FOREIGN TRADE UNIVERSITY HCMC CAMPUS

DEPARTMENT OF ECONOMICS AND LAW

---------o0o---------

RESEARCH METHODOLOGY
TOPIC:
FACTORS INFLUENCING THE DECISION
TO VISIT CONVENIENCE STORES (CVS) AMONG STUDENTS
IN HO CHI MINH CITY
Students : Nguyen Hong Diem – 2212535011
Huynh Thanh Loc – 2211535005
Tran Truong Nhu Quynh – 2212535022
Mai Chi Thien – 2212535024
Hoang Thi Thanh Tuyen – 2213535040
Class : K61CLC3
Class Code : KTTE206 – ML190
Teacher : Ph.D. Le Hang My Hanh

Grade (in number) Grade (in words)

Examiner 1’s signature Examiner 2’s signature

Invigilator 1’s signature Invigilator 2’s signature

Ho Chi Minh City, 11th April 2023

 ACKNOWLEDGEMENT
First of all, with the deepest and most sincere affection, please allow our group to
express gratitude to all individuals and organizations that have facilitated and supported
our group throughout the learning process and this research proposal’s completion. Since
the very beginning of this course, not only our group but the whole class has received a
lot of help from our teachers and friends.
With the most sincere gratitude, our team would like to acknowledge Ms. Le Hang
My Hanh, who has conveyed precious knowledge to us throughout the course. Thanks to
your instructions and suggestions, our research study can be perfected with such ease.
Once again, our group would like to show appreciation to Ms. Hanh and the
departments of Foreign Trade University Ho Chi Minh City campus that have directly
assisted and made possible our journey and the completion of this research proposal.
As freshmen, we are still inexperienced so it is impossible to avoid shortcomings
and we look forward to your guidance so that our knowledge and self-discipline can be
enhanced.
Yours sincerely,
Group 9

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 TABLE OF CONTENTS
I. ABSTRACT .................................................................................................................. 5
II. INTRODUCTION .................................................................................................... 5
III. LITERATURE REVIEW ........................................................................................ 7
1. Definition................................................................................................................ 7
2. Previous Studies .................................................................................................... 7
3. Literature Gaps ..................................................................................................... 8
IV. RESEARCH AIMS AND OBJECTIVES ............................................................... 9
1. Aims ........................................................................................................................ 9
2. Objectives ............................................................................................................... 9
V. RESEARCH QUESTIONS AND HYPOTHESIS .................................................. 10
1. General Convenience .......................................................................................... 10
2. Commodity Selection Convenience ................................................................... 10
3. Staff ...................................................................................................................... 10
4. Parking Convenience .......................................................................................... 11
5. Location and Opening Time............................................................................... 11
VI. RESEARCH METHODOLOGY.......................................................................... 12
1. Qualitative Method ............................................................................................. 12
2. Quantitative Method ........................................................................................... 15
2.1. Survey ................................................................................................................ 15
2.2. Data Analysis .................................................................................................... 16
VII. EXPECTED RESULTS AND RECOMMENDATIONS ................................. 16
1. Expected Results ................................................................................................. 16
2. Recommendations ............................................................................................... 17
VIII. TIMESCALE ....................................................................................................... 18
REFERENCE.................................................................................................................... 20
APPENDIX........................................................................................................................ 23

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 I. ABSTRACT
This research proposal aims to investigate the factors influencing students in Ho Chi
Minh City to visit CVS. The study will focus on five primary variables, including general
convenience, commodity selection, staff, parking convenience, location, and opening time.
The research will use a mixed-methods approach, including both qualitative and
quantitative data collection methods. The quantitative aspect of the study will involve a
survey of 175 students across various universities in the city, while the qualitative
component will involve collecting sub-components of these variables based on secondary
data. The survey will be conducted using a structured questionnaire. The data collected
will be analyzed using SPSS software. The findings of this research will contribute to a
better understanding of the factors influencing students' habits in CVS in Ho Chi Minh
City.
Keywords:

II. INTRODUCTION
The transition from a centrally planned economy to a market orientation one in
Vietnam these days has had a significant impact on the retail industry. Convenience stores
currently become one of the retail distribution platforms with outstanding speed, for the
reason that the pace of urban life becomes more dynamic as well as Vietnamese people's
income is higher and higher. Even though traditional stores, also known as "organized
bazaars" or "wet markets", account for an overwhelming portion of total sales (Amcham
Vietnam, 2010), the modern distribution channel is witnessing a much faster growth rate
and an increasingly larger amount of customers. Retail services in general and
convenience store services are increasingly flourishing in Vietnam's modern economy.
Specifically, according to the General Statistics Office, their revenues in 2017 and 2018
reached 119 and 130 billion USD, respectively. With the continuous diversification of
convenience store brands, by 2018, the number of convenience stores has surpassed 1114
stores only in HCMC. Specifically, according to data from Nielsen VN, the growth rates

