Answer ALL the questions in this section.

Question 1

Study the information provided below on the research background, the aim and research objectives of a proposed study and answer ALL questions that follow. Research background Octopus Limited, a technology company, began its operations sixteen years ago in a suburban garage in the West Rand. The founder, Theo Thebe, grew the enterprise rapidly in the first eight years of the companys existence. At the end of the tenth year, with annual revenue topping R500 million and profit after tax exceeding R50 million, the business went public by issuing 5 million shares at R100 a share. The following year, Mr Thebe vacated the CEO position and assumed the Executive chairmanship position of Octopus Limited. Mr Max Oliphant, the incumbent financial director was appointed as the new CEO to replace Mr Thebe. Three years after Mr Oliphants appointment as CEO, Octopus Limited experienced a significant decline in the companys revenue and operating margin. A preliminary investigation revealed that the companys competitive priorities were not aligned to the requirements of the market. Mr Oliphant and his top management team developed a brand new corporate strategy using a balanced scorecard (BSC) approach, believing that a BSC approach is a more pragmatic strategic management tool to turnaround the companys fortunes. The resultant corporate strategy prioritised quality customer satisfaction as a means to regain lost market share and was approved by the board of directors of Octopus Limited. Motivation for the proposed study Six years after Mr Oliphants appointment as CEO, the board of directors of Octopus Limited has requested that an evaluation of the impact of the strategic shift at Octopus Limited be undertaken as part of a strategic review. The aim of the proposed study and the research objectives of the proposed study are shown in the box below. The aim of the proposed study: The aim of this study is to evaluate the impact of the change in corporate strategy on organisational financial performance and on employee job satisfaction at Octopus Limited. The research objectives: To determine whether there is a significant difference in Octopus revenue generation under the old and the new corporate strategies To assess whether the change in corporate strategy has resulted in a significant improvement in monthly operating margin of Octopus Limited To determine whether the change in corporate strategy has produced a significant improvement in aggregate employee job satisfaction at Octopus Limited and To make practical recommendations to the management of Octopus Limited on the appropriate steps to be taken regarding the companys future strategic direction. Source: case study was synthesized by the examiner. REQUIRED: Please answer the following questions about the proposed study described above: Formulate a suitable title for the proposed study and, on the basis of the 5Ws framework, assess the appropriateness of the title you have formulated. 1.1 (7 marks) 1.2 Formulate FOUR (4) research questions for the proposed study. (4 marks) 1.3 Formulate the null and alternative hypotheses for each of the first three research questions in 1.2. (6 marks) 1.4 Motivate an appropriate research design for the proposed study. (3 marks) 1.5 Specify the purpose of the research design for the proposed study. (2 marks) Based on the design you have chosen in 1.4, discuss the methodology you would follow with regard to: 1.6 1.6.1 Sampling Methodology: 1.6.1.1 Identify the target population of the proposed study. (2 marks) The board has decided to retrieve data from the companys database for the proposed study. Discuss the implications of the boards decision for sampling in the proposed study. 1.6.1.2 (4 marks) Method of Data Collection: From the database of Octopus Limited, monthly data on revenue (Rm), Operating margin (%) and aggregate employee job satisfaction (%) over the past six years has been retrieved, representing the last three years of old 1.6.2 strategy and the first three years of the new strategy (see Table 1.1, below). Old Strategy New Strategy Month Revenue, Rm Operating margin (%) Aggregate Employee job satisfaction (%) Revenue, Rm Operating margin (%) Aggregate Employee job satisfaction (%) 1 28,75 15,7 54 35,08 12,1 65 2 25,25 14,8 53 34,08 13,2 66 3 32,08 13,4 52 34,58 12,8 69 4 30,33 11,9 49 35,00 12,6 70 5 33,17 11,6 51 32,42 11,8 68 6 33,67 12,4 47 33,08 12,7 69 7 29,42 12,7 46 34,33 13,4 70 8 33,17 12,9 51 35,33 14,2 72 9 31,58 13,1 45 36,33 15,5 65 10 34,33 12,8 44 37,83 14,5 63 11 31,33 14,6 46 36,17 15,9 62 12 24,83 11,9 45 38,50 16,2 65 13 25,25 13,6 47 40,42 16,1 66 14 26,75 14,8 45 39,33 15,9 68 15 24,58 14,7 46 38,83 14,9 71 16 25,08 12,8 44 36,33 14,8 68 17 26,67 12,6 46 33,17 15,2 66 18 29,50 12,3 46 29,33 15,6 69 19 33,42 11,9 45 35,92 15,8 71 20 30,33 11,7 47 34,25 16,2 70 21 29,00 12,1 43 32,33 16,7 69 22 31,50 12,4 44 32,50 15,9 66 23 31,33 12,5 45 34,50 16 68 36 30,83 11,9 46 38,17 15,5 75 Describe the type of data expected to be used in the study and state whether the data is suitable for the proposed study. 