Part 1: Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria
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DBA doctoral study oral defense part 1. This is a presentation file that complements a published dissertation. Please find all works from Dr. Chantell Beaty at www.ChantellBeaty.com/Bookstore and www.ChantellBeaty.com/Blog. If you need dissertation coaching, editing, or mentoring, please contact email Dr. Chantell Beaty at info@ChantellBeaty.com.
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Part 1: Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria
- 1. DBA Doctoral Study Oral Defense Part 1 Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria Presented by Chantell Beaty
- 2. Doctoral Study Committee • Chair: Dr. Beverly Muhammad • 2nd Committee Member: Dr. Cheryl McMahan • URR: Dr. Neil Mathur • Program Director: Dr. Freda Turner Thank You! Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 2
- 3. • Decrease in international barriers to trade • Rise of Emerging Economies • Brazil, Russia, India, China (BRIC) • Brazil, Russia, India, China, South Africa (BRICS) • Nigeria became a continental contender to South Africa Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 3 Background
- 4. Hook: More than half of the world’s population, 4.5 billion people, comprise the bottom of the world economic pyramid, known to business leaders as the bottom of the pyramid (BOP), yet business leaders leave this $5 trillion market of potential consumers untapped for products and services on the account of failing to see BOP markets as profitable for business (Prahalad, 2012). Anchor: Nigeria, with a total population of over 177.47 million people, the largest population in Sub- Saharan Africa, and accounting for 19% of Africa’s total population (World Bank, 2013), has a large portion of this untapped BOP market with 94 million potential consumers (World Bank, 2015b). The general business problem is business leaders who ignore selling to emerging economies are missing potential profits from BOP consumers. The specific business problem is that some business leaders fail to market to BOP consumers in Nigeria in order to maintain a profit. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 4 Problem Statement
- 5. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 5 Purpose Statement The purpose of this proposed qualitative multiple-case study is to explore how some business leaders market to BOP consumers in Nigeria and maintain a profit. The targeted population will consist of owners of businesses in the South Central region of the United States (U.S.) who experienced a profit marketing to BOP consumers in Nigeria. The implications for positive social change include the potential for business leaders to (a) increase and sustain profits in business organizations (b) use best practices to market-based approaches, and (c) address unmet needs of BOP consumers such as in the case of Nigeria. Business leaders’ addressing unmet needs of BOP markets, such as in Nigeria, increases welfare, productivity, and income, enabling BOP households to find their own routes out of poverty.
- 6. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 6 Nature of Study • I chose a qualitative methodology for this study. Researchers conduct qualitative studies when observing and interpreting reality with the aim of developing a theory that will explain what was experienced (Newman & Benz, 1998). • Specifically, I chose the multiple-case (holistic) design for this study. Researchers perform case study research out of their desire to understand complex social phenomena (Yin, 2014).
- 7. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 7 The research question is how do some business leaders market to BOP consumers in Nigeria and maintain a profit? Research Question
- 8. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 8 • The conceptual framework that I will use is the BOP theory for marketing (Majumder, 2012). Majumder (2012) translated the BOP concept of marketing into a BOP marketing theory. Prahalad and Hart (1999) articulated the BOP market concept as a working paper dated August 1999 based on the world economic pyramid. Prahalad (2005, 2014) later extended their works. Prahalad (2005, 2014) developed the BOP market concept to explain the profitability of business leaders’ marketing to consumers at the base of the world economic pyramid. • There are four billion people in the world with an annual per capita income based on purchasing-power-parity (PPP) of less than $1,500. This PPP is a profitable market for businesses (Prahalad, 2005, 2014). According to the dominant logic, some business leaders make assumptions and implications that this annual income is low; however, Prahalad’s (2005, 2014) idea of the BOP market concept challenges this view by containing research instructions that permit BOP researchers to demonstrate to those interested that this market is noteworthy (Prahalad, 2005, 2014). • The BOP market theory is a useful conceptual framework to help me demonstrate how some business leaders market to BOP consumers in Nigeria and maintain a profit. Some business leaders can use the tenets or propositions underlying the concepts of the BOP marketing theory to convert the BOP market to an active consumer market (Prahalad, 2005, 2014). Furthermore, business leaders can then move towards growing the active consumption of the BOP market into an expanded consumer market (Prahalad, 2005, 2014). Business leaders with an active and growing consumer market at the BOP may not only increase profits by marketing to BOP consumers in Nigeria but may also increase the standards of living through partnerships in product and service development with Nigerian communities. Conceptual Framework
