CHAPTER 04

METHODOLOGY

4.1 Introduction

In this fourth chapter of methodology it will give the idea about the way in which the
research work will be carried out. The adequate and relevant data has been collected
to the purpose of this research and to measure and analyze the service quality of the
Batticaloa Municipal Council.

Research Methodology is one that provides guide lines to do a research

systematically. A procedure designed to the extent to which it is planned and
evaluated before conducting the inquiry and the extent to which the method for
making decisions evaluated is called as methodology. This chapter includes Study
setting, Design and Method of survey, Sampling, Data collection, Method of
Measurement, Method of data analysis and presentation.

4.2 Study setting, Design and Method of survey

There are two types of analysis can be taken place in a research study. One is cross
sectional analysis and other one is longitudinal analysis. Cross-sectional studies also
known as Cross-sectional analysis form a class of research methods that involve
observation of some subset of a population of items all at the same time, in which,
groups can be compared at different personal factors with respect of independent
variables.

The fundamental difference between cross-sectional and longitudinal studies is that

cross-sectional studies take place at a single point in time and that a longitudinal study
involves a series of measurements taking over a period of time. For this research
study cross sectional analysis is used to analyze the collected data due to the time
limitation.

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To study about the service quality of Batticaloa Municipal Council three major
services have to be analyzed. These services include Garbage clearing, Authorization
of Construction and Sanitary. The characteristics of these services are identified
according to the Ordinance of the Municipal Councils and those are defined under the
service quality dimensions as its indicators.

For this research study 200 families from the MCB area will be selected as sample
size and that represents the beneficiaries who are benefited from the above three
services. Primary data will be collected by issuing questionnaires and secondary data
will be collected from reports and internet.
Questionnaire includes the following information:

Personal information : - Name, Sex, Location of residence,

Educational level, Occupation and Income (Qs1 - Qs6)
Garbage Clearing :- Tangible, Responsiveness, Availability,
Assurance and Behaviour and Attitudes (Qs1 - Qs20)
Authorization of Construction :- Behaviour and Attitudes, Responsiveness,
Assurance, Access and Reliability (Qs21 - Qs40)
Sanitary services :- Reliability, Tangible, Assurance and Responsiveness
(Qs41 - Qs55)

Collected data will be analyzed by the use of SPSS package and analyzed data will be
presented by tables and pie charts. Evaluation of the findings will be carried out based
on the three scales which are high, moderate and low level of service quality.

4.3. Study Population.

The geographical boundaries for the MCB area are the Sathurukondan,
Palameenmadu, Manchanthoduvai and valiyiravu villages of Batticaloa. Based on
three services which are studied under this research, the population is defined as the
people who are benefited from those three services. Thus the total number of families
residing within the Municipal area is 9475 from 21 Grama Niladhari Divisions.

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4.3.1. Sampling.

A subgroup of the elements of the population selected for participation in the study is
called as sampling. For the purpose of data collection the sample cover the population
which residing in the Municipal Council area. That is the Manmunai North division.
For this research work 21 G.N divisions selected and 200 questionnaires issued to
those beneficiaries.

4.3.1.1 Sample size.

The research considers 200 families as sample from the 21 G.N divisions in the
Municipal area.

4.3.1.2. Sampling method.

Random sampling method has been selected for the sample taking. Random sampling
is the sampling technique in which each element in the population has a known and
equal probability of selection. Every element is selected independently of every other
element and the sample is drawn by a random procedure from a sampling frame.
Based on the percentage of the total number of families in 21 G.N divisions 200
families selected for data collection.

4.3.1.3. Sampling Distribution.

The samples have been taken from selected 21 G.N divisions on the basis of the total
number of families. First proportionate families of each G.N division to the total
number of families in the whole 21 G.N divisions are selected. Then this
proportionate value of each G.N division multiplied by the sample size of 200 to
obtain the sample size of each G.N divisions. By summing up the sampling units of
all the G.N divisions total number of sample size 200 will be obtained.
Sampling procedure is as follows:

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 Table 4.3.1.3 Sampling Procedure.
Percentage Number of
G.N Division Number of Families
(%) Questionnaires
Kallady 580 6 12
Kallady Veloor 719 7.5 15
Kallady Uppodai 549 6 12
Kallady Muhathuvaram 335 3.5 7
Nochchimunai 819 8.5 17
Dutchbar 265 3 6
Thiruchchenthur 155 2 4
Mamangam 565 6 12
Iruthayapuram West 723 7.5 15
Iruthayapuram East 357 3.5 7
Iruthayapuram Central 245 2.5 5
Koddaimunai 384 4 8
Arasadi 409 4 8
Thandavanveli 705 8 16
Thamaraikerni 439 5 10
Pulliaynthivu East 444 5 10
Pulliaynthivu West 344 3.5 7
Pulliaynthivu Central 302 3 6
Pulliaynthivu South 594 6 12
Veddukadhu 216 2 4
Seththukudha 326 3.5 7
Total 9149 100 200

(Source: Statistical Report Planning Dept. 2005/2006)

4.4 Method of Data collection

The reliability and credibility of the research is depending on data collection. This
research mainly used primary data and secondary data. Under this research total
population was selected, and 200 questionnaires were issued to the beneficiaries of
the Batticaloa Municipal Council.

4.4.1. Sources of data

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There are two types of data used in this research.
- Primary data.
- Secondary data

Secondary information is information that has been collected by persons or agencies

for purposes than the solution of the problem at hand. These data can be obtained
indirectly. Those were obtained through already prepared materials.

The secondary data obtains from following sources.

- Ordinance of Municipalities
- Administrative report of MCB
- Annual budget of MCB
- Statistical report of Planning Department
- Internet

Primary data are that have been already collected for purposes other that the problem
at hand. Primary data collected by or on behalf of the person who are going to make
use of data directly. These kinds of data are collected first and used particularly for the
research concerned.

There are many ways to get primary data like,

- Questionnaire
- Interviews
- Observation etc.
The study obtains primary data through the questionnaires were prepared for the
beneficiaries of Batticaloa Municipal Council.

4.4.2 Structure of the Questionnaire

Questionnaire is a structured technique for data collection that consists of a series of

questions written or verbal that a respondent answers. Questionnaires take one of two
primary forms, when they require respondents to use their own words they are called
open. When they are pre selected for the respondent they are called closed. In this

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research all the questions are closed. In general closed questions are considered more
efficient and reliable than open questions for getting information from groups of
people. Here structured questionnaire used for data collection. Structured
questionnaire means that the questions that pre-specify the set of responses format.

The choices given to respondent for their answers may take several forms. One form
is called ordinal questions or statements that ask respondents to order their responses
are ordinal measures. Ordinal measures are extremely common in surveys. In fact
typical surveys tend to have more ordinal measures than any kind when asking
questions that requires respondents to order their answer.
In this research one of the ordinal measures called Likerts Five Points Rating Scale
is used to require respondents to order their answers.

Indicators of the dimensions are designed as statements in the questionnaire. All the
statements in the questionnaire have five responses. Both positive and negative
statements are included in the questionnaire.

For the positive statements the Scale or scores are as follows:

1. Strongly disagree
2. Disagree.
3. Not decided.
4. Agree.
5. Strongly agree

For the negative statements the Scale or score are as follows:

1. Strongly Agree
2. Agree.
3. Not decided.
4. Disagree.
5. Strongly disagree

The Questionnaire consist of two parts which is issued for beneficiaries, they are as
follows.

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Part 1: Personal Information

Personal information consists of Name, sex, location of residence/business place,

educational qualification, occupation and monthly income. Location of
residence/business place has been divided into three categories (Main road, by-roads,
lanes and streets). Occupation classified in to six categories (minor staff, management
assistants, Teacher, Field officer professional and other). Monthly income divided in
to five categories (below 5000, 5001 10000, 10001- 15000, 15001- 20000, above
20000). family size also divided in to 4 categories (below 3, 3-6, 6-9, above9).

Part 2: Research Information

Research information considered three main services of Municipal Council for this
research such as Garbage clearing, Authorization for construction and sanitary
services. These services also have sub dimensions that are clearly shown in the
conceptualization framework. Under those dimensions appropriate indicators also
considered.

Data for this research collected from the public who are the beneficiaries of the three
services provided by the Batticaloa Municipal Council.
Data was collected throughout the Manmunai North G.N divisions and SPSS 11.0
Version Package used for analyze the findings.

