CHAPTER THREE

METHODOLOGY

3.1 Introduction

The study aims at investigating impact of communication on operational efficiency of organizations. This chapter presents the research methods that will be used to carry out the study. It will cover the research design, Area of study, target population, sample design, sample size, research instrument, and measurement of variables, Data Collection Procedure, data analysis and Ethical considerations of the study.

3.2 Research Design

The study will adopt a cross-sectional survey research design because of the nature of the variables that are at hand; to produce data required for quantitative and qualitative analysis and to allow simultaneous description of views, perceptions and opinions at any single point in time (White, 2000). The study also will use qualitative and quantitative methodologies for data analysis. Quantitative and qualitative methodologies will be used in impact of communication on operational efficiency of organizations. Quantitative research will consist of those studies in which the data concerned will be analysed in terms of numbers while qualitative described events, persons and so forth scientifically without the use of numerical data. Quantitative research is based more directly on its original plans and its results are more readily analysed and interpreted. Qualitative research is more open and responsive to its subject. (Christina Hughes, 2006).

3.3 Study Population

Study population is defined as the entire group of people that a researcher wishes to investigate (Sekaran, 2003). The entity comprises of 35 senior employees, 1 Executive director,12 management staff, 7 Division Heads, 5 Regional Heads.

3.4 Determination of the sample size

It is impossible to study the whole targeted population of the study and therefore the researcher will take a sample of the population this is also further supported by Mugenda and Mugenda (2003) who notes that a researcher should choose a sample out of the whole targeted population. A sample is a subset of the population that comprises members selected from the population. Using Krejcie and Morgan’s (1970) table for sample size determination approach, a sample size of 30 respondents will be selected from the total population of 35 employees.

Table 1: Showing Population and Sample size of respondents

Source: URA Employee List, (2013)

3.5 Sampling techniques and procedure

Purposive sampling, also known as judgmental, selective or subjective sampling, is a type of non-probability sampling technique where the researcher chooses a sample based on what they think in other words they use their personal judgment (Palys, 2008). The study will us Purposive sampling technique because it saves time and also enables the researcher to get information from the right people who have knowledge and skills regarding the subject topic. This technique will be used in selecting, Managers, Division Heads, and Regional members, the researcher will use this technique because these respondents have enough knowledge and skills regarding the study topic.

The researcher will use simple random sampling technique, According to Amin, (2010) a simple random sample is a subset of individuals chosen from a larger set (a population). Each individual will be chosen randomly and entirely by chance, such that each individual has the same probability of being chosen at any stage during the sampling process, and each subset of individuals has the same probability of being chosen for the sample.

3.6 Data collection methods

The section presents data collection methods which include questionnaire survey, interview and documentary review.

3.6.1Questionnaire Survey

Questionnaire Survey method will be used to obtain the opinion of the respondents regarding the topic under study, according to (Onen & onen, 2013) states that questionnaires are important in research because the respondents are given time to think and they don’t feel intimidated. Questionnaire gives the respondents ample time to respond to the questions when ready and they can be kept for future references. This method will be deployed to capture information from Staff Members, Regional Heads, and Division Heads.

3.6.2    Interview

Face-to-face interview is a data collection method when the interviewer directly communicates with the respondent in accordance with the prepared questionnaire (Polak  & Green, 2015).

This method enables to acquire factual information, consumer evaluations, attitudes, preferences and other information coming out during the conversation with the respondent. Thus, face-to-face interview method ensures the quality of the obtained data and increases the response rate.

Interviews will be used because they fetch a variety of ideas needed for the study and gives a deeper understanding of the topic. The method will be used to generate information from Managers and the Executive Director.

3.6.3    Documentary review

This will be used to supplement the data that acquired from the interviews and questionnaires. The researcher will analyze the documents and publications related to the study topic. Documents that are expected to be reviewed include URA reports, Journals, and Newspapers.

3.7 Data collection instruments

For each deployed data collection method, there is a corresponding data collection instrument that will be used. The study will use Questionnaire Guides, Interview Guide and Document review checklist as described in the sub-sections below.

3.7.1    Self-administered Questionnaire

The questionnaire shall be designed in a manner that motivates respondents with simple structured questions with the option of providing any addition information to the structured questionnaire as an option to obtain relevant data from them. The questionnaire is structured with both close-ended and open-ended questions. It has a Likert scale 1-5 indicating the level of a respondents’ agreement or disagreement, where 1 represents Strongly Disagree and 5 Strongly agree.

3.7.2    Interview Guide

The researcher will use an interview guide to collect data in order to find out the vivid picture of the participants’ perspective of the topic. Interviews are an effective qualitative method for getting people to talk about their feelings, opinions and experiences. They is also an opportunity for us to gain insight into how people interpret the impact of communication on operational efficiency of organizations. The views of the respondents will be a personal reflection of their personal experience relating to the study topic. Open ended questions will be allowed ease of expression and capture of vast information from study participants.

