CHAPTER
THREE
RESEARCH METHODOLOGY
3.0 This
chapter focuses on the methods or procedures used in collecting the data used
for this study. It details the research design, instrument of data collection,
source of data, sampling size and sampling technique, method of presentation
and analysis, validity and reliability of the research instrument.
3.1 The
Research Design:
The research employs a survey research design. The research
design for the study covers two aspects, descriptive and statistical. The
research will vividly describe the influence of television advertising and
product adoption using the Innoson plastic industry as a case study. Also,
statistical tool like the frequency distribution table and the chi-square
statistical tool will be used in analyzing the facts and data gathered from the
respondents in the field.
3.2 The
Research Population:
There are two sets of populations for this work; the
management staff of the marketing department of Innoson plastic industry Enugu
and also the users of the product at Abakpa and Emene in Enugu metropolis.
Using the 2006 national
population census, the numbers of people living in the areas of interest in
Enugu Metropolis are given in the table below.
Table
3.1 The Population of the Studied
Areas.
|
S/N
|
Areas
|
Total No of people.
|
|
1
|
Abakpa
|
42255
|
|
2
|
Emene
|
43003
|
|
|
Total
|
85258
|
2006
National Population Census.
3.3 Sample Size Determination:
In determining the
sample size, the researcher made use of different methods for the different
classes of respondents. For the staff members, complete enumeration was used,
while top man formula was adopted for the customer respondents.
(i) Sample size of management staff:
Complete
Enumeration was used the view of fifteen (15) staffs from the marketing
department. This is because the whole number of staff in the marketing
department of Innoson plastic industry will be studied.
(ii) Sample size of users:
The researcher made
use of the Top man’s formula to determine the sample size of the users. In
determining the sample size of the users/customers, the views of some people
from two areas in Enugu metropolis were sampled.
Abakpa = 50
Emene = 50
= 100
The population size of the consumers is not known. In
order to get the metric of users of Innoson Plastic Product in Abakpa and Emene
areas of Enugu Metropolis, a pilot survey was carried out. This is done by
interviewing a random sample of one hundred (100) respondents. In the finding,
eighty (80) respondents agree that they use Innoson plastic product, whereas
twenty (20) respondents where identified not using it.
To determine the users sample size,
N = Z2 pq
e2
Where n = the required sample
size.
z = the number of
people selected.
p = the number of positive response.
q = the number of Negative response.
e = error Margin.
The proportion of those that use
Innoson plastic product is
p = 80 = 0.8
100
While
The proportion of those that
use Innoson plastic product is
q = 20 = 0.2
100
The sample size can be
calculated as follows;
N = Z2pq
e2
Where z = 1.96 or 90%
p = 0.8
q = 0.2
e = 0.05 or 5%
Therefore n = (1.96)2 x
0.8 x 02
(0.05)2
n = 3.8416 x 0.8 x 0.2
0.0025
n = 0.614656
0.0025
n = 245.86 approximately 246
n = 246
The sample size of the
customer is known to be 246.
Therefore the total sample size
is 246 + 15 = 261
3.4 Sampling
Technique:
The research
employs the non-probability sampling technique. This is because; it is
difficult to study the entire population of all the staff in the marketing
department of Innoson plastic as well as the entire population of Enugu
Metropolis that Patronizes the Innoson Plastic Products.
3.5 Source of Data:
Both
primary and secondary sources of data were used for this work.
(1) The primary sources include the
following: the use of questionnaire, oral interview and personal observations.
(2) The
secondary sources include; material from text books, articles, journals,
periodicals, lecture notes and internet materials.
3.6 Research Instrument
The research instruments that are mostly suitable for the
research method selected are the use of questionnaire and interview. This is
because the questionnaire helps the researcher to gather those information that
he could not have gotten from the staff of Innoson plastics.
Also, the use of interview is important because, it helps
the researcher to get information especially those that borders on issues and
perspective in Innoson plastics that cannot be given out by the public.
