MRIDUL KUMAR SINGH

Table of Contents

Introduction:

Given essay has been focussed on critically reviewing the research methods and
methodologies used by Sylvie Chevrier in her research paper on her research and study of
‘Cross Cultural Management in Multinational Project Groups’ as a subject of inquiry.
According to the paper of Sylvie Chevrier, her paper aims at establishing ‘at better
understanding the dynamics of international project groups by grasping the strategies project
leaders setup to cope with cultural diversity’. By using various appropriate data collection
methods and methodologies, researcher reaches at valuable outcomes with three
suggestions from her comparative study of three different case study samples of
transnational project groups and outlines certain most accepted practices in the business
world to manage cultural diversity.

Cross cultural management as a subject of inquiry, brings to the fore a number of

methodological facts that are normally not available in single cultural research or in mono
cultural research. These facts are well illustrated in many of the papers published in
International Journal of Cross Cultural Management. The discussion of such facts and
issues as equivalence, data collection and sampling makes a major contribution to improve
international management practice. But can her outcomes be accepted widely on a larger
scale? How her outcomes or findings are effective and exhaustive? Or the methodologies
used by her justify her claims? Does she uses methods well or not? Or there could be some
other alternative methods used to get a better insight into her topic.

Now following few given paragraphs of this essay are consecrated to justifying, criticizing
and finding some satisfying answers to the questions asked above.

I have purposely added my review of research in the text of this essay using paraphrasing
and quoting directly with due referencing to be with continue connectivity, and also tried my
best to avoid the repetition theory time to time. In this essay I have also involved some
examples of some similar researches done by some other researchers using different
methods which probably might have been researched further.

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RESEARCH DESIGN

In the research paper researcher designs her research with specific data collection and
interpretation methods. Data is effectively another word used for information, which can be
found through Primary or secondary Data collection, but before using any method of
collecting data researcher must read various ways of collecting information so that
researcher can decide to use in his/her own research.

For the collection of information for qualitative analysis of research topic, data can be
collected using different methods, depending on the different sources utilized, getting data
from actual experiments or from the records, so as per the sources of data, the collection
method is classified in two categories primary and secondary.

Primary Data Collection:

In this type of data collection, researcher collects the data him/herself using methods such
as interviews and questionnaires. The key point here is that the data you collect is unique to
you and your research and, until you publish, no one else has access to it. There are many
methods of collecting primary data and the main methods include:

• Questionnaires

• Interviews (Structured, semi structured, telephonic etc)

• Focus group interviews

• Observation

• Case-studies

• Critical incidents

• Portfolios.

Secondary Data Collection:

All methods of data collection can supply quantitative data (numbers, statistics or financial)
or qualitative data (usually words or text). Quantitative data may often be presented in tabu-
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lar or graphical form. Secondary data is data that has already been collected by someone
else for a different purpose to yours. For example, this could mean using:

• Data collected by a hotel on its customers through its guest history system

• Annual company reports

• Data supplied by a marketing organisation

• Government statistics.

*Sampling and its Techniques

*Data Collection
*Observation
*Interviews with its types
*Case Studies

(* details in Research Methodology section due to prevent the repetition)

RESEARCH METHODOLOGIES:

(Description and Review)

Research is to search or to investigate exhaustively, it is diligent and careful search,

experimentation, especially investigation targeted at the interpretation and discovery of facts.
Research revises the accepted theories and laws in the focus of new facts and practical
examinations of such revised theories or laws; it can also be a form of collecting information
about a particular topic or subject. (Webster, 1985)

Here I would like to initiate the analysis of methodologies used in the research paper of
Sylvie Chevrier highlighting my monitoring on the sampling and data collection techniques
adopted by her, following method with a little variations is common for all data collection and
sampling method.

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Sampling and it’s Techniques:

Some times when it needed that we have to conduct a research on the certain group of
consumers, then this is the problem that we cannot reach to each consumer due to
restriction of time, money and other often access so we select at random from a population
and use to test hypotheses about the population. This is where sampling is most required.
These techniques give a wide range of that enable the researcher to lower the data that the
researcher need by taking the only the data from a subgroup rather the amount of data
rather than other cases and elements.

This is a process, or we can say a technique of collecting a suitable sample, or a

representative subgroup of a bigger group or population to identify the characteristics and
parameters of whole group or population. There are no specific rules to follow, but the
researcher must rely on the judgement and logics. Three types of random sample can be
drawn – a simple random sample (SRS), a stratified sample and a systematic sample.

