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Chapter 3 5.1 INTRODUCTION In this chapter is to summarise the key study objectives of the
research and what is processes of the intention to satiate these objectives. On this chapter's
framework is merely identical with steps defined by Kotler and Keller (2006) in their model for
research process. This particular chapter will start off with a basic outlook of the research process,
which will be followed by a short summary of the data collection methods and sources provided
within the project. The main idea behind
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this chapter is to explain the key research decisions made in collecting information
with the appropriate satisfaction on the given objectives of the
research. 5.2
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RESEARCH DESIGN To guide the research study towards its objectives, a research
design is used as a detailed blueprint (Aaker (1996), Kumar (1998) and Day (1998)).
The research design therefore, includes the
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key elements of the research process along with constructing the objectives of the
research
by looking in to the data that is available as well as laying down the procedures that are
appropriate for data collection. Moreover, it will provide with issues related to sampling,
processing and analyzing the data. The author will use this methodology to illustrate by making
use of adequate strategies of research
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in order to achieve the aims and objectives of the
research. This particular section validates the purpose of choosing the research design that is
afigurative for the quantitative research on stage-two; being the main area of consideration for
this study. By obtain answers and well examine the research questions, required a suitable
research project which can be plan by effective research design (Cooper & Schindler 2001; Davis
& Cosenza 1988). The three fundamental research designscan be recognize in the literature which
are: exploratory, descriptive, and casual designs (Cooper & Schindler 2001). Basing on the
previous studies, study can be consider as a successfully identified constructs and formulated
hypotheses. By formed research problem and by stated noticeably in the purposes of the research
therefore convincing that, the most suitable design for this study is the descriptive design.
(Sekaran 2000; Zikmund 1997). The research that is descriptive, gradually benefits on describing
and measuring the factors in theinfluencing consumers' online purchase intention. Following later
in this study will include the justification for the data collection methods.
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In the research process, the identification of the information need is the foremost and
pivotal part (Kotler and Keller, 2006).Whether the requirement in the project related to
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the research is to offer relevant information for making
decisions or not, precisely defined research information is still be required (Kotler and Keller
2003). Checking and re examining of literature that is already existing
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on the subject of the adoption of consumer towards shopping online; previously been
taken into consideration in this study. As well as in the literature also secured with providing
background important information on the subject of the research, withan absence of
informationprecisely concerned with the matter in aninfluence of consumer purchase
intention. A need for information has therefore been illustrated within the subject
area and as such specific research objectives can be determined. 5.3 Data Collection
Methods According to Kinnear and Taylor (2003), at this stage with the recognising of
the research process to be the point where the design of the formal project is
established and appropriate sources of data need identified for the study. In
considering this task, at the begging on this dissertation was included the discussion of
the diverse different sources of available data, followed by, outline the different types of
data available to the dissertation, with the conclusion of the establishing the initial
design of the research project. To achieve the requirement of research objectives, the
researcher can gather secondary data, primary data, or both (KOTLER, 2004 and
SAUNDERS et al, 2003). And by providing secondary data will create curtail starting
point for research and will certainly beneficial with define problems and research
objectives. Even though in the majority of cases, secondary sources cannot provide all
the needed information and
then therefore it is curtail for the researcher to gather useful collected
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primary data. Secondary data collection Secondary data
is defined by Aaker and Kumar (1998) as the data that can be collected by giving questionnaires in
person or through organizations for a different purpose rather than the solution of the problem. The
balance sheets of a company, its sales figures, prior research reports and profit and loss statements
can
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be used as a mean to internally collect the secondary data.
