CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The environment is highly competitive and dynamic in nature. For an organisation or

institution in any business-oriented industry to survive effectively in this globally

competitive environment, it must be proactive and dynamic. It must also take into

cognizance the nature of the target market, which is the end point of marketing. It is also

necessary for strategists and managers to focus and concentrate on the consumers’s

satisfaction. In addition, the marketing focus is shifting from transactional marketing to

relationship marketing. Over the years, a major shift has occurred in the ways

organisations and institutions relate to and deal with their customers. This change came

about when organisationsrecognised that a sustainable competitive advantage in the

global economy increasingly requires organizations to become trusted participants in

various networks or sets of strategic alliances. (Morgan and Hunt, 1994) The need to

create and maintain favourable and friendly relationships with customers has made it

necessary for organisations to not only focus on profit maximisation but also on creating

mutual and long-lasting relationships with their customers. For an organisation to be able

to create and maintain friendly relationships with its target market, there is a need for a

cordial relationship between the two parties. This has placed more emphasis on

relationships than transactional marketing. The focus of marketing has moved from
managing transactions to managing relationships (Christopher et al., 1991; Webster,

1992; Gummesson, 1997). In considering the shift from transactional marketing to

relationship marketing, a lot of researchers have also focused on customer satisfaction

(Narver and Slater, 1994; Gale, 1994; Naumann, 1995; Ibojo and Asabi, 2015; Ibojo,

2014).

Marketing is a concept that identifies, defines, measures, and produces goods and

services to satisfy the needs and wants of a target market (Kotler, 1993). Having

identified and produced goods and services for the satisfaction of customers’ needs, there

is a tendency to create friendly relationships that gives birth to relationship marketing.

The major aim of marketing is to know and understand the customers well, identify their

needs, and create or design a product or service that fits them well. Having identified a

customer who is willing and able to buy, making the product available is not all that is

needed to achieve the stated objectives, but also a clear understanding of the relationship

marketing between the two parties. The inclusion and application of relationship

marketing in the management decision-making portfolio helps not only in creating

favorable relationships between the organization or institution and the target market but

also in satisfying the needs of the customers to a greater extent. Thus, relationship

marketing becomes a vital and significant driving force for creating sustainable and

favorable customer relationships that will aid customer satisfaction.

1.1.1 PROFILE OF THE STUDY

FEMTECH Information Technology Limitedis one of the fastest growing Information

Technology (I.T) firms in Nigeria. Its services over the years have accorded it wide

acceptability among Nigerians; subsequently becoming a household name in the I.T

Industry. The company’s commitment to first-class customer service has made it one of

the most trusted and respected computer sales and IT support service providers in

Nigeria. The services include a cell phone store, sales and supply of laptops, desktop

computers, and computer accessories; sales of Apple products, iPhones, and MacBooks;

sales and supply of mobile smart phones; solar and CCTV sales and installation; software

development; and professional I.C.T. training.

1.3 OBJECTIVES OF THE STUDY

Having raised the issues involved in the statement of the problem, The objective of this

study, therefore, is as follows:

i. To determine if relationship marketing has anything to do with customer

satisfaction.

ii. To ascertain if relationships in the in the market contribute to profit

actualization.

iii. To identify if they achieved their set goals through relationship marketing.

iv. To evaluate the operationalization of relationship marketing for achieving

organizational profitability.
 v. To examine the factors military against the application of relationship

marketing.

1.4 RESEARCH QUESTION

However, from the objectives of the study. The following pertinent researcher questions

are formulated.

1. Has relationship marketing anything to do with customer satisfaction.

2. Does relationship marketing contributes to profit actualization?

3. Does the organization achieve their set goal through relationship marketing?

4. Does the operationalization of the relationship, marketing ensure organizational

profitability.

5. Are there factors affecting the application of relationship marketing?

1.5 RESEARCH HYPOTHESIS

The following hypothesis was formed for testing based on the research problem and

objectives of the study.

Ho: The relationship marketing has nothing to do with customer satisfaction.

HA: The relationship marketing has something to do with customer satisfaction.

