CHAPTER 3
Methodology
This chapter presents the research design, the respondents, the sampling techniques, the
research instruments used in gathering data, the date gathering procedures, and the date
gathering procedures and the statistical treatments of data.
Research design
The design selected for this research study was qualitative in nature using interviews,
observations, and documents. Qualitative research provides an understanding of a situation or
phenomenon that tells the story rather than determining cause and effect (Fraenkel & Wallen,
2003; Glesne, 1999).
This will allow the researchers to find out the procedures on the factors that effect students’
choices. Researchers tend to find informations’ and do observations and preparations such as
interviewing selected 2nd year students from Marketing Management from section A to E. This
research aims to find out important details to be able to help us determine the important
factors of this research method. It will answer questions such as how convenient for the
students the study is; their likes, what’s new and popular, availability of the product, appropriate
location, store design, and etc.
Population and Sampling
The respondents of this study came from five different sections of 2nd year students taking
Business Administration Major in Marketing Management. Therefore, there were seventyfive
(75) selected respondents from five different sections. Fifteen (15) students from each section.
There are an overall total number of seventyfive (75) respondents in the study.
The researchers used simple random sampling as respondents are randomly classified. It also
implies quota sampling since the authors had set definite number of respondents according to
their availability and willingness to become a respondent.
Table 1.
Sample coverage of respondents in this study
Course & Section N f %
MM 2- A 15
MM 2- B 15
MM 2- C 15
MM 2- D 15
MM 2- E 15
TOTAL 75
As presented in Table 1, among (total students in mm), only seventyfive (75) as a sample of the
study. The selected respondents will be consist of students coming from different sections of 2 nd
year Marketing Management.
Table 2.
Respondents as to Gender
Indicator No. of students
Male 35
Female 40
TOTAL 75
As presented in Table 2, respondents will consist of 35 male respondents and 40 female
respondents in total of seventyfive (75).
Research Instrument
The primary instrument used by the researchers to gather the necessary data was a
questionnaire, which was formulated by the researchers.
The firs questionnaire is created to get the information regarding the profile of the randomly
selected 2nd year students of Marketing Management. It also further determine the factors
influencing the food choices and purchase decisions of the students in terms of taste, price,
convenience, healthfulness, and variety. The second questionnaire is designed to identify the
problems and challenges encountered by the students when making a purchase decision in the
school cafeteria.
To facilitate the analysis of data, the numerical rating scale was used. Each of the following
indicators was interpreted as the following;
For Factors Influencing Food choices and Purchase Decisions:
Weighted Mean Verbal
Range Interpretation
4.50 - 5.00 Highly Satisfied
3.50 - 4.49 Moderately Satisfied
2.50 - 3.49 Uncertain
1.50 - 2.49 Moderately Unsatisfied
1.00 - 1.49 Highly Unsatisfied
Data Gathering Procedure
The researchers used the following procedures in this study.
1. Online resources
2. Journals
3. books and
4. other materials were used as primary sources of data to formulate questionnaire to be
given and ask on the interview. The questionnaire to be used on the interview is focused
on factors affecting the students' food choice and purchase decisions on school cafeteria.
It will also served as the basis of the students encountered problems and challenges in
when making purchase decisions which served as inputs on the enhancement of the
school cafeteria.
Statistical Treatment of Data
Statistical Method is as to bring light answer to the problem stated on the statement of the
problem. The data gathered in this study were subjected to the following;
1. Frequency and Percentage Distribution was used so as to describe the characteristics of the
respondents.
2. Weighted mean is used to compute and rank each factor influencing the food choices and
purchase decisions.
3. Descriptive statistics involving summarizing the data using measures such as mean, median,
mode, and standard deviation was used to provide insight into the central tendency and
variability of the data and to summarize the characteristics of the food choices and purchase
decisions of college students in the cafeteria, such as the most popular food items and the
average amount spent per meal.
