1 Research Design

The marketing design for this study is an exploratory case study that is analysed through the use

of quantitative methods. (Boyd, 2013) asserts that case studies can be used when doing research

on feasibility or pilot studies. Case studies recount real life situations that present individuals

with a dilemma or uncertain outcome, (Yin, 2003). The researcher employed the use of an

exploratory case study because the study is an initial research conducted to clarify and define the

nature of a problem and give a diagnosis to the problem.

Use of an exploratory case study will enable the researcher to come out with results that are

particular to the case in question hence results are not obtained from generalised situations or

findings. Questionnaires will be used by the researcher as data collection methods. Quantitative

methods (Questionnaires) will be adopted when measurement of variables and verification of

existing theories is required. Numbers and statistics shall enhance the ability to verify

quantitative data.

3.2 Population

The study’s target population comprise of all personnel working in 16 branches and personnel

working at the head office. The target population has a head count of 166 personnel that is from

branch level to the head office (senior management included). Due to time and financial

constraints only personnel in 4 branches located in Harare (1), Kadoma, Bulawayo and the

Gweru branch were accessible to the researcher. Accessibility constraints reduced the target

population of 166 people to 77 people and 77 people were considered as the accessible

population. The accessible population was broken down as follows (population breakdown is for

all personnel in 4 branches under study and Head Office personnel):

Top management 8, Accounts Clerks 11; Branches managers and supervisors 8, Key account

managers 8 and 42 shop floor personnel.

It is from the accessible population where a sample size shall be drawn. Reducing the target

population to an accessible population will not affect the sufficiency of information gathered

since the branches picked can offer the information required so the current accessible population

is relevant and appropriate for this study.

3.3 Sampling

The following should be clearly defined once we want to sample: sampling method to be used,

Sample size and the reliability degree of the conclusions that we can obtain (Barreiro, 2001). A

non-appropriate selection of the elements of the sample can cause further errors once there is

need to estimate the corresponding parameters in the population.

Table 3.1 Sample size and proportion of the accessible population

Strata Accessible Sample size Sample proportion Sample
population (%) representation
Management 8 3 37.5 2.67
Accounts clerks 11 4 36.3 2.4
Branch managers 8 3 37.5 1
and
supervisors
Key account 8 3 37.5 2.67
managers
Shop floor 42 21 37.5 2.67
workers
Total 77 34 39 2.4

As illustrated by the table, elements in the sample strata were allocated proportionally to the size

of each stratum. Each stratum has elements which arerelatively homogeneous and are of similar

lifestyles and experiences. In proportional allocation, the sample size in a stratum is made

proportional to the number of units in the stratum (Yamane, 2009).

3.3.1 Technique used

The researcher will make use of a stratified sampling technique since personnel in the accessible

population might have different perceptions influenced mainly due to their rank or level in the

organisation, for instance top management might have different perceptions towards the system

as compared to perceptions posed by shop floor workers. The technique has been used because

the researcher wants all groups (in terms of rank or level) to be represented in the sample size.

The technique will allow the researcher to have more precise information, inside the

subpopulations, about the variables being studied.

The sample size shall be grouped into 5 strata groups which are shop floor workers, branch

supervisors, branch managers, Accounts Clerks and top management each consisting of at least 6

elements. (Carol, 2012) says each group should consist of 6 to 10 elements which arerelatively

homogeneous and are of similar lifestyles and experiences.

3.4 Collection of data

Since the research is based on a case study approach, primary sources were used substantially

while secondary data was used to a much lesser extent.

3.4.1 Primary data sources

Concordia University Texas library (2010) referred primary source as a document created at the

time of research subject, about the research subject. Questionnaires and interviews were used as

primary data sources by the researcher. Use of these sources was favoured because they allow
the researcher to have total control over the process since the researcher is able to design the

process to meet the study’s needs (that is answering the research questions).

3.5 Data Collection Instruments

3.5.1 Questionnaires

Since the study will be using quantitative methods to approach the research, the researcher shall

make use of questionnaires to gather quantitative data required. The questionnaires shall be

designed in such a way that questions asked will attempt to answer research questions drawn by

the researcher. (Babbie, 2010) asserts that quantitative methods emphasise on objective

measurements and numerical analysis of data collected through polls, questionnaires or survey.

The overarching aim of a quantitative research study is to classify features, count them, and

constructs statistical models in an attempt to explain what is observed.Questionnaires prepared

by the researcher used closed questions to address research problems. Closed questions were

used to help in gathering mainly quantitative data. Limitations, of detailing complex issues or

opinions, which are associated with the use of questionnaires were addressed by the adoption of

structured interviews. Questionnaire were used as a data instrument because they are easy to

standardise that is respondents are asked the same question in the same way hence enhancing

reliability.

3.5.2 Lickert Scale

Difficulty in measuring attitude, character and personality persuaded the researcher to utilise the

use of a likert scale. It was adopted with the motive to transfer qualitative measure for data

analysis purposes. (McDavid, 2006) states that the likert scale is a 5 point scale and each point
 has a rating hence the scale gives respondents choices in expressing their feelings. Points and

ratings in a likert scale are represented below;

Table 3.2Likert Scale

Points Rating

Strongly agree 5

Agree 4

Uncertain 3

Strongly disagree 2

Disagree 1

3.6 Interviews

(Baye, 2013) says that an interview is a more interactive method of gathering data from a sample.

Interviews were adopted by the researcher to complement data that is gathered from

questionnaires since closed questions used did not allow the respondents to fully detail their

responses. Hence the use of interviews allowed respondents to air out their views pertaining to

issues in question. Since a stratified sampling technique was adopted by the researcher, hence

interviews were designed to be face to face interviews and focus group interviews. Face to face

interviews were designed for a strata which had top management and Key account managers

since there are few objects in these strata and that there is relative ease on accessing personnel in

these stratus since they are all located at the company’s Head Office. Focus group interviews

were mainly used in strata which had shop floor workers since the group has many objects and

forms the majority part of the sample size. Shop floor workers were not interviewed per person

instead employees in this strata were interviewed in groups. Face to face approach were not used
for this strata because there are many objects within the strata. The researcher was able to

interview respondents in groups during lunch hours only when they are all available and could be

talked to as a group. Interviews used for focus groups were informal as compared to interviews

done face to face which were formal.

3.7 Analyses of data collected

The researcher substantially used narratives when gathered data was analyzed. Measures of

central tendency were analyzed with the aid of diagrams, pie charts, tables and graphs.

3.8 Summary

This chapter highlighted research methods employed by the researcher in carrying out the study

and the design used in coming up with the working paper. Detail on the population from which

data was collected was mentioned in the chapter together with sample size and techniques used

in sampling. It also gave detail on the data instruments utilized by the researcher and the sources

from which data will be collected