CHAPTER 3

RESEARCH DESIGN AND METHODOLOGY

This chapter discussed the methods that the researcher has used in order to
collate and evaluate the data in accordance to the goal of the study. It
presents the methodology which is used to investigate and analyze
the Innovations in Food Service Industry in Naga City. It also describe the
procedures that were constructed in sequence to acquire the needed and
most useful data and information to the study as well as details on how the
accumulated data were analyzed, interpreted, and how the conclusion was
drawn. The justification of the ways where the study was accomplished helps
in giving purpose and strength to the validity and reliability of the collected
information that makes this particular research practice truthful and analytic.
Research is an organized effort with systematic approach to investigate and
find out answer of a specific problem (Sekaran, 1992). It is something people
carry out to find out things in a logical way and to increase
theirknowledge (Saunders, 1997). The gathering of information depends on
researchers intention and analyzing data to find out answers corresponds to
the researchers question. The explanation of methodology
thatresearcher used can vary depending on what the researcher wants to find
out. There are two different types of research: pure and applied. According to
Kumar (2005), pure research is formed using emphasis of development,
clarification, assessment, enhancement of common research procedure and
system. Pure research or fundamental research is more academic and
directed to expanding knowledge without any relation to a real situation. On
the other hand, applied research is more practical which analyzes a situation
and solves problem that actually has value to the real situation. In this study,
the researcher used applied research since it includes theanalysis of a real
situation, which is happening at the moment, and establishes a strong
connection with the real industry.
Research Method
The present study is descriptive in nature and will concentrate on examining
the innovations by focusing on the answers of the respondents of the study.
According to Creswell (1994), descriptive study will be helpful in order to
present and show the facts about the nature and position of a given situation
as it exists during the time or duration of the study, which enables the study
to examine the different connections and relations, together with
the procedures, as the problem or phenomenon happens. In addition, it can
also help to focus on the whole supply of knowledge regarding the different
variables and differences, as well as regularities, therefore, it can help to
motivate the researcher to focus on the definitions of the different vital
terminologies in a manner which is unmistakable (Vallier, 1973, 217). With
this, the said method had helped the researcher to describe, analyze and
discover the different problems, issues and events, as well as the factors that
are related with the situation, with the use of the cross-section process, or
studying the event in one time manner, with the use of cross-sectional study
(Rubin and Babbie, 2009).
Cross-section offers different advantages and benefits. This is because of the
fact that it enables the researcher to conduct the study in a short period of
6

time (Cohen, Manion and Morrison, 2003, 182). As have mentioned,

descriptive method was employed in the study in order to study the problem
or situation as it exists, therefore, the use of cross-sectional approach will be
helpful in order to come up with the results and findings based on the current
perspectives of the respondents and based on the current studies, researches
and literatures during the time of study.
3.3 Research Method
This paper employed both qualitative and quantitative methodology,
which means that bothnumerical and non-numerical data and information
were used. With this, it had helped the researcher to take advantage of the
different benefits of both methods. By using quantitative method, it is easier
for the researcher to analyze the data and come up with the findings and
results, consequently, conclusion and recommendation. On the other hand,
qualitative method, as described by Denzin and Lincoln (2005), is a situated
activity that locates the observer in the world. It consists of a set of
interpretive, material practices which make the world visible. These practices
transform the world (cited in Flick, 2008, 3). In addition, it also help to focus
on the process of describing, decoding and interpreting the meanings of the
different events, situations and phenomena where in the normal social
contexts happen (Fryer, 1991). With this, it can help to support the numerical
data gathered by quantitative method.
With this, the use of qualitative method enables the researcher to
gather primary information or review of literature which are used in order to
design the data gathering instrument used. This is also helpful in order to
come up with the information that are needed in order to come up with
the guidelines regarding the findings and results of the research. On the other
hand, data gathered in this method will also be helpful in order to support the
different numerical data or values which will be gathered from the sampling
population.
Quantitative research involves the process of counting and measuring events
and phenomenon with the use of different statistical analyses of a body of
numerical data. Therefore, by using this, the study assume that an object
truth that are existing in this world are all measurable and can be explained
by different scientific procedures. With this, its center on the thinking that
measurements are all reliable, effective, valid, efficient and generalizable in
its clear prediction of its cause as well as its effects (Cassell and Symon
1994). In connection, this study take advantage of the different benefits
being offered by quantitative approach, such as:

affirm the research problem in exact or detailed;

stating and identifying the independent and dependent variables that

are under investigation clearly and precisely;

pursuing and chasing the original set of goals of the research, which
enable the researcher to arrive at more objective conclusions, test
hypothesis, know the issues of causality firmly;

obtaining high degree of reliability of the data that have been gathered
due to the fact that different types of research manipulations can be
implemented, such as controlled observations, laboratory experiments and
mass surveys;

avoiding or lessening the subjectivity of judgment; and


enabling the longitudinal measures of succeeding performance of
subjects of the research (Fryer 1991).
On the other hand, this study also employ qualitative research. According to
Morgan (1980) qualitative research shares the theoretical assumptions of the
interpretative paradigm that is based on the notion that the social reality is
created and maintained by the subjective experience of the people who are
involved in the relationship or communication. With this, it show that
qualitative research mainly centers on attempting to describe, decode and
interpret the different meanings of situations and cases in the normal social
context accurately (Fryer, 1991). Therefore, researchers are operating in the
framework of interpretative paradigm centers on the procedures of analyzing
the complexity, legitimacy, contextualization, shared subjectivity of the
researcher and the subject, at the same time, it can also help in order to
lessen the illusion (Fryer, 1991).
In line with these, the study can take advantage of the different benefits of
the qualitative research, which are:

obtaining a more sensible and practical feel of the world which cannot
be experienced and felt with the use of numerical data as well as statistical
analysis, used in quantitative research;

acquiring flexible ways of performing the process of collecting data,

subsequent analysis, together with the interpretation of collected
information;

presents a complete view of the phenomena being investigated;

offer capability to connect and relate with the subject of the research
using their own language and terms; and

offers descriptive capability dependent on primary and unstructured

data (Fryer, 1991).
With this, it shows that the application of both qualitative and quantitative
method enables the researcher to gather more detailed as a support to the
instruments used and applied in the study.
THE METHODS
According to Finn et al (2000), there are essentially three main styles of
research that include survey method, experimental method, and
ethnographic method. Survey method is basically done by questionnaire,
where the researcher classified a sample from a population to research,
created questionnaire that includes number of questions relating to the
subject, and distributed to the respondents. Respondents are then asked to
answer those questions and the researcher finally analyzed the data and
come up with new findings. It is the most commonly used in many researches
because of its ease of collection of a large number of data in a relatively short
period of time.
The experimental method, on the contrary, is comparatively less common
and characterized as testing variables under controlled circumstances to
measure the effect of one variable to another. In the experimental research
design, the independent variable is manipulated to find the impact on the
dependent variables or it is done by controlling two groups and treating them
differently in a certain setting that has already designed by the researcher.

The researcher, in the process, must be careful with controlling other

unpredictable impacts since it will affect the overall result of the study.
Lastly, ethnographic method involves an investigation through observing
participants in a daily life. Naturalism is important and one of its strengths
because the research will consider not only one variable but also all the
variables that are relevant to the situation. The everyday life is the setting
where the researcher can observe the natural behaviour of the participants. It
is a best way to observe and research about a certain practice or culture.
Similar to experimental research, yet ethnographic method considers wider
view and allows participants to freely express their behaviours and thinking.
In this study, the researcher uses survey research method because it is
considered as the best way for data collection as compared to experimental
and ethnographic methods. It is also due to time limitations and good
organization in data collection. Questionnaires were be set up to explore the
thoughts of tourists in selection and service quality attributes of shopping
businesses, and to know whether the shopping experience would have any
effects towards their visits in Hong Kong. Questionnaires were distributed by
the researcher by hand and collected immediately after filling in. Moreover,
informal interviews were done to tourists to get better understanding of their
individual shopping experiences and personal opinions.
3.3 Primary Data Collection
After considering time, cost and quality factors, the primary research was
done through survey method since it is considered the best way for data
collection. In tourism research, it is hard to create and observe a setting and
control groups because it is a huge area to control where too many variables
affect the situation. Therefore, a research through a simple questionnaire
would be convenient and easier to get information from a lot of people.
Saunders et al (2003) suggested that questionnaires can be applied for
descriptive or explanatory research. Descriptive research can be used to
identify the attitudes or opinions. Moreover, Saunders et al (2003) also
mentioned that in order to get detailed answers from the respondents mind,
providing open question is useful. This was considered and applied in the
designing of questionnaire used in this research. Considering that the
objectives of this research is to know visitors attitude in selection and service
quality attributes of shopping business and to know whether their shopping
experiences have effect on the level of satisfaction towards their visit in the
region, questionnaires for descriptive purpose is designed, distributed in
selected locations, filled in, and collected on the spot. Interviews were also
done to some other selected tourists in the same location. With the
consideration of time as important factor, the researcher decided to use
structured interviews with open-ended questions to keep it short and not to
take up too much of the interviewees time. This approach was chosen to get
diverse information and better understanding of opinions in relation to their
shopping experiences during their stay in Hong Kong.
3.4 Secondary Data Collection
The secondary data collection process was through the suggested sources
mainly the Census and Statistics Department and HKTB. Other press and
news from Hong Kong Government websites, facts and statistics from the
said organisations were researched, retrieved, and collected as secondary
data resources that are used to generate analysis and discussion.
9

