Practical Research 2

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FORMAT OF RESEARCH PROPOSAL AND TITLE DEFENSE FORMS (QUARTERLY ASSESSMENT) Date: 10-03-2019

A.Y. 2019 - 2020

PRACTICAL RESEARCH 2
Applied Subject
RESEARCH TITLE DEFENSE

_______________________________________________________________________________________

Grade and Section: 12 ABM - St. Margaret Clitherow Second Quarter

QUARTERLY ASSESSMENT NO. 1
Class No: G8 Name: De Guzman, Pauline Joy E.
SY 2019 – 2020
Class No: G12 Name: Gamban, Apryl Inna D. Date: September 23, 2019
Class No: G15 Name: Legaspi, Frances B.
Class No: G24 Name: Rocas, Trisha Mae C. Teacher: Mr. Norman Dionisio
_______________________________________________________________________________________
GRASPS FOR THE RESEARCH TITLE DEFENSE - ORAL PRESENTATION
GOAL ROLE AUDIENCE
To establish understanding of the range of research
Research Teacher, Co-
topics in the area of inquiry, the value of research in the Student-Researcher,
Student-Researchers,
area of interest, and the specificity of the problem posed Research Presentor
Panelist/Critic
through oral presentation (research title defense).
SCENARIO
In accordance to their strand, the students will establish understanding of the range of research topics in the area of
inquiry particulary in producing adequate quantitative and/or mixed methods research with intellectual honesty in their
chosen topic of interest an important part of oral research presentation, the title defense - a defense which presents
pieces of evidence for a research (through a research presentation and a proposal). Attached is the format of research
proposal and title defense forms.
PRODUCT – PERFORMANCE (PROCEDURES)
The class will be grouped of at most 4 members each. Each group was tasked to prepare and write a research
proposal according to their strand and to their chosen topic of interest with the guidelines of IMRAD Structure
(approach) research writing. With this, the student-researcher/s will defend their work through a research title defense
- oral presentation.
Title Defense General Guidelines:
(a) Students should prepare all the documents before the title defense (i.e. Research Proposal, Research Instrument,
Research Proposal Evaluation Form, Letter Request for Panel, etc.), these documents will be handed as well to the
panel (before the defense); (b) there will be only one (1) panel for the title defense aligned to the field of research
(discipline); (c) the schedule for the title defense will be the class schedule in Practical Research 2, and/or after the
class hours if needed (due to the schedule of the panel); (d) first-come-first-served basis in scheduling for title
defense; (e) there will be only 10 - 15 minutes to present your research proposal (for the title defense), all members
(student-researchers) should have their part in the presentation; and (f) the presentation should not be more than 10
slides (there will be a powerpoint slide format for the title defense presentation).
STANDARDS
Each indicator is worth fourth (4) points each in the group and four (4) points each for individual (refer to the scoring
rubric for oral presentation). The panel will only rate the research proposal evaluation form (page 3) and the scoring
rubric for oral presentation (note: leave blank the summary of scores, unless needed for scoring the presentation).
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September 23, 2019

Espiritu Santo Parochial School of Manila, Inc.
Manila City

Dear Ms. Dungca:

Praise be Jesus Christ, now and forever!

We have the honor to inform you that we, the student-researchers from Grade 12 - St. Margaret
Clitherow, presently taking up Senior High School under the Accountancy and Business
Management (ABM) Strand at Espiritu Santo Parochial School of Manila, Inc. In this connection, we
would like to inform you further that we are conducting our research entitled “The Relationship
between the Ambiance of Starbucks Café to the Customer Satisfaction Rate”.

In this regard, may we ask your generous assistance in evaluating our research proposal and as a
critic (panelist) for the title defense, any date from September 28, 2019 (Monday) to October 8, 2019
(Friday). Files (i.e. GRASPS, Research Proposal Evaluation Form, Scoring Rubric for Oral
Presentation, Research Proposal, Informed Consent, Research Instrument) will be handed in upon
the approval of this request. Your kind attention on the evaluation of the proposed research and as
critic (panelist) for the oral presentation to further improve the research process is highly
appreciated.