- 9. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 9 • There is a potential for profit at the BOP, • There is ready access to BOP markets, • The BOP markets are brand-conscious, • The BOP markets are critical factors in worldwide wireless growth, and • BOP consumers accept advanced technology readily (Prahalad, 2005, 2014). Conceptual Framework (Continued)
- 10. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 10 Assumptions, Limitations, and Delimitations Assumptions • Business leaders will benefit from the findings of this research relative to the development of international market- based approaches to consumers. • Findings of this research may contribute to positive social change. • The chosen methodology and design, which are qualitative and case study, are the most appropriate approaches to answering the overarching research question. • Participants will respond honestly. Limitations • My personal experiences as a marketing business leader to BOP consumers in Nigeria • My personal and business relationship with the potential interviewees Delimitations • Choice of the problem • Location of the potential interviewees and the number of potential interviewees for the case study
- 11. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 11 Contribution to Business Practice • Business leaders may discover that the research findings may provide business owners with knowledge on how to market to BOP consumers in Nigeria and maintain profits. • Business leaders who market to BOP consumers in Nigeria may increase and sustain profits of business organizations. In addition, these business leaders may address unmet needs of consumers in growing BOP populations located in emerging economies and developing markets with untapped products and services. • In fact, some company managers can pursue multiple opportunities simultaneously by targeting BOP markets (Prahalad, 2005, 2012, 2014; Simanis & Duke, 2014). Business leaders can increase their profits and advance their social missions simultaneously (Prahalad, 2005, 2012, 2014; Simanis & Duke, 2014). Implications for Social Change • Researchers may determine that the findings of the study may also contribute to positive social change by including information for business leaders to provide jobs, entrepreneurship opportunities, and routes for millions of people of the world out of poverty. • The best way for companies to improve the lives of the world’s poorest people is to focus first on good business and not just in doing good (George & Khoja, 2012; Prahalad, 2005, 2012, 2014; Simanis & Duke, 2014). A business leader’s focus on doing better than just good in addressing the unmet needs of the BOP is essential to raising welfare, productivity, and income, thus enabling BOP households to find their own routes out of poverty (World Resource Institute, International Finance Corporation & World Bank, 2007). Significance of the Study
- 12. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 12 Literature Review The literature review contains all BOP literature pertaining to common BOP themes. • Emerging economies and developing markets • BOP marketing centered on combined geographical locations and regions • BOP marketing centered on multiple regions • BOP marketing centered on geographical locations • BOP marketing centered on BOP market segments • BOP marketing centered on BOP market sectors. I included in the analysis a synthesis of BOP literature supplementary BOP themes. • Business leadership in BOP marketing, • Business models in BOP marketing • Business strategies for BOP marketing • Multinational corporations and the BOP • Marketing mix and the BOP • Profits and poverty alleviation at the BOP • Foreign corruption and business ethics in BOP markets • Successful corporations in BOP marketing
- 13. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 13 Role of the Researcher • Primary data collection instrument • Organize data • Interpret the data obtained • Adhere to stringent ethical principles -the Belmont Report • Interview Protocol • Ensures Validity (Member Checking) • Mitigating Bias
- 14. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 14 Participants and Sample Size • Purposeful sampling will be utilized • Sample size will consist of three business owners from the Dallas-Fort Worth, Texas metroplex who market to Nigerian consumers and maintain a profit
- 15. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 15 Research Method and Design • A Qualitative research method will be used in the study • Researchers conduct qualitative studies when observing and interpreting reality with the aim of developing a theory that will explain what was experienced (Merriam, 1998; Neman & Benz, 1998; Strauss & Corbin, 2015). Qualitative research is an umbrella concept covering several forms of inquiry that help researchers understand and explain the meaning of social phenomena with as little disruption of a natural setting as possible (Merriam, 1998). • A Case Study design will be used in the study • A case study design should be considered when (a) the focus of the study is to answer how and why questions (b) the researcher cannot manipulate the behavior of those involved in the study, and (c) the researcher wants to cover contextual conditions because the researcher believes these contextual conditions are relevant to the phenomenon and context (Yin, 2014).
