CHAPTER THREE: METHODOLOGY

This chapter presents the research methodology employed in this study, including the research
design, population, sample and sampling techniques, research instrument, validity and reliability
measures, data collection procedure, and data analysis methods.
3.1 Research Design
The study adopted a descriptive survey research design. This design is appropriate when the
researcher aims to describe the characteristics, behaviors, attitudes, or opinions of a population
by studying a sample of that population (Creswell, 2014). In this study, the descriptive survey
design was used to gather data on university students' social media use patterns, their academic
performance, and the potential relationship between these variables.
3.2 Population of the Study
The target population for this study consisted of all undergraduate students enrolled in
universities in Ekiti State, Nigeria, during the 2022/2023 academic session. According to the
National Universities Commission (NUC) statistics, there are three public universities in Ekiti
State: Ekiti State University, Ado-Ekiti; Federal University, Oye-Ekiti; and Afe Babalola
University, Ado-Ekiti. The total enrollment of undergraduate students in these universities for the
2022/2023 academic session was approximately 45,000 students.
3.3 Sample and Sampling Techniques
The study employed a multi-stage sampling technique to select a representative sample from the
target population. In the first stage, a simple random sampling technique was used to select two
universities from the three universities in Ekiti State. The selected universities were Ekiti State
University and Federal University, Oye-Ekiti.
In the second stage, a stratified random sampling technique was employed to ensure proportional
representation of students from different levels of study (100-level to 400-level) and faculties or
colleges within the selected universities. The sample size for each stratum was determined using
the proportional allocation method, ensuring that larger strata (e.g., larger faculties or levels)
were adequately represented in the sample.
The sample size for the study was determined using Taro Yamane's formula (Yamane, 1967):
n = N / (1 + N(e)^2)
Where:
n = Sample size
N = Population size
e = Level of precision or sampling error (set at 0.05 for a 95% confidence level)
Based on the total undergraduate enrollment of 45,000 students in Ekiti State universities, the
calculated sample size was 397 students.
3.4 Research Instrument
The study utilized a self-administered questionnaire as the primary data collection instrument.
The questionnaire was designed to gather information on the following aspects:
1. Demographic characteristics of the respondents (e.g., age, gender, level of study, university,
faculty/college)
2. Social media usage patterns (e.g., frequency of use, time spent, preferred platforms, purposes
of use)
3. Academic performance indicators (e.g., Grade Point Average (GPA), course grades,
attendance, assignment completion)
4. Perceptions and attitudes towards the impact of social media use on academic performance
The questionnaire consisted of both closed-ended and open-ended questions. Closed-ended
questions were used to collect quantitative data, while open-ended questions allowed respondents
to provide additional insights or comments.
3.5 Validity of the Instrument
To ensure the validity of the research instrument, the following measures were taken:
1. Content Validity: The questionnaire items were carefully developed based on an extensive
review of relevant literature and theoretical frameworks related to social media use and academic
performance. This ensured that the instrument adequately covered the key concepts and aspects
of the study.
2. Face Validity: The questionnaire was reviewed by a panel of experts, including faculty
members from the Department of Mass Communication and educational researchers. Their
feedback and suggestions were incorporated to improve the clarity, relevance, and
appropriateness of the questionnaire items.

3. Pilot Testing: A pilot study was conducted with a small sample of 30 university students who
were not part of the main study. The pilot test allowed for the identification and rectification of
any ambiguities, confusing items, or potential issues with the questionnaire. Necessary
modifications were made based on the pilot test results.
3.6 Reliability of the Instrument
The reliability of the research instrument was assessed using Cronbach's alpha coefficient.
Cronbach's alpha is a measure of internal consistency, which indicates the extent to which the
items in a scale or instrument are correlated and measure the same underlying construct (Tavakol
& Dennick, 2011).
A reliability analysis was conducted using the data collected from the pilot study. The overall
Cronbach's alpha coefficient for the questionnaire was 0.84, which is considered a good level of
reliability (George & Mallery, 2003). Additionally, the Cronbach's alpha coefficients for the
subscales related to social media usage patterns and academic performance indicators were
calculated and found to be within acceptable ranges (above 0.7).
3.7 Administration of the Instrument
The data collection process was carried out over a period of four weeks. The research team
visited the selected universities and distributed the questionnaires to the sampled students. The
purpose of the study was clearly explained to the participants, and their informed consent was
obtained before administering the questionnaires.
To ensure a high response rate, the research team followed up with the participants and provided
reminders and assistance as needed. The completed questionnaires were collected, checked for
completeness, and prepared for data analysis.
3.8 Data Analysis
The collected data were analyzed using both descriptive and inferential statistical techniques.
The specific statistical methods employed include:
1. Descriptive Statistics: Frequencies, percentages, means, and standard deviations were
calculated to describe the demographic characteristics of the respondents, social media usage
patterns, and academic performance indicators.
2. Inferential Statistics: Inferential statistical techniques, such as correlation analysis, regression
analysis, and analysis of variance (ANOVA), were employed to examine the relationships
between variables and test the research hypotheses.

3. Graphical Representations: Appropriate graphical representations, such as bar charts, pie

charts, and line graphs, were used to visually present the data and facilitate better interpretation
and understanding of the findings.
The statistical analysis was performed using IBM SPSS Statistics software (version 26). The
level of significance for all statistical tests was set at 0.05 (α = 0.05).