3.

1 Research approach

To gather the data, 100 sets of questionnaires were distributed randomly to the customer of

fast food restaurant located within Selangor. The questionnaire was sent to the respondent’s

by hand delivered. The questionnaire asked the users about their perception on which factors

that considering gives an effect towards customer satisfaction of fast food restaurant.

Furthermore, by asking the respondents recommendation on how to improve their satisfaction

level towards fast food restaurant product in terms of product and services will give the

researcher more idea about this study. Besides, the respondents demographic profiles are also

collected by them fill up personal details part. All the data obtained from the questionnaires

surveyed were collected and analyzed. The questionnaire method was conducted to collect

the latest primary data from a customer of fast food restaurant in Selangor to accomplish the

research objectives. On the other hands, informal or unstructured interviews likewise had

been conducted on the selected customer in order to obtain more detailed information

regarding their preferences which are able to increase the level of customer satisfaction.

Overviews of these factors such as IV1, IV2, and IV3 are used to design the questionnaires in

the preliminary stage. Finally, the researcher performs an observation by a visit to the

selected fast food restaurant in Selangor in order to monitor customer satisfaction towards

product and services provided.

3.2 Population and sample size

The population for this study was all of the customers who purchase food and beverages from

a fast food restaurant located within Selangor. The customers are chosen in order to obtain

data regarding which factors that give influence the most towards the level of customer

satisfaction towards fast food restaurant in Selangor. The target population is determined

based on demographics gender, age, education level, occupation, and average monthly salary.

The element in the research would be customers who dine-in or take away food and

beverages from fast food restaurants in Selangor. The researcher determined the measurement

of customer satisfaction based on the data collected from the questionnaire, unstructured

interview, and observation at the restaurant. This study involved 100 customers of a fast food

restaurant in Selangor as the sample for this research, it also is known as a subset of the

population. In fact, by analyzing the sample will enable the researcher to draw the conclusion

that is a generalization to the population of the customer satisfaction towards fast food

restaurant in Selangor.

Population for the research is non-probability or unknown because of the researcher unable to

determine the exact number of population of the customer in fast food restaurant located

within Selangor. The sampling technique being used was convenience sampling due to the

selection of most readily available customers for the research purpose.

3.3 Data collection procedure

Data collection1 is the process of gathering and analyzing the information related to the

findings of the dependent variable and independent variables which collected from the

respondents and by organizing the questions systematically will make it easier for them to

answer appropriately and accurately. Furthermore, any kinds of a study performed by the

researcher have to define clearly the data collection procedure in order to maintain the

integrity of the research outcome. In order to reduce the statistical errors, it is necessary to

describe which type of data collection instrument to be used and clearly the draft outline of

the instruction of the data collection process. Besides, to make the data collection process

more efficiently the researcher has to identify which task should be done first, who will be

responsible for which task, and when the task should be done. Drafting a data collection

procedure with deadlines for all key aspects of the evaluation will be able to keep the process

manageable. Besides, developing a step-by-step procedure will help the researcher to

determine whether the evaluation is feasible and achievable. The procedures involved in

completing the data collection for this study is as follows:

1) Determine the target population, element and sample size will be used for the study.

2) Drafting a questionnaire adapted from previous researchers and rechecking with the

expert and amend accordingly to ensure the questions were valid, reliable, appropriate,

necessary and sufficient for the study.

3) Requesting permission and obtain consent to perform a survey for research study from

the customers of fast food restaurant.

1
Source: Data collection: Responsible Conduct in Data Management. (n.d.). Retrieved 21 August 2018 from
https://ori.hhs.gov/education/products/n_illinois_u/datamanagement/dctopic.html
4) Perform a survey through a direct approach and observe the fast food restaurant

environment as well as conduct an unstructured interview with the selected respondents

to gather more ideas about the factors influencing customer satisfaction towards fast food

restaurant in Selangor.

5) Organizing, scoring, coding and analyzing the data obtained by using Microsoft Excel,

SPSS, and SmartPLS.

These are several strategies used to ensure the best response rate for the final data collection:

1) The researcher needs to choose an appropriate survey length because it will increase the

cost for the survey which takes a longer time to be complete. The respondents might just

fill up a certain part of the survey. In this study, the questionnaire is only taken

approximately 5 minutes to complete.

2) The researcher needs to make sure the survey is easy to complete and return. A well-

designed and attractive survey which is easy to complete will be able to improve the

response rates and data accuracy. The researcher must ensure the questionnaire was free

from double-barrel question, jargon words or too many questions to be answered. In this

study, the questionnaire only consists of 3 sections and keywords were used to make it

easier for them to understand.

3) The researcher needs to choose the right delivery method and knowing your audience

capabilities as well as preferences will have a strong effect on the response rates. In this

study, the researcher performing the survey through a restaurant visit. In other words, by

conducting the survey based on hand delivered and one-to-one approach will enable the

researcher to clearly explain about the questionnaire and provide an immediate answer

for their inquiry in order to ensure accuracy and reliability of the data collected.
3.4 Research instrument

The researcher must design a proper research instrument that will act as a tool that will be

used to collect data from the respondents for the study. The researcher has to design a reliable

and valid questionnaire in order to perform the survey. In this study, the instrument will be

used is a questionnaire which is usually a popular research instrument which easily for the

researcher to collect data by drafting all the questions in the paper. In other words, the

questionnaire acts as a tool which is similar to the written interview. Besides, by collecting

data from a large sample of people will be relatively cheap, quick and efficient for the

researcher to obtained large amounts of information. The process involved in designing the

questionnaire form is as follows:

1) Determine what information is required and what do you want to find out. In this study,

the information required can be categorized into three sections such as demographic

information, factors influencing customer satisfaction towards fast food restaurant in

Selangor and how to improve the customer satisfaction level.

2) Decide on the respondent for the questionnaire and it might be appropriate to target a

particular group. In this study, the target population is customers of a fast food

restaurant. Besides, the researcher only focuses on the target population of customers

located in Selangor.

3) Draft the questionnaire, considering content, wording, format, structure, and layout. In

this study, the questionnaire is consists of 3 sections which is Section A – Demographic

Information, Section B – Factors influencing customer satisfaction towards fast food

restaurant, and Section C – Open-ended question on how to improve the customer

satisfaction level.