REPORT FINAL CHAPTER ONE TWO THREE.pdf
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CHAPTER ONE
INTRODUCTION
1.1 COMPANY BACKGROUND
1.2 WOOPIT: A BRIEF OVERVIEW
1.3 BACKGROUND OF STUDY
1.4 PROBLEM STATEMENT
1.5 RESEARCH OBJECTIVE
1.6 RESEARCH QUESTIONS
1.7 RESEARCH HYPOTHESIS
1.8 THEORETICAL FRAMEWORK
1.9 SIGNIFICANCE OF STUDY
1.10 SCOPE OF STUDY
1.11 LIMITATIONS
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1.0 INTRODUCTION
1.1 BACKGROUND OF THE COMPANY.
Figure 1.1 : Companies Logo
This project is fully owned by ASMARA which is one of the organization under
MARA. In order to penetrate both market Malaysia and Indonesia, ASMARA needs
a company that is used in both market. Thus, LebahKuning International Sdn Bhd
was chosen by the Koperasi Anak Sains MARA (ASMARA) to handle the operation
of both Woopit Malaysia and Indonesia. Azz Masyi Sdn Bhd on the other hand is
the dealer appointed by LebahKuning to handle the distribution of WOOPIT
Malaysia.
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1.2 WOOPIT MALAYSIA: A BRIEF OVERVIEW
WOOPIT was introduced in Malaysia in 2011 by
YellowBee Solutions (M) Sdn Bhd and J&C Pacific Sdn Bhd as a smart public kiosk
that will replace the old public phone. However, the function of this kiosk is not to
make phone call but to provide the reload services for the available Telco in
Malaysia. Overall, WOOPIT has three machines which are M1, M3 and M5. M3 is
the public kiosk and is the new version of M1 where the company develop more
functions and improvement as compared to the M1 terminal. At this moment, the
M1 terminal is very popular in Indonesian market but the M3 terminal is popular in
Malaysia. On the other hand, M5 terminal is the new portable terminal that will be
launched by April 2015.
Figure 1.2 (a): The M3 machine from WOOPIT.
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Figure 1.2 (b): The M5 machine from WOOPIT.
At this moment, this terminals are usually bought by corporate companies such as
Petronas and FELDA where both companies bought 100 M3 terminals for their
companies1. However, there are still individual owner who bought this terminals
and put the terminals at the high traffic places such as hospitals and Universities.
Since 2011, there are now around 3000 WOOPIT terminals in all over Malaysia.
1.3 BACKGROUND OF STUDY
This research attempted to find the level of public awareness and acceptance
towards WOOPIT Malaysia. After being in the market for more than 5 years, this
study has measured the level of consumer awareness regarding the existence of
the WOOPIT terminal. In addition, consumers perception towards all the terminals.
The research is vital for the company to know their market better and to further
develop new strategies based on the findings collected. Also, this is where the
company could improve their weaknesses in order to be the market leader. In order
to conquer the market, high acceptance and awareness of the consumer are
1 Information taken from Official Woopit Profile 2015
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crucial. The brand needs to position itself into the empty state of mind of the
consumer so that they will remember the brand every time they want to reload the
mobile phone. So this research is basically to help the management of
LebahKuning International and Azz Masyi Sdn Bhd in creating strategies to
conquer the market and implementing it in the future.
1.4 PROBLEM STATEMENT
In order to find out the level of awareness and acceptance of WOOPIT, the current
situations about the company are figured out through an interview with the
management of the company. The current situations facing by the company are
they need a larger market share in order to be the market leader. In order to hold
a big market share, they need to take in a larger consumer of their merchandise.
This will also lead to a bigger demand and increases their sales. The troupe is
likewise confronting the trouble of not knowing whether the consumer know their
brand existence or not. After 5 years in the market supposedly the company will
already have quite a number of loyal customers or at least the consumer knows
about the brand, but the company does not know whether they have such loyalty
or awareness of the consumer.
This is based on the WOOPIT Annual Report 2014, the current market leader of
this industry is EPAY and followed by EZEELINK. EPAY is seen to conquer the
marketplace because they have been in the industry for 9 years, followed by
EZEELINK, 6 years in the industry. At this moment, EPAY has more than 12 000
machines all over Malaysia. They also collaborated with PETRONAS and
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hypermarket like GIANT and TESCO to place their reload machine. EZEELINK on
the other hand, holds around 6000 reload machines all over Malaysia. WOOPIT at
this pace has around 2000 reload machines all over Malaysia.
Besides, the company does not know how consumer perceived their products and
services. Thus this research will focus on the factors or variables that will involve
the awareness and acceptance of the public. The factors that have been identified
are service quality and promotion strategy. This research will look into the
relationship or how these factors will affect the public acceptance and awareness
of the product.
