PROPOSAL FOR. etdp sizwe

8/7/2019 PROPOSAL FOR. etdp sizwe

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2011/03/10

PROPOSAL FOR

Education, Training and Development Practices (ETDP)Sector Education and Training Authority (SETA)

PROJECT FUNDA

10 March 2011

Prepared by:

__________________________

Mncedisi SibanyoniProject Manager

E-mail: [email protected]

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Copyright Reserved

Private & Confidential

COPYRIGHT: Proposals provided by Ulwazi remain the property of Ulwazi, and their contents may not be revealedto third parties, without Ulwazis permission. In particular, clients and agencies are not permitted to use Ulwazis

proposals as the basis for quotations from other Research Practitioners.
mailto:[email protected]:[email protected]


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1. EXECUTIVE SUMMARY........................................................................12. BACKGROUND....................................................................................23. ULWAZI RESEARCHS EXPERTISE AND CAPACITY...............................34. WHY USE ULWAZI?.............................................................................5

4.1. Ulwazis experience......................................................................5

4.2. Strategic partnership....................................................................55. FIELDWORK CAPACITY AND QUALITY.................................................65.1. Field capacity................................................................................65.2. Quality of interviewers..................................................................65.3. Data verification...........................................................................7

6. WHO IS ETDP SETA?...........................................................................87. RESEARCH OBJECTIVES......................................................................98. RESEARCH CONSIDERATIONS...........................................................109. APPROACH: Qualitative in-depth.....................................................11

9.1. Why in-depth interviews?...........................................................119.2. Methodology...............................................................................12

9.3. Sample frame.............................................................................139.3.1. Suggested Sample for Qualitative In-depth..........................13

9.4. Discussion guide.........................................................................149.5. Recap of things...........................................................................15

10. APPROACH II: Ad-Hoc Quantitative Survey....................................1610.1. Universe and sample size.........................................................1610.2. Sample size...............................................................................1610.3. Sampling method......................................................................1610.4. Interviewing method:................................................................1710.5. Data processing and output:....................................................17

11. OVERVIEW OF TIMING....................................................................18

12. COSTS.............................................................................................1912.1. QUALITATIVE IN DEPTHS:..........................................................1912.2. AD-HOC QUANTITATIVE SURVEY:..............................................20

13. THE RESEARCH TEAM....................................................................21

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TABLE OF CONTENTS PAGE No.


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2. BACKGROUND

The ETDP SETA would like to collect, analyses labour market information within the

Education Training and development sector and compile a detailed report.

Ulwazi Research has been asked by the ETDP SETA to submit a proposal for research

that would shed light on the state of Education and Training Development.

This document outlines Ulwazis proposal for conducting the research, and specifies

the extent of the information with which we can provide the managers of this

research project.

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3. ULWAZI RESEARCHS EXPERTISE AND CAPACITY

Ulwazi has extensive experience in surveys of similar nature to the proposed

attendance survey.

Ulwazi has conducted various surveys on skills audit, education and training, and

learnerships surveys for various clients:

City Of Johannesburg Region 3 Skills Audit.

Industry Analyses Survey This measured various industries with shortage

of designated groups. The recent study looked into research industry, and its

findings were used as the base for the proposal to introduce learnerships for

Marketing and Research level 5 to SAMRA and relevant stakeholders.

Learnerships, SMME and Sport Panel large panel surveys are beingconducted yearly, which measure various learnerships, SMME and sporting

issues and attitudes towards these issues. Results are being published in

various newspaper publications and radios across the country.

Boston City Campus and Business College: conducted surveys on learnerships

provided by the institution.

Our recent study on skills audit was carried out for City of Johannesburg Region 3:

City of Johannesburg Region 3 Social Service and Local Economic Development

departments have worked with Ulwazi for more than a year in a successful attempt

to determine the skills shortage among the youth in region 3.

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On many occasions we have had to make what, in retrospect, could be considered

onerous requests of Ulwazi, especially in terms of time. They have consistently

accommodated us, and have met the Departments needs, at reasonable cost and in

strict compliance with a pre-determined time table.

I have no hesitation in suggesting that with Ulwazi, you will be associating yourself

with an organization well known for its integrity,professionalism and wide knowledge

of market research. If I can be of further assistance, please do not hesitate to get in

touch with me.

Wandile Zwane (Regional Manager)

COJ Region 3 (Social Development)

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4. WHY USE ULWAZI?

ULWAZISEXPERIENCE

Ulwazi has a highly skilled executive team that offers a wealth of research and

marketing experience for you to draw on. We pride ourselves on selecting the right

calibre of people to form the team. The project director, Manager and Research

Executive are experienced players with strong marketing orientation, skilled in

analyzing data and pinpointing key insights for the strategic action.

