CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

The presentation of and analysis of data of an investigation are the means by which the research

problems are answered and stated hypotheses are tested.

The purpose of this chapter is to present, analyze and process the data obtained from the sampled

population, through responses contained in the questionnaire.

The analysis permits a certain interpretation on the question posed initially in the research

undertaking which led to conclusions.

It helps a researcher to determine what is essential or dominant in any complex mixture of

factors. The real objective of analysis is an explanation of the system as a whole. A total of

hundred(100) questionnaires were administered to both staff (40) and customers (60) of Ecobank

Bank Nig Plc, Area 3, Garki, FCT out of which 51 customers’ questionnaires and 24 staff

questionnaires were properly filled and returned to the researcher. That of customers gave a

response rate of 91%, while that of staff gave a response of 94%, which we consider good

enough for the purpose of our study.

4.1: Data Presentation and Analysis in analyzing and interpreting thedata collected, the

breakdown of the questionnaires administered, as shown below in the table will be used.

Table 4.1.1 A Staff Questionnaire Analysis

Questionnaire No. of Respondents Percentage

Returned 24 60%

Not Returned 16 40%

Total 40 100%

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 Source; Author’s Survey, 2019

From the above, 24 of our respondents, representing 60%, properly filled and returned

the questionnaire which has provided the researcher with useful and reliable information

on this work.

Table 4.1.1B
Customer Questionnaire Analysis

Questionnaire No. of Respondents Percentage

Returned 51 85%

Not Returned 9 15%

Total 60 100%

Source; Author’s Survey, 2019

The above table shows that 51, representing 85% of respondents properly filled and returned

the questionnaire, while 9 representing 8.7%, did not return the questionnaire administered.

We analyze the staff questionnaire first before the customers’ usingsimple percentages

Table 4.1.2

Research question 3

What is the rating of your organization in providing modern Banking

services?

Responses Respondents Percentage

Credit Savings Current Banking/Cash Average Good V. Exc. Total

/Dev.
Good

Average 1 6.25%

2
 Good 2 1 2 18.75%

Very Good 2 2 2 25%

Excellent 3 2 2 5 50%

Total 5 6 4 9 100
%
Source; Author’s Survey, 2019

Table 4.1.2 shows that 1 respondent rate Ecobank to be average with about 6.25% and 18.75%,

that is 5 respondents rated Ecobank Bank (EB) good, 6 representing 25% rated them very good,

while 12 representing 50% of the respondents rated Ecobank Excellent.

Table 4.1.3

Research Question 5

Has Public Relations activities helped in boosting customers’ patronage

Ecobank services?

Respondents Responses Percentage

Yes No Total Yes No Total

Credit Dev. 3 2 5 12.50% 6.25% 18.75%

Savings 6 2 8 25% 6.25% 31.25%

Current 3 3 18.75% 18.75%

Banking/Cash 6 2 8 25% 6.25% 31.25%

Total 18 6 24 81% 19% 100%

Source; Author’s Survey, 2019

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The table shows that 18 respondents representing 81. % of the sample size believed that

Public Relations activities have helped in boosting customers’ patronage. While 6 respondents

representing 19% believed it has not.

Table 4.1.5
Research Question 6
What are the motivating factors of your Public Relations activities?

Responses Respondents Percentage

Credit Gen. Management Banking Total

Dev.
services

Increased 2 1 3 12.50%

Patronage

Customer 1 2 3 12.50%

Satisfaction

Good 2 1 1 4 18.75%

Image

Profit 1 1 1 3 12.50%

All of the 2 2 2 5 11 43.75%

above

Total 5 5 5 9 24 100%

Source; Author’s Survey, 2019

The above table shows that 3 respondents, representing 12.50% stated increased patronage as the

motivating factor, 3 respondents representing 12.50% stated customer satisfaction, while 4

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respondents representing 18.75% stated good image, 3 respondent stated profit and, 43.75% of the

respondents or 11 stated all the points as the motivating factor.

