Palahanan National High School

Grade 7 to 12
Chapter 1 THE PROBLEM

Introduction

Being effective listeners help individuals to learn and understand the information that

the sender and/or the speaker are saying. Through effective listening, the student skills in

certain academic courses is improved and developed.

There are hidden factors that affect the performance of the student in marketing.

Despite there are different factors affecting student performance, a number of studies are

pointing to the evidences in the present study. In some studies the factors affecting student’s

performance are the behavior, environment, and lack of materials used for teaching students.

But in this case the researchers want to prove that one of the major influencing factors in

student’s performance is the listening style/skills and/or habits. In Worthington, 2008, said

that listening is a cognitive process that affects how people evaluate, perceive and remember

information. It means based on how one person listen it’s the same how they understand the

information. In the research of Adler, R. et al, (2001), shows that people spend 45% waking

hours listening and 30% speaking, 16% reading and 9% writing. Through listening

individual gathered information to the other persons and to our environment than talking to

them.

From those studies the researchers can say that listening skill has the impact in

developing marketing skills of the students. Now a days the researchers see that the students

are bored to listen the teachers discussion thats why some of them get lower grade. The

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researchers focused on the impact of listening in developing marketing skills. There’s a

different marketing qualification skills issued now a days, the students’ needs to engage to

those skills in order to be qualified. Some of the qualification of marketing managers are

good in terms of communication in able to have to perform his or her responsibility,

marketing managers have analytical thinking to think, initiate, and create different strategies

for the company or firm/industry. Accounting Business and Management students must

engage develop and enhance their marketing skills, because in near future in a firm or

industry marketing managers has the great role to it. Marketing managers is the one who

think how a business become profitable they are the one responsible in developing product

from planning up to promoting.

The researcher wants to determine the Impact of listening skills in developing

marketing skills of ABM students. These studies are needed to enhance our skills because

we are the first batch of k to 12 curriculum it means they have a lot of competitors in our

place to be able to compete or to keep pace to other student/incoming graduates. Because

learning habits of the students affects their academic performance in marketing management,

in order to come up with the key to develop a good marketing skills for the students this

study is conducted.

Statement of the Problem

1. What is listening skills of the students in terms of;

1.1 Informational

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Grade 7 to 12
1.2 Critical

1.3 Emphatic

2. How do listening skills affect marketing skills in terms of;

1.1 Communication

1.2 Analytical Thinking

1.3 Creativity

3. What listening program may be proposed to enhance the marketing skills of ABM

students?

Scope, Delimitation and Limitation of the Study

This study was conducted to know the impact of listening skills in developing

marketing skills of ABM student. The researchers want to find out if there’s a significant

relationship of listening skills to the development of marketing skills of ABM student. The

respondent of this study would be 40 grade-12 ABM students. The respondent is selected

from the population of 83 ABM students for the reliable resources of the information for the

study.

In this case, this study is limited only for the G12-ABM students within Palahanan

National High School. Meanwhile this is delimited to the other strand or any subjects

because it focuses for G12-ABM students with their specialize subject of marketing. The

output of this study is deal with a project or training proposal that develop listening skills of

the student for the development of marketing skills.

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Grade 7 to 12
Significance of the study

This research is conducted to determine the impact of listening skills in marketing

skills of ABM student. Also it’s identifying significant of it in the following;

To the society, this kind of research study serves as a contribution of the researchers

because there’s lack of research study about this topic. People around the society can be

benefited because this study helps them on how they going to do to improve their listening

skills.

To the school, this study will be essential for the school in terms of the collections of

different research or feasibility studies for the references of students in doing their own

study. On the other hand, they will take an advantage on how officials or institution in the

society makes program for the sake of the students.

To the accounting business and management students, it helps the student to be

good listener because this study contains the impact of listening in developing marketing

skills. Also it has techniques and strategies on how to be a good listener.

To the marketing Professor, the result of this study will guide them on how new

strategies and techniques will provide in enriching the student listening skills to adapt the

knowledge that have been gathered through listening.

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Grade 7 to 12
To the present researchers, it will allow them to learn and localize the relationship

of listening in developing marketing skills. It also gives them some ideas on how they

improve the listening skills of the student to develop good marketing skills.

To the future researchers, this study serves as references in their study about impact

of listening skills to marketing skills of Accountancy Business and Management. This will

also be challenges for them to find out the facts that will enrich their study.

Conceptual Paradigm

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Grade 7 to 12
Conceptual Framework

The study is about the impact of listening skills in developing Marketing skills of

ABM student. Through this study the researchers determine the significant relationship

between listening skill to the Marketing skills and conclude for a propose program for ABM

student.

There are two variables in the conceptual paradigm; first variable is listening skills

which has indirect relationship in to three terms, informational, critical and emphatic. The

second variable is marketing skills which have indirect relationship in to three terms,

communication, analytical thinking and creativity. In this case first variable is the affecting

factor to the second variable it means they have cause and effect relationship. Because if the

student develop listening skills there is great possibilities affect the marketing skills.