5
of this business category were recorded to increase year by year: 34.4% in 2014 and 75%
in 2015.
More and more foreign retailers are investing extensively to open convenience
stores in the Vietnamese market, such as GS 25 (Korea), Family Mart (Japan), B'smart
(Thailand), and 7-Eleven (US)... Ho Chi Minh City is also an attractive location for
traveling and studying, so the prevalence of CVS will enhance the satisfaction of
foreigners and locals. The domination of the young population, more specifically, students
in HCMC constitutes a great volume of consumers in convenience stores, especially at
Shop&Go and Circle K (Nielsen, 2015). In urban cities like HCMC, grocery stores, one
type of traditional retailer, tend not to conclude sufficient types of products or incorporate
ready-to-eat food and other essential items. As university students, convenience stores
allow us to meet emergent situations and many everyday demands.
Hence, retailers need to discover the purposes or factors encouraging this group's
purchase decisions in such favorable shopping destinations. This research endeavors to
take a deeper insight into the field of convenience stores in correlation with a student
group in HCMC. Most previous studies referred to inhabitants or HCMC citizens overall,
which is relatively general. As a fact that numerous convenient stores are appearing
mainly around universities and schools, the scope of this research is limited to those
studying there to gain more information related to their satisfaction and demand when
visiting CVS. On a contrary, residential and areas without schools have few modern stores
when local people are more inclined to choose the traditional markets like in the past.
Besides, in locations surrounding schools and student accommodation, a myriad of
dynamic activities are taking place within a long period of daily time (can be up to 24
hours). Consequently, constant shopping purchase among this group is of high priority.
This research is thoroughly carried out to consistently and effectively address the
aforementioned research gap.

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 III. LITERATURE REVIEW
1. Definition
Although the wording of the definition of a CVS may vary from country to country,
the concept is generally the same. According to the National Association of Convenience
Stores (NACS) of the US, a CVS is a retail establishment that offers customers a variety
of goods and services (most frequently food and fuel) quickly and handily. Comparably,
Clause 10, Article 3 of Decree 09/2018/ND-CP in Vietnam recognizes that a CVS is a
retail establishment of fast-moving consumer items, such as food and beverages,
medications, and domestic goods for everyday activities. According to Industry and Trade
magazine (2019), CVS's key characteristic is that its business model is consistently
updated. The business owner can build a CVS as long as he has a minimal investment and
a sensible spending budget. Because these establishments can be found every 500 meters
on a single street, their point of sale is continually growing. Also, it offers facilities and
products befitting the phrase "convenient," as well as 24-hour customer service, a neat
shopping area, and staff that move quickly.
2. Previous Studies
CVS has unquestionably grown quickly in the Vietnam retail industry in recent years.
Because of the busy university life and the limited time for buying, Vietnamese
consumers frequently purchase groceries at CVS chains like Circle K, 7-Eleven, GS25,
and Ministop. Notably, students have grown to be a significant portion of CVS's customer
base thanks to their enormous purchasing power. Dam (2020) examined how various this
group behaved when making purchases in this market and the degree to which ease, shop
design, price, and technology influenced those behaviors.
First, the research of Tran and Le (2020) investigated the relationship between
product quality, service quality, perceived value, customer satisfaction, and behavioral
decisions. Results showed that product quality has a significant, positive influence on
customer decisions and perceived value directly influences customer choices. Service
quality easily attracts more customers, and retailers should have clear processes,
procedures, and criteria to attract more customers. Similarly, a survey questionnaire by
7
Hassan, Abaid, and Mohsin (2015) found that the primary factors discovered through
early research and literature analysis included convenience, diversity, product quality,
prices, and store loyalty.
Meanwhile, Dam (2019) conducted empirical research on the effect of brand image
and perceived value on customer decisions at CVS in Vietnam. Using PLS-SEM and
Smart PLS software, the findings revealed that brand image had a significant positive
effect on their decisions. Specifically, the study purpose of Hoang and others (2020) is to
pinpoint the aspects of brand equity that have an impact on consumers' plans to make
purchases at CVS in Ho Chi Minh City and to quantify those effects. They used data from
200 valid surveys with four components - perceived quality, brand loyalty, brand
association, and brand awareness - to perform group talks, expert interviews, and data
analysis. According to the findings of the exploratory factor analysis (EFA), all four
factors positively impact a customer's intention to purchase at a CVS, with the brand
association factor exerting the greatest influence.
Besides, an essential factor influencing customer purchasing behavior and a key
element in the creation of a store's retail image is the layouts of the CVS. Because they
have a significant impact on in-store movement designs, the purchasing atmosphere,
consumer behavior, and organizational efficiency, well-designed store layouts are
essential (Behera and Mishra, 2017). Some customers will leave a business in pursuit of
one that offers faster, more efficient, and superior services if CVS's layout is inconsistent.
Greater consideration given to store layout can result in significant gains in terms of sales,
client loyalty, and eventually turnover (Clark, 2003). Consumers have complaints about
CVS's layout, according to the results of Tshepo (2021). The main factors causing this
discomfort have been identified as the store's look, product display, shopping environment,
in-store service, and accessibility.
3. Literature Gaps
First, the selected variables in Dam (2019) are still broad and abstract. As varied
customers have different groups of characteristics, the influencing factors and ways of
impact are also fluctuating. The chosen variables contain specialized terms that are too
8
complicated for generic respondents and audiences to understand such as "Perceived
value”. Meanwhile, our article particularly focuses on analyzing the influence on students,
that's why the variables are more specific, detailed, familiar, and closer to everyday
school life. Second, while the purposes of visiting CVS nowadays are becoming more and
more diverse in forms such as shopping, dining, group study, etc., Nguyen (2019) only
unilaterally analyzed the shopping factor without comprehensively exploring other
aspects. Finally, in terms of definitions, Kuc’s study (2021) defines CVS in foreign
countries, not Vietnam although both are a bit different based on each culture. Also,
concerning the introduction sect, it should mention the growth of the convenience store
industry in Vietnam and the impact of the transition to a market-oriented economy on the
CVS industry.