Table 4.1.6

Research Question 8

Do you think the services being provided need effective management?

Respondents Responses Percentage

Yes No Total Yes No Total

Credit Dev. 3 2 5 12.50% 6.25%. 18.75%

Savings 5 5 20% 31.25%

Current 4 2 6 18.75% 6.25% 18.75%

Banking/Cash 6 2 8 25% 6.25% 31.25%

Total 18 6 24 81.25% 18.75% 100%

Source; Author’s Survey, 2019

From the above table, it shows that 18 respondents representing 81% are in favor of

promotion of services, while 6 respondents representing 19% is against it.

Table 4.1.7

Research Question 9

“Do you think that those services lack effective management?

Respondents Responses Percentage

Yes No Total Yes No Total

Credit Dev. 4 1 5 12.25% 6.25% 18.75%

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 Savings 4 1 5 12.25% 6.25% 18.75%

Current 6 1 7 25% 6.25% 18.75%

Banking/Cash 6 1 7 25% 6.25% 31.25%

Total 20 4 24 75% 25% 100%

Source; Author’s Survey, 2019

Table 4.1.3 shows that 20 respondents, representing 75% believe that those services

lack effective management in Ecobank Nig plc, while 4 respondents, representing 25%

believed it doesn’t lack effective management.

Table 4.1.8

Research Question 11

Do you think that Public Relations has contributed to the enhancement

and sustenance of the organizational objectives?

Respondents Responses Percentage

Yes No Total Yes No Total

Credit Dev. 5 3 8 18.75% 12.50% 31.25%
Savings 3 1 4 12.50% 6.25% 18.75%
Current 1 1 2 6.25% 6.25% 12.5%
Banking/Cash 5 5 10 18.75% 18.75% 37.5%
Total 14 10 24 56.25% 43.75%% 100%
Source; Author’s Survey, 2019

From the above table 14 respondents, representing 56.75% of the sample size agreed

that Public Relations has contributed to the enhancement and sustenance of Ecobank

organizational objectives, while 10 respondents representing 43.75% disagreed.

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 CUSTOMER QUESTIONNAIRE ANALYSIS

Table 4.1.9
Research Question 1;
What is your level of Education?

Response Frequency Percentages

WAEC/GCE 12 24%
OND 9 18%
1st Degree 26 50%
2nd Degree 4 8%
Total 51 100%
Source; Author’s survey, 2019.
Table 4.1.9 shows that majority of the customers have 1st degree certificate as it highest
qualification with 26(50%) that indicated 1st degree, 12(24%) have WAEC/GCE, 9(18%)
with OND certification and 4(8%) with 2nd degree.

Table 4.1.10
Question 2
What type of account do you operate with Ecobank Nig. Plc?

Response Frequency Percentages

Savings 32 62%
Current 12 24%
Time Deposit 7 14%
Special Purpose Account - -
Total 51 100%
Source; Author’s Survey, 2019

Table 4.1.10 shows that 32(62%) of the customers have savings accounts, 12(24%) of the
respondents have current account and 7(14%) of the respondents have time deposit while
non-operate on special purpose account. This shows that most of the respondents operate
on a savings account.

Table 4.1.11
Question 3
For how long have you been banking with Ecobank?

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Response Frequency Percentage
< 1 years 12 24%
1-5 years 27 52%
6-10 years 7 14%
>10 years 5 10%
Total 51 100%
Source; Author’s Survey, 2019
The result shows that majority of the respondents have banked with Ecobank between 1-5
years with 27(52%) of the respondents, 12(24%) of the respondents indicated <1 years,
7(14%) indicated 6-10 years and 5(10%) indicated >10 years.

Table 4.1.12
Question 4
How did you start Banking with Ecobank?

Responses Respondents Percentage

1) Friend introduced the 8 15%

Bank to you.

