CHAPTER THREE
METHODOLOGY
3.1 Research Design
The study employed a descriptive survey research design to obtain relevant information on
the utilization of social media platforms among poultry farmers in Osun State for
information dissemination. The design was considered appropriate because it allows for the
systematic collection of data from a representative sample of respondents to describe
existing conditions and relationships among variables without manipulation.
3.2 Study Area
The study was conducted in Osun State, located in the South-West geopolitical zone of
Nigeria. The state is predominantly inhabited by the Yoruba ethnic group, with agriculture
being a major occupation. Poultry farming is a significant agricultural enterprise in the
state, contributing to both household income and food security. The state comprises 30
Local Government Areas (LGAs) and one Area Office, with variations in access to
agricultural innovations and information dissemination methods, including social media.
3.3 Population of the Study
The population for this study consisted of all registered poultry farmers in the selected
Local Government Areas of Osun State. These included both small-scale and medium-scale
poultry farmers who have potential access to social media platforms for agro-related
information dissemination.
3.4 Sample Size and Sampling Technique
A total of 150 respondents were selected from four (4) Local Government Areas of Osun
State. A multistage sampling procedure was used:
1. Stage One: Purposive selection of four LGAs with high poultry farming activity.
2. Stage Two: From each selected LGA, lists of registered poultry farmers were obtained
from relevant farmers’ associations and extension offices.
3. Stage Three: Proportionate sampling was used to select respondents from each LGA to
ensure representation.
4. Stage Four: Simple random sampling was employed to choose the actual respondents
from each LGA list until the desired total of 150 respondents was reached.
The proportional allocation of respondents was determined using the formula:
nᵢ = (Nᵢ / N) × n
Where: nᵢ = sample from LGA i, Nᵢ = population of poultry farmers in LGA i, N = total
population of poultry farmers in all selected LGAs, n = total sample size (150).
Table 3.1: Sampling Distribution of Respondents by Local
Government Area
Local Government Estimated Sampling Sample Size (n)
Area (LGA) Population of Proportion (%)
Poultry Farmers*
Ife Central 50 26.7 40
Osogbo 45 23.3 35
Ilesa East 35 20.0 30
Ede South 45 30.0 45
Total 175 100 150
*Source: Farmers’ Association/Extension Office Records, 2025.
3.5 Instrument for Data Collection
Data were collected using a structured questionnaire/interview schedule designed in line
with the research objectives. The instrument comprised six sections:
- Section A: Personal and socio-economic characteristics (age, sex, education, income, farm
size, years of experience, etc.)
- Section B: Various sources of information on processing and marketing activities (social
media platforms used, frequency, and level of use)
- Section C: Perception of social media for agro-information dissemination (5-point Likert
scale items)
- Section D: Benefits derived from social media usage (Yes/No format)
- Section E: Constraints to social media utilization (severity scale: Very Severe, Severe, Not
Severe)
- Section F: Open-ended comments and suggestions from respondents
The questionnaire was developed from literature and expert input and tailored to the
poultry production context of Osun State.
3.6 Validity of the Instrument
The instrument was subjected to face and content validity by a panel of experts from the
Department of Agricultural Extension and Rural Development, Obafemi Awolowo
University, Ile-Ife. Their corrections and suggestions were incorporated to ensure that the
instrument measured what it intended to measure.
3.7 Reliability of the Instrument
A pre-test was conducted using 15 poultry farmers from a neighboring LGA not included in
the main study. Data from the pre-test were analyzed using Cronbach’s Alpha to determine
internal consistency. A coefficient of 0.82 was obtained, indicating that the instrument was
reliable.
3.8 Method of Data Collection
Data collection was done through personal administration of the questionnaire by the
researcher with the assistance of trained enumerators. Where respondents had low literacy
levels, the interview schedule format was used to interpret questions in the local language
(Yoruba).
3.9 Method of Data Analysis
Data collected were coded and analyzed using the Statistical Package for Social Sciences
(SPSS).
- Descriptive statistics such as frequency counts, percentages, means, and standard
deviations were used to summarize respondents’ characteristics, types of social media
platforms used, benefits, and constraints.
- Inferential statistics such as Chi-square and Pearson Product Moment Correlation (PPMC)
were used to test relationships between socio-economic characteristics and level of social
media utilization.
- Multiple regression analysis was employed to identify determinants of social media
utilization among poultry farmers.
3.10 Ethical Considerations
Respondents were informed about the purpose of the study and assured of confidentiality.
Participation was voluntary, and informed consent was obtained from all respondents.
