CHAPTER ONE

INTRODUCTION

1.1 COMPANY BACKGROUND

1.2 WOOPIT: A BRIEF OVERVIEW

1.3 BACKGROUND OF STUDY

1.4 PROBLEM STATEMENT

1.5 RESEARCH OBJECTIVE

1.6 RESEARCH QUESTIONS

1.7 RESEARCH HYPOTHESIS

1.8 THEORETICAL FRAMEWORK

1.9 SIGNIFICANCE OF STUDY

1.10 SCOPE OF STUDY

1.11 LIMITATIONS

1.0 INTRODUCTION

1.1 BACKGROUND OF THE COMPANY.

Figure 1.1 : Companies Logo

This project is fully owned by ASMARA which is one of the organization under

MARA. In order to penetrate both market Malaysia and Indonesia, ASMARA needs

a company that is used in both market. Thus, LebahKuning International Sdn Bhd

was chosen by the Koperasi Anak Sains MARA (ASMARA) to handle the operation

of both Woopit Malaysia and Indonesia. Azz Masyi Sdn Bhd on the other hand is

the dealer appointed by LebahKuning to handle the distribution of WOOPIT

Malaysia.

1.2 WOOPIT MALAYSIA: A BRIEF OVERVIEW

WOOPIT was introduced in Malaysia in 2011 by

YellowBee Solutions (M) Sdn Bhd and J&C Pacific Sdn Bhd as a smart public kiosk

that will replace the old public phone. However, the function of this kiosk is not to

make phone call but to provide the reload services for the available Telco in

Malaysia. Overall, WOOPIT has three machines which are M1, M3 and M5. M3 is

the public kiosk and is the new version of M1 where the company develop more

functions and improvement as compared to the M1 terminal. At this moment, the

M1 terminal is very popular in Indonesian market but the M3 terminal is popular in

Malaysia. On the other hand, M5 terminal is the new portable terminal that will be

launched by April 2015.

Figure 1.2 (a): The M3 machine from WOOPIT.

Figure 1.2 (b): The M5 machine from WOOPIT.

At this moment, this terminals are usually bought by corporate companies such as

Petronas and FELDA where both companies bought 100 M3 terminals for their

companies1. However, there are still individual owner who bought this terminals

and put the terminals at the high traffic places such as hospitals and Universities.

Since 2011, there are now around 3000 WOOPIT terminals in all over Malaysia.

1.3 BACKGROUND OF STUDY

This research attempted to find the level of public awareness and acceptance

towards WOOPIT Malaysia. After being in the market for more than 5 years, this

study has measured the level of consumer awareness regarding the existence of

the WOOPIT terminal. In addition, consumers perception towards all the terminals.

The research is vital for the company to know their market better and to further

develop new strategies based on the findings collected. Also, this is where the

company could improve their weaknesses in order to be the market leader. In order

to conquer the market, high acceptance and awareness of the consumer are

1 Information taken from Official Woopit Profile 2015

crucial. The brand needs to position itself into the empty state of mind of the

consumer so that they will remember the brand every time they want to reload the

mobile phone. So this research is basically to help the management of

LebahKuning International and Azz Masyi Sdn Bhd in creating strategies to

conquer the market and implementing it in the future.

1.4 PROBLEM STATEMENT

In order to find out the level of awareness and acceptance of WOOPIT, the current

situations about the company are figured out through an interview with the

management of the company. The current situations facing by the company are

they need a larger market share in order to be the market leader. In order to hold

a big market share, they need to take in a larger consumer of their merchandise.

This will also lead to a bigger demand and increases their sales. The troupe is

likewise confronting the trouble of not knowing whether the consumer know their

brand existence or not. After 5 years in the market supposedly the company will

already have quite a number of loyal customers or at least the consumer knows

about the brand, but the company does not know whether they have such loyalty

or awareness of the consumer.

This is based on the WOOPIT Annual Report 2014, the current market leader of

this industry is EPAY and followed by EZEELINK. EPAY is seen to conquer the

marketplace because they have been in the industry for 9 years, followed by

EZEELINK, 6 years in the industry. At this moment, EPAY has more than 12 000

machines all over Malaysia. They also collaborated with PETRONAS and

hypermarket like GIANT and TESCO to place their reload machine. EZEELINK on

the other hand, holds around 6000 reload machines all over Malaysia. WOOPIT at

this pace has around 2000 reload machines all over Malaysia.

Besides, the company does not know how consumer perceived their products and

services. Thus this research will focus on the factors or variables that will involve

the awareness and acceptance of the public. The factors that have been identified

are service quality and promotion strategy. This research will look into the

relationship or how these factors will affect the public acceptance and awareness

of the product.

