RESEARCH METHODOLOGY 1

BM6043 ADVANCED STATISTICS

SHATESH KUMAR CHANDRAHASAN

MB1412216T

ENCIK ROSLE @ AWANG BIN MOHIDIN

FACULTI OF ACCOUNTING, ECONOMICS AND

BUSINESS
UNIVERSITI MALAYSIA SABAH
2014

Managing green marketing: Hong Kong hotel managers perspective

Eric S.W. Chan

International Journal of Hospitality Management 34 (2013) 442-461

Chan (2013) has come up with a novel study that emphasizes on the
green marketing in the perspective of hotel managers.

Chan (2013) has

highlighted that most of the past research on the green marketing and
managers perspective has been conducted in the automobile industry and
manufacturing company such as cosmetics and toiletries. The author has also
reasoned out that the studies on the hotel managers perceptions of green
marketing strategies are very few and needed to be addressed as the decisions
made by top managers is a vital indicator for hotel performance. The aim of this
study is to examine what hotel managers consider important green marketing
strategies and suggest possible green marketing strategies to hotel marketers.
The primary question that Chan (2013) has arouse is what hotel managers
consider important green marketing strategies? The variable used in the articles
are statement on green marketing (dependent variables) and hotel and
individual-manager

demographic

(independent

variables).

The

dependent

variables are operationalized by using 5-point Likert scale where 1 indicates

strongly disagree to 5 strongly agree. Dependant variable is measure by ordinal
scale meanwhile the independent variable is measured by nominal and ordinal
scale.
The method used is correlational as the author want to determine the
relationship between the green marketing strategies and hotel and individualmanager demographic. The participants are the general managers, sales and
marketing managers and EMS managers at each hotel. The data is not
generalized as the green market strategy is only focus on hotel industry only. The
target population for this study is the people who involved in planning and

implementing green market in a hotel. This data is only useful for people that
involved or engaged with hotel industry.

There are several drawback and limitation in this articles in terms of

methodologies. First of all (Chan 2013) has conducted the research by survey
using self-administered questionnaire but fails to state in this articles whether
the questionnaire is valid or he has carried out validity test to show the reliability
of the questionnaire. Chan (2013) fails to state what type of sampling he is using
and what population he is targeting. This questions rises due to large number of
sample has been used that is 378 respondent. It is quite illogical to have a large
number of hotel managers as he has mention Hong Kong is a small territory.

Chan (2013) has admitted that his findings could be biased as the number
of respondent is very low that is 55 respondents only. Although the sample size
is insufficient, yet the statistical analysis and the interpretation of data has been
recorded well by the author. Chan (2013) has compare each strategy statement
on green marketing according to hotel and individual-manager demographics.
Most of the statement does not show significance difference with the hotel and
individual-manager demographic. Chan (2013) has used the mean value
obtained from the statement to rank the strategy that hotel manager consider
important.

The author also give some good suggestion regarding green marketing to
hotel marketers. There are no surprising findings as this article only identifies the
green marketing strategy and give some suggestions. Due to lack of sample size,

the surprising finding also will be void as the result is arguable and doubtful.
Thus, Chan (2013) describes his research as only an exploratory one that can
arouse the interest of other researcher to investigate further on the issues. Chan
(2013) also cautioned the researcher in using his results as the number of
respondents is very low.
In conclusion, this article has highlighted the importance of good and well
developed methodology in order to obtain a justifiable result. The number of
sample size also very important as it represent the population.

Green marketing' functions in building corporate image in the

retail setting
Eunju Ko, Yoo Kyung Hwang , Eun Young Kim
Journal of Business Research 66 (2013) 1709-1715

Ko et al. (2013) demonstrate the relationship between green marketing,

corporate image and buying intention in the retail setting from customer
perspective. Ko et al. (2013), also explain on the importance of green marketing
as people nowadays are aware of the environment. Thus, it is crucial that a
company to establish their reputation by showing that they care for environment
and sustainability.

Ko et al. (2013), also stated that the topics on the green

business is less focused in Asian as they perceived this topic as Western

phenomenon. The aim of this study is to identify underlying dimensions of
corporate image as perceived by the consumers and to estimate structural
relationship among awareness at green marketing.
The issue discussed in this article is to explore how green marketing can
influence the corporate image and purchasing intention among consumers.
There are two hypothesis has been drawn in the research. Hypothesis 1
emphasize on the green marketing awareness (independent variable) and the
corporate image (dependent variable) meanwhile the Hypothesis 2 highlights the
effect of corporate image (independent variable) and the purchasing intention for
a product at a retailer (dependent variable). The variables are operationalized by
using 5-point Likert-scale by 1 is very unlikely to 5 very likely. The author
also include some demographic data for descriptive purposes. The method used
by this author is correlational where the author finds the relationship between
the independent variables and dependent variables.

Ko et al. (2013) has a well-planned methodology. The rationale of female

respondent is more concerns with environment than men is logical.

Yet, the

samples with more females might not represent the whole population. Thus, I
agree with the limitation pointed out by Ko et al. (2013) that states that the
results of this findings must be used with cautions.

A total of 389 usable

questionnaire were obtained which is sufficient samples to carry out the

statistical analysis. Both the exploratory factor analysis and reliability test has
been carried out to administer the questionnaire. Most of the questions are
reliable as the value of Cronbach alpha is more than 0.8.
The author has summarize the finding very well by starting with reliability
and validity of the questionnaire, then the author has done Structural Equation
Modelling (SEM) to show the relationship between the variables and lastly the ttest has been conducted to test the hypothesis. The findings in Ko et al. (2013)
indicates that green marketing is strongly related the corporate image that
affects the buying intentions of consumers. Although, there are some limitations
to this study that is the sampling (woman and Korean) the findings of this study
is the same as other previous study. This article can be used by researcher in
sampling size calculation where the confident level can be increased to 0.99 as
most of the findings in this articles have a very strong relationship.
In conclusion, this study is very beneficial to the marketers as the author
has identify the key strategic application to the green marketing. The author also
suggested the green marketing can create the social responsibility among people
in Korea. This article is a good example of article that has a good methodology
and validated questionnaire. Researcher who are interested in studying the
green marketing and corporate image can use this questionnaire as it has been
validated. The result and discussion part in this article has been written very
well.