Uber and Sexual Harassment Case 21: ASSIGNMENT – WRITTEN ASSIGNMENT (GROUP RESEARCH PROJECT) (3 STUDENTS in the same Workshop) will write a Journal Article on the topic of “Uber and Sexual Harassment” using an existing SPSS data posted on Blackboard (file name: Uber and Sexual Harrasment.sav).
3000 words (Note: tables, figures and references are not included)
ABSTRACT (5 marks): +150 words
Abstract is a concise summary of your research project. It is an original work, not an
excerpted passage. An abstract must be fully self-contained and make sense by
itself, without further reference to outside sources or to the actual paper. It
highlights key content areas, your research purpose, the relevance or importance of
your work, and the main outcomes. It is a well-developed single paragraph of
approximately 100-200 words in length, which is indented and single spaced. The
function of the abstract is to outline briefly all parts of the paper. Although it is
placed at the beginning of your paper, immediately following the title page, the
abstract should be the last thing that you write, once you are sure of the
conclusions you will reach.
• LITERATURE REVIEW, PROBLEM IDENTIFICATION, PROBLEM
IDENTIFICATION AND RESEARCH AIM (15 marks): +1000 words
A literature review is an evaluative report of information found in the literature related
to your selected area of study. The review should describe, summarise, evaluate
and clarify this literature. It should give a theoretical base for the research and help
you (the author) determine the nature of your research. Works which are irrelevant
should be discarded and those which are peripheral should be looked at critically.
“In writing the literature review, the purpose is to convey to the reader what
knowledge and ideas have been established on a topic, and what their strengths
and weaknesses are. The literature review must be defined by a guiding concept
(e.g. your research objective, the problem or issue you are discussing or your
argumentative thesis). It is not just a descriptive list of the material available, or a set
Note: You need to link the literature review with the hypothesis on the next section.
For example, if you want to create hypothesis on differences between genders, the
literature review should explore research on the effect of gender on brand. Minimum
of 10 references are sufficient.
Example of literature review section:
Following a barrage of serious allegations regarding a corporate culture that
engendered sexual harassment and discrimination, Uber lost a number of senior
executives and, in June 2017, the Uber Board pressured the CEO to resign, which
he did, due to his inability to adequately address a number of serious allegations,
all of which stemmed from a ‘toxic’ work environment (Rogers, 2015). Travis
Kalanick founded Uber on the evasion of regulatory schemes and, to date, the
company has failed to adequately safeguard the welfare of its employees and
customers (Das Acevedo, 2015). The sharing economy, also known as collaborative
consumption, is a “peer-to-peer based activity of obtaining, giving, or sharing the
access to goods and services, coordinated through community-based online
services” (Hamari, 2015). In the sharing economy, the ‘organization-employeecustomer’
relationship has become blurred, giving rise to an unprecedented
potential for unique and high risk problems to occur. Unfortunately, employment law
has been unable to hold pace with the rapid technological advances in the ride
sharing industry. As such, relationships in the new economy are in need of a
targeted regulatory response.
• RESEARCH OBJECTIVE AND HYPOTHESIS (10 marks): +250 words
(Note: Watch Video on Hypothesis)
Based on the literature review and the data (i.e. UBER and Sexual
Harrassment.sav), you need to write a research objective and create 3 hypotheses
FOCUSING ON BIVARIATE ANALYSIS: TEST OF ASSOCIATION AND/OR
DIFFERENCE (i.e. Correlation, Independent T-test and ANOVA). You are not
required to use Pair T-test and Regression.
Example of research objectives and hypothesis (Independent t-test)
Based on the previous literature review, few scholars have explored the impacts of
a specific case on brand popularity. Hence, the purpose of this study is to explore
differences between gender on Uber Sexual Harassment (Note: ASP 1, see survey),
Word of Mouth (Note: WOM1, see survey), UBER brand popularity (Note: BP1, see
survey). The research objective will be tested through several hypotheses:
H1: There is a significant difference between gender (male and female) on the
anger toward sexual harassment at UBER (ASP1).
H2: There is a significant difference between gender (male and female) on the
Word of Mouth (WOM1).
H3. There is a significant difference between gender (male and female) on UBER
brand popularity (BP1).
Example of research objectives and hypothesis (ANOVA)
Research objective: The purpose of this study is to explore differences between
INCOME on consumers’ anger toward sexual harassment at UBER. Hence, we
H1: There is a significant difference between INCOME level on the Anger toward
sexual harassment at UBER (ASP1).