1.5 RESEARCH OBJECTIVES

In view with the above problem statement, the following objectives are considered:

I. To evaluate the relationship between the service quality of WOOPIT

with the public awareness and acceptance.

II. To examine the relationship of effectiveness of promotional strategy

towards public awareness and acceptance.

1.6 RESEARCH QUESTIONS

The following research questions are developed:

I. Does the awareness and acceptance of the public will be influenced by

the service quality?

II. How effectiveness and efficiency of the promotional strategy affect the

public awareness and acceptance?

1.7 RESEARCH HYPOTHESIS

The following research hypothesis are tested and developed by the above

research questions:

Ha 1: There is significant relationship between service quality with public

acceptance.

Ho 1: There is no significant relationship between service qualities with public

acceptance.

Ha 2: There is significant relationship between the effectiveness of promotional

strategy with public acceptance.

Ho 2: There is no significant relationship between the effectiveness of promotional

strategy with public acceptance.

1.8 THEORETICAL FRAMEWORK

This research is conducted by using a specified model that clearly defines the

independent variables and dependent variables that are used during this research.

This theoretical framework also include the moderating variable and intervening

variable that will be used for this research. As for this research, the principal focus

will be on the awareness and acceptance of the public towards WOOPIT.

The dependent variable is the variable of primary interest to the researcher. An

independent variable is one that finds the dependent variable in either a positive

or negative. In this research, the independent variables are service quality and

promotion.

The moderating variable is one that has a strong contingent effect of the

independent variable and dependent variable relationship. That is the presence of

a third variable modifies the original relationship between the independent and the

dependent variables. In this research, the moderating behavior is the consumer

behavior. The consumer behavior that is looked into is the purchase behavior and

decision making process of the consumer. Also, how these factors are affecting

the relationship between independent variables and dependent variables.

An intervening variable is one that surfaces between the time the independent

variables start operating to determine the dependent variable and the time their

impact is felt along it. There is a temporal quality or time dimension of the

intervening variable. The intervening variable surfaces as a subroutine of the

independent variables opening in any situations and helps to conceptualize and

explain the influence of the independent variable on the dependent variable. The

intervening variable of this research is the expectation of the consumer. High and

low expectation of the consumer may positively or negatively affect the dependent

variables. The theoretical framework used is as follows:

FIGURE 1.8: Theoretical Framework

1.9 SIGNIFICANCE OF STUDY

In general, this study is aiming to understand about the public awareness and

acceptance towards WOOPIT. Consequently, public awareness and acceptance

of customer towards WOOPIT is measured and calculated also to serve the

problem statement of this study.

Independent Variable Dependent variables

Moderating Variable Intervening Variable

Consumer Behavior Expectation

SERVICE

QUALITY

PROMOTION

AWARENESS

ACCEPTANCE

Besides that, with accurate systematic review this topic also contributed to the

result of the findings regarding the public awareness and acceptance towards

WOOPIT and this study gave recommendation towards WOOPIT to make any

ways or steps to make improvement in their business.

In line of direct participations of respondents and customers for this study, it will

provide excellent information for LebahKuning International and Azz Masyi Sdn

Bhd so that they have a better understanding with their customers. As an addition,

this work also contributes to provide more dependable services and likewise lay a

better marketing plan and schemes in order to reach their customer demands and

gratifications.

Also, this study will help to create the awareness and acceptance for WOOPIT. In

addition, this study would make WOOPIT has the ability to know the effectiveness

and efficiency of marketing strategies that they have been implemented also to be

implemented.

1.10 SCOPE OF STUDY

In order to get a clear insight for this research, the scope of study is needed to be

set. Public is defined as all the people or item with characteristics one wishes to

understand. For this research the public is refer to the population in Bangi and

Shah Alam. In each area, 50 respondents will be interviewed. In total 100

respondents which included three major type of races such as Malay, Chinese and

Indian will be interviewed in this research. The average age for the sample size is

from 16 years old to 45 years old.

1.11 RESEARCH CONSTRAINTS

Along the time of completion of this study, there are various constraints are faced

and managed to be overcome throughout the process.

i) Time constraints

The limitation includes of time constraint that will be faced in this

study. This is because this study needs to be done within 14 weeks.

In order to produce a more honest resolution, additional time is

needed to gather and examine the information. Besides that,

researcher needs to move to the fieldwork to meet the respondents

and distribute the questionnaires, thus in order to get to the tasks

organized and managed quickly, an effective program is required to

handle this constraint.

ii) Accessibility of information

The limitation includes of lack in accessibility of information. This is

because this study needs more information in order to make it more

precise and reliable. In order to get accurate results, easier

accessibility of information is very important. Restriction on some

information that are confidential to some institutions are also

constrained towards this research.

