Research

Methodology
Guideline for Undergraduate Students

Dayo Odukoya & Oladunjoye Oludotun

University of Lagos

0
 Research
Methodology
Guideline for Undergraduate Students

© 2007
Dayo Odukoya, Ph.D & Oladunjoye Oludotun, Ph.D
Distance Learning Institute,
University of Lagos
234-8034730219; 01-7434613
dayo_odukoya@yahoo.com
jso.oludotun@gmail.com
234-802-324-9540

1
 Dedication

With excitement and deep sense of

appreciation, we wholly dedicate this
development-oriented publication to
our all-sufficient Father,
Jehovah God Almighty.

2
 Acknowledgement

We acknowledge with thanks everyone who has

made this publication possible. In this regard, we
particularly thank the 2007 Year 5 students of the
Departments of Accounting and Business
Administration, Distance Learning Institute,
University of Lagos, who did not only prompt the
execution of this project, but also contributed in
meaningful ways through their questions and
responses in the classroom. God bless you all richly
and make you agents of development in Nigeria and
beyond.

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 Content

 Fly Page
 Supervisor’s Certification
 Dedication
 Acknowledgment
 Content Page

INTRODUCTION 5
 Objectives
 General Information
 Research Topics
 Basic Structure

SAMPLE ILLUSTRATIONS FOLLOWING 10

THE BASIC STRUCTURE FORMAT

CONCLUSION 32

Reference

4
 INTRODUCTION

Objectives
 The primary objective of this lecture is to bring
all stakeholders to the same page on Distance
Learning Institute’s (DLI) Research
Methodology standard [which in reality is
international standard]
 The secondary objective is to build the research
capacity of the undergraduate students both at
DLI, in Nigeria and also beyond, knowing that
research is a principal tool of development
worldwide.

General Information
 Use 1.5 line spacing. Use New Times Roman,
size 12 for the main text; size 16 for major
headings and size 14 for sub-headings.
 Use past tense in the Introduction, Literature
review and Methodology; while using present
tense in reporting the Results. Depending on
the tone of discussion, your Discussion and
Conclusion could be a mix of present and past
tense.
 Thoroughly proof-read your work. Errors seen
will not be accepted as ‘typographic’ errors, but
rather as ‘brainographic’ errors. Use the help of
an English major if necessary.
 Avoid multiple ‘Introductions’ and ‘References’
 Do not hyphenate [split] words at the end of a
line.
 Do not use slang in your write-up.
 Do not use contractions [e.g. It’s]

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 Avoid guessing spellings. If in doubt, check it
up.
 Avoid excessive use of the terms, I, me and my
and the phrase, personally speaking.
 Avoid the use of sexist language [gender biased]
 Get friends to read your work, if they cant
understand it, then it needs work.
 When abbreviating any term, spell them out the
first time.
 Do not use too many abbreviations. Not more
than 3.
 All measurement reporting should be done in
metric system e.g. m, cm, kg, g, etc
 Numbers 0-9 should be spelled out, except when
in a table or figure number. Numbers 10 and
above should be written as numbers.
 Capitalize nouns that are followed by numbers
or letters e.g. Figure 2, Block 3.
 In abstract, use digit for all numbers, except
when they begin a sentence.
 Spell out any number when it occurs first in a
sentence.
 Be consistent with number formats e.g. one
decimal or two decimal points all through.
 If you use someone’s idea or words, give them
the credit by citing them. Refusal to do so is
plagiarism.
 Citations Techniques: Male babies generally
weigh more than female babies [Odukoya,
1997]; Odukoya (1997) reported that male
babies generally weigh more than female
babies; In 1997, Odukoya reported that male
babies generally weigh more than female
babies.

