CITY OF MALABON UNIVERSITY

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CHAPTER 3

RESEARCH METHODOLOGY AND PROCEDURE

This chapter presents methods and procedures used in this study. It

describes the research design, the respondents of the study, the research

instrument, the data gathering procedures and the statistical treatment of data.

RESEARCH DESIGN

The descriptive research method was employed in gathering data for the

study. According to James P. Key of Oklamahoma State University (2007),

Descriptive Research is used to obtain information concerning the current status of

the phenomena to describe “what exists” with respect to variables or conditions in

a situation. The methods involved range from the survey which investigates the

relationship between variables, to developmental studies which seek to determine

changes over time. It involves the element of interpretation of the data gathered

and its significance.

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RESPONDENTS OF THE STUDY

The respondents of the study were the managers and staff of selected BPO

companies. Three hundred (300) respondents composed of six (36) managers and

ninety four (264) organizational staff were chosen randomly.

RESEARCH INSTRUMENTS

The study made use of one (1) set of questionnaire in gathering data from

the respondents. The questionnaire was constructed by the researcher to be used

as the main tool in gathering data needed to answer specific questions that the

researcher wanted to find out.

The questionnaire contained questions regarding the profile of respondents,

their age, gender, and educational attainment, their assessment of the Marketing

Strategies in terms of their product, place, price, promotion, people, also their

assessment of Service Quality in terms of their reliability, assurance, tangibles,

empathy, and responsiveness, also their Problems Encountered of Business Process

Outsourcing companies. The researcher also conducted some unstructured

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interviews with the respondents to enrich the information gathered. The responses

to the questionnaire required scores from a three-point scale and interpreted as

follows:

Scale Weight Descriptive Rating

Very
3 2.50-3.00 Always Very Serious
Effective
2 1.50-2.49 Effective Sometimes Serious

1 1.00-1.49 Ineffective Never Not Serious

VALIDATION OF THE INSTRUMENT

For validation purposes, the questionnaire was formulated by the researcher

and was submitted to the research professor for comments and suggestions. A dry

run was also conducted by asking, 5 sample respondents to know if they understand

the questionnaire and to know if there’s anything that needs to be added that is

important. After the dry-run the questionnaire was again submitted to the

researchers’ adviser for the comments and suggestions. The final copy of the

questionnaire was used for the survey.

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DATA GATHERING PROCEDURES

To gather all the necessary data of this study, the researcher requested for

the approval of the General Manager of selected BPO companies in Metro Manila,

Philippines to conduct this research study by distributing the questionnaire to the

managers and organizational staff of the company and use existing data to get the

profile of the respondents.

SAMPLING TECHNIQUES

Thirty-six (36) managers of Business Process Outsourcing Companies and

two hundred sixty-four (264) organizational staff were chosen through random

sampling. According to Melchor A. Calmorin and Laurentina Paler-Calmorin, random

sampling is a technique where we select a group of subjects (a sample) for study

from a larger group (a population). Each individual is chosen entirely by chance but

possibly non-equal, chance of being included in the sample. Also by using random

sampling, the likelihood of bias is reduced.

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DISTRIBUTION AND RETRIEVAL OF THE QUESTIONNAIRE

The researcher conducted the survey of the study during weekdays when

the managers and staff were available.

The researchers made a visit to Business Process Outsourcing companies in

Metro Manila, Philippines for the distributions of the questionnaires from December

11, 2018 to December 16, 2018.

The researchers requested also the assistance of managers for the

distributions of the questionnaire and they were retrieved after answering them.

The collected questionnaires were arranged for collation of data for the study.

STATISTICAL TREATMENT OF DATA

To determine the actual number of the respondent needed for the study, the

following formula was used:

Percentage was used as the tool for statistical test to determine the number

and profile of the respondents.

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The following formula was used:

𝑓
% = 𝑥 100
𝑁
Where:

% - Percentage

f - Sample Size

N - Total number of respondents

Weighted Mean was used to determine the status of Marketing Strategies

and Service Quality of Selected BPO Companies in Metro Manila, Philippines.

The following formula was used:

∑ 𝑓𝑥
𝑊𝑥 =
𝑁
Where:

f - frequency

∑ 𝑓𝑥 - summation of frequency times score

N - number of respondents
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Z-test was used to determine the significant difference of the two groups of

respondents.

The following formula was used:

𝑥1 − 𝑥2
𝒁 =
2 2
√𝑆𝐷1 +𝑆𝐷2
𝑁
Where:

𝑧 - computed z-value

𝑥1 - mean of the first group

𝑥2 - mean of the second group

𝑆𝐷12 - variance of the first group

𝑆𝐷22 - variance of the second group

𝑁 - sample size
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Pearson r Product Moment Correlation was used to determine if

Marketing Strategies and Service Quality of Business Process Outsourcing in Metro

Manila has a significant relationship.

The following formula was used:

𝑛 ∑ 𝑥𝑦− ∑ 𝑥 ∑ 𝑦
𝑟𝑥𝑦 =
√[𝑛 ∑ 𝑥 2 −(∑ 𝑥)2 ][𝑛 ∑ 𝑦 2 −(∑ 𝑦)2 ]

Where:
𝑟𝑥𝑦 - Pearson r value

n - Number of paired values

∑𝑥 - Summation of first set of data

∑𝑦 - Summation of second set of data
∑ 𝑥2 - Summation of squared first set of data
∑ 𝑦2 - Summation of squared second set of data
∑ 𝑥𝑦 - Summation of the product of the data.
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Friedman’s Two-way Analysis of Variance (ANOVA) by Ranks was

used to determine the significant difference of the three groups of respondents.

The following formula was used:

12
𝐹= ( ) ∑ 𝑅𝑖2 − 3𝑛(𝑘 + 1)
𝑛𝑘(𝑘+1)

Where:
K - number of columns
n - number of rows
𝑅𝑖 - sum of the ranks