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TABLE OF CONTENT………...…………………………………………………………...PAGE
1.0 INTRODUCTION…………………………………………………………………………….2
1.1 CUSTOMER SATISFACTION IN HOTEL INDUSTRY……………….……………….3
2.0 FIVE
THEORIES…………………………………………………………………………………………
…………………………………….4
2.1
THEORIES…………………………………………………………………………………………
…………………………………………….3
3.0 FIVE PUBLICATIONS IN THE SUBJECT AREA AND THEIR CONCEPTUAL
FRAMEWORK……………………
3.1
PUBLICATIONS…………………………………………………………………………………
……………………………………………..4
4.0 THREE SIGNIFICANCE RELATED TO THE
TOPIC…………………………………………………………………………………!
1
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4.1 SIGNIFICANCE
RELATED…………………………………………………………………………………………
………………………..!
.0 APPROPRIATE RESEARCH DESIGN FOR THE
STUDY……………………………………………………………………….."
!.0 SAMPLING METHOD #S$ FOR THE STUDY% HOW AND
WHY…………………………………………………………..&
!.1 HOW AND
WHY………………………………………………………………………………………………
………………………………&
'.0 E(AMINE DATA COLLECTION METHOD #S$ FOR THE STUDY % HOW AND
WHY………………………………10
'.1 HOW AND
WHY………………………………………………………………………………………………
…………………………….10
".0 APPROPRIATE DATA COLLECTION METHOD #S$ FOR THE STUDY% HOW AND
WHY…………………………11
".1 PRIMARY
DATA………………………………………………………………………………………………
……………………………..11
2
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".2 SECONDARY
DATA………………………………………………………………………………………………
………………………….12
3
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1.0 CUSTOMER SERVICE
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-;< ;/< 7< /,9)+8 */8 59)*+/< ;59 599);= )*+,-/. T /+,5 ,6 *)** ,6
*) 5+/;+,5* 959* ,5 -=,, ;5 ;9?)*+ +-*=* +, + /*,5;=+< ,6 +
:)*+. C)*+,-/ */ * ;=*, ,6+5 /6//9 +, >5 9*/75: + )=+)/ ,6 + ,/:;5@;+,5.
I+ ,5/5* + /,/+< ;5 ,/:;5@;+,5 ;**:5* +, )*+,-/ */ /=;+ +, ,-,55+* *)
;* /,9)+ 55,;+,5 ;59 /5:. I5 +* *5*8 ;5 ,/:;5@;+,5 +;+ ;=)* :,,9 )*+,-/
*/ -;< *59 -,/ -,5< 5 +/;55: -=, )*+,-/* 6,/ 697;. F/,- + ,5+ ,6 > ,6 ;5 ,/;== *;=* /,**
5:5/5: 66,/+8 )*+,-/ */ =;+ /6,/-;5. I5 ,+/ >,/9*8 */ );=+<
* + ;****-5+ ,6 ,> >== ; 9=/9 */ ,56,/-* +, + =5+* +;+,5*. A
7)*5** >+ : */ );=+< >== -+ )*+,-/ 59* >=*+ /-;55: ,5,-;==<
