Use of Online Platform as an Advertisement Tool of Selected Food

Businesses in UST Area.

A Research Proposal
Presented to the
Faculty of Arts and Letters
University of Santo Tomas

In Partial Fulfilment
Of the requirements of the degree
Bachelor of Arts in
Legal Management

by
John David G. Agbayani
Athena Jeunnesse Mae M. Tria
4LM1

December 2015

Table of Contents

Chapter 1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9

Introduction
Objectives of the Study
Theoretical Framework
Conceptual Framework
Statement of the Problem
Hypothesis
Significance of the Study
Scope and Delimitation
Definition of Terms

Chapter 2
2.1

Review of Related Literature

2.2

Synthesis

Chapter 3
3.1

Research Design

3.2

Sample Size and Sampling Design

3.3

Data Collecting Instrument

3.4

Data Gathering Procedures

3.5

Data Analysis
Chapter 1: The Problem and its Background

1.1 Introduction
The use of internet has drastically evolved for the past ten years. According to
IDC, there are 16 million users of internet in December 1995. In an estimate, June 2015
has around 3,270 million users (Internet World Stats). Now, the internet is part of
everyones daily life. People use the internet in just about anything they do, from
booking a taxi ride using mobile applications, checking the map, calling a family
member abroad, shopping, and now, even choosing what and where to eat.
Businesses, particularly, food establishments has realized the power of internet in this
generation. They saw the power of social media promotions, the power of blog reviews,
and using mobile apps in promoting their establishment.
Businesses today needs to maximize the use of internet. Aside from online
promotion, they can also use it as a tool to reach out to their customers. Food
establishments can use the social media to reply to customer feedback, announce their
latest offerings, post their basic info so new customers will know where to find them and
how to contact them. Customers can also post their reviews in the social media
platforms like Facebook Pages and Google Pages to post their reviews. Food
establishments can also use sites like FoodPanda.ph to offer online delivery without
using too much of their budget.
Indeed, the power of internet today can really be a factor on a business income,
growth and success.

1.2 Objectives of the study.

The study on the use of online platform as an advertisement tool of selected food
businesses in UST area aims to examine the effects of emergence of various online
platform as a marketing method of selected food businesses.
Specifically, the study seeks to:
1.) Identify the different online marketing methods employed by the participating food
establishments.
2.) Understand the nature of the methods employed
3.) Assess the effectiveness of marketing methods
4.) Propose alternatives and/or recommendations based on findings that will further
improve the employed marketing strategies.

1.3 Theoretical Framework

Figure 1:
Brian
Halligans

Inbound Marketing

Methodology
Inbound Marketing Methodology was first coined in 2005 by Brian Halligan, an American
author and CEO of Hubspot, an internet marketing company based in Massachusetts,
USA. Inbound Marketing refers to a marketing strategy that is focused in marketing
activities that brings in visitors and/or consumers instead of the the traditional marketing
strategy which is focused on outgoing activities such as telemarketing, printed and TV
advertisements as a form of advertisement.

Inbound Marketing was introduced during the time when access to mobile phones,
internet connection was on the rise. According to Hubspot, Inbound Marketing is highly

effective for small business that offers knowledge based products and services such
with limited or small resources allocated for marketing.
The goal of inbound marketing methodology is to provide content to attract potential and
future consumers who are searching online for answers, researching the market,
analyzing and comparing competitors.
Inbound Marketing has four course of actions: Attract, Convert, Close and Delight
Attract:
Inbound Marketing starts with the idea of attracting the right traffic. Right traffic
are the target consumers based on the objectives, specifications and qualifications of
the offered service or product. A blog is the single best way to attract new visitors to
your website. In order to get found by the right prospective customers, you must create
educational content that speaks to them and answers their questions. Successful
inbound strategies are all about remarkable content - and social publishing allows you
to share that valuable information on the social web, engage with your prospects, and
put a human face on your brand. Interact on the networks where your ideal buyers
spend their time.

