CHAPTER III

MATERIALS AND METHODOLOGIES

This chapter outlines the research methods used to examine the communication profiles

of pineapple farmers in Basud, Camarines Norte. Employing a descriptive research design, the

study documents farmers' communication practices and methods without interference. Data were

gathered through questionnaires for quantitative analysis, offering a comprehensive view on the

demographic, and communication standpoint of the farmers. The research focuses on identifying

strengths and challenges in communication, and aiming to develop Information, Education, and

Communication (IEC) materials and activities to improve communication effectiveness in the

agricultural sector.

Research Design

This study employs a descriptive research design accompanied by a quantitative approach

to investigate the Communication Profile of Pineapple Farmers in Basud, Camarines Norte.

Descriptive research design is chosen for its ability to systematically observe, describe, and

document the natural communication practices and behaviors of farmers without manipulating

their environment. This approach is ideal for this study as it aims to provide a detailed account of

how farmers engage with communication tools and channels to address their agricultural needs,

access resources, and connect with stakeholders.

The quantitative research method is applied to gather measurable data through structured

questionnaires. This approach ensures objectivity and consistency in analyzing the demographic

profiles of farmers, the frequency and patterns of communication tool usage, and their

preferences for specific channels. By quantifying responses, the study can identify trends, draw
comparisons, and establish relationships between variables such as age, educational background,

and communication practices. The combination of descriptive research design and quantitative

methods is critical to the development of this study. Descriptive research provides the foundation

for understanding the communication landscape of the farming community, while the

quantitative approach offers the precision needed to analyze data systematically. Together, these

methods ensure a comprehensive and objective exploration of the farmers' communication

profiles, enabling the identification of strengths, gaps, and actionable recommendations for

enhancing communication systems within the agricultural sector. By utilizing these approaches,

the study contributes valuable insights for improving agricultural management and fostering

collaboration among farmers, stakeholders, and local government units.

Target Population

The target population for this study consists of 200 pineapple farmers in Basud,

Camarines Norte, who will serve as the respondents for the research. These respondents are

specifically chosen to represent the broader farming community within the locality, providing

insights into their communication profiles, practices, and challenges in relation to agricultural

production, marketing, and negotiation processes.

The selection of the respondents is based on specific criteria aligned with the objectives

of the study. First criteria is the Farmers' Engagement in Pineapple Farming: only individuals

directly involved in pineapple farming, either as primary producers or co-farmers, will be

included. This ensures that the data reflects the communication needs and practices relevant to

the pineapple farming sector in Basud.

 Second criteria is the Length of Involvement in Agriculture: respondents must have at

least one year of experience in farming, as this ensures they have sufficient knowledge and

experience to provide valuable insights into the communication methods and tools used in their

farming activities. For the thir criteria is the Geographic Location: Respondents must reside in

Basud, Camarines Norte, to maintain consistency in the study's focus on local farming practices

and communication patterns within this specific area. Fourth criteria focuses on the

Demographic Diversity: The selection of respondents will also ensure demographic diversity,

considering factors such as age, education, and technological access. This helps to understand

how communication profiles may vary across different demographic groups within the farming

community. Final criteria for the population sampling is the Willingness to Participate:

Respondents must voluntarily agree to participate in the study and provide informed consent.

This is crucial for maintaining ethical standards and ensuring the reliability of the data collected.

This sample size of 200 respondents is sufficient for ensuring that the data collected

provides a comprehensive overview of the communication practices and challenges faced by

pineapple farmers in Basud. The quantitative data obtained will be analyzed to identify patterns,

trends, and correlations, contributing to the development of effective communication strategies

that address the needs and realities of the local farming community.

Sampling Procedure

The respondents will be selected through a stratified random sampling method, which

ensures that various subgroups within the farming population are adequately represented. The

strata may include factors such as age, level of education, and technology access. By using
stratified random sampling, the study can capture a diverse range of communication profiles

across different groups of farmers, enhancing the generalizability of the findings.

Stratified random sampling is ideal for capturing a comprehensive understanding of the

communication practices of the farmers by dividing them into distinct strata based on

characteristics that influence communication behaviors. These strata include age, level of

education, and technology access, as each of these factors can significantly affect how farmers

communicate. For instance, younger farmers may be more inclined to use mobile phones and

social media, while older farmers may prefer face-to-face interactions and traditional

communication methods. Similarly, education levels can influence how farmers engage with

communication tools, with more educated farmers possibly having better access to and

familiarity with digital technologies. Access to technology also plays a crucial role, as farmers

with access to mobile phones or the internet will likely use these tools to gather market

information, while others may rely more on traditional methods like community meetings or

radio broadcasts.

The sampling process begins with identifying the strata based on the key factors

mentioned above, and then the population within each stratum will be determined. Proportional

allocation will ensure that each subgroup is represented in the sample according to its size in the

larger population. For example, if 30% of the farmers in Basud are under 30 years old, 30% of

the sample will be selected from this age group. Once the strata and proportional allocations are

established, farmers will be randomly selected within each subgroup, ensuring a diverse yet

statistically representative sample. This method reduces bias and ensures the inclusion of all

relevant communication profiles across the farming community.

 This sampling procedure fits the study well by ensuring that various communication

practices across different demographic groups are captured. By examining the communication

behaviors of farmers with different backgrounds and technological access, the study will provide

a detailed and representative understanding of the communication patterns in Basud. This

approach enhances the generalizability of the findings, ensuring that the study’s conclusions are

applicable to the broader farming community in the region. Ultimately, this method will allow

the study to identify communication strengths and challenges across different farmer subgroups,

providing valuable insights for improving communication strategies in the agricultural sector.