Telephone contacts were organized to get in touch with specific members of

organisations such as Census and Statistics Department and Hong Kong
Tourism Board for the collection of additional information and specific figures
in the analysis of tourism industry and market. The data collected in these
specified organisations served a crucial role in providing demographics as
well as essential information on the subject of the research study.
3.5 Sampling
According to Finn et al (2000), sampling is simply a process of selecting
participants for a piece of research, which means to obtain a sample portion
of the survey population. It is also suggested that the best way of doing
research would be to do survey to all the population who are related to the
particular research. However, it is nearly impossible to survey all the
population, thus the researcher had to select a sample of the given
population who will significantly represent the population. Sampling is
carefully done so that research results are proven accurate and reliable.
In addition, Finn et al (2000) mentioned that before the sampling process, the
researcher decides who would be included in the sample, like classification by
nationality, gender, age, occupation, and other demographic profiles.
Moreover, the researcher decides when and where it would take place, for
example one specific or several places in a certain period of date or time.
The researcher has selected the Hong Kong International Airport departure
area to distribute the questionnaires as it is best place where the researcher
can find people from different parts of the world. They are perfect
respondents of the study as they had just finished their trip and were about
to head off their countries. Respondents were chosen by classification namely
nationality, gender, age, and occupation to ensure obtaining diversified
respondents. A total of 30 questionnaires were distributed to the respondents
on three (3) consecutive Fridays at different period and immediately collected
after it was answered. This is to ensure a satisfactory respond rate. All in all,
there are equal distributions for both males and females (15 persons each) in
order to facilitate diversity in opinion. Data collected are used to assess the
differences in selection and service quality attributes between local
consumers and tourists. Furthermore, tourists were asked to have short and
informal interview using set of questions for better understanding whether
their shopping experience is an important factor for visiting Hong Kong and if
their shopping experiences would have affected the level of satisfaction
during their stay. Interviewing them indicate getting more comprehensive
points of view of the subjects. Their responses are useful facts that are
integrated with existing facts in the analysis and discussion.
3.6 Data analysis Procedure
After the tabulation of data of primary data, everything will be converted to
percentage distribution. The primary data, which are the result of surveys
and interviews, are arranged into graphs to show comparisons on the
analysis and assessment of the differences in selection and service quality
attributes between local consumers and tourists. Moreover, the collected
data note the visitors attitude towards shopping experiences while visiting
Hong Kong.
The secondary data that comes from Census and Statistics Department and
HKTB are referenced and associated on how the tourism industry in Hong
Kong are affected by the complaint behaviour of tourist shoppers. Key figures
10

