A Study on Readers

A Study On Readers’ Satisfaction with Special Reference to Ananda

Vikatan Magazine

.

A Summer project submitted to the university of madras.

In partial fulfillment of the requirements for the award of

Master of Business Administration

Submitted by

P. RATHINASEKARAN

(REG.NO:MA00469)

Under the guidance of

Prof. Mrs, Niramla Suryanarayanan M.B.A M.phil.,

NEW COLLEGE INSTITUTE OF MANAGEMENT

(Affiliated to University Of Management)

#87,PETERS ROAD,ROYAPETTAH,CHENNAI-600 014.

JUNE-2011.

CERTIFICATE

This is to certify that this project title, “A STUDY

ON READER’S SATISFACTION WITH SPECIAL

REFERENCE TO ANANDHA VIKATAN

MAGAZINE”. This is a bonafide record of the project

work done by P.RATHINASEKARAN Register number

MA00469 In the partial fulfillment of requirement for the

award of “Master of Business Administration”.

FACULTY GUIDE DIRECTOR

Assistant proffesor

Mrs.NIRMALA

SURYANARAYANAN

M.B.A., M.PHIL

Internal examiner External examiner

DECLARATION

P.RATHINASEKARAN, Student of the department Business

Administration, New College institute of management,

Royapettah, Chennai-14, I Hereby declare that the project work

entitled “A STUDY ON READER’S BEHAVIOUR WITH

SPECIAL REFERENCE TO ANANDHA VIKATAN

MAGAZINES” in partial fulfillment of Master of Business

Administration Course under the University of Madras in the

original project done independently by me under the guidance of

Place:

Date: P.RATHINASEKARAN

ACKNOWLEDGEMENT

First of all, I would like to thank almighty for the graceful benediction showered on me in finishing the project successfully.

I sincerely thank Dr. BALASURBRAMANIAM

I owe my deepest gratitude to Mrs. NIRMALA SURYANARAYANAN M.B.A., M.PHIL whose encouragement, guidance and support from the

initial to the final level of the project enabled me to attain lot of knowledge. This project would not have been possible without his dedicated guidance.

He has been a source of inspiration throughout.

I would also like to show my gratitude to Mr. SRIDHAR circle manager of vasan publication Pvt.Ltd for having extended all facilities and valuable

suggestions during the project work.

Feeling gratitude and not expressing it is like wrapping a present and not

giving it, hence I would like to thank Mr SHAFEEQ and Mr SARFARAZ

for their constant support in overcoming technical difficulties.

Last but not least I thank all the respondents for their co-

operation.

- P. RATHINASEKARAN

INTRODUCTION OF THE STUDY

The marketing concept holds that the key to achieving its

organizational goals consists of the company being more effective than

competitors in creating; delivering communicating superior customer value

to is chosen target markets. It has been expressed in many colorful ways.

“Find wants and fills them”

“Love the customer not the product”

“Putting people first”. (British airways)

The marketing concept rests on four pillars target market, customer

needs integrated marketing, profitability.

The aim of marketing is to meet and satisfy reader’s needs and wants.

Understanding the reader’s satisfaction of the target market is the essential

task of marketing managers. The readers market consists of all the

households and individual’s who read the magazines differ tremendously in

income, education level, taste and age. So it is necessary for the markets to

divide the readers into so many groups and to develop the magazine and

designed to suit their needs.

OBJECTIVES OF THE STUDY

Primary objective:

To study the overall reader’s satisfaction of “ANANDHA

VIKATAN”magazine” with special reference to Chennai city.

SECONDARY OBJECTIVES:

To ascertain the reader’s perception and opinion of “16plus ENERGY

PAKKANGAL” section in “ANANDHA VIKATAN” magazine.

To find out the market success of the new modified look and features of

the magazine

SCOPE OF THE STUDY

The study is conducted only in Chennai metropolitan city.

The research pertains to “ANANDHA VIKATAN”

magazine.

The study is carried out with the view to reflect the

expectations, experience and satisfaction levels of the

magazine.

The scope of the study is to find out the overall satisfaction

of the magazine.

LIMITATIONS OF THE STUDY

Since the time period is limited, the researcher has done the

research for one month.

The sample size data has been collected only from 150

readers.