Convert
During this phase, visitors are converted into leads by gathering their personal and
contact information. These are done thru forms which are filled out and/or call to action
buttons which translates into concrete actions such as attending seminars or
submission of requirements.

Close
During this phase, leads are being converted into actual customers. This phase involves
the process of marketing automation creating email marketing and lead nurturing
tailored to the needs and lifecycle stage of each lead. For example, if a visitor
downloaded a whitepaper on a certain topic from the past, a series of related emails
regarding the topic maybe sent.
Delight
This phase includes continuous engagements with the potential, future, and existing
consumers to keep track of their satisfaction level. Survey is one of the effective
tracking tools employed. Social monitoring of websites and Social Media Accounts are
also employed such as setting up Facebook and Twitter accounts for consumers to
follow and interact.

1.4 Conceptual Framework

FOOD
ESTABLISHMENT
ONLINE
MARKETING
METHOD

EFFECTIV
E

INEFFECTI
VE

ATTRACT
STRANGERS

PROFIT LOSS

EXPAND
CUSTOMER BASE

LIMITED AND/OR
REDUCED
MARKET SHARE

RETAIN MARKET
SHARE
Figure 2

1.5 Statement of the Problem

In a globalized and highly competitive business arena brought by the changes of
technology, food establishments had been using the power of internet through social
media and different mobile applications to target potential and future customers. In line
with this, the researchers had posed the following questions:

1.) Why selected food establishments employ online media platform as a marketing tool
for their business?
2.) How does these various online platform benefit the selected food establishments?
3.) How can these establishments justify the costs of these marketing methods?
4.) What are the advantages and disadvantages of Online Marketing Method as
compared to the Traditional Marketing Method?

1.6 Hypothesis
Null Hypothesis:
The use of various online media platforms as a marketing tool has no significant effect
for selected food establishments
Alternative Hypothesis:
The use of various online media platforms as a marketing tool has significant effect for
selected food establishments

1.7 Significance of the Study

Internet had drastically changed from being a want into a need particularly in the
business sector. Ten years ago it may have been a choice to jump on the online
bandwagon, but now its an absolute must to survive and thrive as a small business
(Reyhle, 2015). In a globalized and competitive market, internet is a tool in making
daily tasks fast, efficient and convenient. Internet has also been a versatile facility in
helping create business opportunities particularly in promoting, informing and educating.
The researchers aimed this study to be significant and beneficial to growing
entrepreneurs, particularly in the sector of food. The study which is aimed in identifying
and understanding the effects of various online marketing methods will help present
and future entrepreneurs on the right usage of marketing methods.

1.8 Scope and Delimitation

The research shall focus only on the effects of usage of online platform by
selected food establishments in the UST area. The research shall not cover other
various marketing forms such as printed and broadcast media to the effect that it will
highlight its effectiveness and rationale, however other marketing methods shall be
present in the study as a comparison to have a better understanding on the
effectiveness of online marketing methods.
Respondent establishments are selected based on their nearness on the nature of
vicinity, which is the University Of Santo Tomas area. This includes establishments
inside the campus, along the major streets of Espaa, Dapitan, Lacson, Padre Noval
and secondary streets accompanying them.

1.9 Definition of Terms

Customer a person or organization that buys goods or services from a store or

business.
Digital Marketing the promotion of products or brands via one or more forms of
electronic media.
Internet is the global system of interconnected computer networks that use the
Internet protocol suite (TCP/IP) to link billions of devices worldwide.
Marketing the action or business of promoting and selling products or services,
including market research and advertising.
Market Share the portion of market controlled by a particular company or product.
Traditional Marketing refers to any type of promotion, advertising or campaign that
has been in use by companies for years, and that has been a proven success rate.
Mobile Application is a software application develop specifically for use on small,
wireless computing devices, such as smartphones, tablets, rather than desktop and
laptop computers.
Major Streets (working definition) streets found around the UST Area including
Dapitan, Padre Noval, A.H. Lacson Ave. and Espaa Blvd.
Secondary Streets (working definition) streets that are adjoining the major streets
found within the vicinity of UST area.
Social Media - websites and applications that enable users to create and share
content or to participate in social networking.

