OUM BUSINESS SCHOOL

SEMTEMBER 2022

BBRC 4103

RESEARCH METHODOLOGY

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 Contents
PART I......................................................................................................................................3
TASK 1......................................................................................................................................4
1.0 INTRODUCTION AND BACKGROUND OF THE STUDY.......................................4
2.0 PROBLEM STATEMENT...............................................................................................5
3.0 RESEARCH QUESTIONS.............................................................................................12
4.0 OBJECTIVES OF THE STUDY....................................................................................13
5.0 SIGNIFICANCE OF THE RESEARCH.......................................................................13
6.0 REFERENCE...................................................................................................................14
TASK 2....................................................................................................................................15
1.0 LITERATURE REVIEW................................................................................................15
2.0 CONCEPTUAL FRAMEWORK AND HYPOTHESIS..............................................18
3.0 RESEARCH METHODOLOGY...................................................................................21
3.0 SUMMARY AND CONCLUSION.................................................................................28
4.0 REFERENCE...................................................................................................................29
PART II...................................................................................................................................30

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PART I

TASK 1

1.0 INTRODUCTION AND BACKGROUND OF THE STUDY

Research is an experimentation or investigation that is aimed at an interpretation and
discovery of facts, revision of laws or theories, or practical application of the new or revised
theories (Uma Sekaran, 2000). Identification of research problem will lead in carrying out a
research. The problem statement for the research which is to be carried out should be
generated in order to initiate a research. The topics and ideas are developed while consulting
literatures, continuation of activities and discussions with experts related to the subject
matter. These topics generally called research problems, which mainly are statements about
areas of concern or rather a troubling question that exists in scholarly literature, in practice, or
in theory that points to the need for deliberate investigation and meaningful understanding.
Basically, a research problem does not state how to operate or do something, offer a broad or
vague proposition, or present a value question. The problem will signify researchable extent
to further research and suitability for the researcher. Formulation of the problem will then
lead to empirical experiment or investigation, depict what is to be determined and also scope
of the study. It also involves the key concept definitions questions which needs to be asked.

The process of identifying a research problem includes creative work done on a

regular and systematic basis in order to increase the stock of knowledge, which comprise the
knowledge of man, society and culture, and the utilisation of this stock of knowledge to
devise new applications. The process also determines questions that indicate the certainty of
current knowledge or gaps in the scope. They point either to observed events and problematic
phenomena that are puzzling and bring questions in terms of our currently problematic
theories, or to accepted ideas and also current ideas that are challenged by new hypotheses.

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 The process of problem identifying starts from the researcher’s interest because the
problem should bring interest to the researcher and would be a challenge to him. His/her own
time and financial resource is pertinent. Unless the researcher gets some external financial
support, he will not be able to complete the work if it is beyond his means. Researcher’s
ability: A mere interest in a problem will just not do. The researcher must be competent and
be able to plan hence carry out a study of the problem. He must possess adequate and
sufficient knowledge of the subject-matter, relevant and appropriate methodology, and also
statistical procedures. Along the process, the ability to conduct research of the problem is
another crucial element. The problem should be amendable and researchable for finding
answers to the questions involved in it, which is through the scientific method. Besides that,
novelty, urgency and importance, feasibility, social relevance and usefulness are also
essential elements that needs to be taken into consideration in identifying the appropriate
research problem.

Figure 1.1 Overview of research process

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2.0 PROBLEM STATEMENT

At a first glance, one might think corporate image and corporate reputation are
interchangeable concepts. There are definitely similarities between the two. They are both
subjective perceptions that affect not only how people see your business, but also how and if
they do business with you. But there are important differences. Your corporate image
represents specific perceptions about your company’s products and how they make people
feel. It's based on an impression or accepted idea it doesn’t involve the research,
consideration and knowledge that are at the basis of your corporate reputation. It's an initial
impression or gut reaction that people have and can also be shaped by society, fads and
public opinion.

Your corporate reputation is a broader concept that includes perceptions of a

company’s products and services and how the company and its leadership operate. It
incorporates how the company treats its customers, employees, community and the
environment. It's based more on facts, history and research. Corporate image and corporate
reputation. Corporate reputation can affect any stakeholder or potential customer, while
corporate image could be perceived differently across different types of customers. Your
company can simultaneously be seen differently by various groups based on their unique
demographics. Identity, image and reputation is the most critical part of any corporate
communication function for an organisation. The explosion of new digital communication
technologies has contributed to the growing number of organisation in recognizing the values
and need of having strong corporate communication. For these reasons, companies are
structuring their budget and internal structures accordingly.

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 This paper will to determine and identify the Identity, Image and Reputation how they
implement in corporate organization. This paper will also trace the origin of the Identity,
Image and Reputation in cooperate organization, how it developed over the course of time,
how it works and operates, and also the scope of in today’s world of ever expanding
corporate organization. The corporate communication strategy of Malaysia Airports Berhad
which we will be examine in this report.

