IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 6 NO. 1 2022
DOI: https://doi.org/10.56201/ijmcs.v6.no1.2022.pg52.60

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Utilization of Effective Communication Principles by Small and Medium Scale Enterprises for Improved Performance in Anambra State

Onwubuya, Uju Nkiru

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Abstract

The study investigated the extent of utilization of effective communication principles by small and medium scale enterprises for improved performance in Anambra State. One research question guided the study and one hypothesis was tested at 0.05 level of significance. Descriptive survey design was adopted for the study. The study was carried out in Anambra State. The population of the study comprised 2,895 small and medium scale enterprises mangers in Anambra State who are registered with the State Ministry of Commerce, Industry and Technology. The sample of the study comprised of 869 small and medium scale enterprises managers. The sample was drawn from 2895 registered SMEs across the three senatorial zones (Anambra Central, Anambra North and Anambra South) in Anambra State using proportionate stratified random sampling. The instrument for data collection was a structured questionnaire developed by the researcher. The instrument was structured on a 4- point rating scale. The instrument was validated by three experts. The instrument was subjected to a pilot test. The application of Statistical Package for Social Sciences (SPSS) version 21 using Cronbach Alpha reliability method on the obtained data yielded a score of 0.88 for internal consistency which was deemed reliable for the study. The researcher administered the copies of the questionnaire to the respondents with the help of six research assistants. Out of the 869 copies of questionnaire administered, 739 were returned in good condition. The 739 copies amounted to 85 percent return rate. The 739 copies of questionnaire were used for the analysis of data. The data collected from the respondents were analyzed using mean and standard deviation for the research questions. The data collected from the respondents were analyzed using mean, standard deviation and t-test. The study revealed that small and medium scale enterprises utilize the principle of effective communication for improved busines

keywords:

Utilization, Effective Communication, Principles, SMEs, Improved Performance

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