Ethical Considerations in Research

The assignment discusses the ethical dimensions of a research study. It highlights the importance of safeguarding participant information, granting access to authorized personnel only, obtaining informed consent, allowing participants to withdraw at any time, and ensuring data integrity. The researcher also mentions following a time plan to achieve research objectives effectively.

METHODOLOGY
Smartphone Advertising: The
Impact on Fashion Purchase
Decision Making in Chiang
Mai, Thailand
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CHAPTER 3 RESEARCH METHODOLOGY
Research Methodology is the systematic and theoretical analysis of the methods that are
applied in the field of research study. The section plays imperative role in the research study as it
comprises theoretical analysis of all the methods and principles that are associated with the branch
of knowledge (Budgell, 2008). Researchers organize their research by formulating and defining a
research problem and this further aids them to focus on research process. Such efforts aid them to
draw valid and suitable conclusion that reflects the real problems based on the research topic. In a
research study, it is imperative to choose a research method because that assists in reaching towards
the aims and objectives. Apart from this time, money, feasibility and ethics are some of the
examples of issues constraining the research. Research methodology gives suitable background to
the study and this also gives brief idea about all the applied tools and techniques (Levy and
Lemeshow, 2013).
1.1 Research philosophy
Research philosophy defines the scope of the research which also assist the researcher to
emphasize on knowledgeable aspects for completing the study in prominent manner. The main aim
of using research philosophy is to construct suitable background for the study so that determined
aims and objectives can be achieved (Salkind, 2010). Research philosophy can be categorized into
two types such as Positivism and Interpretivism and in the present research study, researcher has
used Positivism paradigm. It has been selected as it is dependent on quantifiable observation which
is associated with statistical analysis.
Positivism paradigm focuses on holistic approach in which different research aspects are
viewed on the basis of observations. Positivism paradigm is also selected because researcher aims
to accentuate on relevant facts and materials (Sapsford and Jupp, 2006). The paradigm also relies on
Qualitative data; thus in the study appropriate structure is being followed. Another important reason
for which Positivism is being selected is involvement in scientific dimensions which further can be
measured. The purpose of Positivism is to retain all the observed aspects. It is also represents the
utility of scientific methods in the research study and along with that it focuses on academic culture.
On the other hand, Interpretivism researcher philosophy emphasize that only through the
subject interpretation of and intervention in reality can that reality be fully understood (Scruggs and
Mastropieri, 2006). However, the study of phenomena in their natural environment is key to
interpretivist philosophy. Further, the position of interpretivism in relation to ontology and
epistemology is that interpretivist believe the reality in multiple and relative.
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1.2 Research design
Research design is essential to apply in the research work as it assists the investigator to
conduct the entire study in appropriate and systematic structure (Sreedharan, 2007). Research
design is concerned with research questions; therefore, this has been included in the study. It can be
split into diverse categories such as Exploratory, Descriptive, Experimental, Casual and Case Study.
Among all the techniques, researcher has taken Descriptive design and under that survey has been
conducted. This helped the researcher to carry out the entire research study in prominent manner.
Most of the researchers said that descriptive design is innovative as it allows the researcher to grab
data in unique manner through diverse sources. On the contrary, the design has major weakness that
is lack of confidentiality (Stake, 2005). Research subjects are often regarded as vague especially
when they are not associated with the research facets. It also determines further area of study; hence
with the use of descriptive design valid conclusion can be produced. However, the design is also
used so as to evaluate the data on the basis of Quantitative method.
Under exploratory research design, investigator aims at assessing a vague problem is
selected and understood and is then followed by an exploratory research to find a new hypothesis
and then carrying out conclusion (Wiek and Lang, 2016). However, undertaking this researcher
design investigator aims at finding a new hypothesis. In general, casual research can be defined as
the approach which focuses on finding the effect of one variable on another. Researcher while
conducting casual research possess one variable which dependent on the other variable which is
termed as independent variable. In research, case study is an approach that consist an up-close, in-
depth and detailed examination of subject matter. Use of this design researcher emphasize on
assessing each and every prospects about the selected subject manner and generates the outcomes.
