choice and assignment of subjects, as well as control through experimental design. A pre-reliability test will be done on the questionnaires.
Reliability refers to the property of a measurement instrument that causes it to give similar results for similar input. Cronbach’s Apha, as a measure of reliability, was used to analyse the data, together with the Statistical Package for Social Sciences (SPSS version 17.0) software. Mathematically, reliability is defined as the proportion of the variability in the responses to the survey that is the result of differences in the respondents, i.e. answers to a reliable survey will differ because respondents have different opinions, not because the survey is confusing or has multiple interpretations. The computation of Cronbach’s Alpha is based on the number of items on the survey (k) and the ratio of the average inter- item covariance to the average item variance:
𝛼 = 𝑘(𝑐𝑜𝑣/𝑣𝑎𝑟) 1 + (𝑘 − 1)(𝑐𝑜𝑣/𝑣𝑎𝑟)
Cronbach’s Alpha is not a statistical test – it is a coefficient of reliability or consistency http:/www.ats.ucla.edu/stat/sas/notes2
DATA ANALYSIS AND INTERPRETATION
The data collated was analysed and interpreted using various statistical techniques which served as tools to search for patterns along a particular perspective. The results were interpreted and presented as qualitative and quantitative responses.
the questions that had been administered. According to Graziano et al. (1997:96) descriptive statistics consists of three groups, viz, frequency counts and frequency distributions, graphical representations of data and summary statistics. Descriptive statistics include the measuring the mean, frequency, range, variance and standard deviation. The Windows Statistical Package for the Social Sciences (SPSS) software programme was used to create frequency distributions and graphical displays. Factor analysis was then used to combine variables into summary measures between theoretical concepts and empirical indicators. The raw data was then analysed in conjunction with a trained statistician under the guidance of the supervisor. The data gathered then informed the compilation of a revised communication policy and strategy document for DSR.
Qualitative Analysis
Keyton (2011:7) purports that the qualitative methods used in the social scientific study of communication generally pertain to research in which the researcher is the primary observer or data collector.
Qualitative research emphasises the use of verbal communication. This approach incorporates the measurement of the reactions of several people to a limited set of questions, which in turn assists the comparison and statistical collation of the data (Sathiparsad: 2003:99). Qualitative research presents the researcher’s endeavours to develop an understanding of the phenomenon under study. This particular research study utilized a mixed method design that incorporated both the quantitative and qualitative approach, an approach advocated by Leedy & Ormond (2010:99). O’ Sullivan, Rassel &
Berner (2003:38) believe that when both approaches are used, the latter reduces researcher manipulation of the area under investigation.
Keyton (2011:58) believes that qualitative research preserves the form and content of human interaction as this approach ensures that data such as text, audio and video are analysed for their qualities and not subjected to mathematical transformations. The author also asserts that the qualitative methods rest on inductive reasoning to discover and
develop theories that emerge from the data. Du Plooy (2009:86) believes that inductive reasoning begins with a literature review of primary sources which will guide the assumptions and reasoning in a study, with these assumptions being measured by an existing instrument or scale such as the Likert scale. Du Plooy (2009:142) further describes the Likert scale, frequently used in communication surveys, when respondents rate a particular statement as follows: strongly agree, agree, neutral, disagree or strongly disagree.
Neuman (2003:311) believes that qualitative data analysis has moved to a more explicit and systematic step-by-step approach, and that it uses charts, graphs and tables to illustrate a condensed picture of the data. The numbers in raw format, after being analysed and interpreted into a chart or graph format, subsequently gives meaning to the result. This study thus employed a scientific technique for analysis. Thus, based on the recommendations of Bayat & Fox (2007:105) for usage of commercial analysis programmes for data processing of all qualitative research, this study chose the use of the SPSS programme.
The department has a total of 169 staff members of which 25 (15%) shall be approached for interviews through random participation. A minimum of 20 members of the external stakeholders will also be approached for interviews as well. Keyton (2011:300-301) describes ethnography as the “study and representation of people and their interaction.”
This is of consequence since the researcher is both a member of the department, as well as a member of the CSC.
Descriptive/Quantitative Statistics
Keyton (2011:7/36) believes that the use of quantitative methods is critical to the exploration of the social scientific study of communication, where such research relies on numerical measurement depicted as amounts, degrees, frequencies, values or intensity.
Lind, Marchal & Mason (2004:6) state that descriptive statistics describes the organising and summarizing of quantitative data. Descriptive statistics is useful as it summarises results, thereby allowing for more constructive research after more detailed analysis.
Quantitative research involves variables being measured in a predetermined and specific manner and the data is numeric. Quantitative data is analysed through the use of statistical procedures. In quantitative research, data consists of lists of numbers that signify scores on variables, such data having been obtained through measurement, as highlighted by Blanche and Durrheim (1999:96). This method is incorporated into the questionnaire.
Du Plooy (2009:86) maintains that quantitative designs are based on deductive reasoning which begins with the formulation of hypotheses (or assumptions) that identify the constructs, variables and relationships to be measured. Keyton (2011:51-52) lists the advantages of quantitative research as follows:
It forms part of a rigorous tradition of quantifying and measuring communication phenomena;
By quantifying communication concepts and statistics, and by using statistical procedures for evaluating differences and relationships, researchers are able to be precise in their comparisons and analyses; and
As a result of quantifying communication phenomena, resultant comparisons can be made among a large group of participants, allowing researchers the latitude to generalise their findings to other individuals sharing the same characteristics with the subjects of the research project.
Data had been presented as meaning statements and in terms of numerical importance.
Data had also been presented in tables or graphs with corresponding interpretations.
Tables had been used to make the next 3 bullets into one sentence.
Organise data into meaningful forms;
Summarise data; and
Emphasise features relevant to the study.
The department has a total of 164 permanent staff members of which 80 (65%) shall be approached to complete the questionnaire. Participants will be chosen randomly. A minimum of 20 members of the external stakeholders will also be approached to participate in the survey via responses to the questionnaires.
Data Interpretation
All results were interpreted and discussed in accordance with the research theory. This evaluative study followed the phenomenology tradition of enquiry, the approach to which entailed the studying of the problem by entering the field of perception of participants through their responses to questions, attempting to understand how they experienced the phenomenon by understanding their responses to each question (Creswell 2003:15).
LIMITATIONS OF THE STUDY
This study investigates the effectiveness of the communication policy and strategy of the DSR with the intention of providing a model that would maximise the provision of communication services within the DSR in keeping with the practice of good governance.
The literature review has expanded on the characteristics of the KZN Province, with particular reference to its expansive rural landscape with limited infrastructure and the large percentage of people from disadvantaged backgrounds.
In the light of the above, the following two aspects can be noted as limitations of this study:
The DSR is one of thirteen departments in the KZN Province, and the research focuses specifically on this department, as opposed to the whole-of-government approach; and
The findings of this research cannot be generalised to the other government departments in KZN, or to other provincial government departments in other provinces of the country, as a result of its social context.
RESEARCH THEMES
As alluded to earlier in this chapter, qualitative research lends itself to the analysis of data in accordance with research themes based on pre-determined theoretical frameworks.
4.15.1 Linking the Questionnaires with Research Themes