Ho: The operationalization of relationship marketing does not ensure organization

profitability.

HA: The operationalization of relationship marketing ensures organizational

profitability.

Ho: Relationship marketing does not contribute to profit actualization.

HA: Relationship marketing contributes to profit actualization.

1.6 SIGNIFICANCE OF THE STUDY

Nevertheless, this study is basically and significantly relevant to the contemporary

service organization and marketing business operating environment for all kinds of
reasons, including the following:.

1. It will enhance the management of customer value.

2. It will help in understanding who a customer is and how to satisfy them.
3. It will enable the company to focus on its objectives with the help of relationship
marketing.
4. The research study will form the basis for further research for the incoming
students of marketing.
5. This study is also a prerequisite to the partial fulfilment of the award of the
National Diploma.

It will guide the government in formulating policies on environmentalism and

consumerism.

1.7 SCOPE OF THE STUDY

In order to achieve a precise study, this work will concern itself with investigating the

relationship between marketing and customer satisfaction and profitability in Femtech IT,

Offa, during this period of unstable economic conditions in Nigeria. This work limits
itself to the study of Femtech IT, Offa. The work will deliberately select a population in

Offa City

1.8 DEFINITIONS OF TERMS

In this study section, some important term used will be defined in order to achieve a

synchronized understanding of this work.

MARKETING: According to kalu F.O (2002), Marketing is d defined as the process in

which companies, deliver solutions to customers’ needs and desires in relation for

payment.

MARKETING CONCEPT: This has to do with the identification of customers need

and wants and satisfying them more profitable than competitors.

RELATIONSHIP MARKETING: According to Kotler (1999:497) is the process of

creating, maintaining and enhancing strong, value, laden relationships with customer and

stakeholders.

CUSTOMER: This can be perceived as a person or company that buys goods regularly.

Marketing Dictionary.

SATISFACTION: This is a function of perceived performance and expectation.

IMPACT: This is the powerful effect that practice of relationship marketing has on the

customer’s satisfaction and profitability.

 CHAPTER TWO

LITERATURE REVIEW

2.1 OVERVIEW OF THE STUDY

Relationship marketing is one of the aspects of newly developed philosophy in

marketing, which is Holistic marketing. It holds the fact that “everything matters with

marketing and that a broad, integrated perspective is often necessary, Increasing a key

goal of marketing is to develop deep, enduring relationship with all people or

organization that could directly attract the success of the firms marketing activities.

Relationship marketing has the aim of building mutually satisfying long Item relationship

with key parties, customers, suppliers, distributors and other marketing partners in order

to earn and retain their business. It builds strong economic, technical and social ties

among the partners.

However, relationship marketing is a term which is generally agreed, first appeared

in the management literature in 1980s, it describes, however, a concept that is as old as

commerce itself and that tends to often practices albeit unknowingly, within small to

medium sized business. The concept of relationship marketing illustrated with the

example of a small shopkeeper, who would know most customers by name, through

regular contact. He or she would therefore talk to customers frequently, know about their

likes and dislikes, and aware of special requirements particular customers may have such

as for cream on Friday, for example. This direct knowledge enables shopkeeper to order

stock, plan services and value on the basis of know customers requirements.
 Moreover, customers are important they have the ultimate choice when it comes to

buying products and services and their requirements must be satisfied. Customers are

“Kings”, they determine the existence of the marketers. When this is forgotten, one will

lose his or her customers base. Customers needs are prime importance both to themselves

and to the prospective suppliers if they have a training problem they will seek help from

the providers of the financial services concerned. They will look for a speedy and

effective response. If they do not get the kind quality and services, they are entitled to,

they will vote with their feet and will not return and do not expect any recommendations.

But when customers receive a courteous, efficient and effective financial service, they

come back for more and recommend your products and services to contact.

In the financial sector especially banks, the concept of customers relations arises

from indirect financing with intermediaries accumulating surplus funds from surplus

spending units and intending to lend them out to deficit spending units. This legally

creates “banker customer relations” as that of a debtor and creator.

