Lecture 6: Methodologies (Part 2)

Professor Mark Palmer Queens University Belfast

Lecture aim
to provide students with an outline of the process of data gathering from the preparation and organization stage to the actual carrying out of the research fieldwork.

Lecture Outcomes
To outline the importance of the methodological choice for the research topic To identify and explain the various suitable for research topics To outline the merits and demerits of various methodologies To gain an appreciate of how to execute various research methods

Learning outcomes (Continued)

To facilitate understanding in the different aspects and stages in the process of data collection. Preparing for the physical and mental tasks involved in preparing for and actually gathering the data To provide an opportunity for consideration of

Qualitative Methods

Typical Qualitative Research

Finding the nugget of meaning

Why use Qualitative Research?

Paths to meaning

1) Case Study & Vignettes

2) Grounded Theory

Example of MO

Example of Gift Giving

3) (Net) Ethnography (see Robert Kozinets)

4) Action Research - Solutions

Framing Action Research

Critical incidents (e.g. behaviours, structures) Critical reports (e.g. publications of reports) Critical events (e.g. crisis, market entry or exit) Critical episodes/epochs (e.g. recession) Critical turning/tipping points (e.g. transitions, partners)

Qualitative Collection

Interviewing for qualitative research

An interview is a conversation with a purpose
Kahn and Cannell (1957) A

method of collecting data in which selected participants are asked questions in order to find out what they do, what they think or how they feel Collis and Hussey (2009)

http://www.youtube.com/watch?v=g0b_lTEgICw&feature=related

Different types of interviews

Structured interviews-associated with quantitative research,
standardised questions, an alternative way of delivering a questionnaire. Researcher has control.

Semi-structured-themes and issues are identified and the

order of the questions may vary according to the circumstances. Additional questions may be added as the interview develops. Researcher has some control.

Unstructured- Informal, a general topic is identified, no

predetermined order, non directive. Respondent has control

Finding rare subjects and elites

Questioning
Open questions designed to encourage the interviewee to provide an extensive response
What, how ,why?

Probing questions used to explore or develop key/important issues Specific and closed questions confirming and fact or opinion

Focus Groups

Projective Techniques

Projective Techniques

Means End Analysis and Cognitive mapping

What caused this? Repeat this! Exercise

Repertory Grid Technique

Zaltman elicitation technique

Different types of Observation

Participant observation
The researcher is immersed in the organisations or community

Non Participant observation

The researcher is outside the research context, a complete observer

Different types of observation

Unstructured Observation Structured Observation
Is systematic Uses a predetermined structure Quantifying behaviours/events

Observation-Gill and Johnson (1997)

Researcher takes part in activity

Researchers Identity revealed

Participant as observer Observer as participant

Complete participant Complete observer

Researchers Identity is concealed

Researcher observes activity

Identification of indirect indicators of behaviour

you

Prominence of the CEOs photograph in the annual report CEO prominence in company press releases CEOs use of first person singular pronouns (I, Me, Mine, My, Myself versus plural pronouns such as we, us, our, ourselves) His or her cash compensation (salary and bonus) divided by that of the second highest-paid executive in the firm

The Usual Suspects!: Narcissists?

Prominence of the CEOs photograph in the annual report

Subtle and not-so-subtle on the website search under expert in ABS!

Indicating performance, too

Observing top management teams

An example of covert observation in business

http://www.youtube.com/watch?v=35FdUCzzt-0 http://www.youtube.com/watch? feature=endscreen&NR=1&v=8SaHW6Y7_Yg

Qualitative techniques

Framework for analysing qualitative data

Data Categorisation Data Unitisation Relationship identification Theory/proposition development

Content analysis

Example1

Example 2

Example 3

Example 4

Example building blocks

Data display

Dynamic interactions

Tension and Conflict Dynamic Interactions Diagram

Phase II: Qualitative Phase

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Data Continuum Diagram

Exploring without a predetermined theoretical or descriptive framework- Template analysis

A list of codes or categories that represent the themes revealed from the data that has been collected (nb data categorisation) Involves categorising and unitising data The relationships between the data are established through a coding system- see the hierarchical relationship demonstrated in the next example

Example-part of a template analysis used on a managing change research project (Saunders et al )

1.0 Contextual factors 1.1 Reasons for change 1.2 Environmental climate 1.3 Nature of the organisation 1.3.1 Organisational objectives 1.3.2 Culture 1.3.3 Ownership 2.0 Nature of the change 2.1Internally driven 2.2Externally driven 3.0 Perceptions of those affected 3.1 Directly affected 3.2 Indirectly affected

Data categorisation
Imposing a workable structure Often determined by the research objectives or the established body of literature i.e. influential models and/or concepts
Example 1. Jehn.K , G. B. Northcraft , M. A. Neale (1999) Why Differences Make a Difference: A Field Study of Diversity, Conflict, and Performance in Workgroups.
Administrative Science Quarterly, Vol. 44, 1999

Qualitative software can assist

Ethics
Remember with some research methods you are manipulating human beings through deception and you do not know how long the duration of the treatment effect will be. It is important to get ethical approval from an organizational ethics department (Human Subjects) before conducting survey experiments. All respondents must be debriefed about the purposes of the study after the experiment.

Exercise
Sketch out your research design for data collection. Are you exploring or examining? If you are examining, jot down the sources of your measures for your research
What are you control measures?

If you are exploring, jot down the boundary conditions of your research?

Reflection Questions
How will the proposed methodology achieve research objectives What other research methodologies might be employed? Why were these methodologies rejected? How do you go about assembling the data collected during your fieldwork? How to recognise any gaps in the data collection? What is the overall object when carrying out data analysis?

Reflection Questions
How do you consider the practical and operational aspects of gathering data for your dissertation and prepare an outline. How can you anticipate and plan for the possible barriers to the completion of your fieldwork? What do you do when co-operation is not forthcoming from key respondents?

References
Gill, J. and Johnson, P. (2010) Research Methods for Managers, London, Paul Chapman Collis, J and Hussey, R. (2009) Business Research a practical guide for undergraduates and postgraduate students, London, Macmillian Kahn, R. and Cannell, C. (1957) The dynamics of interviewing, New York, Wiley Saunders M. et al (2009) Research Methods for Business Students, Harlow, Prentice Hall

References
Bell J (1999) Doing your research project (3rd Edn) Buckingham:Oxford Univ Press Bryman A and Bell E (2003) Business Research Methods New York:Oxford Univ Press Easterby-Smith M et al(2002) Management Research: An Introduction London:Sage Publications Robson C.(2002) Real World Research (2nd Edn) Oxford:Blackwell Saunders M. et al (2009) Research Methods for Business Students, (Edn 4) Harlow, Prentice Hall Sekaran V (2000) Research Methods for Business: A skills building approach (3rd Edn) New York:Wiley Ticehurst GW and Veal AJ (2000) Business Research methods: a managerial approach NSW: Pearson Education

References
Urquhart, C. (1999) Using vignettes to diagnose information seeking strategies: opportunities and possible problems for information use studies of health professionals, Exporing the Contexts of Information, pp.277-289. Perry, C. (1998) Processes of a case study methodology for postgraduate research in marketing, European Journal of Marketing, 32, 9/10, p.785-802.