1. Reflections on Business Research: Challenging Convention
Jeff McCarthy
MMU
Twitter: @jeffmclfc
LinkedIn:
Image source: accessed
Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012 1

2. 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

3. 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

4. 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:
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

5. 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

6. 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

7. 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

8. 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: accessed
Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

9. 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: accessed
Copyright: Jeff McCarthy, NARTI 8th Annual Doctoral Colloquium , 2012

10. 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., Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs. in MindTrek 2011, Tampere, Finland, Sep
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
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
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