Analysing communication impact: Survey design, sampling, and statistical tools

3.1 Introduction

This chapter outlines the research methodology employed in the study. It reiterates the research questions and hypotheses and provides detailed information on the research design, population, sampling technique, research instruments, data sources, and methods of data analysis (Creswell, 2014; Saunders, Lewis & Thornhill, 2019).

3.2 Research Design

The study adopted a survey research design, which is appropriate for investigations involving clearly defined populations and allows for data collection from a representative sample to enable generalization of findings to the larger population (Kumar, 2019). This design facilitates quantitative measurement and analysis of relationships between variables.

3.3 Population of The Study

The population comprised staff members of United Bank for Africa Plc (UBA), Head Office, Marina, Lagos. This population was selected because of its relevance to the research focus and accessibility for data collection (Bryman & Bell, 2015).

3.4 Sampling Technique

Due to the large population size, a sample of one hundred and fifteen (115) employees was selected using a [specify sampling method, e.g., stratified random sampling or convenience sampling] technique to ensure representativeness (Sekaran & Bougie, 2016). Questionnaires were administered to the selected sample, and the responses were analyzed using descriptive statistics such as frequency counts and percentages.