CHAPTER III

Research Methodology

This chapter presents the research design, research locale, the sample or the

respondents of the study, the instrument employed in data gathering, data collection procedure

and data analysis procedure.

Research Design

This research output is a qualitative research. Qualitative Research addresses the

feature of being qualitative. The literature across the broad fields of social science, the main

reason behind this article is that researcher an act as if they know what it is. Sociologists and

others will of course continue to conduct good studies that show the relevance and value of

addressing scientific and practical problems in the society. This definition makes knowledge

more explicit that will help us to improve the work we do (Becker, 2017.Qualitative case study

served as the main methodology in this study. Qualitative case study investigate real life

phenomenon to explore highlighted principles from individual, groups or events that is why it is

widely and commonly used in social sciences. This research strategy describe and explore

person, events, groups, institutions and a lot more with one or more methods relying in a lot of

evidences and sources (PressAcademia, 2018). In this research output, the purchasing decision

of selected respondents towards online products were described and explored through

gathering of data qualitatively.

Research Locale

The researchers conducted the study in Leuteboro National High School during the

second semester of School year 2019-2020. The school is located in Leuteboro I, Socorro,
Oriental Mindoro and it is a public school. The respondents are interviewed during their free

time.

Participants of the Study

For this study, the effects of reviews and ratings to consumer buying are investigated.

The case in this study is Grade 12 Students in Leuteboro National High School in School Year

2019-2020. To accomplish the goals and objectives of the study, the researchers ensured the

collaboration of the selected Grade 12 Students. There were five(5) students served as a

respondents for the study.

Sampling Technique

The respondents were chosen by the researchers using the non- probability purposive or

judgmental sampling. Non- probability purposive or judgmental sampling is choosing of

respondents who can correspond to the objectives of the study, like those respondents with rich

experience or interest to the study (Stephanie, 2015).

Research Instruments

The researchers collected detailed information through semi-structured interview. In

collecting data procedure, the prepared questions will be asked to the respondents, but it is not

necessary to follow the order. The researchers can also add question that is not under the guide

just to get enough information (Doyle, 2019).

The generated questions has been used to the respondents and consisting of the

following questions:

1. We heard that you buy online, what online store do you use in purchasing

your needs or wants?

2. How frequent you use online store in purchasing your needs or wants?

3. Do you use online reviews and ratings before you purchase a product?

4. How frequent you use product reviews and ratings as source of information

about the product online?

5. In terms of product star ratings, how does the number of stars affect your

purchasing decision when buying online?

6. In terms of product reviews or comments, how do positive feedback(s) affect

your purchasing decision?

6.1 How about negative feedback(s)

7. Is spelling and grammar in product reviews affecting your buying decision?

7.1 If yes, why?

7.2 If no, why not?

8. Is the choice of language used by other customers in their feedback affects

your purchasing decision?

8.1 If yes, why?

8.2 If no, why not?

9. Does only star ratings without any feedback or statement affect your buying

decision?

9.1 If yes, why?

9.2 If no, why not?

10. How do you behave after learning the different online reviews and ratings of

certain products?

11. Are you still tempted to buy after concluding a positive review and rating on a

certain product?

11.1 If yes, why?

 11.2 If no, why not?

12. Are you still tempted to buy after concluding a negative review and rating on

a certain product?

12.1 If yes, why?

12.2 If no, why not?

13. After learning different online reviews, are there temptation-to-buy

management techniques you practice?

13.1 If yes, what are those management techniques?

Validity of the Research Instruments

The researchers prepared set of interview questions and used as guide in semi-

structured interview conducted to the selected respondents and then passed and checked by

the research adviser, Mr. Arman D. Narciso.

Reliability of the Research Instruments

Researchers prepared printed copy of questionnaires to be used in interview. The copy

was distributed to the sample respondents and put check () to the questions that is easy to

understand and /or answer while cross () to the questions that is hard to understand and/or

answer. The distributions for sample respondents are repeated twice. Researchers tested

answers’ reliability and observed if their answers remain the same. Sample respondents are

consist of ten (10) Grade 12 Students.

Data Collection Procedure

Before the conduct of the research, the researchers sought permission to the

respondents in conducting interview. Upon approval, the researchers conducted an interview

during their free time to the place where they feel comfortable. Researchers tried to convince

the respondents to answer in English language. Using a phone, researchers recorded the

conversation through an audio clip.

Data Analysis Procedure

After the data had been collected, researchers transcribed the recordings and any

identifiers are removed. The answers with Tagalog language are translated. Answers are

classified based on research questions they belong. Findings are generalized in able to answer

research questions. The tapes used in recording conversation have been removed and the

identities of the respondents are kept confidential.