3.7 Questionnaire Design:
The
questionnaire contains a simple approach and a clear language which helps the
researcher to determine television advertising and product industry. The
questions are close ended questions. There are of two sections, section A which
is for the marketing staff of Innoson plastic industry Enugu metropolis and
section B for the respondents.
3.8 Reliability and Validity of the
Instrument
The instrument of data collection mostly used in
gathering data for this research was the questionnaire and it was carried out
by the researcher himself. Moreover, the respondents were friendly and gave
their candid opinion as regarded to the topic of this research.
The validity of the research instrument in this research
work was determined through expert opinion. In this process, the drafted questionnaire
was corrected by my supervisor who ascertained that the necessary questions in
the questionnaire were necessary to test the hypothesis formulated.
3.9 Questionnaire Administration.
A total number of
two hundred and sixty-one (261) questionnaires were distributed. In administering the questionnaire, two
hundred and forty six (246) questionnaires were distributed to the respondents
within Abakpa and Emene while fifteen (15) questionnaires were distributed to
the staff of marketing department of Innoson plastic industry.
The questionnaire
is in two sections. Section A was administered to staff of marketing department
of Innoson plastic industry while section B was administered to consumers. The
numbers of questionnaire which were distributed to customers in Abakpa and
Emene areas of Enugu Metropolis is determined by using this formula.
n = No of population of an area
x The sample size of consumers
Total population of the area. 1
1. In Abakpa
n = 42255
n = 42255 x 246
85258 1
n = 0.4956133
x 246 = 121.92
121.92 approximately 122
n = 122
2. In Emene
n = 43003
n = 43003 x 246
85258 1
n = 0.5043867 x 246 = 124.07
n = 124
Table
3.2 Areas and Questionnaire
Administration
|
Areas
|
Population
size
|
No
of Questionnaires
|
|
Abakpa
|
42255
|
122
|
|
Emene
|
43003
|
124
|
|
Total
|
85258
|
246
|
|
|
|
|
3.10 Methods of data presentation and analysis
The frequency distribution table will be used for the
presentation of the information and data collected from the respondents while
the chi-square statistical instrument is used for the analysis of the data
collected from the respondents.
CHAPTER
FOUR
DATA
PRESENTATION, INTERPRETATION AND ANALYSIS
4.0 Introduction
In this, chapter, the data gotten through the
distribution of the questionnaire by the researcher are presented and analyzed
using appropriate analytical tools like the table, frequency and percentage. It
also contains the test of hypothesis using the chi-square as statistical tools.
4.1 Return of Distributed Questionnaires
A total number of 246 questionnaires were distributed to
the respondents (users of Innoson plastic products) and 15 questionnaires were
distributed to the staff of the marketing department of Innoson plastic
industry. At the end of the distribution, the total number of questionnaire
distributed was returned from both the respondents (users) and staff of the
company. Hence, the total numbers of 261 questionnaires were distributed and
they were all returned.
Table
4.1 – Return of Distributed Questionnaires
|
s/n
|
Respondent
|
Number of distributed
|
No returned
|
Response rate
|
|
1
|
Consumers (users
|
246
|
0
|
94.25
|
|
2
|
Staff
|
15
|
0
|
5.74
|
|
|
Total
|
261
|
|
100
|
Source: Survey Data 2011.
Table 4.1 shows
that a total of 246 questionnaires where distributed to the users of Innoson
plastic products, and they were all returned while 15 questionnaires were
distributed to the staff of the marketing department of Innoson plastics
industry; making it a total number of 261 questionnaires. As a result, the
questionnaires for the consumers took 94.25% of the total questionnaires
distributed while the questionnaires for the staff took 5.74% of the total
questionnaire distributed.
4.2
Analysis Of Data
From Questionnaire
Table
4.2
Distribution
of Advertising Budgets in Innoson
The analyses of the data are
given;
|
Options
|
No
of respondents
|
Response
rate
|
|
Television
|
8
|
53.33
|
|
Radio
|
2
|
13.33
|
|
Newspaper
|
2
|
13.33
|
|
Bill board
|
3
|
20
|
|
Total
|
15
|
100
|
Source: Survey Data 2011
Table 4.2 shows
that, 8 of the staff representing 53.33% indicated that, the form of
advertising that attracts the most budget is television advertising. 2 of the
staff representing 13.33 indicated that, it is radio and 2 staff representing
13.33 is also of the view that, it is newspaper while the remaining 20% indicated
that it is billboard.
