CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the methods and techniques which are used in discussing the

subjects and variables of the study, population and sample, the sources of data and the

instruments used in data collection. The data processing and statistical treatment used in the

analysis and interpretation of data are also included.

Methods and Techniques of the Study

The study focused on determining the influence of social media advertisement on

consumer behavior. This employed the quantitative method of research that falls into non-

experimental design in which it does not involve experiments in the process of data collection. In

this design, the study involves collecting, analyzing and integrating quantitative research. With

this, the application of the research design is descriptive correlational design that is used for

integration in providing a better understanding of the research problem in determining the

relationship between variables that occur naturally among them.

According to McCombes (2019), describing a population, situation or phenomenon is the

main goal of descriptive research. It can answer the questions of what, when, where and how but

not including why questions. Understanding how, when and where the problems happens is

essential in determining the reason why the problem arises. A descriptive research design can

study one or more variables using a range of research methods. This research design is useful in

a study wherein not much information is determined yet about the problem. In addition, Creswell

(2012), states that a “a correlation is a statistical test to determine the tendency or pattern for two

(or more) variable or two sets of data to vary consistently.”

 The most popular method of research used when it comes to online surveying is a

descriptive research. Organizations typically utilize this method to uncover and quantify the

strength of a target group's attitude, opinion, or behavior on a specific subject. The surveying of

demographic traits in a specific group (age, gender, income, marital status, etc.) is another

prominent use of descriptive research (Penwarden, 2014).

From the description above, it can be concluded that this study constitutes correlational

research which is included into non-experimental quantitative research, since it consists of

numerical data, no variable manipulation, and it aims to identify the correlation between

variables.

Population and Sampling of the Study

       The research study was conducted on the consumers in Dinalupihan, Bataan. The target

sample from the population is 200 respondents. The researcher used the simple random sampling

technique. This sampling technique is anchored in the study wherein it randomly selects

customers and buyers in Dinalupihan, Bataan that were supposed to be the participants of the

study.

Instrument of the Study

The researchers chose a standardized questionnaire to gather the data needed for the

study. As McLeod (2018) exclaimed, a questionnaire is a research instrument consisting of a

series of questions intended to gather information from the respondents. Questionnaires are

similar to written interviews in colleting information. They can be done in person, over the

phone, on the computer or by mail. Data may be obtained quickly since the researchers are not
required to be present when the respondents answer the questionnaires. This is beneficial for

collecting data in large population where interviews are not feasible.

The questionnaire is divided into 3 parts; (1) Profile of the respondents in terns of age,

gender, employment status, and source of income; (2) Social media platforms and their response

to its advertisement technique; and (3) Influence of social media advertisement on consumer

behavior in terms of attitude, expectation, variety-seeking, materialism, and habitual purchase.

In the influence of social media advertisement on consumer behavior, the following

Likert Scale was used.

Description Rating Indicators

4 Strongly Agree (SA) The item/event happens at all times or 100%

of the time.

3 Agree (A) The item/event happens many times or 51%- 99% 

of the time.

2 Disagree (D) The item/event happens every now and then or 

1%-50% of the time.

1 Strongly Disagree (SD) The item/event does not happen at all times or 0% 

of the time.

Construction and Validation of Instrument

 The content of the questionnaire used by the researcher was made by their own

capabilities, on extensive and in-depth assessments of relevant literature and studies from various

online sources and reading materials. The constructed draft of the self-made questionnaire was

presented to proper authorizes and expert for their comment and suggestions. The items that

were found inconsistent and insignificant were enhanced, revised and replaced.

The constructed draft of the self-made questionnaire was presented to proper authorities

and experts for their comments and suggestions. The study involves respondents in Dinalupihan,

Bataan in order to determine the instruments' validity and reliability. The purpose of the pilot

study was to see how effective the instruments were at gathering the data needed for this

research. The results of the pilot study are expected to show that the researcher has to change

some things, such as simplifying some of the terms.

The final copy of the questionnaire was reproduced. After verifying that the prepared

questionnaire was appropriately fitted to match objective of the study and with the approval of

the adviser, the survey questionnaires were distributed through google form to the determine

respondents.

Data Gathering Procedure

The researchers will select 250 Dinalupihan residents randomly to participate in this

survey through Google docs. Afterwards, the questionnaires will be given to Dinalupihan

residents with the same quantity of questions through Google Docs. In the questionnaire, it is

indicated that their responses will be treated with utmost confidentiality and will not require to

indicate their name in the questionnaire. Subsequently, the data will be tallied by the researchers
accompanied by the computation under applicable statistical approach of the study. Finally, the

conclusion of the study will be done as well as its recommendations.

Data Processing and Statistical Treatment

Data collection will be done through the use of questionnaire, that will be thoroughly

made with the help of Google Documents that will be posted in different social media platforms.

The result and response from the questionnaires will be encoded to Microsoft Excel and be

transmitted to IBM Statistical Package for the Social Sciences (SPSS) software, one of the

accurate and leading software used widely by many to resolve different types of business and

research issues. The accumulated data will be presented quantitatively.

The responses of the participants were analyzed using the study instruments and

descriptive statistics like frequency counts, mean, percentage, and standard deviations.

In able to know if there is a significant correlation between the influence of social media

advertisement to consumer’s behavior, Pearson-Moment Correlation with a 0.05 level of

significance was used in this study.

Notes in Chapter 3

McCombes, S. (2019, May 15). Descriptive Research. Retrieved from           

https://www.scribbr.com/methodology/descriptive-research/

Creswell, J. W. (2012). Educational research: Planning, conducting, and evaluating quantitative

and qualitative research. Upper Saddle River, NJ: Merrill. Retrieved from
 http://www.ijcar.net/assets/pdf/Vol6-No5-May2019/07.-Basics-of-Research-Design-A-

Guide-to-selecting-appropriate-research-design.pdf

Penwarden, R. (2014). Descriptive Research: Defining your Respondents and Drawing

Conclusions. Retrieved from https://www.surveymonkey.com/mp/descriptive-research/

McLeod, S. (2018). Questionnaire: Definition, Examples, Design and Types. Retrieved from

https://www.simplypsychology.org/questionnaires.html