Thank you for your consideration and cooperation, as well as in the contribution in the evaluation of
the aforementioned research. Thank you very much for your help and assistance. More power and
God bless!

Sincerely yours,
De Guzman, Pauline Joy E.
Gamban, Apryl Inna D.
Legaspi, Frances B.
Rocas, Trisha Mae C.
Student-Researchers

Noted by:

Mr. Norman Patrick B. Dionisio

Subject Teacher, Practical Research 2

Action Taken:
_________ Approved _________________________
_________ Disapproved Signature Over Printed Name
Date:___________________
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RESEARCH PROPOSAL EVALUATION FORM

Personal Data:

Name:
Degree(s) Earned:

Field of Specialization: Present Position:

No. of Years in the Profession: Company/Institution:

Instructions: This questionnaire aims to evaluate the different parts of the research proposal. It is aimed at determining
the feasibility of the whole research project. Place your rating in the appropriate column if the research
complies with the designated item.

Rating Scale Valuation Range Interpretation Action

4 Highly Satisfactory 3.26 - 4.00 Very Acceptable Retain
3 Satisfactory 2.51 - 3.25 Acceptable Review (Optional Revision)
2 Moderately Satisfactory 1.76 - 2.50 Moderately Acceptable Revise (Slight Modification)
1 Needs Improvement 1.00 - 1.75 Fairly Acceptable Needs Critical Improvement

No. Items Rating Remarks (Suggestions for Improvement)

1 Does the proposed research title reflect the

connection between variables and the problem?
2 Are the reason(s) for undertaking the study set forth
clearly by the researcher(s)?
3 Are the gaps between the actual situation and the
desired situation established?
4 Does the statement of the problem show a
relationship between two or more variables?
5 Are the central and subproblems stated clearly and
unambiguosly?
6 Is there any reference to or discussion of related
literature/studies by other researchers?
Is the research design clearly stated and fully
7
described?

Is the research deisgn appropriate to the nature of

8
the problem and its solution?

9 Is the target population described?

10 Is the sampling adequate?

11 Are the statistical tools clearly specified?

Are the data gathering procedures correctly

12
utilized?
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13 Does the ethical concerns appropriately discussed?

Does the tone reflect the researchers’ objectivity

14
and scientific attitude?

Total Interpretation:

Average

Panelist/Critic
Signature over Printed Name

Date
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SCORING RUBRIC FOR ORAL PRESENTATION

Points

4 3 2

Exceptionally Evident Effectively Executed Passably Done

Total
Category Scoring Criteria Score
Points
GROUP SCORE

The type of presentation is appropriate for the topic and

4
Organization audience.

(12 points) Information is presented in a logical sequence. 4

Presentation appropriately cites requisite number of references. 4

Introduction is attention-getting, lays out the problem well, and

4
establishes a framework for the rest of the presentation.

Technical terms are well-defined in language appropriate for

4
the target audience.

Content Presentation contains accurate information. 4

(28 points) Material included is relevant to the overall message/purpose. 4

Appropriate amount of material is prepared, and points made
4
reflect well their relative importance.
There is an obvious conclusion summarizing the presentation. 4

Length of presentation is within the assigned time limits. 4

INDIVIDUAL SCORE

Speaker maintains good eye contact with the audience and is

Presentation
appropriately animated (e.g., gestures, moving around, etc.). 4
(12 points)
Delivery is poised, controlled, and smooth.
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Speaker uses a clear, audible voice. Good language skills and

4
pronunciation are used.

Visual aids are well prepared, informative, effective, and not

4
distracting. Information was well communicated.

Score Total Points

Reference: 2019 International Integrated Research Conference Proceedings Guidelines

Modified (Merged Criteria) on September 17, 2019

SUMMARY OF SCORES
Research Total
Group Presentation Discipline
Group Members Proposal*
Score (40) (12) (4)
Score
(14) (70)
Class No: G8 Name: De Guzman, Pauline Joy E.

Class No: G12 Name: Gamban, Apryl Inna D.

Class No: G15 Name: Legaspi, Frances B.

Class No: G24 Name: Rocas, Trisha Mae C.

