Special Paper Template

Document Code: DCAVRKMI-F-URFR
MANUEL S. ENVERGA UNIVERSITY FOUNDATION

Lucena City Document Title: Graduate Research Proposal
An Autonomous University Page No.: Page 1 of 21
Revision No.: 0
DR. CESAR A. VILLARIBA RESEARCH AND Effectivity Date: August 2017
KNOWLEDGE MANAGEMENT INSTITUTE Prepared by: DCAVRKMI
Reviewed by: QMR
QUALITY FORM Approved by: President
(Sample Title Page)
MARKETING STRATEGIES EMPLOYED BY SELECTED COFFEE
SHOPS IN LUCENA CITY
A Special Paper
Presented to the Faculty of the Institute of Graduate Studies and Research
Manuel S. Enverga University Foundation
Lucena City
In Partial Fulfillment of the Requirements
for the Degree Master in Business Administration
by
Czarina C. Jaballa
December 2018
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Reviewed by: QMR
Approval Sheet
This special paper hereto entitled:
MARKETING STRATEGIES EMPLOYED BY SELECTED COFFEE
prepared and submitted by CZARINA C. JABALLA in partial fulfillment of the
requirements for the degree Master in Business Administration has been examined and
recommended for acceptance and approval.
CLAUDIA ODETTE J. AYALA, PhD
Adviser
Accepted and approved in partial fulfillment of the requirements for the degree Master in
Business Administration.
BENILDA N. VILLENAS, PhD
Dean, Institute of Graduate Studies and Research

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Table of Contents
Page
Title Page 1
Approval Sheet 2
Table of Contents 3
List of Figures and Tables 5
Acknowledgments 7
1. Abstract 8
2. Background 9
a. Rationale of the Research 9

b. Purpose of the Research 14
c. Theoretical Framework 15
d. Literature Survey 19
e. Significance of the Research 27
f. Statement of Desired Outcomes 37
g. Target Beneficiaries of Research Results 41
h. Definition of Terms 42
i. Scope and Limitations of the Study 43
3. Description of Method or Approach 43
a. Research Design/Research Instrument/Data Gathering Procedures 43

b. Respondents /Units of Analysis/Subjects of the Study 44
c. Research Locale/Site 44
d. Assumptions or Hypotheses 45
e. Data Analysis Plan 46
f. Research Paradigm/Conceptual Framework 48
4. Results and Discussion 83

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5. Conclusions 83
6. Recommendations 84
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Page
7. References 86
8. Major Final Output 89
Appendices 93
A. Curriculum Vitae of the Researcher 93

B. Informed Consent Form 94
C. Research Instrument 96
D. Tally Sheet 98
E. Documentation 108
F. Consultation Record 109
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List of Figures and Tables
Figure Title Page
1 Research paradigm 48
Table Title Page
1 Respondents’ Demographic Profile 50
2 Marketing Strategies Used by Coffee Shops 53
3 Effectiveness of Marketing Strategies Used 56

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Acknowledgments
The researcher would like to thank all the respondent managers, staff, and
customers for their participation in the survey.
(cite all those you wish to acknowledge in your paper)

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Research Title: MARKETING STRATEGIES USED BY SELECTED COFFEE

