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Chapter 3 Methodology
Introduction
o The topic of the dissertation is CSR and impact on Corporate Reputation.
Chapter 2 (Literature review). The next step in this process is to have a methodology chapter prepared.
o A survey will to be conducted at Mazars The Netherlands to determine the impact (if any) of Mazars’ CSR policy and activities on the reputation of Mazars amongst Clients and prospects (external survey).
o This part will consist of an analysis of the Quantitative (Online) survey under clients (medium and large), prospective clients and partner-shareholders of Mazars the Netherlands.
o The questionnaire will include (open and closed) questions and Likert Scale (5 point).
o Mazars has formulated their policy and has executed activities based on the following 5 themes:
• 1 Business ethics
• 2 People
• 3 Environment
• 4 Chain responsibility
• 5 Commitment to society
These items together are the Mazars CSR-house (sorry no translation yet available).
o The survey will assess if these activities have had any impact on the reputation and/or what the perception is regarding these activities.
o This survey will be used as a starting-point to develop new activities and develop new policy and activities on CSR. For this Mazars want to know which activities have the highest impact, what the know to which extend clients wish to be more included in the activities etc. etc.
o The questions of the survey will consists of some Control items : age, gender, educational level, years of being client, type of client (audit, advisory and/or tax).
o As mentioned the survey will also being done in the Mazars Netherland organisation, to mirror the results from the external survey. In this survey, the partner-shareholders indicate the level of reputation they think the customers (and prospective customers) will give in their evaluation. In this way, results can be compared. (internal survey).
o The external survey will include the client groups below. Based on earlier performed Customer satisfaction survey’s the response rate was 25%. Mazars has indicated that these client groups (medium and large clients) should be part of the survey since these clients are also selected for the customer satisfaction surveys and therefore the database is available and accessible. For the prospective client group a database will be made available by the Marketing and Communications department of Mazars The Netherlands.
Population Number of clients
Medium clients (<10.000) 4.600
Large clients (>€10.000) 1.700
Prospects Tbd
Partner Mazars 45
For the design of the survey there are 3 homogenous groups: 1) Medium Clients, 2) Large clients and 3) Prospective clients. Based on these 3 strata a stratified sample is suggested.
o The online survey will be designed and executed in close cooperation by the external research office Blauw (http://www.blauw.com/en/). The data will be made available to me for further processing for the purpose of this paper by using SPSS I will further analyses and conclude. This research office was involved in earlier survey’s requested by Mazars.
o Topics mentioned on the website:
1. a section where the rationale why that particular methodology and design was chosen is explained.
2. Some alternative methods will also be proposed in this section.
3. That section will also be like a miniature summary of the entire paper where the dissertation’s strengths and weaknesses will be enumerated and explained.
Question: does this also include the determination of the size of the sample (sample provision) etc.?
Keywords to be included in this section are:
Population, Response/non-response, continues data, 5-point Likertscale, stratified sampling, consistency, validity, reliability
Suggested literature:
Cocharan WG/Bartlett: Organizational research: determining Appropriate sample size in Survey research. (Article 20_will be uploaded)
Cravens. The reputation index: Measuring and Managing Corporate Reputation (will be uploaded).(Article 21_will be uploaded)
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