CHAPTER THREE

RESEARCH METHODOLOGY

3.0 Introduction

This chapter provides an overview of the research design, study area, population and sampling

design, sampling techniques, instrumentation, validity and reliability of the study, and data

collection method.

3.1 Research Design

The study adopted a survey design to obtain the necessary data. According to Fraenkel et al.

(2012), a survey design is an attempt to collect data from an identified group of persons, with the

objective of determining the status given the specified variables, in this case, consumer buying

behaviour with respect to specified variables. This design was adopted since it facilitates the

collection of original data necessary to realize the research objectives. The design was also

appropriate for collecting useful data that could be quantified and reported as a representation of

the real situation or characteristics of the study population. The research design for this study is

quantitative in nature, aiming to gather numerical data to assess the relationships between

variables.

3.2 Population and Sampling Design

3.2.1 Population
As defined by Lai (2018), a population is the total collection of elements about which we wish

to make some inference. The target population can be defined as one for which the study results

will be generalized through statistical inference (Lai, 2018). The target population in the study is

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the working-class people in the Zaria metropolis. The target population for the study will be the

working population of Zaria Metropolis. Due to logistical aspects involved in a larger sample,

the researcher found it cheaper to carry out the research from a sample rather than from the entire

metropolis population.

3.2.2 Sampling Design

(Lai, 2018). It is also known as the working population. The sampling frame in this study was a

list of all Zaria metropolis workers.

3.2.2.2 Sampling Technique

several units (Companies, departments, and people) who are to provide you with data from

which the researcher draws conclusions about some large group.

The technique that was selected for this study is the stratified random sampling technique.

Stratified sampling has three basic advantages; to begin with, it increases the sample's statistical

efficiency; it also provides adequate data for analyzing subpopulations and lastly, it enables

different research methods and procedures to be used in different strata (Jankowicz, 2005). Six

different government and private organizations in Zaria metropolis will be considered randomly

and, in this organization, ten people will be randomly selected to fill the questionnaire.

3.2.2.3 Sample Size

that the sample is representative of the whole population under study to provide reliable and

accurate information needed. The sample represents the whole population in that the researcher

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can make inferences about the whole population using the sample. The sample was selected in a

manner to increase reliability and validity. To obtain the sample size, the following statistics

borrowed from Saunders et al., (2003) were used.

z
n = p% x q% x [ ¿²
e%

Where:

n is the minimum sample size required, p% is the proportion belonging to the specified category

in this Zaria working-class population, and q% is the proportion not belonging to the category. z

is the z value corresponding to the level of confidence required in this case 1.96 for a 95% level

of confidence, while e% is the margin of error that can be tolerated. In the study, p and q were

assumed to take the values of 0.05 and 0.95, respectively.

1.96
n = 0.05 x 0.95 x [ ¿ ² = 50
0.06

Hence, the minimum sample size was 50 workers. To take care of the problems of response rate,

slightly more than 50 workers will be targeted: in this case 60. The researcher believes that this

size was accommodative enough to give views or inferences that could be generalized to the

whole population given that workers in Zaria are many.

3.3 Instrument for Data Collection

According to Sobowale et al. (2012), a questionnaire is commonly used to gather information

from individuals regarding their experiences. In this study, a questionnaire was utilized as the

research instrument. The questionnaire consists of closed-ended questions, which means that

respondents are provided with predefined options to choose from when answering. Online

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methods will be used to reach potential participants, this might involve utilizing social media

platforms, email lists, and online forums to advertise the study and recruit participants.

3.4 Validity of the Instrument

Validity refers to the extent to which a measure accurately measures what it intends to measure

(Heale & Twycross, 2015). The project supervisor examined the instrument and provided

feedback on its clarity, relevance, and appropriateness. Based on the supervisor's observations,

necessary modifications were made to ensure the instrument's validity. After incorporating the

suggested changes, the instrument received final approval for administration.

3.5 Reliability of the Instrument

The questionnaire was designed with simplicity and clarity in mind. The questions were

formulated in a straightforward manner, taking into consideration the respondents' level of

understanding. This approach aimed to prevent confusion and enable the participants to provide

accurate and appropriate responses. By using clear and concise language, the questionnaire

sought to facilitate effective communication and ensure that respondents could easily

comprehend and answer the questions.

3.6 Method of Data Collection

3.6. 1 Participant Recruitment

metropolis. To reach potential participants, an online approach will be employed. This method

will utilize various online platforms and tools to connect with and engage individuals who meet

the study's criteria, allowing for efficient and widespread recruitment.

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3.6.2 Distribution of the Questionnaire
The questionnaire distribution process will prioritize convenience and accessibility for

participants. To achieve this, the questionnaire will be administered to 60 participants through a

secure online survey platform. Participants will be provided with clear instructions on how to

access and complete the questionnaire. This approach allows individuals to conveniently respond

to the questionnaire at their own pace, utilizing the online platform's user-friendly interface while

ensuring the security and confidentiality of their responses.

3.6.3 Participant Instructions

provided with clear instructions. These instructions will encompass various aspects to guide

participants effectively. They will include guidance on navigating through the questionnaire,

emphasizing the importance of providing honest and accurate responses. Additionally, any

specific requirements for completing certain sections or questions will be explicitly outlined in

the instructions. This approach aims to promote clarity, consistency, and uniformity in

participants' understanding and completion of the questionnaire.

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