CHAPTER THREE: METHODOLOGY

Introduction

This chapter presented the research methodology of the study in order to answer the research questions and achieve the research objectives. The research objectives are to evaluate the advertising strategies and its performance that impact on SCGs successful rebranding by measuring brand recognition, brand personality, and brand equity after the advertising campaign has been launched. It firstly begins with philosophical perspectives, research approach and data collection method, questionnaire design, as well as sampling design. Then, it also presents a comprehensive explanation of the research procedure, as well as the method of analysing the data.

Philosophical Perspectives

Proctor (2003) suggests that philosophical perspective should be viewed as essential, because it can create a better understanding of this study. It provides assistance to clarify the research, such as in its design, sampling and population selections, interpretation of the acquired data.

In addition, based on scientific assumption, it can be argued that there is a single reality exists. To put it more precisely, it is possible to measure the events that occur in the world, including the cause of peoples pattern of behaviour that can be identified, manipulated and predicted, since there is a certain structure that can motivate people to act or respond to the stimuli in same

way. This study based on this theory according to a positivist perspective (Solomon et al. 2006:653; Proctor, 2003). The performance of advertising is measured in order for the researcher to understand the role of advertising, its effectiveness in the creation of brand recognition, brand personality, and brand equity that can bring about success in SCGs rebranding, as well as the particular pattern of consumers response to the brand.

Research Approach

Designing the research is an important step for conducting data for a study. Churchill (1999:98), in addition, notes that it is a framework for a study in order to give guideline in data collection and analysis with the main objective to solve the problem. There are three types of research design, which are exploratory, descriptive, and causal research. Exploratory research can be used in case that only little prior knowledge is available about the topic; thus, the research should be conducted to gain more information and ideas about the problems. Next, descriptive research is usually used when the objective of the study is aimed to estimate the proportion of the population who have similar pattern of action. The uses of hypothesis frequently exist in descriptive research in order to make a forecast, although they might not be confirmed yet. The last type is causal research. The main objective of using this type of research is to gain evidences, which prove that one variable can affect others (Aaker et al., 1998).

This dissertation can be considered as the combination of exploratory and descriptive research. Exploratory research refers to the methods of literature search, survey, focus group, and analysing of case studies. This paper uses SCGs rebranding as a case study to analyse how

advertising and its strategies can help succeed marketing objective. Moreover, exploratory research complies with this research in term of a conceptual framework or the literature review in the previous chapter that tries to draw better understanding on particular topic. In addition, this research is also classified as descriptive research as mentioned because of its attempt to understand mass audiences attitude and perception toward SCGs rebranding.

Research Strategy

There are five research strategies suggested by Sanuders et al. (2009). Such as experiment, survey, archival analysis, history and case study analysis. Usually, research strategies are applied in order to classify research questions. Then, each kind will consist with various ways to set research questions.

Case study Design Justification

In this research, the method of case study has been chosen as the main research strategy. The researcher has chosen SCG Company as a case study because it is one of the leading of cylinder valves, regulators and brass fittings manufacturers for a wide range of applications. Furthermore, main objectives of this research are to evaluate the advertising strategies and its performance that impact on SCGs successful rebranding, then survey method are flexible and cover all of interesting areas. Thus, all research questions were conducted base on format of who, what, where, how many or how much questions. And this result of this survey is referred as primary data.

Data Acquisition Method

Research methodology designs for the collection of the primary data will be conducted with the purpose of answering those mentioned research questions and hypothesis, and to achieve the research objectives. The research result will be able to be applied in other areas of marketing objectives as well.

Secondary data

Secondary data will also be collected from several sources, for instance, books, academic journals, articles, including online resources in order to gain fundamental information for better understanding in theories which are in connection with rebranding concept and advertising strategies used for rebranding. Also, to study the motivation, both from internal and external factors that leads to a decision to do rebranding of SCG. Moreover, in order to examine the rebranding strategy used in advertisings is essential to be analysed because it shows the selected method to strategically put the new name, new logo, especially new brand personality into consumers minds.

Textual analysis is also selected in this research in order to examine the advertisings main purpose and meanings with systematic approach. However, the research is not only based on secondary data, but also primary research.

