Abstract
The purpose of this study was to develop a business communication programme for small business operators in North-East, Nigeria. Specifically, the study determined the needs of small business operators in business communication, objectives of business communication programme, content of business communication programme, instructional methods, learning experiences, and evaluation activities. A draft business communication programme was developed and validated. The study answered five research questions and tested three hypotheses at 0.05 level of significance. The Research and Development design was used. The study was carried out in five phases as follows: Phase 1: determined the business communication needs of small business operators. Phase II: determined the components of business communication programme to be developed. Phase III: Developed the draft business communication programme. Phase IV: Validation of the draft business communication programme. Phase V: Revision of the draft business communication programme. The area of the study was North-East, Geopolitical zone of Nigeria comprising Bauchi, Gombe, Adamawa, Taraba, Borno and Yobe States. The population for the study was 611 business teacher educators. No sampling was done. Two instruments were developed and used for the study namely Business Communication skills Needs Assessment Questionnaire (BCNAQ) and Questionnaire on Business Communication Programme. The Business Communication programme Questionnaire instrument was validated by five experts, two lecturers from Business education, one each from Language arts and Measurement and Evaluation and one from Centre for Entrepreneurship education, University of Nigeria. Focus group discussion involving nine Business educators teaching business communication at tertiary institutions validated the developed business communication programme. Cronbach alpha was used to test the internal consistency. The reliability coefficient of sections A – 0.65; B – 0.89; C –
0.95; D – 0.71, E -0.86 and overall coefficient of 0.85 were obtained. The findings in the form of a business communication programme include four objectives of business communication programme; thirty-one contents of business communication programme; seven instructional methods, six learning experiences and six evaluation activities for the business communication programme for small business operators in North-East, Nigeria. The study recommended that the business communication training programme for small business operators should be implemented to enhance the communication efficiency and effectiveness of the operators in their operation.
| 1 |
CHAPTER ONE
INTRODUCTION
Background of the Study
Communication is part of human existence because everyone is engaged in it. A student learns of his performance at an examination through communication. The findings of a research study are known through communication. A father knows his daughter’s needs through communication. Company policies are conveyed through communication. Communication has been defined as any process in which people share information, ideas and feelings including anything that adds meaning to a message (Hybels and Weaver, 2001). Also, Krizan and Patricia (2005) opined that communication establishes a common understanding among people within a business environment. Communication is a vital tool for business success because it is important in bringing about understanding among individuals and groups in organizations. There are other purposes of communication.
Communication serves as a means by which people are linked together in an organization to achieve a common purpose. According to Dessler (2008) communication centers more on feedback responses, communication within organization, diversity and use of technology for communicating within and outside the business enterprise.
One major purpose of communicating in business is to give and receive information about the availability of products and services and encourage customers to buy more. The growth and development of a business depends on the ways it sources and utilizes information. Information is critical to business operations. According to Guffey (2006) information is given in the form of progress reports, new products and services development. He stated that information also involves giving answers to inquires about products and services, persuading customers to buy, issuing credits, clarifying supplier specifications, collecting bills, responding to government agencies and promoting positive image of the
enterprise. Information in business can be relayed through many channels such as face-to-
1
face conversation, telephone call, e-mail, fax, voice mail message, face-to-face group meeting, video or teleconference, memo, letter, report and proposal. There is a feedback mechanism which is very important in establishing the effectiveness of communication. This must be included in the communication process.
Since small business operators interact with different types of people on a daily basis, they make use of various channels that include oral, interpersonal and written communication. To communicate effectively using these channels small business operators require abilities in some basic communication skills that include listening, speaking, reading and writing skills and the emerging technologies needed to support these skills like the computer (Lesikar and Flatley, 2005).
Of the four major communication skills, listening is rated the most important and is made up of four elements, namely: hearing, filtering, interpreting and recalling. Listening skill is critical for understanding and involves conscious effort in following what is spoken, in recognizing the main points and making sure that they are understood. Obi (2001) stated that listening skill is a necessary skill for job success. Listening is needed for information gathering and is an aspect of proficiency in language. An employee reacts to instructions he receives and his ability to react effectively depends on his listening capability.