1.5 RESEARCH OBJECTIVES
In view with the above problem statement, the following objectives are considered:
I. To evaluate the relationship between the service quality of WOOPIT
with the public awareness and acceptance.
II. To examine the relationship of effectiveness of promotional strategy
towards public awareness and acceptance.
1.6 RESEARCH QUESTIONS
The following research questions are developed:
I. Does the awareness and acceptance of the public will be influenced by
the service quality?
II. How effectiveness and efficiency of the promotional strategy affect the
public awareness and acceptance?
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1.7 RESEARCH HYPOTHESIS
The following research hypothesis are tested and developed by the above
research questions:
Ha 1: There is significant relationship between service quality with public
acceptance.
Ho 1: There is no significant relationship between service qualities with public
acceptance.
Ha 2: There is significant relationship between the effectiveness of promotional
strategy with public acceptance.
Ho 2: There is no significant relationship between the effectiveness of promotional
strategy with public acceptance.
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1.8 THEORETICAL FRAMEWORK
This research is conducted by using a specified model that clearly defines the
independent variables and dependent variables that are used during this research.
This theoretical framework also include the moderating variable and intervening
variable that will be used for this research. As for this research, the principal focus
will be on the awareness and acceptance of the public towards WOOPIT.
The dependent variable is the variable of primary interest to the researcher. An
independent variable is one that finds the dependent variable in either a positive
or negative. In this research, the independent variables are service quality and
promotion.
The moderating variable is one that has a strong contingent effect of the
independent variable and dependent variable relationship. That is the presence of
a third variable modifies the original relationship between the independent and the
dependent variables. In this research, the moderating behavior is the consumer
behavior. The consumer behavior that is looked into is the purchase behavior and
decision making process of the consumer. Also, how these factors are affecting
the relationship between independent variables and dependent variables.
An intervening variable is one that surfaces between the time the independent
variables start operating to determine the dependent variable and the time their
impact is felt along it. There is a temporal quality or time dimension of the
intervening variable. The intervening variable surfaces as a subroutine of the
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independent variables opening in any situations and helps to conceptualize and
explain the influence of the independent variable on the dependent variable. The
intervening variable of this research is the expectation of the consumer. High and
low expectation of the consumer may positively or negatively affect the dependent
variables. The theoretical framework used is as follows:
FIGURE 1.8: Theoretical Framework
1.9 SIGNIFICANCE OF STUDY
In general, this study is aiming to understand about the public awareness and
acceptance towards WOOPIT. Consequently, public awareness and acceptance
of customer towards WOOPIT is measured and calculated also to serve the
problem statement of this study.
Independent Variable Dependent variables
Moderating Variable Intervening Variable
Consumer Behavior Expectation
SERVICE
QUALITY
PROMOTION
AWARENESS
ACCEPTANCE
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Besides that, with accurate systematic review this topic also contributed to the
result of the findings regarding the public awareness and acceptance towards
WOOPIT and this study gave recommendation towards WOOPIT to make any
ways or steps to make improvement in their business.
In line of direct participations of respondents and customers for this study, it will
provide excellent information for LebahKuning International and Azz Masyi Sdn
Bhd so that they have a better understanding with their customers. As an addition,
this work also contributes to provide more dependable services and likewise lay a
better marketing plan and schemes in order to reach their customer demands and
gratifications.
Also, this study will help to create the awareness and acceptance for WOOPIT. In
addition, this study would make WOOPIT has the ability to know the effectiveness
and efficiency of marketing strategies that they have been implemented also to be
implemented.
1.10 SCOPE OF STUDY
In order to get a clear insight for this research, the scope of study is needed to be
set. Public is defined as all the people or item with characteristics one wishes to
understand. For this research the public is refer to the population in Bangi and
Shah Alam. In each area, 50 respondents will be interviewed. In total 100
respondents which included three major type of races such as Malay, Chinese and
Indian will be interviewed in this research. The average age for the sample size is
from 16 years old to 45 years old.
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1.11 RESEARCH CONSTRAINTS
Along the time of completion of this study, there are various constraints are faced
and managed to be overcome throughout the process.
i) Time constraints
The limitation includes of time constraint that will be faced in this
study. This is because this study needs to be done within 14 weeks.
In order to produce a more honest resolution, additional time is
needed to gather and examine the information. Besides that,
researcher needs to move to the fieldwork to meet the respondents
and distribute the questionnaires, thus in order to get to the tasks
organized and managed quickly, an effective program is required to
handle this constraint.
ii) Accessibility of information
The limitation includes of lack in accessibility of information. This is
because this study needs more information in order to make it more
precise and reliable. In order to get accurate results, easier
accessibility of information is very important. Restriction on some
information that are confidential to some institutions are also
constrained towards this research.