Definition of Terms

Analytical Thinking

Is a critical component of visual thinking that gives one ability to solve problems quickly

and effectively (https://www.visualthinkingmagic.com)

When you are listening to someone you are collecting, and gathering some information

and you understand the whole information in order you to solve the problem.

Communication Skills

The ability to convey information to another effectively and efficiency

(www.businessdictionary.com)

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Marketing is a form of professional communication, since it consists of communicating

to the public why they should buy. It involves creating multimedia campaigns,

understanding design, and having a general sense of who the end user is and what they want.

Creativity

The ability to transcend traditional ideas, rules, patterns, relatinships, or the like, and to

create meaningful new ideas, forms, methods, interpretation, and etc. (www.dictionary.com)

Creative skills is the process of analysing and creating new existing ideas through

imaginative thinking where in individuals combining different process and ideas co come up

with the new strategies.

Critical Listening

It is much active behavior than informational listening, usually involves some sort of

problem solving or decision making. Analysing opinion and making a judgment.

Critical listening needs you to evaluate and analyse the purpose of the information that

you receive.You can evaluate what is being said and how is being said of the speaker

Empathic listening

Way of listening and responding to another person that improves mutual understanding

and trust (https://participedia.net)

Empathic listening is one of the types of listening skills that you are needs to consider

and understand the feelings and emotion of others to communicate effectively.

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Informational Listening

Is listening with the goal of learning, understanding, and grasping information

(https://study.com)

Through informational listening you get the information only because it is about

receiving the information with the goal of learning, you are focusing the content of the

message to gain and understand it.

Listening Skills

To pay attention to someone or something in order to hear what is being said. (Merriam-

Webster)

Everyone has a listening ability to hear and understand the meaning of the information

from the speaker and the sender.

Marketing skills

It is the process for creating, communicating and delivering value to customer

realationship in the ways that benefit the organization and stakeholders.

Is a skill were use in marketing in terms of management to communicate, understand

and think new ideas.

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Chapter 2 REVIEW OF LITERATURE

Conceptual Literature

Listening skills is the ability to receive any sounds, to select the specific sounds that

will be listen to, and to assign the meaning of the specific sounds. Listening involves the two

main parts of the body: the ear and the brain. The ear is for the receiving of the sounds and

the brain is for understanding the meaning of the sounds.

Based on the proposed listening by Harmer (2001:pp 201-202), listening skills is

divided into six types. They are identifying topics, predicting and guessing listening for

general understanding, listening for specific information, listening for detailed information,

and interpreting the texts. In identifying the topics the listeners are able to decide what the

text they hear is about. The second is predicting and guessing were in the listeners required

to understand what is being talked about after they identified the topic. The third is listening

for general understanding that means the listeners able to understand the text they listen to in

general without noting every word in the text. The fourth is listening for specific information

was the listeners concentrate the particular things that they attract. The fifth is listening for

detailed information that the listeners try to understand the text by listening it in detailed. It

means listening with the detailed of the text you can understand the meaning of the text. The

last is interpreting the text, the listeners are able to see beyond the literal meaning of the

words in the text, using clues to understand the speaker is saying.

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Grade 7 to 12
Based on electronic book, “Marketing Communication” is the basic textbook was in

the readers learned the fundamentals of communication as it are applied to marketing. This

textbook identified and explain the most important concept and principles and strategy for

effective marketing communication. Based on these text book there are eleven chapters that

explain the component of marketing communication. Fisrt is the fundamentals of

communication in marketing which deals with definition and scope of markting

comunication by the used of basic model of communication process that serves as guide in

this chapter. The second one is consumer behavior which explain the consumer driven and

comminication strategy whith in the consumer behavior concepts, process and principles

they means that in this chapters the consumer behavior is identified. The third is the

promotion, planning and techniques which treats promotional planning that emphasis

strategic approach in effective promotion planing. The chapter fourth to seven is the

advertising principles and strategies, advertising media, advertising research, outdoor and

corporate advertising, these four chapters explain the various dimension of advertising

principles and practiced are discuss it means in this chapters include the limitation of

advertising. The chapter eight is the sales promotion which deals with merchandising, sales

promotion and publicity strategies and tactics. In this chapters the reader gets information

about the deffirent techniques about sales promotion. The chapter nine is the personified or

personal selling were are discuss. The chapters ten is the direct marketing which are discuss

including telemarketing and online direct marketing. The last chapter is focuses on public

relation its history, strategies and techniques.

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In the study of David Whetten & Kim Cameron, The developing management skills

are about managing interpersonal conflict and strategies for handling conflict. In their study

they used diagnostic surveys for managing conflict to assess their respondent and their

discussion gives the activities for improving managing conflict skills. First select a specific

with which you are very familiar. Second select three individuals whom you know who are

from diverse cultural backgrounds and have experience. Third identify a situation in which

another individual is doing something that needs to be corrected. Fourth volunteer to serve as

to solve a conflict between two individuals or group. Fifth identify a difficult situation

involving negotiations. This process will helps individual in managing conflict by our own.

