As pointed out earlier, the primary data for this dissertation on “The Perception and Influence of Global Brands on the Cultural Values of Malaysia’s Middle Class” were obtained using two major research processes. They were: focus group discussions and q-sorting technique. The focus group discussions as the main research technique contributed about 90 percent of the primary data while the q-sort technique provided the remaining data. Before conducting the fieldwork, a number of research instruments were prepared for both the research approches, and the informal personal interviews (see appendices) as additional data for the study’s background information.
They were:
(1) A discussion guide for the focus group discussions
(2) Videos containing 23 selected commercials on global brands which were screened on Malaysian television between 2002 and 2004.
(3) A q-sort instruction guide for the q-sorting technique (4) Q-cards for the q-sorting technique
(5) A score sheet for the q-sorting technique
(6) Semi-structured questions for informal personal interviews
As the discussion guide is a major research instrument for this study, it was carefully formulated with the study objectives and the research questions in mind (see Chapter One). Taking into account that the study’s major aim is to examine the perception and influence of the global brands on the cultural values of Malaysia’s middle class, it was formatted such that it would follow a smooth transition between issues while answering the research questions in the study.
Therefore, it was divided into two major parts, namely: the round table discussion and analysis of television advertisements. The round table discussion was further broken down into three sub-sections; general, brand attitude/behaviour and perception of cultural values. This first part begins with general but relevant questions on language proficiency, brand understanding, culture and lifestyle in order to get the participants to break the ice and get the feel of the goal of the discussion. It then focuses on specific questions relating to brand attitudes and behaviours, followed by how the participants perceive traditional and Western cultural values. In the second part, the participants were asked to evaluate two of the 23 selected advertisement commercials on global brands. The 23 selected commercials of global brand names served two functions: as a research instrument for the focus group discussions and a q-sample for the q-sorting technique. For the focus group discussions, as indicated above, the commercials were screened in the second part of the discussions for the participants to select two commercials to evaluate. The reason for this is to keep to the maximum time limit expected in a focus group as a focus group discussion should not take longer than two hours (see Bloor et. al, 2001) to prevent participants from losing their concentration on the issues discussed.
In respect of the q-sample for the q-sorting technique which is the same 23 commercials, they were specifically selected based on a number of criteria. Firstly, they comprise a variety of product categories, including food products, skincare, holiday package and banks which cater for varied sub-segments of the middle class audiences. Secondly, these commercials were also frequently displayed on the existing television channels in Malaysia between 2002 and 2004. These channels are TV 1, TV 2, TV 3, NTV 7, Channel 8 and Malaysia's only satellite channel during that time, Astro. Due to these factors, these commercials are assumed to be familiar to the participants and respondents.
And lastly, taking into consideration that in a q-study the researcher would have to categorize the q-sample using the researcher’s own logic (see McKeown and Thomas, 1988; Stephenson, 1953), it was not complicated to separate the 23 commercial according to the content of cultural images because these commercials were wide ranging in terms of their Western cultural content.
The major cultural images and elements identified in the 23 commercials include the attire of the characters, their interactions and behaviour, the food and drink in the commercial and the way the food and drinks were taken, the indoor décor, the outdoor setting, the music and other related cultural elements. For instance, a commercial which is categorised as “least Westernised” portrays more Malaysian cultural images than Western cultural images. These are elements such as family togetherness, music background with traditional sounds and Western originated images that have been generally accepted as Malaysian such as Western food that is flavoured with traditional herbs and Western attire that do not expose too much of the body. In contrast, a “highly Westernised” commercial is categorised as a commercial comprising elements and images that is in opposition to the “least Westernised”
commercial. Details of the categorization can be examined in Appendix B(i) and Appendix B(ii) . Of the 23 commercials, the categories were as follows:
(a) Eight commercials with very low Western cultural elements (Nestle Drumstick, Kentucky Fried Chicken, Danone Chipsmore, Danone Jacobs, Koko Krunch, Standard Chartered, Pantene, Pampers);
(b) Six commercials with a balanced mixture of Western and Malaysian cultural elements (L'Oreal, Pizza Hut, Wall's Cornetto, Cadbury, Clairol, HSBC); and (c) Nine commercials with very high Western cultural elements (Coca cola, Olay, Marlboro, Salem, Nokia, McDonald's, Visa, Clorets, Benson and Hedges).
Another research instrument, the q-sort instruction guide was prepared in order to guide the researcher to conduct the q-sort in a systematic way such that the sorts done by each respondent are valid and reliable without any researcher influence. The q-cards along with the score sheet which has a seven-point likert rating scale were prepared such that they appear significantly professional in outlook. The q-cards in particular were printed with the exact colour and logo of the brand names to ensure
that the respondents were clearly reminded of the advertisements that they had seen when sorting the commercials into categories.
With regard to the semi-structured questions for the informal interviews, although the interviews were only used as background information for the study and were not meant to be used as primary data, the questions prepared differed for every one of the five interviewees as each of them represented different types of organisations within the advertising industry, namely advertisers, advertising agencies, media organisations, media specialists and the government.