Chapter 2: Review of Related Literature

Introduction
In this chapter, the researchers shall provide a broad scope of the topics which
shall encompass the study. Theories of Internet, Marketing Strategies, Digital Marketing
are present to provide an in-depth concept which shall be beneficial in the determination
of the result of the research.

2.1 Review of Related Literature

A. Importance of Internet In This Generation
Internet is considered as a need in this generation. It is considered as a tool for
satisfying people with various services related to various different fields. It can help in
completing many tasks easily in just a few clicks. It can be a part of life for daily usage
or any specific service which may need research or for other purposes. Almost
everything is now a few clicks away with the power of internet. Part of the peoples
general practice nowadays when they look for a particular solution they use internet.
And these people usually gets satisfied with the appropriate solution. (Taylor, 2013)
B. Importance of Social Media Marketing to Businesses
In this generation, it is not enough to just have a website for business. The digital
storefront of a business should include social media sites like Facebook, Twitter, and
Instagram. Its time for businesses to realize that they should start capitalizing on these

sites. They should have online presence or these business may start losing over
competition.
With social media, the company can get to see their target market. They can interact
with their customers. They can read their reactions and reviews which can help them
get insights and be able to adjust their marketing strategy.
It can also help them address the customer-related problems immediately. If theres
a problem with a companys product or service, businesses need to know it immediately.
A feedback the company gets in the process of social media marketing, can
immediately inform the company and take steps to resolve them as soon as possible.
Consumers tend to appreciate the companies that are able to respond to customer
complaints.
Internet users tend to be receptive of the companys messages. They view
Facebook and Twitter as social networking sites and not as marketing machines.
Because of this, the internet users are less likely to treat the posts as advertisements
and they will tend to hear what the company wants to say.
Social media can help a company gain more sales. When the business stays in
front of their customer base, they are more likely to buy from them if they need the
products this company sells. Social media marketing does not only keep a companys
name in front of potential buyers but it also gives them the opportunity to constantly
provide the incentives to buy. One effective way is posting coupon codes that will be
available to your Facebook fans and/or Twitter followers.

C. Digital Marketing Strategy

Digital marketing drives the creation of demand with the power of Internet. It also
satisfies the demand in new and innovative ways. It uses the Internet as an interactive
medium.
A business with online presence can gain value in the form of attention, time and
advocacy from consumers. To create value, it is important that a business should also
focus on content marketing. Digital marketing is a two-way street that provides to both
parties simultaneously (Alan, 2014)
The Internet changed the world of buy and sell. The Internet created a new
paradigm for the way in which consumers can connect with the brands, and the brands
to their consumers. A complete scope of marketing is present on the Internet. The
products and services are positioned and promoted, purchased, distributed and
serviced.
The Internet can provide the consumers with more choice, more influence and with
more power. Brands can now have new ways of selling, launching new products and
services which they can sell and new markets. Even the roles played by the marketing
agencies are now shifting. The so-called traditional agencies are getting better at
digital marketing while the agencies that had started as digital shops are now starting to
play in the traditional advertising space.
Consumers nowadays are now more fluent in their movement across channels
and in using multiple channels at once. Consumers now expect the same from brands

with which they connect. Digital Marketing does not mean throwing out the rule book on
marketing and business principles. What the Internet does is provide a new
environment in which people can build on these. The principle profit is still revenue less
cost is still applicable even with the power of Internet.
Brands can build loyalty among consumers who love their products or services.
Consumers can fall in love with the products and services when their experience is
tailored to their needs and not the needs of the brand. Digital marketing is measurable
which gives the brands the opportunity to build tailored, optimised brand experiences for
the consumers (Stokes, n.d.).
D. The Business and Digital Marketing
Digital Marketing depends very much on the nature of the business, its current status
and where the owner wants it to go in the future. Almost every business today benefit
from at least a degree of Digital Marketing. The more the business target market comes
to rely on the online channels for information, research and purchasing needs, the more
digital marketing will become significant to the success of the business (Chaffey, 2014).
There are two key questions to answer if a business needs a digital marketing.
First, are the targeted consumers online or going to be online? If the consumers use
digital technology to research and purchase the products and services of a business,
then it is essential to start investing in a digital marketing strategy so the business can
engage with the consumers and retain them. As the next generation of consumers
become the new customers, they will demand more digital interaction from the
business. If a business cannot meet this demand, consumers will tend to spend their
money on the competitors.

