CHAPTER ONE

INTRODUCTION

1.1 Background Information to the Study

Conscientiousness is the personality trait of a person who shows an awareness of the impact that

their own behavior has on those around them. Conscientious people are generally more goal-

oriented in their motives, ambitious in their academic efforts and at work, and feel more

comfortable when they are well-prepared and organized. Research in recent decades has a

number of significant differences between the personalities and life outcomes of people who are

conscientiousness, and those who are considered to be unconscientiously.

According to a study published in the journal Frontiers in Psychology, individuals with higher

levels of the trait tend to be more empathetic towards other people (Melchers et al, 2016). A

previous study, led by psychologist Howard Friedman, even found a correlation between

conscientiousness and life expectancy. Participants who demonstrated higher levels of

conscientious as children were observed to enjoy longer lifespans than other subjects (Friedman

et al, 2013).

Conscientiousness involves being mindful of those around you, from friends and family, to

colleagues and even strangers. A conscientious person will be conscious of the first impression

that they make on others when they are introduced to new people, for instance. They also feel a

sense of duty towards others. They are aware of the effect that their words and actions can have

on people in everyday situations. Conscientious people will therefore take care not to

inadvertently offend or upset others by either their words or actions.

As a result of their careful behavior, conscientious people have been found to be less likely to be

involved in driving accidents than those with less conscientious personality traits (Arthur and

Graziano, 2016).

A person who is conscientious is most at ease when they feel that they are organized. They prefer

their surroundings - their bedroom, desk or office - to be tidy and presentable. Their organized

tendencies also extend to other areas of life: a conscientious person will often be careful to be

reliable, and to be on time for important meetings and appointments. They are keen to keep to

their schedule, often maintaining a diary and making plans for the future, as well as budgeting

for events well ahead of time.

The behavior of conscientious people is often driven by their personal goals. They use their own

initiative to set goals, and then concentrate their energy towards achieving them. This can

translate into higher ambitions - in academia at school, striving to achieve target grades - and in

finding their desired career later in life. In order to achieve their goals, a conscientious person

will be willing to be hard-working, devoting much of their attention and energy towards a

specific aspiration. They are more willing to persevere through difficult circumstances, and may

assume the reputation amongst colleagues of being a ‘workaholic’.

Whilst tiring, this goal-oriented behavior can pay high rewards. For example, in a University of

Iowa study of the performance of salespeople, a study found that conscientious employees

achieved a higher volume of sales than their unconscientiously co-workers (Barrick et al, 1993).

Conscientiousness also leads people to care about the potential consequences of their actions.

They prefer to deliberate over the options available to them rather than making impulsive
decisions. A conscientious person may be slower at making choices, but he or she will be more

confident that the decision that they have made was correct.

1.2 Statement of the Problem

Customers are key source of business, and customer satisfaction is an important issue for each

organization that how to keep the customer for long period of time and make them satisfy. To

measure customer satisfaction and service quality in banking with the help of various dimension

(tangible, empathy, assurance, responsiveness and reliability) in United Bank for Africa (UBA)

FPI branch.

1.3 Significance of the Study

As the study investigated the effect of conscientiousness on customer satisfaction, it will be

useful for all business centers either public or private companies. The outcome of this study will

be beneficial for business owners as it will give recommendations. It will also give secondary

data to researchers and larger population in UBA FPI, who may be interested in the topic as the

work will be made available in the library of FPI (SU). Findings were also available for

reference by academicians, researchers who seek to conduct further research in any of the

variable under this study.

1.4 Objective of the Study

The basic objective of this study is to examine the effect of conscientiousness on customer

satisfaction.

Having in mind this, the specific objectives of the study include:

i. To investigate the effect of employee welfare on customer satisfaction in UBA FPI

branch.

ii. To examine the effect of employee engagements on customer satisfaction in UBA FPI

branch.

iii. To identify the effect of company transparency on customer satisfaction in UBA FPI

branch.

