The conceptual framework constructed is suggested from this study on the literature review and theories related to consumer d

3.1 Overview

The methodology may refer to the structure and the standard applied to gather the observation of statistics, and then investigate and calculate the outcome (Reis, 2000). The previous statement supported by Walker (1996), said methodologies is the key for researches for maintenance the questions that they try to figure out and it consists of many methods for collecting the information by choosing the participants to answer the question because of need to find out the information. To accomplish, this research and access the aim and objectives that the methodology becomes the important operation process since all of investigation and calculation in this research have to use suitable methodology such as data gathering to find out the outcome of intention for do this research.

3.2 The Conceptual framework of research

The conceptual framework constructed is suggested from this study on the literature review and theories related to consumer decision making, online consumer behaviour, individual attitude toward online shopping, quality of retailer website and e-marketing mix. As a result, this framework tries to figure out the objective that the researcher set in chapter 1.

Figure 3.1 Conceptual Framework

3.3 Research Design

This research is will design to use the survey, which is systematic collecting of data by using questionnaire as a research tool which this type of survey is easier and clearer when using online questionnaire for example Facebook, personal e-mail, university email. Burns (2000) In this research proposes to adopt a descriptive survey that concerned with identifying and counting the frequency of huge number of respondents. It will accurate the consumer characteristic such as behaviour, attitude, beliefs. The theories in the literature review are tested combine with quantitative methods. Moreover, the use of the survey design entails an approach to greater consumer’s segment and retailer population in which would not take much period of time together with low cost using (Creswell, 2002) and also appears to assist identify factors influencing consumer purchase decision.

3.4 Research Approach

As this research already presented from the literature review and it should have sufficient evidence to confirm that it will answer the problematic. When showing research this study will use quantitative technique.

3.4.1Quantitative approach

The quantitative approach suggests the finding for information and it will measure, define, and clarify the phenomena in reality. It regularly is formalize, good organize, and the quantitative data is normally connected with science method of research, received from example and explanations and finding the relationship and the pattern that can be presented in numeric rather than expressed by word (Yin 1994). Furthermore Burney (2008) suggests that deductive can link with and find the answer by using theories and social investigated for example applicable theory and supposition be the first procedure, the data collection and figure out the outcome be the last, this kind of method was known as a quantitative method as well.

3.5Research Strategy

Saunders et al. (2009) suggested that it is significant for do research to select which method is suited the most to answer the research questions. Moreover, Saunders stated that the researcher has to select the specific strategy that can get the response of all the research questions and for achieving all of the research objectives however it may possible to find the answer to combine survey strategy and the case study.

This study, researcher selected the appropriate research design by using a questionnaire as a quantitative study in the result of combining the outcomes about which significant factors that affects consumer purchase decision in Thailand retail market.

3.6 questionnaire design and research structure

According to Dillman (2000), the questionnaire is the survey technique that broadly be used for data collection as it also reflects the values, consumer behaviour, and aloe for concept exploration.

This research spreads the question to observe the customer by using an online network such as e-mail and social media (Facebook, Twitter). The advantage from this observation is an extensively physical area however; the weakness is that the investigator cannot answer if the target needs to request any inquiry (Sekaran & Bougie, 2009) and the method to design this questionnaire by using Google docs, a web-based survey was developed as the template for questionnaire design, and it will give the link that for transfer to respondents who are Thai consumers and people from other nationalities in which have experience in online purchasing in Thailand retail market. Sekaran and Bougie (2010) suggest that the questionnaire can delivery by email due to high responded method but all of respondents who answer the question may be uncomfortable and then they are free to ignore without any reason.

Part 1: Consumer general information

The first portion of the investigation will gather individual info from 240 Thai consumers and people from others nationality who have experience in online purchasing in the Thailand retail market. In this part, the study may call cataloguing information or individual information as this sort of question assume begin the first portion of survey or at the last part of survey (Oppenheim, 1998). The aim is that it has to assure validity; authenticity of the inquiry framed by the investigator and consequently, is more possible and agreeable to show their individual information (Sekaran & Bougie, 2009). The statistics were examined in order to study the characteristic of the Thai consumers by providing the question about general information such as gender, nationality, age, highest education qualification, occupation, and income.

Part 2: Consumer’s experience with online purchasing in Thailand retail industry

The second part of the questionnaire is consumer’s experience with online purchasing in Thailand retail industry, which related to Thai consumers behaviour, which in this part will mainly concentrate on purchasing behaviour such as the frequency to make online purchasing, preference payment channel and the information which is searched from consumers when they making purchasing online. In this section, the researcher wants to know the customer behaviour; how consumers are familiar with online purchasing how often Thai consumers make online purchasing. This thing can reflect the customer behaviour.