Primary research

In accordance with Burns and Bush (2003: p.32), primary research is information gathered specifically for the research objectives at hand. As Malhotra (2009) mentioned that there are two types of primary data collection, which are qualitative and quantitative researches, thus, quantitative research is chosen for this study because of the aim that is to examine the attitudes and perceptions of Thai consumers in general towards the rebranding of SCG via its advertising campaign.

The reason why the quantitative research has been applied in this dissertation because a research technique that enables researchers to gain numerous data is suitable for statistical analysis, as well as it can increase reliability and validity of information and data measurement. (Golafshani, 2003; Malhotra and Birks, 2007). Marshall (1996:522) additionally indicates that the aim of quantitative sampling research is to draw a representative sample from the population, so that the results of studying the sample can then be generalized back to the population. In other words, quantitative methods larger sampling is able to represent the population of total consumer.

Questionnaire Design

This study has applied structured questionnaire to collect the data in relevant to the research on evaluation of the advertising strategies and its performance that impact on SCGs successful rebranding.

As SCGs consumers are from various segments across the country; therefore, the primary research will be implemented by the questionnaire research in Thailand. The objective of questionnaire is to measure respondents ability to recognise changes in SCGs brand after rebranding and their attitude and behaviour as a result of it. The research consists of three parts, which are demographic information, post rebranding brand recognition, and post rebranding brand personality and brand equity. As mentioned, this kind of research is selected because it can cover wider segmentation of respondents, such as age, education, and occupation of those who have potential to be SCGs target prospect in Thailand as well. Moreover, it helps solve the problems of time limitation, geographical distance, and also access to the respondents (Yun & Trumbo, 2000; Wellman, 1997) who are more likely to be the real SCGs consumers.

In demographic information part, the respondents will be required to answer the questions about their profile by selecting the one that is the fittest. Furthermore, in order to acquire brand recognition after the rebranding of SCG, the respondents will be asked if they are able to recognise the current logo of SCG (the logo without the full name of the Company) by selecting the provided logo designs (the old and the latest ones). They will also be asked to define the old name of Siam Cement Group in Thai language on purpose of discovering if they know which brand SCG rebrands from. Also, the respondents will be asked if they can determine other products of SCG, apart from only cement because one of the main objectives SCGs rebranding is to cover other products of the Company as well. The last part is post rebranding brand personality and brand equity from the retail consumers point of views. Brand personality and brand equity (mainly emphasises on the perceived quality and brand associations dimensions of brand equity in this case) are able to measure the success in the advertising campaign and

rebranding; for example, to examine SCGs perceived quality, it can be evaluated from its age and education as a human. Besides, how consumers associate the brand to themselves can be found in this research as well. It is related to their positive feeling towards SCG, which can influence them to purchase SCGs products. In this part, success in SCGs rebranding is evaluated. If the campaign of SCGs rebranding is successfully accomplished, consumers perception on brand personality and brand equity will be resulted in closely relevant to SCGs goal. Hence, the study will be able to prove whether its strategies in communication are effective.

As indicated by Robson (2002), the structure of questionnaire is such an effective instrument for researchers in using of gathering the data and analysis them as rapid as they require since, the respondent is limited by the questions in the questionnaire or it can be said that the questionnaire has limited the freedom of the respondents. According to Robson (2002), however, the main limitation is presented on the question forming, it is probably not included and digging into the data at the point that the researches intend to gain. In addition, if the questionnaire seems to be complex, the answers of the respondents may not direct with the objectives.

Sampling Plan

The sampling plan describes the method of how to select the participants for the research. The sampling procedure is considered an important stage since it assists marketers gather data from respondents from criteria within a population. Sampling can be divided into two types, which are probability and non-probability. Probability sampling is each element of the population has a

known chance of being selected for the sample. It is the research population, which each of individuals in it shares at least the same theoretical access as other members (Coleman and Briggs, 2007:132). They also add that probability sampling depends on the availability and accessibility of a sampling frame. It is consisted of five types of samples; random sample, systematic sample, stratified sample, cluster sample, and stage sample. On the other hand, nonprobability sampling is defined as the selection of a population element to be part of the sample is based in some part on the judgment of the researcher or field interviewer (Kinnear and Taylor 1996:411). There are three types of non-probability sampling; convenience sample, quota sample, and purposive or judgemental sample (Coleman and Briggs, 2007).