Second, does the products, services or brands suited to embrace digital marketing? In
this generation, the answer is usually yes. Today, it doesnt matter what is the product,
service or brand. As long as there is a viable online audience, then a business should
be promoting online.
There are plenty of items being marketed effectively through digital channels that most
people wouldnt expect are available for purchase over the internet. Consumers of this
generation use the internet to research, evaluate and compare their choice. The
purchasing decisions is based on the quality of their online experience before they visit
the store to purchase. In this age, even boats, cars, houses, apartments, horses,
tractors, bed sheets, wedding gowns are actively and successfully marketed online.
(Ryan and Jones)
E. Social Media
The reach and penetration of social media technology and their adoption into the
everyday lives of a mainstream audience has changed over the past few years. The
proliferation of user-generated content and peer-to-peer interaction of social media has
changed. With social media, anyone can now participate through slick, well-designed,
browser-based user interface that can adopt conventions and everyone is comfortable
with it. Social media is easy, convenient and incredibly powerful not because of
technology but because of how that technology can nurture the connections between
people.
Social media is a natural extension of increasing levels of internet usage. More
people today head online and start weaving the internet seamlessly into the fabric of
their daily lives. Humans are biologically programmed to be social and gregarious

creatures. Humans need to interact with other people and it is hard-coded into humans
DNA. Its part of who and what humans are which is true whether online or offline. It is
one of the main reasons why many find social media incredibly compelling.
Marketers think venturing in social media as an open, interactive, anything-goes,
consumer-championed world as daunting and scary. The rules in social media are not
dictated by marketers but by the consumers who are media-savvy. They can spot
marketing hype a mile away and will not want to do anything with it.
Social Media marketing is a dynamic, unpredictable world, if one will get things
wrong, it will risk the very real prospect of a backlash that may travel throughout the
network in the blink of an eye. One should remember that at the end of the day, social
media is about people talking, connecting and sharing with other people. The marketing
industry should also be all about people, understanding them and trying to communicate
with them.
The customers are already talking to each other online. They talk about the
business industry, their competition, the company, the brand and other topics that are
already relevant. The conversation is already happening, regardless whether the brand
choose to get involved or not. Its better to be aware of whats being said, to listen,
engage and foster relationships with the communities rather than stay quiet. Effective
social media marketing is about leaving a mark to approach the product promotion even
at home. With social media, the brand can find out what people are interested in and
what they are talking about. The business can provide useful information, advice and
content for the consumers. The business can talk to them and listen to them. If a

business can manage to do that effectively then social media can become a very
effective tool to have an incredibly positive impact on the organizations online profile.
When businesses use social media to get involved, they may have a great
advantage to engage deeper with customers and get insights not available any other
way.
Depending on how deep a business choose to step in the social media marketing
game will depend a lot on the business, the customers, the goals and the overall digital
marketing strategy. There really is something out there for everyone.
These are some of the potential benefits of engaging with the customers through
online social channels:
1. Be informed. The business can find out what customers really think. The
business can get invaluable insight into the perception of the products, services,
brands, industry and other general topics on interest. Knowing the customers is
the key to a very effective digital marketing. Engaging with the customers on the
social media platform can be incredibly revealing without being intrusive to
consumers.
2. Raise the business profile. When business engage proactively through social
media, the business will appear responsive and the business can build reputation
as an authoritative and helpful player in their field.
3. Level the playing field of business. The business can focus on groups, market
research surveys and use other offline methods of gauging consumer sentiment
but it is expensive and can be beyond the means of a small business. With social
media, any organization can immerse itself in the social web to discover what the

