Practical Research 1 Module

Practical
Research 1
Author: Matias L. Mercado, Jr. MBA, DBA (CAR)
Contact No: 0955 593 6561
Availability: Monday- Wednesday- Friday 10AM-

12PM
©Copyright 2020
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MATIAS L. MERCADO, JR.
Deca Homes Resort.. 09555936561.. matjrm@yahoo.com
HOLY CROSS OF MINTAL RESEARCH TEACHER
________________________________________
Hello Dear Students,

Welcome to the wonderful world of RESEARCH. By the way, I am Matias L. Mercado, Jr., your
Practical Research 1 teacher. For you to know me better, please allow me to introduce myself. I
graduated with a degree of Bachelor of Arts, Major in Economics in 1990 and my Masters of
Business Administration (MBA) in 1996 from the University of Mindanao. In 1999, I received my
Diploma in Research & Development Management from UP Open University. I also completed
my academic requirements (CAR) in Doctor of Business Administration from Ateneo de Davao
University in 2004.
The work experience and training I received from my previous work as: Branch Director/ Dean
and Research Coordinator of College of Business Administration of University of Mindanao -
Guianga College for 17 years have prepared me very much to become a Research Teacher.
After retiring, I engaged in part time teaching and went to teach in this Institution. At present, I
am also connected with St Peter’s College of Toril and Davao Central College handling
Research , Feasibility Study and Statistics and other Professional Business subjects in college.
I am very much thankful for the opportunity to be your research teacher since it is my fervent
desire to help students acquire the necessary skills and competence in doing research works.
And in doing so, I am expecting that you will always do your part as a student by following
instructions and submit the requirements on time. Let us work as a TEAM and we will finish your
research paper as one.
MATIAS L. MERCADO, JR.
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LOOKING FORWARD
Teacher’s Voice: Hello Grade 11 Senior High School Students!

Welcome to this course Practical Research 1: Qualitative Research.
Presently, I am sure that you already made the career-decision to
become future professionals in your own tracks and that you are
enrolled in this subject with the intention of enriching your knowledge.
As students, you are always expected to follow at all times the proper
research protocol especially in citing and acknowledging the authors
to avoid plagiarism. You are also expected to be always honest and
punctual in doing and submitting your assignments as well as, in the
findings of your study.
Always ask questions from your research teacher, if you have some
queries and clarifications to make. This will help make things easy for
you in this subject.
Teacher: Primarily, before becoming successful in your respective

professions, you have to deal with one of the major function of
learning which is conducting a research study. In this course, you will
be taught on how to conduct a qualitative research. Any competent
professional needs the competency in designing research strategy
which starts in the skilful practice of strategic research process
aligned to your respective professions. Therefore, in this course you
are expected to demonstrate knowledge in doing qualitative research
which includes a competent discussion of a written analysis of and
interpretation of the thematic analysis of data
Let’s get started
Research is one activity that is very challenging and needs a lot of

patience. It is noteworthy to say that in when you conduct any
research activity, you must always practice and observe the following
core values: objectivity, honesty, openness, fairness, accountability,
and stewardship.
The integrity of knowledge that emerges from research is based on

individual and collective adherence to core values objectivity,
honesty, openness, fairness, accountability, and stewardship. When
researchers commit research misconduct or engaged in other
behaviour that clearly damages research – what this report terms
detrimental research practices- they stray from the norms and
appropriate practices of science
National Academies of Sciences, Engineering, and Medicine

(2017)
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LESSON1 INTRODUCTION TO QUALITATIVE RESEARCH
QUARTER 1 - (WEEK 1– 3)
OBJECTIVES:
At the end of the lesson, the learner must

be able to:
a. Discuss the importance of research to

daily life
b. Understand the meaning of qualitative
research
c. Identify and differentiate qualitative
research from quantitative research
d. Describe the characteristic, strengths and
weaknesses of quantitative research
e. Discuss the contributions of research
f. Identify the approaches to qualitative
research
g. Enumerate and explain the qualitative
research methods
h. Identify and discuss the importance
quantitative research to the different fields
of discipline
i. Identify and describe the basic
components of a qualitative research
Q1- WEEK 1 (Meetings 1 & 2)
Importance of Research to Daily Life
 Research tries to discover new ideas and knowledge on something new that would
contribute to the development and betterment of specific field of discipline
 Research also helps us to work scientifically and systematically
 It also help students to have an in-depth knowledge of something and elevate their
mental activities by letting you think in higher order thinking skills of inferring, evaluating,
synthesizing, appreciating, applying, and creating
What is Qualitative Research?
 Qualitative research is a type of social science research that collects and works with
non-numerical data and that seeks to interpret meaning from these data that help
understand social life through the study of targeted populations or places (Crossman,
2020).
According to Bhandari (2020),
 Qualitative research involves collecting and analyzing non-numerical data (e.g., text,
video, or audio) to understand concepts, opinions, or experiences. It can be used to
gather in-depth insights into a problem or generate new ideas for research.
 Qualitative research is the opposite of quantitative research, which involves collecting

and analyzing numerical data for statistical analysis.
 Qualitative research is commonly used in the humanities and social sciences, in subjects
such as anthropology, sociology, education, health sciences, history, etc
Difference between Qualitative Research and Quantitative Research
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 Qualitative research requires non- numerical data and makes use of words rather than
numbers to express the findings while quantitative research involves measurement of
data and makes use of quantitative data to express the study
Contributions of Research
 Research can be done either in the qualitative or quantitative form in the following areas
of discipline: arts, humanities, sports, science, business, agriculture and fisheries,
information and communication technology, and social inquiry. Qualitative research is
more appropriate in the areas of arts, humanities, social sciences and social inquiry.
Quantitative research is more appropriate in the areas of mathematics, science,
business, information technology, agriculture and fisheries. However, it should be noted
that both research approaches can be used in all disciplined depending on the objectivity
of the research study to be conducted
Qualitative research question examples
 How does social media shapes the minds of teenagers?

 How do students interpret quality education?
 What factors influence employee motivation in a large organization?
 How does depression affects student performance?
Practice Activity No.1 (10 points per number)
10 8 6 4 2
The content of the The content of the The content of the The content of the The content of
answer to the answer to the answer to the question answer to the the answer to
question asked was question asked asked was partially question asked the question
very clearly was clearly presented/ was very partially asked was not
presented/ presented/ discussed presented/ presented/
discussed discussed discussed discussed at
all
1. In yoour own words, define what is a qualitative research?
2. In your own iunderstanding, what do you think is the main difference between a
qualitative research and an quantitative research?
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Q1-Week 2- Continuation
(Meetings 3 & 4)
Approaches to Qualitative Research
According to Bhandari (2020),
 Qualitative research is used to understand how people experience the world. While there
are many approaches to qualitative research, they tend to be flexible and focus on
retaining rich meaning when interpreting data.
 Common approaches include grounded theory, ethnography, action research,

phenomenological research, and narrative research. They share some similarities, but
emphasize different aims and perspectives.
Qualitative Research Approaches
Approach What does it involve?
Grounded theory Researchers collect rich data on a topic of interest and

develop theories inductively
The focus is on the theory development which can be theory
construction or theory development deconstruction
(disapproval of an existing theory). It is an inductive research
design used to discover knowledge through themes, trends
and patterns until a theory emerges or a concept is
developed (Amorado & Talili, 2017)
Example. Understanding Millenial’s Study Habits: A Grounded

Theory
Ethnography Researchers immerse themselves in groups or organizations

to understand their cultures.
It is a description and systematic study and documentation of

tradition, mores, norms and behaviour od people and
cultures. It’s coverage is broader in population and longer
time. The researcher needs to be immersed or stay for
sometime in the place of study which normally takes 4-5
years, to interact with the respondents
Example. Discovering the Lives on Bagobos in Davao

Hinterlands
Action research Researchers and participants collaboratively link theory to

practice to drive social change.
Phenomenological Researchers investigate a phenomenon or event by

research describing and interpreting participants’ lived experiences.
It is the description of people’s real life experiences as they

live and itis also the study of reality or social phenomenon as
perceived by those who are involved in the study
Example. Understanding Student’s Study Habits Amidst
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Qualitative Research Approaches
Approach What does it involve?
Covid19 Pandemic
It is an in-depth description of the experiences of one person,

Case study a group of individuals, family, group, community,
organization, industry or institution. It is done through direct
observation, interviews and archival research
Example. Analyzing Consumer Buying Behavioural Patterns
Narrative research Researchers examine how stories are told to understand

how participants perceive and make sense of their
experiences.
Example. Narrative Experience of Senor High School

