Professional Documents
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This study checks the impact of sports sponsorship on brand image and brand equity in Pakistan.
The study analyzes the relationship of sports sponsorship with brand equity and brand image.
Sports sponsorship is independent variable and brand equity and brand image both are dependent
variables. Corporate managers often invest in sponsorship as a means of associating a firm, its
name or its brands, with a particular sport or event. The strength of that relationship should
therefore be a measure of sponsorship success. In this study, data is collected from bank
employees of Pakistan through questionnaire
Introduction
Background of study
A Customer has been an intensively discussed subject for every business
from the decades ultimately it is the only thing which cause a survival for
every business, In the past, marketing of products and services was very
simple. The world included low population with limited goods and products.
After years of growing population and flourishing market and economy,
markets were also booming as more dissimilar and striking products and
goods were represented with a higher measure in the market. Numerous
factories were built with a range of products due to new job occurred. This
time when competition occurred between companies in effort to attract more
customers for buying goods and services. Thus, the developments of the
field of marketing science were provided by providing customer satisfaction
and achieving companies' profit, so it was important for every business to be
there in the mind of their customers for the sake of this memory they moves
towards the concept of marketing. Marketing helps a business to recall them
in their customers mind to show their presence for them. Marketing itself
becomes a broad concept and advertisement is one of its tool further
advertisement have different lines and sponsorship is one of them. The trend
of sponsorship starts in the late 19s from the start it was not considered as a
effective tool of marketing but with the passage of time it becomes an
important way to link sponsorship specially with sports, so in Pakistan their
isnt as such trend of sponsorship in sports thats the reason there is not too
much study in this field in Pakistan. There is study found in the industries
which considered the use of sports sponsorship for the brand recall but in the
financial sector there is not enough study in Pakistan. There is a gap found in
the sports sponsorship in the banking sector of Pakistan, so continued this
topic to further elaborate this sector in Pakistan.
I am working on the topic Impact of sport sponsorship on corporate
brand equity in banking sector of Pakistan. I will discuss the factors that
affect corporate brand equity in banking sector which are sports sponsorship
and brand image. Least study has been conducted in Pakistan on this topic
so I will discuss that do they offer sponsorships and if they do how they do.
It has been indicated by several researchers that corporate sponsorship of
sport promotes and increases corporate image (T.POPE & GALE, 2011). To
improve the power of image in cases of event sponsorship, it seems
reasonable
that
the
marketing
manager
may
wish
to
modify
the
the
largest
development
in
comparison
with
the
rest
of
the
communication tools. This is clear from the increase of amounts being tired
on worldwide sponsorship from 1980 until today (Zoe, Anastasios, 2014).
Corporate sponsorship may be used for the achievement of an array of
marketing objectives counting a boost in (or positive view of) the following:
brand awareness, brand image, brand attitude and product sales (Dees, Hall,
Tsuji, & Bennett, 2012).
Brand image refers to the set of relations connected to the brand that
consumers grasp in remembrance (Beeks, & Roy, 2014). Brand image relies
on
advertising;
in
particular
they
tend
to
advertise
their
Purpose Statement
The purpose of this survey study is to test the theory of Impact of sport
sponsorship on corporate brand equity in banking sector of Pakistan that
relates the sports sponsorship to corporate brand equity controlling for brand
image for participants at the research site. Significance of Research
My study will help the managers of banks in development of
sponsorship departments as least work is done on sponsorship in Pakistan so
it will help them to take part in these events and to deal with them. With my
Research Question
What is Impact of sport sponsorship on corporate brand equity in banking
sector of Pakistan?
Theoretical framework:
Brand
image
Sports
sponsorship
Brand
equity
Hypothesis
Hypothesis 1:
H1: There is relationship between Sports Sponsorship and Brand Image
H0: There is no relationship between Sports Sponsorship and Brand Image
Hypothesis 2:
H1: There is relationship between Brand Image and Corporate Brand Equity
H0: There is no relationship between Brand Image and Corporate Brand
Equity
Research Objectives
To examine the relationship between Sports Sponsorship and Corporate
Brand Equity
To increase corporate sector contribution in the Sponsorship Programs for
profitability in the future
Research gap and justification.