Experimental is defined as the blueprint of the procedure that enables the investigator to test
hypothesis by reaching valid conclusions about the relationships between independent and
dependent variables. Furthermore, it refers to the conceptual framework within which the
experiment on subject matter or selected variables is being conducted (Bell, 2012).
1.3 Research Approach
Research approach is regarded as a significant tool for research methodology in which
research conducts the entire study in a structured manner. The categories of research approach can
be split into two types such as Inductive and Deductive and in the present study Inductive approach
has been selected. The subsequent approach has been selected since it initiates with observing
things and after that numerous theories can be formed for the research work. In the case of
Inductive approach, theories are not required to be developed especially at the initial stage.
Preliminary relationships can be developed while progressing the research work. Furthermore,
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inductive approach emphasizes on learning diversified aspects through which feasible and valid
conclusion can be constructed (Bernard, 2000). The technique is also associated with Quantitative
method; hence data has been grabbed accordingly.
In general, deductive research approach is concerned with the developing of a hypothesis
based on the exiting theory and accordingly designing the research strategy to test the hypothesis.
Further, the term deductive approach is concerned with the deducting conclusions from premises or
propositions (Bhattacharyya, 2009). In addition to this, under this approach researcher works on
subject matter from more general to more specific manner. At times, deductive approach can be
defined as the top down approach.
1.4 Sampling
Sampling is the process of segregating people who will be the part of research study. In the
present case, researcher has targeted those people who use smartphone and who resides in Chiang
Mai Province. There are various techniques of sampling such as purposive sampling, random
sampling and non- probability sampling. In the current research work, Purposive sampling has been
selected because it lies under the category of non – probabilistic sampling (Bryman, 2008). It
focuses on the unit that are investigated on the basis of judgement of the researcher. It is also known
as subjective sampling where in researcher comes to select a particular segment for the research
work. The main goal of selecting purposive sampling is to focus on specific attributes of population
which enables to answer the research questions. Hence, it can be said that the target population has
to be specific and relevant to research project.
1.5 Sample size
For the present research study, sample size has been selected as 150 respondents. Survey has
been conducted and under which questionnaire is developed so as to acquire responses from the
customers regarding the impact of advertisement on purchase decisions (Budgell, 2008). In the
present study, convenient source of sampling has been used since it is chiefly based on accessibility.
In order to evaluate data, statistical methods have been utilized with suitable formula. The value of
sample size has been derived through Z, Q and E where in Z denotes confidential level at 1.96, Q
denotes standard deviation whose value is 0.5 and E represents acceptable sample error at 5%. This
sample size has been selected as researcher aims to specify the feasibility of the research study.
1.6 Data collection
Data collection is one of the most important parts of research study in which researcher
emphasizes on different techniques for grabbing valid and suitable information for the study. The
techniques of data collection can be split into two types such as primary and secondary and in the
present study, both the techniques have been utilized for diversified purposes (Hakim, 2012). Under
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primary research, survey has been conducted in which several people are selected who use
smartphone. Thus, it can be said that authentic and relevant information has been collected with the
help of primary source. The source seems to be significant for the researcher as only appropriate
and accurate aspects are included. On the other hand, secondary source is also utilized where in
researcher has undertaken assistance from journals, books and articles. Secondary source has been
utilized for completing the section of literature review and this amends the quality of research work.
Henceforth, from the discussion it is evident that both the sources are useful for the research study
from diverse purposes (Cassell and Symon, 1998). For primary research, respondents are selected
on the basis of users who prefer to shop online through smartphone.
1.7 Research Instrument
In the present study, questionnaire has been developed so as to collect valid responses from
the participants. All the questions have been filled by the respondents in accurate manner and
basically the questionnaire consists 4 major parts. The entire research study has been constructed
with four major sections and according to that, conclusion have been framed (Kumar and
Phrommathed, 2005). 1st part of the questionnaire is focusing on demographic characteristics
regarding, whereas second part is emphasizing on consumer behaviour, third part is emphasizing on
factors that affect purchase decision of consumers and last 4th section is focusing on factors that
affect consumer trust at the time when they purchase goods from online sources. Thus, it can be said
that questionnaire is prepared in detailed manner and all the important facets related to
advertisements on smart phones have been included in the study.