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CHAPTER TWO
LITERATURE
REVIEW
2.0 INTRODUCTION
2.1 PUBLIC AWARENESS
2.2 PUBLIC ACCEPTANCE
2.3 PROMOTIONAL STRATEGY
2.4 SERVICE QUALITY
2.5 VENDING MACHINE
2.6 MALAYSIAS TELECOMMUNICATION COMPANIES
2.7 POSTPAID AND PREPAID
2.8 MALAYSIAN TELCO CUSTOMER
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2.0 LITERATURE REVIEW
It is a routine that evaluates this work in relation to the problem, through
documentation and presentation of the subject. Look at the vital stages of current
knowledge, including substantive findings, as well as theoretical and
methodological contributions to a special subject. Literature reviews are the
secondary sources and as such, do not report any fresh or original experimental
study. A literature review can also be construed as a critique of an abstract skill.
This would help to acquire a good problem statement and promises that no
important variables that is looking past throughout the cognitive operation of
defining the problem. This likewise serves to prevent dissipation of resources in
fining the problem statement. In sum, it facilitates the combinations of the
information garnered from the structured and unstructured interviews that has
been grounded in fields. In a nutshell, it is providing the cornerstone in making up
a theoretical framework that can be conducted for the subject.
2.1 PUBLIC AWARENESS
Public awareness gives the definition towards the significant role that
community knowledge has that building among the societies.
Delivering knowledge and enthusiasm of community remotes the
community schemes for efficient communication. Most of the people,
lack of knowledge towards the roots of the things they use every day.
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While this is partially due to lack of enthusiasm and interest in many
examples the data is hidden by companies concerned about
competitors and concerned with hiding unethical practices. This
indicates that consumers who would wish to be environmentally and
socially conscious do not ever have the opportunity, and the
companies that engage in the unethical practices are permitted to
carry on without financial pressure. So, for the new customers to
accept and be aware about a new product is going to be rather slow.
Therefore, there are a few stairs to increase brand awareness of a
new product. The initiative step will be to create a web site. Today,
people are more technologically savvy and everything is at the
fingertips. People can get information about almost everything in
the network. Therefore, to sustain a web site is a great tool to
increase the awareness of clients around the merchandise.
Moreover, learn the process or hire a search engine to make sure
WOOPIT website will be at the highest ranking when customers are
looking for a certain product, for example, reload. Other than that,
maybe the company can advertise their site on other associated
websites such as Maxis, Celcom, Tune Talk, U Mobile and Altel.
Another step will be to produce a media presence. Evenly, as being
recognized now, social networking plays a big role in an individuals
life. So, by having a Twitter, Facebook and Instagram account,
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WOOPIT will be capable to advertise product easily without going
anyplace. This procedure can be exercised exclusively at home.
Other than that, for instance, if the customers like the merchandise,
the customers will help to promote the merchandise for WOOPIT.
Other than that, although social networking is important, traditional
media should not be set away. This is because, there are masses
who still take the magazines and papers. Older generation might
feel some difficulties to use social networking sites such as Twitter
and Facebook. Thus, it is a sound thought to accept advertisements
in the newspapers and magazine. It is important for WOOPIT to
choose the section to publish the ad in the chosen magazines and
papers. Hence, traditional media should not be abandoned,
although there is the existence of social networking websites.
Next is to make the public aware towards the brand. Brand
awareness is linked up to the effectiveness of the brand node or trace
in memory as reflected by people who use a product or services
ability to recall or recognize the brand under different situations.
Brand awareness can be seen as depth and width. The depth of
brand awareness relates to the likelihood that the brand can be
recognized or recalled. The width of brand awareness relates to the
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variety of purchase and consumption situations in which the brand
comes to mind.
Other than that, brand awareness is related to the strength of the
brand in memory, as reflected by the people who use a product or
services ability to identify different brand elements (i.e., the brand
name, logo, symbol, character, packaging, and saying) under
different conditions. Brand awareness relates to the likelihood that
WOOPIT will come to mind and the simplicity with which it does so
given different type of hints or signs.
Moreover, several measures of awareness of brand elements can be
employed. Likewise, taking the appropriate measure, depends on
the importance of brand awareness that affecting the behavior of the
consumer and results to the success of the marketing program for
WOOPIT.
2.2 PUBLIC ACCEPTANCE
Public acceptance is the approval or the act of acceptance of public
towards certain products or brands. Through public acceptance this
would increase the sales of WOOPIT, this is because the public
would buy the product from WOOPIT. The loyal customers would
use the marketing with the power of mouth to promote better services
and products given by WOOPIT. This would cut the costs in terms of
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promotion. Through these loyal customers, the public will more
attracted and trust to buy because these loyal customers explained
in terms of their experience. Therefore, there are many ways to
intensify the public acceptance towards WOOPIT.
