RESEARCH METHODOLOGY ON LITERATURE REVIEW ON UNIVERSITY OF PORT HARCOURT STUDENTS PERCEPTION ON THE USE OF BRAND AMBASSADORS ON TELEVISION COMMERCIALS: STUDY OF GLOBALCOM
RESEARCH METHODOLOGY
3.0 Introduction
This section deals with methods the researcher employed in
gathering the necessary data. The methodology therefore includes; the research
design, population of study, sampling design, data collection and method of
data analysis.
3.1 Research Design
Baridam (2001) proposes that a research design could be
defined as a framework or plan that is used as a guide the researcher in
collecting and analyzing the data of a study. The quasi-experimental method
according to Ihejirika and Omego (2011) is a type of design that makes
identifying causal relationships certain as there are various elements of the
design not under the control of the research.
3.2 Population of the Study
Frey
et al (1991) proposes that the population of the study refers to all people who
possess the characteristic of interest. The study was conducted in the University of
Port Harcourt, Choba, Rivers state, Nigeria. The University was established in
1975 as the University College, Port Harcourt but was promoted to the status of
a university in1977 whose population according to the uniport website:
www.uniport.edu.ng (2014) amounts to an estimate 40, 000.
3.3 Sample size
Berenson (1952)
explained that a sample of relevant content carefully selected is capable of
producing a result as valid as that obtained from a great deal of sample.
Therefore the choice of the technique was based on the ability to provide each
member of the larger population equal chance of being selected. Therefore, a sample size of 100 was drawn
from the population, as this was considered critical minimum needed to carry
out the study.
3.4 Sampling technique
The sampling
technique utilized for determining the sample size of 100 was the Slovene’s
formula which proposes that n= N / (1 +
Ne2) where;
n = the sample size
N = the population size
E = the level of confidence
n=40,000/ (1 + 40000 * 0.12)
n=40,000/ (401)
n=99.75 approximately 100
3.5 Method of Data Collection
Data was collected
through the use of questionnaire where the researcher administered copies of
questionnaire directly to the respondents, explained its details in order to
provide the respondent a comprehensive understanding of the items as well as
asked relevant questions not provided in the questionnaire in order to fully
understand the rationale underlying the respondents answers to the questions
after which the questionnaire was immediately retrieved.
3.6 Method of Data
Analysis
Data was presented
using tables, percentages and pie charts. The descriptive statistical method
was used in data analysis
3.7 Description of measuring Instrument
The questionnaire
was semi-structured designed in two sections; section A provided an
introduction into the purpose of the research as well as a list of questions on
the identity of the respondent who may or may not choose to disclose certain
information; section B consists of 7 questions, both open and closed ended
questions with each item clearly articulated to help the respondents understand
the details provided.
3.8 Validity of Measuring Instrument
The
questionnaire was submitted to the research supervisor for assessment and
verification for its face and content validity. The questionnaire was finally
re-written by the researcher after due integration of the corrections pointed
out by the supervisor.
APPENDIX I
Department
of Linguistics
and
Communication Studies,
Faculty
of Humanities,
University
of Port Harcourt,
Rivers
State.
Dear
Respondent,
I am a final
year student of University of Port Harcourt carrying out a research on “UNIVERSITY OF PORT HARCOURT STUDENTS
PERCEPTION ON THE USE OF BRAND AMBASSADORS ON TELEVISION COMMERCIALS: STUDY OF
GLOBALCOM ”. It is an academic
requirement for the award of Bachelor of Arts (B.A) degree.
To this end, I
have designed this questionnaire to enable you to provide answers to. I assure
you that information supplied will be treated confidentially.
Kindly answer
the questions on the attached sheets by choosing the alternative that suit you.
Yours
sincerely,
Researcher
APPENDIX
II
QUESTIONNAIRE
Please
tick √ where appropriate in the boxes below:
Name …………………………………………….……………
Sex Male Female
Date ………………………………………………………….
Section B
1. Who,
in your opinion, is a brand ambassador?
i.
………………………………………………………………………………………………………
ii.
………………………………………………………………………………………………………
iii.
……………..………………………………………………………………………………………
iv.
………………………………………………………………………………………………………
2. Do you think brand ambassadors are important to sales
promotion?
i.
………………………………………………………………………………………………………
ii.
………………………………………………………………………………………………………
3. In your opinion, what are the roles of band ambassadors in
promoting sales?
i.
…………………………………………………………………………………………………….
ii.
……………..………………………………………………………………………………………
iii.
……………………………………………………………………………………………………..
4. How,
in your opinion, do you think the roles of brand ambassadors promote product
sales?
i.
………………………………………………………………………………………………………
ii.
………………………………………………………………………………………………………
iii.
……………………………………………………………………………………………………...
5. What
globacom brand ambassador do you identify with?
…………………………………………
6. Why
do you identify with such an ambassador?
...........................................................................................................................................................................................................................................................................................................
7. Does
this ambassador influence your purchase of globacom product?
Yes No
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