Sainsbury Approach To Employee Motivation

Published Date: 02 Nov 2017

Chapter 3

Research Methodology

3.1 Introduction

The purpose of this chapter is to know about the research methods available and investigate them when conducting the research study of this nature. This research will also justify the adopted research methods that will match the research aims and objectives. In additionally this chapter will give the samples framework and research limitations

According to Miles and Huberman (1994) the research is basic process in many stages of the given study. The many researchers define research in different ways. The renowned researchers Collis and Hussay (2003) gave three definitions of research

- Research is methodical and systematic and it gives a logical and coherent route to reliable outcome. So research must be conducted by using suitable methods to collect and analyse the data

- Research is the process of investigation and enquiry and it must be included at all stages of research and research must be conducted in efficient manner and must be organized and make the best use of resources available

- The specific problem must be addressed in research and researched should increase the knowledge of researched problem

According to Collins and Hussay (2003) a key skill required in research there must be communication between researcher and other group. The management is also the important skill in research. The timetable is very important in research and an ability to follow and keep it. Collis and Hussey (2003) also said that research must be purposeful and we achieve an outcome through the research. The aim of the research must be to provide the solution to the problems and purpose of the research should be to investigate existing problems. The object of the research must be to explain a new phenomenon or create a new procedure

Collins and Hussay (2003) named four types of research. These are the purpose, the process, the logic and the outcome of the research. The purpose of the research is described as being descriptive, exploratory and analytical research. The process of study is described as the way in which the data will be collected and analysed. The inductive and deductive way to study the researched item is called the logic research. The outcome of the research solve the particular problem

According to Jankowicz (2000) the search is conducted within a system of knowledge. It should increase the knowledge or adding value in the given field ranging from explanatory and descriptive to theoretical and empirical

3.2 Research rationale

The objective of this research is to investigate motivation methods adopted by Sainsbury to motivate the employees. As in chapter two very few direct references were found on the employee motivation of Sainsbury we included the secondary data of different researchers on employee motivation. Due to lack of data on employee motivation in Sainsbury supermarket conducting this research was an important task. The purpose of this research was to give the idea how Sainsbury has motivated his staff and what can he do to motivated them more and the ways how they can be more motivated

3.3 Aims and objectives of the research

The aim of this research is to evaluate motivation methods adopted by Sainsbury to motivate the employees of Sainsbury’s and to assess the impact of present reward system on employee job satisfaction. This research paper will also determine the job satisfaction level in the employees of Sainsbury

The general objectives of this research paper is to

1. Clarify Sainsbury approach to employee motivation and to gain their commitment to the organization’s goals and objectives.

2. Identify Sainsbury reward process

3. Evaluate the benefits of Sainsbury reward process to motivate employees

4. To determine how Sainsbury attract and retain talented employees to be competitive.

To achieve the aims and objectives of the research most effectively it is necessary to collect rich, in-depth and subjective data. The researcher need the research methodology that facilitated these requirements and approach towards the phenomenological was most appropriate for this research

3.4 The research paradigm

Marshall (1995) defines research as: ‘studying something at a deeper level so that we can explain it and predict its behaviours.’ (Marshall, 1995, p.9)

The term paradigm is the progress of scientific practise is based on people philosophies about the nature of knowledge and the world. The term paradigm is widely used in academic research and it has different meanings to different people. According to Morgan (1979) paradigm has three different levels

1. At the social level paradigm provides the guidelines to researchers how a researcher can conduct his or her endeavours

2. At the philosophical level the paradigm gives the researchers the basic beliefs about the world

3. At the technical level the paradigm provides the researchers the methods and techniques that they will adopted when conducting research

Saunders (2006) suggest there are two main research paradigms (i.e. ‘positivistic’ and ‘phenomenological

According to Collis and Hussey (2003) positivist and phenomenological are two main research paradigms. These paradigms have different kind of assumption for the research

In positivist research we obtain truth through quantitative data. In this research large samples are used which are numerical in nature and they are highly specific and gives reliable data. Positivist researchers believe that the phenomenon which is measureable can be validly regarded as knowledge and these researchers also believe that process of research is value free. This approach seeks the causes of social phenomena and subjective state of the individual is regarded little in this approach.