Due to the above limitations the researcher feels that

generalization cannot be made to a great extent.

COMPANY PROFILE

PROFILE OF VIKATAN GROUP

A Brief History of the promoters:

Mr.puthur vaithyanatha Iyer promoted Ananda vikatan in 1926 as a

Mothly magazine exclusively catering to about 1500-odd yearly

subscribers.

Mr S.S.Vasan, (promoters of ‘gemini studios’ which produced

blockbusters like ‘chanderalekha’ in 1947 , better known as the Cecil B.De

mille of India’) was then a fiction writer, used to canvass for subscriptions

for Ananda vikatan as well as market for advertisement for the magazine to

carry, as a freelancer.

In 1928, Mr. vaithyanatha Iyer found the going tough. Mr.S.S.Vasan

offered to buy Ananda vikatan. The consideration fixed was Rs.200. From

then, the magazine grew from strength to strength. No surprise that his

investment into Ananda vikatan proved wise as it eventually enabled

Mr.Vasan to buy ‘Gemini studios’ Ananda vikatan is today, a household

name in Tamilnadu..

Since 1956,our Managing director, Mr.s.Balasubramanian has been

stewarding the growth and diversification of vasan publication private

Limited, the proprietors of Ananda Vikatan . In 1983, he launched ‘junior

vikatan’, a socio-political newsmagazine and an antithesis of the flagship

household entertainer ‘Ananda Vikatan’. It was runaway success that today

provides a third of the over all revenue for the company.

Our joint managing Director, Mr.B.Srinivasan joined vasan publication

private Limited in August 1990 . In the decade that has passed, he has been

instrumental in diversifying and maximizing the brand potential of the

group. Keeping in pace with economic developments Mr.B.Srinivasan

promoted;

Vikatan Tele vistas private Limited for producing And telecasting of

TV films.

Vikatan.Com private Limited for serving our readers Through Internet.

Vikatan Media service Private Limited for marketing of advertisement

for Vikatan Group.

The Vikatan Group today publishes 8 Tamil magazine with a

combined weekly sales of over 1 million and readership of over 10 million

and were printing “ The Economic Times’’ from Chennai for the period

1994 to 2001.

ANANDA VIKATAN (WEEKLY):

Ananda vikatan, a reputed home magazine with a circulation of

around 4.35lakhs copies celebrated its 75th year of its publication in2002.

At Present, as per the Audit Bureau of Circulations (ABC), Mumbai Ananda

Vikatan is the highly circulated magazine in the weekly Tamil magazine

category.

JUNIOR VIKATAN (TWICE A WEEK):

Vasan Publication Private Limited started publishing

Junior Vikatan, a news weekly magazine in tamil, in February 1983.Junior

Vikatan periodicity was changed to twice a week from January1995.

Junior Vikatan has filed several public Litigations and has got the relief for

the needy people. Through its investigative journalism, it has alerted the

Government on matters affecting the public

AVAL VIKATAN (FORTNIGHTLY MAGAZINE):

From September 1998, we are publishing a women Magazine “Aval

Vikatan”, which is being received well by our readers

CHUTTI VIKATAN (FORTNIGHTLY FROM 01/04/2005):

Chutti vikatan, an exclusive magazine for children’s was launched on

14th November 1999 as a monthly magazine. Now, it is a fortnightly

magazine effective from 01/04/2005.

SAKTHI VIKATAN (BI MONTHLY):

Sakthi Vikatan an exclusive religious magazines was

launched in Apirl 2004. It released to the market on every New Moon day

and Full Moon day, keeping in mind the religious sentiments

NAANYAM VIKATAN:

Naanayam vikatan is financial magazine was launched in Dec

2005 . It is released to the market twice in a month.

MOTOR VIKATAN :

Motor vikatan is automobile related magazine was

launched on Jan 2007 . It released to the market once in a month.

PASUMAI VIKATAN:

Pasumai vikatan is agricultural related magazine started in

Jan 2007 and released to the market in a month.

VIKATAN GROUP OF MAGAZINES

ANANDA VIKATAN

JUNIOR VIKATAN

AVAL VIKATAN

CHUTTI VIKATAN

SAKTHI VIKATAN

NAANAYAM VIKATAN

MOTOR VIKATAN

PASUMAI VIKATAN

The following pages contain details and front covers of the above vikatan group of

magazines.

