DATA PRESENTATION AND ANALYSIS OF FINDINGS
DATA PRESENTATION AND ANALYSIS OF
FINDINGS
4.1 Introduction
The data presented and analyzed in this
chapter were generated from a set of questionnaire designed and administered to
the respondents.
Part A of the questionnaire sought
respondent’s demographic and personal information while part B focused on the
perceptions, views and opinions of the respondents (i.e. the target audience,
the residents of Port Harcourt).
A total of 133 questionnaire were
distributed and administered to the respondents through personal contact of
their workplace, 112 were recovered, while 21 were not recovered. Out of the
112 recovered, 12 were wrongly filled and discarded, therefore, the total
number of questionnaire presented and analyzed is 100 at a response rate of
80%.
4.2 Data Presentation
Part
A
Table
1: Respondent’s Sex
|
Gender
|
Number of respondent
|
Percentage
|
|
Male
|
64
|
64%
|
|
Female
|
36
|
36%
|
|
Total
|
100
|
100%
|
The table above shows that 64% of the
respondents were male, while 36% of the respondents were female. This makes it
clear that the males reacted more than the females.
Table
2: Respondent’s Age
|
Age
|
Number of respondent
|
Percentage
|
|
20-30
|
25
|
25%
|
|
31-40
|
45
|
45%
|
|
40 and above
|
30
|
30
|
|
Total
|
100
|
100
|
The table above shows that 25% of the
respondents were between 20-30 years, 45% were between 31-40years while 30%
were 40years and above.
Table
3: Respondent’s Marital Status
|
Marital status
|
Number of respondent
|
Percentage
|
|
Single
|
60
|
60%
|
|
Married
|
30
|
30%
|
|
Widowed
|
-
|
-
|
|
Divorced
|
10
|
10%
|
|
Total
|
100
|
100%
|
The table above indicates that 60% of
the respondents were single 30% were married, no respondents were widowed while
10% of the respondents were divorced.
Table
4: Respondent’s educational
background/qualification
|
Option
|
Number of respondent
|
Percentage
|
|
FSLC
|
-
|
-
|
|
SSCE
|
20
|
20%
|
|
1st Degree
|
55
|
55%
|
|
M.Sc
|
15
|
15%
|
|
Ph.D
|
5
|
5%
|
|
Interqualification
|
5
|
5%
|
|
Total
|
100
|
100%
|
The table above states that non of the
respondents holds FSLC, 20% of the respondents are SSCE holders, 55% are 1st
degree holders, 15% are M. Sc holders, 5% are Ph.D holders while 5% holds other
qualifications.
Table
5: Respondent’s occupation
|
Occupation
|
Number of respondent
|
Percentage
|
|
Student
|
47
|
47%
|
|
Civil servant
|
30
|
30%
|
|
Business
|
23
|
23%
|
|
Others specify
|
-
|
-
|
|
Total
|
100
|
100%
|
The table shows that 47% of the
respondents were of the view that AIT audience of Port Harcourt are students,
30% are civil servants and 23% are business men and women.
Table
6: Do you watch/like programmes aired
by AIT?
|
Option
|
Number of respondent
|
Percentage
|
|
Very frequently
|
75
|
75%
|
|
Not frequently
|
25
|
25%
|
|
Once married
|
-
|
-
|
|
Not at all
|
-
|
-
|
|
Total
|
100
|
100%
|
The above table shows that 75% of the
respondents watch/like AIT programmes, 25% said they do not watch AIT
programmes once a while or not watch at all.
Table
7: Do you prefer AIT foreign programmes to indigenous programmes
|
Options
|
Number of respondent
|
Percentage
|
|
Yes
|
43
|
43%
|
|
Not at all
|
-
|
-
|
|
Total
|
100
|
100
|
The table above shows that 43% of the
respondent prefer AIT foreign programme while 57% said no to AIT foreign
programmes.
Table
8: Does AIT foreign programmes influence behavioural pattern of any kind on Port
Harcourt residents
|
Options
|
Number of respondent
|
Percentage
|
|
Yes
|
27
|
27%
|
|
No
|
20
|
20%
|
|
Can’t say
|
53
|
53%
|
|
Total
|
100
|
100
|
The table above states that 27% of the
respondents agreed that AIT foreign programmes influence behavioural pattern of
Port Harcourt residents, 20% said it doesn’t influence the behavioural pattern
of the Port Harcourt residents while 53% could not say if AIT foreign
programmes influence behavioural pattern.
This implies that the influence of
television programmes the audience is a thing of personal opinion.
