7. Conclusion
7.1. Limitations of the research & further recommendations
This research, like all studies, has several limitations. Firstly, it has been carried out in a relatively small sample of students in Czech Republic. Thus the corresponding value can have predicting value. However it does not include the older generations of customers, which could have change the results and prove, that CSR and corporate reputation might not be as important aspects in their purchase decision process. Based on the first limitation, this research should be carried out in a bigger sample, either of student or wider context as all customers or different industry or countries. As already mentioned in the limitations of this research, this research was hold only in the context of the Czech Republic focusing on students, in order to higher levels of awareness of CSR. However, based on other researches, with a wider sample of customers, those results could differ.
Secondly, further research needs to be done to investigate the reasons of this relations.
Although a brief explanation was given in the literature review, a consensus about corporate
49
reputation and CSR need to be made in order to offer complex understanding of this topic.
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54 9. APPENDIXES
9.1. Appendix 1: Table of Research Research
Question:
Hypothesis: Variable Reference Objective:
How does the
Main RQ: How does the perceived Corporate Social Responsibility affect the perceived Corporate Reputation and how does it influence customers purchase intention?
Main objective: Examine how perceived corporate social responsibility and perceived corporate reputation affect purchase intention.
Aim of this paper is to examine how are the purchase intentions of customers affected by the perceived corporate social responsibility and perceived corporate reputation.
55 9.2. Appendix 2: The Ethical Form
University of Huddersfield The Business School
STUDENT PROJECT / DISSERTATION ETHICAL REVIEW
APPLICABLE TO ALL UNDERGRADUATE AND POSTGRADUATE TAUGHT PROGRAMMES
Please complete and return via email to your Project / Dissertation Supervisor along with the required documents (shown below)
Before completing this section please consult the ‘Ethics Policy and Procedures’ section on Blackboard. Students should consult the appropriate ethical guidelines. The student’s supervisor is responsible for advising the student on appropriate professional judgement in this review.
SECTION A: TO BE COMPLETED BY THE STUDENT
Project Title: An Investigative study of the role of Corporate Social Responsibility and Corporate Reputation in Purchase Intention in the Czech Republic
Student name: Jana Dumkova
Student number: U1672023
Course: BHS0001-1617 ‘Business Dissertation: Methods and Implementations’
Supervisor: Maha Alshaghroud
Proposed start date of data collection
12/04/2017
56
SECTION B: PROJECT OUTLINE (TO BE COMPLETED IN FULL BY THE STUDENT)
Issue Please provide sufficient detail for your supervisor to assess strategies used to address ethical issues in the research proposal.
Aim / objectives of the study These need to be clearly stated and in accord with the title of the study.
(Sensitive subject areas which might involve distress to the participants will be referred to the Ethics Committee Representative).
Aim of this paper is to examine how perceived corporate social responsibility and perceived corporate reputation affect purchase intention of customers.
Research methodology
The methodology needs to be explained in sufficient detail to show the approach used (e.g. survey) and explain the research methods to be used during the study.
Data for this research are collected through an online survey. Further the data will be analysed in SPSS program, using correlation, precisely Pearson’s coefficient in order to evaluate the relationship of CSR and Corporate reputation, corporate reputation and purchase intention and lastly the CSR and purchase
Please outline who will participate in your research. You should comment explicitly about whether your participants are able to offer informed consent. If your research involves vulnerable groups (e.g.
children, adults with learning disabilities), it must be referred to an Ethics Committee member.
Present students of universities in the Czech Republic are the target group of this research, including all kinds of focus of studies e.g. Business, technological, pedagogy, etc.
Measures researched are based on respondents’
perception and thus no further knowledge is required.
57 Access to participants
Please give details about how participants will be identified and contacted.
The survey will be distributed through internet, using Facebook pages of the Universities. Also the method of snowballing is used, when friends distribute this questionnaire to their friends and University pages.
How will your data be recorded and stored?
Data will be collected and stored electronically.
Distribution channels used will be Facebook. However, data will be collected through electronic online questionnaires, created on google.forms.com. The data will be then stored also electronically, by the google.forms.com and a password is required, when a person needs to access them.
Confidentiality
Please outline the level of confidentiality you will offer respondents and how this will be respected. You should also outline who will have access to the data and how it will be stored. (This information should be included on
‘Information Sheet’.)
Access to the data will have the person data collecting, Jana Dumkova, who will ensure that no information will be published about identifiable respondents. Thus this questionnaire is absolutely confidential. Further, there are no information that would be requested, which would lead to respondents’ identification and it is also anonymous.
Anonymity
If you offer your participants anonymity, please indicate how this will be achieved.
No need of identification is needed when answering.
Therefore no questions asking name, birth date, email address or IP address are used. Thus nobody can identify data provided.
Could the research induce psychological stress or anxiety, cause harm or negative consequences for the participants (beyond the risks encountered in normal life)? If yes, you should outline what support there will be for participants.
No, it could not.
Retrospective applications. If your application for Ethics approval is retrospective, please explain why this has arisen.
58
SECTION C – SUMMARY OF ETHICAL ISSUES (TO BE COMPLETED BY THE STUDENT)
Please give a summary of the ethical issue and any action that will be taken to address the issue(s).
SECTION D – ADDITIONAL DOCUMENTS CHECKLIST (TO BE COMPLETED BY THE STUDENT)
Please supply to your supervisor copies of all relevant supporting documentation electronically. If this is not available electronically, please provide an explanation and supply hard copy
I have included the following documents
Information sheet Yes Not applicable
Consent form Yes Not applicable
Letters Yes Not applicable
Final version of questionnaire Yes Not applicable
Interview schedule / questions Yes Not applicable
SECTION E: STUDENT STATMENT
I confirm that the information I have given in this form on ethical issues is correct. Please tick the box to confirm.
Student Name Date
59
SECTION F: STATEMENT BY SUPERVISOR AND RECOMMENDATION ON THE PROJECT’S ETHICAL STATUS
I have read the information above and I can confirm that, to the best of my understanding, the information presented by the student is correct and appropriate to allow an informed judgement on whether further ethical approval is required. Please tick the box to confirm x
Supervisor Name Date 19 /04/2017
Having satisfied myself of the accuracy of the project’s ethical statement, I believe that the appropriate action is:
The project proceeds in its present form x
The project proposal needs further assessment with the Ethics Committee representatives
The project needs to be returned to the student for reworking
This form should be submitted to the nominated course team.
60 9.3. Appendix 3: Questionnaire
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63
64
65
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