Name of Researcher : _____________________

Degree : Master in Business Administration
Name of Research Adviser : Claudia Odette J. Ayala, PhD
1. Abstract (maximum of 250 words)
This study focused on _____________________________.
Key words: social media, communication, skills, language teaching
(discuss your objectives and methods here)
2. Background
a. Rationale of the Research
 Cite the problematic situation which prompted you to conduct the study from the macro
to micro levels, that is, globally, regionally, nationally, and locally, to zero in on the local
setting of the study.
 Cite the reasons why you have chosen the topic of your study.
 Support your discussion with legal basis/literatures.
 Pertinent statistical data should also support your claims.
 Make your presentation emphatic and explosive. It should create an impact on the reader
of your research. It should prod your reader to go on and find out what good there is in
your research study.
Note: Follow the APA style 6th edition in writing your proposal. Discussion should
be double spaced, flush left.
Example:
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Sample Rationale of the Research
Technology is a branch of knowledge that deals with the creation and use of
technical means and their interrelation with life, society, and environment (Ayala, 2017).
In fact, the rapid growth of technology today brought people to the new way of life. It
made their lives much easier than before. Hence, it is an undeniable fact that
technology is very vital in today’s society that most institutions use it to help reduce
work.
The creation of computer software and hardware, telecommunications,
databases, and the internet has affected society as a whole by giving people new
productivity options and changing the way they work (Hulbert, 2008). In the information
age, the increasing use of information technology has become the driving force in the
way people work, learn, and play (Drake, 2000).
Furthermore, technological revolution in organization has not only improved
efficiency but helped reduce the problem of boredom in the workplace (Vieitez, Carcia,
& Rodriquez, 2011). Technology does not just help in the field of workplace but also in
the field of education especially to students.
In particular, technology has given many benefits to students. Technology is both
customizable and intrinsically motivating to children. It is compatible to expanding the
learning experience. It makes children more productive, independent, creative, and
knowledgeable. Research has also revealed that uses of specific technology can
improve students of all grades learning capabilities as well. It allowed students to have
easy access to information and offers many solutions to problems (Ayala, 2017).
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In the senior high school, the use of technology is a common observation.
Technologies such as the computer, cellphone, Ipad, tablet, or other gadgets have been
increasingly used not just as a tool for communication but for entertainment and
educational purposes. For this reason, almost all students now own a gadget that they
could use for a specific purpose.
However, many educators believe that the use of technology is harmful. They
believe that technology encourages laziness, can be expensive, and can interfere with
students’ interaction with teachers and their classmates. Although it is a crucial tool that
children use to productively carry out ideas, acquire knowledge skills, and solve
problems, it also has its disadvantages (Ayala, 2017).
Technology requires people to change and adapting to technology is not that
easy. The quest to incorporate Information and Communication Technologies (ICTs) in
organizational processes and products has exponentially increased the level of user
dependence on these technologies. Prior research centered on organizational behavior
has described various end-user reactions to ICTs, such as anxiety and tension
(Heinssen et al., 2007), perceived higher work pressures, job dissatisfaction (Smith et
al., 2011), and ambiguity about job demands (Love et al., 2009).
In recent years, there have been a number references to a phenomenon called
technostress (Clark & Kalin, 1996; Weil & Rosen, 1997; Brillhart 2004), attributable to
the explosive growth of end-user computing and networking technologies. Technostress
relates to the phenomenon of stress experienced by end users. Inability to cope with
technology could lead to technostress with its resultant physiological and psychological
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complications. It is therefore important to recognize the anxiety associated with
technostress in order to help the individual involved adjust well to the challenges. This
will ultimately improve personal as well as professional well-being.
Likewise, technostress is a modern disease of adaptation caused by an inability
to cope with the new technologies in a healthy manner. It manifests itself in two distinct
but related ways: in the struggle to accept computer technology, and in the more
specialized form of overidentification with computer technologies (Brod, 1984). As such,
technostress can be divided further into four distinct but related components:
performance anxiety, information overload, role conflicts and organizational factors
(Kupersmith, 2012).
In this light, a study on the causes and effects of technostress especially among
senior high school students should be conducted to address the possible problems that
it brings to them.
b. Purpose of the Research (includes research questions/objectives)
 Make a general statement of the problem.

 Then cite the specific research questions/objectives in logical and sequential order as they
appear in your paradigm.
 The problems/objectives must jibe with the paradigm, conceptual framework, hypothesis,
methodology, and research instrument.
Example:
Question Format
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This research investigated the effects of stress caused by using technology
among STEM Students.
Specifically, it aimed to answer the following questions:
1. What is the demographic profile of the respondents in terms of:
a) age?
b) sex?
c) year level?
d) monthly family income?
2. What is their level of exposure to technologies?
3. What are their reasons for using technologies?
4. What are the causes or sources of technostress among STEM students?
5. What are the perceived effects or consequences of technostress among STEM
students?
Objective Format
This research investigated the effects of stress caused by using technology
among STEM Students.
Specifically, it aimed to achieve the following objectives:
1. to describe the demographic profile of the respondents in terms of:
a) age;
b) sex;
c) year level;
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d) monthly family income;
2. to determine their level of exposure to technologies;
3. to examine their reasons for using technologies;
4. to investigate the causes or sources of technostress among STEM students; and
5. to analyze the perceived effects or consequences of technostress among STEM
students.
c. Theoretical Framework
 A theoretical framework presents a broad, general explanation of the relationships