 The Identity, Image and Reputation in corporate organization

Reputation is always seen as a valuable asset by today’s dynamic organizations. Even a

small company can be really concerned about its reputation. Many studies indicate that
corporate reputation has a significant link with corporate performance as well as with
profitability. Reputation can be defined as “a subject’s collective representation of past
images of an organization (induced through either communication or past experiences) that is
established over time” (Cornelissen, 2008, p. 76). Gray and Balmer (1998, p. 687)
differentiate corporate image and reputation as thus: “Corporate reputation evolves over time
as a result of consistent performance, reinforced by effective communication, whereas
corporate images can be fashioned more quickly through well-conceived communication
programmers.” In today’s competitive business environment, managing corporate identity,
image and reputation is vital because they are valuable assets of an organization. In the old
days, entrepreneurs saw assets as comprising only tangible resources such as factories, shops,
raw materials, end products, and employees. They were only concerned with how to manage
these assets internally and satisfy their internal stakeholders. Today, managing reputation
requires transparency, trust and visibility to your stakeholder groups, namely, Internal
stakeholders - Shareholders, board members, and employees; and External stakeholders –
Customers, suppliers, regulators, and media. Some corporate leaders still see reputation only
as an image building exercise. The importance of managing identity, image and reputation is
reflected by the great efforts made by several world-class educational and professional
institutions to establish knowledge centers dedicated to this management disciple.
.

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3.0 RESEARCH QUESTIONS

Research question is one of the most essential aspect in research methodology.

Research questions will determine the flow of the research and also give guidance to
researcher upon completing their research.

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4.0 OBJECTIVES OF THE STUDY

The objectives or aim of the research generally is to predict the future potential of digital
currency in world trading. For the specific objectives, this paper is try to summaries the
questions as follows:

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5.0 SIGNIFICANCE OF THE RESEARCH

Corporate identity is the visual manifestation of the companies’ reality. Corporate

image is the immediate mental picture that audiences have of an organization. There are key
factors affecting the corporate image of an organization. Reputation is always seen as a
valuable asset to today’s dynamic organization. Reputation can be defined as a subject’s
collective representation of past images of an organization (induced through either
communication or past experiences) that is established over time. In today’s competitive
business environment, managing corporate identity, images and reputation is vital.

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6.0 REFERENCE

Argenti, P. (2007). Corporate communication (4th ed.). New York: McGraw-Hill.

Cornelissen, J. (2008). Corporate communication: A guide to theory and practice (2nd ed.).
London: Sage.

Balmer, J., & Greyser, S. (2003). Revealing the corporation: Perspectives on identity, image,
reputation, corporate branding and corporate-level marketing. London: Routledge.

Balmer, J. M. T., & Soenen, G. B. (1999). The acid test of corporate identity management.
Journal of Marketing Management v. 15, pp. 69–92.

David, P., Kline, S., & Dai, Y. (2005). Corporate social responsibility practices, corporate
identity, and purchase intention: A dual-process model. Journal of Public Relations
Research. 17(3), 291–313.

Fombrun, C. J., & Van Riel, C. B. M. (2004). Fame & fortune: How successful companies
build winning reputations. New York: Prentice Hall.

Gray, E. R., & Balmer, J. M. T. (1998). Managing image and corporate reputation. Long
Range Planning, v. 31 (5), pp. 685–92.

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TASK 2

1.0 LITERATURE REVIEW

Organizational commitment is frequently used to describe employees' psychological ties

to the company. (Mowday, 1979; Mowday et al. 1982)1. Organizational commitment consists
of three elements: emotional commitment, continuation commitment, and normative
commitment. (Meyer and Allen, 1991). Employees' positive emotional attachment to the
company is referred to as affective commitment. An employee that is affectively devoted
strongly identifies with the organization's aims and is likely to stick with it. (Kanter, 1968;
Mowday et al., 1982). Employee commitment to the organisation is referred to as continuity
commitment because of the employees' perceived high cost of leaving the organisation. This
includes lost social and financial costs, such as coworker friendships and economic losses
like pension accruals. (Meyer and Allen, 1991). As a result, the employees stuck with the
company because they had no choice. Normative commitment is the dedication of employees
to the organisation (Meyer and Allen, 1991) It could come from a variety of sources. As an
illustration: If a company has spent money training its employees, those workers may feel
morally obligated to put up effort and continue working for the company. Before employees
join the company, normative commitment may come from their family or socialisation
processes that demand allegiance to one organisation. As a result, the employees continued to
work for the company because they were required to. Meyer and Allen (1991) It has been
argued that these elements are not exclusive. This suggested that employees could
simultaneously have affective, continuing, and normative commitments to an organisation at
different levels of intensity. Employees' commitment profiles could at any time display either
high or low levels of each component. (Meyer et al. 2002). Over time, the effects of these
various profiles on workplace behaviour would vary. Corporate culture is one of several
variables that may have an impact on an employee's commitment profile. Corporate culture
includes social norms and expectations as well as underlying values and principles that unite
organisational groups. (Lawson and Shen, 1998). It is a set of fundamental presumptions
created, learned, or produced by a specific group as a means of resolving the issue of outward

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adaption and internal integration. (Schein, 1992). These values are then being taught to new
members in the organisation as the correct way to think and feel in relation to these problems.
Culture is looked upon as a reward of work (Peters and Waterman, 1982). The relationship
between corporate culture and organisational performance has been studied in great detail in
the management and business literature.

