Lecture 4 RM

Slide 5.
Lecture 5
Formulating the Research Design
By
Dr. Saddam Hussain
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.2
"Well begun is half done

--Aristotle, quoting an old proverb
Slide 5.3
Research Design
Research design focuses upon turning a research
question and objectives into a research project. It
considers:
Research strategies
Research choices and
Time horizons
Slide 5.4
Research Design and Tactics

The research onion
Figure 5.1 The research onion Saunders et al, (2009)

Slide 5.5
Research Design
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
Slide 5.6
Classification of the research purpose
Exploratory research
Descriptive studies
Explanatory studies
Slide 5.7
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
Slide 5.8
Descriptive studies:
Its object is to portray an accurate profile of persons, events or
situations.
Usually a research cannot be simply descriptive since the readers

reaction would be SO WHAT?
So it is a means to an end, not an end in itself
Slide 5.9
Explanatory studies:
Studies that establish causal relationships between variables
Slide 5.10
Research Strategies
Experiment Action research
Grounded theory Survey
Ethnography Case study
Archival research
Slide 5.11
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
Slide 5.12
Research Strategies
A classic experiment strategy
Saunders et al, (2009)
Figure 5.2 A classic experiment strategy

Slide 5.13
Research Strategies
Survey: key features
Popular in business research

Perceived as influential
Allows collection of quantitative data
Data can be analysed quantitatively
Samples need to be representative
Gives the researcher independence
Structured observation and interviews can be used
Slide 5.14
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)
Slide 5.15
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
Slide 5.16
Research Strategies
The action research spiral
Figure 5.3 The action research spiral Saunders et al, (2009)

Slide 5.17
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)
Slide 5.18
Research Strategies
Ethnography: key features
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
Slide 5.19
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
Slide 5.20
Multiple research methods

Research choices
Saunders et al, (2009)

Figure 5.4 Research choices
Slide 5.21
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.
Slide 5.22
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
Slide 5.23
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.
Slide 5.24
Research design ethics
Remember
The research design should not subject the research

population to embarrassment, harm or other material
disadvantage
Slide 5.25
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
Slide 5.26
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
Slide 5.27
Assignment
Search two exploratory papers, two descriptive papers and
two explanatory papers for review it.

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Slide 5.

"Well begun is half done

Research Design and Tactics

Figure 5.1 The research onion Saunders et al, (2009)

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

Classification of the research purpose

Classification of the research purpose

3 ways for conducting:

Flexible and adaptable to change

Classification of the research purpose

Usually a research cannot be simply descriptive since the readers

So it is a means to an end, not an end in itself

Classification of the research purpose

Experiment Action research

Grounded theory Survey

Ethnography Case study

An experiment will involve

Definition of a theoretical hypothesis

Saunders et al, (2009)

Figure 5.2 A classic experiment strategy

Popular in business research

Provides a rich understanding of a real life context

A case study can be categorised in four ways and based on

Action research: key features

Research IN action - not ON action focusing on the purpose

Figure 5.3 The action research spiral Saunders et al, (2009)

Grounded theory: key features

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

Aims to describe and explain the social world inhabited by

Takes place over an extended time period

Involves extended participant observation such as studying

Archival research: key features

Uses administrative records and documents as the

Allows research questions focused on the past

Is constrained by the nature of the records and

Multiple research methods

Saunders et al, (2009)

Multiple research methods

Mixed method approach

Select the appropriate time horizon

Cross-sectional studies the study of a phenomenon at a

Longitudinal studies it has the capacity to study change and

Credibility of research findings

Reliability extent to which your data collection techniques will

Research design ethics

The research design should not subject the research

Research design turns a research question and

Strategies Choices Time horizons

Research projects can be categorised as

Exploratory Descriptive Explanatory

Research projects may be

The main research strategies may combined in the

The opportunities provided by using multiple methods

The validity and reliability of results

Access and ethical considerations

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