Chapter III

Research Methodology

This chapter reveals the methods of research to be employed by the researcher

in conducting the study which includes the research design, research locale, sampling

procedure, data gathering procedure, research instrument, data analysis and the

appropriate statistical treatment of data.

Research Design

The approach used in this research is a qualitative approach. The researcher

attempted to get the answers to the previously mentioned problem and to justify and

satisfy the objectives of the study.

Qualitative research is a type of research that explores and provides deeper

insights into real-world problems. Qualitative research gathers participants'

experiences, perceptions, and behavior. It answers the how’s and whys instead of how

many or how much. This review introduces the readers to some basic concepts,

definitions, terminology, and application of qualitative research (Tenny et al., 2021).

Research Locale

The study will be conducted in barangay Batangan, Valencia City, Bukidnon;

participants are the consumers of Coca- cola and Pepsi soft drinks which will be

picked randomly.

Specifically, the participants in this study were 20 selected residents in

barangay Batangan, Valencia City, Bukidnon, ranging in age from 18 to 50 years old.

The researchers will interview the respondents’ convenient time on conducting the

study.

Sampling Procedure

The sampling technique used by the researchers is convenience non-

probability sampling. According to Edgar (2017), convenience sampling is the most

common form of non- probability sampling. Convenience sampling is a method of

collecting samples by taking samples that are conveniently located around a location.

Respondents who answered the interview in this study were those who were

accessible for an interview during the researchers' data collection and had purchased

Coca-Cola and Pepsi soft drink brands in Batangan, Valencia City, Bukidnon.

Data Gathering Procedure

The researchers will collect data utilizing using a printed structured

questionnaire with two options to choose from and two questions to answer. The

researchers will ask permission to the respondents to answer the researcher's

provided questionnaire and questions. The researcher will use Printed questionnaire,
which the responders will be able to fill up during the interview. All of the responders

are Coca- cola and Pepsi consumers.

Research Instruments

The researchers will use the Combination type of Structured Questionnaire to

compare the Coca- cola and Pepsi brand based on the given factors and to determine

what factor is give more/ least influence to the preferences of the consumers. The

questionnaire will be divided into three parts.

Questionnaire for the Comparison of Coca- cola and Pepsi brand

This questionnaire is part of a Marketing research paper requirements for

students at Valencia Colleges Inc., Bukidnon into the consumer preferences of soft
drink brands of the selected residence in barangay San Isidro, Valencia City,
Bukidnon. The questionnaire is anonymous. Your participation provides useful
information for our research.
The questionnaire consists of 3 parts and it takes about 5 minutes to complete.
Instruction: Please answer each question/statement as honestly as possible. All
answers are confidential

PART I: BACKGROUND INFORMATION

Age:
Gender:

Part II: Which soft drink brand do you preferred based on the given factors?
Please mark the box that corresponds to your soft drink brand preference.

COCA- COLA vs. PEPSI

 1. PRICE
□ Coca- cola
□ Pepsi

2. Packaging Design
□ Coca- cola
□ Pepsi

3. Advertising
□ Coca- cola
□ Pepsi

4. Taste
□ Coca- cola
□ Pepsi

5. Color
□ Coca- cola
□ Pepsi

6. Availability/ Accessibility
□ Coca- cola
□ Pepsi

PART III. Please answer the questions honestly.

1. Which factor give more influence on your choice of soft drink brand?
Why?

2. Which factor give least influence on your choice of soft drink brand?
Why?

.
Statistical Treatment
The researchers apply the descriptive statistical treatment are used to describe
the basic features of the data in a study. The researchers provide simple summaries
about the sample and simply describing what is or what the data shows. Descriptive
statistics help us to simplify large amounts of data in a sensible way. Each descriptive
statistic reduces lots of data into a simpler summary. The single respondent describes
the general performance of a respondents.

Data Analysis
The researched used the thematic analysis on this study. The thematic analysis
allows researchers to identify and organize relevant themes and subthemes, which can
then be used as units of analysis in subsequent detailed re-readings of a data set,
through which researchers increasingly familiarize themselves with the data and
explore the meanings associated with the concepts emerging from participant
testimonies. The researchers will Analyze the data by reading the responses of the
respondents and looking for similarities or differences, and subsequently finding
themes and developing categories.