Speaking is rated next to listening in communication. It means to utter words or to express oneself orally. According to Lesikar and Flatley (2005) speaking involves oral presentation of information to persuade and convince people to act. Speaking skills are necessary for career progression (Perkins and Robertson (1973). Speaking, therefore, provides avenue for exchanging and obtaining information needed for decision-making from which audience-feedback is obtained and clarifications made. Misunderstandings may arise as a result of speech defects in communication, in form of articulation and pronunciation.
The third in importance in communication skills is reading. This has to do with understanding language by interpreting written symbols for speech sounds. Reading is
conceived as the ability to decode and interpret language intelligently, using the appropriate reading organ and at the appropriate speed (Enundu, Okagbare and Akpere, 2009). Reading facilitates vocabulary acquisition and development which enhances understanding. It is a complex process which involves active interaction and negotiation between reader and the author. A study by Obi (2001) identified critical reading skills to include; understanding technical terms, setting purposes, skimming for basic communication, handling graphic and illustrated material, reading with understanding and getting the ideas needed from the printed words. For reading to be effective it requires adequate decoding skills.
Writing is the fourth ranked basic communication skill used in organizations today. It is the highest and most complex of communication skills. According to Offorma (2004) writing skills involve using correct grammar, spelling and punctuation. It entails forming characters, letters or words on a surface that send a message to an identified receiver. Otagburuagu, Obah, Onuigbo & Okorji (2007) identified writing as one of the essential arms of literacy with efficiency in it depending on writing task, writer’s skill and natural endowments. The communication skills discussed are useful to businesses whether small, medium or large in performing their duties.
A business is an organized effort to produce goods or offer services demanded by people for the purpose of making a profit. A business is an organization established to engage in activities aimed at producing goods and services for satisfying customer needs in a profitable way. A business is therefore formed to realize both economic and social objectives to the owners and the society. According to Child (2005) Business organizations refer to firms or companies that carry out activities to produce goods and services needed by the society. Business organizations whether public or private engage in production and/or distribution of goods/services that provide satisfaction to consumers. Businesses make profits when they effectively promote and market their products and services in a way that results in
increased customer patronage. One form of business that is predominant in the economic environment in Nigeria is the small business.
Small businesses the world over, are seen as engine through which growth and development can be achieved. These enterprises have been identified as vehicle for rapid industrialization, sustainable economic development, poverty alleviation and employment generation in any economy (David and Nicholas, 2002). However, there is no universally accepted definition of small business because all the institutions and agencies that define small business use different variables. The European Commission (2003) adopted the use of quantitative approach using numerical parameters like head count, turnover and balance sheet value to define a small business. According to Osuala (2004) the identification of small and medium enterprises are based on such economic variables as: capital investment (fixed assets), annual turnover, gross output and number of employees.
In the United States, small businesses are generally enterprises with less than 100 employees, while in the European Union; the enterprises have fewer than 50 employees. The National Association of Small and Medium Scale Enterprises (NASME) (2003) consider a Small business as a business with the number of staff employed by the enterprises less than
50 and with annual turnover of N100 million. According to Osuala (2004) small businesses are found in any industrial category, but they feature prominently in major industrial classifications as: mining and agriculture, manufacturing, wholesaling, retailing, services, finance, insurance and real estate, construction and transportation, communication and utilities.
The Committee for Economic Development Standards cited in Osuala (2004) stated that a small business is identified by the fact that management is not independent; capital is supplied and ownership is held by an individual or a small group of people; area of operation is mainly local, and its operation is small when compared to biggest unit in its field. Similarly, Obi (2009) explained that small businesses have the owner or owners usually on
the premises as well as the manager, and are predominant in economic activities with less capital intensity.
Therefore, small businesses in the context of this work are those businesses that are privately owned and operated, with a small number of employees and relatively low volume of sales, require no high amount of money to start and are engaged in providing business activities in the form of goods in the manufacturing, construction, commerce, and service sub-sectors.
