Research Methodsfor Business

StudentsFifth edition

Mark SaundersPhilip Lewis

Adrian Thornhill

irlow, England London New York Boston San Francisco Toronto Sydney Sii5eoul Taipei New Delhi Cape Town Madrid Mexico City - Amsterdam ?,;,.

Brief Contents

How to use this book ' l

Guided tourPreface Contributors ,Publisher's acknowledgements -

1 The nature of business and management researchand structure of this book

2 Formulating and clarifying the research topic3 Critically reviewing the literature4 Understanding research philosophies and approaches5 Formulating the research design6 Negotiating access and research ethics7 Selecting samples8 Using secondary data9 Collecting primary data through observation *10 Collecting primary data using semi-structured, in-depth

and group interviews11 Collecting primary data using questionnaires ^,:.12 Analysing quantitative data -'' "'13 Analysing qualitative data14 Writ ing and presenting your project report

BibliographyAppendicesGlossaryIndex

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How to use this bookGuided tourPrefaceContributorsPublisher's acknowledgements

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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 SavvasSelf-check answers

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Formulating and clarifyingthe research topic *2Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomesIntroductionAttributes of a good research topicGenerating and refining research ideasTurning research ideas into research projects

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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

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: Case 2: Media climate change reporting and environmental

My* disclosure patterns in the low-cost airline industryis$ ,..-,...,.,,..,. in the twenty-first century 52"Ivv '*"'"'J""J'Ji';;' Richard Slack " - . - - - -ijvxx Self-check answers . 55xixx

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

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4.2 Understanding your research philosophy: why researchphilosophy is important 107

4.3 Research approaches 1244.4 Summary 128

Self-check questions 129Review and discussion questions 129Progressing your research project: diagnosing yourresearch philosophy 130References 131Further reading 131Case 4: Consultancy research for a not-for-profit organisation 132Karen HandleySelf-check answers 134

5 Formulating the research design 136Mark Saunders, Philip Lewis and Adrian ThornhillLearning outcomes 136

5.1 Introduction 1365.2 The purpose of your research / -^ 1385.3 The need for a clear research strategy JJB5.4 Multiple methods choices - combining data collection

3 m rtechniques and analysis procedures 151

5.5 Time horizons s? 1555.6 The credibility of research findings 1565.7 The ethics of research design ' , 1605.8 Summary 160

Self-check questions 161Review and discussion questions jp|Progressing your research project: deciding on yourresearch design 162References ic 162Further reading 164Case 5: Managing the acquisition from the middle 164David CoghlanSelf-check answers .. , 166

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6 Negotiating access and research ethics 16810 ' Mark Saunders, Philip Lewis and Adrian Thornhill

Learning outcomes ^.g 1686.1 Introduction ^ g 1686.2 Issues associated with gaining access 169

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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

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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-KelleySelf-check answers

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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

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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 YangSelf-check answers

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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

fappropriateness 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 32310.4 Data quality issues and preparing for the interview 326

.10.5 Interviewing competence 33610.6 Managing logistical and resource issues \\j v 34210.7 Group interviews and focus groups 34310.8 Telephone, Internet-and intranet-mediated interviews 34810.9 Summary 351

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' Self-check questions 351Review and discussion questions 352Progressing your research project: using semi-structuredor in-depth interviews in your research _ 353References 353Further reading " 355Case 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 ; 360

B0E, , 11.2 An overview of questionnaire techniques 362

11.3 Deciding what data need to be collected 36611.4 Designing the questionnaire 371

.,.._ 11.5 Administering the questionnaire 395f f 11.6 Summary 401^j,-- Self-check questions 402+^2 Review and discussion questions 404

Progressing your research project: using questionnairesin your research 404References 405Further reading 406Case 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

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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 ThornhillSelf-check answers

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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 . . ^ gFurther reading 520Case 13: The influence of film on touristdecision making . 520Peter BolanSelf-check answers ; 524

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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 HarrisSelf-check answers

Bibliography

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Appendices1 Styles of referencing2 Calculating the minimum sample size3 Random sampling numbers4 Guidelines for non-discriminatory languageGlossaryIndex

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