Similarly, the data can also be collected
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externally (through government publications, periodicals and books, and commercial
data). Secondary data is therefore, the most cost effective and
incorporates the simplest techniques for the collection of data. The researchers generally start by
gathering the secondary data as defined by Kotler et al. (2001), because it gives background
knowledge to their following primary researches. However, the data derived from the secondary
research can also be subject to errors. A research project can be inefficient if it relies on the
secondary data alone for seeking information to aid a project of research; even when the data has
been found, it is the responsibility of a researcher to be able to ensure that the appropriate data fits
the project for research, it is accurately collected and reported, is up to date and objective (Kotler
et al. 2001). The secondary sources were gathered from various sources in order to facilitate the
study. Sources like, newspapers, textbooks, academic journals and various other means of
electronic media helped to obtain the
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suitable sources of data that were needed for the research
project. The
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Primary data collection Primary data comprise of information collected for the specific
purpose at hand (KOTLER, ARMSTRONG, SAUNDERS, WONG, 2001). With the
limitation of obtained data from secondary research, therefore, the researchers were suggested to
take into account impartiality and precision while conducting the primary research. By undertaken
primary research, the researcher should be able to gather
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both qualitative and quantitative in order to analyse the data
efficiently. The researcher should be able to measure and structure with the results and facts in the
factors concerned. This technique of research enables the researcher
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to be able to adequately collect the point of
view of the respondents, which further helps to successfully adopt the quantitative method of
analysis to examine their attitudes. Questionnaires and personal interview help to measure this
method. The data in this research will be collected through the internet self-administered surveys,
for they are being largely used by researchers to reduce their costs and time in terms of collecting
data from the online users (Dillman, 2000; Grossnickle&Raskin 2001; Churchill 1987). Although the
online survey data
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may not be as precise as behavioral observation, it is a proven to be dependable
method for researching respondents' attitudes (Grossnickle&Raskin 2001). The Cost and
accuracy are the key assets of a self-administered online survey (Aaker, Kumar & Day 1998),
where the benefit for respondents able to answer the questionnaire in theirs convenience. The
proposals of the particular study concentrated on obtaining information regarding the stimulus
and attitudes of the Internet users while purchasing products on the Internet. Those
respondents were targeted by the author who had the knowhow of the Internet and used the
Internet in their day to day basis. The difficulty for gathering the research on these types of
respondentsis due to the fact that they often go to university, institutions, offices, or factories
during the daytime. As a result of this, the author considered an online questionnaire that has
been self administered as probably the most suitable method for this study. In summary, the
author believed that an online self-administered questionnaire was deemed to be the most
suitable and practical for the collection of quantitative data in this particular study.
By using an online survey provided many benefits to this research which included cost, geographic
coverage, no bias from an interviewer's involvement, and more authentic survey results. Strategies
to overcome weaknesses, such as response rate, computer literacy, and understanding of
questionnaires have been proposed. Because of this data collection method is suitable for this
study, which will cover and ensure that the questionnaire respondents are also keen Internet users.
On next section will provide with the sample design of this study. Qualitative and Quantitative data
As defined by Saunders (1997), the feelings, attitudes
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and motivations of a group of sample in consumers can be analyzed by means of
qualitative research. Qualitative research is often being criticism for its minor sample size
and the extent to which explanation of results is dependent on the subjectivity and
interpretation of the researcher (PROCTOR, 1997). Therefore many of executive
decision makers prefer to rely on quantitative research. Quantitative research which
involving in collecting data that can be statistically analysed with the ability to
express results numerically. It is generally recognised, however, that quantitative
results are ineffective as true measures of feelings and beliefs. According to Gordon
and Langmaid (2000) identify that the majority researchers will often discuss and
compare two types of researches in their suitability to the particular research project.
The hybrid methodologies have been adopted by the majority of researchers as proven that
both approaches are pivotal (GORDON, LANGMAID, 2000; DOHERTY, ELLIS-CHADWICK,
HART, 1999). After the consideration of the various data collection procedures
available to the research project, the quantitative method has been
deemed to be most appropriate method.
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Due to the nature of the research objectives, with the
benefit of
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quantitative research method will provide the researcher with gaining a fuller
understanding of the adoption of e-commerce by the Internet population. This
dissertation will engage with a well-designed questionnaire, which considering to be
most suitable method of quantitative data collection.Well- designed questionnaires
are pivotal for collecting certain types of information with great time efficiency and minor cost.
Therefore on this study the well planned questionnaire was needed (right from the
beginning), with consideration of time and cost implements, the process of
distribution, collection and analysis of results. Moreover, background information
about the questionnaire, instructions to respondents, the serial numbers and coding
boxes will be included when design this questionnaire.