Small businesses carry out a wide range of activities and operations in the business environment. The business environment exerts tremendous effect on the success or failure of enterprises. In the era of increased globalization, business enterprises succeed when effective communication strategies are employed in their activities. Modern businesses in this era of information communication technologies rely on fast and accurate means of acquiring, processing, storing and disseminating information.
Small businesses are established by entrepreneurs, who take the risk and commit their resources into the business. Entrepreneurs may operate their businesses personally or employ other persons to operate them. Operators of the business as used in this study are those who manage the business on a daily basis whether as entrepreneurs or not. Small business are run and managed by operators who have different social and educational backgrounds. Managers of small businesses need to possess entrepreneurial skills to run the business effectively.
Small businesses are located both in urban and rural areas of the North-East of Nigeria. A number of the small businesses in the study area are providing services (hair salon, boutiques, restaurant etc.) A base-line economic survey of small businesses in North East, Nigeria conducted by the Centre for Arid Zone Studies in 2004 revealed that most of the active small businesses in that area are into marketing of agricultural and household products and service provision. Success in business is attained when the wants and needs of
customers are identified and appropriate products and services are made available that would satisfy such wants in a satisfactory manner. Education provides the business operators with knowledge, skills and attitude for identifying customers’ wants and developing products that would facilitate meeting of such wants.
However, in recent times it has been observed that the growth and performance of Small business in Nigeria is slow and minimal (NIPC, 2009; SMEDAN, 2010). Certain constraints have been identified as accounting for the low productivity. According to NASME (2003) the most important of these constraints have to do with environmental factors impinging on poor management practices and low entrepreneurial skills. In a study by Hambagda (2001) the first-line and middle-managers were found to be deficient in listening, giving directions, delegating authority, formal presentations, and bargaining among others. This concern is further shared by the National Association of Small and Medium Enterprises (NASME) (2003) that identified lack of basic skills, inappropriate and inadequate education and training as serious impediments to entrepreneurial development. Lack of entrepreneurial competencies was observed to be in the area of ability to communicate effectively using oral and written skills coupled with Small business operators’ little training.
The findings of a Baseline study conducted by Centre for Arid Zone Studies (2007) on small business in the study area attributed the slow growth and development of small business in the area to operators’ inadequate possession of communication skills among others. A preliminary study was conducted by the researcher on assessing communication skills needs of small business operators in the study area comprising the six states namely: Adamawa, Taraba, Bauchi, Gombe, Borno and Yobe. The findings of the study which used a
51 – item structured questionnaire with a bipolar scale of importance and performance showed that the operators rated all the skills as important. The study found out that small business operators were deficient in 43 out of the 51 identified communication skills in four
clusters of listening, speaking, reading and writing and recommended training for the small business operators in the skills in which they expressed deficiency
Given the complexities of the Nigerian business environment for example, the increasing need for integration and communication among individuals and nations who are no longer separated by physical borders and the utilization of information and communication technologies, effective communication is crucial and important to enable small business operators to keep abreast of what is happening in the business environment, promote favourable competition among businesses, and respond to marketing challenges. However, these can only be attained when operators are adequately equipped with communication skills. Lesikar and Flatley (2005) observed that good business communication which builds trust and team work among employees is a necessary requirement for successful leadership. Training affords individuals the opportunity to acquire skills in occupations.
Training programmes are integral part of curriculum development process. As reported by Offorma (2009), one view of curriculum concepts held by scholars is that curriculum is a programme made up of programme of studies, programme of guidance and programme of activities. It conveys the content, subject matter, knowledge, skills, attitudes, facts, values, ideas, the activities to be performed by learners to understand, and assistance, guide and directions given to the inexperienced learner to solve problems. According to her, these activities of programme development stem from curriculum development process, the essence of which is to map out what ought to be covered within a stipulated period and at a certain level of education. Programme development concerns objectives, the content, the method, required resources and evaluation. It is on this concept of curriculum that a business communication programme would be developed. A teacher teaches what he knows and as a result, special attention will be placed on the content of the business communication programme being developed.
