Gender Discrimination Impact: Research Proposal on Morrison

This research proposal investigates the impact of gender discrimination on employee productivity within the supermarket and retail chain Morrison. It begins with an introduction highlighting the importance of equality and diversity management, defining gender discrimination, and outlining the research's aims, objectives, and research questions. A comprehensive literature review examines the concept of gender discrimination, its effects on employee performance, and the challenges companies face in managing it. The methodology section details the research approach, philosophy, data collection methods (qualitative research), sampling, and data analysis techniques, including thematic analysis, along with ethical considerations. The proposal includes a timeline for the research process. The study aims to understand gender discrimination, its impact on employee productivity, and recommend strategies to reduce discrimination in the workplace, using qualitative research methods and a case study approach.

RESEARCH PROPOSAL

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................6
TIMELINE.......................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Background
Managing of the equality and diversity is the most important thing for the company to get
successful. This is majorly because of the reason that the equality and diversity management for
the company is very essential (Mercat-Bruns, 2016). The equality is defined as the ability of the
company to provide for the company and its employees with all equal opportunities within the
company. This is necessary as this will assist the company in managing the business in more
effective and efficient manner. In against of this diversity is defined as the recruiting of the
employees from the different cultural background as this assist the company in bringing more of
the different working practices of different cultures. For the success of the company it is very
essential that the company maintain a high level of equality and diversity within the company.
In managing equality and diversity the major issue faced is the gender discrimination.
The gender discrimination is referred to as the differentiating among the employees of the
company on the basis of their gender. It may mean that the male employees within the company
are given more preference over the female members within the company. Thus the present
research is based over the company Morrison which is the fourth largest chain of supermarket
and retail stores and is headquartered in Bradford in UK. The company was founded in the year
1899 by William Morrison as an egg and butter store and then transformed in the supermarket.
The current research will outline the gender discrimination and the result of it over the
[roductivity of the company.
Aims and objectives
Aim
“To investigate the consequences of the gender discrimination on the productivity of the
employees with respect to management of equality and diversity. A study on Morrison.”
Objective
 To understand the concept of gender discrimination in company.
 To examine the effect of the gender discrimination over the productivity of the
employees with respect to Morrison.
 To evaluate the challenge which the company faces in managing the gender
discrimination in the company.

 To recommend some of the measures and strategies for the company to reduce the gender
discrimination at the workplace.
Research question
1. What is the concept of gender discrimination at workplace?
2. What is the effect of the gender discrimination over the performance of the company?
3. What are the major challenges which the company faces at time of managing the gender
discrimination?
Rationale
The main motive behind the selection of the research topic relating to the gender description is
that this is the main issue being faced by the employees within the company currently. Thus, for
this it is essential for the company to find and use the strategies for overcoming the issue being
faced by the gender discrimination. Also, another major reason for the selection of this research
topic is the personal and academic interest of the researcher themselves.
LITERATURE REVIEW
Theme 1: Concept of gender discrimination.
In the opinion of Rosette, Akinola and Ma, (2016) the gender discrimination is referred to
as the doing of differentiation among the employees of the company on the basis of the gender.
In the companies this is the most important issue which is being faced by the companies and
employees. This is majorly pertaining to the fact that the more preference is being given to the
male employees as compared to the females. Thus, this creates a negative environment in the
company and the employees feel less motivated and then morale also decreased to a great extent.
Hence, all these thing result in the decrease in the productivity of the company to a great extent.
It is so because of the fact that when the morale of the employees is low then they will not work
up to their maximum potential and this will decrease the working efficiency of the overall
company to a great extent.
Theme 2: Effect of high gender discrimination over performance of the employees.
In against of this MacDermott and Alon-shenker, (2019) argues that there are many
different consequences of the high gender discrimination. This is majorly pertaining to the fact
that the gender discrimination creates many different problems and areas of difficulty of the
company. The major impact of the high gender discrimination is the lack of interest of the
employees within the company. This is majorly because of the reason that the policies and

practices are more focused over the males of the company and this will decrease the other
employee’s interest within the working of company.
In the words of Jaffe (2017) the other major impact of high gender discrimination within
the company is that this will decrease the goodwill of the company to a great extent. This is
majorly pertaining to the fact that when the company uses more the discriminating practices then
this will decreases the interest and trust of the consumers over the company. Thus, this will
decrease the goodwill of the company in the highly competitive market. Also the consumer will
not like to buy the goods and services of the company as the company is not working in ethical
and good manner. Thus, this will decrease the performance of the employees as the consumer
will not like to buy the product and services of the company and this will demotivate the
employees and they will not work up to their fullest potential.
In contrast to this Shah, (2018) argues that if the gender discrimination is low or not
present in the company then this will have a positive impact on the company and the
performance of the employees. This is majorly because of the reason that the low gender
discrimination motivates the employees to work in more effective and coordinated manner.
Hence, this will increase the productivity of the company as the employees will clearly
communicate with the other employees and this will increase the working efficiency of them to a
great extent. Hence, the overall performance of the employees as well as the companies will
increase to a great extent resulting in increase in the profits of the company.
Theme 3: Challenges being faced by the company in managing high gender discrimination
As per the thinking of Sowjanya, RamaKrishna and Rao (2017) the major challenge
being faced by the company in promoting equality and diversity is the cultural differences. This
is the major challenge because of the fact that many of the consumer comes from the different
cultural backgrounds and it is not necessary that all the employees feels the same for the gender
discrimination. Some of the employees will support the gender discrimination and some of
employees may not support it. Thus, this creates a problem for the company in decreasing the
gender discrimination as here some of the employees do not support it.
On the flip side Marchiondo, Ran and Cortina (2018) argues that the major challenge
being faced by the company in managing gender discrimination is the personal biasness of the
employees in the top management. This is majorly a challenge because if the top management
will make the policies and practices which will promote the company in managing the business

