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NUST BUSINESS SCHOOLMBA 2K12 ASSIGNMENT COVER SHEET
GROUP MEMBERS:
Asim iqbal
Osama Farukh
Mubashir habib
Hafiz Ummar
Jawad Azim
Murad khalid
MODULE NAME: GMT 501 BUSINESS COMMUNICATION
SECTION A
TUTOR: DR SWALEHA NAQVI
ASSIGNMENT TITLE: Communication survey evaluation report
Date due: 2400 HRS on 31st Dec 2012
Date submitted: 31st Dec 2012
Work may be submitted before the due date;
Late work will be penalised by the lowering of your mark by 5% per day.
In completing the details on this cover sheet and submitting the assignment, you are doing so on the basis that this assignment is all your own work and that you have not borrowed or failed to acknowledge anyone else’s work
Please X this box if you agree to this statement
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CONTENTS
EXECUTIVE SUMMARY.........................................................................................................................4
INTRODUCTION.......................................................................................................................................6
Background of the study..........................................................................................................................6
History of organization............................................................................................................................7
Mission....................................................................................................................................................8
Products...................................................................................................................................................8
Limitations of the study...........................................................................................................................8
RESEARCH METHODOLOGY................................................................................................................9
Participants..............................................................................................................................................9
Data collection.........................................................................................................................................9
Questioner...............................................................................................................................................9
Procedure.................................................................................................................................................9
LITERATURE REVIEW..........................................................................................................................10
RESEARCH FINDINGS...........................................................................................................................12
INTERPRETATION OF THE FINDINGS...............................................................................................13
Section 1: Receiving information from others (question 1 through 26).................................................13
Section 2: Sending information to others (question 27 through 40).......................................................14
Section 3: Follow-up on information sent (question 41 through 50)......................................................15
Section 4: sources of information (question 51 through 68)..................................................................16
Section 5: timeliness of information received from key sources............................................................18
Section 6: Organizational communication relationships (question 75 through 93)................................19
Section 7: organizational outcomes (question 94 through 106).............................................................20
Section 8: channels of communication (question 107 through 122)......................................................20
RECOMMENDATIONS...........................................................................................................................22
CONCLUSION.........................................................................................................................................23
BIBLIOGRAPHY.....................................................................................................................................24
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TABLE OF FIGURES
Figure 1........................................................................................................................................................13
Figure 2........................................................................................................................................................14
Figure 3........................................................................................................................................................15
Figure 4........................................................................................................................................................16
Figure 5........................................................................................................................................................17
Figure 6........................................................................................................................................................18
Figure 7........................................................................................................................................................19
Figure 8........................................................................................................................................................20
Apendix 1.....................................................................................................................................................24
Apendix 2.....................................................................................................................................................28
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EXECUTIVE SUMMARY
This report provides an analysis and evaluation of the internal communication process being
carried out at Haidri beverages which is the sole selling agent of PEPSI co. in Rawalpindi and
Islamabad. A sample of 10 employees working at the marketing department was taken and a
standardized questionnaire having 122 close ended questions was used to gather the data. The
analysis of the data was done through descriptive statistics.There were some major constraints
faced during our study such as the limited time period, small sample size and low response level
of employees.
The result were interpreted into statistical form using descriptive statistical analysis
Questions Range
1-26 27-40 41-50 51-68 69-74 75-93 94-106 107-122
Odd 1.6 1.8 2.0 2.3 3.2 2.5 3.3 2.3
Even 4.1 4.1 4.6 4.3 4.1
Average of odd and even no. of questions for each given range. (See Appendix B)
The findings of the reports suggest that currently that organization is not performing well. There
are some major weaknesses in the internal communication that require more investigation and
actions taken by the management for improvement. After analyzing the results some major flaws
were identified in the communication process against which we have suggested some
recommendations, some of the major recommendations are mentioned here:
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Make interactive platforms such as wiki or social media pages having all the updated
information regarding organization that can be accessed by employees at any place and
time.
Frequent interaction between higher management and employees.
Employees should be consistently updated with what is expected from them.
Do not restrict input and the idea generation to higher management, give employees the
chance to contribute their ideas as well.
Enhance the sense of unity, consistently appreciate the efforts done by employees and
motivate them that their work is of great importance for the organizational success.
There should be a balance between use of informal and formal communication channels.
Use of memos and audio-visual media should be increased to improve the overall
effectiveness of the communication.
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INTRODUCTION
Background of the study
This report is compiled as a part of our Business communication module, the report evaluates the
findings of the survey done regarding the internal communication practices being carried out at
Haidri beverages (PEPSI co.)
The Survey was conducted through the visit to the marketing department of Haidri
beverages to fill out the standardized questionnaires given to us by our course instructor.
