This research is a case study where the researcher will use qualitative research as the selected approach

This research is a case study where the researcher will use qualitative research as the selected approach. This approach is considered suitable for this study as it allows accessing the subjective views of respondents. According to Krippendorff (2004), qualitative content analysis is more informational, paying close attention to relatively small chunks of texts (p. 17). Based on Daymon and Holloway (2002), qualitative research helps researches to have better understanding on social processes and the context they are in.
3.2.1 Rational for Choosing the Approach
The rationale for choosing the approach is because this study will be fully done in qualitative approach. Plus, the researcher will prepare a few questions just for the interview sessions and from that, the researcher will analyse and collect the data. Besides that, this study will be a case study because it is mainly a descriptive type of study.

Cluster sampling technique will be used to conduct the qualitative research. In this research, the respondents would be public relations practitioners of AirAsia.Berhad. qualitative approach also does not need a large sample population thus only a sample was chosen by probability cluster sampling (Enxhi, Sarah Yong; Tan, Bee Hoon; Yong, Mei Fung;, 2012). Around six to eight public relations practitioners of AirAsia.Berhad will be used for this research.

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Questionnaires which consist of open-ended questions will be used to collect data for this study where it will be divided into two sections, section a consist of general information and demographics meanwhile section b consist of questions measure the influence of social media on practice of public relations in AirAsia.Berhad.
Although this method has its strength, the weakness of this method would be on the clarity and deep information or meaning desired to be told by the respondent. To overcome the weakness in-depth interview will be used to generate data from respondents. It will be easier to generate detailed information about respondent’s thought.
Besides that, the conversation during the interview session will be audio-recorded as it can be analysed thoroughly as it can be played many times. To overcome the weakness of this recording which is noise disturbance from surrounding, the interview session will be conducted in a meeting room or a closed room to avoid distractions.

According to, analytical approach is similar to formal analysis where this analysis is used to break down a problem down into elements necessary to solve it. In this research, thematic analysis will be the most suitable approach because this study uses qualitative research method in order to collect data. As according to Braun and Clark, 2006, thematic analysis is widely used in qualitative research as it is a method to identify, analyse and report patterns within data.

In qualitative studies, this concept is more obscure because it is put in different terms. According to, since qualitative researchers do not use instruments with established metrics about validity and reliability, it is pertinent to address how qualitative researchers establish that the research study’s findings are credible, transferable, confirmable, and dependable.
Credibility is the how sure the qualitative researcher is in reality of the research study’s findings. This comes down to the topic of “How would you realize that your findings are valid and precise?” Qualitative researchers can utilize triangulation to demonstrate the exploration study’s discoveries are sound.
Transferability is the manner by which the qualitative researcher exhibits that the research study’s findings are material to different settings. For this situation, “different settings” can mean comparable circumstances, comparative populaces, and comparable phenomena. Qualitative researchers can utilize thick depiction to demonstrate that the research study’s findings can be pertinent to different settings, conditions, and circumstances.
Confirmability is the level of neutrality in the research study’s findings. At the end of the day, this implies the findings depend on members’ reactions and no potential bias or personal inspirations of the researcher. This includes ensuring that researcher’s bias does not skew the explanation of what the research participants said to fit a specific account. To build up confirmability, qualitative researchers can give a review trail, which features each progression of information examination that was made keeping in mind the end goal to give a method of reasoning to the choices made. This builds up that the research study’s findings precisely depict members’ reactions.
At last, dependability is the degree that the examination could be repeated by different researchers and that the findings would be steady. At the end of the day, if a man needed to imitate your study, they ought to have enough data from your research report to do as such and acquire comparable findings as your research did. A qualitative researcher can utilize request review so as to build up dependability, which requires an outside individual to audit and inspect the research procedure and the information examination keeping in mind the end goal to guarantee that the findings are predictable and could be rehashed.

In conclusion, in this chapter the researcher explained type of approach will be used which is the qualitative approach for the case study, the sampling where clister sampling will be used, data generation methods and procedures, analytical approach which is the thematic analysis and lastly a trustworthy study which are the credibility, transferability, dependability and confirmability.


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