Research and Quantitative Methods Case Study Solutions

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FORMATIVE ASSESSMENT 1

Study the information provided below and answer the questions that follow.

A major aspect of your professional responsibility, as an organisational researcher at a major South African Investment House, is to monitor and analyse the official communications and pronouncements of the top executives of major South African companies at major corporate events. At the most recent (2021) annual general meeting, the Chief Executive Officer (CEO) of a major South African food producer and fashion retailer, anonymised hereafter as ABC Limited, stated the following:

“Our sales volumes in the next financial year would be a function of consumer demand, competitor activity and management of selling prices in the context of higher input costs.”

To establish the veracity of the CEO’s prediction, you have proposed a two-stage (sequential) investigation involving, first, a qualitative approach and subsequently, a quantitative approach. Your intention is to consolidate the findings from the qualitative and quantitative stages of the investigation and then draw up a set of comprehensive conclusions and practical recommendations. The conclusions and recommendations drawn will feed into the investment note issued by the investment house.

Answer ALL the questions in this section.

QUESTION 1

Based on the information provided on the proposed study, answer the following questions.

• Formulate a suitable title for the proposed study.
• Specify the aim and significance of the proposed study.
• Formulate THREE (3) research objectives and THREE (3) research questions for the proposed study.
• Based on the specifications proposed for the study, discuss the appropriate ontological and epistemological orientations for the study.
• Specify and briefly discuss an appropriate research design for the proposed study, and rationalise the choice of this particular design.

QUESTION 2

Study the additional information below and answer the questions that follow.

For the initial qualitative phase of the investigation, you have decided to interview five top executives of the ABC Limited with the aim of obtaining a deeper understanding of the firm’s intentions regarding the prediction of the chief executive officer of ABC Limited.

Please outline your methodological choices for the initial qualitative phase of the investigation.

2.1 Provide a comprehensive discussion of the sampling methodology for the qualitative phase of the proposed study. Your discussion should highlight among others, the population of the study, the nature and size of the sample, and the method of sampling for the study.

2.2 Critically discuss the data collection considerations for the qualitative phase of the proposed study

2.3 Critically discuss the main considerations for the analysis of data in the proposed study. As part of your discussion, demonstrate how your research questions will be answered through your proposed method of data analysis.

QUESTION 3

Study the additional information below and answer the questions that follow.

For the subsequent quantitative phase of the investigation, you would use a questionnaire prepared from the findings of the initial qualitative phase of the investigation. You intend to gather data from the employees of the ABC Limited.

Please outline your methodological choices for the subsequent quantitative phase of the investigation.

3.1 Provide a comprehensive discussion of the sampling methodology for the quantitative phase of the proposed study. Your discussion should highlight among others, the population of the study, the nature and size of the sample, and the method of sampling for the study.

3.2 Critically discuss the data collection considerations for the quantitative phase of the proposed study. In your discussion, highlight how you would measure “consumer demand”; “competitor activity”; “management of selling prices in the context of higher input costs” and “the sales volume in the next financial year”.

3.3 Critically discuss the main considerations for the analysis of data in the quantitative phase of proposed study. As part of your discussion, demonstrate how your research questions will be answered through your proposed method of data analysis.

QUESTION 4

Study the scenario described below, answer the following questions.

For the quantitative phase of your study, you have decided to undertake a preliminary investigation into the impact of consumer demand, competitor activity and management of selling prices on sales at ABC Limited in the next financial year. Using a closed-ended questionnaire, you elicited the perceptions of 30 individuals, ranging from managers, supervisors, sectional heads, etc. on consumer demand, competitor activity, pricing strategy and sales volumes in the next financial year. Table 4.1 is an excerpt of the data collected. The data was measured at the interval scale (out of 10 points).

Table 4.1: Excerpt of research data collected from 30 employees of ABC Limited

The data analysis employed IBM SPSS Statistics version 25 and the output in Figure 4.1 to Figure 4.3 was generated. The main assumptions of regression analysis were met.

Figure 4.1: Model summary – Sales Volumes for next year

Model Summary b

a. Predictors: (Constant), Consumer_demand, Competitor_activity, Pricing_strategy

b. Dependent Variable: Sales

Figure 4.2: Results of ANOVA for Sales volumes for next year

ANOVAa

1. Dependent Variable: Sales

2. Predictors: (Constant), Consumer_demand, Competitor_activity, Pricing_strategy

Figure 4.3: Regression coefficients for Sales volumes for next year

Coefficientsa

a. Dependent Variable: Sales

4.1 State any FOUR (4) assumptions of multiple regression analysis that were most probably assessed as part of the data analysis.

4.2 Specify the independent variables (IV) and dependent variable (DV) underpinning the proposed study.

4.3 Formulate the null and alternative hypotheses for the proposed study.

4.4 Provide a comprehensive interpretation of the output depicted in Figure 4.1 to Figure 4.3. Your interpretation should adhere to the standard reporting format.

4.5 Highlight TWO (2) limitations of the study.

4.6 Based on the findings from the data analysis, proffer a practical recommendation to the management of ABC on the best course of action.

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