CHAPTER I

THE RESEARCH PROBLEM

Background of the Study

The world has been made flat by the World Wide Web and in the early 2000’s,

the Web became much more personal as social networking websites were introduced and

embraced by the masses. Social networking sites (SNS) are defined as web-based

services that allow individuals to construct a public or semi-public profile within a

limited system, articulate a list of other users with whom they share a connection, and

view and traverse their list of connections and those made by others within the system.

The World Wide Web has been radically transformed, shifting from an information

repository to a more social environment where users are not only passive receivers or

active harvesters of information, but also creators of content (Bruns, 2008). Today, we

live in a world where contacting someone, sharing our journeys as well as our thoughts is

just one click away. In this generation, it is very hard to find a teenager or someone who

doesn’t have Tumblr, Yahoo, a Gmail, a Facebook, or a Twitter account. Social

networking sites are now available to cater to one’s immediate social needs. Social Media

or Social Networking Sites can benefit us in numerous ways and that it can make life

easier for us; however, it has its drawbacks.

Social media have been very rampant in our society today that it became the

primary way of connecting to other individuals by either expressing or sharing what they

have in mind. There are a lot of people who do not think thoroughly about what they are

about to post. They tend to prioritize what they feel than the effects of the act that they

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are about to do. Social competency is an important ideal that most people strive towards.

Similarly, social media extends the number of people they can interact with, and the

number of people they can call “friends”. Cyber bullying also emerged because of this.

According to Cornell University's Steven Strogatz, social media sites can make it

more difficult for us to distinguish between the meaningful relationships we foster in the

real world, and the numerous casual relationships formed through social media. By

focusing so much of our time and psychic energy on these less meaningful relationships,

our most important connections, he fears, will weaken. Social networking sites encourage

people to be more public about their personal lives. Because intimate details of our lives

can be posted so easily, users are prone to bypass the filters they might normally employ

when talking about their private lives.

Social media is a phenomenon that has transformed the interaction and

communication of individuals throughout the world. It has indeed brought the

communication evolution to the next level. But the genuine communication is our only

connection with other human (Tardanico, 2012). Communication is the essence of life for

human. It can be categorized as verbal communication and non-verbal communication.

Both verbal and non-verbal communication is essential in delivering a message.

According to Forbes magazine, only 7% of communication is based on the verbal word.

That means that over 93% of communication is based on nonverbal cues such as body

language, eye contact, and tone of voice.

Many individuals are spending so much of their time on social media websites

that it actually interferes with the way they live their lives. The use of text messaging and

social media messages have become a common occurrence in today’s society. Interaction

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with others has become effortless, and people have isolated themselves behind online

identities. The “efficiency factor,” or the reliance on the most efficient ways of

communication, is becoming one of the largest concerns for people in interacting with

one another. However, there needs to be a constant reminder that face-to-face interaction

must remain a staple in the society because it is of a much higher quality and has the

ability to satisfy so many more of inherent social needs.

Social media can be an excellent avenue for introverted people to find a

comfortable setting to interact. It empowers the people and provides a golden opportunity

to express their views, suggestions and opinions on any topics. They have grown up with

this new technology, and are increasingly dependent on social media and would use

social networking sites in order to pour out all their ideas and emotions because their

built environment makes it impossible to participate in face-to-face social interaction.

Social media plays a major role as a facilitator in the process of communication. Not only

does social media helps people to interact with others, it also enables everyone a chance

to view their ideas, opinions, and suggestions without limitations. There are instances

where overly critical and often hurtful interactions happened. These unfriendly exchanges

can take place so much more easily when the human element of face-to-face

communication has been removed.

Young minds are not equipped with the mentality to handle forms of cyber-

bullying or online harassment that can occur. Such cruelty can be devastating to an

already troubled individual; the feelings of inadequacy that are caused can sometimes

lead to depression that could even lead to physical harm. Young people are hungry for

social interaction and become all the more eager for “social media” if their physical

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environment does not offer enough real social life. The excessive use of these sites

affects the mental as well as physical health.

Moreover, as technology moves forward, there are an increasing number of

people who are now relying on their smartphones to visit these media sites are mostly

using slang words or shortened forms of words on social networking sites. They start

relying on the computer grammar and spelling check features. This reduces their

command over the language and their creative writing skills. On the other hand, some

studies, like one by the University of Maryland, have shown that all this use of social

media can lead to an actual addiction.