REVIEW OF LITERATURE

MARKETING

Marketing shapes consumer needs and wants versus marketing merely

reflects the needs and wants of consumers. Marketings needs to influence

these other departments to co-operate in delivering customer satisfaction

marketing is the art of attracting and keeping profitable customers.

MARKETING RESEARCH

Marketing research is a part and parcel of the most important function

of the most important of marketing via; marketing intelligence but it does

not play a sub-ordinate role in the modern framework of the whole

marketing system. It can be applied in the solution of different marketing

problems that are forced in carrying out the business.

DEFINITION OF CONSUMER

Peter.F.Drucker was apt in saying, “It is the consumer who

determines what a business is what the customer thinks he is buying what he

considers and value is decisive it determines what a business is what it

producers and whether it will prosper”.

CUSTOMER

Is the ultimate user Kotler says, “The most important thing to satisfy

customer is to forecast where customer are moving and to be in front of

them”

“It is no longer enough to satisfy customer you must delight them”.

Kotler.

WHO IS CUSTOMER?

A customer is the most important person ever in this office in Person

or by mail.

A customer is not dependent on us we are dependent on him.

A customer is not an interruption of our work he is purpose of it we

are not doing a favour by serving him he is doing us a favour by

giving us the opportunity to do so.

A customer is not someone to argue or match wits with nobody ever

won an argument with a customer.

A customer is a person who brings us his wants. It is our job to handle

them profitably to him and to ourselves.

HOW TO MAKE EVERY CUSTOMER A SPECIAL CUSTOMER?

S peed

P ersonaliseE seed expectationsC ompetence and courtesyI nformationA ttitude – “can do”L ong term relationship

VALUE CHAIN

A major tool for identifying ways to create more value.

CUSTOMER DELIVERED VALUE

The consumer’s assessment of the product’s over all capacity to satisfy

his or her needs. The difference between total customer value and total

customer cost of a marketing offer-“profit” to the customer.

CUSTOMER DELIVERED VALUE:

Total Customer Value (Product, services,

personnal & Image

Values)

Minus Total Customer Cost (Monetary, 0..Time,

Energy & Psychic

Costs)

Equals Customer Delivered

Value.

Factors influencing (customers) Buyer behaviors:

Cultural

Social

Personal and

Psychological.

Research in to all these factors can provide clues to reach and serve

consumers more effective.

FOUR TYPES BUYING BEHAVIOUR:

Significant difference

between brands

High involvement

complex buying

behaviour

Low involvement

variety seeking buyer

behaviour

Few difference between

brands

Dissonance- Reducing

buyer behaviour

Habitual buying

behaviour

Five stages model of the customer buying process:

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behavior

Customer satisfaction depends on the product’s perceived performance

in delivering value relative to a buyer’s expectations. If the product’s

performance falls short of the customer expectations the buyer is

dissatisfied.

The extent to which a product’s perceived performance matches a

buyer’s expectations. If the product’s performance falls short of

expectations, the buyer is dissatisfied. If performance matches or exceeds

expectations, the buyer is satisfied or delighted.

CUSTOMER SATISFACTION

Customer satisfaction is both a goal and marketing tool. Companies

that achieve high customer satisfaction stings make sure that their target

market knows it.

Customer satisfaction is the outcome felt by buyers who experience a

company performance that fulfills expectations. Customer is satisfied when

their expectations are met and delighted when their expectations are

exceeded. Satisfied customer tends to remain loyal buy more and less price

sensitive and talk favorably about the company.

To deliver customer value and satisfaction, companies must manage

their own value chains and the entire value delivery system in a customer

centered way: the company’s goal is not only to get customer but, even more

importantly, to retain customers. There is a very high cost from lost

customers.

Customer relationship marketing provides to key to retaining

customer and involutes building financial and social benefits as well as

structural ties to customers. Companies must decide the level at which

decide the level at which they want to build relationship with different

market.

CUSTOMER SATISFACTION TOOLS FOR

TRACKING AND MEASURING

Complaint and suggestion system

Customer satisfaction surveys

Ghost shopping

Lost customer analysis.

