Chapter 3

Research methodology

This chapter presents the method of research to be used, the instruments of

research and statistical data gathered. In this part, the readers will be able to know process

taken to accomplish this work.

Research Design

For this study, the researchers applied descriptive method of research in collecting and

interpreting data. The descriptive research, also known as statistical research, describes data and

characteristics about the population being studied. This study wants to find the effect of business

advertisements on consumer preference.

Source of Data

The researchers used the Slovin's Formula to get the number of target respondents and out

of four thousand one hundred fifty four (4154) located at Tapuac District, Dagupan City; three

hundred sixty five (365) respondents were chosen to be the accurate sample size. Out of the 365

floated survey questionnaire in the area only 110 were retrieved, using the following formula:

Formula:
 - used to calculate the sample size (n) given the population size (N) and a margin error (e).

- It’s a random sampling technique formula to estimate sampling size

- it’s a computed as n = N / (1+Ne2).

Whereas:

n = no. of samples

N = total population

e = error margin/margin of error

Locale of Study

The study was conducted in Tapuac District, Dagupan City. The researchers chose

this place as locale of the study because there are many individuals _____in the place, who

served as the respondents of the study.

Instrumentation and Data Collection

 The researchers used a survey questionnaire checklist-type and unstructured

interview to allow the respondents to respond to research questions. Questionnaire will be

very important to this study to obtain information about the effect of business advertisement

in consumer preference.

Statistical Tools for Data Collection

The data obtained from the questionnaires were studied and analyzed using

frequency counts. Percentages and average weighted mean. To answer the first problem

which was focuses on the different profile of their respondents, the researchers used

frequency counts and percentage.

Frequency

Frequency is the number of ties a specified periodic phenomenon occurs within a

specified interval.

Percentage

Percentage (%) is the number of ratio expressed as attraction of 100. Percent are used

to express how large or small one quantity is relative to one quantity. The percent value is

computed by multiplying the numeric value of the ratio by 100 as the denominator.

Formula:

P=f/n X 100

Where:

P= Percentage
f = frequency

n = number of respondents

100- constant

In answering the problem 2 and 3 the researchers used average weighted mean

Weighted mean- takes into consideration the proper weights assigned to the observed values

according to their relative importance.

Total weighted frequency

Weighted Mean =

Where:

n = total number of respondent

The computed average weight mean was interpreted using the following statistical limit

constructed by the researchers.

Statistical Limit Numerical Value Descriptive Rating

 4.50-5.00 5 Always

3.50-4.49 4 Often

2.50-3.49 3 Sometimes

1.50.2.49 2 Rarely

1.00-1.49 1 Never

To determine if there is a significant relationship between the leadership styles and

leadership skills of deans and their profile variables 5 will be treated using Pearson Correlation.

Correlation (Pearson, Kendall, Spearman) is a vicariate analysis that measures the strength of

association between two variables and the direction of the relationship. In terms of the strength

of the relationship, the value of the correlation coefficient varies between +1 and -1. A value of

± 1 indicates a perfect degree of association between the two variables. As the correlation

coefficient value goes towards 0, the relationship between the two variables will be weaker. The

direction of the relationship is indicated by the sign of the coefficient; a + sign indicates a positive

relationship and a – sign indicates a negative relationship. Below is the range of the strength of

association.
 Range Strength of Association

0 No Association/Relationship

0 to ±0.25 Negligible Association/Relationship

±0.25 to ±0.50 Weak Association/Relationship

±0.50 to ±0.75 Moderate Association/Relationship

±0.75 to ±1 Very Strong Association/ Relationship

±1 Perfect Association/ Relationship

To determine if there is a significant difference between the leadership styles and

leadership skills of deans and their profile variables 5 was treated using Analysis of Variance

(ANOVA) at a significant level α = 0.05.