- 16. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 16 Ethical Research • Walden University IRB approval • The Participant Consent Form • Participants can withdraw at any time without penalty. • No compensation or incentives • Data stored electronically on a password-protected, external hard drive and deleted after 5 years. • Written data will be in a locked cabinet for 5 years, and then shredded. • Guarantee confidentiality of both the participant and their firm.
- 17. Data Collection For this qualitative single case study, I will use semistructured and in-depth face-to-face interviews for data collection, using the following steps: 1. Interview protocol which serves as a guide. 2. The guide involves using open-ended questions that will enable me get the in-depth understanding of participants’ lived experiences marketing to BOP consumers in Nigeria and maintaining a profit. 3. Using member checking, I will summarize the information obtained from participants and ask them to reaffirm the precision of the information until there is no new information to be obtained. 4. I will obtain unpublished internal company documents as a secondary source of data to aide in methodological triangulation. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 17
- 18. Data Analysis • Rowley (2012) suggested the following steps (a) organize the dataset, (b) become acquainted with the data, (c) classify, code, and interpret the data, and finally (d) present and write up the data. • I will use the following six steps in sequential process for data analysis purposes: (a) familiarizing with the data, (b) generating initial codes using NVivo software, (c) searching for themes, (d) reviewing themes, (e) defining and naming themes, and (f) producing the report Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 18
- 19. Reliability and Validity • Reliability and validity ensure the integrity of data collected (Barry, Chaney, Piazza- Gardner& Chavarria, 2014). • The criteria for qualitative research are (a) dependability, (b) creditability, (c) confirmability, and (d) transferability (Houghton, Casey, Shaw, & Murphy, 2013). • These criteria are not measurable and need to be established using qualitative methods such as member checking and triangulation (Denzin & Lincoln, 2011; Marshall& Rossman, 2016). Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 19
- 20. The end of 1st oral defense Thank you • Dr. Muhammad • Dr. McMahan • Dr. Mathur • Dr. Turner I would now like to invite your questions Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 20
- 21. References • Bang, V. V., & Joshi, S. L. (2012). Market expansion strategy – reasons for and against: What do managers in India think? Journal of Strategic Marketing, 20, 85-102. doi:10.1080/0965254X.2011.606912 • Bardy, R., Drew, S., & Kennedy, T. F. (2012). Foreign investment and ethics: How to contribute to social responsibility by doing business in less-developed countries. Journal of Business Ethics, 106 , 267-282. doi:10.1007/s10551-011-0994-7 • Barry, A. E., Chaney, B., Piazza-Gardner, A. K., & Chavarria, E. A. (2014). Validity and reliability reporting practices in the field of health education and behavior: A review of seven journals. Health Education& Behavior, 41, 12-18. doi:10.1177/1090198113483139 • Belmont Report. (1979). The Belmont Report: Ethical principles and guidelines for the protection of human subjects of research. Retrieved from http://www.hhs.gov/ohrp/humansubjects/guidance/belmont.html • Chikweche, T., Stanton, J., & Fletcher, R. (2012). Family purchase decision making at the bottom of the pyramid. Journal of Consumer Marketing, 29, 202-213. doi:10.1108/07363761211221738 Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 21
- 22. References Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 22 • Denzin, N. K., & Lincoln, Y. S. (2011). The Sage handbook of qualitative research (4th ed.) Thousand Oaks, CA: Sage. • George, B., & Khoja, F. (2012). Doing good and making profits: A case study of affordable business solutions. Review of Business, 32(2), 71-81. Retrieved from http://www.iabe.org/domains/iabeX/journal.aspx?journalid=5 • Houghton, C., Casey, D., Shaw, D., & Murphy, K. (2013). Rigour in qualitative case study research. Nurse Researcher, 20, 12-17. doi:10.7748/nr2013.03.20.4.12.e326 • Majumder, M. (2012). A critical approach to understanding bottom of the pyramid propositions. Journal of Management & Public Policy, 3, 18-25. Retrieved from http://www.jmpp.in/ • Marshall, C. & Rossman, G.B. (2016). Designing qualitative research. (6th. ed). Thousand Oaks, CA: Sage. Merriam, S. B. (2009). Qualitative research: A guide to design and implementation. San Francisco, CA: Jossey-Bass Publishers. • Newman, I., & Benz, C.R. (1998). Qualitative-quantitative research methodology: Exploring the interactive continuum. Southern Illinois: University Press.