IV. RESEARCH AIMS AND OBJECTIVES

1. Aims
The study aims to identify and evaluate the extent of the influences shaping students’
choice of CVS. Also, it provides readers with information about the relationship between
students’ selection of CVS and the stores’ elements.
2. Objectives
Several objectives of the research:
- To identify the most prevalent impacts on students of HCMC to visit
convenience stores.
- To clarify the determinants that impact the decision-making of HCMC students
to buy products at CVS.
- To investigate the impact of convenience and proximity on their purchasing
behavior.
- To examine the effect of promotional tactics, such as discounts and loyalty
schemes, on these students’ habits.

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 - To provide recommendations and beneficial data for convenience stores on
how they could optimize their merchandise selection, pricing, and promotional
techniques to better meet the demands and preferences of HCMC students.

V. RESEARCH QUESTIONS AND HYPOTHESIS

1. General Convenience
This study's General Convenience trait is regarded as being extremely significant.
Because of the handy seating and free wifi, many students prefer CVS for their shopping
(Viet Hung, 2018). According to the qualitative study findings, consumers do not value
these CVS because they do not offer general convenience. To better serve their customers'
requirements, CVS systems should build more perks for consumers (Nguyen et al., 2019).
Therefore, when surveying in Ho Chi Minh City, this study proposes the hypothesis:
H1: General Convenience has an influence on students' decision to visit CVS
2. Commodity Selection Convenience
Although the attribute of Commodity Selection Convenience is assessed to be of
high importance to consumers when shopping at CVS, there are still many CVS systems
where the selection of goods is not easy. Consumers still have to ask employees about
where the item to buy is placed. On the contrary, only a few understand the way to exhibit
a CVS to draw a customer's attention, hence, the more they go, the more they feel
comfortable while strolling to find the goods they want. Therefore, CVS systems need to
arrange and display goods better to make it easy for consumers to search (Nguyen et al.,
2019). Thus, during the survey in Ho Chi Minh City, this study recommends the
hypothesis:
H2: Commodity Selection Convenience has an influence on students' decision to
visit CVS
3. Staff
Staff is an important attribute. CVS staff perform a variety of tasks involving
managing the cashier, welcoming guests, assisting individuals in finding items,
performing record-keeping, reloading display cases, and keeping the shop neat and

