Data collection methods

The data in this study was collected from multiple sources, namely interviews and internal documents, which yielded both qualitative and quantitative data. The following means were used to establish the construct validity and reliability of the case study evidence by combining the findings and facts (Yin, 2003:83).

5.5.2.1 Interviews

All qualitative data collection will have some type of structure, but the extent depends on the purposes of the study. A number of broad questions are likely to be asked in an exploratory study, where participants are encouraged to structure their own narrative, but in other studies a set of topics should be consistently covered with all participants; hence there is a stronger focus on factual and descriptive data. Researchers ask key questions in a similar manner for each interview and probe for additional information in semi-structured interviews, which are specifically used to consistently cover a range of topics across a number of participants (Ritchie & Lewis, 2003:110-111). This same approach was adopted by the interviewer for this study.

The researcher formulated a semi-structured interview guide and conducted face-to-face interviews with employees from the advertising agencies to generate in-depth data on each advertising agency’s endeavours to attain their quantitative empowerment targets and to obtain imperative BEE documents. Furthermore, use of a semi-structured interview is advantageous when the topic is sensitive in nature (Welman, Kruger & Mitchell, 2005:167), as a majority of SA companies are protective about transformation progress and the corresponding data. The main benefit of using face-to-face interviews was that it allowed the researcher to obtain advertising agency employees’

trust by establishing a relationship with them, which consequently resulted in a greater number of questions being answered, which generated more data and aided in the acquisition of documents that are sensitive in nature (Maree, 2007:294). Predetermined closed- and open-ended questions were developed to direct the researcher during interviews that provided both qualitative and quantitative data. All the same questions were asked, but the order of the questions changed and the sequence largely depended on the manner in which the interview progressed. Probes such as

“motivate”, “explain” and “discuss”, were used to obtain greater depth of information and to elaborate on vague or incomplete responses (Welman, Kruger & Mitchell, 2005:166-167).

The semi-structured interview guide was divided into three main topics (refer to Appendix A:

interview guide for advertising agencies), namely:

• Overall transformation and BEE;

• BBBEE Ownership; and

• BBBEE Employment Equity.

Each advertising agency was contacted telephonically in order to make an appointment. The researcher telephoned contacts that had been established as a result of the student advertising project that first led to awareness of the research problem. However, owing to the high staff turnover in the advertising industry (this phenomenon was verified by the findings), a majority of the contacts were no longer employed at the prospective advertising agencies. It was, therefore, at the receptionists’ discretion to decide who the best people were to speak to concerning transformation progress and BEE measures within their advertising agencies.

Five of the twelve receptionists (42%) directed the call to the human resources (HR) department within the larger advertising agencies (the smaller ones generally do not have HR employees – this was also verified by the findings); two to the traffic department; three to the personal assistant of the MD; one to the creative director; and another to the PR department. It was significant that none of the employees to whom the researcher was first transferred, were able or willing to talk about transformation. On some occasions the researcher was directed from one employee to the next, until a top management echelon was reached. It was apparent that junior employees were anxious or lacked knowledge concerning this sensitive subject; it was only top management that had either insight or authority to disclose information concerning transformation and BEE issues and were, therefore, targeted accordingly. After eight weeks of telephoning and e-mailing, appointments were scheduled for all of the twelve qualifying advertising agencies, although in some instances these were postponed and rescheduled up to three times before the appointment was honoured.

A majority of the interviews took place at the advertising agencies’ contemporary premises that were predominantly situated in the Cape Town city bowl. The purpose of the research was explained before commencement of the interviews and it was reiterated that all information would be kept confidential. The researcher obtained verbal consent to record the interviews before any questions were asked and all interviews were conducted in English.

Table 5.1: Interviewee demographics

Advertising agency Designation Gender Ethnicity

A CEO Male White

B Financial director Male White

C Chairperson Male Coloured

D MD Male White

E Financial director Male Coloured

F Group MD Male Coloured

G HR director Female Black

H MD Male White

I MD Female Coloured

J Financial director Male White

K MD Male White

L MD Male White

Interviewee demographics are displayed in Table 5.1 and represent the entire research population of this study. The mean average duration of the interviews was 55 minutes and all information was captured by using a digital recording device. Handwritten observation notes were taken to support the recordings and to assist with the transcriptions for analytical purposes.

5.5.2.2 Documents

Each advertising agency that was interviewed was also asked for a copy of their BEE contribution certificates and EE plans. All advertising agencies that are classified as designated employers are required to submit EE plans to the DoL annually if they are large employers (150 or more employees) or every second year (with an even number) if they are small employers (less than 150 employees). These EE plans are available to the public on request. The researcher ordered EE plans for each advertising agency that qualified to participate in the study and four EE plans were subsequently received from the DoL. These documents are classified as primary sources of data since they were unpublished and provide imperative quantitative and qualitative data that was necessary for triangulation purposes (Maree, 2007:82-83).

The advertising agencies were also informed that all information that was provided in the interview and documentation was strictly confidential and that their names would not be mentioned during analysis of the data. The advertising agencies that participated in the study were all promised a copy of the main findings of this BEE study.

5.5.2.3 Triangulation

Triangulation is used to compare different methods (interviews and documents) and types of data (qualitative and quantitative) to establish whether they are in congruence with one another (Silverman, 2005:121-122 & 380). Ritchie and Lewis (2003:276) and Yin (2003:97-99) outline different forms of triangulation, two of which were used by the researcher. Firstly, method triangulation compares data that is collected by different methods (qualitative versus quantitative) and, secondly, source triangulation occurs when data is compared from different qualitative methods such as interviews and documents. The researcher found similarities and differences in the challenges and benefits that advertising agencies encountered when striving to attain quantitative empowerment targets by utilising both forms of triangulation to help with the validation of the findings. Triangulation also provides a diverse way of examining the same phenomena and adds credibility to the conclusions drawn. According to Maxwell (1996:93), triangulation decreases the risk of systematic bias and chance associations because the data was gathered from a varied array of individuals or cases, which use a range of methods and sources.