MM2: Marketing Research
Citation, Reference, Methods
Arnold M. de Luna, MBA
Subject Instructor
Citing References in Text
APA Style uses the author-date citation system. This system allows
readers to find the source cited in the text in the references list. To insert a
citation in text, include the auhtor’s name and year of publication. For a direct
quotation , include the page number or specific location of the phrase or
sentences in the original work.
Examples:
• Kessler (2003) found that among epidemiological samples…
• Early onset results in a more persistent and severe course (Kessler, 2003).
• In 2003, Kessler’s study of epidemiological samples showed that…
Reference List
 author name or names
 publication year
 title of the work
 publication data
de Luna, Arnold M. (2013).
Service Quality Level of Food Service Establishments in
Lipa City: Basis for Business Operations Enhancement.
MBA Thesis, Lyceum of the Philippines University.
When Reviewing a Thesis
 Topic of Research
 Sample Size
 Instruments Used
 Research Design
 Findings
 Conclusion
 Recommendations
Research Methods and Procedures
 Research Design
• Discusses the plan or strategies of the investigation (descriptive, historical,
experimental); if descriptive, what specific ype of descriptive study.
 Subject of the Study
• Description of the subjects or population involved in the study, the sample
size and sampling method employed.
• Desirable sample size – at least 10 percent of the population (500 and above)
Data Gathering Instrument
• Describes the data gathering instruments (whether is uses questionnaire,
observation or interview).
• If questionnaire, it is researcher made or standardized instrument;
• If researcher – made, discuss content, development and validation of the
instrument.
• If standardized instrument, cite the author, validity and reliability coefficients,
and past studies which utilized the instrument.
• In the instrument, discuss the scale or option to be used by respondent in
answering the questionnaire.
Data Gathering Procedure
• Steps that were used in the gathering of data, time frame
(time table), persons responsible for the collection of data.
• Cite also the names of persons from whom permission
to administer the survey was secured.
Data Gathering Procedure
• Steps that were used in the gathering of data, time frame
(time table), persons responsible for the collection of data.
• Cite also the names of persons from whom permission
to administer the survey was secured.
Statistical Treatment
• Statistical tools used in the analysis of data and listed according to the
statement of the problem.
• Include the value range used:
4.5 – 5.0
3.5 – 4.49
2.5 – 3.49
1.5 – 2.49
1 – 1.49
Strongly Agree / Excellent / Outstanding
Agree / Very Good / Very Satisfactory
Neither Agree or Disagree / Good / Satisfactory
Disagree / Fair / Fairly Satisfactory
Strongly Disagree / Poor / Needs Inmprovement
MM2: Marketing Research
HappyWriting!
Arnold M. de Luna, MBA
Subject Instructor