1.5 Scope of the Study

This study mainly will focus on the effect of conscientiousness on customer satisfaction of UBA

FPI branch. This study would be carried out in 2020 as cross-sectional studies. The study will be

conducted in Ilaro with main concentration on UBA FPI branch.

1.6 Research Questions

1. How to investigate the effect of employee welfare on customer satisfaction in UBA FPI

branch?

2. How to examine the effect of employee engagement on customer satisfaction in UBA FPI

branch.

3. How to identify the effect of company transparency on customer satisfaction in UBA FPI

branch.
1.7 Research Hypothesis

i. H0: There is no significant positive relation between Customer Empowerment evoked

during the consultative selling process and Customer Satisfaction.

ii. H0: There is no significant positive relation between Openness and Customer

Satisfaction.

iii. H0: There is no significant positive relation between Conscientiousness and Customer

Satisfaction

1.8 Limitation to the Study

Carrying out this research successfully was not achieved on a platter of gold researcher

encountered a harvest of constraints.

Firstly, the research was limited to United Bank for African, Federal Polytechnic, Ilaro because

of time and financial constraints. The time at the researcher’s disposal was not enough to

research respondents outside United Bank for African, Federal Polytechnic, Ilaro of course, time

is very important in research study and a lot if it is needed to exhaust all the requirement of a

particular study. That of finance was equally a very big problem as nothing can be done

effectively and efficiently without adequate provision of it in fact a lot of money is required to

procure some materials that are necessary of a research study. The result of this problem is that

the research is restricted to United Bank for African, Federal Polytechnic, Ilaro.

Another limitation is in the interview and questionnaire. It was very difficult to get respondents

to answer questions or fill their questionnaires truthfully, because comparative analysis of

performance of any center is a very sensitive area of an enterprise. In fact the goodwill of the

establishment as well as its public image hangs on it; of course, it would be easier for
respondents to tell lies about the performance of their establishment as well as its public image.

If this were done, it would be very defective to the reliability of the research.

Also the respondents were not quite corporative. Some claimed that nothing materialistic was

going to come out from helping to fill the questionnaires. Some feared the possibility of sack,

dismissed and termination if they say the truth about the performance of their establishment.

1.9 Definition of Terms

i. Customer: A party that receives or consumes products (goods or services) and has the

ability to choose between different products and suppliers.

ii. Satisfaction: Fulfillment of one's wishes, expectations, or needs, or the pleasure derived

from this.

iii. Conscientiousness: can be defined as employees being committed to the success of the

organization and believing that working for this organization is their best option.

iv. Customer Satisfaction: is a measurement of how products or services supplied by a

company meet customer expectations (harpy, 2012).

v. Service Quality: An area of study that has developed to define and describe

how services can be delivered in such a manner as to satisfy the recipient (American

Marketing Association, 2012)

vi. Tangible: capable of being perceived especially by the sense of touch

vii. Empathy: the capacity to understand or feel what another person is experiencing from

within their frame of reference, that is, the capacity to place oneself in another's position.

viii. Assurance: financial coverage that provides remuneration for an event that is certain to

happen.

ix. Reliability: refers to the consistency of a research study or measuring test.

 x. Global banking: provides financial services and products to corporates, governments

and institutions worldwide.

1.10 Historical Background of the Study

United Bank for Africa (UBA) Plc, is a leading pan-African financial services group

headquartered in Nigeria. It is one of Africa's best and most resilient banking Groups with

operations in 20 African countries and offices in three global financial centers: London, Paris

and New York.

UBA has been operating in Africa since 1949, referred to then as the British and French Bank

Limited (BFB). It took over the assets and liabilities of BFB and was incorporated as a limited

liability company on 23 February 1961 under the Compliance Ordinance (Cap 37) 1922.