CHAPTER TWO

LITERATURE

REVIEW

2.0 INTRODUCTION

2.1 PUBLIC AWARENESS

2.2 PUBLIC ACCEPTANCE

2.3 PROMOTIONAL STRATEGY

2.4 SERVICE QUALITY

2.5 VENDING MACHINE

2.6 MALAYSIAS TELECOMMUNICATION COMPANIES

2.7 POSTPAID AND PREPAID

2.8 MALAYSIAN TELCO CUSTOMER

2.0 LITERATURE REVIEW

It is a routine that evaluates this work in relation to the problem, through

documentation and presentation of the subject. Look at the vital stages of current

knowledge, including substantive findings, as well as theoretical and

methodological contributions to a special subject. Literature reviews are the

secondary sources and as such, do not report any fresh or original experimental

study. A literature review can also be construed as a critique of an abstract skill.

This would help to acquire a good problem statement and promises that no

important variables that is looking past throughout the cognitive operation of

defining the problem. This likewise serves to prevent dissipation of resources in

fining the problem statement. In sum, it facilitates the combinations of the

information garnered from the structured and unstructured interviews that has

been grounded in fields. In a nutshell, it is providing the cornerstone in making up

a theoretical framework that can be conducted for the subject.

2.1 PUBLIC AWARENESS

Public awareness gives the definition towards the significant role that

community knowledge has that building among the societies.

Delivering knowledge and enthusiasm of community remotes the

community schemes for efficient communication. Most of the people,

lack of knowledge towards the roots of the things they use every day.

While this is partially due to lack of enthusiasm and interest in many

examples the data is hidden by companies concerned about

competitors and concerned with hiding unethical practices. This

indicates that consumers who would wish to be environmentally and

socially conscious do not ever have the opportunity, and the

companies that engage in the unethical practices are permitted to

carry on without financial pressure. So, for the new customers to

accept and be aware about a new product is going to be rather slow.

Therefore, there are a few stairs to increase brand awareness of a

new product. The initiative step will be to create a web site. Today,

people are more technologically savvy and everything is at the

fingertips. People can get information about almost everything in

the network. Therefore, to sustain a web site is a great tool to

increase the awareness of clients around the merchandise.

Moreover, learn the process or hire a search engine to make sure

WOOPIT website will be at the highest ranking when customers are

looking for a certain product, for example, reload. Other than that,

maybe the company can advertise their site on other associated

websites such as Maxis, Celcom, Tune Talk, U Mobile and Altel.

Another step will be to produce a media presence. Evenly, as being

recognized now, social networking plays a big role in an individuals

life. So, by having a Twitter, Facebook and Instagram account,

WOOPIT will be capable to advertise product easily without going

anyplace. This procedure can be exercised exclusively at home.

Other than that, for instance, if the customers like the merchandise,

the customers will help to promote the merchandise for WOOPIT.

Other than that, although social networking is important, traditional

media should not be set away. This is because, there are masses

who still take the magazines and papers. Older generation might

feel some difficulties to use social networking sites such as Twitter

and Facebook. Thus, it is a sound thought to accept advertisements

in the newspapers and magazine. It is important for WOOPIT to

choose the section to publish the ad in the chosen magazines and

papers. Hence, traditional media should not be abandoned,

although there is the existence of social networking websites.

Next is to make the public aware towards the brand. Brand

awareness is linked up to the effectiveness of the brand node or trace

in memory as reflected by people who use a product or services

ability to recall or recognize the brand under different situations.

Brand awareness can be seen as depth and width. The depth of

brand awareness relates to the likelihood that the brand can be

recognized or recalled. The width of brand awareness relates to the

variety of purchase and consumption situations in which the brand

comes to mind.

Other than that, brand awareness is related to the strength of the

brand in memory, as reflected by the people who use a product or

services ability to identify different brand elements (i.e., the brand

name, logo, symbol, character, packaging, and saying) under

different conditions. Brand awareness relates to the likelihood that

WOOPIT will come to mind and the simplicity with which it does so

given different type of hints or signs.

Moreover, several measures of awareness of brand elements can be

employed. Likewise, taking the appropriate measure, depends on

the importance of brand awareness that affecting the behavior of the

consumer and results to the success of the marketing program for

WOOPIT.

2.2 PUBLIC ACCEPTANCE

Public acceptance is the approval or the act of acceptance of public

towards certain products or brands. Through public acceptance this

would increase the sales of WOOPIT, this is because the public

would buy the product from WOOPIT. The loyal customers would

use the marketing with the power of mouth to promote better services

and products given by WOOPIT. This would cut the costs in terms of

promotion. Through these loyal customers, the public will more

attracted and trust to buy because these loyal customers explained

in terms of their experience. Therefore, there are many ways to

intensify the public acceptance towards WOOPIT.

