2 Research Methodologies

The Most important part of the dissertation is to make sure the way in which the dissertation was carried out. To make sure that the research has been carried out correctly the data and information used in the dissertation was carefully carried out from many sources. It begins with research design and is followed by research strategy. Other part would contain the explanation of data collected.

2.1 Introduction
Before the beginning of any dissertation work the most important part which is needed is how the search for the data and information was done in order to find things in a systematic way. According to Ghauri and Gronhaug (2002) research is very important because it is the essential evidence to support the paper. People undertake research in order to find things out in a systematic way, there by increasing their knowledge (Jankowicz, 1995).Here the word systematic way refers to the logical relationships and not just belifs. The dissertation also involves the methods that have been in implemented to do the research and the different ways of collecting the required data and in formation and then provide the results and limitations for that. Firstly the research has been designed systematically. According to Saunders and his companies concluded that the research involves a theory to improve acknowledges, has to ways to develop the theory. There are Deductive and Inductive approach. The deductive research involves a study in which a conceptual and theoretical structure is developed and then tested by empirical observation and inductive approach involves a study in which theory is developed from observation of empirical reality .its the reverse of deductive method (Jill Hussey and Roger Hussey, 1997). Induction and Deduction Methods

Laws and Theories Induction Deduction Facts acquired through Facts acquired through

Observation Observation Induction and Deduction: Source: Adapted from Research Methods in Business Studies, A Practical Guide by Ghauri and Gronhaug, 2002

The topic of the dissertation focuses on understanding the characteristics of Fast moving consumer goods in United Kingdom, and a Inductive approach was chosen at the most suitable. The research also will try to find out if there is any difference between the FMCG supply chains from another country taking into account India. Secondly the study will also try identifying probable result by making use of primary data and secondary data which are considered as qualitative and quantitative methods. A descriptive and explanatory study is also done to find in detail about the FMCG sector. The object of descriptive research is to portray an accurate profile of persons, events or situation (Mark Sauders, Philip Lewis and Adrian Thornhill, 1997).The reason why explanatory studies is done is to see if there is any relationship between the FMCG supply chain in United kingdom and India. Studies which establish a casual relationship between variables may be termed explanatory studies(Mark Sauders, Philip Lewis and Adrian Thorn hill, 1997).The topic would involve all the useful information that is dependable from the rightful sources. Whatever type of research or approach is adopted there are several fundamental stages in the research process which are commonly to all scientifically based investigations (Mark Sauders, Philip Lewis and Adrian Thorn hill, 1997). Stages in the Research process

Identify research topic

Define research problem Research Methodology

Determine how to conduct research Collect research data

Analysis and interpret data Write dissertation

2.2 Research Strategy

The dissertation would involve strategically and logically making use of plan to go about doing the research work. The research strategy would provide a help to how to go about answering the research questions that have been set forward. This allows to clearly define the way in which the information can be collected and the different sources of collecting the required information from many resources available and which in turn leads to selecting and defining the most rightful and appropriate one that suits the research. The strategy was built according to Saunders and his colleague's research. Strategy involves a step by step manner in which the dissertation is going to be carried out and it must start by specifying or indicating the types of research that are going to be implemented. According to Bryman and Bell (2003) concluded that there are two types of research that are involved mainly which are qualitative and quantitative research. Both these techniques have many different base and the main difference between them is quantitative is not quality but procedure. Qualitative research is an unstructured, exploratory research methodology based on small samples that provides insights and understanding of problem setting.(Malhotra,1999) where as Qualitative research has greater potential than quantitative research as it offers prospects of flexibility and change in direction of the course are much easier (Bryman,Bell;2007).According to Ghauri and Gronhaug the table below illustrates the different characteristics of both these techniques and how effectively both can be used for a research

