Chapter 2
METHODOLOGY
This chapter presents the research design, research locale,
respondents, research instruments, data gathering procedures, statistical
tools, and ethical considerations.
Research Design
This study utilized a quantitative approach specifically the descriptive
design. According to Sujarweni, V. W. (2016, p. 15) descriptive statistic
attempt to describe the various characteristics of data derived from a sample.
Descriptive statistic such as mean, median, mode, percentile, decile, quartile,
in the form of numerical analysis, drawing, or diagrams. Based on the
statements, descriptive research could be use to determine and descrvariable
characteristics of the variables. Similarly, Creswell (2014) stated that
descriptive research is designed to provide an accurate portrayal of
characteristics of a particular individual, situation, or group. He further
emphasized that this type of research focuses on answering the questions of
“what is” rather than “why it occurs,” making it valuable for understanding
existing phenomena. In addition, Sekaran and Bougie (2019) explained that
descriptive research is primarily concerned with finding out “what exists” in a
given situation by collecting quantitative data that describe the current state of
variables. They also noted that this method enables researchers to organize,
summarize, and interpret information to clarify patterns and relationships
within a population. Based on these statements, descriptive research can be
used to determine and describe the characteristics of the variables.
The descriptive design will be used to determine the extent of
customers’ satisfaction with food establishments’ practices, specifically in the
aspects of food preparation, cooking, serving, taste, freshness, and overall
quality between freshly cooked and pre-cooked food. The goal of this
research is to obtain an accurate understanding of customers’ perceptions
and satisfaction levels to identify which type of food preparation better meets
consumer expectations. Descriptive research is appropriate for this study
because it focuses on describing the characteristics of a population or
phenomenon as it naturally occurs, without experimental manipulation.
According to Creswell and Creswell (2018), descriptive research helps
researchers analyze current conditions and summarize findings that reflect
the actual situation. Similarly, Calderon and Gonzales (2019) emphasize that
descriptive design is used when the purpose is to determine the present
status of a group of people, an object, or a phenomenon. Moreover, Sujarweni
(2016) explains that descriptive studies allow researchers to collect
quantitative data that describe patterns, behaviors, and attitudes in a clear
and measurable form. Through this design, the study can provide a
comprehensive view of customers’ satisfaction levels, which will be beneficial
for food establishments seeking to enhance service quality and consumer
experience.
The use of the descriptive research design is appropriate for this study
because it aims to present a factual and accurate account of customers’
satisfaction without manipulating any variables. This design allows the
researcher to describe what exists in terms of attitudes, opinions, and
behaviors related to freshly cooked and pre-cooked food. According to Kumar
(2019), descriptive research provides a detailed portrayal of the existing
situation, which helps researchers understand relationships and trends among
variables as they occur naturally. Likewise, McCombes (2023) notes that
descriptive studies are effective for identifying patterns and characteristics in a
given population, making them ideal for assessing levels of satisfaction and
perception. In addition, Calderon and Gonzales (2019) emphasize that
descriptive design is particularly useful when the goal is to present current
conditions objectively, especially in social or consumer-based research.
Therefore, using this design enables the study to gather reliable, quantifiable
data on customer satisfaction that can serve as a basis for improvement in
food service management and product quality
Research Locale
The study was conducted in Barangay Sto. Niño, District Davao City,
located in Mindanao under Region XI, Philippines. Barangay Sto. Niño was a
large and progressive residential area with a total population of 20,934 based
on the 2020 census. Although it was situated outside the city’s central core, it
remained a highly urbanized community characterized by a mix of residential,
commercial, and institutional establishments.
Figure 2. Maps of the Philippines, Davao and Barangay Sto. Niño
The barangay’s diverse population and active local economy made it
an ideal setting for research on customer satisfaction regarding freshly
cooked and pre-cooked food. Residents frequently engaged with various food
providers, from small eateries to home-based sellers and online food delivery
services, allowing for a comprehensive assessment of consumer preferences
in terms of taste, texture, price, convenience, and perceived healthiness.