Table
4.3
|
Option
|
Values
|
Sales
|
Profitability
|
Competitive competence
|
Total
|
||||
|
|
Frequency
|
score
|
Frequency
|
Score
|
Frequency
|
score
|
Frequency
|
score
|
|
|
Highly
|
4
|
8
|
32
|
5
|
20
|
10
|
40
|
23
|
92
|
|
Moderate
|
3
|
4
|
12
|
6
|
18
|
3
|
9
|
13
|
39
|
|
Poorly
|
2
|
3
|
6
|
4
|
8
|
0
|
0
|
7
|
14
|
|
Not at all
|
1
|
0
|
0
|
0
|
0
|
2
|
2
|
2
|
2
|
|
|
10
|
15
|
50
|
15
|
46
|
15
|
51
|
45
|
147
|
Response to the place of television advertising in
increasing sales volume, profitability and competitive competence in Innoson
plastic industry.
Source: Survey Data 2011
Table 4.3 shows
that 8 persons among the staff indicated that television advertising has highly
helped to increase the sales volume of the company thus having the score value
of 32, 4 staff indicated that it is moderate with the score value of 12. 3
staffs indicated poorly, having the score value of 6 while none of the staff
indicated not at all, thereby having the score value of o.
For the level to
which televising adverting promotes profitability, 5 staff indicated that,
television advertising has highly promoted profitability in Innoson plastic
industry thereby having the score value of 20. 6 staff indicated moderately
having the score value of 18. 4 staff indicated poorly with the score value of
8 while none of them indicated not at all.
In the case of
television advertising enhancing competitive competence, 10 staff indicated
highly, having a score value of 40. 3 staff indicated moderately, thereby,
having a score value of 9. None indicated poorly while 2 staff indicated not at
all thereby having a score value of 2.
Therefore, the total frequency of the respondents that
indicated highly in the place of sales, profitability and competitive competence
is 23 with its total score value to be 92, representing 62.58%. Total number of
13 responded moderately with the total score
value of 14, representing 9.52% while 2 indicated Not at all having 2 as its
total score value which represents 1.36%.
Table
4.4 Response to whether Innoson plastic industry has improved in their
television advertising.
|
Option
|
No
of respondents
|
Response
rate
|
|
Highly
|
9
|
60.00
|
|
Moderately
|
4
|
26.66
|
|
Less
|
2
|
13.33
|
|
uncertain
|
0
|
0
|
|
Total
|
10
|
100
|
Source: Survey Data 2011.
Table 4.4 shows
that 9 respondents representing 60% of the marketing staff indicated that
Innoson plastic industry has highly improved in their television advertising. 4
respondents representing 26.66% indicated moderately. 2 respondents
representing 13.33% indicated that Innoson plastic industry has less improved
in their television advertising while none indicated uncertain.
Table
4.5: Response from the users to know If the respondents have watched the advertisement of Innoson
plastic product on television before.
|
Option
|
No
of Respondent
|
Response
Rate
|
|
Yes
|
196
|
80
|
|
No
|
50
|
20
|
|
Total
|
246
|
100
|
Source: Survey Data 2011.
Table 4.5 shows
that, 196 respondents representing 80% of the users of Innoson plastic have
watched the advertisement of Innoson plastic products on television while 50
respondents representing 20% indicated that they have not watched the
advertisement on television before.
Table
4.6: Response to know how often the respondents watch the television
advertising of Innoson plastic product on Enugu media networks.
|
Option
|
No
or respondents
|
Response
rate
|
|
More often
|
150
|
61.0
|
|
Less often
|
46
|
18.7
|
|
Not at all
|
50
|
20.3
|
|
Total
|
246
|
100
|
Source: Survey Data 2011
Table 4.6 shows
that 150 respondents representing 61.0% indicated that, it is more often that
they watch the television advertising of Innoson plastic product in Enugu media
networks. 46 respondents representing 18.7% indicated that it is less often
that they watch it and the remaining 50 respondents representing 20.3%
indicated that they do not watch the advertising of Innoson plastic in Enugu
media network.