5.5 Research POPULATIONS and Sample According to internet world statistic (2009) reported that
there are over 16.1 million internet users in Thailand, which calculated as
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24.4 % of total population. According to the survey on Internet user profiles which
were conducted by The Thai National Electronics and Computer Technology Centre
(Nectec) in Thailand on 2009. The survey discovered that working adult between the ages of
20 to 29 which who were considering to be the majorexperienced users of Internet on online
purchasing. Also, only the wealthy and highly educated are majority Thailand internet
population (NECTEC, 2009) and according to Mahmood et al (2004) also suggested that Thai
online shoppers had higher education as well as being wealthier. Moreover, it was discovered
by the Computer Technology Centre and National Electronics at Thailand, that Bangkok has
the highest rate of Internet access.
Therefore, according to those information and references, the sample of the characteristics of
Internet buyer's can be taken from Bangkok. The author has decided to use Non-Probability
sampling because Ghauri and Gronhaug (2002) have referred to it as the easiest method of
conducting sampling. Similarly, pilot surveys along with 100 questionnaires and control on Quota
are necessary to conduct a pre-test on some of the respondents to ensure the reliability and
soundness of the questions before they are dispatched to the respondents. In order to remove
questions that can confuse the respondents; Choudrie and Dwivedi (2005) defines this particular
approach to be extremely imperative. Saunders et al, 2003 has defined sampling as identifying the
individuals who have information that is relevant to the objectives of the research. Most of the
studies related to the marketing research take a limited sample from the total population by
keeping in mind their question of research rather than asking questions from an entire population.
In order to construct their samples, the researchers must firstly decide to choose between
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non-probability and probability sampling. When each population element is chosen
randomly, the probability sampling comes into play, but as stated by Proctor (1997), this can be
extensively expensive for it consumes a lot of time in order to fulfil the probability sample
requirements. In non-probability sampling, a purposeful method is used to select the participants.
Proctor (1997) has identified the three different categories
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of non-probability sampling, which are: Quota Sampling- when the researcher
divides
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and assigns cells to relevant group of interest
based on his knowledge of the population in total. The researcher simply needs to input the
completed cells for the population being studied is represented through the sample. 1.
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Convenience Sampling- the researcher ultimately makes decisions on who is included in
the sample. There is no formal sample design
howeverif the researchers successfully apply
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the sample with reasonably representative of the research population into this
method
then therefore it
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can provide useful data to the researcher. 2. Judgement Sampling- this method
depends on the expertise of the researcher.
The similarity of this method to convenience sampling but only concentrate with further emphasis
which
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put on selecting a sample in which therefore the errors of judgement in the selection
will cancel each other out. Consideration of different sampling techniques deemed
that to use a true probability sample was not possible due to cost and time
restrictions. In adopting a non-probability sample, lead researcher to select a
combination in both quota and convenience sampling methods. In this particular
research project, the research objectives
are to study the existing users of the Internet. A sample of 10 respondents will be used in the
pilot test with various ranges of respondents, having different sexes, professions and age groups.
The author believes that, selecting this method of pilot test, will provide with substantial
questionnaire improvement. The sample used
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for the population of the study will be a reflection of the
Thai people in general. The final sample will include 100 questionnaires to be filled from both
females and males with the age group of 20-29 years old. Sample size. The researcher decides to
use the simple design of sample which is due to the limitation in time, resources and conditions.
