They will get to know their customers more Since businesses are customer

They will get to know their customers more since

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They will get to know their customers more. Since businesses are customer-centric, this research will also give insights to the marketing staff, based from the respondents. It will help in collecting information on consumers from snowball sampling and contribute in making a customer-oriented business. Additionally, for new entrants who will be joining the industry, it will guide them to some helpful strategies that must be done and to know their future customers as well. For the current researchers, since their strand is Accountancy, Business and 11
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Management, the research will help the understand better and learn more about numerous factors to be considered when it comes to business industry. Lastly, it will help the customers in choosing the right brand that best suits them and in decision-making process regarding their shopping. It will serve as a guide for them so that they can evaluate brands, for example, through investigating the branding, quality, competitive advantage, and market differentiation. The locale of the study is around Ayala, Makati City, Philippines. The respondents were gathered through snowball sampling. Snowball sampling is a non-probability sampling technique where respondents are recruited from the researcher’s acquaintances. The participants were young professionals with age ranges from twenty-five (25) to forty (40) years old. 12
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Methodology Methodology Flowchart 13 START Formulate Survey Questionnaire No Is it Validated? END Interpretation Yes Analysis Data gathering
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The researcher chose a survey research design because it best served to answer the questions and the purposes of the study. The survey research is one in which a group of people or items is studied by collecting and analyzing data from only a few people or items considered to be representative of the entire group. The measurement device or instrument that will be used in this study will be questionnaire. The instrument was structured in the modified Likert fashion, on a 4 – point scale, ranging from “strongly agree” (SA), through “agree” (A), “disagree” (D) to “strongly disagree” (SD). Respondents were then instructed to respond to their degree of agreement with the statements contained in the instrument. In the validation process of this study, copies of the questionnaire and copies of the research questions were given to some young professionals. These experts went through the research questions and the questionnaire carefully ascertain the appropriateness and adequacy of the instrument. They suggested structuring the questionnaire in the Likert Scale, on a five-point scale instead of modified 4-point Likert Scale. Researcher prefers the modified Likert scale because according to normal Likert scale, strongly agree assigns 5 points, agree 4 points, undecided 3 points, disagree 2 points and strongly disagree 1 point. Many researchers and educationists feel that there is no logical enough reason to assign the weight of 3 points to somebody who is undecided on a given issue.
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