CHAPTER II

RESEARCH METHODOLOGY

This chapter shall discuss the research method and design available for

the study. Here, the researchers also present their study approach, sampling,

and data collection methods. The researchers also discuss what approach they

used in their thesis and how they chose to collect their primary and secondary

data.

Likewise, this chapter presents the various procedures and strategies in

identifying sources for needed information on the analysis and evaluation of the

online sellers; experiences in using social media as means of generating income.

Thus, this part of the studies specifies of method of research used,

research design, research informants, research environment, and data collection

and procedures.

Research Design

This study used a qualitative method specifically a phenomenological

research design to investigate and describe the experiences as phenomenon.

The work of 20th century philosopher, Edmund Husserl which was later

developed by Heidegger known as the Husserlian’s philosophy was being used by

the researchers which had to be achieved after “bracketing out” the physical

description of the phenomenon.

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A phenomenological research study tries to understand people’s

perceptions, perspectives, and understandings of a particular situation (or

phenomenon). In other words, a phenomenological research study wants to

answer the question “What is it like to experience such thing? ” by looking at

multiple perceptions of the situation, a researcher can start to make some

generalizations of what something is like to experience from the informant’s

experience.

In addition, a phenomenological study describes the meaning of several

individuals of their lived experience. It attempts to identify shared experience

among various individuals experiencing the shared phenomena and seeks to

locate essence of an experience in order to understand what is like from the

point of view of the informants to a particular situation. In other words, a

phenomenological research study tries to answer the question that involves

issues and experiences of considerable significance to the informants (Bawalan

et al., 2012)

Generally, by looking at the multiple perspectives of the same situation,

the researchers can start to make some generalizations of what something is like

as an experience from the informant’s perspective.

In addition, the type of research approach commonly used in this study is

deductive approach. In deductive approach, the purpose of research would be to

apply theory on gathered data (Saunders, 2003, p. 105). In this research

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deductive approach was chosen for the study, research will find out the online

seller’s experiences in using social media as means of generating income.

Research Informants

A purposive sampling was used which was purposely selecting those

members of the community who can provide best information. The target

participants will be included in the research study. The selected participants are

those who experienced being online sellers. The sample size only depends on the

further need for formation after the saturation of data was reached.

Research Environment

The said research is going to be conducted in Danao City, Cebu. Danao

City Is one of the uprising cities in the province of Cebu. It is located in the

northeastern part of the Cebu province. Danao City is facing the Camotes Islands

to the East. It lies in the eastern coast between the municipalities of Carmen – to

the North, and Compostela – to the South. It is bounded to the West by the

municipalities of Balamban, Asturias and Tuburan.

In addition, Danao City has a 3rd class income classification, has an annual

income of Php 391, 439, 303.00. Aside from its major sources of income, such us

manufacturing, agricultural and cottage industries, it is also where the

researchers have known a lot of online sellers who are qualified to be the

informants of the study. Aside from that, it is convenient, accessible, safe and

budget – wise for the face to face interview that will be set according to vacant
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time during weekdays and the area can be inside of their houses where it is free

from distractions or outside as long as there is isolation in order to provide

comport and privacy.

Data Collection and Procedures

Self Awareness. Before gathering all the data proper, the researcher

should develop first the knowledge and personality. They must have the level of

knowledge and own perspective about the online seller’s experiences in using

social media as means of gathering income to avoid bias in giving its

interpretation which is known as “bracketing”. The researchers acknowledge

their past experiences, beliefs and personalities but try to set them aside for the

continuity of the study.

Bracketing. Bracketing has also been suggested to contribute a more

rigorous study and better validity. It is method used to mitigate the potentially

deleterious effect of preconceptions that may taint the research process.

However, the processes through which bracketing takes place are poorly

understood, in part as a result of a shift away from its phenomenological origins.

Since, the inception of bracketing in terms of definition, who brackets, methods

of bracketing and its timing in the research process. The researchers propose

conceptual framework to advance dialogue around bracketing and to enhance its

implementation. In addition, this is the central component of phenomenological

reduction-the isolation of the pure phenomenon versus what is already known of

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the phenomenon. In bracketing (the first step of Husserl’s approach) all

preconceived notions and prejudices about phenomenon under study are

identified, recorded and put to one side (Tufford, 2010).

Informed Consent. The participants were asked to signed a informed

consent after explaining the method with the conviction of confidentiality and

clear understanding of the procedures.

Member Checking. Member checking is done after the interview in

which the researchers will ask the participants to view the files for further

clarification and ensure them that the information is recorded. After gathering

informants, the researchers would re-examine the data before finalizing the

preliminary findings. The last one is that the researchers will check, re-examine

and discuss it to the team to make them agreed before lending the research

findings to the participants to confirm if the researcher’s findings got what they

actually mean.

