CHAPTER THREE

RESEARCH METHODOLOGY

3.0 Introduction

This chapter presents the research design, area of the study, study population, sample size, sample techniques, the data collection instruments, the procedures of data collection, ethical considerations, and data analysis.

3.1 Research Design

A descriptive research design was used. A quantitative design, combined with qualitative method was used for this study. Qualitative approach involves an unstructured approach to inquiry and allows flexibility in all aspects of the research process. It is more appropriate to explore the nature of a problem, issue or phenomenon without quantifying it. Its main objective is to describe the variation in a phenomenon, situation or attitude like description of an observed situation, or opinions. Quantitative research is the systematic empirical investigation of observable phenomena through statistical, mathematical or computational techniques. The research used this method because it produces information only on the particular cases studied.

3.2 Area of study

The study was carried out at century bottling company. This is because it is a soft drink industry. This area was chosen because it was accessible; it was also convenient for easy and cheap data collection.

3.3 Population of the Study

According to Baron, (2011), this constitutes people-individuals, organizations, groups, communities or other units that provide information or to collect information about for the study. The target population was comprised of 60 respondents both male and female.

3.4 The Sample Size

The sample refers to a few items selected from the universe or population for study purposes, (Baron, 2011). The sample size would consist of 52 respondents from the study area. It is determine based on the Krejcie and Morgan’s sample size calculation which same as using the Krejcie and Morgan’s sample size determination table. The sample size determination Table 3.1 is derivative from the sample size calculation which expressed as below equation (Krejcie and Morgan, 1970). The Krejcie and Morgan’s sample size calculation was based on p = 0.05 where the probability of committing type I error is less than 5 % orp <0.05.

S=

Where,

s = required sample size.

X²=the table value of chi-square for 1 degree of freedom at the desired confidence level (0.05 = 3.841).

N = the population size.

P = the population proportion (assumed to be 0.50 since this would provide the maximum sample size.

d = the degree of accuracy expressed as proportion (0.05).

Table 3.1: Showing Sample size

Adapted from Krejcie, R.V & Morgan, D.W (1970)

3.5 Sampling Procedures

According to Baron, (2011), sampling is a definite plan determined before data collection for obtaining a sample from a given population. It involves three decisions: who to be sampled, how many people to sample, and how to obtain the sample. The following sampling techniques were used. Purposive Sampling involves deliberate selection of particular units of the population for constituting a representative sample (Baron, 2011). It involves convenience and judgemental sampling. Judgmental sampling or purposive sampling – The researcher chose the sample based on who she thought was appropriate for the study.

3.6 Data source

The data collected was primary and secondary in nature. Primary data was collected from respondents through the use of questionnaires and interview sessions. The secondary data was collected from Library, research reports, journals, articles inform of literature review which provided information related to the study.

3.7 Data Collection Instruments

The study involved the following instruments;

3.7.1 Interviews

The researcher strived to get first-hand information by making appointments with individual respondents to answer questions related to the study topic. Semi-structured interviews were used to generate additional information from the respondents. This involved a more interactive interface with staff. The interview guide was used as an instrument of data collection because it helps the researcher to acquire information which would have if using other methods and it saves time for the researcher and the respondents since only key questions are asked.

3.7.2 Questionnaire

Questionnaires was used to collect data from key informants mainly because they can read and write, they may have busy schedules thus not interfering with them and can answer at their convenient time. Questions were constructed in simple English that can easily be interpreted. They was taken to respondents by the researcher and picked at an appointed date.

3.8 Procedures of Data Collection

The researcher was given a go ahead by the University Supervisor to go to the field to collect data. An introduction letter and a valid identity card (ID) were presented to the administration to clarify that the researcher is a student of Kyambogo University.  With the help of a lecturer, the student designed research tools which include; interview guides and questionnaire.  They was discussed with the colleagues to verify their validity for the case of staff members and clients, the researcher met with the respondents at their places of work, the researcher met them between 4:00 – 5:00 pm because this was the time when most of the respondents was available after their work. Some clients were visited during working hours with the help of a staff member. After data was collected, it was analyzed.

3.9 Quality Control

The quality of the research design that can be checked by considering the validity of the study, reliability of the data and instruments of data collection as well as the generalization ability of the study are described below.

3.9.1 Validity of research instruments

The researcher administered the questionnaire and interview guides on a small group of respondents to examine the effectiveness, relevance and appropriateness of the language to be used. The questions were posed using pilot testing methods to test for validity. Adjustments and corrections were made by the supervisor before the questionnaires and interview guides were finally administered to the rest of the respondents.

3.9.2 Reliability of the Study

Reliability is defined as the degree to which measures are free from error and therefore yield consistent results and applies to a measure when similar results obtained over time and across situations. When the outcome of a measuring process is reproducible, the measuring instrument is reliable. When conducting research, the researcher tried to act as neutral as possible in order to avoid being bias. The researcher was also conscious about the type of questions to ask.

3.10 Data Processing, Presentation and Analysis

The data was qualitatively analysed. It involved identifying the major themes arising from the respondents’ answers; assigning codes to these themes; classification of the major responses under the main theme; and integrating the responses into the report in a descriptive and analytical manner. Quantitative data was analyzed to give percentages, and statistical figures. For the analysis, Microsoft Excel statistical packages were used. The researcher developed the data entry templates supervised by the researcher. Once the questionnaires are checked for completeness and correct recording, it was then entered into the developed database for subsequent analyses. The researcher validated entries through regular checks to ensure data was recorded accurately.

3.11 Ethical Considerations

The researcher collected data upon seeking respondents’ consent after revealing the type of information needed and the purpose to avoid potential concealment of vital information.

The researcher also maintained confidentiality of respondents’ information; and reported the true findings of the study without any bias.

3.12 Limitations of the study

The study involved the following constraints;

The time allowed to do this research was not enough to allow exhaustive study and obtained all the essential information for much more suitable conclusions.

The researcher was limited by financial resources such as transport costs and stationery to carry out her research effectively.

3.13 Delimitations of the study

The study limitations were overcome as follows;

The problem of limited time was minimized by putting much effort on this research so as to meet the deadline.

Also in an effort to mitigate a challenge of limited financial resources, the researcher sourced for funds from a friends, relatives and parents.