Effective curriculum process requires the involvement of experts from the industry, educational institutions and the society. In the development of a business communication programme, senior academics in tertiary institutions were involved in the validation of the programme. This is to ensure the appropriateness of the programme in attaining the identified objectives. The expert opinion of the validates of the programme will help in understanding the problem under investigation.
Statement of the Problem
One of the major concerns of countries the world over is how to articulate programmes that would stimulate activities and promote economic development. In spite of government policies and efforts to boost the status of and encourage the small business in the formal and private sectors of the Nigerian economy, the growth of these enterprises is very minimal.
It has been observed that many of the small businesses in Nigeria are ailing or have collapsed. The Manufacturers Association of Nigeria (MAN) in a survey conducted in 2004 found that only about ten percent of industries run by its members were operational. Small businesses in Nigeria and especially those located in the States of North East Nigeria appear to be lagging behind as compared with those in other parts of the federation. The report of a study conducted by Centre for Arid Zone Studies (2007) revealed that Small businesses in this area are fast developing although they face attendant developmental characteristics and challenges. The report further indicated that economic activities in the states of the study area are not so buoyant enough due to many factors, prominent among which is lack of communication skills to promote their products and services properly. That is, in terms of communication within the business, with their customers and outside organizations in order to promote their businesses.
It has been observed that operators of small businesses find problem in speaking, listening, reading and writing tasks in their dealings with the public audiences. For instance,
most of the correspondences received from small business in form of messages, requests, and information often require clarifications. Operators of small businesses find it difficult to identify the sources of information that support their business because they hardly read and understand the information contained in newspapers, fliers, other documents and public notices and on radio and news media. Also, operators find difficulty in completing simple documents that require writing of names and addresses and appending of signature. Furthermore, the operators do not appear to exhibit good interpersonal skills and human relations in form of pleasantries, courteous and polite communication while interacting with their customers thereby not properly promoting their products and services. This makes them unable to provide customer satisfaction hence not being able to attract the continued patronage of customers. Businesses succeed only when customers continue to demand their products and services. Effective communication is necessary for increased customer patronage on a regular basis.
When business operators acquire knowledge and skills in communication, they are able to properly promote products by creating awareness, educate people on ways of utilizing products and services. Also, educated operators will attend to customers by listening properly and responding adequately to their enquiries and complaints and make clarifications or respond to them adequately. They are also able to identify the needs and wants of customers and attend to them in a manner that customers will be persuaded to continue patronizing them.
Many studies conducted have recommended the need for training, however; there is no clear cut programme for such trainings. People just train their operators based on the way they perceive business communication. Presently, there is no such uniform package available for this programme to articulate the communication needs of the Small business operators in North-East, Nigeria. This is the need for the development of a business communication programme for small business operators so as to improve on their performance.
Purpose of the Study
The major purpose of this study was to develop a business communication programme for operators of small businesses in North East, Nigeria. Specifically, the study sought to:
1. find out the objectives of the business communication programme (BCP) for Small businesses
2. determine the content of the business communication programmme (BCP) operators should be taught.
3. determine the instructional methods to be adopted in the business communication programme (BCP).
4. find out the learning experiences that could be utilized in the business communication programme
5. determine appropriate evaluation methods to be used in the business communication programme (BCP).
6. validate the draft business communication programme (BCP).
7. revise the validated business communication programme.
Significance of the Study
The findings of the study is expected to be beneficial to business owners and operators, government and non-governmental agencies for promoting small business and association for promoting small business organizations like: National Association of small and medium enterprises (NASME), and Nigerian Association of small scale Industrialists, (NASSI).
The findings with regard to objectives is expected to be beneficial to researchers and business education students because it will provide adequate guide to them on what should constitute current performance objectives of operators of small businesses. The findings will also be helpful to small business executives, training development agencies and institutions as focusing on attaining the identified objectives will improve on the performance of small
business operators in the work place. The improvement in performance of operators will lead to improved productivity, profits to businesses and revenue to governments. This will also enable small businesses to compete favourably in the competitive market.
