CHAPTER 3

RESEARCH METHODOLOGY

This chapter consists of the presentation of research methodology and how

to conduct this research, in order to find results answering the problems as identified
in the research objective. The chapter is composed of topics, as follow:
1. Research Design
2. Population, sampling and sample size
3. Sampling method
4. Research Instrument
5. Data collection
6.Data analysis

3.1 Research Design

Survey research was used in this study to collect data by select sampling
from the foreign students of Burapha University International College to examine two
different factors that influence perceptions of foreign students of BUUIC staff service
quality in five dimensions.

3.2 Population, Sampling, and Sample Size

The samples were selected by random sampling from foreign students who
are studying at Burapha University International College, BUUIC, Chon Buri.
The sample numbers were decided on by referring to Krejcie & Morgan (1970).
According to the population of the foreign students at BUUIC, the total
number of foreign students is 184. Therefore, the sample is equivalent to 123
students.

3.3 Sampling method

From the population of 184 students, the researcher distributed the
questionnaire fairly to all the students as below and were able to collect the filled
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questionnaires responded from different major and academic year of students. The
total respondents received were 123 students.
Total population = 184 students
Sample size = 123 students

Table 1 The numbers of foreign students separate by academic year and program
of the study

Major and Academics Year Total Population Sample size Allotted

Marketing 17 11
Management 21 14
Information System Management 6 4
Logistics Management 17 11
Hotel and Tourism Management 22 15
Human Resource Development 21 14
Business Administration 80 54
Total 184 123

3.4 Research Instrument

In this study the instrument was applied for measuring the key variables in
the framework. Foreign students were asked about their perceptions with a 5-point
rating scale ranging from “Strongly Disagree” to “Strongly Agree” on 23 questions.
The process of constructing the questionnaire is as follows:
Part A: Background Information
The question was adopted to determine the characteristics of respondents
pertaining to their gender, age, nationality, academic year, and program of study.
Part B: Perception of Service Quality
Foreign students’ perception in service quality was a measured questionnaire
developed by the researcher using SERVQUAL framework consisting of 5 dimensions:
tangibles, reliability, responsiveness, assurance, empathy.
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SERVQUAL (Parasuraman, Zeithmal & Berry 1988; 1991, 1985), five range scales
was used to collect the data from the sample. Five-point scales, questionnaire was used to
measure foreign students perception on service quality of staff at BUUIC in this study.
Each question consisted of a statement to better capture the degree of perception.
The higher the score the more important the variables are as evaluative criteria.
5 = Strongly agree
4 = Agree
3 = Neutral
2 = Disagree
1 = Strongly disagree
For determining the range of results, it can be divided to 5 equal ranges of
0.8. SERVQUAL (Parasuraman, Zeithmal & Berry 1988; 1991,1985)
Average mean score between 4.20 - 5.00 are considered as highest service quality.
Average mean score between 3.40 – 4.19 are considered as high service quality.
Average mean score between 2.60 – 3.39 are considered as moderate service quality.
Average mean score between 1.80 – 2.59 are considered as low service quality.
Average mean score between 1.00 – 1.79 are considered as lowest service quality.

3.5 Data Collection

A. Phase I: Pilot Study The data collection was conducted in two separate
phases as follow. In the first phase, the researcher conducted pretest for questionnaire
distributed to 30 foreign students by doing reliability analysis using scale Alpha and
the result generated was 0.913 alphas which are the indication of high
reliability and the validity of the measurement items in the questionnaire.
B. Phase II: Survey research In the second phase, the researcher carried out
field survey by visiting students to distribute questionnaires (see Appendix). The
respondents were given adequate time to answer the questionnaire and return to the
researcher. In most cases, the researcher distributed questionnaires by visiting these
classrooms in person from 21 April, 2010 to 30 April, 2010. 123 persons by
distributing the questionnaire to foreign students who are studying at Burapha
University International College, BUUIC in academic year 2005-2009 separate by
program of study Marketing 11 samplings, Management 14 samplings, Information
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System Management 4 samplings, Logistics Management 11 samplings, Hotel and

Tourism Management 15 samplings, Human Resource Development 14 samplings,
Business Administration 54 samplings.

3.6 Data Analysis

3.6.1 Descriptive statistics were used to analyze the level of foreign
students’ perceptions in overall dimensions service quality.
3.6.2 Inferential Statistics Analysis using One-Way ANOVA analysis was
used to test the relationship between each pair of independent variables and dependent
variables (Hypothesis 1-2).