Table
4.7: Response to the place of television advertising to identify its level of
uniqueness and how it has aroused the interest of the users to adopt the
product.
|
Options
|
Values
|
Uniqueness
|
Aroused
|
Total
|
||||
|
Freq.
|
score
|
Freq.
|
score
|
Freq.
|
Score
|
Res.
rate
|
||
|
Highly
|
4
|
170
|
680
|
150
|
600
|
320
|
1280
|
80.2
|
|
Moderately
|
3
|
26
|
78
|
46
|
138
|
72
|
216
|
13.5
|
|
Poorly
|
2
|
0
|
0
|
0
|
0
|
0
|
0
|
0
|
|
Not at all
|
1
|
50
|
50
|
50
|
50
|
100
|
100
|
6.3
|
|
Total
|
10
|
246
|
808
|
246
|
788
|
492
|
1596
|
100
|
Source: Survey Data 2011.
A table 4.7 show
that, 170 respondents indicated that the television advertising of Innoson
plastic industry is highly unique thus having the score value of 680. 26 respondents’
indicated that it is moderately unique with the score value of 78. None
indicated it is poorly while 50 indicated that it is not unique having the
score value of 50.
In the case of how it aroused the interest of the users
to adopt the product, 150 respondents indicated that the television advertising
of Innoson plastic industry has highly arose their interest in adopting the
product. 46 respondents indicated that it has moderately arose them to adopt
the product. None indicated that it has poorly aroused their interest while 50
respondents indicated that it has not aroused their interest to adopt the
product.
Therefore, the total frequency of the respondents that
indicated that the television advertising of Innoson plastic product is unique
and has aroused their interest for the product is 320 with the score value of
1280 representing 80.2%. Total number of 72 respondents responded that it is
moderately unique and have also aroused their interest with the score value of
216 representing 13.5%. None indicated poorly while total number of 100
respondents indicated that, it is not at all unique or have arose their
interest for the product having its total score valve to be 100.
4.3
Testing the
Hypotheses
The three hypotheses stated were
tested using the chi-square statistical formula. The test results are presented
as follows;
4.3.1 Hypotheses 1: Television
advertising of Innoson plastic product has influenced consumers’ adoption of
the product.
Step
1: Ho - Television advertising of Innoson plastic product has not influenced
consumers’ adoption of the products.
H1 - Television advertising of
Innoson plastic products has influenced consumers’ adoption of the products.
Table
4.8: Response of users to how the
television advertising of Innoson plastic product has arose their interest to
adopt the product.
|
Options
|
O
|
E
|
|
Greatly
|
150
|
61.5
|
|
Moderately
|
46
|
61.5
|
|
Poorly
|
0
|
61.5
|
|
Not tall
|
50
|
61.5
|
|
Total
|
246
|
246
|
Step 2: The statistical formula is
X2 = å(fo-fe)2
Fe
where = summation
fo = Observed frequency
fe = Expected frequency
Step 3: The level of significant is used as 5% or 0.05
Step
4: The degree of freedom is
given by (R-1) Number of Rows (C-I) Number of column
i.e. d.f = (4-1) (2-1)
= 3
Step 5: The critical value is given as X30.05 = 7.815
(The value is determined form the table of
the chi square)
Step 6: To get the expected frequency,
Total number of observed frequency
Total
number of Rows
å = 246 = 61.5
4
Step 7: Computation of the test statistic using table
Table
4.9
|
Option
|
Observed
frequency(0)
|
Expected
frequency (E)
|
O-E
|
(0-e)2
|
(0-E)2
E
|
|
Highly
|
150
|
61.5
|
88.5
|
7832.25
|
127.35
|
|
Moderately
|
46
|
61.5
|
-15.5
|
240.25
|
3.90
|
|
Poorly
|
0
|
61.5
|
-61.5
|
3782.55
|
61.50
|
|
Not at all
|
50
|
61.5
|
-11.5
|
132.25
|
2.15
|
|
|
|
|
|
|
X2=194.9
|
Source: Survey Data 2011.
