CHAPTER THREE
METHODS OF STUDY
Research Design
The research design serves as the study's road map, connecting important ideas and concepts to
support the chosen research methodology. A quantitative survey research design was used in this
study to investigate the impact of social media advertising. A snapshot of current views and
behaviors can be obtained by collecting data from a large population at one time using a
quantitative survey methodology (Saunders et al, 2019). The researcher will be able to collect
standardized data using this method.
This study will adopt a survey (survey) because this instrument helps to ascertain and be able to
describe the characteristics of the variables of interest in a situation.
Population of the Study
The population for this study comprised of all the first-year entry students in Uni Lag. This study
will be conducted in the 2025/2026 academic year, therefore only students who are available and
willing to participate will make up the sample population. According to the student affairs unit of
Uni Lag, the estimated population of first-year students from social science faculty is 180.
Sample Size
The sample size for this study is statically determined using the Taro Yamane (1976) formula;
Formula n = N
(1+N (e) 2 )
Where n =sample size
N=Total Population
e=Margin of error the researcher is ready to allow (0.05)
Therefore N = estimated number of First-year students = 180.
n= 180
(1+ 180 (e)2)
n= 180
(1+ 180 (0.0025)
n= 180
1.45
Therefore n = 124. 137. Approximately 124.
Sampling Technique and Procedure
The study will make use of anon-probability sampling technique, specifically purposive
sampling.
Purposive sampling method will be used to select participants for the research. Purposive
sampling refers to a group of non-probability sampling techniques in which units are selected
because they have characteristics that you need in your sample. In other words, units are selected
on purpose in purposive sampling (Nikolopoulou, 2022). The purposive sampling will be used
for purposive selection of first-year students that make use of social media platforms for
enrollment and to identify each of the respondents within the selected facility guided by specific
characteristics in terms of demographic/characteristics. Therefore, the sample size of this study is
124.
Research Instrument
Data for this study will be collected through two sources-the primary and secondary source
respectively. For the primary source of data collection, questionnaire was the instruments to help
to collect the available data from the respondents, while in the secondary source, books, journals,
periodical and internet were used to collect data.
Validity of the Research Instrument
The Questionnaire will be pre-tested with academic colleagues before they are distributed to
actual respondents to check on reliability. Feedback received and correction will be done
accordingly.
Reliability of the Research Instrument
A pilot study will be conducted among 15 UNILAG students who are not part of the final
sample. The responses from this pre-test will be analyzed using Cronbach's alpha to assess
internal consistency. A reliability coefficient of 0.70 and above will be considered acceptable for
this study, aligning with social science research standards (Tejumaiye, 2017).
Methods of Administration of the Research Instrument
The questionnaires will be administered online using Google Forms. This method is chosen
because it allowed for easy distribution, especially among tech-savvy first year university
students, and ensured quick data collection. The Google Form link was shared through official
student platforms, WhatsApp groups, and email lists. Respondents will be assured of
confidentiality and anonymity to encourage honest and unbiased answers. Additionally, using an
online format reduces logistical challenges, minimizes physical contact, and provides
convenience for respondents to participate at their own time and pace (Asemah, 2018).
Method of Data Analysis
The data collected via the questionnaires will be statistically analyzed. Frequency distribution
tables will be used in presenting percentages for easy understanding.
REFERENCES
Asemah, E,S., Nwammuo, A, N & Nkwam-Uwaoma, A.O.A. (2017). Theories and models of
communication, Revised Edition, Jos University Press.
Crossman, A. (2020). Understanding Purposive Sampling. An Overview of the Methods and Its
Applications. Retrieved from: [Link]
Kothari, C, R (2008). Research methodology, methods and techniques. 2nd ed. 109-110. New
age inter-national limited.