In 2005, it completed one of the biggest mergers in the history of Nigeria’s capital markets with

the business combination with Standard Trust Bank (STB) Plc. From then, it continued to expand

to Ghana, Benin Republic, Côte d'Ivoire, Burkina Faso, Guinea, Chad, Cameroon, Kenya,

Gabon, Tanzania, Zambia, Uganda, Liberia, Sierra-Leone, Mozambique, Senegal, Congo DR,

Congo Brazzaville and Mali. Followed by its pioneer Initial Public Offer in the Nigerian banking

industry in 1970, UBA got listed on the Nigerian Stock Exchange, where it is publicly traded

under the symbol "UBA" and it is the first Nigerian-headquartered bank to launch Global

Depository Receipts, which are unlisted.

In 2006, the bank pioneered the interconnection of its then 428 African branches making it the

largest online real time branch network in Africa. Africans are able to withdraw or deposit

money in any of these branches regardless of where their accounts are domiciled. Since then, the
bank has remained in the forefront of technology innovation in the African banking space,

launching the first artificial intelligence Virtual Banking Robot in the African market early 2018.
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 CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

A literature review is a step-by-step process that involves the identification of published and

unpublished work from secondary data sources on the topic interest, the evaluation of this work

in relation to the problem and the documentation of this work (Sekaran & Bougie, 2009).

Therefore, in this study, each independent variables and a dependent variable will be reviewed

on previous studies that are related to this topic.

In this section the study involved the review of related concepts, theories and empirical studies

already done by writers on the effect of conscientiousness on customer satisfaction. The study

focused on the review of past and present conceptual, theoretical and empirical studies that could

determine the present and future of the effect of conscientiousness on customer satisfaction as a

crucial topic in business, public and private enterprises and to properly underpin it in the field of

management. Conscientiousness used properly is a major tool in the hands of marketing

managers which helps enable them to sell products, services and ideas. The idea is to sell

products to the consumers.

2.2 Conceptual Framework

2.2.1 Conscientiousness

The dictionary meanings of the word consciousness extend through several centuries and several

associated related meanings. These have ranged from formal definitions to definitions attempting

to capture the less easily captured and more debated meanings and usage of the word.
One formal definition indicating the range of these related meanings is given in Webster's Third

New International Dictionary stating that consciousness is:

1. awareness or perception of an inward psychological or spiritual fact: intuitively perceived

knowledge of something in one's inner self

 inward awareness of an external object, state, or fact

 concerned awareness: INTEREST, CONCERN—often used with an attributive noun.

2. the state or activity that is characterized by sensation, emotion, volition, or thought: mind in

the broadest possible sense: something in nature that is distinguished from the physical.

3. the totality in psychology of sensations, perceptions, ideas, attitudes and feelings of which an

individual or a group is aware at any given time or within a particular time span—compare

STREAM OF CONSCIOUSNESS."

The Cambridge Dictionary defines consciousness as "the state of understanding and realizing

something." The Oxford Living Dictionary defines consciousness as "The state of being aware of

and responsive to one's surroundings.", "A person's awareness or perception of something." and

"The fact of awareness by the mind of itself and the world."

Most definitions include awareness, but some include a more general state of being.

Consciousness at its simplest is “sentience or awareness” of internal or external existence”.

(Merriam-Webster, 2012) Despite centuries of analyses, definitions, explanations and debates by

philosophers and scientists, consciousness remains puzzling and controversial, (Robert van

Gulick, 2014), being “at once the most familiar and most mysterious aspect of our lives". (Susan

Schneider 2013), Perhaps the only widely agreed notion about the topic is the intuition that it

exists. John Searle (2015) Opinions differ about what exactly needs to be studied and explained

as consciousness. Sometimes it is synonymous with 'the mind', other times just an aspect of
mind. In the past it was one's “inner life”, the world of introspection, of

private thought, imagination and volition. Today, with modern research into the brain it often

includes any kind of experience, cognition, feeling or perception. It may be ‘awareness’, or

'awareness of awareness’, or self-awareness. Rochat, Philippe (2003) there might be different

levels or "orders" of consciousness, Peter Carruthers (2011) or different kinds of consciousness,

or just one kind with different features. Michael V. Antony (2014) other questions include

whether only humans are conscious or all animals or even the whole universe. The disparate

range of research, notions and speculations raises doubts whether the right questions are being

asked. Hacker, (2012)

