Chapter 3 Methodology

Chapter 3

Methodology

3.1 Data collection

Primary data has been collected from two firms engage in philanthropic activities one is Ufone and other is Tapal Tea.

This chapter includes research methodology, time frame of study, research instrument discussion, sample and statistical tools discussion, participant response rate, theoretical frame work, and reliability scale. Methodology used for data collection is questionnaire which is our research instrument.Furthermore, the statistical tools we have used for the analysis and interpreting the data which are regression analysis and co-relation analysis. Through co-relation analysis we have indentified the theoretical frame work and found the relationship between the dependent and independent variables. In addition, through this methodology we also identified the response rate which is briefly explained below.

3.2 Research design

This research design illustrates that to conduct this report we have used following methodology, procedures and statistical tools for analysis. Methodology includes Likert scale questionnaire. Procedure includes formal collection of data from the respondent.

3.3 Research instrument discussion

The Likert scale questionnaire is designed for collecting the data from the mention organizations i.e. Ufone and Tapal Tea in Peshawar, Pakistan. Furthermore, this questionnaire is distributed among the employees of both organizations. Questionnaires distribution will base on the sample size of employees.

3.4 Sample and statistical tools discussion

This research is focused on the Ufone and Tapal Tea Peshawar. So Ufone and Tapal Tea Peshawar is the sample size, from where we have conducted both primary and secondary data. The data has collected from 20 employees of each firm. The data collection has done through Likert scale questionnaire.

Furthermore, to analyze the collected data, it is important to use the mathematical and statistical instruments for findings and conclusion. Following techniques are used:

• Regression analysis
• Co-relation analysis

3.5 Participant response rate

The number of participants who contacted was 150 and the number of complete survey was 200as well. So all of them respondedto the questionnaire, hence the response rate is 75 %.

3.6 Theoretical Framework of the Study

The theoretical frame work of the study includes all those variables that are identified along with co-relation after applying the statistical tools. The customer loyalty of Ufone and Tapal Tea, motivation of employees and the customers, loyalty of customers and employees, image and Firm’s Reputation in the eyes of stake holders are the dependent variables of this study. In contrast the independent variables are the philanthropic practices of Ufone and Tapal Tea, which includes health and education. We identified in this study the relationship among above variables. On the basis of these variables, we compared the contributions of both the firm in the end. Finally, on these grounds we provideda conclusion and recommendations to the report. pdf

There are two variables discussed in this study, i.e. dependent and independent variables. The below figure shows the variables inside the figure undependable variable is shown and the rest are dependable.

3.7 Reliability of scale

The below table shows the reliability of the data collected from the both firms.The following scales show that the data collected Ufone and Tapal Tea is reliable and respondents answered accurately. Because the variables are exceeding from 70% which is the standard of acceptance for reliability

Table I-A:

Reliability of Scale (Ufone):

S.No	Variables	Cronbach’s Alpha
1	Perceived philanthropic involvement	0.725
2	Customer loyalty	0.959
3	Firm’s Reputation	0.797
4	Brand Image	0.823

Similarly the above table and calculations also suggest that the responses given by UFONE employees are reliable and accurate.

Table I-B:

Reliability of Scale (Tapal Tea):

S.No	Variables	Cronbach’s Alpha
1	Perceived philanthropic involvement	0.845
2	Customer loyalty	0.875
3	Firm’s Reputation	0.792
4	Brand Image	0.730

The above table and calculations suggest that the responses given by Tapal Teaemployees are reliable.