3.4. Data Sources

Methodology choices can be categories into three types, which were quantitative method, qualitative method, and mixed method. Various types of research studies need to use the appropriate methods of their research.

However, quantitative research is that the process of collecting and analyzing numerical data. It is often will not find patterns and averages, make predictions, test causal relationships, and generalize results to wider populations (Pritha, 2020). According to (Saunders et. al., 2019) quantitative data is involved with a deductive approach which concerns testing the theory by using the data. Quantitative research is the explanation of phenomena by utilizing numerical data and analyzed using mathematically based methods.

For this research study, the researcher will use a quantitative research approach to investigate what people think about the city. In order to improve the city marketing to promote Melaka city by using five independent variables that are economy, tourism, culture, education, and social welfare system. To prove that this research study is purely quantitative, the researcher will use a reliable questionnaire to collect the primary data. A dependable questionnaire will be utilized in collecting the data to depose that this study is fully quantitative.

3.4. Data Sources

The data source is the place where the data that is being used comes from. A knowledge source could also be the first location where data is created, or physical data is digitized. Even the most sophisticated data can be used as a source if it is accessed and improved by another process. (Talend, 2020). In the conduct of research, there are two sources of data and information to be collected which are primary data sources and secondary data sources. In this research, the researcher is using both data sources to conduct the research.