In essence, relationship marketing involves knowing about your customers,

encouraging two-way communication with them, and seeking to create a mutually

beneficial relationship with them where appropriate. The aim of relationship marketing is

to convert am individual or organization with initial interest purchasing goods and

services into a loyal customers and the focus is as much on relating existing customers as

on bringing in new ones.

2.2 WHAT IS MARKETING

Marketing refers to the activities a company undertakes to promote the buying or selling

of its products or services. Marketing includes advertising and allows businesses to sell

products and services to consumers, other businesses, and organizations.

Professionals who work in a corporation's marketing and promotion departments seek to

get the attention of key potential audiences through advertising. Promotions are targeted

to certain audiences and may involve celebrity endorsements, catchy phrases or slogans,

memorable packaging or graphic designs, and overall media exposure.

2.2.1 TYPE OF MARKETING TOOLS

Different types of marketing and marketing strategies work better than others, depending

on the product or service being marketed and the audience that’s being targeted.

According to (Julie D, 2013)“meet the customer where they are at” in terms of the type of

marketing and strategy you implement, as well as understanding when they need the

product or service you’re trying to sell.

Wallace agreed, adding that the most effective marketing strategies result in creating

customer value, building profitable customer relationships and staying current with

market preferences and trends. And in many cases, the type of marketing that works best

begins with content development.

“Regardless of marketing strategy choice, common practice is to begin with the

development of content,” Wallace said. “Content marketing helps in building brand

awareness, educates the audience, builds trust and can be optimized for search engines.”

In the current age of digital marketing, Wallace said, some of the most successful types

of marketing involve:

 Blogs

 Info-graphics

 Podcasts

 Social Media

 Videos

“Therefore, social media advertising could be argued as one of the most popular forms of

marketing,” Wallace said. “Because people trust the recommendation of friends, family

or relatable acquaintances, social media advertising offers an undeniable, powerful word-

of-mouth approach to marketing.”

Burford, who runs her own marketing consulting business, said this explains why most

companies have implemented some level of social media strategy into their marketing

efforts.
“It would depend on what the product/service is that is being marketed and who the target

market is," Burford said. "However, most companies use some form of social media for

marketing.”

Other key aspects to ensuring an effective marketing strategy, Rogers said, are outlining

clear goals and objectives with the campaign and understanding the needs of your

audience.

2.2.2 Blog Marketing

Blog Marketing is a content marketing strategy. The marketing strategy uses blogs to

address potential customers directly and individually, thus achieving customer loyalty for

their own brand. This type of marketing uses viral marketing methods in which an

interest group is built based on a blog. Readers can interact with the producers of content

that is generally informative and entertaining, therefore increasing brand loyalty and

identification potential. Shop bloggers for instance work on behalf of specific companies

to promote their products and demonstrate their uses.

2.2.3 Info-Graphic

The Cambridge Dictionary defines an infographic as:“A picture or diagram or a group of

pictures or diagrams showing or explaining information”Although the description is a

little clunky, it’s an effective summary. Instead of writing paragraphs of text interspersed

with the occasional image, infographics compress info into a highly readable form

usually with a combo of text, images, iconic, and diagrams. The resulting item is an
image file (usually a JPEG or PNG) that you can then insert into your marketing media,

social media posts, and web content.Building from this, we can now understand the

purpose of infographic marketing:Infographic marketing is using infographics to promote

your business/products/services.

This type of visual content is incredibly effective when integrated into a content

marketing campaign, as it helps provide important info in a more digestible format. As a

visual alternative to long-form blog posts or web pages, infographics are ideal for

audiences looking for quick takeaways.They serve as a focal point that immediately grabs

user attention while their compact and compressed format means you can easily convey

the most important messages you want customers to take away.