Examples of the range of descriptions, definitions or explanations are: simple wakefulness, one's

sense of selfhood or soul explored by "looking within"; being a metaphorical "stream" of

contents, or being a mental state, mental event or mental process of the brain;

having phanera or qualia and subjectivity; being the ‘something that it is like' to 'have' or 'be' it;

being the “inner theatre” or the executive control system of the mind. Farthing G (2012)

2.2.2 Tangibles

Those things which have a physical existence and can be seen and touched. In context of

conscientiousness, tangible can be referred to as Information and Communications Technology

(ICT) equipment, physical facilities and their appearance (ambience, lighting, air-conditioning,

seating arrangement); and lastly but not least, the services Providing personnel of the

organization (Blery et al., 2009). These tangibles are deployed, in random integration, by any

organization to render services to its customers who in turn assess the quality and usability of

these tangibles.
2.2.3 Reliability

Reliability means the ability of a service provider to provide the committed services truth fully

and consistently (Blery et al., 2009). Customers want trustable services on which they can rely.

2.2.4 Assurance

Assurance is developed by the level of knowledge and courtesy displayed by the employees in

rendering the services and their ability to instill trust and confidence in customer (Blery et al.,

2009).

2.2.5 Empathy

Empathy means taking care of the customers by giving attention at individual level to them

(Blery et al., 2009). It involves giving ears to their problems and effectively addressing their

concerns and demands.

2.2.6 Responsiveness

Responsiveness are reflects of the willingness to help customers and provide prompt service.

2.3 Theoretical Framework

2.3.1 Theories of a Customer

A customer as defined by Goldzimer (2008) is “someone who driven by self-interest has the

choice of coming to you for your product or service or going somewhere else.”

In explaining who a customer is, Kotler & Keller (2009) state that customers are “individuals and

households who buy goods and services for personal consumption.” This implies that production

would have been fruitless if what is manufactured or produced are not bought by customers or

users. The key to success is to identify and attract those who will value your products or service
and then to methodically strive to retain them as customers and win the largest possible share of

their lifetime business.

What the business organizations have is clearly the business of serving the customer

satisfactorily. Satisfying the customers is the foundation of any growing organization. Repeat

purchase from satisfied customers guarantee sources of streams of profitable revenue over a

reasonable long period of time.

2.3.2 Categories of customers

Internal: People within your organization who takes your work after you have finished with it

and carry the next function on the way toward serving the intermediate and final customer.

Intermediate: Distributors or dealers who make your products and services available to the final

consumer.

External: People who will use your product or service in daily life and you hope, would be

delighted.

It is believed that internal customers play a very pivotal role in the delivery of superior service.

The high human contact in services means that the quality of your customer relations is only as

good as your weakest employee. Thus, to build a book of loyal external customers, you must

start with loyal and capable employees. The best service organizations treat their employees with

the same caring standards they apply to external customers.

The key to success is to identify and attract those who will value your service (the vital few) and

then to methodically strive to retain them as customers and win the largest possible share of their

lifetime business.
2.3.3 Knowing your customer’s business (two perspectives)

i. Traditional/myopic viewpoint: In this game, business is an endless struggle to defeat

your competitor and win the customer. The preferred tactics for this school of thought is

cutting the price and improving the sales process. The reward for these is getting trapped

in a box before long.

ii) The partnering paradigm: To make a strategic and highly visible difference for your

customers, you must see a much larger field by striving to see the forest and not the trees – the

act of the general.

This requires that you see the world through your customers’ eyes and to do this, you must try

and provide answers to the following key questions.

1. What business is your customer really in?

2. Who are their competitors?

3. How does your customer make money?

4. How do they lose money?

5. What are their major cost areas?

6. Who are your customer’s customers and what do they expect?

7. What keeps your customers up at night?

8. How does your product or service impact on your customer economically?

2.3.4 The importance of the customer

Adding to the essence of a customer, International Management Magazine (2008) states thus: “it

is just as important to listen to customers after a sale as it is before and during the sale. In fact,

we feel that the quality of service received following a purchase is what keeps our customers
coming back, and that is what keeps our company growth.” This implies that when a customer is

satisfied by the way he or she is treated; he or she tends to repeat purchase of same item, hence,

the company benefits immensely. The writer believes that with care and courtesy, an irritated

customer can be turned to someone who is impressed by the able way the marketer handles the

customer’s complaints.

