Qualitative Research Proposal: Motivation's Impact on CBA Employees

This research proposal outlines a qualitative study investigating the impact of motivation on employee performance at the Commonwealth Bank of Australia. Employing a phenomenological framework, the study aims to understand how motivation affects employees aged 18-45 through semi-structured in-depth interviews, analyzed using thematic analysis. The proposal explores the background and rationale, emphasizing the importance of employee motivation for organizational success, referencing Maslow's hierarchy of needs and Alderfer's ERG theory. It details the research aim, objectives, and questions, as well as the chosen methodology, including data collection methods and the anticipated ethical considerations. The study seeks to identify strategies the bank can adopt to enhance employee motivation and performance, contributing to a deeper understanding of this critical relationship within the banking sector.

Research Proposal
Title: Impact of motivation on the performance of the employees in the context of the
Commonwealth Bank of Australia
Proposed by:
6/12/2019
Supervisor:

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Table of Contents
SUMMARY.....................................................................................................................................2
BACKGROUND AND RATIONAL..............................................................................................2
Research aim and objectives............................................................................................................3
Research Questions......................................................................................................................4
Literature review..............................................................................................................................4
Research methodology.....................................................................................................................7
Timeline.........................................................................................................................................12
References......................................................................................................................................14

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SUMMARY
The aim of the research proposal is to evaluate the impact of motivation on the performance of
the employees in the context of the Commonwealth Bank of Australia. This research proposal is
a Qualitative study that pursues the theory of phenomenology as its major methodological
framework. The participants in research will be the employees of the Commonwealth Bank of
Australia that will fall under the age group between 18 years to 45 years. The collection of the
data will be done in the research with the help of the semi-structured in-depth interview as this
provides accurate details. Further, the data will be analyzed with the use of thematic analysis.
BACKGROUND AND RATIONALE
In the dynamic environment, the commercial banks perform the vital role within the worldwide
economies as well as their employees are considered as the best sources for delivering the delight
services to their customers. Commonwealth Bank of Australia is a recognized Australian
multinational bank who is able to maintain its business operations with the different areas of the
world.It is stated that most of the bank believes that commonwealth bank has made their positive
image among consumer by providing quality services to their consumers (Manzoor, 2012).
It is effective for the organization to comprehend the importance of motivation and imply it in
the business process as it would be effective for sustaining the organizational image in the
marketplace and getting higher competitive advantages (Asfaw, Argaw, &Bayissa, 2015).
Further, it is stated that there is two factors that might be affected the employee motivation
named as the extrinsic and intrinsic. These factors could also deeply evaluated by the firm for
affecting the overall result of the organizational task.It is illustrated that the inspiration is the best
way to increase the employee interest to perform best in the working place that offers an

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opportunity to the workforce for retaining them in long-term (Noe, Hollenbeck, Gerhart&
Wright, 2017).
The motivation of employees within the bank is one of the major contributors in attaining the
high level of satisfaction (Noe, Hollenbeck, Gerhart& Wright, 2017). This study is effective for
the researcher as it assists them for deeply evaluating how much motivation is essential in
improving the performance of employees. The motivation is the best way to inspire the
workforces to meet their allocated work in the least time and cost (Bakker, 2015).
Further, if the employee of the Commonwealth bank has low motivation then it is going to work
as prone to both the internal as well as the external challenges. Thus, the level of motivation
affects the performance of employees within the bank.
This makes the research topic essential to conduct the research in the near future (Hur, Moon,
&Ko, 2018). It has been found that the commonwealth bank is dealing with the issue because the
employees are not motivated in a competitive environment that affects the performance of the
company.The employees who are performing the work are not able to maintain their
performance due to lack of motivation. In this research proposal, the opinions of various
researcher have been analyzed related to the outcome that is related to the motivation of
employees and performance. Further, this research proposal is a qualitative study that will assist
in evaluating and analyzingresearch concern (Xiong, So, Wu, & King, 2018).
Research aim and objectives
This study is emphasized in evaluating the role of motivation in improving the employee
performance of the Commonwealth Bank. The following research objectives will be
accomplished to research at the specified purpose.