Firstly, through public participation. Public participation is one of the
processes that can help to attain public acceptance of a particular
brand. These can be done through questionnaires towards loyal
customers, new market, and the public. Ask this group of people
what is their experience, what they want, and any development they
want from WOOPIT. Participation is recognized as ranging in degree,
typically reflecting the extent to which power over decisions, and
responsibility for the management of development, are shared
(Arnstein, 1969; Clayton et al., 1997; IAP2, 2000). This will pull in the
public feel wanted and make the public to accept the fellowship.
Next, build sure the product is legitimate. And then the client will bear
no doubt towards the WOOPIT terminal, because the company will
gain the trust of customers towards the fellowship. This can be
achieved by the legal documentation of the company, also the
validation of legal (e.g SKMM and SIRIM) labelled at each terminal.
In addition, to gain the public acceptance is also can be done through
securing the confidence of the public towards WOOPIT by good
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customer service. If the customer service is in effect, it will be easy
for the public. This can create the trust of the public towards the
WOOPIT terminal. This is because in sometimes the terminal could
be facing problems such as the customer does not receive the
amount that they reload. And this mistake sometimes is unexpected
and unintentionally by the society. Nevertheless, this can be resolved
through good customer services.
2.3 PROMOTIONAL STRATEGY
Product publicity is one of the requirements for growing the brand in
front of the public and attracting young clients. There are numerous
ways to promote a product or service. Some companies employ
more than one method, while others may apply different methods for
different marketing roles. Irrespective of a company's product or
service, a solid set of promotional schemes can help put the society
in a favorable light with not only current customers but new ones as
well. Promotional strategy is important for the clientele to increase
their customer and sales.
On that point are some promotional strategies for WOOPIT to
increase their customer such as competition, merchandise
giveaways, giving away branded gift, and after-sale customer
surveys.
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2.3.1 Contests
Contests are a frequently practiced as the tool in
promotional strategy2. Many contests do not even
necessitate a purchase. The aim is to promote
WOOPIT and put the logotype and name in front of the
public rather than pull in money through a hard-sell
campaign. People like to win prizes.
2.3.2 Customer Referral Incentive Program
The customer referral incentive program is a mean to
encourage current clients to bring up new customers to
WOOPIT terminal. Free merchandise, heavy rebates
and cash rewards are some of the incentives the
customers can utilize. This is a promotional strategy
that leverages the customer base as a sales force.
2.3.3 After-sale Customer Surveys
After sale survey is contacting clients by phone or
through the mail after a sale and it is an important
promotion to make sure customer satisfaction. Skilled
sales people make survey calls to customers to garner
2 Carl Hose (A.N.D) Top Ten Promotional Strategies, Demand Media. Chron.com, http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html
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information that can subsequently be used for
marketing by asking questions pertaining to the way
the customers feel about the products and services
purchased. This serves the dual role of bringing up
WOOPIT as one that cares what the customer thinks
and one that is constantly endeavoring to offer the best
service and merchandise.
2.4 SERVICE QUALITY
It is important for a company to maintain and improve the caliber of
the merchandise to obtain public acceptance and awareness. Most
of the masses will choose the quality of service rather than the
ordinary product3. It is because service quality will make them highly
satisfied compared with the ordinary product. There have four
different types of service quality which are product-oriented quality,
process-oriented tone, quality control, and user-oriented quality4.
Product-oriented quality is the products physical properties such as
the users manual at the terminal. Procedure-oriented quality is a
production process that guarantees the products live up to the ethical
production standards. Quality control refers to the operational
techniques and activities that are applied to satisfy requirements for
3 Lars Perner, introductory marketing, university southern California, http://www.consumerpsychologist.com/marketing_introduction.html 4 HR Moskowitz, Product and Package Testing - Moskowitz Jacobs Inc. mji-designlab.com/fileadmin/user.../Product_and_Package_Testing.doc
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quality. Finally, user-oriented quality is the customer perception
toward the product quality.
2.5 VENDING MACHINE
A vending machine is a machine that dispenses items such as
snacks, beverages, alcohol, cigarettes, lottery tickets, cologne,
consumer products, and even gold and gems to customers
automatically, after the customer inserts currency or credit into the
machine (Bellis, 2015). From 2000-2010, specialization of vending
machines became more usual. Vending extended increasingly into
non-traditional fields like electronics, or even art. Machines of this
new category are generally called Automated Retail kiosks.
Automated retail is the category of self-service, standalone kiosks in
heavily trafficked locations such as airports, malls and resorts5.