International Management Magazine (2008), further advises that companies should innovate

frequently their products. However, companies are not to depend completely on the information

they provide to customers. It says “certainly, in order to keep a customer happy and get benefits

from a complaint system, a company should not stint on the information they provide.” And

described more the new marketing concept to mean Management thinking, management-oriented

and management organizational changes to focus on business thinking and policy formulation on

the customer. In taking business decision, serious consideration is now given to the needs and

wants of the customers. According to Lazo (2007), “Management recognizes that a business can

exist only when customers want change, and a business must recognize to meet those changes”.

2.3.5 Theories of Customer Satisfaction

According to Rouse (2008), customer satisfaction is a degree of satisfaction provided by the

goods or services of a company as measured by the number of repeat customers or how service

meets the customer’s expectation. Triplett (2007) further suggests that service quality has

become an important topic because of its apparent relationship to costs, profitability, customer

satisfaction, customer retention and positive word of mouth and it is widely considered as a

driver of corporate marketing and financial performance. In our study, we are more interested in

service quality and customer satisfaction.

According to Arnould et al, (2001), customer satisfaction is the consumers’ fulfilment response.

It is a judgement that a product or service feature, or the product or service itself say, provides a

pleasurable level of consumption-related fulfilment. Failure to meet needs and expectations is

assumed to result in dissatisfaction with product or service.

A sense of fulfilment in the knowledge that one’s needs have been met is expected to result into

satisfaction which is also related to other types of feelings, depending on the particular context or

type of service. For those services that really surprise the consumer in a positive way,

satisfaction may mean delight. And in some situations, where the removal of a negative leads to

satisfaction, the consumer may associate a sense of relief with satisfaction. Service organizations

need to recognize that although considerable research studies conducted by Bearden et al (2013)

tend to measure customer satisfaction at a particular point in time as if it were static, satisfaction

is a dynamic moving target that may evolve over time influenced by a variety of factors,

(Zeithamal, et al., 2010).

Considerable research reveals that the determinants of customer satisfaction include customers‟

emotional response, their attributions and their perceptions of equity. Oliver (2017) contends that

customer satisfaction with a product or service is influenced. Significantly by customer’s

evaluation of product or service feature. Ostrom, et al., (2015) studies indicated that customer

services will make tradeoffs among different service features (for example, price level versus

quality versus friendliness of personnel versus level of customization) depending on the type of

service being evaluated and criticality of the service.

Satisfaction and commitment, more inclination to mention to others, reduction in criticisms and

increase customer withholding (Buteele, 2016).

Two terms are closely related, one is customer satisfaction and the other one is service quality.
Both are directly proportional. If one increases, other increases vice versa. Customer satisfaction

is a term used to satisfy the customers by the service quality provided by banks. Customer

complaints are related with the customer satisfaction. If customer complaints are less, then it

means customers are more satisfied (Lee, 2019).

Service quality can be described as the understanding power of the organization’s performance,

achievements and efficiency. If perceived service quality is good according to the customer

behaviors and intentions, then customers are more satisfied and loyal with their products. If

service quality of product is not good, then sales and profits will be reduced and ultimately

customers shift towards other competitor’s product (Yang, 2011).

In the modern world, service sector plays an important role in all the banks either a conventional

banks or non-conventional banks. Banking sector performs all its activities either economic or

social in all around the world. Service managers of banks are more concerned about their quality

of services and customer satisfaction.

According to a nutshell, Oliver (2010) summarizes that customer satisfaction is vitally important

to the “well-being of individual consumers, to the profits of firms supported through purchasing

and patronization, and to the stability of economic and political structures”. Therefore,

consumers, firms, and economies all benefit from receiving satisfying outcomes whether in the

marketplace or life in general.