consumers are talking about and what the consumers feel with little to almost no
financial outlay.
4. The business can influence the influencers. The people who are most active in
social media circles can be the element of the target market and can be
classified as influencers. They are small in number compared to the market as a
whole but theses influential individuals have already gained the trust and respect
of their peers. Fostering their good opinion can have a disproportionate impact to
broader the online reputation.
5. The business can nurture the brand advocacy. When businesses engage
positively with people who already have a positive attitude to the brand. The
business can nurture passionate brand evangelists who can voluntarily advocate
the organization through social media.
6. The business can pass it on. One of the considered most powerful aspect of
social media is its capacity to go viral. It is the online equivalent of the traditional
word-of-mouth marketing, except that in the online world, the word can travel
further and very fast. It doesnt matter if its a video on YouTube, a high-profile
news story about a company. A post on the blog if its picked up, shared, and
distributed by the readers, and it hits the right note, it can be suddenly
everywhere and the profile will soar. If the business can get it right, then theres
no more effective way to promote the business.
7. Its the wisdom of the crowd. Smart businesses realize that when they harness
the collective intelligence of these online communities, they can find answers to
some of their most challenging problems. They can get input from online

communities with the use of social media. Its affordable and effective. It can help
solve the real business dilemmas and help you make more informed research
design and develop decisions based on what customers want.
F. Forums and Discussions Sites
Online forums and discussion sites have been around in the early days of internet.
General discussion groups like Yahoo Groups and Google Groups where anyone can
sign up and start their own discussion community on any topic is still popular. There is a
mass of other discussion sites focusing on general or specific and niche communities
covering almost every topic.
These are some of the benefits of forum and discussion sites:
1. Brands can get closer to customers. Brands can check out what consumers are
talking about in forums. It is a great way to find out what makes customers tick.
The more the brand learns about their customers, the better they can be
prepared to engage with customers in a meaningful way.
2. Raise the brand profile. Brands can contribute to the discussion, offer help and
advice and demonstrate their expertise. People will soon start to respect and
trust the brands contribution to the community. It can do wonders for the brands
online reputation and profile.
3. Find out the bad things in the brand. When brands participate in the forums, they
can be able to spot potential negative comments and conversations relating to
the brand and be proactive in resolving them before it becomes escalated. If the
brand is already participating as a valued member of the community, there is a
tendency for people to defend your brand.

4. Targeted traffic and audience. Traffic is not necessarily the main reason for
joining a discussion forum. Off-topic promotion and linking the brands own site
for their sake will be frowned upon even though most forums allow one or two
links in the signature of the profile. Brands should remember to follow the rules of
each forum. In including links in the signature, the brand can give other people
on the forum a convenient way to find the brands site to discover more about the
brand and the company. Many people will tend to click through for a closer look
especially if the brand will make a regular, valuable and relevant contributions in
the forum.
G. Media Sharing Sites
Even media sharing sites are popular. Flick, Picasa Web Albums allow communities of
members to upload, share and comment on the photographs. YouTube, Y! Video, MSN
Video Soapbox and others can do the same even for video content. Other social media
sites support alternative media types like Slideshare can allow people to upload, share
and discuss on presentation slide on the World Wide Web. These sites typically allow
the brands to make content publicly available or restrict them so specific people can
view them.
These are some of the benefits of media sharing sites:
1. Brands can find out what turns their target market on. Brands can analyse the
popularity of items based on content submission sites. Brands can read the user
comments which can help the brand gain insight into their target market through
likes and dislikes. They can incorporate them into their own content creation.