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 The first time a reference is cited in the text,
spell out all of the authors last names e.g.
Oludotun, Hassan, and Harrison (2007)
suggested that … When cited the second or third
time, use Odukoya et al (2007) suggested that ...
 Multiple citation in parentheses should be done
alphabetically as follows: (Odukoya, 2007;
Peter, 1998; Randy, 2007)
 If you cite something second hand, make it clear
as such: (Obe, as cited in Jones, 2003).
 You must give page numbers for direct quotes
e.g. Smith (1998) noted that ‘the world is round’
(p.1)
---------------------------
Source: Many of the points listed above can be
attributed to: Plonsky, M (2007)
---------------------------

Research Topics
The research topic is one of the most sensitive
issues in conducting empirical research. If you miss
the conception and articulation of the research topic,
it could spell the failure of the entire project. Quite
a number of undergraduate project works have been
rejected solely because of poorly conceived
research topics. Avoid this error. This guideline
offers a sample of research themes from which
researchable topics could be drawn. However the
suggestions are limited to the department of
Business Administration and Accounting. See
Appendix 1 for the suggested themes. Avoid ‘term
paper’ topics.

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Basic Structure
 Cover Page
 Fly Page
 Abstract
 Supervisor’s Certification
 Dedication
 Acknowledgment
 Content Page

Chapter 1
Introduction
 Background
 Statement of Problem
 Statement of Objective
 Significance of Study
 Research Questions
 Research Hypotheses [if any]
 Scope of Study
 Operational Definition of Terms

Chapter 2
Literature Review
 Elucidation of Key Concepts in the Project Title
 Theoretical background
 Empirical background [if any]

Chapter 3
Methodology
 Research Design
 Population of Study
 Sample and Sampling Technique

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 Instruments
 Procedure for Data Collection
 Data Analysis

Chapter 4
Results
 Tables of Results [with brief explanations]

Chapter 5
Discussion
 Summary of Findings
 Discussion
 Recommendations
 Limitation of Study
 Suggestion for Further Study [if any]
 Conclusion

Reference
Appendices
 Sample of Research Instrument[s]
 Charts [if any]
 Pictures [if any]
 Special Tables [if any]
--------------------

9
 SAMPLE ILLUSTRATIONS
FOLLOWING THE BASIC
STRUCTURE FORMAT

The illustrative topic chosen to explain the subject

of Research Methodology in this publication is: An
Assessment of the Authenticity of Popular
Advertisements in Nigeria. Presented in the
following sections are illustrations on how the
various segments of an empirical research should be
reported. In some sections, only brief explanations
were made.
--------------------------------

Cover/Fly Page

An Assessment of the Authenticity

of Popular Advertisements in
Nigeria

Lola Harrison
Matric No. 961002315

A project submitted to the Distance Learning

Institute, University of Lagos in partial
fulfillment of the requirements for the award of
the degree of Bachelor of Science (B.Sc.) in
Business Administration

December 2007

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Abstract
 The abstract last should be written last. It is a
technical summary of the project. So ensure the
information therein is also in the body of the
report.
 Don’t put the project title.
 No paragraph. Use single spaced blocked
format. Use past tense. No citation please.
 State the aim or core objective of the study
 Next, state the research design and method used,
including your sample size, type of instrument
used for data collection and data analyses made.
 Next, state the core findings.
 End the abstract with the core recommendation
made
 The abstract should not exceed one page, hence
you are permitted to use single line spacing.

For a sample of a typical abstract, see Appendix 2

Supervisor’s Certification

I certify that this research project was carried

out by Lola Harrison, an undergraduate
student of the Department of Business
Administration, Distance Learning Institute,
University of Lagos under my close supervision

------------------------------
Dr. Samson Johnson
Department of Business Administration
University of Lagos
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Dedication
 Avoid dedicating your work to God and men at
the same time. Choose one.
 Make the statement short and concise.

Acknowledgement
 Using simple coherent expressions,
acknowledge those who contributed to the
success of your research work in tangible ways.
 Do not exceed one page.

Content Page
 Obey the numbering principle e.g. 1, 1.1, 1.1.1
etc
 Indent sub-topics under the parent topic.
 Use bigger font size for Chapters 1-5 topic …
i.e. Introduction, Literature Review,
Methodology, Results and Discussion
 Ensure correct pagination
 Ensure what is reflected in the content is
actually in the body of the report.