2.5 Relationship between Conscientiousness and Customer Satisfaction

Through organizing and directing services of institutions towards consumers with people or staff

that see serving customers as their primary function. In today’s market place it’s no longer

enough to satisfy customer’s needs and wants in terms of quality, promptness among others but it

is more important to delight customers on a continuous basis.

Being conscientious to quality management, and means maintaining good relationship with your

customers as well as putting the customer first in the decision-making process so as to be

successful within the hyper competitive market (Sit et al., 2009). In their empirical investigation

into customer orientation and customer satisfaction relationship among Japans firms Deshpande

et al (2013) concludes that customer orientation is positively associated with customer

satisfaction. Similar studies on the customer orientation and customer satisfaction were

conducted in United States of America whose results were also revealed to be positively

correlated (Redman et al., 2018) whose loyalty to the organization also increased.

2.5.1 Company Transparency

A transparency object as having the property of transmitting light without appreciable scattering

so that bodies lying beyond are seen clearly. Social scientists have metaphorically adopted this

definition to connote the ability of interested parties to see through otherwise private information

to understand the intentions of the sender.

Company transparency is an ideology that looks beyond employee happiness and and/or all

employee retentions

The field of finance has done much to study the effects of transparency across a broad range of

industrial settings. Such studies generally investigate transparency as the inherent Quality of

information in institutional communications.

However, researchers in finance have not yet come to consensus on a single theoretical definition

to describe the basic dimensions of Transparency (Bloomfield & O’Hara, 1999). Be that as it

may, scholars from a variety of research domains have noted the importance of understanding

the critical role of institutional Communications (e.g., employment contracts) on organizational

behavior (e.g., Ashcraft, Kuhn, &Cooren, 2009).

Therefore, this study builds a comprehensive definition of transparency based on literature in

finance and empirically investigates its constituent parts against important organizational

constructs such as trust.

2.4 Empirical Framework

Empirical studies investigating transparency in finance have analyzed it as both the Dependent

variable (Hodge, Kennedy, & Maines, 2014; Patel et al., 2012) and independent Variable (Board

& Sutcliffe, 2010; Gemmill, 2016; Rosengren,2009; Winkler, 2010) under Question. Some

studies define transparency as the timely disclosure of information (e.g., Bloomfield &O‟Hara,

2009; Madhavan, Porter, & Weaver, 2015; Securities and Exchange Commission, 1995;

Securities and Investment Board, 1995) while other Studies define transparency as the level of

clarity in information (Bushman, Piotroski, & Smith, 2014; Jordan, Peek, & Rosengren, 2010;

Winkler, 2010). Still others studies define transparency as the level of accuracy in information

(Flood, Huisman, Koedijk, &Mahieu,2009; Granados, Gupta, & Kauffman, 2016). Overall, the

literature in inance appears to ascribe three primary Dimensions to the construct of transparency.

Namely, transparency is the degree to which Information is disclosed, clear, and accurate.

2.5 Summary of Literature

In summary, we can conclude that while conscientiousness may legitimately be criticized for

offering less than complete information and, in some instances, for creating unwanted

externalities it should also be applauded when it contributes to the validity of the principles of

free enterprise economics. In most cases, by being a rich information source (Albert not

complete), conscientiousness contributes to the existence of many buyers and sellers and,

therefore, to the self-interest of both consumers and marketers.

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 CHAPTER THREE

METHODOLOGY

3.1 Research Design

The research design is a guide showing how the data or and information regarding a research

problem is collected and analyzed within the research settings and economy of time and material

(Annyiwe, Idahosa, &Ibeh 2005). The research design is descriptive in nature. Descriptive

research can be explained as describing something, some phenomenon or any particular

situation. Descriptive research is a research that describes the existing situation, interpreting and

making judgment. The main objective of the descriptive research is verification of the developed

hypothesis that reflects the current situation.

3.2 Population of the Study

It is of utmost importance in any study to determine the group or persons or things to be studied.