between concepts of interest in a research study. It discusses the theories that serve as the
foundation of your study and your assumptions.
d. Literature Survey
 Discuss here all the concepts, principles, ideas, information relative to your topic. They
may come from books, newspapers, journals, magazines, manuals, handouts, reports,
monographs, all published or unpublished reports on actual research studies or
investigations done previously (all printed and electronic sources).
 They may be articles or books written by authorities giving their opinions, experiences,
theories or ideas of what is good or bad, desirable and undesirable within the problem
area.
 Make a thematic presentation of your discussion.
 Make sure your discussion of related studies will include the topic of the study done, the
methodologies used, and the salient findings.
 Explain how it is related to your topic.
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e. Significance of the Research
 Name those who are to benefit from the study – people, institutions, agencies.
 Cite how they will benefit from the findings of the research.
 Do not fail to include the researchers as beneficiaries and what they are expected to
benefit.
f. Statement of Desired Outcomes
 Identify the impact of your study to the different stakeholders of your study, what
do you expect to happen after conducting your study.
g. Target Beneficiaries of Research Results

 Identify who and how many are the direct/indirect beneficiaries of the study, what
are the benefits that are likely to accrue in the short or long term.
Target Beneficiaries Total

1.
2.
3.
h. Definition of Terms
 Key terms or phrases used in the study should be defined conceptually.

Conceptual definition is the universal or academic meaning attributed to a word or
group of words. These can be found in books, encyclopedias, magazines, journals.
 After the conceptual definition, define the key terms and phrases operationally or how
these are taken to mean in your study.
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Operational definition is also known as functional definition. The terms are defined
based on the conceptual definition and operationalized in the context of the study.
 Terms to be defined should be arranged alphabetically.
Technology is ________________
i. Scope and Limitation of the Study
 Define the scope of your study, the parameters or boundaries of the investigation, where
and when the study was conducted, the variables included, and respondents to be
involved.
 Cite the weaknesses or limitations of the study you anticipate, how you are going to
handle them so that they do not become bottlenecks of the investigation. A limitation is a
phase or aspect of the investigation, which may affect the result adversely but over which
the researcher has no control. Very honestly, you should state this limitation as it brings
credence to the study.
3. Description of Method or Approach
a. Research Design/Research Instrument/Data Gathering Procedures

 Identify the research design you will use in your study
 Identify where you are going to conduct your study and why you have chosen it.
 Discuss about the instrument you will use in gathering your data
 Discuss in detail each step that you are going to do in gathering data beginning from the
preparation of proposal to instrumentation.
 Explain how you will gather your data.
b. Respondents/Units of Analysis/Subjects of the Study
 Identify who will be your respondents and how many

