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methodology summarization

This study utilizes a descriptive-correlational research design to analyze the relationship between consumer brand engagement and brand awareness in coffee shops in Marikina City, employing surveys and statistical tools for data collection and analysis. A non-probability purposive sampling method is used to select participants based on specific criteria, enhancing data reliability while acknowledging limitations in generalizability. The research aims to provide insights that can help improve customer relationships and market presence for local coffee shops.

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5 views

methodology summarization

This study utilizes a descriptive-correlational research design to analyze the relationship between consumer brand engagement and brand awareness in coffee shops in Marikina City, employing surveys and statistical tools for data collection and analysis. A non-probability purposive sampling method is used to select participants based on specific criteria, enhancing data reliability while acknowledging limitations in generalizability. The research aims to provide insights that can help improve customer relationships and market presence for local coffee shops.

Uploaded by

quiambaostudentfiles
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Research Design

This study adopts a descriptive-correlational research design, combining aspects of both


descriptive and correlational methods to gain a detailed understanding of the topic and
examine relationships between variables. As Creswell (2014) notes, while this method can
identify associations, it does not prove causation. Widely used in fields like social sciences,
business, education, and healthcare, it involves a two-step process:

1. Descriptive analysis through surveys, observations, and questionnaires to collect


demographic and behavioral data.

2. Correlation analysis using statistical tools such as Pearson’s correlation coefficient or


Spearman’s rank correlation to explore relationships between variables.

The study employs a non-experimental approach, meaning the researcher observes phenomena
without manipulating variables, relying instead on natural occurrences.

For example, when examining consumer brand engagement and brand awareness at coffee
shops in Marikina City, descriptive data on customer demographics and purchasing habits would
be collected, followed by an analysis of the relationship between engagement and awareness
levels.

This method offers advantages like providing rich, real-world insights and identifying patterns
without experimental intervention. However, it has limitations, such as not establishing cause-
and-effect relationships and being susceptible to external influences (Arteaga, 2023). Saunders,
Lewis, and Thornhill (2019) also highlight its effectiveness in business research for describing
and measuring key factors.

The study aims to contribute valuable insights into consumer engagement and brand
awareness, ultimately helping coffee shops in Marikina City improve their customer
relationships and market presence.

Population and Sampling

This section outlines the participant selection process, emphasizing the use of non-probability
purposive sampling. Instead of random selection, participants are chosen based on specific
criteria relevant to the research objectives, enhancing data reliability (Campbell et al., 2020;
Akman, 2023).
Purposive sampling is employed when population characteristics are unknown and randomness
is not feasible.

Researchers intentionally select participants who possess particular traits or experiences of


interest.

Although this method may limit the generalizability of findings and introduces a risk of selection
bias, it allows for the gathering of more targeted and relevant information (Dovetail, 2023;
Nikolopoulou, 2023).

According to Bisht (2024), purposive sampling focuses on identifying individuals, cases, or


groups best suited to answering the research questions. The better the background knowledge
on the topic, the higher the quality of the sample selected.

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