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Mobile 1
Mobile 1
CHAPTER-1
1. Introduction
This research paper examines marketing strategy of Xiaomi mobile phone in Palus
that impacts on making decision towards customer satisfaction. This Chapter includes
research background, statement of problem, objective of the study, research questions,
hypothesis of the study, and conceptual framework, variables of the study and definition
of terms.
The core of this study is Marketing Strategy of Xiaomi Mobile Phone in Palus that
affects Customer Making Decision towards satisfaction. Mobile phone industries have
been seeing a rapid growth, has made enormous jumps since its inception, and
particularly in these 5 years that have seen mobile phones getting smarter and more
stylish than its early days when the concept of having a smartphone was totally
misunderstand by the masses.
In order to have more consumers to own their hardware, Xiaomi decided to sell
their products at near-to-cost (Bhagat, H. 2014). To Xiaomi, setting up a traditional brick
and mortar store might increase the cost of the product and in view of this Xiaomi
concentrated their businesses online. Due to Xiaomi’s product will not be available on the
website at all times; Xiaomi needed a way to communicate with its consumers. So the
best way for them to communicate with consumers is through the social media. Xiaomi’s
strategy of concentrating their business through the social media allows their brand to be
known in no time (Shih, Lin, & Luarn, 2014; Stone, 2014).
was the world’s fifth-largest smartphone maker in 2015 Xiaomi with 70.8 million units
sold, accounting for about five percent of the global smartphone market according to
(Roettgers, J. (2015). However, some users griped about the smartphone’s inferior
processor and low internet speed (Hitesh Bhasin, (January 25, 2019)
“The camera quality is great and resolution as well. However, there is no original
headset and internet speed is low. I bought the phone last month and now the processor
does not work well. I think that will be a barrier to attract Myanmar users,” a Xiaomi Mi
4i user, Ma Yamin, said (MOH MOH KYI, (16 JUN 2016).
The brand will be available in six models in Myanmar including the Mi 5, Red Mi
3, Red Mi Note 3 Pro, Mi 4i, Note 2 and Red Mi 2, which will be distributed in the
market with a one-year guarantee, according to Assistant General Manager of Strong
Source Ko Thet Zin. Besides that, Mi service center, Mi Corner, Mi Home will be
provide in Palus, Mandalay, and Naypyitaw for Xiaomi official products (MI HOME
MYANMAR, 2018).
For a short time, Xiaomi, a china mobile company is rapidly market in the
Myanmar Technology Market. Xiaomi established by CEO Lei Jun with his seven
partners in 2010. In August 2011, the smart phone was firstly introduce into the market,
and then in 2014, it became the top brand in China smartphone market. It becomes as
world biggest smartphone company, currency.
Today, companies attempt to live on with the help of customer satisfaction and
more sale and profit through market researches and identification of customers’ needs in
the current world of competition. Therefore, one of the ways of achieving the mentioned
objectives is to analyze the concept of marketing mix in any kind of business (Fakhimi
Azar, Akbari Vanehabad, & Rasouli, 2011). Any sort of marketing strategy has impact on
customer satisfaction and marketing mix elements are a set of controllable marketing
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strategy that impact on Xiaomi mobile phone towards customer making decision in Palus
This study assumed that marketing strategy of Xiaomi mobile phone will help to
be refocus on the variables those impacts on customer making decision and could get the
advantage in this various competitive market in So, researcher collect the respondents
that is belonging to Xiaomi mobile phone Company in Palus Myanmar before take
researching to the customers of Myanmar people who use Xiaomi mobile phone and their
making decision.
Peter Doyle (Doyle, 2000) claims that the marketing mix approach leads to
unprofitable decisions because it not ground in financial objectives such as increasing
shareholder value. According to Doyle it has never been clear what criteria to use in
determining an optimum marketing mix.
Objectives such as providing solutions for customers at low cost have not
generated adequate profit margins. Against Kotler's four P's, some claim that they are too
strongly oriented towards consumer markets and do not offer an appropriate model for
industrial product marketing (Kotler, Philip, Keller, Lane, 2005).
