Research Methods Project - Coursework Example

1. Background Small personal recording studios are called home studios or project studios and are often sufficient to cater to the specific needs of an individual artist. Mobile recording studios are very popular as it is considered the best way to capture raw energy and spontaneity that a live show generates. The atmosphere where the recording is done is an intrinsic part of the event and the intention behind outdoor recording is to capture this acoustical atmosphere (Thein, n.d.). This can be captured in a mobile unit or a truck although a mobile recording studio has constraints of space. While there are several mobile recording facilities available, most have huge set ups and can cater only to big bands or groups. These units do provide multi-track recording or produce CD on demand, but because of the highly sophisticated and costly equipments, they are out of reach for most small bands. The goal is to offer the ultimate potential in audio work that could match any international studio. It would offer live-recording, multi-track recording, and CD recordings – all through a small, inexpensive mobile recording unit. With this in view, it is proposed to conduct a research to ascertain the potential and viability of such a project. 2. Research aims and objectives Deflem (1998) states that the purpose of any research is basically three-fold: a. Exploration – to investigate something new of which little is known. b. Description – events or actions are observed and reported where the quality of observation is crucial. c. Explanation – why is something going on, the causation has to be determined. Any research must have a focus, the target group and the time of the research. As far as this research is concerned, it would be for a short duration and not longitudinal because technology enhancement is very fast. Not much of literature is available on the existing offers available in the market. While there are many existing units offering the service, there is no consolidated data to determine the feasibility of the unit as well as the expectations of the technicians and the artists or bands that avail of such service. Hence, research is the only way to ascertain the market potential. The research would attempt to find how justified it is to set up a small mobile recording unit. This would aim to find whether a small unit would stand against competition from the larger, expensive units. Thus the objective of the research is as follows: 1. To assess the importance of mobile recording units in general. 2. To determine the problems faced by the technicians in the current mobile units and if these could be absorbed. 3. To asses the expectations of the bands who would be the end users of this facility. 4. To determine whether a smaller unit could offer high technology facilities at reduced prices. 3. Research Methodology 3.1 Research Philosophy Any decision is based on a body of knowledge. This body of knowledge is produced through research. By applying the appropriate methodologies and the research method, the body of knowledge can be established and advanced with confidence. While research is considered important there is no consensus on how it should be defined because research means differently to different people. Research is basically a systematic method of investigation which increases knowledge. Research relies on facts and experience, data, concepts and constructs, hypotheses and conjectures, and principles and laws (Amaratunga, Baldry, Sarshar, & Newton, 2002). Research methodology is the procedural framework within which the research is conducted. The methodology would depend upon the topic to be researched and the specific research questions are the primary drivers. The ultimate purpose of this research is to add knowledge to the already existing body of knowledge, which would facilitate the right decision as far as setting up a small, mobile recording facility that would allow producing good quality live multi-track recordings for bands. Attempts will be made to reach a suitable conclusion to the objectives. 3.2 Research Approach – induction vs. deduction Research philosophy highlights two different schools of thought on the how to conduct research. Arguments should be evaluated in different ways because primarily arguments have different roles and purposes and people assess according to the purpose in their mind. At times arguments provide useful information depending on one’s knowledge of how the world works. In a different setting, one can take an abstract approach and ask what follows from a given set of information and then decide on the outcome. Arguments can be evaluated in two qualitatively different ways – in terms of their deductive correctness or in terms of inductive strength (Rips, 2001). Wynekoop and Russo (1997) further contend that use of multiple research method is necessary to adequately understand and evaluate an activity, process or project. When a subject area is not well understand, qualitative method like literature review may be relied on to build theory. Theory can be tested using field research like use of questionnaires. At the same time it is also felt that an in-depth understanding can be gained only through interpretive research when studied from the participants’ perspective. 3.3 Research Strategies Amaratunga et al., suggest that research strategy should be chosen as a function of the research situation. Each strategy has its own approach to collect and interpret data and hence its strategy has its own advantages and disadvantages. Some even suggest a mixed or balanced approach. At the same time, there are certain overlapping parameters which make the strategy selection a difficult task. The strategy selection should depend upon the behavioral elements, the degree of focus on past events and the conditions or setting. As far as this research is concerned, the qualitative method or the inductive method of research is not possible because literature is not available, and besides, there are changes taking place in the market everyday. Relying on past information would not reveal the correct picture as it stands and the outcome would be distorted. The deductive method would bring to light the deeper, underlying meanings and explanations of the data collected. Taking large samples would be impractical and small studies over a period of time would help establish facts. It would enable to understand the totality of the situation and multiple methods can be used to establish different views of the phenomena. As studies can be conducted over a period of time, it would give a realistic view of the change process of over time. This makes it powerful for studying any process. This method has been established to be best strategy for discovery, exploring a new idea or developing hypothesis. 