Research Methods To Be Performed Marketing Essay

This chapter comprises of 6 subdivisions. First, ‘Research Design ‘ which discusses on the research methods to be performed. Second, ‘Population, Sample and Sampling Procedures ‘ which defines the targeted population, sample every bit good as trying technique employed in this research. Third, ‘Data Collection Method ‘ which clarifies the figure of questionnaires and method to roll up informations. Forthly, ‘Variables and Measurement ‘ which explains about the original beginnings, figure of points and scaling technique for each variable. Fifthly, ‘Data Analysis ‘ which describes the computing machine plans used to analyze the information. Finally, ‘Pilot Test ‘ in which analysis on the findings of pilot trial is discussed.

Research Design

The intent of research study is to look into the relationship between website quality dimensions of air hose company e-commerce web site and client satisfaction. Survey is chosen to roll up informations because this research covers big Numberss of respondents in different geographical countries ( Sekaran, 2003 ) . Besides that, research design can be altered during informations aggregation phase of study ( Groves, 1989 ) . Furthermore, study is cost efficient and speedy ( Zikmund, 2003 ) .

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This research study is designed as a cross-sectional survey. Cross-sectional survey is performed to measure different persons at a individual point of clip ( Sekaran, 2003 ) . 230 units of analysis made up of on-line air hose ticket purchasers are targeted for the study. Data is collected by administering self-administered questionnaires to promote respondents to take part in the research study ( Saunders, Lewis, & A ; Thornhill, 2007 ) .

Population, Sample and Sampling Procedures

The population for this research study is on-line purchasers of air hose tickets who are between 21 and 40 old ages old. It is due to the nucleus age group of on-line air hose tickets purchasers is between 21 and 40 old ages old ( International Data Corporation [ IDC ] , 2010 ) .

Sampling is performed in this research study to choose subset from a population to construe the population ( Brunt, 2001 ) . Non-probability sampling is employed because the population figure is big and each elements of the population is unknown ( Froster, 2001 ) . Among the non-probability sampling techniques, quota trying against age is used. Quota sampling is dependable and could assist to avoid prejudice, thereby this technique is used in this research ( Sekaran, 2003 ) . Harmonizing to IDC ( 2010 ) , on-line purchasers between 21 and 25 old ages old consist of 14.5 % ; between 26 and 30 old ages old consist of 19.7 % ; between 31 and 35 old ages old consist of 18.7 % ; between 36 and 40 old ages old consist of 16.5 % .

Data Collection Method

20 sets of self-administered questionnaires are distributed to online purchasers of air hose tickets who are between 21 and 40 old ages old for pilot testing. Harmonizing to Fink ( 2003 ) , 30 sets of questionnaires are sufficient to carry on a pilot trial. The aim of pilot trial is to pretest the questionnaire to guarantee that it is apprehensible and appropriate dictions or measurings are used ( Zikmund, Babin, Carr, & A ; Griffin, 2010 ) .

200 sets of self-administered questionnaires are distributed to targeted respondents for the study. Harmonizing to Hair, Black, Babin, and Anderson ( 2010 ) , 200 questionnaires are sufficient to carry on study. Furthermore, harmonizing to Hill and Roche ( 2007 ) , to mensurate client satisfaction, 200 sample size is equal for dependability.

3.4 Variables and Measurement

The definition, figure of points, beginnings and measuring for each variable is shown in the tabular array below.

Table 3.1 Variables and Measurements

Independent variables

Definition

Number of Items

Beginnings

Measurement

Website Design

Website user interface presentation such as shoping layout, in writing manner, color strategy and pilotage characteristics ( Wang & A ; Strong, 1997 ) .

3

Lin, 2007

7-point Likert graduated table

Interactivity

Ability of web site to dynamically bring forth end products based on client questions and hunts ( Shankar, Smith & A ; Rangaswamy, 2003 ) .

2

Tsikriktsis, 2006

Lin, 2007

7-point Likert graduated table

Dependability

Dependability of website map to execute expeditiously at the appropriate timing ( Zeng, Hu, Chen, & A ; Yang, 2009 ) .

