9 Demographic Profile Six items were used to explain the demographic profile of respondents.

The
respondents were asked to tick (√) on the suitable box. 1- Age 2- Gender 3- Nationality 4- Level of
Education 5- Place of Residence 6- Income 110 3.10 Data Analysis Procedure To test and evaluate the
theoretical framework and its hypothesis, the researcher used SPSS (statistical package for social
sciences Version 17) as it is more flexible. There are many techniques employed in the analysis namely,
data screening and the selection of appropriate data analysis strategy (Churchill & Lacobucci, 2004;
Sekaran, 2003). Data screening will be performed to identify data entry errors and to examine how well
the data meets the statistical assumptions which involve missing data, treating outliers, descriptive
statistics of variables, normality, linearity, homoscedasticity, multicollinearity and reliability. 3.10.1 Data
Screening Data screening process consist of a number of steps in order to ensure that the influence of
the characteristics of data may not negatively influence the results. Going via the screening is essential,
as former steps usually affect the decisions to be made on the latter ones. 3.10.2 Missing Data
Examination of the missing data is an essential step before testing the collected data. It is considered a
vital part before data analysis, since data is often riddled with mistakes and data entry errors which
could completely mess up the analysis result (Hair, Anderson, Tatham & Black, 2006; Pallant, 2005).
Prior to examining the research hypothesis, variables were tested for accuracy of missing values, data
entry 111 and satisfaction of the assumptions for multivariate analysis. Missing data refers to the cases
where valid values of one or more variables are entered by mistake or are not available for data analysis,
especially, in a multivariate analysis (Hair et al., 2006). In addition, lack of understanding of some items
of the questionnaire, unwillingness to answer or an oversight of some items are issues that must be
taken into consideration because of their negative impact on the analysis result. The issue of missing
data is also mentioned by many researchers, particularly, when dealing with human beings. Thus, many
approaches to deal with missing data are proposed. The first approach is the elimination of the cases
with missing data whereby only cases with complete data on all variables are included in the analysis. In
this case, the remaining cases with valid data must be enough for the analysis. Secondly, exclude the
cases where data is missing. Thirdly, change the missing value with the sample mean. This choice is
harmful when the data set has many missing values as it severely messes up the findings of an analysis.
In this research, the data has been collected using five point Likert scale ranging from 1 representing
strongly disagree to 5 showing strongly agree. The data has been examined to find out whether answers
are within the range of 1 to 5 for all 800 respondents. 112 Moreover, respondents may avoid answering
particular questions relating to their age, income or others. Likewise, some respondents may not be
competent to answer due to lack of information towards a particular topic. 3.10.3 Normality It is a
statistical technique that shows the shape of data distribution of the sample. Testing the normality of
the data is one of the initial steps and a fundamental assumption for multivariate techniques such as
multiple regressions. The aim of the normality test is to make sure that data is normally distributed.
There are two common techniques used to describe the distribution of a data set - skewness and
kurtosis. The more the values of skewness close to zero and the value of kurtosis close to 3, the more
the data is normally distributed (Hair et al., 2006). 3.10.4 Linearity Linearity is a statistical technique that
tests to what extent the change in independent variable is linked with the dependent variable.
According to Hair et al. (2006), and Pallant (2005), the use of P-P plots can be used to test the
relationship between variables. When the plots are close to the diagonal line, it indicates that a strong
relationship exists. 113 3.10.5 Multicollinearity Multicollinearity indicates the situation in which the
independent variables are extremely correlated (Pallant, 2001). According to Hair et al. (2006),
correlation values of any study must be under the threshold of 0.80. Whilst, any correlation values that
are higher than 0.80 is considered as multicollinearity. In services studies, there are two measures for
examining multicollinearity, either by tolerance (R) value and the variance inflation factor (VIF) value
and the recommendation value of tolerance is 0.10 and for VIF is 10, or, through the correlation matrix
between each two variables. 3.10.6 Descriptive Statistics The descriptive statistics option in SPSS 17.0,
such as frequency and standard deviation, is used to understand the profile of the respondents as well
as to get a feel for data. This technique presents a description of the overall responses obtained, and at
the same time, it will be used to examine the data for erroneous entries. 3.10.7 Factor Analysis Factor
analysis is a helpful technique used to investigate the underlying patterns and relationships among a
number of variables and to find out if the variables can be reduced into a smaller set of factors (Hair et
al., 1998). Factor analysis is used to recognize those items that do not belong to the specified field.
