CHAPTER 4

RESEARCH METHODOLOGY

Research Design

The researchers used comparative research design to identify and

analyze the relationship between the dependent and independent variables in the

study. The researchers anticipate to identify the customer’s preferred platform

between Facebook and Instagram on their purchasing preferences, the study

expects to compare the two (2) said social media platforms on which of the two

are the most preferred to use by the respondents/customers.

Population Selection

Respondents on this study are online shoppers who make purchases

using social media platforms such as Facebook and Instagram. Questionnaires

in which they are asked questions about their online shopping experiences. The

survey questionnaire will be given to 100 customers on both mentioned

platforms, to determine which platform is preferred by the customers.

Data Collection

For this research, the researcher chose the convenience technique as the

sampling method. It would be appropriate to ask potential participants who they

know who might fit the profile that the researcher is looking for. As a data

collection strategy Google's online survey form will be used to collect the data

and conduct the study the researchers picked this type of dissemination of

survey questionnaire because it is one of the safest ways to acquire information

during a pandemic. The researchers will conduct a survey of a chosen readily

available element, nearby or willing to participate. Respondents must fill out basic

personal information as well as answer specific questions about the research

topic in the survey. The results of the surveys are intended to assist researchers

in getting a greater understanding of the respondents' opinions.

Research Instrument

This study used the researcher provided open-ended survey item for

the respondents to evaluate the Service quality and the Product quality of their

chosen platform in order to achieve the purpose of the study which is to know

The Comparative Analysis of Facebook and Instagram: Customer’s preferences

in terms of Purchasing Online.

According to the researcher, respondents can answer this set of questions

in whatever manner they like, and it is both positively and negatively phrases

since the researcher wants to gather the respondent's honest responses. The

researchers used questionnaires through google forms and conduct an online

survey. the researcher we gather our data needed by having a questionnaire that

consist of three (3) Parts.

 Part I the researcher will ask for the profile of the respondents, it will

determine the age, gender, Employment status, Platform that they used in

Purchasing online.

Part II is the tool for the researcher to determine the service quality and

product quality of the chosen platform, this will be the evaluation tool of the

respondent to evaluate performance level of the chosen platform using liker

scale.

Part III this tool is used to determine the level of satisfaction of the

respondent to their chosen platform by rating 1-5, where 1 is the highest and 5 is

the lowest, also to get their opinion for the improvement of the chosen platform.

The questions are in combination of recognition, completion, subjective and

coding type. Then, the scale we used in this research is Likert Scale, so that it

will be easier for the respondent to express the view point on a topic.

Statistical Treatment

The data collected from the questionnaire was meticulously recorded in

tables, analyzed, and interpreted based on the statistical treatment results.

To determine whether there are statistical differences in their study, the re

searchers decided to use an independent sample T-test to compare the means o

f two separate groups whose results are the preferences of Facebook and Instag

ram customers.
 The T-test was used to calculate the difference between the two variables.

The T-test compares two averages, which are the mean, and tells you if they

differ. The T-test also informs the researcher in this study about the significance

of the differences. In other words, it tells you whether the differences could have

occurred by chance.

Mean. This refers to the arithmetic mean (average) of the distribution.

The formula applied was:

∑x
x=
N
where:

x is the mean
∑ x is the sum of the scores
N is the number of respondents

Standard Deviation. This was used to assess the variability of the scores
between Instagram and Facebook. The formula was:

s=
√ ∑ f (x−x 1¿ ) 2 ¿
n−1

where:

s is the standard deviation

f is the frequency
x is the class mark (score of the respondents)
 x 1 is the mean
n is the number of the respondents

T-test for Independent Samples. It was used to assess whether the

means of the two groups are reliably different from each other. It also
identified if the null hypothesis is supported. The formula applied is:

x 1−x 2
t=
SS1 + SS2 1 1
√ [ ][ + ¿ ]¿
( N 1 + N 2 ) −2 N 1 N 2
where:

t is the t-test result for the independent samples

x 1 is the mean of the first group
x 2 is the mean of the second group

SS1 is the sum of the squares of the first group

SS2 is the sum of the squares of the second group

N 1 is the number of respondents in the first group

N 2 is the number of respondents in the second group

The Percentage formula will be used to determine the frequency of each

respondent's responses, as shown below:

F x 100
P=
N

where:

P is the Percentage
F is the Frequency

N is the Total Number of Respondents