Chapter 3

RESEARCH METHODOLOGY

This chapter introduces the process to be used by the researchers in conducting

the study, specifically in the terms of research design, research environment,

respondents, instruments, procedures for gathering data, and statistical treatment used

for data analysis.

Research Design

This study uses the quantitative style of research for its reliance on answered

survey questionnaires. The analysis proceeds by using statistics, tables, or charts,

discussing how what they show relationship to the hypothesis. It will focus on utilitarian

and hedonic orientations, and their awareness of the risks in online shopping. For

qualification, follow-up interviews will be conducted to each respondents. Through this,

themes or generalizations may be extracted.

Research Environment

The locale of the study will be Cebu City National Science High School.

Cebu City National Science High School is one of the pioneering science schools

in Cebu City and is known to be academically competent. It is located at 6000 Salvador

St., Cebu City. It consists of both Junior and Senior High school. Each batch has

approximately 175 students with an average class size of 35 students.

 Figure 2. Location Map of Cebu City National Science High School

As Generation Z’s and a part of an urban community, the students of CCNSHS

always goes with the trend. Since students in this school are perceived to be generally

internet-savvy, these online shopping sites are frequented by students in their teens for

utilitarian or hedonic purposes.

Research Participants

Since teens are frequent in surfing the internet, they are have //more access to//

to online shopping sites. The participants of the study will be the chosen Grade 11

Senior high school students with ages ranging from 16-18. Moreover, the should also

have been associated and have been involved in buying online for at least three times.

Five to ten participants will be considered without considering their gender.

Research Instrument

The first instrument to be used in this research study is a survey composed of six

questions (see appendix A). The second instrument to be used in this research is an

interview with three open-ended questions for follow-up (see appendix B).
Data Gathering Procedures

Data Analysis

Ethical Considerations

Throughout the entire extent of conducting the study, the researchers will

guarantee the compliance of the three basic principles stated in the Belmont Report

(1974), namely:

1. Respect signifies protecting the autonomy of the people involved and

courteous treatment will be given. The researchers will ensure to provide informed

consents to to grant autonomy when needed. The researchers will make sure the

respondents

1.
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Appendices

5 4 3 2 1

2
3