CHAPTER THREE: RESEARCH METHODOLOGY

3.1 INTRODUCTION

In this chapter, a discussion of the methods used are presented. The chapter elaborates on the
research methodology - a presentation of the methods and the rationale for the choice made of each
method. According to Yin (2014) research methodology is the enunciation of the various pieces
of methods adopted and clear provision of the reasons for the choice of the methods reflecting on
the relevance of that method in a given specific research setting. The research design, approach,
study site and population description are given. The sampling strategy, size and the research
instruments are provided. Furthermore, the procedure for data collection and analysis are also
given. The chapter ends by elaborating on ethics considered for the study and outline and measures
for the research limitations.

3.2 RESEARCH DESIGN

Though there are number of study designs that include experiments, surveys and ethnographies,
this research adopted a case study as expounded by (Hartley, 2004; Yin, 2014). Reducing the
discussion of impact of mobile communication technology to Mbare Musika averted the inclusion
of a wide range of data sources that would otherwise cloud the discussions. According to Cooper
& Schindler (2008) a case study provides detailed information about a concept that helps to delve
into its intricacies as opposed to large are surveys. The design was cheaper and amenable to study
of social units such as smallholder farmers. Had the study included all farmers in Zimbabwe, more
time than given by the University would have been required. This would have been incompatible
with the requirements of the degree.

3.3 RESEARCH APPROACH

Majority of studies as exemplified by researchers, Langat, Litondo, & Ntale (2016), have adopted
a constructivist philosophy that expounds multiple realities as each smallholder farmer perceives
market conditions and make decisions. Impact of communication technologies on market decision-
making capacity of smallholder farmers is a variable that can be subjectively determined as each
farmer differently perceives the market conditions at Mbare Musika. This brings in a rich set of
experiences into understanding issues affecting farmer’s decisions. According to Saunders, et al.
(2016) constructivism provides deeper exploration of issues and
brings to fore some salient rich information that might otherwise be difficult to glean using
objective means such as experiments.

Bryman (2008) propounds that contemporary researches are biased towards use of mixed methods
in their various forms. Mixed methods provide deeper and broader understanding of issues. In this
study, a sequential mixed method was used in which the data collection was split into two: first
phase was concerned with quantitative approach and the second stage concentrated on qualitative
description of the numerics and statistics in phase one.

According to Punch (2005) adoption of quantitative and numeric variables reduces ambiguity in
understanding some concepts. Treating the link between communication technologies and
effectiveness of market decisions by smallholder farmers as objective and numerical variable
enabled easy statitistical analysis to be meted (Neuman, 2006). Strategy, nature of market
information, mobile SMS technology and its characteristics were structured and observed using a
structured questionnaire with pre-formatted questions adopted from previous studies (Tollens,
2006; Irick, 2008; Freeman & Mubichi, 2017). A five-point Likert scale was used to observe the
perceptions of farmers as shown in the structured questionnaire in Appendix III. The views and
perceptions of faremrs were measured on a scale from 1 = strongly agree, 2 = agree; 3 = not sure;
4 = disagree and 5 = strongly disagree.

However, qualitative method was also used in the second phase where an interview directed by
the interview guide in Appendix IV. The questions are significantly worded and the responses of
farmers recorded as intense textual desriptions that defy a numerical meaning. Farmers and the
researcher cosntrued meaning from the words expressed. The researcher engaged his personal
ingenuity to derive meaning from the field notes of the interviews without resorting to some
mathematical calcultations. Quality of the responses and the interview process were critical to
proffer meaning to the given farmer responses. According to Teddlie & Yu (2007) superimposing
qualitative descriptions on numerical information provides richer set of meaning and deeper
meaning to research results.

3.5 TARGET POPULATION

Target population was the total number of smallholder farmers from which data was collected
(Yount, 2006). In this, case the target were those farmers that come to sell their produce at Mbare
Musika market. Effective strategiesgies can be developed from affected people as opposed from
distant prescriptions (Levy & Fukuyama, 2017).

3.6 SAMPLING

According to Teddlie & Yu (2007) researchers should sample if the population is very large for
effective data collection to be done. Though there are a number of sampling methods available for
any study, this study used convenience sampling as echoed by Langat, et al. (2016). Convenience
sampling was easier and cheaper to conduct. It did not require rigorous statistical precision as with
simple random sampling. Conveniently selecting farmers as they conducted business in Mbare
Musika helped to collect relevant data as opposed to probability sampling methods that would
have risked the inclusion of untargeted respondents. Consented farmers who were physically
present were included in the study reducing the chance of coercing farmers into participation.

3.7 SAMPLE SIZE

Regardless of the sampling method used, Annum (2015) proffers that the number of members of
the population selected into a sample need to be determined. Determing the number of smallholder
farmers for the study was determined by using the simple sample size formula of Smith (2013).
According to Smith (2013), the sample size can be calculated if the researcher estimates the
sampling error tolerated, the confidence level and standard deviation. In this case the confidence
level was taken as 95% which is widely used by many researchers and an allowed error of 5% was
adopted.

Therefore sample size n = (Z-score) 2 *Standard deviation * (1-standard deviation)/ (margin of

error) 2

Sample size n was therefore = (1.96)2X 0.5 (0.5))/ (0.05)2 = 384.16.

Round off, this gave 384.

However, Teddlie & Yu (2007) suggest that sample sizes should consider some space for non-
return of survey questionnaires. In this case, the researcher took 400 smallholder farmers.

