CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
This chapter outlines the research methods used in conducting the study. It describes the research
design, population, sample size, sampling technique, research instrument, method of data collection,
and the analytical tools used in presenting and interpreting the data.
3.2 Research Design
This study adopted a descriptive survey research design. This design was chosen because it allows the
researcher to collect data from a specific population to describe the existing conditions, opinions, and
experiences relating to how internet and social media affect students’ purchasing decisions. The survey
method was suitable due to its flexibility and cost-effectiveness in gathering data from a large number of
participants.
3.3 Population of the Study
The population of this study comprised all undergraduate regular students of Delta State University,
Abraka. These students are regular users of internet services and social media platforms, and they
represent a relevant group for studying digital consumer behavior. As an academic institution with
multiple faculties, the student population is diverse in age, discipline, and online usage patterns.
3.4 Sample Size and Sampling Technique
A total of 100 respondents were selected as the sample size for this study. The simple random sampling
technique was employed to give every student an equal chance of being selected. This method ensured
that the sample was unbiased and fairly represented students from various levels and faculties.
3.5 Research Instrument
The primary instrument used for data collection was a structured questionnaire designed by the
researcher. The questionnaire contained close-ended questions divided into two main sections:
Section A: Demographic information (gender, age, level of study, etc.)
Section B: Questions on internet usage, influence of social media, online buying habits, trust
levels, and challenges faced.
The questions were carefully aligned with the study’s objectives, and multiple-choice options were used
to facilitate clarity and ease of response.
3.6 Validity and Reliability of Instrument
To ensure the validity of the questionnaire, the instrument was reviewed by two academic experts in
mass communication and marketing. Their feedback helped improve the clarity and relevance of the
questions.
For reliability, a pilot test was conducted using 10 students who were not part of the final study sample.
Their responses were consistent, and no significant confusion was recorded, confirming the instrument’s
reliability.
3.7 Method of Data Collection
The researcher administered the questionnaire physically to students across various faculties and lecture
halls within the university campus. Each participant was assured of the confidentiality of their responses
and was asked to complete the questionnaire voluntarily. Out of 100 questionnaires distributed, all were
properly filled and returned, giving a 100% response rate.
3.8 Method of Data Analysis
The data collected were analyzed using simple frequency tables, percentages, and descriptive statistics.
Additionally, Chi-square (χ²) statistical tests were used to test the study's hypotheses and determine the
relationship between independent and dependent variables such as:
Online reviews and purchasing decisions
Social media marketing and consumer behavior
Trust in online platforms and willingness to purchase
This approach ensured that the analysis provided both descriptive and inferential insights to support the
research objectives.
3.9 Ethical Considerations
The researcher ensured that ethical standards were upheld throughout the study. Participants were
informed of the purpose of the research and their right to withdraw at any time. Anonymity and
confidentiality were strictly maintained. No form of coercion or pressure was used to obtain responses.