STRATEGICPARTNERSHIP

To add value for our client we endeavor to make strategic partnerships with other

organizations to form an outsource model in order to gain competitive strength in the

following department:

Data capturing

Call centre (fieldwork)

Statistician

We also firmly believe in working together with our clients as a team player. This

incorporates getting up to speed on the subject matter quickly, allowing for smother

and better facilitation on the project. This further transpires into more valuable and

effective analysis of the data as input to the marketing strategy of the client

concerned.

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5. FIELDWORK CAPACITY AND QUALITY

.1. FIELDCAPACITY

Basic requirements for our interviewers include:

Must be 18+

Outgoing personality

Friendly

Responsible

Able to handle respondents who are difficult

Must be fluent in English

Must have at least a Matric

Valid drivers license is an advantage.

.2. QUALITYOFINTERVIEWERS

All prospective interviewers are thoroughly trained before conducting any interviews.

Initial training of the interviewers is usually carried out in the form of a training

workshop, and each interviewer is provided with his or her own interviewer training

manual to which he/she can refer, if necessary. Interviewers regularly participate in

refresher courses and are trained continuously.

A record of those attending refresher courses is maintained for quality standard

purposes. The minimum level of education required from interviewers is a

matric/grade 12.

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6. WHO IS ETDP SETA?

The ETDP SETA scope includes all Education, Training and Development Practices.

The ETDP SETA seeks to serve the education and training practitioners needs across

the spectrum of Early Childhood development (ECD), General Education and Training

(GET), Further Education and Training (FET) and Higher Education and training (HET);

private provisioning and all education and training employees in the sector.

The sector, further, seeks to co-ordinate the education and training offered across

the Department of Education, Department of Labour, private institution, workplace

education and training and link this to the National Qualification Framework (NQF).

The sector plays a key role in quality assurance in education and training through

providers and practitioners.

The constituencies of the ETDP SETA include:

Early Childhood development

Public Further Education and Training Council as employers Public Higher Education Institutions

Public School Governing Body employees

Independent Schools

Libraries and Achieves

Research Organisations. e.g. Education Foundation, HSRC

Political Parties as employers and trade Unions as employers

NGOs and CBOs/ (FBOs*)

Private Providers of ETD

Depart of Education Non-Profit and profit Organisations as employers*

Ulwazi suggests that the constituencies be grouped into 12 categories as showedabove, and this will be the categories that will be used throughout our proposal.

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7. RESEARCH OBJECTIVES

The main objective of the research is to collect both qualitative and quantitativeinformation through exploring the constituencys knowledge, attitudes, perceptionsand practices regarding the ETDP policies.

Further, specific secondary objectives may be defined as being to:

The Profile of the ETD SETA Constituencies (the employers and the serviceproviders.)

To identify Skills Demands

To identify Skills Supply and Qualifications

To investigate Skills Shortage and Development priorities, and

To establish Factors that affect skills supply or shortage thereof.

Researchers are often criticised for delivering results, which are not significantly

different from the clients basic understanding. Our research outputs are specificallydesigned to be integrated into strategy. The following section provides a briefoverview of the research approach best suited to enable this process.

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8. RESEARCH CONSIDERATIONS

Ulwazi Research recommends two approaches to the research that is the in-depth

approach (as suggested in the brief we received from the EDTP SETA) and

quantitative in order to profile and measure incidence:

1. Qualitative in-depth to form part of a preliminary investigation

2. An ad-hoc quantitative survey within all constituencies that will quantify

information received from qualitative one.

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9. APPROACH: QUALITATIVE IN-DEPTH

We recommend that a face-to-face in depth interviews be conducted with key

industry players. A range of constituencies will be included.

Qualitative research affords one the opportunity to gain insight into peoples

attitudes and perceptions, and provides a wealth of in-depth information onan issue. It is important to keep in mind that in-depth research cannot give one

quantifiable results, nor incidence figures (as does quantitative research). Rather it

is a vehicle for gaining detailed in-depth knowledge.

9.1. WHYIN-DEPTHINTERVIEWS?

Different industry players have different needs and expectations

Individual clients/competitors and their businesses will have unique needs, problems

and frustrations which should be explored on an individual basis

Allows for the gathering and analysis of information across the segments

Recruiting is easier for In-Depth interviews

The outcome of in-depth interviewing shows the result for a person or company, free

from the influence of others.

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9.2. METHODOLOGY

How the in-depths interview will be conducted?

The questionnaire will be semi-structured and will take 60 minutes to complete. The

areas discussed will focus on the specific objectives mentioned earlier in this

proposal. This type of approach is exploratory in nature and is an excellent vehiclefor investigating perceptions, thoughts and feelings. Because broad discussion

points are used rather than specific questions, in-depth interviews are very

flexible.