The communicator strive to achieve four goals of communication, they send and

receive message through formal and informal communication. Formal communication

written as memo, report, policy or oral while informal communication consist of both

business related and personal information. Communication can be categorize internal and

external communication. Internal communication can flow vertically, the message flow

upward and downward along a path referred to as the chair of command and horizontal flows

occur between the workers while external communication flows between a business

organization and the entities with which it interacts.

Based on the books of Analytical thinking chapter 5.3 defines the “Difference

between Analytical thinking and creative thinking”, analytical thinking is logical which can

be implemented while creative thinking requires imagination that leads to solve the problem

and create new ideas. While the two are different were in creative thinking you can analysed

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to sort the ideas. Analytical thinking you consolidate the ideas and practices due to the

progression.

Review of Related Literature

Listening is the ability to hear attentively and understand what others are saying. In terms

of listening it is necessary to consider listening components such as; understanding of the

accent; the way words are pronounced; grammar rules; and learning vocabulary which helps

us especially students to understand the whole meaning of what the person is saying in

context. Effective listening depends entirely on the relationship between these components.

If one listen to a certain message their must combine such factors in context to more

accurately react to what this is listening to. Harmer (1983) states that a good listener is able

to do to process what they hears on the basis of context it occurs in.

(http://www.portaldoconhecimento.gov)

While listening to others, as well as understanding others is essential. It is often said that

listening is the first language skills one develops, and as a result all cognitive skills are

dependent on the ability to listen. King (2008,p 2718), notice that humans were created with

two ears, but only one tongue, so that humans may listen twice as much as they speak.

According to Scrivener (1994: 173), teaching students is focused on activity based

approach to teaching young learners. It examines the educational and linguistic needs

appropriate of classroom method. Applying storytelling is the one of the interesting methods

to listen the student’s short activity for the end of a lesson to provide a change of mood of

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the student. When students hear stories which told by teacher they will get information. The

story should be suitable for students to improve their listening skills. It can be valuable for

students in their daily life to improve their listening skills.

One thing that everyone need to know listening skills is not the same as hearing because

hearing refers to the sound that enter your ear. There are different way werein different skills

in listening skills are use in communication were in it is the process by which people interact

with each other exchange new information. There are three main categories; Informational

skills (listening to lern), Critical listening (listening to evaluate and analyse), Emphatic

listening (listening to understand feeling and emotion). (https://www.skills)

In part II of the book of Communication Mosaic eight edition by Julia T. Wood (2017)

discuss the key guidelines on how to improve effective listening. There are two kinds of

listening, informational listening and critical listening and relationship listening that requires

specific skills and attitude.

Informational listening is the way of getting information to others people through

listening without much of interacting with them.

According to the article of Karin Gonzales a teacher instructor, informational listening is

about listening with a goal of learning, understanding, and grasping information. It means

peoples are not just listen and hearing but also about judging, critiquing or evaluating the

message and they are listen to understand it. Informational listening helps us to learn,

become smarter and better in life by enhancing their skills and ability. (https://study.com)

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While Daniel M. & Lisa J. (2014) defines informational listening as to learn new ideas or

to transmit information. It allows us to focus the content of the message in order to gain

knowledge. It also allows gaining information in the environment but it requires open

minded to entire message that we are receive. But on the other hand they have difficulty with

informational listening because the message can be overload. In order to not overload the

information be sure that focus on the main ideas or arguments of the message.

On the otherhand Informational listening required when the sender goal is to convey

information and the receiving goal is to comprehend the information. One way to improve

your informational listening is to find ways to personalyze and handle the information that

you are receiving. It means that listener or individual should find ways in which the

information become relevant to them.

The second is critical listening is a much more active behavior than informational

listening and usually involves some sort of problem solving or decision making. Critical

listening is akin to critical reading; both involve analysis of the information being received

and alignment with what we already know or believe. Whereas informational listening may

be mostly concerned with receiving facts and/or new information - critical listening is about

analyzing opinion and making a judgment.(https://www.skills)

The terms of ‘critical’ is used to describe listening, reading or thinking it does not

necessarily mean that you are claiming that the information you are listening to is somehow

faulty. It is often important, when listening critically, to have an open-mind and not be

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biased by stereotypes or preconceived ideas. By doing this you will become a better listener

and broaden your knowledge and perception of other people and your relationships.

According to Richard Paul and Linda Elder (2006), critical listening is a mode of

monitoring how we are listening so as maximize our accurate understanding of what other

person is saying. It means that critical listening can developed if it is monitored and

controlled while gaining information to other people. Many people specially students find

this kind of listening to be challenged for them to improve their listening skills. While

Andrew Wolvin and Carolyn Coakley proved that critical listening is a process of listening

that requires evaluation and analyzing the content and main purpose of the one you have

been listen. These need high degree skills in listening towards the projection and analyze

sheet of the message through listening critically.