,-++. I-/,9 */ );=+< -;< 5/;* ,5,- ,-++5**. T* ;- -;< 7
;9 7< )59/*+;595: ;59 -/,5: ,/;+,5;= /,***8 95+6
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;59 *5 + 6/,5+ =5 ,66/* ;59 + )*+,-/* /,9* ; :,,9 *,)/ ,6
,,/+)5+* +, /;+ 9=:+ ;* + ;5 7 /*,5;=@9 ;59 +;=,/9 +, + *6 59* ;59
>** ,6 + )*+,-/. D)/5: ,5+;+* >+ +,) ,5+* 5 + ,-;55: ; *5/ /*,5;=
5+/*+ 5 + )*+,-/8 ,66/ *,- ;++5+,5 +;+ ;5 =;* ,/ 659 *,=)+,5 +, *6 ;/+)=;/
59*. T* 6/,5+ =5 ,66/* ;/ ;;7= +, 9=, ; /=;+,5* 7+>5 + )*+,-/ ;59
+ 7/;59. T* ;5 7 ;9 7< //)+5: + /:+ ,66/*8 -,+;+5: +- ,5+5),)*=<
;59 =;95: +- 5 + /:+ >;
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C)*+,-/ *;+*6;+,5 -/:9 ;* ; 9*+5+ ;/; ,6 5)/< 5 + 1&'0* #C)/== S)//5;5+8
1&"2$8 ;59 ,-;5* 7,+ 7: ;59 *-;== ; /;=@9 + *+/;+: 756+* ,6 */ );=+<
;59 )*+,-/ *;+*6;+,5 ;* ,-++,5 7,- -,/ 5+5* ;59 :=,7;=. T ;-5+ ,6
)*+,-/ *;+*6;+,5 ;* 7,- ; :,,9 7)*5** /;+ +;+ 7)*5*** *+/ +, ;
#S@; 5=)98 7)+ 5,+ =-+9 +,
1. C)*+,-/ S;+*6;+,5 =* ,-;5* +, ;=);+ +/ ;7=+< 5 -+5: )*+,-/*
59* ;59 +;+,5* 66+=< #+;-= + ;=8 200&$.
2. I+ ;=*, =* ,-;5* +, ;5;=== ;* >;+ ;/;* )*+,-/* ,5*9/ +, 7 /<
-,/+;5+ +, +- #+;-= + ;=8 200&$.
3. C,-;5* ;5 /9+ )*+,-/ /+5+,5 ;59 =,== ;* ,/:;5@;+,5;= /,6+;7=+<
+/,): *;+*6;+,5 *)/+ ; 9;=/ -:+ 7)< -)=+= =* ;* +/
5,- ;59 *+;+)* 5/;* #*;==< : ;=) =*$ ;59 ;=*, :,5: 7; +, +;+
!
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9;=/ 6,/ /< */ +/,):,)+ +/ =6+-. T 6:)/ 7=,> 9+* + /=;+,5*
7+>5 *;+*6;+,5 ;59 )*+,-/ =,+ ; ,-;5,/9,6-,)+8 ?)*+ ;* 9**;+*69 )*+,-/ ;=*, 7;9 -,)+ + ,-;5< +, ,+/.
G,,9-;5 #200&$ *)::*+9 +;+ 9**;+*69 )*+,-/* +== ,5 ;/;: +5 ,= ;7,)+ +
,-;5< ;* ;:;5*+ 6 ,= 7< *;+*69 )*+,-/. G,,9-;5 #200&$ ;=*, ;**/+9 +;+ +
,*+ 6 -5)+* +, ;++/;+ ; 5> )*+,-/ +;5 +, -;5+;5 ; )//5+ )*+,-/. T/6,/ +
* -/;+ 6,/ */ 7)*5*** +, *;+*69 )*+,-/ ,5 ; ,5**+9 7;**.
1.1.2 Customer Satisfaction in Hotel Industry (Akroma Plaa Hotel!
A/,-; P=;@; H,+= ;5 7 =,;+9 7+>5 C;= H== ;59 B; R,;9 /,)59;7,)+ 5
T;,/;9. A/,-; P=;@; H,+= >;* ,*5 6,/ + *+)9< 7;)* + * ;-,5: + 6/*+ 6 *+;/
,+=* 5 S,59T;,/;9. T/ )*+,-/* ;/ ,-;5* ;59 599);=* >, ;/ >+5 +
S,59T;,/;9 -+/,,=* ;59 +,* ,)+*9 + W*+/5 R:,5.