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● To evaluate the impact of motivation in improving the performance of employees within
the Commonwealth Bank
● To analyze the factors like rewards and incentives that can influence the motivation
among the employees.
● To identify the strategy that can be adopted by the Commonwealth Bank of Australia to
motivate employees.
Research Questions
● How motivation can affect the employee performance of the Commonwealth bank?
● Which motivational theory can apply to motivate the employee of the Commonwealth
Bank?
● How does employee perceive motivation at the Commonwealth bank?
Literature review
The literature review section is effective in evaluating the theoretical information about the
research candidates towards the research matter. The researcher has considered different sources
named as books, online, and offline sources, magazine, articles, and company websites. It could
be effective in collectingreliable data and make data effectively (Faisal Ahammad, Mook Lee,
Malul, &Shoham, 2015). In this study, Maslow’s need hierarchy and Alderfer ERG theory.
These tools are effective in the attainment of the Commonwealth banktask. This is the
motivational tool as it facilitates to inspire people in the least time and cost. This theory will
assist to the organization for inspiring and motivating other people and reach reliable

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conclusions. Maslow's hierarchy needs theory to assist to Commonwealth bank for taking a
suitable decision in the context of the current matter. This tool assistsin effectively inspiring
others and makes a decision. The hierarchy needs theory could consider certain factors named as
love and belonging, safety, physiological, self-actualization, and self-esteem.
(Sources: Zareen, Razzaq, &Mujtaba, 2015).
This approach will lead to evaluate the factor is more suitable for the employee. It is examined
that the top management of the organization could deeply evaluate different factors that might be
affected the overall organizational performance (Zareen, Razzaq, &Mujtaba, 2015). The top
management of the Commonwealth bank could deeply evaluate which characteristics could be
essential forthe Commonwealth bankto meet their purpose (Fabi, Lacoursière, & Raymond,
2015). From the evaluation of this tool, it is illustrated that some employees give more priority
to the basic needs while some give psychological needs, and some feel that this self-fulfillment
needs will be effective for the employee retention.
It is effective for the firm to know the skills and make a decision effectively in favor of the
Commonwealth bank task. Commonwealth bankhas practiced this tool to examine the employee
needs and increase the retention level of employee. It will also affect organizational
performance.The organization needed to directly communicate with the employee and

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comprehend what they want and expect from the working place, as it would be imperative to
retain them for the long term. In addition, it is examined that employee could be an essential part
of the firm as they play an imperative role in functioning the business process.It is illustrated
thatan organization could use essential tool to improve their performance and obtain higher
competitive advantages (Irawanto, 2015).
Alderfer – ERG theory: Existence needs, relatedness needs, and growth needs
This theory is another motivation tool that assists to Commonwealth bankto classify the
motivational tool into different elements named as existence needs, relatedness needs, and
growth needs. The Maslow’s physiological as well as safety that could belong to the existing
needs. Relatedness could be coordinated to belonginesses as well as the self-esteem of another
individual. Growth factor could demonstrate the importance of two components named as self-
esteem as well as self-actualization (Hanaysha, 2016). Alderfer method is effective in
comprehend the importance of needs of Commonwealth bankemployee. These are discussed
below:
Existence needs:
From the application of this factor, commonwealth bank would be capable to comprehend how
much physiological and physical needs have been essential for them and afterward organization
will implement it in the business process for meeting the aim of the study.
Relatedness needs:
From the evaluation of this factor, the Commonwealth bankcould understand which employee
has given value to the family, peers or superiors and provide facility accordingly. It is also
founded that Commonwealth bankcould demonstrate how much love as well as belongingness is