Triangulation Method

The preliminary findings then used a triangulation method, in which more

than one method is used together data on the same topic. This is a way of

assuring the validity of research through the use of variety of methods which

involve different types of samples as well as method data collection. However,

the purpose of triangulation is not necessarily to cross validate data but rather to

capture different dimension of the same phenomenon (Kulkami 2013).

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Thus, the interpretation of the preliminary findings used this method

though ascertainment of emotions, expressions, or tone of voice in video cam or

radio tape recorded. The validation of the findings will then be needed by the

“member checking” technique.

Ethical Considerations

As this study utilized human participants and investigated on real state of

online sellers’ experiences in using social medias means of generating income.

The consideration of this study is necessary for the purpose of ensuring the

privacy as the security of the participants to prevent future problems. Among the

significant issues that were considered included consent, confidentiality and data

protection. The researchers conducted the interview in a very clear and concise

manner to prevent struggles. The respondents were given a sufficient time to

answer or respond to avoid errors. Thus, the study will promote trust between

the researchers and respondents.

Rigor of the Study

The researchers applied the appropriate research tools in the study to

meet the stated objectives of the interview with the use of semi-structured type

of questionnaire. They also made sure that the data collection instruments can

gather and produced informants that appropriate for the level of accuracy

required in the analysis and can maximized the chance of identifying the full

range of phenomenon of interest. When the data were collected, the researchers
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ensured that relevant and salient topics and themes and its potential finding the

relationships among topics and themes were extracted carefully to be able to

ensure the readers that the results are supported by the data.

Researchers also made sure that everything in the research process had

been understood clearly by both or their colleagues and informants. The study

should be transparent and explicit on what they did, plan or agree to do in order

to avoid confusion and to bring about a great deal of trust in the results

presented.

Generally, the researchers followed and did all those things to have a

significant rigor of the study.

Method of Data Analysis

The data analysis method used as Colaizzi”s steps to analyze the data

collected in interview.

Colaizzi’s method of analysis emanated from the recent research

conducted by the researchers to allow the informants to express their

experiences through everyday language. These “experiences of life” of the

informants included-art, music, poetry, metaphor as symbolic representations- as

a vehicle for informants to explicate their experiences. (Edward & Welch, 2011)

First, each transcript will be read and re-read several times to gain a

sense of the whole content. Second, significant statements and phrases

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pertaining to the body image changes and coping strategies will be extracted

from each transcript. Third, meanings will be formulated from the significant

statements. Each underlying meaning will be coded in one category as they

reflect an exhaustive description. Fourth, after having an agreement toward all

formulated meanings into categories that reflect a unique structure of cluster of

themes will be initiated. Fifth, after merging all study themes, the whole

structure of the phenomenon will be extracted. Sixth, a bit similar to previous

step, but no exhaustive meanings will be sought, reduction of findings will be

done in which redundant, misused or overestimated descriptions will be

eradicated from the overall structure. Finally, a validation of the findings will be

sought using “member checking” technique. It was undertaken through returning

the research findings to the participants and discussing the results with them.

After the researcher watch the recorded interviews in the video recorder

and listen to the researcher-participant conversation in the audio recorder for

several times, each of the recording was transcribed one by one and translated

into English verbatim. After which, the transcripts were read and re-read by the

researcher for further review that nothing was missed nor extended in the

content of the recorded interview.

The method of triangulation was used in observing the emotions of the

informants, their facial expressions and the tone of their voices. These three

parameter showed relationship between the statements they disclosed and the

meanings they subconsciously made throughout the conversation.

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After reviewing all the transcripts, each line was coded. Significant

statements were extracted and given formulated meanings. Formation of core

meaning for each of the distilled significant statements required the researchers

to acknowledge the statements before and after each significant statement. Each

theme will be identified according to the strained defining characteristics of each

formulated meaning. Then the identified clustered themes will be re-grouped to

form emergent themes.

EXTRACTION OF SIGNIFICANT THEMES

There were 12 significant statements distilled from the over-all statements

of the informants where were based on the objectives of the provided question.

Which will focus on: (a) giving meaning to social media, (b) reasons of using it

as means of generating income, (c) understanding the actions and the life

experiences of an online seller (through expressions and thoughts), (d)

identifying how being an online seller changed their lives, (e) how they handled

the problems they have met being an online seller through a semi structured

questionnaire.
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Table1. Way of extracting significant statements from the transcribed

statements.

Because online selling is easy niya kanang sayon ra makabuhat kas

imong mga trabaho while naa ra ka sa inyong balay mga ingon ana

ba. Makabuhat kag income (serious face) kaysa magsige ug waste sa

akong time nga maglaag-laag. Mag-online ko para matabangan

akong mama. Nakahelp man siya nga mahimo kog independent. Naa

ra koy nakit-an sa facebook ako ra sad gi grab ba niya ni work man siya. Akoa

rasad gipadayon sa akong mga kaila okay ra nakog dili payment first pero if

out sa Cebu na magpayment first jud ko. Bogus buyer? Wa paman nuon.