and findings from these organisations provide a general picture of the whole
industry. They similarly support and negate the findings of this research
study.
References
Finn, M., Elliot-White, M., and Walton, M. (2000). Tourism and Leisure
Research Methods: Data Collection, analysis and interpretation, Longman, UK.
Kumar, R. (2005). Research Methodology: A step-by-step guide for beginners,
2nd edn, Sage, New York.
Saunders, M., Lewis, P., and Thornhill, A. (2003). Research methods for
business students, 3rd edn, Prentice Hall, UK.
Sekaran, U. (1992). Research Methods for Business: A Skill-building Approach,
2nd edn, John Wiley & Sons, New York.
Chapter Three. Methodology
3.1 The Method
The research operates within the cross-sectional design, as the researcher
collects data using questionnaires, structured observation, and document
analysis. The benefit of this shall enable the researcher to be able to focus on
the breath of the research. Exploratory research enables the study to look at
the problem in both descriptive and exploratory manner (Walliman & Baiche,
2001). This study uses the principal ways of conducting anexploratory
study including the literature search, experts interview about the subject
matter, observation and survey (Walliman & Baiche, 2001). It is planned that
the questionnaire has the 5-point Likert scale rankingquestions (Creswell,
1994). If possible, secondary data was used provided that it is applicable and
relevant for the present era. Sources in secondary research include past
reports, newspaper, magazine and journal content. Current findings on
journals and present information on books was used assecondary study. The
analysis was carried out which can be considered as qualitative in character.
3.2 Sampling
The research uses a mixture of random and cluster sampling. The subjects
graded each statement by means of the Likert-scale) regarding the economic
competitiveness of Local ICT Distributor in Malaysia. By employing the Likertscale, the study would have an idea on the significance of the gathered
responses. Moreover, it would provide a specific description of the answers
imparted by the respondents, which would simultaneously assist the
researcher to systematize appropriate finales and recommendations. From
the presentation, the investigator assembles data, collect published
researches and investigation from various foreign and local universities and
piece of writings from computer-related journals. The researcher also
considers handing out of sampling questionnaires, interview arrangement
and initiate content analysis for theverbal and documentary materials
collected. Subsequently, the researcher sums up all the details, build a
conclusion and offer perceptive suggestions on the dealing with the Economic
Competitiveness of E-TECH IT.
3.3 Study Subjects
The subjects of this research are experts and individuals linked and
knowledgeable about the Economic Competitiveness of E-TECH IT. Primarily, a
questionnaire with 8 to 10 questions was administered andsubjects filled it
out as per requested by the researcher. Idyllically, the subjects responded on
11

the survey-questionnaire through Likert scale with a 5-point scale in which

the subjects are only allowed to choose 1 from the 5 choices. The
corresponding values for the responses will be (Creswell, 1994):
The researcher chooses to use the survey questionnaire as a means of
gathering information. In this process the researcher was able to construct a
simple material that can easy to use and follow. In addition to this, the
number of copies of the questionnaire can be produced with respect to the
needed numbers of samples that can be distributed through personal or mail
method. In general, answers to a survey are standardized and objectified and
these make tabulation effortless. However more significantly, the
subjects answers on the free will for the rationale that there are no
individuals to force them. The presented process was an excellent way in
shunning biases (Walliman & Baiche, 2001).
Data Collections
The researcher initially sent survey questionnaire and interview
requests to 60 respondents from different SMEs in India. Out of the 60
requests, the respondents acquired a total of 60 positive and complete
answers, which enables the researchers to acquire a high response rate of
100%. The respondents were selected in random manner, where in the
names of the willing employees in every SMEs were listed in strips of paper
and drawn. This was done in order to prevent any personal bias from the
researcher. On the other hand, another set of respondents, (9) were selected
in order to undergo interview sessions.
Due to time constraints, due to the schedule of the respondents,
the companies and the researcher, as well as the physical distance of SMEs,
some of questionnaires were sent via e-mail, and some interviews were done
via phone. With this, it enables both the researcher and the respondents to
get hold of their schedule.
Primary and secondary data were used in this study. Primary data
were gathered by survey interview and questionnaire from the respondents.
The questionnaire is consists of 7 questions which focus on the different
factors related to the current practices of HR outsourcing in India, include the
advantages and disadvantages of HR outsourcing.
The survey interview and questionnaire instrument were designed
with close-ended and open-ended questions. Close ended-questions help the
respondents to choose the answer or responses that have already been given
by the interview questions or the questionnaire. This was used in order to
offer both the researcher and respondents the advantage of answering the
questions faster and easier. According to Rubin (2006), this is important
because the researcher will take time of the respondents, therefore, it is
important for the questions to be easy to understand and answer. Conversely,
open-ended questions or the supply questions are those questions were in
the evaluator or the questionnaire does not supply the answer, which give
the respondents the freedom to answer the questions based on their own
terms and words. The main advantage of this type of question is that, it help
the respondents to express themselves, without limiting the answers which
they can supply. With this, the data gathered using this question will be
helpful in order to gather in-depth data or information, at the same time, help
in order to support those data gathered using the close-ended one.
12