4.4.1 The Pilot Study
Prior to conducting the actual fieldwork, pilot interviews were held between the first and second weeks of December 2002 among ten Malaysian students of varied backgrounds studying in Loughborough University. The purpose was to assess the soundness and consistency of the questions in Part One of the discussion guide which was initially prepared in late November 2002. Being a Malaysian who share similar cultural practices with them, I had no difficulty at all in getting their inputs. Among the amendmends made were the deletion of phrases or words considered redundant or ambiguous. Some relevant questions and issues were added while there was also a question considered irrelevant that was deleted. Besides this, changes were also made to some words and phrases to make them more coherent and comprehensible. This is in line with Krueger’s and Casey’s (2000) reminder that the goal of the pilot study is to learn how a target audience sees, understands and values a particular topic and to learn the language used and to talk about the topic. Taking into account the comments made and the duration of time spent on each participant, a new discussion guide was then finalised and prepared (see Appendix A).
However, because the primary research method of focus group discussions would involve participants who represent a number of sub-segments of Malaysia’s new middle class, one or more of the questions prepared in Part Two of the discussion guide (see Appendix A) which required the screening and evaluation of commercials may not be suited or may need changes to suit to the needs of the segment or sub-segments concerned. To ensure this issue is addressed and since the research
instruments for the q-sort technique had already been prepared, a simple sorting procedure was held in Shah Alam, Malaysia in the third week of March, 2004. The pilot comprised 14 respondents who represented various sub-segments of Malaysia’s new middle class. Respondents were asked to watch the 23 commercials which were copied onto a compact disc and used on a laptop computer connected to a big screen.
Using the 23 q-cards (see Appendix D) that were provided, they were asked to sort the commercials into three different categories: commercials they liked best, commercials they did not like and commercials they were not sure of. Each of them was then asked to pick two commercials; one they like most and another that they dislike most.
Probing questions were asked based on these choices and minor changes were made to some of the questions in the second part of the discussion guide. Since the purpose of the sorting was only meant to verify the relevance of the questions on the commercials chosen and to tie the loose ends in the questions, no analysis was run on the sorts made.
4.4.2 The Focus Group Discussions
This section explains in detail the initial preparation and planning, the execution process of the focus group discussions up to final analysis of the data gathered. This empirical work took about nine months, between March 2004 and December 2004.
Because the focus group discussions involved eleven separate sessions in two quite distant localities, a considerable amount of time was spent in gathering an adequate amount of data to address the research questions for this study.
In all, a total number of 81 participants comprising the upper, middle level and lower middle class, of mixed racial composition, gender, age and localities were involved in the focus group discussions. To further simplify the explanation of the research process, this sub-section is divided into two: preparation and planning and, data gathering and analysis.
a. Preparation and Planning
The preparation and planning stage for the fieldwork of the focus group discussions
made on the discussion guide. Having ensured that the research instruments for the focus group discussions were ready, the researcher charted a comprehensive and systematic plan of action. The main goal was to ascertain a smooth and efficient execution of the focus group discussions such that the reliability and validity of the data gathered would not be compromised. This study attempts to not only make comparisons between class levels and ethnic groups but also across the urban-rural divide.
Factors that were considered critical during the preparation and planning stage involved decisions on the group size and the sample selection of participants for the focus groups. And aligned with this process were aspects of logistics including making and confirming appointments with potential participants, suitable incentives to attract participants to be in the sample, monetary and time considerations and not to forget, choosing suitable and conducive discussion locations that were not only neutral but also familiar to the participants. Because the population of this study is Malaysia’s middle class living in Peninsular Malaysia, each single middle class Malaysian residing in Peninsular Malaysia, as defined by the researcher (see Chapter Three) was eligible as a participant for the group selection in the study.
When planning the group selection, the researcher used the theoretical sampling model as suggested by Kitzinger (1995). Bearing in mind the distinct hierarchies of class among Malaysia’s multiracial urban middle class, class level was considered a major issue for this study. Therefore, it was crucial to ensure homogeneity and as such the selection of participants within each group was based on the participants’
occupation as a key variable since class level is very closely associated with occupation. In short, participants for the focus groups would come from varied professions within the public and private sectors, self-employed individuals and business people.
Based on literature on Malaysia’s middle class and the latest figures on its population structure, the execution of the focus group discussions necessitates that the sample be selected using a combination of purposive and quota sampling to encompass the range and diversity present within the Malaysian middle class community. Using occupation as a key variable a chart was created in Diagram 1.
The structure in Diagram 1 represents the total universe of middle class Malaysians using occupation as the most important variable as this factor determines the three classes of the middle class community: upper, middle and lower middle class participants. Each class was then divided into two: urban and provincial middle class.
This is because locality of the middle class is also a significant variable since it could determine the difference in lifestyles, perceptions, belief system and consumption patterns amongst the sub-groups within the middle class. At this juncture, it is important to note although ethnic composition is also a key variable, it is not included in the chart because this variable will be incorporated within the focus groups created.
This is because, Malaysia’s middle class do not normally identify themselves in terms of their ethnic background. Similar to ethnic group as a variable, the participant’s gender would be incorporated within each of the interview groups that that will be formed. The sample was further dichotomised into older and young middle class as shown in the chart as this is another key variable that could address some of the research questions.
Diagram 1: Guideline Structure for Focus Group Discussions
OCCUPATION