Data Collection

The quantitative data for this study on the communication profiles of pineapple farmers

in Basud, Camarines Norte, will be collected using structured questionnaires administered to a

sample of 200 farmers. These questionnaires will gather detailed information on the

demographic profiles of the respondents, including age, education, and access to technology, as

well as the communication tools they use, such as face-to-face interactions, mobile phones,

social media, and community meetings.

The questionnaire will also assess the frequency and effectiveness of these

communication methods, focusing on how farmers seek agricultural information, negotiate

prices, and communicate with stakeholders. By utilizing closed-ended questions and a Likert

scale, the survey will provide quantifiable data on communication preferences, patterns, and

barriers.
Statistical Treatment of Data

To interpret the data effectively, the researchers made use of the following statistical

treatment. The Weighted Mean and Likert Scale are the tools that were used to interpret the

data.

Average Weighted Mean

The mean is the most often used in central tendency calculation since it is prone to fewer

errors. The tabulated data will be treated with the use of frequency distribution, percentage and

weighted mean.

Formula: X= Σfx
f
Where: X is the weighted median

Σfx is the sum of all products

f is the sum of all the
respondents
Ethical Considerations

The current study was subject to ethical issues. All participants have their consent

regarding their participation in the research. The aim of the consent was to reassure participants

that their participation in the research was voluntary and that they were free to withdraw from it

at any point and for any reason. Moreover, the participants were fully informed regarding the

purpose of the study. Researchers must ensure that the experiment is conducted ethically, and all

participants are treated with respect and dignity. They must obtain informed consent from

participants, maintain confidentiality, and adhere to ethical guidelines and standards.

Sample Research Instrument

This study employs the use of survey questionnaires that is anchored with the objectives

to assure accuracy and legitimacy of the data being presented in this chapter.

Communication Profile of Pineapple Farmers in Basud, Camarines Norte

Name: _____________________________________________________

Location/Address: ___________________________________________

Introduction: This questionnaire is part of a study designed to explore the communication

profile of pineapple farmers in Basud, Camarines Norte. The information you provide will help
us understand the communication tools and practices that are most useful to you in your farming
activities. Your responses are confidential and will be used solely for research purposes.

Please answer the following questions honestly. If you are unsure about any question, feel free
to ask for clarification.

SECTION 1. DEMOGRAPHIC PROFILE

1. What is your age? 2. What is your civil status?
(Please tick the appropriate box) (Please tick the appropriate box)
☐ Below 20 ☐ Single
☐ 21-30 ☐ Married
☐ 31-40 ☐ Widowed
☐ 41-50 ☐ Separated
☐ 51-60 ☐ Other (Please specify): ___________
☐ Above 60
3. What is your highest level of education? 4. How many years of experience do you
(Please tick the appropriate box) have in pineapple farming?
☐ No formal education (Please tick the appropriate box)
☐ Elementary level ☐ Less than 1 year
☐ High school graduate ☐ 1-5 years
☐ College level ☐ 6-10 years
☐ College graduate ☐ 11-20 years
☐ Post-graduate studies ☐ Over 20 years
5. What is your sex?
(Please tick the appropriate box)
☐ Male
☐ Female
☐ Other (Please specify): ___________
SECTION 2. COMMUNICATION TOOLS AND CHANNELS
1. Which of the following communication 2. How often do you use the following
 tools do you regularly use in your farming communication channels to gather
activities? agricultural information (e.g., market
(Select all that apply) prices, farming techniques, government
support)?
☐ Face-to-face interactions with other farmers (Please rate the frequency of use for each
or community members communication channel)
☐ Mobile phone (calls or text messages)
☐ Social media (e.g., Facebook, Messenger)  Face-to-face interactions:
☐ Community meetings or gatherings ☐ Never
☐ Radio or television ☐ Rarely
☐ Other (Please specify): ___________ ☐ Sometimes
☐ Often
☐ Always
 Mobile phone (calls/texts):  Social media (e.g., Facebook):
☐ Never ☐ Never
☐ Rarely ☐ Rarely
☐ Sometimes ☐ Sometimes
☐ Often ☐ Often
☐ Always ☐ Always
 Community meetings: 3. Which of the following communication
☐ Never tools do you find most effective for
☐ Rarely receiving agricultural information?
☐ Sometimes (Please tick the one that best applies)
☐ Often
☐ Always ☐ Face-to-face interactions
☐ Mobile phone (calls/texts)
☐ Social media
☐ Community meetings
☐ Radio/television
☐ Other (Please specify): ___________

SECTION 3. EFFECTIVENESS OF COMMUNICATION TOOLS

1. How effective do you find each of the  Face-to-face interactions:
following communication methods in ☐ Not effective
helping you with your farming ☐ Somewhat effective
activities (e.g., learning new farming ☐ Effective
techniques, market trends, accessing ☐ Very effective
government programs)?
(Please rate the effectiveness of each method)

 Mobile phone (calls/texts):  Social media:

☐ Not effective ☐ Not effective
☐ Somewhat effective ☐ Somewhat effective
☐ Effective ☐ Effective
 ☐ Very effective ☐ Very effective
 Community meetings:
☐ Not effective
☐ Somewhat effective
☐ Effective
☐ Very effective
What improvements would you suggest to make communication tools more effective in helping
you with your farming activities?

(Please write your suggestions below)

THANK YOU FOR YOUR PARTICIPATION.