CHAPTER 3

RESEARCH METHODOLOGY

In this chapter, the researchers will discuss the research design, area of study, population,
sample of the population, sampling technique, and instrument for data collection, validation of the
questionnaire, administration of the instrument, and method of data analysis.

Research Design

This study used a quantitative-descriptive research method to determine the factors that gives
impact of customer perception on customer loyalty and corporate social responsibility. Research design
is 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 relationships
and generalize results to the wider population. The descriptive research design will be used in this study.
According to Nassaji (2015), descriptive research is the research design in which data is collected
qualitatively 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’ is 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 SM City San Mateo, located at Gen. Luna St. Brgy. Ampid 1 San
Mateo, Rizal. This institution was chosen because it was easier for the researchers to get the data on
whom more customers have a perception on customer loyalty and corporate social responsibility on the
establishment.

Respondents of the Study

The respondents of this study were the customers of SM San Mateo. The researchers invited the
customers of SM San Mateo to answer the survey questionnaire on their perception of customer loyalty
and corporate social responsibility. The survey questionnaire will be conducted through social media
using Google forms.

The respondents of the study were fifty (50) customers from SM San Mateo. The researchers
will find out the factors that gives an impact of customer perception. The researchers utilized a non-
probability sampling specifically a 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.

Data Gathering Procedure

The researchers sent a letter of invitation to the target respondents to allow the researchers to
conduct a survey to gather pertinent data for this study. The target participants were customers from
SM San Mateo. Upon securing the approval to conduct a survey from the respondent, the researchers
prepared the necessary researcher-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 readied and scheduled for the distribution of the
survey questionnaire forms. Before the actual survey, the researchers instructed the respondents to
answer each item as honestly as possible and upon completion, an immediate submission must be done.
Retrieval of the submitted SQ forms will then be kept securing the integrity and utmost confidentiality of
the responses.

Data Gathering Instrument

The researchers prepared the researchers-made survey questionnaire composed of eighteen

(18) items questions to be answered using a 5-point Likert scale: 5 as Strongly Agree (SA), 4 as Agree
(A), 3 as Undecided (U), 2 as Disagree (D), 1 as Strongly Disagree (SD).

The survey questionnaire has only one part and six criteria to be assessed. These are the
questions regarding the factors that gives impact of customer perception on customer loyalty in terms
of perceived value, perceived quality, and customer retention; and the level of customer perception on
the corporate social responsibility in terms of economic responsibility, ethical responsibility, and
commitment. The respondents will decide what each item means to them, each response will be very
pertinent without any biased opinion to gather needed data for this study.

Scale, Range, and Verbal Interpretation

Scale Range Verbal Interpretation

5 4.21 – 5.0 Strongly Agree

4 3.41 – 4.20 Agree

3 2.61 – 3.40 Undecided

2 1.81 - 2.60 Disagree

1 1.00 - 1.80 Strongly Disagree

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 the 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 on
the significant relationship between the impact of customer perception on customer loyalty and
corporate social responsibility.

Where:

N = total number of respondents

∑xy = sum of the products’ paired scores

∑x = sum of x scores
∑y = sum of y scores

∑x2 = sum of squared x scores

∑y2 = sum of squared y scores