KOLEJ UNIVERSITI TUNKU ABDUL RAHMAN

FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

ACADEMIC YEAR 2021/2022

OCTOBER EXAMINATION

MBDM5094 RESEARCH METHODOLOGY

MONDAY, 4 OCTOBER 2021 TIME: 9.00 AM – 12.00 NOON

(3 HOURS)

MASTER OF BUSINESS ADMINISTRATION

Instructions to Candidates:

This paper is divided into TWO (2) sections:

SECTION A: Answer ONE (1) compulsory question. (50 marks)

SECTION B: Answer ALL questions. (50 marks)

GUIDELINES ON ONLINE EXAMINATION

This is a final online assessment. You MUST answer the assessment questions on your own without
any assistance from other persons or resources.
 You must submit your answer scripts within the following time frame allowed for this online
assessment:
 The deadline for the submission of your answer scripts is half an hour from the end
time of this online assessment.
 Penalty as below WILL BE IMPOSED on students who submit their answers late as follows:
 The final marks of this online assessment will be reduced by 10 marks for answer
scripts that are submitted within 30 minutes after the deadline for the submission of
answer scripts for this online assessment.
 The final marks of this online assessment will be downgraded to zero (0) mark for
any answer scripts that are submitted after one hour from the end time of this online
assessment.
 Extenuation Mitigating Circumstance (EMC) encountered, if any, must be submitted to the
Faculty/Branch/Centre within 48 hours after the date of this online assessment. All EMC
applications must be supported by valid reasons and evidence. The UC EMC Guidelines apply.
 The following announcements will be made by the lecturer/tutor over the Google Meet link
provided before the end time of this online assessment:
 15 minutes before end time: You will be informed that you have only 15 minutes left
to complete your answers;
 5 minutes before end time: You will be informed that you have only 5 minutes left to
complete your answers;

This question paper consists of 3 questions on 5 printed pages.

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MBDM5094 RESEARCH METHODOLOGY

 At end time: You will be informed that it is the end time and you are supposed to stop
writing/typing your answers and start preparing for the submission to ensure that your
answer booklet is received online by the lecturer/tutor before the end of the 30-minute
submission period, failing which, a penalty will be imposed as mentioned above.

STUDENT’S DECLARATION OF ORIGINALITY

By submitting this online assessment, I declare that this submitted work is free from all forms of
plagiarism and for all intents and purposes is my own properly derived work. I understand that I have
to bear the consequences if I fail to do so.

Final Online Assessment Submission

Course Code:
Course Title:
Signature:
Name of Student:
Student ID:
Date:

This question paper consists of 3 questions on 5 printed pages.

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MBDM5094 RESEARCH METHODOLOGY

SECTION A (50 marks)

Answer ONE (1) compulsory question.

Question 1

Crisis Management of Tesla in China

Tesla Inc debuted a significantly cheaper version of its locally built Model Y sports utility vehicle in
China as deliveries for June slipped amid concern a string of negative publicity may have soured
consumer sentiment toward the electric-car making pioneer. The so-called standard-range version of
the Model Y crossover starts from 276,000 yuan (US$42,600) after government subsidies and Tesla
began taking orders on Thursday, according to its website. That’s about 20% less than the original
longer-range Model Y, which can run for 594 kilometers (369 miles) on a single charge.

“China has the world-leading new-energy market and is the first market outside the US that Tesla owns
a locally produced product,” Tesla said in a statement. The company will “continue its investment in
China and carry on its corporate mission of accelerating the world’s transition to sustainable energy and
helping to boost the realisation of a carbon-neutral target.” Tesla, which counts China as its second-
most-important market after the US, has a history of repeatedly lowering the price of its cars,
particularly around the start of a new quarter, in order to boost sales. However, Thursday’s launch is
especially telling considering it comes after months of bad press in the world’s biggest electric-car
market.