Marketing
Strategies H1
Produc
t
H2 Making Decision towards
Price
customer Satisfaction
H3
Place
Promotion
H4
In this study marketing mix strategy of product, price, place and promotion are
independent variable. On the other hand, making decision towards customer satisfaction
of Xiaomi mobile phone in Palus Myanmar is dependent variable.
Price defines that Xiaomi mobile phone is low price and good quality for
customers. Price is the value that put to a product or service and is the result of a complex
set of calculations, research and understanding and risk taking ability. A pricing strategy
takes into account segments, ability to pay, market conditions, competitor actions, trade
margins and input costs, amongst others.
the 4Ps is sometimes refer to as the distribution strategy and may include stores, both
physical and online, and any other means by which the company can reach customers.
Decision making defines that the process of identifying and selecting a course of
action to buy a specific product." According to Trewartha and Newport, "Decision
making involves the selection of a course of action from among two or more possible
alternatives in order to arrive at a solution for a given problem.
CHAPTER-2
Literature Review
2. Literature Review
The term "marketing mix" became popularized after Neil H. Borden published his
1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching
in the late 1940's after James Culliton had described the marketing manager as a "mixer of
ingredients". The ingredients in Borden's marketing mix included product planning, pricing,
branding, distribution channels, personal selling, advertising, promotions, packaging, display,
servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later
grouped these ingredients into the four categories that today are known as the 4 P's of
marketing.
objectives are attained. The elements are the marketing tactics, also known as the 'four Ps',
the marketing mix elements are price, place, product, and promotion. The model was
developed by Neil Borden who first started using the phrase in 1949. When blending the mix
strategy, marketers must consider their target market. They must understand the wants and
needs of the market customer then use these mix elements in constructing and formulating
appropriate marketing strategies and plans that will satisfy these wants.
Marketing refers to searching for the most appropriate market and the sections that
the organization can be more effective and useful and fulfill the needs of people. In other
words, Marketing and Branding Research 2(2015) marketing is the conscious attempt to
allocate resources and establish allocation in the market (Rousta et al., 2004).
The concept of marketing mix was first proposed by Neil Borden in 1949. However,
the most common variables in marketing mix (product, price, distribution and promotion)
were introduced by Mccarthy and were known as 4Ps (Vazir Zanjani, Motameni, & Mousavi,
2010). Until now, there has been no considerable change in the concept of marketing mix and
in many researches, 4P is still the coordination concept that other aspects of marketing are
organized around it. The most common definition of marketing mix in target market is to
offer the proper product at a reasonable price in the proper place and time. To put it another
way, marketing decision variables in different models of marketing mix provide a framework
through which the business develop plans for its marketing activities (Khodadad Hosseini &
Rezvani, 2009).
A “Marketing Strategy” is a business overall game plan for reaching people and
turning them into customers of the product or services that the business provides. The
“Marketing Strategy” of the company contains the company’s: Value proposition, Key
marketing message, Information on the target customers, The Marketing Strategy informs the
market plan, which is a document that lays out the type and timing of marketing activities.
Xiaomi Inc. is a Beijing-based Internet company which was founded on 6 April, 2010
by Lei Jun. The company began its activities with the development of Android based
firmware MIUI. In April 2014, they hired former Google employee Hugo Barra as Xiaomi
VP to expand their business to international markets. And, then launched itself in INDIA in
July, 2014 with their then flagship Mi3 (via Flipkart). Xiaomi has 8,100 employees and it is
currently operating in China, HongKong Taiwan, Singapore, Malaysia, Indonesia,
Philippines, and India and
The mission statement and vision of Xiaomi mobile phone is 1. Making Quality
Technology accessible to everyone. 2. Engaging Users or Fans helping them develop their
new Products. 3. To lay more focus on After-Sales Service. 4. To open 10,000+ Offline
Stores by early 2017.
Xiaomi does not own any physical stores and sell exclusively from its online
store/virtual store. It also relies on social networking for marketing. 2. Incorporate
customer’s feedback: Xiaomi listen closely to customer feedback, having them test out and
incorporate those features in upcoming phones. 3. Tight control over stock: Xiaomi is able to
place cheaper batch orders as demand dictates. Xiaomi Limited availability online flash sales
ensure that supply never outstrips demand and helps create promote its products. So, Xiaomi
mobile is always update and good quality.
