CHAPTER III

RESEARCH DESIGN AND METHODOLOGY

This chapter shows the methods and the procedures employed in the

conduct of the study. It also includes the research design, sources of data,

research instrument, and population of the study, the data gathering procedure,

and the statistical treatment.

Research Design

The study used descriptive method using survey questionnaire as data

gathering instrument to arrive at the market analysis of Coffee Shops in Daraga,

Albay.

The descriptive method will be used by the researcher in gathering

information and data about the present existing condition of the marketability of

coffee shop business. The method aims to describe the nature of the situation, as

it exists at the time of the study to explore the cause of particular phenomena.

Sources of Data

The study used two kinds of data: the primary data and the secondary data.

The coffee shop customers in Daraga, Albay, who will be the respondents of the

study – the source of the primary data. The data will be obtained through a survey
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questionnaire. Informal personal interview will be utilized in order to substantiate

the survey.

The secondary sources of data came from reading materials such as books,

magazines and internet sources that served as references to the present study.

Related studies will be taken from available theses, dissertations in libraries and

those published in the internet.

Population of the Study

The total number of respondents that will be used in this study will be

composed of 30 respondents which included the customers of three coffee shops

in Daraga, Albay. Table A shows the population of the study.

Table A

Population of the Study

Respondents Frequency Percentage

Ilawod 528 10 33.33

Tyler’s Coffee 10 33.33

Balay Cena Una 10 33.33

TOTAL 30 100%
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Research Instrument

The study will be utilized a survey questionnaire in its data gathering. It will

be formulated with the assistance of the research adviser and the subject teacher.

A semi-structured questionnaire will be used, and it will be composed of five (5)

parts. Part I beseeches data on the profile of customers in terms of age, sex, civil

status and their occupation. Part II gathers information on the marketability of

coffee shop in terms product, price, place and promotion. Part III implores

information on market analysis of coffee shops. Part IV focuses on the possible

solutions and possible recommendations of the customers to further improve the

marketability of the selected coffee shops.

Validation of the Research Instrument

After the draft has been submitted for approval, it will be revised and

subjected again for final approval by the panelist. Dry run presided by distributing

the prepared questionnaires to the randomly selected customers of Dunkin Donut

in Legazpi City. The researcher is choosing to conduct the dry run to the customers

who banqueted in the said coffee shop. In order to obtain a concrete dry run result,

the researcher decided to have 15 respondents which will be half the total number

of respondents on the actual experiments. After conducting the dry-run, the

researcher collectively come with a result that there will be non - suggested

information regarding with the questionnaire.

Data Gathering Procedure

After the finalization and approval by the research instructor of the prepared

statement of the problem, the drafting of the survey tool will be also prepared. The

prepared survey tool will be submitted for checking to the research committee at

Mariners’ Polytechnic Colleges Foundation. After its finalization, clearance will be

secured from the research instructor, noted by the Department Head of the Hotel

and Restaurant Management. Then the researcher will start the actual field work.

There had been a continuous data gathering process from the start of its

implementation until all the needed data will be secured from the management of

each coffee shop under study.

The researcher personally distributed the prepared questionnaire to the

respondents. All questionnaires had been retrieved within the soonest possible

time and the computation and tabulation immediately followed.

Statistical Treatment

The data collected will be statistically treated with the use of frequency

count, percentage and weighted mean because of their appropriateness to the

nature of data to be analyzed.

To determine the profile of customers, frequency count and percentage will

be used. Frequency count refers to the number of times that a particular score or

observation occurs.
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Weighted mean is used to rank the level of effectiveness of variables.1

WM =fx

Where:

WM Average weighted mean

 The sum of the production of f and x

fx The sum of the production of f and x

f Frequency of the respondents

x No. of respondents

N Population

The numerical ratings under Problems 2 and 4 will be translated into

adjectival ratings which are as follow:

Scale Numerical Adjectival Rating Adjectival Rating

4 3.25 – 4.0 Highly Satisfied Strongly Agree

3 2.5 – 3.24 Satisfied Agree

2 1.75 – 2.49 Moderately Satisfied Moderately Agree

1 1.00 – 1.74 Not Satisfied Disagree

Notes

1
Laurentina Paler-Calmorin and Melchor A. Calmorin, “Statistics in Education
and Science with Application to Research,” Rex Printing Company, Inc., Quezon City,
2002.