Population: Primary research by questionnaire survey will be distributed to people, who are SCGs target prospect or potential consumers in Thailand, where headquarter of the Company is. Their ages are between 28-45 years old, graduated from bachelors degree at least, and earn monthly income 35,000 THB (Thai Baht or 700 pounds sterling) or higher. The paper is mainly aimed to study retail consumers of SCG who are likely to have stable and secured living, such start building a house, family, or married. These demographical criteria can reflect the brand personality and brand association of SCG from perspectives of the respondents who share resemble personality and profile.

Sampling Technique: This research sampling is categorised as non-probability. That is because non-probability sampling is a sampling technique where the samples are collected in a process that does not give all the individuals in the population equal chances of being selected (Sanuders

et al., 2009). Therefore, non-probability should have to be employed in this study as the limitations of time and cost of the research.

In addition, the sampling will be based on the potential that the respondents can be SCGs target prospect; for example, they might experience the products of SCG or willing to purchase. Besides, it is also classified as purposive sampling. As Bergh and Ketchen (2009) claimed that purposive sampling is appropriate for the researcher in selecting the respondents based on their having similar characteristics as such characteristics are of particular interested to the researcher. Therefore, purposive sampling method is used in this research according to the specific characteristics of respondents who are the consumers of SCG with the age between 28-45 years old

Sample Size: 150 respondents are selected as Malhotra (2009) notes that this number of sample is minimum size that is suitable for the study of advertising.

Pre-testing: Before distributing the questionnaire, pre-testing should be done to ensure that there is no error. It also tests that it is able to achieve the research objectives. Hence, the questionnaire should be lunched to a small sample size of participants. 5-10 participants with the demographical data as designed in population plan should be engaged for the research (Burns and Bush, 2003). The questionnaire and the pre-test results were analysed and reviewed in order for the researcher to find out if it is valid. With the analysis, the questionnaire was revised to be easier for the respondents to understand in order to acquire the valid data, as well as to assist answer the research questions and to accomplish the research objectives.

Research Procedures

The research procedure began with selecting primary research method, which is quantitative research in order to acquire data from wider groups of respondents to represent SCGs consumers. After determining the criteria of samples demographical data, the questionnaire was designed and firstly launched to pre-testing sampling group. The data collected from pre-testing was reviewed in order to revise the questionnaire before distributing it to the real group of respondents in Thailand during June and July 2011. The data collecting process took two week. 150 questionnaires were processed in SPSS programme. Then, the processed data was explicated and analysed by applying theories from literature review part in order to answer the research questions, to prove the hypothesis, and to accomplish the research objectives.

Data Analysis

The researcher chose SPSS programme version 15 to analyse the data from the research. The programme is considered well-known and wide used for analysing statistical data. As Colman and Pulford (2008:1) state that SPSS is powerful but not difficult when rudiment lessons are taught. After processing the data in SPSS programme, the next step is analysing it. The data was explained in forms of means and percentage, table, and chart in order to illustrate a better understanding for the acquired data. Nevertheless, the relationship between variables (rebranding and SCGs brand recognition, brand personality, and brand equity) was tested in order to explore their correlation (Chisnall, 2005).

In the secondary research, the contents of advertisings was analysed by textual analysis (Stern, 1996) approach to understand their idea and meaning. In order to do the analysis, advertisings must be viewed as text. McKee (2003:127-131) divides textual analysis in to two types; content analysis and semiotic analysis. Content analysis is quantitative research method that relies on statistic and number. Research practitioners can break down the components of text into countable units (McKee, 2003:127). For instance, text or the coverage content can be counted in percentage to categorise its type. Text in SCGs advertisings will be analysed in order to find the main objective, which SCG attempts to communicate to audience for building its new brand image and brand personality. In contrast, semiotic analysis is the method that text, which includes words, colours, movement, sounds, or images, is broken into a sign or unit of meaning (McKee, 2003:130). Then, the researchers can analyse how they are put together in texts. In addition, Stern (1996) suggests three-step textual analysis. It begins with identification of attributes (language, character, and plot), construction of meaning (genre categorization and rhetorical tactic), and deconstruction of meanings (oppositional binaries, revelation of gaps, and deprivileging privileged voices).