Firstly, through public participation. Public participation is one of the

processes that can help to attain public acceptance of a particular

brand. These can be done through questionnaires towards loyal

customers, new market, and the public. Ask this group of people

what is their experience, what they want, and any development they

want from WOOPIT. Participation is recognized as ranging in degree,

typically reflecting the extent to which power over decisions, and

responsibility for the management of development, are shared

(Arnstein, 1969; Clayton et al., 1997; IAP2, 2000). This will pull in the

public feel wanted and make the public to accept the fellowship.

Next, build sure the product is legitimate. And then the client will bear

no doubt towards the WOOPIT terminal, because the company will

gain the trust of customers towards the fellowship. This can be

achieved by the legal documentation of the company, also the

validation of legal (e.g SKMM and SIRIM) labelled at each terminal.

In addition, to gain the public acceptance is also can be done through

securing the confidence of the public towards WOOPIT by good

customer service. If the customer service is in effect, it will be easy

for the public. This can create the trust of the public towards the

WOOPIT terminal. This is because in sometimes the terminal could

be facing problems such as the customer does not receive the

amount that they reload. And this mistake sometimes is unexpected

and unintentionally by the society. Nevertheless, this can be resolved

through good customer services.

2.3 PROMOTIONAL STRATEGY

Product publicity is one of the requirements for growing the brand in

front of the public and attracting young clients. There are numerous

ways to promote a product or service. Some companies employ

more than one method, while others may apply different methods for

different marketing roles. Irrespective of a company's product or

service, a solid set of promotional schemes can help put the society

in a favorable light with not only current customers but new ones as

well. Promotional strategy is important for the clientele to increase

their customer and sales.

On that point are some promotional strategies for WOOPIT to

increase their customer such as competition, merchandise

giveaways, giving away branded gift, and after-sale customer

surveys.

2.3.1 Contests

Contests are a frequently practiced as the tool in

promotional strategy2. Many contests do not even

necessitate a purchase. The aim is to promote

WOOPIT and put the logotype and name in front of the

public rather than pull in money through a hard-sell

campaign. People like to win prizes.

2.3.2 Customer Referral Incentive Program

The customer referral incentive program is a mean to

encourage current clients to bring up new customers to

WOOPIT terminal. Free merchandise, heavy rebates

and cash rewards are some of the incentives the

customers can utilize. This is a promotional strategy

that leverages the customer base as a sales force.

2.3.3 After-sale Customer Surveys

After sale survey is contacting clients by phone or

through the mail after a sale and it is an important

promotion to make sure customer satisfaction. Skilled

sales people make survey calls to customers to garner

2 Carl Hose (A.N.D) Top Ten Promotional Strategies, Demand Media. Chron.com, http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html

information that can subsequently be used for

marketing by asking questions pertaining to the way

the customers feel about the products and services

purchased. This serves the dual role of bringing up

WOOPIT as one that cares what the customer thinks

and one that is constantly endeavoring to offer the best

service and merchandise.

2.4 SERVICE QUALITY

It is important for a company to maintain and improve the caliber of

the merchandise to obtain public acceptance and awareness. Most

of the masses will choose the quality of service rather than the

ordinary product3. It is because service quality will make them highly

satisfied compared with the ordinary product. There have four

different types of service quality which are product-oriented quality,

process-oriented tone, quality control, and user-oriented quality4.

Product-oriented quality is the products physical properties such as

the users manual at the terminal. Procedure-oriented quality is a

production process that guarantees the products live up to the ethical

production standards. Quality control refers to the operational

techniques and activities that are applied to satisfy requirements for

3 Lars Perner, introductory marketing, university southern California, http://www.consumerpsychologist.com/marketing_introduction.html 4 HR Moskowitz, Product and Package Testing - Moskowitz Jacobs Inc. mji-designlab.com/fileadmin/user.../Product_and_Package_Testing.doc

quality. Finally, user-oriented quality is the customer perception

toward the product quality.

2.5 VENDING MACHINE

A vending machine is a machine that dispenses items such as

snacks, beverages, alcohol, cigarettes, lottery tickets, cologne,

consumer products, and even gold and gems to customers

automatically, after the customer inserts currency or credit into the

machine (Bellis, 2015). From 2000-2010, specialization of vending

machines became more usual. Vending extended increasingly into

non-traditional fields like electronics, or even art. Machines of this

new category are generally called Automated Retail kiosks.

Automated retail is the category of self-service, standalone kiosks in

heavily trafficked locations such as airports, malls and resorts5.

