Chapter 3 Research methodology
2) Measurements and variables in the study
The first research objective was to identify the main marketing channels for rice farmers in Thailand. The question to meet this objective was ‘what channels did you use and how often did you use the channel
(
s)
during the period of 2011 and February 2014 and after February 2014? The first period represented during the rice pledging scheme (RPS)57
in operation from 2011 to 2014, and the second period related to channel use after the ending of RPS up to July 2016 when survey was conducted. Results were used to analyse differences in channel use before and after the RPS. However, it was recognised by the researcher that the time lapse was short which might affect the significance of the results. Six channels identified in phase one interviews were listed as options. Respondents could also identify other channels used by themselves.
The next objective was to identify factors affecting the choice of market channels by rice farmers in Thailand, drawing on the revised framework. Dependent variables in the study are the intention to choose marketing channels, and past behaviour (marketing channels used currently).
Marketing channel choice behaviour was defined as the selection of channel(s) for selling rice product(s). Classic TPB model would take a two-stage approach to collect information on intention and behaviour. However, this is often very difficult to achieve due to budget limits and time and the practical difficulty of accessing the same participants in both phases. Such concerns might have been one of the reasons that only 8.5% of empirical
studies which applied TPB have measured both ‘intention’ and ‘behaviour’ (e.g., Asadi et
al., 2010; Sutherland and Holstead, 2014; Kazemi et al., 2018). This study followed majority of studies (104 out of 153 articles, see Table 2.1 for details) to study “intention” as the dependent variable, assumed to be the antecedent of marketing channel choice behaviour.
There are eight categories of independent variables (i.e. potential influencing factors). These are the three components of TPB: 1) attitude toward the marketing channel choice, 2) subjective norm, and 3) perceived behavioural control, along with additional variables: 4) trust, 5) the channel relationship, 6) transaction specific variables, and 7) goals and values for selling, and 8) past behaviour. It was proposed that past behaviour may be affected by the preceding 7 variables too.
As mentioned earlier, the relativist and pragmatist view heavily influenced the development of some of the measures. Measures of the key factors related to the TPB used in the survey were adapted from those developed by Ajzen
(
2006)
. Measurements of other factors were developed extant literature and informed by the findings of phase one interviews (reflecting an integration of subjectivism into a quantitative approach). Seven- point Likert scales were used for rate respondents’ opinions. Again, this researcher holds the view that such scale does not measure the ‘absolute truth’ and each individual’s interpretation of a number within the scale is subjective and prone to bias. However, the ordinal scale does provide the opportunity to allow relative comparisons and statistical analysis of causal relationships. The statements of each variable, how to measure, and sources are presented in Table 3.4. A full list of questions in the questionnaire can be found in Appendix C.58 Table 3
.
4 Statements used to measure in the surveyVariables Statements Sources
Dependent variables
Intention
Rate level of likelihood
1) Next crop, I intend to sell to market channel(s) as lists below?
Adapted from Ajzen, 2006;
1= Most unlikely to 7 = Most likely Phetvaroon, 2006
Marketing channel selection behaviour
Rate level of frequency 1= Never to
7 =Frequently use>90 %
1) What channels did you use and how often did you use the channel(s) during the period of 2011 and February 2014 and after February 2014?
Adapted from Hansen et al., 2004; Ajzen, 2006; Phetvaroon, 2006; Interviews, 2015 Independent variables
Attitude toward the marketing channel choice
Rate level of agreement 1 =Strongly disagree to 7 =Strongly agree
1) This channel is a good choice for me 2) Overall, I am satisfied or happy with this
channel Adapted from Ajzen, 2006; Phetvaroon, 2006 Subjective norm regarding marketing channel choice behaviour
Rate level of agreement 1 =Strongly disagree to 7 =Strongly agree
1) Most of my friends who are rice farmers sell to this channel
2) My family thinks I should sell to this channel
3) Rice harvest machine drivers or truck drivers I am in contact with think I should sell to this channel
4) Government officers or head of village I am in contact with think
I should sell to this channel
5) This channel was recommended by mass media Adapted from Ajzen, 2006; Patcheep, 2011; Interviews, 2015 Perceived behavioural control over channel choice behaviour
Rate level of agreement 1 =Strongly disagree to 7 =Strongly agree
1) I choose this channel because I do not have any choice) .Reverse(
2) I can negotiate with this channel. (e.g. price, payment, grading)
3) I have to sell to this channel because I have a contract with them
4) I have to sell to this channel because I am in debt with them. (e.g. loan, repay farm inputs)
Adapted from Bamberg et al., 2003; Ajzen, 2006; Interviews, 2015
59
Table 3
.
4 Statements used to measure in the survey (cont.)Variables Statements Sources
Independent variables
Trust
Rate level of agreement 1 =Strongly disagree to 7 =Strongly agree
1) I choose this channel because I trust this channel
2) I choose this channel because I don’t have to worry about being cheated on weighing scale
3) I choose this channel because I don’t have to worry about being cheated on rice quality assessment 4) I choose this channel because this
channel treated me fairly
5) I choose this channel because this channel had a good reputation 6) In general, I am sceptical of the information I received from this channel (Reverse)
Adapted from Kumar et al., 1995; Interviews, 2015
The channel relationship
Rate level of agreement 1 =Strongly disagree to 7 =Strongly agree
1) I have a good relationship with this market channel
2) I have been familiar with this channel
Tsourgiannis et al., 2008; Interviews, 2015
Transaction specific variables
Rate level of agreement 1 =Strongly disagree to 7 =Strongly agree
1) This channel offered me higher price 2) This channel offered me cash
payment
3) It is cheaper to transport my product to this channel
4) This channel is easily accessible or convenient to me
5) This channel buys any quantity of rice. (buy all or small quantity) 6) This channel buys any type of rice 7) This channel offered me monetary
incentives
8) This channel offered me non-
monetary incentives or good services
Adapted from Kumar et al.,1995; Batt, 2003; Duarte & Davies, 2004; Phetvaroon, 2006; Ajzen, 2006; Zhang & Hu, 2011; Patcheep, 2011; Lu et al., 2012;
Yazdanpanah et al., 2014; Interviews, 2015
Goals and values for selling
Rate level of importance 1 =Not at all important to 7 =Extremely important
Goals of selling
1) Maximising profit by selling at a higher price
2) Maximising profit by minimising cost of selling
3) Enhancing cash flow Intrinsic 4) Having sense of achievement or
self-fulfilment through selling 5) Independence- freedom for selling 6) Family's well-being
Social values
7) Continuing the family tradition 8) Belonging to the farming community
or farmer group Adapted from Gasson, 1973; Interviews, 2015
60
Three types of validity were assessed: content validity, concurrent validity and construct validity (Creswell, 2014). Content validity was partly addressed by using previously established indicators. The adaptations of those measures were only related to research context. Concurrent and convergent validity (Campbell & Fiske, 1959, cited in Creswell, 2014) were established through factor analysis and PLS-SEM outer model assessment. Reliability of the factors was assessed through Cronbach’s coefficient alpha.
3.6.5 Survey procedure and challenges
Survey procedure followed a series of steps. After the approval of the ethics form and the budget, pilot test was conducted, and the questionnaire was revised accordingly. Before conducting the survey, the government officers, who were instrumental in the communications with potential respondents, were contacted.
The next process was the recruitment of survey personnel and fieldwork training. Surveys were conducted following the target sampling size of each village. Thus, possible biases and the challenges were identified. The details of the survey procedures are described in the following sections.