Step 8: Comparing the test statistics with the critical value we have 194.9 >
7.815
Step 9: Decision: Since the
calculated value of the chi-square (X2) is greater than the critical
or table value, we reject the null hypothesis (Ho) and accept the alternative
hypothesis (H1). Thus, it is therefore concluded that,
television advertising of Innoson plastic products has influenced customers’
adoption of the product.
4.3.2 Hypothesis 2
Television
advertising of Innoson plastics has helped the company to bit their competitors
in the plastic world.
Step
I: Ho - The television advertising of
Innoson plastic products has not helped the company to bit their competitors in
the plastic world.
H1 - The television
advertising of Innoson plastic products has helped the company to bit their
competitors in the plastic world.
Table
4.10: Response of the staff on the level to which television advertising of
Innoson plastic products has helped the company to outweigh their competitors
|
Options
|
O
|
E
|
|
Highly
|
10
|
3.75
|
|
Moderately
|
3
|
3.75
|
|
Poorly
|
0
|
3.75
|
|
Not at all
|
2
|
3.75
|
|
Total
|
15
|
15
|
Source: Survey Data 2011
Step
2: The statistical formula is
X2 = å(fo-fe)2
Fe
Where å = Summation
fo = Observed frequency
fe = Expected frequency
Step
3: The level of significant is
given at 5% or 0.05
Step 4: The degree of freedom is given by
(R-1) Number of Rows (C-I) Number of column
i.e. d.f = (4-1) (2-1)
= 3
Step
5: The critical value is given as X30.05 = 7.815
(The value is determined from the table of
the chi square)
Step
6: Expected frequency, Total number
of observed frequency
Total number of Rows
å = 15 = 3.75
4
Step
7: Computation of the test statistic
using table
Table 4.11
|
Option
|
Observed
frequency
|
Expected
frequency(E)
|
O-E
|
(O-E)2
|
O-E2
 E |
|
Options
|
10
|
3.75
|
39.0625
|
39.0625
|
10.41
|
|
Highly
|
3
|
3.75
|
-0.75
|
0.5625
|
0.15
|
|
Moderately
|
0
|
3.75
|
-3.75
|
14.0625
|
3.75
|
|
Poorly
|
2
|
3.75
|
-1.75
|
3.0625
|
0.81
|
|
|
|
|
|
|
X215.12
|
Source: Survey Data 2011
X2 = 15.12
Step
8:
Comparing the test statistics with the critical value
15.12 >7.815.
Step
9: Decision: Since the calculated value of the chi-square (x2) is
greater than the critical value or table value, we reject the null hypothesis
(H0) and accept the alternative hypothesis (H1). It is
therefore concluded that, the television advertising of Innoson plastic
industry has helped the company to bit there competitors in the plastic
market.
4.3.3 Hypothesis 3
The television
advertising of Innoson plastic industry has helped the company to maximize
profit.
Step 1: H0
– The television advertising of Innoson plastic product has not helped the
company to maximize profit.
H1 - The television advertising of Innoson plastic
industry has helped the company to maximize profit.
Table
4.12: Response of the staff on the level to which television advertising has
helped the company to achieve profitability.
