Management consulting; A Guide for students

Chapter 11:

Research Techniques

Reviewed & collaborated by:

Ali Haj Aghapour

Doctor of Business Administration Candidate

Supervised by:

Prof.Zainal Ariffin Bin Ahmad

2011©

OUTCOMES

-Comprehending the importance of research in consultancy industry

-Distinguish between two main research perspectives

-Understanding different quantitative research techniques

-Using statistics and its limitation and importance

-be knowledgeable about qualitative techniques and their limitations

THE IMPORTANCE OF RESEARCH

All organizations depend on reliable data which could enhance them to make a

correct decision not only in terms of internal problems but also in solving client’s

ones.

Based on anticipated results as well as supposed purposes, firms will try to collect

data. Normally, collected data is used for one purpose although it will be useable in

many different ways. In additional, data is raw and needs to be classified to make it

useable and efficient.

Stroh & Johnson(2006) stated that deciding on the ways of data collection is

essential part of any research. They, Also, claim that there is no any pre-designed

or unique method in management consultancy which can be recommended to all

clients. In essence, to solve client’s problems efficient consultants use an adopted

method which is consist of any forms of research methods. In continues, these

scholars presented a pre-action format including five main steps which must be

answered before evolving in problem or shifting to operational stage.

Table1.describes these steps:

Table 1. Stroh & Johnson five steps format

Step1 Identifying the real problem that clients wants to be solved Step2 What data need to be collected to solve the problem above?

Step3 Where is the information that will solve the problem available? Step4 What is the appropriate manner to collect this information?

Step5 What conclusion will be able to be reached by the information collected?

RESEARCH PHILOSOPHY

The way that scholars think about contributing body of knowledge is defined as

Research Philosophy because it affects the way that scholars implement the

research (Saunders et al, 2007).Hence, the type of research methodologies, which

are employed in the research, must be considered by the researcher when he/she is

looking for expanding and describing research problem.

Furthermore, Mostly, methodology is associated with epistemology which refers

to philosophy of knowledge(crotty,1998). In the other word, it is a claim about

knowledge which the researcher tries to proof(Thietart,2001) . Furthermore,

different type of epistemologies can be employed based on the research’s attitude

toward the core of reality(crotty,1998).

Biggam(2008) divided research philosophy into four distinctive categories:

Positivism, Interpretivism, phenomenology, and realism. However,

Saunders(2003) claimed that the best epistemology for managerial researches and

studies is the combination of positivism, realism, and interpretivism.

All in all, the adopted methodology used throughout the research is defined as

Research Approach. In this paper, we will try to describe two epistemologies

consisting of positive refers to the quantitative or empirical approach and anti-

positive refers to qualitative phenomenological

approach.(Welman,2005;Bigges,2010)

QUANTITATIVE APPROACH

Quantitative approach which is heavily borrowed from natural

research(Crotty,1998) has been introduced to social research by Emile Durkheim

in the nineteen century. Durkheim in her outstanding book “the rules of

sociological method” presented the principles of this approach:

Phenomena can be measured qualitatively as a concept

Casual relationships between phenomena can be used to explain attitude and

behavior

Large samples are needed to obtain statistical generalization

Knowledge can be generated by hypothesis testing on representative samples

The researcher does not influence the people or objects being researched

The dimensions of this approach claim that first, existed phenomenon can be

quantitatively measured. Second, knowledge can be extracted through a process of

hypothesis testing. Third, generalizing the result is strictly depended on the size of

sample. As a point, most scholars, being loyal to this approach, by using statistical

measures, seek accurate and adequate validity and reliability.(Field,2009)

However, there are three main quantitative methods considerably recognized in

management consultancy; simulation, survey, and quasi-experimental

design(Biggs,2010).quantitative method is a problematic, objective, and isolated

point of view(Giggs,2010;Crotty,1998)

