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Taking a Look at Research Methodology

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CHAPTER 3 RESEARCH METHODOLOGY Chapter 3 discuss about the introductory overview of research methodology. It includes the research design, sampling and location, variable measurement, data collection and data analysis method. 3.1 Research Design For this research, we are using descriptive research and quantitative research. Descriptive research is a survey which objective is to produce an accurate representation of person, event or solution (Saunders, Lewis & Thornhill, 2009). Descriptive is useful in segmenting and targeting the market (Bajpai, 2011). Descriptive research provides the researchers an opportunity to use quantitative data in order to find the data and characteristic about the population or phenomenon that is being studied (Bajpai, 2011). Quantitative research can be defined as research that access causal relationship between variable (Saunders et al., 2009). 3.2 Research Sampling Sampling is useful for the purpose of collect valuable and useful information from population (Bajpai, 2011). Sampling is important and useful because it is less time consuming and less expensive (Bajpai, 2011). In addition, the outcome of sampling is more reliable compare with census because error can be easy to control (Bajpai, 2011). The first stage in sampling process is target population. The target population for this survey is undergraduate accounting student in UCSI University (South Wing) in Kuala Lumpur campus because UCSI students

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