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Chapter 1
Introduction

 Background
It is almost becoming a common phenomenon to
find six or more advertisements out of every 10
advertisements featured in National Newspapers
and Televisions not fulfilling their promises. This
trend, over the years tended to make people to
develop distrust for advertisements in Nigeria.
While some would quickly switch to other stations
when such adverts came on the air. Others resorted
to using the opportunity to attend to other pressing
issues, only to resume watching their loved
programme when such adverts were over. When it
comes to printed media, the common reaction
tended to be quick flips over the adverts. Informal
observations made over the years revealed that
many notable companies and institutions were
involved in these seeming sharp practices. Johnson
(2005) in a longitudinal study of made-in-Nigeria
products reported that in order to make up for
deficiency in quality, many companies often
resorted to making false claims in their
advertisement slogans, all in the bid to win
patronage by all means possible. The influx of
facsimile products of better quality is not helping
matters either. But the question is, ‘is lying the way
out of the challenge?’ Would this rather not undo
and destroy the culprit companies in the long run?
It is this and related questions this study is poised to
find answers to. [In reality, the background should
be more detailed than what is presented here].

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 Statement of Problem
It is not un-common to purchase a product or use a
service based on certain claims in the product’s
advertisement, only to discover the claims are not
true. This trend tends to lead to disappointment and
frustration on the part of consumers. At times, the
health and life of the consumers could be ill-
affected. Depending on volume of purchases made,
colossal amount of money may be wasted in the
process. It is these pertinent problems that
prompted this research study.

 Statement of Objective
This study is aimed at achieving the following
objectives:
 Ascertain the authenticity of popular adverts
in Nigeria
 Assess the magnitude of problems caused by
fake adverts [if any]
 Assess peoples’ reaction to the fake adverts
[if any]
 Assess effect of fake advert [if any] on
product sales

 Significance of Study
The significance of this study can be drawn from
the statements of problem and purpose above. The
fact that many people are likely to be freed from
recurrent frustrations, disappointments and un-told
hazards as a result of findings of this study lend
support to its significance. The correction of any
seeming sharp practices is also apt to significantly
enhance genuine product development in the
country.

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 Research Questions
 What are the proofs of the authenticity of
popular adverts in Nigeria?
 What are the problems caused by fake
adverts in Nigeria [if any]?
 What are peoples’ reactions to fake adverts
[if any]?
 What are the effects of fake advert [if any]
on product sales?

Avoid examination questions. Avoid questions

demanding ‘yes’ or ‘no’ responses. Use truly
researchable questions.

 Research Hypotheses [if any]

 There is no significant difference in the
proportion of authentic and fake adverts in
Nigeria.
 There is no significant relationship in the
frequency of fake adverts’ presentation and
product sales.

Remember that research hypothesis is more

applicable to experimental studies, though
occasionally it could be applied in survey or quasi-
experimental studies. Only the null hypotheses [as
stated above] should be stated. This presents the
researcher as un-biased.

 Scope of Study
This study is limited to the commercial and political
cities of Nigeria – i.e. Lagos and Abuja. This is due
to the representative nature of these cities in terms
of all the major tribes in the country. The scope of

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the study is also limited to popular adverts featured
in major television stations aired in these capital
cities. [Note that the scope of study is not the same
as limitation of study. So do not mix them up]

 Operational Definition of Terms

This section is reserved for technical words,
expressions, and purposely defined words used in
your research topic. It is not necessarily the same
thing as dictionary definition of terms. In fact, it is
expected that most of the definitions that will
presented here may not be found literally in any
standard dictionary. That is why it is called
‘operational definition of terms’. Samples of such
definitions relating to the illustrative research topic
given earlier are:

 Popular Advertisement – An advert is

regarded as popular when 5 or more people
out of every 10 people interviewed confirms
they are aware of it.
 Authenticity – An advert is regarded as
authentic in this study if it fulfils everything
it promises in its advertisement.

