Cultural Diversity Management Research Proposal for Primark

This research proposal investigates the practices associated with managing cultural diversity in the workplace, specifically within the context of improving organizational performance in the retail sector, using Primark as a case study. The proposal includes a literature review exploring the concept of cultural diversity, ways to manage it, and challenges faced. The research methodology outlines a qualitative approach with an inductive research approach, interpretivism philosophy, and thematic data analysis. Data collection involves questionnaires from Primark managers, and the study addresses ethical considerations. The data interpretation section presents findings on employee demographics, the adoption of cultural diversity, and effective management strategies. The proposal concludes with recommendations for Primark based on the research findings, along with a reflection on the research process and alternative methodologies.

PRIMARK
(RESEARCH PROPOSAL)

Table of Contents
LO 1 RESEARCH PROPOSAL......................................................................................................3
LO 2.................................................................................................................................................3
Literature review.........................................................................................................................3
Research methodology................................................................................................................5
LO 3.................................................................................................................................................6
Data Interpretation......................................................................................................................6
LO 4...............................................................................................................................................14
Conclusion................................................................................................................................14
Recommendation......................................................................................................................15
Reflection..................................................................................................................................15
Alternative methodology...........................................................................................................16
REFERENCES..............................................................................................................................18
APPENDIX:...................................................................................................................................19
Research Ethics Approval Form..............................................................................................28

Topic: To investigate the practices that is associated in managing the cultural diversity at
workplace in context of improving organizational performance in the retail sector.
LO 1 RESEARCH PROPOSAL
Enclosed in Appendix
LO 2
Literature review
Theme 1: Concept of the cultural diversity at work place
Bennaceur and et.al., (2018) viewed that cultural diversity refers to the diversity of the
cultured people which are different from other in respect of caste, sex, colour, region and values
which they carry to attain any task. As most of the business are carried with varieties of culture
which carries various ideas and thoughts to accomplish the task which results in increasing the
productivity in the business. Usually, business adapt the cultural diversity in respect of giving
freedom to individual employees to attain the task by their own.
Holland (2017) criticised that the aspect of flexibility regarding motivating employees to
attain the task by their own is not successful, as it results in bringing risk at work place. As the
motive of establishing the business is to gain profits which is to be attained through providing the
quality products or services. Thus, if the employees are to be diversified according to their
culture, it results in affecting the productivity in the business by not achieving task as team.
Göncz (2020) suggested that in respect of adapting the cultural diversity at work place, it
results in strengthening the interest of the employees through accepting their culture, languages
and way of presenting their thoughts in better way. Thus, resulting in increasing the reputation of
the business through engaging different culture employees at the same platform and also
providing equivalent training which results in increasing the employee's engagement at larger
level.
Theme 2: Ways to manage the cultural diversity in business
According to Dawson (2016) the communication is the effective way which is undertaken
in respect of managing the cultural diversity in business. As the main role which is adapted in
these aspects is by the manager and leaders. As they had to communicate effectively with the
employees, so that they feel to be the part of the company and also shares their ideas and thought
which they feel to get more productivity in business.

Pannia (2020) stated that training can be the major factor which results in managing the
cultured diversity in better perspective as in case of providing the equal training to all the
employees. In this every employee are given chances to attend such training and also participate
in various social events which results in enhancing the group activity. By this manner, the
training is given in context of motivating them to work as team so that task is to be accomplished
within the stipulated time period with better productivity.
As per Wilson and et.al., (2017) stated that the companies policies are another important
aspects in respect of managing the cultured diversity as if the company adapts similar polices for
all the employees working in the organization (Managing Cultural Diversity in the Workplace,
2020). It results in managing the employees interest and also the chances of conflict is reduced
between the employees. For e.g. In case of Primark, the majorly employees which are engaged in
business are from different background and thus the similar policies are imposed in relation to
managing their interest at larger level.
Theme 3: Challenges faced in managing the cultural diversity in context of improving the
organizational performances in business
Hunt and et.al., (2018) highlights that generation gap at work place is one of the major
challenges which is examined under the cultural differences. As in business, every culture people
are engaged and carrying the business, but the changes in work culture affects their working style
and results in decreasing the productivity in the business. Thus, the company faces challenges
regarding managing every generation gap at single platform.
Ottaviano, Peri and Wright (2018) examined that language barriers is another important
perspective regarding managing the different culture people. As every employee had their own
perspective of presenting their thoughts and ideas with each other. Thus, issues raised regarding
understanding their languages or conveying the accurate ideas to the leaders which results in
facing confusion regarding interpreting the ways of presenting the right information.
Lozano and Escrich (2017) interpreted that education and values which they pertained,
also resulting in affecting in managing the cultural difference. As every employee had different
criteria of learning and using such skills at work place in different way (Challenges of Diversity
Management, 2020). Thus, the issues arises regarding keeping all the employees at single
platform. For e.g. in case of Primark, the business is engaged with large number of employees
which belong to different background. Thus, in such manner during the recruiting and training