Therefore by considering with the relevant target population of this study, the researcher prefers
to use a random sample rather of the ideal probability sample.The random sampling means it is
different to probability sampling; whichhas no restricted on the figures of sample sizes (Saunders
et al, 2007).According to Bryman and Bell (2007) required the sample size consist of the
minimum of 200 samplings in order to make justify findings,the precision does not depends on the
sample size, it is better to saythat "increasing the size may increase the likely precision of a
sample". Also, it is important that the results of questionnaire copies are valid and referable so
therefore will possible to generate the findings of this research.With the number of the Internet
users involved with online purchasing extensively,by pursuing an accurate consequence the
research will require with the larger effective responses. 5.6 Questionnaire design With the
creation of an attractive layout of questionnaires, which tend to provide higher rates of Customers'
respondent (Dillman, 1983).The major disadvantage of postal questionnaires is due to a low
response rate; therefore the design of a questionnaire would tend to be as simple as possible.By
apply with this method help the researcher towith the encouragement to interviewees to fill the
questionnaires.Thus, the questionnaire is to be published online (www.my3q.com) which will
effectively able gain higher volumes of interviewees. The expected number of interviewees is 200
people which the researcher aims for obtaining an objective and measurable result. In effective
questionnaire design should contain clear presentation and comply with understanding in the
respondent's mind.In this dissertation, the questionnaire featured with, explains the topic
anddefine 'how' to responds to the questions, specially, acknowledgement to the participants.The
definitions in the questionnaire are also a key instruction. In order to minimise the errors between
different understanding of physical shop and online shop image,the researcher provides both clear
definitions and images in the questionnaire.In the question contents, all of the questions are being
asked based on the hypotheses.There are several questions in order to test each hypothesis.To
ensure each question is answered, the researcher will set appropriate answering rules and arrange
questions in suitable order to prevent all the interviewees from missing out on any questions. The
questionnaire will be categorized into three different parts in order to analyze the attitude of the
people in Thailand towards purchasing online: The part of the first question is based on
demography i.e. age, gender and income, in order to identify the rate of buying online to be able
to use the checklist in measuring the variables related to the characteristics of the consumers. The
second one applies five points of Likert scales in order to rate the approach towards the six
variables namely,
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perceived usefulness, attitude, perceived ease of use, subjective norms, trust and
behavioural intention. Lastly, the final one is based on measuring the perception of the
respondents towards shopping online by use of open ended questions. Pilot testing The researcher
has been undertaking the pre-tests in two stages with few testers. Although the pre-test result
would not be recorded in this dissertation, but however, it still providing with helpful for the
questionnaire designs. In the first stage, by collected on the spellings and grammars to ensure
and reduceany possible errors or misunderstanding of the question description for
respondents.The second stage, the questionnaire has been examined on considering numbers of
participants in order to secure the suitable understandable questions being used in this
questionnaire. 5.7 DATA COLLECTION The table below summarizes the collection method of
primary data
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for the research project: | |Method | |Data type |Quantitative | |Data collection
|Questionnaires | |procedure | | |Sample |Sample of 100 | | |respondents
consisting| | |both males and | | |females.
| In order to accomplish the key elements of data collection, the way the questionnaire is
designed is extremely important. A questionnaire is defined by (Proctor T, 1997) as the
instrument for the collection of data which according to (Kinnear Taylor, 1996) is used to
determine the characteristics of the respondents, their past behaviours and their attitudes. While
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constructing a questionnaire, attention should be paid to the structure and wording of
every single question as explained by Proctor (1997). Furthermore, the sentence construction
and the structure of the questions should especially be considered, keeping in mind the
research objectives and the suitable target respondents to be questioned. While
designing the questionnaire, a number of
important factors need to be considered which include, coding boxes, directions to the
respondents, the background information of the questionnaire and so on. 5.8 Analysis of Data and
Processing: In this research, by providing SPSS statistics program, the author is able to analyse
and understand the data which has been gathered
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from the questionnaires. A quantitative data will be collected though out the research
method. Furthermore, with the SPSS statistic programme, the formula of the data as
statistic and numerical term is created. The data acquired from these statistical tests will
therefore, be demonstrated and evaluated in the form of tables and graphs. Finally,
the researcher will
be able to establish and clarify the relationship between the means and the variable; with the help
of these analyses. 5.9 Conclusion
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The methodology of the research project has been effectively demonstrated by this
chapter. In the various research methods accessible to the researcher; the deliberation
has been made to the
appropriateness in each one of them. The explanations for the methods chosen and the decisions
taken have been made clear. In the Chapter 6, i.e. the next dissertation chapter, the research
findings of the project have been highlighted.
