Chapter 3
Research methodology
This chapter presents the method of research to be used, the instruments of
research and statistical data gathered. In this part, the readers will be able to know process
taken to accomplish this work.
Research Design
For this study, the researchers applied descriptive method of research in collecting and
interpreting data. The descriptive research, also known as statistical research, describes data and
characteristics about the population being studied. This study wants to find the effect of business
advertisements on consumer preference.
Source of Data
The researchers used the Slovin's Formula to get the number of target respondents and out
of four thousand one hundred fifty four (4154) located at Tapuac District, Dagupan City; three
hundred sixty five (365) respondents were chosen to be the accurate sample size. Out of the 365
floated survey questionnaire in the area only 110 were retrieved, using the following formula:
Formula:
- used to calculate the sample size (n) given the population size (N) and a margin error (e).
- It’s a random sampling technique formula to estimate sampling size
- it’s a computed as n = N / (1+Ne2).
Whereas:
n = no. of samples
N = total population
e = error margin/margin of error
Locale of Study
The study was conducted in Tapuac District, Dagupan City. The researchers chose
this place as locale of the study because there are many individuals _____in the place, who
served as the respondents of the study.
Instrumentation and Data Collection
The researchers used a survey questionnaire checklist-type and unstructured
interview to allow the respondents to respond to research questions. Questionnaire will be
very important to this study to obtain information about the effect of business advertisement
in consumer preference.
Statistical Tools for Data Collection
The data obtained from the questionnaires were studied and analyzed using
frequency counts. Percentages and average weighted mean. To answer the first problem
which was focuses on the different profile of their respondents, the researchers used
frequency counts and percentage.
Frequency
Frequency is the number of ties a specified periodic phenomenon occurs within a
specified interval.
Percentage
Percentage (%) is the number of ratio expressed as attraction of 100. Percent are used
to express how large or small one quantity is relative to one quantity. The percent value is
computed by multiplying the numeric value of the ratio by 100 as the denominator.
Formula:
P=f/n X 100
Where:
P= Percentage
f = frequency
n = number of respondents
100- constant
In answering the problem 2 and 3 the researchers used average weighted mean
Weighted mean- takes into consideration the proper weights assigned to the observed values
according to their relative importance.
Total weighted frequency
Weighted Mean =
Where:
n = total number of respondent
The computed average weight mean was interpreted using the following statistical limit
constructed by the researchers.
Statistical Limit Numerical Value Descriptive Rating
4.50-5.00 5 Always
3.50-4.49 4 Often
2.50-3.49 3 Sometimes
1.50.2.49 2 Rarely
1.00-1.49 1 Never
To determine if there is a significant relationship between the leadership styles and
leadership skills of deans and their profile variables 5 will be treated using Pearson Correlation.
Correlation (Pearson, Kendall, Spearman) is a vicariate analysis that measures the strength of
association between two variables and the direction of the relationship. In terms of the strength
of the relationship, the value of the correlation coefficient varies between +1 and -1. A value of
± 1 indicates a perfect degree of association between the two variables. As the correlation
coefficient value goes towards 0, the relationship between the two variables will be weaker. The
direction of the relationship is indicated by the sign of the coefficient; a + sign indicates a positive
relationship and a – sign indicates a negative relationship. Below is the range of the strength of
association.
Range Strength of Association
0 No Association/Relationship
0 to ±0.25 Negligible Association/Relationship
±0.25 to ±0.50 Weak Association/Relationship
±0.50 to ±0.75 Moderate Association/Relationship
±0.75 to ±1 Very Strong Association/ Relationship
±1 Perfect Association/ Relationship
To determine if there is a significant difference between the leadership styles and
leadership skills of deans and their profile variables 5 was treated using Analysis of Variance
(ANOVA) at a significant level α = 0.05.
