lecture 6 methodologies part 2

7/28/2019 Lecture 6 Methodologies Part 2

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Lecture 6: Methodologies (Part 2)

Professor Mark Palmer

Queens University Belfast


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Lecture aim

to provide students with an outline of

the process of data gathering from thepreparation and organization stage tothe actual carrying out of the researchfieldwork.


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Lecture Outcomes

To outline the importance of the methodological

choice for the research topic

To identify and explain the various suitable for

research topics

To outline the merits and demerits of various

methodologies

To gain an appreciate of how to execute various

research methods


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Learning outcomes (Continued)

To facilitate understanding in the differentaspects and stages in the process of datacollection.

Preparing for the physical and mental tasksinvolved in preparing for and actually gatheringthe data

To provide an opportunity for consideration of


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Qualitative Methods


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Typical Qualitative Research


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Finding the nugget of meaning


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Why use Qualitative Research?


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Paths to meaning


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1) Case Study & Vignettes


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2) Grounded Theory


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Example of MO


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Example of Gift Giving


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3) (Net) Ethnography (see Robert Kozinets)


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4) Action Research - Solutions


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Framing Action Research

Critical incidents (e.g. behaviours, structures)

Critical reports (e.g. publications of reports)

Critical events (e.g. crisis, market entry or exit)

Critical episodes/epochs (e.g. recession)

Critical turning/tipping points (e.g. transitions,

partners)


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Qualitative Collection


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An interview is a conversation with a purposeKahn and Cannell (1957)

A method of collecting data in which selected

participants are asked questions in order to find

out what theydo, what they think or how they

feel Collis and Hussey (2009)

Interviewing for qualitative research


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http://www.youtube.com/watch?v=g0b_lTEgICw&feature=related


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Different types of interviews

Structured interviews-associated with quantitative research,standardised questions, an alternative way of delivering a

questionnaire. Researcher has control.

Semi-structured-themes and issues are identified and theorder of the questions may vary according to the circumstances.

Additional questions may be added as the interview develops.

Researcher has some control.

Unstructured- Informal, a general topic is identified, no

predetermined order, non directive. Respondent has control


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Finding rare subjects and elites


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Questioning

Open questions designed to encourage the

interviewee to provide an extensive response

What, how ,why?

Probing questions used to explore or developkey/important issues

Specific and closed questions confirming and

fact or opinion


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Focus Groups


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Projective Techniques


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Projective Techniques


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Means End Analysis and Cognitive mapping

What caused this?

Repeat this!

Exercise


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Repertory Grid Technique


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Zaltman elicitation technique


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Different types of Observation

Participant observation

The researcher is immersed in the organisations or

community

Non Participant observation

The researcher is outside the research context, a

complete observer


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Different types of observation

Unstructured Observation

Structured Observation

Is systematic

Uses a predetermined structure

Quantifying behaviours/events


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Observation-Gill and Johnson (1997)

Participant asobserver

Observer as

participant

Complete

participant

Complete

observer

Researcher takes part in activity

Researchers

Identity

revealed

ResearchersIdentity is

concealed

Researcher observes activity

Identification of indirect indicators ofIdentification of indirect indicators of


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Identification of indirect indicators ofIdentification of indirect indicators of

behaviourbehaviour

Prominence of the CEOsphotograph in the annualreport

CEO prominence incompany press releases

CEOs use of first personsingular pronouns (I, Me,Mine, My, Myself versusplural pronouns such as we,us, our, ourselves)

His or her cashcompensation (salary andbonus) divided by that of thesecond highest-paidexecutive in the firm

you


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The Usual Suspects!: Narcissists?


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Prominence of the CEOs photographProminence of the CEOs photograph

in the annual reportin the annual report


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Subtle and not-so-subtle on the website search

under expert in ABS!


