator.
This method is often adopted by government, semi-
 government and bigger private institutions to collect
the information for any purpose.
4. Questionnaires through Mail-An important method for
the collection of data used for large area is that of
questionnaires. In this method, a list of questions is
prepared relating to the problem under investigation,
is printed and then sent out to the informants through
post. It is requested that it may be returned to the
investigator properly filled up. A covering letter is
also sent with the questionnaire. A stamped self-
addressed envelope is also attached.
5. Schedules Sent through Enumerators-In this method,
list of questions or schedules are sent to the
informants through the enumerators. They read the
questions to the informants and record their answers
on the same schedules. At first, enumerator explains
the aims and objectives of the enquiry and asks them
for co-operation. The difference between the mailed
questionnaire method and this method is that in the
former case the informants themselves record the
answers while in this case, the enumerators record
the information.

2. SECONDARY DATA-

Secondary data is a second-hand data that is already

collected and recorded by some researchers for their
purpose, and not for the current research problem. It
is accessible in the form of data collected from
different sources such as government publications,
censuses, internal records of the organization, books,
journal articles, websites and reports, etc. This
method of gathering data is affordable, readily
available, and saves cost and time. However, the one
disadvantage is that the information assembled is for
some other purpose and may not meet the present
research purpose or may not be accurate.

METHODS OF SECONDARY COLLECTION-

1. Research Institutes-Research institutes research

various Problems and makes information collected
by the public. This type of data is usually reliable
and can be used for research purposes.
2. Secondary Data by Scholars-Scholar’s research
various research problems and publish information
collected by them. This source of information is
also considered a useful source. One most
important benefit of data collected from scholarly
research and paper is that the data is valid and can
be relied on.
3. Government Publications- It is easy to find
secondary data related to finances, employment,
investment, savings, expenditures, and health ratio,
banking, agriculture statistics import, and export,
etc.
From the government Publication. Government
Publications publish data periodically such as
monthly, half-yearly, and annually, etc.
4. International Publications- Data published by
international publications is collected by
researching on a wider population. There are
various international organizations such as World
Bank, I.M.F, world health organization (W.H.O), etc.
These organizations publish data related to their
organization Such information is very useful for the
industries and businesses for import-export
business.
5. Semi government Publications-Semi government
organizations of a nation share information that
they have collected through their work such as
state boards and municipalities share information
related to fields like education, death, and births in
the state and also the information on sanitation,
etc. This information is published regularly for
awareness
6. Commercial services- There are many organizations
that charge for providing information such as
published market research reports and other
publications produced by them. The information
provided by commercial services is accurate,
latest, and sorted. Many market companies seek
information like consumer information, media
statistics.
7. Newspapers and magazines- There are many
newspapers and magazines which are a useful,
important, and reliable source. The organizations
which publish newspaper and magazines daily and
are required to research different fields to provide
information on them. They conduct surveys and
 publish them in their newspaper to increase the
credibility, not the newspaper.
8. Libraries-Libraries are one of the best, cheapest,
and reliable sources. There is at least one
community library in every town. Otherwise, there
are libraries in school or colleges which provide
books for reading either free of cost or at very
minimal charges.
From the books available in the library, you can
collect good quality of secondary data. Moreover,
the information provided in the books are authentic
and gone through much analysis.
9. Internet- Internet is a platform that provides you an
abundance of data within a second. On the internet,
you will find both published and unpublished
secondary data on any topic.
 Fig 1.6 DATA VIEW