It is expected to study the Impact of sport sponsorship on corporate
brand building in banking sector of Pakistan which has still a space in writing
to be filled. As sports sponsorship is discussed in above studies with different
variables and its effect in different ways on creating a brand image, and also
discussed with corporate brand building and there is still a gap in the study
of sports sponsorship with corporate brand building, especially in financial
sector of Pakistan there is a gap found with effect of these factors, I will
discuss in this study the factors that affect corporate brand building in
banking sector which are sports sponsorship and brand image. Least study
has been conducted in Pakistan, so this study will contribute in writing and
Literature Review
It has been recognized by the business class that the contribution of
marketing planning in the financial growth plays vital role. The sport section
has now realized the importance of strategic marketing planning as well. it
has been argued by many sport analysts that without the enhancement of
strategic marketing planning activities, sport will not rise to the competitive
environment of the entertainment world (Kriemadis & Terzoudis, 2011). The
glamour of sports, the progress from amateurism to sport professionalism
and the depth of competition from the broad entertainment industry, as now
a days people have varieties of amusement and recreation, all these have
increased the need of marketing planning techniques in sport organizations
so that they can respond effectively to the new competitive environment
(Kriemadis & Terzoudis, 2011). Nowadays the sponsorship received by the
different industries and companies consider it as their vital device for their
promotion. In fact, one of the most important element that leads to link
sporting events and the economy financial sport as a method of advertising
for companies' supporter (Seyed Ameri & Bashiri, 2010). Till the start of 90s,
according to managers, media coverage is the most important job of
companies involved in sport sponsoring. This resulted in the loss of real value
of exposure, primarily because the effect of media coverage on consumers
attitudes or behaviors towards a certain brand is very weak, if measurable at
all. Sponsorship goals are most aware towards consumer wellbeing.
Managers privileged issues of media exposure for ten years only but now
according to them sponsor understanding and image transfer from the
sponsored event to the sponsor are the main reasons for connecting in sport
(Grohs, Wagner, & Vsetecka, 2014). Sponsorship is the key of the
communication mix with the largest development in comparison with the rest
of the communication tools. This is clear from the increase of amounts being
tired on worldwide sponsorship from 1980 until today (Zoe, Anastasios,
Ioannis, & Anastasia, 2010).Global perspective
It is clear from the recent research that worldwide costs on sponsorship
have reached $44 billion in 2012. Sponsorship now encompass 25.4%
percent of organizations overall advertising and promotion expenses,
whereas sponsorship of sports section has reached the largest sponsorship
category in terms of dollar and reached $11.28 billion in 2013. Sponsor
organizations use famous sport athletes as spokespersons in this highly
competitive industry for marketing communication strategies to positively
impact consumers attitudes and to increase sales of products or services
(Sassenberg & Verreynne 2014).
on
advertising;
in
particular
they
tend
to
advertise
their
Elements of the marketing mix are often referred to as the "Four 'P's", a
saying used since the 1960's. Product is a touchable good or an intangible
service that is mass produced on a large scale with a definite level of units.
Intangible products are service based like the tourism industry & the hotel
industry or codes-based products like cell phone load and credits. Typical
examples of a mass produced tangible object are the motor car and the
throwaway razor. A less apparent but pervasive mass produced service is a
computer operating system. Packaging also needs to be taken into thought.
Every product is subject to a life-cycle counting a growth stage followed by an
ultimate era of turn down as the product approaches market saturation. To keep
its competitiveness in the market, product differentiation is obligatory and is
one of the strategies to differentiate a product from its competitors (K.I.Peir,
2011). Price is what the amount a customer pays for the product. If other
stores have the same product then the business may increase or decrease
the price of product
communication.