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Chapter 2
Literature Review

Breakdown of the key concepts in the project title

 Ensure all the key concepts in your research
topic are succinctly addressed in your literature
review. Use extensive relevant and current
literature.
 Cite authors appropriately, and ensure the
references of all cited authors are reflected in
the Reference.
 Ensure coherence, logicality, relevance and
natural flow all through your review.
 Avoid verbatim copy. Consequently, as a rule,
do not quote more than three or four authors in
10 pages.

For our hypothetical research topic, the elements of

the Literature Review can be broken down as
follows:

 Product Development [Generally and in

Nigeria]
 Marketing
 Advertisements and their effects
 Fake Advertisements and their effects
 Historical Background on some popular
adverts in Nigeria [vis-à-vis opinions on
them]
 Corruption, Integrity and Authenticity in
Nigeria
 Concept of Assessment

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These issues should be addressed theoretically and
empirically according to available information. See
samples of theoretical and empirical background
write-ups below.

Theoretical Background
Sample ‘theoretical background’ is presented
below:

‘Stones (2001) defines advertisement as … Hardly

can one make tangible sales without concerted
advertisements. Worldwide, advertisements have
been known to promote sales. There are various
forms of advertisement. For instance, the genesis
of billboard advertisement was attributed to
Hanson in 1961’.

Empirical Background
Sample ‘empirical background’ is presented below:

‘In 1978, Harrison conducted an empirical study on

the effect of advertisement on the sales of some
popular products in America. He found among
others that … Benson, Freezer & Yuri (2004) in a
similar study conducted in England came up with
virtually the same findings as that of Harrison. To
date, we are yet to find record of any such studies
conducted in Nigeria or any African country’.

Please note that the citations and many of these

statements made in these illustrations are
hypothetical and merely used for illustrative
purpose.

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Chapter 3
Methodology

 Research Design
There are many research designs that could be
adopted by a researcher, depending on the objective
of the study. Research design can be described as
the overall plan showing how all the major parts of
the research – sample, measures, analysis – work
together to address the central research questions.
Some of the popular research designs to date are
listed below.

 Descriptive Design
 Survey Designs
 Desk Review Designs
 Correlation Designs
 Ex-post Facto Designs
 Experimental Designs
 Quasi-experimental Designs
 Exploratory Design
 Case Study Designs
 Ethnographic Designs etc

Some of these research designs are Quantitative in

nature while some are Qualitative. Some can be
categorized as Non-Parametric Research Designs
while others are Parametric Research Designs.
Choice of research design often determines the type
of statistical analysis to conduct. The research
design gives direction to the whole study. Detailed
explanation of these designs is clearly beyond the
scope and objective of this publication. ‘For our

19
hypothetical study, the research designs used were
the survey and correlation research designs’.

 Population of Study
Population refers to the universe of your research
target audience, particularly those who fall within
the category of those who are likely to respond to
your questionnaire or treatment package. In reality,
not all your target population will participate in the
study. Ideally, what is done is to randomly select a
manageable but representative sample from the
population. This is where the concepts of sample
and sampling techniques discussed below emanated.

‘The population for our hypothetical study included

all literate and mature persons who were capable of
making intelligent evaluation of popular
advertisements on the television and major
newspapers within Abuja and Lagos metropolis’.

 Sample and Sampling Technique

Indicate who participated in the study, how many,
and how were they selected. The latter is the
subject of sampling technique. Include details like
gender, age, and ethnicity. If appropriate, include
the socioeconomic status, disability status, sexual
orientation etc. You can also use a table to
summarise your sample figures according to the
parameters listed above. Some of the popular
sampling techniques in use are:

 Random Sampling Technique

 Systematic Sampling [first order the
population then select say every 10th person
etc]

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  Purposive Sampling Technique [deliberate
inclusion of presumably typical areas or
groups in the sample]
 Cluster Sampling Technique [Deliberate
division of a population into sections before
random selection of sections and sample
from within the sections]
 Quota Sampling [common practice in
Nigeria]
 Stratified Sampling [Groups within
population]
 Convenience or Accidental Sampling
[weakest]

‘Using the stratified sampling technique, the

sample for our hypothetical study was randomly
selected from the population. Consequently, 300
respondents constituted the sample. Out of this
number, 134 were female while 166 were male.
Table 1 below shows the detail of the sample’.

