Chapter 3

Research Methodology
3.1 Overview of the Chapter
This study was conducted in order to assess the challenges post by t
he new accounting rules and practices in HK with regards to real estate industry
. To be able to gather the necessary data, the researcher utilized the descripti
ve method, using both qualitative and quantitative approaches. Herein, the chose
n responded were randomly selected from various real estate industry in HK. The
survey methods were the research instruments used for the data-gathering.
The employees of real estate who have been chosen in this study accomplished a s
urvey questionnaire to evaluate the challenges facing the real estate industry i
n Hong Kong. The results of the survey were then processed by computing the weig
hted mean of each survey item. The computed values were compared to the Likert s
cale for data interpretation. Relevant literatures were also used to support the
gathered findings.
The credibility of findings and conclusions extensively depend on the quality of
the research design, data collection, data management, and data analysis. This
chapter will be dedicated to the description of the methods and procedures done
in order to obtain the data, how they will be analysed, interpreted, and how th
e conclusion will be met. This section is to justify the means in which the stud
y was obtained and will help in giving it purpose and strength as it will then b
e truthful and analytical. All these will help in the processing of the data and
the formulation of conclusions.
Specifically, this research will cover the following: the research design and me
thod, the respondents or subjects to be studied (which will include the sampling
method), the data collection instrument, and the data analysis. These will be p
resented below.
3.2 Research Methods
This study utilized the descriptive method of research. As widely accepted, the
descriptive method of research is a fact-finding study that involves adequate an
d accurate interpretation of findings. Descriptive research describes a certain
present condition. Relatively, the method is appropriate to this study since it
aims to describe the present condition of technical analysis as it is used in th
e stock market. The technique that was used under descriptive method is the norm
ative survey approach and evaluation, which is commonly used to explore opinions
according to respondents that can represent a whole population. The survey is a
ppropriate in this study because it enables the researcher in formulation of gen
eralizations. Specifically, two types of direct-data survey are included in this
study. These are questionnaire survey and interviews. Interviews with researche
rs, venture capital practitioners, and other colleagues in the academy were cond
ucted to provide further insight about the results of the survey. The direct-dat
a type of survey is a reliable source of first-hand information because the rese
archer directly interacts with the participants. The questionnaire survey respon
dents were given ample time to assess the challenges facing the real estate in H
K. Their own experiences with real estate in practice are necessary in identifyi
ng its strengths and limitations.
The purpose of employing the descriptive method is to describe the nature of a c
ondition, as it takes place during the time of the study and to explore the caus
e or causes of a particular condition. The researcher opted to use this kind of
research considering the desire to acquire first hand data from the respondents
so as to formulate rational and sound conclusions and recommendations for the st
udy. According to Creswell (1994), the descriptive method of research is to gath
er information about the present existing condition. Since this study is focuse
d on the perception or evaluation of the consultancy firm's effective human reso
urce management, the descriptive method is the most appropriate method to use.
Two types of data were used: the primary and the secondary data. The primary dat
a were derived from the answers respondents gave in the self-administered questi
onnaire prepared by the researcher. In addition, the information obtained from t

