1. Chapter 5 Formulating the research design

2. Underlying issues of data collection and analysis
"Well begun is half done“
--Aristotle, quoting an old proverb

3. Underlying issues of data collection and analysis
Research design focuses upon turning a research question and objectives into a research project. It considers:
Research strategies
Research choices and
Time horizons

4. Research Design and Tactics
The research onion
Saunders et al, (2009)
Figure 5.1 The research ‘onion’

5. The research design needs
Clear objectives derived from the research question
To specify sources of data collection
To consider constraints and ethical issues
Valid reasons for your choice of design

6. The Process of Research Design
As you start thinking about your
research question(s) you will also be
thinking of the purpose of your research

7. Classification of the research purpose
Exploratory research
Descriptive studies
Explanatory studies

8. Classification of the research purpose
Exploratory research:
Find out what is happening, to clarify your understanding of a problem.
3 ways for conducting:
A search of the literature
Interview experts in the subject
Conducting focus group interviews
Flexible and adaptable to change

9. Classification of the research purpose
Descriptive studies:
Its object is to portray an accurate profile nof persons, events or situations.
Usually a research cannot be simply descriptive since the reader’s reaction would be SO WHAT?
So it is a means to an end, not an end in itself

10. Classification of the research purpose
Explanatory studies:
Studies that establish causal relationships between variables

11. Experiment Action research
Research Strategies
Experiment Action research
Grounded theory Survey
Ethnography Case study
Archival research

12. An experiment will involve
Research Strategies
An experiment will involve
Definition of a theoretical hypothesis
Selection of samples from know populations
Random allocation of samples
Introduction of planned intervention
Measurement on a small number of dependent variables
Control of all other variables

13. A classic experiment strategy
Research Strategies
A classic experiment strategy
Saunders et al, (2009)
Figure 5.2 A classic experiment strategy

14. Research Strategies Survey: key features Popular in business research
Perceived as authoritative
Allows collection of quantative data
Data can be analysed quantitatively
Samples need to be representative
Gives the researcher independence
Structured observation and interviews can be used

15. Case Study: key features
Research Strategies
Case Study: key features
Provides a rich understanding of a real life context
Uses and triangulates multiple sources of data
A case study can be categorised in four ways
and based on two dimensions:
single case v. multiple case (more ability to generalize)
holistic case(choose 1 organization as a whole)
v. embedded case(some departments or activities)
Yin (2003)

16. Action research: key features
Research Strategies
Action research: key features
Research IN action - not ON action focusing on the purpose
Involvement of practitioners in the research
The researcher becomes part of the organisation
Promotes change within the organisation
Can have two distinct focii (Schein, 1999) –
the aim of the research and the needs of the sponsor

17. The action research spiral
Research Strategies
The action research spiral
Saunders et al, (2009)
Figure 5.3 The action research spiral

18. Grounded theory: key features Inductive deductive approach
Research Strategies
Grounded theory: key features
Inductive deductive approach
Theory is built through induction and deduction
Helps to predict and explain behaviour
Develops theory from data generated by
observations
Is an interpretative process, not a logico-deductive one
Based on Suddaby (2006)

19. Ethnography: key features
Research Strategies
Ethnography: key features
Inductive approach
Aims to describe and explain the social world inhabited by the researcher
Takes place over an extended time period
Is naturalistic
Involves extended participant observation such as studying gorillas in their natural habitat

20. Archival research: key features
Research Strategies
Archival research: key features
Uses administrative records and documents as the principal sources of data
Allows research questions focused on the past
Is constrained by the nature of the records and documents
Example: historical research

21. The role of the practitioner-researcher
Research Strategies
The role of the practitioner-researcher
Key features
Research access is more easily available
The researcher knows the organisation
Has the disadvantage of familiarity
The researcher is likely to their own assumptions
and preconceptions
The dual role requires careful negotiation

22. Multiple research methods
Research choices
Saunders et al, (2009)
Figure 5.4 Research choices

23. Multiple research methods
Multiple method
refers to those combinations where we use more than one data collection technique but restricted within either quantitative or qualitative world view.
Mixed method approach
Refers to an approach where both , quantitative and qualitative data collection techniques are used.

24. Multiple research methods
Reasons for using mixed method designs:
(Table 5.1 )
Triangulation
Facilitation
Complementarity
Generality
Aid interpretation
Study different aspects
Solving a puzzle
Source: developed from Bryman (2006)

25. Select the appropriate time horizon
Time Horizons
Select the appropriate time horizon
Cross-sectional studies the study of a phenomenon at a particular time. Because of time restrictions
Longitudinal studies it has the capacity to study change and development

26. Credibility of research findings
Important considerations
Reliability extent to which your data collection techniques will yield consistent finding (see threats)
Validity concerned with whether findings are really about what they appear to be about (see threats)
Generalisability whether findings may be equally applicable to other research settings such as other organizations
Logic leaps and false assumptions your research design should have a logical flow and assumptions that can be defended.

27. Research design ethics
Remember
‘The research design should not subject the research population to embarrassment, harm or other material disadvantage’
Ex some universities do not allow collecting data from population not aware that it is subject of research
Adapted from Saunders et al, (2009)

28. Research projects can be categorised as Research projects may be
Summary: Chapter 5
Research design turns a research question and objectives into a project that considers
Strategies Choices Time horizons
Research projects can be categorised as
Exploratory Descriptive Explanatory
Research projects may be
Cross-sectional Longitudinal

29. Important considerations
Summary: Chapter 5
Important considerations
The main research strategies may combined in the same project
The opportunities provided by using multiple methods
The validity and reliability of results
Access and ethical considerations