Research Methodology

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3.4 Methods of Accessing Data Since in the past, some researchers already examined the relationship between service quality, customer satisfaction and customer re-purchase intention. There are some secondary data already exist. But the secondary data is not enough and some of information is out of date, and also it is not all suit for the conceptual model of this project. The aim of research is examining the relationship between service quality, customer satisfaction and customer re-purchase intention in a new market. Therefore, the primary data is necessary to be collected. In order to understand more about the relationship between service quality, customer satisfaction and customer re-purchase intention. This project designs to use quantitative approach via questionnaires to gather data from customer in hotel service industry in China. As questionnaires research can provide a large amount of respondents. That would be helpful for achieving higher reliability. Moreover, questionnaires are very cost effective when compared to others approaches, also questionnaires are especially true for studies because it can collect large sample sizes of data from respondents. Questionnaires are simple to administer and the format is familiar to most of respondents. In addition, questionnaires usually have similar and standardised answers which are easy to analyse data (Balsley, 1970). Therefore, questionnaire approach is adopted and it would be useful for identifying the relationship in this project. 3.5 Questionnaire Design: In this research, there are three questionnaires are designed and the structure of questionnaire is only used closed-ended questions. Since this project research is done in the hotel. It is not so convince to ask c... ... middle of paper ... .... Brace, N., Kemp, R., and Snelgar, R. (2009), SPSS for Psychologists. Hampshire: Macmillan Publishers Limited. 8. Dancey, C.P. and Reidy, J. (2004), Statistics Without Maths for Psychology. Essex: Pearson Education L 9. Cohen, J., & Cohen, P. (1983) Applied multiple regression/correlation analysis for the behavioural sciences. Hillsdale, NJ: Lawrence Erlbaum. 10. Kinnear, T.C. and Taylor, J.R. (1996), Marketing research: An Applied Approach, fifth edition, McGraw-Hill, USA 11. Glesne, C., and Peshkin, A. (1992). Becoming qualitative researchers: An introduction. White Plains, NY:Longman. 12. Balsley, H.L. (1970). Quantitative research methods for business and economics. New York: Random House. 13. McDaniel, C and R Gates, Marketing Research Essentials, Fifth Edition, 2006 14. Proctor, T, Essentials of Marketing Research, fourth Edition, 2005

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