However learning critical listening of many people especially students can also

enhance their academic performance. The students who know how to analyze and critique

ideas are able to make connections across disciplines, see knowledge as useful and

applicable to daily life and understand content on a deeper more lasting level and also

understand the other person saying. They improve the quality of their listening by skillfully

taking charge of the structures inherent in listening and imposing intellectual standards upon

them.

In addition Paul and Elder claimed that much students listening is “unskilled

passive, associational, unquestioned and superficial.” It means that most of the students

listening skills are not fully developed and they need to enhance it. However, critical

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listening is a kind of listening results in deep understanding and effective communication.

Through this, the listening skills of students will boost and can help to determine their

purpose, meaning and requires sensitivity to know their pain of views and perspective.

The third is empathic listening it involves attempting to understand the feelings and

emotions of the speaker – to put you into the speaker’s shoes and share their thoughts related

to the study of Daniel & Lisa (2014) involves looking at the situation from the other person’s

perspective. Terry Schimitz (2016), empathetic listening is the method use to understand

someone feelings while Andrew Wolvin and Carolyn Coakley states that listening with the

presence of compassion. Empathy is a way of deeply connecting with another person and

therapeutic or empathic listening can be particularly challenging. Empathy is not the same

as sympathy, it involves more than being compassionate or feeling sorry for somebody else –

it involves a deeper connection – a realization and understanding of another person’s point

of view. (https://www.skills)

We are all capable of empathic listening and may practice it with friends, family and

colleagues. Showing empathy is a desirable trait in many interpersonal relationships – you

may well feel more comfortable talking about your own feelings and emotions with a

particular person. They are likely to be better at listening empathetically to you than others,

this is often based on similar perspectives, experiences, beliefs and values – the example are

a good friend, your spouse, a parent or sibling. (https://www.skills)

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Based on Melissa Ricker, empathetic listening improves mutual understanding and

builds trust. It means that effective listening skills are one of the factors to have a good

relationship through understanding and giving your perspective to specific information.

Through emphatic listening we avoid being judgemental and to display sensitivity to the

sender’s nonverbal communication.

Aric Thorpe explained that, being an empathetic listener is important in both personal

and professional relationship because in personal relationship it makes people feel important

when you show them that they matter simply by listening to them while in personal

relationship you listened but you understand the true meaning before you agree on the other’

saying.

The researchers determine the impact of listening in developing marketing skills of

the students. Marketing is one of the most popular courses, some marketing graduates cannot

find a job because they lack of skills. Nowadays companys has high qualification standard,

therefore marketing student should enhance their skills in order to compeet in the world of

business. Some of the qualifications needed are the teamwork, person who is good with

interacting with other person with the same position sharing ideas that will the companys be

in good position. And also IT is very crucial skills, more companys hired person who has a

knowledge in using technologies, preparing reports, presentation and even a propossal.

(https://targetjobs.com)

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Based on the book of marketing education this research suggests the six important

skills weaknesses, decission making, leadership, problem formulation, persuation, creativity

and negotiation framework based on the pillars of the project and disertation, classroom

debate and discussion, and oral presentation lead tosatisfied constituents in marketing and

collaboration between marketing academician and practicioners. While marketing career

focuesd MBAs are perceive in possessing a lot of skills including initiative, analytical and

interpersonal skills.

In this study emphasize the basic marketing skills that the student should develope.

According to the latest report about marketing skills qualification in finding a job there are

three basic marketing skills that the studend should enhance during their studies at the school

it is the basic but really important: communication skills, analytical thinking, and creativity.

On the other hand you can develop the different skills during college.

(https://www.thebalance.com)

Communication is the basic life skills by wich you make your way through school or

earn living. It is the ability to communicate largely determine your happiness. Being

effective communication makes life work and good communication help you to provide

feedback effectively and enable individual to work effectively in groups and team maybe

informal and formal communication. On the other hand communication is a learned skill

because it is the process of transmitting information and common understanding one person

to another were in the message from another place tansfer to another.

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On the other hand marketing is a form of professional communication, since it

consists of communicating to the public why they should buy or otherwise engage with

whatever is being marketed. Often, this will take the form of writing, from writing ad copy

to creating scripts for TV spots or phone conversations. It might involve creating multimedia

campaigns, understanding design, and having a general sense of who the end user is and

what they want. Verbal communication is important as well, both for positions that involve

speaking directly with potential buyers and those that do not. Since marketing is often a team

effort, marketers must be able to communicate effectively within their own team and within

their company. While Eryn Travis stated on his article “Effective Communication Skills

Used in Public Relations & Marketing”’ effective communication skills are critical for those

seeking success in public relations or marketing. It means that good communication and

public relations make your self-confidence to do your job or works.

