Ascertaining the Role of Leadership on Employee Satisfaction in Market and Social Research Industries in Gauteng Province of South Africa Using Qualitative Research

This paper is based on the study a Doctor of Business Leadership (DBL) thesis titled "A Statistical Model for Employee Satisfaction in the Market and Social Research Industries in Gauteng Province". The purpose of this study was to identify the attributes that affect employee satisfaction in the Market and Social Research Industries in Gauteng Province, South Africa. In order to address the overall objective of this study, the researcher used a two-tiered (mixed) approach in which both qualitative and quantitative research methodologies were used to complement and enrich the results. This paper is only based on the qualitative component of the study on leadership aspects based on six leaders (two from Social research and four from Market research) that were interviewed. The leaders were selected based on their knowledge of the industry and the expertise they have. Participation in the survey was voluntary. This paper illustrates the power of the qualitative techniques to uncover or unmask the leadership aspects in the Market and Social Research Industries and also gives the human touch to the quantitative results.

It was found that leadership and management within the Market and Social Research Industries in Gauteng Province must ensure that they are accommodative in terms of mentoring their subordinates. The industry is driven by quality driven processes and strong leadership. More importantly, issues of a good working environment, remuneration, career growth, and recognition must always be addressed in order to increase employee satisfaction, reduce staff turnover, and attempt to optimise labour productivity. The qualitative findings also help a deeper understanding of leadership within the industry.