guide the respondents in showing the extent or magnitude of their perceived effects of theindependent variables on the dependent variable following an argument by Mugenda andMugenda (2003) that these types of scales are used to measure perception, values, andbehaviors. As Kothari (2008) observed, questionnaires are more objective than interviewsbecause they gather responses in a standardized way. They are also easy to administerbecause each item is followed by an alternative answer and is economical. Secondary datawill be collected through a review of various published literature, publications and textbooks.3.6 Data Collection ProceduresPrimary data from the respondents, who were randomly selected from each department atKCB Kerugoya Branch, were collected using semi-structured questionnaires. Therespondents remained anonymous throughout the study so as to ensure they freely expresstheir thoughts and feelings. The questionnaires were dropped but self-administered to therespondents then picked later to give the busy media employees’ ample response time. Self-administered questionnaires are the only way to elicit self-reports on people’s opinion,attitudes, beliefs and values (Sproul, 1998).3.7 Data Analysis Procedures[ CITATION Pol01 \l 1033 ]define data analysis as organizing, providing structure and elicitingmeaning. Data analysis were carried out immediately after collecting the questionnaires fromthe respondents. The collected data was thoroughly examined and checked for completeness19
and whether it is comprehensible. Both qualitative and quantitative data analysis methodswill be used including descriptive analysis. According to Mugenda & Mugenda (1999),qualitative research provides insights and understanding while quantitative research tries togeneralize those insights to a population pattern. The data was organized neatly for ease ofanalysis to avoid confusion. [ CITATION Ola01 \l 1033 ]observes that a researcher shouldavoid complexity in the analysis of data and he recommends the use of simple statistics. Thedata was then be exported to Statistical Package for Social Sciences (SPSS) version 22 forcoding and editing, to facilitate computation of inferential statistics and be able to generalizethe collected data from sampled population. Data presentation was done using Percentageand frequency tables for ease of reference and interpretationCHAPTER FOUR:RESEARCH FINDINGS AND DISCUSSIONS4.1 Introduction This chapter presented the data analysis, results, interpretation, and discussion of the researchfindings. This chapter was a presentation of results and findings obtained from field data,20
quantitative analysis employed helped establish the link between employee’s retention withfactors influencing it.4.2 Demographic Information4.2.1 Gender of the RespondentsThe study aimed to find out the gender of the participants if gender variation could influenceopinions. Figure 4.1 depicts that 75% were males, 25% female.