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Topic:- RESEARCH METHODOLOGY

Exercise - Research Design

Question1. For each scenario, please advise how the researcher should proceed with the following, giving reasons:-

a.The purpose of the study - (exploratory / descriptive / hypothesis testing)

b.The type of investigation - (causal / correlational)

c.The extent of researcher interference - (minimal / moderate / excessive)

d.The study setting - (field study / field experiment / lab experiment)

e.Research strategies (experiment / survey / observation / case studies / grounded theory / action research / mix methods)

f.The time horizon for the study - (cross-sectional / longitudinal)

g.The unit of analysis - (individual / dyad / group / etc.)

Scenario 1

Hj Khairul, the owner of Fizzy Restaurant in Alor Setar, Kedah, is concerned about poor business which leads to low profit margin for his company. From his observation, he found that non-strategic location of the restaurant had resulted small number of customers who came to his restaurant even though it offers quality food and services. He also feels that there are other factors that link to his restaurant business. He requests you to conduct a research to investigate this matter. Based on previous findings, you have to identify other factors that might relate to restaurant performance such as restaurant atmosphere, price of food, employee attitude, etc. beside the identified factors (location and food quality).

Scenario 2

Mr. David, a new marketing manager of the biggest telecommunication company in Asia Pacific, wishes to know whether product attributes factor will impact the intention to purchase a smart phone among consumers in Malaysia, Singapore and Thailand. He intends to hire outsource researchers to conduct a research through a social media platform.