CHAPTER IIRESEARCH METHODOLOGY This chapter contains the description of the research methodology and sources of data. It involves the research design, population and sampling procedures, the research instrument, data gathering procedures, and the statistical methods used in testing and interpreting data.Research Design This study used the descriptive method of research to identify how the prospective customers of Buffed N’ Barbed perceive the business relative to its offers.
According to Sharma (2016), descriptive study is one in which information is collected without changing the environment. It is used to obtain information concerning the current status of the phenomena to describe “what exists” with respect to variables or conditions in a situation. Furthermore, the researchers used the descriptive method to depict the participants in an accurate way. This procedure is about describing people who take part in the study. One of the methods that the researchers used was to distribute the survey to arrive at a precise answer.Population of the Study The respondents of this study are 398 non-customers of Buffed N’ Barbed living in Kawit, Cavite and are aware of the business’ existence.
The researchers qualified the respondents by means of a qualifying question that ask a resident of Kawit if they have the knowledge about Buffed N’ Barbed. A qualified respondent should be in any of the first three stages consumer adoption process which is awareness, interest, or evaluation.Based on the information provided by Engr. Rey Victor S. Santos of the Municipality of Kawit, there are 62, 632 residents aged 15 years old and above.
Using that data as the population, the researchers came up with the sample size using the Slovin’s Formula: Where: n = sample size N = population e = margin of error (5% in this study)n=N/(1+?Ne?^2 )n=(62,632)/(1+(62,632) (?05)?^2 )n = (62,632)/157.58n = 397.46 or 398The Types or Techniques of Sampling Used According to Garson (2012), sampling in conjunction with survey research is one of the most popular approaches to data collection in social sciences. Sampling is choosing subjects to measure in a research project. Usually, the subjects are people. Sampling is associated with survey instruments but is independent of the specific measurement mode. Regardless, sampling will determine how much and how well the research may generalize the study’s findings. A poor sample may well render findings meaningless.
This research used the quota sampling technique, a sampling methodology wherein data is collected from a homogeneous group. It involves a two-step process when two variables can be used to filter information from the population. It can be easily administered and helps in quick comparison. Quota sampling is appropriate for this study since the research has a qualification or requirement for a resident to be a respondent.
Research Instrument Primary data were gathered by the researchers by conducting an interview with the co-owner of Buffed N’ Barbed. The researchers asked about the history of the business, their current promotion and customer acquisition strategies, financial situation, plans and goals, and the problems that Buffed N’ Barbed is recently facing. The survey was also administered by the researchers to collect primary data from the future customers of Buffed N’ Barbed.The survey questionnaire has the following parts:Part I asked for the demographic profile of the non-customers in terms of age, gender, employment status, and monthly disposable income or allowances and was benchmarked from Gizaw’s et al (2013) study. This information was considered important to describing the prospects or target customers of Buffed N’ Barbed.Part II asked for the behavioral profile of the respondents in terms of frequency of visit, the monthly budget for dining out, the recent visit to a restaurant and most visited restaurant and the reason for not trying Buffed n’ Barbed.
Part III identified the factors that influence the potential customer in selecting a restaurant. These were benchmarked from Bakirc’s (2016), and Wu’s (2016) studies. The factors are assessed using the Likert four-point scale (4) very important, (3) important, (2) unimportant, (1) very unimportant. The factors included are quality of food, quality of service, price, location, restaurant environment, and trustworthiness.Part IV identified the perceptions of the prospects toward Buffed n’ Barbed in terms of the factors used in Part III.
In addition, the respondents were asked about their source of information about Buffed n’ Barbed.Data Gathering Procedure Data gathering was completed through the following procedures:1. The researchers went to Buffed n’ Barbed on July 12, 2017, to ask Ms. Dana Lumampao if she will agree to conduct a study about their restaurant. The owner gave the permission to the researchers.2. On July 31, 2017, the researchers visited Buffed n’ Barbed and tried the food.
They returned on August 5 and conducted an interview with Ms. Lumampao to know about the background of the business. 3. The research proposal was presented to Ms. Lumampao on October 19, 2017.
She approved the proposal on the same date.4. On November 9, 2017, it was approved by the researchers’ adviser and ready for pre-testing.5. The researchers distributed 20 survey questionnaire for the pre-test to the following barangays in Kawit: Magdalo, Medicion, and Santa Isabel.6. On November 24, 2017, the researchers started to distribute the actual survey to the respondents.
The researchers ensured that the non-customers of BnB are qualified before they are given the survey questionnaire.Statistical Treatment Data The following statistical tools were applied in the study: Percentage and frequency distribution were used in the demographic and behavioral profile of the respondents as well as in the source of information about Buffed n’ Barbed. Mean was used to determine the factors that influence restaurant dining experience and their perception about Buffed n’ Barbed.
Table 1Scale Used on Importance RatingsMean Descriptive Interpretation3.26 – 4.00 Very Important2.51 – 3.25 Important1.
76 – 2.50 Unimportant1.00 – 1.75 Very UnimportantNote: This describes the sample with a simple value that represents the center of the data. Many statistical analyses use the mean as a standard measure of the center of distribution of the data. This scale will be used to interpret the scores computed from Chapter III.