RESEARCH METHODOLOGY

Research design

The research design speaks of the overall strategy of how an investigation took place. It
integrates the different components of the study in a coherent and logical way, thereby, ensuring
the effectiveness of addressing the research problem. It constitutes the blueprint for the
collection, measurement, and analysis of data. A detailed outline of how an investigation will
take place. A research design addresses aspects like how data is to be collected, what instruments
will be employed, how the instruments will be used and the intended means for analyzing data is
collected. Research design is in fact the plan about what a researcher will do to answer the
research question. Research design aids as a framework for the study, and monitors the collection
and analysis of the data. Quantitative research design was adopted for the study. It attempts to
establish the relationship among two or more variables.

This study basically involves the exploration and interpretation of the preferences, opinions and
interests of people with respect to their newspaper reading habit. The study is based on collection
of primary data through questionnaire schedule from newspaper readers. In this study, the
perception and behavior of newspaper readers were analyzed using various descriptive statistical
tools like Pearsons Correlation coefficient, ANOVA, t-test etc.

Data Collection Procedure

Survey questionnaire was used to collect the data. The questionnaire was self-administered. We
had included dichotomous questions, single choice and multiple choice questions in our
questionnaire. The data was collected in the month of June, 2017 for the research.

Type of Data

The responses collected are of both qualitative and quantitative in nature. The data collected is of
primary nature. Primary data refers to first hand data which is collected by the researcher or his
or her assistant from the field of study. Primary data is very much reliable in nature as it is
obtained from the field of investigation by the researcher himself or herself.

Moreover, we collected the required data for our research through the help of dichotomous
questions, single choice and multiple choice questions in our questionnaire.
Sampling design

Non-probability technique of sampling was used for the research. Under non-probability
sampling method, we undertook convenient sampling technique for the selection of the study
samples, as the population (newspaper readers in Kathmandu valley) is too huge and the research
is simply for academic purpose, while aiming control over various tools and techniques used for
data collection and analysis. Convenience sampling refers to the selection of the respondents
who are available and convenient to make contact for the research. Deficit funding for the
researcher and time constraints has caused various problems which caused the researcher to be
limited to small population. Consequently, convenient sampling has also been used in the
research.

Sample Size

Sample size states the total number of respondents upon whom the research is done. The sample
size proves to be a significant feature for any empirical study in which the goal is to make
inferences about a population from a sample. Only when a sample number is scientifically
extracted, it is able to denote the whole population. Clearly, researcher should exercise necessary
caution to determine a sample size as it should be the representation of whole population as far
as possible. There are various techniques for determining a sample size. The sample size of our
research is 110.

Sample Population

The sample population was the residents of Kathmandu Valley which includes Kathmandu,
Lalitpur and Bhaktapur. The sample populations were the different newspaper users upon whom
the survey was conducted. The newspaper readers were both online and offline readers.

Data Processing and Analysis

IBM SPSS statistics 20 software was used to analyze the data obtained. Various preferences,
interests and attitude were ranked and compared in percentages. Descriptive statistics is used to
give overview of sample under study. For the purpose of easy visual interpretation, several forms
of charts like bar chart, pie chart, etc are used along with the respective tables to make it easy for
viewers. After the coding and entry, data was analyzed according to content analysis, that is,
research presents description of interests and preferences as well as statistical relationship among
various variables.
Mechanism for Research Administration
As stated above, questionnaire was used as a tool for on-site data collection. Kathmandu valley is
the field of study for the research. For the research administration, the researcher distributed
questionnaires to respondent personally and in addition to on site data collection, online Google
form questionnaires was circulated to the respondents as well to ensure quality and reliability of
data provided while also clearing any doubts of respondents during research administration

Mechanism for Data Coding and Transcribing

The useless data, missing information and extreme values have been eliminated by the researcher
with the aim to refine the data and maintain purity at the same time. For this research, a survey
was performed and questionnaires were distributed personally as well as thorough online Google
form questionnaires. The research conducted required very less field control as most of the
aspect of this study was conducted by the researcher. Finally, the data thus collected were edited
to ensure removal of any sort of blank responses, ambiguous responses and counter-contracting
answers. This helped to significantly reduce the chances of false interpretation and inference.
After the responses were edited, coding was conducted which was followed by data entry in IBM
SPSS statistics 20 software.
By the help of respective software and the various statistical tools and techniques present,
inference was conducted between different variables. Different types of test statistics were used
to produce results. Chi-square was used to test the relation between two or more qualitative
variables.

Mechanism for Research Analyses

Based on the relevancy of the collected data, the researcher categorized the collected data as in
an appropriate format. The collected data was presented and arranged in tabulated forms, bar
graphs, pie-charts with the help of descriptive statistics via IBM SPSS statistics software.

Performing Statistical Tests and Analyses

For analyzing of collected data from readership survey,IBM SPSS statistical package has been
used. Data was edited, coded, and transcribed. Further, data reduction process was taken place.
By using the statistical techniques of cross-tabulations, frequencies, ratio, correlation, and
regression, data collected were analyzed. Cross tabulations presents the results of entire group of
respondents as well as sub-group of survey respondents, thereby helping one to identify the
relationships that might not be easily apparent when analyzing total survey responses and thus,
gives a greater insight into a complex phenomenon. For the purpose of this research, the
researcher used hypotheses testing. Further, Chi-Square was used to test the relation between two
or more variables.

Limitations of the Study

Various factors like time, budget, validity, reliability and composition of respondents can be
attributed as the limitations of our study. Our study was conducted for a months time and its
sample size is only 110. To apply the limited knowledge of IBM SPSS statistics 20 in such a
short time was one of the major constraints while preparing this report. Besides, some auxiliary
factors such as time and money constraints also posed as significant limitations.

Moreover, as convenience sampling was adopted, the sample is inclined towards homogeneity
than heterogeneity.