10
sanitary. Nguyen (2019) points out that there are still differences in customer service
quality assessments between systems. Therefore, CVS systems should have training
programs such as primary safety, medical treatment, fire prevention, and accidents
involving slippery floors to improve the quality of customer service. Therefore, when
surveying in Ho Chi Minh City, this study proposes the hypothesis:
H3: Staff has an influence on students' decision to visit CVS
4. Parking Convenience
Parking Convenience is one of the features that drive retention of customers and
repurchases in one CVS (Joesri Mohamad Saber, 2017). Nevertheless, many of their
systems have a small area, so there is not much space for customers to park. CVS should
have additional areas to make it easier for shoppers to park (Nguyen et al., 2019). As
stated by Innes, Ircha, and Bacloe (1990), one of the most significant variables
influencing students’ destination options is the availability of parking. Shaffer and
Anderson (1985) investigated the style and the issue of parking convenience availability
more thoroughly. Customers are worried about parking issues including accessibility and
security. Thus, during the survey in Ho Chi Minh City, this study recommends the
hypothesis:
H4: Parking Convenience has an influence on students' decision to visit CVS
5. Location and Opening Time
Nguyen's research results (2019) show that Location is a very important attribute
for consumers when choosing a convenience store. Retailers should expand the system of
many stores to be able to make customers easily access convenience stores with
convenient locations, close to home, work, and school ... Vinmart+ is considered the
leader in the number of convenience stores in Vietnam when the number of stores reaches
more than 800, outperforming many other competitors such as Circle K and Shop&Go
(Viet Hung, 2018).
Opening Time assists in providing a customized experience without being time-
consuming or holding them up due to a lack of interaction. The student receives accurate
information regarding when to obtain services. This instills trust and certainty in offerings,
11
increasing the likelihood that they will return in the future (Nuacom, n.d.). Therefore,
when surveying in Ho Chi Minh City, this study proposes the hypothesis:
H5: Location and Opening Time have an influence on students' decision to visit CVS

VI. RESEARCH METHODOLOGY

In this study, a mixed approach of qualitative and quantitative research methods is
applied.
1. Qualitative Method
Qualitative research is aimed at discovering, adjusting, and supplementing the retail
attributes of convenience stores. In the qualitative method, questions about influences on
the students’ decision to visit CVS are collected through a number of past research on this
topic:
Table: Selected Variables
No. Label Variables Sources
General Convenience
There are good supporting services for students' Nguyen and Phan
1 GE1
studying and group gathering (especially at night) (2019)
Stores are fully equipped with an internet
Nguyen and Phan
2 GE2 connection, power outlets, water heaters, microwave
(2019)
ovens, etc.
Stores offer large rooms, comfortable tables,
Nguyen and Phan
3 GE3 congenial atmosphere for working, studying, and
(2019)
meeting groups
The shopping environment is welcoming, warm, and Nguyen and Phan
4 GE4
has a youthful vibe that is ideal for students (2019)
It's a place to have meetings with relatives, friends, Nguyen et al.
5 GE5
or co-workers (2019)
Nguyen et al.
6 GE6 It's a place to pass the time, chill out and relax
(2019)
There are gift-giving policies, discounts on holidays, Dabholka et al.
7 GE7
or special days of the year (1996)
Automatic payment system processes transactions Dabholka et al.
8 GE8
rapidly (1996)
9 GE9 The store is impressively and eye-catching Dabholka et al.
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 decorated, consistent with brand identity (1996)
Dabholka et al.
10 GE10 The restroom is clean and spacious
(1996)
Commodity Selection Convenience
There are various products of many types and easy to Grace and Lukoma
11 CSC1
choose (2011)
There is never a scarcity of commodities, and they Grace and Lukoma
12 CSC2
always satisfy demands (2011)
Goods are provided with clear origin information Grace and Lukoma
13 CSC3
and trustworthy suppliers (2011)
Durability, safety, and hygiene requirements of Grace and Lukoma
14 CSC4
products are guaranteed (2011)
Items, food, and drinks are available in the shop and Nguyen and Phan
15 CSC5
are adjusted by student preferences (2019)
Instant food can be easily reheated, consumed on- Nguyen and Phan
16 CSC6
site, or taken away (2019)
Nguyen et al.
17 CSC7 There is a clear listing and fixed pricing
(2019)
There is suitable store arrangement, scientific
Nguyen et al.
18 CSC8 product classification, easy-to-find products on
(2019)
demand
The price is reasonable, not higher than the market
19 CSC9 Nguyen (2017)
price, and is suited for student budgets
There are many different suitable levels of prices to
20 CSC10 Nguyen (2017)
choose from
Staff
Staff members are kind, well-groomed, and Dabholka et al.
21 S1
professional (1996)
Staffs are always enthusiastic and willing to assist Dabholka et al.
22 S2
customers (1996)
Dabholka et al.
23 S3 Staffs are always pleasant and welcoming
(1996)
Dabholka et al.
24 S4 Staffs provide quick and punctual service
(1996)
Staff members are fully aware of the products and Dabholka et al.
25 S5
services available in the store (1996)
Parking Convenience
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 Nguyen et al.
26 PC1 It is easy to find a parking lot
(2019)
Nguyen et al.
27 PC2 Parking is free of charge
(2019)
Dabholka et al.
28 PC Parking space is safe and reliable
(1996)
Security personnel commits to supporting the Dabholka et al.
29
parking service (1996)
Dabholka et al.
30 There are surveillance cameras for parking space
(1996)
Location and Opening Time
The store is conveniently located close to residential
Zhafira et al.
31 areas and schools, which makes stores easily found
(2013)
and accessible
Newspapers, social media, websites, and other forms
Zhafira et al.
32 of media are all used to advertise their location and
(2013)
operating hours
Zhafira et al.
33 Operating hours meet students' demands
(2013)
Zhafira et al.
34 Working hours are fixed (24/7), even on holidays
(2013)
Zhafira et al.
35 Shops are densely distributed around schools
(2013)