(http://smallbusiness.chron.com)

In Chapter 3 of the books entitled “Soft Skills” discuss the communication skills

defined as the process by which we give, receive or exchange information with others

involves speaking, listening or writing. And it is interacting with others: to promote

understanding, to achieve result of some kind and to pass information to another person so

that they can take action.

According to article of Mary Barton the importance of communication skills in

marketing is involving yourself in the business. They said that effective communication

skills in personal communication, visual and written message are essential to become

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succesful. It means this skills is is helpful in improving our skills that may used to become

successful. (https://careertrend.com)

In marketing it requires a lot of research-based analysis to determine what the

audience wants and needs, and a lot of careful strategy crafted around that strategy.

Marketers often have to change course based on new information, and should be able to

draw logical conclusions based on data and other information received. Analitycal skills are

the ability to collect, gathered and visualized information in detailed. It allows you to resolve

a problem by effective decission making. http://www.businessphrases.net

Richards J. Heuer explains that “Thinking analytically is skills like carpentry or a

driving a car. It can be taught, it can be learned, and it can improve with practice. But like of

other skills, it’s not learned in the classroom that told by the teacher or an instructor, it is

learned by doing”. It means there’s a hidden action that you can learned and improve

analytical thinking, learning is not just about listen to the explanation in the class because

you can’t improve thinking analytical if you can put yourself in actual scenario.

According to Guoray Cai (2005) analytical thinking skills is highly valuable for

many professionals who need to form a judgment from complex and incomplete data. It

means this this important to everyone who needs to evaluate the information and conclude

the action to be done.

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While Alison Doyle (2017) explain that creativitive thinking is solving a problem in

creative manner it is thinking new ideas from the information you gathered. Many people

has imaginative mind they think more complicated to solve existing problem.

(https://www.thebalance.com)Based on the creative thinking and critical thinking module

compiled by Ann Caughlan, 2007-08 (DCU learning resources) creative thinking is about

applying imagination to finding a solution to your learning task. There are different

strategies and techniques used in thinking creatively which brain storm ideas, play with the

idea, combine different ideas, and cultivate creative serendipity etc., also it embodies a

relaxed, open, playful approach and is less ordered, structured and predictable than critical

thinking. Through that there a chance you can make ‘mistakes’ or not come up with the

answer or solution but you need to prepare to cope the result mistakes. And also critical

thinking is about attitude and self-confidence.

Marketers need to be able to think of new and exciting ideas to appeal to their clients

and to the target demographic to keep from becoming stale. From having an eye for design

to coming up with amusing concepts, the ability to think outside the box is crucial.

According to Paul Mallette there are three type of creativity (1) create new processes,

(2) combine different processes, (3) modify the existing process. They said creating new

processes is innovator in its highest form such as invention of transistor. Combining

different processes is a synthesis activity to create better process while modifying the

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existing process is involve alterniting a process that already exist so that it does a better job.

This type of creativity leads to success in doing a solution in the problem

Synthesis

Marketing coures is worldwide there are many competitors in different schools,

place/city , and organization that teaching the marketing courses, planand techniques, and

strategy. Marketing communication is the fundamental of communication that applied to

marketing. According on the electronics book about marketing communication there are

eleven chapters that explain the marketing communication this are the consumer behavior,

the promotional, planning and techniques. (https://bookboon.com)

Listening skills might affect students developing their skills in marketing it is the

ability to hear attentively and understand what you are saying. Effective listening depends on

the relationship between this component. There are different way werein geting information

to others. The first is informational listening as geting information throug hearing, second is

critical listening that involving the self of the listener to the speaker, and the third and las is

the emphatic listening understanding feelings and emotion of the speaker. This three

listening skills is discuss in the related literature that affect in developing marketing skills.

Marketing skills is important were are going to find a job after studying. So there

there are basic marketing skills you need to improve and develop according to online job

hiring there are many qualification that marketers has. First is the communication skill, it

means provide and make much better when they engage in a business through verbal

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communication werein involve you to speak directly with potential buyer and to other like

co-employees due good communicating , you can gain more new knowledge and ideas when

in the field. The second is analytical thinking it is the analysing information based on what

you gathered. Thingking what is better things to do to solve the existing problem. And the

last marketing skills is the creativity, marketers must think ideas outside the box, simply

means searching another way on how to cope with the problem.

Therefore good listening develope your marketing skills but deffective listening

skills and/or behavior deffect your marketing skills. If marketing student has develop and

maintain their good listening skills they will become a successful in life. But the things to

remember is all information you hered is not enough it is good with your self to learn how

you improve it.

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Chapter 3 RESEARCH METHODOLOGY

Research design

In this research used casual design were in the researcher conducted survey question

about Impact of Listening Skills in Developing Marketing Skills of ABM students. The

researcher wants to criticize and assets the listening skills of the ABM student that affects in

developing their marketing skills.