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essential for Commonwealth Bank. It is stated that Maslow’s social needs as well as external
elements of the self-esteem needs.
Growth needs
Growth needs could be essential for an individual as well as advancement together with the
needs of an employee. It is illustrated that the Maslow’s self-actualization, as well as intrinsic
component, are essential for the attainment of the self-esteem needs. This tool is effective in the
attainment of the Commonwealth bank task. Executives might comprehend that a workforce has
different needs, which might be satisfied. It is stated that ERG theory could assist to examine the
need of workforces to effectively operate the business functions and meet the aim of
Commonwealth Bank. It will assist to meet Commonwealth banktask.
Research methodology
Research design
Qualitative data collection techniques are based on the exploratory nature as well as, mainly
related to increasing the insights with comprehension on underlying causes and motivations
(Ukil, 2016). In addition to this, qualitative data gathering techniques created after it has become
identified that traditional quantitative data gathering technique was not competent to demonstrate
the emotions as well as, human feelings. It is addressed that quantitative techniques are regarded
as offering rich information regarding a real-life individual as well as, condition and being more
competent to create logical behavior. It also helps in comprehending the behavior within the
broader terms. But, qualitative research could be criticized due to the inadequacy of
generalizability. It is also highly depended in the context of subjective evaluation of investigators
and makes incompetent in the context of replication through investigators (Fiaz, Su, &Saqib,
2017).

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Discuss the ontology or epistemology
Epistemology is related to an investigation of nature as well as, the scope of understanding and
acceptable opinion. It assesses the nature of understanding and how it associates with similar
views like belief, truth, as well as, justification. It also traded with the means of production of
understanding and Skepticism regarding several claims of understanding (Cloutier, Felusiak,
Hill, & Pemberton-Jones, 2015). Under research philosophy, there are several sources of
understanding. There are different sources of understanding associated with business research in
a specific area could be categorized into different manners:
Intuitive understanding relies on intuition, beliefs, and faith. Furthermore, human feelings play a
significant role in intuitive understanding with respect to reliance on data.
Authoritarian understanding depends on data that is collected through research papers, books,
experts as well as, online websites. Logical understanding is the development of new
understanding via the use of logical interpretation. Along with this, empirical understanding
depends on objective evidence that is developed as well as, could be discussed (Jayaweera,
2015).
Methodological framework(s),
Phenomenology is a methodological framework that would be practiced for this investigation.
Phenomenology is a methodological strategy that seeks to illustrate, understand, as well as,
interpret the human behavior and meaning a person makes of their knowledge.
In-depth interview is a type of qualitative data gathering technique that does not apply fixed
questions. However, the aim is to engage the interviewee in communication to draw out
knowledge with interpretations. Hence, interviewees are competent to discuss on their responses

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that result in each interview being distinct as well as, moderately different (Ibrahim &Brobbey,
2015).
This investigation would apply a semi-structured in-depth interview because it permits an
investigator to instruct the interview to collect the data through organized questions. However, it
permits for some impulsiveness hence, respondents are competent to describe the responses.
Since the key objective of this project is to increase the knowledge about the impact of
motivation on the performance of the employees in the context of the Commonwealth Bank of
Australia. It could be considered through the application of phenomenological framework as it
permits such rich data to be gathered.
Research method(s)
There is a different research method that would be considered in this investigation. It is described
as given below:
Data collection methods
In this investigation, semi-structured in-depth interviews data collection method would be used
to pool the data. It would be beneficial for capturing the fresh information about the research
concern i.e. impact of motivation on the performance of the employees in the context of the
Commonwealth Bank of Australia. This technique would be selected as it helps to obtain reliable
and valid data. In the depth interview, open-ended questionnaire structure would be used as it
helps to provide choice to give response as per their own basis (Hur, Moon, & Jun 2016).
Research participants
This investigation would be conducted in Australia. The respondents would be selected from
senior Human resource managers of the Commonwealth Bank of Australia.
An individual with the criteria below are qualified for the investigation:

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 Australian citizens who are competent to speak English
 The age of persons between 35-50 years would be selected in research.
 The experience of respondents would be more than 5 years in banking fields.
Exclusion criteria:
 Ex-employees of Commonwealth bank would be rejected from employees.
Sampling method and sample size determination
This investigation would consider a purposive sampling technique. It is a non-probability
sampling technique that is referred to as the deliberate choice of specific persons or cases
because they offer significant data that could not be collected by other mediums. In addition, this
non-probability sampling technique would be intended to collect data regarding the impact of
motivation on the performance of the employees in the context of the Commonwealth Bank of
Australia. It would facilitate in-depth information as well as, perceptions into findings as
compared to empirical generalization.
Moreover, a qualitative study would implement a snowball sampling technique as this research
would be associated with marginalized as well as vulnerable respondents who are fresher and
experienced employees. In purposive sampling, snowball sampling technique would be
supportive to arrive at the targeted group as well as, addresses the particular respondents for this
investigation (Eisenberger, Malone, &Presson, 2016).
Data analysis
In the qualitative study, data analysis is an imperative facet that supports in analysis and
interpretation of accumulated data (Lăzăroiu, 2015). In this study, data analysis consider
reviewing of pooled data related to the Impact of motivation on the performance of the
employees in the context of the Commonwealth Bank of Australia, categorized the collected

