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1.0. Research methodology

1.1 Introduction

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The objective of this research is to identify the variables of social media that has an influence on the UAE higher education HCT ADWC business female student’s decision-making process; second is to identify the relationship between the WOM and social media advertisement. Third the effectiveness of social media advertisement via traditional advertisement. This research attempts to deliver a sharp and enhanced understanding of the influence of social media on the UAE higher education HCT ADWC business female student’s decision-making process. As it occasionally provides a potential vision for companies to recognize the drawbacks and opportunity in the new marketing age (Lee, 2013).

The next part clarifies the selected research method – how the data was collected and analyzed, as well as the assessment of reliability and validity regarding the research (Lee, 2013).

1.2 Research data and data collection

There are two different research methods- quantitative and qualitative, in gathering data for the aim of procurement information from them, to answer the research question or problem (Ghauri & Gronhaug, 2002). Quantitative data is described as the systematic study of phenomena by collecting quantifiable data and presenting statistical, or arithmetical techniques (Bhat, 2016). Whereas qualitative research is described as a method that hubs on getting data within open-ended and informal communication (Bhat, 2016).

For the purpose of this research, quantitative method was approached. A descriptive research was undertaken to meet the objectives of the study with the collection of both secondary and primary data. The purpose of the descriptive research is to describe systematically and accurately the facts and characteristics of a given situation, and document it and to see the relationships between or among selected variables (Dulock, 1993).

Primary data was collected, using a structured questionnaire (see Appendix III) directed to female business students in HCT. Questionnaires were used because they allow the researcher to reach a large number of people in a small period of time and permit the respondent to offer their answers in a free unsupervised setting (Mwaisaka, 2017). This gave the respondent full time to answer all questions without direction or influence by the researcher (Kirklees, 2018). Since the objective of the research focuses on a geographical area; thus the aim of the research methode is to get indivaiduals in altered age clusters within UAE Abu Dhabi in HCT, and the more responses are collected the higher credibility of the findings are (Lee, 2013). Taking the smapling size into consideration the researcher decided that respondents will be selected using nonprobability Convenience sampling because of the easiness and availability, saves time, and money due to the limitation of the timeframe and the distribution tool online (Sedgwick, 2013). Main reason behind choosing a quantitative method is because there has been study’s done by (Lee, 2013) on a similar topic.

Questions of the survey were checked by the researcher supervisor to ensure research validity. In addition, to develop the questions and assured that respondents did not face challenges while answering the questions (Mwaisaka, 2017).

Additionally, reliability of the research ……. (Lee, 2013).

1.3 Research design

Once more, the purpose of the survey is to find out if social media has influence on students in the process of decision making, as well as, the relationship between the word of mouth and the social media advertisement. In addition, to uncover the effectiveness of social media advertisements vice traditional advertisements. The survey was passed out in the shape of questionnaire.

As there was only one chance to gather the data, the researcher had to classify the needed data, and since there has been similar topics done, the researcher designed the questionnaire by adopting and extracting questioner from (Lee, 2013).

The questionnaire was sent out via college e-mail (see Appendix 1) to business female students in HCT ADWC, as well as close connections of the researcher who are students in HCT ADWC, which projected the sample size to be around 30 individuals. Participation was voluntary, and the questions were deliberate in English (Lee, 2013).

1.4 Data Quality- Validity and Reliability

In order to guarantee the validity of the research, before distributing the questionnaire to the aimed respondents, the researcher referred to the supervisor and the questionnaire was examined and sanctioned (Saunders, Lewis, ; Thornhill, 2009).
Analyses and closure of the research are generated upon actual arithmetical truths of the collected data, in order to gain verified and applicable data (Lee, 2013). As for the reliability of the research, it implies to the stability of a certify, and the degree to which the data collection method will return consistent analysis (Saunders, Lewis, ; Thornhill, 2009).
The sample group of respondents was determined to cover as many as possible in order to receive many answers, and finally altogether 65 questionnaires were accomplished in which provides a good range of replies to generate dependable finding and suitable extent upon; thus, reliable conclusion can be made (Lee, 2013).


Bhat, A. (2016). Qualitative research: definition,types, methods and examples. Retrieved from questionpro:
Bhat, A. (2016). Quantitative research: definition, methods, types and examples . Retrieved from questionpro:
Dulock, H. L. (1993). Research Design: Descriptive Research. Journal of pediatric oncology nursing, 154-157.
Ghauri, P., ; Gronhaug, K. (2002). Research Methods in Business Studies, a Practical Guide. Prentice Hall: Harlow: Financial Times. (2018). Questionnaires. Retrieved from
Lee, E. (2013). Impact of socail media on consumer behavior decision making process. Finland: Turku univaersity of applied sciences.
Mwaisaka, F. W. (2017). The influence of social media on the consumer decision making process in the cosmetic industry in nairibi contry, Kenya. Kenya: University of Nairobi.
mwaisakia, F. W. (2017). The influance of social media on the consumer decision making process in the cosmetic industry in nairobia county, Kenya. Nairobi: School of Business University of Nairobi.
Saunders, M., Lewis, P., ; Thornhill, A. (2009). Research Methods for Business Students. Fifth Edition. England: Pearson Education Limited.
Sedgwick, P. (2013). Convenience sampling. London: The BMJ.

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