The trend of specialization and proliferation of vending machines is
perhaps most apparent in Japan where vending machines sell
products from toilet paper to hot meals, and there is one vending
machine per 23 people6. Vending machines have gone through
significant modifications and innovations. Many machines are
5 The Body Shop deploying automated retail shops. RetailCustomerExperience.com. Retrieved on 2011-
06-15 6 Vending machine- Japan-guide.com. Retrieved June 2011
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evolving to accept credit cards and companies are now able to
monitor a machine's state from afar.
A Malaysian company, Silkron has developed and is supplying the
smart vending software known as Vendron for vending machine
makers, vending operators and system integrators to leverage on
smart vending technology and capacities. The vending operators can
manage their vending machine and kiosk business in more efficient
and profitable manners, benefited from the comprehensive and
easy-to-use features with real-time data, such as centralized
inventory management, consolidated sales management and
tracking, cash collection traceability, stock replenishment
management with map-based route planning, digital signage content
management and many more. All of these means less loss, less cost,
more efficiency, and more winnings.
2.6 MALAYSIAS TELECOMMUNICATION COMPANIES
In that respect are actually many Mobile Telco companies in
Malaysia with the four major companies currently being Celcom,
Maxis, DiGi and U Mobile. TM or the Axiata Group as they are now
called are fixed line and broadband Internet service providers and
are not by our definition a Mobile Telco company. Neither is P1
WiMax, but there are a flock of freshmen in the field, including Yes
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from YTL, Altel and Tune Talk amongst others. Celcom has been
here the longest and as such is seen as the premium brand with the
best stability. Maxis has generally been recognized to deliver the
best coverage. DiGi was formerly regarded as the value-added
brand, but now stands toe-to-toe with Maxis in terms of coverage,
but is however a bit more affordable than Maxis. U Mobile is the
current value-added mobile Telco brand in the marketplace. All four
of them now offer 3G and 4G LTE services along with all the older
mobile Internet connectivity technologies like 2G and WAP. LTE is
an abbreviation for Long-Term Evolution, commonly marketed as 4G
LTE, is a standard for wireless communication of high-speed data for
mobile telephones and data terminals. It is based on
the GSM/EDGE and UMTS/HSPA network technologies, increasing
the capacity and speed using a different radio interface together with
core network improvements. Almost all of them offer some sort of a
subsidized device or smartphone under a prepaid or postpaid plan.
2.7 POSTPAID AND PREPAID
The postpaid mobile phone is a mobile phone for which service is
provided by a prior arrangement with a mobile network operator. The
user in this situation is billed after the fact according to their use of
mobile services at the close of each month. Typically, the customer's
contract specifies a period of aggregation or "allowance" of minutes,
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text messages and so on, and the client will be charged at a flat
charge per unit for any usage equal to or less than that allowance.
Any use above that limit incurs extra charges. Theoretically, a user
in this situation has no limit on usage of nomadic services and, as a
consequence, unlimited credit. This service is more beneficial for
people with a fixed income.
A prepaid mobile telephone (also commonly mentioned to as pay-as-
you-go, pay-as-you-talk, pay and give way, prepaid wireless, or
prepay) is a mobile phone for which credit is bought in advance of
service utilization. The purchased credit is used to pay for mobile
phone services at the point the service is accessed or consumed. If
there is no available credit then access to the requested service is
denied by the mobile phone network. Users are able to top up their
credit at any time using a variety of payment mechanisms.
A prepaid plan may have a lower cost (often for low usage patterns
e.g. a telephone for emergency use) and make it easier to control
spending by limiting debt and controlling usage.7 They often have
fewer contractual obligations no early termination fee, freedom to
change providers, plans, able to be used by those unable to take out
a contract (i.e. under age of majority). Depending on the local laws,
they may be available to those who do not hold a permanent
address, phone number, or credit card. This makes them popular
7 http://www.no-contract-plans.com/prepaid/
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amongst students away from their home towns and travelers. To
boot, they are popular with parents who like to deliver a way to stay
linked with their college age students but do not want the surprise of
an unexpected and lofty bill.