Social media plays an important role in this digital era. It helps people to

communicate instantly by ignoring the geographical distances and time. There are

disturbing indications that, in the absence of real social life, technologically mediated

interaction does not teach healthy social skills, but may indeed facilitate inappropriate,

predatory or damaging exchanges. It is the developmental task of a teenager to learn

social skills in the larger community.

In this study, the researchers are to find out how virtual environment influences

the communication behavior of netizens in the offline setting or in the physical world.

Netizens, however, are Internet users who are trying to contribute to the Internet's use and

growth. As a powerful communication medium, the Internet seems to offer great

possibilities for social change. It also creates a new culture and its own special issues,

such as who shall have access to it. The implication is that the Internet users, who use and

know most about it, have a responsibility to ensure that is used constructively while also

fostering free speech and open access.

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In this research, the researchers are to know on how the communication behaviour

of the netizens are affected by their continuous use of the social media, and how they

speak and interact with people. They are to identify the difference on how they

communicate with people in the virtual world and in the offline setting. They are to

distinguish the positive and negative effects of virtual environment to individuals.

Statement of the Problem

The study aims to find out the effects of the virtual world to the social skills of

people using the internet. It will answer the following questions:

1. How do participants communicate using social media?

2. To whom do participants communicate with using social media?

3. How do participants communicate in the offline setting?

4. What are the effects of communication using social media to the participants’

communication behaviour in the offline setting?

Theoretical Framework

The theories that will support this study are Uses and Gratification Theory and

Media Dependency Theory.

Uses and Gratification Theory states what people do with media rather than what

media do to people. This theory also explains why people use particular media.

According to the theory, media consumers have a free will to decide how they will use

the media and how it will affect them. Blumler and Katz values are clearly seen by the

fact that they believe that media consumers can choose the influence media has on them

as well as the idea that users choose media alternatives merely as a means to an end.

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Uses and gratification is the optimist’s view of the media. The theory takes out the

possibility that the media can have an unconscious influence over our lives and how we

view the world. The idea that we simply use the media to satisfy a given need does not

seem to fully recognize the power of the media in today’s society.

This theory is used in the study because this explains the will of the people to use

media as their means of communication in their living. People mostly use social media to

express their thoughts and feelings that they cannot say in person because they are more

comfortable in expressing it online. People sometimes use the media as a

means to escape and to relieve from tension or to satisfy their emotional

and intellectual need.

On the other hand, Media Dependency Theory assumes that the more dependent a

person is on having his or her needs gratified by media use, the more important will be

the role media in the person's life and, therefore, the more influence those media will

have on that person. One’s needs are not always strictly personal but may be shaped by

the culture or by various social conditions. In other words, individuals’ needs, motives,

and uses of media are contingent on outside factors that may not be in the individuals’

control. These outside factors act as constraints on what and how media can be used and

on the availability of other non-media alternatives. Furthermore, the more alternatives

and individual had for gratifying needs, the less dependent he or she will become on any

single medium. The number of functional alternatives, however, is not just a matter of

individual choice or even of psychological traits but is limited also by factors such as

availability of certain media.

The Media Dependency Theory also is also applied in our study in a sense that as

people realize the significance and effectiveness of social media as means of

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communication and interaction, it is the more that they will use it. Since people use the

social media very often, they will become dependent to its use and that it will suffice

their needs for communication. Social media would satisfy the needs of the people to

communicate, so people would think that they do not need personal and physical

interaction; they would just depend on the use of social media.

The conceptual framework of the study is illustrated in Figure 1.

Figure 1. Conceptual Framework of the Study

The conceptual framework of the study is illustrated through a schematic diagram

which shows the relationship between netizens and their way of communication in social

media and in offline setting.

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Netizens

Communication in Social Media

Communication in Offline Setting

It means that netizens’ way of communication in offline setting can be influenced

by the way they communicate in social media.

Significance of the Study

This study is specifically significant to the following:

Youth. This study aims to widen the awareness of the youth about the positive and

negative effects of social media use.

Netizens. This study aims to make the netizens (internet citizens) realize how they are

attached to social media that the traditional way of communicating is given the least

importance and that it affects their level of social skill.

Parents and guardians. This study aim s to let the parents and guardians encourage their

children to socialize more in the physical world than in the virtual world.

Future researchers. This study would help and serve as a reference for the future

researchers if they choose a study similar to this. This would help them know better about

the effects of the virtual world to people.