The major focus of the survey was internal communication among the marketing
department at Haidri beverages.
History of organization
The Haidri Beverages (Pvt) Limited is Pepsi’s sole selling agent for District Rawalpindi and
Islamabad. It was established in 1979 and is based in the CDA Industrial Triangle Islamabad. It
manages Bottling, distribution and selling functions of Pepsi in its region with a setup of
sophisticated manufacturing and storage plant in Rawalpindi and multiple production units each
having a large capacity. Haidri Beverages has departmentalized its operations in production,
shipping, HR, marketing and supply chain departments. We have conducted our survey on the
sales department in Islamabad.
Sales Department of Haidri beverages works under the main department of marketing and
headed by GM Sales and marketing. Sales operation are carried out by dividing the area in
regions, units, territories and areas. Head of sales, unit manager, territory manager and account
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development representative are responsible for these divisions respectively. Islamabad is a unit
and headed by a unit manager with a team of three territory managers and 12 ADRs.
There is a very intense competition between Pepsi and Coca Cola. As there is a strong primary
demand for both brands they try to win the competition by making the retailers as exclusive
seller or by giving incentives like annual discounts, bill boards, paints, chair tables etc. Pepsi’s
team of Islamabad is always up to the mark in achieving the sales targets but there is a negative
perception in retailers that they do not fulfill their promises according to the agreement. In
detailed discussions we have found that there is lack of coordination among different
departments due to which there is no clarity and a lot of confusion. Extrinsically motivated
employees achieve their sales targets but many other aspects of the quality are ignored which
may affect the company in long term.
Mission
"To exceed our customers” expectations in quality, delivery, and cost through continuous
improvement and customer interaction" (Haidri beverages)
Products
Pepsi
Mountain dew
7 up
Mirinda
Slice
Aquafina
Sting
(Haidri beverages)
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Limitations of the study
There were three basic constraints that were to be considered during our study. The first
one was the limited time factor during which the survey and report were to be finalized.
The second constraint was the limited sample size (N=10) that was considered for the
survey because the survey was to be done on a single organization and one department
which could provide only a limited number of respondents. And in the last another
problem faced during the survey was that employees were not willing to respond because
of the complexity and length of the questioner.
RESEARCH METHODOLOGY
Participants
The sample consisted of 10 respondents working at the marketing department of Haidri
beverages in capital territory Islamabad. The participants included both male and female, but the
ratio of male respondents was greater due to cultural issues.
Data collection
Questioners were used to gather data for the survey because they are more objective due
to their standardized format. Further questionnaire also helped us in quick collection of
information as we have limited time constraint. And they also proved to be quite easier to
interpret our results.
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Questioner
The questionnaire consisted of 122 close ended questions. Because they are easy to
analyze and interpret, whereas respondents also usually prefer to answer close ended
questions. The questionnaire is divided into eight different sections where each of the
section began with brief instruction.
Procedure
For conducting the survey we were given a standardized questionnaire by our course instructor.
The questionnaires were given to the respondents working in the marketing department of Haidri
beverages after a brief introduction of our study and a formal meeting with head of the
department. Keeping in mind the busy working schedule of employees and length of
questionnaire respondents were given enough time to fill out the questionnaire.
LITERATURE REVIEW
The term “communication audit” was first used by Odiorne(1954) as a description of the process
used to assess the accuracy of management’s perceptions of subordinates’ communication.
Communication audit methodologies advanced a general systems approach to the study of
organizational communication (Burgoon, 1982). Barnard (1938) who maintained that
communication was the very “heart” of the management process. The human relationships
movement of the 1940’s contributed significantly to the notion that communication in
organizations should be a two-way process. It emphasized the concern for employee attitudes
and satisfaction, stimulated research on employee involvement in decision making, the two-step
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flow of communication, and upward and downward communication flow complexity of his
make-up (Louis Allen 1986) (Rajhans, 2012).
Campbell and Pritchard (1976) define motivation as a set of independent and dependant
relationships that explains the direction, amplitude and persistence of an individual’s behaviour
holding constant the effects of aptitude, skills, understanding of a task and the constraints
operating in the work environment. Atkinson (1964) defines motivation as the contemporary
immediate influence on the direction, vigour and persistence of action (RICHARD M. STEERS,
2004).
In Nov 13, 2011, Jerry Ash accessed effective business communication is essential for the
success of any knowledge management organization. It must become the business tool that
provides continuity and interaction across a horizontal structure. With rare exception,
professional business communicators are unaware of the KM movement, the potential and need
for communication to move from the unconventional to the business core.