- 23. References • Prahalad, C. K. & Hart, S. L. (1999). Strategies for the bottom of the pyramid: Creating sustainable development. (Working paper). University of Michigan and University of North Carolina. Retrieved from http://pdf.wri.org/2001summit_hartarticle • Prahalad, C. K. & Hart, S. L. (2002). The fortune at the bottom of the pyramid. Strategy + Business, 26, 1-14. Retrieved from http://www.cs.berkeley.edu/~brewer/ict4b/Fortune-BoP.pdf • Prahalad, C. K. (2005). The fortune at the bottom of the pyramid: Eradicating poverty through profits. Upper Saddle River, NJ: Wharton School Publishing. • Prahalad, C. K. (2012). Bottom of the pyramid as a source of breakthrough innovations. Journal of Product Innovation Management, 29, 6-12. doi:10.1111/j.1540-5885.2011.00874.x • Prahalad, C.K. (2014). The fortune at the bottom of the pyramid: Eradicating poverty through profits. (Revised and Updated 5th Anniversary Editions). Upper Saddle River, NJ: Prentice Hall • Simanis, E., & Duke, D. (2014). Profits at the bottom of the pyramid. Harvard Business Review, 92, 86-93. Retrieved from https://hbr.org/ • United Nations. (2013). World population prospectus: The 2012 revision: Volume II: Demographic profiles. Retrieved from http://esa.un.org/wpp/Documentation/pdf/WPP2012_Volume-II-Demographic-Profiles Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 23
- 24. References • World Bank. (2013). 50 things you didn’t know about Africa. Retrieved from http://www.worldbank.org/en/region/afr/publication/50-things-you-didn-t-know-about-africa-2012-13 • World Bank. (2015b). Global consumption database [Customer cross-tabulation of data]. Retrieved from http://datatopics.worldbank.org/consumption/ • World Resource Institute, International Finance Corporation & World Bank Group (2007). The next 4 billion: Market size and business strategy at the base of the pyramid. Retrieved from http://www.ifc.org/wps/wcm/connect/as_ext_content/what+we+do/inclusive+business/publications/pub_0 09_the+next+4+billion+market+size+and+business+size+at+the+base+of+the+pyramid • Yin, R. K. (2014). Case study research: Design and methods (5th. ed). Los Angeles, CA: Sage. Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria 24
Notes de l'éditeur
- Greetings everyone. My name is Chantell Beaty (Alexander) and this is my DBA doctoral study 1st oral defense. Business leaders marketing to bottom of the pyramid consumers in Nigeria. I will go through slides stating number and title to keep on track
- I would like to begin by thanking my doctoral study committee, Dr. Beverly Muhammad, Dr. Cheryl McMahan, Dr. Bill Mathur, and our program director Dr. Freda Turner.
- I will like to begin with some background information of the proposed study in terms of the Globalization of business We are now seeing population and economic growth of developing countries and emerging economies Definitions Also base and bottom Business leaders, researchers or bop researchers I may use I and we considering myself in that pool Within the last half of the twentieth-century, business leaders began to see a decrease in international barriers to trade. This was primarily due to an increased use of technology, for example social media, and particularly on a global scale. This also enabled business leaders to gain a global competitive advantage. And what we began seeing and especially from a developed nation perspective is the rise of the BRIC or BRICS nations (developed US, Canada, and western countries) Jim O’Neill, currently the former chairman of Goldman Sachs formed the collective term Brazil, Russia, India, and China - 2001 BRIC extended to BRICS in 2010 now adding South Africa At a BRICS summit in Durban (city in South Africa) around March of 2013 South Africa was given the recognition for being the “gateway to Africa” in order to bolster its efforts ahead of other continental contenders such as NIGERIA
- I want to highlight points of the problem statement World economic pyramid view More than half the world comprise of the bottom of the world economic pyramid or what business leaders call the BOP This is a $5 trillion market and it is basically untapped (goods and services) Nigeria, who is growing in population comprises about 19% of Africa’s (continent) total population, let alone Sub Saharan Africa The general business problem The specific business problem
- I chose a qualitative multiple case study to explore HOW some business leaders market to BOP consumers in Nigeria and maintain a profit I will target a population of business owners in the South Central region of the US who experienced a profit marketing to BOP consumers in Nigeria The implications for positive social change are many, and especially since this is an untapped market…..Two fold as business leaders we can increase and sustain profits for business organizations use best practices to market-based approaches, not just in terms of intl business but intl business within the BOP address the unmet needs of BOP consumers such as in the case of Nigeria Now once these unmet needs are addressed, there becomes the potential for a nations increase in welfare productivity income, and the (with all in place) enabling of BOP households to find their own routes out of poverty
- I chose a qualitative methodology for this study. A qualitative methodology seemed to be more in line with the research and development of a cross-cultural experience. Specifically, I chose the multiple-case holistic design for this study. I chose a multiple-case study over a single case because I want to bring about a stronger effect on the research and have a more powerful outcome based on my use of multiple cases (Yin, 2014, p.64) More importantly, I chose a holistic case study design in comparison to an embedded case study design because I will only focus on the collection and analysis of qualitative data. I will not include any quantitative data in this aspect .
