Understanding Business and Management Research Methods - Literature review Example

UNDERSTANDING BUSINESS AND MANAGEMENT RESEARCH METHODS Executive Summary The use of research methodology is mainly done to ensure that the study is being conducted towards a specific direction and adheres to a scientific approach. Use of research methodology in the academic and business researchers are mainly done by observing the research onion. The onion includes all the research variables in different layers which reflect the necessary aspects in the process of data collection and analysis. Although the onion is an overall framework and is commonly used for developing research studies there prevails few criticisms regarding its layers and ingredients as some aspects such as epistemology, ontology and axiology framework. Other aspects such as data collection, sampling, approaches, etc should be developed in accordance with the research objectives and aims to derive appropriate results. It is important to align the research variables for developing a neat research methodology. Finally, the aspect of research ethics is essential and should be maintained by the researcher while collection and analysis of data. Table of Contents Table of Contents 3 Introduction 4 Literature Review 4 Research Onion 4 Research Philosophies, Strategies and Approaches 6 Qualitative and Quantitative Research 7 Discussion and analysis 8 Findings 9 Reference List 10 Bibliography: 13 Introduction Research methodology as defined by Cooper and Schindler (2010) is the scientific approach for conducting a research in any study arena. Bryman and Bell (2011) defined research methodology as the process for collection, sorting and analysis of data for arriving at a definite result. From these two definitions it can be accumulated that the scientific process of developing a study that includes gathering and analysis of data in order to fulfil the objectives of a research is termed as research methodology. According to Denzin and Lincoln (2011), over the years the concepts of research methodology has changed and evolved. New aspects have been added into the process of conducting a research by focusing on the diverse nature of subjects and the aims of the researchers. The essay explores these various aspects of research methodology for assessing its contribution towards academic studies. Literature Review Research Onion The research onion was formulated by Saunders, Lewis and Thornhill (2009) in order to specifically indentify and assess the scientific approaches and other factors that influence the decisions made by a researcher while framing a study. According to Bergh and Ketchen (2009), the concepts, philosophies and approaches used in research should be aligned with subject matter and the objective of the study for achieving an appropriate outcome. The research onion has successfully segregated the ingredients of the methodology in accordance with their relevance with various types of research. Figure 1: Research Onion (Source: Saunders, Lewis and Thornhill, 2009, p.52) Concentrating the framework of the onion, the outer layer includes the philosophies of the research which are positivism, realism, interpretivisim (epistemology), objectivism (ontology) and constructivism and pragmatism (axiology) (Bryman, 2006). These have been termed as philosophical sciences in the onion. The second layer includes the research approaches which are mainly categorised into inductive and deductive approaches. Data collection processes such as survey, case studies, experiment, action research, grounded theory, ethnography and archival research are included in the third layer of the research onion (Ellis and Levy, 2009). These strategies also have a direct relation with the philosophy of the study. For instance, survey and case studies are mostly used when the selected philosophy is under epistemology (Harrison and Reilly, 2011). The fourth layer of the onion consists of the methods used for anglicising and interpreting the data collected during the study and reflects mono, mixed and multi methods. The fifth layer is about the types of study that are cross-sectional and longitudinal. Finally, the core of the onion is formed of data collection and analysis which also signifies that the objective of all the other layers is to ensure appropriate collection of data and its analysis. However, the research onion was criticised by Kothari (2008) considering that the philosophies of epistemology, ontology and axiology were not included in the model. The development of research onion has however made it easier for researchers to identify the various concepts that influence the development of their study. According to Huxham and Vangen (2008), most of the studies or researches being conducted have a specific research question or reflects a problem. Based on this, the requirements of researchers for selection of the scientific methods and techniques differ and the need for implementation of research onion arises. Research Philosophies, Strategies and Approaches As mentioned above, academic studies are mainly constituted with epistemology, axiology and ontology philosophy. These philosophies have been further segmented as shown in the above given research onion. Morgan (2007) noted that the use of positivism, interpretivism and realism are most common in development of academic and business researches. Positivisms as defined by Riege (2008) helps the researcher in analysing the data collected and justify them with numerical evidences. Positivism is mostly used along with quantitative research method as it does not allow the thoughts of the researcher to manipulate the data collected and analysed. On the other hand, interepretivism is mainly used to understand the process used by the respondents for developing the answer (Toloie-Eshlaghy et al. 2011). Interpretivism analyses the psychological reflections of the respondents and also includes the personal view points of the researcher which also reflects the scope of manipulation of the original data (Alexander, 2003). However, interpretivism philosophy is one of the most effective techniques for supporting qualitative analysis as it provides an in-depth understanding of the data used in the study (Boudreau, Gefen and Straub, 2001). Realism on the other hand is also known as the study of the senses (Cohen and Ellis, 2003). In realism, the analysis mainly reflects the raw data collected without any interference or manipulation and states the data in its original form. Research strategies are primarily used for assessing and selection of the process of data collection. According to Ellis and Levy (2008), selection of research strategies mainly depend on the research methods. However, Leedy and Ormrod (2005) reflected that research methods only differentiate the nature of the data collection process but the research philosophies influence the method of gathering primary data and evaluating them. Although, survey is the most commonly used process for data collection based on the nature and subject matter of the research, the research strategies can differentiate among experiment, case studies, action research or other forms of strategies. In the words of Noor (2008), research approach helps the researcher in setting the direction of the study. The use of inductive approach mainly occurs while developing a new theory, concept or model. In intuitive approach, the research begins from a narrow perspective and spreads to wider implications. On the contrary, in deductive approach