Dubrin (1997) have stated that “to hold the organization intact to perform its activities
communication plays a vital role”. Cole (1996) said that “the process of effective communication
is creating, transmitting and interpreting ideas, facts and feelings”. It is often stated as a network
that binds the entire workforce together to perform the activities within an organization. (Babita
Mukherjee, 2012)
Banks in Bangladesh now constitute the core of the country’s organized financial system (Islam
& Husain, 2001). They not only mobilize the savings of people but also channel the resources
towards different sectors of the economy (Islam & Husain, 2001). Thus banks can play a vital 10 | P a g e
role in fostering the economic and social condition of a country (Islam & Husain, 2001). From
the context of Bangladesh, financial sector reform in the country started in 1976 with
privatization of the banks (Ahmad & Khanal, 2007) and a rapid expansion of private banks has
taken place from the mid 1990s till present (Rahman, Gurung, & Saha, 2006). The banking
sector employs a significant number of employees - more than 110,000 people (Ahmad &
Khanal, 2007). As success of the business depends on effective communication (Timm & Jones,
1983), understanding the communication process of banks is crucial. Communication is the
process of meaningful interaction among persons in an organization, resulting in meaning being
perceived and understandings affected among such persons (Davar, 1979). Evidence of the
importance of communication in business is found in numerous surveys of executives, recruiters
and academicians (Lesikar, Flatley, Rentz, & Pande, 2009). Within proper communication
environment, message can be disrupted by a variety of communication barriers (Bovee, Thill, &
Chaturvedy, 2009). These barriers can distort the communication message and the entire
communication process may fail, which can result in business failures as well. According to
Helen and Alla (2011), efficient communication process can promote the positive image of the
banks and the improvement of communication process depends on the elimination of
communication barriers. Grasso, Golen, and Burns (2005) mentioned that better understanding of
communication barriers may help the business organizations to communicate more effectively
and improve their ability to promote more effective communication throughout the organization
(Sultana, 2012).
Researchers have hypothesized that increasing opportunities for interaction will lead to an
increase in actual interaction because students will ask more questions (Bauer & Rezabek, 1992;
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Boverie, 1997; Sholdt, Zhang & Fulford, 1995).Interpersonal interaction has been cited as the
crux of significant learning for nearly a century (Garrison, 1993; Stanford & Roark, 1974).
Learning theory indicates that students perform better and remember more when they interact
within the learning environment (Wagner, 1993). Moore (1989) held that interaction is the key
theoretical construct in distance education and distinguished between learner-content, learner-
instructor, and learner-learner interaction. Learners engage in an internal didactic conversation
(Holmberg, 1983) in order to master the content. Learner-instructor interaction is what
differentiates self-study from distance education. Learner-interface interaction, the concept of
interaction that occurs between the learner and technologies used to deliver instruction (Hillman,
Willis & Gunawardena, 1994) (Kathleen Dodge Kelsey).
RESEARCH FINDINGS
Questions Range
1-26 27-40 41-50 51-68 69-74 75-93 94-106 107-122
Odd 1.6 1.8 2.0 2.3 3.2 2.5 3.3 2.3
Even 4.1 4.1 4.6 4.3 4.1
Average of odd and even no. of questions for each given range. (See Appendix B)
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INTERPRETATION OF THE FINDINGS
Section 1: Receiving information from others (question 1 through 26)
Part 1 (Odd questions): This amount of information I receive now
Part 2(Even question): This is the amount of information I need to receive
Information I receive now Information I need to receive0
0.51
1.52
2.53
3.54
4.5
Receiving information from others
Figure 1
The mean score of 1.6 given to the first part of section by the respondents is between very little
and little which represent that the employee in the organization are not satisfied with the amount
of information provided to them regarding various topics in the organization i.e. how well they
are doing job, what are the organizational policies, how they are being judged.
Whereas in the second part of the section a high mean score of 4.1 was given by the respondents
which was obvious from the first part result that they are not given enough amount of
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information so they want to receive more information regarding various topics going on in the
organization.
A positive sign for the organization identified from the comparison of both the parts in this
section was that the employees were quite satisfied with amount of information given to them
regarding the mistakes and failure of the organization, which could be useful in a way that
employees are informed that what are the causes of failure for organization that are to be
improved in order to minimize the failure in future.
Section 2: Sending information to others (question 27 through 40)
Part 1: (Odd questions) this is the amount of information I send now
Part 2: (Even questioner) this is the amount of information I need to send
Information I send now Information I need to send0
0.51
1.52
2.53
3.54
4.5
Sending information to others
Figure 2
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For first part the respondents assigned low score and mean of the total score is 1.8 which
represent that the employees working in the organization are currently providing little amount of
information to others in the organization, whereas a positive thing for the organization is that
they assigned a high score of 4.1 to the amount of information they need to send, which may
represent that they actually want to share more information with others regarding the
organizational work. But it is up to the organization to provide them suitable environment and
motivate them so that they can be more participative in organizational matters.
