EFFECTIVE COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOAL AND OBJECTIVES IN NTA (CASE STUDY OF NIGERIA TELEVISION AUTHORITY KADUNA)
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EFFECTIVE COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOAL AND
OBJECTIVES IN NTA
(CASE STUDY OF NIGERIA TELEVISION AUTHORITY KADUNA)
ABSTRACT
This research work centres on “Effective Communication as a tool for
achieving organizational goals and objectives” the researcher examined the
historical background of the study and the subject matter, the objective,
significance and the scope of the research was well examined in the first
chapter. In the second chapter the researcher was able to reveal some selected
views of authors on what “Effective Communication is, the basic concepts,
systems, process, characteristics of communication flow, importance of the
study as well as the used in any business organizations. The researcher
highlights the method of data collection and also the instrument used in
analyzing data. The data gathered were analyzed in chapter four and hypothesis
formulated was tested. The researcher finally draws conclusions thereby
rendering relevant recommendations among which it is recommended that management
should ensure that information does not go into distortion by minimizing the
chain of information dissemination channels.
TABLE
OF CONTENTS
Title- - - - - - - - - - - - i
Declaration - - - - - - - - - - ii
Approval - - - - - - - - - - iii
Dedication - - - - - - - - - - iv
Acknowledgement - - - - - - - - - v
Abstract - - - - - - - - - - - vi
Table of content- - - - - - - - - - vii
CHAPTER
ONE
INTRODUCTION
1.1 Background of the study - - - - - - 1
1.2 Statement of the problem - - - - - - - 3
1.3 Objective of the study - - - - - - - - 4
1.4 Statement of hypothesis - - - - - - - 5
1.5 Significance of the study - - - - - - - 5
1.6 Scope of the study- - - - - - - - 6
1.7 Limitation of the study - - - - - - - 6
1.8 Historical background of the case
study- - - - - 7
1.9 Definition of terms.- - - - - - - - 9
CHAPTER
TWO
LITERATURE
REVIEW
2.1 The conceptual meaning of
communication- - - - 11
2.2 Methods of communication - - - - - - 14
2.3 Communication process- - - - - - - 16
2.4 Characteristics of effective
communication- - - - 20
2.5 Objectives of communication- - - - - - 21
2.6 Flow of communication- - - - - - - 22
2.7 Importance of communication in Business
Organization - 23
2.8 Communication system- - - - - - - 24
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Research design - - - - - - - - 27
3.2 Research population - - - - - - - 27
3.3 Sample size and sampling procedure - - - - - 28
3.4 Methods of gathering data- - - - - - - 28
3.5 Justification of method used- - - - - - - 29
3.6 Methods of data analysis- - - - - - - 30
3.7 Justification of instrument used. - - - - - - 32
CHAPTER
FOUR
DATA
PRESENTATION AND ANALYSIS
4.1 Data presentation- - - - - - - - 33
4.2 Data analysis - - - - - - - - - 38
4.3 Test of hypothesis - - - - - - - - 42
CHAPTER
FIVE
SUMMARY
OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 Summary of findings- - - - - - - - 46
5.2 Conclusion- - - - - - - - - 47
5.3 Recommendations - - - - - - - - 48
Bibliography -- - - - - - -- - - 50
Appendices
CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
Basically, communication touch every
sphere of human activity, it informs or better still disseminate information/message
to target audience. One of the peculiarities of the human race is communication
among the members of the society. Communication is an essential attribute of
human behaviour . In deed, communication is perhaps man’s most important singular
activity because every other human activity
revolves around communication.
Animals and trees also communicate, but
it is man’s ability to create symbol, ascribe meanings and interpret messages
that elevate him above the status of the lower animals and gives form and
character to his existence. All organizations encourage effective communication
by having established channels (formal and informal) of transmitting
information to people. In all enterprises, effective organization channel is
required to transmit company policies, programmes, rules and regulations. It is
also required in dealing with customers, regulatory agencies and the generals
public. It is through good communication with business owners, board of
directors, management, peers and subordinates that an organization maintains
goodwill, grows and waxes.
Communication also serves as an
instrument of social interrelation. It help us understand ourselves, to keep in
touch with other people, to understand them and to predict their response to situation, its
means by which power is acquired, exercised and sustained. It is the medium
through which relationship are established, extended and maintained, it
provides a means by which people in business policies make decision and
management and materials. In business and industry, communication helps to
orient workers to work with one another and to achieve the good goals of the
organization, and it is the means by which such goals can be pursued, attained
sustained and improved.
It is the lubricant that keep the
machinery of an organization functioning. It is the means through which roles
are identified and assigned, it is the life blood of an organization.
The above brief historical
consideration of communication emphasize its importance in human existence. To
organize is to communicate; thus, no organization can survive without
communication.
The effect of marketing communication
is an organization can be measured in terms of attitude and performance for it
affects the morale of the employees, and their attitude towards the
organizational productivity.
1.2 STATEMENT
OF THE PROBLEM
Most
business organization today have failed in their bid to satisfy their potential
customers not in quality or quantity of such goods and services provided but in
terms of creating adequate awareness and enlightenment to its customers.
