Table of Contents
CHAPTER THREE: RESEARCH METHODS
The research study’s chapter three is comprises of methodology related to data collection that are relevant for this study. This chapter of research study has included the data collection method, research design, statistical tool applied and the findings of the research. All the elements are combined and aligned to accomplish the main objective of the research study.
Method of Data Collection
This research study has utilized two major methods and techniques for the data collection. There are mainly two main methods are being used by researcher in order to collect data such as; primary data collection method and another is secondary data collection method. Primary data collection method is used by researcher in order to get the first hand and raw data through survey and interviews whereas secondary data is the second hand data which can be gathered from authentic source such as published journals, articles and online resources or book etc. (Palinkas, Horwitz, Green, Wisdom, Duan & Hoagwood, 2015). This research study has utilized the primary method of data collection where the data is collected from a survey through the questionnaire tool.
Sample size of the research study represents the total number of respondents or the participants that are being selected by the researcher in order to conduct the research (Rea & Parker, 2014). Particularly for this research study, the researcher has used 280 respondents that include managers, third party marketing firms and customers.
Sampling technique can be defined as the process of selecting a small number of groups from larger population and that sample must be the true representation of the entire population. Sampling techniques involve two methods of selection such as; probability sampling and non-probability sampling. According to Andaleeb and Hasan (2016) suggested that probability sampling provides equal opportunity to respondents to participate in the research, on the other hand non-probability sampling due to some research limitations could not provide equal opportunity to each and every respondents to participate in the research study. Non-probability sampling is further divided in to sub categories known as convenience sampling, quota sampling and snowball sampling whereas probability sampling is further bifurcated in to cluster sampling and systematic sampling. This research study has used the simple random probability sampling where every respondent of the population would get equal opportunity to participate in the research study.
Research study is determines the relationship between dependent and independent variables. In this research study, affiliate marketing is the dependent variables and brand awareness is the independent variable. Affiliate marketing’s impact can be observed on customer’s brand awareness towards the product and services of the company.
In order to understand the significance of results of the research study, the data, which is collected from the questionnaire, is applied into numerous statistical tools that help the researcher in better understanding of results. This research study has used one sample T test in order to test the hypothesis. One sample T test tool is best way to compare the mean of single population. Hence, one sample test compares the mean of one population with the mean of sample. Furthermore, the researcher has adopted the reliability and validity test in this research.
Reliability analysis is conducted by researcher in order to check the validity of the collected data. There are numerous techniques that are being used by researcher in order to measure the reliability and validity of the research. This research study has utilized Cronbach’s Alpha test for measuring reliability of the research.
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