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Another strategy of Xiaomi mobile phone is going directly to retail to cut out the
margins and, in turn, pass on the benefits to the consumers. Xiaomi will sharpen its focus on
its own Mi online stores to sell its wares, a strategy which has paid off rich dividends in its
home market.
Presenting itself as the good quality phone with the low prices is the good strategy
that drives Xiaomi to the top spot in the Smartphone industry. It has more special features
than the standard Android phones and has options for customization. The biggest key that
drives Xiaomi on becoming successful is the software rather than the hardware.
In the current study, marketing mix strategy of Xiaomi product has been considered
as the most important factor in the mobile phone industry. The quality of product plays an
important role in customer making decision preferences of shops (Prentice Hall, and D. J.
Reibstein., (1985). The consumers often judge the product quality or brand by the perceived
quality (Sheau-Fen, Sun-May, & Yu-Ghee, 2012). Perceived brand quality can be identified
as the consumer’s general subjective judgment on the advantage or superiority of a product
which is derived from the evaluation process of its different features (Beristain & Zorrilla,
2011). The chance of success for brands of higher perceived quality is more than brands of
lower perceived quality (Sheng, et al., 2012).
Chinese brands were seen as cheap and low quality but Xiaomi changes this thinking
by providing high-quality products at affordable prices. It was important to do that as Indian
buyers love to save their money. Soon, this Chinese brand established an image of value for
money products.
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Xiaomi sells its phones at a price that just covers the cost of the device rather than its
cost of production. Xiaomi is focusing more on selling its phones at a low price today, but
gaining more in the future from selling contents such as applications, service and accessories.
There is a major difference between price and other marketing mix factors; price is an
income-making factor while other marketing mix factors are costly. Price as a marketing tool
for Xiaomi mobile is a key factor in selling product to customers. Following this, pricing can
be effectively used to indicate the position of a product in proportion to other competitors
and this can provide reliable information regarding the different sections of the market.
Moreover, price is a quality index and products must be analyzed in terms of the advantages
they offer (Khazaei Pool & Baloee Jam Khaneh, 2011).
There are many countries outside China where the Smartphone market is dominated
by Apple and Samsung. This is the main obstacle for Xiaomi in expanding its brand
internationally. Xiaomi already has a strong base in mainland China, Malaysia, and
Singapore. Currently, Xiaomi is expanding its market to Myanmar, India and the Philippines.
Xiaomi mostly sells its products online instead of opening physical stores.
In this study, distribution refers to all the shops and authorized resellers of the studied
Xiaomi. In consumer marketing, research shows that channel performance contributes to
building customer making decision to buy (Prentice Hall, and Reibstein, (2014). Good store-
image not only attracts more attention, interests, and contacts from potential consumers, but
also it increases consumer satisfaction and positive word-to-mouth. Moreover, distributing
through good-image stores signals that a brand has good quality.
The marketing mix framework was particularly useful in the early days of the
marketing concept when physical products represented a larger portion of the economy.
Today, with marketing more integrated into organizations and with a wider variety of
products and markets, some authors have attempted to extend its usefulness by proposing a
fifth P, such as packaging, people, process, etc.
Today however, the marketing mix most commonly remains based on the 4 P's.
Despite its limitations and perhaps because of its simplicity, the use of this framework
remains strong and many marketing textbooks have been organized around it.
The goal is to make decisions that center the four P's on the customers in the target
market in order to create perceived value and generate a positive response. Theoretical model
are as below as independent variable and dependent variable.
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Figure: 2.1 Model of Marketing Mix and decision making towards customer
satisfaction
Product
Price
Place
Promotion
The marketing mix in relocation benchmark for summers for retailing management
strategy, either price, product, place/distribution and promotion, can be performed using
multiple criteria decision model. Making Decision Model attempt to identify all alternatives
and to quantify characteristics of these alternatives—attributes—in order to rank them in
some consistent manner. Making decision can be divided into those that allow tradeoffs
between attribute levels (“compensatory decision rules”) and those that do not, and those that
explicitly incorporate risk, or uncertainty, and those that do not. Therefore, to make decision,
customers are impacted following marketing mix strategies;
The term "product" refers to tangible, physical products as well as services. Although
this typically refers to a physical product, it has been expanded to include services offered by
a service organization. The specification of the product is one of the variables that a marketer
has at his/her control. For example, the product can include certain colors, certain scents, and
certain features. Lastly, in the broadest sense when a consumer purchases a product it also
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includes the post-sales relationship with the company. The post-sales relationship can include
customer service and any warranty or customer satisfaction.
