This chapterdescribes acceptable methodologies and techniques to find the answer ofresearch questions have come into thestate of discussion.

Proposed hypothesis or speculation will be debated forappropriate methodology for each research question. In the later part;population size, sampling process, information collection tool, technique andprocess to examine and analyze the data is discussed. The analysis techniques should based on theidea or nature of the research being undertaken and managed comparatively doingselection in the light of biases” (Sogunro, 2001, p. 7).  Hence, at the time of choosing themethodology process many components are taken into survey study for theresearch but the selection of procedure method that is most essential part tobe supposed and examined.3.2Research Design:              Thequantitative and descriptive techniqueis used in this study.

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Thefundamental objective of the research survey within the context of foodindustry; is to investigate and formulate clearunderstanding of the effect of influential factors (such as healthconsciousness, food safety concern, personal consumer traits, situationalfactors and ecological motives) on customer involvement andpurchase intention; explore mediating role of customer involvement between consumptionmotives (influential factors) and purchase intention. To reach the objectivesof the study causal and survey basedwill be used. The design ofthe study is the cross-sectional;data is collected from food user.

Therefore, as based onthe research survey design; the hypotheses and ideas generated by using a, toexamine the factors contributing towards food industry. Research design gives guideline to theresearchers to make aim, idea and perform the survey research that will aidthem to get the outcome.3.2.1 Quantitative ResearchThe data ofquantitative survey is depended on calculated value and it can be verifiedthrough various tests because numeric based information is less near touncertainty of analysis explanation and conclusion (Antonius, 2003). As accordingto Burns and Grove (1993); at the time of evaluating the objectives and area ofthe survey along with the characteristics of population size and design ofsampling in kind, it is noticed that the quantitative techniques is favorableand suitable to adopted to calculate and find out the objective of study.

Thistechnique will approach the detailed analysis of vital questions and issuesformed during the literature review. Therefore, this technique determined thevalues can be analysed without unfairness or bias. There are some characteristics of quantitative researchare given below:            Quantitative methodology’scharacteristics arefollowing below as determined by Burns and Grove (1997:27-30 and 1999:192);Brink and Wood (1998:305):1.

     Quantitativeanalysis is ordinarily concise.2.     Statisticalresearch is performed to assemble and minimize data, scrutinize significantlinkage and identify similarities or/and differences among different set ofinformation data. 3.     Thepopulation sample size should be based on big population; near to 300populations.4.

     Wheremanageable, it elaborates, examines associations and describesinfluence and causality between elements (variables) of study.5.     Measurement’svalidity/confirmation and reliability is pivotal and significant.6.     It elaborates the detailexplanation of characteristics particular individuals/group andsituations.  3.2.

2 Descriptivestatistics techniques:            Descriptive technique helpsto elaborate about basic attributes of the data such as about sample andmeasures in the study. The quantitative description analysis presented in theform of graphics and tables which based on effective data; that can measure abig sample size of population and reduced large data into a brief and concisesummary. This technique basically tells such as, how extensively data isdistributed. The frequencies of the descriptive analysis is based on thevariable; all of value or may group of the values into various categories, suchas, age, gender, education, monthly income. (Trochim, 2006)


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