The trend of specialization and proliferation of vending machines is

perhaps most apparent in Japan where vending machines sell

products from toilet paper to hot meals, and there is one vending

machine per 23 people6. Vending machines have gone through

significant modifications and innovations. Many machines are

5 The Body Shop deploying automated retail shops. RetailCustomerExperience.com. Retrieved on 2011-

06-15 6 Vending machine- Japan-guide.com. Retrieved June 2011

evolving to accept credit cards and companies are now able to

monitor a machine's state from afar.

A Malaysian company, Silkron has developed and is supplying the

smart vending software known as Vendron for vending machine

makers, vending operators and system integrators to leverage on

smart vending technology and capacities. The vending operators can

manage their vending machine and kiosk business in more efficient

and profitable manners, benefited from the comprehensive and

easy-to-use features with real-time data, such as centralized

inventory management, consolidated sales management and

tracking, cash collection traceability, stock replenishment

management with map-based route planning, digital signage content

management and many more. All of these means less loss, less cost,

more efficiency, and more winnings.

2.6 MALAYSIAS TELECOMMUNICATION COMPANIES

In that respect are actually many Mobile Telco companies in

Malaysia with the four major companies currently being Celcom,

Maxis, DiGi and U Mobile. TM or the Axiata Group as they are now

called are fixed line and broadband Internet service providers and

are not by our definition a Mobile Telco company. Neither is P1

WiMax, but there are a flock of freshmen in the field, including Yes

from YTL, Altel and Tune Talk amongst others. Celcom has been

here the longest and as such is seen as the premium brand with the

best stability. Maxis has generally been recognized to deliver the

best coverage. DiGi was formerly regarded as the value-added

brand, but now stands toe-to-toe with Maxis in terms of coverage,

but is however a bit more affordable than Maxis. U Mobile is the

current value-added mobile Telco brand in the marketplace. All four

of them now offer 3G and 4G LTE services along with all the older

mobile Internet connectivity technologies like 2G and WAP. LTE is

an abbreviation for Long-Term Evolution, commonly marketed as 4G

LTE, is a standard for wireless communication of high-speed data for

mobile telephones and data terminals. It is based on

the GSM/EDGE and UMTS/HSPA network technologies, increasing

the capacity and speed using a different radio interface together with

core network improvements. Almost all of them offer some sort of a

subsidized device or smartphone under a prepaid or postpaid plan.

2.7 POSTPAID AND PREPAID

The postpaid mobile phone is a mobile phone for which service is

provided by a prior arrangement with a mobile network operator. The

user in this situation is billed after the fact according to their use of

mobile services at the close of each month. Typically, the customer's

contract specifies a period of aggregation or "allowance" of minutes,

text messages and so on, and the client will be charged at a flat

charge per unit for any usage equal to or less than that allowance.

Any use above that limit incurs extra charges. Theoretically, a user

in this situation has no limit on usage of nomadic services and, as a

consequence, unlimited credit. This service is more beneficial for

people with a fixed income.

A prepaid mobile telephone (also commonly mentioned to as pay-as-

you-go, pay-as-you-talk, pay and give way, prepaid wireless, or

prepay) is a mobile phone for which credit is bought in advance of

service utilization. The purchased credit is used to pay for mobile

phone services at the point the service is accessed or consumed. If

there is no available credit then access to the requested service is

denied by the mobile phone network. Users are able to top up their

credit at any time using a variety of payment mechanisms.

A prepaid plan may have a lower cost (often for low usage patterns

e.g. a telephone for emergency use) and make it easier to control

spending by limiting debt and controlling usage.7 They often have

fewer contractual obligations no early termination fee, freedom to

change providers, plans, able to be used by those unable to take out

a contract (i.e. under age of majority). Depending on the local laws,

they may be available to those who do not hold a permanent

address, phone number, or credit card. This makes them popular

7 http://www.no-contract-plans.com/prepaid/

amongst students away from their home towns and travelers. To

boot, they are popular with parents who like to deliver a way to stay

linked with their college age students but do not want the surprise of

an unexpected and lofty bill.

