CHAPTER – 3: RESEARCH METHODOLOGY

Contents

Introduction.................................................................................................................................................1
Population of the study...............................................................................................................................2
Data Collection............................................................................................................................................2
Primary Data............................................................................................................................................3
Questionnaire..........................................................................................................................................3
Secondary Data........................................................................................................................................6
Statistical Tool.........................................................................................................................................7
References...................................................................................................................................................7

Introduction

The basic purpose of carrying a research or a study is to have greater insights about the chosen
topic for the benefits of the researcher and to the readers. Research Methodology is the main part
in doing any research study or activity. This attempts to provide more information in general
about the overall association of the chosen field of study. Research methodology also endeavors
to identify certain answers by investigating to the core surface of the problems. There are many
types of research work being carried out every day in the entire field; however, all these
researches will fall in to in any one of the following: Exploratory research, Explanatory research
or Descriptive research. Researchers can apply any type of research methods depending upon the
area of study.

The researcher intends to use quantitative approach which is highly useful as the researcher
collect the primary data for performing the analysis. The researcher has considered three
independent variables and one independent variable, therefore it is highly important to analyse
the association between these variables and to forecast the dependent variable based on the
independent variables. Qualitative data sets can be collected through various modes. These
modes include observations, interview techniques and Delphi method activity. (Passer, 2013).
In this research, the researcher intends to use survey method for collecting the data. The research
design which is implemented in this research is descriptive. Because this method will enable the
researcher to collect the information without changing the environment, the research is focused
on the use of social media in tourism, therefore the actual data need to collected from the users
without altering the environment. Of the various descriptive research methods, the researcher
will use survey method, in which the participants will provide their responses through the
administration of interviews and questionnaires etc Once the respondents provides the answers,
the researcher can organize the data so as to collate the information. In this research, a
combination of open ended and closed ended questions are used so that adequate data pertaining
to the topic is sourced.

Population of the study

Individuals who are looking to go for tours using social media like Facebook, Twitter etc.

Sample Size

The sample size of the study is 30, this is restricted to small number due to lack of time to do the
assignment

Sampling

The researcher will use non-probability sampling method, in that the researcher will apply
convenience sampling method

Data Collection
Primary Data

Primary data are those which are received for the first hand and are applied specifically for the
study. It is carried out for the purpose of deep investigation of the subject knowledge on the
chosen topic. These types of data are collected mainly for large research projects, so as to get the
current information from the respondents. (Passer, 2013). First hand information is gathered to
observe, interpret and provide meaningful conclusion based on the collected data for the current
field of study. However, there are certain advantages and disadvantages in carrying out the
primary data.

The main advantages of primary research and data are:

 Data which are collected through primary data are more precise to the research topic.
 Information is current and is more recent.
 Non availability of specific data elsewhere.
 Cost effective due to advancement in technologies.
 Time sensitive topics prefer primary data as against secondary data.

Questionnaire

1. Age :

q 21 – 30
q 31 – 40
q 41 – 50
q ABOVE 50

2. Gender :

q Male
q Female
3. Education :

q Graduate
q P.G
q Professional
q Technical

4. Marital status :

q Single
q Married

5. Income (per Month) :

q Less than RM. 5,000

q RM. 5,001 – RM. 10,000
q RM. 10,001 – RM. 15,000
q Above RM. 15,000

6. Nature of family :

q Nuclear Family
q Joint Family

7. Job experience :

q No experience
q Less than 3 years
q 3 years – 7 years
q 7 years – 10 years
q More than 10 years

II – Influence of social media

 SL. Attributes Strongly Disagree Neutral Agree Strongly
No. Disagre Agree
e

1 Social media supports in

choosing the tourist destination

2 Quality of the services is high in

social media when compared
with others

3 Friends and families always

suggest to use social media for
choosing the destination

III - Marketing

SL. Attributes Strongly Agree Neutral Disagree Strongly

No. Agree Disagree

1 Services reach is higher in

social media

2 More queries are handled

properly

3 Genuine services are offered

IV – Levels of services

SL. Attributes Strongly Agree Neutral Disagree Strongly

No. Agree Disagree

1 Destination features are clearly

specified
 2 Time and month of visit is
properly stated

3 Photos and videos of the

location is stated which assist
in choosing the destination

V – Tourism industry Social media

SL. Attributes Strongly Agree Neutral Disagree Strongly

No. Agree Disagree

1 Social media has a greater

impact on tourism industry

2 Marketing through social

media is cost effective

3 Levels of services offered is

dynamic through social media

Secondary Data

Secondary data are those in which the required set of data are available on hand through various
sources. The researcher uses these data to improvise the research topic and to gain maximum
insights in to the subject matter. The critical part in using the secondary type of data is that the
onus is on the researcher to check on the validity and reliability of secondary data which are
adopted for the study.

Statistical Tool

The researcher first intends to test the validity and reliability using Cronbach’s alpha, the
researchers would extensively apply SPSS tool for analyzing the data which is gathered through
the primary sources of data.
References

Creswell, J. W. (2013). Research Design: Qualitative, Quantitative, and Mixed Methods

Approaches . Prentice Hall.

McBurney, D. H. (2012). Research Methods . Prentice Hall.

Passer, M. (2013). Research Methods: Concepts and Connections. Prentice Hall.