2

Zeng, Hu, Chen, & A ; Yang, 2009

7-point Likert graduated table

Informativeness

Ability to advise on-line clients sing the merchandise inside informations and options ( Lin, 2007 ) .

4

Lin, 2007

7-point Likert graduated table

Security

The degree of client ‘s assurance on the safety and dependability of on-line dealing ( Lin, 2007 ) .

2

Mustafa, 2011

Zeng et al. , 2009

7-point Likert graduated table

Responsiveness

Willingness of on-line retail merchants to supply immediate client services to the clients ( Parasuraman et al. , 1988 ) .

2

Tsikriktsis, 2006

Lin, 2007

Kassim & A ; Abdullah, 2010

7-point Likert graduated table

Trust

Honesty and credibleness of the online retail merchants ( Ahmed & A ; Khalil, 2011 ) .

2

Lin, 2007

Tsikriktsis, 2006

7-point Likert graduated table

Empathy

The proviso of attention and personalization by on-line retail merchants to the clients ( Ahmed & A ; Khalil, 2011 ) .

3

Lin, 2007

7-point Likert graduated table

Dependent variable

Definition

Number of Items

Beginnings

Measurement

Customer Satisfaction

The corporate result of perceptual experience, appraisal and psychological reactions to the ingestion experience with a merchandise or service ( Ha & A ; Im, 2012 )

3

Lin, 2007

Zeng et al. , 2009

Mustafa, 2011

7-point Likert graduated table

Beginning: Developed for the research

3.5 Data Analysis Techniques

Descriptive and illative analyses are performed in this research. Descriptive analysis is undertaken to depict the features of sample ( Sekaran, 2003 ) . On the other manus, illative analysis is used to generalize the population features based on sample informations ( Zikmund et al. , 2010 ) .

A few trials are undertaken for illative analysis. First, normality trial is performed to guarantee informations fulfils the normalcy premise ( Lesaffre, 1983 ) . Second, dependability trial is conducted to guarantee the dependability and consistence of response ( Sekaran, 2003 ) . Third, Pearson analysis is undertaken to mensurate the correlativity between independent variables. It is to determine that there is no multicollinearity job ( Lena & A ; Margara, 2010 ) .

Finally, multiple additive arrested development trial is performed. This trial is conducted because both independent variables and dependent variable used in this research are interval informations, which is a type of parametric informations ( Gardner, 2007 ) . The undermentioned equation is used for this trial.

Table 3.2 Equation for Multiple Linear Arrested development

Y = I± + I?1X1 + I?2X2 + I?3X3 + I?4X4 + I?5X5 + I?6X6 + I?7X7 + I?8X8+e

Y= Customer Satisfaction ( dependent Variable )

I? = The incline of the arrested development surface ( The I? represents the arrested development coefficient associated with each Eleven

X1 = Website design ( independent variable )

X2 = Interactivity ( independent variable )

X3 = Reliability ( independent variable )

X4 = Informativeness ( independent variable )

X5 = Security ( independent variable )

X6 = Responsiveness ( independent variable )

X7 = Trust ( independent variable )

X8 = Empathy ( independent variable )

e= An error term, usually distributed about a mean of 0 ( For intent of calculation, the vitamin E is assumed to be 0 )

Beginning: Developed for the research

3.6 Premises Testing for Pilot Test

Normality trial, dependability trial and Pearson analysis ( trial for multicollinearity job ) are performed to guarantee informations collected from pilot trial fulfils normalcy and dependability premises every bit good as free from multicollinearity job.

3.6.1 Normality Test

In order to carry on parametric trial ( multiple arrested development trial ) , informations must be proven to hold fulfilled normalcy premise ( DeVaus, 2002 ) . Shapiro-Wilk is chosen over Kolmogorov-Smirnov trial because the sample size of this research study is less than 50 ( Drezner & A ; Turel, 2011 ) .

