Chapter 3: Research Methodology

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Chapter 3: Research Methodology
3.0 Introduction This chapter discusses the techniques or methods that are suitable to be adopted in order to carry out this research. A well-developed methodology is essential to produce a certain degree of accuracy and value of a research. Hence, elements included in chapter 3 are research design, data collection method, sampling design, research instrument, construct measurement, processing of data, and also data analysis.

3.1 Research Design According to Zikmund (2010), research design is a master plan for collecting and analyzing the needed information by specifying the methods and procedures. Creswell (2009) also explains that research design is the research process that involves the overall …show more content…

The purpose of primary data researching is to enhance the comprehension and execute a direct assessment of the research by acquiring first hand information (Bush, 2006). In this research, the primary data used to gather information is questionnaire survey. A questionnaire or also known as self-administered survey is distributed to certain targeted segments of people to gather desired data. The reason of using survey questionnaire (quantitative research) is to assure the absoluteness and consistency of data gathered. Besides that, it is the only feasible way to reach a large number of interviewee, and the results from the survey questionnaire will be used as input for statistical analysis. The software used to run this analysis is Statistical Package for the Social Sciences (SPSS). The construction of the survey questionnaire is done by adopting and modifying the questionnaire from a number of related researches. The reason behind the adoption and modification of other well developed research questionnaire is because those questionnaires could ensure a better and higher validity used to ask the targeted respondents. Note that the higher the validity, the more accurate the measure can represent the research …show more content…

However, the constraint of secondary data is that the data may not be up to date and not necessarily will meet the exact needs of the research as it was collected for other purpose. Nonetheless, it serves as a great value for exploratory research because such research is meant to study about secondary data. In this research, secondary data is obtained from online journals and articles, mostly from ProQuest, a database for various e-books and journals.

3.3 Sampling Design
3.2.1 Target Population

Sekaran (2003) refers population as the entire group of people, events, or things that the researcher wishes to investigate (Sekaran, 2003). The major focus of this research is to investigate which factors among the three variables – customer satisfaction, brand reputation, product quality, contribute the most impact to brand loyalty towards Nestle’s products. Therefore, (grocery/supermarkets) will be the targeted industry and the target population for this research will be the purchasers of Nestle

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