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05/15/2012

THESIS CHAPTER 3 - TO STUDY THE COMPETITIVENESS OF THE MARKETING STRATEGY FOR “FOTOMAX”


3.0 Methodology

3.1 Sample Size

            A total of 100 questionnaires were disseminated to target sample population of the study, a total of 78 accurate and complete responses were accepted by the researcher (78%). The respondents were chosen in convenience sampling method: local customers who are 18 to 65 years old and who availed service and bought products from Fotomax and other competitors.

3.2 Approach

            Questionnaires were distributed in Fotomax store. They were asked details about their age and their transaction with the company and its competitors. Before answering the questions, respondents were informed that their answers will be used for academic purposes.

3.3 Research Design

            Because the objectives of the study mainly focus on finding out the data in general picture, conducting experiment is not appropriate, thus there is no need to measure the data over a long period of time – so longitudinal research will not be applicable. Due to this, this paper will use cross-sectional design, in which the data to be used will be gathered in a specific period of time only (Rubin and Babbie, 2009). Thus, this study will be descriptive in nature because it intends to show facts regarding the nature and status of the situation as it exists during the time of the study (Creswell, 1994). It also shows the relationships and practices which exists, beliefs and processes that are ongoing and effects that are being felt or trends that are building up (Best, 1970). 

3.4 Data Gathering Instrument

            Survey questionnaire was used in order to gather primary data (see Appendix B). The questionnaire will mainly focus on studying the experience of the customers in photo printing from Fotomax and its competitors. Surveys are considered as the most common form of collecting primary data as it helps to describe, for instance, the distribution of variables (Commonwealth of Learning, 2000).

            The questionnaire is consists of 3 parts: (1) socio-economic, (2) photo printing activities and (3) photo printing experience.

            It also employed five-point Likert scale which help to measure the degree of satisfaction or dissatisfaction of the respondents about the service of photo printing services they have received in the past (Underwood, 2004).

                                    Range                                                            Interpretation

                                    4.50 – 5.00                                        Extremely Dissatisfied

                                    3.50 – 4.00                                        Dissatisfied

                                    2.50 – 3.49                                        Uncertain

                                    1.50 – 2.49                                        Satisfied 

                                    0.00 – 1.49                                        Extremely Satisfied

3.4 Data Analysis

            The accepted completed answers by the respondents were encoded in SPSS. The data results were analyzed by determining their corresponding frequency, percentage and weighted mean. In connection, the following are the formulas used:

1.     Percentage – to determine the magnitude of the responses to the questionnaire.

            n

% = -------- x 100        ;           n – number of responses

            N                                 N – total number of respondents

 

2.     Weighted Mean

            f1x1 + f2x2 + f3x3 + f4x4 + f5x5

x = ---------------------------------------------;

                        xt

where:             f – weight given to each response

x – number of responses

xt – total number of responses

In addition, in order to compare the satisfaction perception of the respondents from their experience from Fotomax and its nearest competitor, a paired t-test was used. A paired sample t-test is being used when the samples are all the same and connected, normally, with the same participants or respondents in each sample (Hinton and Brownlow, 2004). It compares two samples of observations and focus on deciding if the mean of one sample is different from the other (O’Rourke and Hatcher, 2005). Thus, paired samples t-test is summarized as:

 

3.5 Limitation

            The primary limitation of this research focuses on the time to be used in implementing survey or the data gathering process which might affect the result of the study. In addition, the respondents will be chosen in convenience sampling, therefore, not all of the population to be studied will be properly represented, therefore affecting the result of the study.

 

 

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