Analysis of Cultural Diversity Management at Morrison's, UK Retail

This report presents a research project focused on managing cultural diversity within the UK retail sector, specifically examining practices at Morrison's. The research utilizes both primary and secondary data collection methods, including questionnaires and literature review, to analyze employee perspectives and identify effective diversity management strategies. The report details the research methodology, including qualitative research type, inductive approach, and interpretivism philosophy. Data analysis, employing thematic analysis, reveals insights into employee satisfaction, workplace culture, and the impact of diversity initiatives. Key findings highlight the importance of teamwork, open communication, and dedicated efforts towards diversity and inclusiveness. The report also addresses challenges faced in managing cultural diversity, such as communication errors and ethnic differences. Overall, the study concludes that effective cultural diversity management positively influences employee performance and creates a conducive working environment, contributing to business success. The report also includes reflections on the research process and suggests alternative methodologies for future studies.

Research project

Table of Contents
INTRODUCTION...........................................................................................................................1
Research proposal...................................................................................................................1
Research Methodology...........................................................................................................1
Data Analysis..........................................................................................................................2
Communicate the research outcomes.....................................................................................7
Reflection...............................................................................................................................7
Alternative methodologies......................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Appendix........................................................................................................................................10

INTRODUCTION
In this competitive era, every company wants to stay top in the competition but for that
they have to hire employees who belongs to different culture and caste. For that, the current
report is based upon the cultural diversity in which researcher focus on different practices of
managing cultural diversity in UK retail sector. So, study provide primary and secondary data
collection sources which help to meet the define aim and by knowing views from sample size, it
will be easy to understand the equality and diversity within Morrison's.
Research proposal
Enclosed in proposal
Research Methodology
Research type: In research, scholar is required to select appropriate type as it has direct
impact on the selection of other methods. Thus, at the time of research type selection, scholar
needs to keep in mind issue or problem being investigated. Here, for assessing the ways through
which Morrison’s can manage cultural diversity at workplace qualitative research type has been
selected (Ngozwana, 2018). Accordingly, by investigating qualitative facts and aspects
appropriate outcome has presented.
Research approach: Inductive and deductive are the main two approaches that research
can employ for the purpose of investigation. In the current research, for assessing practices that
assists Morrison’s in managing cultural diversity at workplace inductive approach has been
selected. The rationale behind the selection of this approach is it helps in getting suitable
outcome from qualitative research.
Research philosophy: It refers to the ways through which data will be gathered and analyzed
for addressing concerned research problem. In research, philosophies can be distinguished into
two such as interpretivism and positivism. Hence, in this research, interpretivism philosophy has
been selected over positivism. As per this, practices pertaining cultural diversity management
has been assessed through interpreting qualitative facts.
Data Analysis: For the current study, researcher uses thematic data analysis in which
graphs and tables are used that will help the researcher in order to analyse different practices for
managing cultural diversity. Also, through this type researcher is also able to interpret the results
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and present the finding in better manner which leads to present the study in more concise
manner.
Data Collection: In this study, researcher uses both primary and secondary data
collection methods such that under primary, questionnaire is designed under survey method
which in turn leads to analyse the views from selected respondents (Pruzan, 2016). Further, for
secondary data collection methods, researcher uses relevant books, articles and journals which in
turn assist to analyse the practices for managing cultural diversity.
Sampling: Under the current study, simple random sampling method has been chosen by
the researcher in which 20 employees if Morrison's are selected randomly. Through this method,
researcher is able to analyse the opinion regarding managing cultural diversity and this in turn
leads to generate best outcomes as well.
Cost: For the study around £250 is used in which financial and human resources are
included. Also the cost further consider the technological resources in which Internet is uses.
Ethical consideration: For conducting the researcher in better manner, researcher
should make sure that proper level of confidentiality is maintain in which Data Privacy act is
used (Snyder, 2019). Also, before conducting the research, take prior consent from the
participant. Further, there must be no miscommunication between the respondents and scholar
because it may also affect the results in negative manner.
Accessibility: Researcher also faces issue with regards to accessibility in which there are
many sites which are access denied and this in turn takes huge time which affect the results. On
the other side, researcher should make sure that they take consent from respondents so that
outcomes are not affected.
Primary research
Questionnaire is attached in Appendix
Data Analysis
Theme 1: Employees are satisfy with a statement
Respondents
Strongly agree 11
Agreed 5
Disagreed 3
Strongly disagreed 1
2

Interpretation: In accordance with the above, majority of the sample are agree that leaders of
Morrison's encourage diversity because out of 20, 11 are strongly agreed. So, it is reflected that
leadership of a company assist the business and support employees in order to manage the work
and meet the define aim of a business as well.
Theme 2: Most respondents are comfortable with a workplace culture
Respondents
Yes 15
No 3
Don't know 2
3
Strongly agree Agreed Disagreed Strongly disagreed
0
2
4
6
8
10
12 11
5
3
1
Respondents