The price is the amount paid for a product. In some cases, especially in business-to-
business marketing this can also include the total cost of ownership. Total cost of ownership
may include costs such as installation and other products required to deliver a complete
functional solution. Xiaomi mobile phone is low price and good quality product. So, as an
under development country, Myanmar people are suitable price to use it. Quality is more
valuable than price. In that reason, most people from Myanmar are making decision to buy
Xiaomi and get satisfaction on it.
Place represents the location where a product can be purchased. It is often referred to
as the distribution channel. It can include any physical store as well as virtual stores on the
Internet. Distribution is about getting the products to the customer. Customers are easy to
check to buy the products, price, quality and brand from the distribution channel without
going anywhere to make decision towards customer satisfaction.
In the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the product with
the goal of generating a positive customer response. Promotion represents all of the
communications that a marketer may insert into the marketplace. This can include TV, radio,
and print advertising, as well as coupons, direct mail, billboards, and online advertising. One
of the less well-defined areas in promotion is the role of a human sales force. On the other
hand, consumers may rather purchase the product only when sold through the support of a
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known salesperson. In this case, the service, perceived or real can be defined as a feature of
the product. Therefore, customers can make decision whether to buy that products or not and
decide their satisfactions.
Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values'
which influence satisfaction behavior, further expanded by Berry in 2002 and known as the
ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value,
Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front
line Service Behaviors, Commitment to the Customer and Innovation. These factors are
emphasized for continuous improvement and organizational change measurement and are
most often utilized to develop the architecture for satisfaction measurement as an integrated
model.
Stated by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the
basis for the measurement of customer satisfaction with a service by using the gap between
the customer's expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and quantitative in
nature.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. In this paper, researcher use a 4 points Likert scale. The
customer is asked to evaluate each statement and in term of their perception to making
decision to buy Xiaomi mobile phone of customer satisfaction being measured.
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CHAPTER-3
Research Methodology
This chapter will present types of research methodology, population and sample,
demographic profile of sample, research instrument and data analysis will be discuss.
This type of research methods involves describing in details specific situation using
research tools like interviews, surveys, and Observations. Qualitative Research is primarily
exploratory research. It used to gain an understanding of underlying reasons, opinions, and
motivations. It provides insights into the problem or helps to develop ideas or hypotheses for
potential quantitative research (Creswell, 2003).
Qualitative Research also used to uncover trends in thought and opinions, and dive
deeper into the problem. Qualitative data collection methods vary using unstructured or semi-
structured techniques. Some common methods include focus groups (group discussions),
individual interviews, and participation/observations. The sample size is typically small, and
respondents are select to fulfill a given quota (Royall, 2000).
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Quantitative Research uses measurable data to formulate facts and uncover patterns in
research. Quantitative data collection methods are much more structure than data collection
methods. Quantitative data collection methods include various forms of surveys – online
surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews, telephone
interviews, longitudinal studies, website interceptors, online polls, and systematic
observations (Richard, 2000).
Quantitative methodology is used in this study for many reasons. This type of
research methods requires quantifiable data involving numerical and statistical explanations.
Quantitative Research is used to quantify the problem by way of generating numerical data or
data that can be transformed into useable statistics. It is used to quantify attitudes, opinions,
behaviors, and other defined variables–and generalize results from a larger sample
population.
Quantitative Research uses measurable data to formulate facts and uncover patterns in
research. Quantitative data collection methods are much more structured than Qualitative
data collection methods. Quantitative data collection methods include various forms of
surveys – online surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face
interviews, telephone interviews, longitudinal studies, website interceptors, online polls, and
systematic observations (Creswell, (2003).
A sample is the term that refers to the group surveyed anytime the survey is not
administered to all members of the population. The process of selecting a smaller group of
the people that have the same characteristics and preferences as the total group from which it
is drawn called sampling (Richard Valliant, Alan Dorfman, and Richard Royall, 2000).
