This chapter will be based on literature reviewed from journals

The researcher$/$ student will be expected to present finding based on the objectives developed in Chapter One by use of secondary data$/$ research $($where you review what other people have done$)$

This is termed as desktop research or desk research

Desk research is a type of research that is based on the material published in reports and similar documents that are available in public libraries, websites, data obtained from surveys already carried out,

The following are key issues to consider:

a$)$ Choose reliable data sources

Based on your objectives, start collecting secondary data sources. Examples include:

$$ Market reports

$$ Trade publications

$$ Academic journals

$$ Company websites

$$ Government publications and data

$$ Online databases and resources, such as Google Scholar

$$ Libraries

$$ Online blogs, articles, case studies, and white papers from credible sources

You can also use a combination of these source types to gain a thorough answer to your research questions.

b$)$ Start gathering evidence

Go through your source materials to start answering your questions You will need to extract insights and do some fact$-$checking to trust those insights.

$$ Consider the authority and reputation of the source $($e$.$g$.,$ do they have expertise in your subject$)$

$$ Assess whether the data is current

$$ Evaluate the publisher$$s peer review processes, if applicable

$$ Review the content$$s citations and references

$$ Seek consensus among multiple sources

$$ Use sources with built$-$in credibility, such as $.$gov or $.$edu sites or well$-$known academic journals $($Use SPU library online journals$)$

If your source materials have supporting elements, such as$,$ charts, or graphs, include those with your desk research.

$5.$ Draw your conclusions & document the results

Organize and synthesize your findings in a way that makes sense for your objectives. Consider your stakeholders and why the information is important.

The chapter will follow the same order as previous chapters eg

$4\mathrm{.}1$ Influence of Variable X on Varibale Y

Use supporting evidence from various secondary sources to explain your variables

The articles you pick may support either your dependent or independent variable so you do not have to look for studies that are done entirely using both of your variables together.

Eg$.$ Let$$s say your topic is on : The influence of marketing mix on sales performance of flower firms in Kenya.

You can use journal articles talking about flower firms or about sales performance or about marketing mix and not necessarily one having all the variables in one journal article

$4\mathrm{.}2$ The next variable

Note:

Each objective must be supported by at least $2$ journal articles and any other $3$ sources of secondary data as is seen in the sections above.USE ABOVE INFORMATION TO RE$-$WRITE BELOW CHAPTER FOUR Data Analysis and Interpretation

$4\mathrm{.}1$ Introduction

This chapter captures the analysis of the collected data and its presentation. It highlights the response rate achieved from the questionnaires returned that were filled completely. The chapter also details the analysis of the objectives based on the items or questions per objective as used in the questionnaire.

$4\mathrm{.}2$ Rate of Response

A total of $200$ questionnaires were sent to the respondents, out of which $150$ were considered validly completed, resulting in a response rate of $75\%.$ According to Mugenda & Mugenda $(2003),$ this is sufficient to meet the objectives of the study.

Frequency Percentage $\%$

Questionnaires filled and returned $15075\%$

Questionnaires not returned $5025\%$

Total $200100\%$

Source: Researcher

$4\mathrm{.}3$ Analysis of Biographical and Organizational Information

The research analyzed data regarding the respondents' profiles and results were presented as follows:

$4\mathrm{.}3\mathrm{.}1$ Gender Response

To analyze the gender, it was revealed that $60\%$ of respondents were male while $40\%$ were female.

Frequency Percentage $\%$

Male $12060\%$

Female $8040\%$

Total $200100\%$

Source: Researcher

$4\mathrm{.}3\mathrm{.}2$ Age Group of Respondents

The study sought to determine the indicative age of the respondents. This is important in determining the accuracy and reliability of the information provided.

Age Bracket $($Years$)$ Frequency Percentage $\%$

$18-254020\%$

$26-355025\%$

$36-458040\%$

$46-552010\%$

Above $55105\%$

Total $200100\%$

Source: Researcher

$4\mathrm{.}3\mathrm{.}3$ Number of Years Worked in the Organization

The study also sought to establish the number of years the respondents had worked in the organization.

Years Worked Frequency Percentage $\%$

Less than $54020\%$

$5-10$ Years $7035\%$

$10-15$ Years $4522\mathrm{.}5\%$

$15-20$ Years $3517\mathrm{.}5\%$

Above $20$ Years $105\%$

Total $200100\%$

Source: Researcher

$4\mathrm{.}4$ Analysis of Variables

This section analyzes the response rates for each of the research of