Furthermore,
whereas
sponsorship
requires
him
benefits
more
than
other
investment
(Huda,
Fan
Sponsorship works for the both promotional tool as well as building the
association
in
the
minds
of
consumers
(Rifon,
Choi,
&
Li,
2015).
communication tool (MC), with estimates of US$28 global being spent each
year. This number represents 8 per cent of global advertising spend (Kelly &
Whiteman, 2012).
between
sport
organizers,
corporations,
and
other
of
sponsorships
worth
as
an
incorporated
marketing
communicated
to
the
target
audience
(Pich,
2014).
De
with this definition and propose that brand image is the consumers mental
picture of the offering. The concept of brand image, therefore, focuses on
the associations and perceptions ascribed to a brand from an external
perspective, which is often outside the control of the brands creators. The
most important reasoning behind this is that when the same information is
presented through different cognitive contexts, the novelty and variation in
the presentation may imply that consumers pay more attention and may
lead to more and renewed interest to the brand image presented (Edell,
2014). Corporate image is therefore entirety of idea, as divergent to
awareness of an individual appearance of the corporations character, such
as advertisements, promotions or sponsorships (POPE & VOGES, 2006). As
the image associated with the name of an organization (Gatewood, 2009) A
common transmit of relations from the sponsored event to the sponsor takes
place for all sponsors, in spite of industry type (Grohs, Wagner, & Vsetecka,
2014). Image transmition in sports sponsorships is defined as the transfer of
relations credited to the sponsored action to the sponsoring brand. In other
words, the image of the event should rub off on the sponsors.
(Grohs,
Wagner, & Vsetecka, 2014). Non consumer results of sponsorship can vary
from the concern of probable investors to esprit de corps, consumer-focused
sponsorships normally hunt for developing some element of awareness,
attitude, image, or behavioral purpose to purchase products, use services ,
or give aid, Brand image refers to the set of relations connected to the brand
that consumers grasp in remembrance (Weeks & Rols, 2015).
Image
"brand
work. Here, the functional benefits are related to the intrinsic advantages of
product or services consumption and usually correspond to the product
related attributes. For example, experiential benefits refer to what it felt like
to use the product or services and usually correspond to the product related
memory.
Corporate
brands
are
intangible
assets
in
for
representing
the
image
is
help companies to
not
only
corporate,
and
positive
increase
corporate
competition
brand
but also
satisfaction
was
one
of
the
on
the
field
in
order
to
achieve
maintaining
comparative
companys
brand
advantage against
is
the
the
unique
concerning the positive side of brand equity, it happens when consumers are
willing to pay more for the same level of quality just because of the
attractiveness of the name attached to the product .However; brand equity
could be ruined if it is not properly managed. For instance, poor product
quality and customer services could adversely affect the brand image,
giving rise to a reduction in sales volume (Bello & gellet, 2008). Holbrook,
(2011) discussed one of the quintessential examples regarding brand as
a kind of equity
property,
his
study
provide
have
set
up
laws
to
protect
trademarks,
patents,
of
brand
equity
Therefore,
in
order
to
explanation
of
have
achieve
been
the
introduced
knowledge
of
in
the literature.
the
term,
the
approach to the concept and the way it should be built, measured and
managed. The concept of brand equity from the consumers standpoint is
defined as the differential effect that brand knowledge has on
consumer
that
the
definition
of
customer-based
brand
equity
manner
(Aker,
2014)Perceived
quality
is
the
customers
on-site signage may create awareness, but awareness alone may not confine
a exceptional position in consumers minds. A challenge faced by many
sponsors is that a large percentage of their target market may not
distinguish them as a sponsor of a exacting event (Cornwell, Weeks, & Roy,
2010). Endorser and brand leads to a diversity of positive outcomes for firms
including improved spokesperson expertise credibility, a more positive
attitude toward the ad, a more positive attitude toward the brand and higher
brand recall (shahid & arshad, 2011) Javalgi et al (1994) found that sponsorship can
enhance the sponsor's corporate image, but this
is not automatically. Research by Bennett (1999, p. 309) shows that "sponsorship is a powerful
device for communicating with audience at sporting events, and by suggestion therefore with
team supporters who watch matches at home on television. Sponsorship appears to be effective
not only for enhancing brand awareness and remind, but also for creating among supporters
perceptions of common use of sponsoring firms products Sponsorship appears to be efficacious
not only for enhancing brand vigilance and recall, but additionally for engendering among
adherents perceptions of widespread utilization of sponsoring firms' products". Madrigal (2000)
found that through sports sponsorship a company can link itself, or its product, to the dynamic
feelings a consumer has towards the sponsored team. Companies that are able to tap into a
consumer's psychological connectedness with a sports team prosperously becom more
meaningful than a mere product. Amis et al (1999) disagree that "a sponsorship agreement
should be considered as a resource which, if carefully managed, can be developed into a
distinguishing competence capable of producing a sustainable competitive advantage for a firm".