According to Colin and Hussey (2003) phenomenological paradigm focus on how individual give shape to the world through discussions and actions. In this research smaller sample are used which has low reliability but rich in data. In phenomenological research qualitative data is used. The phenomenological paradigm was developed as a result of criticisms of positivistic paradigm

Main features of qualitative and quantitative paradigms are given below

Positivistic (Quantitative) paradigm

Uses large samples

Concerned with hypothesis testing

Data is highly specific and precise

The location is artificial

Reliability is high

Validity is low

Phenomenological (Qualitative) paradigm

Uses small samples

Concerned with generating theories

Data is rich and subjective

The location is natural

Reliability is low

Validity is high

Source: Collis and Hussey (2003)

The most common terms for positivistic and phenomenological paradigms are qualitative and quantitative. The summary of the most common terms for the research paradigms is listed in table 3.4

Table 3.4 The alternative terms for main research paradigms

Positivistic paradigm Phenomenological paradigm

Quantitative Qualitative

Objectivist Subjectivist

Experimentalist Interpretive

Traditionalist Ethnography

Scientific Humanistic

Source: Collis and Hussey (2003)

3.5 Data collection methods

There are several research methods which we can use in the research. These are qualitative, quantitative, experimental, ethnographic or the combination of several methods. Each method has advantages and disadvantages. The researcher should examine which methodology is most suitable for study.

Experimental research is one of positivistic methodologies. In this method experiment are conducted in the natural or in the laboratory. In experimental methods researcher conduct experiment and it is difficult to arrange experiment in management research because researchers have to wait for the long time to collect them and in research us usually concentrating on the effects over the shorter period.

Advantages and disadvantages of experimental research, http://writing.colostate.edu

In ethnographic methodology which is the form of phenomenological methodology which is the study of people societies and customs. In this methodology research takes over longer period of times often many months and particular work place is involved in this research. In this methodology researcher interview people several times to understand the people and the organization. The most valuable aspect of this research is depth but this research takes longer time than any other kind of research and it is impossible for the researcher to live in the culture for months or even years

Advantages and disadvantages of ethnographic research, http://cais.isworld.org

The quantitative and qualitative researches are the two main researches. Quantitative research employs inductive reasoning, cantering on hypothesis testing. Quantitative research methods are the tool of the researcher that examines the phenomena from a positive perspective. In quantitative research methods we include laboratory experiments, survey methods, numerical methods such as mathematical methods and survey methods. The main advantage of quantitative research is that number of confound variables are much less than the qualitative research because the laboratory setting promotes the isolation and control of variable study. This will also help in the replication of results. In qualitative research methods the data reveal measurements will give the researchers important information about the subject of study. The statistics and numbers used in quantitative research help researcher to evaluations about the subject of study. The main disadvantage of quantitative research method is the as research is conducted in the library the results found are not necessarily to similar phenomena found in the real world. In quantitative research the individual will act differently because they are studied in the unfamiliar environment and the individual differences in this research are not appreciated

3.5.1 Triangulation

According to Collis and Hussey (2003) the use of different techniques and methods in the same study is called triangulation and it overcomes the potential bias of single research approach. In research it is not unusual to adopt mixture of research methods. It allows the researcher to take border view of the research problem. It is an advantage to use both quantitative and qualitative methods at the same time to collect the data but Collis and Hussey (2003) said that it can be difficult to mix two paradigms in same study. They also identified triangulation in four different ways

- In triangulation data is collected in different times from different sources in the study of a phenomenon

- Both qualitative and quantitative methods of data collection are used in triangulation

- Different researchers collect data independently on the same phenomenon and compare the results

- A theory is taken from one discipline and used to explain a phenomenon in another discipline.