6.3 CODING OF DATA-

STEPS TO CODE DATA IN SPSS-

1. First, collect the data in MS excel and then select

a row, for example let’s take the ‘District’ row here.
Double click on the column letter ‘F’ and then go to
Home tab and click on ‘find and select’ and then
select replace or directly press Ctrl +H.
2. Find and replace dialog box will open. Now for
example, lets write North in the ‘Find what’ space
and in the ‘Replace with’ space write 1 and then
click on ‘Replace all ‘button, all the similar
variables as ‘North’ in the ‘district’ row will change
to 1. Same way we will replace all the other
variables under district with numbers. And do the
same with other rows and their variables.
3. Now, after this we will save the data in the Save As
file as ‘RESPONDENTS DATA’ and set the save as
 type as ‘Excel 97-2003 Workbook’ and then we will
go to SPSS software and open the excel file
‘RESPONDENTS DATA’.
4. Then the entire data will be shown on SPSS
statistics data editor, now click on ‘Variable view’
situated in the bottom left corner of the data editor
page.
5. Now another page on the data editor with following
headings will appear-
 NAME
 TYPE
 WIDTH
 DECIMALS
 LABEL
 VALUES
 MISSING
 COLUMNS
 ALIGN
 MEASURE
6. For example, take the district question and then
go to ‘Values’ column and click on the three dots in
front of ‘None’ shown in the same column as
district. A ‘Value labels’ dialog box will open. In the
‘value’ space write the number’1’ and in the ‘Label’
space write the variable name ‘North’. We will
continue to add other numbers and their labels
which come under District and click on OK button.
And also repeat the same with other questions.
7. Our data is now ready for further calculations and
analysis.
Fig 1.7 MS EXCEL-COLLECTION OF DATA & REPLACING
THEM WITH NUMBERS

Fig 1.8 SPSS-GIVING EACH OF THE NUMBERS A LABEL

6.4 TABULATION OF DATA-

STEPS FOR TABULATION OF THE DATA-

1. In the SPSS data editor window go to Analyze

tab, following options will appear-
 REPORTS
 DESCRIPTIVE STATISTICS
 TABLES
 COMPARE MEANS
 GENERAL LINEAR MODEL
 GENERALIZED LINEAR MODELS
 MIXED MODELS
 CORRELATE
 REGRESSION
 LOGLINEAR
 NEURAL NETWORKS
 CLASSIFY
 DATA REDUCTION
 SCALE
 NONPARAMETRIC TESTS
 TIME SERIES
 SURVIVAL
 MISSING VALUE ANALYSIS
 MULTIPLE RESPONSE
 COMPLEX SAMPLES
 QUALITY CONTROL
 ROC CURVE
2. Select any of the above options to compute the
data further to find frequencies, mean etc. or even
create graphs and charts in the output window.

Fig 1.9 TABULATION OF DATA

6.5 EDITING OF DATA-

STEPS TO EDIT DATA IN SPSS-

1. In the SPSS data editor go to the Edit tab and click on

any of the following options that will appear; to edit
the data-
 UNDO
 REDO
 CUT
 COPY
 PASTE
 PASTE VARIABLES
 CLEAR
 INSERT VARIABLES
  INSERT CASES
 FIND
 FIND NEXT
 REPLACE
 GO TO CASE
 GO TO VARIABLE
 OPTIONS

Fig 1.10 EDIT MENU

ANALYSIS OF DATA AND FINDINGS AND SUMMARY

7.1 DESCRIPTIVE STATISTICS-

Descriptive statistics is a statistical analysis process

that focuses on management, presentation, and
classification which aims to describe the condition of
the data. With this process, the data presented will be
 more attractive, easier to understand, and able to
provide more meaning to data users.

In descriptive statistics we have measure of central

tendency which consist of mean, median, modus as the
most popular and mandatory analysis. Also, we can
easily generate measure of dispersion such as variance,
standard error, standard deviation, range, skewness,
and kurtosis to see the output from the data. Quartile,
percentile, minimum, and maximum are also available
as measure of position. Still, we could also produce the
histogram, steam and leaf diagram, z-score etc. to give
a detail explanation about the data condition.

7.1.1 FREQUENCY ANALYSIS-

Frequency analysis is a descriptive statistical method

that shows the number of occurrences of each
response chosen by the respondents. When using
frequency analysis, SPSS Statistics can also calculate
the mean, median and mode to help users analyze the
results and draw conclusions.

STEPS TO USE FREQUENCY ANALYSIS-

1. In the SPSS data editor window, go to

ANALYZE TAB DESCRIPTIVE STATISTICS

FREQUENCIES

2. ‘Frequencies’ dialog box will open and the list of

variables will be shown in the box at left side. Select
the variables and click the arrow button in the middle to
add the selected variable to the variable(s): window.

3. After adding the desired variables, click the statistics

button. You will see percentile values, Dispersion,
central Tendency measures, and distribution options.
Check the statistics that are required and click the
continue button. Then press the OK button in the
frequencies window to run the analysis.