CHAPTER 3

METHODOLOGY

This chapter aims to provide an outline of the research methodology that will answer the

research questions – the research approach, technique used, data collection process and treatment

of data.

RESEARCH METHOD AND DESIGN

To satisfy the objective of this study, the researchers will present a quantitative research.

Quantitative research method aims to classify features, count them, and construct statistical

models (Bell, 2005), which involves the use of computational, statistical, and mathematical tools

to explain what is observed. It is conclusive in its purpose as it tries to quantify the problem and

understand how prevalent it is by looking for projectable results to a larger population. Further,

the design was suitable for the study because the researchers were interested in anticipating the

efficacy of social media platforms on micro and small restaurant enterprises. Moreover, the

responses to the questionnaire and collective insights of the participants will be the primary

source of data. Thus, the desired data that will be accumulated for the study will therefore

formulate conclusions for the research paper.

The study will be administered online through Google Forms where the respondents are

the guests and employees of SME’s who is only located at Metro Manila in which already

experienced the service of the said enterprises. The total population of the respondent is

presumption of one hundred (100). The researchers chose them as the respondents of this study

because they were able to tell how efficient the social media platforms on the restaurant they

have been visit. The sampling technique used to choose the respondent of this study is purposive

sampling, the researchers focus on characteristics of the respondents, which will be qualify to

enable you to answer your research questions.

RESEARCH INSTRUMENT

Development

The research instrument of this study is divided into three parts, firstly is the letter to the

respondents, demographic profile of the respondents and the survey questionnaire. In the

demographic profile, the respondents will be asking about their name (optional), age, sex, civil

status, highest educational attainment, and sector whether they are employee or customer. The

survey questionnaire will use a five point Likert Scale to measure the response of the

respondents among the following; level of 1 on very unsatisfied, level of 2 on unsatisfied, level

of 3 on neutral, level 4 on satisfied and level 5 on very satisfied. The questions will be multiple-

choice or closed-ended.

Validation
 The researchers consulted their research adviser for the initial review of the correctness

of the research instrument. Upon the approval of the research adviser the research instrument

will be sent to two (2) panelists who are experts in the field of discipline of research and

hospitality for validation. A validation form will be accomplished by the panelists in evaluating

the validity of questions to ensure that these are correct and essential to be included in the

questionnaire. The research instrument will then be revised according to the evaluation and final

recommendation of the panelist.

Pre-Testing

The research instrument will be pretested to twenty (20) respondents composed of

customers and employees. The pretesting will be facilitated on last ______________ at

_____________. The researchers will do the pretesting to ensure that all questions on the

instrument are clear and respondents have full understanding of all the items in the research

instrument.

DATA GATHERING PROCEDURES

The survey questionnaires will be distributed to the respective participants through

Google Forms. The researchers will ask for the consent from the participants before they will be

included as respondents of this study. The objectives and purpose of this study will be explained

to them, and they will be assured of the confidentiality of all personal information and responses

that will be provided. A link of the form will be given to the respondents and will be given

enough time to fill in their answers. The researchers will be present to answer questions from the
respondents about some items that needs their clarification. Upon completion, the researchers

will pick some of the participants to interview for the evaluation of the validity of their

responses. As what will be the result in the conducted interview, it will be synthesized for the

overall conclusion of the study.

Research Ethics

In accordance with the Data Privacy Act of 2012, researchers will ensure that all

participants, including panelists, will be given consent forms, which will indicate that any

personal information will be confidential, and are for research purposes only. Unless given their

consent if their name is to be published or used. The researchers will also ensure that the

participants will be aware of the study and, as to the reason they will be chosen to be part of it.

They will be given the option of backing out in case any personal reasons occur.

The respondents’ answers will be used for research purposes only, and no biases or

personal feelings must affect the result of the study.

STATISTICAL TREATMENT DATA

Frequency Distribution/Percentage

A frequency and percentage distribution are a display of data that specifies the percentage

of observations that exist for each data point or grouping of data points.

It is used for identifying the total number of observations to be presented and counting

the total number of observations within each data point or grouping of data points.
 f
Formula: P= x 100
N

Where:

P = percentage

f = frequency

N = number of respondent/s

Weighted Mean

A weighted mean is a kind of average. Instead of each data point contributing equally to

the final mean, some data points contribute more weight than others. (Andale, 2014)

Formula: W =
∑ [( f ) ( w)]
n

Where:

W = weighted mean

f = frequencies of the given

w = weights

n = total number of respondents

The following will be observed in interpreting weighted mean in the context of this study.

Weighted Mean Verbal Interpretation Interval Observed

Standard Deviation

A standard deviation is a statistic that measures the dispersion of a dataset relative to

its mean. The standard deviation is calculated as the square root of variance by determining each

data point's deviation relative to the mean. (Hargrave, 2021)

Standard deviation measures the dispersion of a data set relative to its mean.

Formula:
√ ∑ ( xi −x ) 2
i=1
n−1

Where:

Xi = value of the Ith point in data set

x = the mean value of the data set

n = the number of data points in the data set

A Chi-square analysis is performed to test the validity of the null hypothesis, which states

that there is no statistically significant difference between the observed and expected data, to

determine if the observed data are within acceptable limits. If the Chi-square analysis shows that

the data deviates significantly from the expected results, the alternate hypothesis is accepted.
 ( o−e )2
Formula: x 2={∑ }
e

Where:

o = observed number of individuals

e = expected number of individuals

∑ = sum of the values