The results of the variable selection will be recorded in the model below for later
analysis to sort out the final retail attributes of the convenience store to be used in the
survey:

General Convenience H1

Commodity Selection STUDENTS’

H2
Convenience
DECISION
TO
Staff H3
VISIT
Parking Convenience H4 CVS
14

Location and
H5
Time Opening
 Figure: Proposed Research Model
2. Quantitative Method
2.1. Survey
Likert scales are ordered scales that allow respondents to choose an option that
aligns with their view, commonly used to measure attitudes by asking the extent to which
respondents agree or disagree with a particular statement. They are valuable in assessing
attitudes, beliefs, and behaviors, but not suitable for assessing attributes such as age, race,
and income. Examples of using Likert scales in public health evaluation include
evaluating partnerships, conducting needs assessments, and assessing public knowledge
and awareness of a campaign. Overall, Likert scales are important for measuring attitudes
in survey research and public health evaluation (Losby and Wetmore, 2012).
In the survey questionnaire, CVS attributes are measured on a 5-point interval scale
of the question “To what extent do you agree with the following factor” where 1: strongly
agree 2: agree 3: neither 4: disagree 5: strongly disagree. The retail attributes collected
from the theoretical and qualitative studies are presented in the Table above. The sample
size for this is 175 students. The age of interviewee is 18 years or older. The selected
people are students who have used to shop at convenience stores such as Circle K, 7-
Eleven, and Ministop, etc.
The selected sample is in Ho Chi Minh City because this is a big city in Vietnam and
has many convenience store systems. The research paper aims to target the demography
of students studying and residing in Ho Chi Minh City due to a plethora of convenience
stores concentrated in university and school areas. Such individuals, particularly those
living far from their parents, possess a critical need for immediate sustenance. The
majority allocate their time towards studying or engaging in social activities and barely

15
have the time to cook meals or shop at conventional markets. As a result, it is imperative
for these outlets to give due consideration to this specific group of consumers.
For online surveys, we use Google Forms to create questionnaires. In this, we build
2 filtering questions to identify the right students who are students and who have or are
using products/services at 24-hour convenience stores in Ho Chi Minh City.
The study uses a survey of 40 questions, of which 35 questions belong to 5
components: General Convenience, Commodity Selection, Staff, Parking Convenience,
Location and Opening time, and 5 questions are related to background information.
Regarding the research sample size, to ensure representativeness and reliability, at
least 5 samples are needed for each observed variable. Therefore, for 35 independent
variables, the sample size should be at least 35 x 5 = 175 samples. By the method of
sampling convenience - non-probability, we have obtained 175 suitable samples to serve
the research topic.
2.2. Data Analysis
To ensure appropriateness and effectiveness in the process of explaining research
results, the chosen method is descriptive statistical analysis. Specifically, the process
involves the following steps:
- creating a frequency table and calculating the percentage ratio;
- deriving indices and values and arranging them in order;
- and creating graphs and charts to visually represent the research data.
The data processing technique involves using SPSS software to ensure accuracy, and
convenience in processing, encoding, creating variables such as frequency, percentage
ratio, median value, and mode value, and drawing charts and graphs to facilitate reference
and evaluation of the research.