the research process begins from a wide concept and ends with the fulfilment of a narrow and specific objective or research question (Bryman, 2006). Deductive approach ensures the validity of an existing model or concept by considering its usage in the contemporary scenario. Qualitative and Quantitative Research As per the research onion developed by Saunders, Lewis and Thornhill (2009), research methods can be segmented into three parts namely, mixed, mono and multi methods. However, these methods are formed by primarily including quantitative and qualitative research analysis processes. Mono methodology is the process where only one of the research methods are selected whereas, in mixed or multi method more than one research methods are used for developing the research. According to Day, Sammons and Gu (2008), the selection of the research method depends on the aims and objectives of a study. Hall and Howard (2008) supported that the researcher needs to ensure that the purpose of the study is not hampered by the selection of the research methods. Ellis and Levy (2009) stated that mixed research method includes both qualitative and quantitative research processes and creates a better platform for analysis of the data collected. Multi method on the other contrary is also considered as a preceding form of the mixed research method. Both mixed and multi methods are often termed as methodological pluralism (Heyvaert, Maes and Onghena, 2011). Quantitative research method is focused on analysing the data collected in order to interpret them in quantifiable terms. The quantitative analysis is selected for research studies because of the clarity in the interpretation process and uses statistical tools such as graphs, tables and other techniques for analysing the response gathered (Bryman, 2006). Qualitative analysis mainly focuses on the thorough and transparent analysis of the responses collected from the participants of the study. Qualitative analysis is used for assessing the factors influencing the decision of the respondents and the psychological concerns related with answers gathered from the respondents of a research (Boudreau, Gefen and Straub, 2001). The qualitative research method is often connected with explanatory or exploratory research design (Bergh and Ketchen, 2009). Because of the detailed nature of explanation of qualitative research, the outcome of the analysis is mostly evaluated in terms of theories and models unlike quantitative research where measurable outcomes are achieved. Langlois and Schlegelmilch (2009) mentioned that business researches often use mixed research frameworks for evaluating the outcome in numerical terms as well as understanding the theoretical and psychological aspects of the research. Discussion and analysis The literature review section of the study analysed the research techniques, methods and concepts of the research methodology by connecting them with the model of research onion (Saunders, Lewis and Thornhill, 2009). The development of a research and its design are developed by considering all the aspects given in the research on along with the overall research considerations such as aims, objectives, research questions and hypothesis of the study. It was observed that the research onion has been criticised mainly because of the exclusion of the three primary forms of research philosophies namely, epistemology, ontology and axiology. However, the onion does include the sub segments of these philosophies which are eventually used in the research methods. It was noted that the selection of the research techniques also have to be made in a connective manner so that the desired outcome can be achieved in an authentic manner. For instance, selection of positivism philosophy, the approach and the method that can support the philosophy are deductive and quantitative (Heyvaert, Maes and Onghena, 2011). Thus, it can be gathered that synchronisation of the research techniques being used are necessary for framing a suitable research methodology. On the other hand, Toloie-Eshlaghy et al. (2011) considered that the research onion have not included the primary forms of research designs that are explanatory, exploratory and descriptive design which can leave a crucial gap in the process of interpretation of the data analysis process. Bettman and Park (2008) stated that business researches can be performed in various directions that can include multiple research frameworks as the consumer and business decisions can vary based on their intentions. The data collection and analysis segment also includes a range of variety that is to be developed by assessing the requirements of the research objectives. Survey techniques also are used in various forms in accordance with the type of sampling. Denzin and Lincoln (2011) stated that when large range of participants are involved in the data collection process, Likert Scale or multiple questions are used as often used for the collection of the primary data of a study. However, if the sample size is small than researchers tend to use interview for collection of the data as interview allows the researcher to gather a better perspective regarding the answer of the respondents. Cooper and Schindler (2010) noticed that selection of the sample size also influence the overall outcome of the data interpretation process. Toloie-Eshlaghy et al. (2011) stated that considering all the techniques involved in research methodology, the first and foremost factor to be assessed by the researcher is research ethics. The research should always pertain to the ethical conditions and code as established by the concerned authorities monitoring the development of the study. The ethical considerations of the study also focus on the appropriateness of the data collection and data analysis processes. Findings Managing and designing a research methodology should not only depend on the subject matter or topic of the research but also should include the ability to the researcher to fulfil the criteria of all the selected techniques. As observed from the above literature review and analysis, the views of the scholars differ in respect of the use and meanings of the research aspects. This also creates confusion regarding the selection and development of research methodology. One of the most essential aspects noticed in the research was the alignment of various research aspects in order to achieve the expected results and also maintain the legitimacy and dependability of the study. As per the given framework of the research onion, it was noted that selection of the research aspects influences all other variables of the methodology. For instance, the sample size and the selection process of the respondents of a study are related with the process of data collection and analysis. Also the sample selection process is connected with the aims, objectives and purpose of the study. On the other hand, the philosophy of the research highlights the appropriate method to be selected for pursuing the research aim. Nevertheless, there were some criticisms which were presented against the framework of the research onion such as the inclusion of the primary philosophies. Furthermore, diversity in the nature of meanings and definitions of the research variables also complicates the layout of the research onion. Overcoming these barriers will require more in-depth research and studying in context of the changing scenario of research development and its influencing factors. 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