2.0 THE FIVE THEORIES USED TO DEVELOP THEORETICAL FRAMEWORK
'
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2.1. Assimilation "#eory
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;59 + /9 /,9)+ /6,/-;5. T* > ,6 + ,5*)-/ ,*+)*;: ;=);+,5 >;*
5+/,9)9 5+, + *;+*6;+,5 =+/;+)/ 5 + 6,/- ,6 ;**-=;+,5 +,/;*
9659 ;* + +595< +, -;:56< + 9*/;5< 7+>5 ,5* ,>5 ;+++)9* ;59 + ;+++)9*
//*5+9 7< ,5,5 *+;+-5+*. C,5+/;*+ +,/< /*5+* ;5 ;=+/5;+ > ,6 + ,5*)-/
,*+)*;: ;=);+,5 /,** +;5 >;* /*5+9 5 ;**-=;+,5 +,/< 5 +;+ ,*+)*;:
;=);+,5*. W= ;**-=;+,5 +,/< ,*+* +;+ ,5*)-/* >== * +, -5-@ +
9*/;5< 7+>5 +;+,5 ;59 /6,/-;58 ,5+/;*+ +,/< ,=9* +;+ ; *)//* 66+
,)/* =;95: +, + 9*/;5< 75: -;:569 ,/ ;::/;+9. A,/95: +, + ,5+/;*+
+,/== 7 ;::/;+9 5 + 9/+,5 ,6
9*/;5,)=9 7 /?+9 ;* +,+;==< )5
"
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*;+*6;+,/
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C,:5+ 9**,5;5 * ;5 )5,-6,/+;7= 6=5: ;)*9 7< ,=95: +>, ,5+/;9+,/< 9;*
*-)=+;5,)*=/ 5 =;55: + *+;+ ,6 9*,-6,/+ 7) +,
/6=+ + -9,/ );=+*8 ; )*+,-/ ;5 7 9**;+*69 >+ + */ 5,)5+/
10
http://en.wikipedia.org/w/index.php?title=Loyalty_business_model&action=edit§ion=1http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-1http://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Quality_(business)http://en.wikipedia.org/wiki/Quality_(business)http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-1http://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Quality_(business)http://en.wikipedia.org/w/index.php?title=Loyalty_business_model&action=edit§ion=1
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;59 *+== / + ,/;== );=+< +, 7 :,,9. T* ,)/* >5 ; );=+< */ * /9 /<
: ;59 + +/;5*;+,5 /,9* =++= ;=).
T* -,9= +5 =,,* ;+ + *+/5:+ ,6 + 7)*5** /=;+,5*% + /,,** +;+ +* *+/5:+ *
9+/-59 7< + == ,6 *;+*6;+,5 >+ /5+ /58 ,/;== /+,5* ,6 );=+5 + ;/+*. C)*+,-/* ;/ *;9 +,
; ; @,5 ,6 +,=/;5 ,//*,595: +, ; /;5: ,6 */ );=+< 7+>5 7;/=< ;9);+
;59 +,5;=. A *5:= 9*;,5+5: /5 -;< 5,+ *:56;5+=< /9) + *+/5:+ ,6
+ 7)*5** /=;+,5* 6 + )*+,-/* ,/;== /+,5 ,6 );=+< /-;5* :8 6 *>+5:
,*+* ;/ :8 6 +/ ;/ 6> *;+*6;+,/< ;=+/5;+*8 6 +< ;/ ,--++9 +, + /=;+,5*8
;59 6 +/ ;/ 7,59* 5: +- 5 + /=;+,5*. T *+5 ,6 +* 7,59* ;+* ;* ;5
+ 7;///. T/ ;/ */;= +
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;)/5: 5> ,5*. I+ * =;-9 7< R=9 ;59 S;**/ #1&&0$ +;+ ; -/,-5+
5)*+,-/ /+5+,5 ;5 ;)* ;5 5/;* 5 /,6+;7=+< 7+>5 2 ;59 " #5 +/-* ,6 5+
/*5+ ;=)$ 9595: ),5 + 59)*+//8 C;//,= ;59 R=9 #1&&2$ 9*)+ +*
;=)=;+,5*8 =;-5: +;+ +< /*)=+ 6/,- 6;)=+< /,***+,5;= ;5;=+ )*+,-/
/+5+,5 66,/+* ,)/* 7;)*
• T ,*+ ,6 ;)*+,5 ,)/* ,5=< ;+ + 7:555: ,6 ; /=;+,5* + =,5:/ +
/=;+,5*8 + =,>/ + ;-,/+@9 ,*+.