2. Its the brands ready-made vehicle for content distribution. These sites are ideal
for rapid distribution of their own digital media content. A whole micro-discipline of
digital marketing has already evolved around YouTube and viral video content. If
the brands can hit the right buttons with their audience, it can make their video
clip viral like the famous Dove Evolution. (Ryan and Jones)
2.2 Synthesis
Internet has become a powerful tool in todays perspective. Everything is made
easier, from ordering your favourite pocketbook, to booking your next ride, into checking
whats hot and whats not and so much more. The rise of Internet in fact had replaced
so many things that was once considered as need, from books into e-books, from
ticketing offices into online booking sites, from newspapers into online based news
stations.
Due to this unpreventable change, the business sector had already used and
maximized the potentials and promises brought by the internet. Interconnectivity is a
crucial thing between sealing that million dollar deal or ending up in bankruptcy.
Globalization which diversified a companys potential to different places, different
nations around the world required the powers of the internet to effectively execute is
goals and plans.
Internet for entrepreneurs has been an advantage especially when maximized.
Internet has been a good place to promote services and products due to its high traffic
statistics. Almost anyone from the present generation had access to internet, which
entrepreneurs keep on capitalizing. Digital Marketing Concept was proven to be
effective in as long as the correct principles were followed. For example, getting the

right costumers boils down into two things, first, the content to be made by the
entrepreneur which shall caught the attention of the targeted customer, and the internet,
as a tool for avenue will do the rest. This is an effective marketing strategy, with
minimized effort and investment, yet targeting a larger customer base.
CHAPTER III

Research Methodologies

Introduction
The purpose of this study entitled The use of online platform as an
advertisement tool of selected food business in UST area is to examine the marketing
methods used particularly the employment of online media of selected food
establishments in the vicinity of University of Santo Tomas
This chapter provides information on the research methods used and employed
by the researchers with four purposes in mind. First, describe, elaborate and justify the
research methodologies used by the researchers. Second, explain the sample size and
selection used. Third, describe the procedures used in designing the instrument and
collecting the data and last, provide an explanation of statistical procedures used to
analyze the data gathered.

3.1 Research Design

The appropriate and suitable method used in collecting, analyzing and
interpreting data was descriptive method. It provides a comprehensive scheme on

gathering information on the study. It describes the specific methods employed and
attempts to provide an in-depth explanation to the principles employed.
The researchers used descriptive method as it answers how the chosen student
population reacts on the response of the state and civil society to online child abuse. As
a form of data gathering, the researchers employed a survey questionnaire to the
chosen food establishments. as calculated by Slovins formula.
Gathered data was carefully analyzed, using appropriate and suitable data
analysis methods and statistical tools such as tables, graphs, and T-test.
With the raw data carefully filtered and analyzed, the researchers aimed to
provide accurate statistics in relation to the effectiveness of online marketing methods to
responding establishments.

3.2 Sample Size and Sampling Design

The researchers selected registered food establishments found within the vicinity
of University of Santo Tomas to satisfy the sample population. In particular,
establishments based and operating within the;
1.) UST compound
a. UST Multi-deck Carpark and Food Center
b. Quadricentennial Pavillion
2.) along the streets of Dapitan, Padre Noval, A.H. Lacson, Espana Boulevard
and
3.) Attached streets therein.

A list of registered and operating food establishment was obtained from the
Business Promotions and Development Office of the Manila City Hall totaling to _____.
Researchers will use the Slovins Formula to get the desired number of
participants with a 5% margin of error. The researchers will use the Systematic Random
Sampling in order to determine the participants for the quantitative research method.

3.3 Data Collecting Instrument

The research had two methods of acquiring data, first is through an in-depth
selection of related literatures through books, electronic books, magazines, news
papers, journals and articles which are deemed fit and related to the study.
For an updated and timely research, the researchers had carefully examined and
mostly preferred to use articles dated from 2010 up to present.
Second method of acquiring the data for the satisfaction of the research is
through survey and questionnaire. The survey used in this study is aimed to synthesize
the effectiveness of online marketing methods used by responding establishments.
Survey forms were drafted in a clear, concise and professional manner for effective and
efficient answering.
The questionnaire was drafted in a quantitative and qualitative approach to
present a comprehensive understanding about the topic.
The survey instrument was divided into four sections. Section One: shall provide
the basic profile of the respondent establishment. This section shall validate the
authenticity of the respondent in line with the requirements set by the researchers for
the study.

