CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction
This chapter outlines the research methodology that forms the foundation for the study on the
relationship between Corporate Social Responsibility (CSR) and Business Sustainability, with
specific reference to Leone Oil Limited. The methodology describes the philosophical
underpinnings, research design, population and sampling techniques, methods of data collection,
data analysis strategies, ethical considerations, and validity and reliability procedures. The
methodological framework is carefully chosen to ensure that the research objectives and
questions are comprehensively addressed and that the results are credible, valid, and applicable
to similar contexts within Sierra Leone and beyond.
3.1 Research Design
This research adopts a mixed-methods approach, combining both quantitative and qualitative
research designs. The rationale behind selecting a mixed-methods approach is to capture the
breadth and depth of CSR practices and their influence on business sustainability. Quantitative
data will provide measurable evidence of the relationship between CSR efforts and sustainability
indicators, while qualitative data will provide deeper insights into stakeholders' perceptions,
experiences, and challenges.
Quantitative data will be gathered through structured questionnaires distributed to employees and
members of the communities served by Leone Oil Limited. This will allow for the collection of
standardized responses that can be statistically analyzed. The qualitative component will involve
semi-structured interviews with key informants such as CSR officers, department heads,
regulatory body representatives, and community leaders. This design supports triangulation,
which enhances the credibility of the findings by comparing information from multiple sources
and methods (Yin, 2014).
The integration of both methods ensures a comprehensive analysis and enhances the validity of
conclusions drawn about the effectiveness, impact, and sustainability of CSR initiatives
implemented by Leone Oil Limited.
3.2 Population and Sampling Techniques
The target population of this study consists of stakeholders who are either directly involved in,
affected by, or knowledgeable about the CSR activities of Leone Oil Limited. This includes
company staff at various levels, particularly those in the corporate affairs, sustainability, and
operations departments. It also includes community members who are direct beneficiaries of
CSR programs, as well as external stakeholders such as government officials, representatives of
regulatory agencies, civil society organizations, and environmental advocacy groups.
Purposive sampling will be used to select participants for interviews, particularly those with
specialized knowledge or experience regarding CSR policies and implementation. This non-
probability technique is appropriate for qualitative data collection, especially when expert
opinion is required. Additionally, stratified random sampling will be applied to select employee
respondents across different departments, job roles, and branches to ensure fair representation.
For community members, convenience sampling will be employed, targeting those in areas
where CSR projects have been implemented, such as Texaco and Kissy Quarry communities.
A sample size of approximately 100–150 respondents will be targeted for the questionnaire,
while at least 10–15 individuals will be interviewed. The exact number may vary based on data
saturation for the qualitative component and the response rate for the quantitative survey.
3.3 Data Collection Methods
The research will employ a combination of primary and secondary data collection methods to
ensure a rich and multifaceted dataset, allowing for triangulation and cross-validation of
findings.
3.3.1 Primary Data Collection
Semi-structured Interviews: In-depth, semi-structured interviews will be conducted
with key informants, including Leone Oil executives, CSR officers, and representatives
from local communities and NGOs. This method allows for flexibility in questioning,
enabling the exploration of nuanced perspectives, underlying motivations for CSR
engagement, specific implementation strategies, perceived challenges, and the tangible
and intangible impacts of CSR initiatives. The semi-structured format ensures that core
themes are covered while allowing participants to elaborate on their unique experiences
and insights, providing rich qualitative narratives.
Surveys: Structured surveys will be administered to a wider group of employees and
other stakeholders. These surveys will gather quantitative data on perceptions,
satisfaction levels, and attitudes towards Leone Oil's CSR activities. Questions will cover
areas such as awareness of CSR initiatives, perceived effectiveness, impact on quality of
life, and overall company reputation. The standardized nature of surveys will facilitate
statistical analysis and allow for the identification of broader trends and patterns across
different stakeholder groups.
3.3.2 Secondary Data Collection
Secondary data will be crucial for contextualizing the primary data and providing a historical and
operational backdrop for Leone Oil Limited. This will involve the systematic collection and
content analysis of various publicly available and internal documents. These sources include:
Annual Reports and CSR Disclosures: These documents will provide official
statements on Leone Oil's CSR policies, reported expenditures, and stated achievements.
They offer insights into the company's formal commitments, strategic priorities, and
performance metrics related to economic, social, and environmental aspects.
Government Publications: Reports and policies from relevant Sierra Leonean
government agencies, such as the Environmental Protection Agency (EPA-SL), will
provide insights into the regulatory environment, national development priorities, and
specific expectations for corporate social responsibility within the petroleum sector. This
will help assess Leone Oil's compliance and alignment with national sustainability goals.
Media Articles: News articles, press releases, and other media coverage related to Leone
Oil's CSR activities and its interactions with communities will offer external perspectives,
public perceptions, and highlight any controversies or successes. This provides a valuable
external lens on the company's CSR reputation.
Internal Company Documents: Where accessible and with appropriate permissions,
internal documents such as CSR strategy papers, project reports, internal assessments of
program effectiveness, and stakeholder feedback reports will provide a deeper, more
granular understanding of the planning, implementation, and internal evaluation of CSR
initiatives. Content analysis of these documents will help identify recurring themes,
priorities, and any discrepancies between stated policies and actual practices.
3.4 Data Analysis Techniques
The data collected will be analyzed using both quantitative and qualitative techniques, aligned
with the mixed-methods approach.
