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3.1 Introduction
population, sample, research instrument, data collection and data analysis will be described in
the first part of the chapter. After that, descriptive approach, statistical method, pearson
correlation test will be described in the second part of this chapter. At the end of the chapter
Quantitative method will be used in this research to get all the required information by
conducting surveys with the respondents. Because, it is possible to conduct the research for
locating and obtaining correct data about customer consciousness and its relationship with
brand loyalty.
Therefore, it indicates that, a list of questions is used to get data from the respective
respondents who have joined in this study by using quantitative method. Additionally,
quantitative data can be measured by measurement system and tools which includes
3.3.1 Population
In this research, the targeted population are the students of University Malaysia Sarawak
(UNIMAS), located in Kota Samarahan, Sarawak, Malaysia. UNIMAS has 17,628 people
including postgraduate, undergraduate, PHD, preuniversity, local and international students
and staffs. Questionnaire method will be used to gather all the information for analyzing the
International students. However, 200 respondents are targeted to conduct this research from the
population of UNIMAS.
3.3.2 Sample
this large population for the research purpose (Babin et al., 2013). Population can be divided
into different segments through a sampling process to draw conclusions about unknown
Sampling unit for this research corresponds to people who consider themselves as eco-
tourists. According to Gates and McDaniel (2005), the sample size from 30 to 500 is ideal for
most research. Osbome and Costello (2004) state that adequacy of sample size is evaluated
100-poor, 200-fair, and 300-good. For conducting the research, 100 Malaysian and
100 International current students are targeted from UNIMAS. Besides, for determining the
sample size as a finite population, Krejcie and Morgan (1970) table will be used in this study.
Sampling technique is the method that was used in drawing the sample from population
to make the conclusion regarding the population. There are two type of sampling technique
which is usually used for the research purpose- probability sampling and non-probability
sampling. In this study, non-probability sampling technique will be used and applied.
According to Malhotra and Birks (2007), this sampling provides a good overview of the studied
population as some units of the population have more possibilities to be chosen than others for
According to Claire and Sarah (2013), primary data is the data collection for the
problem of the research done in a focus group. As this study is conducted based on quantitative
A set of close-end questionnaire had been used as research instrument for this study.
inclusion of both Malaysian and international student respondents. In this study, majority of
the items in the questionnaire were from pre-existing questionnaires and little modification is
applied towards the items in the questionnaire (Harrison & Hartley, 2009).
This questionnaire comprised several parts and being divided into 3 sections from
questionnaire. The responses were weighted from 1 to 5 with higher values indicating greater
agreement (Kamri & Radam, 2013). The level of importance is based on the following score:
Scale Level of Importance
1 Strongly Disagree
2 Disagree
3 Neutral
4 Agree
5 Strongly Agree
3.6 Pre-Test
The questionnaire needs to be pre-tested before the real process of collecting data can
be implemented. The purpose of having pre-test is to test the level of reliability for each
question. Revision of question needs to be done in case there is any confusion or misleading
meaning in the question until the Cronbach’s Alpha test reaches the minimum qualification
(α=0.7).
After collecting raw material from the questionnaire survey, this research utilizes SPSS
17.0 program (Statistical Package for Social Science) for Windows Students Version to process
the results as cognitive learning theory, and theory of reasoned action involved a large number
of measurement variables. The following are the statistical tools which were used:
3.7.1 Descriptive Analysis
The data that which had been collected will analyze based on the descriptive statistics
analysis. Descriptive analysis enables this study to use percentage analysis responses to each
variable distributed and enable to know more about the results. The data which collected was
Data analysis processes in survey research is usually done using computer programs
due to the large amount of data involved. Many software programs like SPSS, Excel, SAS,
STATPAK and SYSTAT are available for quantitative data analysis (Creswell, 2009). SPSS is
the most widely used software program for the analysis of survey data, as it offers a wide range
of data analysis products from data collection, analysis and modelling to report presentation.
Reliability refers to the degree to which data collection method or methods will yield
researchers or there is transparency in how sense was made from the raw data. Cronbach's
alpha, developed in 1951 is most useful tool to measures reliability. Based on this method, to
0.7.
3.7.4 Pearson Correlation
In this study, Pearson’s Correlation analysis is used to find out the specific hypothesis
towards brand loyalty between Malaysian and International students. Therefore, Pearson’s
variable expressed in the form of a testable statement (Sekaran, 2000). By testing the
hypotheses and confirming the conjectured relationships, it is expected the solution can be
relationship between one or more dependent variable and one or more independent variables.
More specifically, regression analysis helps one understand how the typical value of the
dependent variable changes when any one of the independent variables is varied while the other
independent variables are held fixed. In this study, linear regression is used to test whether
there are significant relationships between the respondents’ behavior on making decision
towards ecotourism destination choice and the current two motivational factors (push
factors and consciousness. This is to determine whether there are any statistically differences
between the treatment names. Here, treatment refers to the different level of independent
variables.
Correlation analysis involves measuring the strength of the relationship between two
variables, the dependent variable (Y) and the independent variable (X). A positive correlation
reflects a tendency for high value in one variable to be associated with a high value in the
second. On the other hand, a negative correlation reflects an association between a high value
in one variable and a low value in the second variable. In this research, correlation coefficient