Research Design

This chapter defined the methodology that is used to carry out this research. It included the study solutions, research design, inhabitants and sampling, data collection techniques, research tool, data analysis, validity and dependability test, pilot research, and the ethics related to the research.

Research Approaches

There are three types of methods to execute research; which are

* Qualitative

* Quantitative

* Mixed

In this research quantitative procedure has been used because the researcher acquired determined the relationship between parameters. Quantitative research approach is used when it is important to determine out the relationship between a very important factor (an unbiased varying) and another (a reliant or outcome varying) in a human population. Hopkins (2000) acquired described quantitative research that exactly measure variables which aim to determine the relationship between dependent and independent parameters to determine an association. Quantitative research design can be an fantastic way of finalizing results and demonstrating or disproving a hypothesis. The composition has not changed for centuries, so is standard across many technological areas and disciplines.

Research Design

There are three types of research design

* Descriptive

* Correlational

* Causal-comparative

* Experimental

correlational research design can be used to relate several variables and correlation results show whether the relationship is accessible among factors or not. After examining the correlations results the regression express the variability in centered variable due to the explanatory factors. The total reasoning for using relationship was to analyze the partnership and regression to investigate how well the prediction can be made. Within this research multiple regression examination has been used.

The reason behind using correlational design in this research was to analyze the relationship between product's new features and brand choice and Relationship coefficients was used to supply the degree and course of relationship between the product new features and brand choice. In this research regression research defined that how much variability in brand choice was induced by new features.

Population and sampling

Statisticians explain a inhabitants as the entire collection of items which is the concentration of concern. Sampling is indispensable technique of behavioral research; the research work can't be performed without use of sampling. (David S. Fox) advised that "In the social sciences, it isn't possible to gather data from fractional part of the respondents to your review but only from some fractional part of the respondents. The process of selecting the fractional part is named sampling".

In this research Karachi has been used as the population and Business College or university students preferred as sample. The test size was 150. A couple of two types of sampling "Random" and "Non-Random Sampling" in this research "Simple Random Sampling" has been used. Simple arbitrary sampling is defined by Castillo, Joan Joseph (2009) "In this technique, each person in the population has an equal potential for being selected as subject. The entire procedure for sampling is performed in one step with each subject selected independently of the other users of the population. "

In this research simple random sampling was used because it represents whole society and covered different demographics that have been needed. In addition, it is unbiased selection and important to get bottom line from the results of review.

Data collection

For executing any research it is vital to accumulate relevant data that suits the strategy and research design. Tag Saunders et. Al (2006) described that in major data collection different methods are being used such as survey, observation, concentrate group. You will discover two types of data collection techniques "Primary and Extra Data Collection". Within this research principal data has been used.

Data that never compiled before is called primary data. The reason behind selecting primary data source was that through principal data the needed information could be accumulated that suited the purpose of research as it is not published.

Research instrument

Research tool is a assessment device for measuring a given sensation. On this research, questionnaires were used to gather information which are the most widely used review data collection techniques. Through questionnaire each individual (respondent) is asked to respond to the same set of questions, it offers efficient way of collecting reactions from a large sample prior to quantitative evaluation.

This research involved survey with organized questionnaire to assemble complete details. Although people generally use the word study and questionnaire interchangeably, the term survey is utilized as an over-all category with questionnaire and interviews as specific methodologies to execute study research (Homosexual, 1992). The reason for using structured questionnaire was the questions asked were precisely decided beforehand. Close-ended questions are especially useful where the study theme concerns to factual issues with a limited range of responses. The entire reason behind using organised questionnaire and close ended questions was that it reinforced the research strategy that have been found in this research for the evaluation.

Validity and Reliability

Reliability can be used to gauge the consistency of the data which can be used to investigate the tool whether it offers the same results if it can be used in the same way and same conditions with the same objects repeatedly. One thing that is vital to keep in mind that stability is not measured, it is approximated.

Shuttleworth, Martyn (2008) recommended that before examining any data, however, and even before examining any subjects, the issues of variable selection and control, trustworthiness, and validity must be attended to. The simplest description of validity is the fact level to which a test actions what it is supposed to measure Homosexual (1992).

Validity is the reliability of the results and the effectiveness of the conclusions. Make and Campbell (1979) identify it as the "best available approximation to the truth or falsity of a given inference, proposition or summary". Each kind of validity would point out a different aspect of the relationship between treatment and discovered outcome.

There are four types of validity Summary, Internal, Build and External validity. On this research inside validity was used as it examined the relationship between your program and the outcome and causal relationship. Validity is more important than reliability because if an instrument does not accurately measure there is absolutely no reason to use it even if it actions consistently. The aim of analyzing the stability and the validity of the data is to check on how much correct relationship between your measure and actual trait it is wanting to assess.

Pilot study

Pilot study is the tiny range rehearsal of the bigger research design. This system refers to an inferior range version of the test and equipment tests will be the important part of sub-group of experiments.

Pilot studies can be predicated on quantitative and/or qualitative methods and large-scale studies might employ a variety of pilot studies before the key survey is conducted. Thus analysts may start with "qualitative data collection and analysis on a comparatively unexplored theme, using the leads to design a succeeding quantitative period of the analysis" (Tashakkori & Teddlie 1998: 47).

In this review the reason why for using pilot screening was to build up and test adequacy of research devices. It was also used for examining the feasibility of full level study, planning research protocol, analyzing the sample frame and research strategy and collecting primary data.

In this study 30 out of 150 respondents were used for the intended purpose of pilot research.

Ethical Consideration

Ethics refers to the appropriateness of researcher behavior with regards to the right of subject matter of work which is influenced by research. Wells (1994) defines "ethics in terms of the code of tendencies appropriate to academics and the code of carry out of research ".

In this research by pursuing rules of ethics, all information on participants were remained confidential plus they were completely educated related to the nature of the study, these were given fair consideration and personal biasness didn't hamper the way of research, and the results were accurately represented as they were told and noticed.

Data Analysis

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