Instagram Food Blogger Influence on Thai Restaurant Choices

This report investigates the influence of Instagram food bloggers on consumer restaurant selection in Thailand. It begins with an introduction highlighting the importance of technology and social media in shaping modern consumer behavior, specifically in the context of dining choices. The report then details the research methodology, emphasizing a quantitative approach to gather and analyze data. This includes a discussion of the Interpretivism research philosophy, which focuses on understanding the meaning behind consumer choices, and the Deductive research approach, used to test specific hypotheses about the relationship between food bloggers and restaurant selection. The research design is described as a descriptive research design under a conclusive research design, which aims to provide a systematic and reliable image of the population. The report also covers the sampling method, selecting a simple random sampling approach among university students in Thailand to ensure a representative sample. The report is structured to provide an in-depth analysis of how food bloggers influence consumer decisions.

The Influence of Instagram Food blogger on
consumer restaurant selection in Thailand.

Contents
INTRODUCTION...........................................................................................................................3
Research Methodology................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
In this new modern era, technology plays an important role so that they meet the new
changes of the world. In the same way, the research is based upon the influence of Instagram
Food blogger on the consumer restaurant selection in Thailand. The report presents the entire
research methodology that support the investigator to meet the purpose and accusative in better
way. In this section, researcher describe the importance of research methodology plays an crucial
part in the dissertation which helps to acknowledge the influence of food Instagram. In addition
to this, report describe research philosophy, research approach, Research design, sampling, data
collection and questionnaire design, so that defined aims and objectives are met.
Research Methodology
Research methodology is that activity which is utilized to gather the data in state to take
better decisions and it also involves some specific techniques which can be adopted by the
researcher at the time of collection and evaluation (Kumar, 2019). Therefore, it shows that it is
quite important for the investigator to arrangement a methodology in order to execute the
purpose and subjective and investigation problem. Therefore, basically research methodology is
of two types such as qualitative and quantitative research methods and for this research,
researcher chooses quantitative research methodology because it is quicker to carry and using
mathematical tool, the researcher get accurate results and outcomes. This methodological section
comprises different things such as research philosophy, research approach, Research design,
sampling, data collection and questionnaire design which are as mention below:
Research Philosophy: It is the certainty about the way through which the collection about
the event can be collected and analysed. Therefore, in the dissertation, it is the vast topic and it
mainly deals with the cause, quality and improvement of the facts (Quinlan and et.al., 2019).
Moreover, it also contain some important presume about the manner through which the
investigator can scene the global and it also show the kinship between cognition and the
procedure through which it is formed. Research philosophy mainly reflect the researcher
assumptions and further these assumption are serve as the base strategy of the research and also
help to meet the purpose and subjective in better mode.
Research philosophy is mainly of four types such as, Pragmatism Research Philosophy
which shows that there are different structure through which the researcher can interpret the

information but on the other side, there is no single point of view which provide the exact picture
because of having multiple realities (Coghlan, 2019). The Pragmatism Research Philosophy is
the combination of both Positivism and Interpretivism and it also depend upon the nature of
research question which the researcher attains. Next is Positivism, which is based upon the idea
of actual cognition that is addition through an look. Moreover, it is also depends upon the
quantifiable observation which leads to statistical analyses and even the predictions are also
made but it should be based upon the antecedently discovered and explained experience as well
as their interpretations (Ryan, 2019). Further, third is Realism Research Philosophy which is
only relies on the idea of an independence of the reality that is go through human mind. Even
this type of doctrine is based upon the norms of development of a knowledge. Realism Research
Philosophy also declares that there are real underlying cause, structure which further give rise to
the world and mainly relies to scientific enquiry. Last is Interpretivism research philosophy
which affect the investigator to interpret the key element of the research and thus philosophy
mainly focus in the meaning and also employ various methods so that it may help the researcher
to reflect different aspect of the issue.
Among all, researcher chooses Interpretivism research philosophy because it reflect the
human mind assumption and this also assist the investigator to attain the defined purpose and
objectives that is “to influence of Instagram Food Blogger on consumer restaurant selection in
Thailand” in better way. Through Interpretivism research philosophy research also maintain the
high level of validity because when researcher collect the data through this, the study tends to be
trustworthy and honest.
Research Approach: Research Approach is the step by step method and procedure
which involves several decisions which the research taken in order to present the fata in better
manner. It is the combination of different steps from the broad assumptions that leads to detail
method of data collection and their analysis (Stevenson, 2019). Therefore, this investigation
formulation also aid the researcher to select the best type that helps to explore the research
question in better way so that it will be easy for the researcher to collect the best information and
then meet the defined aims and objective in more precise manner.
Basically It is of three types such as Deductive research Approach which is directly
involvement with processing the proposal and that is promote supported upon the asctive
explanation and then helps to scheming the inquiry scheme in order to attempt the proposal. This

