SDS-CRD-22.
09
Validation of Research Instrument
Control No.: _______________
This is to endorse that the research tool or instrument of the undergraduate/graduate thesis,
"Brand Buzz: How Your Favorite Smartphone Brands Influence Your Buying Choices", has
undergone expert validation review using the Validation Rubric for Expert Panel (VREP). The
VREP was created to assess face, construct, and content validity to obtain expert feedback (Simon
& White, 2013)1. Clarity, wordiness, negative wording, overlapping responses, balance, use of
jargon, appropriateness of listed responses, use of technical language, application to practice, and
relationship to the problem were all included in this rubric.
This means that the study's problem and objectives are well articulated in the questionnaire,
which observes ethical provisions in protecting the respondents' and subjects' rights. This
document also allows the following researcher (s) to pursue the survey. It shall follow ethical
approaches to gathering information according to the prescribed standards mandated by law and
institution.
Name of Researcher(s) Department / Program
1 Bonifacio, Anne Kirsten A. 11 ABM-D
2 Lazaro, Joshua Morning V 11 ABM-D
3 Maingat, Gabriel E. 11 ABM-D
4 Regondola, Jillian T. 11 ABM-D
5 Tesoro, Cj Nicole I. 11 ABM-D
6 Villacarlos, Princess Marie 11 ABM-D
Note: The three experts shall accomplish VREP© and signed this form, and signatories shall be given a
photocopy.
Noted:
Cerbito, Adonis____
(Signature over Printed Name)
Thesis Adviser
Reviewed by:
________________________ ________________________ ________________________
(signature over printed name) (signature over printed name) (signature over printed name)
Expert #1 Expert #2 Expert #3
Methodologies/Statistician ________________________ ________________________
(Area of Expertise in Research) (Area of Expertise in Research) (Area of Expertise in Research)
Approved:
1
Simon, M. K., & White, J. (2013). Survey/interview validation rubric for expert panel–VREP.
http://dissertationrecipes.com/wp-content/uploads/2011/04/Expert-Validation-v3.pdf
CC: CRD Office
SDS-CRD-22.09
______________________
Dean/Program Head
CC: CRD Office
SDS-CRD-22.09
STATEMENT OF THE PROBLEM AND HYPOTHESIS
STATEMENT OF THE PROBLEM
Smartphones have become an important role of our lives and will continue to develop. The purpose of
this change is to meet the expectations of customers, particularly Gen Z, who contribute to an important
part of the smartphone industry. Although brands have a significant impact on purchase decisions, it is still
unknown what particular aspects Gen Z’s take into consideration when selecting a brand from a variety of
options.
Research Questions:
1.) What are the key factors that influence Gen Z’s decisions when choosing a smartphone brand? The
study explores the main causes of brand choice, examining whether Gen Z’s are more influenced by social
media, pricing, particular features, or brand image.
2.) How do Gen Z’s perceive the image of different smartphone brands? Knowing how Gen Z’s view
different brands will help marketers improve their products and determine how well their marketing
strategies appeal to their consumers.
3.) In what ways does social influence impact Gen Z’s brand choices for smartphones? Peer groups and
social media are big parts of teenage life. This study investigates the ways in which these outside
influences affect decision-making and brand choice.
STATEMENT OF ASSUMPTIONS
We assume that participants are aware of different brands of smartphones and have grown to prefer
some over others. People who are familiar with a brand and have had favourable experiences with it in the
past are more likely to trust and feel secure in it. The newest features and technology offered by the new
model draw in some customers. Some people might join owning the new model's enhanced performance,
higher picture quality, and longer battery life can inspire some people. Another reason could be a desire to
remain up to date with the newest developments in technology. We believe that their positive experiences
with high-quality smartphones lead to brand loyalty in their purchases, causing consumers to constantly
select their preferred brands' cellphones over different models.
CC: CRD Office
SDS-CRD-01/061117.00 gav
SDS-CRD-01/061117.00 gav
RESEARCH INSTRUMENT
Here's an interview guide with questions for each item:
1. Factors Influencing Brand Choice
* Guide Questions:
* Can you describe your thought process when considering which smartphone brand to buy?
* What features are most important to you in a smartphone?
* How much influence does price typically play in your decision-making?
* Follow-up: When considering brand image, what qualities do you find most appealing in a smartphone
brand?
2. Brand Image Perception
* Guide Questions:
* How would you describe the image of [Brand X]?
* Are there any specific brands you consider to be more trendy or innovative?
* In your opinion, which brands offer the best value for money?
* Follow-up: Can you think of any examples from social media that have shaped your perception of a
particular smartphone brand?
3. Social Influence on Brand Choice
* Guide Questions:
* How much do your friends' recommendations influence the brands you consider?
* Do you follow any tech influencers or reviewers on social media?
* In what ways do you think social media advertising affects your smartphone brand preferences?
* Follow-up: Have you ever purchased a particular brand of smartphone because it was popular among
your peers?