Companies get involved in sponsorship to increase brand awareness and to establish, strengthen
or change brand image (Gwinner & Eaton, 1999). Brand awareness and brand image are key
aspects of brand equity Keller (1993) incorporate them under brand knowledge within his
consumer brand knowledge model. Many of the marketing scholars referenced under believe that
strong brands help create high brand equity. Aaker (1996, p.78) defines brand equity as "a set of
assets and liabilities linked to a brand's name and symbols that adds to or subtracts from the
value provided by a product or service to a firm and/or that firm's customers. The major asset
categories are: brand name awareness, brand loyalty, perceived quality, and brand
associations."Brand awareness refers to the strength of a brand's presence in the consumer's
mind. It is measured in different ways (brand recognition, brand recall, 'top of mind' and leading
brand
Research Aim
The aim of this study is to measure the impact of intrinsic rewards and extrinsic rewards on
employee performance and examine the perception of employee at SIA-G about motivation.
Research Objectives
The major objectives of this study is,
1. To measure the impact of intrinsic rewards on employee motivation
2. To measure the impact of extrinsic rewards on employee motivation
3. To determine employee perception towards rewards and motivation
Methodology
The motive behind this research to conduct in quantitative measure is that researcher is trying
to verify the effectiveness of the motivational tools which are intrinsic and extrinsic rewards
in SIA-G which is a security providing company. So, for this particular purpose, author needs
to apply statistical methods or to use quantitative techniques so that we have quantitative
figures as proof. This approach is known as deductive approach. The impact of intrinsic and
extrinsic rewards is identified by examining them through variety of aspects and is briefed
accordingly in this research. Intrinsic and extrinsic rewards significantly impact the
individuals performance at workplace which is verified with the help of extensive literature
in previous chapter. With the intention that these rewards will impact the performance of
employees at SIA-G this study is aiming to entail the level of impact and nature of impact of
these rewards on employee performance. Another important factor in this regard is that SIAG also hire retired policeman or military people as the security guards. So, here an important
question arises that whether the people who served armed forces are going to be motivated
through these rewards or not? It was suggested by Hunt (2002) to study a single phenomenon
from various aspects in order to testify the concept and have accurate results. So, in this study
various factors that come under the category of intrinsic and extrinsic factors are discussed
and with the help of literature their effectiveness is studied to support the concept of this
study. This study is particularly conducted on SIA-G, a security services provider firm in UK,
that whether the employees over there are going to be motivated through such kind of tools
or not and whether their performance is going to be improved or not?
Ontology & Epistemology
There are seven different philosophical assumptions in research regarding all three paradigms
i-e Positivism, Interpretivism and realism. Most importantly, we are taking into consideration
two main assumptions which are Ontology and Epistemology. Ontology deals with the nature
of reality about the concept of knowledge whereas Epistemology deals with the connection
between the researcher and the subject or the topic that is going to be researched by
remaining objective or subjective in external environment (Cresswell & Clark, 2007). As the
positivist paradigm of research seems the most relevant paradigm for this research because
researcher aims to collect the data being objective, so particularly these two concepts i-e
Ontology and Epistemology are also studied in this paradigm.