Students
Historical research It is the description, examination, and analysis of past events

and their implications to present and future occurrences. It is
used to understand past and present phenomena or
anticipate some potential future occasions (Amorado & Talili,
2017)
Example. The Evolution of Online Study in The Philippine

Educational System
Qualitative Research Methods

Each of the research approaches involves using one or more data collection methods. These
are some of the most common qualitative methods (Bhandari, 2020):
 Observations: recording what you have seen, heard, or encountered in detailed field

notes.
 Interviews: personally asking people questions in one-on-one conversations.
 Focus groups: asking questions and generating discussion among a group of people.
 Surveys: distributing questionnaires with open-ended questions.
 Secondary research: collecting existing data in the form of texts, images, audio or
video recordings, etc.
Strengths and Weaknesses of Qualitative Research
Strengths:
1. It adopts a naturalistic approach to its subject

2. It promotes a full understanding of human behaviour
3. It is instrumental for positive societal changes
4. It engenders respect for people’s individuality
5. It is a way of understanding and interpreting social interactions
6. It increases the researcher’s interest in the study
7. It offers multiple way of acquiring and examining knowledge about something
Weaknesses
1. It involves a lot of researcher’s subjectivity in data and analysis

2. It is hard to know the validity and reliability of the data
3. Its open-ended questions yield data “overload” that requires long time of analysis
4. It involves several processes, which results greatly depend on the researcher’s views or
interpretations
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Importance of Qualitative Research across Fields
Qualitative studies can provide you with details about human behaviour, emotion, and
personality characteristics that quantitative research cannot provide (Madrigal & McClain, 2012)
Research studies happen in any field of knowledge. Belonging to a certain area of

discipline, you have to choose from these three basic research approaches: positive or scientific
naturalistic, and triangulation or mixed method.
 Naturalistic approach most applicable to qualitative research. The naturalistic approach

is people oriented. Data collected in this approach represent personal views, attitudes,
thoughts, emotions and other subjective traits of people in the natural setting. All in all,
from a social science researcher’s viewpoint, these qualitative data resulting from
naturalistic approach of research serves as a basis for determining universal social
values to define ethical or unethical behaviour that society ought to know, not only for
the benefit of every individual and community but also for the satisfaction of man’s quest
for knowledge ( Sarantakos, 2013: Ransome (2013)
 In the field of humanities, man’s social life is also subjected to research studies.
Researcher’s in this subject happen in the following humanistic categories: literature and
art criticism, philosophical research and historical research
Basic Components of a Qualitative Research
 Chapter 1- Introduction – The following are the basic components of a

qualitative research usually composed of 4 paragraphs which depict the
background or rationale of the study in the global, national, and local research
gaps. The last paragraph provides the relevance of the proposed study. Included
in this chapter is the rationale of the study, purpose statement, research
questions, audience of the study, worldview and theoretical lens, literature
review, scope and limitations, and the definition of terms
 Chapter 2- Method- included in this chapter is the research design, place of
study, participants of the study, research instrument, data gathering procedure,
and ethical considerations
 Chapter 3- Results- included in this chapter is the presentation of the results of
study derived from direct interviews, observations, focus group discussion
 Chapter 4- Discussion- included in this chapter is the discussion of the
implications of the results of the study, the conclusion, and the recommendations
of the study, the references, and appendices
Practice Activity No. 2 (10 points per number)
10 8 6 4 2
The content of the The content of the The content of the The content of the The content of
answer to the answer to the answer to the question answer to the the answer to
question asked was question asked asked was partially question asked the question
very clearly was clearly presented/ was very partially asked was not
presented/ presented/ discussed presented/ presented/
discussed discussed discussed discussed at
all
1. What type of qualitative research are you interested to conduct and why?
2. In your own idea, what do you think is the importance of qualitative research in
your chosen academic track? How can it help you in your ambition in life?
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LESSON 2- IDENTIFYING AND STATING THE RESEARCH PROBLEM
Q1- Week 3- (Meeting 5 & 6)
OBJECTIVES
At the end of the lesson, the learner must be able to
a. Formulate a research title

b. Describe the background of research
c. Present the research problem statement
d. State research questions
e. Indicate the scope and delimitation of research
f. Determine the significance of the study
g. Present a clear definition of terms
Formulating a Good Research Title

 The research title summarizes the main idea or ideas of a research study. The
title is without a doubt the part of a paper that is read the most, and is usually
read first. The initial aim of the title is to capture the reader’s attention and to
draw his or her research problem being investigated. A good research must
have the following parameters (Library Sacred Heart University, 2019):
- A good research title is one which is very clear, specific and relevant to
the needs of times. The title must be eye catching to attract readers
- It must not be too short nor it must be too long and must be at least less
than 20 words. The title must not contain unnecessary words and
abbreviations
- It must indicate accurately the subject of the study as well as its scope
identifying the variables of the study. The title must manifests the main
objective or the significant findings of the study
- It utilizes the correct word choice from the field of study. Use words that
create a positive impression and stimulates readers interest
- Redundant phrases or wasteful words such as “An investigation of”, “An

analysis of” or similar construction must be eliminated or ignored
- Use correct grammar and capitalization with all first words and last words
capitalized, including the first word of a subtitle. All nouns, pronouns,
verbs, adjectives, and adverbs that appear between the first and last
words of the title are also capitalized
The Description of a Good Research Background or Rationale
The structure of the introduction is like an inverted triangle of information. The

information must be organized starting from the more general aspects of the topic early
in the introduction, then narrow to the more specific typical information that provides
context, finally arriving at your statement of purpose and rationale and, whenever
possible, the potential outcomes of your study can reveal (Sacred Heart University
Library, 2019).
1. Establish an area to research. This can be done by highlighting the importance of

the topic by making general statements of the topic or presenting an overview on
current research on the subject.
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2. Identify research gaps. This can be done by presenting the gaps from global,
national, and local areas. You can present the gaps by a) opposing an existing
assumption; b) revealing a gap in an existing research; or c) formulating a
research question or problem
3. Place the research within the research gap. This can be done either by: a) stating
the intent of your study; b) outlining the key characteristics of your study:c)
describing the expected important results of your paper study. It must establish a
relevance to the present situation where it can generate new knowledge or
information to the field of discipline
Example of a Research Rationale
Online selling is a fad among consumers nowadays specifically in this

time of pandemic wherein potential consumer buyers are advised to stay at home
except for some essential reasons like food and medicine purchase. Many
consumers afraid of being inflicted by virus chose to stay at home and made
online purchases with delivery thus lessening the time and effort of conducting
actual purchases in a real store and food outlets.
Meanwhile, online shopping is one of the most popular online activities

worldwide but the usage varies by region. In 2017, global e-retail sales
amounted to 2.3 trillion U.S. dollars and projections show a growth of up to 4.48
trillion U.S. dollars by 2021. In Asia Pacific, e-retail sales accounted for 12.1
percent of retail sales in 2016 but only for 1.8 percent of retail sales in the Middle
East and Africa. In 2016, an estimated 19 percent of all retail sales in China
occurred via internet but in Japan the share was only 6.7 percent (Statistica,
2017). In the Philippines today, the shopping scenario has changed and online
shopping has started registering its presence in the market. Though online
shopping activity is visible everywhere, especially in metro cities, it is still in the
state of infancy in the Philippines (e-commerce Asia, 2017) In Davao City, online
shopping among local residents has been getting some attention. Local shoppers
have some feelings of inclination towards online shopping because of the
convenience it has offered to the buying consumers. However, there is still
some degree of doubt in the security of transaction in online shopping.
On the other hand, global consumers are faced with purchase decisions
nearly every day regardless as to whether it is an online purchase or traditional
store purchase. But not all consumer purchase decisions are treated the
same and some decisions are more complex than others and thus require
more effort by the consumer. According to literatures, the level of difference in
making decisions can be attributed to several external and internal factors
influencing consumer buying behaviour. These factors contributes heavily on the
purchase decisions to be made by the consumers (Kotler & Armstrong, 2008)
While figures for e-commerce are set to rise, a new study has suggested
that online shoppers in Asia, are the least dissatisfied with their online, as well
as in-store shopping experiences (Ismail, 2015). In Davao City, there has been
some unpublished studies coming from the academe and the practitioners, and
concluded that there are differences in consumer’s behaviour towards
conduct of online purchases The current study is very relevant because it can
give a clear perspective of the future of online markets in the Philippines and in
Davao City in particular. The various factors that influence consumer behaviour
towards online purchases and delivery and its merit and demerit are to be dealt
with. The proposed current study also hope to generate new ideas and
information about consumers behaviour towards online purchases and delivery
that can help online marketers improve their online marketing strategies, and
thus will lead to a very sustainable online marketing business in Davao City and
the whole country as well.
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The Research Problem
 A research problem statement is a set of questions that must be answered in

order to determine the solutions of the current research dilemma. It is a specific
issue, difficulty, contradiction, or a gap in knowledge that you will address in your
research. Without a research problem, you likely to end up with an unfocused
and unmanageable research project. In conducting a practical research, you can
identify a problem by reading reports, following up on previous research, and
talking to people who work in the relevant field (McCombes, 2020)
Examples of a practical research problem
`Example 1
The academic stress among Senior High School Students is affecting

their academic performance
Example 2
The consumer’s satisfaction towards online buying
The Research Questions
 The research question is one of the most important parts of your research paper. It is
important to spend some time assessing and refining your question before you get
started. The exact form of the question will depend on the length of your research study,
the type of research, the topic, and the research problem. But all research questions
should be focused, specific, appropriately complex, and relevant to a social or scholarly
issue. All research questions should be (McCombes, 2020)