Section 3: Follow-up on information sent (question 41 through 50)
Part 1: (Odd questions) this is amount of follow-up now
Part 2: (Even questions) this is the amount of follow-up needed
Follow-up now Follow-up needed0
0.51
1.52
2.53
3.54
4.55
Follow-up on information sent
Figure 3
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The mean score of 2 is calculated for the answers given by the respondents to part one of this
section which represent that employee think they are given a very little follow-up as a response
for the information they have sent .whereas the high mean score of 4.6 represents that they want
a greater response from others in the organization for the information they have sent to them.
A key concern for the organization here is that the respondent in part one of this section have
given a very low score to the top management which means that they are given very little follow-
up by their higher management whereas they actually want good amount of response from there
higher management which is represented by the amount of score assigned to this dimension in
part two of this section by the respondents.
Section 4: sources of information (question 51 through 68)
Part 1: (Odd questions) this is amount of information I receive now
Part 2: (Even questions) this is amount of information I need to receive
Information I receive now Information I need to receive0
0.51
1.52
2.53
3.54
4.5
Sources of information
Figure 4
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Unlike earlier sections here answers given by the respondents yielded a mean of 2.3 that is
slightly greater than the mean of answers given in earlier sections which represent that
employees have different sources from where they are receiving information. But again a low
score is given to higher management representing that they are not a source of information for
employees. In part two a higher mean of 4.3 is calculated meaning that they actually want more
amount of information from different type of sources.
An interesting point to be noted here is that respondents assigned high score to grapevine in both
part of this section which may represent that they are not provided enough amount of
information through formal channel of communication in the organization, so they prefer
informal sources to fulfill their information needs within the organization.
Section 5: timeliness of information received from key sources
Question 69 Question 70 Question 71 Question 72 Question 73 Question 740
0.51
1.52
2.53
3.54
4.55
Timeliness of information received from key sources
Figure 5
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As in earlier section here respondents have again given higher score to grapevine, subordinates
and coworkers for timely information provided to them, but lower score is assigned to middle
and top management. The final mean of all the answer in this section is 3.20 which represent that
up to some extent they are satisfied with timely information provided to them by different
sources.
Section 6: Organizational communication relationships (question 75 through 93)
QUESTIO
N 75
QUESTIO
N 76
QUESTIO
N 77
QUESTIO
N 78
QUESTIO
N 79
QUESTIO
N 80
QUESTIO
N 81
QUESTIO
N 82
QUESTIO
N 83
QUESTIO
N 84
QUESTIO
N 85
QUESTIO
N 86
QUESTIO
N 87
QUESTIO
N 88
QUESTIO
N 89
QUESTIO
N 90
QUESTIO
N 91
QUESTIO
N 92
QUESTIO
N 930
0.5
1
1.5
2
2.5
3
3.5
4
Organizational communication relationships
Figure 6
In this section a mean of 2.50 is yielded that represent that respondents do not have very good
relationship with others regarding organizational communication. A better score assigned to
coworkers and supervisor seems to represent a good relationship among employees, but again the
major concern is the low score assigned to top and middle management, also a low score
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assigned to dimension that I have a part in accomplishing my organizational goals is a major
concern as it may represent that employees think that they are not that important for
organization.
Section 7: organizational outcomes (question 94 through 106)
Question 94
Question 95
Question 96
Question 97
Question 98
Question 99
Question 100
Question 101
Question 102
Question 103
Question 104
Question 105
Question 106
0
0.5
1
1.5
2
2.5
3
3.5
4
Organizational outcomes
Figure 7
A mean of 3.25 is taken out from the answers given by the respondents to various question of
this section which represent that the employees are satisfied a bit above average from the
organization as a whole which is a good sign for the organization. In this section along with high
score assigned to different dimensions the respondents have also assigned a low score to various
dimensions like the progress and opportunities in the organization.
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Section 8: channels of communication (question 107 through 122)
Part 1: (Odd questions) this is the amount of information I receive now
Part 2: (Even questions) this is the amount of information I need to receive
Information I receive now Information I need to receive0
0.51
1.52
2.53
3.54
4.5
Channel of communication
Figure 8
For the first part of section 8 a mean of 2.3 is calculated, major point to be noted here is that
respondents have given a better score to face to face and telephone contacts, whereas a very low
score is assigned to other channels of communication like memos, publication, and audio visual
media. Which represent that organization is not focusing on written and other rich audio visual
media for their communication purpose and thus effectiveness of the channels of communication
currently being used at the organization may create various problems.