In terms of simulation

There are 2 critical purposes behind using simulation as a quantitative method in

management consultancy; modeling business and its operations and human

resource functions such as training.In order to solve any firm’s problem such as

managerial behavior, strategy, and organizational outcomes, business modeling,

created by mathematical,models,algorithms, and data, is an appropriate method

which has been used increasingly.thus, simulation can greatly improve our

understanding of business and business processes. However, the bellow table

shows different steps in simulation:

Step Activities Rationale Beginning with a research question

Determine a theoretical research question

Look for a basic tension

Focuses on theoretical relative issue for which simulation is effective

Identify simple theory Select theory

addressing research question

Look for intertwined

processes

Forms basis of

computational representation by giving shape to

theoretical logic, and assumption

Choose a simulation approach Choose a fitted

simulation approach based on research

question, assumption, and theoretical logic

Choose a stochastic

processes if not find a fitted approach

Ensures that the

simulation approach given the research at

hand

Create computational

representation Operationalize

theoretical constructs

Specify assumption

Embody theory in

software

Provides construct validity

Sets the stage for theoretical contributions

Verify computational representation

Replicate proposition of simple theory

Conduct robustness

Confirms accuracy of computational

representation

Confirms internal

validity of theory

Experiment to build novel theory

Create experimental design based on likely

theoretical contribution and realism

Focuses experimentation on

theory development

Build new theory

through exploration

Validate with empirical data Compare simulation results with empirical

data

Strengthens external validity of the theory

In terms of survey

Generating a lot of data in a short time makes survey as a common method in all

organizational aspects (Biggs,2010). In order to design a survey first step is to

clarify what questions must be asked in questionnaire. Then, these questions must

be transparently stated. Furthermore, Oppenhiem(2000) stated that breaking up the

context, formatting the questionnaire appropriately will stimulate participant to

involve actively in the survey. On the other hand, When there is no on-the-shelf

questionnaire, reliability and validity are 2 critical issues must be checked before

releasing(field,2009). Hence, academic literature which is normally acquired in

academic atmospheres such as universities has an effective impact through

designing a relevant questionnaire.

Furthermore, after being sure about data quality by measuring of validity and

reliability, collected data can be used to examine the relation between

phenomenon. Consequently, this meaningful info must be turned to an

understandable manner and be mentioned in consultant’s final report.

In terms of quasi-experimental design

Quasi-experimental design is an applied setting of experiment. In detail, by

manipulating a situation or independent variables the anticipate consequences or

depended variables will be measured. However, Carter(2004) claimed that

ecological validity of this method is more than clinical experiment.

QUALITATIVE METHODS

Crotty(1998) argued that imperial research can’t totally cover social studies cause

there are many social structures and local variables which have direct or indirect

impact on research. In order to reduce concern about the disadvantages of

quantitative method, qualitative method being representative of anti-positivism or

phenomenological approach has been introduced to social studies. However,

qualitative methods have their own quantitative tools such as ATLAS which helps

to investigate quantitative data. Saunders et al(2007) classified quantitative

methods into three main categories; which are ground work, observation, and

interview.

In terms of groundwork

Ground work is the process of exploring secondary data including charts, official

reports, e-mails, tables, etc which are available in online/offline data bases. In

detail, reviewing secondary data is an appropriate way to identify firm’s problems

which is recommended to all consultants.

In terms of observation

Observation is another qualitative technique could be both quantitative in terms of

structured observation and qualitative in terms of participant observation (Mcqueen

and Knussen,2006). Structured observation is when a list of advised events must be

observed. On the other, overviewing current events in unstructured manner is

named participant observation, also known as “ethnography”. In addition,

Clark(1998) stated that ethnography is initial basis of structured observation

which can be either covert or overt.

In terms of interview

Interviewing with supposed participant is the most common way in management

consultancy. In addition, normally interviews are set in two presentation modes;

face-to-face or via telephone (Brummett et al,2000).furthermore, as well as

questionnaire, interview can be design in three formats based on level of freedom.

The figure bellow shows this spectrum.

Figure1.The level of freedom in interview

structued interview

smi-structured interview

unstructured interview

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