In order to make the analysis of data easier, at the same time, in order to
make the survey questionnaire friendly to the respondents, the five-point
Likert scale was employed and use. This enables the respondents to express
the level of the agreement and disagreement to a specific statement given in
the questionnaire (Underwood, 2004). Therefore, with the use of this scale, it
is much easier for the researcher to analyze, describe and present the result
of the study.
STUDY
Instrument design
The Innovation in the Food Processing Industry Survey questionnaire was
initially developed by the Micro Economic Studies and Analysis Division and
Agriculture and Agri-Food Canada. The Small Business and Special Surveys
Division reviewed and revised the questionnaire with input from Agriculture
and Agri-Food Canada based on feedback from questionnaire testing with
Statistics Canada's Questionnaire Design Resource Centre.
Chapter 3
Methods And Procedure
This chapter will discuss the method of research to be used, the respondents
of the study, the sampling technique, the instrument to be used, the
validation of the instrument, and the administration of the of the instrument.
Method of Research to be Used
The research described in this document is based solely
onqualitative research methods. This permits a flexible and iterative
approach. During data gathering the choice and design of methods are
constantly modified, based on ongoing analysis. This allows investigation of
important new issues and questions as they arise, and allows the
investigators to drop unproductive areas of research from the
original research plan.
This study will use the descriptive approach. This descriptive type
of research will utilize observations in the study. To illustrate the descriptive
type of research, Creswell will guide the researcher when he stated:
Descriptive method of research is to gather information about the present
existing condition. The purpose of employing this method is to describe
thenature of a situation, as it exists at the time of the study and to explore
the cause/s of particular phenomena.
This study basically wants to prove if the industry practices of
thepharmaceutical industry are ethical and legitimate. Specifically, the study
will describe how has the pharmaceutical industry defined the ethical
practices of their medical representatives; the gray areas in the ethical
practices of medical representatives in their relationship with the doctorsthey
deal with; the existing legislation that would check unethical practices in the
pharmaceutical industry; and the relationship of the identified gray areas the
medical representatives and the doctors they cover both ethical and
legitimate.

13

The primary source of data will come from published articles fromsocial
science journals, theses and related studies on medical representation and
sale of pharmaceutical products as well as current legislation on the topic.
For this research design, the researcher will gather data, collate published
studies from different local and foreign universities and articles from social
science journals, arrange interviews; and make a content analysis of the
collected documentary and verbal material. Afterwards, the researcher will
summarize all the information, make a conclusion based on the null
hypotheses posited and provide insightful recommendations on the dealing
with the pharmaceutical and medical profession.
3.3 Research strategy
The research was approached in a descriptive manner. A descriptive research
intends to present facts concerning the nature and status of a situation, as it
exists at the time of the study and to describe present conditions, events or
systems. As a descriptive research also, the study concerns the relationships
and practices that exist, beliefs and processes that are ongoing, effects that
are being felt, or trends that are developing (Creswell, 1994). The researcher
opted to use this kind of research considering the desire of the researcher to
obtain first hand data from the representatives of the Malaysian commercial
banks being surveyed.
Fundamentally, a descriptive research utilizes observations and surveys. That
is the reason this approach was chosen by the researcher, whose intention is
gather first hand data from respondents. Furthermore, it also allows flexible
approach that when new issues arise during the study, a further investigation
can be conducted in order to fill the gap. Apart from this, the research will
also be allowed to drop different unproductive areas of research from the
original plan of the study. Above all, it will be fast and cost-effective.
3.1 Research Aims
The aims of this paper is to gather both qualitativeand quantitative
data from the 3 selected SMEs in Indiaand analyze it in order to come up with
the findings, conclusions and recommendations about the subject of the
study. Thus, this paper focus on establishing and creating instruments and
approach in order to gather enough information to present statistics and nonstatistical data to achieve the overall aim and objectives of this study.
This chapter will present the different approaches,
methods, methodologies and instruments used in the study. This will explain
the differentadvantages and disadvantages of these factors used in this
research. Thus, it will be able to justify the use or application of overall
methodology used in this paper.
3.2 Research Options
Generally, the study is descriptive in nature, with this, the study will focus on
examining the current issues by focusing on the answers of the respondents
of the study. According to Creswell (1994), descriptive study will be helpful in
order to present and show the facts about the nature and position of a given
situation as it exists during the time or duration of the study, which enables
the study to examine the different connections andrelations, together with
the procedures, as the problem or phenomenon happens. In addition, it can
also help to focus on the whole supply of knowledge regarding the different
variables and differences, as well as regularities, therefore, it can help to
14

