EXAMINITAION PORTFOLIO: COM4806

ASSIGNEMNT 3: RESEARCH PROPOSAL

NAME: THERUSHA PILLAY
STUDENT NO.: 67416829
UNIQUE CODE:
DECLARATION OF OWN WORK
I,

(NAME and SURNAME) confirm that:

 this MODULE contains my own, original ideas and work

 those ideas, or work, that are not my own, have been cited through the prescribed
referencing system which I have familiarised myself with in the Tutorial Letter
CMNHONE/301
 I have not submitted the ideas or work contained in this MODULE for any other
tertiary education credit

Policy on Research
Ethics.pdf
 I have read the University’s Policy of Research Ethics
 I have submitted the ENTIRE Turnitin Report (not the digital receipt or front page)
 I have familiarised myself with the WRITING FOR ACADEMIC INTEGRITY:
https://sites.google.com/a/unisacommscience.co.za/writing-for-academic-
integrity/home?pli=1
 I have read and understood the PLAGIARISM POWERPOINT FOR POST-
GRADUATE STUDIES (available under ADDITIONAL SOURCES on myUnisa)
 I have familiarised myself with the library guides offered by Unisa’s library:
https://libguides.unisa.ac.za/research-support/plagiarism
 I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the Copyright
Act (Act 98 of 1978) and I have read the regulations of the University of South
Africa in this respect, available online:

https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/
Documents/Policy_copyright_infringement_plagiarism_16November2005.pdf

_________________
STUDENT NUMBER

_________________ _____________
SIGNATURE DATE

_________________ _____________
WITNESS DATE
TABLE OF CONTENT PAGE
1 INTRODUCTION
This examination proposal for COM4806 centers on organizational communication,
specifically exploring Public Relations as a means to establish positive images and
relationships between an organization and its stakeholders. The research aims to investigate
the importance of stakeholder relationships in achieving Public Relations objectives for
Betfred. The proposal covers essential aspects, including a brief overview of organizational
communication, organizational details about Betfred, the research problem with a focus on
the problem statement, subproblems, and research objectives. Additionally, the proposal
addresses the pragmatic position, discussing the paradigmatic view of the research topic,
encompassing ontology, epistemology, and methodological assumptions. Finally, the
methodology section outlines the research approach, design, and methods employed in the
investigation.

2 DISCIPLINARY CONTEXTULIASATION

2.1 Organisational communication

Organizational communication, as highlighted by Barker (2007) and Jones, Watson, Gallois,

and Gardner (2004), is a multifaceted and expansive domain, as indicated by the wealth of
research and academic publications. It encompasses various subfields, including marketing
communication, public relations, and corporate communications. These subfields, in turn,
encompass a range of organizational communication activities, such as crisis communication,
organizational culture, stakeholder relationships, and media relations.

2.2 Public relations

According to Deevado (2012), public relations is defined as the strategic management of

perceptions and relationships between an organization and its internal and external
stakeholders through effective communication. Public relations serves as a tool for
organizations to cultivate a favorable image, thereby sustaining relationships with
stakeholders. The activities within this field are not random or spontaneous; instead, they are
meticulously planned, organized, controlled, implemented, and monitored to assess their
effectiveness. These activities include corporate social responsibility initiatives like
sponsorships, charity drives, and events.
Expanding on this perspective, Taylor and Botan (2004) and L'Etang (2012) emphasize that
public relations is a comprehensive field encompassing its own set of theories and practices.

2.3 Topic/focus in the context of field

The focal point of this research will be stakeholder relations within the realm of public
relations, as this field offers versatile strategies for enhancing interactions between an
organization and its stakeholders. According to Rawlins (2004), stakeholders encompass
individuals or groups directly or indirectly impacted by an organization's existence.
Stakeholder relationship, as defined by Rawlins, involves the effective management of
mutually beneficial relationships between stakeholders and the organization. Blomquist
(2021) emphasizes the significance of overseeing stakeholders' behavior, actions, and
decisions, highlighting its critical role in fostering mutual benefits for both parties, to a
considerable extent.

3 ORGANISATIONAL CONTEXTULISATION

3.1 Overview of the organisation

Betfred, a renowned bookmaker headquartered in the United Kingdom, was established by

Fred Done in 1967, initially as a lone betting shop in Ordsall, Salford. Over the years, it has
evolved into a prominent player in the industry. In 2004, its reported turnover exceeded £3.5
billion, marking a substantial increase from £550 million in 2003. This upward trajectory
persisted, reaching over £10 billion in the fiscal year 2018-2019. However, the Covid-19
pandemic resulted in a downturn in 2020 and 2021.