Definition of Terms

The following are the conceptual and operational definitions of the terms that will be

used in this study:

Virtual Environment. This is a computer generated display that allows or compels the

user (or users) to have a sense of being present in an environment other than the one they

are actually in, and to interact with that environment. In this study, it is the setting where

people communicate and interact, in which people use social media in particular.

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Netizens (Net Citizens). This refers to the Internet users who are trying to contribute to

the Internet's use and growth. In this study, netizens are the people who frequently use the

social media as their means of communication.

Social Media. This refers to websites and other online means of communication that are

used by large groups of people to share information and to develop social and

professional contacts. In this study, social media is the channel for communication and

for sharing of information; through the use of social networking sites.

Social Networking Sites (SNS). This is the phrase used to describe any Web site that

enables users to create public profiles within that Web site and form relationships with

other users of the same Web site who access their profile. Social networking sites can be

used to describe community-based Web sites, online discussions forums, chatrooms and

other social spaces online. In this study, Social Networking Sites is used as part of social

media that people use as their channel for communication.

Physical Environment (Offline Setting). The physical includes land, air, water, plants

and animals, buildings and other infrastructure, and all of the natural resources that

provide our basic needs and opportunities for social and economic development. In this

study, offline setting is the world outside the virtual world; it is where people

communicate personally or face-to-face.

Face-to-face Communication. It is a concept in sociology, linguistics, media and

communication studies describing social interaction carried out without any mediating

technology. In this study, is a type of social interaction occurring between two people

where they will converse or exchange knowledge physically or without the use of any

technology.

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Computer-Mediated Communication (CMC). This is a process in which human data

interaction occurs through one or more networked telecommunication systems. A CMC

interaction occurs through various types of networking technology and software.

CHAPTER II

Review of Related Literature

This chapter refers to the review of literature and studies conducted which are

related to the present study.

Communication in Social Media

Communication is the essence of life for human. Human communicate for the

sake of surviving. The genuine communication is our only connection with other human

(Tardanico, 2012). Social media helps people across the globe to communicate instantly.

Social media plays a major role as a facilitator in the process of communication. Not only

does social media helps people to interact with others, it also enables each individual to

become a ‘journalist’ or ‘writer’ as it enables everyone a chance to view their ideas,

opinions, and suggestions without limitations. A message from an individual could be

broadcasted across the world in the shortest possible time to the widest audience at a

reasonable price in the easiest way which is totally hassle free.

Communication can be categorized as verbal communication and non-verbal

communication. Both verbal and non-verbal communication is essential in delivering a

message. According to Ruben & Stewart (2006), non-verbal communication is more

prominent than verbal communication when a person is trying to form a first impression

or when the actions contradict words. A well-known researcher, Albert Mehrabian

suggested that only 7% of our communication consists of verbal communication and the

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remaining 93% comes from non-verbal communication. Hence, “Total Feeling = 7%

verbal impact + 38% vocal impact + 55% facial impact”

Although some researchers disagree with the above figures but it is a fact that

non-verbal communication plays an important role in human interactions. Eye contact,

tone, gesture of someone indicates or proves the authenticity of the message

communicated by human beings. Social media hides the real nonverbal communication

and replaces that with smiley faces, symbols and etc. With 93% of the communication

relieved from human beings are we really connected through the so called powerful

social media which enable us to communicate with a single click? Will human be able to

communicate effectively among themselves without non-verbal communication?

Borrowing what Martha Graham said “The body says what words cannot.”

Social media has changed the way we communicate. It is almost like a cross

between TV (our old way of getting new information on a daily basis) Social interaction

(other sources of influence and information), and the Telephone (which allows us to share

and receives information). This digital lovechild of social communication continues to

creep into our lives and the more time we spend on it the greater the influence it has on

us.

According to Asilo et al 2010, Students develop two possible types of

interpersonal relations that is stronger interpersonal relationship with their friends,

teachers, and parents. They are always updated with the status of their close friends,

teachers, or even their parents that are in the friends list of the social networking sites. It

is easier for them to know when will be the birthdays of their friends and so they get in

touch with them, even if they are apart with less time and effort. Asilo 2010 also adds

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that, students, also, tend to develop weaker interpersonal relationships with their friends,

teachers, and parents. This is due to too much dependency of students to the internet and

computer as a medium of communication with their friends, teachers, and parents.

Sometimes, students can only tell what they want to other people whenever they are

chatting, or when they post comments on the wall of a person‘s account or profile.