Denzin (1970:297) defines triangulation as "the combination of methodologies in the study of the same phenomenon" He believes that the researchers studying the same phenomenon can use different methods only if their conclusions are same and it help to achieve greater reliability and validity than a single methodological approach.

3.5.2 Chosen Methodology (Qualitative)

To choose appropriate research method we should deeply study the aim and objectives of the research and chose the approach that would help us to collect the data effectively and type of methodology adopted in the research is determined by the nature of the research being undertaken. The triangulation research methods can give richer picture of the topic but it was not possible in this research to use triangulation research methods because it was not possible to collect long term experiment in the field due to shortage of time and also it was not possible to have wide quantitative questioner for large amount of people. Qualitative research method is chosen for this research and according to different researchers it is defined as follows

Denzin and Lincoln (1994) defined qualitative research method is multimethod in focus and situated activity that locates the observer in the world and qualitative research is a set of material practices that makes the world visible. These practices transform the world

Gall Borg and Gall (1996) defined qualitative research as the inquiry that is grounded in the assumption that individuals construct social reality in the form of individuals construct social reality in the form of meanings and interpretations, and that these constructions tend to be transitory and situational. The dominant methodology is to discover these meanings and interpretations by studying cases intensively in natural settings a subjecting the resulting data to analytical induction."

According to Creswell (1998) qualitative research is an inquiry process of understanding based on distinct methodological traditions of inquiry that explore a social or human problem. The research builds complex, holistic pictures, analyzes words, reports detailed views of informants, and conducted the study in natural setting.

According to Pope (2006) qualitative research encompasses the range of philosophies including qualitative interviews, research designs, and specific techniques, focus group, participant and non participant observation and number of other methods of data collection

According to Jankowicz (2004) qualitative research is a process which is based mainly on verbal and descriptive data or actions

3.6 Justifaction of methods

Qualitative research method was chosen for this research because researcher aim was to identify how sainsbury has motivated his employees and the motivation level in the employees of Sainsbury. The whole research involves the management and employees of sainsbury and researcher want to conduct the research in small samples of the organization because it was not possible for researcher to involve every member of the organization due to its number and shortage of time and rich data was also required for this research so phenomenological qualtitative research was adopted in this paper

The qualtitative approach mainly uses descriptive and verbel data and it mainly interview focused and discursive in nature (Collis and Hussey 2003). The qualtitative research method has felexible structure. It allows researcher to change research aims during the survey and target group is chosen in this research by purpose sampling not random sampling(Robenson 2002) Ruyter and Scholl (1998) said that in qualtitative research small samples , data analysis and data collection characteristics take place simultaneously and provides lot of room to rearcher to generate new ideas

According to Saunders (2003) in qulitative research the validity is high. Validity is the extant to which reserach findings are really what they profess to be about. Jankowicz (2000) in qualitative research it is the nature and content what is said which matters

Saunders (2003) the abvantages of qualitative research method are the topices can be explored in depth and can reveal the attitaudes that cannot be identified in quantitative research.

There are also some disadvantages of qualitative research methods. These are misinterpretation interviews can make the analysis difficult and time consuming. The researcher followed the semi structured questioner format which help to maintain the objective view and overcome bias during the research

3.7 survey techniques and data collection

In this research the researcher chose semi structured interview and open ended questioner as the survey techniques

Semi structured interviews are important when adopting the phenomenological paradigm as they provide an opportunity to probe the meaning to participant’s answers which will add ‘depth to the data’ and may open up other areas of investigation (Saunders 2006)

In qualitative research researcher can adopted number of researchs to obtain relevant data and semi structured interview is one of most important source to collect data in qualitative research. Additionaly semi structured interview allow high degree of confidence in the replies and tak account the bahaviour of the participants while questioner are less timing consuming than interviews which is important when selecting the effective and efficient method ( Colin and Hussey ,2003). Yin (2003) also said that interviews are most important source to collect data in the research and interviews provided guided conservitions rather than structured conservitions. Yin also said that interviews also provides rich data in the research process which is necessery in the study of the organization.