- Focused on a single problem or issue. The research question must be centered on
the research problem to keep your work focused
- Researchable using primary and/or secondary sources. You must be able to find
an answer by collecting qualitative and qualitative data or by reading scholarly
sources on the topic
- Feasible to answer within the time frame and practical constraints. You must make
sure that you have ample time and resources to do the research required to
answer the question.
- Specific enough to answer thoroughly. Be sure that all the terms that you will use in
your research question have very clear meanings. You should avoid using vague
language and broad ideas and be clear with what, who, where, and when your
question addresses (McCombes, 2020)
- Complex enough to develop the answer over the space of a research paper. The
research question by a simple yes or no answer since it will not provide enough
scope for investigation and discussion
- Relevant to your field of study and/or society more broadly. The research question
should be developed based on your readings about your topic and it should center
on addressing a problem or gap in the existing knowledge. The question should
also aim to contribute to current field or to the society at large. It should produce
new knowledge that may be useful to future researchers
It should be noted that in a project or study, you may have multiple research questions,
but they must be connected /parallel and focused towards the central research
problem.
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The following steps must be followed in writing a research questions:
- Choose first a broad topic which is interesting to you

- Do some preliminary reading to find out about topical debates and issues about the
topic
- Narrow down a specific gap or problem that you want to focus on
- Identify a practical or theoretical research problem that you will address
Examples of Research Questions
 Research questions are needed, regardless whether you are doing a qualitative or
quantitative research. You must take note that the kind of questions you will use
depends on what you want to find out and the type of research you want to do since it
will shape your research design
Example
 What are the live experiences of the consumers as regards to their satisfaction
on online shopping?
 What are the insights that the consumers can share as regards to the
contribution of website functionality, perceived usability, and perceive
usefulness on their online shopping satisfaction?
The Audience of the Study
 The audience of the study provides information to the reader on how the study will
contribute and who will benefit from it (simply educate me, 2015)
 The audience of the study accrues to the direct beneficiaries of the result of the study
which may include: administrators, marketers, school/academe, students, and future
researcher
How to Write the Audience of the Study
1. Refer to the research questions of your study. The research questions of your
study can guide you in identifying the specific contribution of your study. It can be
done by observing a one-to-one correspondence between the statement of the
problem, and the significance of the study. If your research question is asking for
live experiences of the participants such as in online buying, then possible
contribution of the gathered lived experience would be on online marketers,
online buyers, and future researchers
2. Write the significant contribution from general to specific contribution. Write the
significance of the study by looking into the general contribution of your study
such as its importance to the food marketers, teachers, students, and future
researchers
Example
Based on Research Title: Understanding Consumer Behaviour towards

Online Food Purchases and Delivery
Significance of the Study
This study is expected to bring benefits to the National and Local

Government Agencies, as well as, to the food delivery marketers/
administrators, employees, students, and future researchers, in Davao
City
Results of the study will provide national and local government
agencies like the department of trade and Industry (DTI) relevant
information on the level consumer behaviour and perceived level towards
online food purchases and delivery thus, may serve as basis in assessing
and evaluating current and future online food purchase delivery policies.
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Findings of the study will also bring benefits to the, marketers of
food delivery in Davao City as they may gain new insights and relevant
information pertaining to level of consumers behaviour and perception
towards online food purchases and delivery thus, can serve as the basis
for the company’s policy formulation in the future.
Moreover, results of the study may also provide food delivery
employees the benefit to gain some new information and insights on co
nsumers’ perception on online food purchases and delivery
in Davao City that can serve as new tool or approach to improve their
level of quality performance.
Furthermore, findings of the study will help students to be more
academically prepared as marketers who would become more motivated
and productive in dealing with their clients, and in effect can lead to
consumer’s satisfaction.
Finally, results from the study can serve as a baseline data for
other similar future researchers to be conducted
The Theoretical Lens of the Study
 A research theoretical lens is a theory or set of theories that serves as the anchor for the
research study. The theory or set of theories that supports a research study
 The theoretical lens is the structure that can hold or support a theory of a research
study. The theoretical framework introduces and describes the theory which explain why
the research problem under study exists (Sacred Heart University Library, 2020)
 A strong theoretical lens will provide your research a good scientific basis, manifests
your understanding of existing knowledge on the topic, and allows the reader to evaluate
your guiding assumptions. It also gives direction to your research, which permits you to
credibly interpret, explain and simplify from your finding
Example
Based on Research Title: Understanding Consumer Behaviour towards

Online Food Purchases and Delivery
This study is anchored on the theory of consumer behaviour as posited by

O’Shaughnessey (2012). This Theory states that “the consumer’s higher level goals are
very general and the customers seek a pattern of purchases that constitutes an
acceptable reflection of these goals. This suggests a sort of means-end chain from
products to goals so that products become means linked to values
This study is also supported by the technology acceptance model (TAM) by

Davis (1989). ). It theorized that attitude mainly toward using technology is a function of
two beliefs: perceived usefulness and perceived ease of use.
Finally, this study is also supported by theory of planned behavior (Ajzen, 1991).
The theory was intended to explain all behaviors over which people have the ability to
exert self-control. The key component to this model is behavioral intent; behavioral
intentions are influenced by the attitude about the likelihood that the behavior will have
the expected outcome and the subjective evaluation of the risks and benefits of that
outcome. The theory states that behavioral achievement depends on both motivation
(intention) and ability (behavioral control). It distinguishes between three types of beliefs
- behavioral, normative, and control. The theory is comprised of six constructs that
collectively represent a person's actual control over the behavior: attitudes, behavioral
intention, subjective norms, social norms, perceived power, and perceived behavioral
control. Thus, in the study of understanding consumer’s behavior towards online
shopping posited that website functionality, perceived usability and perceived usefulness
may lead to consumer purchase.
The Scope and Delimitations of the Study
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 Scope and delimitations are two elements of a research paper or thesis. The scope of a
study explains the extent to which the research area will be explored in the work and
specifies the parameters within which the study will be operating. The delimitations are
the characteristics that limit the scope and describe the boundaries of the study, such as
the sample size, geographical location or setting in which the study takes place. These
delimitations might be imposed for practical reasons such as lack of time or financial
constraints to carry out a more thorough investigation. The delimitation section of the
study should explain why specific choices were made while others were excluded and
how this might affect the outcome of the research (editage.com, 2019). Delimitations aim
to narrow the scope of a study. For example, the scope of the study may be narrowed or
focused on specific variables, specific participants, specific sites, or narrowed to one
type of research design (Creswell, 2012). It follows the guide: What is it all about?;Who
are the respondents of the study?; Where is the location?; When will it happen?: and
How will it be done?
Example of Scope and Delimitation
This study will focus on understanding consumer’s behaviour towards online food
purchases and delivery in Davao City during the Year 2019 – 2020
Initially, this study will confine itself to conducting a survey questionnaire, and direct
interview of the online consumers included in the study
The Definition of Terms
This section of a research paper provides a brief description or explanation of how a word,
term or phrase is to be used in a paper study. There are two types of definition of terms: the
conceptual and the operational definition
 Conceptual definition of terms refers to accepted definition of the terms coming from
a dictionary or from books and literatures.
 Operational definition of terms refers to how the terms are being used in the research
study.
An Example of an Operational Definition of Term
Based on Research Title: Understanding Consumer Behaviour towards Online

