Upload
lytuyen
View
235
Download
3
Embed Size (px)
Citation preview
Research Methodsfor Business
StudentsFifth edition
Mark Saunders
Philip Lewis
Adrian Thornhill
irlow, England • London « New York • Boston • San Francisco • Toronto • Sydney • Sii
5eoul • Taipei • New Delhi • Cape Town • Madrid • Mexico City - Amsterdam • ?•,•;,.
Brief Contents
How to use this book •' l
Guided tour
Preface •
Contributors ,
Publisher's acknowledgements -
1 The nature of business and management researchand structure of this book
2 Formulating and clarifying the research topic
3 Critically reviewing the literature
4 Understanding research philosophies and approaches
5 Formulating the research design
6 Negotiating access and research ethics
7 Selecting samples
8 Using secondary data
9 Collecting primary data through observation • *
10 Collecting primary data using semi-structured, in-depthand group interviews
11 Collecting primary data using questionnaires ^,:.
12 Analysing quantitative data ••-'•' "•••'•
13 Analysing qualitative data
14 Writ ing and presenting your project report
BibliographyAppendicesGlossaryIndex
• 23 G2.4 Tu.
°hi!ip IP.V/S and
.CtIO'
xviixxiiXXV
xxviixxix
106
136
168
210
256
288
318
360
414
480
526
5CT573587604
32
0
131
e
How to use this bookGuided tourPrefaceContributorsPublisher's acknowledgements
1
I1.1
1.2
1.3
1.4
1.5
1.6
or
•0 f
..
>or
2
2.1
2.2
2.3
2.4
The nature of business and managementresearch and structure of this bookMark Saunders, Philip Lewis and Adrian Thornhill f-ELearning outcomes '• S.EIntroductionThe nature of researchThe nature of business and management researchThe research processThe purpose and structure of this bookSummarySelf-check questionsReview and discussion questionsReferencesFurther readingCase 1: Isabelle's research dilemmaMichael Savvas
Self-check answers •
.iqsi
8.6
8.£
•irinu^l
Formulating and clarifyingthe research topic *2
Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomesIntroductionAttributes of a good research topicGenerating and refining research ideasTurning research ideas into research projects
XXVII
xxix
2245
1010151515161617
18
20
20
20
22
24
32
VII
Contents
2.5 Writ ing your research proposal 412.6 Summary , 48
Self-check questions 49Review and discussion questions 49Progressing your research project: f rom research ideasto a research proposal 50References 50F u r t h e r r e a d i n g . . •••••••• 5 1
. - : Case 2: Media climate change reporting and environmentalMy* disclosure patterns in the low-cost airline industryi«s$ ,..-,•...,„.,,..,. in the twenty-first century 52"Ivv •'*"'"'•J""J'Ji';;' Richard Slack " - • . • - • - - • -
ijvxx Self-check answers . 55
xixx
3 Critically reviewing the literature 58t f l 8 i« . . Mark Saunders, Philip Lewis and Adrian Thornhill
£ Learning outcomes 583.1 Introduction 58
£ 3.2 The critical review 61S 3.3 Literature sources available : \ 68t 3.4 Planning your literature search strategy 75g, 3.5 Conducting your literature search , 80Of 3.6 Obtaining and evaluating the literature 92Of 3.7 Recording the literature 942t 3.8 Plagiarism 97gf 3.9 Summary 98
-5f Self-check questions 99^r . Review and discussion questions 1003t Progressing your research project: critically reviewing^ the literature 100
References 100g»: Further reading 102• _,- Case 3: Complexity theory and emergent change 102
Mike Wallace and Alison WraySelf-check answers 104m
4 Understanding research philosophiesand approaches 106Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomes 106
4.1 Introduction 106
viii
Contents
4.2 Understanding your research philosophy: why researchphilosophy is important 107
4.3 Research approaches 124
4.4 Summary 128
Self-check questions 129
Review and discussion questions 129
Progressing your research project: diagnosing your
research philosophy 130
References 131
Further reading 131
Case 4: Consultancy research for a not-for-profit organisation 132Karen Handley
Self-check answers 134
5 Formulating the research design 136Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 136
5.1 Introduction 136
5.2 The purpose of your research / -^ 138
5.3 The need for a clear research strategy JJB
5.4 Multiple methods choices - combining data collection 3 m r
techniques and analysis procedures 151
5.5 Time horizons s? 155
5.6 The credibility of research findings 156
5.7 The ethics of research design ' , 160
5.8 Summary 160
Self-check questions 161
Review and discussion questions jp|
Progressing your research project: deciding on your
research design 162
References • ic 162
Further reading 164
Case 5: Managing the acquisition from the middle 164David Coghlan
Self-check answers .. , 166• r v i e w s ^ . ~
6 Negotiating access and research ethics 16810 ' Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes ^.g 168
6.1 Introduction ^ g 168
6.2 Issues associated with gaining access 169
ix
Contents
6.3 Strategies to gain access 1736.4 Research ethics and why you should act ethically 1836.5 Ethical issues at specific stages of the research process 1876.6 Summary 101
Self-check questions 202Review and discussion questions 202Progressing your research project: negotiating accessand addressing ethical issues JUSReferences 203Further reading 204Case 6: Gaining access to business angels networksStephanie MachtSelf-check answers
03>oarrarrar
sar
7
7.17.27.37.4
Selecting samplesMark Saunders, Philip Lewis and Adrian ThornhillLearning outcomesIntroductionProbability samplingNon-probability samplingSummarySelf-check questionsReview and discussion questionsProgressing your research project: using sampling as partof your researchReferencesFurther readingCase 7: Implementing strategic change initiativesLiz Lee-Kelley
Self-check answers
210
210210214233243243245
246246248248
251
8 Using secondary data 256Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomes 256
8.1 Introduction 2568.2 Types of secondary data and uses in research 2588.3 Locating secondary data 2638.4 Advantages and disadvantages of secondary data 2688.5 Evaluating secondary data sources 272
0
8.6
wmmmmmammSummarySelf-check questionsReview and discussion questionsProgressing your research project: assessing the suitabilityof secondary data for your researchReferencesFurther readingCase 8: Patent grants and the implications for businessDeli Yang
Self-check answers
Contentswmmm
280280281
282282284284
286
9 Collecting primary data throughobservation 288Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomes 288
9.1 Introduction 2889.2 Participant observation: an introduction 2899.3 Participant observation: researcher roles 2939.4 Participant observation: data collection and analysis9.5 Structured observation: an introduction9.6 Structured observation: data collection and analysis9.7 Summary . • .. ,- . .