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RECOMMENDATIONS
According to the findings of the survey we have tried to come up with recommendations for
Haidri beverages that could be helpful for them in improving their internal organizational
communication.
The higher management should formulate such a system that employees are consistently
updated with the information regarding different topics in the organization.
Develop a culture where employees at different levels interact and share information
regarding key issues in the organization.
As organization is suffering from lack of information sharing they should make a
interactive platform such as wiki or social media pages having all the updated
information regarding organization that can be accessed by employees at any place and
time.
As employee seems to be relatively dissatisfied with the amount of information and
follow-up provided by the higher management, organization must ensure a weekly or
monthly meeting or some other medium where employees could frequently interact with
higher management and inform them about their major issues.
Employees should be consistently updated with what is expected from them.
“Actions speak louder than words” the higher management should come up as a role
model, so that employees are motivated to interact and participate more and more in
organizational matters.
Do not restrict input and the idea generation to higher management; rather give lower
level employees the chance to contribute their ideas as well.21 | P a g e
Enhance the sense of unity, consistently appreciate the efforts done by employees and
motivate them that their work is of great importance for the organizational success.
There should be a balance between use of informal and formal communication channels,
the grapevine should be minimized.
Use of internal communication channels other than face to face contact and telephone,
such as memos and audio-visual media should be increased to improve the overall
effectiveness of the communication.
CONCLUSION
The major purpose of effective and efficient internal communication is to make a successful
organization .In today’s competitive world and rapidly changing business environment the key to
the success for an organization is the internal communication. It would take a great amount of
effort and time to improve the communication within the organization, but in long run the
benefits achieved from the improved internal communication would be far greater than the
efforts and time spent on improving it. An organization should develop such a communication
system which involves all the employees and minimize the barriers to run the communication
process smoothly.