CUSTOMER CONCEPT

Individual Customer One to One Profitable

Customer Needs and Marketing growth through

Values Integration capturing

And value customer share

Chain Loyalty and

Lifetime value

“ A news paper subscription replaces the need to buy a news paper each day

to create long term contracts”.

Starting Focus Means EndsPoint

BUILDING PROFITABLE CUSTOMER RELATIONSHIPS:

A company’s demand comes from two groups new

customers and repeat customers. Traditional marketing theory and practice

have focused on attracting new customers and making the sale. Today,

however the emphasis is shifting. Beyond designing strategies to attract new

customers and create transactions with them, companies now are going all

out to retain current customers and build lasting customer relationship

Quality is the totality of features and characteristics

of a product or service that bear on its ability to satisfy stated or complied

needs. Today’s companies have no choice but to implement total quality

management programs if they are to remain solvent and profitable. Total

quality is the key to value creation and customer satisfaction

The company’s assets have little value without the existence of

customers. Customer are attracted through competitively superior offerings

and retained through satisfaction

Tom peter’s calls it : “A customer that goes ‘WOW’

when they deal with your organization”. This kind of customer will come

back to you, will tell their experience and will become an advocate for your

business – an unpaid salesperson.

It is vital that to achieve customer satisfaction quickly … if you get

the opportunity to fix a problem.. you do it quickly!

Table 1

“AGE OF RESPONDENTS”

AGE No.of respondents Percentage

15-25YEARS 67 45%

25-35YEARS 36 24%

35-45 years 21 14%

ABOVE 45 years 26 17%

TOTAL 150 100%

Source: Questionnaire

INFERENCE:

From the above table we can find that 45% of the readers

are 15-25years, 24% of them are 25-35years, 14% of them are 35-45years

and 17% of them are above 45years.

Table 2

“GENDER OF THE RESPONDENTS”

SEX No.of respondents Percentage

MALE 95 63%

FEMALE 55 37%

TOTAL 150 100%


INFERENCE:

From the above table we get to know that 63% of the

respondents are male and 37% of them are female.

Table 3

“EDUCATIONAL QUALIFICATION OF THE RESPONDENTS”

EDUCATIONAL

QUALIFICATION

No.of respondents Percentage

GRADUATE 75 50%

POST GRADUATE 47 31%

OTHERS 28 19%

TOTAL 150 100%


INFERENCE:


respondents are graduate, 31% of them are post graduate and 19% of them

are others.

Table 4

“OCCUPATION OF THE RESPONDENTS”

OCCUPATION No.of respondents Percentage

Executive and

professional

33 22%

salaried 47 31%

student 50 33%

others 20 14%

TOTAL 150 100%


INFERENCE:

From the above table we get to know that 22% of the respondents are

executive and professional, 31% of them are salaried, 33% of them are

students and 14% are others.

Table 5

“INCOME OF THE RESPONDENTS”

Income No.of respondents Percentage

BELOW 5000rs 6 5%

5000-10000rs 51 46%

10000-25000rs 28 24%

ABOVE 25000rs 29 29%

TOTAL 150 100%


INFERENCE:


respondents are below 5000 rs, 46% of them are 5000rs-10000rs, 24% of

them are 10000rs-25000rs and 25% of them are above 25000rs.

Table 6

“INTEREST LEVEL OF THE NEW SECTIONS OF THE

MAGAZINE”

Criteria No.of respondents Percentage

Highly interesting 24 16%

Interesting 106 70%

Less interesting 20 14%

TOTAL 150 100%


INFERENCE:

We get to know from the above table that 16% of the

readers feel that the new sections are highly interesting , 70% of them feel

that its just interesting and 14% of them feel its less interesting.

Table 7

“OPINION OF THE READERS ABOUT “16 PLUS ENERGY

PAKKKANGAL” SECTION”


Youth section 78 52%

Infotainment section 47 31%

Alike other section 25 17%

TOTAL

150 100%


INFERENCE:

This table helps us to know that 52% of the readers feel that

it is an youth section, 31% of them feel it is an infotainment section and 17%

of them feel its just alike other sections of the magazine.

