Page 720 - MARSIUM'21 COMP OF PAPER

699 Nurul Hafiza (2022)

3.3 DATA ANALYSIS

The data was analyzed by using thematic analysis where it is widely used in qualitative research. Thematic analysis is a form of method
of analyzing the qualitative data where they are commonly applying in a set of texts, for instance, the interview scripts. The researcher will
examine the data to identify the common themes such as the topics, the ideas and also the patterns that repeatedly been using from the
interview. There are six process that developed by Virginia Braun and Victoria Clarke; familiarization, coding, generating themes, reviewing
themes, defining and naming themes and doing write up. It does involve risks, however this method is rather subjective and relies on
researcher’s judgement and interpretation (Caulfield, 2020)

4.0 FINDINGS

The respondents in this study are based on the criteria on previous chapter 3 where the respondents are the one who had experience of
joining the ZooKu membership card and the one who are currently a member of ZooKu membership card. Following are the list of the
respondents’ background.

RESPONDENT AGE GENDER NUMBER OF CHILDREN CHILDREN’S AGE
Respondent 1 (R1) 32 Female 3 12, 10 & 6
Respondent 2 (R2) 29 Female 2 2 & 5
Respondent 3 (R3) 29 Female 1 4
Respondent 4 (R4) 36 Female 3 8, 5 & 1
Respondent 5 (R5) 33 Male 4 12, 10, 7 & 5
Respondent 6 (R6) 27 Male 5 6, 5, 3, 3 & 10 months
Respondent 7 (R7) 29 Male 2 5 & 3
Respondent 8 (R8) 30 Male 1 7

4.1 TYPE OF MEMBERSHIP CARDS
4.1.1 BASED ON OWN PREFERENCE

(a) Tiering Membership Card

According to the virtual interview, 37.5% of the interviewers have the same preference of types of membership card which is
Tiering Membership Card. R1 and R6 have the same responds towards their preference where R1 stated that she chose Tiering
Membership Card because there are high possibilities of her to visit the zoo frequently, while R6 stated it is worth his money if he
always visits the zoo with his family. Other than that, R7 stated the higher the level of the membership card, the more benefits he will
gain. This shows that all respondents preferred to have levels on their membership card because they believe the often they visit the
zoo, the more benefits they gain that is value for money. One of the respondents’ samples is;

“...sebab kemungkinan utk sye dpt dtg zoo frequently tu ada..” (R1,2021)

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