Chapter III: RESEARCH METHODOLOGY

3.1 Data Collection and Research Approach

The survey research was conducted by researcher. An online survey questionnaire is designed and distributed randomly to target respondents, who are undergraduates in the Royal University of Phnom Penh, Kingdom of Cambodia. The questionnaire is classified into three major parts. The first part of the questionnaire contains the background information of RUPP’s undergraduate students. In the second part, questions were asked to obtain respondents' knowledge and personal perspective toward life insurance.
Respondents were asked to respond to each item on the widely used five- point Likert-type scale in which is link to Sukwadi et al.,(2011). The third part of the questionnaire is used to get the information on the possible factors that impact the decision to purchase life insurance. Researcher used self-completion questionnaires to collect the necessary primary data set, which focused on the general literatures of life insurance, Cambodia’s life insurance overview, and the previous framework illustrates the customer’ decision making to purchase life insurance. Initially, 751 questionnaires were distributed to RUPP’s university students. Following rounds of cleaning process of the collected data, a sample of 751 observations is considered usable for the analysis. The research approach was conducted in quantitative method.

3.2. Sampling Techniques, target population and number of sample respondents

A simple random sampling was often used. Online questionnaires conducted using Microsoft form were selected randomly from the undergraduate student’s study in different faculty located in the Royal University of Phnom Penh (RUPP).
Prior to conducting this study, authorization was obtained from the university, and permission to perform the study with university students was granted by the vice rector in charge. The survey sampled 751 students from all five faculties including Faculty of Science, Faculty of Education, Faculty of Development Studies, Faculty of Engineering, Faculty of Social Science and Humanities, and two institutes are Institute of Foreign Languages, and Institute for International Studies and Public Policy at a single public university using simple random sampling.

3.3 Data presentation and analytical techniques

All items were translated into Khmer language because the instrument was written in English, which made it more convenient and understandable for all the participants. The statistical software SPSS 26 was used to verify the data normality and conduct an analysis of the information. The analysis was carried out using the descriptive statistics, t-test analysis and correlations to find relationship between each independent variable and dependent variable.

3.4 Ethics

The researcher will strictly comply with the professional standards and ethics. Before any survey conducted, the researcher needs to seek consent from the RUPP’s senior management team. Upon receiving it, the researcher will inform the respondents about the confidentiality and anonymity of his/her identity. Participation was entirely voluntary, and consent forms were issued to every participant. All personal questions will be avoided.





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