CHAPTER THREE

METHODOLOGY

3.0 INTRODUCTION The research methodology describes the methods, techniques and procedures that were followed to achieve the objectives of the research work. This chapter outlines how the research was conducted and also discusses how the data for the research was collected and it also discusses how the data was analysed. 3.1 REVIEW The literature review was conducted on history, relationship marketing (customers and sales), production of newspaper, and general policies of Graphic communication group limited. 3.2 RESEARCH DESIGN A research design is the strategy for answering the questions or testing the research questions that stimulated the research in the first place. A cross-sectional descriptive study which employs both qualitative and quantitative methods of data collection was used and this enabled the research to adequately tackle the issues at hand (relationship marketing, Sales & productions of GCGL) with reliable factual data. The methods employed were (a) Questionnaire opened and closed ended and (b) Key informant interviews (Directors and Heads of sections).

3.3 SOURCES OF DATA In other to obtain adequate information for the study, both primary and secondary Data were collected from previous activities (productions and sales) from 2000 - 2013. Most of the fieldwork involved interviews and questionnaire with various categories of respondents from the participating institution (GCGL) 3.4 POPULATION Ghana as a developing country and has a lot of prospects and further development in the Graphic sector as an industry has become very competitive with future prospects. The target population of the research is the staff and customers of the Ghana Communication Group Limited (GCGL), who have been selected from Accra branch, which runs up to one hundred and fifty respondents. 3.5 SAMPLING SIZE Following a clear definition of the research population, a list of workers and customers with whom Ghana Communication Group Limited practices relationship marketing was obtained from the Accra branch constitute the sampling frame. From the population, 100 customers and 50 workers were randomly selected to constitute the final sample size for this study.

Random sampling which is a probability technique of sampling was adopted because it utilizes some form of random selection that gives the different units in the population equal probability of being chosen.

A review of some previous research carried out on relationship marketing in the graphic industry was sort for. Finally, the chances of errors are reduced as the sample size increases. Thus to

achieve accuracy, it is important to use a large sample size in a case study and this issue is captured in this current research. 3.6 INSTRUMENTS FOR DATA COLLECTION The research instrument or tools used in this research work include questionnaires and interviews. Questionnaire for this purpose were designed in accordance with the research problems and objectives. Questionnaires i.e. (open and close ended questions) were designed to solicit information that answers the research objectives and questions. Pre-testing of questionnaires was conducted on the staff of the Ghana Communication Group limited to check for content and validity of questions. Interviews were conducted on Management, Executive Directors, Deputy Directors and Heads of sections. Desktop reviews of journals, periodicals on business reports, relevant annual reports of Ghana Communication Group, and advertising magazines among others were also carried out to solicit secondary data for the research. 3.7 METHOD OF DATA ANALYSIS

The field data collected was coded and by the use of Statistical Package for Social Sciences (SPSS), Version 17, data was analysed. Frequency distribution tables and graphs in the form of histograms and pie charts were used to help create visual impressions for easy interpretations. The model formulation and variable choices were defined and analysed in the linear programming (LP) software.

3.8 SUMMARY

This chapter highlighted on the various research methods, data sources, research strategies, techniques and stated that the study was both quantitative and qualitative research. The research as indicated is also a case study because its studying a particular cooperation (GCGL)

The sample size of the study is one hundred and fifty respondents. After administering the questionnaires for the survey. SPSS version 17 was used to analyse the data. Mathematical modelling was analysed in LP software.