New social media is an important part of our lives because it promotes the

interconnectedness and interdependence of our culturally diverse world. Media for social

interaction allows people to communicate and engage with information that is quickly

accessible on the Internet. In today’s society, there is an increasing number of Internet

users so new social media has become more popular in daily patterns and routines. The

communication that occurs in these online contexts promotes interactive dialogues that

build understanding of different points of view. “New social media means that everyone

is a publisher and everyone is a critic” (Georgetown University, 2010). In social media,

people have the opportunity to express their opinions to the public and participate in

conversations and dialogue through a common virtual medium. People use social media

for many reasons. First, the need for connection and interaction with other people is

evident. As supported by Maslow’s Hierarchy of Needs, people desire to fulfil a sense of

belonging through support from relationships with others. After obtaining physiological

and safety needs, people strive to achieve Maslow’s third need of belonging. New social

media provide this opportunity where people can communicate with others and belong to

different networks via virtual communities on the Internet. In relation to interacting with

others online, people use social media to gain knowledge and learn about different

opinions and perspectives of issues, topics, and events. Most importantly, new social

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media is used for socializing; it is a form of media that allows people to participate in

conversations and online dialogue without being face-to-face with others. Cultural

differences influence communication, behaviour, and values. “There are differences in

the way that people who identify with different cultures, based on both national identity

and gender, manage their communicative behaviors within SNSs [social network sites]”

(Rosen et. al, 2010)

Social Media Audiences

In the context of SNS, there are various studies which are investigating the role of

the user. One recent study explores differences between people who use SNS and non-

users (Hargittai, 2007).17 Using a diverse sample of 18-19 year old students at the

University of Illinois (Chicago),18 the study examines usage and non-usage of the

following SNS: Facebook, MySpace, Xanga and Friendster. The research seeks to

examine whether people's demographic characteristics and the social surroundings in

which they use SNS might relate to the particular sites they choose. The results show that

their existing offline networks influence which site they use. It is often the case that

people use SNS to connect to their already existing social networks rather than to search

for new contacts.

According to Safurah Abd Jalil, et al. (2010), a research conducted on 98

undergraduate students in the age group of 18-23 years found that the majority of

respondents used Facebook and approximately half of those surveyed acknowledged that

they use Facebook every day. Besides Facebook, video sharing applications are also used

every day by these respondents. The main reason respondents in this survey used the

social networking sites are for socializing with friends and to search for information. The

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respondents agreed that social media influenced them in the following aspects:

communication, entertainment, language and learning. Based on the findings, the

researchers conclude that “social media complemented the mass media and they were

part and parcel of the youth’s daily communication and life”.

Boyd (2007), says that gender appears to influence participation on social network

sites. Younger boys are more likely to participate than younger girls (46% vs. 44%) but

older girls are far more likely to participate than older boys (70% vs. 57%). Older boys

are twice as likely to use the sites to flirt and slightly more likely to use the sites to meet

new people than girls of their age. Older girls are far more likely to use this sites to

communicate with friends they see in person than younger people or boys of their age.

On the Study on the Use and Impact of Online Social Networking, young people

are at the core of these emerging technologies as they use them the most, but they are also

at risk. For many teenagers in the US, SNS and other online technologies are one of the

primary shifts they experience from relationships with their parents to relationships with

friends. These virtual spaces have become the first locations where adolescents can be

alone without their parents. Not knowing the potential risks of online participation can

lead to various negative impacts.

Communication in Offline SettingInterpersonal relationships are a driving force in our lives (Campbell, 1980).

Individuals with good relationships live longer and report less physical and psychological

illness and greater satisfaction in life (Duck 1981). The failure of interpersonal

relationships has been associated with suicides (Stech, 1980), psychiatric problems

(Bloom, Asher, and White, 1978), social stress (Chiriboga, 1979), and family instability

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(Albrecht, 1980). Effective communication is a crucial variable in determining the

success of interpersonal relationships (Alexander, 1973; Murstein, 1972).

Communication is requisite for the maintenance of satisfying relationships (Alexander,

1973; Cushman and Cahn, 1985; Murstein 1972, 1977) and the absence of effective

communication causes relational failure (Alexander, 1973).