Table 1: Distribution of Sample

Male Female Total
Abuja 67 81 148
Lagos 99 53 152
Total 166 134 300
Note: This table can be more detailed than this

 Instruments
The word ‘instrument’ refers to the tools, gadgets,
modalities and devices used to collect information
that are necessary for finding reliable and valid
answers to the research questions and hypotheses
raised. Consequently, examples of such instruments
are ruler, weighing scale, tests, questionnaire, etc. It

21
is important that the reliability and validity of the
instrument(s) proposed for use in a study be
ascertained first before the actual commencement of
the study. Failure to do this is what often cause the
‘garbage in garbage out’ experience. A ‘failed’
instrument is often tantamount to a failed project.
No amount of robust statistics can correct such
error.

Basically, a standard behaviour measurement

instrument should contain the following core
elements:

 Clear Title [one that relates to the project title]

 Synopsis of the questionnaire purpose
 Statement of confidentiality.
 Respondents’ Biodata [Section A]
 Instruction [for responding to questionnaire]
 The main questionnaire [Section B]

The questionnaire format could adopt any of the

following styles:

 5-point Likert Scale [Strongly Agree; Agree;

Neutral; Disagree; Strongly Disagree]
 10-point Scale
 Checklist
 Sentence completion
 Open ended questions [Free expression] etc

Ensure you obey the following rules when writing

questions [i.e. prompts] in a questionnaire:

 Be conscious of your research purpose and

objectives

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 Be conscious of the respondents’ level of
education, cultural limitations etc
 Avoid ‘double-barrel’ questions.
 Avoid examination questions.
 Avoid ambiguity. Be simple, clear and logical.
 Avoid grammatical errors.
 Avoid too many questions.
 Avoid researchable questions. Do not expect
your questionnaire to give information which
you can only get as secondary data.

A pilot study is often necessary to validate a

research instrument before final usage. The more
sensitive the research project, the more necessary it
is to carry out this step. [Please note that the
subjects of reliability and validity are beyond the
scope of this publication]

 Procedure for Data Collection

This involves clearly explaining the steps taken to
gather data for the project. This is at times called
field manual. It includes procedure for obtaining
respondents’ consent, obtaining permission from
relevant authorities to conduct study, travelling
schedule, establishing rapport, motivational
techniques used, administration of research
instruments, retrieval of research instruments etc.
This information has a way of informing the end
users of your research finding about its authenticity.

 Data Analysis
It is in this section you will explain the methods or
ways you adopted in analysing the data collected
from the field. Many factors often inform the
choice of data analysis technique to use. For

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instance, the level of measurement used [whether
nominal scale, ordinal scale, interval scale or ratio
scale] determines the type of statistics to use in
analysis. The general rule here is that the lower
levels of measurement [especially nominal and
ordinal scale] naturally adopt the non-parametric
statistical methods while the interval and ratio scale
data often qualify to use the parametric statistical
techniques. However, this is not a hard and fast
rule. The way the research question or hypothesis is
phrased also largely determines the type of analysis
to conduct. Some questions or hypotheses naturally
demand qualitative analysis while some require
quantitative analysis. [Again, this is a subject that
is beyond the scope of this publication. Many
books on Statistical Methods for Behavioural
Research and Qualitative Analysis deal with this
subject in-depth. Please refer to them]

It is not compulsory to present details of your

analysis in the body of the report. What is
necessary is simply stating the type of analysis done
and how it was done.