 Explain your rationale for choosing them.
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 Explain your inclusion/exclusion criteria, how you will maintain their anonymity as well
as the confidentiality of their responses.
c. Sampling Design and Procedure
 Discuss the sampling procedure you will use in choosing your respondents.
 Explain your provision if a respondent suddenly decides to withdraw from participating
in the study.
d. Assumptions or Hypotheses
 Hypothesis should correspond to your objective/s, which means you should have
a hypothetical research question.
 State your assumptions if you don’t have hypothesis.
e. Research Locale/Site
 Identify where you are going to conduct your study and why you have chosen it
f. Data Analysis Plan
 Identify the statistical formula you are going to use and where you are going to apply
them
g. Research Paradigm/Conceptual Framework
 Make a narrative discussion of your conceptual framework to explain the relationship
between concepts.
 Rather than being based on one theory, the conceptual framework links concepts selected
from several theories, from previous research results, or from the researcher’s own
experiences.
 Your conceptual framework should be hinged on your theoretical framework. The
theories cited should be clearly explained and operationalized in this portion.
 Describe how your variables will relate to each other.
 The hypotheses to be tested should also be clearly explained in this portion.
 Your discussion should have a corresponding research paradigm, which is a schematic
illustration of the conceptual framework. It should also be discussed comprehensively to
encompass the parameters of the investigation.
 The paradigm should illustrate or concretize the conceptual framework.
 The variables should be appropriately placed in their corresponding boxes. The use of
one-headed or two-headed arrows will clarify which variables are to be correlated.
 Write the figure number under the whole paradigm and label it.
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4. Results and Discussion
5. Conclusions
6. Recommendations
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7. References
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8. Major Final Output
 This refers to the products of the research which would contribute and increase
the stock of knowledge.
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Appendices
A. Curriculum Vitae of the Researcher
B. Research Instrument/s

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Document Code: DCAVRKMI-F-URFR

MANUEL S. ENVERGA UNIVERSITY FOUNDATION

(Sample Title Page)

MARKETING STRATEGIES EMPLOYED BY SELECTED COFFEE

SHOPS IN LUCENA CITY

Presented to the Faculty of the Institute of Graduate Studies and Research

Manuel S. Enverga University Foundation

In Partial Fulfillment of the Requirements

for the Degree Master in Business Administration

This special paper hereto entitled:

MARKETING STRATEGIES EMPLOYED BY SELECTED COFFEE

SHOPS IN LUCENA CITY

prepared and submitted by CZARINA C. JABALLA in partial fulfillment of the

recommended for acceptance and approval.

CLAUDIA ODETTE J. AYALA, PhD

BENILDA N. VILLENAS, PhD

Dean, Institute of Graduate Studies and Research

List of Figures and Tables 5

a. Rationale of the Research 9

3. Description of Method or Approach 43

a. Research Design/Research Instrument/Data Gathering Procedures 43

4. Results and Discussion 83

8. Major Final Output 89

A. Curriculum Vitae of the Researcher 93

List of Figures and Tables

Figure Title Page

Table Title Page

1 Respondents’ Demographic Profile 50

2 Marketing Strategies Used by Coffee Shops 53

3 Effectiveness of Marketing Strategies Used 56

customers for their participation in the survey.

(cite all those you wish to acknowledge in your paper)

Research Title: MARKETING STRATEGIES USED BY SELECTED COFFEE

Name of Researcher : _____________________

1. Abstract (maximum of 250 words)

This study focused on _____________________________.

Key words: social media, communication, skills, language teaching

(discuss your objectives and methods here)

a. Rationale of the Research

Sample Rationale of the Research

The creation of computer software and hardware, telecommunications,

way people work, learn, and play (Drake, 2000).

Furthermore, technological revolution in organization has not only improved

the field of education especially to students.

In particular, technology has given many benefits to students. Technology is both

customizable and intrinsically motivating to children. It is compatible to expanding the

learning experience. It makes children more productive, independent, creative, and

In the senior high school, the use of technology is a common observation.

could use for a specific purpose.

problems, it also has its disadvantages (Ayala, 2017).

Technology requires people to change and adapting to technology is not that

easy. The quest to incorporate Information and Communication Technologies (ICTs) in

dependence on these technologies. Prior research centered on organizational behavior

In recent years, there have been a number references to a phenomenon called

the explosive growth of end-user computing and networking technologies. Technostress

complications. It is therefore important to recognize the anxiety associated with

will ultimately improve personal as well as professional well-being.

Likewise, technostress is a modern disease of adaptation caused by an inability

specialized form of overidentification with computer technologies (Brod, 1984). As such,

performance anxiety, information overload, role conflicts and organizational factors

b. Purpose of the Research (includes research questions/objectives)

 Make a general statement of the problem.

This research investigated the effects of stress caused by using technology