METHODOLGY

Research Design

The researcher will use quantitative research design in determining the reaction
of the consumers regarding the use of mukbang vlog as a potential marketing strategy
of Jollibee Company. According to Bhandari (2020) qualitative research is the process
of collecting and analysing numerical data. It can be used to find patterns and averages,
make predictions, test casual relationships, and generalize results to wider populations.

The researcher chooses this type of research design because the data that will be
collected from the respondents were numerical data which is used under qualitative
research design.

Participants/Sampling

The study will be limited to 50 respondents which are the consumers from
Morong National High School. The researchers will also choose participants who were
able to connect from an internet provider in order to watch a particular mukbang vlog
before answering the prepared questionnaire. The researcher will use convenience
sampling technique in determining and organizing the participants. According to Edgar
et al. (2017) convenience sampling is a method of collecting samples by taking samples
that are conveniently located around a location or Internet service.

The researcher will use respondents from Morong National High School because
it is the school were the researchers are currently studying. It will be convenient to use
respondents from the same school where the researchers are.

The researchers choose consumers who were able to connect from an internet
provider because of their ability to watch the mukbang vlog before answering the
questionnaires. It is also necessary to choose consumers from Morong National High
School because the study is related to marketing and Jollibee’s products wherein a
Jollibee’s branch is currently located in front of the school.
Instruments

The researcher will use survey questionnaire as a tool in determining the reaction
of the consumers in using mukbang vlog as a potential marketing strategy of Jollibee
Company. According to Hellevik (2019) questionnaire surveys are the most widely used
data collection method in the social sciences. In quantitative surveys, the same
questions are presented to a relatively large samples of persons (the respondents),
usually with fixed response alternatives to choose from.

Survey questionnaire is the most appropriate tool to use in the study because the
researchers aims to gather numerical data from the respondents which will be attain
through survey questionnaire.

Data collection

The researcher will construct a survey questionnaire evaluated and approved by

the research adviser and research experts. After that the researchers will ask the
approval of the chosen respondents then will proceed to the sending of survey
questionnaires through google forms. Lastly, the researchers will gather the answer of
the 50 participants who responded to the google form.

Data analysis

To determine the reaction of the consumers in using mukbang content in vlog as

a potential maketing strategy of Jollibee Company, percentage will be used.

The researcher will determine the percentage of the respondents who answered “agree”
or “disagree” on the different variables which will show the possibility of mukbang vlogs
as a marketing technique.