Primary Data

Bryman (2007) explain that primary data refers to the original data that the researcher collects for the purpose of study being conducted. This study made use of a questionnaire survey under primary data collection. This instrument is displayed in Figure 3.4.

Figure 3.4: Data collection instrument used. Source: Researcher’s own compilation

Evaluation of business strategy execution at selected manufacturing companies in Pietermaritzburg: A

perspection of shop floor employees perspective

Questionnaire survey

3.7.1.1 Questionnaire

Bryman (2007) explain a questionnaire as a research instrument that consists of a pre- formulated written set of questions to which the respondents record their answers. According to Leedy and Ormrod (2014), questionnaires are an efficient method for collection of data especially when the researcher has identified the variables of interest key for the study. Geuens and De Pelsmacker (2017) mention the following advantages with respect to the use of questionnaires:

 Practical

 Can be carried out by numerous people or researcher with limited effect to its reliability and validity.

 Large amounts of information can be collected from many people in a cost effective way and over a short period of time.

 The results of the questionnaires can be easily and quickly quantified by using a computer software package.

 Can be analysed more objectively and scientifically than other research forms.  After quantifying data, it can be used for contrasting and comparing other

research and may also be used for measuring change.

3.7.1.2 Questionnaire Design

Slavek and Drnovšek (2012) highlight ten steps for development of a questionnaire. These steps are depicted in Figure 3.5 and are also grouped into three phases as depicted as on this as well.

Figure 3.5: Ten steps and three phases in a questionnaire development. Source: (Slavek and Drnovšek 2012:5)

The first phase pertains to the theoretical importance and the existence of the concepts or construct under study. The second phase deals with the appropriateness and representativeness of data collection whilst the third phase relates to the statistical analysis and evidence of the concept.

According to Slavek and Drnovšek (2012), the first three steps represent the first phase of questionnaire development, that is the theoretical importance and existence of the concept. The fourth to seventh steps outline the data collection and pilot study for instance which is step number six is recommended to test the proposed questionnaire for identifying potential problems with the questionnaire. The final steps constitute the third phase and all entail the statistical analysis and evidence of the concept under study (Slavek and Drnovšek, 2012).

• 1. Content domain specification (literature review, focuss group and interviews with relevant audience). • 2. Item pool generation. • 3. Content validity evaluation

(relevant audience and expert judges).

Theoretical importancee and existance of the

concept

• 4. Questionnaire development and evaluation.

• 5. Translation and back translation. • 6. Pilot study.

• 7. Sampling and collection of data.

Appropriateness and representativeness of

data collection

• 8. Dimensionality assessment. • 9. Reliability assessment. • 10. Construct validity assessment

(discriminant and convergent validity).

Statistical analysis and statistical evidence of the

concept

The questionnaire was therefore designed, pilot tested and used for data collection following the three phases outlined by Slavek and Drnovšek (2012). The questionnaire for this study was also made up of closed or pre-coded questions and was also distributed to shop floor employees employed in the manufacturing companies participating in this study. It is important to emphasize that the questionnaire items were evolved by the researcher. The reliability and validity of these were subsequently tested. Bryman (2007) explain that closed questions ask the respondents to make choices among a set of alternatives given by the researcher.

According to Leedy and Ormrod (2014), questionnaires can be administered personally, electronically distributed or mailed to respondents. Bryman (2007) state that there are two main reasons why people do not respond to questionnaires, these are:

 They did not receive the questionnaire.

 They are simply not interested in responding to the questionnaire.

Leedy and Ormrod (2014) emphasise that careful preparation and application of the right methodology can improve the response rate. In order to improve the response rate, the researcher personally administered the questionnaires. Bryman (2007) refers to personally administered questionnaires as a “forced” process. This was not the case since researchers are encouraged to uphold good ethical standards in conducting research.

According to Leedy and Ormrod (2014), upholding good ethical standards in research requires the researcher to explain the objective of the study to the participants and the respondent or participant is left to decide whether to participate or not. Voluntary participation by the respondent is usually confirmed by the signing of the informed consent form. The respondent also has the liberty to pull out of the researcher process even after signing the informed consent form.

The designed questionnaire was divided into seven sections in line with the research objectives. These sections are discussed as outlined below:

Section A: This section provides that demographic information of the participant for

the study. The data required include gender, age, race, educational level and work experience.

Section B: This section relates to data collected pertaining to perceptions of employees

training level. Key information required in this section covers the training policy applicable to respondents, training levels, training opportunities, commitment of management to training.

Section C: Section C presents information related to business culture. It highlights

important information related to values of the organization, impact of the organizational culture on business performance and personal growth, commitment of organizations to culture.

Section D: Information related to leadership engagement is outlined in this section.

Aspects on the role of leadership engagement with employees, understanding of engagement in general and engagement peer to peer are covered in this section.

Section E: This section covers information related to leadership styles. Leadership style

information was crucial to identify which styles of leadership is crucial from the respondent’s perspective when it comes to business strategy execution.

Section F: In this section information pertaining to work experience was covered. This

information outlined the impact of work experience and formal education. This information also assisted in assessing the role of work experience on the execution of business strategy.

Section G: This section outlined ways of improving the business strategy execution

from the perspectives of shop floor employees.

A copy is attached under Appendix A. Cover letters outlining objectives for the study, title and informed letters of consent for participants and researcher are provided in Appendix B and C.

3.7.1.3 Administration of Questionnaire Survey

The questionnaires were personally administered by the researcher together with two research assistants. These two assistants were carefully selected by the researcher based on their work experience, knowledge of the respective company (Hulamin and/or Aberdare) and proficiency in both Zulu and English. These assistants were trained by the researcher and all the 320 questionnaires were also delivered to them.

Since the researcher is employed at Hulamin in a management position, the likelihood of bias by employees when completing the questionnaires in his presence was high and could compromise the quality of results. Therefore, the researcher did not administer the questionnaires at Hulamin himself and ensured that the trained research assistant fulfils the role in that regard. Furthermore, to ensure a good response rate, quality and consistency during data collection, the following was done:

 Questionnaire was designed in such a way that it includes information such as the questionnaire number, name of research assistant, date and place where data was collected from.

 Research assistants checked all collected questionnaires on a daily basis to avoid errors being carried over. Checklist was also used to track issuing and returning of these questionnaires.

The questionnaire were written in English and as some if not most of the shop floor employees in the manufacturing companies selected speak Zulu, both the researcher and the assistants were readily available to explain or clarify any issue brought up.