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BIBLIOGRAPHY
Babita Mukherjee, A. M. (2012). The Role of Business Communication in Knowledge Management .
Ninth AIMS International Conference on Management , 2-2.
Burgoon, M. (1982). The use of fractionation scales for communication audits. New jersey: International
communication association.
Haidri beverages. (n.d.). Retrieved december 30, 2012, from Haidri beverages website:
http://www.haidribev.com/point/
Haidri beverages. (n.d.). Retrieved december 30, 2012, from Haidri beverages website:
http://www.haidribev.com/point/products.html
Kathleen Dodge Kelsey, H. D. (n.d.). A CASE STUDY OF BARRIERS TO INTERACTION IN
DISTANCE EDUCATION2. 1-1.
Rajhans, K. (2012). Effective Organizational Communication: a Key to Employee . Interscience
Management Review , 1-2.
RICHARD M. STEERS, R. T. (2004). THE FUTURE OF WORK MOTIVATION THEORY. Academy
of Management Review , 1-1.
Sultana, N. A. (2012). Exploring the communication barriers in private. International Journal of
Research Studies in Management , 2-2.
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Appendix A
Mean Value Calculation for each Question
Q#Respondents
Avg.1 2 3 4 5 6 7 8 9 10
1 2 2 3 1 2 3 2 1 2 2 2.02 3 4 4 5 3 5 5 4 4 5 4.03 2 1 1 1 1 1 2 2 2 2 1.54 4 3 3 4 2 2 3 4 2 3 3.05 2 1 1 2 1 1 1 2 3 1 1.56 4 4 5 5 5 3 4 5 5 5 4.57 1 1 1 1 2 2 1 1 1 1 1.28 5 5 4 4 4 4 4 5 5 5 4.59 1 1 2 1 1 2 1 1 2 1 1.310 3 3 4 5 4 5 5 5 5 5 4.411 3 2 4 5 4 5 4 4 4 5 4.012 4 5 4 5 5 3 4 5 5 5 4.513 1 2 1 1 2 1 1 1 1 missing 1.214 5 4 4 3 5 4 3 5 4 4 4.115 1 2 1 2 1 1 1 2 1 1 1.316 2 5 5 5 4 3 5 5 4 3 4.117 2 1 1 1 1 1 2 2 2 2 1.518 4 3 3 4 2 2 3 4 2 3 3.019 2 1 1 2 1 1 1 2 3 1 1.520 4 4 5 5 5 3 4 5 5 5 4.521 1 1 1 1 2 2 1 1 1 1 1.222 5 5 4 4 4 4 4 5 5 5 4.523 1 1 2 1 1 2 1 1 2 1 1.324 3 3 4 5 4 5 5 5 5 5 4.425 2 1 3 1 2 1 1 1 1 1 1.426 4 5 4 5 5 4 4 3 3 4 4.127 2 2 3 1 2 3 2 1 2 2 2.028 3 4 4 4 3 5 5 4 4 5 4.129 2 1 1 1 1 1 1 1 2 2 1.330 4 3 3 4 2 2 3 4 2 3 3.031 2 1 1 2 1 1 1 2 3 1 1.5
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32 4 4 5 5 5 3 4 5 5 5 4.533 1 1 1 1 2 2 1 1 1 1 1.234 5 5 4 4 4 4 4 4 4 4 4.235 1 1 2 1 1 1 1 1 2 1 1.236 3 3 4 5 4 4 5 5 5 5 4.337 3 2 4 4 4 5 4 4 4 5 3.938 4 5 4 5 5 3 4 5 4 5 4.439 1 2 1 1 2 1 1 1 1 2 1.340 5 4 4 3 5 4 5 5 4 4 4.341 2 2 3 2 2 3 2 4 2 2 2.442 3 5 5 5 5 5 5 4 5 5 4.743 2 1 3 1 2 1 2 2 2 2 1.844 4 5 5 4 2 4 5 4 2 3 3.845 2 1 1 2 1 1 2 2 3 4 1.946 4 5 5 5 5 5 4 5 5 5 4.847 1 1 1 4 2 2 2 3 1 1 1.848 5 5 4 5 4 5 5 5 5 5 4.849 1 1 2 4 3 2 2 4 2 1 2.250 3 5 4 5 5 5 5 5 5 5 4.751 2 2 3 4 2 3 2 3 2 2 2.552 3 4 4 4 5 5 5 4 4 5 4.353 2 1 1 1 1 1 1 1 2 2 1.354 4 3 5 4 5 2 3 4 2 3 3.555 2 1 1 2 3 1 4 2 3 1 2.056 4 4 5 5 5 3 4 5 5 5 4.557 3 1 4 1 2 2 1 1 1 1 1.758 5 5 4 4 4 4 4 4 4 4 4.259 1 1 2 1 3 4 1 4 2 1 2.060 3 3 4 5 4 4 5 5 5 5 4.361 3 2 4 4 4 5 4 4 4 5 3.962 4 5 4 5 5 3 4 5 4 5 4.463 1 2 1 1 2 2 4 3 1 2 1.964 5 4 4 3 5 4 5 5 4 4 4.365 2 1 1 1 1 1 1 1 missing 1 1.166 4 5 5 5 5 5 5 4 5 5 4.867 5 4 3 5 4 5 4 5 4 2 4.168 4 5 5 4 2 4 5 4 5 3 4.1