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A famous quote: Cervante stated “By a small sample we may judge the whole piece.”
In marketing research, the goal is to assess target segments efficiently and effectively by
designing and executing representative sample plans. In most cases, the study objects of
interest consist of a large universal. The reason, which select the sampling technique over a
census, is due to cost saving, time economy, more in-depth information, less total error,
greater practicality and greater security (Geneva, 2016).
Researcher choose simple random sampling in the research for conceptually; simple
random sampling is the simplest of the probability sampling techniques (Richard Royall,
2000). It requires a complete sampling frame, which may not be available or feasible to
construct for large populations. Even if a complete frame is available, more efficient
approaches may be possible if other useful information is available about the units in the
population.
In small populations such sampling is typically done "without replacement", i.e., one
deliberately avoids choosing any member of the population more than once. An unbiased
random selection of subjects is important so that in the long run, the sample represents the
population.
However, this does not guarantee that a particular sample is a perfect representation
of the population. Simple random sampling in this study merely allows us to draw externally
valid conclusions about the entire population based on the sample. Although simple
random
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sampling can be conducted with replacement instead, this is less common and would normally
be described more fully as simple random sampling with replacement.
Advantages using simple random sampling in this study are that it is free of
classification error, and it requires minimum advance knowledge of the population. For it
best suits situations where not much information is available about the population and data
collection can be efficiently conducted on randomly distributed items. A simple random
sample of 186 customer’s respondents was obtained from each of the four retail Xiaomi
mobile stores; sum up a total of 350 respondents data.
Keeney (1992) has emphasized that the decision making should define objectives
before seeking alternatives that permit to attain his objectives. Therefore, researcher manage
to expose the relationship between the marketing mix, 4ps with customer making decision
lies in each P, it was elucidate clearly link to satisfaction.
Osahon, Kingsley. (2016) formula in this research, researcher used the to calculate
the sample size for this study: n=N/ (1+N (e2) Where n represents the sample size,
Population size is represented capital N and e2 Represent the level of precision (± 5%, or at
the 95 % confidence level). The sample size, calculates method for this research as: N = 350/
(1+350 (0.05²)), Therefore n = 186.7. Therefore, the researchers take 186 respondents as
sample size for this study.
Customer from Palus who used Xiaomi mobile were asked to rate the level of
agreements based on a five point of the Likert rating scale with providing the various
statements that impact of making decision that could be relationship between products, price,
place and promotion and their making decision towards satisfaction to buy Xiaomi mobile.
Coding structure is useful in processing the data and analyzing the data and
interpreted the data to generate an interpretation to analyze the data to research questions.
Zikmund, defined “the process of identifying and classifying each answer with a numerical
score or other symbol” and the coding sample are collected as follows;
1 = Male, and 2 =
you?
Age structure (years): (1) less than 20, (2) 21-35, (3) 36-40, (4) 41-50
Product quality of Xiaomi (1) Strongly satisfaction, (2) satisfaction, (3) means
moderate, (4) dissatisfaction, and (5) strongly dissatisfaction.
Price of Xiaomi (1) Strongly satisfaction, (2) satisfaction, (3) means moderate, (4)
dissatisfaction, and (5) strongly dissatisfaction.
Place or distribution channel of Xiaomi (1) Strongly satisfaction, (2) satisfaction, (3)
means moderate, (4) dissatisfaction, and (5) strongly dissatisfaction.
Promotion of Xiaomi (1) Strongly satisfaction, (2) satisfaction, (3) means moderate,
(4) dissatisfaction, and (5) strongly dissatisfaction.
1 = yes, 2 = No.
This study will employ the SPSS software, as the software benefits the researcher as
it easy to use and appropriate in handling data (Gaur, 2006); therefore, the SPSS software
will be employed in this study.
BURNS, & GROVE, (2003) define a research design as “a blueprint for conducting
a study with maximum control over factors that may interfere with the validity of the
findings”.
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Parahoo, (2006) describes a research design as “a plan that describes how, when and where
data are to be collected and analyses”. Polit et al (2001:167) define a research design as “the
researcher’s overall for answering the research question or testing the research hypothesis”.