procedure, it reflects that every employee had different style of thinking and accomplishing the
task. Thus, the issues raised regarding motivating employees to adapt the same procedure to
attain the task.
Research methodology Research types: In this, the researcher had two methods in which they applied the
qualitative method to carry the research work in right manner. The reason behind
choosing this method is that it helps the researcher to select the questionnaire procedure
in which they raise question from the participants regarding sharing the views on the
topic related to the cultural diversity. Research approach: It includes the planning and procedure which is undertaken in
respect of gathering the data which is useful in presenting the topic in right manner
(Clarke, 2018). It includes two methods such as inductive and deductive. Here in this, the
research had applied the inductive method, which is chosen when the qualitative method
is applied. Through this manner, the data are to be gathered from internal sources. Research philosophies: It refers to the belief and thoughts which is useful in context of
gathering the unique information. It includes two methods such as interpretivism and
positivism method. Here researcher had preferred the interpretivism method to carry the
research and this can be undertaken through interpreting the information once they are
gathered through raising the questionnaire. Data collection: This method is mainly adapted in respect of collecting the information
from primary and secondary method. In context of choosing the primary method, the
research is to be conducted through gathering the original information and this can be
undertaken in respect of raising questionnaire (Sherratt and Turner, 2018). In respect of
undertaking the secondary method, it is conducted through taking the data from article or
other author research and then present the information which provide useful data. Sampling: It is undertaken when the company is engaged with large number of
employees and its tough to select the right person to raise questionnaire. In such manner,
researcher had applied the random sampling method, in which they raise question from
the 20 managers of Primark which share the internal information regarding managing the
cultural diversity at work place.

 Data analysis: This method mainly analyses, inspect, monitor and collect the data which
is relevant to the research topic. To carry the research in right way, researcher applied the
thematic method to present the research on the bases of theme. By applying this method,
it results in presenting the research in valid format and also make the research unique
from others. In order to analyse gathered data set prominently tables, graphs and charts
would be used. In this regard, Microsoft excel would be used which in turn helps in
presenting clear view of responses collected. Ethical consideration: Researcher had to maintain the ethics in respect of carrying the
consent form. As the data is to be gathered from various manager and thus, it is necessary
that accurate consent form is to be signed (Coemans, Vandenabeele and Hannes, 2019).
So that, without their prior permission, the data not to be disclosed in the research.
 Reliability and validity: In respect of reliability it refers to the accuracy of the
information which is gathered, as if the data is collected from the 5 consecutive years and
after interpreting the information, the results are provided similar. In that aspects, the
information presented are reliable and accurate. In case of validity, it is stipulated that
data collected must be from authentic sites. So that it reflects the relevant information
which is useful in making the research different and presentable.
LO 3
Data Interpretation
Theme 1: Time duration of working in the organization
Particulars Respondents % of respondents
Below 2 year 2 10.00%
2-5 years 4 20.00%
5-7 year 12 60.00%
Above 7 year 2 10.00%
Total 20 100.00%

