ABSTRACT
This study was designed to assess the gender balance is selected advertising agencies in Lagos State. In assessing the gender balance of Nigerian advertising agencies, the study addressed issues. The ratio of men to women, the criteria for recruitment within the advertising agencies, the kind of role played by both gender and the factors that affect the job performance of women in Nigerian advertising agencies. A sample of 490 respondents was taken for the study using multistep sampling technique. Systematic random sampling was first used after which the proportional sampling technique was applied. In the process of answering the research questions raised in the study, a questionnaire was structured to investigate the variables. After the data has been collected, it was analyzed using statistical package for social sciences version seventeen. The results from respondents were presented in table and percentages with accompanying figures where necessary. The result of the study indicates that men out numbered women with a percentage of 57 to 43 which leads to the ratio of 1.32 : 1. The study also found out that at the point of recruitment, advertising agencies consider factors which include age, gender, marital status, academic qualification, job experience and area of residence. Furthermore, the study shows that men out-numbered women in the creative departments of advertising agencies in Nigeria. More female presence was seen in the administrative department, marketing department, human resources department and surprisingly, technical/maintenance department. From the study, the factors that affect women include the following: team failure, personal distress, domestic and family responsibilities, pressure from opposite sex, managerial policies, technical faults and level of skills. Solutions were also proffered. These include but not limited to creating team along gender line, reduction in team size, constant staff training, modification of office policies, provision of state of the art equipment, improving work conditions and less family and domestic responsibilities. Based on these findings, recommendations were made. These recommendations range from recruiting more women in Nigerian advertising agencies to making improve and favourable office policies. The research work also made suggestions for further study.
| Project details | Contents |
|---|---|
| Number of Pages | 104 pages |
| Chapter one | Introduction |
| Chapter two | Literature review |
| Chapter three | methodology |
| Chapter four | Data analysis |
| Chapter five | Summary,discussion & recommendations |
| Reference | Reference |
| Questionnaire | Questionnaire |
| Appendix | Appendix |
| Chapter summary | 1 to 5 chapters |
| Available document | PDF and MS-word format |
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