type of research approach leads the research from particular to general and by using this type of
research, researcher can easy inform causal kinship between the idea and unsettled, also help to
measure the concept in quantifiable manner (Opie, 2019). Next is Inductive research approach
which starts from the observations and even some theories are also proposed so that the results
are met. This theory mainly applied to those researches in which generate the meaning from the
data which is already collected so that it will help to identify the pattern and relationships and
explored the questions in easy manner. Ina addition to this, no hypothesis will be applied at the
starting research process. Last is Abductive research Approach, which is set to addressed failing
that is link with deductive and abductive research approach. But on the other side, it is mainly
used to make some logical interference and the research process is also start with the surprising
facts and through best explanation, researcher meet the aims and objectives in defined manner.
But if the researcher chooses this research type then they have to choose the best alternative
among all in order to explain and identify the best start of the research process (Tracy, 2019).
Among all, investigator select, Deductive research approach so that it will help to doings
the inquiry in better and dead mode and also assist to accomplish the purpose of the inquiry that
is “to influence of Instagram Food Blogger on consumer restaurant selection in Thailand”. This
method also help researcher to determine the causal kinship between the idea and unsettled so
that the aim is fulfilled. Through this, the researcher also might test to see if this relationship
helps to obtain on general situation and meet the defined aim and objective in better mode.
Research Design: Research design is provide background of all the methods as well as
techniques which is chosen by the investigator in order to deal with formal mode so that
investigation problem is expeditiously handled in better manner (Israel and et.al., 2019). In
dissertation, research design is used because it helps to get the result which is free from bias and
it also indicates how the research questions can be formed to make sure that exact results are
obtain and it is more reliable and uses valid measuring tools for the accurate results. Moreover, it
is mainly deals with logical problem not logistical problem.
Basically, research design is of two types that is Exploratory research design which
explores the specific aspect of the research and also elaborate the research questions but on the
other side, it did not mean to offer the last and accurate answer of the active problems. Therefore,
it only helps to understand the problem of the research, but did not determine the nature of the
problem (Creswell and Creswell, 2017). By suing this type of research design, researcher can

easily adapt the change and sav time and other resource as well. While on the other side, the
study also generates qualitative information and the chances of bias is increases and thus, it will
not help researcher to make better decision at practical level. As it is used to get insight and
understanding only therefore, the results are mot help for decision making.
Next is Conclusive research design which is used to generate the best results so that the
researcher will reach to conclusion and take better decision as well. This research design also
provide direction to verify and quantify the results without bias. Conclusive research design is
further divide into two parts such as Descriptive research and casual research and these both are
also focused on quantitative method rather than qualitative methods (Abdulkadiroğlu and et.al.,
2017). Conclusive research design also uses the quantitative methods of data collection as well
as analysis an it is deductive in nature and researcher attain the aim through testing hypothesis,
and even the outcome is also used as an input to decision making process because of the best
results generated.
Among all, researcher select Descriptive research design under conclusive research
because researcher easily describe the situation in systematic manner and it also assist in
providing the reliable image of an entire population by using the valid instrument. Through this
research design, research also attain that aim that is “to influence of Instagram Food Blogger on
consumer restaurant selection in Thailand” in better manner and also generate the best results
accordingly.
Sampling: It is the method which is used to predetermined the figure of detect which is
interpreted from the big people. This type of method is used to example from the large people
that is reckon upon different types of investigation which is state performed. Therefore, the main
purpose of using sampling in this research project is to find different representative as a samples
in order to avoid the bias, as it is not possible for the researcher to study by considering the entire
populations, hence researcher use sampling to choose sample from large (Lohr, 2019). That is
why it is consider an important element of the research methodology because it provides
significant impact upon the quality of the results as well as findings.
Basically, choice is of two kind such as probability sampling method which is based upon
the fact in which every member of the people has equivalent accidental of getting selected. It is
also further divided into simple random sampling, graded unselected sampling, tabular sampling,
bunch random sampling and Multi-stage random sampling method. This is one of the