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69 5 4 4 5 3 4 3 5 4 2 3.970 5 3 3 4 5 3 5 5 4 4 4.171 2 2 3 5 2 3 2 5 2 2 2.872 3 2 1 1 1 2 3 1 2 2 1.873 1 1 3 2 2 2 2 1 1 2 1.774 4 5 5 4 5 5 5 4 5 4 4.675 2 2 3 1 2 3 2 1 2 2 2.076 2 1 1 1 1 1 2 2 2 2 1.577 2 1 1 2 1 1 1 2 3 1 1.578 1 1 1 1 2 2 1 1 1 1 1.279 1 1 2 1 1 2 1 1 2 1 1.380 3 2 4 5 4 5 4 4 4 5 4.081 1 2 3 2 3 2 3 2 3 1 2.282 4 3 3 4 2 2 3 4 2 3 3.083 3 4 2 1 2 2 3 2 3 4 2.684 3 3 4 5 4 5 3 2 3 4 3.685 2 2 3 2 2 3 2 3 2 2 2.386 3 2 1 2 4 2 3 2 2 1 2.287 1 2 1 1 1 2 1 1 1 1 1.288 2 2 3 4 2 3 2 3 2 2 2.589 2 3 1 2 3 5 4 2 3 1 2.690 3 2 4 4 4 5 4 4 4 5 3.991 1 2 1 1 2 2 4 5 4 2 2.492 5 4 4 5 3 4 3 5 4 2 3.993 2 2 3 5 2 3 2 5 2 2 2.894 3 4 4 2 3 5 5 4 4 5 3.995 3 3 4 5 4 5 2 4 3 2 3.596 2 1 1 2 2 1 3 4 3 1 2.097 4 3 3 4 2 2 3 4 2 3 3.098 3 3 4 5 4 2 3 4 3 5 3.699 5 5 4 4 4 3 4 2 2 4 3.7100 1 2 3 2 1 3 2 1 2 2 1.9101 4 5 5 4 2 4 5 4 2 3 3.8102 3 4 4 4 3 3 2 4 4 5 3.6103 4 5 4 4 4 4 4 3 2 4 3.8104 3 4 4 2 3 4 3 5 4 2 3.4105 2 2 3 5 2 3 2 5 2 2 2.8
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106 2 3 5 2 4 5 3 2 3 4 3.3107 4 3 5 4 5 5 4 5 5 4 4.4108 2 5 5 5 4 3 5 5 4 3 4.1109 3 4 5 4 3 5 4 4 5 3 4.0110 4 3 3 4 2 2 3 4 2 3 3.0111 2 4 3 5 3 4 2 3 2 3 3.1112 4 4 5 5 5 3 4 5 5 5 4.5113 1 1 1 2 1 1 1 1 1 2 1.2114 5 5 4 4 4 4 4 5 5 5 4.5115 2 2 1 1 1 2 3 1 3 2 1.8116 3 3 4 5 4 5 5 5 5 5 4.4117 2 1 2 1 2 1 1 1 1 1 1.3118 4 5 4 5 5 4 4 3 3 4 4.1119 2 1 2 1 2 1 2 1 2 1 1.5120 3 4 4 4 3 5 5 4 4 5 4.1121 2 1 1 1 1 1 1 1 2 2 1.3122 4 4 4 4 4 4 4 3 4 4 3.9
27 | P a g e
Appendix B
Mean Value Calculation for each type of Range (Odd & Even Comparison)
Q#
Respondents
Avg. }
Rang
e
Avg.1 2 3 4 5 6 7 8 9 10
1 2 2 3 1 2 3 2 1 2 2 2.0
1.6
3 2 1 1 1 1 1 2 2 2 2 1.5
5 2 1 1 2 1 1 1 2 3 1 1.5
7 1 1 1 1 2 2 1 1 1 1 1.2
9 1 1 2 1 1 2 1 1 2 1 1.3
11 3 2 4 5 4 5 4 4 4 5 4.0
13 1 2 1 1 2 1 1 1 1missin
g1.2
15 1 2 1 2 1 1 1 2 1 1 1.3
17 2 1 1 1 1 1 2 2 2 2 1.5
19 2 1 1 2 1 1 1 2 3 1 1.5
21 1 1 1 1 2 2 1 1 1 1 1.2
23 1 1 2 1 1 2 1 1 2 1 1.3
25 2 1 3 1 2 1 1 1 1 1 1.4
2 3 4 4 5 3 5 5 4 4 5 4.0
4.14 4 3 3 4 2 2 3 4 2 3 3.0
6 4 4 5 5 5 3 4 5 5 5 4.5
8 5 5 4 4 4 4 4 5 5 5 4.5
28 | P a g e
10 3 3 4 5 4 5 5 5 5 5 4.4
12 4 5 4 5 5 3 4 5 5 5 4.5
14 5 4 4 3 5 4 3 5 4 4 4.1
16 2 5 5 5 4 3 5 5 4 3 4.1
18 4 3 3 4 2 2 3 4 2 3 3.0
20 4 4 5 5 5 3 4 5 5 5 4.5
22 5 5 4 4 4 4 4 5 5 5 4.5
24 3 3 4 5 4 5 5 5 5 5 4.4
26 4 5 4 5 5 4 4 3 3 4 4.1
