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Topic: Student Questions
"internal Marketing" Thesis Question?
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I am currently researching for my MBS thesis in Smurfit Business School, UCD. I have decided to focus on the relationship that (may) exist between Internal Marketing initiatives and resulting Employee Organisational Commitment in an Irish (financial) services setting due to my interest in the area.
To date, my research has yielded some interesting findings, principally the method by which I (think!) I should go about conducting the study - I am considering conducting semi-structured interviews with management so as to gain an insight into how the organisation implements, measures and evaluates their IM initiatives, and then formulating a questionnaire for employees so as to establish their level of organisational commitment.
Instead of formulating my own questionnaire which may increase the threat to my study's validity, should I find another that has been used and alter it slightly to suit my situation (Allen & Meyer's 1990 measurement of org commitment is one of the more apparent questionnaires that I have encountered)?
On using questionnaires, what type of quantifiable statistics should I be looking to interpret (with my novice experience usingf SPSS!)?
Simialrly, another issue that I am unsure of is whether or not to conduct a cross-study of a couple of service industries, or in doing this would I be biting off more than I could chew??! And would anybody suggest I focus on any particular industry as opposed to others?
Perhaps there are specific academics as opposed to others, that somebody may be aware of with published works in this area that may be used as a platform to work off??
I realise I am asking quite a lot but these are just a few of my concerns at the moment. Any help that can be offered would be truly appreciated.
The more responses the better!!!
Kind regards,
Mark