motivate the researcher to focus on the definitions of the different vital

terminologies in a manner which is unmistakable (Vallier, 1973, 217). With
this, the said method had helped the researcher to describe, analyze and
discover the different problems, issues and events, as well as the factors that
are related with the situation, with the use of the cross-section process, or
studying the event in one time manner, with the use of cross-sectional study
(Rubin and Babbie, 2009).
Cross-section offers different advantages and benefits. This is because of the
fact that it enables the researcher to conduct the study in a short period of
time (Cohen, Manion and Morrison, 2003, 182). As have mentioned,
descriptive method was employed in the study in order to study the problem
or situation as it exists, therefore, the use of cross-sectional approach will be
helpful in order to come up with the results and findings based on the current
perspectives of the respondents and based on the current studies, researches
and literatures during the time of study.
3.3 Research Method
This paper employed both qualitative and quantitative methodology,
which means that bothnumerical and non-numerical data and information
were used. With this, it had helped the researcher to take advantage of the
different benefits of both methods. By using quantitative method, it is easier
for the researcher to analyze the data and come up with the findings and
results, consequently, conclusion and recommendation. On the other hand,
qualitative method, as described by Denzin and Lincoln (2005), is a situated
activity that locates the observer in the world. It consists of a set of
interpretive, material practices which make the world visible. These practices
transform the world (cited in Flick, 2008, 3). In addition, it also help to focus
on the process of describing, decoding and interpreting the meanings of the
different events, situations and phenomena where in the normal social
contexts happen (Fryer, 1991). With this, it can help to support the numerical
data gathered by quantitative method.
With this, the use of qualitative method enables the researcher to
gather primary information or review of literature which are used in order to
design the data gathering instrument used. This is also helpful in order to
come up with the information that are needed in order to come up with
the guidelines regarding the findings and results of the research. On the other
hand, data gathered in this method will also be helpful in order to support the
different numerical data or values which will be gathered from the sampling
population.
Quantitative research involves the process of counting and measuring events
and phenomenon with the use of different statistical analyses of a body of
numerical data. Therefore, by using this, the study assume that an object
truth that are existing in this world are all measurable and can be explained
by different scientific procedures. With this, its center on the thinking that
measurements are all reliable, effective, valid, efficient and generalizable in
its clear prediction of its cause as well as its effects (Cassell and Symon
1994). In connection, this study take advantage of the different benefits
being offered by quantitative approach, such as:

affirm the research problem in exact or detailed;

stating and identifying the independent and dependent variables that

are under investigation clearly and precisely;
15


pursuing and chasing the original set of goals of the research, which
enable the researcher to arrive at more objective conclusions, test
hypothesis, know the issues of causality firmly;

obtaining high degree of reliability of the data that have been gathered
due to the fact that different types of research manipulations can be
implemented, such as controlled observations, laboratory experiments and
mass surveys;

avoiding or lessening the subjectivity of judgment; and

enabling the longitudinal measures of succeeding performance of

subjects of the research (Fryer 1991).
On the other hand, this study also employ qualitative research. According to
Morgan (1980) qualitative research shares the theoretical assumptions of the
interpretative paradigm that is based on the notion that the social reality is
created and maintained by the subjective experience of the people who are
involved in the relationship or communication. With this, it show that
qualitative research mainly centers on attempting to describe, decode and
interpret the different meanings of situations and cases in the normal social
context accurately (Fryer, 1991). Therefore, researchers are operating in the
framework of interpretative paradigm centers on the procedures of analyzing
the complexity, legitimacy, contextualization, shared subjectivity of the
researcher and the subject, at the same time, it can also help in order to
lessen the illusion (Fryer, 1991).
In line with these, the study can take advantage of the different benefits of
the qualitative research, which are:

obtaining a more sensible and practical feel of the world which cannot
be experienced and felt with the use of numerical data as well as statistical
analysis, used in quantitative research;

acquiring flexible ways of performing the process of collecting data,

subsequent analysis, together with the interpretation of collected
information;