Therefore, the main 114 idea behind using this technique is data reduction (Hair et al., 2006). Two main
techniques are used in analyzing factors: the confirmatory factor analysis (CFA) and the exploratory
factor analysis (EFA). According to Nunnally and Bernstein (1994), the aim of CFA lies in seeking to
validate some prior hypothesized structure among items or variables, while EFA aims to identify the
underlying structure. This study used EFA technique to achieve the needed analysis. According on Hair
et al. (2006), some assumptions to be carried out for factor analysis are as follows: 1- The test of Kaiser-
Meyer Olkin (KMO) values more than 0.50 is acceptable. 2- The Bartlerr’s test of sphericity should be
significant and at least at 0.05. 3- The acceptable level of the anti-image correlation of items is above
0.50. 4- A measure of sampling adequacy must be greater than 0.50. 5- The lowest requirements for
factor loading range between 0.30 and 0.40, and loadings of 0.50 or greater are considered significant.
3.10.8 Reliability Analysis The reliability analysis procedure provides information about the relationships
among individual items in the scale and their internal consistency and examines the properties of a
measurement scale and the questions that make it (Nunnally, 1978). The reliability analysis of the
factors was tested using Cronbach’s Alpha in order to test the internal consistency reliability of the
scales. For the purposes of the research, any Alpha value that is 0.6 or less generally indicates
unsatisfactory internal consistency reliability, those exceeding 0.7, indicate acceptable reliability, and
those 115 over 0.80 are considered good. Thus, the higher the Alpha value or the closer the reliability
coefficient to 1.0, the higher the reliability of the measurement items will be. 3.10.9 Correlation Analysis
Correlation analysis is used to determine the strength of the linear relationships between the variables
(Pallant, 2001). In this study, the relationship between purchase intention of cars and subjective norm
and customer's attitude toward private cars is examined using this analysis. 3.10.10 Multiple
Regressions Multiple regression analysis is the study of how a dependent variable (DV) is related to two
or more independent variables (IV). Multiple regression analysis is used to measure the relationship
between several independent or predictor variables and the dependent or criterion variable (Man,
2006). Multiple regression analysis is also used to analyze the collected data in the study because Elazar
and Pedhazur (1997) argued that multiple regression analysis is appropriate when studying the
collective and separate contributions of two or more independent variables (Wampold & Freund, 1987)
Multiple regression analysis was used to examine the direction of the correlation between the
customers’ attitude, subjective norm and their intent to use private cars. 116 3.10.11 Hierarchical
Multiple Regressions Moderator variable is as a function that influences the strength and direction of
two variables (IV and DV). In other words, the relationship between IV and DV are affected depending
on various levels of the moderator (Cavana et al., 2001). To analyze the moderating effects, the
researcher used three-step hierarchical multiple regression approach. The first equation presents the
relationship between the six independent variables with the dependent variable (customer’s behavioral
intention). In the second step, the moderator is included. In the third step, the interactions of the
moderator with the independent variables are entered accordingly into the model (Baron & Kenny,
1986; Coan & Allen, 2004). 3.11 Chapter Summary The current chapter discussed the research design,
which is based on the quantitative approach through the use of a structured questionnaire. In addition,
random sampling is applied in this study consisting of a sample of 600 participants. The chapter also
dealt with the validity issues through the use of a pilot study. Moreover, the population, sample size,
and the survey procedures were discussed along with the minimum sample size requirements. Also, the
current chapter dealt with the statistical techniques used in the study such as correlation analysis,
multiple regression and hierarchical multiple regression.