Chapter Three Methodology 3.1 Preamble

CHAPTER THREE
METHODOLOGY
3.1 Preamble
This chapter focused on the approach and method used in this research work to elicit
data. Methodology in research helps the researcher to carefully select the method suitable for the
study with the deliberate intent of collecting, interpreting and analyzing the data collected.
3.2 Research Design
According to Abbary (1986), methodology is the operational blueprint, which the
researcher plans to employ in accomplishing the objective of the study. To carry out the study
successfully, the researcher used survey method research. Osuala (1982:181) opine thus, "survey
research focuses on the people and their beliefs, opinion, attitudes, motivations and behaviours''
It is therefore imperative to use a research method that could cut across people’s
perceptions, survey method is a useful tool in this research exercise. The study, seek to
investigate opinion of Mass Communication students (Advert and Public Relations students) on
'Accessing Product Placement in Comedy Skits' within the University of Jos.
3.3 Area of Study
This is the geographical territory where the study was carried out. Thus the study
focused within Advertising and Public Relation students of Mass Communication Department,
University of Jos, Jos-North Local Government of Plateau State.
3.4 Population of the Study
Osuala (2002:32) defined population as" Identitying characteristics which members of
the universes have in common and which will identity each unit as being a member of a popular
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group'' The population of the study in this research are Advertising and Public Relation students
of Mass Communication department within University of Jos.
3.5 Sample Size Determination
The sample size of the study is made up of 176 Advertising and Public Relation students
of Mass Communication within the four levels of the department.
3.6 Sampling Technique
Wimmer and Dominick (2000:81)) define a sample as "a subject of the population that is
representative of the entire population. Sample is a technique of data collection. It is a process of
drawing a sample from a population or universe (Panna 2009:39). This study uses the simple
random sampling technique to select the students within the department of Mass
Communication, University of Jos and systematic sampling technique to select the Advertising
and Public Relation students that the questionnaire will be administered.
Asika, (2003) stated that in choosing some sample elements the researcher may be guided
by what he considers typical cases which are most likely to provide him with the requisite data or
information. When a researcher chooses his samples under this condition he is said to be
involved in a systematic sampling.
3.7 Research Instrument and Administration
There are numerous instruments for data collection when conducting research. These
instruments include; questionnaire, content analysis, interviews and observations among others.
This study uses questionnaires as research instrument for data collection. It was divided into four
sections.
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3.8 Method of Data Collection
This research has the following methods that the work relies in collecting of data; they are
list and explain below:
I. Primary data and
II. Secondary data.
Primary Data: In order to collect the primary data regarding 'Accessing Product Placement in
Comedy Skits within the four levels of Mass Communication department, data were obtained
primarily using a Likert four-scale representations questionnaire which was directed to
Advertising and Public Relation students of University of Jos.
Secondary Data: This is the data that have been already collected by and readily available from
other Sources. Such data are cheaper and more quickly obtainable than the primary data and also
may be available when primary data cannot be obtain at all. Example of secondary data collected
from are the newspapers, journals, workshop papers, text books, and seminar presentation
papers.
The advantages of secondary data are:
a. It is economical. It saves effort and expenses.
b. It is time saving
c. It helps to improve the understanding of the problem.
d. It provides a basis for comparison for the data that is collected by the researcher.
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3.9 Method of Data Analysis
The data for this study were analysed using descriptive and inferential statistics such as
frequency distribution table and percentage also the chi-square method was used by the research
to test the earlier stated hypothesis. Chi-square formula is represented as follows:
X 2 =∑ ¿ ¿ ¿
Where:
O = Observed frequency
E = Expected frequency
 = Summation
X2 = Chi-Square
3.10 Validity/Reliability of Instrument
The study used questionnaires as research instrument for data collection. It was divided
into Sections. Section A of the question addresses the Bio-data of the respondents; section B to
identity the respondents source of comedy skits while Section C of the questionnaire contains
questions to identify viewers knowledge of comedy skits by Mass Communication students of
University of Jos and section D is to assess the knowledge of product placement on comedy skits
by Mass Communication students of university of Jos and section E to understand the
development of purchase intentions from product placement on comedy skits by Mass
Communication students of the University of Jos.
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REFERENCES
Abbary, J.D. (950). Essential research methodology for Nigerian educators. Ibadan: University
Press.
Asiki, S. (200). Inequities in Nigerian politics. Ibadan: Y-Books.
Obodoeze, F.0. (2001). Modern textbooks of mass communication. Enugu: academic press.
Osuala, E. (2002.52). Introduction to research methodology. Onitsha: African Feb Publisher Ltd.
Panna, K. (2009). Mass media research. Mumbai India: Himalaya Publishing House.
Wimmer, R. and Dominick, J. (2006). Mass media research: an introduction. (8 ed). Belmont,
CA: Thomson and Wadsworth.

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CHAPTER THREE

3.2 Research Design

According to Abbary (1986), methodology is the operational blueprint, which the

'Accessing Product Placement in Comedy Skits' within the University of Jos.

3.3 Area of Study

University of Jos, Jos-North Local Government of Plateau State.

3.4 Population of the Study

Osuala (2002:32) defined population as" Identitying characteristics which members of

of Mass Communication department within University of Jos.

3.5 Sample Size Determination

of Mass Communication within the four levels of the department.

3.6 Sampling Technique

representative of the entire population. Sample is a technique of data collection. It is a process of

and Public Relation students that the questionnaire will be administered.

involved in a systematic sampling.

3.7 Research Instrument and Administration

list and explain below:

I. Primary data and

II. Secondary data.

primarily using a Likert four-scale representations questionnaire which was directed to

Advertising and Public Relation students of University of Jos.

The advantages of secondary data are:

a. It is economical. It saves effort and expenses.

c. It helps to improve the understanding of the problem.

to test the earlier stated hypothesis. Chi-square formula is represented as follows:

3.10 Validity/Reliability of Instrument

questions to identify viewers knowledge of comedy skits by Mass Communication students of

by Mass Communication students of university of Jos and section E to understand the

development of purchase intentions from product placement on comedy skits by Mass

Communication students of the University of Jos.

Asiki, S. (200). Inequities in Nigerian politics. Ibadan: Y-Books.

CA: Thomson and Wadsworth.

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