Marketing Strategies Chapter 2

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  • Topic: Rizal, Metro Manila, Marikina City
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Marketing Strategies of Catering Firms
In Selected Towns in Rizal

Chapter
2

This chapter present the RESEARCH METHOD, SETTING OF THE STUDY, SUBJECT OF THE STUDY, SOURCES OF DATA, PROCEDURE OF THE STUDY, and STATISTICAL TREATMENT

MEMBERS:

Genesis Garcia
Rosalie Relloma
Ma. Luz Noromor
Mary Jane Gonzales
Erllene Eris Astorga

RESEARCH METHOD

Basically, the Descriptive method of research will be utilized in the study since it is designed for the investigation or to gather information about present existing conditions. [1]This will be done by gathering the descriptive data through the use of researcher-made questionnaires.

Manuel and Medel(1990) defined Descriptive Research as a research that describes ‘what is’. It involves the description, recording analysis, and interpretation of the present nature, composition or how a person, group or thing behaves or functions in the present. It often involves some type of comparison or contrast.[2]

According to Polit and Hungler(1999), Descriptive Research describes what exists and may help to uncover new facts and meaning. The purpose of Descriptive Research is to discover, describe and document. Aspects of a situation as it naturally occurs.[3]

In other words, Dsescriptive Reserch design is a valid method for researching specific subjects and as a precursor to more quantitative studies. Whilst there are some valid concerns about the statistical validity, as long as the limitations are understood by the researcher, this type of study is an invaluable scientific tool.[4]

Its common means of obtaining information include the use of the questionnaire, personal interviews with the aid of study or interview schedule, and observation, either participatory or not. Descriptive Research includes studies that gives meaning to the quality and standing of facts that are going on. For instance, the information about a group of person, a number of objects, a set of conditions, a class of events, a system of thought or any other kind of phenomenon or experience which one may wish to study.[5]

This method will be appropriate and used in the study because it is concerned with the conditions that exist and help to answer the questions involving the Marketing Strategies of Catering Firms in selected towns in Rizal.

SETTING OF THE STUDY

This study will be conducted in selected towns in Rizal.

Rizal is a province located in the CALABARZON, just 16 kilometers east of Manila. The province was named after the country's national hero,José Rizal. Rizal Governor Dr. Casimiro Ynares III on June 17, 2008 announced the transfer of the Capitol from Pasig. Its P 270-million capitol building, constructed in Antipolo by Ortigas & Co., owner thereof, was completed by December of that year. Built on 5-hectare lot at the Ynares Center, it employs 2,008 employees. The New Capitol was successfully inaugurated on March 4, 2009, bringing back the Capitol Building inside the provincial territory, from which it was absent for 33 years (when Pasig was incorporated into Metro Manila).

Rizal is bordered by Metro Manila to the west, the province of Bulacan to the north, Quezon to the east and Laguna province to the south. The province also lies on the northern shores of Laguna de Bay, the largest lake in the country.

Rizal is a mountainous province perched on the western slopes of the southern portion of the Sierra Madre mountain range. Antipolo boasts of a wonderful view of Metro Manila and it is where Hinulugang Taktak, a waterfall popular with tourists, can be found. The Rizal Province will be accessed by the future C-6 Road connecting the provinces of Bulacan and Cavite and cities of Taguig (beside Laguna de bay), Parañaque and Muntinlupa which are located within Metro Manila. [6]

The selected towns to be involved in the study are Tanay, Taytay, Angono, Binangonan, and Cainta.

Tanay is a first class municipality in...
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