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2.0 CONCEPTUAL FRAMEWORK AND HYPOTHESIS

 Framework
A theoretical framework is a foundational review of existing theories that serves as a
roadmap for developing the arguments you will use in your own work. Theories are
developed by researchers to explain phenomena, draw connections, and make predictions.
Figure 1 exemplifies the methodology used in this investigation. The theory suggests that
organisational commitment may be influenced by company culture. This paradigm is based
on the four elements of corporate culture proposed by Lau and Idris (2001). Teamwork,
communication, training and development, and rewards and recognition are the four
dimensions. These four factors were chosen because they were thought to have the greatest
influence on employees' behaviour (Ricardo and Jolly, 1997; Lau and Idris, 2001). These
aspects of corporate culture are anticipated to have an impact on organisational commitment.
As a result, the four components of corporate culture are now considered an independent
variable.

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3.0 SUMMARY AND CONCLUSION

This study investigates how organisational commitment is impacted by company

culture. This study specifically looks at the impact of teamwork, communication, reward and
recognition, and training and development on employees' loyalty to the company. The
findings demonstrate that every aspect of corporate culture used in this study has a
considerable impact on organisational commitment. The findings are in line with those of
earlier studies (such Ooi and Arumugam, 2006), which demonstrate the significance of these
aspects. The study's main finding is that MAHB's corporate culture policies are supportive of
workers' dedication, which in turn promotes organisational performance. Therefore, in order
to produce better and more enduring results, other organisations are urged to put these aspects
of corporate culture into practise. This study has several restrictions. First, this study focused
on one Malaysian listed firm, MAHB, utilising a case study methodology. Therefore, it's
possible that the results of this study can't be applied to other organisations. Second, there
were only 190 responses in this survey, or barely 53.8%. A larger sample size could be used
in a subsequent investigation. In conclusion, the study's findings shed some light on the
significance of corporate culture for organisational commitment. This study sheds light on
how corporate culture is implemented within an organisation.

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4.0 REFERENCE

Abratt R (1989) A new approach to the corporate image management process. J Market
Manag (Summer) 5(1):63–76

Albert S, Whetten D (1985) Organizational identity. Res Organ Behav 7:263–297

Alessandri S (2001) Modelling corporate identity: a concept explication and theoretical

explanation. Corp Commun: Int J 6(4):173–182

Balmer JMT (1995) Corporate branding and connoisseurship. J Gen Manag 21(1):24–47

Bernstein D (1992) Company image and reality: a critique of corporate communications.

Cassell, London

Brown T, Dacin P, Pratt M, Whetten D (2006) Identity, intended image, construed image, and
reputation: an interdisciplinary framework and suggested terminology. J Acad Mark
Sci 34 (2):99–106

Chun R (2005) Corporate reputation: meaning and measurement. Int J Manag Rev 7(2):91–
109de Chernatony L (1999) Brand management through narrowing the gap between
brand identity andbrand reputation. J Mark Manag 15(1–3):157–179

Markkannen T (1998) Corporate identity: a process of strategic interpretation in an MNC.

PhD. Helsinki School of Economics and Business Administration

Van Riel C, Balmer J (1997) Corporate identity: the concept, its measurement, and
management. Eur J Mark 31:340–355

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Part II (10%)

ONLINE CLASS PARTICIPATION

1. Discuss the characteristics of good scientific research

The nine main characteristics of science are the following: Objectivity, verifiable, ethical
neutrality, systematic exploration, reliability, precision, abstraction and predictability.

1. Objectivity
Scientific knowledge is objective. Simple objectivity means the ability to see and accept facts
as they are, not as one might wish they were. To be objective, one has to protect oneself
against one’s own prejudices, beliefs, desires, values and preferences. Objectivity requires
that one should set aside all kinds of subjective considerations and prejudices. If you are
afraid that your work will not be objective enough, then you can ask us to “write my paper”
or order proofreading.

2. Verifiable
Science rests on sensory data, that is, data collected through our senses: eye, ear, nose, tongue
and touch. Scientific knowledge is based on verifiable evidence (concrete objective
observations) so that other observers can observe, weigh or measure the same phenomena and
verify the observation to verify its accuracy. Is there a god? Is the Varna system ethical or the
questions related to the existence of the soul, heaven or hell are not scientific questions
because they can not be treated objectively? The evidence regarding its existence can not be
gathered through our senses. Science has no answers for everything. Deal only with those
questions about which verifiable evidence can be found.

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