Positivist Ontology & Epistemology
In the Positivism Approach, with regard to Ontology, there is a Singular reality existing apart
from researchers perception and cultural biases which can be called as Objectivism e.g
researchers reject or fail to reject hypothesis (Cresswell & Clark, 2007). And in Epistemology
researcher remains at Distance and impartial while collecting data e.g. researchers objectively
collect data on instruments (Cresswell & Clark, 2007). In this approach researcher also gain
acceptable knowledge by developing a sense in the form of objective and then collect the data
which is further analyzed by applying different statistical tools.
Overall approach
Inductive approach
Hussey and Hussey (1997:13) defined inductive research as a study in which theory is,
developed from the observation of empirical reality; thus general inferences are induced from
particular instances, which is the reverse of the deductive method since it involves moving from
individual observation to statements of general patterns or laws. Bryman & Bell (2003)
explained the induction process in which a relationship between meanings and actions of human
subjects are used to be observed and investigated. In this approach, researcher does not create
prior assumptions but seeks deep understanding about the internal logic and purposive nature of
human actions. The researcher is taking assumption that intrinsic rewards and extrinsic rewards
will impact the performance of SIA-G employees so inductive approach is not suitable for this
study.
Deductive approach
According to Hussey and Hussey (1997:19) deductive research is a study in which a conceptual
and theoretical structure is developed which is then tested by empirical observation; thus
particular instances are deducted from general influences. In this research, researcher intends to
test a theory by collecting the fresh data from respondents and observe the findings by applying
various statistical tests. This method is generally recommended for specific studies in which
researcher work on particular concept by creating assumptions and then verifying those
assumptions (Bryman & Bell, 2003). In this study researcher is assuming that there is a
significant impact of intrinsic rewards and extrinsic rewards on the performance of employees at
SIA-G so deductive approach is more suitable to be taken into account.
Theoretical approach taken
For this study, we have selected deductive approach in which we are going to verify the theory of
motivation through rewards (i-e intrinsic rewards and extrinsic rewards) that they will
significantly impact the performance of SIA-G employees. So the most appropriate approach for
this study is deductive approach in which researcher aims to test the pre-set assumptions.
Philosophical Approach
Worldwide there are three approaches according to the philosophy of research which are
Positivism, Interpretivism and Realism. Positivism and Interpretivism are discussed below as
Realism is the combination of two philosophies i-e Interpretevism and Positivism.
The Interpretive Paradigm
The supporters of Interpretivism paradigm believes on the deep understanding of a concept and
explores the understanding of the world in which they live. They develop subjective meanings of
their experiences or towards certain objects or things. This paradigm is also called
Constructivism, Social Constructivism and Qualitative Research (Guba and Lincoln, 1994).
Interpretivists believe that true knowledge can only be obtained by deep interpretation of subject.
In this study author has not selected interpretive paradigm because rigorous literature is available
on this topic and we can verify the theory by taking prior assumptions rather than generating a
new theory and researcher is taking singular reality rather than multiple realities.
The Positivist Paradigm
The supporters of this paradigm believe that true knowledge can be obtained through observation
and experiment (Guba and Lincoln, 1994). So Positivists normally select scientific method to
produce knowledge. Positivism is also called Scientific Method, Empirical Science, Post
Positivism and Quantitative Research (Guba and Lincoln, 1994). Levin (1988) discussed that in
positivism reality remains stable and can be observed and can be described through an objective.
A strong debate is available on the issue of using positivist paradigm that whether it is
appropriate for social sciences or not (HIRSCHHEIM, Rudy A., 1985). So in this study of
motivation, researcher aims to test prior assumptions so positivist paradigm is good to follow in
this study.
Philosophical Approach Taken
For this study, author has selected positivism as the study aims to check the theory by collecting
the data from respondents without getting personally involved in the process of data collection
and particularly researcher is conducting this study for SIA-G which is a security providing
agency. So such kinds of studies are taken into account by adopting positivism.