Stern quotes the arguments of Alba and Hutchinson (1987) and Cohen and Basu (1987), that is, identification of attributes is the step that allows advertising researchers to establish categories of advertisings just as marketing researchers establish categories of brands. In other words, advertisings will be classified its formal properties and genres by identifying the components used in them, such as language and character and plot. Genre is considered a major category of text, which is classified into four types; exposition, argument, description, and narration (Brooks & Warren 1972: 44). The next step is construction of meaning. Stern suggests that there is a

connection between understanding the advertisings components and the meaning given to them. After identifying the text, visual, or genre of advertisings, the meaning and the main purpose of them can now be given. Those meaning and purpose might be beyond what the advertising simply states or shows to the audiences. Lastly, deconstruction of meanings is viewed as the most important step since it is to disclose the meaning that might be hidden by the play of language. Stern points out that this step can address the contradictory meanings inherent in language by disassembling the cultural assumptions that a text simultaneously reveals and conceals. It requires deeper understanding in language and culture. The words, images, or symbols might not only imply to one direct meaning, but opposite ones.

Research Quality

The reliability and validity of the acquired data can be influenced by few drawbacks from applying questionnaire. A pilot testing can minimize these problems by conducting to test questionnaire reliability and validity. Saunders et al (2009) stated that the validity and reliability of the research instrument can be provided an opportunity to acquire some assessment by pilot testing. In order to test whether the idea that the methods selected in the research was enough to meet the research objectives or not by identifying the weakness and mistake of the questionnaire. Besides, the actual size of sample can be worked out by the outcome of the pilot testing. Therefore, the questionnaire was customized until the result of tests could be accepted.

A role in checking the reliability of the measurement can be played by pilot study. This is to ensure the reliability of the hypotheses analysis; the questions used in hypothesis are employed to calculate the Cronbachs Alpha. The test result of this can be worked out by SPSS programme.

Cronbachs alpha coefficient is one of the most normally used indicators of internal consistency that is necessitated to check reliability of sampling frame before further developing to the actual sample survey. The Cronbach alpha coefficient of a scale should be above 0.7 (Robson, 2002). The result can be found in the table below.

***Method 1 (Space saver) will be used for this analysis*** RELIABILITY ANALYSIS SCALE (ALPHA) Statistics for Scale Reliability Coefficients N of Cases = 25.0 Alpha = .8026 N of Items = 30 Mean 96.4400 Variance 130.1733 Std Dev 11.4094 N of Variables 30

Table 1: Reliability Analysis Source: SPSS Program

Regarding to reliability the Alpha value is one of the most essential figures. This is, in this case Cronbachs alpha coefficient is .8026. It is valued above .7, thus the scale can be judged reliable with sample.

Limitation

There are some limitations in this study. The researcher found that these was a low response rate from the sample, whose ages are between 28-40 years old and living in Thailand. Moreover, time and cost are also factors that lead to limitation of this study. Therefore, non-probability convenience sampling was selected as an approach of this research.

Ethical Approval

The data collection by all research methods requires respondents personal information, as well as their answers. Ethical approval is required in quantitative research as well. Thus, permission ought to be asked by researcher that the acquired data will be used for particular purposes only (Bell, 1993). Not only is permission required to inform the respondent, the research must inform the about the researchs confidential promise and the research objectives. Moreover, the researcher must ensure that there will be no negative consequence during the research conducting process and including after publishing those acquired data as well (Bryman and Bell, 2007). The participants data should be collected based on their voluntariness (Robson, 2000). It is their rights to terminate the process during the research. After, gathering the data, it must be fairly published in respect of the respondents rights and validity of the work (Denscombe, 2003).

Reference: Bergh, D.D and Ketchen D.J. (2009). Research Methodology in Strategy and Management. Emerald Group Publishing Limited, UK. Robson, C. (2002). Real World Research. Oxford: Blackwell. Saunders, M., Lewis, P. and Thornhill, A. (2009). Research Methods for Business Students (5th Edn.) Harlow: Pearson Education Limited.