1.6.2.1 (4 marks) 1.6.2.2 What informed the decision on data collection for the proposed study? (2 marks) 1.6.3 Method of Data Analysis: Briefly discuss the method of data analysis that would be used in the proposed study (please note: you are required to specify the tests that would be used for the data analysis required for each set of the research hypotheses formulated in 1.3, above). 1.6.3.1 (6 marks) Question 2 Read the following case extract and answer ALL questions that follow. A management researcher is compiling a list of practices of managers that he thinks correlate with improved return on shareholders equity. He suspects that the average number of peer-reviewed articles read weekly by the Chief Executive Officer (CEO) of a JSE-listed company could predict the return on shareholders equity (ROE, measured in %). To test the veracity of his suspicion, he e-mailed a validated questionnaire to 200 CEOs of JSE-listed companies and received back 127 questionnaires of which 120 were usable (see Table 2.1, below). Table 2.1, below, is an excerpt of the data gathered from the 120 CEOs. Each row in the table shows the number of peerreviewed articles read weekly by CEO and the return on shareholders equity of the JSE-listed companies of which the CEO is the leader. Table 2.1: Excerpt of data gathered from 120 CEOs of JSE-listed firms. Respondents # Average number of peer-reviewed articles read weekly by CEO Return on Shareholders equity (ROE, in %) 1 4 12,50 2 1 10,42 3 5 18,00 4 6 22,75 5 8 27,16 6 3 17,85 7 2 9,21 8 7 31,08 9 1 6,62 10 3 12,22 11 5 14,08 12 3 9,50 13 4 12,26 14 4 16,50 15 5 18,64 120 6 19,55 With the help of a data analyst, the CEO conducted the analysis of the data using IBM SPSS Statistics version 25 and the following output was generated: Table 2.2: Test of Normality of ROE Tests of Normality Kolmogorov-Smirnova Shapiro-Wilk Statistic df Sig. Statistic df Sig. ROE .098 120 .200 .973 120 .167 a. Lilliefors Significance Correction Table 2.3: Correlation of Average Number of Articles Read ROE Correlations Average number of articles read ROE Average number of articles read Pearson Correlation 1.000 .799 ** Sig. (2-tailed) .000 N 120 120 ROE Pearson Correlation .799** 1.000 Sig. (2-tailed) .000 N 120 120 **. Correlation is significant at the 0.05 level (2-tailed). Table 2.4: Regression Model Summary of Average Number of Articles ROE Model Summary b Model R R Square Adjusted R Square Std. Error of the Estimate 1 .799a .638 .624 6.992 a. Predictors: (Constant), Average number of articles read b. Dependent Variable: ROE Table 2.5: Results of ANOVA for the Average Number of Articles Read ROE model ANOVAa Model Sum of Squares df Mean Square F Sig. 1 Regression 1089.416 1 1089.416 153.919 .000 b Residual 835.185 118 7.0778 Total 1924.601 119 a. Dependent Variable: ROE b. Predictors: (Constant), Average number of articles read Table 2.6: Regression Coefficients for the Average Number of Articles Read ROE Model Coefficientsa Model Unstandardized Coefficients Standardized Coefficients B Std. Error Beta t Sig. 1 (Constant) 3.525 1.897 1.935 .041 Average number of articles read 2.498 0.453 .799 6.528 .000 a. Dependent Variable: ROE REQUIRED: 2.1 State the aim of the study. (2 marks) 2.2 Identify the Independent (IV) and dependent (DV) variables implicit in the study. (2 marks) 2.3 Formulate the null and alternative hypotheses for the study. (2 marks) Based on the output, comment on the strength, direction and significance of the correlation between the independent and dependent variables. Please quote the relevant statistic to substantiate your answer. 2.4 (6 marks) On the basis of the regression output and using the standard reporting format, comment on the relationship between Average number of articles read and ROE. 2.5 (6 marks) 2.6 State the regression equation of the Average number of articles ROE model. (2 marks) Question 3 (20 Marks) During a recent interview for the position of research assistant at a management consultancy, you were given a date to make a detailed presentation on qualitative research designs for management research. Discuss THREE (3) possible research designs that you would consider in the presentation. Your discussion should be structured as follows: an introduction to research design, definition of research design, a comprehensive discussion of the three qualitative research designs, and a conclusion. Question 4 Read the following case extract and answer ALL questions that follow. Until the COVID-19 pandemic, tourism was regarded as an engine of economic growth and development as well as one of the fastest growing industries globally. The 2012 G20 heads of state recognised tourism as a key driver of economic growth and development, and heralded its potential to spur global economic