chapter 5

1. Chapter 3
Method and Procedure
This chapter represents the research methods used in the study, the
respondents, sample and sampling technique, research instruments and techniques,
data gathering procedures and statistical treatment used in the analysis.
Method of Research
The method involves in this study is qualitative which describes in details the
specific situation of the study using research tools like interviews, surveys and
observations. This type of research methods will gain an understanding the local
markets demographics of the leading coffee shop – Starbucks. This will analyzed the
quality of service and physical ambience of the outlet as perceived by the Fernandinos.
The researchers will conduct individual interview to study the thoughts and
opinions of the customers. Thru this method the researchers could understand the
behavior of the market which later is useful in providing better service for the customers.

2. Respondents of the Study
The respondents of the study will target the group of youth, middle and higher
class and most with the age bracket of 16 – 24 year old.
The leading coffee shop in San Fernando attracts students and working adults
and will play an important role as respondents of exploring quality service and physical
ambience of the establishment being studied.
The respondents will answer the study of the researchers in determining if quality
of service and physical ambience affects the frequent visits of the customers.
Sample and Sampling Technique
The researchers will use the probability sampling techniques – random sampling
by selecting a sample giving each sample unit an equal chance to be interviewed. The
technique is systematic; gather equal data and no bias in the study.

3. Research Instrument and Technique
Data Gathering Procedures
The data this research were collected using a survey questionnaire. The survey was
created using suitable questions modified from individual questions formed by the
researcher. In the questionnaire, scale was used to determine if the respondent agreed
or disagreed in a statement.
Statistical Treatment
The researchers will refer to the procedures and techniques used in the
collection, presentation, analysis of data. Since survey questionnaire will be used thus
collecting and analyzing of data can help draw a conclusion of the study based on the
collected survey from the respondents. From the sample data, the researchers could
determine the factors which can affect the results of the study in determining the
reasons of frequent visits of customers in the leading coffee shop in San Fernando.