CHAPTER IIIDESIGN AND PROCEDUREThis chapter provides an overview of the research design that will be applied in the study and the methods that will be used to gather data. Also, this section covers the sample and the sampling technique that shall be used, the instrumentation, the data collection procedure to be conducted and the statistical formula that will be utilized to analyze the findings.

Research DesignThe study will utilize the Quantitative approach where the aim is to generalize the situation. Furthermore, it will follow a Descriptive Research Design which is used to collect information about the peoples attitudes, beliefs, opinions, or habits about a certain phenomena. Moreover, this type of design reports the findings at the present situation. This particular research design has been used because of the aim of the study which is to provide better understanding of the phenomenon in the Philippine setting.Research Method UsedThis study will use a survey to obtain the data needed to accomplish the study objective. A survey is used to collect self-reported data from the respondents. This information might be factual information from the individuals or might involve their opinion about an issue (Cherry, n.d.). This method has been chosen because the researchers aim to know the respondents purchasing intention in relation to parasocial interaction with celebrity endorsers.Sample and Sampling Technique UsedThe respondents of the study will be selected 1st year to 4th year High School students of the Mo. Maria Maddalena Starace School in Paraaque City. The sampling technique to be used is random sampling where the researchers will randomly select members from the population.The respondents will come from ages 12-16 and should be currently enrolled students of the Mo. Maria Maddalena Starace School. From this population, ____ respondents will be chosen as sample. The sample size was determined by using the Slovens Formula:

Where n is the number of sample, N is the total population, and e is the error tolerance.

InstrumentationThe instrument that which will be used in the study is a standardized instrument by Amanda R. Laken, from the University of Nevada in Las Vegas in 2009. This instrument was a modification from the original Pasarsocial Interaction Scale by Alan M. Rubin, Elizabeth M. Perse, and Robert A. Powell (1987). The instrument was modified to specifically measure the repondents attitudes, beliefs, and values about their favorite celebrities. This instrument was chosen because of its wide usage and its specific targets which are celebrities rather than newscasters or soap opera actors and actresses.The original PSI scale was a 20-item scale but was later reduced into a 10-item scale by Rubin, Perse and Powell (1987). It has a mean of 2.67, with a standard deviation of .80 and also, an alpha level of .88.The instrument will be composed of 3 parts. The first part deals with the respondents demographic information in terms of name, age, gender, and year level. The second part deals with the media exposure to celebrity endorsers in terms of medium (i.e. television, radio, print, and internet) and amount of exposure.The third part is solely composed of the Parasocial Interaction Scale. The PSI Scale is composed of 10 questions and uses a five point Likert Scale where 1 is for Strongly Agree, 2 is for Agree, 3 for Neither Agree/Disagree, 4 for Disagree and lastly, 5 for Strongly Disagree.

Data Collection ProcedureFirst, the researchers will present a list of celebrity endorsers from the leading apparel brands in the Philippines. The respondents will be asked to choose one apparel brand that The respondents will be given 10-15 minutes to answer the questionnaire. The name of the respondents is only an optional field but each questionnaire will have assigned control numbers for the purpose of analysis.The study will use primary and secondary data. The primary data will be coming from the answers from the questionnaires while the secondary data will be coming from existing literature and studies relevant to the study.

Statistical Formula UsedTo analyze the data that was gathered, the researchers will use descriptive statistics. The level of significance which will be set is 0.05% The statistics that will be used include percentage, ranking, mean, score and standard variation. Also, to test the hypothesis, the researchers will employ a T test. A T test is a statistical examination of two population means.

ORIGINAL AND EDITED PARASOCIAL INTERACTION SCALES

Parasocial Interaction Scale - Original 10-item scale

Source: Rubin, A.M. & Perse, E.M. (1987). Audience activity and soap opera involvement: A uses and effects investigation. Human Communication Research, 14, 246-268.

1. I feel sorry for my favorite newscaster when he or she makes a mistake.2. The newscaster makes me feel comfortable, as if I am with friends.3. I see my favorite newscaster as a natural, down to earth person.4. I look forward to watching my favorite newscaster on tonight's news.5. If my favorite newscaster appeared on another television program, I would watch that program.6. When my favorite newscaster reports a story, he or she seems to understand the kinds of things I want to know.7. If there were a story about my favorite newscaster in a newspaper or magazine, I would read it.8. I miss seeing my favorite newscaster when he or she is on vacation.9. I would like to meet my favorite newscaster in person.10. I find my favorite newscaster to be attractive.

Parasocial Interaction Scale - As modified for "favorite celebrity"

1. I feel sorry for my favorite celebrity when he or she makes a mistake. 2. My favorite celebrity's personality makes me feel comfortable, as if I am withfriends. 3. I see my favorite celebrity as a natural, down to earth person.4. I look forward to watching my favorite celebrity on television. 5. I would watch programs that featured my favorite celebrity, even if I didn'tregularly watch the program. 6. When my favorite celebrity is interviewed, he or she seems to understand thekinds of things I want to know. 7. If there were a story about my favorite celebrity in a newspaper or magazine, Iwould read it. 8. I miss seeing my favorite celebrity when he or she is not in the media.9. I would like to meet my favorite celebrity in person.10.find my favorite celebrity to be physically attractive. * Rubin, A.M. and Perse are retired professors from Kent State University and wereunable to be contacted for scale approval