Discussion guide will be semi-structured & take approximately 60

minutes to complete

Experienced Ulwazi interviewers will conduct interviews

Interviews will be audio-taped

Tapes will be transcribed & analysed

A full report and presentation of findings to the client

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9.3. SAMPLEFRAME

9.3.1. Suggested Sample for Qualitative In-depth

The most important consideration for any sample, whether qualitative or

quantitative, is the quality of the representation. It would be important to cover all

the various constituencies that impact on ETDP and to be able to comparedifferences and similarities among sectors. Furthermore, the ETDP may wish to

target specific sectors. This can be discussed beforehand.

Below is a suggested sample:

Constituency Number of interviewsLibraries and Archives 5Independent schools 5Trade Unions as employers 5Research Organisation 5NGOs/CBOs/FBOs in the ETD Sector 5Early Childhood Development 5Private Providers of Education 5Public Higher Education 5Public Higher Education and Training 5Political parties as employers 5School Governing Bodies 5Profit and non-profit organisations asemployers

5

Total 60

Viewing facilities will not be possible in any of these areas. We will, however, record

all the interviews on audio cassette.

Output:

Within 14 working days after the final interviews, the Client will receive full, typed

transcripts, in English, of each constituency, together with an audio-recording or a

video tape.

This material will be followed by a detailed analysis with recommendations in report

form, and a visual presentation of the headline findings and recommendations.

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9.4. DISCUSSIONGUIDE

A discussion guide will be drafted in consultation with the ETDP SETA. However, as a

research house, we are encouraged to propose on the questionnaire design.

Therefore, we will recommend that Ulwazi executives spend time fully understandingconstituencies, the policies and the past trends within the sector, the organizing

framework for Occupations (OFO).

The in-depth guide will seek perceptions and attitudes of the constituency towards

the policy of ETD on the following concerns:

Regulatory and policy issues impacting on the ETD sector

changes in the labour market that will impact on the sector

social issues The employers hiring intentions over the next

coming quarter changes that will impact in the ETD sector and non sector

specific

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9.5. RECAPOFTHINGS

Experienced Ulwazi interviewers will conduct these in-depth interviews. The

interviewers receive a thorough briefing of the project requirements from the field

manager and the executive in charge of the project. Appointments are then arranged

with the targeted respondents for the most suitable time to meet.

Incentives for the respondents will be discussed with concerned parties.

Confidentiality for the respondents will be ensured throughout the process.

Respondents are recruited by trained recruiters who are briefed by the field manager

on the specific requirements for the interviews. The recruiting requirements will be

discussed with the EDTP SETA.

Once the recruiting requirements are decided upon, a recruiting questionnaire will be

drawn up to ensure that respondents qualify for the interviews according to the

prescribed quotas. Once the research is agreed upon, the EDTP SETA project

managers will be responsible for approving the recruiting questionnaire.

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10. APPROACH II: AD-HOC QUANTITATIVE SURVEY

A quantitative survey will enable the EDTP to quantify the detailed informationreceived in the in-depth interviews. Because a larger number of individuals will be

interviewed, based on a sample, a quantitative survey offers a wider scope for

thorough coverage. This phase will also enable the EDTP SETA to profile, measure

incidence and size within the constituency.

10.1. UNIVERSEANDSAMPLESIZE

All constituency sizes of interest will be covered, e.g. small, medium and large

organisations/companies/institutions. The sample frame will also take into

consideration the geographical location of these organisations.

10.2. SAMPLESIZE

We recommend two sample sizes: 1200 or 600. Although smaller sample sizes are

possible, this could place a limitation on final analysis (i.e. subsamples could be toosmall to analyse separately). Also, reducing the sample will not really be cost-

effective, thus it would be better to use the opportunity to improve the chances of a

detailed analysis, and use a larger sample. We have, nevertheless, provided costs

for both samples of 1200 and 600.

All sample surveys are subjected to statistical error and the results for this study

have to be evaluated against this back ground. Depending on the response rate, the

sample error for 1200 sample size is between 1.7% and 2.3% (1.7 margin of error @

95% respond rate).

10.3. SAMPLINGMETHOD

The sample will be stratified according to constituency size (small, medium and

Larger), private/public and geographically.

Within constituencies list, respondents will be selected randomly.

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10.4. INTERVIEWINGMETHOD:

Interviews will be conducted face-to-face in respondents places of convenient.

Respondents will have the opportunity to conduct the interview in their home

language, e.g. English, Afrikaans, Xhosa, Tsonga, Tswana or North-Sotho.

A minimum 20% of each interviewers work will be checked back to ensure that the

correct respondent was reached and properly interviewed. This is part of our

stringent quality control procedures.

For the purpose of this quotation, we have assumed a questionnaire of 20 minutes

(including general demographic questions), with 6 open-ended questions.