Self-check questions a WmReview and discussion questionsProgressing your research project: deciding on the f
appropriateness of observationReferences -s '" fffFurther readingCase 9: Online images of tourist destinationsMridula Dwivedi and Anil Yadav
uoy mSelf-check answers
10 Collecting primary data using semi-structured, in-depth and group interviews 318Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomes 318
10.1 Introduction A *.* ' 31810.2 Types of interview and their link to the purposes
of research and research strategy - 320
Contents
10.3 When to use non-standardised (qualitative) interviews 323
10.4 Data quality issues and preparing for the interview 326
.10.5 Interviewing competence 336
10.6 Managing logistical and resource issues \\j v 342
10.7 Group interviews and focus groups 343
10.8 Telephone, Internet-and intranet-mediated interviews 348
10.9 Summary 351r '8 S ' Self-check questions 351
Review and discussion questions 352
Progressing your research project: using semi-structured
or in-depth interviews in your research _ 353
References 353
Further reading " 355
Case 10: Students'and former students'debt problems 355fl/7/Z.ee
" ~ Self-check answers 358
11 Collecting primary data usingquestionnaires 360Mark Saunders, Philip Lewis and Adrian Thornhill
OOFLearning outcomes 360
5C?: 11.1 Introduction ; 360B0E, , 11.2 An overview of questionnaire techniques 362
11.3 Deciding what data need to be collected 366
11.4 Designing the questionnaire 371
.,.._ 11.5 Administering the questionnaire 395
f f £ 11.6 Summary 401
^•j,-- Self-check questions 402
+^2 Review and discussion questions 404
Progressing your research project: using questionnaires
in your research 404
References 405
Further reading 406
Case 11: Downsizing in the Middle East 407Mohammad Al-KilaniSelf-check answers 409
12 Analysing quantitative data 414Mark Saunders, Philip Lewis, Adrian Thornhilland Catherine Wang
Learning outcomes 414
xii
•12.112.212.312.412.5
12.6
wmmmmmmmIntroductionPreparing, inputting and checking dataExploring and presenting dataDescribing data using statisticsExamining relationships, differences and trendsusing statisticsSummarySelf-check questionsReview and discussion questionsProgressing your research project: analysing yourdata quantitativelyReferencesFurther readingCase 12: Small business ownermanagers' skill setsMark Saunders, Philip Lewis and Adrian Thornhill
Self-check answers
• r ContentsHBHH
414416428444
449467468469
470470472
473
476
13 Analysing qualitative data 480Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomes 480
13.1 Introduction ^ 48013.2 Differences between qualitative and quantitative data 48213.3 Preparing your data for analysis 48513.4 Approaches to qualitative analysis T f r t A 48913.5 Types of qualitative analysis processes 49013.6 Analytical aids ' ' 49813.7 Deductively based analytical procedures ^ 50013.8 Inductively based analytical procedures £ 50213.9 Using CAQDAS for qualitative analysis ^ 51413.10 Summary 516
Self-check questions . T- •.- xebnl 517Review and discussion questions \ . . 517Progressing your research project: analysing yourdata qualitatively 517References . . ^ g
Further reading 520Case 13: The influence of film on touristdecision making . 520Peter Bolan
Self-check answers • ; 524
Contents
• • 3 *
14 Writing and presenting your 'project reportMark Saunders, Philip Lewis and Adrian ThornhillLearning outcomes
14.1 Introduction14.2 Getting started with writing14.3 Structuring your project report14.4 Organising the project report's content14.5 Developing an appropriate writing style14.6 Meeting the assessment criteria14.7 Oral presentation of the report14.8 Summary
Self-check questionsReview and discussion questionsProgressing your research project: writing yourproject reportReferencesFurther readingCase 14: James' consultancy report on managers'financial information needsPeter Harris
Self-check answersBibliography
526
.5
558
560
iil
Appendices1 Styles of referencing2 Calculating the minimum sample size3 Random sampling numbers4 Guidelines for non-discriminatory languageGlossaryIndex
573581583584587604
i XIV,