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Chapter 4
Results
 Tables of Results [with brief explanations]
You will notice that the last segment of chapter 3 is
‘Data Analysis’. Quite naturally, what should
follow analysis is ‘Results’. So in this chapter, you
are expected to present the results you obtained
from the analysis conducted on data collected. The
result should be presented in clear and easy-to-
comprehend formats. Tables are the popular
formats often used. However, it could be any other
format. The most important thing is to ensure that
you are presenting results and nothing else. As
general rule, follow the guidelines below:

 Using your research questions as sub-topics,

present your results in tabular forms [or in any
other clear format], such that it will answer the
research question or hypothesis.
 Give brief and clear meaning of the results
under each table, in present tense.
 Do not attempt to discuss the findings yet.
Leave that for Chapter 5.
 Do not repeat data analysis procedures here.
 You may or may not include illustrative charts
here. These could be placed under the
appendix.
 Also note there are standard ways of presenting
the results of certain statistical analysis. For
instance, the Student t-test demands stating the
level of significance [p<.01 or p<.05] and the
Degree of Freedom, the mean performances
being compared, the N value etc. Please consult
the relevant textbooks on this subject for details.

25
Chapter 5
Discussion
 Summary of Findings
From the results obtained which were presented in
chapter 4, draw out the core findings made and
‘Summary of Findings’ here. Some sample findings
are presented below:

 A significant majority of the popular adverts in

Nigeria were fake.
 Many of the adverts were causing serious
adverse effects on customers.
 This in turn was adversely affecting the sales of
some of the products being advertised

 Discussion
Relate your discussion to the literatures you
reviewed earlier. Is the finding agreeing or
disagreeing with previous submissions in literature
and why? Drive home your landmark findings.

 Recommendations
Sample recommendation is presented below:

‘It was recommended that the relevant Government

Agency should as a matter of urgency look into
issue with the view of arresting the negative trend’.

 Limitation of Study
Sample ‘Limitation of Study’ is presented below:

‘This study was limited by inadequate fund. This

grossly limited the sample size, amongst other
untold hardship caused the Researcher. The

26
uncooperative attitude of the staff of target
companies and the populace to research matters
was another limiting factor’.

 Suggestion for Further Study [if any]

Sample ‘Suggestion for Further Study’ is presented
below:

‘We recommend that, with availability of fund and

necessary logistics, this study should be replicated
in other major cities in Nigeria to justify the
generalizability of the findings of this study’.

 Conclusion
Sample conclusion is presented below:

‘From the findings of this study and in relation with

submissions from related studies and literature,
there were strong indications that many of the
popular advertisements in Nigeria as the time of
this study were fake. This has dealt untold hardship
on the affected customer financially and health-
wise. If un-checked, the situation could degenerate
to further stagnate the overall development of the
nation. It is strongly recommended that the
relevant Government Agency should respond pro-
actively to arrest the dangerous trend’.

27
References
 Ensure all authors cited are reflected in the
reference
 Use the APA standard of referencing.
 Arrange your reference alphabetically
 Bolden or underline the book titles or journal
title.
 Reference is used for only cited authors while
bibliography is used for all books or journals
consulted but not necessarily cited.
Sample references are presented below:

Benson, Freezer & Yuri (2004). Effect of

Advertisement on Product Sales in California.
Business Abstracts, 23(1), 76-82

Harrison, H. (1978). Effect of Advertisement on

Product Sales in London. Business Review, 61 (2),
107-124. London: Steven & John

Johnson, T (2005). Advertisements in the 21st

Century. New York: Harper & Row

Stones, S. (2001). History of Advertisement. In

Black, J & Strutton, P. (Eds.), Introduction to
Marketing. Tokyo: Platinum Press.

28
Appendices
 Place a copy of your research instruments here.
 You can also place some secondary data [e.g.
statement of accounts], charts and related
graphic illustrations here.
 Number your Appendices appropriately and let
them reflect accordingly in the body of the
report.
See samples below:

Appendix 1
Sample Researchable Themes for Business
Administration and Accounting Students

 Proving the efficacy of various accounting and

management laws , principles in the Nigerian
context ...
 Share Stock Performance: Trend Analysis
 Need Analysis for Different Settings and Groups
 Market Surveys for new products vis-à-vis
Market Share
 Financial Ratios [P/E Ratio; Current Ratio;
Quick Ratio; Liquidity Ratio; Debt to Earning
Ratio]: Applications and Effects on Profiting
and Capital Appreciation
 Consumers’ Perceptions of products' quality and
Effect on Sales
 Comparative Analysis of Sales and
Advertisements’ Truthfulness …
 Driving Forces for Customers’ Preferences and
Final Purchases
 National Cash Flow: Implication for the
Populace

