The Perception of Small Business Owners on Canva in Creating Digital

Marketing Materials: A Qualitative Research.

Gabriel C. Crisologo, Amirah Marie Morada, Gabrielle Alecxandra Mansilungan, Breian Dulay,
Chris John Paul Gayula, Gerbie Elyneth Uy, Jamaika Mercado, John Arvy Macaraeg, Kharla
Yssahbelle Peñero, Rica Mae Miguel
ABM Department, Nazareth School of National University
gabrielcrisologo20@gmail.com

ABM 2102, Grade 12, Practical Research 1

January 23, 2023

1. INTRODUCTION

1.1 Background of the Study

According to Jameel (2021), Canva is free to use and open to everyone. You can

use it for creating compelling designs for social media, marketing campaigns, or

projects. This platform is easy to use and has a wide variety of templates and graphics

that can be customized to fit the needs of its user specifically small business owners.

As Gehred A. P. (2020) states, Canva also has various marketing templates, including

brochures and business cards. Additionally, Canva is a comprehensive design tool

that is simple to use and wonderful for pros and beginners alike. One of the most

useful features is that vast number of easy-to-use templates that can be used for data

visualization, marketing, and branding. Moreover, it can be a helpful tool for small

business owners who needs to create professional-looking designs for their digital

marketing materials and presentations. However, some of its features are not

accessible as you must pay first to have access or be able to use those said features.

"There are various upgrades, and some content is premium, so users can pay as they
go." Furthermore, Canva is highly recommended for organization that wants to try

new and unique ways of designing digital marketing materials. It also aids business

owners to have an available and useful design platform.

There are a few reasons why digital technology is important for digital marketing

in today's world. Batinić (2015) states that digital Marketing today has become the

one of the key focus areas for businesses all over the world. It started as a mode of

communication and has evolved not just into another source of additional revenue but

most importantly, to develop and maintain long-term relationships with the various

parties in the market. Interactivity, as the main feature of the Internet, has enabled a

new dimension of connection between all the participants in the market. Additionally,

the need to include digital marketing in the overall marketing strategy of the business

shall only contribute to the better achievement of the overall marketing and business

goals by enabling brands to gain insights about consumer behavior and better satisfy

their needs (Kaur 2017). Also, according to Statista (2019), it states that the

importance of having access to digital technologies and how they can help people

participate in the digital world. It also highlights the importance of considering a wide

range of modern digital tools which can be used for marketing purposes.

Canva could be a helpful tool for small business owners who needs to create

professional-looking designs for digital marketing materials or presentations and can

be used for a variety of marketing purposes, such as creating flyers, posters, and

social media. Additionally, Canva provides users with access to millions of royalty-
 free photos and illustrations that can be used in their designs. The platform is easy to

use and has a wide variety of templates and graphics that can be customized to fit the

needs of any marketers. According to Adiyono, G. N. et al (2021), Digital marketing

or marketing products or brands on social media platforms is packaged in an

attractive way, namely by using various applications such as Instagram, WhatsApp,

Line, Twitter, YouTube, and others. Additionally, digital marketing is a way to

promote certain products using internet media such as social media platforms

(Facebook, Instagram, YouTube, line, or other social platforms) (Warmayana, 2018).

Similarly, in order to promote the brand, digital marketing carries out commercial

activities by using mobile applications, web, and other new media platforms.

Interactive marketing, online marketing, e-marketing and web marketing are the

other alternative terms used for digital marketing (Altındal, 2013, 1147). Mobile

applications that are mainly used by mobile phones have become the most frequently

used applications in today's advertising world in order to allow direct contact

of the customer and marketing managers (Öztürk, 2013, 112). The following studies

fills in the research gap that most studies published before did not explore the field of

digital marketing world in using the design platform Canva.

1.2 Statement of the Problem

The researchers want to know how small business owners perceive Canva as a

platform in creating digital marketing materials in terms of convenience, accessibility,

effectivity, etc. The researchers are only cognizant of that fact that Canva is a
 platform wherein it can be used by anyone. In addition, this platform can help the

user in creating presentations, graphs, digital marketing materials, etc. This study

focuses on the usage of Canva as a platform in creating digital marketing materials.