Usage of prepaid cellular telephone phone service is usual in most

regions of the globe. Approximately 70% of customers in Western

Europe and China use prepaid phones with the number climbing to

over 90% for customers in India and Africa.8 23% of mobile phone

users in the United States were using a prepaid service as of 2011,

a share that's expected to grow to 29% by 2016.9 Prepaid SIM cards

are likewise becoming a magnetic declination of the traditional

prepaid cell phone plans. Rather than needing to purchase an

entirely new phone, existing phones can be used by simply replacing

the SIM card within the device.10

2.8 MALAYSIAN TELCO CUSTOMER

Market research firm, Frost & Sullivan conducted an online survey

from October to November 2014, involving 1,300 respondents,

randomly picked out from consumer online panels, to evaluate

customer experience in the telecoms sector in Malaysia. Founded on

8 Cyrus Farivar (2012-06-14). "Die, contracts! Prepaid mobile phone use surges".Arstechnica. Retrieved 2014-07-24 9 Brian X. Chen (2012-08-02). "Prepaid Cellphones Are Cheaper. Why Arent They Popular?". The New York Times. Retrieved 2014-07-24. 10 ttp://www.irishtimes.com/business/retail-and-services/ding-founder-mark-roden-on-making-a-dent-in-mobile-credit-transfer-market-1.2017632 Retrieved 2014-07-24

the Frost & Sullivans Malaysia Telecommunications Services

Customer Experience study, 83 percent of consumers stated that

they will change to another telecom service provider if there is a lack

of transparency in pricing and subscription programs.

Also, when it comes to customer loyalty, Celcom Axiata is ahead of

the industry average of 57 per cent, at 66 per cent. On the other

hand, U Mobile is the most recommended Telco in Malaysia.

When asked if the respondent would recommend their current

telecom service provider to their acquaintances and fellow workers,

U Mobile is the clear winner with 65 per cent, which is more eminent

than the industry norm of 51 per cent.

Beneath are the Malaysian telecommunication service providers that

have been recognized in Excellence in Customer Experience

Management, Telecommunications Industry by their customers

based on a survey taken by Frost & Sullivan.

Overall Experience U Mobile

In Store Experience Maxis Communications

Self-Service/Online Experience Telekom Malaysia

Contact Center Experience U Mobile

Maxis Communications

Mobile Experience U Mobile

Net Promoter Score U Mobile

Table 2:8: Malaysian telecommunication service providers that

have been recognized in Excellence in Customer Experience

Management, Telecommunications Industry.

CHAPTER THREE

RESEARCH

METHODOLOGY

3.0 INTRODUCTION

3.1 POPULATION AND SAMPLING METHOD

3.2 RESEARCH DESIGN

3.3 DATA COLLECTION METHOD

3.4 SCALE AND MEASUREMENT

3.5 DEVELOPMENT OF QUESTIONNAIRE

3.6 FIELDWORK

3.7 CODEBOOK

3.8 DATA ANALYSIS TECHNIQUE

3.0 INTRODUCTION

A research methodology can be defined as, it is used to make a clear cut idea on

what is the research is entirely approximately. In order to plan in a right point of

time and to advance the research study, methodology provides the right platform

to the researcher for mapping out the research work in relevance to make firm

plans. Moreover methodology guides the researcher to involve and to be

participating in his or her special area of research.

3.1 Population and Sampling Method

Population can be defined as the total set of Individuals (or constituents) who (that)

met the sampling criteria. Also called target population. For this research the

population are from Shah Alam and Bangi. Sampling is the process of selecting a

sufficient number of the elements of the population, so that a study of the sample

and an understanding of its properties or characteristic will make it possible to

generate such properties are characteristic of the population. A sample size of 50

respondents from each population is going to be used for this research. In total

100 respondents will be interviewed for this research. In this research, the simple

random sampling is used since it is simpler and less reliable form of sampling. It is

simple because it requires only one stage of sample selection. It is likewise to

improve representatives and people are sampled from different groups, but on a

convenience basis. The questionnaire will be the instruments to gain info from this

sample size. The researcher will need to do a face to face interview with the

respondents during the fieldwork. After the field work, all the data gained will be

processed in order to get the result. Data processing and data analysis will be used

to process all the data collected.

3.2 Research Design

Research design can referred as the framework or blueprint to collect

information needed for the project in the most appropriate way. The details of the

definition is that research design is the guideline and process of collecting the data

information. The procedures are necessary in order to collect the data information,

needed to structure or to solve marketing research problem. Furthermore,

research design is the foundation for conducting the project. A good research

design ensured that the marketing research project was conducted effectively and

efficiently. Research design involves a series of rational decision making choices

which is to identify the variables in a problem situation and to design the research

in a way that the required data can be gathered and analyzed in order to get the

best solution. The correct design is essential in allowing a valid and reliable

research.

The research design used is in this research was exploratory research. In

exploratory research, the objective is to explore or search through a problem or

situation to provide insight and understanding. Moreover, their characteristics are

flexible and also versatile. After exploratory research was done, it was followed by

descriptive research design and causal research design.

3.3 Data Collection Method

This research is gathering up data by using method of personal interview. The

personal interview is conducted by using a questionnaire and fieldwork manual

before the interviewers go to the fieldwork.