There are a lot of methods f sampling but it depends on the researcher which method he
choose or which is convenient for him, in this research paper researcher has chosen the
convenience sampling which is used by Sylvie Chevrier in her research paper. Which is used
in exploratory research in which a researcher is eager in finding an inexpensive
approximation of truth and this is why the samples are collected because they are
convenient saves time and money both and random selection gives approximate results
without incurring the cost.

One of the major concepts which are to be considered in choosing a sample is reliability and
validity of sample, in general how properly the population is represented by the choice of
sample taken under consideration of study. (Trochim, 2006)

The reliability and authentication of results of Sylvie Chevrier’s choice of sampling could be
argued upon a number of facts and grounds, which are as follows;

Subject: Subject selected for study is technical and therefore people from other professions
on which the results may be extended haven’t been considered. So it embedded some
confusion whether the results may be generalized for other project groups also. Here
Chevrier has attributed engineering as common interest which got many teams together as a
connecting agent where other factors like relationship building failed.

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Interviewees: The researcher also consider a group of interviewees, who have some
experience of working in cross cultural project groups so that we can deduce that time has
made them resistant to the complications caused by the differences in their culture which
may be more thought provoking area to research by taking less experienced interviewees.

In the research paper the groups which are considered are all European project groups but
the culture ubiquitous in the Europe continent may not be like other continents [Asia, Africa,
America etc.] at final stage of research paper Chevrier tries to justify some project groups,
her claim in that aspect may not be perfectly true.

In this research paper Sylvie Chevrier had selected the samples from technical or
engineering area and after that the she generalized her study to other fields and areas of
various project groups and the samples which are collected are mostly from European
Countries and after this the study is generalized without weighing the other continent groups,
where the cultural diversities might vary from European countries.

Now we can analyse and compare the results and findings here-

Data Collection Method Type:

In this research paper the she has researcher has used the primary data collection but she
also uses the secondary data collection as a compliment collected from various sources like
documentary in the form of meeting minutes etc. The internal communication tools- contents
and accounts are taken from different secretaries. She took the help of Psychologist to
provide a view on the level of acceptance and tolerance, prevalent in the company scenario.

Experimental or opinion based:

Although Sylvie Chevrier has used a survey method to collect the data which is obvious in
the research like this research paper. Some of the methods are Computer simulation Model,
such as VDT(Virtual Design Team) and this computer simulation is growing as a research
method for organisation(Dooley, 2002). A another research has been conducted by (Horii et
al, 2005) in their research work “Modelling and analysing cultural influences on Project team
performance” to study the presentation and problems of the extent VDT model to capture the
impact in global projects and of cultural differences.

Observations:

Observation or monitoring is the process which involves the systematic steps of study,
description, analysis, recording, interpretation etc. It also involves recording the behavioural

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patterns of people, objects and events in a systematic manner. Here I would try to classify
the observation and identify the differences between the different types of observations.

Observational methods may be:

• Structured or unstructured

• Disguised or undisguised

• Natural or contrived

• Personal

• Mechanical

• Non-participant or Participant, with the participant taking a number of different roles.

Here I would like to describe the first and the last point of observation the first one is struc-
tured or unstructured* and the other is participant or non-participant**.

In structured observation, the researcher describes in detail what is to be observed and

how the observations are to be recorded. It is appropriate when the fact or problem is clearly
defined and the information needed is given specially.

In unstructured observation, the researcher observes all aspects of the event which seem
relevant. It is appropriate when the problem has yet to be formed precisely and flexibility is
required in monitoring to identify key factors of the problem and to produce hypotheses. The
potential for bias is high. Observational outcomes should be treated as hypotheses to be
tested rather than as conclusive outcomes.

**

I Non-Participant type of observation the observer does not participate in the observation,
the observer does not directly question or communicate with the people being observed.

In participant observation, the researcher is a part of the group which is being observed.
This observation has its roots in ethnographic studies, where researchers would live in tribal
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villages, attempting to identify and understand the customs and practices of that culture and
society. It has a very extensive literature, particularly in sociology (development, nature and
laws of human society) and anthropology (physiological and psychological study of man).
Organisations can be viewed as ‘tribes’ with their own customs and practices.

The role of the participant observer is not simple. There are different ways of classifying the
role:

• Researcher as employee.

• Observation alone.
• Researcher as an explicit role.
• Interrupted involvement.

These are some good type of methods of observation to analyse the social situation which
gives the insight of the situation.

INTERVIEWS:

Interviewing is a technique which is primarily used to obtain an understanding of the reasons

and motivations for attitudes of people, behaviour and preferences. Interviews can be held
on a personal one to one basis or in a group as well. Interviews can be conducted anywhere
as per the availability of the person like at work, home, on the street, inside a shopping mall
or some other agreed places.

