Research Methodology
RESEARCH METHODOLOGY
This study explores the effect of service quality, pricing, and brand image toward brand preference in the mobile telecommunication service provider in XXX. In additional, this research will identify the factor that leads to why the customer choose the brand. Data collection on the effect of service quality, pricing, and brand image toward brand preference in the mobile telecommunication service provider in XXX is obtained by collecting the information through a questionnaire survey. A self structure questionnaire was developed to collect data from the customer, whereby it has served as primary data to answer the research questions and objectives. The questionnaire consists of 3 parts, each of which contains questions pertaining different parts of the study. Convenience sampling questionnaire was distributed among XXX students who are from DIBS which are in final semester. We choose current users of Mobile Telecommunication Services provider in Malaysia that cover all four mobile operators in XXX which Maxis, Celcom, DiGI and U-Mobile. A convenience sampling method is used to collect data due to time, cost constraints and because of large population of mobile telecommunication services users in the XXX. Even though the sampling method adopted in this study has its limitations but it is assumed that the sample represents the whole population of mobile telecommunication services users in XXX. On 15 February 2012, 110 questioners were distributed and collected; there are 110 valid questionnaire responses it about 100 percent. The survey was conducted mainly via face-to-face customer survey.
RESEARCH DESIGN
Research design is the plan and structure of investigation so conceived as to obtain answers to research questions. It is a plan for selecting the sources and types of information used to answer the research questions.
The basic research design that we used is exploratory research. Exploratory research is undertaken at the beginning of
This study explores the effect of service quality, pricing, and brand image toward brand preference in the mobile telecommunication service provider in XXX. In additional, this research will identify the factor that leads to why the customer choose the brand. Data collection on the effect of service quality, pricing, and brand image toward brand preference in the mobile telecommunication service provider in XXX is obtained by collecting the information through a questionnaire survey. A self structure questionnaire was developed to collect data from the customer, whereby it has served as primary data to answer the research questions and objectives. The questionnaire consists of 3 parts, each of which contains questions pertaining different parts of the study. Convenience sampling questionnaire was distributed among XXX students who are from DIBS which are in final semester. We choose current users of Mobile Telecommunication Services provider in Malaysia that cover all four mobile operators in XXX which Maxis, Celcom, DiGI and U-Mobile. A convenience sampling method is used to collect data due to time, cost constraints and because of large population of mobile telecommunication services users in the XXX. Even though the sampling method adopted in this study has its limitations but it is assumed that the sample represents the whole population of mobile telecommunication services users in XXX. On 15 February 2012, 110 questioners were distributed and collected; there are 110 valid questionnaire responses it about 100 percent. The survey was conducted mainly via face-to-face customer survey.
RESEARCH DESIGN
Research design is the plan and structure of investigation so conceived as to obtain answers to research questions. It is a plan for selecting the sources and types of information used to answer the research questions.
The basic research design that we used is exploratory research. Exploratory research is undertaken at the beginning of