Table 3.3: Table for Normality Test

Kolmogorov-Smirnov

Shapiro-Wilk

Statistic

df

Sig.

Statistic

df

Sig.

Standardized Residual

.116

20

.200

.951

20

.375

Beginning: Developed for the research

Table above shows the significance of informations under normalcy trial. Harmonizing to DeVaus ( 2002 ) , normalcy is demonstrated when the p-value in Shapiro-Wilk trial is more than 0.05. The p-value of pilot trial information is 0.375. This indicates that the standardised remainder, client satisfaction, is usually distributed.

3.6.2 Reliability Test

Cronbach ‘s Alpha is used to mensurate the consistence and dependability of independent variables and dependent variable. Harmonizing to Sekaran ( 2003 ) , Cronbach ‘s Alpha of at least 0.7 is acceptable as it indicates a satisfactory consistent and dependable degree. The closer the Cronbach ‘s alpha value to 1, the greater the internal consistence of the single variable. The values of Cronbach ‘s Alpha associated with the readings of the value are shown in the tabular array below.

Table 3.4: Table for Cronbach ‘s Rule of Thumb

Cronbach ‘s Alpha

Strength of Association

0.80- 0.95

Very Good Dependability

0.70 – 0.80

Good Dependability

0.60 – 0.70

Fair Reliability

Less than 0.60

Poor Reliability

Beginning:

Table 3.5: Table for Reliability Test

Cronbach ‘s Alpha

N of Items

Web page Design ( WD )

.850

3

Interactivity ( IT )

.701

3

Reliability ( RL )

.789

3

Informativeness ( IF )

.917

4

Security ( SE )

.863

3

Responsiveness ( RP )

.720

3

Trust ( TR )

.745

3

Empathy ( EP )

.707

2

Customer Satisfaction ( CS )

.803

3

Beginning: Developed for the research

Table 3.5 shows the consequences of dependability trial. Informativeness obtained the highest value of Cronbach ‘s Alpha ( 0.917 ) , followed by security ( 0.863 ) , webpage design ( 0.850 ) , client satisfaction ( 0.803 ) , dependability ( 0.789 ) , trust ( 0.745 ) , reactivity ( 0.720 ) , empathy ( 0.707 ) and cinteractivity ( 0.701 ) . Henceforth, all variables have consistent and stable measurings as their Cronbach ‘s Alpha values are between 0.70 and 0.90.

3.6.3 Pearson Analysis ( Test for Multicollinearity Problem )

Pearson analysis is conducted to guarantee the absence of multicollinearity job between variables. Multicollinearlity job exists if the correlativity between variables is greater than 0.9 ( Hair et al. , 2010 ) . Table below shows the correlativity between each independent variables.

Table 3.6: Table for Pearson ‘s Correlation Analysis

WE

Information technology

RL

IF

Selenium

RP

TR

EP

Cesium

Web page Design ( WE )

1

Interactivity ( IT )

.203

1

Reliability ( RL )

.663**

.081

1

Informativeness ( IF )

.304

.643**

.262

1

Security ( SE )

.614**

.187

.550*

.300

1

Responsiveness ( RP )

.368

.415

.332

.456*

.373

1

Trust ( TR )

.487*

.568**

.351

.627**

.614**

.571**

1

Empathy ( EP )

.449*

.436

.435

.642**

.371

.546*

.402

1

Customer Satisfaction ( CS )

.311

.486*

.509*

.616**

.315

.524*

.460*

.382

1

** Correlation is important at the 0.01 degree ( 2-tailed ) .

* Correlation is important at the 0.05 degree ( 2-tailed ) .

Beginning: Developed for the research

Based on the consequences, the correlativity between each independent variable is less than 0.9. This indicates that independent variables do non overlap with one another. Therefore, none of the independent varibles should be eliminated.

3.7 Decision

This chapter highlighted the research methodological analysis employed in this survey. Besides that, findings of pilot trial are analysed. In the following chapter, research findings from the study will be discussed.

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