Beer Club Service Case Study

Chapter III METHODOLOGY

In Chapter II, we review the typical model study and propose a research model for this thesis with 3 factors affecting intention to use the beer club service. Chapter III, we will introduce the methodology to test models and theories.

3.1 Research approach

There are two main research approaches: qualitative and quantitative. Based on the purpose of study and the research questions, the approach for this study is mainly quantitative.

In quantitative research, we are interested in the scales of the independent variables without regard to the control variables as independent variables are the main concern in this study. Add to that the control variable is the demographic variables that does not use the scale as the

Reliability of the scale was evaluated through Cronbach Alpha coefficients. The scales have Cronbach Alpha coefficients from 0.6 or higher is considered acceptable. The Cronbach Alpha scales from 0.7 to 0.8 is used. The highly reliable scales from 0.8 to nearly 1 was good measurement scales. Correlation coefficients said variable total of variable relations with the average observed variations in scale. The correlation coefficient variable total 0.95) means that many sentences in different scales without anything different or are they the same measure a certain content of concept study. This phenomenon called “multicollinearity” .Chu Hoang Trong and Nguyen Mong Ngoc (2005) suggest that Cronbach Alpha from 0.8 to nearly 1, the measuring scale as well, from 0.7 to 0.8 is close to the scale used. However according Hair JF et al (1998), the Cronbach Alpha equal 0.6 or higher is

Respondents will mark the answer that best fits their level is for that statement.

All variable elements observed in use Likert 5 grade scale with (1) Strongly disagree (2) Disagree (3) Neutral (4) Agree (5) Strongly disagree

3.7 Research framework Theories discussed in chapter 2 propose the following research framework with three determinant factors affect purchase intention for beer club service

• Personality traits : there are 10 items for this factor with five components : openness , extraversion , Conscientiousness , agreeableness , neuroticism

• Quality : There are 5 items based on model

• Price : There are 3 items based on model

• Purchase intention: There are 3 items to measure purchase intention.

Total: 21 items for this research

Table 3.5 : Summary of measurement items

Factors Perception items Code P1 : I have many interests in arts. ( Openness ) CO1 P2 : I refined in terms of: music, painting.. (Openness) CO2 P3: I like to communicate with people. (Extraversion ) CE3 P4: I sociable friendly exposure to people. (Extraversion ) CE4 P5: I am good-hearted and kind to everyone. (Agreeableness )