CHAPTER 2

METHOD

Research Design

The study used the quantitative research design that applies Conjoint Analysis Methodology.

Conjoint analysis (CA) is based on the notion that consumer value products based on utility provided

by its attributes. It involves a series of interrelated steps which can be categorize into three main steps.

The first step in conducting CA is to identify appropriate attributes and levels as stimuli for consumer

choice. The second is to select an experimental design in to formulate a survey instrument to collect

conjoint data. Finally, the CA involves choosing an appropriate composition model and estimating

buyer part-worth utilities (Harrison 1998).

This research gathers data through survey questionnaires which solicits responses to the target

respondents and it will be tabulated and analyze. The statistical treatments of the data used by the

researcher:
Research Locale

The study was conducted in the 5 NFA outlets in Municipality of Monkayo Public Market,

located at Poblacion Monkayo, Compostela Valley. Researchers targeted a total number of 100

respondents and surveyed according to their income.

Research Instrument

The questionnaire was made to collect data on respondents of consumer preference on rice.

The questionnaire was conducted simple and understandable form and it was prepared both English

and visayan so the respondents could provide basic understanding about its purpose.

Researchers made questionnaire used to assess the preferences of consumers on rice and they

preferred attributes on NFA rice. The questionnaire had (2) statements for each indicator namely;

price and quality.

Data Collection

The researchers used the following steps in gathering the data of the study:

1. Seeking permission to conduct the study. The researchers sought a positive response from the

owner of NFA outlets to conduct the study.

2. The researchers gather data about the consumer preferences of rice.

3. Distributing the questionnaire to the respondents. After the approval, the researchers

personally handed over the questionnaires to the respondents and conducted a survey.

4. Retrieval of the questionnaire from the respondents, the data being collected by the

researchers are tallied and tabulated.