This study focuses on marketing mix strategies of Xiaomi mobile phone in Palus that
impacts on making decision towards customer satisfaction. The research approach for the
research study is “Descriptive Research”. Descriptive research is a study designed to show
the participants in an accurate way. More simply put, descriptive research is all about
describing people who take part in the study.
Descriptive studies can contain the elements of both, qualitative and quantitative
methods within a single research. In descriptive studies data collection is facilitated without
changing the environments.
Questionnaires are the Xiaomi mobile phone users from Palus to collect the primary
data about their attitudes towards the all variables in this research. Survey are conducted to
understand the right target and approach towards the research, questionnaires are used as the
surveys for this research.
Close-end questions are used in this field of study, which limited the respondents to
answer the question in a specific way by selecting the closest option from the given
alternative
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choices in the question (Zikmund, 2004). The researcher had divided the questionnaire into
three parts and engaged the 1-5-point Likerst.
Zikmund (2004) defined the Likert scale as the respondents indicate their attitudes by
checking how toughly they satisfy or dissatisfy with carefully constructed statement that
range from very negative to very positive toward the attitudes object. Review of academic
literature, text and research articles, and identified the variables that related to the study.
The questionnaires were designed Burmese and English in this research. The
questionnaire will be divided into three parts:
The Part one is managed to plan in exploring demographic dealing with marketing
mix; and making decision towards customer satisfaction variables; whereas the Part two will
explore the impact of 4P such as product, price, place and promotion towards making
decision to buy Xiaomi mobile phone. The last part is overall satisfaction of using Xiaomi
mobile phone.
In every research the data is collected in two ways, the secondary and primary
research process. The two methods used by the all researchers for generating the data for the
research. The secondary research collects the data from the past researcher and primary
research collect the data though the questionnaires. Moreover, this study employs the
secondary and primary research to collect the data.
The secondary research is used to collect data from the related books on marketing
mix on customer satisfaction, physical environment, ambient conditions, layout, sign,
symbols, artifacts, product, price, place and promotion from the past research, case studies,
online or offline journal and all are the related data that support the framework of the
research. Also the
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collected data, aid in making of the framework and questionnaire is formed. The created
questionnaire will employ for the generating the primary data for this study.
This study was conducted in Palus area, the most populous state in Palus with
approximately 5.21 million residents. At the time of the study, four retail stores were chosen
as the research sites. The data were collected by means of questionnaire. The age of less than
20 to 50 users of Xiaomi phone were the target of the research during the surveyed period.
First appointment was conducted with the personal in-charge in each Xiaomi retail mobile
store in Palus to request cooperation and approval for data collection and survey respond in
this research.
Data analysis describes how the collected data is brought to order, structured and
appropriate interpretation is derived (Catherine and Rossman, 2006). Using Statistical
Package for social Sciences (SPSS) software, data obtained was coded and analyzed using
descriptive statistics which include frequency distribution, mean scores percentages and
standard deviation.
Firstly, the researcher collected the information and insights by analyzing raw data.
Secondly, it can help researcher to interpret and understand related analysis. Finally,
Techniques of analysis data or handle of data are important and can result in constructively
researcher's objectives.
Every studies conducted by the researcher are unique of its own kind and data are
analysis as per individual researcher need or the studies conducted. However, all the data will
be analysis will involve in editing the data and coding of the data. Which will be a
combination
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of one or more data analysis will be techniques and will have to concern with presenting the
results effectively.
Zikmund (2003) defined editing as the “process of making data ready for coding and
transfer to data storage”. Editing is aimed to ensure the data are completeness, consistency,
and reliability. The role of the editing process is to identify omissions, ambiguities, and
errors in the responses. It should be conducted in the field by the interviewer and field
supervisor, as well as by the analyst, just prior to data analysis. Careful editing makes the
coding job easier.
Coding is defined as the “process of identifying and classifying each answer with a
numerical score or other character symbol” (Zikmund, 2003). After finishing data
preparation, the data analysis firstly requires analyzing and measuring each question by using
tabulation. Tabulation simple by counting the case and categorized the case into various
categories. Aim at the data cleaning in identifying the omissions, ambiguity and errors made
by respondent measured as an interval or ratio; they are transformed to nominally scaled
variables for the purpose of cross-tabulation.