Thus, this study seeks to find answers to the following question:

1.2.1 How Small business owners who markets online perceive Canva as a platform

in creating Digital Marketing Materials?

1.3 Significance of the Study

The research aims to provide the corresponding information regarding the topic

from the respondents and aims to reveal the benefits to its beneficiaries. The

following benefits are as follows:

Canva. They can use the result of this study to further improve the platform in

terms of usability and efficiency. They can use this research to further improve the

platform itself by making it more user-friendly and accessible.

Small Business owners. The result of the study is beneficial to society since they

provide small business owners with adequate information to understand the efficiency

of Canva at producing materials for digital marketing.

Start-up Businesses. The result of the study conduces benefits to the start-up

businesses that uses the design platform Canva for their digital marketing tools is

cost-effective and easy to utilize as a start-up business.

 Future Researchers. The study can support any related topic to them in a way that

they can utilize the study itself as a related literature. They can also expand the topic

by using the result of this research and adding additional information that are still

related to the study.

1.4 Scope and Delimitation

The scope of this study will be focusing on how small business owners perceive

Canva as a platform in creating Digital Marketing Materials. Prior to this, an

interview will be conducted with the chosen respondents with the purpose of

documentation and to gather all the data that will be needed for the study in the year

2023. The researchers will be focusing only on the platform Canva in creating Digital

Marketing Materials.

The chosen respondents for this study will be small businesses around U-Belt,

Sampaloc Manila that has a small background to what Canva is and how to use it.

The small business should have an operation minimum of 1 year to 2 years and has a

monthly income at least 30k below.

2. LITERATURE REVIEW

This part of the paper includes all the related studies and articles about Digital

Marketing, Marketing Strategy, Canva, Small Business Owners, and Marketing

Materials.

2.1 Digital Marketing

 According to Adiyono et al. (2021), along with the existence of social media, the

formation of a new advertising model through the internet or online media platform

which is then commonly referred to as digital marketing (Digital Marketing) is

caused by the potential for the business market to become so broad. The following

study's objective is to find out the digital marketing strategies used to increase online-

based sales through social media. This resulted that the marketing strategy of a good

online businessman can communicate smoothly with their consumers or potential

consumers so that the social media platform becomes a good marketing strategy because

business players will easily share various information about their products through digital

content. Additionally, Shankhdhar & Abhimanyu (2016) states that social media has

positive and negative influences in business. One of the following is that it can reach the

marketing without a budget. This shows how cost-efficient digital marketing is.

Yuliawati et al. (2021) also states that digital skills for SMEs (Small and Medium-

sized enterprises) are very important in building a competitive advantage and expanding

the market not only in their area. Therefore, a community empower program was

initiated to help the SMEs survive through covid-19 pandemic, by increasing their

capacity on Digital Marketing. The goal of this study aims to develop community

empowerment through digital marketing program and to increase community skills in

digital marketing. This resulted that in promoting the following products through digital

marketing channels have opened new market and access to consumers.

 Similar to the first study, Karaağaoğlu & Çiçek (2019) states that these

innovations, which are very important in terms of marketing activities that affect

the consumption activity of the target audience, facilitate globalization and internet

access, the expansion of electronic commerce and competition, the need for people

who develop marketing strategies to reach consumers through new media and

communication technologies; and the rapid steps towards developing digital strategies are

revealed as inevitable. This is supported by Westerman et al. (2014). It says that the

transformation of customer experience is the cornerstone of digital transformation.

This study resulted that the use of digital marketing and database-based studies from

the new marketing trends of both high-end airlines and low-cost airlines has

increased.

furthermore, Al-Maroof & Al-Emran, (2018); Al-Qaysi & Al-Emran, (2017); Al-

Qaysi, Mohamad-Nordin, & Al-Emran, (2018); Alshurideh, Salloum, Al Kurdi, & Al-

Emran, (2019) adds that the world is witnessing major developments in

communications due to the intensive spread of technology and information through

the Internet through different mediums such as the smartphone, social media platforms,

and the electronic word-of-mouth. Consumers use digital communication channels to

search for product information and services. It has become part of people’s everyday life

(Stephen, 2016). This resulted that digital marketing through mobile technologies, social

media platforms, and eWOM has become a part of our global lives and serves as the new

way for communication and marketing. These factors change customers’ behavior and

tourists’ thinking, not like the old way of marketing and advertising. This greatly fits
to the following study since the study is all about the perception of small business owners

to Canva as a tool in creating digital marketing materials.

