Page 213 - MARSIUM'21 COMP OF PAPER

3.1 RESEARCH DESIGN

The research design is defined as the techniques and procedures used in gathering and analyzing necessary data
to fulfill objectives (Boru et al., 2018). According to Abutabenjeh and Jaradat (2018), a research design is a blueprint that
outlines the procedures for gathering, measuring, and evaluating data. A research design is a strategic plan of action that links
the research topic and the study execution (Blanche & Durrheim, 2006). Researchers might conduct their studies more
smoothly if they choose a proper research design (Ranjit, 2019). Therefore, it is crucial to develop an appropriate research
design.

The research design may be broadly classified into exploratory and conclusive perspectives (Malhotra, 2012).
According to Creswell (2018), due to a scarcity of preliminary data and studies for reference, exploratory research refers to a
preliminary study conducted to get initial insights and knowledge of the started issues. In exploratory research, qualitative data
are utilized, and the research method is unstructured and ad hoc.

On the other hand, a conclusive research design is described as research that produces results for decision-making
via the validation of hypotheses and connections (Lo et al., 2020). This type of study's research objectives and data
requirements must be precisely defined (Dudovskiy, 2018). Conclusive research equips researchers with the knowledge they
need to formulate action strategies (Neelankavil, 2015). Therefore, this study adopted the conclusive research design to study
the relationship between social media brand communication, brand awareness, and perceived quality.

3.2 POPULATION AND SAMPLING

The term "population" refers to a group of people or things that share specific characteristics (Ranjit, 2019). The
target population identifies the units for whom the survey's results are intended to be generally applicable (Flick, 2015).
Thus, the study's target population is Facebook users who have liked any social media brand page of electronic components
in Malaysia.

Sampling is a process of selecting a sample to estimate the characteristics of the population or learning about a whole
population by investigating a subset of it (Kabir, 2016). Sampling broadly can be divided into two, which are probability
sampling and non-probability sampling (Acharya et al., 2013). Probability sampling is a collection of strategies designed to
reduce the risk of bias by ensuring that the sample is "representative" of the population (Banning, 2021). The likelihood of
each feasible sample being chosen is nonzero for each member of the population (Schreuder et al., 2001), and it is a random
selection of individuals from a population (Acharya et al., 2013).

Meanwhile, non-probability samples are ones in which certain population members have a more significant but
unknown likelihood of selection (Galloway, 2005). In non-probability sampling, respondents are selected to deepen the current
understanding of the sample more (Uprichard, 2013). Hence, this study used a non-probability sampling approach known as
purposive sampling since the study collected data from Facebook users who had liked any social media brand page of electronic
components in Malaysia.

Purposive sampling, also known as judgmental or selective sampling, employs methods that rely on the researcher's
judgment in selecting individuals who have prior knowledge of the subject being examined (Gill, 2020). These strategies
include sampling with the maximum possible variety, expert sampling, and typical case sampling (Berndt, 2020). Additionally,
suitable sample size is essential to ensure a reliable research finding (Anderson, 2019). According to Verma and Verma (2020),
a sample size of 150 is deemed appropriate for conducting research. As a result, this study's sample size is 150.

3.3 RESEARCH INSTRUMENT

A research instrument is a tool for collecting, quantifying, and analyzing data about a researcher's research objectives
(Flick, 2015). This study employed a quantitative approach, with primary data collected online via Google Forms using a
questionnaire instrument. Quantitative research is a method of data collection and analysis that quantifies the process of data
collection and analysis (Bell et al., 2002).

The questionnaire is divided into three parts: A, B, and C. Part A contain two qualifying questions, which are 'are
you an active Facebook user?' and 'have you liked any social media brand page of electronic components such as a diode,
microchips, LED, Arduino, propeller, battery, adapter, motor, resistors, et cetera?'. Part B included respondents' demographic
characteristics, such as gender, age, income level, education, employment, and social media usage time. Furthermore, Part C
has fifteen questions, and the first four are about respondents' perceptions and satisfaction with electronic component retailers'
firm-created and user-generated social media content. Meanwhile, there are four questions related to brand awareness and
three more about perceived quality.

191