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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.