According to Schaefer, Hetman (2019) Social media advertising traits were

identified. In a tabular style, the options for employing important thing digital advertising

gear have been given forth. The authors have mounted a thorough systematization of

virtual advertising gear and confirmed the great and only method to use them.

Implementation of the outcomes. Whilst a company grows, it isn't always necessary to

recruit extra personnel, which raises costs. As a substitute, its miles recommended that

virtual apps be covered to aid in resolving any management difficulties. With using

digital tools, a clear virtual advertising and marketing plan detailing an organization's

online advertising and advertising can be produced. A digital advertising strategy intends

to boost conversions using social media, content, and weblog strategy. Conclusions. The

authors unique around 160 digital advertising equipment and classified them into 1/3

categories and application fields. Advertising automation, cell advertising, marketing

software program, and SEO solutions are highlighted. Using enforcing sturdy search

engine optimization and online advertising, any firm might also power people to its

website and offer them a loose data-based total offer. A wise method for making sure that

advertising runs smoothly and continuously is automating the lead-generating process.

Powerful cellular marketing methods consist of messaging campaigns, developing a cell

app, and building cellular loyalty software.

According to Yasmin, A. et al (2015), digital marketing is the utilization of

electronic media by the marketers to promote the products or services into the market.
Additionally, the differences between traditional marketing and digital marketing in this

paper are presented. This study has described various forms of digital marketing,

effectiveness of it and the impact it has on firm’s sales. A successful strategy will always

need some tweaking and as such needs careful and continual monitoring and adjusting.

(Digital Marketing Institute, 2018).

However, the rapid transition of online shopping from Internet sites to social

networks leads to the need for specific marketing tools capable of attracting the attention

of consumers. The transition of the world economy to the rails of Industry 4.0 leads to

technological, economic, social and cultural shifts in society and is characterized by the

introduction of new technologies in production, which requires the restructuring of

business models in the format of bilateral contact (retailer-consumer) using the latest

technologies and services, communication tools (DIGITAL-MARKETING as a

MODERN TOOL for PROMOTION of GOODS and SERVICES in SOCIAL

NETWORKS, n.d.). The study aims to substantiate the theoretical and practical

provisions of the use of the digital marketing in social networks as a modern tool to

promote products (services). This resulted that the number of social media users is

constantly growing, about 6 platforms have more than 1 billion monthly active user,

while the remaining 17 platforms have more than 300 million, and based on the results of

the study, proposal were made to determine the feasibility of using digital marketing to

promote various types of goods (services) in various social networks using an integrated

indicator of the applicability factor. In summary, social media can significantly contribute

to e-commerce by demonstrating brand positioning, increasing audience loyalty,

communicating with customers, and working with their feedback. However, among the

younger age groups the rate of using social networks to find products to purchase is

significantly higher.

Moreover, a deeper understanding of the utilization of digital media in

marketing has gradually increased. With all the devices provided and accessible today

being maximized, the possibilities are endless. Marketers are now using these channels

for various purposes, producing in-depth analysis and metrics on every count,

measuring the effectiveness of their works, and even predicting and calculating the

probability of being in their favor by utilizing it to their advantage Studies (2022).

Additionally, it investigates how it can affect the relationship between the marketing,

business, and the practice of marketing throughout the long term. This resulted and the

data shows inconsistent results regarding the impact of social media on customer's

engagement. Moreover, the researchers found that in terms of gender differences, female

respondents are more engaged with digital media than male respondents based on the

data reported in this study. In conclusion, the following study gives marketers,

companied, and future researchers how marketing content presented through social media

and email alters the consumers' behavior, especially customer engagement and purchases

intention.

On the other hand, E-CRM (Electronic customer relationship management) uses

the internet by creating a website that can be accessed by customers from various times

and places to increase customer satisfaction, customer loyalty and competitive advantage

of the company where the knowledge of the customer will be built individually which
indirectly stimulates the marketing strategy of the company Haudi et al. (2022).

