1. Research Methodology for Service Sciences

2. Method vs Methods Combinations! Complimentary facts and Triangulations

3. The Research Process – Two systems with one pupose

4. The Funnel and the Root System

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

6. Report and reality

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

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

9. Learning by reading a text book vs Learning by doing

10. Theory and Practice Case methodology

11. 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?

12. Central Concepts/Methods

13. Deductive Studies vs Inductive Studies

14. Explorative Studies vs. Descriptive Studies vs. Causal Studies

15. Experiments vs Non-experiments (Surveys)

16. Laboratory vs Field experiments

17. Experiments vs Quasi-experiments

18. Observations vs Questions

19. Participant observation vs External observations vs Mechanical observations

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

21. Quantitative Studies vs Qualitative Studies

22. Secondary data vs Primary data

23. Structured studies vs Non-structured studie

24. Projective methods vs Open methods

25. Case Studies vs Statistical Studies

26. Depth Interviews vs Focus Group Interviews

27. Open Questions vs Closed Questions

28. Interviews vs Mail questionnaires

29. Direct interviews vs Telephone interviews

30. Descriptive statistics vs Inference/Statistical Significance

31. Univariate vs Bivariate vs Multivariate Statistics

32. In non-univariate analysis
Dependence vs
Interdepdendence

33. Nominal Scales vs Ordinal Scales vs Inteval Scales vs Quota Scales

36. 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)