Chapter 3 Tourism

CHAPTER 3
RESEARCH METHODOLOGY
The chapter will discuss the methodology to be employed in this study. It includes
the method used, research environment, respondents of the study, research instrument,
data gathering procedure and statistical treatment.
Method Used
Descriptive-survey method of research is used in this study with the questionnaire
checklist as the main instrument in data collection. Descriptive research involves
collection of data in order to test hypotheses or to answer questions concerning the
current states of the subjects of study. It further determines and reports the way things are.
It has no control over what is; it can only measure what already exists. This design
answers the question “What is”. It is concerned with the condition or relation that exists,
practices that prevails, beliefs, points of view or attributes that are held, processes that are
going on, effects that are being felt or trends that are developing (Magaan 2011).
This study is survey because the researcher selects a sample of respondents from
a population and administers a standardized questionnaire to them. The questionnaire or
survey will be administered to the respondents through survey questionnaire. According
to Sevilla, as cited by De Asis (2009) studies are designed to depict the participants in an
accurate way. The ways to collect this information are observational, defined as a method
of viewing and recording the participants.

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Research Environment
This research study will determine the level of acceptance and rejection of
inauthentic products among Jose Rizal Memorial State University tourism students. Jose
Rizal Memorial State University is a premier university situated in Dapitan City.
Officially, the City of Dapitan is a 1st class class city and the capital of the province of
Zamboanga del Norte on the southern Philippine island of Mindanao. Geographically, the
city is surrounded by rolling hills to the southeast and the Sulu Sea to the north.
Respondents of the Study
The respondents are taken from Jose Rizal Memorial State University of Dapitan
City particularly, CBA students coming from the nine (9) courses under it.
A sample of 25 student-respondents from each of the nine (9) courses, with a total
of 225 respondents will be used in this study. Target respondents are determined with the
use of simple random sampling. Simple random sampling is used to cull a smaller sample
size from a larger population and make generalizations about the larger group, with this
there is an accurate representation of the larger population using the Slovin’s formula.
Research Instrument
Checklist type of questionnaire is used as the survey instrument of this study. As
designed by the researchers, the questionnaire is formulated based on the ideas and
insights taken from the different authorities as reflected in the literature as well as
suggestions and recommendation of the researchers’ adviser. The first draft of the
instrument will be submitted to the researchers’ adviser for corrections, and suggestions.
After which the instrument will be revised by incorporating the suggestions made. In
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order to measure the clarity and comprehensibility of each item, a dry run will be
conducted. Pre-testing comments are to be considered and included in the whole research
instrument.
After the instrument will be restructured some portions that needed revisions, the
questionnaire will be declared valid for survey.
Data Gathering Procedure
Descriptive-survey method of research will be use. Descriptive research does not
involve changing or modifying the situation under investigation, nor is it intended to
determine the cause-effect relationship. According to Grohol (2011) survey method, the
respondents will answer questions administered through the survey questionnaire. After
the participants answer the questions, researchers will describe the responses given. The
survey questionnaire will be carefully analyzed to be both reliable and valid to the result
of the study.
The rating scale is used as the main instrument in data collection. The
questionnaire consisted of two parts: Part I will deal with respondents’ demographic
profile that is age, gender, current collegiate year attended and family’s monthly income.
Part II of the survey questionnaire will deal with the level of acceptance and rejection
of inauthentic products among the tourism students. The questionnaire is designed to
gather data pertinent to the problems of the study as reflected in chapter 1, statement of
the problem.
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Data Scoring and Interpretation
The data that will be gathered on the level of acceptance and rejection will be
interpreted using the five (5) point Likert scale mean indices in the table below adopted
from Mercado (2011).
Table 1. Level of Impact to Enrolment Rate, ROI, and Market Demand
Acceptance Level Mean Indices Interpretation
1.00-1.50 Very Low
1.51-2.50 Low
2.51-3.50 Average
3.51-4.50 High
4.51-5.00 Very High
Statistical Treatment of Data
The data collected will be carefully tabulated, classified, analyzed and interpreted
with the use of appropriate statistical tool. Appropriate descriptive and inferential
statistics will be use.

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Table 2. Statistical Treatment of the Study
Statistical Treatment Formula Function

A. Descriptive Statistics
f
1. Percentage P= This is used to
N x 100
Where:
answer problems 1
P = percentage
F = frequency
N = total respondents
100 = constant
2. Frequency This is measured through simple This is used to

Counting counting. answer problem 1
3. Weighted Mean
This is used to
answer problem 2.
Weighted mean = Σwx/Σw
Σ = the sum of
w = the weights.
x = the value.
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B. Inferential Statistics
t-test Formula: This is used to
 fo  fe  answer problem 3.
  f 
X2 =  e 
Where:
x2 = chi square test
fo =observed frequency
fe = expected frequency
∑ = summation

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CHAPTER 3

data gathering procedure and statistical treatment.

Descriptive-survey method of research is used in this study with the questionnaire

checklist as the main instrument in data collection. Descriptive research involves

collection of data in order to test hypotheses or to answer questions concerning the

a population and administers a standardized questionnaire to them. The questionnaire or

survey will be administered to the respondents through survey questionnaire. According

of viewing and recording the participants.

Rizal Memorial State University is a premier university situated in Dapitan City.

Respondents of the Study

Checklist type of questionnaire is used as the survey instrument of this study. As

questionnaire will be declared valid for survey.

Data Gathering Procedure

Descriptive-survey method of research will be use. Descriptive research does not

involve changing or modifying the situation under investigation, nor is it intended to

of inauthentic products among the tourism students. The questionnaire is designed to

Data Scoring and Interpretation

from Mercado (2011).

Table 1. Level of Impact to Enrolment Rate, ROI, and Market Demand

Acceptance Level Mean Indices Interpretation

1.00-1.50 Very Low

4.51-5.00 Very High

Statistical Treatment of Data

statistics will be use.

Table 2. Statistical Treatment of the Study

Statistical Treatment Formula Function

2. Frequency This is measured through simple This is used to

Weighted mean = Σwx/Σw

t-test Formula: This is used to

x2 = chi square test

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