acap in small firms chapter 3 research method

8/1/2019 ACAP in Small Firms Chapter 3 Research Method

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Chapter 3: Methodology

1. Research Philosophy2. Research Design

3. Data collection and analysis


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Research Methodology(pilot study)

Reference: the research process onion (Saunders, Lewis, & Thornhill, 2009)2


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The Sample

SME 2

SME 1

SME 3

SME 4SME n

ACAP

Sales Network

ACAP

ACAP

ACAP

Headquarters

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Framework for the interviews

Strategic Issues

Content-based

Context-based

Culture

Human

Resources

TechnologyStructure &Processes

PowerRelationship

Strategic Goals

Key Success Factors

Current status of

key knowledge

Ideal Status of

Key Knowledge

Key Knowledge

Quality

Distribution

Codification

Quality

Distribution

Codification

Micro strategies for each key knowledgeCombining micro strategies to build

strategies in the ContextAdapted from KSP model (Zack, 1999)

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Research Method:Grounded Theory

Grounded theory is a research method that seeksto develop theory that is grounded in datasystematically gathered and analysed

There is a continuous interplay between datacollection and analysis

The purpose of grounded theory research inbusiness and management is to develop new

concepts and theories of business-relatedphenomena, where these concepts and theoriesare firmly grounded in qualitative data

It allows for the emergence of original and rich

findings that are closely tied to the data 5


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Grounded theory and theliterature review

As a general rule, grounded theory researchersshould make sure that they have no preconceivedtheoretical ideasbefore starting the research

Many people think that this means ignoring theliterature

But this is not so - the intention is to make sure thatresearchers are not constrained by literature whencoding

Researchers should make sure that they do notimpose concepts on the data those conceptsshould emerge from the data

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Two main approaches toGrounded Theory

Two main variants:

1. Strauss and Corbins (1990) book provides onecodingparadigm (context, conditions, interactions, conditions and

consequences)2. Glasers (1978) book provides 18 coding families giving

many more options

Glaser accused Strauss and Corbin of being too

restrictive and of forcing data and concepts into apreconceived mould

However the Strauss and Corbin (1990) variant isthe most widely used

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How to do Grounded Theory

1. Open coding

Summarizing some text by the use of a succinct

code Constant comparison: constantly compare and

contrast qualitative data in the search forsimilarities and differences

2. Axial coding or selective coding Refine the conceptual constructs

3. Theoretical coding

The formulation of a theory8


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Four stages of analysis

Stage Purpose

CodesIdentifying anchors that allow the key points of the datato be gathered

ConceptsCollections of codes of similar content that allows thedata to be grouped

CategoriesBroad groups of similar concepts that are used togenerate a theory

TheoryA collection of explanations that explain the subject ofthe research

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Critique ofGrounded Theory

Advantages:

It has intuitive appeal for novice researchers, since itallows them to become immersed in the data at a detailedlevel

It gets researchers analysing the data early It encourages systematic, detailed analysis of the data and

provides a method for doing so

It gives researchers ample evidence to back up theirclaims

It encourages a constant interplay between data collectionand analysis

It is especially useful for describing repeated processese.g. the communications processes between doctors andpatients, or the communications processes between

information systems analysts and users 10


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Critique ofGrounded Theory (2)

Disadvantages:

First time users can get overwhelmed at the

coding level Open coding takes a long time

It can be difficult to scale up to larger concepts

or themes

Because it is a detailed method, it can bedifficult to see the bigger picture

Tends to produce lower level theories only

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EvaluatingGrounded Theory studies

Is there a clear chain of evidence linking thefindings to the data?

Are there multiple instances in the data which

support the concepts produced? Has the researcher demonstrated that they are very

familiar with the subject area or, as Glaser puts it,are steeped in the field of investigation (Glaser,1978)?

Has the researcher created inferential and/orpredictive statements about the phenomena?

Has the researcher suggested theoreticalgeneralizations that are applicable to a range ofsituations?

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acap in small firms chapter 3 research method

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