Page 343 - MARSIUM'21 COMP OF PAPER

Research design is an action plan or model for implementing a marketing research project. It is critical in the research
process because a research design can clearly outline the method of gathering the information required by the structure in each
step and solving the management decision problem (Malhorta,2012). There are two sorts of research designs: exploratory
design and conclusive design.

In this study, a conclusive research design was used. Conclusive research design also aims to provide better information
for reaching a conclusion or making a decision. There are two forms of study in a conclusive research design: descriptive
research and causal research. The descriptive research approach will be employed in this study because the data provide a
systematic description that is almost accurate and represents the groups.
Descriptive research method is further categorized into two parts: cross-sectional design and longitudinal design. In the
study, a single questionnaire response will be allowed for each targeted respondent. As a result, rather than using a longitudinal
methodology, this study uses a cross-sectional design because a cross-sectional design only requires just one response, whereas
a longitudinal design necessitates repeated observations for a given variable throughout time.

3.2 Sampling Technique

Non-probability sampling, also known as judgemental (purposive) sampling, will be employed in this study. Judgmental
sampling is a type of convenience sampling in which population items are deliberately picked based on the researcher's
perspective. This sampling technique is the most appropriate as the selected respondents were users who have the purchases
experience at Only U Mobile Enterprise.

3.3 Population and Sample

A population is a collection of items that have the information that the researcher is looking for. By selecting the target
population for the research problem, the same common feature can be determined. The amount of components that can be
included in a research study is referred to as a sample. The five-to-one ratio, according to Tabachnick and Fidell (2007),
calculates the minimal size from the number of variables to be examined. The following are the equations:

Independent Variables = (5 * 5) + (5 * 5) + (4 * 5) = 70

Dependent Variable = (4 * 5) = 20

Demographic = (5 * 5) = 25

Minimum number of sample = (IV + DV + Demographic)

= (70 + 20 + 25) = 120 respondents

The total minimum number of respondents = 115

Based on the calculation above, the minimum sample of respondents is 115 respondents. However, researcher success to
receive over the minimum number of sample size and the total of the respondents in this research is 135 respondents.

3.4 Data Collection Method

In this study, the primary data were collected by questionnaire survey method Primary data are data collected directly
from the respondents to address the research problem (Malhotra, 2009). In this study, respondents were given the questionnaires
through Google Form. The survey method is deemed appropriate when a study contains a large number of respondents. The
respondents have freely agreed to take part in this survey. The six marketing steps were used in this research included
identifying the problem, devising the methodology, formulating the research design, collecting the data,
analysing the data and organising and presenting the study results. These procedures were followed to ensure positive and
successful results.

3.5 Research Instrument

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