Table 8

“READER’S RATING ABOUT GOPINATH’S COLUMN”


Inspirational 59 39%

Monotonous 60 40%

Use to skip 31 21%

TOTAL 150 100%


INFERENCE:

This denotes that 39% of the respondents rate gopinath’s

column as inspirational, 40% of them feel it is monotonous and 21% of them

use to skip the column.

TABLE 9

“16 PLUS ENERGY PAKKANGAL SECTION IMPACT ON

EMERGING YOUTH


Very useful 23 15%

Useful 60 40%

To a certain extent

29 20%

TOTAL 150 100%


INFERENCE:

From the above table we can presume that 15% of the

readers feel that its very useful, 65% feel that its just useful and 20% of them

feel its useful to a certain extent.

TABLE 10.1

“QUALITY SATISFACTION OF THE MAGAZINE”


Satisfied 113 75%

Dissatisfied 37 25%

TOTAL 150 100%


INFERENCE:


readers are satisfied with the quality of the magazine and 25% of them are

dissatisfied.

Table 10.2

“PRICE SATISFACTION OF THE MAGAZINE”


Satisfied 26 17%

Dissatisfied 124 83%

TOTAL 150 100%


INFERENCE:

From the above table we get to know that only 17% of

the respondents are satisfied with the price of the magazine and 83% of them

are dissatisfied with the price.

Table 10.3

“PAGES SATISFACTION OF THE MAGAZINE”


Satisfied 98 65%

Dissatisfied 52 35%

TOTAL 150 100%


INFERENCE:


respondents are satisfied with the number of pages of the magazine and 35%

of them are dissatisfied.

Table 10.4

“PICTURES AND CARTOONS SATISFACTION OF THE

MAGAZINE”


Satisfied 83 56%

Dissatisfied 67 44%

TOTAL 150 100%


INFERENCE:


respondents are satisfied with the pictures and cartoons of the magazine and

44% of them are not satisfied with them.

Table 11

“DO GIFTS, COUPONS AND FREEBIES AMUSE IN BUYING THE

MAGAZINE?”


Purchase the magazine

mainly for g, c, f

30 20%

Regularly participate in

g, c, f

53 35%

Rarely use to participate

in g, c, f

67 45%

TOTAL 150 100%


INFERENCE:

From the above table it’s clear that 20% of the

respondents purchase the magazine only for G, C, F and 35% of them

regularly participate and 45% of them rarely use to participate in them.

Table 12

“READERS INTEREST ON LITERARY ARTICLES”


VERY MUCH

INTERESTED

40 27%

INTERESTED 84 56%

NOT INTERESTED 26 17%

TOTAL 150 100%


INFERENCE:

We can find that 27% of the respondents are very much

interested in literary articles, 56% of the respondents feel they are just

interested and 17% of them are not interested at all.

Table 13

“MAGAZINE’S REFLECTION OF PUBLIC/PEOPLE’S OPINION”


Yes, to a great extent 59 39%

Yes, to some extent 73 49%

No, it does not reflect 49 12%

TOTAL 150 100%


INFERENCE:

39% of the respondents say that the magazine reflects

public’s opinion to a great extent, 49% of them feel it reflects to some extent

and 12% of them feel it doesn’t reflect at all.

Table 14

“INCREASING MAGAZINE’S FREQUENCY”


Welcome 52 34%

Will not find time to

read

82 55%

Un welcome 16

11%

TOTAL 150

100%


INFERENCE:


respondents welcome the idea of increasing the magazine’s frequency, 55%

of them feel that they will not find time to read it and 11% of them don’t

welcome it.

CHART-1 (In percentage)

“YEARS OF READING THE ANANDHA VIKATAN MAGAZINE”


“GENDER OF THE RESPONDENTS”


“EDUCATIONAL QUALIFICATION OF THE RESPONDENTS”


“OCCUPATION OF THE RESPONDENTS”


“INCOME OF THE RESPONDENTS”


“NEW IMPROVED LOOK’S SATISFACTION LEVEL”


“OPINION ABOUT ‘16 PLUS ENERGY PAKANGAL’ ”


“READER’S RATING ABOUT GOPINATH’S COLUMN”


“16 PLUS ENERGY PAKKANGAL’S IMPACT ON EMERGING

YOUTH”

CHART-10.1 (In percentage)

“QUALITY SATISFACTION”


“PRICE SATISFACTION”


“PAGES SATISFACTION”


“DO GIFTS, COUPONS AND FREEBIES AMUSE IN BUYING THE

MAGAZINE?”