|
Option
|
O
|
E
|
|
Highly
|
5
|
3.75
|
|
Moderately
|
6
|
3.75
|
|
Poorly
|
4
|
3.75
|
|
Not at all
|
0
|
3.75
|
|
Total
|
15
|
15
|
Source: Survey Data
2011
Step 2: The statistical formula
X2 = å(fo-fe)2
Fe
Where å = Summation
fo = Observed frequency
fe = Expected frequency
Step
3: The level of significant is
given at 5% or 0.05
Step 4: The degree of freedom is given by
(R-1) Number of Rows (C-I) Number of column
i.e. d.f = (4-1) (2-1)
= 3
Step
5: The critical value is given as X30.05 = 7.815
(The value is determined from the table of
the chi square)
Step
6: Expected frequency, Total number
of observed frequency
Total number of Rows
å = 15 = 3.75
4
Step
7: Computation of the test statistic
using table
Table
4.13
|
OPTION
|
O
|
E
|
O-E
|
(o-e)2
|
 O-E2
E
|
|
Highly
|
5
|
3.75
|
1.25
|
1.5625
|
0.41
|
|
Moderately
|
6
|
3.75
|
2.25
|
5.0625
|
1.35
|
|
Poorly
|
4
|
3.75
|
0.25
|
0.0625
|
0.01
|
|
Not at all
|
0
|
3.75
|
-3.75
|
14.0625
|
3.75
|
|
|
|
|
|
|
X2 = 5.52
|
Source: Survey Data 2011
X2 = 5.52.
Step
8: Comparing
the test statistics with the critical value
5.52<7.815
Step
9: Decision: Since the calculated value of the chi-square (X2) is less
than the critical value, we reject the alternative hypothesis (H1)
and accept the null hypothesis (H0).
Thus, it is therefore concluded that television advertising of Innoson plastic
industry has not helped the company to maximize profit.
CHAPTER FIVE
SUMMARY
OF FINDINGS, CONCLUSION AND RECOMMENDATION.
This chapter summarizes the findings of this research
project, draws conclusions based on the final analysis of this findings and
finally made recommendations.
5.1 Summary
of the findings.
At
the end of the research, the following findings were arrived at;
1. That the use of television advertising
has significantly and positively helped Innoson plastic industry to acquire
high adoption of their product because of the effectiveness of their television
advertising. Table 4.9 vividly show this finding.
2. That the use of television advertising
has highly helped Innoson plastic industry to out-weigh their competitors due
to the intensity and quality of their television campaigns. Table 4.11 of
chapter 4 support this findings.
3. That the management staff members of
Innoson plastic, industry Plc has devised ways for the improvement of their
television advertising. Some of such ways being, making their advertising
programmes more informative and also having wide coverage. Reference to table
4.4 of chapter 4 vividly supports the findings.
4. That the televisions advertising of
Innoson plastic industry have not helped them much positively in maximizing
profit.
5.2 Conclusion
Television advertising is one of the most effective and
reliable advertising media. Their audio and visual impact creates informative
and very long lasting impression in the mind of the consumers which induces
them to buy a product.
To achieve this effectiveness of television advertising
on consumer adoption of a product, the television advertising has to be
effective because, there could also be a television advertising that is not
effect or result oriented. Television advertising is considered effective if it
is informative, inducing, has wide coverage and has conform to the
specifications and standards of the national advertising agencies. A television
advertising that meets these criteria is very important to the realization of
the goals of a business enterprises which is increasing consumers adoption of a
product increasing the sales volume of the company, be able to face their
competitors and which in turn increase profitability.
5.3 Recommendations
The following are some of the recommendations of this
research.
1. Innoson plastic industry should keep on
with the use of television advertising because it tends to be more result
oriented that other advertising media. It audio-visual impact creates lasting
impression of their product in the mind of the consumers.
2. Innoson plastic industry should also
increase more on the wide coverage of their advertisement on television. This
can be achieved by making sure that the various television stations and network
carries the television advisement of the company’s product.
3. Innoson plastic industry should
identify more peculiar features and qualities of effective television
advertising and apply them in other to continue with their lead in the plastic
market. Some of this features and qualities being that, their television
advertisements must be more informative, inducing and must always be in
consonance with the specifications of the National advertising agencies.
4,. Innoson plastic industry should ensure
proper censoring of their dramatic performances to avoid in consistencies. This
they can achieve by working hand in hand with the advertising agencies before
the advertising is televised.
5. Innoson plastic industry should also
design more strategies on how to increase in their profit maximization in order
to achieve all their required goals. This can be done by applying properly the
marketing mix (4pcs) in the process of advertising.
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