CHAPTER 3

RESEARCH METHODOLODY AND PROCEDURE

Research Method

In order to satisfy the objectives of this paper, a quantitative research was held. The

main characteristic of quantitative research is that it is mostly appropriate in

determining the relationship between an independent variable and a dependent or

outcome variable within a population. In this paper the relationship between the factors

of social media advertisements and the customer’s purchasing decisions of the Grade 11

students in NSSC was determined.The results are based on larger sample sizes that are

representative of the population. The researchers used questionnaire as tool to collect

numerical data.

Research Design (Don’t change the font size)

In this research study, the researchers will use the descriptive type of research where

the design is concerned with describing the nature, characteristics, and components of

the population. It is a theory-based research design which is created by gathering,

analyzing and presenting the collected data. By implementing an in-depth research

design such as this, a researcher can provide insights into the why and how of

research.This was used to determine the effect of online advertisements to the

purchasing decisions of Grade 11 students in NSSC.

Participants of the Study

To achieve good population validity, Quantitative researchers must select the sample

randomly from the defined population to which they wish to generalize their results (Gall

et al., 1996). The defined target population for the study was the Grade 11 students of

New Sinai School and Colleges Sta. Rosa Inc. from the ages of sixteen (16) years and

above. The researcher relies on the sampling technique to select respondents.

Sampling refers to the process of selecting a group (sample) from a defined population

with the intent that the sample will accurately represent that population (Gall et al., 1996

: 220). The advantage of selecting a small sample from a larger target population is that

it saves the researcher time and high expenses of studying the entire population. The

cost of sampling subjects or respondents over a wide geographic area is lower and the

time required to collect the data typically is much less (Kumar, 2005). Random sampling

means that every individual in the population has an equal chance of being selected as a

member of the sample. The independent and equal chance indicates that the selection of

one individual has no effect on the selection of any other individual. The simple random

sampling method has the advantage of yielding research data that can be generalized to

a larger population within margins of error. This can be determined by statistical formulas.

Simple random sampling is also preferred because it satisfies the logical by which a null

hypothesis is tested using inferential statistics (Gall et al., 1996: 221-223). The sample

selected usually represents the larger group from which they were selected. In this case,

the researcher randomly selects subjects that are considered to be representative of the

target population. Approximately 15 students per section of different senior high school

academic strand.
 Characteristics of Sample:

i. Must be a student of New Sinai School and Colleges Sta. Rosa Inc.

ii. Must use at least one source of media.The participants of the study will be the students

from grade 11 who owns a social media account and been seeing advertisements on

different social media site. The selected students were chosen through purposive

sampling method.

Research Locale

The research will be conducted in New Sinai School and Colleges Sta. Rosa

Incorporated in National Highway, Brgy. Tagapo, Sta. Rosa City of Laguna. The

respondents were given survey questionnaires in their classroom.

Data Gathering Procedures

The researchers of this study distributed survey questionnaires to the Grade 11

students of New Sinai School and Colleges Sta. Rosa Inc. to conduct a room to room

survey. The respondents were given enough time to answer each survey questions. After

the data gathering, the researchers collected and tallied the scores of the respondents by

applying statistical tools to come with accurate results.

Instruments

In this study, self- administered questionnaire is chosen to collect data about

consumer’s purchasing behaviour with relation to online advertising. Questionnaires are

used extensively in educational research to collect information that is not directly

observable. It was designed to find out consumer’s pattern in making decisions of whether
to buy a product or not. The questions collect demographic information and type of

purchase decision from the respondents.The questionnaires are in the form of the Likert

Scale type of survey. It is made to be answered by checking the space provided in the

table. The respondents will rank their answers according to the 5-point scale, with this;a

quantitative data was obtained, wherein the data can be analyzed with relative ease.

The research questionnaire seeks to answer questions about;

1. Consumer’s perception in the online advertisement.

2. Personal experience with advertised products.

3. Satisfaction level after purchasing and using advertised products.

4. Impact of online advertisement on the consumer’s buying decision.

Validation of Instruments

Validation is considered a process of gathering evidence that an

instrumentmeasures what it claims, or purports, to measure (Nunnally, 1978). The

American Psychological Association, American Educational Research Association, and

National Council on Measurement in Education, (1985), defined validity as the

“appropriateness, meaningfulness, and usefulness of the specific inferences made from

test scores.” In this study, evidence of content and construct validity is offered.

In order to examine the evidence of content validity, the researchers initially asked for

assistance on some mentors in New Sinai School and Colleges Sta. Rosa Inc. for the

verification of the questionnaires. They examined the instrument to assist in the

development of the survey questionnaires (wording,grammar, and other technical

flaws). The mentors judged whether the survey questions cover the content that the

research purports to measure.

Statistical Treatment

The response to the survey questionnaires of the Grade 11 students were

statistically analyzed with the data requirements of the study. The researchers used the

Mean Percentage as statistical instrument. It helped the researchers to determine the

percentage of the students’ answers under each question.

Formula:
𝐹
P (%) = 𝑛 (100)

Formula:

% is the percentage

F is the Frequency

N is the total number of respondents

100 is a constant value

http://library.spalding.edu/c.php?g=461133&p=3153088

https://www.researchgate.net/publication/270956555_CHAPTER_3_-

_RESEARCH_METHODOLOGY_Data_collection_method_and_Research_tools

https://www.questionpro.com/blog/research-design/

https://repository.up.ac.za/bitstream/handle/2263/25218/02chapter3-4.pdf?sequence=3