“READERS INTEREST ON LITERARY ARTICLES”


“MAGAZINE’S REFLECTION ON PEOPLE/PUBLIC’S OPINION”


“INCREASING MAGAZINE’S FREQUENCY”

FINDINGS

1) From the data analysis, it is found that 35% of the respondents have been

reading the magazine for about one year.

2) 56% of the readers get attracted towards the magazine due to interesting

articles.

3) Around 47% of the readers access the magazine by purchasing a copy of

their own.

4) 42% of the readers access the magazine either through friends copy or in

library.

5) 11% of the readers access the magazine online

6) The data analysis shows that 68% of the readers are satisfied with the

new improved look of the magazine.

7) From the data analysis we get to know that 70% of the readers feel that

new sections of the magazine are interesting.

8) 52% of the readers consider “16 plus ENERGY PAAKANGAL” as

youth section.

9) 31% of the readers consider “16 plus ENERGY PAAKANGAL” as

infotainment section.

10)17% of the readers consider “16 plus ENERGY PAAKANGAL” as just

like other section.

11)From the data analysis we can reckon tat 39% of the readers think

Gopinath’s column is Inspirational.

12)61% of the readers feel that Gopinath’s column is monotonous and they

use to skip the column.

13)Data analysis shows us that 65% of the readers of the readers think that

“16 plus ENERGY PAAKANGAL” is useful for the emerging youth.

14)83% of the readers are dissatisfied with the price.

15)65% of the readers are satisfied with the number of pages of the

magazine.

16)56% of the readers are satisfied with pictures and cartoons of the

magazine.

17)Nearly 50% of the readers feel that they get seldom amused by gifts,

coupons and freebies in purchasing the magazine.

18)56% of the readers are just interested in literary articles and 17% of them

are not at all interested.

19)27% of the readers are very much interested in literary articles.

20)The data analysis shows us that 39% of the readers think that the

magazine reflects people/public’s opinion to a large extent.

21)Whereas, more than 60% of them feel that it reflects only to some extent

or it does not even reflect.

22)About 70% of the readers unwelcome the idea of increasing the

frequency of the magazine to twice a week.

SUGGESTIONS

The new improved look of the magazine has gained a lot of new

customers, especially youth. Hence it is suggested to innovate the looks

from time to time.

“16 PLUS ENERGY PAKKANGAL” section has attainted for which it is

launched and it’s indeed a great market success. So maintain the quality

provided in the section.

Those who have been reading the magazine for more than 10 years are

very few. Induce brand loyalty for the long time readers to increase the

number.

Almost 90% of the readers feel that the articles of the magazine are

interesting. This feature of the magazine has to be maintained.

Many readers feel that the price of the magazine is very high. This issue

has to be given immediate attention.

The reception for Gopinath’s column is vey mixed. It should be made

interesting.

Regarding gifts, coupons and freebies half of the readers are interested in

it and the remaining half is not interested. So the management can induce

new gift packages to attract more customers.

CONCLUSION

The research work conducted and analyzed so far has yielded us rich

information regarding the reader’s overall satisfaction of the “Anandha

Vikatan” magazine. From the analysis we conclude that overall satisfaction

is GOOD. As per the research many recommendations have been suggested

of which the major ones are to reduce the price of ANANDHA VIKATAN

magazine and to maintain the innovations of the magazine. The research has

to be considered with the scope and limitations which are already discussed.

BIBLIOGRAPGHY:

MARKETING MANAGEMENT - PHILIP KOTLER.

PRINCIPLES OF MARKETING - PHILIP KOTLER

GARY ARMSTRONG

WEBSITES:

www.vikatan.com

RESEARCH METHODOLOGY:

“A careful investigation or inquiry specially through search

for new facts in any branch of knowledge”.

RESEARCH DESIGN:

“A research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to combine relevance to

the research purpose with economy in procedure”.

THERE ARE SIX DIFFERENT TYPES OF RESEARCH,

THEY ARE

Descriptive Research.

Analytical Research.

Applied Research.

Fundamental Research.

Quantitative Research.

Qualitative Research.

