10th International Congress on Information and Communication Technology

Authors - Adibah Alawiah Osman, Azwan Abdullah, Sharul Shahida Shakrein Safian, Nor Zawani Ibrahim, Nik Rozila Nik Mohd Masdek, Norhasimah Shaharuddin, Nur Athirah Sumardi
Abstract - The process of using various data methods within one study to con-firm that the results are firmly supported by the predictions made is called triangulation. Several methodological debates have highlighted the limitations of quantitative research compared to qualitative research. This paper hunts to explore the triangulation research approach in the background of Islamic marketing at fully established Islamic banks in Malaysia. Islamic marketing of Islamic banks is defined as the application of Islamic banking knowledge, Islamic advertising ethics, and the augmentation of learning and instruction by Islamic bank employees in this study. The present research clarifies the basis links between the quantitative data of Islamic bank’s staffs at fully established Islamic banks and the qualitative insights of Islamic financial experts. The amalgamation of both qualitative and quantitative approaches in data collection and evaluation significantly improves the quality of the research outcomes. Further studies ought to explore the application of the triangulation method in other domains.