Research sampling procedure

This research study is about impact of listening skills in developing marketing skills

of ABM students. The subject of the study is the Grade 12-ABM students who have been

taking marketing management course. To get the respondents of this research the researchers

𝐍
used the slovin formula which is n=(𝟏+𝐍𝓮𝟐 ) with the total respondent of 68.74 students. The

researchers considered 40 G12-ABM students as the respondents due to financial

constraints. The researcher used the random sampling as the probability From the

information gathered from the respondents the researchers made conclusions and

recommendations .

Data Gathering Procedure

The researchers create a questionare that is composed of two parts, part one is about

the listening skills of G12-ABM students in terms of informational, critical and empathic

listening while part two is about the impact of listening skills to the communication,

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analythical thinking and creativity. The questionnaire is validated of two teachers before

release to answer.After accomplish the questionnaire it produces forty pieces that where is

given to forty respondent from G12-ABM 1&2. And the researcher describes the whole

content of the question the reason and purpose of that research. After the respondent

answered the answer sheet, the researchers comply it on the envelope. And when the survey

questioned is fully answered the researchers tabulate the data gathered for the data analysis.

After that the researchers interpret the data analysis and make conclusion and

recommendation from it.

Statistical Treatment

All information gathered was seen on the chapter four which is carefully analyse the

information and tabulated by the researchers. They arranged, computed and organize that use

statistical treatment which are the following;

Composite Mean
It is used to determine the general average and interpretation in each table. It is

essential in summarizing the results and findings of the study

Frequency
It is the method that simply defines the total response in a specific question.

Likert Scale
It is used to approach scaling responses in survey research, such that the term is often

used interchangeably with rating scale.

Rank

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Rank is commonly based on the weighted mean, the high weighted mean rank first

and the lower weighted mean rank last.

Slovin’s Formula

𝐍
This formula is used to determine the number of respondent express as n=(𝟏+𝐍𝓮𝟐 )

Verbal Interpretation

In this research the verval interpretation is the scale that used in the questionare, 5-

always, 4- often, 3- sometimes, 2- seldom, 1- never.

Weighted Mean

Weighted mean is computed as a basis of ranking position refers to the formula of

∑(𝐖𝐱×𝐢)
𝛘= , mean equals the summation of numbers of response multiply its respective
∑𝐖𝐢

interval divide by the number of sample.

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Chapter 4 FINDINGS AND DISCUSSION

Table 1 Survey Question about what is listening skills of the ABM students

Number Criterion Weighted Rank Verval

Mean Interpretation

1 1. I always listen to my teacher because I 4.25 2 Always

want to learn and get information.

2 2. I listen to criticize and evaluate and 3.9 3 Often

validate what is said to me.

3 3. I listen to my teacher because I know 4.73 1 Always

how it feels when nobody is listening.

Composite Mean 4.29 Always

Interpretation

Table 1 shows that the ABM students always practice their listening skills as

reflected in the composite mean of 4.29. This result can be attributed to the fact that ABM

student is always listen to the teacher because they know the feelings of nobody is listening

to you and they want to learn and get information while some of the students often do the

stated action they listen to criticize and evaluate the information.

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Table 1 .1 Survey Questionnaire about effects of listening skills in Communication Skills

Number Criterion Weighte Ran Verbal

d Mean k Interpretation

1 Through listening I get a lot of 4.15 1 Often

information that I use in
communicating to others.

2 I can easily resolve the problems in 3.7 2 Often

my surroundings by analysing the
cause of that problem.

3 I put myself to the speaker’s side to 3.55 3.5 Often

know the reaction about the audience.

4 When the teacher discusses the 2.85 5 sometimes

lesson, I am discussing other matters
with my seatmates too so I do not
fully undrestand what she/he is
saying.

5 I find it hard to collect information 3.55 3.5 Often

when the environment is noisy.

6 I’m not listening to the teachers 2.23 6 Seldom

because I can’t understand the topic.

Composite Mean 3.35 Often

Interpretation

Table 1.1 shows that the ABM students’ communication skills is often affected by

their listening skills as reflected in the composite mean of 3.35. This result can be attributed

to the fact that ABM student use information in communication, easily resolve the problem,

they hard to collect information because the environment is noisy and they put their self to

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 Palahanan National High School
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the speaker side , and they discuss other matters to their seatmates as revealed by the

weighted mean of 4.15, 3.7, 3.55, 3.55, and 2.85 respectively.

How ever some of the student said that they seldom do the stated action with the

weighted mean of 2.23 which is they are not listening to the teacher discussion because they

didn’t understand the topic.

Table 1.2 Survey Questionnaire about the effects of listening skills in Analytical Thinking

No. Criterion Weighted Rank Verbal

Mean Interpretation

1 Before sharing information, I always 3.88 2 Often

think first the effect to others

2 Analysing the information helps me to 4 1 Often

determine the possible solution in a
certain problem.

3 I can identify the problem in a certain 3.43 5 Often

discussion done by the teacher.