Food Purchases and Delivery
Consumer behaviour. In this study it refers to the consumers conduct as

influenced by some identified external and internal factors. It is measured as very
high, high average, low, and very low
Level of perception towards online food purchase and delivery. In this study, it
refers to the magnitude or level consumer’s perception towards online food
purchases and delivery in terms of speed of delivery and quality of food. It is
measured as very high, high average, low, and very low
Practice Activity No 3
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1. Give at least three (3) qualitative research title related to your academic tract that
you find interesting. Note :One of these titles will be used as your research title
as required in this course
Practice Activity No.4
1. Using the research title approved in your previous Exercise No. 4, make a draft
of your research background of the study or rationale. Be sure to have four
paragraphs as follows:
 Paragraph 1- your general overview or feeling about the topic
 Paragraph 2 and 3- the global, national, local scenario. Clearly state what
the problem is in relation to the topic; background as to results and
implications leading to the rationale of the study. Discuss theories and
related findings you think are relevant to your present study
 Paragraph 4- What will be done in the present study, urgency, research
gap, assumption on reconnection between previous findings and your
study; and the possible contributions of the study
2. Develop the research problem from your rationale and construct a research
question for the research problem
3. Based on the approved title, develop the audience of your study , the theoretical
lens, the scope and limitations of the study, and the definition of therms
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UNIT ASSESSMENT
PERFORMANCE TASK 1
Make a written presentation of the corrected compiled copy

of the following: (Please refer to the previous exercise activities
that you have passed and corrected by your research teacher for
final checking in compliance for your Research Chapter 1)
10 8 6 4 2
The content of the The content of the The content of the The content of the The content of the
answer to the answer to the answer to the answer to the answer to the
question asked was question asked was question asked was question asked was question asked was
very clearly clearly presented/ partially presented/ very partially not presented/
presented/ discussed discussed presented/ discussed
discussed discussed at all
Research Title: _______________________________________________
1. Background/ Rationale of the Study
2. Research Problem
3. Research Questions
4. Audience of the Study
5. Theoretical Framework
6. Scope and Delimitations
7. Definition of Terms
16
TEST YOUR KNOWLEDGE:
Assessment Activity 1
Test 1.Identification. Identify the (10 pts)
________________1. Research is focused on some on-going activities of group or organization

________________2. Research which gives verbal portrayal or picture of a person or object
________________3. Study is on how people find their experiences meaningful
________________4. Research is on cultural groups
________________5. It involves a long time study of a person, group or organizational situation
Test 2.Discussion.Maximum of 100 words (10 pts each)
10 8 6 4 2
question asked was question asked question asked was question asked was question asked was
very clearly was clearly partially presented/ very partially not presented/
presented/ presented/ discussed presented/ discussed at all
discussed discussed discussed
1. Discuss briefly the importance of research in relation to how it contributed to the

fields of business, education, and other fields of social science
2. What is a good research title? Explain your answer
17
SELF-REFLECTION
(Valuing)
COMPETENCE: Determination and Creativity
As a student, it is important that you show determination and creativity

in doing your assigned tasks/assignments especially in this time
where there is no face-to-face meeting with your teachers. In your
most simple way, please cite two (2) instances wherein you can show
your determination and creativity in responding to the quarantine
protocols of the government
HOW IS MY LEARNING?
Go back to your lesson and own objectives. Rate yourself by checking

the box.
3- I can do it on my own
2- I can do it with a little help
1- I still need help
Lesson objectives 3 2 1
a. Discuss the importance of research in daily life
b. Formulate a research title
c. Describe the background of research
d. Present the research problem statement
e. State research questions
f. Indicate the scope and delimitation of research
g. Determine the significance of the study
h. Present a clear definition of terms
My own objectives (rewrite them below)
If you put check in the column under 1, kindly specify below which part of the
process/lesson do you find challenging or difficult.
18
_________________________________________________________________________________
_________________________________________________________________________________
References
Amorado, R., and Talili, I., (2017), Qualitative Research: A Practical Approach, Mutya
Publishing House, Malabon City, Metro Manila, Philippines
Creswell, J.W., (2012). Educational Research Planning, Conducting, and Evaluating

Quantitative and Qualitative Research. 4thed . Boston MA:Pearson Education
Editage Insights, (2019), “What is the meaning of scope and delimitations of a study?” Retrieved
June 4, 2020 from google.com.ph
McCombes, S. (2020). “Developing strong research questions,” Retrieved June 4, 2020 from
https://www.scribbr.com/research-procedure
Sacred Heart University (2019). Organizing Academic Research Papers: Choosing a Title’
Retrieved June 3, 2020 from library.sacredheart.edu.com
Singh, S., (2018). ‘Why is research important to our daily life?” Retrieved June 01, 2020 from
https://quora.com
19
Q1- Week 4- REVIEW and EXAMINATION WEEK (3rd Preliminary Exam)
LESSON 3- LEARNING FROM OTHERS AND LITERATURE REVIEW
Q1- Week 5- (Meetings 7 & 8)
OBJECTIVES
a. Organize the related literatures according to variables of the

study
b. Know how to properly write the citation for authors
c. Understand proper research ethics in writing review of related
literature
ORGANIZING THE RELATED LITERATURE
The Review of Related Literature
 A review of related literature (RRL) is a systematic, explicit, reproducible method for

identifying, evaluating and synthesizing the existing body of completed and recorded
work produced by researchers, scholars, and practitioners (Fink, 2014). Simply stated, a
review of related literature refers to scholarly writings and compiled literatures of well
known authors and gurus about the discipline under study
The Importance of Review of Related Literature
A research needs a review of related literature to be scholarly. A review of related

literature is important in any research paper to be conducted due to the following
reasons (cupstate.libguides.com, 2020)
1. It provides foundation of knowledge on topic

2. Identifies areas of prior scholarship to prevent duplication and give credit to other
researchers
3. Identifies inconstancies: gaps in research, conflicts in previous studies, open
questions left from other research
4. Identifies need for additional research
5. Identifies the relationship of works in context of its contribution to the topic and to
other works
6. Places your own research within the context of existing literature making a case for
why further study is needed.
Three Essential Categories of Review of Related Literature
The review of related literature is categorized as: simple, applied, and academic
((cupstate.libguides.com, 2020)
1. Simple- a simple literature review is a brief overview of the topic not necessarily
academic in scope and often uses popular sources. This review is often just the start
of the research process
2. Applied- It is often used in business, government, and other professional

environments. Applied literature reviews are more fact finding
3. Academic- The academic literature review requires accuracy, quality resources,

objectivity thoroughness and quality analysis. It requires in-depth understanding of
the topic
20
The Steps in Writing Review of Related Literature
The following steps must be observed in writing a RRL (Amorado&Talili, 2017)
1. Identify and narrow down a particular topic to guide the researchers or students on
what literature to find and read
2. Research and read on important literatures. Make use of books and journal articles
as sources of literature. Internet sources such as Google Scholar and online journals
are also good source of literature
3. Take down important notes or annotations. As a rule, always rephrase or paraphrase
to prevent plagiarism. Direct quotations can be used for important lines
4. Once the literature sources are completed, start making a draft of the written review
of literature by connecting or synthesizing different literature materials. There must
be connectivity among the topics. Take note also, that topics in the RRL are
organized according to the variables and indicators of your independent and
dependent variables
5. Always cite or acknowledge the source of literature. All authors name must be
reflected in the references or bibliography
An example of RRL
Based on Research Title: Understanding Consumer Behaviour towards Online Food