2.2.3.1 Benefits of Using Infographics in Your Marketing

The strength of infographics is their ability to turn a complex topic into something

simpler, while still retaining its meaning and impact. These creative pieces offer multiple

benefits aside from their visual appeal including sharability, SEO, and increased brand

awareness.

i. Makes Information Easy to Digest and Retain

The picture superiority effect states that images are easier to remember than words

which are why infographics are so useful. By combining text and images in a

palatable infographic format, content becomes easier to consume and remember

compared to walls of text.

 ii. Can Easily be Shared on Social Media

Infographics by nature are easier to share – you can post one on Facebook and

people can read it in less than a minute, compared to a video or blog article which

is more time-consuming. It’s also easy to add social sharing buttons to your

infographics so they can be widely dispersed on platforms like X, and Instagram.

This goes one step further than sharing a web page or blog article though as

infographics can be embedded in social media posts. An embedded infographic

stands out far more than a simple URL and thus can garner more exposure.

iii. Useful for Your SEO Campaigns

Infographics can be used as part of your SEO campaign by creating backlinks (A

backlink is a link on an external website that points back to your site or

infographic), adding primary and secondary keywords, and including alt tags.

They provide another form of content marketing that complements your web

pages, blogs, and social media posts, thus boosting the strength of your overall

SEO effectiveness.

iv. Helps Improve Brand Awareness and Authority

High-quality infographics are naturally more shareable and you can capitalize on

this by including your branding such as color schemes, logos, and taglines, thus

boosting brand awareness. The more your infographics are shared, the more your

brand sticks in people’s minds.

Similarly, if your infographic marketing content is high-quality, engaging, and

useful, you will raise your brand authority within your industry. Consumers will
 notice the quality of your infographics and see that you are a trusted voice who

freely shares their expert information. As the original creator of frequently-shared

infographics, you start to stand out as a voice of authority too – someone they can

turn to as an industry thought leader.

v. Extends the Usefulness of Existing Content

Infographics can be used to repurpose existing content. For example, perhaps you

have a blog article about one of your products. You could create a shareable

infographic or distilling key takeaways from a white paper or case study.

2.2.4 Podcast Marketing

Podcast marketing is a strategy that implies promoting and selling your product or

service through audio content. It helps reach new audiences, tell the brand’s story,

build authority, and encourage word-of-mouth marketing.

2.2.4.1 Effective Podcast Marketing Strategies

Creating a podcast is only the first step. To attain success, you need to promote it

using the appropriate strategies. We’ve prepared the most effective to engage the

audience.

i. Develop a podcast landing page. Create a separate podcast landing page for the

convenience of listeners. It should ensure that users focus on listening to the

episodes of your podcast. Besides, the page should contain a clear headline that

communicates the usefulness of your product. Describe your podcast and the
 benefits people will receive after listening to it. Provide a summary and highlight

the podcast's key points to improve your pages' rankings, accessibility, and

internal linking. Use automated podcast notes generator tools to create a summary

without breaking a sweat. Also, make sure that the page includes working links to

all published episodes. The process of creating a landing page with SendPulse is

very simple and will take you around 15 to 20 minutes. You’ll easily design an

amazing landing page for your podcast with the help of our drag and drop builder.

ii. Record multiple episodes. If you are just starting your podcast, it’s essential to

provide listeners with more than one episode. A relevant and engaging podcast

will always encourage people to listen to several episodes one by one. To avoid

frustration among your listeners and negative comments, get ready with 3 to 5

episodes of your podcast.

iii. Work on an influencer marketing strategy. You can always ask opinion leaders

for help. They are professionals in their field who managed to obtain the trust and

love of people. Influencers have a high level of expertise in a certain field and can

recommend credible companies. You need to find experts related to your podcast

topics. Check whether they agree to promote your podcast release.

iv. Make use of podcatchers.Podcatchers are apps that play different podcasts,

which results in better awareness of your company and podcast. You can find

many apps that introduce new podcasts to the audience. Your podcast can be the

next. iOS, Castro, Podcast Addict, and the Podcast Republic are on the list of the
 most popular ones. So if you need some extra exposure and promotion, leverage

these apps.

v. Think of paid ads. To drive traffic to your podcast website, you need paid ads.

You can place them on social media or in paid search results. People searching for

similar information will encounter the ad and discover your podcast. Paid ads

bring real results in terms of traffic and the base of listeners.