- I will read the research question from the slide.
- The conceptual framework that I will use is the BOP marketing theory for marketing translated by Majumder from the BOP concept of marketing, into a BOP marketing theory from Prahalad and Hart The BOP Concept or BOP marketing theory was based on the world economic pyramid where Prahalad developed the BOP market concept to explain the profitability of business leaders’ marketing to consumers at the base of the world economic pyramid. Other theories Integrative Justice Model and theory fairness with BOP and contrast Corporate Social Responsibility CSR oppossing This primarily focuses on four billion people in the world with an annual per capita income based on purchasing-power-parity (PPP) of less than $1,500. This purchasing power parity or what we commonly call PPP, is a profitable market for businesses. Now , according to the dominant logic, some business leaders make assumptions and implications that this annual income is low– too low for consumers to purchase products a wide variety of products or engage in various services – poor and can just buy the basics However , Prahalad’s idea of the BOP market concept challenges this view by containing research instructions that permit BOP researchers to demonstrate to those interested that this market is noteworthy Research instructions such as look at the population, the PPP (world bank database), the culture, the attitudes towards buying He’s even use the term of democratizing commerce in terms of ensuring dignity and fairness to all consumers And in this case, if we move over to the next slide, slide 9
- And we can see the very propositions and tenets that stem from this active type of research Technology and Social Media and Internet using Voice Over Internet Protocol (VOIP) IM, Voice, Video capability There is a potential for profit at the BOP, business maintain profits successful businesses doing it There is ready access to BOP markets, barriers to international market entry are down The BOP markets are brand-conscious, high end prod service The BOP markets are critical factors in worldwide wireless growth, and mob phone ipad tablet internet BOP consumers accept advanced technology readily (Prahalad, 2005, 2014). Internet voip video conferencing Therefore, The BOP market theory is a useful conceptual framework to help me demonstrate how some business leaders market to BOP consumers in Nigeria and maintain a profit.
- I made a few assumptions - particularly that Business leaders will benefit from the findings of this research relative to the development of international market-based approaches to consumers. And that the Findings of this research may also contribute to positive social change Some potential limitations may be My personal experience as a marketing business leader to BOP consumers in Nigeria And/or My personal and business relationship with the potential interviewees. Now in a cross-cultural context this may be something positive however, I still want to list this as a potential limitation. Furthermore, the boundaries of the study may potentially be My choice of the actual problem, and also The confines of the location of the potential interviewees, and the number or cases (3 cases) of potential interviewees for the case study.
- The significance of this study is that it is a win win solution for business and society overall. Business leaders can increase their profits and at the same time offer job and small business opportunities to some of the world’s poorest people enabling them to work and lift themselves out of poverty. No social welfare programs Since of dignity and pride
- There was an abundance of literature on the BOP that was specific to emerging economies, developing markets, specific BOP markets, and specific BOP market sectors, which of course according to BOP researchers is normative in nature. However, there was limited literature encompassing how business leaders market to BOP consumers specifically in Nigeria. Research into the BOP was a relatively new area of study in international business and that was particularly stated by some researches in as early as 2012. And , according to the delegates of the World Resource Institute, International Finance Corporation, and World Bank, researchers must analyze the entire BOP in order to address issues concerning the BOP. What do you mean by the entire BOP concerning the BOP? Entire body of knowledge regarding the BOP Common BOP first thing researchers think about or notice Supplementary things, probably the secondary things researchers think about or want to know more about For example, business leaders who may desire to market to BOP consumers in Nigeria could receive value for obtaining information on how business leaders market to other BOP consumers (South Africa, Zimbabwe, Ghana, Togo..) and maintain profits and vice versa, I compiled as much research within the past five years that pertained to the entire BOP. And once again when we say entire, meaning the all encompassing body of knowledge regarding the BOP.