2) Your organization picked 19 38%

the Bank for you.
3) Through the Bank’s 24 48%
Promotional services
Total 51 100%
Source; Author’s Survey, 2019

The table shows that 8 respondents, representing 15% of the sample size were introduced
to the Bank through their friends. While 19 respondents, representing 38% of the sample
size were introduced to the Bank by their organization and through the Bank’s
promotional services, 24 respondents, representing 48% of the sample size choose the
bank.

Table 4.1.13
Research Question 5
What is your rating of Ecobank services?

Responses Respondents Percentage

Excellent 10 19%
Very Good 24 48%

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 Good 14 29%
Fair 3 5%
Poor -- --
Total 51 100%
Source; Author’s
Survey, 2019

From the above table, 10 respondents, representing 19% of the sample size rated Ecobank
services excellent. 24 respondents, representing 48% of the sample size believed that the
Bank’s services are very good. 14, respondents, representing 29% of the sample size, rated
the services good while 3 respondent or 5% rated Ecobank Services Fair.
Table 4.1.14
Research Question 6
Are you satisfied with the services you are receiving from Ecobank?

Responses Respondents Percentage

Yes 37 72%
No 14 28%
Total 51 100%
Source; Author’s Survey, 2019
Table 4.1.11 shows that 37 respondents, representing 72% of the sample size are satisfied
with Ecobank services, while 14 respondents or 28% of the respondents were not satisfied.

Table 4.1.15
Research Question 8
Do you think that Ecobank has a good Public Relation with its customers?

Responses Respondents Percentage

Yes 39 76%
No 12 24%
Total 51 100%
Source; Author’s Survey, 2019

The above table shows that 39 respondents, representing 76% believed that Ecobank has
a good Public Relations with its customers, while only 24% or 12 respondents believed
otherwise.

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 Table 4.1.16

Research Question 9

Which of the following Public Relations tools has helped in sustaining

your patronage of Ecobank?

Responses Respondents Percentage

4. Sponsorship of Radio/TV 5 10%
Programmes
2. Organizing special events 36 71%
for customers and potential
customers
3. Corporate identity media 7 14%
(logo, building, business
card)
4. Company Writing materials, 3 5%
newsletter and magazines.

Total 51 100%
Source; Author’s Survey, 2019

Table 4.1.13 shows that 5 respondents, representing 10% believed that sponsorship of Radio
and TV programmes has helped in sustaining their patronage of Ecobank, while 36
respondents, representing 71% believed that it was organizing special events for customers
and potential customers that has sustained their patronage of the Bank. 14% or 7
respondents felt that the corporate identity media has been the main motivation of sticking
to the Bank. only 3 respondent or 5% believed it was the Bank’s writing materials,
newsletters and magazines that have sustained their patronage.

Table 4.1.17

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Research Question 11

Would you say that Public relations activities of Ecobank has improved it

image and goodwill in the Banking Sector?

Responses Respondents Percentage

Yes 39 77%
No 12 23%
Total 51 100%
Source; Author’s Survey, 2019

From the above table shows that 16 respondents, representing 77% of the sample size
agreed that Public Relations activities of Ecobank has improve its image and goodwill,
while 5 respondents or 23% felt it has not.

TESTING OF HYPOTHESES

For the purpose of this research work, the objective of which was to

show how the use of Public relations as an effective promotional tool

will help in marketing of services.

The first hypothesis was based on the presentation in table 4.1.8.

Respondents Responses Percentage

Yes No Total Yes No Total

Credit Dev. 5 3 8 18.75% 12.50% 31.25%
Savings 3 1 4 12.50% 6.25% 18.75%
Current 1 1 2 6.25% 6.25% 12.5%
Banking/Cash 5 5 10 18.75% 18.75% 37.5%
Total 14 10 24 56.25% 43.75%% 100%

