Sample Chapter 3 Methodology

Research Design
This study will use quantitative study, specifically descriptive-correlational research method to
determine the factors of service quality that will affect the customer satisfaction. Research design as a
general plan to answer a research question. As a systematic approach to conducting a scientific inquiry,
it brings together several components, strategies, and methods to collect data and analyze it. (Saunders,
et al. 2012)
According to Bhandari (2020) quantitative research is the process of collecting and analyzing
numerical data. It can be used to find patterns and averages, make predictions, test causal relationship
and generalize results to wider population. Descriptive research design will be use in this study.
According to Nassaji (2015), Descriptive research is the research design in which data is collected in a
qualitative manner and analyzed using quantitative procedures. Descriptive research refers to the
scientific methodology in which observation of the sampled population is carried out in its natural
surroundings. Descriptive research methodology intends to find out ‘what’ related to a phenomenon. In
this method, data are collected qualitatively and analyzed through a quantitative method.
Locale of the Study
The study was conducted at Barangay Ampid II San Mateo, Rizal. This place was chosen because
it will give the researchers needed information of sari-sari store owner in quality of customer service
and its profitability.
Respondents of the Study
The respondents of this study are from Ampid II San Mateo, Rizal. The researchers look for ten
(10) target respondents who usually operated and owned by women micro entrepreneurs or house
wives to support the financial needs of the family.
The researchers utilized a non-probability sampling specifically purposive sampling technique. In

this study, respondents are chosen based on the criteria set by the researchers (Polit & Beck, 2012).
This technique was used to lessen any biases and by following the criteria set by the researchers,
purposive sampling was appropriately used.
Research Instruments
To answer the problem stated in this study, the researchers will use researchers-made survey
questionnaire to determine the quality of customer service and its profitability.
Data Gathering Procedure
In gathering the data, the researchers will carry out the following procedures. The researchers
send a letter of approval requesting the owner of sari-sari store to allow the researchers to conduct a
survey to gather pertinent data of the study. The target participants of the study are the sari-sari store
owners of Barangay Ampid II.
The acceptance of the letter of invitation signaled the researchers to prepare researchers-made survey
questionnaire. The use of Google Drive to distribute the SQ to some of the respondents and to some
extent the forms were personally handed over to the respondents. The instructions and materials were
prepared and researchers scheduled the distribution of the survey questionnaire forms. Before the
actual survey, the researchers instructed the respondents to answer each item as honest as possible and
upon completion, immediate submission must be done. Retrieval of the submitted SQ forms will then be
kept to secure the integrity and outmost confidentiality of the responses.
Data Gathering Instrument
The researchers prepared the survey questionnaire composed of eighteen (18) item questions
to be answered using a 5-point Likert scale: 5 as Strongly agree (SA), 4 as Agree (A) 3 as Neutral (N), 2 as
Disagree (DA), 1 as Strongly Disagree (SDA).
The survey questionnaire has two parts. The first part of the questionnaire is composed of the
demographic profile needed from the respondents – name (Optional), age, and gender. The second part
is composed of the six criteria to be assessed. These are the questions of the factors that affects the
profitability of sari-sari store by providing quality customer service in terms of: location, access to
capital, high competition. And, the extent of quality customer service affecting its profitability in terms
of: strength of personal relation, products availability, pricing. The respondents decide what each item
means to them, each response will be very pertinent without any bias opinion to gather needed data of
this study.
SCALE RANGE VERBAL INTERPRETATION
5 4.21 – 5.0 Strongly Agree
4 3.41 – 4.20 Agree
3 2.61 – 3.40 Neutral
2 1.81 – 2.60 Disagree
1 1.00 – 1.80 Strongly Disagree

Scale, Range, Verbal Interpretation
Table 1
Statistical Tool
The following statistical procedures were used by the researchers to interpret the statistical
problems individually:
Frequency - refers to the number of occurrences.
Percentage – the number derived to determine statistical rate, relations and proportions.
The basic formula was used:
P = f/N ( 100 )
Where:
P = represents the percentage rate
f = refers to the number of occurrences
N = refers to the total number of respondents
100 = constant value to obtain percentage rate
Weighted Mean was used in the statistical treatment of data which was applied to all statements in the
questionnaire to derive ratios and proportions:
WM = ∑ (fx/N)
Where:
∑ = summation
f = number of responses in a given indicator
x = assigned weight, points or number
N = total number of respondents
Pearson Coefficient of Correlation (Pearson r). This tool was used to be able to answer the questions to
study on the challenges of the sari-sari store owners in customer relations and customer satisfaction.

Sample Chapter 3 Methodology

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Research Design

Locale of the Study

Respondents of the Study

The researchers utilized a non-probability sampling specifically purposive sampling technique. In

Data Gathering Instrument

SCALE RANGE VERBAL INTERPRETATION

5 4.21 – 5.0 Strongly Agree

4 3.41 – 4.20 Agree

3 2.61 – 3.40 Neutral

2 1.81 – 2.60 Disagree

1 1.00 – 1.80 Strongly Disagree

Frequency - refers to the number of occurrences.

The basic formula was used:

P = represents the percentage rate

f = refers to the number of occurrences

N = refers to the total number of respondents

100 = constant value to obtain percentage rate

f = number of responses in a given indicator

x = assigned weight, points or number

N = total number of respondents

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