2.2.5 Social Media Marketing

Electronic word of mouth is the first strategies that social media had an influence

on.Today, products regularly useIT enabled features like automated broadcast

notifications and personalized invitations to spread products awareness(Aral &

Walker, 2011). The most powerful and influential form of advertising is passing the

information from one personto another. Information about goods often propagates by

word of mouth (Hartline, Mirrokni&Sundararajan, 2008).eWOM used informal

communication among consumers in social networks to promote and grow products,

services andbrands (Abedniya&Mahmouei, 2010). eWOM creates the potential for

exponential growth in the marketing message’sexposure and influence. . eWOM can

help achieving substantial audience, reaching as marketers get access to

diverseaudiences through social contacts. eWOM involves consumers sharing

attitudes, opinions, or reactions about businesses,products, or services with other

people (Jansen, Zhang, Sobel&Chowdury, 2009). eWOM occur when individuals

withan interest in a product category interact for information such as purchase advice,
to affiliate with other likemindedindividuals, or to participate in complaint or

compliment interactions (Brown, Broderick & Lee, 2007). eWOM isimportant for

consumer to express their satisfaction towards a brand.

Companies also can provides tools content and information to niche communities that

share interest about a product or brand. It is necessary for marketers to create a strong

emotional connection between a brand and its users because individuals use social

network to let others know about things which they connect emotionally (Heckadon,

2010). The impact of online consumers reviews can reach far beyond the local

community since any consumer all over the world can access a consumer review

through social network (Chen &Xie, 2008).Consumers have become much more

active in influencing and altering the nature of conversation around brands and

products (Moe &Schweidel, 2011). The people who are more likely to engage in

eWOM are those who described themselves as loyal customers. Besides that,

individual with extreme opinion, both positive and negative, will be more likely to

post an online opinion than those with more moderate opinions (Moe &Schweidel,

2011). Firms can take the opportunity to learn about its environment by directly

observing the flow of interpersonal communication through online conversation

(Godes&Mayzlin, 2004).

As the social networking applications become more widespread, eWOM show signs

of becoming more important in the future. Viral messages can reach and potentially

influence many receivers, and are usually perceived by consumers to be more reliable
and credible than firm- initiated one, since the senders of viral are mostly independent

of the market (Abedniya&Mahmouei, 2010). Besides that, eWOM encourage

customers to feel they just happened to hear about the product or service rather than to

feel directly marketed to. Marketers target members of social sites who share

information with other members and friends to get eWOM. Their involvement in

these social sites allows marketer tospread more the viral content because they

naturally want to share information to other members and send interesting

content to friends (Abedniya&Mahmouei, 2010). Marketers reach groups of

consumers who share common interests and preferences through online social

networks. Many consumer turn to their friends for opinion through social network in

purchasing a products or services because they are better resources than companies

advertising for products and services.

2.3 CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management is a combination of technology, business

processes and people that want and seek to understand a firm’s customers and it focus

on the incorporation approach on relationship development and customer loyalty

(Chen &Popovich, 2003). The premise of CRM is that is is a process of relationship

building and dual creation of value between firm and its customers, to create win-win

situations, enhance customer life time value and increase profitability

( Nguyen&Mutum, 2012).According to Jayashree, Pahlavanzadeh and Shojaee (2010)

customer relationship management is the collection of processes, people and

technology that seeks to find costumers of organizations and CRM develops

customers’ retention and relationship.Progress in Information Technology and

organizational changes in customer-centric procedures have positive effect in the

development of CRM. Organizations which implement CRM successfully, will gain

customer loyalty and profitability (Jayashree, Pahlavanzadeh&Shojaee, 2010). All

employees in a firm are managers of customer relationship, whether you are the

receptionist who answers the phone or customer service operator, and everyone in the

company handles customers in the departments (Ronald, 2001).

CRM focuses on the integration of customer information, knowledge for finding and

keeping customer to grow customerlifetime value and it also has an important role to

help organizations to keep their customers and to make them loyal.

