CHAPTER III

Research Methodology
RESEARCH DESIGN
POPULATION AND SAMPLING
DESCRIPTION OF RESPONDENTS
RESEARCH INSTRUMENT
DATA GATHERING PROCEDURE
STATISTICAL TREATMENT OF DATA
(QUESTIONAIRE)
Research Design

 Is the research plan or scheme to be

implemented in answering the research
problem
 Identify and describe the method/s of research
utilized in the study. Discuss its appropriateness
to the study. Acknowledge source of the
method/s used.
Qualitative vs Quantitative

 Quantitative data is numbers-based, countable, or

measurable. Quantitative data tells us how many, how
much, or how often in calculations.
 Qualitative data is interpretation-based, descriptive,
and relating to language. Qualitative data can help us
to understand why, how, or what happened behind
certain behaviors
Descriptive Design

 Descriptive Research design is to give answers to

questions like who, what, where when and how
much.
 Descriptive research design is a type of research
design that aims to obtain information to
systematically describe a phenomenon, situation,
or population.
 Can be either quantitative or qualitative.
How Data is Gathered through
Observation, Survey, experimentation
and registration
 Data can be collected by observing individuals,
behavior, events and activities. This is called observation
method
 The survey method is conducted through interviews or
well-prepared questionnaire
 data can be gathered through experimentation or
registration
 Sample Research Design

 A research design is said to be the most crucial part of a research

study because it determines the success or failure of a research study.
It guides local arrangements for the collection and analysis of data so
that conclusions may be drawn. Since the study was concerned with
the customer’s satisfaction and how the native cuisine and delicacy
attracts tourist in Marikina City, the study used quantitative approach.
Through the descriptive research design, only the questions that were
answered by the respondents through survey questionnaires were
presented in this study. Descriptive research design is a scientific
method which involves observing and describing the behavior of a
subject without influencing it in any way (Shuttleworth 2009).
POPULATION AND SAMPLING

 Population is the totality of all the objects, person and

characteristic under consideration in the research.
 Sample is a representative subset of the population. It
should possess all the characteristics of the population
 In determining the sampling plan, the following
suggestion is recommended:
1. Determine who your respondents are in your research
study
2. Determine weather you wish to take into account the
entire population or consider a representative sample.
Population and Sampling

3. Compute for appropriate sample size

4. Determine the sampling technique or techniques you wish to
apply
a. Probability sampling technique – is a sampling technique
wherein each of the sample units has an equal chance of
being drawn.
1. Simple Random sampling
2. Systematic sampling
3. Stratified sampling
4. Cluster sampling
Probability Sampling

 Simple random sampling

In a simple random sample, every member of the population has
an equal chance of being selected. Your sampling frame should
include the whole population.
 Example:
You want to select a simple random sample of 100 employees of
Company X. You assign a number to every employee in the
company database from 1 to 1000, and use a random number
generator to select 100 numbers.
Probability Sampling

 Systematic sampling
Systematic sampling is similar to simple random sampling, but it is
usually slightly easier to conduct. Every member of the population is
listed with a number, but instead of randomly generating numbers,
individuals are chosen at regular intervals.
 Example:
All employees of the company are listed in alphabetical order. From
the first 10 numbers, you randomly select a starting point: number 6.
From number 6 onwards, every 10th person on the list is selected (6,
16, 26, 36, and so on), and you end up with a sample of 100 people.
Probability Sampling

 Stratified sampling
Stratified sampling involves dividing the population into subpopulations
that may differ in important ways. To use this sampling method, you divide
the population into subgroups (called strata) based on the relevant
characteristic (e.g. gender, age range, income bracket, job role).
 Example: The company has 800 female employees and 200 male
employees. You want to ensure that the sample reflects the gender
balance of the company, so you sort the population into two strata
based on gender. Then you use random sampling on each group,
selecting 80 women and 20 men, which gives you a representative
sample of 100 people.
Probability Sampling

 Cluster sampling
Cluster sampling also involves dividing the population into subgroups,
but each subgroup should have similar characteristics to the whole
sample. Instead of sampling individuals from each subgroup, you
randomly select entire subgroups.
 Example:
The company has offices in 10 cities across the country (all with roughly
the same number of employees in similar roles). You don’t have the
capacity to travel to every office to collect your data, so you use
random sampling to select 3 offices – these are your clusters.
 1. Convenience sampling – is a process of
picking out people in the most
b. Non-Probability convenient and fastest way to
Sampling – the immediately get their reactions to a
certain controversial issues.
sample is not a
proportion of the Example:
population and You are researching opinions about
there is no system in student support services in your university,
selecting the so after each of your classes, you ask your
fellow students to complete a survey on
samples. The the topic. This is a convenient way to
selection depends gather data, but as you only surveyed
on the situation students taking the same classes as you at
the same level, the sample is not
representative of all the students at your
university.
Non-Probability Sampling

