Research Methodology on Customer Perception
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kyla deguzmanResearch Methodology on Customer Perception
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kyla deguzman- Research Methodology
Common questions
Powered by AICollecting both qualitative and quantitative data is essential to offer a comprehensive understanding of customer perceptions. Qualitative data provides context and deeper insights into customer motivations and attitudes, while quantitative data offers measurable evidence and the ability to generalize findings, thus creating a well-rounded view of customer perceptions regarding corporate social responsibility .
The Pearson Coefficient of Correlation helps in quantifying the degree and direction of the relationship between customer perception and loyalty. By calculating the correlation coefficient, the study determines whether changes in customer perception are significantly associated with changes in customer loyalty .
Maintaining confidentiality ensures the integrity of the study and protects respondent privacy, which can increase participant honesty and response accuracy due to the assurance that their information will not be misused or disclosed improperly .
Descriptive research design facilitates understanding by allowing researchers to observe and quantify variables associated with customer perceptions in a real-world setting like SM City San Mateo. It provides structured data collection and analysis, which aids in identifying patterns and making inferences about customer behavior and expectations .
A 5-point Likert scale allows for a nuanced measurement of customer perceptions, providing a range of responses from strongly disagree to strongly agree. This helps in capturing the intensity of customer sentiments and facilitates a more detailed statistical analysis of the data .
Using Google Forms in distributing surveys enhances data collection efficiency by allowing for quick and broad distribution to the target respondents with minimal cost and effort. It enables easy collection and organization of responses, thereby speeding up data analysis and potentially increasing response rates due to convenience for respondents .
Purposive sampling enhances research integrity by selecting respondents based on criteria relevant to the research objectives, which reduces biases. By choosing participants who are directly related to the research topic, such as customers of SM City San Mateo, the findings are more likely to be specific and relevant .
The quantitative-descriptive research method allows for the identification of patterns and relationships through the analysis of numerical data, which can lead to findings that are generalizable to a larger population . However, its limitations include a lack of depth in understanding the underlying reasons for customer perceptions and behaviors, as it does not involve qualitative data that could provide more context and insight .
Choosing SM City San Mateo as the research locale is crucial because it provides direct access to the target population, namely the customers of this specific commercial establishment. This accessibility improves the accuracy of data collection concerning customer perceptions of loyalty and corporate social responsibility, making the findings more applicable to the study's primary focus .
Selecting a non-probability purposive sampling technique minimizes bias by involving participants who meet specific criteria set by the researchers, ensuring that the sample is relevant to the research questions and thus reducing the potential for irrelevant or skewed data .
