METHODOLOGY

This chapter presents the research methods, population and sampling,

respondents/participants, of the study, research instruments, data gathering procedure

and statistical tools employed in the treatment and analysis of data.

Research Design

The study utilizes Quantitative Descriptive Research Design. According to

AdiBhat (2019), Descriptive research is a quantitative research method that attempts to

collect quantifiable information to be used for statistical analysis of the population

sample. The design is connected to the study since the researchers will collect numeric

data about the perception of the Grade 12 ABM students in the importance of

communication skills in Marketing Strategies.

Sampling Technique

The researchers used Universal Sampling Technique or the Stochastic Universal

Sampling. It was introduced by James Baker. Stochastic Universal Sampling is a

technique used in genetic algorithms for selecting potentially useful solutions for

recombination. The researchers preferred to use Universal Sampling Technique to

select all respondents from Grade 12 ABM students in Olivarez College Tagaytay

because ABM students may provide the useful information for the research.
Respondents of the Study

The respondents of this study are the Grade 12 Accountancy, Business and

Management students. The researchers chose the Grade 12 ABM students as the

respondents because ABM students are expected to engage in marketing strategies.

Table 1. Respondents of the Study

SECTION NUMBER OF PERCENTAGE

PARTICIPANTS
Andromeda 54 37.2%
Aquila 51 35.2%
Rigel 40 27.6%
Total 145 100%

The table shows that 54 or 37.2% of the respondents came from the section

Andromeda. Secondly, 51 or 35.2% of the respondents came from the section Aquila.

Lastly, 40 or 27.6% of the respondents came from the section Rigel. There are 145 total

of respondents.

Research Instrument

The researchers adapted survey questionnaire from the study of Jeremy Francis

(2016) entitled Effective Communication Skills Survey Questionnaire. The survey

questionnaire served as a tool to determine the Level of Awareness of the Grade 12

ABM Students on the importance of communication skills in marketing strategy. The

questionnaire is composed of 15 items and distributed to 140 respondents which is the

Grade 12 ABM students.

Data Gathering Procedure

I. Preparation Stage

The researchers will adapt a survey questionnaire that is related to the study.

The researchers seek the approval to Mr. Peter Sesma, the SH004 Teacher for

the academic year 2019-2020 during the first semester and Ms. Clarence

Castillo, LPT, Senior High School Principal to conduct a survey in perception of

the Grade 12 ABM Students to the importance of communication skills in

marketing strategies.

II. Data Collecting Stage

The researchers will distribute set of questionnaire to the respondents. The

respondents are expected to answer the questionnaire that will be given by the

researchers.

III. Data Analysis Stage

After collecting the data the researchers will be having analysis and

interpretation of data. Through the use of this method the researchers will know

the perception of the students about the importance of communication skills in

marketing strategies.

This implies that the respondents are fully aware a bout the importance of communication
skills in marketing strategies.

Generally it shows that with a general average of 3.29 the Grade 12 AM Students of Olivarez College
Tagaytay S.Y 2019-2020 are fully aware on the importance of communication skills in marketing
strategies.