According to Pramono et al. (2021), Prameswari et al. (2020) and Praditya (2020), CRM

is the process of building and maintaining profitable customer relationships to provide

value and customer satisfaction. CRM is used to manage detailed information about the

customer individually and carefully manages the relationship with the customer for the

purpose of maximizing customer satisfaction. E-CRM refers to customer relationship

management electronic or more simply is a web based CRM. It has resulted to companies

paying attention to e-marketing and e-CRM to further improve e-loyalty because the

results of the analysis show a significant positive effect of these two factors. Moreover,

the company can increase the number of website visits through e-loyalty which is

influenced by e-marketing and 3-CRM by paying attention to various indicators. In

conclusion, with CRM application, it is possible for companies to use all the information

that has been successfully collected from various sources with customers such as through

call centers, the web, field services, and marketing staff.

Nowadays it is mandatory for companies to have an online presence, either

through an institutional website or an online store, with the goal of expanding the market

associated with the sale of a product or service offered by that company. As digital

marketing is highly correlated with new information technologies, it is expected that

traditional marketing techniques and characteristics will not only serve as a basis but also

will be greatly developed, to improve the overall business performance Teixeira et al.

(2017). Similarly, as Schaefer & Hetman (2019) states that Although the Internet is a part

of the daily life, some parts of the population continue to be excluded from the digital
world due to the lack of digital skills and knowledge. An access to the digital

technologies become significantly important as a mean of allowing everyone to

participate in the digital society fearlessly. That is why it is an extremely important to

consider a wide range of the modern digital tools (mostly, marketing digital tools), which

will help anyone to achieve their purposes in their professional and everyday activity. It

resulted to Authors have analyzed a lot of statistic materials characterizing digital

environment nowadays. It is underlined that 86% of people aged 16-55+ use social media

at least once per day, and 72% use it multiple times per day that makes necessary to

develop business digitalization.

2.2 Marketing Strategy

Ikramuddin, et al (2021) have included the number of samples used in this study

is 131 MSME actors in North Aceh Agency and added that the involvement of digital

marketing and marketing orientation in MSME (Micro, Small & Medium Enterprises) is

expected to increase the company's performance and income. MSME actors who focuses

on relationship-based interactions with their customers through various digital marketing

platforms and online buying and selling sites are still expected. Based on a survey of

marketing managers and MSME managers platforms as a medium to improve their

marketing. This concludes that in creating digital marketing materials with the use of said

online application have tremendously impacted the business in a good way. This shows

that it is very effective in creating digital marketing materials with the help of online

applications.

On the other hand, customers are increasingly empowered by social media and taking

control of the marketing communication process, and

 they are becoming creators, collaborators, and commentators of messages (Hamilton

et al. 2016). As the role of social media has gradually evolved from a single marketing

tool to that of a marketing intelligence source (in which firms can observe, analyze, and

predict customer behaviors), it has become increasingly imperative for marketers to

strategically use and leverage social media to achieve competitive advantage and

superior performance (Lamberton and Stephen 2016).

Similarly, The development of the Internet and social networks led to creating a new

business model where a general presence on social media represents a competitive

advantage for brands. In such conditions, social media marketing becomes an integral

part of digital marketing and one of the vital tools for overall marketing strategy (Ahmad

et al, 2016). The objective of this study is to analyze the effectiveness of online graphic

design tools that are used for creating visual content adapted to the requirements of

communication on social networks. This has shown that the conflict is not the only

driving force of evolution as it is complemented by the recognition and exploitation of

business opportunities. In addition, this study did not take into account the effect of

devices such as smartphones, smart watches, the internet of thigs, or augmented reality

devices.

2.3 Canva

According to Canva, they identify their application as a graphic design tool that

features fonts, graphics, vectors, and templates that is utilized in a drag-and-drop format

that is an easy access to average users as well as professional designers. Canva also

features several templates, for instance, marketing templates, brochures, infographics,

resume and even business cards. The said application is accessible and free to all, they
can create, edit, and can save their works for free, although limited. There is a larger

portion in the app that is only exclusive to Canva pro users. The Canva pro offers

unlimited access to all the features of the app unlike the free plan that is limited.