 Purposive sampling - This type of sampling, also known as

judgement sampling, involves the researcher using their
expertise to select a sample that is most useful to the purposes
of the research.
 Example:
You want to know more about the opinions and experiences of
disabled students at your university, so you purposefully select a
number of students with different support needs in order to
gather a varied range of data on their experiences with student
services.
Non-Probability Sampling

 Quota sampling – specified numbers of person of certain types are

included in the sample. Quota sampling is defined as a non-probability
sampling method in which researchers create a sample involving
individuals that represent a population. Researchers choose these
individuals according to specific traits or qualities.
 Example:
A cigarette company wants to find out what age group prefers what
brand of cigarettes in a particular city. They apply survey quota on the
age groups of 21-30, 31-40, 41-50, and 51+. From this information, the
researcher gauges the smoking trend among the population of the city.
Non-Probability Sampling

 Snowball sampling
If the population is hard to access, snowball sampling can be used to
recruit participants via other participants. The number of people you have
access to “snowballs” as you get in contact with more people.
 Example:
You are researching experiences of homelessness in your city. Since there is
no list of all homeless people in the city, probability sampling isn’t possible.
You meet one person who agrees to participate in the research, and she
puts you in contact with other homeless people that she knows in the area.
SAMPLE POPULATION AND SAMPLING

 The researchers chose randomly the respondents in

the different food sites destinations in the area. They
were the ones who were knowledgeable enough to
answer the problems in the study. They were able to
answer the questionnaires that the researchers gave
to them which supplied the information that the
researchers needed. The respondents were able to
assess the satisfaction they obtained as well as their
assessment on the Marikina native cuisines and
delicacies.
Description of the Respondent

 Provide description of the demographic profile of the

respondent/subjects
 People who take part in the research project
 SAMPLE RESPONDENT OF THE STUDY

 The fifty respondents who were included in this study were the tourists’ or
customers of the different restaurants in Marikina City composed of fifteen
men and thirty-five women. As for their category, there were twenty-eight
customers who were professional, and there was only twenty-two
students. As for their age, there were twenty customers whose ages
ranged from twenty and below and another seventeen whose ages
ranged from twenty-one to thirty. There were also six customers, whose
ages ranged from thirty-one to forty, and the remaining seven customers
whose ages ranged from forty-one to fifty and above. And lastly, for their
frequency of how many times they have been in different Marikina food
sites, four customers had availed it once, seven already availed it twice,
ten customers had availed it thrice and twenty-nine had availed it for
more than four times.
RESEARCH INSTRUMENT

 Describe in detail the particular method used in gathering data.

 Method of collecting data can be done in the following ways:
1. Conduct interview and experiments
2. Float questionnaires
3. Use observation
4. Gather historical data through registration like census and
others
 Standardized – cite the complete detail of the source
 Self-constructed – the research instrument must be tested for
validity and reliability
Validity

 A research instrument is considered valid if it can measure

what it intends to measure
 Has three types:
1. Content validity – refers to the degree to which a research
instrument is able to provide adequate coverage of the
research topic
It is mainly concern with how the content of the research
topic is competently and sufficiently treated.
Validity

2. Criterion-related validity refers to the ability of the

research instrument to predict the intended research
outcome.
3. Construct validity refers to the ability of the research
instrument to measure or infer the existence of abstract
characteristics wherein no validation appears
impossible.
Reliability

 Refers to the internal consistency of a research instrument or the

degree to which a measurement is free of random or unstable
errors.
 Different Form:
1. test-retest – a test is administered twice over a given period of time
and the correlation coefficient, r, is computed for.
2. Parallel form – the research instrument is again administered twice
simultaneously
3. Correlation Coefficient is again computed for.
4. Split-half or kuder-Richardson 20 – used to measure for internal
consistency
SAMPLE RESEARCH INSTRUMENT

 The researcher used survey questionnaire as the

research instrument. The questionnaire was
appropriate for this descriptive research.
Questionnaires are used in gathering data from
the respondents of the study.
THE QUESTIONNAIRE

 Most popular ways of gathering primary data is

through the use of well-prepared questionnaire.
 A questionnaire is a research instrument consisting of
a series of questions (or other types of prompts) for the
purpose of gathering information from respondents.
Parts of the QUESTIONNAIRE

1. The Cover Letter – is a formal and simple communication to your

respondents.
2. The respondent's profile – includes the demographic and/or psychographic
profiles of the respondent.
3. The questionnaire proper contains the substance of the research study.
 The questions or statement are clear, precise and simple
 The question is correctly worded
 The question are logically and systematically written
 The questions state the precise units of the variables
 The questions are answerable by means of checking
4. Question can either be structured or
unstructured
5. Questions can be answered using scales to
accurately measure degree or extent.
 Rating Scale - ordinal and interval level scales.
LIKERT SCALE