• A,)5+ -;5+5;5 ,*+* 9=5 ;* ; /5+;: ,6 +,+;= ,*+* #,/ ;* ; /5+;: ,6
/5)$.
• L,5: +/- )*+,-/* +59 +, 7 =** 5=59 +, *>+ ;59 ;=*, +59 +, 7 =** /
*5*+. T* ;5 /*)=+ 5 *+;7= )5+ *;=* ,=)- ;59 5/;** 5 *;=* ,=)-.
•
L,5: +/- )*+,-/* -;< 5+;+ 6/ >,/9 ,6 -,)+ /,-,+,5* ;59 /6//;=*.
• L,5: +/- )*+,-/* ;/ -,/ ==< +, )/;* ;5==;/< /,9)+* ;59 :
-;/:5 *)=-5+;= /,9)+*.
• L,5: +/- )*+,-/* +59 +, 7 *;+*69 >+ +/ /=;+,5* >+ + ,-;5< ;59 ;/
=** ==< +, *>+ +, ,-++,/*8 -;5: -;/+ 5+/< ,/ ,-++,/* -;/+ *;/ :;5*
966)=+.
• R:)=;/ )*+,-/* +59 +, 7 =** 5* +, */ 7;)* +< ;/ 6;-=;/ >+ +
/,*** 5,=98 /)/ =** 9);+,58 ;59 ;/ ,5**+5+ 5 +/ ,/9/ =;-5+.
12
http://en.wikipedia.org/wiki/Fred_Reichheldhttp://en.wikipedia.org/wiki/Customer_retentionhttp://en.wikipedia.org/wiki/Net_present_valuehttp://en.wikipedia.org/wiki/Net_present_valuehttp://en.wikipedia.org/wiki/Net_present_valuehttp://en.wikipedia.org/wiki/Amortization_(business)http://en.wikipedia.org/wiki/Amortization_(business)http://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Profit_marginhttp://en.wikipedia.org/wiki/Fred_Reichheldhttp://en.wikipedia.org/wiki/Customer_retentionhttp://en.wikipedia.org/wiki/Net_present_valuehttp://en.wikipedia.org/wiki/Net_present_valuehttp://en.wikipedia.org/wiki/Amortization_(business)http://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Profit_margin
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• I5/;*9 )*+,-/ /+5+,5 ;59 =,
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; /+),)* /=. E66,/+ *5+ 5 *=+5: ;59 +/;55: -=, +< ;/ -,>/9 ;5 =;9 +, 5/;*9 -=,== /;+ )*+,-/ =,
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;59 7;,/*. T 5/;*9 )*+,-/ =,5 +, ;66+ *,/+ ;59 =,5:+/- 65;5;=
,)+,-* 5=)95: *;=*8 /,6+;7=+
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,6-,)+820Q21Q ,-=;5+ 7;,/*822Q23Q *;/,6>;==+ ,/ + /=;+ /,,/+,5 ,6 )/;*5:
6/,- ; *5:= 6/- /=;+ +, )*+,-/* +,+;= )/;*5:824Q ;59 ==,,9 +, /,--59.2Q2!Q
. I+ * =;-9 7< R=9 ;59 S;**/ #1&&0$ +;+ ; -/,-5+ 5)*+,-/ /+5+,5 ;5
;)* ;5 5/;* 5 /,6+;7=+< 7+>5 2 ;59 " #5 +/-* ,6 5+ /*5+ ;=)$
9595: ),5 + 59)*+//8 C;//,= ;59 R=9 #1&&2$ 9*)+ +* ;=)=;+,5*8
=;-5: +;+ +< /*)=+ 6/,- 6;)=+< /,***+,5;= ;5;=+ )*+,-/
/+5+,5 66,/+* ,)/* 7;)*
PUBLICATIONS
%imensions of service )uality*edit+
A )*+,-/* +;+,5 ,6 ; ;/+)=;/ */ * 9+/-59 7< 6;+,/* *) ;*
/,--59;+,5*8 /*,5;= 59* ;59 ;*+ /5*. T +9 */ ;59 + /9
*/ *,-+-* -;< 5,+ 7 );=8 +)* =;5: ; :;. T */ );=+< -,9= ,/ + GAP1!