The materials or objects or persons for the study are the “unit of analysis” (Okeke, 2015).

Population in research, according to Okeke (2015) as “the aggregate of individual persons or

objects for investigation, or the sum total of the units of analysis.” Such object may be finite or

infinite. Hence, the population of UBA FPI branch staffs is Twenty (20).

3.3 Sample and Sampling Techniques

According to Catillo (2009), sampling is the process of taking a subset of subjects that is

representative of the entire population. The sampling of a population remains crucial as far as the

data collections of data from the primary sources are concerned. The study adopted a

convenience sampling technique. Convenience sampling is a sampling technique that obtains and

collects the relevant information from the sample or the unit of the study that are conveniently
available (Zikmund, 2012). Convenience sampling is normally used for collecting a large

number of completed surveys speedily and with economy. However it is difficult to cover the

entire population because of a number of reasons such as resources and time constraint, a fair

representative sample of the population was therefore imperative. The sample size will consist of

(50) respondents.

3.4 Method of Data Collection

It is evidently clear in other to achieve the objectives of study and to have a broad knowledge of

its, data, must be collected. The data collected for the study comprise of primary data and

secondary data. Primary data are information sourced from respondents though the

administration of questionnaires, interviews or by participation and observation for better

clarification. The data collection instrument basically used with regards to data collection is

through the use of structured questionnaire. Hence the questionnaires become the most

appropriate and relevant with regards to the study, this is because mostly data collected using

from the questionnaire, stable, constant and has unique and uniform measures with no

differences or variation. It further solves or reduces the level bias that might be caused by the

researchers through presentation of facts or issues. Questionnaires are defined as a technique

through raw data collection whereby each individual’s persons are made to respond to similar set

of questions in a predetermined manner (de Vaus, 2012).

Secondary data are books and journals that were consulted for the study

3.5 Questionnaire Design

The survey instrument contains two sections. Section 1, was used to collect data on demographic

variables which includes multiple choice questions. Section 2, includes items on the research
variables using a five–point LIKERT scale, ranging from (1= strongly agree) to (5 = strongly

disagree). The scale was useful in measuring the strength of the respondents‟ responses on these

items and to assist the respondents indicate the intensity of their response on each of the items.

3.7 Reliability and Validity Test

Reliability is the ability of a research instrument to consistently measure characteristics of

interest over time. It is the degree to which a research instrument yields consistent results or data

after repeated trials. Reliability is a matter of whether a particular technique, applied repeatedly

to the same object, would yield the same result each time. The reliability of a measure is

established by testing for both consistency and stability.

Consistency is a required condition for a valid measurement scale, it is not a sufficient condition

and must be supplemented with validity analysis in order to determine if a given instrument of

measurement is capable of adequately and effectively testing the hypotheses presented in this

study to accomplish the objectives. With regards to content validity, the researcher sought expert

judgment which was scrutinized by the supervisors. This was done by holding discussions, as

well as making relevant comments and suggestions which were then synchronized.

3.7 Method of Data Analysis

For the benefit of this study, the researcher employed the use of descriptive statistics in the

analysis of the demographic information, mean and standard deviation was also adopted to

ascertain the variance in each section of the questionnaire while specifically, Regression analysis

was used to determine the predicting power of the independent variables on the dependent

variable. All data processing was carried out by using the simple frequency and percentage table.
 REFERENCES

Annyiwe, Idahosa, &Ibeh (2005). Playbook for Research Methods: Integrating Conceptual
Frameworks and Project Management. Stillwater, OK: New Forums Press. See Chapter 4
for an in-depth discussion of descriptive research
Catillo (2009), Sampling. Survey Research Methods (4th ed). 2009. 19-47 Thousand Oaks: Sage
Publications.
Okeke, (2015), A dissertation on “Data-mining Model for Census Analysis with GIS.
Unpublished doctoral thesis. Nsukka: University of Nigeria.
Zikmund (2012), Determining Sample Size and Confidence Levels. Retrieved August 3, 2012
from http://www.surveysystem.com/ sscalc.htm