Besides that, organizations should know the reasons of leaving customers and finding

the ways of keeping them (Ramakrishnan, 2005). With billions of people having

access to a variety of social media, the ability of the word to share and connect is

infinite and from a business point of view, companies are now allowed to create a

customer experience never before done in the past. Traditional CRM was born in the

early 1990’s and customer behavior is in a very different phase today (Rich, 2010).

According to Vissing (2011) CRM is one of the most fundamental elements in any

organization because of the emergence of social media in the industry. “According to

IBM research, there is a large perception gap between what the customers seek via
social media and what companies offer” (Baird &Parasnis, 2011).It is important to

master online communication in order to know the people that can influence a

particular market. Retailers today are working in a challenging era but they are now

able to get closer to their customers and engage with them with a timely and relevant

manner (Green & Starkey, 2011). Together with CRM, social media can achieve a

higher financial benefits to companies and it does not matter which sector they are in

(Green & Starkey, 2011). What does this change mean for CRM and how this social

media phenomenon change the way firms interact with their customers? To engage

with customer by using social media will definitely fail if conventional CRM

approaches remains the same (Baird &Parasnis, 2011). CRM has slowly moved to

become social customer relationship management(SCRM). A more strategic and

holistic approach that combines social media with more aspects in businesses

improvesthe rate of consistency in achieving success (Leary, 2012). Social CRM is

often called CRM 2.0 and it grew because of the empowerment of customers that each

customer has the experiences, tools and products with the company that satisfy their

personal desire (Mosadegh&Behboudi, 2011). Social CRM had pulled the world of

customer relationship management into sticking with social media and it results in a

very unique and interesting way of working (“How do you think,” 2012). Social CRM

is about joining ongoing conversations customers and prospects that are already

engaged in while trying not to control them and it is also about understanding where

and what kind of people you want to do businesss by hanging out on the Internet

(Leary, 2008).Social CRM is now a new paradigm in combining social networking

into traditional CRM systems (Askool& Nakata, 2011). At the same time, the

interactions between buyer and seller can now be effortlessly stored in a CRM

database system for the benefit of the marketer and retailers (Nguyen &Mutum,

2012). This interactive era has not only increased collaboration between firm and

customer but coupled with continuing technological advances, a marketer has now the

ability to track and store customer information optimally, in order to customize

offerings to suit individual customer needs and desires (Nguyen &Mutum, 2012).

Kaftalovich (2010) claims that social media allows company to go into their

customer’s social network and enable them to connect with the customers in an

informal way. She also mention that social media is its own lead generation machine

and at Luxor CRM, they found that Twitter is extremely effective because they can

gather customer’s curiosity, opinions and interest in the products as well as gathering

about the audience’s preferences and buying behavior. According to Green and

Starkey (2011) SCRM can deliver insight, which will help drive real customer centric

innovation. However, what is sometimes proposed is nothing more than therefreshing

of old ideas such as one-to-one communication, relationship marketing or customer

engagement applied to social media. Such thinking actually misses the crucial main

point that social media is about people interacting with each other (Ang, 2011). To

develop a good social media strategy, it is important to realize that technologies are

now allowing people to quickly connect, converse, create and collaborate with each

other (Ang, 2011).

 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 INTRODUCTION

The study adopted a survey and descriptive research design. A literature review was also

conducted with the intent to gather secondary data. The validity and reliability of the

instrument was established using test-retest method. A total of 75 questionnaires were

administered and 90 were completed and returned in usable form, representing 69.2%

return. The data collected provided sufficient coverage to the investigation. The objective

of this chapter is to clearly and consciously describe the manner in which the research

effort in the collection and analysis of data generated on the study. Chapter three deals

with the overall frame work of the project, it tells the various method used by the

researcher in the process of collecting data of the project, the researcher design or method

source of data, method of data collection, population study and sample size determination

and method of data or statistical analysis.

3.2 RESEARCH DESIGN/METHOD USED

The research design to find out impact of relationship marketing impact of relationship

marketing as a tool for customer satisfaction and profitability, research design is all about

research study survey of design was used by the research, because it is very important

and useful, it provides grass root information gathered from the people affected. It is used
because; it is less expensive when compared with other design and at the same time

obtaining vital information needed by the researcher.

