DATA PRESENTATION, INTERPRETATION AND ANALYSIS ON COMMERCIALIZATION AND PERFORMANCE OF THE BROADCASTING MEDIA ORGANIZATIONS

DATA PRESENTATION, INTERPRETATION AND ANALYSIS

          This chapter will focus on the findings and analysis of the data from the study.  Data was collected from three hundred and fifty (350) out of three hundred and ninety five (395) distributed questionnaires to the audience of Radio Rivers 99.1 and Treasure 98.5 Fm, thereby providing answers for each objective. Some respondents neglected or refuse to answer the questions and some others did not return the copies given to them.

          The analysis focused on the two sections of the questionnaire, section one dealt with respondents’ background information while section two dealt with response from respondents on the different questions.

However, the presentation and analysis of the obtained data will be largely descriptive, adopting an analytical approach, using frequency count, percentages, tables and pie charts.

4.1 Demographic Characteristics of Respondents

          Background information of respondents as outlined in section one of the questionnaires include, age, sex, marital status, occupation and residential area.

Table 1:  Distribution of Gender of Respondent

Gender	Frequency	Percentage (%)
Male	182	52
Female	168	48
Total	350	100

          Table 1 above, shows the result of gender or sex data collected from the audience of Radio Rivers and Treasure Fm.

It can be seen that a total of 182 or 52% of the respondents are male, while a total of 168 or 48% of the respondents constitutes females. In other words, a greater percentage of the respondents in the study area are male.

Table 2: The age distribution frequency

Age range (years)	Frequency	Percentage (%)
Under 20 years	60	17.1
21-29 years	130	37.1
30 years and above	160	45.7
Total	350	100

          Table 2 above and the pie chart below, shows that respondents under the age of 20 years are 60(17.1%), a population of 130 (37.1%) respondents is within the age range of 21-29 years while a population of 160(45.7%) respondents is 30 years and above. Generally, the data collected for this study shows that the majority of the respondents were mature persons who have the basic knowledge of the project topic.

Table 3: Distribution based on Marital Status

Marital status	Frequency	Percentage (%)
Married	155	44.3
Single	185	52.9
Divorce	-	-
Widow	10	2.8
Widower	-	-
Total	350	100

          From the data shown in table 3 above, it is observed that married people constitute 155 or 44.3% of the total respondents, while singles were 185 or 52.9%. Widows constituted 10 or 2.8%. It is also indicated that there were no divorced and widower. In order words this implies that the majority of the respondents are single individuals in the study because of the high frequency and percentage gained.

Table 4: Occupational Status Distribution 

Occupational status	Frequency	Percentage (%)
Student	120	34.3
Civil servant	100	28.6
Retired	50	14.3
Others	80	22.8
Total	350	100

As indicated in the frequency distribution table 4 above, it could be seen that students, had the highest number of respondents of 120 or 34.3%, and this is followed by Civil servants, Retired and other occupational status with a number of 100 (28.6%), 50 (14.3%)  and 80 (22.8%) respectively. This therefore shows that the majority of the audience is students.

Table 5: Residential Distribution

Area	Frequency	Percentage
Urban	190	54.3
Rural	160	45.7
Total	350	100

          As shown in the frequency distribution table 5 above, it could be seen that the majority of the audience are living in the urban area with a population of 190(54.3) while a lower population of 160(45.7%) reside in the rural area.

4.2 Data Presentation and Analysis Answering of Research

      Question

1.     Do you listen to Radio?

Table 6: Distribution to know if respondents listen to radio

Responds	Frequency	Percentage (%)
Yes	344	98.3
No	6	1.7
Total	350	100

          The above table 6 shows the number of people that listen to radio and it is ascertained that the people that listen to radio are 344(98.3%) while those that do not listen to radio are 6(1.7%). From the table we see that more people listen to radio.

If yes, which radio station favourite?

Table 7: Distribution on Favourite Radio Station

Responds	Frequency	Percentage (%)
Radio rivers	158	45.1
Treasure fm	187	53.4
None	5	1.4
Total	350	100

         

          The above table 7 shows the respondents favourite station, and from the result 158(45.1%) respondents said Radio Rivers is their favourite station,

187(53.4%) respondents prefer Treasure FM and 5(1.4%) respondents said none i.e. they do not like any as their favourite station.

2.     Why do you listen to these radio stations?

Table 8: Distribution on the reasons why respondents listen to radio station          

Responds	Frequency	Percentage (%)
Information	190	54.3
Entertainment	150	42.9
Others	10	2.9
Total	350	100

          From the table 8, 190(54.3%) respondents indicated that they listen to radio for the purpose of obtaining information, and 150(42.9%) respondents are of the opinion that they listen to the radio for entertainment purposes, while 10(2.9%) respondents specified for other reasons. Therefore, it can be ascertain that majority of the respondents listen to radio for informational purposes and this has led to increased awareness and education of the public which are essential for development in any society.