http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-20http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-21http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-22http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-23http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-24http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-25http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-26http://en.wikipedia.org/wiki/Fred_Reichheldhttp://en.wikipedia.org/wiki/Customer_retentionhttp://en.wikipedia.org/wiki/Net_present_valuehttp://en.wikipedia.org/w/index.php?title=Service_quality&action=edit§ion=2http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-20http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-21http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-22http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-23http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-24http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-25http://en.wikipedia.org/wiki/Loyalty_business_model#cite_note-26http://en.wikipedia.org/wiki/Fred_Reichheldhttp://en.wikipedia.org/wiki/Customer_retentionhttp://en.wikipedia.org/wiki/Net_present_valuehttp://en.wikipedia.org/w/index.php?title=Service_quality&action=edit§ion=2
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);=+< ;59 + 6 9-5*,5* ,6 SERVUAL -,9= X
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1'
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*;+*6;+,58 +5 ; ,5=)*,5 ,)=9 7 9/;>5 +;+ */ );=+< ;* ; *:56;5+ /=;+,5*
>+ )*+,-/ *;+*6;+,5 ;59 >+ */ );=+< 9-5*,5*. B;*9 ,5 +*8 + /*;/
/ ,5 + 6;+ +;+ */ );=+< 9-5*,5 ;9 *:56;5+ /=;+,5* >+
)*+,-/ *;+*6;+,5 ;59 >+ */ );=++ S/ );=+< 9-5*,5*
H2 S/ );=+< ;* *:56;5+ /=;+,5* >+ */ );=+< 9-5*,5*
H3 C)*+,-/ *;+*6;+,5 ;* ; *:56;5+ /=;+,5* >+ */ );=+<
S/ );=+<
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T SERVUAL -,9= >;* 9=,9 7< +;-= + ;= #1&""$ +, -;*)/* + );=+< ,6
*/ ,5 6 95+69 );=+< 9-5*,5. T* *;= * 9*:59 +, -;*)/ + 966/5
7+>5 )*+,-/* +;+,5* ;59 /+,5 #:; $ ,5 ; 22+- *;=8 //*5+5: 6
*/ );=+< 9-5*,5*8 =;59 7=,>.
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E-;+
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T;5:7=* ;;/;5 ,6 * /:;/95: */ 5,)5+/*.
I+ 5;7=* -;5;:-5+ +, =,, ;+ + /+,5* 6/,- 7,+ 7)*5** ;59 )*+,-/* /*+.
B< =,*5: + :;*8 7)*5*** ;5 )* + 56,/-;+,5 :5/;+9 +, 6,/-)=;+ *+/;+:* +,
5*)/ )*+,-/ +;+,5* ;/ 6)=6==9 ,5 ; ,5**+9 7;** #T;5 ;59 P;>+/;8 2001$.
A,/95: +, T;5 ;59 P;>+/; #2001$8 SERVUAL * =-+9 ;* + ;99/*** ,5=< ,5+5),)*
-/,-5+ 5 ; 6;*+ -,5: >,/=9 >/ ,5+5),)* -/,-5+ ;=,5 -;< 5,+ 5*)/
7)*5** *)** )5=** 7=599 >+ */ ;59 /,9)+ 55,;+,5. S5 + ;=. #2000$
-;** + 59 6,/ 55,;+,5 ;* + < +, 7,-5: ,-++ 5 + :=,7;= ,5,-
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F/,- *;+*6;+,5 +, 9=:+ ; -,9= 6,/ + ,+= 59)*+/
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E9>5 N. T,//*8 S/5=,;9*
T 6)==++ ,6 +* 9,)-5+ ;* 75 9,>5=,;99 "243 +-* *5 200!