VII. EXPECTED RESULTS AND RECOMMENDATIONS

1. Expected Results
To gain a thorough understanding, the research proposal aims to investigate the
factors affecting HCMC students' purchasing behavior at convenience stores. It is

16
expected that several key factors will be identified, including convenience, product
availability, price, and product variety. The study will also explore how demographic
variables such as age, gender, and income level may influence students' purchasing
decisions. The research is expected to provide insights that will help convenience store
owners and marketers better understand students' behavior and preferences, and develop
effective marketing strategies to meet their needs. It is anticipated that convenience will
be the most important factor in students' purchasing decisions, as they tend to prefer
stores that are easily accessible and offer a quick shopping experience. Product
availability is also expected to be a significant factor, as students often prioritize stores
that carry a wide range of products that meet their immediate needs.
Ultimately, the findings of this study will contribute to the existing literature on
consumer behavior and provide valuable information for businesses looking to enhance
their profitability in the highly competitive convenience store industry as well as assist
marketers to improve their offerings and targeting student consumers more efficiently.
2. Recommendations
CVS should sort items into different categories and respective shelves for selection
comfort. These shelves should be arranged in aisles, facing each other, allowing visitors to
have a good view of the whole CVS. Arranging items in the store based on their duration
of the life cycle is a fantastic approach. The middle lineup comprises things of ordinary
lifespan (typically 1 to 2 months) such as spices, tea, and coffee, as well as some types of
snacks. Products that are short-dated, such as sweet water, snacks, rubber candy, ice
cream, and fresh items, are located near the door. Important items on customers' shopping
lists like laundry powder, soap, and toilet paper should be pushed deep behind in the store
to allow consumers to explore other products in the middle and provoke their impulsive
buying, making them stay as long as feasible. Meanwhile, promoted or discounted
products should be placed on top and newly released items should be located in the front
to draw attention upon entrance. This arrangement is viewed as a beautiful technique of
exhibiting items that most CVS should utilize to assure consumers' regular consumption
patterns. If a student contacts you after hours, you may tell them when to call back or
17
even ask them to leave a voice message with their needs. In this manner, you may avoid
losing consumers by calling them back during the opening hours. You may notify your
customers of any changes to your CVS's opening hours, especially during the holiday
season. This keeps your clients informed about your company's operating hours, ensuring
that they don't miss out on any crucial services.

VIII. TIMESCALE
This study is expected to take approximately seven weeks to complete (from the first
week of March 2023 to the end of April 2023), with the following timeline:
- The 1st and 2nd weeks: Focus on completing the research design and planning.
- The 3rd week: Search, capture, synthesize the previous research, and finalize
the literature review.
- The 4th and 5th week: Select variables; organize and administer the
questionnaire in the Data Collection stage.
- The 6th and 7th week: Concentrate on the data statistics.
- The last week: Write up the remaining chapters and submit the final research
paper.
The detailed timescale will be presented carefully in the Gantt chart below:

18
 RESEARCH PROPOSAL TIMELINE
MARCH APRIL
STAGE TASK WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 1 WEEK 2 WEEK 3
S M T WT F S S M T W T F S S MT WT F S S M T W T F S S M T W T F S S M T WT F S S M T WT F
Select potential topics
Determine
research

Preliminary research: sufficient data sources and

topic

references?
Formulate an obvious topic
Refine the topic into research questions and
research
Specify

objectives
topic

Clarify research aims

Clarify research objectives
Seek appropriate literature
Research design

Develop the research design

Devise the research approach
Draft research strategy and method
Review secondary data
Reading previous literature in detail
Literature

Capture and synthesize relevant literature

review

19
Find the hypothesis
Draft literature review
Proofreading and finalize
Discuss suitable variables in previous study
collectio Methodology

Identify final variables

Select and prepare methodology
Organize the questionaire
Pilot test and revise all the questions
Data

Enter data into the computer

n

Administer the questionaire

Analyze the data
analysis
Data

Double check on the data

Draw a conclusion
Give the discussion
Write up remaining sections
Write up

Submit to tutor and await feedback

Revise draft, format for submission
Complete reference list and add in appendix
Final proof-read and re-write
Finish
up
Print and bind
Submit
 REFERENCE
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APPENDIX

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