Canva's Head of Corporate Communications, Lachlan Andrews, reported that there were

over 40 million monthly people that actively used Canva by the end of 2020. Globally,

over 2 billion designs have been produced by the end of the year which is around 100

designs each second. Andrews listed factors such as the pandemic, remote work, online

learning, and social activism as the primary factors for this record-breaking growth. This

meant that most users are students and business owners (Andrews, 2020).

According to the creators of Canva, the application allows its users to be more artistic

and be able to create professional graphs and presentations in ways embed to them.

Furthermore, the application also provides articles, color theories, color palettes and

templates wherein they can use as guide to construct there project more creatively. The

application also has a Canva support, a tool that offers videos and tutorials with the app

and aids its users with their queries on the said application.

In Indonesia, Canva was utilized in a study as the primary marketing design

application for businesses. The study was concluded with the result of enabling

businesses to market their products through content creation in Canva. The researchers

believed that by helping the participants, other companies would be inspired to innovate

their marketing approaches and advertise their good and services more widely by

leveraging Canva (Rustiman et al., 2021). In another study, Hernando et al. (2022)

concluded that the utilization of Canva increased sales and marketing performance. This

supports the idea that brand-compliant and compelling marketing content should be
optimized and utilized with the help of digital tools. Canva supports the upkeep of an

expert design standard across all creators to distribute content on various social media

platforms (Scaria, 2018).

2.4 Small business owners

Social enterprises are growing and attracting attention from many sectors.

Defined as businesses that simultaneously create social impact and economic value.

However, social enterprises need to address unique challenges arising from its economic

and social objectives. It is not uncommon for some of these businesses to succumb into

market pressures (Habaradas & Mia, 2022). Additionally, in the digital consumer market,

social enterprises are found to use social media marketing to help them achieve their

social and economic objectives (Mitchell et al, 2015). The study illustrates how two

Philippine social enterprises, namely Human Nature and HOPE, utilize social media,

specifically their Facebook brand pages, to promote their social and economic objectives.

It has resulted that the term 'social responsibility' was used instead of corporate social

responsibility to account for the different structure of social enterprises. Also, there were

no Facebook posts that fall under the 'seasonal' category, which is why ut was omitted in

the frequency distribution table. In summary, social enterprises adopt different

approaches in crafting the messages they release on social media. It can be argued that

social media platforms offer social enterprises a level playing field in the competitive

business landscape.
 Moreover, the advancement of digital technology enables SMEs to sell their

products online and conduct transactions via the online banking system. According to

one research, based on a BPS survey, different shortcomings and challenges

experienced by MSMEs depending on their priorities include: (a) difficulty in

marketing, (b) difficulties in raw materials, (c) fierce business competition, and (d) a lack

of skills. Managerial (HR) (e) a lack of money, (f) a lack of technical production and

experience, and (g) a lack of management knowledge, particularly in finance and

accounting. Small and medium-sized enterprises (SMEs) that have online access, use

social media, and develop their e-commerce capabilities typically enjoy significant

business advantages in terms of income, employment opportunities, innovation,

and competitiveness (Kano et al., 2022). This research aims to identify the adoption of

digital marketing tactics in SMEs that have gone online, as well as the consequences for

these SMEs' competitive advantage based on customer perceptions. It has resulted into

digital marketing strategy has a 78 percent influence on competitive advantage, with the

remaining 22 percent explained by other variable does not address in this study, such as

capital, resource supply, and management professionalism. Therefore, we feel that

selecting social media as a new promotional medium for SMEs is the right choice with

the help of online platforms.

2.5 Marketing Materials

According to Fuller et al. (2017) alcohol-related content present in the marketing

materials. All materials were read several times (by A.F.) to identify and record, in

NVivo 11, any written references or images related to activities or alcohol. Each
occurrence of an activity or alcohol related content was studied to explore the nature of

the text or image and preliminary codes were applied inductively to them. Most

promotions featured on handouts from local businesses, however, three student-led

societies (MD and HIL categories) also handed out leaflets that included promotions for

local bars, pubs and nightclubs; two alcohol-interest societies also offered promotions to

their members. It has resulted that content related to 'alcohol-related drink and event

promotions' and 'alcohol brands and advertising of drinking venues' were more

concentrated among the marketing materials from local businesses. In addition to this,

there were eight occurrences where alcohol related incentives were offered in exchange

for engaging with an event, social media page or e-newsletter. In conclusion, in the first

week of university, students are exposed to alcohol-related events, promotions and

advertising, which may act as an incentive to participate in drinking.

