A preliminary study on brand naming practices among Sarawakian Malay entrepreneurs / Hadinawati Abdullah

The purpose of this study is to identify and review besides obtaining insights and understanding on brand naming practices adopted among Sarawakian Malay Entrepreneurs within Kuching city area especially under Dewan Bandaraya Kuching Utara jurisdiction. CHAPTER 1 enlighten on the Background and Scope of Study as well as trend in brand naming decision among entrepreneurs in the present day that covers under the Problem Statement of study. Besides that this chapter also covers the Research Objective, Significance and factors that might limit the exploration of the study. Meanwhile, CHAPTER 2 will enlighten on the Literature Review relating to this study, which consists all citations to articles in journals, magazines, newspapers, marketing research studies and technical reports whereby often provide summaries or abstracts of the material cited. CHAPTER 3 of this study is pertaining to Research Methodology adopted as a means for data collection from the field work i.e. Personal Administered Questionnaire and Personal Interviewing session. Thus, the process would involve the Primary and Secondary Data, Survey Instrument, Population and Sampling of respondents towards the end. Apart from that, this chapter also covers on the method for analyzing data which is Nominal and Ordinal Scale.