3.8 DATA COLLECTION METHODS

Survey questionnaires and guided interviews were used to collect data. The questionnaire had a
list of questions with standard response formats refer to Appendix II. The questionnaire had section
A to G with section A for instructions to respondents, and section B with demographic profiles
such as age, experience and ownership of mobile phones. Section C to G will correspond to the
research objectives raised in section 1.5. A five point Likert scale with 1 = strongly agree, 2 =
agree, 3 = not sure, 4 = disagree and 5 = strongly disagree.

After the design of the questionnaire, the researcher sent to supervisor and experts for fine- tuning
and standardisation. After the questionnaires were completed, they were together with invitations
were given to farmers in person at Mbare Musika. Those who wished to participate were given the
questionnaire to complete while doing their sales. Farmers willing to participate were given the
questionnaire to complete in less than 5 minutes by way of ticking responses of their choice.
Responses from farmers were then collected in person by the researcher while those farmers who
wished to complete at their spare time were allowed to send feedback through the researcher’s
email address shown on the questionnaire. Such subjects were given two weeks to complete the
survey and provided feedback through the email of the researcher given on the questionnaires.
Reminders were send every week to those who would not have replied within the prescribed time.
The emailed feedbacks were printed and combined with the hard copies collected in person by the
researcher. Each completed questionnaire was serialised and coded to avoid duplication and double
counting. Survey questionnaires were easy to design and deploy. Furthermore, to reduce response
failure rates, distribution of the questionnaires was done in person.

After the questionnaires, five interviews were held with manager of mobile SMS technology ,
chairman of the Mbare farmers’ association and three conveniently selected in Mbare. The
interviews were guided by the interview schedule shown in Appendix IV. Though the guide is
sequential, the order and exact wording of the questions delivered to farmers and mobile SMS
technology manager ensued as the interviews were evolving. This allowed a flexible and

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natural way of gathering data from farmers. Attempt to strictly follow the interview schedule
would have sometimes involved repetition of questions and monotony that may irritate
interviewees. Feedback from the interviews was written as field notes. Respondents objected to
audio-video recording of the entire interview proceedings.
The reliability of the data was ensured through use of standardised five-point Likert scales and
adoption of questions from previous studies by (Langat, et al., 2016). Furthermore, expert
judgement by the supervisor helped to fine tune the meaning and scope of the survey items. That
reduced ambiguity and brought to fore clear and repeatable understanding of questions.

Validity of the research was ensured through a number of strategies. First, the research objectives
guided major direction point such as reviewing literature, data presentation and analysis, and also
informed the conclusions made in this study. This brought a continuous thread of reasoning
throughout the study. Furthermore, interviews that allowed interviewees to provide their own lived
experience drew on gathering real life situations in their natural setting without undue researcher
influence. This increased validity of the study.

3.9 DATA ANALYSIS

The collected and coded data were captured into statistical package for social scientists (SPSS)
version 20. SPSS enabled statistical analysis to be done on data. First, demographic and response
rate information were analysed using pie charts and summary frequency tables. Furthermore, data
pertaining to research objectives raised in section 1.5 were analysed mainly through use of bar
graphs, factor analysis and correlational and Chi-square association analysis. Mean score for
individual some questions were done - such statistics are easy to understand. Furthermore, visual
display provided pictorial presentation of data that is easy to understand and interpret. Factor
analysis and correlational analysis provided some hidden patterns in data that propelled better
understanding of meaning of responses from subjects.

Qualitative data analysis - thematic analysis was used to analyse the rich textual and descriptive
fields notes obtained in the interviews. Fields notes were read and re-read in order to build major
themes that could efficiently describe the views of the farmers and mobile telecommunication
manager.

3.11 RELIABILITY, VALIDITY & ETHICAL CONSIDERATIONS

RELIABILITY

This is the extent to which results are consistent over time. It means obtaining an accurate
representation of the total population under study if the results of a study can be reproduced under
a similar methodology. For the purpose of this study the researcher distributed the questionnaire
and interviews uniformly and evenly to all the units in the department to maintain reliability.

VALIDITY

Validity determines whether the research truly measures that which it was intended to measure or
how truthful the research results are. In order to eliminate bias and increase the researcher’s
truthfulness the questionnaires will be further polished, tested and adjusted accordingly.

ETHICAL CONSIDERATIONS

Ethics being the right and wrong values of any study, this researcher first sought permission to
study from the University in order to comply with the requirements of the Institution. Upon data
collection, consent was sought from respondents to avoid coercing participants into the study. In
addition, the researcher attempted to explain the purpose and nature of the study to respondents to
protect respondents from information prejudice. Responses from subjects were treated as
confidential and private to protect their right to privacy.

3.12 LIMITATIONS OF THE STUDY

The study was limited by the convenience sampling technique and surveys used. Convenience
sampling was highly subjective and risked producing results that are statistically insignificant. The
researcher sought to counter these limitations by increasing the sample size to 400 in order to
increase the statistical accuracy of the results. Furthermore, surveys were carried out for farmers
that were doing business as opposed to using list from farmers’ database. Such database might
have included farmers that were no longer active. Survey questionnaires were rigid and less
flexible and were likely to produce less rich set of information. The researcher improved the
richness of the data by using a standardised five-point Likert scale that have been widely used by
prior researchers over a large space of farmers. Thus, rich set of data was gathered and reduced the
effect of rigidity inherent in such tools.

3.13 CHAPTER SUMMARY

In this chapter an account of the case study design of smallholder farmers at Mbare Musika was
given. Discussion of the survey questionnaires used given. The perception of farmers to mobile
SMS technology services was gathered in terms of a five-point Likert scale. Convenience sampling
of 400 farmers was also provided. Physical collection and emailed feedbacks are given in this
chapter. The chapter ends with some details on the data collection and analysis procedures.
Limitations encountered by the researcher are also provided in this chapter. The next chapter
presents and discusses the research findings against the research objectives raised in section 1.4.