A7*+/;+
P)/,*
T* ;/+= ** +, 9=, ; -;5;:/;= -,9= +;+ >== ;9 5 + 66+
-;5;:-5+ ,6 )*+,-/ /=;+,5*. T* *+)9< =;5* 5 9+;= + ,5+* ,6
*;+*6;+,5 ;59 9=:+% +/ ;5+95+* ;59 ,+5+;= ,)+,-*.
D*:5-+,9,=,: ,6 *+5: )*+,-/ 9=:+ =+/;+)/ /;=* + < ,5+*
5**;/< 6,/ )*+,-/ 9=:+ +, ,)/.
F595:*
C)*+,-/ 9=:+ * ; 7++/ -;*)/ ,6 )*+,-/ /=;+,5* -;5;:-5+ +;5
)*+,-/ *;+*6;+,5. D=:+ * ==< +, :5/;+ ,*+ 7)*5** /*)=+* *) ;* >,/9‐
,6 ‐-,)+ ,--)5;+,5*8 =,
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P/;+;= -=;+,5*
T /,,*9 -,9= ;5 7 )*9 7< -;5;:/* +, ; )*+,-/ 9=:+ 5 +/
,/:;5@;+,5*. I+ ;5 ;=*, 7 )*9 +, :;5 ; 7++/ )59/*+;595: ,6 + /,** ,6
-;5;:5: )*+,-/ /=;+,5*.
O/:5;=+ )7=*9 ;/+=*
/=;+5: +, +* +, 5 + ,+= 59)*+/=9: +, + ,*+;=+< 59)*+/== =;9 +,>;/9* :/;+/ )*+,-/
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22
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;59 /;+;==< )*6)= 6/;->,/ +, 9=:+ ,+= :)*+* 5 + ,+= 59)*+/
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C+;+,5
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T 6)==++ ,6 +* 9,)-5+ ;* 75 9,>5=,;99 23& +-* *5 2013
A7*+/;+
P)/,*
T )/,* ,6 +* ;/ * +, /,9 ; +
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>;* ;=)=;+9.
F595:*
T -,*+ 6/)5+=< -5+,59 ,9* 5=)99 +;5: ;/ ,6 + :)*+* 59*8
+,5;= 6/59=5**8 /,6**,5;=*- ,6 *+;668 -=,5: 9=:+ +;* ;=*, 6,)59 +;+ + )=+)/ ,6 ;5
,/:;5@;+,5 ;* ;5 -;+ ,5 + +5: +* 56,/-;+,58 ;/,/;+ *+* ;5 7
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5:;:-5+.
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*/ /5*. H,>/8 ; /=;+=< *-;==/ 5)-7/ ,6 ;/+=* :=:+ ,> +,
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;59 /;+;==< )*6)= 6/;->,/ +, 9=:+ ,+= :)*+* 5 + ,+= 59)*+/
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966/5+ ,/=9 *
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+ 5;5-5+ ,6 + 6/-* 7)*5**. T )*+,-/ 9=:+ * + /-;/< 6;+,/ /*,5*7= 6,/
+ :5/;+,5 ,6 )*+,-/ =,
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4.0 THREE SIGNIFICANCE RELATED TO THE TOPIC
S+;+ ;5< +/ *:56;5 /=;+9 +, +,/+;=8
/;+;= ;59 ,=< -=;+,5*
P)/,* T -;5 )/,* ,6 +* *+)9< * +, ;-5 + /=;+,5* 7+>5 )*+,-/
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P/;+;= -=;+,5*
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+/ :)*+* +, 7 9=:+9. B< 5,>5: +* 56,/-;+,58 ;/,/;+ *+* ;5 7 +;5 5 +
*=+,5 ;59 9=,-5+ ,6 *+;66 +;+ >== =;9 +,>;/9* :/;+/ )*+,-/ 5:;:-5+
I-=;+,5C,5+/7)+,5 T 6595:* -=< +;+ */ );=+< * 5,+ + ,5=< 6;+,/* +;+
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1.4. P)/,* ,6 + *+)9<
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*/ );=+< *;==< 5 */ *+,/ ,/:;5@;+,5*.
