Chapter 2

METHODS

This chapter presents the research methodologies used in the study. This contains the

research design, research locale, research respondents, research instrument, data gathering

procedures and statistical tool.

Research Design

This study is a quantitative approach with a descriptive research design. Quantitative

research is concerned with measuring and analyzing variables in order to get outcomes (Apuke,

2017). The descriptive research design is a non-experimental research which does not have an

intervention or treatment to certain variables. Furthermore, the sole purpose of descriptive

research design is to gather information about relevant factors without testing hypotheses (Baker,

2017). This study utilized a quantitative approach in order to obtain precise data free from

research biases. Furthermore, a descriptive research design is required in this study as

the researchers aimed to identify the mean and standard deviation of data that gathered as well as

findings without any treatment to variables in order to prevent irrelevant results in terms of the

data that the researchers are looking for.

Research Locale

The research study was carried out at a school located in Green Meadows, Mintal, Davao

City. The school had students enrolled in online and modular classes. Furthermore, these

students enrolled in online classes and were utilizing internet and social media as a tool for

communication. The researchers considered having the school as the research location for the

study because qualified respondents who were using social media were enrolled in this school.
Research Respondents

The selected respondents of the study were the students enrolled in the BSBA department

of a school, located in Green Meadows, Mintal, Davao City. Moreover, the respondents of this

study were 60 students. The researchers utilized the Complete Enumeration Technique, in which

the entire population of a group was chosen as the research sample.

Research Instrument

As the study's instrument, the researchers utilized a self-made questionnaire and

conducted surveys through Google forms. The questionnaire included close-ended questions as

well as a checklist of descriptive questions. The questionnaire also utilized a a five-point Likert

scale used to represent how many respondents agree and disagree with the statement.

Furthermore, Likert scale (usually) offers five alternative responses to a statement or question,

allowing respondents to indicate their positive-to-negative level of agreement or sentiment about

the question or statement (McLeod, 2008).

The researcher used a three-part questionnaire to collect the necessary data. Part I

consists of one two-filter question to ensure that the respondent is qualified for the study. Part II

consists of checklist of descriptive questions determining the effectiveness of the following

social media marketing strategies - Content Marketing, Influencer Marketing as well as

Conversational Marketing. Part III consists of checklist of descriptive questions determining the

level of effectiveness of social media marketing strategies which are measured in terms of Brand

awareness, Purchase Intention and Brand Loyalty. Table 2.1 and Table 2.2 show the data

interpretation.

Table 2.1 Data Interpretation of Utilization of Social Media Marketing of SMEs

 Range of Description Interpretation
Means

4.20-5.00 Very High This means that social media marketing utilization is
Utilization very high.

3.40-4-19 High Utilization This means that social media marketing utilization is
high.

2.60-3.39 Moderate Utilization This means that social media marketing is moderately
utilized.

1.50-2.59 Slight Utilization This means that social media marketing is slightly
utilized.

1.00-1.49 Not Utilized This means that social media marketing is not
utilized.

Table 2.2 Data Interpretation of Perceive Effectiveness of Social Media Marketing

Range of Description Interpretation
Means
4.20-5.00 Very Effective This means that the social media marketing is very
effective.

3.40-4-19 Effective This means that the social media marketing is effective.

2.60-3.39 Moderately This means that the social media marketing is

Effective moderately effective.

1.50-2.59 Slightly Effective This means that the social media marketing is slightly
effective.
1.00-1.49 Not Effective This means that the social media marketing is not
effective.

Data Gathering Procedure

 The validated self-made questionnaire was used to collect information from respondents.

Before conducting a research survey, the researchers asked first permission from the chosen

school to conduct a survey among its BSBA students. The researchers then sought permission

from these BSBA students. Subsequently, the researchers explained the significance of their

honest response to the study, as well as clarified specific words, in such a way that the

respondents can answer with full knowledge of their responsibility as the subject of the study.

Furthermore, due to restrictions of the COVID-19 pandemic, the researchers conducted the

research survey online through the use of Google Forms.

Statistical Tools

The data gathered were counted, tabulated, evaluated, and interpreted as needed using

descriptive analysis. The following statistical tools used in analyzing the data are:

Mean. This is used to determine the most frequently utilized social media marketing

strategies as well as determining the effectiveness of social media marketing in terms of brand

awareness, purchase intention and brand loyalty.

Standard Deviation. This is used to determine the most frequently utilized social media

marketing strategies. Furthermore, standard deviation is necessary to identify the level of

effectiveness of social media marketing in terms of brand awareness, purchase intention, and

brand loyalty of the respondents.