Qualitative Methods

Quantitative Methods

Emphasis on understanding

Emphasis on testing and verification

Focus on understanding from respondent's/informant's point of view

Focus on facts and /or reasons for social events

Interpretation and rational approach

Logical and critical approach

Observations and measurements in natural settings

Controlled measurement

Subjective 'insider view' and closeness to data

Objective 'outside view' distant from data

Explorative orientation

Hypothetical-deductive; focus on hypothesis testing

Process orientation

Result oriented

Holistic perspective

Particularistic and analytical

Generalization by comparison of properties and contexts of individual organism

Generalization by population membership

Source: Adapted from Research Methods In Business Studies, A Practical Guide by Ghauri and Gronhaug,2002 According to the data collected only few data and information are of qualitative type due to responds received from the respondent's. Most of the data and information collected are with the help of quantitative method and a inductive approach is made use to carry out the research To be more suitable for the research and due to the limited data received from qualitative the quantitative method is made use of more and a detail description about these different methods would be explained in detail later. According to Saunders and his other fellow researchers the research strategies can be done in many different ways such as the case study, experiment, survey, grounded theory, action research etc The Main strategy that was used in this research was to find out Firstly about the UK FMCG supply chain and to see if there is any similarity between the FMCG supply chain in two different countries mainly Uk and India. Both of the information that has been used in this research is by making use of secondary data due to lack of support from the primary data. Few of the above strategies where used to start of the research regarding the FMCG supply chain in Uk before comparing it with India.

2.3 Collecting Data

The data used for the research are collected in two different ways mainly Primary Data and Secondary data. Both these data collection differs and it adds its own strength and weakness to the research.

2.3.1 Primary Data

As mentioned before not much of primary data is collected due to lack of response. Primary data would have provided much more detail into the research as the information have to taken by themselves which would involve observation ,experiment ,communication. Firstly lot of things has been taken account for the research by careful observation of what's happening with the FMCG relating to the grocery sector. For example trying to see how much time would take for an item to be replenished from a store etc and why that expiry of some item is is so early. To get some information about the India FMCG supply questionnaires which are mailed have been made use of to help with research. Even though the questionnaires where of not much help to research some data which are essential have been used to support the research.

However there are things that a researcher needs to take into account when doing primary data such as sensitive questions, biased problem, ethnic problem (Bryman and Bell, 2000).

The main reason why mail questionnaires was used because a wide geographical area could be covered and doesn't cost anything. These questionnaires can be filled by any person according to their pace at any place were there's an internet facility. Compared to other means of collecting data this allows to communicate and respond at a faster rate. As in the case of the research that was carried out the response rate was very low because the question where targeted to professionals and those questions needed specific answers to them.

2.3.2 Secondary Data

Most of the research is done with the help of the secondary data available as this data provided a strong support compared to others. Secondary data includes both qualitative and quantitative methods and these can provide a useful source from which to answer , or begin to answer ,your research questions (Mark Saunders, Philip Lewis and Adrian Thorn hill, 1997). This data mainly involves data that are already available for usage. There are different kinds of secondary data that are used such as multiple sources, survey and documentary (Mark Saunders, Philip Lewis and Adrian Thorn hill, 1997). The figure below will show detail description of different secondary data Types of Secondary Data

Documentary

Multiple Sources

Survey

Written Material Examples:-

Area Based Examples :-

Census Government Census:

E-mail, Reports, Books, Journals, Newspaper, Organization records etc

Financial Government Publication Journals etc

Censes of population, Census of Employment

Non-Writing Material Examples

Time-series Based Examples

Continuous & regular Surveys

Media accounts including Television and radio. Taped interviews. Video-taped observation

Industry Statistics and reports, Government publications, Books, Journals

Examples Government Labor force Survey, General Household Survey etc

Ad-hoc surveys

Examples Government Survey, Organization Survey

Type of Secondary data: Source Adapted from Research methods for Business Students by Mark Saunders, Philip Lewis and Adrian Thorn hill, 1997. As mentioned above the data used for the research are taken from secondary resources mainly journals, Books, Internet information etc. With the use of secondary data importance is also given to data available from primary data so as to do an analysis part. The reason for using secondary data is illustrated below with it is advantage and disadvantage to the study (Mark Saunders, Philip Lewis and Adrian Thorn hill, 1997):Advantages

Unobtrusive May have fewer resource requirements Longitudinal studies may be feasible Can provide comparative and contextual data Can result in unforeseen discoveries

Disadvantages

May have been collected for a purpose which does not match your need Access may be difficult or costly Aggregations and definitions may be unsuitable Initial purpose may affect how data are presented

3. Summary
In review for carrying out any research for the dissertation purposes there are plenty number of ways and the most important thing out of all is choosing the right ones. The dissertation makes use of induction method and more focus is given on quantitative data. Compared to primary data lot of information has been collected by make use of secondary data. Research methodology involves analyzing and interpreting the required data try to find out which method will prove more advantage or disadvantage to the overall dissertation