P/;+;= -=;+,5*
T /*;/ ,59)+9 =* ,+= ,/;+,/* +, 95+6< + 7;,/* ;59 ;+,5* +;+
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+;5 5 + *=+,5 ;59 9=,-5+ ,6 *+;66 +;+ >== =;9 +,>;/9* :/;+/ )*+,-/
5:;:-5+.
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;59 /;+;==< )*6)= 6/;->,/ +, 9=:+ ,+= :)*+* 5 + ,+= 59)*+/
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P/;+;= -=;+,5*
T /,,*9 -,9= ;5 7 )*9 7< -;5;:/* +, ; )*+,-/ 9=:+ 5 +/
,/:;5@;+,5*. I+ ;5 ;=*, 7 )*9 +, :;5 ; 7++/ )59/*+;595: ,6 + /,** ,6
-;5;:5: )*+,-/ /=;+,5*.
O/:5;=+ )7=*9 ;/+=*
/=;+5: +, +* +, 5 + ,+= 59)*+/=9: +, + ,*+;=+< 59)*+/
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;7, ; ,5+5),)* /*;/ 5 +* ;/; *, ;* +, =;9 + ,/:;5@;+,5* +, +/ +>5
,7?+ ,6 *;+*6,
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K,/9*
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-;5;:-5+8 C)*+,-/ */ -;5;:-5+
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+;5 5 + *=+,5 ;59 9=,-5+ ,6 *+;66 +;+ >== =;9 +,>;/9* :/;+/ )*+,-/
5:;:-5+.
3'
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/*;/ /,?+ 5+, 5,-5; #5,>5 ;* 9*/7 *,;= *5
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!.0 SAMPLING METHOD #S$ FOR THE STUDY% HOW AND WHY
STRATI SAMPLING
SAMPLE SIE 120
SAMPLE UNITS
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H,)*>*
RESEARCH DURATION
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'.0 E(AMINE DATA COLLECTION METHOD #S$ FOR THE STUDY % HOW AND WHY
8;"H:%S : %A"A C:
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".0 APPROPRIATE DATA COLLECTION METHOD #S$ FOR THE STUDY% HOW AND
WHY
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D;+; ,)=9 +/ 7 /-;/< ,/ *,59;/ 9;+; ,==+9 *6;==< 6,/
+;+ )/,*% >= *,59;/< 9;+; ;/ 9;+; +;+ ; ;=/;9< 75 ,==+9 6,/ *,- ,+/
)/,* #S;)59/* + ;=.8 200&8 . 2!$. D;+; ;+)/ 5*+/)-5+ * + +- )*9 +, ,==+ 9;+;
6,/ ; /*;/ /,?+ #K5+8 200'$. T* ,)=9 7 ; )*+,55;/ ,/ ; /*,5;= 5+/>.
S,)/ ,6 9;+; * >/ ; /*;// :+* + 9;+;. D;+; >/ ,==+9 6/,- /-;/< *,)/*. I
,==+9 /-;/< 9;+; 6/,- )*+,-/* +, 7 ;7= +, +*+ +,* ;5+9 +, /;
-,*+ )*+,-/* ;59 )/.
F,/ +* /*;/8 + 9;+; ;+)/ 5*+/)-5+ )*9 >;* ; )*+,55;/ ;* *5 + *+,5*
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6,/ + /*,595+* +, ;5*>/ + )*+,5* 5 + *)// + *)/< 7)+ *,- ,6 + ICA
;59 FORE( )*+,-/* ,-=;59 ,6 =;5:);:. H5 I +/;5*=;+9 + )*+,55;/* +,
S>9*.
T 9;+; ,==+5: -+,9 ;/9 >+5 + +/ 7)*5** *+,/*. W+ U-\ U5/*+< I >;*
;=*, :5 + ,,/+)5+< +, *59 -< *)/< =5 +, 5+/5;+,5;= *+)95+*. I )*9 ,5=< +
*)/< =5 +, /; + )*+,-/ 7;)* + >;* + *-=*+ -;5* +, ,==+ 9;+; 6/,- +-
+/,): + 5+/5;+,5;= *+)95+ 9;/+-5+. I *5+ ; *)/< =5 6,/ )*+,-/* +, +
5+/5;+,5;= ,66 ,6 U-\ U5/*+< ;59 + =5 >;* *5+ +, ;== + 5+/5;+,5;= *+)95+*.