Research Methods
Qualitative Method
Qualitative method is used to collect the in-depth details on a particular topic. This approach
assumes a single person represents the group and the feelings and emotions of a person are
equally important to interpret which are ignored by the quantitative method (Kumar, 2010). This
approach is usually used by the interpretevists. Newman and Benz (1998) explained that this
approach is used when researcher wants to observe or interpret an environment with the intention
to develop a theory. As the aim of study is to check the assumption about motivational tools i-e
intrinsic rewards and extrinsic rewards and researcher is focusing on singular reality so
qualitative method is not suitable for this study because researcher is not looking deeply into
respondents feelings, context and environment when he will collect the data and as he is not
involving personally in the process of data collection, so qualitative method is not recommended
for this study.
Quantitative Method
Quantitative method is a scientific method and its grounds can be identified in positivism
(Grinnell and Unrau, 2010) as this approach is mostly used by the Positivists. This method
focuses on fresh data collection in accordance to the problem from large population and analysis
of the data but ignore an individuals emotions and feelings or environmental context (Bryman
and Bell, 2007). Arkin (2009) discussed that the quantitative strategy works on objective and
measure it through the actions and opinions which helps researcher to describe the data rather to
interpret the data. This study will use the quantitative method because researcher has assumed
that the intrinsic rewards and extrinsic rewards have significant impact on employee performance
of SIA-G and whenever researchers aim to test or verify a study, quantitative method is helpful
and advised method.
Methodological Approach Taken
In this study Quantitative method has been chosen as the researcher has selected positivism
philosophy and deductive method so quantitative method has a strong association with both of
them. So in this study author has employed quantitative techniques by utilizing some statistical
tools to analyze the data.
Research Design
Research Strategy means that the collection and interpretation of data in a systematic order and
describing that data in the same order. So, for this particular research, author used the strategy for
research which is illustrated below;
First of all, researcher has selected his area of interest and accordingly a topic is chosen which
needs to be studied in real. The topic was further purified according to the instruction and
structure of dissertation i-e A Quantitative Investigation into Employee Perception of Motivation.
An extensive review of literature that was available on the variables, researcher has explained in
this study in the form of prior studies presented by different researchers, is done. There were a lot
of studies that were conducted to check the impact of these rewards on motivation available but
particularly security agencies were not discussed in this context. Those studies are considered in
detail as they had found a significant relationship between intrinsic and extrinsic rewards which
are considered as tool for motivation and employee performance. These studies were so
important to be discussed to express the importance and significance of these tools. In addition to
all these studies, number of books in this regard has also been reviewed to have a balanced view
about these tools. Different books contains material about the intrinsic and extrinsic tools of
motivation and their impact on employee performance, so they were selected and studied in
detail to achieve the goal of this research.
After the collection of data, analysis was made on the collected data in accordance to the
research question and objectives of the study which was followed by a discussion on the results
which are produced from the data by applying statistical tests. Furthermore, results and findings
of the study were presented on next level and suggestions and recommendations were made for
the organization to flourish more with the help of practices identified in the research in the form
of literature and empirical findings. Finally, a conclusion was drawn from the study. In the end,
list of complete references is also generated to reference the material that was discussed in the
study.
POPULATION AND SAMPLE
POPULATION
At the first stage of research, a researcher identifies the population from whom he will collect the
data. According to my research topic what is the impact of sports sponsorship on corporate
brand image and equity my research population is employees 0f banks of Pakistan. Our
research focuses exclusively on the banks of Pakistan.
SAMPLE
We tested our hypothesis on a sample of Pakistani banks. The research sample size is 60
employees of banks. The data is collected through questionnaire from banks employees of
Pakistan. A total of 60 people were contacted (that were employee at SIA-G and were requested
to fill the questionnaires) out of which 50 respondents have completed their questionnaires and
returned back to the author. For this study, respondents were selected by applying a sampling
technique which is known as convenience sampling. Questionnaires were hand delivered to
those respondents and were collected after the successful completion by the respondents.