3.2 The bigger organisational environment.

Betfred, founded by brothers Fred and Peter Done 55 years ago and headquartered in
Warrington, has secured a controlling interest in LottoStar, the largest online betting company
in South Africa. This acquisition adds to Betfred's existing presence in the region, where it
already operates 53 retail shops and an online business following previous acquisitions of
Betting World and Sepels Sportsbet.
LottoStar specializes in providing fixed-odds numbers betting and live games through its
online platform.

Betfred made its entry into the South African gambling industry through the acquisition of
Betting World. Established in 2006, Betting World is a subsidiary of Phumelela, a renowned
horse racing and betting operator that was publicly traded on the JSE until approximately
January 2021.

Betting World, over the years, expanded its presence as a retail bookmaker with multiple
sportsbook branches nationwide. The brand gained recognition among supporters for offering
impressive betting lines on a variety of sports picks, contributing to its growth and popularity
in the industry.

4 RESEARCH PROBLEM

4.1 Problem statement

The proposed research will take the form of a qualitative and cross-sectional study, aiming to
investigate the importance of stakeholder relationships in achieving Betfred's public relations
objectives. The research will involve conducting questionnaire surveys with a total of 50
participants, comprising 25 employees and 25 stakeholders. To gather the necessary data for
analysis, self-administered questionnaires will be employed.

4.2 Sub problems/ research questions

Question 1: How do stakeholders perceive the relationship between themselves and Betfred?

Question 2: What characteristics are considered when overseeing stakeholder relationships at

Betfred?

4.3 Research objectives

Du Plooy (2009:50-52) distinguishes between descriptive, explanatory, and predictive

objectives in research. The descriptive objective aims to outline general questions about a
research problem, while the explanatory objective seeks to elucidate the cause-and-effect
relationship. On the other hand, the predictive objective aims to anticipate the outcomes of a
research study.
In the context of this research proposal, the study is framed as explanatory. It intends to delve
into the significance of stakeholder relationships for public relations objectives at Betfred.
The primary focus is on exploring how public relations efforts influence these relationships,
shedding light on the cause-and-effect dynamics at play.

5 PARADIGMATIC POSITION

Interpretivist paradigmatic position

In crafting a research proposal, it is imperative to establish a clear and explicit foundation that
elucidates the purpose of the inquiry. This particular research endeavor aligns with the
interpretivist paradigm, which seeks to comprehend the social reality of individuals by
delving into their unique experiences and perspectives. Within this paradigm, it is
acknowledged that multiple realities exist, and a wealth of knowledge can be gleaned by
acknowledging the diverse realities of others.

As posited by Couper (2020), the interpretivist paradigm's epistemological assumption

revolves around the study of knowledge as a subjective construct derived from human
experiences. In this context, the research aims to fathom the intricacies of stakeholder
relationships within the realm of public relations, with a focus on understanding these
dynamics from the perspective of the stakeholders themselves.

The ontological underpinnings of the interpretivist paradigm involve the study of being,
delving into the essence of existence within the realms of nature, culture, and mind. This
proposed research endeavours to scrutinize the significance of stakeholder relationships,
exploring how they are formulated, the guiding characteristics, and why these relationships
hold paramount importance for both the organization and its stakeholders (Simons, 2023).

In the methodological dimension, the research will unfold in a customary setting, with the
purpose signalling the assumptions that the researcher must grapple with in acknowledging
the diverse human experiences (Chilisa, Kawulich, 2012:56). Specifically, this proposal seeks
to probe into the importance of stakeholder relationships for Betfred and the influence
exerted by public relations. The study will employ self-administered questionnaires featuring
open-ended questions tailored to unravel the intricacies of these relationships.
6 METHODOLOGY

6.1 Research approach

A research approach serves as a structured plan outlining the procedures for conducting a
study, providing key factors and step-by-step guidelines for data collection, analysis, and
interpretation. It is a method carefully selected by researchers to delve into and elucidate the
scientific underpinnings of phenomena. As described by Williams (2007, citing Creswell
2002), it acts as a roadmap for exploring the existence and formation of various aspects.

