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750 Rahimah & Dr.Norzafir(2021)

Contribute revenue

MULTICHANNEL
DISTRIBUTION
Increase awareness

DISTRIBUTION
CHANNEL

Higher in labor and
materials

CHALLENGES
USING

Complexity

Figure 2.1: Research framework for the Effectiveness & Challenges Multi-Channel Marketing to Helang Gagah Sdn. Bhd

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN
Case study technique is guided by two main approaches: one provided by Robert Stake (1995) and the other by Robert Yin (2003, 2006). Both
like to make sure that the issue of interest is thoroughly investigated and that the substance of the phenomena is disclosed, but their approaches are
extremely different and deserving of discussion. The research design of this study is descriptive qualitative research design. Qualitative research
contributes to an understanding of the human condition in different contexts and of a perceived situation (Mariette Bengtsson , 2016).

3.2 POPULATION AND SAMPLING
The population of this research is focused on respondents from Helang Gagah Sdn Bhd. There are 20 retailers and 4 staff from Helang Gagah Sdn
Bhd. The total population of respondents in Helang Gagah Sdn Bhd is 24 people. Interviews will be conducted to the respondents by using a
convenient way. From the result of sample size, the number of samples is 8 respondents. Then, 8 sessions of interview will be conducted among the
respondents from the population in Helang Gagah Sdn Bhd. The interview is about the what is the suitable Marketing Channel and what is the
challenges to use multichannel distribution for Minyak Cap Lesong.

3.3 DATA COLLECTION
This study uses in-depth interviews to conduct interviews with respondents. The in-depth interview allows the interviewer to delve deeply into social
and personal matters (Medical Education, 2006) This interview involves structured questions and semi- structure questions. The majority of the time,
though, the interview was led by a list of questions prepared ahead of time (Sharan
B. Merriam, 2001). The Semi-Structure question is a questionnaire meant to get people's subjective reactions to an event or phenomena they've
encountered. (Michele J. McIntosh1 and Janice M. Morse, 2015) . Question has been prepared and the interview sessions are conducted through
online meetings or phone calls. The meeting is recorded and written to facilitate the interview process.

3.3 DATA ANALYSIS
Data analysis is the process of collecting, modeling, and analyzing data to extract insights that support decision making. (Bernardita Calzon, 2021),
analysis of methods used in Thematic Analysis. Thematic Analysis is a technique for finding, organizing, and interpreting patterns of meaning
(themes) methodically in a set of data (Virginia Braun & Victoria Clarke, 2006).

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