Example of research objectives and hypothesis (Correlation)
Research Objectives: The purpose of this study is to explore the correlation
between Word of Mouth (WOM1) and UBER Brand Popularity (BP1). Hence, we
H1: There is a positive correlation between Word of Mouth (WOM1) and UBER
Brand Popularity (BP1).
Once you created these hypotheses, you need to test using the appropriate
analysis such as ‘Correlation, Independent T-test and ANOVA’.
Note: (Watch Videos on: Correlation, Independent T-Test and ANOVA + SPSS
Videos on Correlation, Independent T-test and ANOVA).
• METHOD, SAMPLING AND APPROACH (5 marks): +250 words
The section explains the process used to collect information and data for the
purpose of making business decisions. The methodology may include publication
research, interviews, surveys and other research techniques, and could include
both present and historical information. For our UBER research project, Participants
(n=201) were recruited through an online survey platform (MTurk). The extant
literature supports the increasing use of Amazon’s Mechanical Turk in social
science research. Participants received USD$0.20 in their Amazon.com account for
successfully completing the survey, a reasonable rate of pay compared to similar
tasks on MTurk.
You need to produce a table summarizing the demographic profile of the
respondents (Watch SPSS Video on Frequencies). Finally, you need to explain
which analysis you have used to test the hypothesis (e.g. Correlation, Independent
t-test or ANOVA).
Summary table for the demographic profile:
African American 4.5%
• DATA ANALYSIS AND SUMMARISATION (30 marks): +600 words
Data analysis is the most crucial part of any research. Data analysis summarizes
collected data. It involves the interpretation of data gathered through the use of
analytical and logical reasoning to determine patterns, relationships or trends. This
section shows whether you support or reject the hypothesis. You need to put the
mean value scores, correlation score and the p-value.
Example of results section:
The results show that negative WOM (M=3.45) is positively correlated (Correlation=
0.759; p < 0.05) with consumers’ anger toward sexual harassment at Uber
(M=4.56). It shows that consumers who have spread negative WOM in the past,
due to various reasons, are more likely to feel angry and furious toward Uber.
Hence, H1 is supported. However, negative WOM (M=3.42) did not significantly
associated with Uber’s brand popularity (M=3.56, p > 0.05). Therefore, H2 is not
Example of results section:
The result of independent t-test shows that there is a significant difference between
male and female on the anger toward sexual harassment (Male = 2.45; Female =
4.56; p < 0.05). Female consumers show more anger toward UBER compared to
male consumers. Hence, H1 is supported.
SYNTHESIS, INTERPRETATION, CONCLUSION, MANAGERIAL
IMPLICATION and LIMITATIONS (15 marks): +750 WORDS
This section should contain the managerial implications based on the results of your
Example of managerial implication section:
“The results indicated that most consumers do not accept the sexual harassment
case at Uber. Consumers who had negative WOM toward Uber, who were treated
unfairly by Uber, who had an attachment with Uber, or who were satisfied with Uber
show anger toward the company. This outcome is a strong indication that people
are offended and will continue to be offended by these issues. Uber needs to
address consumer perceptions and stop the damage toward its brand. The
company should ensure that sexism is unacceptable.”
Finally, you need to write what is the research limitation of this study. Research
limitations are influences that the researcher cannot control. They are the
shortcomings, conditions or influences that cannot be controlled by the researcher
that place restrictions on your methodology and conclusions. Any limitations that
might influence the results should be mentioned.
Example of research limitation section:
“The study has several limitations. First, the study focuses on Uber’s consumers in
the US which reduce the generalizability of this study. Uber is currently active in 84
countries and consumers in other countries may be not aware of the sexual
harassment cases in the US, hence their perceptions toward Uber’s brand
popularity may be different than consumers in the US…”
The final two criteria are “Quality of logic, reasoning and insight (10 marks)” and
“Quality of written communication (10 marks)”. Your paper should be easy to
follow, interesting and nicely presented (see Rubric below).
1. Reference style: APA or HARVARD
2. Acronyms in the survey:
ASV: Acceptance of Sexual Violence
WOM: Word-of-Mouth (Negative)
BP: Brand Popularity
CF: Choice Freedom
ER: Emotional Receptivity
MM: Market Mavenism
SCU: Service Convenience (Usage)
SCA: Service Convenience (Access)
ATC: Attachment to Company
FOD: Fear of Discrimination
PU: Purchase Urgency
SS: Satisfaction with Service
ITB: Inequitable Treatment by the Business
TR: Trust in Regulation
2034MKT Market Research – Marking Criteria for Research Report (Total of 100 marks)
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