*from Research Proposal Evaluation Form

(Computation = Total/4, then round-off to the nearest whole number)
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Proposed Research The Relationship between the Ambiance of Starbucks Café to the Customer
Title: Satisfaction Rate

Members: De Guzman, Pauline Joy E.

Gamban, Apryl Inna D.
Legaspi, Frances B.
Rocas, Trisha Mae C.
Grade and Section: St. Margaret Clitherow

Strand: Accountancy and Business Management (ABM)

Content

Introduction Our generation today is the era of cafes. Cafes can be found everywhere
(Background of the and it is expected to expand and grow in the future. Customers nowadays seek cafés
Study and Statement wherein they can unwind and enjoy their own and each other’s company. Ambiance
of the Research Gap): includes the aura of the place, the sounds and many more factors. This would be most
likely to be done in cafés that have known for outstanding ambiance and services.
Cafés are known for serving coffees and pastries and also a good place to relax and
enjoy. They comprise of everything that impresses the customers (Chiguvi, 2017).
According to Hunt (1977), a consumer is satisfied if their experience meets their own
standards and at least as good as it was supposed to be. Customer satisfaction is a
marketing term that measures how products or services supplied by a company meet
or surpass a customer’s expectation. Customer satisfaction is important because it
provides marketers and business owners with a metric that they can use to manage
and improve their businesses (Copley, 2017). According to Kasapila (2006), the
customers are seeking for convenience and different varieties but regardless to that,
studies shows that the satisfaction of the customers is based on their experience to the
place.

When you enter the Starbucks Café, the first thing that will get your attention
is the aroma of the coffee beans being brewed which builds an astonishing yet relaxing
essence to the café. The second is the cozy and the comfortable feeling that it has that
will make you feel at home. The atmosphere that it has that welcomes you to stay
longer and spend time inside the café. Starbucks began in 1971 by launching its original
store location in Seattle, Washington (Lemus, 2015). The Starbucks Corporation then
began to encounter true success in the U.S. marketplace in the 1970s and 1980s. In
the statistics of the Starbucks Corporation from The Statistical Portal, it shows that over
70% of Starbucks Sales is increasing in the past 10 years. This statistical data simply
shows that the people who are into coffee are increasing as time passes by.
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Although there were some researchers who made researches about this
study, the student-researchers’ study is still different due to the fact that this study has
a specific café and is only focused in the Starbucks Café.

Significance of the This research will benefit the café owners in order for them to have an idea
Study: on how to decorate or design the interior of their shop. The data that the researchers
have gathered consist of the personal preferences of the café customers in terms of
how they like the coffee shop’s ambiance would look like. Café owners can also use
the data as a basis on how they can improve the ambiance of their cafe to attract more
customers. It can also benefit interior designers so they can come up with a fresh, new
and innovative design that is inspired by the customer’s preferences together with the
café owner’s desired design. With the help of this research, it would be easier for the
designer to analyze and think of ways on how to captivate the customers. Another is
the students, a relaxing and a peaceful ambiance is really a must for café customers
most especially the students because that’s the place where some of them study and
do their school related works. With this research, students can now set the standards
in finding the workspace that they need. Café staffs should maintain everything in the
shop in order. With the help of the research study, staffs will now have an idea on how
they should put everything in place based on the customer’s wants and needs. This
research can also benefit future researchers so that they will be knowledgeable and
enlightened about the relationship of the ambiance to the customer’s satisfaction. This
study will be a useful reference and a basis for the future researchers who would plan
to make any related study and to scrutinize the knowledge that they already have.

Statement of the With this research, café owners will have an idea on how they can increase
Problem: the sales of their business through the help of the ambiance of their café. The main
objective of the researchers is to determine the relationship and effect of ambiance to
the satisfaction of the customers and how will these variables affect the business.
Ambient conditions affect the five senses of the customer’s mind (Zeitheml and Britner,
2003). The objective of this research is to study how can ambiance influence and how
can it contribute to the satisfaction of the customers at Starbucks Cafe. This study will
prove if ambiance can attract more customers to revisit a cafe.

