RESEARCH METHODOLOGY ON COMMERCIALIZATION AND PERFORMANCE OF THE BROADCASTING MEDIA ORGANIZATIONS
RESEARCH
METHODOLOGY
3.0 Introduction
This
chapter presents the procedure adopted in this study. This includes research
design population of the study, sample/sampling procedure, description of the
measuring instrument. Method of data collecting, validity of the instrument,
reliability of the instrument and method of data analysis
3.1
Research Design
The
survey method was employed for this project to examine news commercialization
and performance of broadcast organization as its concerns audiences of Radio
Rivers 99.1 and Treasure 98.5FM
Survey
is a study of the characteristics of a
sample through questioning that enables the researcher make generalizations
concerning his population of interest (Chaja 2003:11).
3.2
Population of the Study
Population
refers to the number of people or objects which are similar in one way or the
other and which a study wants to investigate.
According
to Cookey (1998, p.36), population refers to the universe of items under study.
This study focused on the population of the audience exposed to these media and
their messages. The audience of Radio Rivers 99.1 Fm is about 19,000 as gotten
from the Head of Administration, while that of Treasure 98.5FM is about 13,000
as gotten from the General Manager.
Treasure
98.5FM
Audience population: about 13,000
Radio
Rivers 99.1
Audience population: About 19,000
Therefore, the total population of
audience of Treasure 98.5FM and Radio. Rivers 99.1FM is 32,000
3.3
Sample/ Sampling Procedure
With
a population of 32,000 and appropriate sample size can be obtained by using the
Taro Yamane 1960 statistical formula stated mathematically as;
n = 
Where
n = sample size
N=
population size
e
= the level of precision
n = 
n
= 
n =
n =
= 395
= 395
n
= 395
This means that the researcher will
study about 395 of the 32,000 people of the population.
The sampling technique adopted in this
research is the random sampling technique employed in selecting the 395 out of
32,000 people of the population.
3.4 Description
of the Measuring Instrument
The research instrument is the
questionnaire, participants were administered a research questionnaire which
was retrieved by the researcher upon completion.
The
questionnaire unlike group discussion does not give room for consensus but
allows individuals to give their honest opinions and responses not being
influenced by others.
3.5 Method
of Data Collection
The method of data collecting used in
this research is the used of questionnaire.
3.6 Validity of the Instrument
To ascertain the validity of the
instrument drafty copies of the questionnaire will be made available to the
researcher supervisor to make remark and relevant correction.
3.7 Reliability
of the Instrument
To
test the reliability of the instrument the researcher conducted a pilot survey
on the respondents were not the original target of this study/survey. Their
responses indicated that they understood the items in the questionnaire
3.8 Method of Data Analysis
In the analysis of the retrieved data,
the use of frequency distributions tables and simple percentage calculation
would be employed.
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