CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction
This chapter outlines the methodology adopted for the study. It presents the research design, study area, population, sample size, sampling techniques, data collection instruments, procedures for data collection, ethical considerations, and methods of data analysis.
3.1 Research Design
The study employed a descriptive research design, integrating both quantitative and qualitative approaches. The qualitative method provided flexibility and allowed an in-depth exploration of the problem without quantification, focusing on describing variations in phenomena, situations, or attitudes. Conversely, the quantitative approach enabled systematic empirical investigation using statistical, mathematical, and computational techniques. This mixed-method approach was appropriate as it provided comprehensive information relevant to the specific cases under study.
3.2 Area of Study
The research was conducted at Century Bottling Company, a soft drink manufacturing firm. This site was selected due to its relevance to the study topic, accessibility, and convenience, which facilitated cost-effective and efficient data collection.
3.3 Population of the Study
According to Baron (2011), a population consists of individuals, organizations, or other entities from which information is collected for research purposes. The target population for this study comprised 60 respondents, both male and female, from Century Bottling Company.
3.4 Sample Size
A sample refers to a subset of the population selected for study (Baron, 2011). The study involved a sample of 52 respondents, determined using Krejcie and Morgan’s (1970) sample size determination formula and table. The formula is based on a 95% confidence level (p < 0.05).
S=X2NP(1−P)d2(N−1)+X2P(1−P)S = \frac{X^2NP(1-P)}{d^2(N-1)+X^2P(1-P)}S=d2(N−1)+X2P(1−P)X2NP(1−P)
Where:
s = required sample size
X² = chi-square value for 1 degree of freedom at 0.05 significance level (3.841)
N = population size
P = population proportion (assumed to be 0.5 for maximum sample size)
d = degree of accuracy (0.05)
Table 3.1: Sample Size Distribution
| Category | Population | Sample Size | Sampling Technique |
|---|---|---|---|
| Top Management | 5 | 4 | Purposive |
| Staff | 55 | 48 | Simple Random |
| Total | 60 | 52 |
Adapted from Krejcie & Morgan (1970)
3.5 Sampling Procedures
According to Baron (2011), sampling involves selecting a portion of a population to represent the entire group. It includes determining who to sample, how many, and the method to be used. The study employed purposive sampling, where specific individuals were deliberately selected based on their relevance and knowledge of the subject matter. This allowed the researcher to obtain rich and relevant data from key informants.
3.6 Data Sources
The study utilized both primary and secondary data sources.
Primary data were collected directly from respondents through questionnaires and interviews.
Secondary data were obtained from books, journals, reports, and articles that provided theoretical and empirical insights related to the study topic.
3.7 Data Collection Instruments
3.7.1 Interviews
Semi-structured interviews were conducted to obtain firsthand information from respondents. The researcher scheduled appointments with selected individuals to discuss issues related to the study. The interview guide facilitated an interactive exchange, enabling deeper understanding and saving time, as only key questions were asked.
3.7.2 Questionnaires
Questionnaires were distributed to respondents who could read and write. They were preferred due to respondents’ busy schedules, as they allowed completion at a convenient time. The questions were written in simple English to ensure clarity. The researcher delivered and later collected the questionnaires at agreed dates.
3.8 Data Collection Procedures
After obtaining approval from the University Supervisor, the researcher proceeded to the field for data collection. An introduction letter and valid student identification card from Kyambogo University were presented to the company administration to confirm authorization.
The researcher designed and validated the data collection tools—interview guides and questionnaires—with guidance from the supervisor and peers. Respondents were met at their workplaces, primarily between 4:00 – 5:00 p.m., when most were available. Some clients were approached during working hours with assistance from staff members. After collection, data were organized and analyzed accordingly.
3.9 Quality Control
3.9.1 Validity of Research Instruments
To ensure validity, the instruments were pre-tested on a small group of respondents. This pilot testing helped evaluate the clarity, relevance, and appropriateness of the questions. Necessary revisions were made based on feedback from the pilot study and supervisor’s recommendations before final administration.
3.9.2 Reliability of the Study
Reliability refers to the consistency and stability of the research instruments (Baron, 2011). Reliable tools produce similar results under consistent conditions. The researcher maintained neutrality during data collection to avoid bias and ensured that the questions were objective and clearly framed.
3.10 Data Processing, Presentation, and Analysis
Data were analyzed both qualitatively and quantitatively.
Qualitative analysis involved identifying major themes, coding responses, categorizing similar views, and presenting findings descriptively.
Quantitative analysis involved the use of Microsoft Excel to compute percentages and statistical summaries. Questionnaires were checked for completeness before data entry, and accuracy was ensured through regular validation checks.
3.11 Ethical Considerations
Ethical standards were strictly followed throughout the research process. Respondents’ informed consent was obtained before participation, and confidentiality was guaranteed. The researcher presented accurate and unbiased findings and avoided any form of data manipulation or misrepresentation.
3.12 Limitations of the Study
The study encountered the following challenges:
Limited time, which constrained in-depth investigation.
Financial constraints, including transportation and stationery costs, affected data collection efficiency.
3.13 Delimitations of the Study
To mitigate these challenges, the researcher devoted additional effort and time to meet deadlines. Financial constraints were addressed through support from friends, relatives, and parents, enabling the successful completion of the research