Purchases and Delivery
The External and Internal Factors Influencing Consumer Behaviour
The external factors include cultural, social, and situational factors. Cultural
factors exert a broad and deep influence on consumer behaviour. Culture is the set of
basic values, perception, wants, and behaviours learned by a member of a society from
family and other important institutions. It represents the behaviour, beliefs and, in many
cases, the way we act learned by interacting or observing other members of society
Subculture is a group of people with shared value systems based on common life
experiences and situations. It includes nationalities, religions, racial groups, and
geographic regions. Sub-cultures also have shared values but this occurs within a
smaller groups Social class – are society’s relatively permanent and ordered divisions in
a society whose members share common values, interests, and behaviours. These
classes are the lower class, middle class, and upper classes (Kotler, 2005)
The internal factors consist of personal and psychological factors. Personal

factors- the buyer’s decision is also influenced by personal characteristics such as the
buyer’s age and life cycle, occupation, economic situation, lifestyle, and personality, and
self-concept (Kotler et al, 2005). Age and life cycle stage of people change the goods
and services they buy over their lifetimes. Taste in foods, clothes, furniture, and
recreation are often age related. Buying is also shaped by the stage of family life cycle-
the stages through which families might pass as they mature over time.
Note: The presentation of the topics in the RRL must be aligned to your indicators of
your variable in the problem statement and as presented in your conceptual framework.
In the example, it can be noted that the independent variable consumer behaviour are
external and internal factors
The Citation of References
 Citing a literature means making a reference to any literature used in research. There
are two ways of citing literature reference: attribution and citation. Attribution which is
also known as “indirect citation,” is recognizing and acknowledging literature as sources
of original ideas. It can be done by rephrasing or paraphrasing an idea coming from an
original author. Citation, on the other hand, is a form of directly making use of the
original idea of the author. Direct quotations of words and sentences are borrowed using
open and close quotation marks. It should be noted that a good research is good
combination of attribution and citation with advance research is expected to have more
attribution than citation (Amorado, R. &Talili, I., 2017)
 Every researcher must ensure that he or she has to attribute or cite properly any
borrowed idea from another author. However, if the idea is coming from researcher, then
21
there is no need to attribute or cite it. The same holds true also, if the idea is a common
knowledge. However, if the idea is original, rephrased or paraphrased, then you may
make an attribution for the same ideas of other literature. This makes the writing related
literature to become scholarly in nature.
 There are several referencing styles depending on the field of discipline. Citation styles
also depend on the disciplinal associations, which determine the required format for
attribution and citation. Among these are: ASA (American Sociological Association) in
the field of sociology; APA (American Psychological Association) which is the most
commonly used format in psychology, business, criminology, economics, education and
other fields of social science; AMA (American Medical Association) for ,medicine
Example of Citation using American Psychological Association (APA) format
Book
Creswell, J.W., (2012). Educational Research Planning, Conducting, and

Evaluating Quantitative and Qualitative Research. 4thed . Boston
MA:Pearson Education
Journal Article
Gupta, S., Pirsch, J., and Girard, T. (2010). “An Empirical Examination of a Multi
National Ethical Dilemma: The Issue of Child Labor,” Journal of Global
Marketing, 23, pp 288 – 305
Website
Spalding University Library (2020): Quantitative Research. Retrieved May 12,

2020 from https:// libraryspalding.edu/EDD904
The Ethical Standards in Writing Review of Related Literature
 The same requirements for research ethics also applies in writing the RRL. Research
ethics actually guides the researcher to do what is proper and improper in conducting a
research study. There must be integrity in the research paper which means that there
must be appropriateness, reliability, identifiable, and recency on the written RRL to make
it ethical.
 Avoidance of plagiarism must also be observed at all times. Plagiarism is defined as

using the work of another and claiming to be yours. It can be the result of a poor
recording of cited materials or the most common is the copy - and – paste habits from
online sources and materials. A good RRL therefore is on wherein the cited literatures in
the main context are all acknowledge and cited in the reference
Practice Activity 5
Based on the previously approved title,
1. Write a draft of your review of related literature (RRL) following the correct
format (refer to the previous example
2. Make a list of attributions and citations using APA format (this will serve as
your reference)
22
LESSON 4 – UNDERSTANDING DATA AND WAYS TO SYSTEMATICALLY
COLLECT DATA
Q1- Week 6 - Meetings 9 & 10

OBJECTIVES
a. Choose an appropriate qualitative research design

b. Identifies and describes the participants of the study
c. Describes the place of study
d. Formulates the research questionnaire
e. Plans data collection and analysis procedures
f. Describe the ethical considerations to be observed in the conduct of the
study
THE RESEACH METHOD
• The research method is actually the compilation of the methods to be used in the study.
It is presented in the following order of presentation: the research design, the place of
study, the participants of the study, the research instrument, the data collection
procedure, and the ethical considerations
Developing the Research Design
 A research design is a framework or blueprint for conducting a research study. It

describes in detail the relevant procedures necessary for obtaining the information
needed to structure or solve research problems. Research design can be classified as:
ethnographic, phenomenological, grounded theory, case study, narrative, and historical
(Malhotra, 2007). (Please refer to approaches in qualitative research, pages 3-4)
Example of a Research Design

Based on Research Title: Understanding Consumer Behaviour towards Online Food
The research design to be used in this study is phenomenological research

design. This design is most appropriate for this study since the study aims to understand
consumer behaviour towards online food purchases and delivery
According to Paris (2014), phenomenological design aims at getting a thorough

understanding of an individual’s life experiences for this same person’s realistic dealing
with hard facts of life.
Place of Study
 A place of study (research locale) describes the location of where the proposed research
study will be conducted. It is a term that refers to a specified area and /or subject that is
being studied in a research project
Stating the Place of Study in the Research Methods
Based on Research Title: Consumer Behaviour towards Online Food

23
This study will be conducted in the Mintal, City of Davao, located the
southern part of Island of Mindanao, Philippines. Mintal is one of the progressive
Barangays in the Third District of Davao City. Davao City, on the other , is one
of the most urban City in the Philippines and has several food establishments
engaged in food delivery service. Aside from the food establishments, the City
has many business establishments and is the hub of business activities in the
region
Note: Present with maps of the Philippines and Davao City with arrow pointing
to Davao City
The Participants of the Study
 The participants of the study refer to individuals or groups who are actual participants in
the study to be conducted and who will answer survey questions and participate in the
interview of focal group discussion to be conducted
Stating the Participants of the Study
In stating the participants of the study, it is important to identify clearly who are the
actual participants in terms of their nature of work, lifestyle, and other profile and the
reason/s why they were chosen.
Based on Research Title: Consumer Behaviour towards Online Food

The participants of the study will be 20 household consumers in Barangay

Mintal who have availed online food purchase and delivery service. They have
the actual experience needed to describe their perception towards online food
purchase and delivery and thus can contribute to the success of this research
undertaking.
Practice Activity 6
Based on your previously approved title:
1. Write a draft copy of your:
1.1 Research Design
1.2 Place of Study
1.3 Participants of the Study
24
Q1- WEEK 7 - Continuation
Meetings 11 & 12
The Qualitative Data Gathering
Qualitative data can be gathered using focus group interview, depth interviews, and
projective techniques
 A focus group is an interview conducted by trained moderator in a non-structures

and natural manner with a small group of respondents. The moderator leads the
discussion. Its main purpose is to gain insights by listening to a group of people
from the appropriate target market and talk about the issues of interest to the
researcher the focus group is usually 8 -12 in size, and composition is
homogeneous. The usual duration is 1-3 hours in a relaxed informal setting. Data
and information are recorded with the permission of the participants (Malhotra,
2007)
 In-depth interview is another method of obtaining qualitative data. It is an
unstructured, direct, personal interview in which a single respondent is probed by
a highly skilled interviewer to uncover underlying motivations beliefs, attitudes,
and feelings on a topic. A depth interview may take 30 minutes to more than one
hour
 Projective techniques are unstructured and indirect form of questioning which
encourage the respondents to project their underlying motivations, beliefs
attitudes, or feelings regarding the issues of concern. There are five types of
projection techniques: association technique, word association, completion
techniques, construction techniques, and expression techniques..
Association technique is a type of projective technique in which the
respondent is presented with a stimulus and asked to respond with the
first thing that comes to mind.
Word association is a projective technique in which respondents are
presented with a list of words one at a time. After each word, they are
asked to give the first word that comes to mind.
Completion technique is a projection technique that requires respondents

to to complete an incomplete stimulus situation. Example is sentence
completion and story completion
Construction technique is a projective technique in which the respondents

are required to construct a response in the form of story, dialogue, or
description. Example is a picture response and cartoon test
Expressive technique is a projective technique in which the respondent is

presented with a verbal or visual situation and asked to relate the feelings
and attitudes of other people in the situation. Example is role playing and
third person technique
The Research Questionnaire
 A questionnaire is a formalized set of questions for obtaining information from

respondents. It has three specific objectives which are Malhotra, 2007):
1. It must translate the information needed into a set of specific questions that the
respondents can and will answer
2. It must uplift, motivate, and encourage the respondent to become involved in a
survey or interview. The questionnaire must be designed to minimize respondent
tiredness, boredom, incompleteness and non-response.
3. It should minimize response error by giving inaccurate answers
Stating the Research Questions
25
Based on Research Title: Understanding Consumer Satisfaction towards Online
Shopping
 What are the live experiences of the consumers as regards to their satisfaction
on online shopping?
 What are the insights that the consumers can share as regards to the
contributions of website functionality, perceived usability, and perceive
usefulness on their online shopping satisfaction?
Note: It should be noted that questions for qualitative research are open ended
The Data Gathering Procedures
The data gathering procedure is a section of the research methods which describes the
process or steps in gathering data for the study. It may start with the title proposal up to the
presentation of the results of the study.
Stating the Data Gathering Procedure

