Researchmethodology解读

Researchmethodologyoncampus.globalLearningobjectivesBytheendofthelessonyoushouldbeableto:UnderstandresearchstrategiesanddesignDescribethedifferencebetweenprimaryandsecondaryresearchanddiscusstheadvantagesanddisadvantagesofeachDiscussthevariousmethodsavailableforcollectingresearchdataExplainthedifferencebetweenquantitativeandqualitativeresearchdata.DiscussresearchapproachesandresearchphilosophiesSaunders,DoingResearchinBusinessandManagementPowerPointsontheWeb,1stEdition©MarkN.K.Saunders2012Slide5.3TheresearchonionSaunders,DoingResearchinBusinessandManagementPowerPointsontheWeb,1stEdition©MarkN.K.Saunders2012Slide5.4TheactionresearchspiralPrimaryresearchorFieldresearchPrimaryresearchinvolvesgettingoriginaldatadirectlyabouttheproductandmarket.Primaryresearchdataisdatathatdidnotexistbefore.Itisdesignedtoanswerspecificquestionsofinteresttothebusiness.Mostprimaryresearchiscollectedusing:-Questionnaires–multiplechoice,closedquestions.PersonalinterviewsPostalsurveysObservationsFocusgroupTestmarketingSecondaryresearchorDeskresearchThisisdatawhichisalreadyinexistence.Itmaycompriseofexistingbusinessdocumentsorotherpublications.Businessdocumentsthatabusinessmayuseforsecondarymarketresearchinclude:Mintelreports–marketresearchagencySalesfiguresInformationfromcompetitorsGovernmentpublications–statisticswebsiteNewspapersInternetTradejournalsFormsofsecondarydataStrengthsofPrimaryresearchThemainadvantagesofprimaryresearchanddataarethatitis:Uptodate.Specifictothepurpose–asksthequestionsthebusinesswantsanswersto.Collectsdatawhichnootherbusinesswillhaveaccessto(theresultsareconfidential).Inthecaseofonlinesurveysandtelephoneinterviews,thedatacanbeobtainedquitequickly(thinkabouthowquicklypoliticalopinionpollscomeout).WeaknessesofPrimaryresearchThemaindisadvantagesofprimaryresearcharethatit:Canbedifficulttocollectand/ortakealongtimetocollect.Isexpensivetocollect.Mayprovidemis-leadingresultsifthesampleisnotlargeenoughorchosenwithcare;orifthequestionnairequestionsarenotwordedproperly.StrengthsofSecondaryresearchThemainadvantagesofusingsecondaryresearchare:Providedtheinformationexists,itisusuallyquickerandcheaperthanprimaryresearch.Itcanprovideaperspectiveonthewholemarket,givingthebusinessafeelforwhethertheyshouldspendmoremoneyondevelopingproductsforthatmarket.Forinstancetheycouldfindoutthattherearenotenoughpotentialcustomersfortheproducttobreakeven.Timing–datamaybeinstantlyavailableCost–costofcollectingnewdataavoidedExperience–the'trialanderror'experienceofthosewhocollectedtheoriginaldatacanbeexploitedScale–possiblylargersamplesthanwouldotherwisebepossibleSerendipity–inductiveprocessofdataanalysismayyieldserendipitousfindings,whichmaynothavearisenotherwiseWeaknessesofSecondaryresearch–Q6Themaindisadvantagesofusingsecondaryresearchare:Itisoutofdatequickly.Itisavailabletoalltheotherbusinesses,sodoesnotprovidemanyadvantagesagainstcompetitors.Design–secondarydatahasbeendesignedforanotherpurpose:itmaynotbeidealormaynotexactlyfitthepurposeoftheresearch.Analysislimitations–opportunitiesforanalysis/manipulationofthedataforthecurrentprojectmaybelimitedComparingPrimaryvsSecondaryDataPrimarydataNewdataspecificallycollectedinthecurrentprojectResearcherisprimaryuserSecondarydataDataalreadyexists,collectedforsomeotherpurposeResearcherissecondaryuserTherearetwowidelyacknowledgedschoolsofthoughtsunderpinningresearchphilosophies:PositivismandphenomenologyorInterpretivist.GillandJohnson(2002)definedpositivismasanapproachthatemphasizestheuseofmethodsthatarepresumedtobeusedinthenaturalsciencesandthesocialsciences.Phenomenologyontheotherhandisastudyofhowthingsappeartopeople,thushowpeopleexperiencetheworld.Theyarguethatthepositivistapproachisbasedontheassumptionthattheworldconsistsofsocialrealitythatcanbeobservedobjectivelyandanalysedstatisticallytoproducelaw-likegeneralization.Withthepositivistapproach,humanactionisseentobearesultofexternalstimulithatcanbeanalysedintocause-and-effectrelationships.Thephenomenologicalapproachisadescriptive,interpretativeapproachtoresearchbasedonthepremisethatthesocialworldistoocomplexforscientificstudy.Thisisanapproachinwhichhumanexperiencesareexaminedthroughdetaileddescriptionsofthepeoplebeingstudied.Theprecisepurposeofyourreadingoftheliteraturewilldependonyourresearchapproach,thismayeitherbe:1.Deductiveapproach-usingtheliteraturetohelpyouidentifytheoriesandideasthatyouwilltestusingdatainwhichcaseyoudevelopatheoreticalorconceptualframeworkor2.Inductiveapproach-inthisapproachyouwillbeplanningtoexploreyourdataandtodeveloptheoriesfromthemthatyouwillsubsequentlyrelatetotheliteratureSaunders,DoingResearchinBusinessandManagementPowerPointsontheWeb,1stEdition©MarkN.K.Saunders2012Slide7.17TypesofdataQualitativeandQuantitativeResearchDatacollectedthroughdeskandfieldcanbeeitherQuantitativeorQualitativeinnature.Qualitativeresearchisthecollectionofdataaboutattitudes,beliefsandintentionsQuantitativeresearchisthecollectionofdatathatcanbequantified.QualitativeResearchQualitativeres