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Research Methodology

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RESEARCH METHODOLOGY 2

CHAPTER 3

3.0 RESEARCH METHODOLOGY

3.1 Introduction

The core purpose of doing this study is to determine the impact of corporate social responsibility

behavior of luxury enterprises on the purchase intention of consumers as well as the impact of

the same behavior on consumers’ brand evaluation. This chapter provides a deep focus on the

different methods that have been used in respect to the collection and analysis of data for this

research. The chapter pertains to the chosen research design, the characteristics of the population,

sample selection process as well as the sampling methods that have been used. it also includes

the different techniques and instruments for determining the validity and reliability of the data

that has been collected.

3.2 Research Design

Research design is the general strategy that has been used by the researcher to bring together the

different elements of the research in a manner which is not only logical but also coherent

(Sileyew, 2019). As such, the research problem has been effectively addressed by the research

design used in this study. Research design comprises the framework that is used to gather and

measure and analyze the collected data. It is also used for justifying the choice of the various

data resources, why data was collected from those resources and also the analysis. For this

specific study, a descriptive research design is chosen. In a descriptive research design, the

process involves the systematic and accurate description of the population or the subject being

studies by providing answers to questions such as what, where, when and how everything has
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been done rather than focusing on why (Siedlecki, 2020). This research design is justified to be

used for this study because it enabled the research to gather both qualitative and quantitative

data.

3.3 Population and Sampling Design

3.3.1 Population

In this study, population refers to the group of individuals on which the focus of the research is

placed. In other words, the population includes all the units that form the subject of study which

the researcher has preferred to carry out their study (Bell, Bryman & Harley, 2018). It is also

defined as the set of similar objects that are of interest to the researcher. For this study the

population includes (XXXXXXXX).

3.3.2 Sampling Design

3.3.2.1 Sampling Frame

As per Martelli& Greener (2018), a sampling frame is the list of the items which are in the

research population. It includes a complete list of those being studied with their respective

particulars. It is from this list that the units to be studies are drawn.

3.3.2.2 Sampling Technique

A sampling technique is the strategy used to ensure that various groups being studied are

properly and fairly represented in the eventual sample that is adopted (Apuke, 2017). For this

research, stratified sampling and random sampling techniques are used. Stratified sampling is

used because the population is first divided into groups and then from those groups a random

sample is obtained. Random sampling makes sure that a sample is selected from a larger set of
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units. The justification for using this sampling technique in this particular study is that it

provided members of the population with an equal population to be chosen. As such, it is more

unbiased compared to other sampling techniques.

3.3.2.3 Sample Size

Apuke (2017) defines a sample size as the number of units which form the sample on which a

research is done. It is by this sample size that a person understands the larger group from which

the subjects were selected as a sample is representative of the real population for that particular

research. Therefore, the sample size of his study will be used to address the specific objectives of

the research. Slovin’s formula was used to calculate the suitable sample size for this research.

The formula has been used for many years by researchers to obtain a suitable sample for with a

high level of accuracy. As per the formula which is, n=N÷ (1+Ne2), n represents the sample size,

‘N’ represents the population and ‘e’ represents the acceptable error.

In this case, N (the population) is XXX and e (acceptable error) is 5 percent. When these are

substituted into the formula, the sample size becomes XXX. The main importance of the Slovin’s

formula is that it reminds the researcher that a random sample is to be used to get the sample.

3.4 Data Collection Techniques

Data collection involves the process of gathering data to be able to get answers to the research

questions. For data collection to be good, one has to ensure that it is consistent and reliable. The

objectives of the research will depend on the data that is collected for them to be achieved (Clark

& Vealé, 2018). For this study data will be gathered using a closed-ended questionnaire. A

questionnaire is a convenient tool for data collection as it can reach many people within quite a

short time. In a closed-ended questionnaire, respondents choose from the provided answers. This
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may come in the form of a Likert scale that rates the responses. In this research, a Likert scale

has been used on the questionnaire because no answers are expected to be explained by the

respondent. It is the best method for collecting quantitative data that is easier to analyze.

3.5 Research Procedures

Research procedures are the steps that the researcher uses to do the research and are aimed at

fulfilling the objectives of the research (Pinto-Llorente, Sánchez-Gómez, & Pedro Costa, 2020).

For this particular research, once approval was been granted by the supervisor, a pilot study was

carried out on 20 percent of the respondents in order to determine the reliability and validity

level of the research. The questionnaire was designed and placed on Google Forms then a link

was distributed to the respondents. Google Forms are good for surveys that involve

questionnaires. The choice of Google Forms was informed by the current situation of the

coronavirus pandemic where social distancing is highly encouraged. After the link has been

shared to respondents through their emails the responses are analyzed.

3.6 Data Analysis Methods

As a result of the nature of the data that has been gathered (quantitative) both inferential and

descriptive statistical tools have been used. Descriptive statistics include measures of dispersion,

frequency and central tendency (Martelli & Greener, 2018). Inferential statistics include:

correlation analysis, Anova and regression analysis. Afterwards, generalizations about the

general population of the research will be made based on the results of analyzing the sample. The

presentation of the research will come in the form of tables and graphs. Tabulation ensures that

large amounts of information are presented in smaller and reasonable form.

3.7 Chapter Summary

This chapter has covered the methodology which has been adopted for this research based on the

objectives of the research. More particularly, it has covered the research design, sample size,

sample frame, population and the data collection methods. The data analysis techniques and the

research procedures have also been covered in this chapter. The chapter that follows will be on

data analysis results.

References

Apuke, O. D. (2017). Quantitative research methods: A synopsis approach. Kuwait Chapter of

Arabian Journal of Business and Management Review, 33(5471), 1-8.

Bell, E., Bryman, A., & Harley, B. (2018). Business research methods. Oxford university press.

Clark, K. R., & Vealé, B. L. (2018). Strategies to enhance data collection and analysis in

qualitative research. Radiologic technology, 89(5), 482CT-485CT.

Martelli, J., & Greener, S. (2018). An introduction to business research methods.

Pinto-Llorente, A. M., Sánchez-Gómez, M. C., & Pedro Costa, A. (2020, October). Qualitative

and Mixed Methods Researches in Social Sciences. In Eighth International Conference on

Technological Ecosystems for Enhancing Multiculturality (pp. 193-196).

Siedlecki, S. L. (2020). Understanding descriptive research designs and methods. Clinical Nurse

Specialist, 34(1), 8-12.

Sileyew, K. J. (2019). Research design and methodology. In Cyberspace. IntechOpen.