Shopping
In the collection of data, the first thing that was done was to submit a proposed
title for approval. Upon approval of the proposed title, a compilation of Chapters 1 and 2
was conducted which will include the collation of the literatures and writings of well-
known gurus in the field of study. After finishing the compilation of chapters 1 and 2, it
was preceded by the construction of the open ended questionnaire for the qualitative
analysis of the study. Then, the questionnaire swere the distributed and retrieved,
followed by the collation of data. Equal allocation of samples was made in the
distribution of the questionnaire. If there are refusals made, the researcher will look for
another prospective until the desired number of 20 samples will be met. During the
retrieval of the questionnaire, the retrieved questionnaire was reviewed by the
researcher and if needed will ask for clarification of the answers from the respondents.
Finally, the data undergo thematic analysis before the results will be discussed and
presented
The Ethical Considerations to be Undertaken
The ethical considerations describe the ethical practices that must be observed
in the conduct of the study to protect the integrity of the results of the study, as well as,
the confidentiality of the participants in accordance with the Data Privacy Act of 2012.
Among these actions are: confidentiality of data, proper citations and acknowledgment of
one’s work, data veracity, and honesty in presenting the data.
Stating the Ethical Considerations of the Study

Shopping
The researchers will strictly follow confidentiality of data gathered. The

researchers will also abide with existing intellectual laws and copyrights by citing the
26
name of the authors whose writing will be used in this study. Finally, the researchers will
be honest in findings of the study
Practice Activity 7
Based on your previously approved title:
1. Write a draft copy of your:
1.1 Research Questionnaire
1.2 Data Gathering Procedure
1.3 Ethical Considerations of the Study
27
UNIT ASSESSMENT
PERFORMANCE TASK 2.1
Make a written presentation of the corrected compiled copy of the

of your review of related literature: (Please refer to the previous
exercise activity that you have passed and corrected by your
research teacher for final checking and integration to Chapter 1)
10 8 6 4 2
question asked was question asked was question asked was question asked was question asked
very clearly clearly presented/ partially presented/ very partially was not
presented/ discussed discussed discussed presented/ presented/
discussed discusse
d at all
Review of Related Literature
28
PERFORMANCE TASK 2.2
10 8 6 4 2
Based on your previously approved title
1. Make a final compilation of your research method which include the following:
1.1 Research Design
1.2 Place of Study
1.3 Participants of the Study
1.4 Research Instruments
1.5 Data Collection Procedure
1.6 Ethical Considerations
Score:
29 _____/____
TEST YOUR KNOWLEDGE
10 8 6 4 2
Answer briefly the following questions (10 pts./ number)
1. What ethical standards must be followed in writing review of related literature

(RRL)?
2. As a researcher, how would you make the citation of references?
3. Differentiate simple RRL from academic RRL in terms of scope
Score:
_____/_____
30
SELF-REFLECTION
(valuing)
COMPETENCE: Resourcefulness
As a citizen, you are expected to be resourceful in finding ways to make
things better for everyone and to the whole country. Being a student
enrolled in this research subject, it is also expected that you will be
resourceful in making things better in your own homes.
In your most simple way, cite at least two (2) ways wherein you can
show your resourcefulness in your own homes that can contribute to the
development of your community.
HOW IS MY LEARNING?
Go back to your lesson and own objectives. Rate yourself by checking

the box.
3 2 1
Lesson objectives
a. Organize the related literatures according to

variables of the study
b. Know how to properly write the citation for authors
c. Understand proper research ethics in writing

review of related literature
d. Choose an appropriate qualitative research design
e. Identifies and describes the participants of the study
f. Describes the place of study
g. Formulates the research questionnaire
h. Plans data collection and analysis procedures
i. Describe the ethical considerations to be observed in
the conduct of the study
31
If you put check in the column under 1, kindly specify below which part of the
process/lesson do you find challenging or difficult.
_________________________________________________________________________________
References
_________________________________________________________________________________
Amorado, R., and Talili, I,. (2017). Qualitative Research: A Practical Approach. Mutya
Publishing House, Philippines
CupstateLibGuides, (2020). Purpose of a literature review. Retrieved June 6, 2020 from

https://www.cuspstate.libguide.com/ Literature Review
Fink, Arlene. (2014). Conducting research literature review. Sage: USA
i. Choose an appropriate qualitative research design

j. Identifies and describes the participants of the study
k. Describes the place of study
l. Formulates the research questionnaire
m. Plans data collection and analysis procedures
n. Describe the ethical considerations to be observed in the conduct of the study
WEEK 8- Review Week and Third Periodical Examination

OUTLINE DEFENSE
32
FOURTH QUARTER -2ND SEMESTER
LESSON 5- ANALYSIS AND PRESENTATION OF RESULTS
Q2- WEEK 1- 3 -Meetings 13 & 18
a. Present the results of the study using thematic analysis in reference to

the research questions
Analyzing Data
One approach to analyze qualitative data is through thematic analysis. Thematic

analysis is a method of analyzing qualitative data. It is usually applied to a set of texts, such
as interview transcripts. The researcher closely examines the data to identify common themes –
topics, ideas and patterns of meaning that come up repeatedly (Caufield, 2020)
This process was originally developed for psychology research by Virginia Braun and
Victoria Clarke. However, thematic analysis is a flexible method that can be adapted to many
different kinds of research
Thematic analysis is a good approach to research where you’re trying to find out something
about people’s views, opinions, knowledge, experiences or values from a set of qualitative data – for
example, interview transcripts, social media profiles, or survey responses
When to use thematic analysis

Thematic analysis is a good approach to research where you’re trying to find out
something about people’s views, opinions, knowledge, experiences or values from a set of
qualitative data – for example, interview transcripts, social media profiles, or survey responses
(Caufield, 2020).
Some types of research questions you might use thematic analysis to answer:
 How do patients perceive doctors in a hospital setting?

 What are young women’s experiences on dating sites?
 What are non-experts’ ideas and opinions about climate change?
 How is gender constructed in high school history teaching?
To answer any of these questions, you would collect data from a group of relevant
participants and then analyze it. Thematic analysis allows you a lot of flexibility in interpreting
the data, and allows you to approach large data sets more easily by sorting them into broad
themes (Caufield, 2020).
However, it also involves the risk of missing nuances in the data. Thematic analysis is
often quite subjective and relies on the researcher’s judgement, so you have to reflect carefully
on your own choices and interpretations.
How to do thematic analysis

There are various approaches to conducting thematic analysis, but the most common
form follows a six-step process (Caufield, 2020)
Step 1: Familiarization
33
The first step is to get to know our data. It’s important to get a thorough overview of all
the data we collected before we start analyzing individual items.
This might involve transcribing audio, reading through the text and taking initial notes,
and generally looking through the data to get familiar with it.
Step 2: Coding
Next up, we need to code the data. Coding means highlighting sections of the text –
usually phrases or sentences – and coming up with shorthand labels or “codes” to describe
their content.
Example. Say you are researching perceptions of climate change among conservative
voters aged 50 and up, and you have collected data through a series of interviews. An extract
from one interview looks like this:
Coding qualitative data
Interview extract Codes
Personally, I’m not sure. I think the climate is  Uncertainty

changing, sure, but I don’t know why or how. People  Acknowledgement of climate
say you should trust the experts, but who’s to say change
they don’t have their own reasons for pushing this  Distrust of experts
narrative? I’m not saying they’re wrong, I’m just  Changing terminology
saying there’s reasons not to 100% trust them. The
facts keep changing – it used to be called global
warming.
In the above extract, you will noticed that the phrases are highlighted with different
colours which actually corresponds to the codes. Each code describes the idea or feeling
expressed in that part of the text.
At this stage, you need to go through the transcript of every interview and highlight
everything that jumps out as relevant or potentially interesting. As well as highlighting all the
phrases and sentences that match these codes, we can keep adding new codes as we go
through the text.
After you have been through the text, you will collate together all the data into groups
identified by code. These codes allow you to gain a condensed overview of the main points and
common meanings that recur throughout the data.
Step 3: Generating themes

Next, you look over the codes you’ve created, identify patterns among them, and start
coming up with themes. Themes are generally broader than codes. Most of the time, you’ll
combine several codes into a single theme. In the example, you might start combining codes
into themes like this:
Turning codes into themes
Codes Theme
 Uncertainty Uncertainty
 Leave it to the experts
 Alternative explanations
 Changing terminology Distrust of experts