4.5 Method of Measurement

To study about the service quality of Batticaloa Municipal Council three services
selected and analyzed. It includes the services of Garbage clearing, Authorization of
construction and sanitary.

Garbage clearing service quality can be measured by Tangible (Utensils, Modernized

vehicles, Identification and Safeguard mechanisms), Responsiveness (Promptness,
Helpfulness, Early information, Service delivery and Waiting time), Availability

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(Time, Duration of the service and Location), Assurance (Respect, Politeness,
Friendliness and Individual Attention) and Behaviour and Attitudes of the
beneficiaries (Awareness, Interest and Participation).

Service quality of Authorization of Construction can be measured by Behaviour and

Attitudes of the beneficiaries (Awareness, Interest and Participation), Responsiveness
(Promptness, Helpfulness, and Waiting time), Assurance (Respect, Politeness,
Friendliness and Individual Attention), Access (Approachability, Ease of contact,
Time and Location) and Reliability (Promised service, Delivery Time and Early
Information).

Sanitary service quality can be measured by Reliability (Promises of services, Early

information and Delivery time), Tangible (Utensils, Modernized vehicles,
Identification and Safeguard mechanisms), Assurance (Respect, Politeness,
Friendliness and Individual Attention), and Responsiveness (Promptness, Helpfulness
and Waiting time.

These are simply stated in a table format are as follows:

Table 4.5 Research variables, Dimensions and questions

Questions number in
Variables Dimensions
questionnaire
Personal information Sex 1-6
Location of the Residence
Educational level
Occupation
Income

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 Garbage Clearing Tangible
Responsiveness 1 20
Availability
Assurance
Behaviour and Attitudes
Authorization of 21-40
Construction Behaviour and Attitudes,
Responsiveness
Assurance

Access

Reliability
Sanitary services 41 55
Reliability
Tangible
Assurance
Responsiveness

(Source: Developed for study purpose)

4.6. Method of Data Presentation, Analysis and Evaluation

Any research finally leads to a result, which would be analyzed, from the data that
have been received by the researcher. Data analysis is meant to be at most and the
most sensitive part of any research work, on achieving this various modes can be
adopted. But here data analysis uses basically the Univariate analysis. The population
will be analyzed by central theorem analysis of mean, and standard deviation. At the

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same time data will be presented by tables and pie charts which are considered for
decision making.

Based on the values indicated in the questionnaire a mean value for each question is
calculated. The mean value is lying in the range of 1 to 5 and the value of each
respondent for a variable is compared with the medium values of 3.

In evaluating the samples as a whole the mean value of the respondent is compared
with the medium. If a respondents average score of an aspect is less than the mean
value [3], it is assumed that the respondent has poor performance in relation to the
particular aspects.

For overall service quality, the decision rule can be formulated as follows.

Range Decision attributes.

1<Xi<=2.5 Low level service quality

2.5<Xi<=3.5 Moderate level of service quality

3.5<Xi<=5.0 High level of service quality

The criteria in the table describes the attribute of population in relation to a particular
variable by considering aggregation of scales provided for each and every item of the
respective variable in questionnaire.

4.7. Summary.

The chapter of research method describes a mode to analyze the service quality of
Municipal Council Batticaloa. This chapter primarily deals with introduction, Study
design, setting and method, Data collection, Sampling, Questionnaire design and
development, Data analysis and evaluation.

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The Questionnaire was arranged in the order of the conceptualization framework. The
each element of conceptualization framework encompasses number of statements.
The different modes of statements are covered in the questionnaire such as personal
details, and five point rating scale statements which enquire respondents to order their
answer or responses.

Some of the questions were filled by the researcher on behalf of the respondent with
the view to avoid mistakes and to ensure the hundred percentages of the responses.
The Statistical package for social science [SPSS] is used to analyze the research
related data. Cross sectional analysis means that an assessment of relationships among
a cross-section of firms, countries, or some other Variable at one particular time. The
Descriptive Statistic Analysis and factor analysis are used to get the results of the
research study. In the next chapter, the results obtained by the SPSS analysis are
interpreted and presented in the form of table.

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