10.5. DATAPROCESSINGANDOUTPUT:

Completed questionnaires will be returned to our head office in Orange grove, where

they will be thoroughly checked and edited.

At this stage responses to open-ended questions will be coded. Code frames will be

discussed in detail with the ETDP SETA.

Once open-ends are coded, all the data is captured into electronic format and

cleaned. This will enable us to specify the results in tabular format, and ultimately

write a detailed analysis.

Results will be delivered in the form of a written report with recommendations, a

copy of the tables and a visual presentation.

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11. OVERVIEW OF TIMING

Below is a rough estimate of timings for the qualitative research and the ad-hoc

survey.

If both focus groups and an ad-hoc survey are commissioned, we recommend that in-

depth interviews precede the ad-hoc survey. Input from the in-depth interviews willbe valuable in fine-tuning a final questionnaire.

Approach I: Qualitative in-depth interviews

The total survey time, from commissioning of the study, to delivery of final report and

presentation, will be 2 months. This timing is based on 60 in depths interviews.

Approach II: Ad-hoc quantitative survey

The total survey time, from commissioning of the study, to delivery of the final report

and presentation, will be 4 months. This timing is based on a sample of either 1200

or 700 completed interviews.

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12. COSTS

The costs below are based on the suggested sample sizes in the previous sections

and a few permutations, and are intended as a guide. We will gladly supply costs for

more permutations if the ETDP SETA so wishes.

12.1. QUALITATIVE IN DEPTHS:

1. To conduct 60 in depths interviews, the cost will be:

R102 000, 00 (excl. VAT); or R116 280, 00 (incl. 14% VAT); or cost per

respondents R1700, 00

The cost includes:

Developing a discussion guide

Recruiting

Travel and accommodation costs for interviewers

Audio equipment

Conducting 60 interviews

Preparing printed transcripts

Preparing a detailed report and presentation, with recommendations.

The presentation will be done at the offices of the EDTP SETA.

General office administration and client liaison.

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12.2. AD-HOC QUANTITATIVE SURVEY:

1. The cost for conducting 1200 face-to-face interviews in a quantitative

survey will be:

R480 000, 00 (excl. VAT); or R547 200, 00 (incl. 14% VAT); or cost per respondents

R400, 00

2. The cost for conducting 600 face-to-face interviews in a quantitative survey

will be:

R290 000, 00 (excl. VAT); or R330 600, 00 (incl. 14% VAT); or cost per respondents

R483, 00

The cost includes:

Developing a structured questionnaire, no longer than 20 min., with 6

open-ended questions

Translation of the questionnaire into Tswana, Xhosa, Afrikaans andNorth Sotho

Printing questionnaires and showcards

Random sampling

Briefing of interviewers and field managers by the executive in charge

of the project

Conducting interviews in person

Interviewers travel and accommodation costs

Back-checking

Editing, punching and data cleaning

Specifying tables

Preparing a final report with recommendations and a visual

presentation. The presentation will be done at the offices of the ETDP SETA

General office administration and client liaison.

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13. THE RESEARCH TEAM

For the purpose of this research project, senior people will get together to discuss the

best method of approach and research design to meet the defined client objectives.

This cross pollination approach will be of benefit to our clients. The whole of the

organisational structure and its high level of expertise is available to our clients tomeet their marketing research needs.

Sizwe Khumalo Managing Director

Prior to joining Ulwazi Research, Sizwe has been with Markinor. He started as a

fieldworker in 1997. He has had hands-on experience with, interviewing, editing,

coding, capturing, check-edits, weighting and tabulation of data. Sizwe was in the

Executive Department of Markinor from 1998 until September 2004.

Sizwe became a Managing Director of Ulwazi in 2004. He has a Graduate Diploma in

Marketing and Research from Vaal Triangle University of Technology.

He completed his diploma in 1997, and two years later attended a strategic

marketing course at the Witwatersrand Technikon, which contributes towards a

B.Tech degree in Marketing and Research.

Sizwe has gained experience in a wide range of industries, but has particular

expertise in FMCG, the sports and electronic media fields. He also played an

important role in the optimisation of long-running studies at Markinor.

Sizwe will be responsible for overseeing the project.

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Mncedisi Sibanyoni

Mncedisi is a project manager. He has graduate certificate in Field Market Research

from Boston Business College and has over 2 years experience in market research.

He is currently enrolled for his diploma in market research with Boston Business

College.

Mncedisi was previously employed by Sulzer SA, as an accounting clerk. In 1993 he

was employed by Nedcor Bank until the year 2000 as an external consultant.

Mncedisi has gain experience in a wide range of products within the banking

industry.

In 2004, he was enrolled by Boston Business College in a learnership and later

employed by Ulwazi Research Company, which was mentoring him. He managed a

number of research project which were all successful.

Mncedisi will be responsible for day to day running of the project.

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