There are various classifications of interviews but most would appear to fall broadly within the same range of:

structured, semi structured, group and focused (Collis and Hussey, 2003);

open ended, focused (in which a participant is interviewed for a short period of time e.g. one hour) and formal (Yin, 2003)

Most researchers believed that the results will be more measureable when structured interview is conducted. The unstructured interview will give the greater range of information but it is difficult to compere their results. In this research personal interviews conducted among selected persons of the organization.in this research all interviews were held one –to –one privately to obtain an accurate picture of procedures and interviewees’ perceptions towards change. So in this research qualitative data is collected in form of interviews through questioner distrubtion. All the person are the employees of the organization.A personal interview also help to improve the equality of gathered information because researcher can gather supplemental information through additional questions and by observing the interview conditions

According to Deetz and Alvesson (2000) the qualtitative approach is mainly madeup of interviews. Emory (1985) said that colllect data through personal interview is an excellent technique and personal interview are suitable for qualitative research. According to Robson (2002) researcher can clarify questions because questions can be difficult to understand but they will give good quality of data and the presence of interviewer encourges the participation

According to saunders (2006) it is important in the success of research poject to carefulley construct the questioner to get information accordence with data requirement. According to Collis and Hussey (2003) the Questionnaire design was primarily concerned with the type of questions, their wording and whether they are reliable and valid

The advantage of this semi-structured type of data collection was that it followed a set of predetermined questions and obtained a set of comparable data, while allowing the flexibility to develop discussions on important and relevant issues.

According to Collis and Hussey (2003) primary data and secondery data are the two main sources to collect data. The primary data is original data and is collected at source. Secondery data is the data which already exists. The secondery data can be referred as qualitative data. which can be thought of examining and reflecting on perception in order to gain an understanding of social and human activities (Hussey and Hussey, 1997).

The collecting of secondery data helps researcher to explore what others researchers have done their study in the field of employee motivation. Therfore secondery data is very important for this research as it give background information about the topic. The secondery data was collected through numerous sources.This include journels, books, newspaper and internet ect.

3.8 Sample framework

According to Fink (1995) sample is the portion of larger group called population. The sample must represent the population and good sample is small sized version of population. According to Denscombe (1998) the sample is very important in research process. According to Miles and Huberman (1994) the probability and non probability samples are the two main samples used in the research. The probability sampling based on random sampling and non probability samples are based on specific target samples

Non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected. Probability sampling is a sampling technique where the samples are gathered in a process that gives all the individuals in the population equal chances of being selected.

http://sociology.about.com/od/Research/a/sampling-designs.htm[Accessed 28 January 2013]

Probability sample was chosen for this research. A target sample of 12 people was chosen for this research. The sample was chosen in such a way that all proportion of population represent this sample. In this sample out of these 12 people 7 were male and 5 were female. The 4 people were under 25 ages. The 3 were between 26 and 40 and between 41 and 55 also included 3 people and 2 people were above 55 years age

3.9 pre testing and piloting

Before the questions were distributed they were test and check to improve the questions and see how they are related to the research and these questions must understand by the respondent. Before the interview were conducted my friend working in the organization and supervisor were consulted. The supervisor gave me the feedback and comments about the questionnaire and her feedback was considered. Some questions were needed to change and some had minor mistakes. The supervisor suggestions were very important in the final question frame. After that the pilot study was conducted with my friends working in different organizations. This help to get rid of simple problems. It helped to save the time in the research and help researcher to get past experience of the respondent in more detail

3.10 Questioner design

3.11 Research Timescale

When conducting the research the time management is very important to produce comprehensive piece of work. This research was done with in the period of eight months. The research was begun in October 2012. The target dates for the completion of key elements were set. The targets were set to complete the research before the deadline of May 2013