Communication is the central to the development and maintenance of all

interpersonal relationships. The late twentieth century has seen an unprecedented

preoccupation with communication process (Cushman and Cahn, 1985). Self-helped

books, therapies and advice columns rebound with the messages that ineffective

communication is the root of all our social problems and that good communication is the

ultimate panacea. “If you want to find a mate, save a marriage, get a job, sell a used car,

educate the public, prevent a war . . . then communicate!” (Cushman and Cahn, 1985, p.

5). Problems of communication are not new to our age; this attention to such problems

signifies a new way of thinking about and analysing social relationships. (McKeon, 1957)

An online survey of 3461 North American girls aged between 8 and12 years by

Pea R. et al (2012) from the Californian Stanford University examined the relationships

between social well-being, media use and face-to-face communication. Analyses

indicated “that negative social well-being was positively associated with levels of uses of

media that are centrally about interpersonal interaction (e.g., phone, online

communication) as well as uses of media that are not (e.g., video, music, and reading)”

(p. 327). Media multitasking was associated with a range of negative social indicators

like feeling less socially successful, not feeling normal, having more friends whom

parents perceive as bad influence and sleeping less. It was associated with more intense

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feelings toward online friends than in-person friends. The level of face-to-face

communication was strongly negatively associated with media multitasking. These

results suggest “that the growth of media multitasking should be viewed with some

concern” (p.334). Conversely, face-to-face communication was strongly associated with a

wide range of positive social feelings. “Higher levels of face-to-face communication were

associated with greater social success, greater feelings of normalcy, more sleep, and

fewer friends whom the children´s parents believed were a bad influence” (p.334). The

results suggest “that even media meant to facilitate interaction between children are

associated with unhealthy social experiences. The idea that online communication would

open up a rich social world that benefits young girls´ social and emotional development is

belied by these findings” (p.335). Furthermore the study suggests that face-to-face

communication and online communication are not interchangeable.

Effects of communication in social media to communication in offline setting

Social networking websites provide tools by which people can communicate,

share information, and create new relationships. With the popularity of social networking

websites on the rise, our social interaction is effected in multiple ways as we adapt to our

increasingly technological world. The way that web 2.0 users interact and talk to each

other has changed and continues to change. These users now socialize through the

Internet and it takes away from the in-person socialization that has been around forever.

Social networking websites affect our social interaction by changing the way we interact

face-to-face, how we receive information, and the dynamics of our social groups and

friendships.

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Communicating through the Internet and social networking websites is quite

different from communicating in person. When users communicate through these

websites, they use things like IM (Instant Messaging) and chatting as well as status or

Twitter updates to talk to friends and express themselves. Chatting online is quick and

easy and allows you to connect to an almost unlimited amount of people from all over the

Earth. Although the Internet connects millions of people and allows them to chat, it

changes the traditional in person conversation that is important to our social lives and

friendships. This change to our social interaction is not necessarily positive or negative.

The change expands the different outlets through which we can communicate and as long

as we remember the importance of face-to-face contact in our social lives, we can find a

healthy balance between the two.

In recent years, much of the communication that occurred face-to-face has moved

to computer-mediated communication. Computer-mediated communication has had and

continues to have an effect on all people around the globe especially teenagers who

mostly use SNSs to communicate, and its effects on interpersonal communication have

many benefits as well as many drawbacks. Several scholars have contended that Internet

communication is an impoverished and sterile form of social exchange compared to

traditional face-to-face interactions, and will therefore produce negative outcomes

(loneliness and depression) for its users as well as weaken neighbourhood and

community ties. Other scholars feel that, CMC lacks tone, postures, gestures, or facial

expressions, and this causes the richness of communication to be depleted, due to the lack

of these non-verbal cues that help clarify a verbal message, computer-mediated

communication loses ―richness and in essence the message that comes across is seen as

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―leaner. These lean messages become harder to interpret with confidence. Things such

as irony or humour can easily be taken the wrong way and because of this, these

messages are extremely ambiguous. (Bower 1998).

By contrast, others feel that, Computer-mediated communication has increased

interpersonal communication by making it easier. Since face-to-face communication is

not always feasible, using the Internet helps connect those who are not able to physically.

Computer-mediated communication has also increased the levels of self-disclosure, with

many people saying things through the Internet that they wouldn‘t normally say in person

(Adler, et al. 2010). Others believe that the Internet affords a new and different avenues

of social interaction that enable groups and relationships to form that otherwise would not

be able to, thereby increasing and enhancing social connectivity.