Types of interview:

Structured:

It is based on a carefully worded interview schedule and it frequently require short answers
with the answers being ticked off. It is useful when there are a lot of questions which are not
particularly contentious or thought provoking. In such type of interview respondent may be-
come irritated by having to give over-simplified answers.

Semi-structured:

Such type of interviews is focused by asking certain questions but with scope for the re-
spondent to express him or herself as long as he or she want.

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Unstructured:

This type of interviews are called in-depth interview. Here interviewer starts by asking a gen-
eral question to the respondent. Then he encourages the respondent to talk freely. The inter-
viewer uses an unsystematic format, the subsequent direction of the interview being determ-
ined by the respondent’s initial reply. The interviewer then probes for elaboration –

‘Why do you say that?’ or,

‘That’s interesting, tell me more’ or,

‘Would you like to add anything else?’ being typical probes.

Here I would like to provide a step-by-step guide to conducting an interview. A researcher

should remember that all situations are different and so you may need refinements to the ap-
proach.

Planning an interview:

1. Identify and list and the areas in which you require data or information.

2. Decide the type of interview.

3. Divide areas into actual questions.

4. First check them out on a friend or relative.

5. Make an appointment with respondent(s) – discussing all details of why and how long
the interview will take

6. Try and fix a appropriate venue and time when both the researcher and the respond-
ent may reach easily and not be disturbed.

CASE STUDIES:

We know that this is a modern idea of analysing and solving a particular problem and it has
been predicted as an important source understanding the details of any particular problem.
To understand burning issues like poverty, dowry, corruption etc which require complex
details so that an in-depth analysis could be completed, these case studies are very useful.

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Case study is “completeness in observation, reconstruction and the analysis” of the subject.
(Zonabend, 1992)

The term case study usually defines a fairly intensive observation of a single unit such as a
person, a group, or a company. Case studies measures what is the insight and how it got
there. It can enable the researcher to explore and understand the problems, issues and
relationships. It does not aloe the researcher to generalise, so the arguments and outcomes
or theory developed of a case study does not apply to other similar case studies.

The case-study method has following steps:

1. Determine the present situation.

2. Gather background information about the past and key factors.

3. Develop and test hypotheses, Eliminate possibilities, which conflict with the evid-
ences collected and to gain confidence for the important hypotheses.
4. Take remedial action. The aim is to check that the hypotheses tested actually work
out in practice.

Zonabend (1992) states that this type of research is done by giving a specific attention to
complexities in observation, reconstruction, and analysis of the cases under study and it is
done in such a way that it incorporates the views of the “actors” in the case under study.

Sylvie Chevrier utilised the advantages of case studies as her main tool for gathering and
analysing data to prepare a descriptive and critical outcomes of the research.

ANALYSIS AND REVIEW ON TECHNIQUES AND THE OUTCOMES:

The data analysis forms the heart theory building from case studies but it is the most difficult
and codified part of the process. (Eisenhardt,1989). According to Miles and Huberman
(1984) “One cannot ordinarily follow how a researcher gets from 3600 pages of field notes to
the final conclusion, sprinkled with vivid quotes though they may be” however several key
features of analysis can be modified.

In the research paper author tells about the development of cross cultural teams by trail and
error method and again oppose that by saying to form informal groups of people from similar
countries during the intervals and their discussions expressing their dissatisfaction about

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working with different cultured people within a same project group which gives us two
aspects of coin.

There is also a need of compromising is manifest from both methods of interviewing used by
the author where leaders say that they could not make any differences and treat everybody
similarly and again where German people of a product develop group. who are observed
and interviewed by the author they said how they accept people from different cultures who
are coming late to meeting and not bearing the same behaviour from a few psople.

In terms outcomes of her research paper on transnational culture set up by project team. It
does challenge a number of theories like Hofstede’s, as the author has pointed out. But it
shows how rigorous rules are exercise within her case study.

Her suggestions for cultural arbitrator are valid.

Contrasts of facts have been handsomely depicted making the outcomes reasonably
acceptable. In spite of a lot of limitations in collecting information by the methods used by
her as given above.

CONCLUSION:

According to me that “there is no one best way of doing things or thinking and analysing
ideas are purely relative.” So the acknowledgement should be given to the author for
researching and editing an exploratory research paper. According to Pauling “The best way
to get good ideas is to get a lot of ideas”.

I agree to the issues that there could have been much better ideas of research for this case ,
however I consider that this research is an good effort by Sylvie Chevrier and I appreciate
the methodologies, techniques and the outcomes by her. Her involvement is also
commendable as we read that she participated in the meetings of that organizations to get
into the depth of the issue. Lastly, the anthropological lighting of contemporary work on
cross-cultural management is extremely relevant.

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