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Chapter 3
Methodology
strategy of AIA in Hong Kong. The focus of the assessment was on the firm's
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
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
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.
the study and to explore the cause/s of particular phenomena. The researcher
opted to use this kind of research considering the desire of the researcher to
obtain first hand data from the respondents so as to formulate rational and
I. Research Method
For this study, the research used qualitative and quantitative approach.
The qualitative method permits a flexible and iterative approach, while the
inquiry proceeds.
Also, the researcher does not attempt to manipulate the research setting, as
1995).
set terms (Cooper & Schindler, 1998). Besides, quantitative research plainly
and distinctively specifies both the independent and the dependent variables
under investigation.
gathering process to get qualitative and quantitative data. The primary aim of
the questionnaire is to determine the strategy used by American International
industries that offers both insurance and investment plans as part of the
product portfolio. This research will use a mixture of closed questions and
more open comments in the questionnaire. A closed question is one that has
researcher will be able to limit responses that are within the scope of this
study.
The study will have senior managers of AIA. All of these participants
the population first, listed down all the members of the population, and then
terms of the outcome of its process (e.g. key resources, strengths and
hence, all were made part of the population. However, due to time and budget
Research Instruments
with other insurance and finance industry. In addition, this also aims to
aspects above. In general, the performance of the AIA was evaluated for this
study in order to determine whether its strategy is effective or not. This focus
to answer it easily. Thus, the set of questionnaire was structured using the Likert
format with a five-point response scale. A Likert Scale is a rating scale that requires
In this type of questionnaire, the respondents were given five response choices. These
each question item. Below are the designated quantifications used in the
questionnaire:
1 Strongly Agree
2 Agree
3 Uncertain
4 Disagree
5 Strongly Disagree
The study utilised first hand data which comes from the chosen
hand data are those that come from the respondents who have been
data. Secondary data include raw data and published summaries, as well as
both quantitative and qualitative data. Saunders, Lewis & Thornhill (2003)
secondary data (in the form of articles from books, journals, magazines, and
newspapers) that are generally about the marketing strategies and customer
meet the objectives of this study. In order to analyse the data gathered from
the survey, the weighted mean for each question item was computed.
corresponding weight.
average. To compute for the weighted mean, each value must be multiplied by
its weight. Products should then be added to obtain the total value. The total
weight should also be computed by adding all the weights. The total value is
then divided by the total weight. Statistically, the weighted mean is calculated
or
The computed mean was then compared to the scale below for interpretation:
Range Interpretation
0.00 1.49 Strongly Agree
1.50 2.49 Agree
2.50 3.49 Uncertain
3.50 4.49 Disagree
4.50 5.00 Strongly Disagree
Results of the survey were presented in tables. Excerpts from the
Validity
In order to test the validity of the evaluation tool which used for this study, the
well as their answers were not part of the actual study process and were only
used for testing purposes. After the questions have been answered, the
Ethical Considerations
necessary for the purpose of ensuring the privacy as well as the security of
problems that could have risen during the research process. Among the
data protection.
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Chapter 1 Introduction (1)
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