3.3.1 Literature Review Secondary data usually helps to support the findings but in this case literature is not available and whatever is available becomes outdated soon. A literature review provides the meaningful context of the project within the universe of already existing research (Obenzinger, 2005). It sets the basis for discussion or analysis or contemplation of implication and the necessity for further research. Literature review distinguishes what has been done from what is to be done. Previous perspectives can be synthesized and a new one gained. A literature review helps in emphasizing on the findings of the previous results. The trends and themes in the previous literature can be pointed out including gaps if any in the literature but in this research literature review is not possible. 3.3.2 Case Study approach Case-study approach is the ideal methodology when a holistic, in-depth investigation is required (cited by Tellis, 1997). Case studies bring out details from different view points and using multiple sources of data. Yakovleva and Flynn (2004) cite Robson who defines case study research as “a strategy for doing research which involves an empirical investigation of a particular contemporary phenomenon within its real context using multiple sources of evidence”. A case study approach enables a detailed knowledge about a particular case. A case study helps to understand the complexity of a single case and its activity within a defined set of circumstances. A case study is further employed when boundary between the phenomenon and the context is not clearly evident. The consumers’ perception, their attitude and behavior towards the mobile recording units may be difficult to ascertain and hence this may enhance the knowledge. A case study approach is an empirical enquiry and empirical evidence is essential to come to a conclusion. Case studies are multi-perspectival analysis (Tellis). Case studies have been classified as explanatory, exploratory, descriptive, intrinsic, collective or instrumental. This case study is intrinsic in nature because the researcher has an interest in the case. Case study is not sampling research. The major disadvantage of the case study approach is that it is not possible to draw generalizations. Besides, case studies tend to be selective, that is they focus on one or two issues that are fundamental to understanding the system. Hence for this research this method is not adopted. 3.3.3 Grounded Theory Grounded Theory Methods (GTM) is a valuable set of procedures of thinking theoretically about textual materials (LaRossa, 2005). These could include intensive-interview transcripts, observational field notes and historical documents and these could be difficult to decipher. The GTM is based on five basic principles which highlight the importance or words and language. It also lays significance on the empirical and conceptual comparisons, the value of thinking and how variables are linked. All of these will not help on this research where the objective is to determine the viability of a small mobile recording unit. Besides, GTM can be opaque and confusing. Hence this approach is not being considered. 3.3.4 Survey methods This refers to quantitative analysis where data is collected through mail questionnaires, interviews and published statistics (Gable, 1994). It often becomes difficult to differentiate between interviews and questionnaires. Questionnaires can also have open-ended questions like in an interview survey. 3.3.4.1 Questionnaire A questionnaire is a powerful evaluation tool. It is essential to understand the capabilities of the questionnaire and how they can help the research. A questionnaire would help to collect qualitative information from the technicians about their opinion and expectations of the artists and the bands. It would also demonstrate their level of understanding of the technology and the facilities. Data collection is not based on any previous research and data does not need to be quantified, (Fao, n.d.). Questionnaires are an inexpensive way to collect data and very often it is the only method to collect information for analysis. A well-designed questionnaire would help to collect on the specific components which would help to determine the feasibility of a small mobile recording unit. In the administration of questionnaire, the researchers control is limited (Gatech, n.d.). Hence the validity of the results are more reliant on the respondents. This makes it difficult to claim complete objectivity with questionnaire data. Questionnaires are used when resources are limited or when the privacy of the respondents needs to be protected. It also helps in corroborating with other findings but in this case the literature review is not possible. Besides, questionnaires may not being out the desired results as people may be reluctant to spend time over the questions. If the questionnaire is kept short with limited questions, finer details may not be possible. The questionnaire approach often can give just a snap shot of the information required. Some variables of interest to the research may not be possible to be measured. The technicians at the existing units may not be willing to divulge their technology and the results that they are obtaining. Hence the ideal method of research for this would be in the form of interviews. 3.3.4.2 Interviews Interviews are more personal form of research than questionnaires where the interviewer works directly with the respondent. The interviewer can ask probing questions and follow-up questions based on the response. In this research opinions, experiences and problems have to be ascertained which implies that personal interviews would be the best form of research. Interviews would also be easier for the respondents especially for those who have time constraints and would be unwilling to respond to questionnaires. Deflem states that personal interviews can be defined as a conversation with a purpose. It involves a talk between two people where the interviewer has control since he wants to elicit information. He is tactfully able to guide the respondent to reveal more information on the issue considered relevant. Personal interviews have their own advantages and disadvantages. Personal interviews allow for selection of respondents which is very crucial for this research. Questions can be altered in this case which is not possible in questionnaires. Personal interviews provide the opportunity to persuade the person to answer probing questions or clarify a response or a question (Trochim, 2006). Interviews are generally easy for the respondents as what is generally sought are his impressions, opinion or experience. The interviewer is a part of the measurement instrument and they have to be well trained in how to respond to any contingency. Since this research requires respondents from a specific segment, it would be easier to identify and conduct personal interviews. Interviewers normally have the ability to extensively probe respondents on their impressions of a