Research Designs and Methodology for Evaluating Third-Party Logistics Readiness in Malaysia: A Case Study of Fruitvale

Chapter 3: Research Designs / Methodology
3.1 Introduction
This chapter presents the dissertation research design/ methodology justification, the target
respondent, research procedures, research instrument, ethical considerations, research design
limitations, and interview guide. In this section, a quantitative research design will be used,
particularly by carrying out a questionnaire survey. A clear justification of the methodology
adopted in terms of population, qualifying questions, variables operationalization, and research
instruments will be done. Also, this section will highlight the research procedures including the
statistical techniques and method of analysis employed by the researcher in this study. The
ethical considerations surrounding this study’s research design and methodology will also be
detailed. Last, the limitations surrounding this study’s research design and methodology will be
properly stated and analyzed.
3.2 Justification for the methodology (population, method of data collection, measuring
instruments, operationalization of variables, qualifying questions)
To justify the choice of the researcher’s methodology, this study will use a unique approach of
sticking to one Malaysia local fruit distributor, Fruitvale. The expectations of Fruitvale towards
third-party logistics will be the key factor to control the researcher’s methodology. Also, the
study’s methodology is designed to ensure that Fruitvale understands the roles of third-party
logistic to ensuring that it survives or maintains its position in this competitive fruit distribution
industry (Yang, 2015, p. 16).
In the context of the study topic, “to evaluate the level of readiness among third-party logistic
service provider in Malaysia to serve a fruits distributor – Fruitvale,” the methodology chosen in
this study needs to consider a smaller sample of target respondents (Alan & Steve, 2017, p.
80). In justifying this study methodology, the researcher will use different study deliverables
namely population, method of data collection, measuring instrument, operationalization of
variables, and qualifying questions as below:
3.2.1 Population

Mainly, this study focuses on the 3rd party service providers in Malaysia in the fruit distribution
industry, particularly for Fruitvale. In this subsection, the researcher will justify the target
population used for the study. According to (Haleen, 2019, p. 280), a target population refers
to a group of people, businesses, or market that the researcher finds to have the desired
characteristics of his or her study. The target population to be sampled by the researcher in this
study is the registered members of Federation of Malaysia Freight Forwarders Association
(FMFF). The FMFF is formed by third-party logistic service providers in Malaysia, and thus
forming the target population. The researcher will use a sample of 60 respondents and the
qualification is being a fully registered member of the FMFF. The researcher considers this
target population (FMFF) and the sample size (60 respondents) to be good enough in providing
sufficient and appropriate information or data that is relevant and reliable in justifying the goals
and objectives of this study.
3.2.2 Method of Data Collection
In the process of gathering data, one set of quantitative survey questionnaire will be generated by
the researcher. Kwong et al., (2012, p. 750) defines a questionnaire survey as a quantitative data
collection technique in which a researcher asks questions to people who therein provide answers
to the questions in a predetermined / chronological order. In our study, the survey questionnaire
was administered in two forms; open ended and close ended questions. In this questionnaire
survey, the respondents will answer questions that particularly surround Fruitvale’s third party
logistics partners, outsourcing needs by the company, the perishable warehousing, the features of
fruit logistic, and distribution and expertise of Fruitvale in both Malaysian and global market.
3.2.3 Measuring Instruments
As explained above, questionnaire survey and google survey will be the two instruments the
researcher used to measure test scores of the study. The questionnaire survey instrument will
consist of a series of questions (both open and close ended) to assist the researcher gather the
desired information from the 60 respondents. The google survey form will be either in form of
WhatsApp or email for purposes of reaching the respondents who will fill in the form online and
submit back using the method used.
3.2.4 Operationalization of Variables

The focus of this sub-section is operationalizing quantitative variables to ensure that the data the
researcher collects is valid and reliable in the study. In the context of the research problem, “to
evaluate the level of readiness among third-party logistic service provider in Malaysia to serve a
fruits distributor – Fruitvale,” the key variables in this study include objectives of outsourcing,
characteristics of fruit logistic; extend of outsourcing, warehouse management, freight cargo
consolidation, information technology system, and the expertise of Fruitvale employees
(Mahammadreza, 2017, p. 1580).
3.2.5 Qualifying Questions
The questionnaire survey form has three options which a respondent can use in responding to the
questions, in essence a YES, NO, or I DO NOT KNOW options. The other option will be the
freedom to write down in the questionnaire survey form what the respondents find it worthwhile
like in questions that require personal option. In the last section of the questionnaire survey, the
respondents will be asked if they have any other suggestions, opinions, or ideas which they will
list down to help the researcher in writing down recommendations to the management of
Fruitvale.
These qualifying questions include:
 Does third-party logistics play any important role to improving Fruitvale’s survival and
competence in the marketplace?
 Do third-party logistics industries in Malaysia serve Fruitvale well, optimally, and as
agreed?
 What are the expectations of Fruitvale towards third-party logistics in Malaysia?
 Why do you think that third-party logistic selection is the right choice for Fruitvale in
Malaysian market?
 What changes can Fruitvale take to increase supply chain efficiency and profitability?
 How effective is third-party logistics service provision in Malaysia in terms of handling,
storage, distribution, display, packaging, serving, and fruit products labelling?
 What changes could increase third party service quality for Fruitvale in Malaysia?
3.3 Research procedures including method of analysis, and statistical techniques employed