Respondent rate
Success rate of these forms were 83.3% as these forms were filled accurately. 50 questionnaires
were received back out of 60 which is really a good number and reflect a seriousness of
employees to address the issue mentioned in the objective of the research. When the employees
were contacted to collect the data and request was made to them for participation in this survey,
they were quite happy and concerned about the study and expressed their heartiest gratitude to
the researcher on taking interest into the problem and conducting the study. Moreover, they were
keen to know about the final results and recommendations of the study.
Data collection
For this research, author has collected both primary and secondary data. This was so because
normally employees hesitate to express their identity while talking about their workplace
environment and especially when their compensation and other rewards are been discussed. They
want higher benefits but on the same time they dont want to give the comments that may not
admire by their employer. To achieve the objective of this research, a survey form was designed
containing 15 statements to check the opinion of employees at SIA-G. With the help of that
questionnaire, researcher has gathered the view of employees specifically with regard to the
impact of intrinsic and extrinsic tools of motivation on employee performance. Overall, the
author has collected secondary data from various sources like digital libraries in the form of
research articles that are published time to time by different researchers for the same variables
we have discussed in this study, books and other publications. This type of data was easy to
collect and review accordingly. But some of the websites were not accessible as they require
paying certain amount o money to give access. So, to fulfil this need, primary data served best to
the purpose. Through primary data the author has came to know about some of the details of
variables considered in the study and their prior studies were not accessible because of some
limitations. So researcher has gathered primary data to resolve the issue and in this regard
questionnaire was used as tool of data collection. This instrument was developed in accordance
to the study objectives so that relevant and accurate data can be collected.
Data analysis
For the purpose of data analysis, a help was taken from the software which is SPSS (Statistical
Package for Social Sciences) 16. Data was entered in software SPSS-16 and various tests were
applied to check the validity and reliability of the instrument as well with the help of responses
received in return of this survey. Relationship between the dependent and independent variables
was also checked and some other statistical tests were also applied to strengthen the study, which
were further presented into the data analysis section.
Validity & Reliability
To check the reliability of the instrument, Chronbachs Alpha values were calculated with the
help of software which are presented in the next section with detailed explanation and
interpretation.
Coding
Data collection instrument was developed in which 15 statements were asked from the
employees on 5-point Likert scale (from Strongly Disagree to Strongly Agree) and they were
asked to rate the statements as per best of their knowledge and feelings as wel
Data Presentation
In this section, results drawn from the collected data is presented and appropriate interpretation is
also given for the results of data which we received after appropriate analysis. SPSS 16 software
was used to serve the purpose and to conduct the detailed analysis along with the tabular and
graphical presentation of data and results. For descriptive type of questions, tables were made for
each question and some of the questions were described graphically with the help of bar charts
and histograms.
Limitations
In this research, particularly some of the limitations have been faced by the researcher with
regard to the collection of data. First of all, there were some of the paid web sites from which the
researcher was unable to collect the data. On the other hand, there was also a limitation in
primary data. As we have collected data from only 20 employees. So the rest of the employees
were not asked these questions because of the limitation of time and resources.
Ethics
Some ethical considerations in this research are also been kept in mind. First of all, researcher
has remained honest and collected the data with honesty and accordingly analysis has been done
on the data. Then objectivity is also kept in mind. Researcher has tried his level best to add only
relevant and unbiased data so that the objective of this research can be achieved. Moreover,
integrity is also maintained during study and all the material is collected for this study after
authentication of the study and with sincerity. Researcher has remained quite careful while
collecting data, drawing results and interpreting those results. Researcher is remained open
towards the learning process throughout the study and proper citation and End list referencing
have been made for the collected material to acknowledge the researchers. Furthermore, the
element of confidentiality is also kept in mind and all the details have kept confidential about
respondents. Finally the concern of legality is also considered and code of conduct set by the
institution with regard of conducting this study is kept in mind.
Chapter summary
In this chapter, major philosophies, approaches and methods of research has been discussed with
rationale of the selected philosophy, approach and method of research for this study. Data
collection, analysis, coding, limitations and ethical consideration of research are also been
discussed in this chapter.