Usage of prepaid cellular telephone phone service is usual in most
regions of the globe. Approximately 70% of customers in Western
Europe and China use prepaid phones with the number climbing to
over 90% for customers in India and Africa.8 23% of mobile phone
users in the United States were using a prepaid service as of 2011,
a share that's expected to grow to 29% by 2016.9 Prepaid SIM cards
are likewise becoming a magnetic declination of the traditional
prepaid cell phone plans. Rather than needing to purchase an
entirely new phone, existing phones can be used by simply replacing
the SIM card within the device.10
2.8 MALAYSIAN TELCO CUSTOMER
Market research firm, Frost & Sullivan conducted an online survey
from October to November 2014, involving 1,300 respondents,
randomly picked out from consumer online panels, to evaluate
customer experience in the telecoms sector in Malaysia. Founded on
8 Cyrus Farivar (2012-06-14). "Die, contracts! Prepaid mobile phone use surges".Arstechnica. Retrieved 2014-07-24 9 Brian X. Chen (2012-08-02). "Prepaid Cellphones Are Cheaper. Why Arent They Popular?". The New York Times. Retrieved 2014-07-24. 10 ttp://www.irishtimes.com/business/retail-and-services/ding-founder-mark-roden-on-making-a-dent-in-mobile-credit-transfer-market-1.2017632 Retrieved 2014-07-24
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the Frost & Sullivans Malaysia Telecommunications Services
Customer Experience study, 83 percent of consumers stated that
they will change to another telecom service provider if there is a lack
of transparency in pricing and subscription programs.
Also, when it comes to customer loyalty, Celcom Axiata is ahead of
the industry average of 57 per cent, at 66 per cent. On the other
hand, U Mobile is the most recommended Telco in Malaysia.
When asked if the respondent would recommend their current
telecom service provider to their acquaintances and fellow workers,
U Mobile is the clear winner with 65 per cent, which is more eminent
than the industry norm of 51 per cent.
Beneath are the Malaysian telecommunication service providers that
have been recognized in Excellence in Customer Experience
Management, Telecommunications Industry by their customers
based on a survey taken by Frost & Sullivan.
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Overall Experience U Mobile
In Store Experience Maxis Communications
Self-Service/Online Experience Telekom Malaysia
Contact Center Experience U Mobile
Maxis Communications
Mobile Experience U Mobile
Net Promoter Score U Mobile
Table 2:8: Malaysian telecommunication service providers that
have been recognized in Excellence in Customer Experience
Management, Telecommunications Industry.
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CHAPTER THREE
RESEARCH
METHODOLOGY
3.0 INTRODUCTION
3.1 POPULATION AND SAMPLING METHOD
3.2 RESEARCH DESIGN
3.3 DATA COLLECTION METHOD
3.4 SCALE AND MEASUREMENT
3.5 DEVELOPMENT OF QUESTIONNAIRE
3.6 FIELDWORK
3.7 CODEBOOK
3.8 DATA ANALYSIS TECHNIQUE
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3.0 INTRODUCTION
A research methodology can be defined as, it is used to make a clear cut idea on
what is the research is entirely approximately. In order to plan in a right point of
time and to advance the research study, methodology provides the right platform
to the researcher for mapping out the research work in relevance to make firm
plans. Moreover methodology guides the researcher to involve and to be
participating in his or her special area of research.
3.1 Population and Sampling Method
Population can be defined as the total set of Individuals (or constituents) who (that)
met the sampling criteria. Also called target population. For this research the
population are from Shah Alam and Bangi. Sampling is the process of selecting a
sufficient number of the elements of the population, so that a study of the sample
and an understanding of its properties or characteristic will make it possible to
generate such properties are characteristic of the population. A sample size of 50
respondents from each population is going to be used for this research. In total
100 respondents will be interviewed for this research. In this research, the simple
random sampling is used since it is simpler and less reliable form of sampling. It is
simple because it requires only one stage of sample selection. It is likewise to
improve representatives and people are sampled from different groups, but on a
convenience basis. The questionnaire will be the instruments to gain info from this
sample size. The researcher will need to do a face to face interview with the
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respondents during the fieldwork. After the field work, all the data gained will be
processed in order to get the result. Data processing and data analysis will be used
to process all the data collected.
3.2 Research Design
Research design can referred as the framework or blueprint to collect
information needed for the project in the most appropriate way. The details of the
definition is that research design is the guideline and process of collecting the data
information. The procedures are necessary in order to collect the data information,
needed to structure or to solve marketing research problem. Furthermore,
research design is the foundation for conducting the project. A good research
design ensured that the marketing research project was conducted effectively and
efficiently. Research design involves a series of rational decision making choices
which is to identify the variables in a problem situation and to design the research
in a way that the required data can be gathered and analyzed in order to get the
best solution. The correct design is essential in allowing a valid and reliable
research.
The research design used is in this research was exploratory research. In
exploratory research, the objective is to explore or search through a problem or
situation to provide insight and understanding. Moreover, their characteristics are
flexible and also versatile. After exploratory research was done, it was followed by
descriptive research design and causal research design.
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3.3 Data Collection Method
This research is gathering up data by using method of personal interview. The
personal interview is conducted by using a questionnaire and fieldwork manual
before the interviewers go to the fieldwork.
