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pling Method the predefined sequence. So, research fact finding
tools have been managed according to the need of
There are two sampling methods to retrieve research.
respondents: Probability sampling and Non
Probability sampling. Probability sampling provides Research Hypothesis
equal chance to all respondents in the research
sample. The most appropriate type of probability Research hypothesis provides the base to derive the
sampling is area sampling for the main geographies research conclusions. It was preferred to test
(areas) of Gujarat State. Hence, researchers have hypothesis at significance level (α) of 5% and at
selected respondents randomly using area sampling confidence level (1-α) of 95%.This allowed to fix the
method. acceptance region is equal to 95% & the rejection
region is equal to 5% to accept or reject the null
Sample Size hypothesis H0or alternative hypothesis Ha .Following
is the list of hypothesis used to verify in this research
In research study, 500 respondents have been study.
considered to measure an impact of online
advertising on the buying behavior of consumers. H0: Frequency of Internet access has a
significant impact upon online advertising.
Sources of Data H0: Familiarity of a web site has a
significant impact upon online advertising.
To accomplish the objectives of the study, the H0: Demographic factors have a significant
researchers have used both the primary and impact upon online advertising.
secondary data sources. Primary data are those which H0: Categories of Advertising has a
are collected afresh and for the first time and thus significant impact upon consumer behavior.
happen to be original in character. Secondary data are H0: Online Advertising has a significant
those which have already been collected by someone impact upon consumer behavior.
else and which have gone through the statistical H0: Web context has a significant impact
process. The secondary data needed for the study upon consumer behavior.
were collected from the relevant online research
thesis, online research articles, journals, books, Hypothesis Testing
magazines & websites. For the primary data, it was
preferred to use a very structured as well as The Statistical Package for the Social Sciences
systematic way to get responses from 500 (SPSS) version 19.0 was used to analyze the statistics
respondents in the survey of research study. It was and facts. Table 1 & Table 2 helps to understand
preferred to use enumeration mode of communication factors affecting online advertising.
with the respondents to ask and get the replies as per
79
tools have been managed according to the need of
There are two sampling methods to retrieve research.
respondents: Probability sampling and Non
Probability sampling. Probability sampling provides Research Hypothesis
equal chance to all respondents in the research
sample. The most appropriate type of probability Research hypothesis provides the base to derive the
sampling is area sampling for the main geographies research conclusions. It was preferred to test
(areas) of Gujarat State. Hence, researchers have hypothesis at significance level (α) of 5% and at
selected respondents randomly using area sampling confidence level (1-α) of 95%.This allowed to fix the
method. acceptance region is equal to 95% & the rejection
region is equal to 5% to accept or reject the null
Sample Size hypothesis H0or alternative hypothesis Ha .Following
is the list of hypothesis used to verify in this research
In research study, 500 respondents have been study.
considered to measure an impact of online
advertising on the buying behavior of consumers. H0: Frequency of Internet access has a
significant impact upon online advertising.
Sources of Data H0: Familiarity of a web site has a
significant impact upon online advertising.
To accomplish the objectives of the study, the H0: Demographic factors have a significant
researchers have used both the primary and impact upon online advertising.
secondary data sources. Primary data are those which H0: Categories of Advertising has a
are collected afresh and for the first time and thus significant impact upon consumer behavior.
happen to be original in character. Secondary data are H0: Online Advertising has a significant
those which have already been collected by someone impact upon consumer behavior.
else and which have gone through the statistical H0: Web context has a significant impact
process. The secondary data needed for the study upon consumer behavior.
were collected from the relevant online research
thesis, online research articles, journals, books, Hypothesis Testing
magazines & websites. For the primary data, it was
preferred to use a very structured as well as The Statistical Package for the Social Sciences
systematic way to get responses from 500 (SPSS) version 19.0 was used to analyze the statistics
respondents in the survey of research study. It was and facts. Table 1 & Table 2 helps to understand
preferred to use enumeration mode of communication factors affecting online advertising.
with the respondents to ask and get the replies as per
79