in discriminating manner. Thus, this will create a challenge for the company as here the
employees within the company will not like the fact that the practices are discriminating among
the employees and because of this the working efficiency of the employees will decrease.
In the words of Jha, (2018) another major challenge is the personal choice of the
management or the employees who are in power. This is majorly pertaining to the reason that
when the employees within the top management give preference to their choice of employees
then this creates some or the other issues and difficulties. Thus, this will increase the insecurities
among the other employees if some preference is given to the special employees then this will
increase the feeling of insecurity among other employees. Thus, this will result in the decrease in
the productivity and performance of the employees to a great extent.
RESEARCH METHODOLOGY
Research type- the type of research is very essential to be selected correctly because the
type of research decides that through which method the research will be completed. It is of two
different types that is qualitative and quantitative research. For the present study the researcher
will make use of the qualitative research type as they want to understand the concept of the
gender discrimination and what are the consequences of the gender discrimination.
Research approach- the approach of the research is referred to as the assumption or the
reason underlying the collection and analysis of the data. These are two different types that are
deductive and inductive. For the completion of the current study the researcher will make use of
the inductive approach as this will assist the research in setting of aim and objective and then
direct the whole study in accomplishing the aim and objectives.
Research philosophy- the philosophy is defined as the beliefs or the values which are
attached to the completion of the whole research. The philosophy is also of two different kinds
that is interpretivism and positivism. With help of the philosophy of interpretivism the present
research will be completed. This is majorly because of the reason that this type of philosophy is
more suitable with the qualitative research type.
Data collection- this is the most crucial step in the completion of the whole research
because if the data will not be there then the researcher will not be able to make the research
successful (Caillaud, Rose and Goepp, 2016). Hence for this there are two different sources of
collection of data that is primary and secondary. For the completion of the present research the
use of combination of both the primary and secondary source will be made. This is due to the

fact that the combination will provide the researcher in getting more valid and reasonable set of
data relating to the research topic.
Sampling- this is defined as the selection of some of the samples from the whole
population in order to test them and to provide for some conclusions. For the present research the
sample of 20 employees of Morrison is taken and questions have been asked to them relating to
the gender discrimination prevailing within the company.
Data analysis- this is also a crucial stage as if the collected data will not be analysed in
proper and effective manner then the research will not provide the intended answers and this will
affect the quality of research (Daniel, 2018). Thus, for this researcher will make use of the
thematic analysis and this is being used because of the reason that this will help researcher in
interpreting the data with help of the tables, charts and graphs.
Ethical consideration- this is also very essential for the researcher to make sure that the
ethical consideration is take into care at time of the doing the research. This includes the signing
of the ethical approval form by the respondent that they will use the data provided by the
researcher in the research (Gastaldo, Rivas-Quarneti and Magalhães, 2018). Also, the researcher
need to ensure that data provided by the responder is kept safe and secured with the researcher
and this will not be misused.
TIMELINE
The timeline is very essential for the company as this will help the researcher in managing the
whole process of the research in step wise manner. Thus, this will clearly help the researcher in
knowing the fact that how the whole research will be completed in advance. Thus, this timeline
will help the researcher in gaining the knowledge of the chronological manner of all the activities
involved in the research completion.
PARTICULAR
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WEE
K 1
WEE
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WEE
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WEE
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WEE
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WEE
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Selection of
topic
Formulation of
aim and
objectives

Literature
Review
Research
methodology
Data analysis
Recommendatio
n
Conclusion

REFERENCES
Books and Journals
Caillaud, E., Rose, B. and Goepp, V., 2016. Research methodology for systems engineering:
some recommendations. IFAC-PapersOnLine. 49(12). pp.1567-1572.
Daniel, B.K., 2018. Contestable professional academic identity of those who teach research
methodology. International Journal of Research & Method in Education. 41(5). pp.548-
561.
Gastaldo, D., Rivas-Quarneti, N. and Magalhães, L., 2018, March. Body-map storytelling as a
health research methodology: blurred lines creating clear pictures. In Forum Qualitative
Sozialforschung/Forum: Qualitative Social Research (Vol. 19, No. 2).
Jaffe, R., 2017. The Relationship Between Perceived Gender Discrimination and
Counterproductive Work Behaviors.
Jha, A., 2018. Gender discrimination in the workforce of Japan: An analysis (2005–
2015). International Journal of Research in Social Sciences. 8(1). pp.558-573.
MacDermott, T. and Alon-shenker, P., 2019. Intersecting Age and Gender in Workplace
Discrimination Complaints. Comparative labor law and policy journal.
Marchiondo, L.A., Ran, S. and Cortina, L.M., 2018. Modern discrimination.
Mercat-Bruns, M., 2016. Discrimination at Work. University of California Press.
Rosette, A.S., Akinola, M. and Ma, A., 2016. Subtle discrimination in the workplace. In The
Oxford Handbook of Workplace Discrimination.
Shah, F.A., 2018. DOES GENDER DISCRIMINATION AFFECT TURNOVER INTENTION?
EMPIRICAL EVIDENCE FROM ACADEMIA IN PAKISTAN. City University
Research Journal. 8(1).
Sowjanya, K., RamaKrishna, S. and Rao, I.N., 2017. Impact of Gender Discrimination on Talent
Management.