Kuan, basta inig mata dayun nako inig ka buntag, ditso dayun kog facebook

pero inig ka gabie na focus ko sa skwela. Every week naay mag-order.

Thursday akong cut off then magdistribute ko is every Wednesday, next week.

Duha akong supplier. Mas ni more sociable ko, mas ni daghan akong friends.

Ang kanang paghangyo nga barato nalang ang price, mao lagi tong joy

receiver ug unsa paman. Mao ra man guro na. Pag Grade 10 pako nagsugod

ani. Ni criticize? Wala pa sad noon. Maglagot jud ko anang mga demanding na

customers. Gahapon lang gud naa koy naka-away kay kuan kayo siya.

Sa akong supplier free pack baya then di ko ka choose kung unsa nga
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color ang maabot diri nako. Demanding kayo siya nako, ni ana siya

nga “sis, kung wala gani white dili na lang ko mo order ha? Dili lang

ko magpayment kay kung ang maabot dili white na color, ikaw lang

tapal kay imo baya nang responsibilidad” murag nalain ko wala na

lang ko mureply bahala nalang ka diha. I-onhand nalang to nako kung

maabot tong product then dili padak-an ang price. Inig order nako didto sa

supplier, payment first jud ko didto. Usahay gani mu ana sila nga payment

upon meet up nalang pero maglisod ko kay usahay. Mao na ila ganahan,

makatapal jud ko. Pareha gahapon akong natapal kay 4400. Pero mabawi ra

man sad noon kay naa may mga book buyers na tag 20 ilang paliton. 3000 sad

akong ginansiya every week. Basta gamay lang ang patong sa price, daghan

jud ang mamalit. Tiningob, kay sa shipping man gud mi mag daog. Mode of

payment nako kay Palawan pero naka try man sad ko noon ko sa tanan, M.L,

LBC. Manila ko magkuha. Steady ra jud ko sa duha nako ka supplier. Ang

money na akong ginansiya kay magamit pud nako, ako maoy

magbayad sa akong tuition sa school. Wala man nako hasola ang

akong parents kung makatapal ko okay naka benefit baya sila pero

maglagot na lagi usahay sila mama nako kay kung walay klase

cellphone nalang permi ang atobangon malimtan nalang ang mga

trabaho sa balay. Wala noon siya maka affect sa akong grades kay ni

taas man noon. Kung naa koy pwesto ganahan ko, ipadayon jud

nako.
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FORMULATION OF CORE MEANINGS

The basic meaning or restatement of a phrase of significant statements or

more commonly known as “formulated meanings” were numerically coded with

the same numeral as the corresponding significant statement.

Table 2. Develop of Formulated Meanings

SIGNIFICANT STATEMENTS FORMULATED MEANINGS

Because online selling is easy niya Convenience and Independence may

kanang sayon ra makabuhat kas sometimes go together. Most often,

imong mga trabaho while naa ra ka sa because of independency, a person is

inyong balay mga ingon ana ba. willing to do the most convenient

Makabuhat kag income (serious face) thing just to generate some income,

kaysa magsige ug waste sa akong provide for himself or herself and for

time nga maglaag-laag. Mag-online ko his/her family. FM1

para matabangan akong mama.

Nakahelp man siya nga mahimo kog

independent.

(Online selling is easy because you

can just do your chores while you are

staying at home. You can make an

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income and save money rather than

wasting it. I am selling online to help

my mother and it also helps me to

become responsible). 1P1:L1- 6

Gahapon lang gud naa koy naka-away Demanding customers may lead some

kay kuan kayo siya. Sa akong supplier arguments or conflicts that can

free pack baya then di ko ka choose sometimes ruin the relationship or

kung unsa nga color ang maabot diri image of an online seller. FM2

nako. Demanding kayo siya nako, ni

ana siya nga “sis, kung wala gani

white dili na lang ko mo order ha? Dili

lang ko magpayment kay kung ang

maabot dili white na color, ikaw lang

tapal kay imo baya nang

responsibilidad” murag nalain ko wala

na lang ko mureply bahala nalang ka

diha.

(Yesterday, me and one of my

customers fought. I can’t choose what

will be the color that my supplier will

send because it is free pack. She’s so

demanding, she told me that “sis, if

there will be no colored white, I will

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not buy. I will not advance my

payment because if the supplier will

send another color, you have to pay it

for me because it’s your

responsibility”. It hurts my feeling so I

didn’t reply to her message).2 P1:L19-

25
Usahay gani mu ana sila nga payment Through using some excellent

upon meet up nalang pero maglisod strategies to gain customers, the seller

ko kay usahay. Mao na ila ganahan, will surely get back what has been

makatapal jud ko. Pareha gahapon lost. FM3

akong natapal kay 4400. Pero mabawi

ra man sad noon kay naa may mga

book buyers na tag 20 ilang paliton.