Target Dates

Tasks

October 2012

Draft research proposal

December 2012

Literature review completed

January 2013

Prepare questioner contact target sample and pilot survey

February 2013

Distribute questioner and conduct interviews

February 2013

Complete research methodology

March 2013

Record and analysis results

March 2013

Make conclusions and recommendations

April 2013

Hand in draft dissertation and make amendments

May 2013

Submit Dissertation

3.12 Data analysis

At data analysis stage the distinction between qualtitative and quantitative research will occur.Some researchers employ veriety of methods to interpret qualitative data and use computer softwere package to unstructured the highly structered content analysis( Bowling 1997)

According to Robson (2002) there are four different approaches to qualitative analysis:

Table 3.9 Approaches to qualitative analysis

Approach

Definition

Quasi –statistical

Based on word or phrase frequencies

Template

Based on theory and research questions

Editing

Limited structured based on knowledge

Immersion

Little structure based on research insight.

Source- Robson (2000)

In this research the temple approach was used because this approach allowing exploration on the theory collated within the comparative study in the form of the research questions as matrix analysis highlights any common themes raised during the entire research processes.

3.13 Validity and Realibility

Validity can be defined as:

‘The extent to which the research findings accurately represent what is really happening in the situation.’ (Collis and Hussey, 2003, p.58)

Validity and realibilty are two important concept of research. According to Collis and Hussey (2003) Validity gives us extant to which the research findings correctly represent what is happening in the situation.

Reliability is defined by Collis and Hussey (2003) as:

‘Being able to obtain the same results if the research was to be repeated by any researcher." (Collis and Hussey, 2003 p.354).

Realibility of research is concerned with the finding of research. The research is realible if its findings can be reapted. . However Collis and Hussey (2003) said that in phenomological paradigm, it is not important whether qualitative measures are reliable in positivistic paradigm but whether similar observations can be made on different occasions. . Reliability is important to ensure that interviews really offer realistic results.

According to Robson (2002) the research should be valid and reliable otherwise it is not science. He argues that validity and reliability are something to do with it being true or accurate.

There are different procedures to ensure reliability in qualitative research (interviews) (Silverman 2001). These are

Thorough pre-testing of interview schedules

Through the possible use of fixed choice answers

Thorough training of interviewers (Prepare them before interview)

Inter-rater reliability checks in coding of answers to open ended or semi-structured questions

Silverman (2001) said that in qualitative research validity can be check through following procedure

Analytic induction

Comprehensive data treatment

The constant comparative method

Using appropriate tabulations

In the research it is important that the research findings accurately represent what is happening with the situation because validity is important in this type of qualitative research. To ensure validity in research the researchers should use multiple source of evidence (Yin 2003).The multiple sources of evidence including interview, observation were used in this research .Additionally In order to check the reliability and validity of the research I included few extra questions in the research. The researcher used a technique by putting two almost similar questions well separated from each other in the questionnaire. It made possible to know the consistency of answers

3.14 Limitations of research

There are several limitations associated with qualitative research selected for this research study. The qualitative research is time consuming not only in the relation to collect data but process of analysis need lots of time in qualitative research. Interviews are time consuming process and interviews limit the scope of research when time for the research is limited. In this research random sampling was not possible because specific individual were selected in the research process and statistical analysis which can determine the importance of data scientifically is not suitable method in small samples. This research may also have low reliability due to small sample numbers. According to Collis and Hussay (2003) small sample in research is risk bias interpretation becomes an important factor since individual prejudice against a particular topic can bias responses and this may affect final outcomes.

The researcher is not working for the organization so researcher does not have any relation with the staff of organization. The researcher friend is working for the organization. The researcher appointed his friend to act as point of contact to staff, arranging appointments and to obtain any requested documentation.

