RESEARCH METHODOLOGY
In this research, only halal restaurant consumers in Thailand were studied for 2 models which
are Thai and non-Thai consumer model. In-depth interview with 5 halal restaurant experts, 1 halal
certification expert, 2 halal restaurant managers and 2 halal restaurant owners, was conducted to be
as a guideline for questionnaire. Multi-stage random sampling was employed as follow;
1) Total of 257 halal restaurants located around Thailand were divided into 5 regional areas
i.e. Bangkok and metropolitan, central, northern and north-eastern, eastern, and southern
area, and calculated into proportion.
2) Proportion of each region was used to calculate number of sample required from each
region.
3) With the average 20 samples for each model from each restaurant, the number of 27
selected restaurants was derived selected by simple random sampling from each region.
4) 20 samples from each restaurant were selected by systematic random sampling which every
fifth customer coming into the restaurants were selected to fill in the questionnaire.
Total number of required samples for each model is at least 480 samples. 540 questionnaires had
been distributed for each model which 507 questionnaires from Thai consumers and 498 questionnaires