 Distrust of scientists
 Resentment toward experts
 Fear of government control
34
Turning codes into themes
Codes Theme
 Incorrect facts Misinformation

 Misunderstanding of science
 Biased media sources
At this stage, you might decide that some of the codes are too vague or not relevant
enough (for example, because they don’t appear very often in the data), so they can be
discarded.
Other codes might become themes in their own right. In the example, you decided that
the code “uncertainty” made sense as a theme, with some other codes incorporated into it.
Again, what you decide will vary according to what you’re trying to find out. You want to
create potential themes that tell you something helpful about the data for your purposes.
Step 4: Reviewing themes

Now you have to make sure that your themes are useful and accurate representations of
the data. Here, you return to the data set and compare your themes against it. Are you missing
anything? Are these themes really present in the data? What can you change to make your
themes work better?
If you encounter problems with your themes, you might split them up, combine them,
discard them or create new ones: whatever makes them more useful and accurate.
For example, you might decide upon looking through the data that “changing
terminology” fits better under the “uncertainty” theme than under “distrust of experts,” since the
data labelled with this code involves confusion, not necessarily distrust.
Step 5: Defining and naming themes

Now that you have a final list of themes, it’s time to name and define each of them.
Defining themes involves formulating exactly what you mean by each theme and figuring
out how it helps you understand the data. Naming themes involves coming up with a succinct
and easily understandable name for each theme.
For example, you might look at “distrust of experts” and determine exactly who you
mean by “experts” in this theme. You might decide that a better name for the theme is “distrust
of authority” or “conspiracy thinking”.
Step 6: Writing up
Finally, you will write up your analysis of the data. Like all academic texts, writing up a
thematic analysis requires an introduction to establish your research question, aims and
approach.
You should also include a methodology section, describing how you collected the data
(e.g. through semi-structured interviews or open-ended survey questions) and explaining how
you conducted the thematic analysis itself.
The results or findings section usually addresses each theme in turn. You describe how
often the themes come up and what they mean, including examples from the data as evidence.
Finally, your conclusion explains the main takeaways and shows how the analysis has
answered your research question.
In the example, you might argue that conspiracy thinking about climate change is
widespread among older conservative voters, point out the uncertainty with which many voters
view the issue, and discuss the role of misinformation in respondents’ perceptions.
Source: From https://www.scribbr.com/methodology/thematic-analysis/
35
Presentation of Results
This section of the research study presents the qualitative results of the study that will be
derived from the open ended questionnaire that the participants will answer, as well as from
the guide questionnaire that will be developed for the focal group discussion or from the
direct interview to be conducted
Shown below is an example on how to present the responses of the participants

Shopping
Lived Experiences as Regards to the Respondents’

Satisfaction on Online Shopping
There are two themes that captured the lived experiences of the participants about the
satisfaction they gain through online shopping. These include satisfying quality of products
and services, and inefficient ordering system,
Satisfying Quality of Products and Services. The participants revealed that they were
satisfied with the quality of products and services offered online as evidently shared by the
following participants:
In terms of the item that I order, okay siya walang kulang, no damage all
out, okay ang packaging, secured talaga item (P1-FGD)
Likewise, another participant (P2-FGD) commented that:
Ma excite kakasi... excited mo siyang ma received...kasi po online selling

siya, nabibili ang hindi mo siya nakita, tapos doon mol ng siya
nahawakan at nakita tapos yon quality ng product
“I am satisfied with the transaction...Mabilis masyado and user friendly” (P5- FGD)
Inefficient Ordering System. The participants however, revealed that there are
inefficiency and unfavourable product policy on the part of the sellers. As evidently revealed
by the participants in the following statements:
In terms of time duration that they delivered to me, wala nila na meet
akoa expectation. Since delayed siya ... Shipment, bibili ka nga damit
kasi gagamitin on this day; kaso kay wala kay time one week. Expect 3
days darating, kasi yon kasi yon sabi sa instruction, pero may change
sa shipment”P4 –FGD
You have to take risk for you to be able to know ... I placed an order in Lazada, it turned
out na dumating sa akin hindi yon order ko. Tapos no return no exchange...” P8- FGD
Nahihirapan e contact si seller, hindi na siya napalitan ang product.” P7–FGD also said
that” Mahihirapan kanang e cancel kasi na order mo na sya like plane tickets and hotels
kasi may penalty” P3-FGD
Tabular Presentation of the qualitative results of the study after thematic analysis

36
ISSUES CORE IDEAS CODE/ ESSENTIAL THEORETICAL
PROBED CATEGORIES THEMES SUPPORT
Online Shopping  Satisfied with the Products and
Satisfaction quality of products Services
offered online
 Satisfied with product
range offered by
online buyers
 Satisfied with the way Satisfying Servuction
online transactions are quality of Model
carried products and
 Meet buyer’s Ease of services
expectations Transaction
 Convenience
shopping
 Long period for
product replacement
 Delayed delivery of
products ordered Ordering System Inefficient
 Cannot easily modify Ordering
product and services System
ordered
 No return No exchange
policy
Practice Activity 8
Based on your approved title,
1. Make a draft of your thematic analysis on the responses of your participants
37
UNIT ASSESSMENT
LET’S ASSESS
PERFORMANCE TASK 3
ANALYSIS AND PRESENTATION OF RESULTS
10 8 6 4 2
1. Make a final compilation of your thematic analysis results based on your

research questions
38
Score:
_____/____
Presentation and thematic clustering of data gathered
6. 5 4 3 2
The data are very The data are The data are The data was not The data was not
clearly presented clearly presented partially presented clearly presented very clearly
in the order of in the order of and clustered and clustered presented and
presentation and presentation and thematically with thematically with 3 clustered
clustered clustered 2-3 of the - 4 of the thematically at all
thematically with thematically with necessary necessary
all the necessary all the necessary contents missing contents missing
contents contents with only
1 content missing
Read and analyze the responses to the questions and fill up the table below. Read the
instructions carefully
Respondent Respondent Respondent Respondent Responden

1 2 3 4 t5
Q1. 0 What
does the Store sells Variety of More on Many Junk foods
convenience variety of products but junk foods products but
store usually products..... more on junk majority are
sells? Follow- foods junk foods
up. What
exactly the
products they
are selling?
Q1.1 Does Incomplete Incomplete Incomplete Limited

convenience but find it to be products product product items only
store have incomplete that offering offerings
complete they need to go
items of to other store
product
offering?
Q3.0. What Strategically Strategically Good Good Convenientl

can you say located but located. location for location y located
about their Place not so Convenient to students
place and visible. students of
39
location? Small entrance schools located
nearby
Q3.1 How Ambience is not Ambience is not It is warm

about the good so good. It is The place is It’s warm inside and
store’s Place is hot... hot inside not well inside. Place different
ambiance? smelly... lack of especially when ventilated is smelly... smell
What can you air-conditioning there are too with lights comes
say about the system. Seems many and air out... fried
place, outside to be crowded customers or conditioning fish,
and inside? and lack of during rush system. It’s detergent
Lightings in the hours hot and not soap,
outside. so glimmer shampoos
Entrance is too inside etc
small
Instructions:
Based from your analysis on the above set of responses to the questions asked, complete the
table below by writing down the core ideas, code category, and clustered themes (6 pts per set
of correct answers)
Question Core Ideas Code/Category Clustered / Essential

Themes
Q1. What does the

convenience store
usually sells?
Follow-up. What
exactly the products
they are selling?
Q1.1 Does
convenience store
have complete
items of product
offering?
Q2. What can you

say about their
place and location?
Q2.1 How about the

store’s ambiance?
40
What can you say
about the place,
outside and inside?
SELF-REFLECTION
(Valuing)
COMMITTMENT: Honesty
Every citizen is expected to be honest in all their dealings with their co-
citizen and in all endeavours that they have done to the community. As a
learning student, how will you show honesty in your undertakings to your
family and community?
HOW IS MY LEARNING?
Go back to your lesson and own objectives. Rate yourself by

checking the box.
3 2 1
Lesson objectives
a. Present the results of the study using thematic

analysis in reference to the research questions
41
If you put check in the column under 1, kindly specify below which part of
the process/lesson do you find challenging or difficult.
_________________________________________________________________________________
________________________________________________________________________________
References
Caufield, J., (2020), How to Do Thematic Analysis, From

https://www.scribbr.com/methodology/thematic-analysis/
Q2- WEEK 4 – REVIEW WEEK AND FOURTH PRELIMINARY EXAMINATION
LESSON 6 – DISCUSSION OF THE FINDINGS, CONCLUSION & RECOMMENDATION
Q2-WEEK 5 - 7 - Meetings 19 -24
OBJECTIVES
At the end of the lesson, the learner must be able to:
a. Discuss comprehensively the results of the study in reference to the

research questions
b. Draw the conclusion of the study
c. Formulates the recommendations of the study based from the findings
and conclusions of the study
The Purpose of Discussion
 The purpose of discussion is to interpret and describe the significance of your findings in
light of what was already known about the research problem being investigated, and to
explain any new understanding or fresh insights about the problem after you have taken
the findings into consideration. It must always connect to the introduction by way of the
research questions or hypothesis you have formulated and the literature you have
reviewed. The discussion should always explain how your study has moved the readers
understanding of the research problem forward from where you left them at the end of
the introduction. The discussion is where you explore the underlying meaning of your
research, and present the importance of your study (Sacred Heart University Library,
2019)
Example

