Ishioma Chapter Three

CHAPTER THREE
METHODOLOGY
Introduction
This chapter outlines the research design and methods used to examine Nigeria's use of cultural
diplomacy in building its reputation and influence internationally. It describes the study's approach
to collecting, analyzing, and interpreting data, with attention to ensuring both validity and
reliability. The chapter presents the research design, study area, population and sampling, data
sources, methods of data collection, validity and reliability of instruments, ethical considerations,
and methods of data analysis.
3.1 Research Design
The study adopts a mixed-method approach, combining qualitative and quantitative methodologies
to offer a comprehensive understanding of Nigeria’s cultural diplomacy efforts. The qualitative
component provides an in-depth analysis of the strategies, challenges, and impact of cultural
diplomacy, while the quantitative component examines patterns and perceptions of Nigeria's
international image. This approach leverages the strengths of both data types, allowing for robust
analysis and cross-verification (triangulation) to enhance credibility.
In this study, qualitative data will be collected through interviews with Nigerian cultural and
diplomatic stakeholders, such as officials from the Ministry of Foreign Affairs and representatives
from the Nigerian creative industries. These insights will help capture the practical aspects of
cultural diplomacy. For the quantitative component, surveys will be distributed to international
respondents, assessing their perceptions of Nigeria’s cultural diplomacy. This mixed-method
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approach, aligned with an exploratory-descriptive design, is suitable for exploring the relatively
under-researched field of Nigeria’s cultural diplomacy.
3.2 Study Area
This research focuses on Nigeria's cultural diplomacy efforts and their influence on global
perceptions of the country: A study of Lagos State. While the qualitative component targets
Nigerian diplomatic and cultural stakeholders within Nigeria and at various international missions,
the quantitative component will involve a diverse international population. The study spans various
regions globally to capture a range of perceptions and the broader influence of Nigerian culture
across different cultural and geographical contexts.
3.3 Population and Sampling
The study's population comprises of Ministry of Foreign Affairs (e.g., Department of Culture and
Tourism), Lagos State, Ministry of Information and Culture, Lagos State, Nigerian representatives
stationed in embassies and consulates globally, Lagos State, Nollywood, music, fashion, and arts
industries, Lagos State, Nollywood, music, fashion, and arts industries, Lagos State, Experts in
international relations, cultural diplomacy, and African studies, Lagos State, Academics and
Researchers, Lagos State.
The population of the study consists of individuals and groups directly or indirectly involved in or
impacted by Nigeria's cultural diplomacy efforts. These individuals are categorized into distinct
groups based on their roles, expertise, and relevance to the study.
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Table 3.1: Population of the Study
S/No Various agency No of Respondents

1 Ministry of Foreign Affairs (e.g., Department of Culture and 500
Tourism), Lagos State
2 Ministry of Information and Culture, Lagos State 270
3 Nigerian representatives stationed in embassies and consulates 265
globally, Lagos State
4 Nollywood, music, fashion, and arts industries, Lagos State. 350
5 Experts in international relations, cultural diplomacy, and 650
African studies, Lagos State
6 Academics and Researchers, Lagos State. 1000
Total 3,035
3.4 Sampling Techniques
The sample of this study was drawn from the total number of the population from the agency in
Lagos state. A total number of 3,035 from this agency i.e. Ministry of Foreign Affairs (e.g.,
Department of Culture and Tourism), Lagos State, Ministry of Information and Culture, Lagos
State, Nigerian representatives stationed in embassies and consulates globally, Lagos State,
Nollywood, music, fashion, and arts industries, Lagos State, Nollywood, music, fashion, and arts
industries, Lagos State, Experts in international relations, cultural diplomacy, and African studies,
Lagos State, Academics and Researchers, Lagos State. The proportionate sampling technique was
employed in the study since the number of agencies are not the same. The proportion of the
participants in the population was reflected in the sample as thus:
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Table 3.2: Distribution of Respondents
S/No Agency Population Sample Size

1 Ministry of Foreign Affairs (e.g., Department of 500 60
Culture and Tourism), Lagos State
2 Ministry of Information and Culture, Lagos State 270 40
3 Nigerian representatives stationed in embassies and 265 30
consulates globally, Lagos State
4 Nollywood, music, fashion, and arts industries, Lagos 350 40
State.
5 Experts in international relations, cultural diplomacy, 650 70
and African studies, Lagos State
6 Academics and Researchers, Lagos State. 1000 100
Total 3,035 340
3.5 Sources of Data
Data for this research will be sourced from both primary and secondary sources. Primary data will
come from semi-structured questionnaires, interviews and online surveys, while secondary data
will include existing literature on cultural diplomacy, Nigeria’s foreign policy, and related global
perceptions in Lagos State. This combination provides a thorough understanding of the subject
matter. The primary instrument for data collection will be a survey, designed to gather quantitative
data.
The quantitative data will be collected through structured surveys distributed online. The survey
will feature Likert scale and multiple-choice questions assessing respondents’ perceptions of
Nigerian cultural diplomacy and the specific cultural forms they have engaged with, such as
Nollywood films or Afrobeat music. Using online platforms like social media and academic
networks will help reach a diverse international audience.
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3.6 Methods of Data Collection
Data collection will involve structured questionnaire, interviews and self-administered surveys.
Semi-structured interviews with Nigerian stakeholders allow for open-ended responses, enabling
participants to share detailed experiences. These interviews may be conducted in person or online,
based on participants' availability.
3.7 Validity and Reliability of the Instruments
To ensure validity and reliability, the research instruments will be carefully designed and pre-
tested. The interview guide and survey questions will be reviewed to confirm their relevance and
clarity in addressing the research objectives. For reliability, a pilot survey will be conducted to
refine survey questions, ensuring consistency in responses across different groups. Triangulation
through the mixed-method approach further enhances reliability, as findings from qualitative and
quantitative data sources will be cross-verified.
3.8 Ethical Considerations
Ethical considerations are integral to this study, as it involves human participants. Informed
consent will be obtained from all participants, who will be fully briefed on the study’s objectives
and procedures. Confidentiality and anonymity will be assured, with personal information and
responses securely stored and used only for research purposes. Participants have the right to
withdraw at any point without consequences. Additionally, ethical approval will be sought from a
relevant review board to ensure compliance with ethical standards.
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3.9 Methods of Data Analysis
Data from surveys will be analyzed using descriptive statistics to summarize general trends, such
as the most common Nigerian cultural forms engaged with by respondents. Inferential statistics,
including correlation and regression analyses, will be used to explore relationships between
exposure to Nigerian culture and perceptions of Nigeria’s image. This analysis will help identify
factors that influence the effectiveness of Nigeria’s cultural diplomacy and support the study’s
conclusions.

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CHAPTER THREE

and methods of data analysis.

3.1 Research Design

to offer a comprehensive understanding of Nigeria’s cultural diplomacy efforts. The qualitative

analysis and cross-verification (triangulation) to enhance credibility.

respondents, assessing their perceptions of Nigeria’s cultural diplomacy. This mixed-method

under-researched field of Nigeria’s cultural diplomacy.

3.2 Study Area

across different cultural and geographical contexts.

3.3 Population and Sampling

Researchers, Lagos State.

S/No Various agency No of Respondents

3.4 Sampling Techniques

participants in the population was reflected in the sample as thus:

S/No Agency Population Sample Size

3.5 Sources of Data

networks will help reach a diverse international audience.

based on participants' availability.

3.7 Validity and Reliability of the Instruments

quantitative data sources will be cross-verified.

3.8 Ethical Considerations

relevant review board to ensure compliance with ethical standards.

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