Chapter 3

Research Methodology

3.1 Overview of the Chapter

This study was conducted in order to assess the challenges post by the
new accounting rules and practices in HK with regards to real estate industry. To
be able to gather the necessary data, the researcher utilized the descriptive
method, using both qualitative and quantitative approaches. Herein, the chosen
responded were randomly selected from various real estate industry in HK. The
survey methods were the research instruments used for the data-gathering.
The employees of real estate who have been chosen in this study accomplished a
survey questionnaire to evaluate the challenges facing the real estate industry in
Hong Kong. The results of the survey were then processed by computing the weighted
mean of each survey item. The computed values were compared to the Likert scale for
data interpretation. Relevant literatures were also used to support the gathered
findings.
The credibility of findings and conclusions extensively depend on the quality of
the research design, data collection, data management, and data analysis. This
chapter will be dedicated to the description of the methods and procedures done in
order to obtain the data, how they will be analysed, interpreted, and how the
conclusion will be met. This section is to justify the means in which the study was
obtained and will help in giving it purpose and strength as it will then be
truthful and analytical. All these will help in the processing of the data and the
formulation of conclusions.
Specifically, this research will cover the following: the research design and
method, the respondents or subjects to be studied (which will include the sampling
method), the data collection instrument, and the data analysis. These will be
presented below.

3.2 Research Methods

This study utilized the descriptive method of research. As widely accepted, the
descriptive method of research is a fact-finding study that involves adequate and
accurate interpretation of findings. Descriptive research describes a certain
present condition. Relatively, the method is appropriate to this study since it
aims to describe the present condition of technical analysis as it is used in the
stock market. The technique that was used under descriptive method is the normative
survey approach and evaluation, which is commonly used to explore opinions
according to respondents that can represent a whole population. The survey is
appropriate in this study because it enables the researcher in formulation of
generalizations. Specifically, two types of direct-data survey are included in this
study. These are questionnaire survey and interviews. Interviews with researchers,
venture capital practitioners, and other colleagues in the academy were conducted
to provide further insight about the results of the survey. The direct-data type of
survey is a reliable source of first-hand information because the researcher
directly interacts with the participants. The questionnaire survey respondents were
given ample time to assess the challenges facing the real estate in HK. Their own
experiences with real estate in practice are necessary in identifying its strengths
and limitations.
The purpose of employing the descriptive method is to describe the nature of a
condition, as it takes place during the time of the study and to explore the cause
or causes of a particular condition. The researcher opted to use this kind of
research considering the desire to acquire first hand data from the respondents so
as to formulate rational and sound conclusions and recommendations for the study.
According to Creswell (1994), the descriptive method of research is to gather
information about the present existing condition. Since this study is focused on
the perception or evaluation of the consultancy firm's effective human resource
management, the descriptive method is the most appropriate method to use.
Two types of data were used: the primary and the secondary data. The primary data
were derived from the answers respondents gave in the self-administered
questionnaire prepared by the researcher. In addition, the information obtained
from the interview also provided primary research data that supported the study.
The secondary data on the other hand, were derived from the findings stated in
published documents and literatures related to the research problem. These were
based from the recent literatures related to real estate in HK and the factors that
challenge it and the accounting rules and practices in HK and the concepts cited by
the respondents.
In terms of approach, the study employed both qualitative and quantitative
approaches. The quantitative approach focused on obtaining numerical findings was
used with the survey method. The interview on the other hand, made up the
qualitative approach of the study as this focused on personal accounts,
observations, description and individual insights of the respondents. This study
employed the combined approach so as to overcome the limitations of both
approaches.

3.3 Direct-data Survey

Direct-data survey aims on collecting pertinent data about technical analysis.
Accordingly, direct-data survey is used to reveal the status of some phenomenon
within an identified class of people, organisations, or regions at a particular
time through questionnaire and interview to directly collect information (Brubaker
& Thomas, 2000).
The aim of the survey is to obtain pertinent data to achieve the research
objective. The site of the study was the prime real estate industries and
accountants. Representative samples were taken using a random sampling approach. In
this research study, the critical examination of the HK government's accounting
policy regarding was made. The responses, observation and approval of the
respondents towards these policies were gathered.
In this study, the chosen respondents will be selected from industries and other
people who are related to real estate and decision-making. Interview questions will
focus on the research problems and questions. The dissertation used self-
administered questionnaire as the main tool in collecting data from a large number
of respondents.

3.4 Respondents of the Study

The study will have respondents directly from the chosen real estate industries in
HK. This may include managers, accountants and other knowledgeable employees. All
of these participants were selected through random sampling. This sampling method
is conducted where each member of a population has an equal opportunity to become
part of the sample. As all members of the population have an equal chance of
becoming a research participant, this is said to be the most efficient sampling
procedure. In order to conduct this sampling strategy, the researcher defined the
population first, listed down all the members of the population, and then selected
members to make the sample. For this purpose, a self-administered survey
questionnaire in Likert format was given to the respondents to answer.
Herein, there were 100 participants for the questionnaire survey and five
individuals for the interviews. The respondents were given 5 days to complete the
survey questionnaire upon request. After collecting the questionnaires, the
responses will be tallied, computed, analysed, and recorded.
One the other hand, for the personal interviews, most of the interviewees were
given time according to their convenience. Choices were given for the interviewees
who will answer the interview questions, through phone, email, online conversation,
chat or personal interview. There were only five participants who were willing
and/or had the chance to share their time and talk about their experience in real
estate.

3.5 Instrumentation
1. Content analysis
Content analysis was done to analyse communications in order to answer two levels
of questions the descriptive and the interpretive. Descriptive questions focused
on what the communication contains. Interpretative questions focused on what the
contents was likely to mean. The process entailed searching through one or more
communication to answer questions that an investigator brings to the search
(Brubaker & Thomas, 2000). Content Analysis was used to analyze and interpret the
interviews.

2. Statistical Treatment
The Likert scale was used to interpret items in the questionnaire.
These responses were based on the respondents' assesHK Real Estatent of the current
investment process model. There were instances that the respondents were asked to
rate the effectiveness of implementing the phases in the investment process. The
range and interpretation of the five-point scale are shown in Table 2.

Table 2
The Five-point Likert Scale
Scale

Range

Interpretation

4.01 5.00

Strongly Agree

3.01 4.00

Agree

2.01 3.00

Uncertain

1.01 2.00

Disagree

0.01 1.00

Strongly Disagree

Weighted mean was used to measure the general response of the survey samples,
whether they agree to a given statement or not.
The formula in computing weighted mean is as follows:
Where: f weight given to each
response
x number of responses
xt total number of
responses
The survey result was analysed with the use of statistical approach and Microsoft
Excel spreadsheets.

3.6 Ethical Considerations

As this study utilized human participants and investigated on real
estate and accounting rules and practices in HK, certain issues were addressed. The
consideration of these issues is necessary for the purpose of ensuring the privacy
as well as the security of the participants. These issues were identified in
advance so as prevent future problems that could have risen during the research
process. Among the significant issues that were considered included consent,
confidentiality and data protection.
In the conduct of the research, the survey forms and interview methods were
drafted in a very clear and concise manner to prevent conflicts among respondents.
People who participated in the research were given an ample time to respond to the
questions posed on them to avoid errors and inaccuracies in their answers. The
respondents were given a waiver regarding the confidentiality of their identity and
the information that they did not wish to disclose. The respondents' cooperation
was eagerly sought after, and they were assured that the data gathered from them
would be treated with the strictest confidence, so that they would be more open.
This was done with the hope that this would promote trust between the researcher
and the respondents.