## Chapter 3 Methodology

**3.1 Data collection**

Primary data has been collected from two firms engaged in philanthropic activities one is Ufone and other is Tapal Tea.

This chapter includes research methodology, a time frame of the study, research instrument discussion, sample and statistical tools discussion, participant response rate, theoretical framework, and reliability scale. The methodology used for data collection is a questionnaire which is our research instrument.

Furthermore, the statistical tools we have used for the analysis and interpreting the data which are regression analysis and correlation analysis. Through correlation analysis, we have identified the theoretical framework and found the relationship between the dependent and independent variables. Besides, through this methodology, we also identified the response rate which is briefly explained below.

**3.2 Research design**

This research design illustrates that to conduct this report we have used the following methodology, procedures and statistical tools for analysis. Methodology Includes Likert scale questionnaire. The procedure includes a formal collection of data from the respondent.

**3.3 Research instrument discussion**

The Likert scale questionnaire is designed for collecting the data from the mention organizations i.e. Ufone and Tapal Tea in Peshawar, Pakistan. Furthermore, this questionnaire is distributed among the employees of both organizations. Questionnaires distribution will be based on the sample size of employees.

**3.4 Sample and statistical tools discussion**

This research is focused on the Ufone and Tapal Tea Peshawar. So Ufone and Tapal Tea Peshawar is the sample size, from where we have conducted both primary and secondary data. The data was collected from 20 employees from each firm. The data collection was done through a Likert scale questionnaire.

Furthermore, to analyze the collected data, it is important to use the mathematical and statistical instruments for findings and conclusion. Following techniques are used:

- Regression analysis
- Correlation analysis

**3.5 Participant response rate**

The number of participants who contacted was 150 and the number of complete surveys was 200as well. So all of them responded to the questionnaire, hence the response rate is 75 %.

**3.6 Theoretical Framework of the Study**

The theoretical framework of the study includes all those variables that are identified along with co-relation after applying the statistical tools. The customer loyalty of Ufone and Tapal Tea, motivation of employees and the customers, loyalty of customers and employees, image and Firm’s Reputation in the eyes of stakeholders are the dependent variables of this study. In contrast, the independent variables are the philanthropic practices of Ufone and Tapal Tea, which includes health and education. We identified in this study the relationship among the above variables. Based on these variables, we compared the contributions of both the firms in the end. Finally, on these grounds, we provide a conclusion and recommendations to the report. pdf

There are two variables discussed in this study, i.e. dependent and independent variables. The below figure shows the variables inside the figure undependable variable are shown and the rest are dependable.

**3.7 Reliability of the scale**

The below table shows the reliability of the data collected from both firms. The following scales show that the data collected by Ufone and Tapal Tea is reliable and respondents answered accurately. Because the variables are exceeding from 70% which is the standard of acceptance for reliability

**Table I-A:**

**Reliability of Scale (Ufone):**

S.No | Variables | Cronbach’s Alpha |

1 | Perceived philanthropic involvement | 0.725 |

2 | Customer loyalty | 0.959 |

3 | Firm’s Reputation | 0.797 |

4 | Brand Image | 0.823 |

Similarly, the above table and calculations also suggest that the responses given by UFONE employees are reliable and accurate.

**Table I-B:**

**Reliability of Scale (Tapal Tea):**

S.No | Variables | Cronbach’s Alpha |

1 | Perceived philanthropic involvement | 0.845 |

2 | Customer loyalty | 0.875 |

3 | Firm’s Reputation | 0.792 |

4 | Brand Image | 0.730 |

The above table and calculations suggest that the responses given by Tapal Tea Employees are reliable.