Reflections on Business Research: Challenging Convention Jeff McCarthy MMU jeff.mccarthy@mmu.ac.uk Twitter: @jeffmclfc LinkedIn: http://uk.linkedin.com/in/jeffmccarthyuk Image source: http://www.google.co.uk/imghp, accessed 21.05.12 Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012 1

My “Research Problem” “The rise of social media is presenting football clubs with difficulties in realising benefits within a social context.” Commercial Communication Community Figure 1: Thematic & Theoretical Fields to be Addressed Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

Purpose To challenge PhD training and academic writing conventions. To encourage debate for a different didactic approach to qualitative business research training. To question post-hoc rationalisation and ‘top-down’ linear approach encouraged by research methods texts. Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

Pilot Study Foundation Multiple case study approach Purposive sampling strategy Semi-structured interviews with FC marketers Within-case analysis preceded across-case analysis (Patton, 2002; Perry, 1998) Figure 2: Individual Cases Source: http://www.performgroup.co.uk/FootballCaseStudies, accessed 14/09/11. Figure 3: Within-case coding process Source: McCarthy et al. (2011) Considered important to stay close to the data for emergent categories rather than focus on allocating existing codes from the literature (Mello and Flint, 2009). Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

My Research “Problem” Extant literature emphasizes the iterative Literature Review and research objectives, within a static overarching philosophy. Caution the researcher against ‘cutting to the chase’ (cf. Bryman and Bell, 2007; 2011). Recommends the researcher develops an understanding of epistemological and ontological considerations (Flick, 2009; Saunders et al. 2007) How does this actually work in practice? Figure 4: Four Elements of Social Research Source: Crotty (1998:4) Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

Learning is a Journey Research framework is intended to offer “...scaffolding, not an edifice” (Crotty, 1998:2) Begins with describing the “concrete techniques [methods]” (Crotty, 1998:6) the researcher plans to engage in when obtaining and analysing data. Research is progressing with case study interviews – variety of perspectives within-case (Perry, 1998). Process of deciding my approach to the science of knowledge I am taking is developing iteratively. Figure 5: Four Elements of Social Research Source: Adapted from Crotty (1998:4) Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

Reflections Tensions when developing interview pilot questions have taught me that the entire process can be iterative, e.g. a) Data Analysis Multiple case comparison Field notes, interview transcription, coding protocol b) Data collection Led by the data / access? Further techniques for consideration? Focus groups, netnography, still qualitative only? c) Defining my research tradition or philosophy There will be implications for my outcomes of research for publication Figure 6: Navigating the research ‘onion’ Source: Adapted from Saunders et al. (2006:102) Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

Lessons Learned & Recommendations A key ingredient of critical research is to consider and justify options (Wallace and Wray, 2006). Take the time to find yourself and where in the research community you belong. Researchers must frequently look in all directions in order to be confident the outcome of our selected methodology and methods is accepted as sound, respectable research (Crotty, 1998). Constantly check progress Review options Consider other routes Progress rate will vary May retrace steps before moving forward Technical, physical & emotional challenges Image source: http://www.google.co.uk/imghp, accessed 09.03.12 Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

Contribution to Knowledge Shared experiences can educate early career researchers in Business & Management My next step: To challenge the apparent orthodoxy of the post-hoc rationalisation of research methodology Image source: http://www.google.co.uk/imghp, accessed 09.03.12 Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

References Bryman, B. and Bell, E. (2007) Business Research Methods, 2nd ed., Oxford: Oxford University Press. Bryman, B. and Bell, E. (2011) Business Research Methods, 3rd ed., Oxford: Oxford University Press. Crotty, M. (1998) The foundations of social research: meaning and perspective in the research process, London: Sage. Flick, U. (2009) An Introduction to Qualitative Research: Theory, method and applications, 4th ed., London: Sage. McCarthy, J., Pioch, E., Rowley, J. and Ashworth, C.J., 2011. Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs. in MindTrek 2011, Tampere, Finland, Sep 28-30. Mello, J. and Flint, D. (2009) “A refined view of grounded theory and its application to logistics research”. Journal of Business Logistics, Vol.30, No.1, pp.107-125. Patton, M.Q. (2002) Qualitative Research & Evaluation Methods, 3rd ed. London: Sage. Perry, C. (1998) "Processes of a case study methodology for postgraduate research in marketing", European Journal of Marketing, Vol.32 No.9/10, pp.785-802. Saunders, M., Lewis, P. and Thornill, A. (2007) Research Methods for Business Students, 4th ed. Harlow, Essex: Pearson Education Limited. Wallace, M. and Wray, A. (2006) Critical Reading and Writing for Postgraduates, London: Sage. Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012