 It is the most widely used approach to scaling

responses in survey research, such that the term
(or more accurately the Likert-type scale) is
often used interchangeably with rating scale,
although there are other types of rating scales.
The scale is named after its inventor,
psychologist Rensis Likert.
 Five Point Likert Scale of Satisfaction

5 point Likert Scale of Satisfaction

Scale Range Verbal Interpretation

5 4.20 - 5.00 Highly Satisfied

4 3.40 – 4.19 Satisfied

3 2.60 – 3.39 Fairly Satisfied

2 1.80 – 2.59 Somewhat Not Satisfied

1 1.00 – 1.79 Extremely Not Satisfied

DATA GATHERING PROCEDURE

 The step-by-step procedure followed in

conducting the study should be enumerated
and explained in complete detail. Identify time
frame for the collection of data.
 SAMPLE DATA GATHERING PROCEDURE

The following steps are undertaken in this study:

1. A written permission and approval was sought from the Vice President for Academics and
College Deans of six Local Colleges and Universities on the conduct of the study.
2. Prepared draft of the questionnaire and presented it to the thesis adviser for comments and
suggestions.
3. Sought the approval of the thesis adviser for a letter of permission on the conduct of the
study.
4. The copies of questionnaires with the developed Laboratory Instruction Manual were
personally distributed to school administrator, faculty and laboratory custodian. The
objective of the study were explained thoroughly.
5. The questionnaires were retrieved from the three groups of respondents.
6. The data collected were tallied, tabulated, statistically treated, analyzed and interpreted.
  Describe briefly how the
data collected are to be
statistically processed. List
STATISTICAL sequentially and provide the
formula for the more
TREATMENT OF sophisticated statistical tool
DATA used as well as citing the
sources and identifying the
sub-problem to which it is
used.
 Definition of Parametric and
Nonparametric Test
 In Statistics, a parametric test is a kind of the hypothesis test which
gives generalizations for generating records regarding the mean of
the primary/original population. The t-test is carried out based on the
students t-statistic, which is often used in that value.
 The non-parametric test does not require any population distribution,
which is meant by distinct parameters. It is also a kind of hypothesis
test, which is not based on the underlying hypothesis. In the case of
the non-parametric test, the test is based on the differences in the
median.
 The key difference between parametric and nonparametric test is
that the parametric test relies on statistical distributions in data
whereas nonparametric do not depend on any distribution. Non-
parametric does not make any assumptions and measures the central
tendency with the median value.
SAMPLE STATISTICAL TREATMENT OF DATA

 Frequency - It is a grouping of the data into

categories showing the frequency of the
respondent’s answer. This is used to determine
the quantity of the respondents.
 1.) Percentage

A rate number or amount in each hundred

Where:

P= percentage

F= frequency

n = total number of respondent

 Weighted Mean it was used to get the average frequency of the responses in each
weighted item.
Formula
WM= fx/n
Where:
WM= Weighted Mean
f = frequency
n = total of respondents
x = item scale
 Median - The median refers to the most central value in
a list of numbers. While simple to explain, the median is
harder to compute than the mean. This is because in
order to find the median, it is necessary to sort the
numbers in the list.
Mean vs Median

Both are measures of where the center of a data set lies (called
“Central Tendency” in stats), but they are usually different
numbers. For example, take this list of numbers: 10, 10, 20, 40, 70.
 The mean (informally, the “average“) is found by adding all of
the numbers together and dividing by the number of items in
the set: 10 + 10 + 20 + 40 + 70 / 5 = 30.
 The median is found by ordering the set from lowest to highest
and finding the exact middle. The median is just the middle
number: 20.
How to find Mean and Median

 Step 1: Put the numbers in order so that you can clearly see patterns.
For example, let's say we have 2, 19, 44, 44, 44, 51, 56, 78, 86, 99, 99.
 Step 2: Add the numbers up to get a total.
Example: 2 +19 + 44 + 44 +44 + 51 + 56 + 78 + 86 + 99 + 99 = 622. Set this number
aside for a moment.
 Step 3: Count the amount of numbers in the series.
In our example (2, 19, 44, 44, 44, 51, 56, 78, 86, 99, 99), we have 11 numbers.
 Step 4: Divide the number you found in step 2 by the number you found in step
3.
In our example: 622 / 11 = 56.5454545. This is the mean, sometimes called the
average.
How to find Mean and Median

 If you had an odd number in step 3, go to step 5. If you had an

even number, go to step 6.
 Step 5: Find the number in the middle of the list.
This is the median. 2, 19, 44, 44, 44, 51,56, 78, 86, 99, 99.
 Step 6: Find the middle two numbers.
For example, 1, 2, 5, 6, 7, 8, 12, 15, 16, 17. The median is the number
that comes in the middle of those middle two numbers (7 and 8),
so that number would be 7.5 in this case. In order to do this
mathematically, add the two numbers together and divide by 2.