29
 Statistics and Trend of SME funding in Nigeria,
their criteria & implications ...
 Comparative analyses of consumers and
producers by state, sex, Socio-Economic Status
(SES) etc
 Statistics of Nigerian Export Products and their
Implications
 Statistics of Products and Services imported into
Nigeria ... And their Implications
 Analyses of Taxes at LGA, State and National
levels ...
 Govt. Revenue Generation avenues in Nigeria
 Determinants of Thriving and Failing businesses
in Nigeria ...
 The Common Denominator of Thriving
businesses in Nigeria...
 Power of Brands …
 Qualities of Highly Effective Managers in
Nigeria …
 Qualities of Highly Effective Accountants in
Nigeria …

30
Appendix 2
Sample Abstract

The aim of this study is to assess the authenticity of

popular advertisements in Nigeria. The core
research questions and hypotheses for this study
were: What are the proofs of the authenticity of
popular adverts in Nigeria?; What are the problems
caused by fake adverts in Nigeria [if any]?; There
is no significant difference in the proportion of
authentic and fake adverts in Nigeria; There is no
significant relationship in the frequency of fake
adverts’ presentation and product sales. 300
respondents were randomly selected from stratified
groups within Lagos and Abuja metropolis. Out of
this number, 166 were male while 134 were female.
A 5-point Likert Scale was developed and validated
to collect information from the respondents.
Secondary data on sales records over time were
also obtained from the selected companies. The
data collected was analyzed with basic descriptive
statistics such as frequency and percentage. Chi-
square and correlation coefficient analyses were
also made. The core findings from the results
obtained showed that a significant majority of the
popular adverts in Nigeria were fake and many of
these adverts were causing serious adverse effects
on customers. This in turn was adversely affecting
the sales of some of the products being advertised.
It was recommended that the relevant Government
Agency should as a matter of urgency look into
issue with the view of arresting the negative trend.

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 CONCLUSION

This publication attempted to demystify the all-

important subject of research methodology, in a
fashion that beginners in the field of study could
assimilate. To achieve this objective, simple but
relevant illustrations were made under each section,
especially sections that were deemed technical. It is
our fervent hope that this preliminary work will
catalyze remarkable development, not only in the
academia but in the nation as a whole.

Reference

Plonsky, M [2007]: Psychology with Style – A

Hypertext Writing Guide (for the 5th Edition of the
APA Manual). Internet Publication:
http://www.socialresearchmethods.net/kb/desintro.htm

32
About the Authors

Dr. Dayo Odukoya obtained his doctoral degree in

Psychometrics from the Department of Guidance and
Counseling, University of Ibadan in 1991. He lectured
briefly as Lecturer I in the Department of Psychology,
Obafemi Awolowo University, Ile-Ife, before joining the
Research Division of the West African Examinations
Council [WAEC] in Lagos and subsequently in Accra,
Ghana. The exposure afforded him the opportunity to
serve as consultant to international organizations like
UNICEF, UNESCO, ADEA, IDRC, ERNWACA and
USAID/AED, among others. After 11 years of service
with WAEC, Dr. Odukoya voluntarily retired to answer
the call of God to serve in His vineyard. Consequently,
he now serves as a Consultant and Pastor of Talents’
Chapel. The vision of Talents’ Chapel revolves around
education and development. It is a ministry set up to
raise Talents for the speedy fulfillment of God’s end-
time agenda. It is all about research and development.
Please direct all enquiries on how you can discover,
develop and/or deploy your talent to the servant of God
via 234-8034730219 or dayo_odukoya@yahoo.com You
can also visit our website: www.talentschapel.com
----------------------------------------------------
Dr. J.S. Oludotun is the Deputy Director of the
Distance Learning Institute, University of Lagos,
Nigeria. He is a senior lecturer in physics education and
educational evaluation. His other areas of specialty are
distance learning and curriculum development. He is a
strong member of the Science Teachers Association of
Nigeria [STAN].

33