Chapter Five 1

Slide 5.
Chapter 5
Formulating the research design
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 5.2
The Process of Research Design
Research choices
Research strategies
Time horizons
Slide 5.3
Research Design and Tactics

The research onion
Saunders et al, (2009)

Figure 5.1 The research onion
Slide 5.4
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 5.5
Classification of the research purpose

Exploratory research
is a valuable means
of finding out what is happening to seek new
insights; to ask questions and to assess
phenomena in a new light. It is particularly
useful if you wish to clarify your
understanding of a problem, such as if you
are unsure of precise nature of the problem .
It may well be that time is well spent on
exploratory research, as it may show that the
research is not worth pursuing!
Slide 5.6
Explanatory
The studies that establish causal
relationships b/w variables
There are three principal ways of
conducting explanatory research:
A search of the literature;
Interviewing experts in the subject;
Conducting focus group interviews.
Statistical tests such as correlation analysis
Slide 5.7
Descriptive studies
The object of descriptive research is to portray
an accurate profile of persons, events or
situations. This may be an extension of, or a
forerunner to a piece of exploratory research or,
more often, a piece of explanatory research. It is
necessary to have a clear picture of the phenomena
on which you wish to collect data prior to
collection of data.
Slide 5.8
Explanatory research
Studies that establish causal relationships between
variables may be termed explanatory research.
The emphasis her is on studying a situation or a
problem in order to explain the relationship
between variables. For example, that a cursory
analysis of quantitative data on manufacturing
scrap rates shows a relationship between scrap
rates and the age of machine being operated
Slide 5.9
Research Strategies
Experiment
Survey
Action research
Case study
Choice of Res stra guided by res qs, objs, the

extent of existing knowledge, amount of time &
resources, own philosophical underpinnings
Strategies not mutually exclusive
Slide 5.10
Research Strategies
Survey: key features
Usually associated with deductive approach
Used to answer who, what, where, how much, and
how many questions
Used in exploratory and descriptive research
Popular in business research
Perceived as authoritative
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 5.11
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
holistic case v. embedded case (refers to unit of analysis)
For eg. The study of organization as a whole is holistic
case study and embedded case study is the study of the
org as a whole + a number of logical sub units of the
org. your study have more than one unit of analysis
Yin (2003)
Slide 5.12
Research Strategies
Action research: key features
Research IN action - not ON action

Involves practitioners in the research
Useful for how questions
The researcher becomes part of the organisation
Promotes change within the organisation
Can have two distinct foci (Schein, 1999)
the aim of the research and the needs of the sponsor
Slide 5.13
Research Strategies
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 logicodeductive one
Based on Suddaby (2006)
Slide 5.14
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
Slide 5.15
Time Horizons
Select the appropriate time horizon
Cross-sectional studies: the study of a
particular phenomenon at a particular time,
often employ survey strategy
Longitudinal studies: the study of a particular
phenomenon for more than one time, studies
change and development,
Has there been any change over a time
period
Slide 5.16
Credibility of research findings

Important considerations
Reliability: Refer to extent to which your data
collection techniques or analysis procedures will
yield consistent findings.
-will the measures yield the same results on
other occasions?
Will similar observations be reached by other
researchers?
Validity: whether the findings are really about
what they appear to be about.
Generalisability: A concern on the design of
research, is the extent to which your results are
generalizable.
Slide 5.17
Research design ethics

Remember
The research design should not subject the

research population to embarrassment, harm or
other material disadvantage
Adapted from Saunders et al, (2009)
Slide 5.18
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 5.19
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

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Slide 5.

The Process of Research Design

Research Design and Tactics

Saunders et al, (2009)

Classification of the research purpose

Choice of Res stra guided by res qs, objs, the

Research IN action - not ON action

Develops theory from data generated by

Credibility of research findings

Research design ethics

The research design should not subject the

Adapted from Saunders et al, (2009)

Research projects can be categorised as

Research projects may be

The main research strategies may combined in

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