- The purpose of my qualitative study is to explore how some business leaders market to BOP consumers in Nigeria and maintain a profit. I am a business leader who has marketed to BOP consumers in Nigeria and maintained a profit. This is why this is important, because In undertaking research in global business researchers may encounter cross-cultural challenges (Chikweche & Fletcher, 2012b). These cross-cultural challenges may include information gathering and data collection challenges such as (a) obtaining reliable data, (b) selecting respondents, (c) gaining access and securing trust, (d) personal characteristics and credibility of the researcher, and (e) initially performing the interviews and obtaining adequate responses (Chikweche & Fletcher, 2012b). Therefore, in order to overcome potential cross-cultural challenges, I may have a personal and business relationship with the participants. However, I will not be an employee of the participants, and the participants will not be my employees.
- I will choose participants that temporarily or permanently reside in the same location where I reside. The participants will be business leaders that I have met in Nigeria or in the U.S. particularly in the Dallas-Fort Worth, Texas metroplex in which I have gained familiarity and knowledge of their marketing to Nigerian consumers. The relationship that I may have with the participants may be personal and business in nature; therefore, I may have a previously working relationship with the participants. And once again, this will also help me in overcoming the cross-cultural challenges
- I chose a qualitative research inquiry for this study. The purpose of the study is to observe and interpret how business leaders market to BOP consumers in Nigeria and maintain a profit. My using the qualitative method will also afford me to present as little disruption of a natural setting as possible. Once again based on a cross-cultural context the participants will hopefully feel comfortable inviting me into their homes, businesses, or home business, as an example. I chose the multiple-case study design for this study. A case study design should be considered when (a) the focus of the study is to answer how and why questions. The focus of this study is to explore how business leaders market to BOP consumers in Nigeria and maintain a profit and potentially why?
- I will perform the study only after receiving approval from the IRB at Walden University with an assigned approval number. There will be NO data collection prior to that. I will adhere to the utmost ethical form of research. In addition, There are three basic principles among those accepted in our cultural tradition and that are relevant to the ethics of research outlined in the (Belmont Report, 1979). These three basic principles are (a) the principles of respect for persons (b) beneficence, and (c) justice (Belmont Report, 1979). And I will also follow these three principles in performing the study.
- I will follow a case study protocol. A case study protocol is vital for a case study design and will aid me in keeping the focus on my topic and assist me in enhancing reliability (Yin, 2014). A case study protocol consists of (a) an overview of the case study, (b) data collection procedures, (c) the data collection questions, and (d) a guide for the case study report (Yin, 2014). I will use semistructured and in-depth face to face interviews open-ended questioning member checking and member checking to ensure data saturation And I will obtain unpublished internal business documents as a secondary data source for method ological triangulation.
- Researchers suggest following steps in data analysis to help you Organize the dataset Become acquainted with the data Classify, code, and interpret the data And finally, present and write up the data I will use the following six steps in sequential process for data analysis purposes: (a) familiarizing with the data, (b) generating initial codes using NVivo software, (c) searching for themes, (d) reviewing themes, (e) defining and naming themes, and (f) finally producing the report.
- Reliability and validity ensure the integrity of data collected (Barry, Chaney, Piazza- Gardner & Chavarria, 2014). The criteria for qualitative research are (a) dependability, (b) credit ability, (c) confirmability, and (d) transferability (Houghton, Casey, Shaw, & Murphy, 2013). Because these criteria are not measurable, yet, need to be established using qualitative methods, I will use such methods as transcript review, member checking, data saturation, and method ological triangulation (Denzin & Lincoln, 2011; Marshall & Rossman, 2016). END!
- This is the end of my first oral defense. Again, I would like to thank you Dr. Muhammad, Dr. McMahan, Dr. Mathur, and Dr. Turner. I would like to now invite your questions.