Chapter IV

CHAPTER 4
RESEARCH METHODOLOGY
Research Design
The researchers used comparative research design to identify and
analyze the relationship between the dependent and independent variables in the
study. The researchers anticipate to identify the customer’s preferred platform
between Facebook and Instagram on their purchasing preferences, the study
expects to compare the two (2) said social media platforms on which of the two
are the most preferred to use by the respondents/customers.
Population Selection
Respondents on this study are online shoppers who make purchases
using social media platforms such as Facebook and Instagram. Questionnaires
in which they are asked questions about their online shopping experiences. The
survey questionnaire will be given to 100 customers on both mentioned
platforms, to determine which platform is preferred by the customers.
Data Collection
For this research, the researcher chose the convenience technique as the
sampling method. It would be appropriate to ask potential participants who they

know who might fit the profile that the researcher is looking for. As a data
collection strategy Google's online survey form will be used to collect the data
and conduct the study the researchers picked this type of dissemination of
survey questionnaire because it is one of the safest ways to acquire information
during a pandemic. The researchers will conduct a survey of a chosen readily
available element, nearby or willing to participate. Respondents must fill out basic
personal information as well as answer specific questions about the research
topic in the survey. The results of the surveys are intended to assist researchers
in getting a greater understanding of the respondents' opinions.
Research Instrument
This study used the researcher provided open-ended survey item for
the respondents to evaluate the Service quality and the Product quality of their
chosen platform in order to achieve the purpose of the study which is to know
The Comparative Analysis of Facebook and Instagram: Customer’s preferences
in terms of Purchasing Online.
According to the researcher, respondents can answer this set of questions
in whatever manner they like, and it is both positively and negatively phrases
since the researcher wants to gather the respondent's honest responses. The
researchers used questionnaires through google forms and conduct an online
survey. the researcher we gather our data needed by having a questionnaire that
consist of three (3) Parts.

Part I the researcher will ask for the profile of the respondents, it will
determine the age, gender, Employment status, Platform that they used in
Purchasing online.
Part II is the tool for the researcher to determine the service quality and
product quality of the chosen platform, this will be the evaluation tool of the
respondent to evaluate performance level of the chosen platform using liker
scale.
Part III this tool is used to determine the level of satisfaction of the
respondent to their chosen platform by rating 1-5, where 1 is the highest and 5 is
the lowest, also to get their opinion for the improvement of the chosen platform.
The questions are in combination of recognition, completion, subjective and
coding type. Then, the scale we used in this research is Likert Scale, so that it
will be easier for the respondent to express the view point on a topic.
Statistical Treatment
The data collected from the questionnaire was meticulously recorded in
tables, analyzed, and interpreted based on the statistical treatment results.
To determine whether there are statistical differences in their study, the re
searchers decided to use an independent sample T-test to compare the means o
f two separate groups whose results are the preferences of Facebook and Instag
ram customers.
The T-test was used to calculate the difference between the two variables.
The T-test compares two averages, which are the mean, and tells you if they
differ. The T-test also informs the researcher in this study about the significance
of the differences. In other words, it tells you whether the differences could have
occurred by chance.
Mean. This refers to the arithmetic mean (average) of the distribution.
The formula applied was:
∑x
x=
N
where:
x is the mean
∑ x is the sum of the scores
N is the number of respondents
Standard Deviation. This was used to assess the variability of the scores
between Instagram and Facebook. The formula was:
s=
√ ∑ f (x−x 1¿ ) 2 ¿
n−1
where:
s is the standard deviation

f is the frequency
x is the class mark (score of the respondents)
x 1 is the mean
n is the number of the respondents
T-test for Independent Samples. It was used to assess whether the

means of the two groups are reliably different from each other. It also
identified if the null hypothesis is supported. The formula applied is:
x 1−x 2
t=
SS1 + SS2 1 1
√ [ ][ + ¿ ]¿
( N 1 + N 2 ) −2 N 1 N 2
where:
t is the t-test result for the independent samples

x 1 is the mean of the first group
x 2 is the mean of the second group
SS1 is the sum of the squares of the first group
SS2 is the sum of the squares of the second group
N 1 is the number of respondents in the first group
N 2 is the number of respondents in the second group
The Percentage formula will be used to determine the frequency of each

respondent's responses, as shown below:
F x 100
P=
N
where:
P is the Percentage
F is the Frequency
N is the Total Number of Respondents

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CHAPTER 4

The researchers used comparative research design to identify and

study. The researchers anticipate to identify the customer’s preferred platform

between Facebook and Instagram on their purchasing preferences, the study

are the most preferred to use by the respondents/customers.

Respondents on this study are online shoppers who make purchases

using social media platforms such as Facebook and Instagram. Questionnaires

survey questionnaire will be given to 100 customers on both mentioned

platforms, to determine which platform is preferred by the customers.

sampling method. It would be appropriate to ask potential participants who they

survey questionnaire because it is one of the safest ways to acquire information

during a pandemic. The researchers will conduct a survey of a chosen readily

personal information as well as answer specific questions about the research

in getting a greater understanding of the respondents' opinions.

The Comparative Analysis of Facebook and Instagram: Customer’s preferences

in terms of Purchasing Online.

According to the researcher, respondents can answer this set of questions

researchers used questionnaires through google forms and conduct an online

consist of three (3) Parts.

respondent to evaluate performance level of the chosen platform using liker

The questions are in combination of recognition, completion, subjective and

The data collected from the questionnaire was meticulously recorded in

tables, analyzed, and interpreted based on the statistical treatment results.

Mean. This refers to the arithmetic mean (average) of the distribution.

The formula applied was:

s is the standard deviation

T-test for Independent Samples. It was used to assess whether the

t is the t-test result for the independent samples

SS1 is the sum of the squares of the first group

SS2 is the sum of the squares of the second group

N 1 is the number of respondents in the first group

N 2 is the number of respondents in the second group

The Percentage formula will be used to determine the frequency of each

N is the Total Number of Respondents

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