Before a product is made available for
its market, organizations should determine which methods to be used to
communicate it to the potential customers. The task involves the use of
effective communication between marketing firm and it target audience. It is
through communication that marketers are able to inform the target audience
about their product, it price, performance, where it can be purchased e.t.c.
In communicating a product, marketers
are faced with both controllable and uncontrollable problems such as the product,
price, promotion, competitors, economy of the nation e.t.c. To solve these
problems, organization should put up a communication message that will attract
attention, hold interest, arouse desire, and elicit action by choosing the most
efficient means of getting their message across to their target audience, or
potential customers.
1.3 OBJECTIVES
OF THE STUDY
The objectives of the study constitute
the following;
(i)
To
assess the effect of communication in the field of management.
(ii)
To
identify the existing communication barriers in an organization.
(iii)
To
understand the objective of communication and the communication system.
(iv)
To
find out what communication is all about, how it is done. What instruments are
used and what qualities can make a system of communication are effective in an
organization.
(v)
To
identify the problems of ineffective communication and to suggest and recommend
possible solution so as to achieve a better communication network in an organization.
1.4 STATEMENT OF HYPOTHESIS
The following hypothesis are formulated
to guide the course of this study.
H0: Effective communication does not serve as a tool for achieving organization goals and objectives.
Hi: Effective communication serves as a tool
for achieving organization goals and objectives.
1.5 SIGNIFICANCE OF THE STUDY
This study intends to find out the
impact effective communication has on the organization and how it aids in
achieving business objectives.
The study is also important to
managers to know how to achieve business objectives through the implementation
of an effective communication system.
The Nigerian Television Authority can utilize this study to make
amendments or control a number of lapses that may be affecting the organization,
in terms of communication method adopted in managing the activities.
This study is significant because it
will serve as a reference point to business practitioners, students and
consultants who are writing on the subject matter. It is also important because
it is a requirement for the award of Higher National Diploma (HND) in Human
Resource Management (HRM) of Kaduna Polytechnic.
1.6 SCOPE OF THE STUDY
The
research work attempts to cover the flow and concept of communication system
and how it has been or/and should be applied to a business organisation.
The researcher limits the scope of the
study to The Nigerian
Television Authority,
Kaduna, their products, the communication channels and the consumers in
gathering the relevant data needed for the study to be accurate, direct and
reliable.
1.7 LIMITATION OF THE STUDY
It is a phenomenon that, in any
research where the primary objective is to research for the true fact, a
research project of this nature is never conducted without some inherent
factors that may make the findings difficult.
The limitation may however include:
(i)
Financial
constraint
(ii)
Lack
of cooperation from respondents
(iii)
Time
factor
In the process of undertaking this
research work, the cost involved in transporting, gathering data for processing
information, and the production of material is needed cannot be overemphasized.
Inadequate time is another factor owing
to the fact that officers of the company have little time to give me attention
while others pay no attention at all. There is also little time in gathering of
data for this project work.
The problem of secrecy on the part of
organizations where they hide out some fact which they believe are sensitive to
there operation and because of the fear they may have against competitors is
also a constraint.
1.8 HISTORICAL
BACKGROUND OF THE CASE STUDY
The
history of Nigerian Television Authority (NTA) can be traced back to 31st
October 1959 when the Western Nigerian Television (WNTV) blamed alive the First
television signals in Nigeria. Barely a year after, in 1960, the eastern
Nigerian Television (ENTV) came into existence.
The
Nigeria Television Authority (NTA) Kaduna was carved out from the former
broadcasting company of Northern Nigerian (BCNN) which was established by
decree No. 24 of 31st march 1962, but became an entity from 1st
April, 1976. The station has its transmitters located at No. 99 Isah Kaita road
Kaduna.
The history
of NTA Kaduna will no be complete without the mention of Decree 38 of 1992
which establish the national broadcasting commission (NBC) and also deregulated
the national broadcast industry thus allowing individuals to acquire television
stations with NBC as a regulation body. This led to partial commercialization
of NTA.
NTA
Kaduna is divided into six department which are as follows:
·
Programmes department
·
News and current affairs department
·
Engineering department
·
Administrative department
·
Finance department
·
Marketing department
1.9 DEFINITION OF TERMS
Communication;- The exchange of messages between people to achieve common
meanings.
Effective;-Achieving a desired objective.
Productivity;- The output ration within a given period with due consideration
for quality.
Information;- A fact or detail about something
Message;- A piece of information written or spoken to someone.
Management;-
The people who are in charge of
integrating organizational resources to achieve stated goals and objectives.
Attitude: A
person’s enduring favorable and unfavorable evaluation, emotional
feeling and action tendency towards a
product.
Delivery: How well the product or service is delivered
to the customers.
Features:
are things that enhance the basic functions of a product.
Image:
are set of beliefs, ideas and impression that a persons holds
regarding a product.
Organization: is
a company’s structure, policies and corporate culture.
Service:
can be referred to as any act or performs that one party can
offer that is essentially
intangible and does not result in the
ownership of anything.
Selective
Distortion: is the tendency to interpret product
information in a way that fit consumers
perceptions.
Strategy: is
a company’s game plan for achieving its goal.
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