CHAPTER THREE

METHODOLOGY

Introduction

This chapter deals with the methodology used for the research. It presents the research

design, population, sample and sampling procedure, method of data collection, the validity

and reliability of the research instrument and methods of data analysis.

Research Design

This research was a cross- sectional survey which is descriptive in nature and employed

quantitative techniques. The quantitative was based on designing questionnaires to solicit for

the objectives of the topic under study. Cresswell (2002) indicated that in cross-sectional

survey design, the researcher collects data or information at one point in time. He regards it

as a study that can examine current attitudes, beliefs, opinions or practices. Attitudes beliefs

and opinions are ways in which individuals think about issues whereas practices are their

behavior.

Population

The study was conducted on all employees in Gemini Life Insurance Co. (GLICO) Ho

branch. The number of employees is 27 which comprise 17 males and 10 females.

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Sample and Sampling Technique

All employees of Gemini Life Insurance were selected into the sample. The study employed a

non probability technique of accidental and convenient to identify the research participants.

This is where the respondents available at the time of the research were given the

questionnaire to answer.

Research Instrument

The instrument used for data collection was a set of structured questionnaires in which

respondents were asked to tick responses that best applied to them. It consisted of items,

which was divided into two (2) sections; A and B.

Section A contains information on demographic characteristics (Bio-data) of respondents

which include gender, age, level of education and marital status. Section B sought data on

factors which influence sales performance. Likert scale was assigned to items in this section

in which respondents were expected to rate their level of agreement using the options

1=Strongly disagree, 2=Disagree, 3=Uncertain, 4=Agree and 5=Strongly agree. All items

were considered as approximately equal attitude value to which participants responded with

degree or intensity of satisfaction and dissatisfaction.

Validity and Reliability of Research Instruments

Validity is the most important consideration in developing and evaluation of measuring

instruments (Ary, Jacobs & Razavieh, 2002). It is used to determine if an instrument

measures what it is intended to measure. Therefore, to ensure validity and make the

instruments relevant to the study, the instruments were subjected to expert views for

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necessary inputs and corrections from my supervisor. Reliability on the other hand sought to

address the issue of whether the instrument used in the data collection would produce the

same results each time it is administered. The reliability of the questionnaire was ensured by

carrying out a pilot test of the instrument. It was undertaken at the Ho Municipal Assembly in

the Volta Region. The pretest was also to help reveal ambiguities and poorly constructed

questions. Suggestion from respondents and my supervisor prompted alterations in the

structure and content of the instrument.

Data Collection Procedure

The questionnaire was administered by the researcher. The researcher was at the office to

administer the questionnaires personally together with two research assistants to ensure

maximum response. The researcher explained the instructions and the various items to the

respondents. They were made to understand that all information being provided would be

treated with confidentiality and used for the purpose of research only. This helped to obtain

desired responses.

Data Analysis Plan

The data is captured using statistical packages for social sciences (SPSS), both descriptive

and inferential statistics will be computed during the analysis of the data using both SPSS and

Microsoft excel.

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