In the context of this study, the research aims to delve into the significance of stakeholder
relationships concerning Betfred public relations objectives. The chosen methodological
research approach is qualitative, which aligns with the intention to capture and comprehend
stakeholders' viewpoints and perspectives. As highlighted by Sofaer (1999), the goal is to
present the findings in a coherent and understandable manner.

Qualitative research methods play a vital role in advancing the field of organizational
communication by crafting studies that recognize the intricate interactions and integrations
inherent in relationships, with a specific focus on stakeholder relationships for Betfred. To
facilitate an in-depth analysis, a self-administered questionnaire will be employed as a tool
for data collection. This methodological choice reflects a commitment to unravelling the
complexities of stakeholder relationships within the context of Betfred's organizational
communication.

6.2 Research design

Choosing a research design is a pivotal aspect of the research process, shaping the overall
plans and procedures of the study. It not only outlines the roadmap and processes of the
research but also offers essential insights into the chosen path and the envisaged setting.

6.3 Method 1

This research employs a qualitative method, utilizing self-administered questionnaires to

gather information. The questions posed in the surveys will cover areas such as
demographics, biography, and the importance of stakeholder relationships. The data collected
will undergo content analysis as part of the research methodology.

6.3.1 Population
Studying the population of Betfred poses a challenge due to its extensive stakeholder base.
Given the difficulty in examining such a large group, a more manageable approach involves
selecting a smaller subset for the study. As noted by Kowalczyk and Airth (2022), a group of
50 individuals will be chosen from the overall population to facilitate data collection.

The selected population comprises 25 employees from various organizational levels and 25
stakeholders external to the organization. To streamline the study, it will be conducted at the
Betfred shop in Gauteng, Pretoria. The research is scheduled to take place from December
05th to December 18th, 2023, aiming to gather relevant data.

Notably, the target demographic for this research includes stakeholders aged 21 to 60 years.
By focusing on a specific age range, the study aims to gain insights that are applicable to a
defined segment of the population. This strategic approach allows for a more concentrated
and effective examination of Betfred and its stakeholders.

6.3.2 Sampling

Sampling is the process of identifying individuals who will participate in a research study.
This method is employed to gather data from a selected population. As a probability-based
approach, sampling makes it more convenient to study, collect, and analyse data because
participants have an equal chance of being chosen (Turner, 2020).

In the context of Betfred, which has a shop in Pretoria, the diverse demographic of the
location includes people with varying backgrounds, languages, and experiences. The aim is to
target both male and female participants to gather comprehensive information. The researcher
will distribute questionnaires in the shop, providing explanations to stakeholders about the
study's requirements. This ensures that participants have a clear understanding of what is
expected, reducing the likelihood of incorrectly filled or spoiled questionnaires.

6.3.3 Data collection

Data collection will be facilitated through self-administered questionnaires scheduled for the
period from the 5th to the 10th of December 2023 at the designated Betfred shop in Pretoria.
Participants will receive prior information about the questionnaire, including instructions on
how to complete it and the purpose behind the research.
To safeguard participant privacy, the collected data will be treated with utmost discretion. It is
the responsibility of the researcher to ensure that participants' information is handled
confidentially, preventing exposure and any potential risk to their lives.

6.3.4 Data analysis

The envisioned research study holds broader applicability, serving as a valuable resource for
other researchers interested in investigating stakeholder relationships within organizations
across various sub-fields within organizational communication. The robustness of the data
collected allows for potential replication in diverse studies within the same field. This study's
findings can thus be a foundation for further research, enabling the exploration of multiple
facets of organizational communication and stakeholder dynamics.

7 CONCLUSION

This proposal pertains to a research project for COM4806, delving into organizational
communication with a focus on Public Relations as a tool for cultivating positive
relationships between an organization and its stakeholders. The study aims to investigate the
significance of stakeholder relationships in achieving public relations objectives, specifically
within the context of Betfred.

The proposal is structured into five main sections. The first section, "Disciplinary
Contextualization," offers a brief overview of organizational communication and sets the
stage for the research. The second section, "Organizational Contextualization," provides
relevant information about Betfred, the organization under examination.

Moving on, the third section, "Research Problem," addresses key elements such as the
problem statement, subproblems, and research objectives. The fourth section, "Pragmatic
Position," outlines the paradigmatic perspective of the research, including ontological,
epistemological, and methodological assumptions guiding the proposal.

The final section, "Methodology," delves into the research approach, design, and methods
employed. This encompasses details about the population, data collection methods, sampling
techniques, and the planned data analysis process.