Chapter 3

RESEARCH METHODOLOGY

This chapter presents the method and explains the procedure used in

the particular study. It deals primarily with the research design, population and

sampling, data gathering procedure, data gathering instrument and statistical

treatment of data.

Research Design

Descriptive Research method was used in this study to determine the

effect of Marketing Mix of McDonald’s in Barangay Labuin Santa. Cruz, Laguna

to the customer satisfaction of selected Grade 12 Senior High School students

of Laguna State Polytechnic University - Santa Cruz Campus.

Descriptive research can be explained as a statement of affairs as they

are at present with the researcher having no control over variable. Moreover,

“descriptive studies may be characterized as simply the attempt to determine,

describe or identify what is.” It is also “aimed at casting light on current issues

or problems through a process of data collection that enables them to describe

the situation more completely than was possible without employing this

method” (Dudovskiy, 2019).

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Respondents of the Study

The samples in the study were eighty-seven (87) customers of the well-

known fastfood restaurant chain, McDonald’s which is located in Barangay

Labuin Santa Cruz, Laguna. These respondents were taken from the

population of three hundred thirty-four (334) Grade 12 Senior High School

students of Laguna State Polytechnic University – Santa Cruz Campus.

Sampling Technique

After determining the sample size, purposive sampling was used to

choose the respondents who will determine the effect of Marketing Mix of

McDonald’s in Barangay Labuin Santa. Cruz, Laguna to the customer

satisfaction of selected Grade 12 Senior High School students of Laguna State

Polytechnic University - Santa Cruz Campus.

Purposive sampling, as stated by Foley (2018), is a form of non-

probability sampling in which researchers rely on their own judgment when

choosing members of the population to participate in their study. This sampling

method requires researchers to have prior knowledge about the purpose of

their studies so that they can properly choose and approach eligible

participants. Researchers use purposive sampling when they want to access a

particular subset of people, as all participants of a study are selected because

they fit a particular profile.

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Data Gathering Procedure

The researchers studied the identified research problem and proceeded

in the construction of the first three (3) chapters of the study. Afterwards, the

researchers used questionnaires - checklist as the research instrument. The

respondents were instructed to carefully answer the questions; they were given

a limited time allotment to finish answering the questions. Then, the

questionnaires were collected for tabulation, analysis and interpretation.

Data Gathering Instrument

Questionnaire - checklists were used to collect the specific and definite

set of answers in the study. The questionnaire – checklists were organized to

collect primary data. The questionnaire – checklist constitutes of two (2)

sections. The first part is composed of statements regarding the Marketing Mix

which includes the Product, Price, Place and Promotion of the said fast food

chain restaurant which will be answered by the chosen respondents according

to the following Likert Scale:

Table 1. Likert Scale for the Status of Marketing Mix in terms of Product
Scale Range Remarks Verbal Interpretation
5 4.20-5.00 Strongly Agree Very High
4 3.40-4.19 Agree High
3 2.60-3.39 Moderately Agree Moderately High
2 1.80-2.59 Disagree Low
1 1.00-1.79 Strongly Disagree Very Low
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Table 2. Likert Scale for the Status of Marketing Mix in terms of Price
Scale Range Remarks Verbal Interpretation
5 4.20-5.00 Strongly Agree Very High
4 3.40-4.19 Agree High
3 2.60-3.39 Moderately Agree Moderately High
2 1.80-2.59 Disagree Low
1 1.00-1.79 Strongly Disagree Very Low

Table 3. Likert Scale for the Status of Marketing Mix in terms of

Place/Distribution
Scale Range Remarks Verbal Interpretation
5 4.20-5.00 Strongly Agree Very High
4 3.40-4.19 Agree High

3 2.60-3.39 Moderately Agree Moderately High

2 1.80-2.59 Disagree Low

1 1.00-1.79 Strongly Disagree Very Low

Table 4. Likert Scale for the Status of Marketing Mix in terms of Promotion
Scale Range Remarks Verbal Interpretation
5 4.20-5.00 Strongly Agree Very Effective
4 3.40-4.19 Agree Effective
3 2.60-3.39 Moderately Agree Moderately Effective
2 1.80-2.59 Disagree Less Effective
1 1.00-1.79 Strongly Disagree Not Effective
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The second part of the questionnaire is about the customer satisfaction

in terms of service quality and food quality of selected Grade 12 Senior High

School students of Laguna State Polytechnic University - Santa Cruz Campus

towards the Marketing Mix of McDonald’s, Barangay Labuin Santa Cruz,

Laguna.

Table 5. Likert Scale for the Level of Customer Satisfaction in terms of

Service Quality
Scale Range Remarks Verbal Interpretation

5 4.20-5.00 Very Satisfactory Very High

4 3.40-4.19 Satisfactory High

3 2.60-3.39 Moderately Satisfactory Moderately High

2 1.80-2.59 Unsatisfactory Low

1 1.00-1.79 Strongly Unsatisfactory Very Low

Table 6. Likert Scale for the Level of Customer Satisfaction in terms of

Food Quality
Scale Range Remarks Verbal Interpretation

5 4.20-5.00 Very Satisfactory Very High

4 3.40-4.19 Satisfactory High

3 2.60-3.39 Moderately Satisfactory Moderately High

2 1.80-2.59 Unsatisfactory Low

1 1.00-1.79 Strongly Unsatisfactory Very Low

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Research Time Frame

Nov -
Activities Aug Sep Oct Mar Apr
Feb
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
A. Planning
1. Looking
for a Problem
2. Problem
Definition
3. Title
Proposal
B. Developing
Chapters 1 - 3
C.
Questionnaire
Formulation
D. Thesis
Proposal
E. Revisions
of Chapters 1
–3
F. Testing and
Evaluation
1.
Questionnaire
Revisions
2. Collection
of Data
(Survey)
3. Statistical
Treatment
4. Data
Interpretation
G. Findings
and
Conclusion(s)
H.
Recommen-
dations
I. Final
Defense
J. Editing and
Final Revision
K. Submission
of Final Copy
Figure 2. Gantt Chart
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Statistical Treatment of Data

The obtained tabulated data was treated statistically with the use of

Mean, Standard Deviation and T-Test to determine the effect of Marketing Mix

of McDonald’s in Barangay Labuin Santa. Cruz, Laguna to the customer

satisfaction of selected Grade 12 Senior High School students of Laguna State

Polytechnic University - Santa Cruz Campus.

Table 7. Statistical Treatment

Formula Function
Mean To calculate the average level of the Marketing Mix of
McDonald's in Barangay Labuin Santa Cruz, Laguna
and the customer satisfaction of selected Grade 12
Senior High School Students of Laguna State
Polytechnic University - Santa Cruz Campus.
Standard Deviation To determine the variability of the responses of the
sample obtained from the population of Grade 12
Senior High School Students of Laguna State
Polytechnic University - Santa Cruz Campus.
T-test To determine whether there is a significant effect
between the Marketing Mix of McDonald's in Barangay
Labuin Santa Cruz, Laguna and the customer
satisfaction of selected Grade 12 Senior High School
students of Laguna State Polytechnic University -
Santa Cruz Campus.