1.8 Data Analysis
Data analysis is regarded as the most imperative section of the research study as through
this, data can be evaluated (Levy and Lemeshow, 2013). This is also useful for the purpose of
showing the responses of participants in different questions. The categories of data analysis are
Quantitative and Qualitative and in the present study, Quantitative techniques has been used.
Several themes are prepared and according to that, responses of participants have been depicted.
Furthermore, researcher has also applied SPSS tool (Statistical Package for Social Science) for the
purpose of evaluating the data through numerical terms (Marlow, 2010). The target respondents are
local consumers of Chiang Mai Province Thailand who use smartphone for different purposes.
Thus, on the basis of descriptive tool, sample size has been evaluated. However, descriptive has
been used for two themes (demographic attributes of customers and consumer behaviour). Later in
this, Arithmetic mean and Standard Deviation has been used for the purpose of analysing data. This
is useful for showcasing actual and relevant data that has been identified with the application of
statistical tool (Olsen, 2011).
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Inferential analysis has also been conducted for data analysis in which researcher has
applied several tests. 2 groups have been used for the purpose of showing the responses of
customers regarding impact of online advertisement. In this respect, t- test has been conducted so as
to test hypothesis. It is an inferential statistical test that determines whether there is a statically
significant difference between the means in two unrelated groups. Hence, it is apparent that the test
has been applied to find out the different mean between two groups. Apart from this, F-test is also
applied so as to show one way analysis of variance (Panneerselvam, 2014). F-test is useful in one
way analysis of variance and it also find out the difference in mean of than two groups. Meanwhile,
such methods, Multiple Regression Analysis is also conducted which determines the relationship
between dependent variable and independent variable.
1.9 Research Framework
In research framework, different tests have been applied so that relationship between
dependent and independent variable can be found out. At the same time, for such purpose, two
different groups have been segregated so that dependency of variables on each other can be
identified.
1.10 Ethics in research
Ethical aspects are required to be followed in the research process so that reliability and
creditability of the study can be maintained. Moral and ethical facets have been considered into
account so as to enhance research feasibility (Salkind, 2010). Ethical aspects are also required to be
considered in every research study so that data can be attained in appropriate manner. Since,
responses have collected from the customers; therefore, secrecy is maintained in every stage for
amending the reliability of the content. Data has been collected from authentic and accurate sources
only which reflects that it is suitable for the research work. However, a few problems have been
faced in the research study related to time and money. There were only a few sources that were
restricted to access; but apart from that all source was relevant and accurate (Sapsford and Jupp,
2006). Similarly, in terms of ethical approach, researcher has also concerned the concept of
approved consent in which prior involving the respondents in the research study, approval has been
taken from the superiors.
Under the ethical concerns, it is essential for researcher not to disclose the name and identify
of participants as this lies under ethical dilemmas (Scruggs and Mastropieri, 2006). This may also
impede the quality of data collection. Further, under the same terminologies, researcher has also
emphasized on data protection where in the entire data of the subject matter is safeguarded and
recorded in database. Meanwhile, researcher also made sure that the existing database is accessed
by authorized persons only (Sreedharan, 2007). Hence, articulating the ethical dimensions, it can be
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contended that all the essential ethical dimensions have been followed in the research work for the
purpose of making it more germane and reliable. Along with the same, researcher has given
authority to each and every respondent so that they can withdraw at any stage. None of them have
been forced to participate in the research study and all of them have willingly given their consent
(Stake, 2005). At the time of engaging participants in the research study, researcher has attained
consent from them from for research feasibility. All the important aspects related to the research
study has been utilized and data has not been copied from any of the sources.