A similar result to a study conducted by Pisano et al. (2019).Students participated

in a 20-30 minute interview and judged items based in acceptance/attractiveness,

comprehension, relevance, motivation, and uniqueness of the materials. Participant

preference of advertising length and word count was varied. Participants often said peers

wouldn't like the advertisement shown:"...kids my age think that vegetables are not good,

and they like food more than vegetables." In conclusion, participants expressed they liked

the marketing materials shown that the word count had minimal influence on their

opinions of the marketing materials.

2.6 Synthesis

Based on the following studies and articles, the researcher has observed that one of

most important factors in a business is digital marketing. According to Tuliawati et al.

(2021), digital skills for SMEs are very important in building a competitive advantage

and expanding the market not only in their area. Similarly, digital marketing is the

utilization of electronic media by the marketers to promote the products or services

into the market. (Yasmin A. Et al. 2015). This means that in order for the business to

seek success is it must adapt to what is "clicking" to their customers. One of the

things that should be mentioned is the marketing strategy. Throughout the years,

marketing has evolved into more technology involved because it is very eye catching

to the customer or the viewer. As Habaradas & Mia (2022) states, social enterprises

are growing and attracting attention from many sectors. Defined as businesses that

simultaneously create social impact and economic value. Social enterprises are

growing and attracting attention from many sectors. Defined as businesses that

simultaneously create social impact and economic value. So by by improving your

digital marketing by also improving your marketing strategy can make the business

more successful in making an impact to the society. As far as these studies go, no

articles or studies have explored the field of digital marketing world in using the

design platform Canva. According to Adiyono, G. N. (2021), digital marketing or

marketing products or brands on social media platforms is packaged in an attractive

way, namely by using various applications. Therefore, Mobile applications that are

mainly used by mobile phones have become the most frequently used applications
 in today's advertising world in order to allow direct contact of the customer

and marketing managers (Öztürk, 2013, 112).

2.7 Theoretical and/or Conceptual Framework

The study mainly focuses on digital marketing, marketing strategy, small business

owners, Canva, and marketing materials. Digital Marketing and marketing strategy will

be under communication and convenience in a way that if the small business owners will

use digital marketing as their marketing strategy. Communication will be their indirect

way to communicate to their customers and consumers. Convenience in a way that their

customers and consumers will gather information much easier about their products. We

consider small business owners as consumers because small business owners or the

business itself are the ones who provides to the customers to consume. Stated earlier that

canva pro can be used (by choice) so it will be under cost because they will have a choice

to purchase or subscribe to have access and unlock all features of canva.

3. METHODOLOGY

3.1 Research Design

Qualitative research is the type of research that aims to gather and analyze non-

numerical data to gain an understanding of people’s attitudes and beliefs. It typically

involves interviews or observations to collect information. Since the study focuses on

the perception of small business owners on using canva in creating digital marketing

materials, qualitative research is the right design to use in finding the outcome of the

study. The researchers will interview small business owners to discern their

perception on canva as a tool in creating digital marketing materials. The research

design of the study is phenomenology because it is an increasingly diversified field of

study. In this research methodology, the researcher seeks out data that explains how

individuals encounter phenomena and their behaviors towards it. This approach

acknowledges that everyone has a distinct perception and that there is no single

objective reality. The conclusion is explained from the participants' viewpoints. Even

so, the researcher might still come up with a set of conclusions that can be used to

identify common themes in the phenomenon being studied.

3.2 Context and Participants

The site for the study was in U-Belt, Sampaloc Manila City. The subject for

this study will be the small businesses around U-Belt. Small businesses should have

an establishment size of 1 to 2 years and be making at least 30,000 a month to be

eligible. The respondents of the study will be selected through purposive sampling

technique to gather the right data needed in this study. The respondents will be 30
 small business owners and should also have a small background on what Canva does

and its purpose. The data collection will be held in the month of March to April.

