Writing Chapter 1

M A RIE S. TA B OTA B O, M B A
AA300
Chapter 1: Introduction
A. Introduction

a. Rationale of the Study

b. Situationer

B. The Research Problem

a. Statement of the Problem

b. Specific Problems

C. Significance of the Study

D. Scope and Limitation of the Study

A. Introduction

1. Rationale of the Study

- States what the problem is all about and/or the existing unsatisfactory
condition or felt need that needs a solution.
- States and discusses the reason or reasons why it is necessary to conduct
the study.
2. Situationer

• Gives a brief background of the problem and/or issue.

• Provides background information about the Company, its Customers and
Competition (3 C’s) and the Marketing Mix (4 P’s)
• Provides background information about the Organization, its
Client/Beneficiaries and Communication effort
• Includes a SWOT Analysis.
B. The Research Problem
a. Statement of the Problem
- Gives the main problem (communication/advertising problem) or
issues addressed by the study.

b. Specific Problems
- States sub-problems contributing to the issues of the study in
question and bullet form.
Example: Statement of the Problem

Statement of the Problem

Any company that aims for success must have proper
positioning and branding. It allows the company to greatly
differentiate themselves from all the other companies in the
market.
Unfortunately, Company A’s current position in the market
is weak and fails to dramatize the difference from all the others of
the same products in Cebu.
Example: Specific Problems
Specifically, the study aims to answer the following questions (questions that must be
answered by the research to be conducted):

1. What is the current brand identity of Company A?

2. What do people expect from the brand?
3. What were the reasons for the failure to communicate effectively?
4. What communication strategies and messages can be used to address to the
problem?
C. Significance of the Study
• Explains the rationale, timeliness and relevance of the study to existing conditions
• Explains possible solutions to existing problems or improvement to unsatisfactory
condition.
• Explains who (individuals, groups, communities, etc.) will benefit and how will they
benefit from the study.
• Explains possible contribution of the study to the fund of knowledge.
• Explains possible implications (causes, effects, remedial measures and positive results or
points)
C. Scope and Limitation of the Study

The Scope should include the following (in narrative form):

A brief statement of the general purpose of the study.

The subject matter and topic studied and discussed.
The locale or area of the study, where the data will be gathered or the entity to which the
data belong.
The population or universe from which the respondents will be selected.
The period of the study (in months of years).
Limitation of the Study

Written in another paragraph and must include:

• Weaknesses of the study beyond the control of the researcher.

• Limitations in time, place, adequacy, effectiveness, efficiency.
• Weaknesses emanating from inaccurate perceptions of respondents.
Assignment
1. Select one of your Titles from last meeting’s activity and compose the
following based on it:
a. Introduction (Rationale )
b. Statement of the Problem
c. Significance of the Study
d. Scope and Limitation of the Study
2. Submit printed and stapled on short-size bond paper with a cover
page that has your Title, name and course
3. For submission next Feb. 21 (Tues class) & Feb. 23 (Thur classes).