Below 2 year 2-5 years 5-7 year Above 7 year
0
0.1
0.2
0.3
0.4
0.5
0.6
10.00%
20.00%
60.00%
10.00%
% of respondents
Interpretation: By referring this chart, it indicates that most of the managers are engaged in the
business for the time period of 5 – 7 years. This indicates that they are familiar with the concept
relating to equality and diversity at work place and also know the impact which arise through this
aspects. By carrying the 5 – 7 years experiences resulting in adapting various new tactics which
results in retaining the employees interest at work places and also managing their interest in
business environment for longer time period.
Theme 2: Cultural diversity concept is to be adapted in the business
Particulars Respondents % of respondents
Yes 3 15.00%
No 16 80.00%
May be 1 5.00%
Total 20 100.00%

15.00%
80.00%
5.00%
Yes
No
May be
Interpretation: By interpreting the data which is gathered from the participants, most of the
managers provided their opinion against this statement that cultural diversity is not to be adapted
in the business. As it results in demotivating other employees to work as a team. It is also
discussed in the literature review that if the employees are diversified, it results in enhancing
innovative ideas at work place (Greener, 2017). But on the other hand results in bringing conflict
between the employees to attain the common objectives.
Theme 3: Factors to be carried under the cultural diversity
Particulars Respondents % of respondents
Language 3 15.00%
Religion 1 5.00%
Gender gap 2 10.00%
All of above 14 70.00%
Total 20 100.00%

Language Religion Gender gap All of above
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
15.00%
5.00%
10.00%
70.00%
% of respondents
Interpretation: From the stated graph, it is indicated that the cultural diversity covered following
aspects such as language, religion, gender gap and thus business is covered with such type of
employees which belongs to different background. As organization adapts such concept in
respect of enhancing the business as if they are covered with different culture people, it results in
more growth in the business.
Theme 4: Ways to be considered to manage the cultural diversity at work place
Particulars Respondents % of respondents
Effective communication 2 10.00%
Training 3 15.00%
Organizing social events 1 5.00%
All of the above 14 70.00%
Total 20 100.00%

Effective communication
Training
Organizing social events
All of the above
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
10.00%
15.00%
5.00%
70.00%
% of respondents
Interpretation: From the stated chart, it indicates that all the above points are needed to manage
the business in better manner such as in case of effective communication, if there is clear and
understandable communication between the employees, it results in managing the cultural
difference in better manner. Similarly, in the case of the training and by organizing social events
which is discussed in the literature review they also help in managing the employees interest
through engaging them in the business activities and also providing them chances to interact with
each other (Bennaceur and et.al., 2018).
Theme 5: Training results in retaining the interest of employees which belong to different
background for longer way
Particulars Respondents % of respondents
Strongly agree 12 60.00%
Agreed 2 10.00%
Neutral 1 5.00%
Strongly disagree 3 15.00%
Disagree 2 10.00%
Total 20 100.00%

60.00%
10.00%
5.00%
15.00%
10.00%
Strongly agree
Agreed
Neutral
Strongly disagree
Disagree
Interpretation: From the above pie chart, the data clearly interpreted that training is the major
criteria which results in retaining the employees interest and also reduces the issues of cultural
diversity in the business. It is also mentioned in the literature reviews, that training helps the
employees to interact with each other and also guide them to work as a team (Holland, 2017). So
that task is to be accomplished in right manner with carrying less risk to accomplish it.
Theme 6: Cultural diversity affects the integrity of the organization regarding enhancing
performances
Particulars Respondents % of respondents
Yes 17 85.00%
No 1 5.00%
May be 2 10.00%
Total 20 100.00%

85.00%
5.00%10.00%
Yes
No
May be
Interpretation: The chart reflect the matters relating to the examining the managers overview on
the matter related to cultural diversity. As if the company prefer to diversify the employees on
the bases of culture, it results in affecting the interest of the employees to provide productive
work. As company gain advantages, if their employees work as a team and also bring innovative
ideas at wok place. Thus, it is necessary that cultural diversity is to be managed, so that more
retention of employees existed at work place.
Theme 7: Challenges faced by organization regarding managing the cultural difference
Particulars Respondents % of respondents
Language barriers 2 10.00%
Education 1 5.00%
Company policies 2 10.00%
All of the above 15 75.00%
Total 20 100.00%