3.3 Data Collection

In this study, researchers devised a formal consent letter to make sure that

there is formality and professionalism in conducting the interview. The researchers

will use a semi-structured design wherein the interviewers will ask (8) questions to

the interviewees. The researchers will orient first the respondents of the study who are

the (30) small business owners in U-Belt, Manila. Informed consent will be given to

the respondents and will be signed upon agreement to make sure that all things are

clear between the interviewer and the respondents before the questionnaires are given

and that the information that will be gathered shall be treated with the utmost

confidentiality. The respondents can state themselves by responding to the

questionnaires given by the interviewer. With the consent of the respondents, the

interview will be done through video call (Google Meet) and will be recorded.

Respondents will not be forced by the interviewers in case they refuse to join the

study or give information. The interview will take place in March 2023 and will last

approximately 30-45 minutes.

3.4 Data Analysis

Here is an overview of the steps that we undertook to complete the data

analysis phase of our study. After conducting the interview, the gathered information

from the (30) small business owners in U-Belt, Manila, will be transcribed or made

into a text-based version of the original audio or video recording of the interview. We

used thematic analysis to make the data analysis of our study. First step is to get to
 know our data to get a thorough overview of all the data we collected prior to moving

on to individual item analysis. Next up, code the data, or simply highlight sections of

the text, usually phrases or sentences, and create "codes" to convey the content. Next,

review the codes made, search for patterns among them, and start formulating themes.

Review the themes to make sure they are accurate and relevant summaries of the data.

After getting the final list of themes, naming, and defining each of them. The process

of naming themes involves creating a brief and clear name for each theme. Defining

the precise meaning of each theme and how it contributes to our comprehension of

the data are both necessary steps in the definition process. Finally, writing up the

analysis of the data.

3.5 Ethical Consideration

Before conducting the interview, the researchers will ask for the consent of the

participants if they consent into joining the interview. All the information that will be

gathered through the interview will be kept with the utmost confidentiality. Any

information gathered in the interview will not be disclosed. In addition, the

participants of the study will remain anonymous. The identities will not be mentioned

in any other way or form.

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Appendices:
Instrument:
https://docs.google.com/document/d/1A3KwVcokGW3iOgCSsEFRgChuBOnUteEvIlXe
xxHPe88/edit
Informed Consent Form:
https://docs.google.com/document/d/1DcUxr8gfNdbh4IQqZUDcVXFHAZuNXEI7CvN4
xgd3rgA/edit?usp=sharing
 RUBRIC FOR THE INTRODUCTION
VGE 4 GE 3 SE 2 LE 1 N 0
CONTENT (35%)
The topic is relevant, manageable and interesting.
The topic is appropriate for the target readers.
The title is concise and informative.
The current state of the field of study is explained.
Current and conventional practices are objectively and
accurately presented.
The research gap is established.
The proposed study fills in the research gap.
The scope and delimitation are clearly explained and justified.
The significance of the study is explained.
The overall content is comprehensive.
ORGANIZATION (25%)
The work uses an organizational pattern and structure
appropriate for the genre.
Cohesive devices are effectively used.
Ideas are correctly outlined, thus improving the paper's
organization.
The flow of ideas is smooth, and the work is easy to read.
STYLE (20%)
The work showcases the writer's voice.
The work uses a variety of sentence structures.
The work eliminates negative bias in language usage.
The work uses language appropriate to the context and the
academic genre.
The work eliminates wordiness.
GRAMMAR AND MECHANICS (10%)
The grammatical conventions in standard English are observed.
Correct spellings and proper capitalizations and punctuations are
observed.
Word choice is appropriate.
Sentences are well structured.
DOCUMENTATION AND SOURCES (10%)
The work uses an appropriate citation and reference format.
The sources used are reliable.
The sources used are relevant to the topic.
TOTAL
LEGEND:
VGE - to a very great extent; GE - to a great extent; SE - to some extent; LE; to a little extent; N - Not at all
 RUBRIC FOR THE LITERATURE REVIEW
VGE 4 GE 3 SE 2 LE 1 N 0
CONTENT (35%)
The introduction states the purpose of the literature review.
The studies in the literature review are appropriately arranged
(thematic).
Various points of view about the topic are presented.
The conceptual/theoretical framework is well-presented.
The conceptual/theoretical framework is well-explained.
Main agreements and disagreements among scholarly works are
presented.
The literature review presents concepts extensively.
The literature review presents studies directly related to the current
study.
Key terms are defined in the literature review.
Conceptual and/or theoretical frameworks match the research topic.
Conceptual and/ or theoretical frameworks are adequately explained.
ORGANIZATION (25%)
The work uses an organizational pattern and structure appropriate
for the genre.
Cohesive devices are effectively used.
Ideas are correctly outlined, thus improving the paper's organization.
The flow of ideas is smooth, and the work is easy to read.
STYLE (20%)
The work showcases the writer's voice.
The work uses a variety of sentence structures.
The work eliminates negative bias in language usage.
The work uses language appropriate to the context.
The work eliminates wordiness and ambiguity.
GRAMMAR AND MECHANICS (10%)
The grammatical conventions in standard English are observed.
Correct spellings and proper capitalizations and punctuations are
observed.
Word choice is appropriate.
Sentences are well structured.
DOCUMENTATION AND SOURCES (10%)
The work uses an appropriate citation and reference format.
The sources used are reliable.
The sources used are relevant to the topic.
TOTAL
LEGEND:
VGE - to a very great extent; GE - to a great extent; SE - to some extent; LE; to a little extent; N - Not at all
 SELF AND PEER EVALUATION FORM FOR GROUP WORK
Research Title: The Perception of Small Business Owners on Canva in Creating Digital Marketing Materials: A Qualitative Research. Group #:1_________________
Leader: Gabriel C. Crisologo______ Year&Section: 12- ABM 2102 Exodus Date: 02/28/23_______ Teacher: Mr. Geo Albert Bravo__
NOTE: Please assess your work by using the following criteria. Try to be as honest and fair as possible in your assessment.
INSTRUCTIONS: Write the name of each of your group members in a separate column. Your final evaluation is scored in two component: Self-evaluation
(scored 0-15 points) and Leader’s evaluation (scored 0-15 points) for each of the statement below.

