Research Methodology for Service Sciences

Method vs Methods Combinations! Complimentary facts and Triangulations

The Research Process – Two systems with one pupose

The Funnel and the Root System

Stepwise choice of method/methods Try to be logical! Go from the general to the specific/details

Report and reality

Choice of methdology a stepwise process! Write down! Remember to explain why to analyse the results!

Quality of the study is relying on the sum of pros and cons!

Learning by reading a text book vs Learning by doing

Theory and Practice Case methodology

What do you have to know about Methodology What do you have to know about Methodology! What are the basic principles! When is it used normally! What is good about it! What is not so good! ------- Where to find out more?

Central Concepts/Methods

Deductive Studies vs Inductive Studies

Explorative Studies vs. Descriptive Studies vs. Causal Studies

Experiments vs Non-experiments (Surveys)

Laboratory vs Field experiments

Experiments vs Quasi-experiments

Observations vs Questions

Participant observation vs External observations vs Mechanical observations

Cross-sectional Studies vs Time-series Studies/Longitudinal Studies

Quantitative Studies vs Qualitative Studies

Secondary data vs Primary data

Structured studies vs Non-structured studie

Projective methods vs Open methods

Case Studies vs Statistical Studies

Depth Interviews vs Focus Group Interviews

Open Questions vs Closed Questions

Interviews vs Mail questionnaires

Direct interviews vs Telephone interviews

Descriptive statistics vs Inference/Statistical Significance

Univariate vs Bivariate vs Multivariate Statistics

In non-univariate analysis Dependence vs Interdepdendence

Nominal Scales vs Ordinal Scales vs Inteval Scales vs Quota Scales

Discussion and Conclusions! Alternative methods Choice of method(s) The actual study – practical aspects Conclusions about the method(s) Conclusions about subject matter influenced by method(s) Suggestions for future choice of method(s)