Questionnaires are utilized in this research to gather information and it becomes an integral part of the operation. Questionnaires that are well structured and include the five points of the Likert scale and the nominal scale of the collection of data are utilized to obtain the important information the study needs. To assess attitudes explicitly (i.e. the individual understands that their attitude is being evaluated), various types of rating scales have been advanced or elaborated to a specified degree. The Likert scale (1932) is the most commonly used. The Likert scale, in its final form, is a scale of five (or seven) points that allows the person to convey how much they agree with or disagree with a specific fact.
There are three parts in the questionnaire; section A shows the demographic profile, section B is about marketing mix elements (7Ps) and section C is for brand equity. The question of section A is formed with a nominal scale and sections B and C are using 5 points Likert scale. There are five responses in the 5-point Likert scale that strongly disagree, disagree, no opinion, agree and strongly for the question. Section A includes 7questions, section B includes 28 questions and section C includes 20 questions.
As per Akinci (2015), the researcher uses the same set of questions and requests all respondents to answer the same questions and thus provides an efficient method for collecting responses from multiple samples before quantitative analysis. There is a lot of value by utilizing the questionnaire to obtain data because the cost of collecting the data from a large number of respondents is low. The respondents have sufficient time to consider the answer on their own. Besides, the respondents who are not near to the researcher will address the questions and hence, the answers are more accurate and correct (Mathiyazhagan and Nandan, 2019).
The structured questionnaires using a five-point Likert scale metric to measure the level of agreement or disagreement of the respondents were therefore used to obtain data from students at KSI institute. For getting the answer from a large number of respondents in a large geographical area at a relatively low cost, the respondents were given self-administered questionnaires. Primary data are collected specially to answer my research questions through self-administered questionnaires.