Interpretation: Through the table and graph, it is interpreted that employees of Morrison's are
enjoy the working culture because of having different cultural people. Such that 15 out of 20
sample are stated yes, only 3 of them state no. Hence, it is also supported by Jabbar and Mirza
(2019) that when company have a positive working environment then it will lead to manage the
performance in positive manner. This in turn leads a business towards right direction.
Theme 3: Morrison's is dedicated to diversity and inclusiveness
Respondents
Yes 18
No 2
4
15
3
2
Yes
No
Don't know

Interpretation: Through primary research, it is reflected that Morrison's is dedicated towards
diversity and inclusiveness. It is so because employees of a company are highly agreed and only
2 of them stated no. So, it is further supported by Bosnić and et.al., 92019) that with the help of
diversify workforce, company leads to provide innovative product to customers and this in turn
leads to attract range of customers towards it.
Theme 4: Different practice are involve within a firm regarding managing cultural
diversity
Respondents
Team work 4
Open session 2
Communication 3
All of these 11
5
18
2
Yes
No

Interpretation: From the above, it is stated that Morrison's perform different practices which in
turn help the company to meet the define aim. Like, 11 out of 20 stated that quoted firm have
many practices within a firm. Such that majority of employees stated that they prefer to work in
a team so that it will help to mange work. It is also supported by Panis, Paulussen and Dhoest
(2019) that if company manages the cultural diversity then it has to make sure that it uses many
practices within a firm.
Theme 5: Practices create positive impact upon business
Respondents
Help to attract employees 4
Improve performance of
company and employees 3
Improve working
environment 4
All of these 9
6
4
2
3
11
Team work
Open session
Communication
All of these

Interpretation: As per the above, it is interpreted that practices for managing cultural diversity
also affect the results. Such that 4 of them stated that it help to improve working environment, 4
of them stated that it help to attract new customer and 9 of them stated that it assist the company
in enhance overall performance. So, it is reflected that there is a need to manage cultural
diversity at working place so that it may lead to positive direction.
Theme 6: Morrison's faces many challenges while managing cultural diversity
Respondents
Error in Communication
and languages 3
Age Gap and ethnic
differences 4
Respecting and accepting
difference of others 4
All of these 9
7
4
3
4
9 Help to attract employees
Improve performance of
company and employees
Improve working environment
All of these

Interpretation: Through the above graph, it is interpreted that out of 20, 9 are highly agree that
company faces many challenges and this in turn leads to affect the entire results. Such that 3 of
them stated error in communication and language, while 4 of them state age difference and
sometime they do not respect and accept others. So, it is supported by Amirkhanyan and et.al.,
(2019) that there is a need to manage the challenge because it may lead to affect working
environment and with the help of effective managing cultural diversity company sustain brand
image. At global level,
Communicate the research outcomes
Enclosed in PPT
Reflection
The overall journey of a project is good because I learn new things and analyse the
effectiveness of research methodologies for a project. Such that, I use qualitative study in which
I determine the views from respondents and come to conclusion. Also, with the help of
secondary and primary data collection method, I analyse that I am able to determine the
practices of managing cultural diversity creates a direct impact upon the performance of
8
3
4
4
9 Error in Communication and
languages
Age Gap and ethnic
differences
Respecting and accepting
difference of others
All of these

company. Further, I gain my knowledge with regards to cultural diversity which may be used in
future.
Alternative methodologies
As the entire journey helps me to gain effective knowledge with regards to research
methodologies. But in future, when the same study is used, I will used quantitative study in
which is used advance tool i.e. SPSS because it is more reliable and provide exact output. Also,
in order to avoid generalization, I also prefer to use Deductive research approach because it
helps me to provide exact outcome which in not possible when using qualitative study,
CONCLUSION
By summing up above report it has been concluded that managing cultural diversity
plays an important role in the success of a business. From data analysis section it is analyzed that
majority of respondents are satisfy with working culture and company have a diverse cultural
people who help the firm to maintain the overall working performance. Study also concluded
that by managing cultural diversity, company creates an effective working relationship and this
in turn leads to meet the define aim as well.
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REFERENCES
Books and Journals
Amirkhanyan, A. A. and et.al., 2019. Managing Racial Diversity: Matching Internal Strategies
with Environmental Needs. Public Administration Review.79(1). pp.69-81.
Bosnić, I. and et.al., 2019. Managing diversity in distributed software development education—
a longitudinal case study. ACM Transactions on Computing Education (TOCE).19(2).
pp.1-23.
Jabbar, A. and Mirza, M., 2019. Managing diversity: academic’s perspective on culture and
teaching. Race Ethnicity and Education.22(5). pp.569-588.
Ngozwana, N., 2018. Ethical Dilemmas in Qualitative Research Methodology: Researcher's
Reflections. International Journal of Educational Methodology. 4(1). pp.19-28.
Panis, K., Paulussen, S. and Dhoest, A., 2019. Managing super-diversity on television: The
representation of ethnic minorities in Flemish non-fiction programmes. Media and
Communication.7(1). pp.13-21.
Pruzan, P., 2016. Research methodology: the aims, practices and ethics of science. Springer.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research. 104. pp.333-339.
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