Table
9: How effective is AIT programmes in terms of news and information?
|
Options
|
Number of respondent
|
Percentage
|
|
Very effective
|
83
|
83%
|
|
Effective
|
17
|
17%
|
|
Not effective
|
-
|
-
|
|
Total
|
100
|
100
|
The table above shows that 83% of the
respondents were of the view that AIT programmes are very effective in terms of
news and information, while 17% said its effective. This shows that most Port
Harcourt residents watch AIT for news and information.
Table
10: Why do you watch AIT foreign
programmes?
|
Options
|
Number of respondent
|
Percentage
|
|
For news and information
|
35
|
35%
|
|
Entertainment
|
18
|
18%
|
|
All of the above
|
47
|
47%
|
|
Total
|
100
|
100
|
The table shows that 47% of the
respondents watch AIT foreign programmes for both news, information and
entertainment, 18% watch AIT strictly for entertainment, while 35% watch it for
news and information. Hence, it can be implied that the residents of Port
Harcourt watch AIT for both news, information and entertainment.
Table
11: Do you are that AIT has performed
well in the discharge of its social responsibility function in the society?
|
Options
|
Number of respondent
|
Percentage
|
|
Agree
|
30
|
30%
|
|
Strongly agree
|
53
|
63%
|
|
Disagree
|
7
|
7%
|
|
Total
|
100
|
100
|
The table shows that 30% of the
respondents agreed that AIT has lived up to its social responsibility functions
in the society 63% strongly agreed while 7% disagreed.
Table
12: Has AIT advanced in their broadcasting and programming?
|
options
|
Number of respondent
|
Percentage
|
|
Yes
|
96
|
96%
|
|
No
|
4
|
4%
|
|
Total
|
100
|
100
|
The above table shows that 96% of the
respondents said AIT had advanced in it broadcasting and programming while 4%
said they have not.
4.3 Data Analysis, Discussion of Findings and
answers to Research Questions
Research question one
Why
do Port Harcourt residents like programmes aired by AIT?
Response
Data generated in table 4.2.6 (75%) of
the respondents (Port Harcourt residents) shows that Port Harcourt residents
watch/like AIT programmes because their programs are rich in content,
educative, entertaining and informative in nature. They also like AIT
programmes because if enhances their general knowledge about Africa and the
world.
Port Harcourt resident watch/like
programmes aired by Africa Independent Television (AIT) because if portrays the
true African cultural heritage and establish or aid their general belief,
customs and values about African rich cultural heritage.
Research question two
To what extent are the programmes aired
at the right time influences Port Harcourt residents’ desires and preferences
for station and programmes?
Response
According to data generated and presented
on table 4.2.8, it shows that foreign programmes aired at the right time by AIT
does influence 27% of the total respondents and to a very large extent (53%),
for AIT foreign programmes to influence Port Harcourt residents’ desires and
preferences, it is a personal opinion and how an individual perceive such
programmes.
It is believe that for AIT foreign
programme to influence Port Harcourt resident’s desires an individual’s
perception about such programme should be to a very large extent.
Research question three
How do AIT Port Harcourt resident prefer
indigenous programmes to foreign programmes?
Response
According to the data generated and
presented in table 4.2.7 57% of the total respondents prefer AIT indigenous
progammes to foreign programme.
AIT Port Harcourt prefer indigenous
programmes to foreign because indigenous programmes aired by AIT suits their
taste and needs. The result of the study agrees with the finding of (Perber
1997) who stated that the audiences of mass communication messages are not
passive receivers, they are dynamic (i.e. active receivers because they select
media messages that are congruent with their needs).
This brings to the principles of
selective perception, selective exposure and selective retention.
Selective perception implies that the
audiences of media messages selectively perceive messages to suit them,
selective exposure refers an individual’s exposure to mass media and their
messages while selective retention implies that the audience refers those
messages that they have selectively esteemed as valuable to them.
Also, according to data generated and
presented in table 4.2.12 shows that 96% of the AIT Port Harcourt audience
agreed that AIT has advanced in the broadcasting of indigenous programmes and
that brings in the rich contents of the medium through African oriented
cultural and political heritage. AIT Port Harcourt residents prefer indigenous
programmes to foreign programmes because the indigenous programmes suits their
needs, meets their satisfaction.
Research Question Four
What impact has AIT programmes really
imparted in the lives of Port Harcourt residents since inception?
Response
Table 4.2.9 shows that 83% of the total
respondents agreed that AIT is very effective interms of news and information thereby
imparting positively on the Port Harcourt residents.
According to table 4.2.11, it is
strongly believed that AIT has performed well in the discharge of its social
responsibility function in the society.
From the respondent’s opinion, it is
generally noted and believe that AIT has strongly impacted positively on their
audience interms of news, entertainment and information dissemination as well
as projecting the rich Nigerian and African socio-cultural heritage.
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