DESCRIPTIVE RESEARCH:

Descriptive research includes surveys and fact-finding enquiries of

different kinds. The major purpose of descriptive research is description of the

state of affairs as it exists at present. The main characteristic of this method is that

the researcher has no control over the variables; he can only report what has

happened or what is happening.

ANALYTICAL RESEARCH:

In Analytical research, the researcher has to use facts or

information already available, and analyze these to make a critical evaluation of

the material.

APPLIED RESEARCH:

Applied research aims at finding a solution for an immediate problem

facing a society or an industrial / business organization. Applied research aims at

certain conclusion facing a concrete social or business problem is an example of

applied research. Thus, the central aim of applied research is to discover a solution

for some pressing practical problem.

FUNDAMENTAL RESEARCH:

Fundamental research is mainly concerned with generalizations and

with the formulation of a theory. Research concerning some natural phenomenon

or relating to pure mathematics or examples of fundamental research. Fundamental

research is directed towards finding information that has broad base applications.

QUANTITATIVE RESEARCH:

Quantitative research is based on the measurement of quantity or

amount. It is applicable to phenomena that can be expressed in terms of

quantity.

QUALITATIVE RESEARCH:

Qualitative research is concerned with qualitative phenomenon,

i.e., phenomena relating to or involving quality or kind. For instance, when

we are interested in investigating the reasons for human behaviour or

motivation research are all important examples of qualitative research.

The project’s titled “A STUDY ON READER’S SATISFACTION WITH

SPECIAL REFERENCE TO ANANDHA VIKATAN MAGAZINE”.

For this project descriptive research design was adopted keeping in view

about the objectives of the research with accurate description of variables in

the problems method.

DATA COLLECTION METHODS:

The task of data collection begins after a research problem has been

defined and research design/plan chalked out. While deciding about the

method of data collection to be used for the study, the researcher should

keep in mind about the two types of data namely,

Primary Data.

Secondary Data.

PRIMARY DATA:

The primary data are those which are collected afresh and for

the first time, and thus happen to be original in character.

SECONDARY DATA:

The secondary data are those which have already been

collected by someone else and which have already been passed through the

statistical process.

RESEARCH INSTRUMENT:

The research instrument used for collecting data is

Questionnaire. The survey was carried out using structured questionnaire.

The questionnaire is prepared by using close ended and open ended

questions.

SAMPLING:

“A sample is a smaller representation of the larger whole”.

Sampling is the easiest method of social investigation. A sample contains

primary sampling units and a slice of the population representing the

universe. The purpose of sampling is to draw inferences concerning the

universe.

TYPES OF SAMPLING:

Simple Random Sampling.

Systematic Sampling.

Stratified Random Sampling.

Cluster Random Sampling.

SIMPLE RANDOM SAMPLING:

Random sampling is applied when the method of selection assures

each individual element in the universe an equal chance of being chosen.

This method is more suitable when the universe is homogeneous and large.

If the universe is heterogeneous this method cannot be used.

SYSTEMATIC SAMPLING:

Systematic sampling is the most practical way of sampling is to select

every ‘N’th item on a list. An element of randomness is introduced into this

kind of sampling by using random numbers to pick up the unit with which to

start.

STRATIFIED RANDOM SAMPLING:

Under Stratified random sampling system the universe is first divided

into a number of strata’s or groups based on a single criterion. Then from

each group member of items are selected randomly.

CLUSTER SAMPLING:

Cluster sampling refers to the method of dividing the population into groups

called clusters and drawing a sample of clusters to represent the population.

The sampling method adopted for this study is simple random sampling.

METHOD USED FOR ANALYSIS:

PERCENTAGE ANALYSIS:

Percentage refers to special kind of ratio. They are used in making

comparison between two or more series of data and they are used to describe

relationship. It can also be used to compare the relative terms, the distillation

of two or more series of data.

DATA COLLECTION METHODS:

Observation.

Schedule.

Questionnaire.

The data collection method adopted for this project was Questionnaire.

SURVEY TECHNIQUES:

There are three types of survey techniques, they are

Personal Interview.

Telephone Interview.

Mail Survey.

The survey technique adopted for this project was Personal Interview.

A Study on Readers

Documents

Transcript of A Study on Readers