Browsing by Author "Biratu, Samuel"

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    Action Research Practices, Challenges and Prospects: The Case of Bole Preparatory School
    (Addis Ababa Univerisity, 2016-03) Biratu, Samuel; jebbissa, Firdissa(PhD)
    The purpose of this study was to investigate the practices and challenges of conducting action research at Bole Preparatory Secondary School. Mixed method was employed in this study. Questionnaire was used to collect data from teachers. To complement the information obtained through questionnaire, interviews were held with the principal and the Deputy Principal of Bole preparatory School. To analyze quantitative data, descriptive statistics (frequency, percentage, mean, and standard deviation), were used. The questionnaire was pilot tested and administered to 15 teachers at Lem Secondary School in Addis Ababa. The results of the study suggested that, the practices of action research by Bole preparatory School‘s teachers is very low, even though the level of knowledge and skills of the teachers in the School was sufficient, their involvement in practicing action research was very low, school management‘s role in encouraging teachers to conduct action research was insufficient such as incentives, pay rise, etc., the study also indicated that there are shortages of training, seminars and workshops regarding action research; insufficient budget, insufficient reference materials and library services and etc that hindered the teachers from conducting the research. Therefore, to solve these problems and enhance the level of practice of action research it has been recommended that the school management in cooperation with Sub-City and City Administration Education Bureaus should try to overcome the aforementioned problems.
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    The Effect of Promotional Mix Elements on Brand Image of Dashen Bank
    (Addis Ababa University, 2021-02) Biratu, Samuel; Mesfin, Tewodros (PhD)
    We are living in a rapidly developing world where vast amount of information is flooding our day to day activities. Accordingly, information to be appropriate and reach the target audience, we need to develop effective communication mechanism. This study therefore sought to examine the effect of promotional mix elements on the brand image of Dashen Bank. The research design adopted was descriptive. The population was the customers of the bank in Addis Ababa city divided in four districts out of which a sample of 384 was drawn. The main instrument used was questionnaire. Both secondary and primary data were used. In measuring the effect of promotional mix tools on brand image, the researcher conducted a percentage and mean analysis. To measure the effect of on brand image, the researcher conducted a regression analysis; the study found some level of correlation between promotional mix elements and brand image. However, the independent variables (promotional mix elements) had a significant relationship with brand image (dependent). The correlation value showed significant association between the variables. The R2value indicates that approximately 58.4% (0.0.584) meaning brand image could be explained by using promotional mix elements. Hence, the study indicated that the independent variables that are promotional mix elements (advertisement, sales promotion, personal selling, publicity/PR and direct marketing) had a positive effect on brand image (dependent) of Dashen Bank.