Chapter 3 Research Method This chapter presents the research methodology of the study. It includes discussing the research design, research environment, research participants, research instrument, sampling method, data gathering procedure, data analysis, statistical treatment, and ethical considerations. Research Design The researchers used a descriptive-quantitative research design to determine the most popular food brands among Grade 7 students at Marian College in relation to their own food brand preferences This is a suitable research design since, as defined, a mixture of both descriptive and quantitative research enables the researcher to clearly define and evaluate the most popular food brand among grade 7 students in relation with their own food brand preferences, it also aims to measure variables like weight, performance time, and treatment (Hopkins, n.d.). Additionally, this method relies on the collection of numerical data to describe a phenomenon of interest. Since the study has no attempt at changing the respondents' conditions, only measuring variables as they are and observing subjects without intervention, used descriptive research, describing and interpreting the research participants' current status. Creswell (2014) identified the strength and weaknesses of the descriptive-quantitative research design. The strength of this design is that data collection and treatment are easy using a statistical method for its strength, reach high audiences, and not be affected by the researcher's subjectivity. On the other hand, the data's reliability dramatically relies on the respondent's responses and the questionnaire's structure. Research Environment The study took place at Marian College Inc., Climaco street, Poblacion, Ipil, Zamboanga Sibugay Province. One of the private catholic schools in Ipil founded in 1958 and currently offers programs from Pre-school to College. It is currently headed by the bishop of the diocese of Ipil. Currently, the researchers are ABM (Acoountancy, Business, Manaagement) students who have significant task especially in relation with their Entrepreneurship subject that requires careful consideraions on the specific matter as it involves creating products for a business. Hence, the researchers conducted this study to properly determine which brands, consumers, especially those grade 7 students preferred and make a product out of the findinngs gathered in the study. Research Participants The participants in this study were the grade 7 students at Marian College, INC., for the academic year 2022-2023. Since this study used random sampling method, participants were composed of the grade 7 curriculum, made up, specifically of four (5) sections. Grade and Section Grade 7 - St. Peter Grade 7 - St. James Grade 7 - Andrew Grade 7 - St. Thomas Number of Enrolled Students Number of Participants Research Instrument The researchers will use survey-questionnaire as the research instruments for collecting data. The structured questionnaire were developed according to the variables listed on the conceptual framework. Survey-questionnaire used in the study will be composed of three (2) parts and ten (10) questions. In the first part, students were asked about their average food consumption frequency, their preferences for domestic and/or international food brands. The second part of the survey included semantic differential scale questions to determine the students’ overall attitude toward foods brands and different food/fast food restaurants. In the third part, five-point Likert scale questions were used to measure the key factors that influence grade 7 students’ preferences of local and international food brands. The scale goes from 1 (strongly disagree) to 5 (strongly agree). The survey took about 10 minutes to complete. Cronbach’s alpha was calculated to test the reliability of the scale used in the research. The Cronbach’s alpha coefficient of 0,840 (sign: 0,000) indicated the scale to be highly reliable. The study was two-fold by purpose. In the first part, factor analysis was carried out to identify the independent variables of the research. Furthermore, semantic differential scales were adopted to obtain the students’ overall attitude toward fast foods and different fast food restaurants. Pearson Coefficient of Skewness formula was utilized to measure the SK value and the data obtained by the application of the semantic differential scale was interpreted accordingly (Freund and Simon 1997). Sampling Method The researcher utilized random sampling procedures; a method of choosing a sample of observations from a population to make assumptions about the population. The primary feature of random sampling is that the choice of observations must occur in a ‘random’ way such that they do not differ in any significant way from observations, which are not sampled (Byjus, n.d.). The essential source of data was the survey-questionnaires arranged by the researcher. Data Gathering Procedure Before conducting the interview, a letter of reccomendation from the Practical Research II subject teacher was secured. After receiving the reccomendation, a letter of consent was given to the Principal to allow grade 7 students to participate in the study. When the approval was acquired, researchers prepared a letter to every grade 7 adviser for formality and permission to conduct the survey. The researchers will personally deliver the survey-questionnaire to the study's participants, and they were asked to answer the questionnaire honestly so that valid and reliable data could be elicited. After that, the researchers will explain the purpose of the survey prior to the distribution of the instrument. The questionnaire were all returned entirely filled out (100%). After collecting the data, it is automatically being interpreted and analyzed to make sure that it is correct, after determining that it was valid, the researchers proceeded to record the data collected using survey-questinnaire and was recorded and classified using statistical analysis. Statistical Treatment To interpret the data effectively, the researcher will make use of the following statistical treatment: The percentage, “mean”, and Likert Scale. The percentage. The frequency of each response will be determined on the number of the respondents who will check in the particular item. Formula: % = F/N X 100 Where: % is the percentage F is the frequency N is the total number of respondents. 100 is a constant value Mean. The mean is the most often used in central tendency calculation since it is prone to fewer errors. The tabulated data wil be treated with the use of frequency distribution, percentage and weighted mean. Formula: X = Efx/f Where: X is the mean Efx is the sum of all products f is the sum of all respondents Likert Scale. The following qualitative description was adapted to quantify the respondents’ answer to each item. Scale Equivalent Descriptive Rating 1 Strongly Disagree 2 Disagree 3 Neutral 4 Agree Ethical Considerations in Research The researchers ensured that ethical principles were observed in the study's conduct, ensuring confidentiality and anonymity, beneficence, and justice by the researcher (Farrugia, 2019). Before conducting the study, the researcher informed the research participants of the study's purpose and intention. Participant's participation in this research was voluntary; they had the right not to say "yes" in participating in the study. The researchesr explained to the participants the study's rationale and informed them of their right to withdraw from participating in the study. The researcher ensured that the identity of the subject and their responses are held confidential. Theresearchers secured written permission from the school before conducting the study.