presents a complete view of the phenomena being investigated;

offer capability to connect and relate with the subject of the research
using their own language and terms; and

offers descriptive capability dependent on primary and unstructured

data (Fryer, 1991).
With this, it shows that the application of both qualitative and quantitative
method enables the researcher to gather more detailed as a support to the
instruments used and applied in the study.
3.4 Data Collections
The researcher initially sent survey questionnaire and interview
requests to 60 respondents from different SMEs in India. Out of the 60
requests, the respondents acquired a total of 60 positive and complete
answers, which enables the researchers to acquire a high response rate of
100%. The respondents were selected in random manner, where in the
names of the willing employees in every SMEs were listed in strips of paper
and drawn. This was done in order to prevent any personal bias from the
researcher. On the other hand, another set of respondents, (9) were selected
in order to undergo interview sessions.

16

Due to time constraints, due to the schedule of the respondents,

the companies and the researcher, as well as the physical distance of SMEs,
some of questionnaires were sent via e-mail, and some interviews were done
via phone. With this, it enables both the researcher and the respondents to
get hold of their schedule.
Primary and secondary data were used in this study. Primary data
were gathered by survey interview and questionnaire from the respondents.
The questionnaire is consists of 7 questions which focus on the different
factors related to the current practices of HR outsourcing in India, include the
advantages and disadvantages of HR outsourcing.
The survey interview and questionnaire instrument were designed
with close-ended and open-ended questions. Close ended-questions help the
respondents to choose the answer or responses that have already been given
by the interview questions or the questionnaire. This was used in order to
offer both the researcher and respondents the advantage of answering the
questions faster and easier. According to Rubin (2006), this is important
because the researcher will take time of the respondents, therefore, it is
important for the questions to be easy to understand and answer. Conversely,
open-ended questions or the supply questions are those questions were in
the evaluator or the questionnaire does not supply the answer, which give
the respondents the freedom to answer the questions based on their own
terms and words. The main advantage of this type of question is that, it help
the respondents to express themselves, without limiting the answers which
they can supply. With this, the data gathered using this question will be
helpful in order to gather in-depth data or information, at the same time, help
in order to support those data gathered using the close-ended one.
3.3.1.1 Instrumentation
Apparently, to evaluate the trouble at hand, in the statement above, the
researcher prepared a questionnaire (see Appendix) and a set of guide
enquiries for the conference that is solicited of future respondents. It was
indicated that this would take not more than 20-30 minutes of respondents
time. Moreover, gathered datas will be completely unidentified and not to be
mentioned and if there are some queries that the subjects do not desire to
respond, it was ordinary to be informed by the researcher. There is
categorization conducted for each assertion in the survey-questionnaire by
means of a five-point scale of Likert in which the subjects are given five
options. The corresponding values for the responses were:
3.4 Statistical Treatment of Data
As pointed out in the previous discussions, in the case that all of the
necessary and applicable information were collated, some statistics were
conducted to assess the associations, divergences and tendencies. Basically,
goal of this paper is to establish the characteristics of the Chinese
economy, developments can be reviewed; hence, the investigator will be
considering the moving average for the time series of data significance. Once
the trend has been established, the long-term trend will then be planned.
Meanwhile, for the objective to identify the reasons why Carrefourchose to
invest in China, frequency and percentage can be used. Moreover,
percentage is considered in this paper to identify the amount of the answers
to the survey. Subsequent to the gathering of full survey questionnaire, the

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researcher opted to consider some statistics to evaluate the gathered data.

