MPRM7113 Assessment City University Malaysia : Research Methodology

Submission guidelines:

1. This final assessment should not exceed 5000 words (excluding references).
2. Font type: Times New Roman, font size: 12 with 1.5 line spacing.
3. Alignment: Justify text for all paragraphs.
4. Submit your assignment ONLINE in LMS – PDF format.
5. Citations: Use APA 7th edition for all references and citations.
6. Turnitin: Include a screenshot of the Turnitin similarity index of less than 20% at the end
of the assessment.

SECTION A

1. Define business research

A. An organized, systematic, data based, critical and objective, scientific enquiry, or investigation into a specific problem, undertaken with the purpose of finding answers and solutions to it.

B. A systematic, data based, critical and objective, scientific enquiry or investigation into a specific problem, undertaken with the purpose of finding answers and solutions to it.

C. An organized, systematic, critical and objective, scientific enquiry or investigation into a specific problem, undertaken with the purpose of finding answers and solutions to it.

D. An organized, systematic, data-based, and objective, scientific enquiry or investigation into a specific problem, undertaken with the purpose of finding answers and solutions to it.

2. Which statement best describes the nature of applied research?

A. Applied research requires the use of experimentation.

B. The primary purpose of applied research is to facilitate the managerial decision process.

C. Applied research is conducted to verify the acceptability of a given theory.

D. Because applied research is exploratory, it does not require the use of
scientific methodology.

3. How would you find problem identification?

A. Desires to find information needed to fulfill a need. In this context, research is not necessary.

B. Desires to find information needed to fulfill a need. In this context, a grant is important.

C. Desires to find information needed to fulfill a need. In this context, researchers can wait.

D. Desires to find information needed to fulfill a need. In this context, research is needed to address a problem.

4. The purpose of literature review is to ________________.

A. Provide the background and critical basis for our research.

B. Provide conclusion for our findings.

C. Criticize the author’s credential.

D. None of the above.

5. The first step in the sampling design is

A. Determine the sampling frame.

B. Define the population of interest.

C. Define the problem statement

D. Determine the sample size.

6. A researcher begins by selecting one customer from the list of 1300 customers, and then continues the process by selecting every 30th customer on the list is using a ______________.

A. Simple random sampling.

B. Systematic sampling.

C. Stratified random sampling.

D. Judgement sampling.

7. Which is NOT a characteristic of cross-sectional research?

A. Recent developments in particular industries.

B. Takes place at a single point in time.

C. No manipulation of variables.

D. Aims to describe the relationship between variables.

8. Seeks to establish the cause-and-effect relationship among the variables of interest is a definition of

A. Application research design.

B. Casual research design.

C. Quantitative research design.

D. Qualitative research design.

9. ____________ indicates only relative size differences between objects and permits researcher to rank order the respondents’ responses such as first, second, third choices of brand.

A. Ratio scale.

B. Ordinal scale.

C. Interval scale.

D. Nominal scale.

10. What type of sampling is suitable when there are great variations among the sub-groups in the population?

A. Stratified sampling.

B. Cluster sampling.

C. Systematic sampling

D. Simple random sampling

SECTION B [Total = 50 marks]

QUESTION 1

You have been approached by the marketing director of “Tech Connect Monthly,” a leading technology magazine, to conduct a research study. The magazine has failed to gain traction among young professionals working in the technology sector. As a research consultant, you need to understand and gain insight on the problem of the study. You believe that an exploratory design will help them to uncover insights into why young tech professionals are not engaging with the magazine. You are also required to prepare a research proposal for the marketing director.

a) Discuss the steps in preparing the research proposal. (15 Marks)

b) Describe the exploratory technique that you would use in defining the problem of the study and explain how it is done. Is it appropriate for you to proceed using the descriptive design? Why? (6 Marks)

c) Develop two research questions that could help you to identify and solve the marketing director’s problem. (4 Marks)

QUESTION 2

A prominent bank located in Kuala Lumpur has some 400,000 users of its credit cards scattered
throughout Malaysia. The application forms for the credit card asked for the usual information about name, address, income, level of education, and so on that is typical of such applications. The bank is currently interested in determining if there is any directional relationship between the frequency of card usage and the amount of credit charged on the card for various purchases made within a month, i.e. the more frequently the card is used, the higher is the credit amount charged on the card.

a) Identify the sampling frame that would be used by the bank to conduct the investigation. How is the sampling frame acquired? (5 Marks)

b) Choose a suitable sampling technique and indicate how you would draw a sample from the target population using the sampling technique chosen. (5 Marks)

c) Determine and describe the appropriate data collection method for the study. State TWO (2) advantages and disadvantages for choosing the method.
(10 Marks)

d) What is a suitable instrument used to collect the data in this study? Describe the purpose of the instrument.

SECTION C [Total = 30 marks]

In today’s fast-paced world, people prefer ready-to-eat food to save time, especially those working long hours. Fast food is a popular choice because it quickly satisfies hunger. Over time, eating out has become a routine for many—whether for convenience, special celebrations, or simply enjoying a snack. This trend has led to rapid growth in the fast-food industry.

At the same time, advancements in technology have transformed how businesses operate. Many companies are adopting Smart Retailing Technology (SRT) to improve customer experiences and stay competitive. For example, self-ordering kiosks in fast-food restaurants reduce waiting times, making the process quicker and more convenient for customers. This has
been popularized by global brands like McDonald’s, which introduced self-ordering kiosks as early as 2003, leading to faster service and better customer satisfaction.

Studies show that SRT enhances the perceived value, enjoyment, and novelty of shopping experiences, which in turn builds customer loyalty. For instance, customers find using these technologies useful and enjoyable, influencing their attitudes and even spreading positive wordof-mouth about the brand.

Despite the clear benefits, the adoption of SRT in the Philippines has been slower compared to other countries. Reasons include a preference for cash payments, limited use of credit/debit cards, and distrust of online or cashless systems. Jollibee, the Philippines’ leading fast-food chain, only introduced self-ordering kiosks in 2019, and these are mostly found in big cities.

Interestingly, the Philippines has a young, tech-savvy population, with 53% are Millennials and Gen Z—people who are comfortable with technology. This presents an opportunity for fast-food businesses to increase SRT adoption by addressing customer concerns and promoting its benefits.

Thus, the present study aims to fill the gaps – utilization of a psychology-human behaviourbased theory such as stimuli–organism–response (SOR) model instead of technology acceptance model (TAM), dearth of studies on SRT in the Philippine context and the slow SRT
adoption among fast-food companies despite that half of the population of the Philippines is digital natives. Thus, the research aims to investigate how stimuli (perceived value, perceived enjoyment and perceived novelty) influence loyalty (response) of fast-food restaurant consumers as mediated by consumers’ attitude (organism).

Based on above article, determine the following:

a) Three (3) possible research objectives and three (3) hypotheses for each objective. (12 Marks)

b) Develop a conceptual framework that includes independent variables, dependent variables, and mediating variables. (10 Marks)

c) Considering that 53% of the Philippines’ population consists of Millennials and Gen Z, what sampling method would you recommend for this study? Justify your answer. 8 Marks)

Answer

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