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Indicating performance, too

Observing top management teams


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Observing top management teams


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An example of covert observation in business

http://www.youtube.com/watch?v=35FdUCzzt-0

http://www.youtube.com/watch?

feature=endscreen&NR=1&v=8SaHW6Y7_Yg


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Qualitative techniques

Framework for analysing qualitative


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Framework for analysing qualitative

data

Data Categorisation

Data Unitisation

Relationship identification

Theory/proposition development


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Content analysis


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Example1


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Example 2

3


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Example 3


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Example 4


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Example building blocks


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Data display


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Dynamic interactions


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Phase II: Qualitative Phase

Tension and Conflict Dynamic Interactions Diagram


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Data Continuum Diagram


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Exploring without a predetermined theoretical ordescriptive framework- Template analysis

A list of codes or categories that represent the themes

revealed from the data that has been collected (nb datacategorisation)

Involves categorising and unitising data

The relationships between the data are established

through a coding system- see the hierarchicalrelationship demonstrated in the next example

Example-part of a template analysis used on a


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p p p y

managing change research project (Saunders et al )

1.0 Contextual factors 1.1 Reasons for change 1.2 Environmental climate 1.3 Nature of the organisation

1.3.1 Organisational objectives

1.3.2 Culture 1.3.3 Ownership

2.0 Nature of the change 2.1Internally driven

2.2Externally driven 3.0 Perceptions of those affected

3.1 Directly affected 3.2 Indirectly affected

D i i


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Data categorisation

Imposing a workable structure

Often determined by the research objectives or theestablished body of literature i.e. influential modelsand/or concepts

Example1. Jehn.K , G. B. Northcraft , M. A. Neale (1999) Why Differences

Make a Difference: A Field Study of Diversity, Conflict, and

Performance in Workgroups. Administrative Science Quarterly, Vol. 44, 1999

Q lit ti ft i t


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Qualitative software can assist


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Ethics

Remember with some research methods you are

manipulating human beings through deception

and you do not know how long the duration of

the treatment effect will be. It is important to get ethical approval from an

organizational ethics department (Human

Subjects) before conducting survey experiments.

All respondents must be debriefed about thepurposes of the study after the experiment.


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Exercise

Sketch out your research design for data

collection.

Are you exploring or examining?

If you are examining, jot down the sources ofyour measures for your research

What are you control measures?

If you are exploring, jot down the boundary

conditions of your research?

R fl ti Q ti


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Reflection Questions

How will the proposed methodology achieveresearch objectives

What other research methodologies might be

employed?

Why were these methodologies rejected?

How do you go about assembling the data

collected during your fieldwork?

How to recognise any gaps in the datacollection?

What is the overall object when carrying out data

analysis?

R fl ti Q ti


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Reflection Questions

How do you consider the practical and

operational aspects of gathering data for your

dissertation and prepare an outline.

How can you anticipate and plan for the possiblebarriers to the completion of your fieldwork?

What do you do when co-operation is not

forthcoming from key respondents?

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References

Gill, J. and Johnson, P. (2010) Research Methods for

Managers, London, Paul Chapman

Collis, J and Hussey, R. (2009) Business Research a

practical guide for undergraduates and postgraduate

students, London, Macmillian

Kahn, R. and Cannell, C. (1957) The dynamics of

interviewing, New York, Wiley

Saunders M. et al (2009) Research Methods for

Business Students, Harlow, Prentice Hall

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References

Bell J (1999) Doing your research project (3rdEdn) Buckingham:Oxford UnivPress

Bryman A and Bell E (2003) Business Research Methods New York:OxfordUniv Press

Easterby-Smith M et al(2002) Management Research: An IntroductionLondon:Sage Publications

Robson C.(2002) Real World Research (2nd

Edn) Oxford:Blackwell Saunders M. et al (2009) Research Methods for Business Students, (Edn4) Harlow, Prentice Hall

Sekaran V (2000) Research Methods for Business: A skills buildingapproach (3rd Edn) New York:Wiley

Ticehurst GW and Veal AJ (2000) Business Research methods: amanagerial approach NSW: Pearson Education

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References

Urquhart, C. (1999) Using vignettes to diagnose

information seeking strategies: opportunities and

possible problems for information use studies of

health professionals, Exporing the Contexts ofInformation, pp.277-289.

Perry, C. (1998) Processes of a case study

methodology for postgraduate research in

marketing, European Journal of Marketing, 32,9/10, p.785-802.

lecture 6 methodologies part 2

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