A questionnaire is a research instrument consisting of a series of question and

others prompt for the function of gathering data from respondents. Although they

are frequently designed for statistical analysis of the answers, this is not invariably

the case. The questionnaire would be contained as much information, questions,

that will be used to generate the last result.

Secondary data are the data that have been already collected and readily available

from other sources. Hence, the data are easy to find and obtain compared to

primary data. Cases of secondary data are generated set, internet, magazine,

newspaper publisher, research article and journal.

Data Collection or collecting the data information is a crucial aspect for any type of

research study. Inaccurate data collection can impact the results of a study and

ultimately lead to invalid and unreliable results. For this research, various sources

were used to collect all the necessary data that is related to this research. The data

information collected must be accurate based on the objective of the research. The

main sources used were the primary data and the secondary data.

3.3.1 Primary Data

Primary data is a collection of original data. It is often used after gaining

some insight into the issue by reviewing secondary research or by analysing

previously collected primary data. Collection of primary data can be done

through various methods, including questionnaires distributions to

respondent, surveys and interviews. In this research, questionnaire were

constructed and given to the respondents. Fixed alternatives questions

were constructed in the questionnaire where it may require the respondents

to choose from a set of predetermined answers.

3.3.2 Secondary Data

Secondary data is also needed when doing this research. Secondary data

sources is to collect more information in order to complete this study.

Secondary data sources are very useful in order to define the problem of

the study better and also can interpret primary data more meaningful.

Secondary data were collected mostly from journals and articles. Journals

help to conduct the research clearly and gather more additional information

that relates to the study. Secondary data sources are able to make the

research much easier to conduct as there were few researchers who had

done the similar 26 research in the past thus, their previous research were

able to guide through the current study. This type of data were used

extensively in literature review to provide the framework for this study. Other

than journals, textbooks, and newspapers were also the sources of these

desk research.

3.4 Scale and Measurement

In order to make the research more accurate and reliable, there will be several

scales and measurement that is going to be used in conducting the research.

Measurement means assigning numbers or other symbols to characteristics of

objects according to certain pre specified rules while scaling involves creating a

continuum upon which measured objects are located.

3.4.1 Nominal scale

A nominal scale, as the epithet connotes, is simply some placing of data

into categories, without any parliamentary procedure or structure. Nominal

scales are utilized for labeling variables, without any quantitative value.

Nominal scales could simply be called labels. In the statistics it can be

used with nominal scales are in the non-parametric group. The most likely

ones would be in the mode and cross tabulation.

Eg: Name, gender, yes/no

3.4.2 Interval scale

Numerically equal distances along the scale represent equal values in the

characteristics being evaluated.

Eg: Average salary, age,

3.4.3 Ratio scale

Possesses all the properties of the nominal, ordinal and interval scales and,

in addition, an absolute zero degree. Therefore, ratio scale possesses the

characteristic of starting (and distance, order and description)

Eg: How many times have you tried the WOOPIT terminal?

3.4.4 Likert scale

Is a widely used rating scale that requires the respondents to indicate the

degree of agreement or disagreement with each of series of statements

about the stimulus objects.

Eg: The service of WOOPIT is very good. 1= Strongly disagree 2= Disagree

3= Neither agree or disagree 4= Agree 5= Strongly agree

3.4.5 Multiple choice question

A form of assessment in which respondents are asked to select the best

possible answer (or answers) out of the choices from a list.

Eg: Where did you obtain the information regarding WOOPIT?

A. While shopping in the mall

B. Family and friends

C. Magazine

D. Internet

E. Newspaper

F. Others

3.5 DEVELOPMENT OF QUESTIONNAIRE

The accuracy of data collection reflects in the questionnaire. A structured

questionnaire consist of several parts such as part A, part B1, part B2, part B3,

part C and part D. Each part were asked based on the independent variables which

are customer status, service quality, and promotion by WOOPIT. The last part is

the respondents demographic profile.

PART A: CUSTOMERS STATUS

In this part, the questions basically to getting know the respondent, whether they

know about WOOPIT. Where they find out about WOOPITs service. Also, in this

part, the respondents are asked whether they are a prepaid or postpaid user.

Respondents were required to choose the best answer from the suggestive

answers given.

PART B1: PROMOTIONAL STRATEGY OF WOOPIT

Part B1 involves about the promotion implemented by WOOPIT. In this part,

respondents were required to answer questions based on the promotion

implemented by WOOPIT. It is also to identify whether respondents know about

any promotion from WOOPIT and to know how to inform respondents about the

promotion of WOOPIT. The questions were rated on a 5-point Likert-scale, ranging

from 1 (strongly disagree) to 5 (strongly agree).