Shopping

There were two (2) themes that emerged based on the qualitative data gathered. The
themes are: satisfying good quality of products and services offered online, and inefficient
delivery system and unfavourable product policy
Satisfying Good Quality Products and Services. The participants find the products
and services offered online to be satisfying. They find these to be of good quality. This result
jives with the findings of Krivobokova, 2009 that customer satisfaction is the sense of
contentment that consumers experience when comparing their introductory expectations with
42
the actual quality of the acquired product. The result also supported by the contention of Saleh
(2008) and Cruz (2015) that quality is durability of products that acts as catalyst for consumer
demands of safe products and customer satisfaction. Chebat, Davidow, & Borges, 2011; Tsai,
2010 also stated that mercantile outlets strive to entice consumers to goods offered through
competitive low prices and improved product quality and these constructs greatly enhance
customer satisfaction because of high-quality and safe products (Slotegraaf & Inman, 2004).
Inefficient Delivery System. This is one factor that online sellers should improve on to
increase customers’ satisfaction and to sustain their business. This problem was also revealed
in the study of Lee & Brown (1999) as cited by Rivera & Kahiwagi (2015) that organizations
have had problems with delivering services on time, on budget, with high customer satisfaction.
This problem has been seen in multiple industries, particularly highly technical ones, such as
construction and information technology.
The Research Conclusion
 In general, the research conclusions are considered to be the researcher’s contribution

to a science. It is part of the research report where the research questions are answered
while drawing generalizations, if not, stating implications, inferences, and interpretations
of the research findings (Amorado & Talili, 2017)
 The conclusion is intended to help the reader understand why your research should
matter to them after they have finished reading the paper. A conclusion is not merely a
summary of your points or a re-statement of your research problem but a synthesis of
the key points. A w2ell written conclusion provides you with several important
opportunities to demonstrate your overall understanding of the research problem to the
reader (Sacred Heart University Library, 2019)
General Rules in Stating the Conclusion of your Study
 State your conclusion in clear simple language

 Do not simply reiterate your results or the discussion
 Indicate opportunities for future research, as long as you have not done so in the
discussion section of your paper
Stating the research conclusion

Shopping
Based on the findings of the study, the following conclusions were drawn
There were two (2) themes that were developed from the lived experiences of the
participants and these are: satisfaction on good quality products and services,
inefficient ordering system.
The Research Recommendation
 This part of the research report is usually based on the findings and conclusions of the
research study conducted. It is defined as a critical suggestion regarding the best course
of action in a certain situation
Formulating the Research Recommendation

Shopping
43
The following recommendations are based from the findings and conclusions of the
study
Since there is a mixed feeling on online buying experience satisfaction, online

marketers must improve and sustain the quality of their products, and improved their
delivery time to minimize dissatisfaction among online customers
To address the inefficiency of delivery system and unfavourable product policy,

online sellers must look for more forwarders who can deliver on time the purchased
products. Online sellers, on the other hand, must also review their current product policy
such as no exchange, no return policy, and other policies that do not give protection to
the rights of consumers. They have to adopt policies that will adhere to the protection of
the consumers so as to attract and increase more online buyers.
Practice Activity 9
1. Make a draft copy of the following

1.1 Discussion
1.2 Conclusion
1.3 Recommendation
44
Score:
_____/____
UNIT ASSESSMENT
LET’S ASSESS
PERFORMANCE TASK 4
Chapter 4 – DISCUSSION, CONCLUSION AND RECOMMENDATION
10 8 6 4 2
Based on your results of the study
1. Make a final copy of the following
1.1 Discussion
1.2 Conclusion
45
1.3 Recommendation
Test 1. Discussion Questions (10 pts each)
10 8 6 4 2
presented/ discussed discussed presented/ discussed at all
discussed discussed
1. Go back to your Assessment Activity 3 and from the thematic results of the study that
you have done, provide a discussion of the results
2. In your own words, what do you think is the purpose of discussing the results of the
study and how do you proceed with this activity?
46
Score:
_____/_____
SELF-REFLECTION
(Valuing)
COMPETENCE: Determination
Strong determination leads to success. As a young citizen, it is expected

that you have a strong determination to achieve your future ambitions in
life. In your most simple way, cite two (2) ways wherein you can show
your strong determination to become better citizen in your own
community
HOW IS MY LEARNING?
Go back to your lesson and own objectives. Rate yourself by

checking the box
Lesson objectives 3 2 1
a. Discuss comprehensively the results of the study in

reference to the research questions
b. Draw a conclusion based from the results and

discussions of the study
a. Make a recommendation based from the results and

conclusions of the study
47
If you put check in the column under 1, kindly specify below which part of
the process/lesson do you find challenging or difficult.
_________________________________________________________________________________
_________________________________________________________________________________
References
Amorado, R., and Talili, I,. (2017). Qualitative Research: A Practical Approach. Mutya
Publishing House, Philippines
48

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HOLY CROSS OF MINTAL RESEARCH TEACHER

Hello Dear Students,

MATIAS L. MERCADO, JR.

Teacher’s Voice: Hello Grade 11 Senior High School Students!

Teacher: Primarily, before becoming successful in your respective

Let’s get started

Research is one activity that is very challenging and needs a lot of

The integrity of knowledge that emerges from research is based on

National Academies of Sciences, Engineering, and Medicine

At the end of the lesson, the learner must

a. Discuss the importance of research to

Q1- WEEK 1 (Meetings 1 & 2)

Importance of Research to Daily Life

What is Qualitative Research?

According to Bhandari (2020),

 Qualitative research is the opposite of quantitative research, which involves collecting

Difference between Qualitative Research and Quantitative Research

Qualitative research question examples

 How does social media shapes the minds of teenagers?

Practice Activity No.1 (10 points per number)

1. In yoour own words, define what is a qualitative research?

Approaches to Qualitative Research

According to Bhandari (2020),

 Common approaches include grounded theory, ethnography, action research,

Qualitative Research Approaches

Approach What does it involve?

Grounded theory Researchers collect rich data on a topic of interest and

Example. Understanding Millenial’s Study Habits: A Grounded

Ethnography Researchers immerse themselves in groups or organizations

It is a description and systematic study and documentation of

Example. Discovering the Lives on Bagobos in Davao

Action research Researchers and participants collaboratively link theory to

Phenomenological Researchers investigate a phenomenon or event by

It is the description of people’s real life experiences as they

Example. Understanding Student’s Study Habits Amidst

Approach What does it involve?

It is an in-depth description of the experiences of one person,

Example. Analyzing Consumer Buying Behavioural Patterns

Narrative research Researchers examine how stories are told to understand

Example. Narrative Experience of Senor High School

Historical research It is the description, examination, and analysis of past events

Example. The Evolution of Online Study in The Philippine

Qualitative Research Methods

 Observations: recording what you have seen, heard, or encountered in detailed field

Strengths and Weaknesses of Qualitative Research

1. It adopts a naturalistic approach to its subject

1. It involves a lot of researcher’s subjectivity in data and analysis

Research studies happen in any field of knowledge. Belonging to a certain area of

 Naturalistic approach most applicable to qualitative research. The naturalistic approach

Basic Components of a Qualitative Research

 Chapter 1- Introduction – The following are the basic components of a

Practice Activity No. 2 (10 points per number)

Q1- Week 3- (Meeting 5 & 6)

At the end of the lesson, the learner must be able to

a. Formulate a research title

Formulating a Good Research Title

- Redundant phrases or wasteful words such as “An investigation of”, “An

The Description of a Good Research Background or Rationale

The structure of the introduction is like an inverted triangle of information. The

1. Establish an area to research. This can be done by highlighting the importance of