... 2.1 Research Objectives They are to evaluate: a. Why are there static sales? i) Which product line sales are static? b. What are the factors that contribute to increasing costs? c. Why does the staff appear to be unhappy? i) Does poor attitude of the staff affect their working performance? 3. Paradigm Positivist approach, it looks into the observable data which can be measured. (Brewerton, Millward 2001).Unlike positivist paradigm, phenomenological paradigm cannot gather useful data such as changes in sales figures for further statistical analysis. However it can be used to examine the staff in their working environment and how it affects their attitudes. (Berg 1998) This looks in-depth as to why staff appears to be unhappy. Positivist approach can also collect such data e.g. due to poor sales which caused staff to do over-time effecting in increasing costs. It looks at the causal relationship between the variables - sales, costs and attitudes ...

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