In this research study, the student-researchers would like to answer the

following questions:
a.) Is there a significant relationship between the ambiance of Starbucks Café
to the satisfaction of the customers?
b.) What role does the ambiance have in Starbucks Café?
c.) How does ambiance affect the customers to revisit Starbucks Café?
Literature Review According to Merriam Webster, ambiance is a feeling or mood associated
(Synthesis): with a particular place. Ambiance is a loosely defined term which encompasses
numerous factors, such as social and physical surroundings, sound, temperature,
smell, color of the environment, duration, distractions, food and beverage color,
temperature, smell, and time of consumption (Stroebele & De Castro 2004). There are
many things that the customers consider. If you’re going to rate the ambiance of the
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entire restaurant or café, you should use your 5 senses. Some of it are appeal to the
senses, sight, touch, taste, smell and sound (Powell, 2014). Customer Satisfaction is
the priority for the growth of any organization. That’s why businesses also give attention
on how they will make their customer satisfied through their work and services that they
can lend. Customers focus on two things, location and the overall appearance of the
business. For the lighting, customers prefer something that is a combination of warm
colors because it gives them relaxation. While on the temperature, they want something
comfortable so they will feel relieved while they are in the cafe. The interior design is
also a factor for the customer to be satisfied. In the space of the business, customers
prefer a medium-size wherein 40-50 tables are fitted. Service quality and service scape
can contribute to the customer satisfaction and their behavior. Customers come back
to their favorite shops because of the ambiance that fulfills their satisfaction and gives
them different experiences.
Coffee proves to be an ideal beverage within a society. It can make an
interaction or communication be enhanced and more effective. It can also be the
comfort zone of other people when they are stressed. It is wildly believed that cafés
seem to become a familiar feature of people’s life, most people seem to spend their tea
time in cafés for meeting friends and for relaxation. The variables can really be seen
and identified based on the studies that the researches gathered. It is evident in the
other studies how the variables are connected with each other. Although some of the
studies’ weaknesses cannot easily be identified, the researchers noticed some; like
how unbalanced and biased some results were and not emphasizing the important
details of the study.
Research Design/ The researchers made use of the Quantitative Research Design. According to Babbie
Method: (2010), quantitative methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected through polls, questionnaires,
and surveys, or by manipulating pre-existing statistical data using computational
techniques. Quantitative research focuses on gathering numerical data and
generalizing it across groups of people or to explain a particular phenomenon. The data
collected must be unbiased, it should be measurable and valid. The researchers also
used the Correlational Design wherein it can show and measure the relationship
between the given variables of the research. A correlational study determines whether
or not two variables are correlated. This means to study whether an increase or
decrease in one variable corresponds to an increase or decrease in the other variable
(Kalla, 2011). The researchers will use a survey in conducting the study. Surveys are
often used when information is sought from a large number of people or on a wide
range of topics (where in-depth responses are not necessary). They can contain
yes/no, true/false, multiple choice, scaled, or open-ended questions — or all of the
above (Puckett, 2018). The advantage of a survey is that the respondents can answer
honestly because surveys provide anonymity. The information gathered was a self-
administered questionnaires made by the researchers to be given personally to the
respondents.
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Research Subject and The chosen place to conduct this study is at Starbucks Cafés in District IV,
Research Locale: Manila, Philippines due to the popularity and the relativity to this research. Specifically,
the researchers will be going to seven (7) Starbucks Cafés to conduct the study.
According to Burns and Grove (1997), a population is all elements (individuals, objects,
events or substances) that meet the sample criteria for inclusion in a study. In this
study, the population was defined as the adolescence may it be a male or a female that
goes to Starbucks Café. The respondents for the study will be students that range from
ages fifteen (15) to twenty four (24) years old. There will be five (5) respondents at all
District IV Starbucks Café. Therefore, the researchers will gather information from a
total of thirty-five (35) respondents. The researchers chose those people who are part
of the adolescence age because they are usually the ones that can be seen inside the
café studying, relaxing and eating or drinking.

