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    Chapter 3

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    Fish de Paie
    This chapter outlines the research methodology used in the study. It describes the research objectives, data collection process, questionnaire design, and target population. A quantitative research approach using a closed-ended questionnaire was used to collect primary data from a sample of 20 social media users in Mauritius. Statistical Package for Social Scientists (SPSS) software was used to analyze the collected data.

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    Chapter 3

    Uploaded by

    Fish de Paie
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    This chapter outlines the research methodology used in the study. It describes the research objectives, data collection process, questionnaire design, and target population. A quantitative research approach using a closed-ended questionnaire was used to collect primary data from a sample of 20 social media users in Mauritius. Statistical Package for Social Scientists (SPSS) software was used to analyze the collected data.

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    research methodology

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    CHAPTER 3

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    This chapter outlines the research methodology used in the study. It describes the research objectives, data collection process, questionnaire design, and target population. A quantitative research approach using a closed-ended questionnaire was used to collect primary data from a sample of 20 social media users in Mauritius. Statistical Package for Social Scientists (SPSS) software was used to analyze the collected data.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    652 views3 pages

    Chapter 3

    Uploaded by

    Fish de Paie
    This chapter outlines the research methodology used in the study. It describes the research objectives, data collection process, questionnaire design, and target population. A quantitative research approach using a closed-ended questionnaire was used to collect primary data from a sample of 20 social media users in Mauritius. Statistical Package for Social Scientists (SPSS) software was used to analyze the collected data.

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    of 3

    CHAPTER 3: RESEARCH METHODOLOGY

    3.0 Introduction
    This chapter shows how the research was intended to be carried out
    in order to collect required and relevant information for the study.
    This chapter describes the research objectives, the data collection
    process, the design of the questionnaire, and the target population
    for the study.

    3.1 Research Design


    A research design is a set of advance decision that makes up the
    master plan specifying the methods and procedures for collecting
    and analysing the needed information (Burns and Bush 2002,
    P.120). According to Malhotra and Birks (2007) a research design is a
    framework of blueprint for conducting a research. It shows in details
    all the essential information needed to structure and solve the
    research problems. A good research design makes sure that the
    research project is done effectively and efficiently.

    3.2 Source of data


    Primary data was collected to perform that research. Primary data is
    data observed or collected from first hand experience.

    3.3 Sampling and size


    Sampling is the selection of individuals or group of individuals within
    a given population, to evaluate the features of the whole population
    and draw results that would represent the entire population (Cooper
    and Schindler, 2014). A sample size of 20 persons was surveyed
    (frequent users of social media) to carry the research among a
    selection of SMEs in Mauritius.

    3.4 Research Approach


    Quantitative Research approach was used. Quantitative research is
    about asking people for their opinions in a structured way so that
    hard facts can be produced and statistics for guidance.

    3.5 Research Instrument


    A close-ended questionnaire was used to obtain information and
    data for the survey. This is because:
    It is easier and quicker for respondents to answer
    The answers of different respondents are easier to compare
    The responses choices can clarify question meaning for
    respondents.

    The questionnaire comprises of 5 sections as follows:


    Section A: Customer Profile
    Section B: Choice Criteria
    Section C: Awareness

    Likert scale of 1-5 was used from Section D to E).


    Key options:
    1 =strongly agree
    2 =Agree
    3= Neutral
    4= Disagree
    5 =Strongly Disagree

    Section D: Social Media Strategies

    Section E: Customer Loyalty.

    3.6 Data Analysis

    Though a total of 20 questionnaires were distributed all 10


    questionnaires were completed and returned. Statistical Package for
    Social Scientists (SPSS), version 19.0, was used for data analysis.
    Kerlinger (1986: 223) defines analysis as categorizing, ordering,
    manipulating and summarizing data to obtain answers to the
    research questions.

    3.7. Conclusion

    The aim of this chapter was to define the research methodology of


    this study. This chapter focused on the research objectives, research
    strategy, target population, sample size, sampling method used,
    instrument used to collect data, and how data was analysed using
    SPSS, as well as strategy used to ensure issue such as elimination of
    bias. The result of data collected while using the questionnaire are
    presented and elucidated in chapter four.

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