3.3 SOURCES OF DATA

The source of data used for the internal/data gathered from within and external data

gathered from outside organizations which are the primary and secondary data.

3.3.1 PRIMARY SOURCES:

In caring out this research work, data were generated basically from the oral interview,

observation and questionnaire structured to recognize the degree of intensity in

respondent feeling.

3.3.2 THE SECONDARY SOURCES:

These were collected from journal, magazines, textbooks, internal records of the

organization under study and published works of various authors who have carried out

studies related to the concept of the research work under study.

3.4 METHODS OF DATA COLLECTION

The methods of data used are oral interview questionnaire and observation methods.
A. ORAL INTERVIEW: The research used face to face method of the oral interviews

wad given to the employees of the organization in order to obtain relevant information.

B. QUESTIONNAIRE: This was designed in a way it will be reliable and relevant to the

information used for the study. The questionnaire comprise mostly structure close ended

questions opened ended question. the questionnaire is made up of two section namely

section A and b

SECTION A: It comprises question on demographic data item designed to collect

personnel data of the respondents.

SECTION B: It was designed to find out necessary information and in solving the

problems of the study.

C. OBSERVATION: In order to get a complete set of data for this study the researcher

needed this instrument of data collection through direct observation.

3.5 POPULATION OF STUDY AND SAMPLE SIZE DETEMINATION

3.5.1 Population consist of all the staffs that is the employees, employers and entire

management of the selected Marketing department in Federal Polytechnic, Offa, the

population of the study is 100 staffs in the marketing department.

3.6 SAMPLING TECHNIQUES

The researcher adopted simple random sampling and stratified random sampling method

to draw the sample size from the population, the draw the sample size from the

population, the staff serial number as contained in the normal roll was written on paper

and roll in the paper balls, the researcher mixed them in a separate basket from where

they draw the sample respondents of the study this method was applied to all the effective

communication.

3.7 VALIDITY AND RELIABILITY OF MEASURING INSTRUMENTS

3.7.1 The validity of this project was validated with scope coverage and accurate

information obtained during the inquiring, also the instrument used in this work was

validated by supervisor Mr. Wisdom, who critically examined the items in the

questionnaire and recommendations were made before the questionnaire were distributed

to the respondent.

3.7.2 RELIABILITY OF THE INSTRUMENT

To establish the reliability of the instrument, a test retest method was used. The

instruments were administered on the respondents and their responses were noted. After

about 2 weeks the same instrument was administered to the same people and scores

corrected with the original, the re-test technique was used test the reliability of the result

obtained from primary data and they gave consistent results.

3.8 METHODS OF DATA/ STATISTICAL ANALYSIS

The data collection was represented on a simple table and percentage analysis method

was adapted to analysis the data collected responses to each question in the questionnaire

was counted and segregated according to the responses.

The statistical analysis method used to test the hypothesis in the study is chi- square test

of significant developed by X 2 . It usually measures the difference between observed

frequencies and expected frequencies. The observed frequencies are denoted by O. While

the expected frequencies are denoted by Ti. The chi-square test model is given as

X 2 = ∑ n (Observed Frequency – Expected frequency)

1=1 Expected frequency

X 2 = ∑ n (oi – ei) 2

1=1 ei

Where X 2 = Chi-square

oi = Observed frequencies

ei = Expected frequencies

n = Number of observation (cells)

Expected frequency = CT x RT

C–T

Where CT = Column total

RT = Row total

GT = Grand total

The degree of freedom is given by d = v = (r - 1) (c – 1)

Where r = Number of row

C = Number of columns

I = constant

DECISION RULE: If the calculated value of X 2 is greater than critical value, we reject

the null hypothesis (Ho) and accept the alternative hypothesis (Hi) but if the calculated

value of X 2 is less than the table value (Critical value) we accept the null hypothesis

(Ho) and reject the alternative hypothesis (Hi).