Evaluation Name: Morada, Name: Dulay, Breian Name: Gayula, Chris Name: Mansilungan, Name: Uy, Gerbie
Criteria Amirah Marie John Paul Gabrielle Alecxandra Elyneth
Self-15% Leader-35% Self-15% Leader-35% Self-15% Leader-35% Self-15% Leader-35% Self-15% Leader-35%
Evaluated by: 15 points 15 points 15 points 15 points 15 points 15 points 15 points 15 points 15 points 15 points
1. Attends group 14 15 15 10 15 10 15 15 15 15
meetings regularly
and arrives on
time.
2. Contributes 15 15 15 9 10 15 15 15 14 14
meaningfully to
group discussions.
3. Completes 15 15 15 15 15 15 15 15 15 15
group assignments
on time.
4. Prepares work 15 15 15 14 15 13 15 15 15 15
in a quality
manner.
5. Demonstrates a 15 15 15 12 10 12 15 15 13 14
cooperative and
supportive
attitude.
6. Contributes 15 15 15 14 13 14 15 15 14 15
significantly to the
success of the
research paper
Total 89 90 90 74 78 79 90 90 86 88
Weight 14 35 15 29 13 31 15 35 14 34
FINAL SCORE 49 44 44 50 48
 Evaluation Name: Mercado, Name: Macaraeg, Name: Peñero, Kharla Name: Miguel, Rica Mae Name:
Criteria Jamaika John Arvy Yssahbelle
Self-15% Leader-35% Self-15% Leader-35% Self-15% Leader-35% Self-15% Leader-35% Self-15% Leader-35%
Evaluated by: 15 points 15 points 15 points 15 points 15 points 15 points 15 points 15 points 15 points 15 points
1. Attends group 12 3 14 15 9 0 15 15
meetings regularly
and arrives on
time.
2. Contributes 7 3 15 14 9 0 15 15
meaningfully to
group discussions.
3. Completes 9 0 15 15 10 2 15 15
group assignments
on time.
4. Prepares work 13 3 15 15 11 3 15 15
in a quality
manner.
5. Demonstrates a 10 0 14 13 9 0 15 15
cooperative and
supportive
attitude.
6. Contributes 8 2 14 15 9 0 15 15
significantly to the
success of the
research paper
Total 59 11 87 87 57 5 90 90
Weight 10 4 14 34 10 2 15 35
FINAL SCORE 14 48 12 50