Sampling Design: The researchers used a Non-Probability Sampling which is the

Convenience Sampling because the study will be conducted in the right place and time.
Convenience sampling (also known as availability sampling) is a specific type of non-
probability sampling method that relies on data collection from population members
who are conveniently available to participate in study (Saunders, Lewis & Thornhills,
2012). Convenience Sampling refers to the way of obtaining people who were most
conveniently available (Zikmund, 2003). With the use of this sampling technique, the
study will be completed quickly and efficiently as the questionnaires are only distributed
to the people conveniently. This research was conducted on a sample of the people in
which to represent the entire population, because it is very costly and time consuming
if the research is done on the entire population.
Data Collection The research instrument used in this research is a questionnaire, which is
Techniques: defined as technique of data collection in which each person is asked to respond to the
same set of questions in a predetermined order (Saunders, Lewis & Thornhill, 2012).
The type of research questionnaire used in this study is the self-administered
questionnaire. A self-administered questionnaire is a method to collect data wherein
the respondents read each of the survey questions and fill up the questionnaire
honestly based on their own opinion or experience. Questionnaires is a common yet
an essential tool for data collection because it is not expensive and it is efficient for a
large amount of respondents.

Data Analysis: Data analysis is the application of reasoning to understand the data that
have been gathered. In its simplest form, analysis may involve determining consistent
patterns and summarizing the relevant details revealed in the investigation (Zikmund
et al, 2009). In this research, thirty-five (35) copies of questionnaires will be distributed
and only the complete questionnaires will be analyzed. After all the data has been
collected, the researchers will use the Bivariate Analysis to analyze the data. According
to Sayad (2019), Bivariate Analysis is the simultaneous analysis of two variables
(attributes). It explores the concept of relationship between two variables, whether there
exists an association and the strength of this association, or whether there are
differences between two variables and the significance of these differences. In this
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study, the two (2) variables seen is the Ambiance and the Satisfaction Rate. The
Statistical Tool that will be used is the Pearson Product-Moment Correlation Coefficient
(r) (PMCC). According to Lane (2019), the Pearson product-moment correlation
coefficient is a measure of the strength of the linear relationship between two variables.
It is referred to as Pearson's correlation or simply as the correlation coefficient. If the
relationship between the variables is not linear, then the correlation coefficient does not
adequately represent the strength of the relationship between the variables. The
student-researchers will use Microsoft Excel because the formula for this statistical tool
is located there. Therefore, the answers will be more accurate and will be free from
wrong computations.

Ethical The answering of the research questionnaires require the respondents’

Considerations: honesty, unbiased opinions, and openness so that the results will be fair and objective.
The respondents have the rights to be informed of what the research is about, and to
provide confidentiality and anonymity among their personal information. Informed
consent is the major ethical issue in conducting a research. According to Armiger
(1997), it means that a person knowingly, voluntarily and intelligently, and in a clear
and manifest way, gives his consent. Informed consent means that the respondents’
right to autonomy is protected. The researchers made sure that the respondents were
informed of what the study is about and what will the researchers do with the data
gathered. The purpose why the study is being conducted was explained briefly so that
there will be no misunderstandings after the respondents will answer.

References: AbuThahir, S.B. and Krishnapillai, G. (2018). How does the Ambience of Cafe Affect
the Revisit Intention Among its Patrons? As on the Cafes in Ipoh, Perak. Retrieved from
https://www.matec-
conferences.org/articles/matecconf/pdf/2018/09/matecconf_mucet2018_05074.pdf.
Emir, O. (2016). A study of the Relationship between Service Atmosphere and
Customer Loyalty with Specific Reference to Structural Equation Modelling. Retrieved
from https://www.tandfonline.com/doi/full/10.1080/1331677X.2016.1195276.
Hosseini, Z. and Jayashree, S. (2019). Influence of the Store Ambiance on
Customer’s Behavior- Apparel Stores in Malaysia. Retrieved from
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.821.4924&rep=rep1&type=
pdf.
Lane, D. (2019). Online Statistics Education: A Multimedia Course of Study Retrieved
from http://onlinestatbook.com/2/describing_bivariate_data/pearson.html.
Tabish, M. (2018). Impact of Service Quality and Restaurant Ambiance on Customer
Loyalty: Measuring the Mediating Effect of Customer Satisfaction. Retrieved from
https://www.researchgate.net/publication/329829345_IMPACT_OF_SERVICE_QUAL
ITY_AND_RESTAURANT_AMBIANCE_ON_CUSTOMER_LOYALTY_MEASURING_
THE_MEDIATING_EFFECT_OF_CUSTOMER_SATISFACTION.
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INFORMED CONSENT

Date
Dear Respondents,

Greetings, praised be Jesus Christ!

