This chapter emphasizes the methods used in carrying out this research study. It specifies the research design, sample size, sampling procedures, data collection instrument, and data analysis employed in conducting this research work.
3.1 Research Design
Berry (1993), defined research design as the plan, structure and strategy of investigation conceived or put together to obtain answers to research questions and to control variances. Types of research design include; descriptive, causal and exploratory research designs. For the purpose of this study, a descriptive survey design was employed which specifically involved a cross-sectional survey.
The design was considered ideal for this study because the variables of the research are purely descriptive and can be investigated through primary data collection.
3.2 Population of study
The population of a study is the totality of the objects or elements being studied and to which the conclusions and generalizations of our results will apply (Agbonifoh and Yomere, 2002). This is typically described as a group that the researcher wants to generalize the study on.
The target population involved in this study were consumers, and potential consumers of ajinomoto food seasoning who were basically social media uses, and from this the sample size was drawn. It comprised male and female individuals, 18years and above.
3.3 Sampling Size and Sampling Procedure
A sample size is a set of data collected from a given population by a defined procedure. A sample is a set of objects from a total population that includes all the objects that satisfy a set of well-defined selection criteria.
A stratified random sample method was adopted, members of the population are first divided into strata; students, employed, self-employed, unemployed, home maker and retirees, and then were randomly selected to be a part of the sample.
For this study, a total of 333 samples will be selected using the Taro Yamane (1967) formula with 95% confidence level and a population of 2000. The formula and selection procedure is given below:
n= N 1+N(e)2n= 20001+ 2000×0.052n=333.333Where:n = sample size
N = total population size
e = significant level (0.05)
3.4Data Collection Instrument
Data collection instrument refers to the device used to collect data/information from research informants. For the purpose of this study, the use of questionnaire was considered ideal. A questionnaire is defined as a document containing questions and other types of items designed to solicit information from research informants which are appropriate for analysis and providing answers to research problems (Babbie, 1990). The questionnaire consists of close-ended question as they are ideal for calculating statistical data and percentages, check-list question and five point Likert scale and is divided into 2 parts as follows:
Section A: discussed the topic issue and basically analyzed reliability of social media as a credible source of product information and highlight of general perception of the ajinomoto seasoning brand.
Section B: This part of the questionnaire is made up of the demographic information of the respondents. It queries personal information of the sample; gender, age, educational qualification and employment status.
3.5Administration of Questionnaire
The instrument can be administered in the following ways;
Face to face interviews
Telephone interviewsMail questionnaire
For the purposes of this study, respondents were invited to complete an online questionnaire
On a program called surveymonkey.com, a total of 328 respondents completed the survey. This method was adopted as the software is simple and easy to use, it also helps with accurate statistics analysis; a respondent can only fill the survey once. The criteria used to source respondents were such that only people who would be able to provide useful insight for the topic under research participated, this were people who spent a great deal of time online on social media networks.
3.6Method of Data Analysis
The data that will be generated from the field study and will be analyzed and presented with simple percentages and frequency tables and for the purpose of the data analysis; both descriptive and inferential statistical techniques will be employed. The hypothesis testing will be done using chi-square and frequency tables generated through SPSS, in order to define associations, with which the hypothesis is accepted or rejected to study the objectives. Also frequency tables along with charts will be prepared for graphical representations of variables to analyze the data collected.