4 I can identify problem based on the 3.55 4 Often

emotion of the speaker or other person.

5 I share information I heard from without 3.73 3 Often

thinking if it hurts others

6 I depend on my classmate in solving the 2.38 7 Seldom

problem because it is not my business.

7 I just listen to the speaker and pretend that 2.73 6 Sometimes

I understand it but actually I’m not.

Composite Mean 3.39 Sometimes

Interpretation

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Grade 7 to 12
Table 1.2 shows that the ABM students’ analytical thinking is sometimes affected by

their listening skills as reflected in the composite mean of 3.39. This result can be attributed

to the fact that students analyse the information to solve the problem, they think first the

effect of information before to share but some of the students they often do the stated action

which is they just sharing information without thinking if hurts someone, they can identify

the problem, they just listen to the speaker and pretend that they understand it as revealed by

the weighted mean of 4, 3.88, 3.73, 3.55, 3.43, 2.73 respectively.

How ever the students said that they seldom do the stated action with the weighted

mean of 2.38 which is they depend on their classmate to solve the problem without helping

them.

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Table 1.3: Survey Questionnaire about the effects of listening skills in Creativity Skills

No. Criterion WM Rank VI

1 A lot of information I learned challenge 5.08 1 Always

me on how to understand and use it.

2 Understanding the factors of the problem, 3.55 3.5 Often

I come up with these techniques on how I
fixed it.

3 When I am talking to someone I consider 3.85 2 Often

their feelings and emotion to maintain
good relationship.

4 When talking to someone I lower my 3.45 5 Often

voice before I begin to ask about the
problem.

5 I just write the information I learned and 3.55 3.5 Often

read and memorize before the
examination.

6 I’m using cellphone while the teacher is 2.23 7 Seldom

discussing the topic that’s why I can’t
answer the question of the teacher about
the discussion.

7 I didn’t mind others feeling when they are 2.3 6 Seldom

talking to me about their problem.

Composite Mean 3.43 Often

Interpretation

Table 1.3 shows that the ABM students’ creativity is often affected by their listening

skills as reflected in the composite mean of 3.43. This result can be attributed to the fact that

ABM student challenge themself to understan and use the information that get, they consider

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 Palahanan National High School
Grade 7 to 12
the feelings and emotion of others to maintain good relationship, they understand the factors

of the problem to come up the solution, they just read and memorize the information, , and

they lower their voice when talking someone as revealed by the weighted mean of 5.08,

3.85, 3.55, 3.55 , and 3.45 respectively.

How ever the students said seldom do the stated action with the weighted mean of

2.3, they didn’t consider the feelings of other when talking with them and they used selphone

when the teacher is discussing the topic with weighted mean of 2..23.

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 Palahanan National High School
Grade 7 to 12
SUMMARY OF FINDINGS

There are different factors that affect the students ability to develop their marketing

skills. This study proves that listening skills affect the developing of the marketing skills of

the student.

As clearly discuss the the findings the student is emphatic listeners, in the discussion

the listening skills is the most affecting factors in developing marketing skills of the student.

The critical listening effects on how students communicate others, informational listening

affect in analytical thinking and creativity of the students because of a lot of information that

they receive allows them to think differ.

Based on the result researchers prove that listening skills has the impact in

developing marketing skills of the students as evident in survey.

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 Palahanan National High School
Grade 7 to 12
Chapter 5 CONCLUSIONS AND RECOMMENDATIONS

Conclusions

From the summarized findings, the following conclusions were drawn:

1. Based on the findings and discussion in chapter 4 ABM students are empatic listener

because when they receiving information to the speaker or sender they consider,

feelings and emotion and understands others perception and they informational

listeners because they want to learn and get information.

2. The findings reflect that listening skills has the great effect in developing marketing

skills of the students through critical listening they resolve the problem encounter

when communicating others, being informational listeners helps the students to

analyze the problem and make them to be creative to think new ideas.

3. As a resulted in the finding the students are used listening skills in marketing skills.

Therefore good listening skills is the way to enhance the marketing skills of the

students.

Recommendations

The fore findings and conclusions pave away to the researchers to recommend the

following:

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 Palahanan National High School
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1. The students should not depend on their listening skills but also learn more about

things such as adapting what is on the environment and also, they should read

carefully and analyse it in getting other\more information needed.

2. The student should improve their listening skills because through listening,

communication skills of the student will develop, analythical thinking of the student

will also improve and they develop their ability to resolve problems that they

encounter in the environment.

3. Although the students are good in listening they must improve them in order to meet

the marketing skills. The researchers provide listening program that enhance the

listening skills of the student to meet the development of marketing skills. The

listening program composed of three session were in each session has activities that

used to enhance their listening skills.

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 Palahanan National High School
Grade 7 to 12
Listening Program

The researchers provide listening program that enrich the student listening skills that used in

enhancing marketing skills of the ABM students and might also used in different way.