T *)/< /;5 6,/ +/ -,5+* .. D-7/ +, F7/);/< 2010 ;59 7< +5 I ;9 ,==+9 10'
6==9 )*+,55;/*. W+ ICA8 I ,==+9 -;=* 6/,- )*+,-/* ,6 ICA ]=9- C5+/)-. I
>5+ +, ICA ]=9- C5+/)- ,5 +/ 966/5+ 9;5+ ,5 966/5+ 9;;* +, ;,9 -+5:
*;- *+* ,6 )*+,-/*. W5 I ,==+9 100 -;=* 6/,- + )*+,-/*8 I *+,9 *+5: ICA.
A6+/ + 59 ,6 + *)/< ***,5 +;+ =;*+9 +/ -,5+* D-7/ +, F7/);/< 20108 I ;9
4'
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,==+9 !0 6==9 )*+,55;/*. A* 6,/ F,/ I >;* ;==,>9 +, )*+,55;/* ;+ F,/
7;5 6,/ )*+,-/*. I /5+9 )*+,55;/* ,6 100 E5:=* ;59 100 S>9* +, ;,9 =;5:);:
7;/// ;59 9/,9 ;+ + )*+,-/ 9* > =;*+9 6,/ +/ -,5+* 6/,- D-7/ +,
F7/);/< 2010. B< + 59 ,6 + +/ -,5+* I ;9 !0 6==9 )*+,55;/*.
3.& D;+; C=;55:
W+ + -+,9* I )*9 +, ,==+ + /-;/< 9;+;8 +/ >;* ; /* ,6 :++5: 7;
PRIMARY AND SECONDARY DATA
".1 PRIMARY DATA
T/,): UESTIONAIRES AND INTERVIEWS
UESTIONNAIRES
T== 7 *+/)+)/9 )*+,55;/* /)=;+9 +, +
/*,595+*.
)*+,55;/* >== 7 :5 +, S+;66 ;59 C)*+,-/* ,6 B)*); B; R*,/+
REASONS
S,- ,6 +* /*,595+* ;/ /< 7)*< +;+ +< ;55,+ 7 5+/>9.
T 5;+)/ ,6 +/ >,/ *9)= 9-;59 )*+,55;/* +, 7 ,-=+9 ;+ +/ ,555.
S,- /*,595+* ;=*, /,9 ;)/;+ 56,/-;+,5 ,5 + )*+,55;/8 +;5 >5 +< ;/
75: 5+/>9.
4"
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INTERVIEWS
I5+/>* >== 7 ;9-5*+/9 ,5 S+;66 ;59 C)*+,-/* ,6 B)*); B; R*,/+.
REASONS
D/+ ,5+;+ >+ /*,595+ 6,/ --9;+ 697;.
M,*+ /*,595+* /,9 ;)/;+ 56,/-;+,5 >5 +< ;/ 5 ,5/*;+,5 +;5 >5 +<
;/ ;*9 +, >/+.
Y,) ;5 ;* -,/ )*+,5* 6,/ =;//6;+,5*.
".2 SECONDARY DATA
R*;/ 5*+/)-5+*
THROUGH JOURNALS8 NEWSPAPERS8 WEBSITES8 INTERNET PRIOR TO THE STUDY
.
REASONS
R=;5+ 56,/-;+,5 ;5 7 ,7+;59 6/,- +-
4&
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R6//55:
;,/95: R=9 ;59 M;/<
F:)/ 2.1 S/ =;**6;+,5 ,5+5))- #+;-= + ;=.8 200&$
2.2.0 C)*+,-/ S;+*6;+,5 #CS$
E9>5 N. T,//*8 S/ *+;59;/9 ,6 */ 6,/ + ,+= 59)*+/
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E9>5 N. T,//*8 S/