The statistical formula to be use are:
Percentage to verify the extent of the answers to the questionnaire.
Subjects
The survey data will be taken in the participation of 150 subjects who are
visiting FairPrice and Cold Storage supermarkets for the past three months.
The responses of the participants are gathered and then, analyzed based on
the six-point Likert scale. These respondents are selected through convenient
sampling (Creswell, 1994). The data collected is measured through factor
analysis, reliability analysis and conjoint analysis.
Sampling Design
It is impractical for the study to conduct a survey in the
entire population within the community therefore; there is a need for sample.
The sampling technique is appropriate in obtaining the representative
sample. There are determined 150 participants in the community who
responded to the survey questionnaire. Basically, these respondents are
asked regarding their perception and preference with regards to store brands
(e.g. NTUC FairPrice brands such as FairPrice and Cold Storages First Choice)
and manufacturer brands (e.g. KitKat, Yakult and SunShine).
Instrument
The instruments provided in the method are the use of the questionnaires
materials which are presented at the end of the study. Questionnaires are of a
non-threatening nature that can be completed within 30 minutes. The
respondents graded each statement in the survey-questionnaire using a
Likert scale (Creswell, 1994) with a six-response scale wherein respondents
are given six response choices. The equivalent weights for the answers are:
Statistical Treatment
Basically, this study will be using SPSS program and the following Statistical
Analyses in evaluating the gathered data and information.
Descriptive Statistics - Survey data were analyzed using descriptive statistics
of weighted mean and percentage. Weighted mean is used to identify the
average that considers proportional relevance of each component while
percentage is used to determine the magnitude of the responses (Creswell,
1994).
Reliability Test - Basically, the concept of reliability guides the researcher that
there shall be the possibility to replicate the results of the research. Ensuring
reliability, Cronbachs alpha was calculated in order to test the reliability of
the questionnaire pertaining to the four products presented to the
consumers. Reliability testing purports to determine the statistical accuracy
of every question in the survey instrument which totaled to 120
items. Walpole, R.E., Myers, R.H., Myers, S.L. & Ye, K. (2002) noted that a
factor is considered significant if its Cronbachs alpha was 0.70 or above.
Multivariate Analysis - Multivariate analysis involves observation and
analysis of more than one statistical variable at a time (Creswell, 1994).
Multivariate analysis is useful in analysing alternatives especially of a
selecting a product concept that will fulfill the needs of the consumers. Since
the market environment is also very volatile, multivariate analysis is capable
of analysing concepts with respect to new product trends and changing
product preference of the consumers.

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Conjoint Analysis - Conjoint analysis is the statistical technique that makes

use of trade-offs wherein these trade-offs will reveal relative importance of
component attributes (Creswell, 1994). T-test statistics was utilized to
determine evaluate the differences between the groups. T-test is the most
suitable statistical technique to be used for this study since it involves a
relatively small sample size and considering that the variables are normally
distributed within each group and variations are not reliably different
Instruments to be Used
To determine whether the childcare program provided by Tiny Havens bring
beneficial effects on both the children and their parents, the researcher will
prepare a survey questionnaire which will be given to the intended
respondents.
Part 1 of the survey will ask for the characteristics of children studying in Tiny
Havens according to age, gender, and number of years in pre-school and
educational attainment of parents.
Part 2 will determine the level or quality of childcare program provided by the
said school based on the level of learning, rate of development and attitudes
and behaviors portrayed by the children. The respondents will grade each
statement in the survey-questionnaire using a Likert scale with a fiveresponse scale wherein respondents will be given five response choices. The
equivalent weights for the answers will be:
Part 3 will identify the factors in which childcare programs available in the
area differ with the manner in which they instill basic knowledge and
behavior on children. This is for the purpose of comparing the program
provided by Tiny Havens from other childcare programs servicing in the area.
The respondents will also be free to give their own experiences, which are not
stated in the choices.
Database and Respondents of the Study
For the database of this study, the researcher will gather data, collate
published studies from different local and foreign universities and articles
from social science journals; and make a content analysis of the collected
documentary and verbal material. Afterwards, the researcher will summarize
all the information, make a conclusion based on the null hypotheses posited
and provide insightful recommendations on the dealing with organizational
management.
The general population for this study will be composed of past members of
grief groups totalling to 30 respondents. The researcher shall also provide
interviews for music therapists and the respondents.
The survey will consist of three parts: the demographic profile of the
respondents, the Effectiveness of the Music Therapy in the Grief Process and
the prospect of music therapy as an alternative therapy for grief patients.
Part I of the survey shall determine the age, gender, civil status,
educational attainment and the employment status of the respondents. This
will be crucial in determining the reliability, the validity and the intervening
factors in the outcome of the study.
Part II shall assess the effectiveness of music therapy in treating grief
patients. It shall illustrate the different techniques and treatments that a grief
patient goes through, the perceived effectiveness of the treatment in terms

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of the emotional stability of the patients. Further, the music therapy shall be
evaluated in lieu with its ability to treat the patients in their grief.
Part III shall identify the prospect of music therapy as an alternative
treatment, the problems and the solutions that can be used to enhance the
process.

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