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    Chapter 3

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    anale candame
    This chapter outlines the methodology used for the study. It describes a descriptive research design to study the marketing strategy and customer satisfaction of PMJ's Cakes and Caterings. Questionnaires were distributed to 30 customers and interviews were conducted with experts to understand customer opinions. The respondents were customers of PMJ's Cakes and Caterings located in Polomolok, South Cotabato. Weighted mean was used to analyze the data collected.

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    Chapter 3

    Uploaded by

    anale candame
    191 views3 pages
    This chapter outlines the methodology used for the study. It describes a descriptive research design to study the marketing strategy and customer satisfaction of PMJ's Cakes and Caterings. Questionnaires were distributed to 30 customers and interviews were conducted with experts to understand customer opinions. The respondents were customers of PMJ's Cakes and Caterings located in Polomolok, South Cotabato. Weighted mean was used to analyze the data collected.

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    This chapter outlines the methodology used for the study. It describes a descriptive research design to study the marketing strategy and customer satisfaction of PMJ's Cakes and Caterings. Questionnaires were distributed to 30 customers and interviews were conducted with experts to understand customer opinions. The respondents were customers of PMJ's Cakes and Caterings located in Polomolok, South Cotabato. Weighted mean was used to analyze the data collected.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    191 views3 pages

    Chapter 3

    Uploaded by

    anale candame
    This chapter outlines the methodology used for the study. It describes a descriptive research design to study the marketing strategy and customer satisfaction of PMJ's Cakes and Caterings. Questionnaires were distributed to 30 customers and interviews were conducted with experts to understand customer opinions. The respondents were customers of PMJ's Cakes and Caterings located in Polomolok, South Cotabato. Weighted mean was used to analyze the data collected.

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    CHAPTER 3

    METHODOLOGY

    This chapter presents method and approaches of research used in

    conducting this study. It shows the research design, research local, research

    instrument and research respondents.

    3.1. Research design

    This study uses descriptive research design to determine the PMJ’s

    Cakes and Caterings: marketing strategy and customer satisfaction. The

    design is appropriate for the study because the researchers solely interested

    in describing situation or case under the research study. It is a theory-based

    research design which is created by gather, analyze and presents collected

    data. By implementing an in-depth research design such as this, the

    researchers can provide insights into the why and how of research. Ethridge,

    D.E. (2004) “Research Methodology in Applied Economics” John Wiley &

    Sons, p.24 says that 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, while analytical research

    attempts to establish why it is that way or how it came to be”. Fox, W. & Bayat,

    M.S. (2007) “A Guide to Managing Research” Juta Publications, p.45 says that

    descriptive research is “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”.

    The research utilizes quantitative research because it is implemented in cases

    where it is important for a researcher to have statistical conclusions to collect

    actionable insights.

    Research Locale

    The business that researchers chosen is the business where located

    near the researchers school. This business is now having the name as PMJ’s
    Cakes and Caterings at Neptune Street, Sanchez Subdivision, Polomolok,

    South Cotabato.

    Research Instrument

    Questionnaires are helpful to be able to find out the different opinions of

    every participant of the study. The questionnaire purely talks about the

    marketability of PMJ’s Cakes and Caterings and its factors that affect the good

    performance of service in the food chain industry. 30 questionnaires were

    made for the 30 target respondents.

    Interview is another instrument that is accurate and efficient. Especially,

    when the person is an expert of the given field you wish to discuss. Structured

    interview is one of the types of interviews that have a list of questions to be

    answered by the interviewee as confident as he can.

    The researcher used purposive research design which is a non-

    probability sample that is selected based on characteristics of a population

    and the objective of the study.

    Research Respondents

    The respondents of the study are the customers of PMJ’s Cakes and

    Caterings which is relevant to the case and the resident entrepreneurs of

    different stalls in the said establishment. By this, the researchers will be able

    to know if customers took importance of the topic.

    Statistical Treatment

    Weighted Mean was used to determine the assessment of the

    respondents with regards to their personal perception. The statistical

    techniques used were weighted mean formula:

    N = Total number of respondents

    Xn = ratings

    Formula:
    X 1 ( Y 1 ) + X 2 ( 2 ) + X 3 ( Y 3 )+ X 4 (Y 4)
    WM=
    N

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