PART B2: SERVICE QUALITY OF WOOPIT

Part B2, respondents were asked to evaluate their perception regarding the service

quality of WOOPIT. The respondents were shown with pictures of WOOPIT

terminal and they answered the questions based on the show cards. The questions

were rated on a 5-point Likert-scale, ranging from 1 (strongly disagree) to 5

(strongly agree).

PART C: PUBLIC ACCEPTANCE

The part C, respondents were asked to evaluate their perception regarding the

public acceptance of WOOPIT. In this part, they were asked whether they will use

the service of WOOPIT after they have answered part B. Other than that, whether

they would suggest to their family members to use the services. The questions

were rated on a 5-point Likert-scale, ranging from 1 (strongly disagree) to 5

(strongly agree).

PART D: DEMOGRAPHIC PROFILE

In this part, the questions were about respondents demographic background.

Eight fixed alternative questions, in nominal and interval scales, were asked about

the respondents gender, nationality, race, age, marital status, education level,

employment and monthly income.

3.6 FIELDWORK

This research was conducted at 2 different areas which are Bangi and Shah Alam.

The fieldwork took about two weeks to be completed with 50 respondents in each

area. This fieldwork was carries out in order to investigate the public awareness

and acceptance of WOOPIT according to the respondents in each area. From this

fieldwork, the data collected were analyzed.

3.7 CODEBOOK

A codebook describes and documents the questions asked or items collected in a

survey. Codebooks help to provide you with crucial details for you decide whether

or not a particular data collection is useful in your research. The codebook describe

the subject of the survey or data collection, the sample and how it was constructed,

and how the data were coded, entered, and processed. The questionnaire or

survey instrument is included along with a description or layout of how the data file

is organized. Some codebooks are available electronically, and you can read them

on your computer screen, download them to your machine, or print them out for

example SPSS (Statistical Package for the Social Sciences).

Figure 3.7: Codebook from SPSS

3.8 DATA ANALYSIS TECHNIQUE

Data analysis is a practice in which raw data is ordered and organized so that

useful information can be extracted from it. The process of organizing and thinking

about data is a key to understanding what the data does and does not contain.

There are a variety of ways in which people can approach data analysis, and it is

easy to manipulate data during the analysis phase to push certain conclusions or

agendas. For this reason, it is important to pay attention when data analysis is

presented, and to think critically about the data and the conclusions drawn. The

data collected will be analyzed by using software named SPSS (Statistical

Package for the Social Sciences). After all the information data being analyzed,

the data were gather and called it as a findings.

3.8.1 PROCEDURE FOR DATA ANALYSIS

This research will analyze the data using the Statistical Package for Social

Science (SPSS 22.0). This program helps to facilitate data clearing, and

checking for logical inconsistencies in the dataset. Data mining procedure

were carried out before the actual data analysis were performed. The

responses from the respondents were coded accordingly before being

transferred into data file

By using Statistical Package for the Social Science (SPSS 22.0), it can be

used to analyze data collected from surveys, tests, observation or even

secondary data. (SPSS 22.0) can perform a variety of data analysis and

presentation functions including statistical analysis and graphical

presentation of data. Among its features are modules for statistical data

analysis that induce descriptive statistics, analysis of variance, factor

analysis, multivariate analysis, categorical data analysis and many more.

SPSS can also provide a method for examining the adequacy of the

regression model that covers checking assumption in regression.

In this research also, this program help to run the secondary data that has

been collected. This program also helps to facilitate data clearing, and

checking for logical inconsistencies. In addition, by using this program, it

can analyze the data collection to identify the respondents awareness and

acceptance towards WOOPIT, and correlation between the acceptance of

WOOPIT packaging with employment statement, promotion with age,

product quality and race. It also involves in the process of hypothesis

testing.

3.8.2 TEST STATISTIC

(i) T-test

In order to test the significant of T-test, the comparison between the

absolute value of the T-test to the tabulated value of T-table with degree of

freedom (df) will be done and normally at 5% level of significant (95% of

confidence interval).

The formula used is as follows:

df = n-k-1

Where,

df = degree of freedom (from output regression)

n = no of observation

k = no of independent variable

Therefore, the decision rule is:

At 95%, confidence interval;

-test is bigger than critical value, reject H0 and accept H1.

-test is smaller than critical value, reject H1 and accept H0.

If the numerical value of the statistics is greater than the critical value then

it fall in the rejection region, where the null hypothesis is rejected and the

alternate hypothesis is accepted.

(ii) Chi-square

The chi-square statistic is used to test the statistical significance of the

observed association in a cross-tabulation. It assist in determining whether

a systematic association exists between the two variables. The null

hypothesis, H0 is that there is no association between the variables.

The value of chi-square is calculated as follows:

2 = (E-O) 2 / E