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data, verification of data, formulate additional questions and develop a conclusion. Thematic
data analysis method would be used by the researcher to analyze the data as well as it also assists
in making member checking strategy and triangulation.
The interview method is used in the transcription of informal conversation along with emotional
expression (Khuong& Hoang, 2015). Two senior researchers would translate the local language
of Australia to the English language as it would help in proper set up of raw data that collected
through the coding process. In the qualitative data analysis coding is the starting point for
analyzing the data. Coding process assists in developing the more precise and specific codes.
There are certain types of coding which are considered in the qualitative data analysis that are
named as focus adding, selective coding, open coding, and axial coding.
In order to this, open coding would be utilized for organizing, deconstructing, and sorting of data
by using separate ideas from research candidates and then attained data would be particularly
coded. Further, axial coding would be practiced by the researcher for further code organization
and evaluation to address the relationship between data that are attained by open coding. In
addition, selective coding process would be exercised for this qualitative research to determine
the core theme and develop a causal relationship. It also delivers integration of theoretical point
for this current research concern (Aguenza&Som, 2018).
Ethical issues and rigor of your proposed research in this section
Ethics are the rules and codes, which regulates the practices regarding the profession. In
addition, this supports for creating the moral standard to conduct the investigation. This
investigation would use informed consent justice as well as anonymity (Al Mehrzi& Singh,
2016). The proposed investigation would be submitted to the human research ethics committee
within the Western Sydney University as well as, commercial bank of Australia for approval of

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investigation. This investigation does not pose a biological or physical threat to participants.
Along with this, informed written consent for involvement as well as, collection of data would be
collected prior to gathering the information with an interview.
In addition, respondents would be informed about the needs of respondents in the investigation
and potential risks with the benefits of being entailed in an investigation. The respondents would
be assured that data gathered for investigation would be maintained confidential as well as,
secrete. Moreover, the name of respondents would be replaced to pseudonyms to keep their
identities as well as, to keep confidentiality. In addition, participants would be informed that
gathered data would be made accessible to others who will collect the data with the intention of
study and not for any other purpose (Kuranchie-Mensah, &Amponsah-Tawiah, 2016).
Timeline
The timeline for this research is outlined in the below table. It is predicted that this project would
take 17 months to attain the project:
Activity Duration Date
Literature review 3months May 2019 – July 2019
Presentation of Proposal 2 month August 2019-September 2019
Ethical approval 4 months October 2019 – January 2020
Collection of Data 3 months February 2020 – April 2020
Analysis of Data 2 months May 2020 – June 2020
Report write up 1 month July 2020
Submission 2 month August 2020-September 2020

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From the above table, it can be stated that ethical approval can take 4 months while report write-
up will take only 1 month.
Limitations
It is not feasible to investigate the whole concept related to more than one particular individual in
a specific time, sources as well as, perspective because of the limitation of every investigation.
Therefore, there is a chance of some limitation in the investigation that there is no exclusion. One
of the key limitations for this investigation is related to the time that is essential to spend by an
ethnographer in an interview. It may not be suitable when there would be sufficient time and
budget (Raziq, &Maulabakhsh, 2015). Moreover, the researcher would seek permission through
the top authority of the Commonwealth Bank of Australia. This investigation would not be
possibly started when top authority would deny offering permission to penetrate into the chosen
site for investigation. Another limitation could be related to the generalization of investigation to
a wider population. This project would be initiated to a small number of respondents from the
region of Australia is just single development cannot be generalized to wider residents (Singh,
2016).

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