We, the student-researchers from Espiritu Santo Parochial School taking up Senior High School under the
Accountancy and Business Management (ABM) Strand are conducting a research study about “The
Relationship between the Ambiance of Starbucks Café to the Customer’s Satisfaction Rate”. This research is
being conducted because we want to inform the café owners of the effect of the ambiance of their shop to the
satisfaction of their customers and their sales. In this connection, we have constructed a questionnaire to gather
information about our study. The chosen place to conduct this study is at Starbucks Café in District IV, Metro
Manila, Philippines due to the popularity and the relativity to this research. Your cooperation in participating in
this research as respondents of our survey is crucial because without it, the study will not be complete. With
your participation, the researchers will be able to acquire the data that they need in order to accomplish the
research.

We assure you that every information that you have given and all of your responses will be strictly confidential
between you and the researchers only.

Thank you so much for the time and effort that you have given. If you are interested in this research, we can
send you a copy of the results. Have a blessed day and God bless!

Sincerely yours,

PAULINE JOY E. DE GUZMAN APRYL INNA D. GAMBAN

Student-Researcher Student-Researcher

FRANCES B. LEGASPI TRISHA MAE C. ROCAS

Student-Researcher Student-Researcher

Noted by:

MR. NORMAN PATRICK B. DIONISIO

Subject Teacher, Practical Research 2
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We/I certify that We/I have explained the purpose of research to the participant and consider that she/he
understands what is involved and liberally consents to participate.

Researcher/s

De Guzman, Pauline Joy E. Legaspi, Frances B.

Student-Researcher September 23, 2019 Student-Researcher September 23, 2019

Gamban, Apryl Inna D. Rocas, Trisha Mae C.

Student-Researcher September 23, 2019 Student-Researcher September 23, 2019
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EDITED AND VALIDATED RESEARCH INSTRUMENT

RELATIONSHIP BETWEEN THE AMBIANCE OF STARBUCKS CAFÉ TO THE CUSTOMER’S

SATISFACTION RATE

Fill in the following information needed below.

Name (Optional): _________________________________ Sex: _______
Age: __________

General Directions: Please read each questions carefully and answer the questions by putting a
CHECK MARK (/) on the boxes provided below. Each questions must have ONLY ONE answer.

SECTION A: GENERAL INFORMATION

Q1 Which Starbucks location do you usually go to? Q3 How often do you visit this cafe?

SM San Lazaro Everyday

Pacific Suites, Dapitan St. 1-2 times a week

Padre Noval St. 3-4 times a week

UST Car Park 5-6 times a week

FEU Nicanor Reyes Ave.

I Tower Manila, P. Noval St. Q4 What is the purpose of your visit to this cafe?

Torre De Sto. Tomas Review

Others (please specify): _____________ Meals

Relaxation

Gatherings
Q2 What time do you prefer visiting this cafe?

Morning

Afternoon

Evening
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SECTION B: MULTIPLE CHOICE

Strongly Agree Fair Disagree Strongly
Agree Disagree
AMBIANCE

1. The cafe’s background music

is pleasing.

2. The cafe’s aroma is relaxing.

3. The cafe’s wall decorations

are visually attractive.

4. The cafe’s colors gives a

warm and comfortable
atmosphere.

5. The cafe’s lighting gives a

warm and comfortable
atmosphere.

6. The cafe provides sufficient

lighting to the customers.

7. The cafe’s seating

arrangement give enough space
for the customers.

8. The cafe allows the customers

to move easily.

9. The cafe’s environment is

clean and tidy.