Moreover, the study focused on young adults and adults residing in
Barangay Sto. Niño who regularly purchased either freshly cooked or pre-
cooked food from local food establishments, eateries, and home-based
sellers. Respondents were randomly selected from various zones within the
barangay to ensure a balanced representation across age groups, income
levels, and food consumption habits. Their experiences and feedback
provided valuable insights into the factors that influenced customer
satisfaction, particularly in terms of taste, texture, price, convenience, and
perceived healthiness.
In addition, Barangay Sto. Niño was selected as the research site
because of its active engagement in food-related businesses and the limited
existing studies conducted at the barangay level on consumer satisfaction.
While many previous studies focused on broader city or regional contexts, this
research aimed to capture a more localized and community-based
perspective.
The findings were expected to contribute to a better understanding of
consumer preferences and to help improve the quality and marketing
strategies of both freshly cooked and pre-cooked food providers within similar
urban communities.
Research respondents
The respondents of this study consisted of 138 young adults and adults
(ages 18 to 40) who were residents of Barangay Sto. Niño, Davao City. The
sample size was determined using the Raosoft sample size calculator, based
on a 95 percent confidence level, a five percent margin of error, and a 90
percent response distribution.
In this study, the selection of respondents followed strict inclusion and
exclusion criteria to ensure that the data accurately represented the
experiences of the target population. The inclusion criteria were as follows:
the respondent had to be a resident of Barangay Sto. Niño; had to be within
the target age range of 18 to 35 years old; had to have purchased or
consumed either freshly cooked or pre-cooked food from local food
establishments or sellers; and had to voluntarily provide written informed
consent. The exclusion criteria were as follows: individuals who were outside
the specified 18 to 40 age bracket; individuals who were not current residents
of Barangay Sto. Niño; and individuals who had not purchased or consumed
freshly cooked or pre-cooked food within the study period.
To obtain the 138 respondents who met the specific requirements of
this research, purposive sampling (also known as judgmental sampling) was
employed. According to Nikolopoulou (2022), this sampling technique involved
selecting respondents who possessed characteristics relevant to the
objectives of the study. In purposive sampling, participants were deliberately
chosen based on their suitability to provide the needed information. In this
study, the researcher carefully selected respondents based on their direct
experience and familiarity with consuming either freshly cooked or pre-cooked
food within Barangay Sto. Niño. Using professional judgment, the researcher
identified and approached individuals who strictly met the inclusion criteria,
such as being residents within the target age range and having actual
experience in purchasing or consuming both types of food. This method
ensured that all respondents were highly relevant to the study’s aim of
understanding customer satisfaction in terms of taste, texture, price,
convenience, and perceived healthiness.
Research Instrument
The study utilized is a will find survey questionnaire as the primary
research instrument. This questionnaire was designed to measure the level of
customer satisfaction between freshly cooked and pre-cooked food in terms of
five major indicators: price, texture, convenience, perceived healthiness, and
overall satisfaction. The instrument was adapted and modified from validated
food quality and customer satisfaction surveys developed by previous
researchers such as Namkung and Jang (2007), Ryu et al. (2012), and Gagic
et al. (2013), who explored the relationship between food attributes and
consumer satisfaction in dining and food service settings. 
The questionnaire consisted of two parts. The first part gathered the
respondents’ demographic profile, including age, gender, occupation, income
level, and food consumption frequency. The second part measured
respondents’ satisfaction with freshly cooked food using a 5-point Likert scale,
where 5 meant Strongly Agree, 4 meant Agree, 3 meant Neutral, 2 meant
Disagree, and 1 meant Strongly Disagree. The items focused on specific
aspects of food satisfaction such as affordability, texture consistency,
accessibility, and perceived nutritional value.