A questionnaire is a research instrument consisting of a series of question and
others prompt for the function of gathering data from respondents. Although they
are frequently designed for statistical analysis of the answers, this is not invariably
the case. The questionnaire would be contained as much information, questions,
that will be used to generate the last result.
Secondary data are the data that have been already collected and readily available
from other sources. Hence, the data are easy to find and obtain compared to
primary data. Cases of secondary data are generated set, internet, magazine,
newspaper publisher, research article and journal.
Data Collection or collecting the data information is a crucial aspect for any type of
research study. Inaccurate data collection can impact the results of a study and
ultimately lead to invalid and unreliable results. For this research, various sources
were used to collect all the necessary data that is related to this research. The data
information collected must be accurate based on the objective of the research. The
main sources used were the primary data and the secondary data.
3.3.1 Primary Data
Primary data is a collection of original data. It is often used after gaining
some insight into the issue by reviewing secondary research or by analysing
previously collected primary data. Collection of primary data can be done
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through various methods, including questionnaires distributions to
respondent, surveys and interviews. In this research, questionnaire were
constructed and given to the respondents. Fixed alternatives questions
were constructed in the questionnaire where it may require the respondents
to choose from a set of predetermined answers.
3.3.2 Secondary Data
Secondary data is also needed when doing this research. Secondary data
sources is to collect more information in order to complete this study.
Secondary data sources are very useful in order to define the problem of
the study better and also can interpret primary data more meaningful.
Secondary data were collected mostly from journals and articles. Journals
help to conduct the research clearly and gather more additional information
that relates to the study. Secondary data sources are able to make the
research much easier to conduct as there were few researchers who had
done the similar 26 research in the past thus, their previous research were
able to guide through the current study. This type of data were used
extensively in literature review to provide the framework for this study. Other
than journals, textbooks, and newspapers were also the sources of these
desk research.
3.4 Scale and Measurement
In order to make the research more accurate and reliable, there will be several
scales and measurement that is going to be used in conducting the research.
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Measurement means assigning numbers or other symbols to characteristics of
objects according to certain pre specified rules while scaling involves creating a
continuum upon which measured objects are located.
3.4.1 Nominal scale
A nominal scale, as the epithet connotes, is simply some placing of data
into categories, without any parliamentary procedure or structure. Nominal
scales are utilized for labeling variables, without any quantitative value.
Nominal scales could simply be called labels. In the statistics it can be
used with nominal scales are in the non-parametric group. The most likely
ones would be in the mode and cross tabulation.
Eg: Name, gender, yes/no
3.4.2 Interval scale
Numerically equal distances along the scale represent equal values in the
characteristics being evaluated.
Eg: Average salary, age,
3.4.3 Ratio scale
Possesses all the properties of the nominal, ordinal and interval scales and,
in addition, an absolute zero degree. Therefore, ratio scale possesses the
characteristic of starting (and distance, order and description)
Eg: How many times have you tried the WOOPIT terminal?
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3.4.4 Likert scale
Is a widely used rating scale that requires the respondents to indicate the
degree of agreement or disagreement with each of series of statements
about the stimulus objects.
Eg: The service of WOOPIT is very good. 1= Strongly disagree 2= Disagree
3= Neither agree or disagree 4= Agree 5= Strongly agree
3.4.5 Multiple choice question
A form of assessment in which respondents are asked to select the best
possible answer (or answers) out of the choices from a list.
Eg: Where did you obtain the information regarding WOOPIT?
A. While shopping in the mall
B. Family and friends
C. Magazine
D. Internet
E. Newspaper
F. Others
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3.5 DEVELOPMENT OF QUESTIONNAIRE
The accuracy of data collection reflects in the questionnaire. A structured
questionnaire consist of several parts such as part A, part B1, part B2, part B3,
part C and part D. Each part were asked based on the independent variables which
are customer status, service quality, and promotion by WOOPIT. The last part is
the respondents demographic profile.
PART A: CUSTOMERS STATUS
In this part, the questions basically to getting know the respondent, whether they
know about WOOPIT. Where they find out about WOOPITs service. Also, in this
part, the respondents are asked whether they are a prepaid or postpaid user.
Respondents were required to choose the best answer from the suggestive
answers given.
PART B1: PROMOTIONAL STRATEGY OF WOOPIT
Part B1 involves about the promotion implemented by WOOPIT. In this part,
respondents were required to answer questions based on the promotion
implemented by WOOPIT. It is also to identify whether respondents know about
any promotion from WOOPIT and to know how to inform respondents about the
promotion of WOOPIT. The questions were rated on a 5-point Likert-scale, ranging
from 1 (strongly disagree) to 5 (strongly agree).
