Consumers Preference in Milk tea Consumption in Jaen

by:

Jasmine Constantino

Joshua Pajarillo

Jafaar Mendoza

Althea Manapol

John Isac Dela Cruz

Kent Lowell Daquiz

Aliyah Dela Pena

Andrei Culala
 Chapter III

The Research Methodology

This chapter shows the research methods used by the researchers

in gathering data. It contains the research design, research locale,

sample and sampling design, as well as the data collection process

that are used in research undertaking. Furthermore, this chapter

describes the various stages of research which include the selection

of the respondents, the data gathering techniques, instruments,

validation of the research instrument and statistical treatment of

data.

Research Design

In this study, the researchers employed a Quantitative approach

focusing particularly on the Consumers Preference in Milk tea

Consumption.

According to Creswell, J. W. (2013) Quantitative research

approaches rely on quantitative calculation and observational,

mathematical or numerical analysis of data obtained by surveys,

questionnaires and surveys, or on the interpretation of pre-existing

statistical data using analytical techniques. Statistical method

focuses on collecting and generalizing numerical data through groups

of individuals or describing a complex phenomenon.

Descriptive analysis is an acceptable option where the study goal

is to identify characteristics, frequencies, trends and categories.

Descriptive analysis is intended to reliably and consistently define a

group, condition or phenomena. It will answer questions about what,

where, when, and how, but not why.(Shona McCombes, 2019)

Research Locale

This study was conducted in the town of Jaen in the Province of

Nueva Ecija in Region III.

In the Philippines, Nueva Ecija is a landlocked province situated in

Central Luzon. The city of Palayan is its capital. The boundaries

of Nueva Ecija, clockwise from the south, are Bulacan, Pampanga,

Tarlac, Pangasinan, Nueva Vizcaya and Aurora. It was only later in

1848 that Nueva Ecija was created separately from Pampanga as a

separate province. This was followed by adjustments over the next 10

years in its geographical composition. Nueva Ecija was all annexed to

the progressive towns of Gapan, San Isidro, Cabiao and Aliaga,

resulting in an economic as well as demographic boom for all the

people.

Jaen is a municipality in the landlocked province of Nueva Ecija.

The Municipality of Jaen, San Isidro and San Antonio were formerly

component barrios of Gapan City. Jaen then, was known as “Ibayong

Ilog”, because it is situated just across the river, which traversed

the town of Gapan. Ibayong Ilog is the vernacular for “across the

river”.

Figure 2. Map of Jaen, Nueva Ecija

Sample and Sampling Design

The type of sampling that is used in this study is purposive

sampling. The respondents were carefully chosen by the researchers

considering the experiences of the respondents that can help the

researchers to obtain certain information that will help attain the

purpose of the study. According to Ben Foley (2018) Purposive

sampling, also known as judgment sampling, selective or selective

sampling, is a method of non-probability sampling in which researchers

rely on their own judgment while selecting members of the population

to engage in their sample. This sampling approach allows researchers

to have prior knowledge of the intent of their experiments so that

they can select correctly. Researchers used Purposive sampling and

they chose a particular subset of individuals, since all research

respondents are selected because they match a specific description.

Respondents of the Study

The respondents of the study were from the municipality of Jaen,

Nueva Ecija. People who consume milk tea that can provide answers were

asked to answer the questions on a provided survey questionnaire

online. The respondents were chosen whereas they are responsive enough

to answer the questions willingly. Furthermore, the respondents know

what they prefer on consuming milk tea.

Data Gathering Techniques

The researchers prepared a set of questions that served as the

base of information gathering. The researchers validated the created

questions by asking some business owners and consumers after creating

questions.

Research Instrument

The gathering instruments used by the researchers to gather

information for the study was through an online survey.

1.1 Online Survey

According to Saul McLeod (2018), the survey is a polling method

composed of a collection of questions for the purpose of collecting

knowledge from respondents. This involves questions specific to the

thesis that could enable researchers to find answers to unanswered

questions on the subject. Sandra Harden (2019) added that a survey is

a method that gathers information from a select sample of people. You

then use the responses from surveys to gain insights and data that

enable you to draw conclusions about a subject. The survey questions

are based on structured questions. Here are the questions for the

chosen business owners and consumers that the researchers created.

2. The personal profile of the customer in terms of:

2.1Age;
 2.2Gender;

2.3Occupation; and

2.4Income?

3. What are the factors that a customer considers while buying a

milk tea?

3.1 Price;

3.2 Taste;

3.3 Brand Influence; and

3.4 Product?

4. As a consumer, what suggestions and recommendations that you

can give to improve the products that milk tea stores offer?

2. Data Gathering Procedures

The researchers conducted an online survey with milk tea

consumers as their respondents. After the respondents have answered

the questions on the survey, the researchers analyzed the data,

findings were discovered, conclusions were made and recommendations

were given.
 DEVELOPMENT OF THE INSTRUMENT

To obtain needed information, the researchers used a research

survey. The researchers formulated possible questions that are

patterned in the researcher’s readings, previous studies, framework

and theories that were related to the study. In choosing the

instrument to be used to gather information, the necessary steps to

create good data collections instruments were considered. Furthermore,

the researchers made sure that every question on the survey covers the

items on the statement of the problem. In the way that the needed

information will be answered specifically by the respondents. The

questions were checked by the adviser for correction, suggestion of

suitable words and phrases to use to avoid misinterpretation.

VALIDATION OF RESEARCH INSTRUMENT

Validity refers to how exactly a system calculates what it is

supposed to calculate. If analysis is of high validity, this means

that it provides findings that relate to actual properties, attributes

and differences in the physical or social environment. (Fiona

Middleton, 2016) The questions on the survey were based on the

statement of the problem which the researchers wanted to be answered

during the study. It was submitted to the research adviser for further

correction and for approval. For validation purposes, the survey was

conducted online and was answered by fifty five (55) respondents who
are business owners and consumers. Every survey was submitted and

answers were received by the researchers.

STATISTICAL TREATMENT OF DATA

The researchers applied the subsequent statistical treatment of

data in order for them to analyze the data gathered and to illustrate

the effect of the Consumers Preference in Milk tea Consumption.

Percentage

Percentage, one of the most common means of reflecting

statistics. Percent literally means 'per hundred' and percentage is

the symbol used to express percentage. One percent (or 1 percent) of

the total or total is one hundredth and is thus determined by dividing

by 100 the total or total number. (Mary McCoy, 2012)

This method of calculation was used to respond to the first and

second sub-problems of the study. The percentage of respondents'

responses to the particular statements included in the questionnaire

was measured, and the results of the analysis provided data on the

profile of respondents from Jaen, Nueva Ecija in terms of consumers

preference provided and perceived. Wherein the actual computation is:

𝑃 = 𝑛 𝑁 𝑥 100

In which:

P = Percentage
 n = Number of the respondents who answered the given specific

choices

N = Total number of answers in the given choices

100 = Constant number for percentage value

 The scale values and verbal descriptions on the level of

agreement or disagreement with the statements concerning the

interpretation of creativity by owners and employees that influence

the development and competitiveness of their companies is as follows:

WEIGHTS MEAN RANGE VERBAL DESCRIPTION VERBAL

INTERPRETATION

5 4.50-5.00 Strongly agree Strongly satisfied with

milk tea consumption

4 3.50-4.49 Agree Satisfied with milk tea

consumption

3 2.50-3.49 A little agree A little satisfied with

milk tea consumption

2 1.50-2.49 Disagree Not satisfied with milk

tea consumption

1 1.00-1.49 Strongly disagree Strongly not satisfied

with