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Chapter 3
Chapter 3
This chapter present the method of research used, research design, population and
sample size, description of the respondents, data gathering procedures and research
instrument. It also includes the statistical treatment that used by the researchers to
(2008), descriptive method is also known as statistical research which describes data and
this method were used as a tool to determine if the marketing strategies of the three (3)
fast food chains in the affect the satisfaction level of the customers. This method is used
The sample was drawn from 214 grade 12 students of San Jose del Monte
National High School on academic year 2018-2019. The Slovin’s formula was used to
compute for the sample and stratified sampling technique was employed in selecting the
students who became the respondents of the study. The computed sample is 139 from the
population of 214.
Slovin’s Formula
N
n=
1+ N e 2
Where
n = sample size
N = population size
e = margin of error
N
n=
1+ N e 2
214
n=
1+(214) ¿ ¿
n=139.41∨139
n
Percent (%) =
N
139
= 214
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Table 1
Population and Sample Size
Description of Respondents
The respondents of the study are the grade 12 students of San Jose Del Monte
Management, Humanities and Social Sciences and General Academic Strand) and
Information and Communication -Technical Drafting, Food and Beverage Service and
Bread and Pastry Production). Since, the respondents of the study are students the
researchers asked for their monthly allowance as part of the questionnaire. The
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respondents in each class will be chosen through stratified sampling technique using fish
bowl.
The researchers made a permission letter for the principal to conduct the survey
within the campus. The questionnaires were distributed among the grade 12 students of
San Jose Del Monte National High School including the Academic (Accountancy,
Business and Management, Humanities and Social Sciences, General Academic Strand)
Service and Bread and Pastry Production). This amount of the given questionnaires is
technique wherein the researchers divide the entire population into different subgroups or
strata, then randomly selects the final subjects proportionally from the different strata.
Stratified sampling technique using fish bowl was adopted so that each individual had an
equal chance of being selected. Each students’ name was written of a piece of paper and
placed inside a container. The container was thoroughly shaken and slips of paper were
Research Instrument
The researchers used survey questionnaires as the research instrument. The survey
QuestionPro. It has two (2) parts. The first part contains the questions about the
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demographic profile of the respondents like their age, gender, monthly allowance and
also it included the frequency of visiting the fast food chain within month. And the last
part contains questions that measure the satisfaction level of the respondents in buying
products or using services from the three fast food chains. The respondents rated their
satisfaction level on the fast food chains using Likert-scale with five (5) as the highest
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Statistical Treatment
The data gathered were tallied, tabulated and statistically treated for analysis and
interpretation. The response to the questionnaire was treated using the statistical tools
which are the frequency distribution, percentage distribution, weighted mean, Likert
Scale and Chi-square. These are the formula used in the study:
income.
Formula:
f
P= x 100
n
Where:
P = percentage (%)
f = frequency
n = number of respondents
marketing strategy of Fast Food Chain A, Fast Food Chain B and Fast Food
Chain C.
3. Weighted Mean – data were presented to show the average of the response of
the respondents in terms of the 7 P’s marketing strategy of Fast Food Chain A,
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Formula:
∑ fx
x = n
Where:
∑fx = summation of fx
f = frequency
x = ratings
n = number of respondents
4. Five-Point Likert Scale – this was the scale assigned in a scale value of the
five (5) responses. (Alston and Miller, 2002: Moohammad et al., 2014)
Formula:
k
x 2= ∑ ¿ ¿ ¿
i=1
Where:
Ei = expected frequency
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O i= observed frequency
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