CHAPTER III

DESIGN AND METHODOLOGY

This chapter discusses the overall strategy and its approach to analysis

and objectives. This identifies the participants and the research approach and

the sampling procedures utilized. It also addresses the position and duties of

researchers, the data collection and evaluation, and the methods of how

researchers operate to  establish the a credible and reliable study.

Overall Approach and Rationale

The researchers used the qualitative method for this study. Primarily,

qualitative study is exploratory research. It is used to obtain an understanding

of motives, beliefs, and motivations that are central. It offers insights into the

issue or helps to generate ideas for future quantitative analysis or theories. In

a qualitative study, “research design should be a reflexive process operating

through every stage of a project” (Hammersley & Atkinson, 2015).

Interpretative phenomenological approach (IPA) is an approach to

qualitative research that is now well-established in British psychology. This

approach is concerned with understanding people's experiences of the world

and of themselves, (Michelle Palmer, Michael Larkin, Richard de Visser &

Gráinne Fadden, 2010).

Phenomenology is a kind of involvement in the interpretation of the

relevant framework featuring the way people understand the world as we

experience it. The researchers will attempt to find the insights of Agusan
National High School's chosen Junior and Senior High School students about

the popularity of consuming milk tea among individuals in their age group and

which brand or type of milk tea they favor. This study is for researchers and

aspiring entrepreneurs to get an overview by presenting information on their

potential target customers and what they want. This research also discusses

the health benefits of milk tea that can bring awareness to consumers of milk

tea.

Population, Selection and Sampling Strategies

This research is a non-probability analysis. A non-probability analysis is a

sampling method that involves gathering information from selected group

respondents that are reachable nearby, keeping it convenient for the

researchers. In conducting the study, purposive sampling was used. Fifteen

(15) participants will be selected because of their extensive knowledge and

strong background of the subject. The respondents, who are milk tea

consumers, will be all from the Junior and Senior High School Departments.

Access, Role, Reciprocity, Trust and Rapport

The researchers' role is to search for and gather information through the

conducting of an interview and collecting all the results to provide answers to

research questions. The researchers ensure that confidentiality, privacy and

pure honesty is guaranteed and observed to the participants. It will then be

clarified by the researchers that the information obtained will be primarily for
research purposes only and will be credited to the Faculty of Agusan National

High School Senior High School Department and is not intended for other

purposes.

Ethical & Political Considerations

The researchers will make sure that the full approval of the

respondents will be obtained first. It is ensured that between the interviewer's

exchange and the participants, the interview and the findings will have

authenticity and transparency. The perspectives and personal political beliefs

of the researchers will not influence or intervene with the research. This

provides method, procedure, or perspective for deciding how to act and for

analyzing complicated problems and issues. Ethical and political

considerations will be observed to avoid strained interpretation or conduct on

the research process (Resnik, 2015). Ethical considerations are standards of

behavior that differentiate between decent and inadequate behaviors. 

Data Collection Method

The unstructured interview, also referred to as the in-depth, the open-

ended, the narrative or the long interview, has become a favoured method in

research into health and health care (Miczo 2003; Silverman 1998). The

researchers’ selection was to use an unstructured interview technique for the

data collection method. Unstructured interviews are often referred to as

"discovery interviews" in which it may not be necessary to use a survey form,

substitute or add questions which can be asked in any order.   As the

interview continues, a topic is skipped, encouraging the respondent to answer

thoroughly and use their own words. Participants will be chosen on a

voluntary basis,  sampling strategy from the test site by availability. Those

Junior and Senior High School students who are easily accessible would be

selected as interviewees who could be associated to the research study.

Procedures to Address Trustworthiness & Credibility

In conducting the study, trustworthiness and credibility will be

guaranteed. For the validity and authenticity of the results, the trustworthiness

or true meaning of qualitative research and transparency of the

conducted study are essential. In each study, researchers should establish

the protocols and procedures needed for a study to be considered worthy of

consideration by the readers, (Amankwaa, 2016). Credibility determines the

degree of data trust, understanding, and methods that are used to ensure the

accuracy of a research. Adequate knowledge of the research background

was provided by the researchers to satisfy a criteria of credibility. Prior to the

interview, consent was sought from the participants. In order to further protect

the rights of the participants, their privacy will also be held confidential.

Data Analysis Procedure

To be able to fulfill the conduction of the said study, the researchers

thoroughly put together the things which needed upon the completion of the
activity. In the timeframe when the activity is carried out, the researchers will

record the interview and upon beginning, they will take notes and ensure a

satisfactory degree of privacy. The researchers will remind the participants

that confidentiality will be followed and that each of them will be updated on

the progress of research. In terms of analyzing the data, the researchers will

use the content analysis. Content analysis is used to analyze documented

information in the form of texts, media, or even physical items. It usually used

to analyze responses from interviewees (Manu Bhatia, 2018).

The researchers will gather and translate the responses of the participants

from vernacular to English after conducting the interview. Researchers will

classify the translated responses of the interviewees into themes which

corresponds to the central question, researchers will scrutinize for the relative

significance if the responses will be obtained, identify connection and try to

seek elucidations from the data. To do so, researchers will read and re-read

the content, write down observations, search for significance and decide

which pieces of data have importance in order to further relate it to the said

topic. With the literature review, the researchers will verify the themes which

will be created. After all that, the data findings will be tackled further

supported with the related literature. Without any prejudice, the results and

conclusions will be inferred and represented.