recovery. Tourism researchers report differences between first-time and repeat visitors in terms of their demographics, tripographics, destination perception, perceived value, and travel motivations. First-time visitors could be associated with a new market and are those visitors who are visiting the destination for the first time (Um, Chon & Ro, 2006). Repeat visitors can be seen as part of an established customer base and are visitors who have visited the destination more than once (Kerstetter & Cho, 2004 Um et al., 2006). The majority of previous studies compared only one or a couple of these dimensions, with fragmented and sometimes conflicting findings. Consequently, the existing literature presents a rather mixed picture of the similarity and differences between the two groups (Fallon & Schofield, 2004 Kemperman, Joh, & Timmermans, 2003). Furthermore, the extant literature suggests that first-time visitors are more likely to be younger and less likely to visit friends/family than repeat visitors (Gitelson & Crompton, 1984 Lau & McKercher, 2004). First-timers typically explore a destination widely and participate in a variety of activities, with particular interest in large-icon attractions and events (Lau & McKercher, 2004). First-timers also tend to have shorter stays at a destination (Lau & McKercher, 2004 Oppermann, 1998), and have more complex and differentiated images of destinations than repeat visitors (Fakeye & Crompton, 1991). A recent study which undertook a systematic comparison of first-time and repeat visitors reported that first-timers behaviours are more tourism/travel oriented, while repeaters behaviours demonstrate a recreation/activity orientations. First-timers are more active travel planners, while repeaters indicate more positive post-trip evaluations. Repeaters typically prefer self-catering accommodation and are less price sensitive (Tjrve, Lien & Flognfeldt, 2015). Historically, South Africa has been receiving a higher number of first time visitors than repeat visitors (Kruger, Saayman & Hermann, 2014). The reasons for the low number of repeat visitors to South Africa for leisure purposes has not received the required research attention. Clearly, the importance of intention to revisit is a dimension that requires attention in South Africa. In a recent study which sought to determine the impact of continent of origin on first time visitors intentions to return to South Africa as a tourism destination, Ms R. Msimanga collected data randomly from 115 American and European tourists who visited a hospitality facility during December 2019 in the Mpumalanga province, South Africa. The data analysis was undertaken with IBM SPSS Statistics version 25 and the output generated is shown in Figure 4.1 to Figure 4.4, below. Figure 4.1 and Figure 4.2 is the output produced by the statistical analysis conducted to answer the first research question and Figure 4.3 and Figure 4.4 is the output produced by the statistical analysis conducted to answer the second research question. Figure 4.1: Crosstab Continent of origin Total America Europe Would you again return to South Africa as a tourist destination? Yes Count 38 21 59 % within Continent of origin 65.5% 36.8% 51.3% No Count 20 19 39 % within Continent of origin 34.5% 33.3% 33.9% Dont know Count 0 17 17 % within Continent of origin 0% 29.8% 14.8% Total Count 58 57 115 % within Continent of origin 100.0% 100.0% 100.0% Table 4.2: Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 21.917a 2 .000 Likelihood Ratio 28.552 2 .000 Linear-by-Linear Association 18.489 1 .000 N of Valid Cases 115 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 8.43. Figure 4.3: Crosstab Continent of origin Total America Europe Would you recommend this destination to your friends and family? Yes Count 36 19 55 % within Continent of origin 62.1% 33.3% 47.8% No Count 22 38 60 % within Continent of origin 37.9% 66.7% 52.2% Total Count 58 57 115 % within Continent of origin 100.0% 100.0% 100.0% Table 4.4: Tests Value df Asymp. Sig. (2-sided) Exact sig. (2-sided) Exact sig. (1-sided) Pearson Chi-Square 9.513b 1 .002 Continuity Correction a 8.396 1 .004 Likelihood Ratio 9.652 1 .002 Fishers Exact Test .003 .002 Linear-by-Linear Association 9.431 1 .002 N of Valid Cases 115 a. Computed only for a 2x2 table b. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 27. REQUIRED: 4.1 Identify the two research questions of Ms Msimangas study. (2 marks) 4.2 State the aims of Ms Msimangas study. (2 marks) Formulate the null and alternative hypotheses for the two research questions of Ms Msimangas study. 4.3 (4 marks) Specify the scales of measurement of the independent (IV) and dependent variables (DV) in each pair of research hypotheses stated in 4.3. 4.4 (4 marks)

4.5 Using the standard reporting format, interpret the output of the data analysis. (6 marks) 4.6 Highlight a potential problem with the sampling approach employed by Ms Msimanga. (2 marks)