Before data collection, the questionnaire underwent validation by three
experts in the fields of research, consumer behavior, and food service
management to ensure its content validity and relevance. After expert
validation, a pilot test was conducted among 20 selected respondents from a
similar barangay to evaluate the clarity, reliability, and internal consistency of
the instrument. The results of the pilot test were analyzed using Cronbach’s
Alpha, where a coefficient value of 0.70 or higher indicated acceptable
reliability, as suggested by Tavakol and Dennick (2011). Furthermore, the
responses were interpreted using the following Range of Means and Verbal
Interpretation to determine the overall level of customer satisfaction.
Range of Means Verbal Interpretation
4.21 – 5.00Very Satisfied
3.41 – 4.20Satisfied
2.61 – 3.40Moderately Satisfied
1.81 – 2.60Dissatisfied
1.00 – 1.80Very Dissatisfied
Through this instrument, the researcher was able to collect
reliable and comprehensive data that helped assess consumers’
satisfaction levels with freshly cooked and pre-cooked food in
Barangay Sto. Niño, Davao City..
Data Gathering Procedure
The researcher sought permission from the Barangay Sto. Niño
officials to conduct the study on customer satisfaction between freshly cooked
and pre-cooked food. Approval from the (appropriate academic or ethics
committee) was also obtained prior to data collection to ensure that all
ethical standards in research were properly observed. After the necessary
approvals had been secured, the researcher coordinated with the Barangay
Captain and officials of Barangay Sto. Niño, Davao City to formally request
authorization to conduct the survey among residents within the community.
Once approval from all concerned offices had been granted, the
researcher proceeded with the data collection. An Informed Consent Form
(ICF) was distributed to all qualified respondents, ensuring that their
participation was voluntary and that their responses remained confidential
and were used solely for academic purposes. Respondents who agreed to
participate signed the informed consent form before answering the survey
questionnaire.
The survey questionnaire, which assessed the respondents’ level of
satisfaction toward freshly cooked and pre-cooked food in terms of taste,
texture, price, convenience, and perceived healthiness, was administered
personally by the researcher and trained enumerators within the barangay.
The data were gathered through face-to-face distribution and retrieval of
printed questionnaires to ensure better response accuracy and clarity. To
minimize potential bias, respondents were given enough time and privacy to
answer the questions honestly.
The entire data-gathering process lasted for two weeks, allowing
sufficient time for the distribution, completion, and retrieval of all survey forms.
All collected responses were checked for completeness and encoded for
analysis. The researcher ensured that no identifying information was
collected in order to maintain the anonymity and confidentiality of all
participants. Finally, the data were tabulated, analyzed, and interpreted in
accordance with the sequence of research questions.
Statistical Tools
The researcher used the following statistical tools for data analysis:
Mean. The mean was used to determine the average level of customer
satisfaction toward freshly cooked and pre-cooked food. In this study, the
mean helped describe how satisfied the respondents were with the five
indicators—taste, texture, price, convenience, and perceived healthiness. It
also served as the basis for interpreting the overall level of satisfaction for
each type of food.
Ethical Considerations
The researcher ensured that all ethical standards were observed
throughout the study. To maintain research integrity, this research protocol
was submitted for review and approval by the (). The following ethical
principles guided the entire research process:
Social Value. The main objective of this study was to determine and
compare the level of customer satisfaction between freshly cooked and pre-
cooked food among residents of Barangay Sto. Niño, Davao City, based on
the indicators of taste, texture, price, convenience, and perceived healthiness.
The findings of this study were expected to contribute valuable insights to
local food businesses, entrepreneurs, and service providers to improve the
quality and satisfaction of their products. Moreover, the results were
anticipated to help local policymakers and business owners understand the
food preferences and satisfaction levels of consumers within the community,
which could have led to better product development, pricing strategies, and
service delivery. The dissemination and publication of this study—whether
local, regional, or national—was expected to further enhance the
understanding of food quality and satisfaction trends, thus adding to the
existing body of knowledge in the field of consumer behavior and food service
management.
Informed Consent. Before the data collection, the researcher sought
permission from the Barangay Captain and local officials of Barangay Sto.