convenience and easy to use method and also create the layer which is highly representative in
the population (Zayed, 2018). On the other side, Non- Probability Sampling method is just
opposite of probability sampling because in this sampling method, not every member has the
unplanned of active in a study. The biggest advantage of using this method is such that it is quite
easy to use and cost as well as time effective as compared to probability sampling methods.
Opinion sampling, Number sampling, Comfort Sampling and Extended sampling are the
methods of non- chance sampling. But on the other side, researcher faces some difficulties in
estimating the sampling g variability as well as identify the possible bias too (Künnecke, 2018).
From the above, investigator select simple random choice acting under Probability choice
because it helps to increase the possibility to make the inferences about the population and also
increases the accuracy of sampling error estimation. For that researcher chooses University
student in Thailand who help to attain that aim that is “to influence of Instagram Food Blogger
on consumer restaurant selection in Thailand”. In addition to this, using simple random sampling
method also provides investigator the first casual to make the example which is truly typical of
the people.
Data Collection: It is the systematized attack which is used to gather and collect the data
through different sources so that it will help to get the exact and accurate result. This method
help a researcher to reply the applicable enquiry and also measure the results or they can make
anticipation about the coming chance as well. Therefore, it is rather primary for the scientist to
collect the information in order to maintain the integrity of the research and also ensures about
the quality and take the decision in better way (Thuries and Gillet, 2016). Through effective
research data collection, researcher can evaluate the hypothesis so that better results are obtain in
define manner. The data collection acting also aid a investigator to meet the purpose and
impersonal in better mode which will doings the research in fine style as well.
Mainly, data collection is of two types of data collection methods such as Primary Data
Collection method in which data are gathered directly by the researcher and this is first-handed
data. Primary data collection methods are original in nature and it resolve the specific research
issues and provide accurate results with latest, up to date information but on the other side, it is
quite expensive and time- consuming method with lots of limits (Primary Data collection, 2018).
Beside this, next is secondary data collection methods which are already collected for another

purpose and this are published in articles, books and journals. Further, the data is also rapidly
available from the other sources and the researcher can obtain the information through internal
and external methods. These type of data are collected by business magazine, Internet, libraries,
government. It has been analysed that information aggregation can be analysis and decimal. The
biggest benefit of using secondary data analysis is that researcher easily collect the data and less
time is requires to gather the accurate information. But on the other side, secondary data
collection methods have no control of data quality and this may also leads to bias or might not
cover the requirements as well (Yeakley and Caballero, 2016). As secondary data collection
methods is collected in the past and which shows that it might be out of date and this also cause a
serious issue for the different situation.
From the above, researcher chooses both primary and secondary data collection in order
to collect the accurate information which further help to reach the purpose and verifiable in
better manner that is “to influence of Instagram Food Blogger on consumer restaurant selection
in Thailand”. Through both research data collection methods, investigator will cod the best and
faithful content so that it will be easy for them to accomplish the aim in defined time. Such that
primary data are collected through online questionnaire in which researcher collect the data from
Thai Millennials whose age in between 23-30, while secondary data are collected and researcher
uses the same in literature review to meet the aim and objectives in better way with defines time
as well.
Questionnaire Design: It is the procedure of artful the appearance and questions in a
method which is used by the investigator in order to cod the information for a particular event.
Therefore, the design of questionnaire is also depend upon the researcher who want to collect the
data through qualitative and quantitative methods (Krosnick, 2018). For the current research,
quantitative research method is used and for that the researcher should use formal standardised
questionnaire so that researcher test and quantify the hypothesis in statistically manner. In this
type of questionnaire, researcher have to prescribe the wording and order of questions in better
manner so that it will ensure that each of the respondents receive the same inducements.
Apart from this, questionnaire include the following element such as determination of
goals, objectives, definition of key concepts, generation of hypothesis and their relationship.
Choice of survey methods that is Online questionnaire, construction of each question, sampling
and data collection, data analysis and conclusion and communication of the results. If the

researcher follow the same format of questionnaire design then it will be helpful for the
researcher to organized the question in better way (Brace, 2018). Apart from this, the researcher
should make sure that the researcher meet the aims and objectives by designing questionnaire in
better way and the online questionnaire must contain all data in accurate way and all the
questions must be understand by the researcher so that it will encourage the respondents to
provide an accurate answer without any bias. Each of the question must link with the aim and
objective so that researcher provide the reliable answers. For this current research, the researcher
target the university student in Thailand so that it will aid the researcher to run into the purpose
and neutral in amended manner.
In addition to this, researcher chooses online questionnaire so that it will help the
researcher to avoid the potential problem of poor memory and also avoid the problem of
biasness. Therefore, by designing the formal structure of questionnaire which help to test and
quantify the hypothesis in statistical way (Farr and et.al., 2017). In this way, researcher easily
meet the aim that is “to influence of Instagram Food Blogger on consumer restaurant selection in
Thailand” in better and systematic way. Further, using a well designed questionnaire also helps
to provide the answer of every research question in finer way and meet the verifiable as well.
CONCLUSION
From the above section, it has been ended that research methodology helps researcher to
select the best type that assistance to achieve the purpose that is “to influence of Instagram Food
Blogger on consumer restaurant selection in Thailand”. Further, researcher uses quantitative
research type in which SPSS tool is used to determine the best outcomes. In addition to this, it
has been concluded that information is also gathered from direct as well as alternative data
aggregation methods such that primary data is used from an online questionnaire while
secondary data is used in literature review section. Lastly, it has been concluded that using
quantitative research method, researcher attain the aim in systematic manner and prepare the
online question in proper way that aid to carry through the purpose and clinical in finer mode.

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