Chapter 3
Overview of the Methodology
This chapter is research methodology. In this chapter we will illustrate on how the whole data is gathered and evaluated in an efficient way. The main goal of this chapter is to make sure that research and enquiries have been conducted in an appropriate way. This chapter is divided into several sections, first briefly we will define the research method we are going to use.
3. 01 Research Method
In common, there are three types of business research design which are historical research, descriptive research and experimental research. We shall be using descriptive research in our thesis. Descriptive research is exercised to explain a population with respect to vital variable. Plus this is to observe the connection and outcome of every variable. It points out the data collected for the aim of portrayal and analysis. To establish the association amongst the independent variables and the dependent variables descriptive research is very common to use. This does not amount to target proof of causality due to the results are established on the important and accurate knowledge, which includes proper analyses, interpretation, comparison and relationship.
There are two types of descriptive research qualitative descriptive research, and quantitative descriptive research. Quantitative descriptive research accentuates on what is, and makes use of quantitative methods to explain information, examine and explain the current circumstances, whereas qualitative descriptive research also accentuates on what is, but makes use of non-quantitative research methods in explaining the circumstance of existing .
3. 02 Data Collection Methods
a) Primary Data
Primary data refers to first or raw data. It can be collected through several methods. Primary data plays an important role in metrology Hence, they supply the vital first connection in the chain of accountability from the abstract explanation of a unit of the International System of Units (IS) to its practical use in measurement. There are many methods to collect primary data but our focus will be on questionnaire, interviews and observations and surveys.
b) Secondary Data
Data which are gathered libraries, internet, vendors, as well as producers such as books, periodicals, media, government, and commercial sources are called secondary data. According to Hox and Boeije (2005) secondary data refers to those records collected for various goals and utilised in other assignments. Essentially we shall be using the records gathered to transfer the literature review by obtaining the important details. This technique is used to develop the knowledge and analysis of our research objectives. Moreover, by utilising the secondary data, it explains the connection amongst independent variables, mediator and dependant variables. In various ways we can define research methods, however one of the mainly general difference is between qualitative and quantitative research method .
Qualitative researches are concerned mainly with procedure than results or goods and they are fascinated in significance how individuals make logic of their experience, lives and their constructions of the world. The primary instrument for data gathering and analysis is the quantitative research. Data are gathered via human instruments rather than inventories, questionnaire, or machines. This kind of study includes fieldwork, which the researcher physically goes to the people, setting site, or institution to observe or record actions in its genuine situation.
Qualitative research techniques were produced in the social science to allow researchers to examine societal and cultural aspect, for example, action examine, case study examine and civilisation. Qualitative data resource contain observation and researcher observation (fieldwork), questionnaires, interview, documents, textbooks, and the researcher’s impression and feedbacks.
3. 03 Sampling Design
According to Zikmund (2003) sampling is the procedure of utilising small figure of a larger population to make a deduction about the entire inhabitants. Researcher states that it is impossible to research the entire population of people, since it requires to use a great amount of time and money. Thus in order to achieve and experiment we should use some part of the population. The people of this research will be targeted on the full time undergraduates dine-in understanding in the coffee-shops in the Kingdom of Bahrain.
a) Types of Sampling
There are two types of sampling, probability sampling and non-probability sampling. In probability sampling the chances of members of the wider people being chosen for the sample are identified, in this procedure the choice of population units is independent of a researcher’s decision of biases. The other process is non-probability sampling, in which a researcher’s subjective decision plays a position in the collection of population units.
b) Target Population/Respondents
Target population is classified as a group of individuals, where researcher is involved in analysing to acquire significant knowledge in accordance with the aim of the research essay. The targeted people were the individual groups consisted of both genders, and were undergraduates aged 18 to 26 years old.
c) Sampling Frame and Sampling Location
Sampling frame is described as the record of entire appropriate sampling units . The target population consist of 100 male and female undergraduates from different universities in the Kingdom of Bahrain, such as Ahlia University, Applied Science University, Arab Open University, Arabian Gulf University, Bahrain Institute of Banking and Finance and Dalmon University. The questionnaire are indiscriminately dispersed and managed in Manama (The Kingdom of Bahrain). We chose this location since Manama is the capital of the Kingdom of Bahrain, It is the main business and transaction attraction, plus a great deal of tourist comes and the local and undergraduates can find an alternative each time if they wish.
d) Sampling Elements
The respondents of this survey were full-time undergraduates aged between 18 and 26 years old particularly for those who freshly visit and who had dine- in knowledge in the Coffee shops in the Kingdom of Bahrain. The essentials consisted of are sex, age and monthly pocket money.
e) Sampling Size
According to Roscoe (1975), he projected the law of thumb in shaping the sample size of a quantitative research. He discussed that sample size in the range of 30 to 500 is the most suitable for majority of the thesis. Hence, in this research, a sample size of 100 respondents was picked to achieve the target. In order to get the result more accurate and reliable we chose the respondents from different universities of the Kingdom of Bahrain
f) Research Instrument
The research instrument applied in this study is questionnaire, which is defined as technique of data collection in which each person is asked to respond to the same set of questions in a prearranged instruction. Self-administered questionnaire is used in this research. Self-administered questionnaire is a method to collect data in which questionnaire is distributed to target respondents. Established on their own knowledge or judgment respondents read and fill up the questionnaire. Questionnaire is a general and helpful instrument for data compilation since it is cheaper and large amount of respondents can get attracted.
g) Questionnaire Design
The structure of questionnaire is designed in English Language because the target respondents are undergraduates where English is an international language for communication. As for the layout of questionnaire, there are total seven pages together with the cover page as first page and three sections (Section A, Section B and Section C) in the following pages. A brief introduction and purpose of conducting the research are written at the cover page. Section A is about the general information of respondents, Section B is the construct measurement and Section C is the demographic profile of respondents (Refer Appendix 3.1).
In Section A, five general questions are prepared. The general questions include “Which International Coffee Chain do you prefer? Choose ONE only.”, “Do you have dine in experience based on your choice in Q1?”, “How often do you visit the chosen coffee chain?”, “Based on your choice in Q3, what is the purpose of your visit to the coffee chain?” and “On average, how much do you spend on coffee per visit?”. Multiple choices are set in this section and respondents are required to choose only one answer from the alternatives given.
Section B of the questionnaire is the construct measurements for five variables that are tested in the research include service quality, servicescape, customer satisfaction and behavioural intentions. In this section, questions are set in the form of rating scale, which is five-point Likert Scale. Respondents are required to rate the statement that represents his or her opinion the most. The information obtained from this section is to examine the relationship among each variable.
In Section C, four questions regarding demographic profile are prepared, such as gender, age, race and allowance or pocket money per month. Multiple choices are also being set in this section and respondents are required to choose only one answer from the alternatives given.
h) Pilot Test
Pilot test is scaled down form of the entire survey/questionnaire. It is used to pre-test the survey/questionnaire instruments. In other words before a large scale survey is conducted, pilot or pre-test is conducted to test the consistency and legitimacy of the queries in the questionnaire. The main goal of pilot is to make sure respondents does not face any kind of a difficulty while answering the questionnaire . To examine the reliability of the pilot test Cronbach's Alpha has been used. In the below table we can see the level of acceptance of the Cronbach's Alpha coefficient