CHAPTER THREE: RESEARCH METHODOLOGY
3.1. Research Design
This research was adopt a descriptive research design because it analyzes data from a population
at a single juncture and therefore it was used to make a comparative Analysis of Public Relations
Strategies in Ethiopia’s Telecom Industry: Ethio Telecom VS Safaricom and describe features of
the population under study (Allen, 2017). Further, the design was helped to describe some
scholars as “a non-intrusive study that yields data from many respondents while maintaining
anonymity” (Hashem, 2015; Hansen & Machin, 2018).
3.2. Target Population
The target population in this research was active telecommunications subscribers (users of Ethio
Telecom and/or Safaricom Ethiopia) residing in Addis Ababa. Addis Ababa is selected as the
primary research site because it serves as the strategic headquarters for both companies and is the
central hub for their PR campaigns, media events, and infrastructure rollouts. According to UN
World Urbanization Prospects, there are 5.9 million telecom subscribers in Addis Ababa (UN
World Urbanization Prospects, 2024/25). Therefore the Target population is 5.9 million.
3.3. Sampling Method and sampling size
Sampling is the process of selecting a subset from a larger population to represent the overall
population's characteristics. This research was used purposive sampling, a type of non-
probability sampling method, to specifically select PR managers, communication experts, and
industry regulators across major sub-cities of Addis Ababa to ensure a diverse demographic
spread.
3.3.1. Sample Size
The sample size was calculated using Yamane (1967) formula. Based on the following formula
N
n=
1+ N ( e ) 2
5,900,000
n=
1+ 5,900,000 ( e 0.05 ) 2
n= 400
Whereby;
n = Sample size determined using the formula provided by (Yamane, 1967)
N = Target population
E= Represented 0.05, which was the margin of error allowed.
3.4. Source of data
To collect the necessary data for this study, the study will use both primary and secondary source
of data. The primary source of data will be collected through structure and self-administered
questioners and the secondary sources of data will be Derived from official press releases, annual
reports, corporate websites, social media content (Facebook, X, Telegram), and relevant
regulatory documents from the Ethiopian Communications Authority (ECA)
3.5. Tools of Data collection
For this study, the primary data will be collected through questionnaires and interviews from the
sample respondents. The questionnaires will consists of closed-ended questions designed in a 5-
point Likert-Scale, with “1” standing for “Strongly Disagree” and “5” for “Strongly Agree”. The
secondary source of data will includes the bank organizational documents, data, and information
from previous studies such as existing official reports and documents from then amend entities,
journal articles, other empirical research in the area, and any other relevant document from the
libraries. Semi-structured interview guides are used with key informants to gain qualitative, in-
depth insights into the corporate logic and strategic intent behind PR campaigns
3.6. Methods of Data Analysis and Interpretation
The data will be analysed using a combination of descriptive Statistics and Comparative
Analysis.
Descriptive Statistics: Quantitative data from the questionnaires will be processed to show
frequencies, percentages, and mean scores. This allows the researcher to describe public trends
and awareness levels. The results will be presented using tables, pie charts, and bar graphs.
Comparative Analysis: This method will be used to cross-analyse data from both firms. By
comparing the findings for Ethio Telecom and Safaricom, the study will highlight similarities
and differences in how a state monopoly versus a private entrant manages its reputation and
stakeholder relationships.
3.7. Reliability and validity
3.7.1 Validity
Validity is characterized by the extent to which a measurement reflects attributes present in the
phenomena being studied (Malhotra & Birks, 2007). It is the extent to which a measure
accurately reflects its intended purpose and is also related to how well the concept is defined by
that measure. Validity serves as the standard for assessing the effectiveness of the design in
utilizing measurement methods that will gather data to answer the research questions (Kazi,
2010). Accordingly, the researcher developed the questionnaire from existing body of literature
on the topics, and consults experts in the areas to correct it.
3.7.2 Reliability
The reliability of a measurement reflects the stability and consistency with which the tool
evaluates the concept and aids in determining the quality of a measure (Zikmund, 2003). It refers
to the degree to which a measurement yields consistent outcomes if the measurement process
were repeated (Malhotra & Birks, 2007).
Cronbach alpha is commonly utilized in educational research when data collection instruments
contain items scored across a spectrum of values, meaning that various items have distinct
scoring points or attitude scales where the responses fall along a continuum (Oluwatayo, 2012).
Accordingly the study will presented reliability of the questionnaire.
3.8. Ethical consideration of the study
Strategic leaders are essential in implementing ethical standards across the organization.
Effective leaders who are strategic prioritize honesty, trust, and integrity when making decisions
and carrying out those decisions. The fundamental principles of truthfulness, confidence, and
uprightness act as ethical screening tools for assessing potential actions. The organization's
managers and employees need to adopt and demonstrate these normative values to ensure they
are easily understood and visible in their choices and behaviors.