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PART B2: SERVICE QUALITY OF WOOPIT
Part B2, respondents were asked to evaluate their perception regarding the service
quality of WOOPIT. The respondents were shown with pictures of WOOPIT
terminal and they answered the questions based on the show cards. The questions
were rated on a 5-point Likert-scale, ranging from 1 (strongly disagree) to 5
(strongly agree).
PART C: PUBLIC ACCEPTANCE
The part C, respondents were asked to evaluate their perception regarding the
public acceptance of WOOPIT. In this part, they were asked whether they will use
the service of WOOPIT after they have answered part B. Other than that, whether
they would suggest to their family members to use the services. The questions
were rated on a 5-point Likert-scale, ranging from 1 (strongly disagree) to 5
(strongly agree).
PART D: DEMOGRAPHIC PROFILE
In this part, the questions were about respondents demographic background.
Eight fixed alternative questions, in nominal and interval scales, were asked about
the respondents gender, nationality, race, age, marital status, education level,
employment and monthly income.
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3.6 FIELDWORK
This research was conducted at 2 different areas which are Bangi and Shah Alam.
The fieldwork took about two weeks to be completed with 50 respondents in each
area. This fieldwork was carries out in order to investigate the public awareness
and acceptance of WOOPIT according to the respondents in each area. From this
fieldwork, the data collected were analyzed.
3.7 CODEBOOK
A codebook describes and documents the questions asked or items collected in a
survey. Codebooks help to provide you with crucial details for you decide whether
or not a particular data collection is useful in your research. The codebook describe
the subject of the survey or data collection, the sample and how it was constructed,
and how the data were coded, entered, and processed. The questionnaire or
survey instrument is included along with a description or layout of how the data file
is organized. Some codebooks are available electronically, and you can read them
on your computer screen, download them to your machine, or print them out for
example SPSS (Statistical Package for the Social Sciences).
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Figure 3.7: Codebook from SPSS
3.8 DATA ANALYSIS TECHNIQUE
Data analysis is a practice in which raw data is ordered and organized so that
useful information can be extracted from it. The process of organizing and thinking
about data is a key to understanding what the data does and does not contain.
There are a variety of ways in which people can approach data analysis, and it is
easy to manipulate data during the analysis phase to push certain conclusions or
agendas. For this reason, it is important to pay attention when data analysis is
presented, and to think critically about the data and the conclusions drawn. The
data collected will be analyzed by using software named SPSS (Statistical
Package for the Social Sciences). After all the information data being analyzed,
the data were gather and called it as a findings.
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3.8.1 PROCEDURE FOR DATA ANALYSIS
This research will analyze the data using the Statistical Package for Social
Science (SPSS 22.0). This program helps to facilitate data clearing, and
checking for logical inconsistencies in the dataset. Data mining procedure
were carried out before the actual data analysis were performed. The
responses from the respondents were coded accordingly before being
transferred into data file
By using Statistical Package for the Social Science (SPSS 22.0), it can be
used to analyze data collected from surveys, tests, observation or even
secondary data. (SPSS 22.0) can perform a variety of data analysis and
presentation functions including statistical analysis and graphical
presentation of data. Among its features are modules for statistical data
analysis that induce descriptive statistics, analysis of variance, factor
analysis, multivariate analysis, categorical data analysis and many more.
SPSS can also provide a method for examining the adequacy of the
regression model that covers checking assumption in regression.
In this research also, this program help to run the secondary data that has
been collected. This program also helps to facilitate data clearing, and
checking for logical inconsistencies. In addition, by using this program, it
can analyze the data collection to identify the respondents awareness and
acceptance towards WOOPIT, and correlation between the acceptance of
WOOPIT packaging with employment statement, promotion with age,
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product quality and race. It also involves in the process of hypothesis
testing.
3.8.2 TEST STATISTIC
(i) T-test
In order to test the significant of T-test, the comparison between the
absolute value of the T-test to the tabulated value of T-table with degree of
freedom (df) will be done and normally at 5% level of significant (95% of
confidence interval).
The formula used is as follows:
df = n-k-1
Where,
df = degree of freedom (from output regression)
n = no of observation
k = no of independent variable
Therefore, the decision rule is:
At 95%, confidence interval;
-test is bigger than critical value, reject H0 and accept H1.
-test is smaller than critical value, reject H1 and accept H0.
If the numerical value of the statistics is greater than the critical value then
it fall in the rejection region, where the null hypothesis is rejected and the
alternate hypothesis is accepted.
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(ii) Chi-square
The chi-square statistic is used to test the statistical significance of the
observed association in a cross-tabulation. It assist in determining whether
a systematic association exists between the two variables. The null
hypothesis, H0 is that there is no association between the variables.
The value of chi-square is calculated as follows:
2 = (E-O) 2 / E