service or a product and observe individual or group behavior (Supersurvey, 2005). The response rate in personal interviews is generally very good and respondents even tolerate longer interviews. Respondents’ attitudes can best be observed through this method of research. If the respondent does not understand a question, the interviewer can clarify or simplify the question. This method of research offers the flexibility to react to the respondent’s situation, probe for more detail, seek more reflective replies and ask questions that are complex or intrusive (Glastonbury & MacKean, cited by CSU, 1993). Although obtaining a certain number of respondents who are willing to do an interview is difficult, the researcher has more control over the response rate in this form of research than other forms of survey. The interviewer can interview respondents until sample size is reached. It is no doubt time consuming and expensive because it takes time to collect enough data for a complete survey and time translates into pay roll cost sometimes payments for the participants. Besides, personal interviews can also introduce bias both from the interviewer’s end or the interviewee’s end. Nevertheless, for a research like this, this is the surest way to get the right responses in order to meet the objectives of the research. The results would then help to take a decision as the ideas from the research emerge. The final result would contribute to technology and expectations of the customers. The main disadvantage in this is that data collection, analysis and interpretation can be tedious and difficult. The research would be carried out across different locations. 4. Data collection and analysis methods The data would be collected from a small number of organizations through methods such as participant-observation, in-depth interviews, and longitudinal studies (Gable, 1994). Penetrating questions will be asked but the conclusion would not be generalized. The data would be collected from the different studios that are currently running mobile recording units, from the bands that are looking for smaller recording units, from the technicians who operate the recording unit to get an insight into the problems they face with the mobile unit and determine if these could be absorbed. Survey questions can be added or deleted as the situation demands. Analysis and interpretation is the major part of the research process. Analytic techniques such as rearranging the arrays, placing the evidence in a matrix of categories, creating flowcharts or data displays, tabulating the frequency of different events, using means, variances and cross tabulations to examine the relationships between variables would facilitate analysis (Tellis). To analyze the data it is important to rely on the theoretical propositions of the study and then analyze the evidence based on these propositions. Pattern matching is another major mode of analysis. Here the empirical pattern can be compared with the predicted one. When the patterns coincide the internal validity is enhanced. Time series analysis is another technique in technique in experimental and quasi-experimental analysis. In case of a single variable this is simpler than pattern matching but multiple changes in a variable make the staring and ending points unclear. The analysis should rely on all the relevant evidence. All major rivals should be included in the interpretations. Prior expert knowledge would help to get the right analysis. 5. Expected Outcome The objectives have been clearly laid out based on the information available. The research methodology has been discussed along with suggestions for data collection and interpretation methods. This research is expected to add to the existing body of knowledge and help to take a decision on setting up a small mobile recording unit. This requires a research into the consumer behavior and their response to mobile recording units. This research is expected to provide a solution which would enable to take a strategic decision. It is expected that the results would match the goals of the study which would confirm that what was proposed was actually executed. 6. Weakness and limitations of this research method Three major weaknesses in this research persists which include the inability to manipulate independent variables, the risk of improper penetration, and the lack of power to randomize. Besides, the respondents may prove difficult or may not be willing to divulge inside information. Lack of reliability is the main drawback in personal interviews as the interviewers flexibility, may affect the research findings, not because of respondents characteristics, but because of the different ways in which they were interviewed (Deflem). There is no unique research method and each method has its own strengths and weaknesses. Problems could arise during data collection and the owners of the existing units or the technicians may not be receptive to the idea. Competitors may give distorted perception and the bands may tend to over-emphasize the benefits and their expectations. The exploration may remain incomplete. During data analysis through pattern matching there remains a risk of interpretive discretion. Qualitative research is the method of asking simple questions and getting complex answers. This is where prior expertise and knowledge would help in interpreting data. References: Amaratunga, D., Baldry, D., Sarshar, M., & Newton, R., (2002), Quantitative and Qualitative Research in the built environment: application of mixed research approach, Work Study, Vol. 15 No. 1 2002, pp. 17-31 CSU (1993), Strengths and Weaknesses of Oral Surveys, 18 June 2007 Deflem, M., (1998), An Introduction to Research Design, 18 June 2007 Fao (n.d.), Marketing Research and Information Systems, Chapter 4, 17 June 2007 Gable, G. G., (1994) Integrating case study and survey research methods: an example in information systems. European Journal of Information Systems 3(2):pp. 112-126. Gatech (n.d.), Questionnaire Design, 17 June 2007 LaRossa, R., (2005), Grounded Theory Methods and Qualitative Family Research, Journal of Marriage and Family 67 (November 2005): 837–857 Obenzinger, H., (2005), What can a literature review do for me? 17 June 2007 Rips, L. J., (2001), Two Kinds of Reasoning, American Psychological Society, Vol. 12 No . 2 pp. 129-134 17 June 2007 Supersurvey (2005), Personal Interviews Surveys vs. Web Surveys, 18 June 2007 Tellis, W., (1997), Application of a Case Study Methodology, 17 June 2007 Thein (n.d.), THEIN Productions - Mobile and Live Recording, 17 June 2007 Trochim, M. K., (2006), Types of Surveys, 18 June 2006 Wynekoop, J., & Russo, N. L., (1997), Studying Syetem Development Methodologies: an examination of research methods, Info Systems J (!997) 7, 47-65 Yakovleva, N., & Flynn, A., (2004), Innovation and the Food Supply Chain: a Case Study of Chicken, Economic and Social Research Council, 17 June 2007 Read More