Niño conducted the study within the area. After approval, the researcher
distributed an Informed Consent Form (ICF) to all respondents, explaining the
purpose, objectives, and procedures of the study, as well as their rights and
the voluntary nature of their participation.
Respondents were clearly informed that they could withdraw from the study
at any time without penalty. They were also assured that their responses
would remain strictly confidential and anonymous. The informed consent was
personally obtained from each respondent before the survey was
administered. For transparency, the ICF emphasized that no personal
identifiers, such as names or contact details, would be recorded or
published in the study results.
Risks, Benefits, and Safety
The researcher identified minimal to no risk associated with
participation in this study. Respondents were only asked to answer a
structured questionnaire regarding their satisfaction with freshly cooked and
pre-cooked food, which posed no physical, emotional, or psychological harm.
To minimize any inconvenience, the data collection process was
designed to take approximately 10–15 minutes per respondent. Respondents
were allowed to answer the questionnaire at their convenience. The potential
benefit for participants was an increased awareness of their own food
preferences and satisfaction levels, which could help them make more
informed choices as consumers. Furthermore, local food businesses and
service providers may benefit from the findings through improved food quality
and customer service practices.
Privacy and Confidentiality of Information
In compliance with the Republic Act No. 10173 or the Data Privacy Act
of 2012, the researcher ensured that all data collected remained confidential
and were used solely for academic purposes. No personal information that
could identify any respondent was collected in the survey form. Responses
were coded and stored securely in a password-protected database accessible
only to the researcher.
The results were reported in aggregated form to ensure anonymity and
prevent the identification of individual participants. Upon completion of the
study, all printed questionnaires were securely stored and later disposed of
properly to protect the confidentiality of the data.
Justice
The principle of justice was observed by ensuring that all respondents
were fairly selected based on the established inclusion and exclusion criteria.
The researcher did not coerce or pressure any individual to participate in the
study. Participation was voluntary and based solely on the respondent’s
willingness.
The researcher also ensured that respondents were treated equally,
regardless of their background, occupation, or socioeconomic status. All
participants were given the same set of questions and instructions to maintain
fairness and uniformity. The importance of honesty and sincerity in answering
the survey was emphasized before the respondents began completing the
questionnaire.
Transparency
Transparency was maintained throughout the entire research process.
The respondents were fully informed about the purpose, scope, and
procedures of the study prior to their participation. After the completion of the
study, the results and findings will be made available to the local barangay
officials and interested stakeholders through a summary report or
presentation.
Additionally, the researcher commits to sharing the findings through
academic presentations or research forums, both within and outside the
institution, to ensure the practical application of the study results in improving
food service and consumer satisfaction practices.
Qualification of the Researcher
The researcher is academically qualified to conduct this study, having
completed the required coursework and training related to research
methodology and consumer studies under the University of the Immaculate
Conception. The researcher also underwent research ethics orientation and is
guided by the principles and recommendations provided by the UIC-REC and
thesis adviser throughout the research process.
Adequacy of Facilities
The researcher ensured that all necessary resources and facilities for
conducting the study were available. Access to the UIC Library’s online
databases, including ProQuest and ERIC, provided reliable references for the
literature review. The researcher used a computer, printer, and stable internet
connection for questionnaire preparation, data encoding, and analysis. The
survey was conducted through face-to-face distribution of printed
questionnaires, ensuring that respondents without internet access could still
participate effectively.
Community Involvement
The researcher ensured active coordination with the Barangay Sto.
Niño officials and local residents throughout the conduct of the study. The
barangay officials were informed about the study’s purpose and progress to
ensure transparency and cooperation. After the study, the researcher intends
to share the results with community stakeholders through a forum or
presentation, allowing them to use the findings for potential improvements in
local food services and small business operations.
Furthermore, the researcher recognizes the responsibility to contribute
to the community’s development and the academic field by disseminating the
findings through research publications and conferences at local, national, or
international levels.