Section Two: consists of seven open-ended questions which can be answered by

the respondents based on their experiences. The questions were formatted in with
respect to the diverse and different situations and perspectives of the respondents.
Section Three: an in-depth analysis based on frequency and adequacy is
formatted.

3.4 Data Gathering Procedures

The data for this research were collected using survey questionnaires. The
survey used suitable questions modified from related research and individual questions
formed by the researchers and validated by an adviser. The survey was comprised of
___ questions.
Likert scale and dichotomous question were incorporated to determine if
respondents would agree or disagree in the statements. Respondents were given the
chance to give their own specific answers in some questions to ensure that their definite
and precise opinion will be heard. This will be distributed to the participating food
establishment in accordance with the formulated sample size used. The researchers
assured the confidentiality of the survey sheets.
Participants were given an ample time of fifteen minutes to answer and respond
to the survey. There were no incentives offered for participating in the survey

3.5 Data Analysis

The researchers had carefully incorporated methods and processes in analyzing,

inspecting and filtering raw data in which will be transformed into information useful in
decision-making of researchers.
Likert 5 Point Scale was used to determine and analyze the adequacy and
importance of certain subjects and to scale the respondents attitude towards the factors
presented. Weighted Mean was used to combine the means of the groups to tabulate
the results of the questionnaire. T-test was also incorporated to compare the results
taken from the questionnaire from the two groups that are subject of this research.
Gathered data from the surveys were carefully categorized in descriptive
statistical analysis to provide comparisons.
Tabulation and Charts were used to provide a clean and easy comparison
between the categories. Moreover, the researchers have placed a deep consideration to
the findings and results of related literatures as to the aid of interpretation of the
gathered data specifically to qualitative questions.
Microsoft Excel shall be used for a better and concise presentation and
computation of data collected.

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University of Santo Tomas

Espana Blvd, 1008
Department of Legal Management
Greetings in the name of St. Thomas
We are 4th year Legal Management Students from the Faculty of Arts and Letters.
As a partial fulfillment for our subject Thesis 1, we are conducting a study entitled Use
of online platform as an advertisement tool of selected food businesses in UST area.
In line with this, we would like to request a portion of your time to answer this
questionnaire for a better understanding of your marketing strategies. All answers will
be kept confidential and shall only be used for the above-mentioned purposes. Thank
you.
I. Background and Profile
Name:
Age:
Position:
Name of Establishment:
Location:
Store Hours:
Number of Employees:
Branches within UST area:

Years of Service
Years of Service:

II.
1.) Why did you choose to engage in business? Particularly in food industry?

2.) Is this a part time or full time investment?

3.) Why did you choose to setup within the UST area?

4.) Who are your targeted customers?

5.) Do you employ marketing

advertisements etc.)

strategies?

(Leafleting,

tarpaulin,

printed

6.) Do you use internet-based applications or social media as a part of your

marketing?

7.) If yes, what are these applications/social media sites?

III . Please check the appropriate boxes with your corresponding answer
Almost
Always
True
Do you think it is important to
conduct a feasible study before
opening a business?
Do you think having a marketing
strategy help in the growth of your
business?
Do you think advertisements
through printed ads helped you
reach
out
to
your
target
customers?
Do you think advertisements
through web-based applications
helped you reach out to your target
customers?
Do you think creating a social
media account for
your customers to follow will create
an advantage
for you over your competition?

Usually
True

Usually
Not
True

Almost
Never
True

Very Frequently
(5-7 times a
week)
How often do
you check your
social
media
account?

How often do
you post on
your
social
media
account?

How often do
you
receive
feedbacks on
your
social
media
account?

How often do
you reply to
these
feedbacks?

Frequently
(2-4 times a
week)

Rarely
(once a week)

Never