CHAPTER III

METHODOLOGY

This chapter discusses the design, respondents, instrument, data

gathering, and, methods of scoring and interpretation perused by the research.

They were all helpful in providing answers to the statements of the problem of the

study.

Research Design

The study made use of a correlational research design. According to

Shaughnessy and Zechmeister (2014), correlational research represents a

general approach to research that focuses on assessing the covariation among

naturally occurring variables. They say that the goal of correlational research is to

identify predictive relationships by using correlations or more sophisticated

statistical techniques and the results have implications for decision making, as

reflected in the appropriate use of actuarial prediction.

The design was particularly chosen by the researcher in order to better

understand the quality of the marketing mix of different restaurants in Dulag,

Leyte so that proper recommendations on how to improve the quality of

marketing mix of the restaurants in Dula, Leyte will be effectively implemented.

Research Respondents

The researcher has determined the total population and decided to use

the whole population as the sample size of the study. Since Poblacion Tabango,

Leyte had many street vendors during the data gathering, the sample size is to
be determined using the slovin’s formula as the researcher set a 5% margin of

error. Slovin’s formula is indicated below.

The Slovin’s Formula

n= N

---------------------

1+ Ne2

Where:

n= sample size

N= population

e= margin of error

Sampling Design

Correspondingly, the researchers utilized purposive sampling in the

study. It is a technique widely used in qualitative research for the identification

and selection of information-rich cases for the most effective use of limited

resources. Given the situation that there were limited not all participants can

participate so, researcher will choose those who have the resources to

participate in the survey.

In addition, the researcher used the said techniques to gather data from

street vendor who are selling amidst the challenge of profitability. It was use to

better match the goals of the researchers which is to improve the credibility and

reliability of the results. To achieve a reliable result, the researchers set the

following criteria as basis in selecting their respondents accurately. First criteria

profitability and lastly, must be a resident in Tabango, Leyte.

Research Locale

The researchers conducted the study in Tabango Leyte, Philippines.

Furthermore, the researchers will be choosing this locale because it has many

vendors who are experiencing a low profitability due to its selling strategy

employed which eventually provide a precise data for this study. In addition, the

said locale is also considered as the most accessible location for the proponent

for them to be able to gather sufficient data that can suffice in supporting and

solving the existing research problem. And the subject or respondent of the study

be will focusing on the existing street vendors in Tabango who keep on selling

amidst the challenge of profitability.

Research Instrument

The research instrument that the researcher used a questionnaire that

self-made to gather data for the is a Survey Questionnaire which consists of a

series of questions and other prompts for the purpose of collecting and gathering

relevant information from the target respondents. It enables the researchers to

collect the most appropriate data, make data comparable and amendable to

analyse, diminish bias issues in formulating and asking questions and to make

questions engaging and varied. Set of questions are formulated and established

to obtain personal information from individuals which includes the perception of

the respondents regarding the subject matters that they wanted to investigate.

The questions in the Survey Questionnaire relates to experiences in the form of

detail.

Data Gathering Procedures

In order to collect the data needed in the study and to properly administer

the survey, the researchers sought permission from their Research Teacher to

through a letter of request to conduct the survey. Afterwards, the researchers

asked permission from the respondents to participate in the study.

The survey was conducted through in a physical set-up were the selected

respondents who are street vendors will be visited by the researcher and have

them answer the questions. The meeting starts by giving instruction to the

respondents and afterwards they were given sufficient amount of time for

answering the questions. They were assured that the data gathered will be held

confidential.

During the conduct of this study, the researchers followed the survey

questionnaire and considered ethical issues in order to ensure the consistency

and legitimacy of this study. With the aid of the printed questionnaires,

researcher asked an open-ended question regarding their experiences as street

vendor during pandemic and what are relationship of need-satisfactory selling

strategy towards the profitability to surpass the trying times. After the interview,

the researchers end the survey by acknowledging and thanking the participants

for their time and participations.

The researchers used the thematic analysis in analyzing the gathered

data, where it analyses a qualitative data involving the reading through a set of

data and looking for patterns in the meaning of the data to find themes. The

researchers choose the latter approach, which is a rigorous and robust

qualitative method, to find, interpret, characterize. This method provides detailed

and sequential steps that increase the results reliability and dependability. To

ensure the authenticity of the study, the researcher followed the steps in thematic

analysis to examine and analyze the data.

First, Read the transcript to be familiar with the data. The researchers

familiarized him or herself with the data by reading through all the participants

accounts several times.

Second, identify and extract significant statements and phrases. The

researchers identified all the statements in the accounts that are direct relevance

to the phenomenon under investigation.

Third, formulate meanings. The researchers identified meanings relevant

to the phenomenon that arise from a careful consideration of the significant

statements. The researcher must reflexively “bracket” his or her pre-supposition

to stick closely to the phenomenon as experienced.

Fourth, group all formulated meanings into categories, clusters of themes

and sub-themes. The researchers cluster the identified meanings into themes

that are common across all accounts.

researchers write a full and inclusive description of the phenomenon,

incorporating all the themes produced at step 4.

Sixth, describe the fundamental structure of the phenomenon. The

researchers condense the exhaustive description down to a short, dense

statement that captures just those aspects deemed to be essential to the

structure of phenomenon.

Seventh. Return the findings to participants to seek verification. The

researchers will return to the fundamental structure statement to all participants

to ask whether it captures their experiences. The researchers may go back and

modify in the analysis in the light of this feedback.

Statistical Analysis

Data generated from the survey instruments are processed using the

following statistical tools:

Frequency Count and Per Cent are used to summarized, analyze and

interpret the profile of the respondents.

Weighted Mean is used to summarized, analyze and interpret the

respondents’ view on relationship of need-satisfactory selling strategy

towards the profitability