Yardstick International College

Master of Business Administration

Marketing Management

Personal Assignment 01

By: Tewodros Kassa

Id: MBAO/7434/14B
Course Instructor: Berihun Muchie (PhD)

Submitted Date - 7/20/2022

Addis Ababa, Ethiopia
 1. Full Reference
Authors - Olanrewaju Olugbenga Akinola and Deborah Olukemi Okunade

Title - Evaluating the use of internet as a medium for marketing and advertising messages in
Nigeria
Journal name - African Journal of Marketing Management
Volume - Volume 8
Issue - Number 2
Year - April 2016
Page numbers – 8
DOI: 10.5897/AJMM2015.0459 Article Number: 97E6E0658720 ISSN 2141-2421 Copyright ©
2016 Author(s) retain the copyright of this article http://www.academicjournals.org/ AJMM
2. Introduction: Objectives, Article Domain, and Conceptual/Empirical
Classification

Objectives or Purpose of the article

This study aims at ascertaining the popularity and acceptance of the Internet as a medium of
communicating marketing and advertising messages; the category of the people who seek
advertising and marketing messages online, the extent of their internet usage and possible
challenges associated with the use of the Internet as a medium of marketing and advertising. This
study was approached from the perspective of the customer (buyer) and not the marketer or
advertiser (seller).

Article Domain/ Topic Area

in “Evaluating the use of internet as a medium for marketing and advertising messages in
Nigeria” (Olanrewaju Olugbenga Akinola and Deborah Olukemi Okunade 2016), the authors
identify and define various use of internet as a medium for marketing and advertising messages -
related constructs that have appeared in recent literature. Then they examine the different
theoretical perspectives brought to bear on use of internet as a medium for marketing and
advertising messages topics related to consumers and organizations, including this study
surveyed the popularity and acceptance of the Internet as a medium for communicating

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marketing and advertising messages; the category of people who seek advertising and marketing
messages online, the extent of their internet usage and possible challenges associated with the
use of the Internet as a medium of marketing and advertising in Nigeria perspectives. These
foundations lead in to their systematic review of use of internet as a medium for marketing and
advertising messages -related articles over a clearly defined date range, from which they extract
key insights from each study. This exercise of synthesizing diverse perspectives allows these
authors to describe state-of-the-art knowledge regarding use of internet as a medium for
marketing and advertising messages in marketing and identify useful paths for research.

Conceptual/Empirical Classification

 The article is Empirical

Because

 The article offers empirical evidence to support the argument, offer substantial, detailed
evidence which the authors analyze using statistical methods. The articles include
hypotheses (or propositions), detailed research results, and (statistical) analyses of this
empirical evidence. The article research includes surveys, questionnaires.
 The source, the article is found on Journals (Academic, Scholarly, Peer-reviewed,
Professional)
 Abstract , An abstract is a brief summary or overview of the article
 Article Sections, Empirical articles may include headings or subheadings for sections
such as:

 Introduction
 Literature Review
 Methodology or Methods
 Results
 Discussion
 Conclusion
 References

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3. General Critique

Do the researchers clearly develop a major research question, proposition, or hypothesis that
is to be evaluated in the empirical study and discussed in this article?

 Yes
 As we can see in the article a major research questions listed and they render
themselves to clear and precise answers. The research questions demand data
collection and analysis. Which is good to get a specific answer for the research
problem or for the studies area? And in the article as we can see the research question
poses a relationship between two or more variables. And the propositions are evaluate
and discussed in the article.

Did they provide enough background information for the intended audience to understand it?

 Yes the authors provide enough information on the article one can see understand that
the article analyze a situation stating the problem or need statement. The article gives
the reader a first impression. The problem that the authors desired to overcome is
looked at from a broader perspective. The article indicates hypothesis and the
assumptions with all the background logic. The rational and justification for taking up
the study is given. The article generally includes the project rationale, research
hypothesis or research question, and a brief review of literature, the article use
selectively review the literature related to the article research subject. A thorough
literature search is conducted in the article to understand what studies have already
been done on the subject and to identify any glaring gaps in the literature. The article
Present the rationale of the author’s proposed study in simple language, and show its
practical utility.

Do the authors include an appropriate research design, sampling techniques, method of data
collections, and method of data analysis? Did they justify everything adequately?

 Yes
 The authors use appropriate research design and use the right kind of analysis for
their data when we evaluate based on the following points

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 1. The authors considered their aims, approach and have a clear idea of the research
question the authors want to investigate.
2. The authors choose a suitable type of research design the purpose of the studied
area as we can read in the article on the methodology section they use descriptive
survey method.
3. The authors identify their population and sampling method based on clearly
defines who or what their research will focus on. As we can see they choose
purposively the population and sample (The populations of the study were literate
members of the public residing or working in Ogun and Lagos states, which have
access to and use the Internet.)
4. The Authors choose appropriate data collection method that is compatible with
their study, to gain firsthand knowledge and original insights into their research
problem and also secondary data. (Trained research assistants administered a 21
item questionnaire divided into two sections; Section A (eliciting information
related to demographic data); Section B (seeking responses to answer the research
questions)
5. The Authors use reliable analysis strategy to get accurate result. (The quantitative
data collected from respondents were coded in line with the research
objectives/questions; analyzed using Statistical Package for Social Scientists
(SPSS) program and result presented using frequency distribution tables.)

Is the design of the research approach adequate to address the common threats to validity and
reliability?

 NO

Are the measures used adequately described (i.e., what is measured in the study and how)?

 Yes
 As we can read in the findings and Conclusion section we can see what is
measured and how which is measured according to the research question to
find the appropriate result.

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Are data on the reliability and validity of these measures reported?

 No
 The Authors did not report data on the reliability and validity in the article

ANALYSIS: Is the analysis of empirical data conducted properly? Do the data conform to
the requirements of any statistical tests used?

 Yes
 As we can see The quantitative data collected from respondents were coded in
line with the research objectives/questions; analyzed using Statistical Package for
Social Scientists (SPSS) program and result presented using frequency
distribution tables

DISCUSSIONS AND CONCLUSIONS: In discussing the results of the empirical study, do

the authors remain true to the actual findings of the study? Are the claims made in the
conclusion of the article actually supported by the empirical data?

 Yes
 As we can see in the article on the part of finding and conclusion we can see clearly
the authors are remain true to the actual findings of the study. The authors put
findings in easily and understandable form for anyone interested in the article. The
Authors use appropriate sample size, research design, method of data analysis which
lead to actual findings of the study and conclusion. in finding and conclusion the
authors use tables that show the true and actual findings and empirical data which is
discussed by the Authors.