3.8 Data quality control of instruments

The data collection tools will be pre-tested on a smaller number of respondents from each category of the population to ensure that the questions are accurate.

3.8.1 Validity

Validity is defined as the extent to which results can be accurately interpreted and generalized to other populations (Oso & Onen, 2008). While Borg & Gall, 1989 as cited in Onyinkwa, (2013) validity is defined as the degree to which results obtained by the research instrument correctly represents to the phenomenon understudy and Mugenda & Mugenda, (1999) as the accuracy and meaningfulness of inferences which are based on the research results.

Amin, (2005) recommended minimum CVI of 0.7 to be used. Validity will be tested using content validity index which involves judges scoring the relevancy of the questions in the instruments in relation to the study variables.

The formula for Content Validity Index is;

CVI =

Where CVI = content validity

n= number of items indicated relevant.

N = total no. of items in the instrument

In this study, validity will be achieved by establishing content validity. The researcher will achieve content validity by using the experts to assess the validity of the research instrument. The experts especially research supervisors from Kyambogo university will be given data collection tools to assess whether the items in the instruments are valid in relation to research topic, objectives, and questions. From the instruments they will declare some items valid and others invalid. Those declared invalid will be dropped, others adjusted, while the valid ones will be maintained.  Then content validity index (CVI) will be computed by dividing the number of items declared valid by total number of items/questions in the data collection instrument.

3.8.2 Reliability

According to Mugenda and Mugenda, (2003) reliability is the measure of the extent to which research instruments are able to provide the same results upon being tested repeatedly. Crobach’s coefficient alpha (a) as recommended by Amin, (2005, P.302) will be used to test the reliability of the research instrument. The instrument is deemed reliable if  the cronbach’s alpha of 0.7 and above is obtained and therefore, it will be adopted for use in the data collection.

Formula for reliability is

=      ()

Where  = alpha reliability co efficiency.

K=Number of items included4 in the questionnaire

= sum of variance of individual items

= variance of all items in the instrument.

To ensure credibility and trust worthiness of qualitative data the researcher will ensure that only the officials who are employees of URA will be interviewed.

3.9 Procedure of data collection

The researcher will obtain an introductory letter from Kyambogo University to seek permission and enable easy access of information by the researcher from URA, after the permission is granted from URA, the researcher will go ahead and administer questionnaires and interviews select respondents however the consent of the respondents will be sought before being given questionnaire and the respondents will be informed that the study will  be strictly for academic purposes.

3.10 Data analysis

Mugenda and Mugenda (1999) and Mbaaga (2000) both defined data analysis as a process of bringing order, structure and meaning to the data gathered to create information out of it. Data analysis will therefore, be done with quantitative and qualitative methods. The quantitative (Questionnaires) and qualitative(interviews) will be analyzed separately and then combined during discussion of the findings.

3.10.1  Quantitative Data Analysis

Data processing will be done by entering the data into a statistics package for social sciences (SPSS) version 24.0 in line with the research questions. Data analysis will be done by also using this statistics package for social sciences (SPSS) to formulate frequency tables where the percentages, frequency, mean, variance and standard deviation will be obtained.

Under quantitative analysis, process will include editing, classification, coding and presentation. Data will be summarized in frequency tables, percentage; data will be analyzed with the use of statistical package for social scientist (SPSS). Quantitative data will be collected through structured questionnaires and it will be cantered into a computer, tabulated and analyzed.

Spearman’s correlation coefficient and regression analysis is recommended by Amin (2005, P.378) will be used during data analysis in order to test the strength, degree and direction of the impact of communication on operational efficiency of organizations. The formula will be used for this study because it will be compatible with SPSS program in addition to being appreciated in analysing data under which the data will be arranged.

3.10.2 Qualitative Analysis

Qualitative data will be analysed using content analysis.it involves gathering and analysing data based on the content, where by the raw data collected from the field will be read through to enable the researcher to get familiar with the data. At this process the study will use noted cards to organise the available data to accelerate further analysis. Data will then be evaluated and analysed to determine its accuracy, credibility, usefulness and consistency which aided acceptance or rejection of the research hypothesis.

3.11Measurements of variables

A five point Likert ordinal scales ranging from; strongly agree which will be assigned 5, strongly Agree, 4 agree, Not Sure assigned 3, Disagree allocated 2 and strongly disagree allotted 1 to obtain responses on the variables. The Likert ordinal scale has been used by numerous scholars who have conducted similar studies such as Bowling, (1997).

3.12Ethical considerations

The researcher will ensure that before giving questionnaires to the respondents their consent will be sought and when they accept to participate in the study, they will be given questionnaires.

Confidentiality of the respondents ‘information will be assured and the researcher will also inform them that the study the information got will be used strictly for academic purposes and therefore, they should not fear giving information.

Only respondents who will be selected will be given questionnaires and only those meant to be interviewed will be actually interviewed.