Chapter $3$: Research Methods

$3\mathrm{.}1$ Method of Data Collection

An online survey of questionnaire comprising of $23$ Items in total in which the $20$ are based on semantic differential scale and $3$ are based on a Likert scale on an open ended questionnaire used for data collection comprising of variables Attractiveness, Expertise, Trustworthiness and Loyalty. The data collection method was entirely based on an online survey collected from Iqra University students, teachers and friends, both male and female.

$3\mathrm{.}2$ Sampling Technique

Convenience sampling technique is a non$-$probabilistic sampling technique that selects the appropriate subject for the most important purposes of time and budget. $($Anderson et al$\mathrm{.}2007)$ since it is the easiest method with less resources and time requirement.

$3\mathrm{.}3$ Sample Size

The size of the sample is $251$ which will be conducted from different students and working people.

$3\mathrm{.}4$ Instrument of Data Collection

An online survey of questionnaire comprising of $23$ Items in total in which the $20$ are based on semantic differential scale and $3$ are based on a likert scale on an open ended questionnaire used for data collection comprising of variables Attractiveness, Expertise, Trustworthiness and Loyalty.

The data collection method was entirely based on an online survey of questionnaire collected from Iqra University students, teachers and friends, both male and female.

$3\mathrm{.}4\mathrm{.}1$ Validity and Reliability test.

To check the reliability of the instrument that was used to gather responses, a reliability and validity test was run to know the Cronbach alpha and the number of valid responses.

Table $3\mathrm{.}1$

Case Processing Summary

N $\%$

Cases Valid $251100\mathrm{.}0$

Excludeda $0\mathrm{.}0$

Total $251100\mathrm{.}0$

a$.$ Listwise deletion based on all variables in the procedure.

All $251$ responses were valid which means the data gathered was quite valid and was eligible to be used for statistical tests

Table $3\mathrm{.}2$

Reliability Statistics

Cronbach's Alpha N of Items

$\mathrm{.}8554$

The above reliability statistics table shows that the Cronbach alpha is $0\mathrm{.}855$ which means it is $85\mathrm{.}5\%$ reliable and thus the data gathered can be processed further for more statistical tests and analysis.

$3\mathrm{.}5$ Research Model Developed

$3\mathrm{.}6$can Statistical Technique

The research technique used in this research is correlation and regression analysis as one the preferable technique in the celebrity endorsements to test the relationships of the variables or the closeness of the variable linked with each other and the regression analysis to check the value of one variable with the help of the other known variable $($Duah$,$ Agyemang, $2016).$ can you plz answer me on my topic along with relevant recent articles with reference to this sample that i have shared my topic is "role of HRM in promoting diversity $,$ equity and inclusion in workplace