Page 912 - MARSIUM'21 COMP OF PAPER

913 Tan Yi Ting & Dr Adaviah (2022)
3.1 RESEARCH DESIGN

Research design includes sources related, methods and techniques used for data collection, data
measurement and data analysis in achieving the research objectives (Akhtar, 2016). Researcher
adopted conclusive research design with descriptive research by using a cross-sectional approach in
this study. The independent variable in this study consists of price history, store visit history, customer
characteristics on internal reference price, store environment and product category on external
reference price. Meanwhile, customer purchase intention is the dependent variable of this study.

3.2 POPULATION AND SAMPLING

Population represents the individuals where the researchers would like to study (Marczyk, DeMatteo,
Festinger, 2005). On the other hand, sample size is considered as the subset of the population to
stand for the population of a study. In this study, the population is the individuals who have the
buying experience at Restaurant Vegetarian S.I. Jin Wei. This study only targeted the respondents
that have bought the frozen foods. Hatcher (2014) sets a minimum subject-to-item ratio of at least
5:1. Tabachnick and Fidell (2013) also presented a subject-to-item ratio method for determining
sample size requirement by considering the number of independent variables. In this study,
researcher wishes to use a minimum subject-to-item ratio to determine the sample size. The total
items in demographic profile (8 items), independent variables (18 items) and dependent variables (4
items). The calculation of the sample size as below:

Demographic = (8 x 5)
= 40

Dependent Variables = (4 x 5)
= 20

Independent Variables = (4 x 5) + (3 x 5) + (4 x 5) + (4 x 5) + (3 x 5)
= 20 + 15 + 20 + 20 + 15
= 90

Total Number of Sample Size = 40 + 20 + 90
= 150 respondents

3.3 SAMPLING TECHNIQUE

Sampling technique is the method used in picking samples from a population and concluding the
population (Helen Barratt, Saran Shantikumar, 2017). In general, sampling technique consists of 2
types such as probability sampling and non-probability sampling methods (Burns & Veeck, 2020).
Probability sampling is a sampling method that offers an equal opportunity for all individuals in the
population to be selected as a research sample (Marczyk, DeMatteo, Festinger, 2005) whereas non-
probability sampling is a sampling method that does not provide an equal opportunity for all
individuals in the population to be selected as a sample (Taherdoost, 2016). In this research, researcher
employs non-probability sampling through purposive sampling techniques to determine the sample.
Purposive sampling is defined as the samples chosen from the population based on judgement of
researchers where the sample selected will definitely make the contribution to this study. This study
targeted the individuals who have the buying experience on frozen foods at Restaurant Vegetarian S.I.
Jin Wei.

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