My research examines consumer decision-making in complex, multi-channel marketing environments. I investigate how consumers integrate information across touchpoints, how marketers can causally identify channel effectiveness, and how cultural factors shape these processes in emerging markets.
Research Questions:
Methodological Approach:
Causal inference, attribution modeling, experimental design, machine learning
Complete research experience spanning qualitative, quantitative, and mixed methods across healthcare, consumer behavior, and emerging market studies.
University of Lagos • April 2025
Manually extracted themes from interviews and imported data into NVivo for analyses with two-quote validation. Study reveals herbal medicine use during childbirth with unclear dosing causes heavy bleeding and infections.
Key Findings
Methodology
Thematic Analysis, NVivo, Manual Theme Extraction
Respondents: Multiple interviews with two-quote validation
University of Lagos • April 2025
Cleaned transcripts from six states, coded them using NVivo, and analyzed with three-respondent validation. Findings revealed a significant gap between election observer recommendations and actual reforms.
Key Findings
Methodology
Thematic Analysis, NVivo Coding, Multi-state Comparative Analysis
Respondents: 6 states with three-respondent validation
University of Lagos • October 2024
Conducted a qualitative study per PLOS guidelines. Transcribed 40 semi-structured interviews, applied a coding framework, and analyzed data using NVivo.
Key Findings
Methodology
Semi-Structured Interviews, NVivo Coding Framework, PLOS Guidelines Adherence
Respondents: 40 semi-structured interviews
University of Lagos • July 2023 - August 2024
Recorded and analyzed 50 respondents using NVivo after 60-day ethical approval from local hospitals. Thesis revealed cultural, financial, trust factors affect device reuse.
Key Findings
Methodology
Mixed Methods, NVivo Analysis, Ethical Approval Process (60 days)
Respondents: 50 respondents across dual healthcare locations
University of Lagos • July 2023
Created univariate frequency tables with analytical synopses for 200 respondents. Pearson correlation showed significant relationships between peer influence, family background, socio-economic status, and drug abuse (all p < 0.05).
Key Findings
Methodology
Pearson Correlation, Univariate Frequency Analysis, SPSS Statistical Package
Respondents: 200 respondents across demographic variables
University of Lagos • June 2023
Supervised a Master's student's thesis statistical analysis on prostate cancer screening among 147 respondents. Chi-square results showed three statistically significant factors.
Key Findings
Methodology
Chi-Square Analysis, Statistical Supervision, Hypothesis Testing
Respondents: 147 respondents
University of Lagos • May 2023
Designed questionnaires and collected field data across seven faculties with a 10-man team. Performed statistical analysis on 551 respondents using chi-square tests in SPSS.
Key Findings
Methodology
Chi-Square Analysis, SPSS, Questionnaire Design, Multi-team Coordination
Respondents: 551 respondents across seven university faculties
Independent Research Study • Work in Progress - Expected Completion: 2025
Collecting primary data from youths across Nigeria on payment system selection and digital marketing actions. Plan to use regression analysis to identify key adoption drivers.
Key Findings
Methodology
Regression Analysis (Planned), Primary Data Collection, Digital Marketing Integration
Respondents: Youths across Nigeria (data collection in progress)
Research Projects
Qualitative Studies
Quantitative Studies
Total Respondents
DID, RDD, propensity scores, IV, synthetic control, mediation/moderation analysis
Multi-touch attribution (Markov, Shapley), MMM, CLV modeling, A/B testing, algorithmic attribution, counterfactual analysis
OLS/logistic/Poisson, multilevel models, SEM, Bayesian inference, time series, experimental design
In-depth interviews, thematic analysis, grounded theory, NVivo, mixed methods integration