3000 sad akong ginansiya every

week. Basta gamay lang ang patong

sa price, daghan jud ang mamalit.

Tiningob, kay sa shipping man gud mi

mag daog.

(Sometimes, the buyers said that they

will only pay their orders upon meet

up which is very difficult for me. If

that is what they really want, I have

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no choice. Just like yesterday, I used

my own money to pay Php4400. But I

still got it back as I have book buyers

who bought for about 20. I have

Php3000 as my profit every week. If

the price is not that costly, there will

be a lot of buyers. I will just place all

the orders in just one transaction to

my supplier because the shipping is

costly if I will order one item at a

time.) 3 P1:L28-36
Ang money nga ako ginansya kay Making money is not really an easy

magamit pud nako, ako maoy mag thing, it can cause busyness that can

bayad sa akoa tuition sa school. Wala sometimes be the reason an individual

man nako hasula akoa parents ug or a person forget some of his

makatapal ko o kay naka benefit baya household chores to do. It may give

sila pero mag lagot na lagi usahay sila that individual a bad or good effect to

mama nako kay kung way klase his daily lives. FM4

cellphone nalang lagi ang atubangon

malimtan nalang ang mga trabaho sa

balay. Wala nuon sya naka affect sa

akoa grade kay nitaas man nuon.

Kung naa koy pwesto ganahan ko

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ipadayon jud nako.

(The profit that I earned in my

business was very useful to me, I

used it to pay my tuition fees. I didn’t

hustle my parents if I am the one who

pays for it for my customers because

my family also got benefit from it but

sometimes my parents are upset

because all I did was look at my

cellphone and forget to do the

household chores. It didn’t affect my

grades instead it gets high. If I have

my place to build a store, well I will

continue my business). 4P1:L39-46

DEVELOPMENT OF CLUSTER THEMES

The formulated meanings corresponding to the significant statements

were categorized and clustered to form several sorted themes which figured out

the assimilation and group formulated meanings which almost completely the

same concept. These clustered themes were made out of the categorized

formulated meanings to partially describe the informant’s experiences.

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Table3. Illustrates how these cluster themes were derived.

FORMULATED MEANINGS CLUSTER THEMES

*1 Convenience and Independence may sometimes go Clever ways for

together. Most often, because of independency, a independency.

person is willing to do the most convenient thing just

generate some income, provide for himself or herself

and for his/her family. FM1

*2 Demanding customers may lead some arguments or Demanding

conflicts that can sometimes ruin the relationship or customers.

image of an online seller. FM2

*3 Through using some excellent strategies to gain Strategies to gain

customers, the seller will surely get back what has been what has been lost.

lost. FM3
*4 Making money is not really an easy thing, it can Busyness can cause

cause busyness that can sometimes be the reason an laziness.

individual or a person forget some of his household

chores to do. It may give that individual a bad or good

effect to his daily lives. FM4

Formulation of Emergent Themes

The next step was to form the cluster themes into emergent themes.
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The method was to grouped theme clusters with common characteristics into

emergent themes. Cluster themes were qualified to form Emergent Themes.

Table4.b Shows how these emergent themes were formed.

Formulated Meanings Cluster Themes Emergent Themes

*1 Convenience and Clever ways for “Resilient ways of

Independence may independency. independency.”

sometimes go together.

Most often, because of

independency, a person

is willing to do the most

convenient thing just

generate some income

for him/her to survive.

FM1
*2 Demanding When facing a

customers may lead demanding customers

some arguments or

conflicts that can

sometimes ruin the

relationship or image of

an online seller. FM2

*3 Through using some Strategies to gain what “When there’s a will,

excellent strategies to has been lost. there’s a way.”

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gain customers, the

seller will surely get

back what has been

lost. FM3
*4 Making money is not Busyness can cause “Time management will

really an easy thing, it laziness, so people always be an effective

can cause busyness that should manage their key for multi-tasking.”

can sometimes be the time properly.

reason an individual or

a person forget some of

his household chores to

do. It may give that

individual a bad or good

effect to his daily lives.

FM4

Integration of result into an Exhaustive Description of the

Phenomenon

The final step of the data analysis is the exhaustive description of the

phenomena based on the integration of the cluster themes from all the

informants. The exhaustive description provides comprehensive insight into the

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phenomenon or experiences of the online sellers in using social media as

means of generating income. Colaizzi (1978) suggested in “formulating the

exhaustive description of the investigated phenomenon, is as equivocal a

statement of identification of its fundamental structure as possible”.