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Chapter 3: Research Methodology

3.0 Introduction

This paper aims to study the workflow of media booking in the operation department within Integrated Media Sdn. Bhd, whereby the focus is to identify the areas of improvement in increasing efficiency within the department. Therefore, this chapter will describe the techniques which will be deployed in gathering the information and evidence. These techniques guide the choices researchers make with respect to sampling, data collection, and analysis (Lapan, 2012) 3.1 Research Design

(Bryman & Bell, 2003) refers Research Design as the criteria that are employed when evaluating a business research, and therefore providing a framework in the collection of data. As the intention of this paper is to study the system and processes, then the appropriate design for this paper is Case Study research, defined by (Lapan, 2012) as investigative approach used to thoroughly describe complex phenomena, such as recent events, important issues, or programs, in ways to unearth new and deeper understanding of these phenomena. Case study is characterized by starting the process with specifying the program to be investigated, followed by the selection of specific aspects that will be thoroughly studied. The specified elements are then clarified with research questions which guide the actual case study. Answering these questions through several forms of data collection becomes the principal task of the case study researcher. Another aspect of case study is that it involves exploration of the research with clear limit or

boundaries. The case study researcher carefully defines and clearly specifies what elements of the case will be studied, that is, which portion of the program or other phenomena is to be the focus of the investigation. This bounding of the case includes identifying the aspects to be studied using research questions, the time frame to be included, and the exact physical locations that are part of the research. Such bounding communicates those parts of the case that will be included and those that will be excluded from the study. Sekaran (2003) stresses that a case study serve to be either of these purposes: 1. Exploratory This refer to a research when not much is known on the subject that is going to be investigated. Therefore the purpose of conducting an exploratory case is to comprehend in detail on the nature of the problem. 2. Descriptive This refer to research which deals with the characteristic of the variables in a particular situation, in order to bring a deeper understanding on the variables itself. 3. Hypothesis testing Studies involving hypotheses testing usually describe a certain relationship or correlation, establish the differences among groups and bring out the independence of two or more factors in a situation.

In this context, the method which will be adopted in this case study is Qualitative Research Method, as the most appropriate method to be conducted within case study environment, where it will depend on primary, face to face data collection through in-depth interviews and observation Contrary to qualitative research method, the emphasize is to study the situation from the insider perspective (Lapan, 2012)

The study will be carried out at Integrated Media Sdn. Bhd. located at Kota Damansara, where the data which will be used is from the year 2011. 3.2 Sampling

Purposive- judgment sampling or non-probability sampling is primarily used in Qualitative Research Method whereby participants with knowledge and experience are selected based on specific purpose associated with answering research study questions (Teddlie & Yu, 2007) Therefore in conducting this study, three (3) employees with minimum 2 years working

experience involved in media booking will be selected to participate in an face to face interview with the assumptions that they would be in the best position to describe the current process that prevail in the company based on the daily experience, exposure and knowledge. They will also be able to elaborate at length on the media booking process, the challenges and share the bookings that have been made between January 2011 and December 2011. The employees selected are: 1. Name: Kamarol Shahril Zulkifli Position: Associate Partner Proposal Kamarol joined since 2011, with a strong experience on TV and radio advertisements booking. He is in charge of preparing proposals, however he is also currently helping on media booking activity. His current role combined with his extensive experience will allow his to provide a comparison on the media booking processes in this company and the other main players within the industry.

2. Name: Abdul Kassim Hamid Position: Associate Partner Newspapers Abdul Kassim also joined in 2011, but he has been in the newspaper advertisement business since 1997. Currently assisting the media booking process, he also has a lot of experience to share and would be in a good position to access IMSB from an employee point of view.

At the same time, two (2) directors have been selected to explain IMSB in general, sharing the company vision, mission and objective, future plan and expansion, current challenges and how activities are monitored and measured. The directors are: 1. Name: Azenan Azalan Position: Director (Head of Operation)

2. Name: Zamil Abu Bakar Position: Director (Head of Sales and Marketing)

An external view will be obtained from one (1) active key customer with minimum two (2) years experience in dealing with Integrated Media Sdn. Bhd. with the expectation that this particular customer has enough interactions with the system and the employees of the company to able to provide view on the company performance and product quality. The customer selected is: 1. Company Name: Bank Simpanan Nasional Berhad Contact Person: Puan Noor Hazerine Mohd Noor Years as customer: 2008 Sales contribution: 7.6 Million

3.3 Data Collection

The study shall collect information and data from two sources, primary and secondary data. Primary Data is the original data which is collected first hand specifically for the purpose of the study. While secondary data is the data that have been collected by and readily available from other sources (Meaning and Scope of Marketing Research)

3.3.1 Primary Data

This research shall be obtaining data from qualitative research interview, where it is flexible, less structured, and place a great emphasize on interviewees point of view, where deep probing of the situation will be carried out to give an insight of what the interviewees sees as important and relevant (Bryman & Bell, 2003) Respondent will be interviewed face to face by the researcher based on a guide questions. In this aspect, three group of respondent will be interviewed, the employees, the directors and the customer, with reasoning provided in under the sampling section. In line with the suggestion proposed by Sekaran (2003), unstructured interview is the best method for this case study, whereby interview is carried out without a planned sequenced of questions to be asked. The justification behind this is to bring out preliminary issues to the surface in order for the researchers to probe and explore into other factors that might be central

to the broad problem, in this case is inefficiency. All of the questions and responses will be recorded and included within the appendix of this report. At the same time, observation at IMSB office will be carried out to understand the working environment within the operation department and the processes that takes place in media booking.

3.3.2 Secondary Data

Secondary Data shall be obtained from IMSB documentations, IMSB social webpage to get general information about company aspiration, organization structure, current customer profile, projects and product information. An analysis will also be conducted on their financial report, sales trends, account performance and contracts with the customers and suppliers. The literature review presented in this study will be based on the reading from journals from various resources, websites, and online books, accordingly listed in the reference section of this paper.

References

Books Bryman, A., & Bell, E. (2003). Business Research Methods. Oxford University Press. Lapan, S. D. (2012). Qualitative Research: An Introduction to Methods and Designs. JosseyBass. Sekaran, Uma Research Methods for Business: A Skill Building Approach John Wiley & Sons

Heizer, J&Render, B, (2009) Operation Management Flexible Version 9th Edition Pearson Prentice Hall

Website Meaning and Scope of Marketing Research. (n.d.). Retrieved from Management Study Guide: http://www.managementstudyguide.com/data_collection.htm Dunn & Wilson Scholarship Project 1997 Job descriptions, Improving Their Currency, Accuracy and Usefulness http://www.alia.org.au/awards/dunn.wilson/1997/literature.review.html Hartjes. BJG (2010) Aligning Employee Competencies With Organizational Strategy http://essay.utwente.nl/59930/1/MA_thesis_B_Hartjes.pdf Journals Teddlie, C., & Yu, F. (2007). Mixed Methods Sampling: A Typology With Examples. Journal of Mixed Methods Research , http://mmr.sagepub.com/cgi/content/abstract/1/1/77. Journal of Industrial Technology, Vol. 16. Number 1 Nov 1999 to January 2000 Developing Online Templates for ISO 9000- Based on Standard Operating Procedure

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