CHAPTER 10

Choosing a Research Method

Choosing a research method

What are research methods?

Research methods are means through which you undertake the investigative aspects of your business research.

They involve the over-arching approaches to research as well as the means of data collection.

Factors that need to be taken account of when choosing a research method

Student Activity 1

Thinking about ... the literature

What means of investigation are used by others?

What are the favoured approaches to investigation?

What are the limitations of these approaches?

What resources do others have/use?

How do these issues influence your choices?

What is the central theme and how does this affect your choice?

What are you trying to do (test, explore, etc)?

Where are your respondents?

How do these issues influence your choices?

Thinking about ... your research

Where is your research taking place?

What are the time-frames?

What are the stakeholder demands?

What resources do you need?

How do these issues influence your choices?

Thinking about ... the context

What are your motives?

What support networks do you have?

What time can you commit to the research?

What skills do you have?

How do these issues influence your choices?

Thinking about ... you!

Student Activity 2

Approaches to researchPhilosophies rather than single methods• Case study research: Not just any old

research in an organisation. Subject cannot be detached from the wider organisation

• Grounded Theory: Highly complex and emergent strategy. Might not meet stakeholders needs

• Action Research: Research and the researcher are embedded within the changes they wish to make.

Data collection techniques

Questionnaires:Good for gathering large quantities of data relatively cheaply

Must be properly designed

Interviews: Good for gathering rich data and

exploring themes

Need robust interviewing/interpersonal skills

Focus groups: Good for allowing the respondents to

develop and elaborate on themes Need to be able to control discussions

so that you get the information you need

Observations: Good for gathering data and

information in natural settings Need to make sure the data and

information produced is trustworthy

Methods of analysis

Never collect data before you have planned how you will analyse it!

Quantitative methods Statistical analysis can be used to describe or predict relationships or trends

Qualitative methods Based on the use of words; can be used to explain or discuss issues

Mixed methods

This is the best of both worlds – but you need the skills to do both types of analysis.

Triangulation:

Data triangulation

Methodological triangulation

Interdisciplinary triangulation

Investigator triangulation

You need to think about how to synthesise both sets of results.

Student Activity 3