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BEM 314 Case Study Exercise Chapters 4 & 5 Memorandum

This document provides instructions for a case study assignment on Uber's 2018 rebranding efforts. It includes two questions to answer based on a case study about Uber's rebrand. Question 1 asks to formulate two secondary research objectives for Uber to determine the ongoing relevance of its 2018 rebrand among South African consumers. Question 2 asks to distinguish the quality assessments Uber must ensure for qualitative research by explaining trustworthiness in terms of credibility, transferability, dependability and confirmability, and applying each to the Uber case study.

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28 views2 pages

BEM 314 Case Study Exercise Chapters 4 & 5 Memorandum

This document provides instructions for a case study assignment on Uber's 2018 rebranding efforts. It includes two questions to answer based on a case study about Uber's rebrand. Question 1 asks to formulate two secondary research objectives for Uber to determine the ongoing relevance of its 2018 rebrand among South African consumers. Question 2 asks to distinguish the quality assessments Uber must ensure for qualitative research by explaining trustworthiness in terms of credibility, transferability, dependability and confirmability, and applying each to the Uber case study.

Uploaded by

hussainismail703
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BEM 314 Case study – Offline exercise

Uber Rebranding
MEMORANDUM

Instructions:
 Complete the following exercise offline as preparation for the BEM 314 Semester Test.
 Read through the following case study: Pathak, P. 2020. 8 Lessons From Uber’s Rebrand.
Available at: https://www.prasidpathak.com/writing/what‐we‐can‐learn‐from‐ubers‐
rebrand#:~:text=It's%20about%20Uber's%20attempt%20to,an%20on%2Ddemand%20taxi%
20company.
 Answer Question 1 and Question 2 in this document by APPLYING your answers to the case
study.
 Email your answers to the tutor for BEM 314 at: Rohma.Hasan@up.ac.za
 Receive the memorandum in response, compare your answers to those in the memorandum
and connect with the tutor to clarify any issues you may have.

Questions
Question 1:
Uber wants to ascertain whether their 2018 rebrand is still relevant to consumers in South Africa
today. Formulate TWO (2) secondary research objectives for Uber pertaining to the relevance of their
2018 rebrand for South African consumers. (4 marks)

Memorandum Question 1
Allocate TWO (2) marks per objective (1 mark = objective is numbered AND starts with “To
investigate...”/”To determine...” etc. AND 1 mark = objective related to Uber’s brand relevance /
consumer perceptions of the Uber brand relevance)
There does NOT need to be 2 or more variables present in the objective. One variable is sufficient.
Note: NO marks awarded for defining secondary research objectives.
Application should be specific to the scenario; no marks for generic application

Secondary research objectives:


Secondary research objectives are the specific aspects of the topic that the searcher wants to
investigate within the main framework of the research project. Each secondary objective should:
 Be numbered;
 Be clear, complete and specific;
 Communicate the intention of the researcher;
 Focus on aspects of the project;
 Use action‐oriented words or verbs in the formulation of the objectives; and
 Start with phrases such as: to determine…; to examine…; to find out …; to ascertain…; to
measure…; to explore… ect. (Theory = no marks. For marker reference)
Example objectives:
1. To determine  South African consumers’ perceptions about the Uber brand. 
2. To explore  Uber’s brand relevance among South African consumers. 

Question 2:
Uber proposes that qualitative research must be used to consider the relevance of their 2018 rebrand
for South African consumers today. Distinguish between the different quality assessments Uber will
have to ensure for such a qualitative research approach by (a) explaining its trustworthiness and (b)
applying your answer to the Uber case study.
(8 marks)

Memorandum Question 2
Allocate TWO (2) marks for each quality assessment.
Thus: ONE (1) mark for explaining what it is and ONE (1) mark for applying it to the case study.
Full sentences must be used.
Note: NO marks for single words or phrases standing alone without context.

The quality of qualitative research lies in its trustworthiness. Trustworthiness involves establishing
credibility, transferability, dependability and confirmability. (No marks, for marker reference.)

Credibility: confidence that the results are believable. 


Application: Uber must assure that the results they share are credible and can do so by using direct
quotations from the South African consumers regarding the Uber brand. 

Transferability: the degree in which the research / results can be transferred to other contexts. 
Application: Uber can relate what comes out from their qualitative data to sentiments consumers
share about the Uber brand on social media to look for alignment in brand relevance perceptions
between the sample and the broader South African public. 

Dependability: ensures that the research findings are consistent and could be repeated. 
Application: Uber should detail their methodological process to allow for the replication of the data
collection and data interpretation related to South African consumers’ brand perceptions about Uber.

Confirmability: degrees of neutrality, the findings are supported by the data. 


Application: Uber must ensure that they use the data to explore South African consumers’ perceptions
about Uber’s brand relevance by not tainting the results through their personal judgements about
brand relevance of Uber in the South African market in the research report. 

Total: 12 marks

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