The study about Impact of Social Networking Sites on Interpersonal Relationships

among Teenagers found out that social networking sites had major impacts on the

interaction of the teenagers. Majority agreed that they found it easier to interact or keep in

touch with the friends online than offline and others found it easier to express themselves

on SNS than talking face to face. 80% of the respondents said that social networking sites

have improved their relationship with their friends. Majority of the respondents further

said that they use their own mobile phones to access social networking sites. This enabled

them to connect anytime and anywhere there was a network. The study revealed that

social media impacts on the respondents‘social life and education were positive in both

cases. However, in education it needed approaching with caution as one could end up

wasting their time on other things other than for educational purposes. (Waigumo, 2013)

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A study emphasized the difference on the means of communication then and now.

Social media has drastically changed how we communicate. Not too long ago, we

communicated through the mail, on a land-line telephone, and in person. Today, we send

text messages; leave voice messages; use instant messenger; send emails; talk through

headphones, cell phones, and online video phones; and, of course, interact through the

Internet where a plethora of social media tools has redefined communication. Such a

redefinition has had an enormous effect. The entire paradigm of social media has altered

the basic rules of communication, especially between business and their audiences. The

one-way communication methods of the recent past—business-to-customer and business-

to-business—have been replaced by a more robust multidimensional communication

model. That model is collectively called social media. No longer is the communication

one-way, broadcast or somehow sent to a passive audience. Social media is at least a two-

way conversation, and often a multidimensional conversation. Social media engages

everyone involved. Social media encourages contributions and reactions from anyone

who is interested. ‘Encourage’ is the key here; social media solicits an interaction,

positive and negative, by making it easy to contribute. (Maggiani, 2014)

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CHAPTER III

METHODOLOGY

This chapter will present the methods and procedures that will be used in the

study. This will contain the research design, research locale, respondents of the study,

research instruments, data gathering procedure, and analysis of the data.

Research Design

This study will use the qualitative research design. Qualitative research design

emphasizes the importance of looking at variables in the natural setting in which they are

found (Jacob, 1988). Qualitative research also produces more in-depth, comprehensive

information. Qualitative research is designed to reveal a target audience’s range of

behaviour and the perceptions that drive it with reference to specific topics or issues. It

uses in-depth studies of small groups of people to guide and support the construction of

hypotheses. The results of qualitative research are descriptive rather than predictive.

Research Locale

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This study will be conducted in Leyte Normal University, one of the universities

in Tacloban City. The said campus is located at Paterno Street, Tacloban City.

Research Participants

This research will be participated by the Leyte Normal University students who

are active users of social networking sites (SNS) e.g. Facebook, Twitter, Instagram,

Skype. The respondents will be undergraduate students from LNU who enrolled for the

summer classes for the year 2016. The respondents will be chosen through simple

random sampling.

Research Instrument

This research will be using a focus group discussion to gather the needed data for

this study.

A focus group is a form of qualitative research; it is a form of group interview of

approximately six to twelve people who share similar characteristics or common

interests. To get more in-depth information on perceptions, insights, attitudes,

experiences, or beliefs, focus groups are useful for gathering subjective perspectives from

key stakeholders. (Evaluation Research Team, 2008) Focus groups are a form of group

interviewing but it is important to distinguish between the two. Group interviewing

involves interviewing a number of people at the same time, the emphasis being on

questions and responses between the researcher and participants. Focus groups however

rely on interaction within the group based on topics that are supplied by the researcher.

(Morgan, 1997)

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Data Gathering Procedure

In gathering data, the researchers will use simple random sampling. Simple

random sampling is the basic sampling technique where the researchers select a group of

subjects (a sample) for study from a larger group (a population). Each individual is

chosen entirely by chance and each member of the population has an equal chance of

being included in the sample. Every possible sample of a given size has the same chance

of selection. (Easton & McColl)

Data Analysis

The data will be obtained through the information that will be gathered from the

survey. Since this is a qualitative research, the researchers will use the inductive approach

for analysis of qualitative evaluation data. The purposes for using an inductive approach

are to (a) condense raw textual data into a brief, summary format; (b) establish clear links

between the evaluation or research objectives and the summary findings derived from the

raw data; and (c) develop a framework of the underlying structure of experiences or

processes that are evident in the raw data. The general inductive approach provides an

easily used and systematic set of procedures for analysing qualitative data that can

produce reliable and valid findings (Thomas, 2006). From the data that will be gathered,

the researchers will draw conclusions and make a summary out of the findings.

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