he interview also provided primary research data that supported the study. The s
econdary data on the other hand, were derived from the findings stated in publis
hed documents and literatures related to the research problem. These were based
from the recent literatures related to real estate in HK and the factors that ch
allenge it and the accounting rules and practices in HK and the concepts cited b
y the respondents.
In terms of approach, the study employed both qualitative and quantitative appro
aches. The quantitative approach focused on obtaining numerical findings was use
d with the survey method. The interview on the other hand, made up the qualitati
ve approach of the study as this focused on personal accounts, observations, des
cription and individual insights of the respondents. This study employed the com
bined approach so as to overcome the limitations of both approaches.
3.3 Direct-data Survey
Direct-data survey aims on collecting pertinent data about technical analysis. A
ccordingly, direct-data survey is used to reveal the status of some phenomenon w
ithin an identified class of people, organisations, or regions at a particular t
ime through questionnaire and interview to directly collect information (Brubake
r & Thomas, 2000).
The aim of the survey is to obtain pertinent data to achieve the research object
ive. The site of the study was the prime real estate industries and accountants
. Representative samples were taken using a random sampling approach. In this re
search study, the critical examination of the HK government's accounting policy
regarding was made. The responses, observation and approval of the respondents t
owards these policies were gathered.
In this study, the chosen respondents will be selected from industries and other
people who are related to real estate and decision-making. Interview questions
will focus on the research problems and questions. The dissertation used self-ad
ministered questionnaire as the main tool in collecting data from a large number
of respondents.
3.4 Respondents of the Study
The study will have respondents directly from the chosen real estate industries
in HK. This may include managers, accountants and other knowledgeable employees.
All of these participants were selected through random sampling. This sampling
method is conducted where each member of a population has an equal opportunity
to become part of the sample. As all members of the population have an equal cha
nce of becoming a research participant, this is said to be the most efficient sa
mpling procedure. In order to conduct this sampling strategy, the researcher def
ined the population first, listed down all the members of the population, and th
en selected members to make the sample. For this purpose, a self-administered su
rvey questionnaire in Likert format was given to the respondents to answer.
Herein, there were 100 participants for the questionnaire survey and five indivi
duals for the interviews. The respondents were given 5 days to complete the surv
ey questionnaire upon request. After collecting the questionnaires, the response
s will be tallied, computed, analysed, and recorded.
One the other hand, for the personal interviews, most of the interviewees were g
iven time according to their convenience. Choices were given for the interviewee
s who will answer the interview questions, through phone, email, online conversa
tion, chat or personal interview. There were only five participants who were wil
ling and/or had the chance to share their time and talk about their experience i
n real estate.
3.5 Instrumentation
1. Content analysis
Content analysis was done to analyse communications in order to answer two level
the descriptive and the interpretive. Descriptive questions focus
s of questions
ed on what the communication contains. Interpretative questions focused on what
the contents was likely to mean. The process entailed searching through one or m
ore communication to answer questions that an investigator brings to the search

(Brubaker & Thomas, 2000). Content Analysis was used to analyze and interpret th
e interviews.
2. Statistical Treatment
The Likert scale was used to interpret items in the questionnaire. T
hese responses were based on the respondents' assesHK Real Estatent of the curre
nt investment process model. There were instances that the respondents were aske
d to rate the effectiveness of implementing the phases in the investment process
. The range and interpretation of the five-point scale are shown in Table 2.
Table 2
The Five-point Likert Scale
Scale
Range
Interpretation
5
4.01

5.00

Strongly Agree
4
3.01

4.00

Agree
3
2.01

3.00

Uncertain
2
1.01

2.00

Disagree
1
0.01

1.00

Strongly Disagree
Weighted mean was used to measure the general response of the survey samples, wh
ether they agree to a given statement or not.
The formula in computing weighted mean is as follows:
Where:
f
weight given to each res
ponse
x
number of response
s
xt total number of r
esponses
The survey result was analysed with the use of statistical approach and Microsof
t Excel spreadsheets.

3.6 Ethical Considerations

As this study utilized human participants and investigated on real
estate and accounting rules and practices in HK, certain issues were addressed.
The consideration of these issues is necessary for the purpose of ensuring the p
rivacy as well as the security of the participants. These issues were identified
in advance so as prevent future problems that could have risen during the resea
rch process. Among the significant issues that were considered included consent,
confidentiality and data protection.
In the conduct of the research, the survey forms and interview methods were dra
fted in a very clear and concise manner to prevent conflicts among respondents.
People who participated in the research were given an ample time to respond to
the questions posed on them to avoid errors and inaccuracies in their answers. T
he respondents were given a waiver regarding the confidentiality of their identi
ty and the information that they did not wish to disclose. The respondents' coop
eration was eagerly sought after, and they were assured that the data gathered f
rom them would be treated with the strictest confidence, so that they would be m
ore open. This was done with the hope that this would promote trust between the
researcher and the respondents.