Choosing a Research Method

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CHAPTER 10 Choosing a Research Method
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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.
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Factors that need to be taken account of when
choosing a research method
Student Activity 1
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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?
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Thinking about ... your research
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?
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Thinking about ... the context
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?
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Thinking about ... you!
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?
Student Activity 2
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Approaches to research

• Philosophies 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.

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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
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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
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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
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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