Educational institutions and curriculum development agencies for training and development of small business will find findings relating to content of training programme very important to them as guide for designing training programmes. Educational institutions will find content of programme identified as means of keeping abreast of the various topic areas to be imparted to workers of small business to improve their productivity. Furthermore, it will afford the institutions the opportunity to integrate the results of the study into the curriculum content of entrepreneurship education now being run at present as a compulsory course in institutions in Nigeria. When the new and potential small business operators are acquainted with the basic communication skills, they stand in a better position to serve their customers well.
Trainers of Small business operators need updated information to function effectively, that is, review the contents of their programmes regularly. The business curriculum is as dynamic as business itself. Therefore, any finding of a research would make a difference. The findings of this study is beneficial to the Federal and State Ministries of Commerce and Industry, NAPEP, REAP and other supporting agencies for Small business enterprises. The authority will find the study results useful as a guide for planning workshops, seminars and conferences for Small business operators.
This study will also be beneficial to the Federal and State ministries of commerce and industry, and other supporting agencies for supervising and promoting small business in Nigeria. The authorities will find the study results on instructional methods as useful guide for planning workshops, seminars and conferences for small business operators. Educational institutions will be guided on the appropriate instructional methods to be adopted for training small business operators.
The findings of this study relating to evaluation activities would benefit educational institutions, training and curriculum development agencies. The study will provide insights into the appropriate evaluation activities to be adopted for effective training of business operators on communication skills acquisition. When these evaluation activities are adopted by these institutions it will provide for effective feedback so that measures could be employed in the curriculum implementation. By so doing, remedial or reinforcement actions would be taken.
States in North East, Nigeria are known for high agricultural activities. This location is strategic enough for awakening of great entrepreneurial spirit among its inhabitants for economic development. The insights gained from this study will boost industrial linkages through greater information exchange among enterprises. When enterprises are stirred they would strive for profits and this would mean boosting government tax revenue drive through Small business payment of taxes.
Research Questions
This study was guided by the following research questions:
1. What are the objectives of the business communication programme?
2. What are the contents of the business communication programme?
3. What are the learning experience (student activity) that could be utilized to achieve the objectives of the business communication programme?
4. What are the instructional methods required in the business communication programme?
5. What types of evaluation would be employed in the training programme?
Hypotheses
H01 Years of work experience is not a significant source of difference in the mean ratings of business teachers on the content of business communication programme for small business operators.
H02 Educational qualification is not a significant source of difference in the mean ratings of business teachers on the contents of business communication programme for Small business operators.
H03 Age is not a significant source of difference in the mean ratings of business teachers on the content of business communication programme for small business operators.
Scope of the Study
The study was delimited to the operations of small businesses operating in the Northeast Geopolitical zone of Nigeria who are formally registered by National Association of Small Scale Industries (NASSI) and Ministries of Commerce and Industry of the states in the zone. The Geo-political zone comprises Adamawa, Taraba, Borno, Yobe, Bauchi and Gombe States. The study was delimited to the development of a business communication programme that focuses on the four major basic skills of listening, speaking, reading and writing for the training of operators of small businesses. Only business educators teaching business communication in secondary schools were surveyed.
This material content is developed to serve as a GUIDE for students to conduct academic research
DEVELOPMENT AND VALIDATION OF A BUSINESS COMMUNICATION TRAINING PROGRAMME FOR SMALL BUSINESS OPERATORS IN NORTH EAST NIGERIA
PROJECTOPICS.com Support Team Are Always (24/7) Online To Help You With Your Project
Chat Us on WhatsApp » 07035244445
DO YOU NEED CLARIFICATION? CALL OUR HELP DESK:
07035244445 (Country Code: +234)YOU CAN REACH OUR SUPPORT TEAM VIA MAIL: [email protected]