In the month of February 2013 interviews were done. The interviews were personal but results were handled anonymously. According to Collis and Hussey (2003) ensuring the anonymity of persons will encourage greater freedom of expression. In this research the answers give by interviewed persons kept as secret. In this research it was also make sure that references and interview are not connected to interview persons. This will provides higher reliability of results. The anonymity between the participants and researcher is important for the future development of the organization. The anonymity was discussed with the participants before the interview started. To get better results the questionnaire was distributed among the selected people of organization. It was also possible to tape record the interviews but anonymity of interviews was important to get open minded answer in the interview. It was not suitable way to use tape recorded interview in this research

3.15 Research Ethics

The ethics are the rules of conduct for and activity or group. In case of qualitative research such rules are laid down in the code of conduct given by professional bodies of individual countries. These codes give the protection to the participants in research and acting as counter to researcher. In UK these codes gives freedom from harm and anonymity. It is the responsibility of researcher to follow these codes.

According to Collis and Hussey (2003) research involves building the relationship and it is important successful relationship between the researcher and the respondent. Creswell (1998) said that qualitative research faces lots of ethical issues during the data collection and analysis process. It is the responsibility of the researcher to protect the anonymity of the information and present the whole picture rather than the individual picture.

In this research several ethics were undertaken. In this research participants were informed about the purpose of the study to avoid any deception and also no individual name will be published in this research. The data protection act 1998 states that ‘personal information is deemed fairly processed’ if the individual has consented to the processing was applied in this research. Finally it is also the research ethics according to researcher to protect the safety of the interviewer when conducting interviews. To follow health and safety rules the researcher conduct interviews at the respondent place of work.

3.16 Chapter Summery

M.B.A. Dissertation Questionnaire

I am MBA student of Swansea Metropolitan University. The purpose of this questioner is to find out further details how Sainsbury has motivated its staff. I need your time to complete this questioner. The information will be used as research data for MBA dissertation. The responses of this questioner will be confidential and your input is appreciated and extremely valuable and assured that your reply will be treated with utmost confidentiality. Please complete this questioner freely and do not hesitate to complete this questioner. This questioner will take 15-20 minutes

Job Title___________________________________________

Sex (Male/ Female)

Age (Under 25) (26-40) (41-55) (over 55)

Qualification_______________________________________

Length of time in current role_______________________________

Please read this questioner carefully and tick the appropriate answer

Thank you

1. Do you think incentives are important tool to motivate employees?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

2 .Do you think well-motivated staff has a positive attitude towards work?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

3. Do you think Rewarding good work and excellence can contribute to more excellence and healthy competition?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

4. Do you think training can bring out the best in staff?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

5. Do you think Workers put in their best when they are placed on little or no incentive package?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

6. Do you think environment is the best tools to motivate staff?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

7. Do you think staff work best when working equipment and facilities are adequately provided?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

8. Do you think working attitude is affected by the challenges encountered on the job?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

9. Do you think workers put in their best when they are placed on little or no supervision at all?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

10. Do you think recreational facilities are important to motivate staff?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

11. Do you think Motivation is important in organization?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

12. Are you sure Inter-Personal relationship between top management and staff should be encouraged?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

13. Do you think even without motivation some workers still put in their best?

(a) Strongly agree (b) Agree (c) UN decided (d) Disagree (e) Strongly disagree

14. How does Sainsbury keep you motivated in your job?

Comments:

15. What rewards do you receive for performance?

Comments:

16. How well do you perform in your job?

Comments:

17. What motivate you most in the workplace?

Comment

Thank you for taking the time for completing this questionnaire. All responses will be handled with confidentiality and will only be used for research purposes.

MBA Interview questions

1. Do you think it is important that the Manager cooperates with staff?

2. Are you sure receiving credits for work done affect your morale at work?

3. Are you satisfied with your job?

4. Do you intend to remain at Sainsbury in the futures?

5. What do you enjoy most about working for Sainsbury?

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