Part 3 Factors affecting customer’s attitude towards online shopping in Thailand

This study will also asses the impact of various factors identified in the literature review in influencing attitudes of Thai consumers towards online shopping. The factors identified in the literature review include website factors (perceived trust and risk, perceived easy of use and perceived usefulness) as well as e-marketing mix. Apart from assessing the effect of these factors, this research will seek to identify any other factors influencing attitudes of Thai consumers towards online shopping. In doing so, the study will be seeking to identify personal preferences of Thai consumers towards online shopping. The knowledge will enhance understanding of the most effective e-marketing strategies that should be applied to Thai consumers. The factors will be rated using a 5-poinnt likert-type scale between 1 = strongly disagree and 5 = strongly agree. This type of scale allows for respondents to rate statements based on their level of agreement (Bryman and Bell, 2003).

3.7 Collected Data

3.7.1 Primary Data

Primary data refers to data that is collected for the first time and thus, it happens to be original in nature. As Saunders et al. (2009) explain, primary data can be collected using questionnaires, through observation or through interviews. Researchers widely use questioners and interviews to collect primary both quantitative and qualitative data. In the present study, the researcher will collect primary by administering questionnaires on the target population sample (Thai Consumers).

3.7.1 Secondary data

Secondary data refers to data that has been collected at an earlier data for a specific purpose (Collis and Hussey 2007). Usually, secondary data is collected through desk-based research. One advantage of use of secondary data is that it saves time and money (Sekaran, 2003). However, secondary data may not be very reliable in some cases mainly because it may not fit appropriately fit in the current research situation (Saunders et al. 2007). As mentioned, secondary data is data collected for another purpose at an earlier data and hence, it may be old and irrelevant to the current situation. Despite that, secondary data remains vitals in giving direction to a study. In this study, the researcher derived secondary data from books, journal articles, newsletters and internet sources. The data collected from these sources is contained in the literature review and has aided identification of variables for this study.

3.8 Data Analysis

In this study, the researcher examined the applicability of both qualitative and quantitative techniques of data analysis. Qualitative analysis is applied on qualitative or non-numerical data and the results are presented in non-numerical format. On the other hand, quantitative analysis is applied on numerical or statistical data and the results are presented in numerical format. In this study, the data collected using questionnaires will be transformed into numerical data and will be analysed using quantitative techniques. The researcher will use descriptive statistics such as means and percentages and will illustrate the results using charts and tables. The results will also be analysed using SPSS.

3.8.1 Ethical issue

While collecting primary data, the researcher will address all traditional ethical issues of confidentiality, privacy, access, and acceptance. The researcher will seek permission from all relevant authorities before engaging in data collection and will inform the participants advance regarding the purpose of the research. The participants will be noticed that their personal identities will not be disclosed.

3.9 Reliability and Validity

Reliability of a data collection instrument reflects its constituency and stability within a given context (Maylor & Blackmon, 2005). Reliability is dependent on the extent to which a data collection instrument produces consistent results from a series of researches utilizing the same sample (Collis & Hussey, 2003). In this study, the researcher used the test-retest coefficient method to test the reliability of data collection instruments used in this study.

Validity of data collection instruments implies a judgement on whether the components of a study reflect the variable, theory or concept of study (Denscombe, 1998). In other words, validity implies the extent o which data is representative and relevant to the current study (Widersheim & Eriksson (1997). To ensure high level of content validity, the researcher conducted extensive research on the subject matter and ensured that the instruments accurately measure the intended factors as per the objectives of the study. The researcher also incorporated the opinions of supervisor in order to ensure that high level of validity of the instruments is attained.

3.9.1 Pilot testing

To enhance validity of the instrument a pilot study will be conducted. Pre-testing helps to enhance reliability of the instruments so that the vague statements on the questionnaire can be refined or removed altogether (Fink, 2003; Saunders et al., 2009; Pallant, 2010). A pilot study will be conducted to 20 Thai consumers of products offered online to pretest the questionnaire and ensure that potential respondents understand it. The 20 consumers will be selected randomly. Areas of difficulty in the instrument will be identified and corrective measures taken in consultation with the supervisor as a way of ensuring the reliability of the instrument. The pilot respondents will eventually be excluded from the list of final sampled respondents as a further measure to ensure credibility of the methodology employed.

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