A Phenomenological Study on Determining the Impact of Digital Marketing in Senior High

School Students of Emilio Aguinaldo College

A Thesis Presented to the Faculty

of Senior High School
Emilio Aguinaldo College – Cavite

In Partial Fulfilment of the

Requirements for Senior High School 11

ALDAVE, JHON ANTHONY

BELMONTE, CHRISTIAN JUSTIN R.

CONSTANTINO, GAIL T.

FATALLA, MICKY L.

LLAMES, AUSTIN ED L.

OPEÑA, RHEA

REYES, MICKYLA V.

December 2018
Research Design

Phenomenological research enables you to explore experiences and sensory perception

(different to abstract perceptions) of researched phenomenon, and the formation of understanding

based on these experiences and perceptions. Your research strategy is based, therefore, on either

your own or other people’s experiences and sensory perceptions. (Smith,2009)

The said Phenomenological study particularly the IPA will be use by the researchers

because they will be needed the lived experiences of people for their research. The study was all

about the consciousness of the senior high students experiencing the online purchasing and online

reviews of the products, and studying lived experiences fits to it.

Research Locale

The study will be conducted at Emilio Aguinaldo College-Cavite. The said institution was

the most accessible setting because the participants that the researchers are looking for are students

of Emilio Aguinaldo College who purchase items through online shopping. Emilio Aguinaldo

College-Cavite is located at Congressional East Ave. Burol Main, City of Dasmariñas Cavite.

Research Participants

The researchers will choose a total of three students as a participant for their research.

Specifically, three Grade - 11 students from Emilio Aguinaldo College-Cavite. The three students

will be chosen by the researchers by the criteria of being a customer of online shopping or having

an experience in purchasing items through online shops.

Data Gathering Procedure

 The researchers will gather data from the participants by the use of interviews. An

interview will be given to each participant and will be asked questions in line with the researchers

general and specific questions. The participants will be observed and the whole interview process

will be recorded in both audio and video format.

Research Instrument

The researchers will use an interview to gather data which is line with the general question

of this study particularly.1. What is the dangers of online shopping? 2. Why do customers prefer

online shopping? and 3. How does buying online benefits a customer? Answers of individual

participants will all be delivered and presented given in a different way of description, analysis

and interpretation.

Sampling Technique

The researchers will employ a non-probability sampling technique for their research.

Particularly the convientent non-probability sampling technique because the researcher will

choose their participants not by chance or randomly but with their unique characteristics of

purchasing items through online shops. Also, it is convenient and attainable for the researcher.

Data Analysis

After the interview that will be conducted, the researchers will transcribe all the data and

direct statements as well as the observed gestures of the participants into transcription. In addition

to it, an in vivo statement of the data gathered will help and lead the researchers to draw the sub

theme, theme and superordinate theme which are classified as the Thematic Analysis.