Respondents Responses

Yes No Total

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 Credit Dev. Section 5 3 8

Savings 3 1 4

Current 1 1 2

Banking/Cash 5 5 10

Total 14 10 24

Source: Questionnaire

Ho: Public Relations as a Promotional tool adopted by an organization have not been
able to sustain the organization’s objectives.
X²=(Fo-Fe) and Degree of freedom df=(c-1)(r-1)
Fe
We had earlier defined each element in the formula, and Fe (expected
frequency) is calculated thus:

Fe= r*c/n

Where r is the row total

C is the column total and n is the total observation.
Computation of the Expected cell Frequencies

Respondents Responses

Yes No Total
Credit Dev. Section 5*14/24 =2.92 3*10/24=1.25 8

General service 3*14/24=1.75 1*10/24=0.42 4

section
Management 1*14/24=0.58 1*10/24=0.42 2

Banking section 5*14/24=2.92 5*10/24=2.08 10

Total 14 10 24

Computation of Chi Square Value X².

Fo Fe Fo-Fe (Fo-Fe) ² (Fo-Fe) ²/Fe

Credit Dev.
Section:
Yes 5 2.92 2.08 4.32 1.48
No 3 1.25 1.75 3.06 1.05

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 Savings
services:
Yes 3 1.75 1.25 1.56 0.89
No 1 0.42 0.58 0.33 0.79
Current
Yes 1 0.58 0.42 0.17 0.29
No 1 0.42 0.58 0.33 0.79

Banking
Yes 5 2.92 1.31 1.72 0.59
No 5 2.08 1.69 2.86 1.38
Total 24 X²=7.26

1. To determine the degree of freedom df

=(2-1)(4-1)
=1x3=3

df=3
2. As stated earlier, the researcher is using 0.05 level of significance,
thus, from X² table, the 0.05 at 3 degree of freedom X²=7.26

Decision Rule

This states that we accept the Null hypothesis, Ho, if the computed Chi Square value X²

is less than the table value of X². if otherwise, we should reject Null hypothesis and

accept the alternative hypothesis.

Decision

Since the computed Chi Square value, 8.1394 is greater than the table value of X² 7.815,

we reject the Null hypothesis which states that “Public Relations as a Promotional tool

adopted by an organization has not been able to sustain organization’s objectives. The

alternative hypothesis, which states that “Public Relations as a promotional tool adopted

by an organization has been able to sustain the organization’s objectives and competence,

is therefore accepted.

Interpretation

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The above result shows that the Public Relations activities of Ecobank has helped it in

achieving its objectives and competence, by increasing their customer patronage and

helping them to maximize profit.

Hypothesis 11
Null Hypothesis
Ho: Public Relation has contributed to the enhancement of good image and goodwill for the
organization.

Alternative Hypothesis
H : Public Relations has contributed to the enhancement of good image and goodwill for
the organization.
The above hypothesis will be tested, using the table 4.1.14 the figure in the table represents
the observed frequency (Fo), the expected frequencies will be:

Yes: 39 x39 = 29.82

51
No: 12 x 12 =2.82
51

Computation of Chi Square Value X².

Responses Respondents Percentage
Yes 39 77%
No 12 23%
Total 51 100%

Item Fo Fe Fo-Fe (Fo-Fe) ² (Fo-Fe) ²/Fe

Yes 39 29.82 9.18 84.27 2.82
No 12 2.82 9.18 84.27 29.88
Total 51 33 32.7

1. The degree of freedom will be

(2-1)(2-1)1x1=1
df=1
2. The level of significance is 0.05. Thus, X²(0.05 at 1 df) = 3.841
Decision rule

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This states that we accept the Null hypothesis Ho. If the computed Chi Square X² is less

than the table value of X². if otherwise, we should reject the Null hypothesis and accept

the alternative hypothesis H .

Decision

Since the computed Chi Square value 32.7 is greater than the value Chi Square X²

(3.841), the Null hypothesis Ho which states the Public relations has not contributed to the

enhancement of good image and goodwill for the organization is rejected, while the

alternative hypothesis, which states that public relations has contributed to the

enhancement of good image and goodwill for the organization is therefore accepted.

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