This year alone, Tesla has battled everything from an angry driver protest that went viral at the Shanghai
Auto Show in April to online criticism about its perceived arrogance and lack of customer service. The
California-based company has also weathered upsets that have seen its cars banned from some military
complexes over concern the vehicles’ in-built cameras may be collecting sensitive data. After obtaining
the feedbacks from the focus group interview, Tesla immediately moved to reassure authorities, saying
any data collected in China is stored locally. Besides, the latest setback came last month when the
Chinese government ordered that almost all the cars Tesla has sold in the nation — more than 285,000
of them — be fixed to address a safety issue. The State Administration for Market Regulation said
vehicles’ autopilot systems could be activated automatically, potentially leading to crashes from sudden
acceleration.

Tesla’s Model Y, a bigger, sportier car, is a make that Chief Executive Officer Elon Musk has said has
the potential to outsell all other vehicles the company manufactures. In June, China’s Passenger Car
Association forecast increased interest in roomier cars, particularly in the seven-seater category, as
government rules allow parents to have more children. “Through adopting a series of survey research
methods, the result from the findings concluded that Chinese consumers love SUVs and crossovers,”
Tu Le, the managing director of Beijing-based consultancy Sino Auto Insights said after Tesla recorded
a brisk jump in Model Y sales in May. “I think the Model Y is going to do really well toward the end
of this year.” Sales of the longer-range Model Y, which starts from around 347,900 yuan, rose to 12,785
in May from 5,520 in April.

By way of comparison, Nio Inc.’s ES6 SUV, which competes head-to-head with the Model Y, starts
from 358,000 yuan. Tesla’s lower price for the standard range will put pressure not only on local
competitors but also foreign manufacturers including Volkswagen AG, which has launched similar
models in the same price range. Based on the industry forecasting report, retail passenger vehicle
deliveries overall in China declined 5.3% year-on-year in June. For the month, they were down 3.5%.
New-energy vehicle retail sales, which includes plug-in hybrids, increased 170% year-on-year to
223,000 units in June, the PCA data show.

This question paper consists of 3 questions on 5 printed pages.

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MBDM5094 RESEARCH METHODOLOGY

Question 1 (Continued)

Source: Adapted from The Edge Malaysia 2021, ‘Tesla unveils much cheaper Model Y in China after
months of bad press’, viewed 10 July 2021, < https://www.theedgemarkets.com/article/tesla-
unveils-much-cheaper-model-y-china-after-months-bad-press>.

Required:

(a) In the context of Tesla, the focus group interview has been adopted by Tesla as part of the
research methodology in studying the issue of crisis management in China. Discuss what are
the attributes of a good moderator which must be emphasised by Tesla in selecting a moderator
for the focus group interview. (10 marks)

(b) Focus group interview may not provide a good insight for Tesla in understanding the issue of
crisis management in China. Critically discuss the statement. (15 marks)

(c) Critically evaluate the factors that may contribute to the decision of adopting a series of survey
methods in the research carried out by the Beijing-based consultancy Sino Auto Insights
corporation. (25 marks)
[Total: 50 marks]

This question paper consists of 3 questions on 5 printed pages.

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MBDM5094 RESEARCH METHODOLOGY

SECTION B (50 marks)

Answer ALL questions.

Question 2

(a) Inappropriate ethical issues can affect the quality of a research finding. Discuss various ethical
issues by stage in the research process. (10 marks)

(b) The design of the questionnaire is critical if the study involves a questionnaire. Develop a
checklist for the questionnaire design to ensure that the research work can be carried out
professionally. (15 marks)
[Total: 25 marks]

Question 3

(a) Conducting survey via social media platforms may or may not create high quality research
output. Critically evaluate this statement. (10 marks)

(b) Univariate and multivariate statistical techniques have been used extensively in the quantitative
research. Evaluate these statistical techniques in details. (15 marks)
[Total: 25 marks]

This question paper consists of 3 questions on 5 printed pages.