Expected
outcome
Materials Person Target skill Activities Time
involve

Communication Skills: Instructor Informational Think pair and One The

Lecture No. 10 share hour student
Students listening
performe
Session o NPTEL-
d the
COMMUNICATIO
one N Structured
activities

Experience 12- good and

Module 10-4: Types of develop
3:Newsworthy
listening informati
Note-Taking One
onal
o https://books.g hour
listening .
oogle.com.ph

Problem solving, Instructor Critical Problem One The

Reasoning, and listening Solving hour students
Analytical Thinking in Students
know the
Session classroom Environment
difference
o THE VEHAVIOR
two ANALYST TODAY s between
VOL. 12. NO. 1
critical
2011
thinking
ISSN: 1555-7858
and
LEARNING TO analytical
LEARN thinking
Critical vs. Logical
Creative thinking and creative Reasoning skills
critical thinking One
thinking
hour
o Creativeandcritical
.pdf
o DCU Student
Learning

36
 Palahanan National High School
Grade 7 to 12
Resources

Listening with Empathy Instructor Emphatic Brain One The

Listening storming hour student
AMA STEPS forward Students
understan
Session
Listening_with_emphat d the
three hy.pdf
importan
ce of
Listening Skills Discussion One listening
Training page 104 Question hour with
https://books.google.co empathy
m.ph

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 Palahanan National High School
Grade 7 to 12
Chapter 6 REFERENCES

Electronic Book

Adler, R. Rosenfeld, et al. Interplay: the process of interpersonal communicating. 200.Fort

Worth, TX: Harcourt.

Alec Fisher. “Critical Thinking: An Introduction”. Combridge Uni Press2011.The books aim

to teach critical.

Analytical Thinking for Students.pdf

Cheryl Hamilton & Bonnle Creel. “Communication for Sucess”.

Daniel M. & Lisa J., “Communication: Embracing Differences”, Published 2014. New York

DCU Student Learning Resources [Compiled by Ann Caughlan, 2007-2008]

Dr. Ayman Amer. “Analytical Thinking”. Cario University 2005

John Carroll. “Innovative Practices in Teaching Information Science and Technology”.

Switzerland 2014. Pp85

Mathew M., Martha D., Patrick F. “MESSAGES: The Communication Skills book”.

Copyright 2009. New Harbinger Publication Incorporation. Pp 2

Rajshri. “Communication Skills”. Education publishing. New York. 2009

Rout Ledge. “The handbook of Communication Skills”. New York 2006 edited by Owen
Hargie

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 Palahanan National High School
Grade 7 to 12
bab 2-05202241069 (1).pdf [conceptual literature about listening skills]

Printed Books
Lourdes A., Virginia A., Flordelis R., “Language at work: A guide to effective business
correspondence”, Philippine copyright 2009 by Mutya Publishing House Incorporation. Pp5-
6

Salvador M., et al., “Total Quality Management: Concepts and Practices”, October 2009,
pp127-128

Electronic References
http://perpus.iainsalatiga.ac.id/docfiles/fulltext/2dbdcdbe1fafdf3f.pdf
http://www.renewalchristiancare.com/empathetic-listening-is-important-in-both-personal-
and-professional-relationships/
https://careertrend.com/info-8206050-importance-communication-skills-marketing.html

https://catalog.flatworldknowledge.com/bookhub/6963?e=wrench-5822-20120118-211359-
22800
https://study.com/academy/lesson/informational-listening-definition-skills.html
https://www.aconsciousrethink.com/4693/how-to-use-empathic-listening/
https://www.conovercompany.com/empathy-empathetic-listening/
https://www.mcgill.ca/engage/files/engage/the_role_of_communication_and_listening_in
_leadership_vanengen_2012.pdf
https://www.skillsyouneed.com/ips/interpersonal-communication.html

https://www.skillsyouneed.com/ips/listening-types.html

https://www.thebalance.com/analytical-skills-list-2063729

https://www.thebalance.com/critical-thinking-definition-with-examples-2063745

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 Palahanan National High School
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http://www.portaldoconhecimento.gov.cv/bitstream/10961/2440/1/Monografia%20de%2
0Miguel%20Andrade.pdf

https://www.skillsyouneed.com

https://study.com/academy/lesson/informational-listening-definition-skills.html

https://targetjobs.co.uk/career-sectors/marketing-advertising-and-pr/advice/288243-the-

skills-that-will-get-you-a-graduate-job-in-marketing

https://www.thebalance.com/marketing-skills-list-2062431

http://smallbusiness.chron.com/effective-communication-skills-used-public-relations-
marketing-14256.html

(https://careertrend.com/info-8206050-importance-communication-skills-marketing.html)

http://www.businessphrases.net/analytical-skills/

https://www.thebalance.com/creative-thinking-definition-with-examples-2063744

Other References

https://participedia.net

https://study.com

https://www.slideshare.net

https://www.visualthinkingmagic.com

www.businessdictionary.com

www.dictionary.com

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