Chapter 3

Research Methodology

Method and Techniques of the Study

This research apply Descriptive Statistics to facilitate in gathering accurate and systematic data

relevant to the study. This method focus on describing information through analyzing the relation

of each sets of quantitative data. According to Baraceros (2016), descriptive statistics is a

quantitative approach that enable the researcher to provides a summary of orderly or sequential

data gather from the response of the respondents to the provided research questionnaires. The

study plans will involve the gathering of primary information through demographic profile of the

key informants, this includes the respondent’s age, gender, name (optional) and as well as their

preferred shopping platform. This is followed by sets of questions that are well constructed to

gather relevant data that will contribute to address the research problem and the hypothesis of the

study.

Population and Sample of the Study

The study utilizes Non-Probability Sampling Technique suited to identify specific respondents

that has the same interest. In this sampling technique, respondents are not chosen randomly but

in the purpose of finding the right person needed in the study. Under this sampling technique, the

researchers decided to use Purposively Sampling to determine the research samples needed out

from the total population of the respondents. This study is specifically design for online
buyer/consumer expert that has efficient knowledge about online businesses and an expert of

using online shopping platforms in purchasing goods which is considered as the primary actor of

the study. Aside of Purposively Sampling, researcher also implies Quota Sampling to limit the

samples needed in the study and manage the population. From the population of 55 , the

researchers identify and select 35 qualified individuals to answer the research questionnaires.

This are follows:

A. Population and Sample Population Samples Percentage

Female 36 23 65.7%
TOTAL 55 35 100%

A. DEMOGRAPHIC PROFILE

A. Age Samples Percentage

16-20 years old 27 77.1%

21-25 years old 8 22.9%

TOTAL 35 100%

B. Gender Samples Percentage

Male 12 34.3%

Female 23 65.7%

TOTAL 35 100%
 C. Online Shopping Platforms Samples Percentage

Facebook 3 8.6%

Lazada 7 20%

Shoppee 22 62.8%

Others 3 8.6%
TOTAL 35 100%

Research Instrument

The researcher used validated survey questionnaire that is well structured in order to gather

necessary data. This gathered data from respondents facilitates the possible outcome and findings

of the study. This instrument aims to address research problems of finding whether shopping

platforms has an effect in consumers purchase decisions. Survey questionnaire consist of 15

items. Survey questions is structures to express situational analysis that focuses on identifying

the effects in consumers' decision making process on choosing where to buy goods from

different online spots. The Questionnaire is design in a likert scale measurements suited for

measuring the respondents’ belief and opinions from the given statements. Likert Scale

measurement is associated with the numeric description of the respondents' response from the

given statement ranging the scale from 5-1:

• (5) – means the respondents are strongly agree about the given statement.

• (4) – if the respondents are only agree with the statement/ Frequently True/ Good;

• (3) – means the respondents are feeling neutral/ Occasionally True/ Satisfactory;

• (2) – if the respondents are only disagree with the statement; and
• (1) – means that the respondents are strongly disagree about the given statement.

Data Gathering Procedure

The researcher arrived in the research area located at Bulacan States University – Bustos Satellite

Campus , visit the College of Business Administration Acrreditation room and ask for permission

to the authority to conduct surveys among selected CBA students, interrupt a class and ask the

attended professor for permission to borrow all specified students/respondents to conduct survey

for limited time. The researcher made a face to face interaction with college students to discuss

about the study. All selected respondents are combined in one room where survey is conducted.

Respondents from various rooms were borrowed for just only 15 minutes to float survey

questionnaire provided for them. Survey questionnaires consist of descriptive demographic

profile section in order to provide the description of the research respondents. Gender and age of

particular student are required in the study for determining the relevant information of the

respondents as well as their preferred online shopping platforms located at the latter part of the

section of the questionnaires. The second section of the questionnaire is the main part of the

survey questionnaire includes the 15 item of survey questions and the rating scale. After

answering the survey questionnaires, papers must been immediately collect and retrieve to the

researchers.

Data Gathering Analysis and Statistical Treatment

Since this research study apply Descriptive Statistical technique to analyze quantitative data

from the response of the respondents to the survey questionnaires. This study is design to use the
Measures of Central Tendency technique under Descriptive research method. This statistical

technique is a method commonly used by some researchers in order to obtain data came from the

response of the respondents to the provided survey questions. According to Baraceros (2016)

Measures of Central Tendency is an statistical treatment used to measure the mean, median, and

mode from the sets of data. Survey questionnaires from which data will collect, descriptive

demographic profile of the respondents are describe, while relevant data such as the number of

scores gathered from each respondents and also the mean, median and mode of the total scores

are obtain from the survey questions. The survey questionnaire is analyzed through the

summation of scores. The accumulated scores is use to analyze the result of the gathered data.

Since the study is about the relationship of two variables, it is important to calculate the central

tendency of the data. Measures of Central Tendency Analysis is the most suitable treatment for

determining the effect of the two variables. Comparing the independent variables which is the

consumers’ purchase intentions and the dependent variables which is the shopping platforms are

the procedure use by the researchers to determine whether research hypothesis be accepted or

rejected.