3.4.1 Quantitative data from the questionnaires will be coded and analyzed using statistical
software such as SPSS or Microsoft Excel. Descriptive statistics (frequencies, means, and
standard deviations) will summarize respondent demographics and responses. Inferential
statistics, such as correlation and regression analysis, may be applied to explore the relationship
between CSR efforts and indicators of business sustainability.
3.4.2 Qualitative data from interviews will be transcribed and analyzed using thematic analysis.
This involves reading through the interview transcripts, coding responses into categories, and
identifying recurring themes and patterns. These themes will be used to interpret how CSR is
perceived and implemented by Leone Oil Limited and how these efforts align with stakeholder
expectations and sustainability objectives.
The combination of these techniques ensures a balanced and rigorous interpretation of the data,
helping to identify both measurable trends and contextual insights.
3.4.3 Key Metrics to be Analyzed
The study will analyze several key metrics to assess the impact of CSR practices on business
sustainability at Leone Oil Limited, aligning with the economic, social, and environmental pillars
of sustainability:
Financial Performance Indicators: These will include measures such as revenue,
profitability (e.g., operating profit margin, Return on Assets (ROA), Return on Invested
Capital (ROIC)), and other relevant financial ratios. These metrics will assess the
economic pillar of sustainability, indicating the company's financial health and value
creation.
Stakeholder Satisfaction Scores: Derived from survey data, these scores will quantify
the level of satisfaction among employees, customers, and community members
regarding Leone Oil's CSR initiatives. This will provide insights into the social pillar of
sustainability and the effectiveness of stakeholder engagement.
Environmental Impact Assessments: Analysis of available environmental reports,
compliance records, and data on resource consumption or pollution levels will assess the
company's performance in minimizing ecological harm, including pollution control,
waste management, and resource efficiency. This directly addresses the environmental
pillar.
Community Development Indices: These will measure the tangible benefits and
improvements in community well-being resulting from Leone Oil's CSR projects, such as
access to clean water, health outcomes, educational attainment, and local employment
generation. This provides a quantitative measure of social impact.
3.5 Validity and Reliability of Data
Ensuring the validity and reliability of the data is paramount for the credibility and
trustworthiness of this dissertation.
Validity: This refers to the extent to which the research accurately measures what it
intends to measure, and the findings genuinely represent the phenomenon under study. In
this mixed-methods study, validity will be enhanced through:
i. Triangulation: By combining multiple data sources (interviews, surveys,
documents) and methods (qualitative and quantitative), the study will
cross-verify findings, reducing the risk of bias inherent in single-method
approaches and providing a more comprehensive understanding.
ii. Member Checking: Where appropriate and feasible, key qualitative
findings and interpretations will be shared with interview participants to
ensure that their perspectives have been accurately represented and
understood.
iii. Theoretical Saturation: In qualitative data collection, interviews will
continue until no new themes or significant insights emerge, ensuring
comprehensive coverage of the phenomenon and reducing the likelihood
of missing critical information.
Reliability: This refers to the consistency and repeatability of the research findings.
While qualitative research is inherently less repeatable than quantitative, reliability will
be addressed through:
i. Clear Methodological Description: Detailed documentation of all data
collection and analysis procedures will be provided, allowing for potential
replication of the study under similar conditions by other researchers.
ii. Standardized Survey Instruments: The use of standardized survey
questions and response scales will ensure consistency in data collection for
the quantitative component, minimizing measurement error.
iii. Use of Reputable Data Sources: Financial and operational data, where
applicable, will be sourced from reliable and verifiable databases (e.g.,
company annual reports, government statistics), enhancing the objectivity
and consistency of quantitative measures.
3.6 Ethical Considerations
Ethical conduct is a cornerstone of responsible research. Throughout this dissertation, stringent
ethical guidelines will be adhered to, ensuring the protection of participants, the integrity of the
data, and the overall credibility of the research process.
Informed Consent: Prior to any data collection, all participants will be provided with
clear, comprehensive, and easily understandable information about the study's purpose,
procedures, anticipated duration, potential risks, and benefits. Their voluntary and
informed consent will be obtained in writing, ensuring they understand their right to
withdraw at any time without penalty.
Anonymity and Confidentiality: The anonymity and confidentiality of participants will
be strictly maintained, especially for those who request it. Personal identifiers will be
removed from all data, and findings will be reported in an aggregated manner that
prevents the identification of individual participants or specific companies (where
applicable and agreed upon with Leone Oil Limited's management).
Objectivity and Bias: The researcher will strive to maintain objectivity and minimize
personal bias throughout the data collection, analysis, and interpretation phases. Findings
will be reported accurately and without distortion, ensuring that the interpretation of data
is fair, balanced, and evidence based.
Institutional and Company Approval: Formal ethical approval will be sought from
relevant institutional review boards (e.g., the university's ethics committee) prior to
commencing any research activities involving human participants. Additionally, formal
permission and cooperation will be sought from Leone Oil Limited's management and
any other relevant company authorities to ensure the research aligns with organizational
policies and ethical standards.
Data Security: All collected data, both digital and physical, will be stored securely,
accessible only to the researcher, and protected against unauthorized access, loss, or
misuse. Data will be retained for a specified period as per institutional guidelines and
then securely disposed of.
3.7 Summary of the Chapter
This chapter has outlined the methodological framework guiding the study on CSR and Business
Sustainability at Leone Oil Limited. A mixed-methods approach was adopted to enable the
triangulation of quantitative and qualitative data. The chapter described the research design,
population, sampling methods, data collection strategies, data analysis procedures, and ethical
safeguards. The choices made have been justified to align with the research objectives and ensure
the production of credible, relevant, and actionable results. The next chapter will focus on the
presentation and analysis of data collected based on these methods.