1.11 Time plan
For the purpose of meeting research aims and objectives, it is vital to construct timescale so
that targets can be acquired accordingly. Further, time plan can also assist the researcher to monitor
the entire process and on that basis, errors and constraints have been rectified. Researcher has also
emphasized on planning at each and every facet so that all the activities can be performed
appropriately (Wiek and Lang, 2016). Thus, according to the activities stated in Gantt chart,
researcher has completed the dissertation in 15 weeks. The study has been started from 15th May
2016 and it has been submitted on the last week of August.
Task/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Dissertation Topic
Prepare proposal
Literature Review
Research method planning
Design questionnaire
Data collection
Data analysis
Conclusion
Review the project
Submission the project
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Questionnaire
Part 1 Demographic (Personal Data)
Please mark √ in [ ] to classifies your best
Do you have a smartphone?
[ ] Yes (Please continue to next questions)
[ ] No (Thank you very much for your time, end of the questionnaire)
1.Gender
[ ] Male [ ] Female
2.Age
[ ] 20 or Under [ ] 21-30 [ ] 31-40 [ ] 40 or Over
3.Education
[ ] Diploma or lower [ ] Bachelor degree [ ] Master degree or higher
4.Occupation
[ ] Student [ ] Employee [ ] Government officer
[ ] Entrepreneur [ ] Other……
5.Monthly income
[ ] Less than 10000 baht [ ] 10000-20000 baht [ ] 20001-30000 baht
[ ] 30001-40000 baht [ ] more than 40000 baht
Part 2 Consumer behaviour about advertising on smartphone
6. Do you access social media websites on your smartphone?
[ ] Yes [ ] No [ ] Sometime
7. In the last 7 days, what was the total time you spent on the Internet via smartphone?
[ ] 10 -20 hour [ ] 21-41 hour [ ] 42-71 hours
[ ] 72-100 hour [ ] 101 hours or more
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8. The most frequent purpose of using the internet:
[ ] search for information
[ ] Communication with family
[ ] Education purpose
[ ] Buy product or service
[ ] Update to fashion
[ ] Other ___________________
9. Did you see any sort of advertisement of fashion brand on social media websites?
[ ] Yes [ ] No [ ] A few times
10.Where did you most often use the internet via smartphone?
[ ] At home/residence
[ ] At work
[ ] At School/University
[ ] Other (please specify)_________
11.which social network sites did you use regularly?
[ ] Facebook
[ ] Line
[ ] Twitter
[ ] Instagram
[ ] Wechat
[ ] Other (please specify)_______________
12. Kindly indicate your level of agreement to the following statement.
Digital advertisement attracts customers more as compared to direct shopping.
[ ] Highly disagree [ ] Disagree [ ] Neutral [ ] Agree [ ] Highly agree
Part3 Information receive from internet to consumers
Kindly indicate your level of agreement to the following statements.
13. Business can provide appropriate and detailed information to the consumers regarding the
products and services.
[ ] Highly disagree [ ] Disagree [ ] Neutral [ ] Agree [ ] Highly agree
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14. Advertisements on smartphones are relevant and authentic.
[ ] Highly disagree [ ] Disagree [ ] Neutral [ ] Agree [ ] Highly agree
15. Do you find more schemes and discounts while purchasing apparels online?
[ ] Yes [ ] No [ ] Always [ ] Sometime
Part4 factors that influence decision making of purchase fashion apparel online.
16. Kindly indicate your level of agreement to the following statement.
Online source is a good mode of getting quality and convenient products.
[ ] Highly disagree [ ] Disagree [ ] Neutral [ ] Agree [ ] Highly agree
17. Do you get same quality products which is shown in the advertisement?
[ ] Yes [ ] No [ ] Always [ ] Sometime
18. Are you satisfied with the return and exchange policies of online services?
[ ] Highly satisfied [ ] Satisfied [ ] Highly dissatisfied [ ] Dissatisfied
19. Which marketing mix factor influence you to purchase fashion apparel online?
Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
Product
Variety of products
Trendy
Quality
Product information
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Price
Able to compare price
Reasonable price
Place
Traffic issues
Ease to access
Promotion
Free delivery
Discount
Bonus gift
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