27 2 2 3 1 2 3 2 1 2 2 2.0
1.8
29 2 1 1 1 1 1 1 1 2 2 1.3
31 2 1 1 2 1 1 1 2 3 1 1.5
33 1 1 1 1 2 2 1 1 1 1 1.2
35 1 1 2 1 1 1 1 1 2 1 1.2
37 3 2 4 4 4 5 4 4 4 5 3.9
39 1 2 1 1 2 1 1 1 1 2 1.3
28 3 4 4 4 3 5 5 4 4 5 4.1
4.1
30 4 3 3 4 2 2 3 4 2 3 3.0
32 4 4 5 5 5 3 4 5 5 5 4.5
34 5 5 4 4 4 4 4 4 4 4 4.2
36 3 3 4 5 4 4 5 5 5 5 4.3
38 4 5 4 5 5 3 4 5 4 5 4.4
40 5 4 4 3 5 4 5 5 4 4 4.3
41 2 2 3 2 2 3 2 4 2 2 2.4
2.0
43 2 1 3 1 2 1 2 2 2 2 1.8
45 2 1 1 2 1 1 2 2 3 4 1.9
47 1 1 1 4 2 2 2 3 1 1 1.8
49 1 1 2 4 3 2 2 4 2 1 2.2
42 3 5 5 5 5 5 5 4 5 5 4.7 4.6
29 | P a g e
44 4 5 5 4 2 4 5 4 2 3 3.8
46 4 5 5 5 5 5 4 5 5 5 4.8
48 5 5 4 5 4 5 5 5 5 5 4.8
50 3 5 4 5 5 5 5 5 5 5 4.7
51 2 2 3 4 2 3 2 3 2 2 2.5
2.3
53 2 1 1 1 1 1 1 1 2 2 1.3
55 2 1 1 2 3 1 4 2 3 1 2.0
57 3 1 4 1 2 2 1 1 1 1 1.7
59 1 1 2 1 3 4 1 4 2 1 2.0
61 3 2 4 4 4 5 4 4 4 5 3.9
63 1 2 1 1 2 2 4 3 1 2 1.9
65 2 1 1 1 1 1 1 1missin
g1 1.1
67 5 4 3 5 4 5 4 5 4 2 4.1
52 3 4 4 4 5 5 5 4 4 5 4.3
4.3
54 4 3 5 4 5 2 3 4 2 3 3.5
56 4 4 5 5 5 3 4 5 5 5 4.5
58 5 5 4 4 4 4 4 4 4 4 4.2
60 3 3 4 5 4 4 5 5 5 5 4.3
62 4 5 4 5 5 3 4 5 4 5 4.4
64 5 4 4 3 5 4 5 5 4 4 4.3
66 4 5 5 5 5 5 5 4 5 5 4.8
68 4 5 5 4 2 4 5 4 5 3 4.1
69 5 4 4 5 3 4 3 5 4 2 3.9
3.2
70 5 3 3 4 5 3 5 5 4 4 4.1
71 2 2 3 5 2 3 2 5 2 2 2.8
72 3 2 1 1 1 2 3 1 2 2 1.8
73 1 1 3 2 2 2 2 1 1 2 1.7
74 4 5 5 4 5 5 5 4 5 4 4.6
30 | P a g e
75 2 2 3 1 2 3 2 1 2 2 2.0
2.5
76 2 1 1 1 1 1 2 2 2 2 1.5
77 2 1 1 2 1 1 1 2 3 1 1.5
78 1 1 1 1 2 2 1 1 1 1 1.2
79 1 1 2 1 1 2 1 1 2 1 1.3
80 3 2 4 5 4 5 4 4 4 5 4.0
81 1 2 3 2 3 2 3 2 3 1 2.2
82 4 3 3 4 2 2 3 4 2 3 3.0
83 3 4 2 1 2 2 3 2 3 4 2.6
84 3 3 4 5 4 5 3 2 3 4 3.6
85 2 2 3 2 2 3 2 3 2 2 2.3
86 3 2 1 2 4 2 3 2 2 1 2.2
87 1 2 1 1 1 2 1 1 1 1 1.2
88 2 2 3 4 2 3 2 3 2 2 2.5
89 2 3 1 2 3 5 4 2 3 1 2.6
90 3 2 4 4 4 5 4 4 4 5 3.9
91 1 2 1 1 2 2 4 5 4 2 2.4
92 5 4 4 5 3 4 3 5 4 2 3.9
93 2 2 3 5 2 3 2 5 2 2 2.8
94 3 4 4 2 3 5 5 4 4 5 3.9 3.3
95 3 3 4 5 4 5 2 4 3 2 3.5
96 2 1 1 2 2 1 3 4 3 1 2.0
97 4 3 3 4 2 2 3 4 2 3 3.0
98 3 3 4 5 4 2 3 4 3 5 3.6
99 5 5 4 4 4 3 4 2 2 4 3.7
100 1 2 3 2 1 3 2 1 2 2 1.9
101 4 5 5 4 2 4 5 4 2 3 3.8
102 3 4 4 4 3 3 2 4 4 5 3.6
103 4 5 4 4 4 4 4 3 2 4 3.8
104 3 4 4 2 3 4 3 5 4 2 3.431 | P a g e
105 2 2 3 5 2 3 2 5 2 2 2.8
106 2 3 5 2 4 5 3 2 3 4 3.3
107 4 3 5 4 5 5 4 5 5 4 4.4
2.3
109 3 4 5 4 3 5 4 4 5 3 4.0
111 2 4 3 5 3 4 2 3 2 3 3.1
113 1 1 1 2 1 1 1 1 1 2 1.2
115 2 2 1 1 1 2 3 1 3 2 1.8
117 2 1 2 1 2 1 1 1 1 1 1.3
119 2 1 2 1 2 1 2 1 2 1 1.5
121 2 1 1 1 1 1 1 1 2 2 1.3
108 2 5 5 5 4 3 5 5 4 3 4.1
4.1
110 4 3 3 4 2 2 3 4 2 3 3.0
112 4 4 5 5 5 3 4 5 5 5 4.5
114 5 5 4 4 4 4 4 5 5 5 4.5
116 3 3 4 5 4 5 5 5 5 5 4.4
118 4 5 4 5 5 4 4 3 3 4 4.1
120 3 4 4 4 3 5 5 4 4 5 4.1
122 4 4 4 4 4 4 4 3 4 4 3.9
32 | P a g e