Research Methods

for Business
Students
Fifth edition
Mark Saunders
Philip Lewis
Adrian Thornhill

irlow, England London New York Boston San Francisco Toronto Sydney Sii
5eoul Taipei New Delhi Cape Town Madrid Mexico City - Amsterdam ?,;,.

Brief Contents
' l

How t o use this book

Guided tour
Preface

xvii
xxii

Contributors

Publisher's acknowledgements

XXV

xxvii
xxix

The nature of business and management research

and structure of this book

Formulating and clarifying the research topic

Critically reviewing the literature

Understanding research philosophies and approaches

106

Formulating the research design

136

Negotiating access and research ethics

168

Selecting samples

210

Using secondary data

256

Collecting primary data through observation

10

Collecting primary data using semi-structured, in-depth

and group interviews

318

11

Collecting primary data using questionnaires

^, : .

360

12

Analysing quantitative data

-'' "'

414

13

Analysing qualitative data

480

14

Writing and presenting your project report

526

Bibliography
Appendices
Glossary
Index
.CtIO'
23
2.4

G
Tu.

hi!ip IP.V/S and

288

5CT
573
587
604

32

131

How to use this book

Guided tour
Preface
Contributors
Publisher's acknowledgements

XXVII

xxix

The nature of business and management

research and structure of this book
Mark Saunders, Philip Lewis and Adrian Thornhill

I
1.1
1.2
1.3
1.4
1.5
1.6

f-E

Learning outcomes
' S.E
Introduction
The nature of research
The nature of business and management research
8.6
The research process
The purpose and structure of this book
.iq 8.
Summary
si
Self-check questions
Review and discussion questions
References
Further reading
Case 1: Isabelle's research dilemma
Michael Savvas
Self-check answers

2
2
4
5
10
10
15
15
15
16
16
17

irinu^l

18

*2

20

or

2
0 f

..

2.1
2.2

>or

2.3
2.4

Formulating and clarifying

the research topic

Mark Saunders, Philip Lewis and Adrian Thornhill

Learning outcomes
Introduction
Attributes of a good research topic
Generating and refining research ideas
Turning research ideas into research projects

20
20
22
24
32
VII

Contents

2.5
2.6

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ijvxx

Writing your research proposal

Summary
,
Self-check questions
Review and discussion questions
Progressing your research project: from research ideas
to a research proposal
References

41
48
49
49

Further reading

51

. .

50
50

Case 2: Media climate change reporting and environmental

disclosure patterns in the low-cost airline industry
in the twenty-first century
Richard

Slack

Self-check answers

"

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52

55

xixx

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3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
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4

4.1
viii

Critically reviewing the literature

Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
Introduction
The critical review
Literature sources available
:
Planning your literature search strategy
Conducting your literature search
,
Obtaining and evaluating the literature
Recording the literature
Plagiarism
Summary
Self-check questions
Review and discussion questions
Progressing your research project: critically reviewing
the literature
References
Further reading
Case 3: Complexity theory and emergent change
Mike Wallace and Alison Wray
Self-check answers

Understanding research philosophies

and approaches
Mark Saunders, Philip Lewis and Adrian
Learning outcomes
Introduction

58

58
58
61
68
75
80
92
94
97
98
99
100
100
100
102
102
104

106

Thornhill
106
106

Contents

4.2
4.3
4.4

Understanding your research philosophy: why research

philosophy is important
Research approaches

107
124

Summary
Self-check questions
Review and discussion questions

128
129
129

Progressing your research project: diagnosing your

research philosophy
References
Further reading
Case 4: Consultancy research for a not-for-profit organisation
Karen Handley

130
131
131
132

Self-check answers

134

Formulating the research design

136

Mark Saunders, Philip Lewis and Adrian Thornhill

Learning outcomes

136

5.1

Introduction

136

5.2
5.3
5.4

The purpose of your research

/-^
The need for a clear research strategy
Multiple methods choices - combining data collection
techniques and analysis procedures
Time horizons
s?
The credibility of research findings

138
JJB

5.5
5.6
5.7
5.8

The ethics of research design

Summary
Self-check questions
Review and discussion questions

3mr

151
155
156

'

Progressing your research project: deciding on your

research design
References

ic
Further reading
Case 5: Managing the acquisition from the middle
David Coghlan
Self-check answers

160
160
161
jp|
162
162
164
164

..

rviews

166

^.~

Negotiating access and research ethics

168

10 '
6.1

Mark Saunders, Philip Lewis and Adrian Thornhill

Learning outcomes
^.g
Introduction
^g

168
168

6.2

Issues associated with gaining access

169
ix

Contents

6.3
6.4
6.5
6.6

7
7.1
7.2
7.3
7.4

03>

oar
rar
rar
sar

Strategies to gain access

Research ethics and why you should act ethically
Ethical issues at specific stages of the research process
Summary
Self-check questions
Review and discussion questions
Progressing your research project: negotiating access
and addressing ethical issues
References
Further reading
Case 6: Gaining access to business angels networks
Stephanie Macht
Self-check answers

Selecting samples
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
Introduction
Probability sampling
Non-probability sampling
Summary
Self-check questions
Review and discussion questions
Progressing your research project: using sampling as part
of your research
References
Further reading
Case 7: Implementing strategic change initiatives
Liz Lee-Kelley
Self-check answers

Using secondary data

8.1
8.2
8.3
8.4
8.5

Mark Saunders, Philip Lewis and Adrian Thornhill

Learning outcomes
Introduction
Types of secondary data and uses in research
Locating secondary data
Advantages and disadvantages of secondary data
Evaluating secondary data sources

173
183
187
101
202
202
JUS
203
204

210
210
210
214
233
243
243
245
246
246
248
248
251

256
256
256
258
263
268
272

wmmmmmammwmmm
Contents

8.6

9.1
9.2
9.3
9.4
9.5
9.6
9.7

Summary
Self-check questions
Review and discussion questions
Progressing your research project: assessing the suitability
of secondary data for your research
References
Further reading
Case 8: Patent grants and the implications for business
Deli Yang

280
280
281

Self-check answers

286

Collecting primary data through

observation
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
Introduction
Participant observation: an introduction
Participant observation: researcher roles
Participant observation: data collection and analysis
Structured observation: an introduction
Structured observation: data collection and analysis
Summary
.
.. ,- . .
Self-check questions
Review and discussion questions
Progressing your research project: deciding on the f
appropriateness of observation
References
-s
'"
Further reading
Case 9: Online images of tourist destinations
Mridula Dwivedi and Anil Yadav
uoy m
Self-check answers

288
288
288
289
293

10 Collecting primary data using semistructured, in-depth and group interviews

Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
A
10.1 Introduction
*.*'
10.2 Types of interview and their link to the purposes
of research and research strategy
-

282
282
284
284

Wm

fff

318
318
318
320

Contents

10.3 When to use non-standardised (qualitative) interviews

10.4 Data quality issues and preparing for the interview
.10.5 Interviewing competence
10.6 Managing logistical and resource issues

r 8S

'

\\j

342

10.7 Group interviews and focus groups

10.8 Telephone, Internet-and intranet-mediated interviews
10.9 Summary
'
Self-check questions

"~

323
326
336
343
348
351
351

Review and discussion questions

352

Progressing your research project: using semi-structured

or in-depth interviews in your research
_
References
Further reading
"
Case 10: Students'and former students'debt problems
fl/7/Z.ee

353
353
355
355

Self-check answers

358

11 Collecting primary data using

questionnaires

360

Mark Saunders, Philip Lewis and Adrian Thornhill

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Learning outcomes
11.1 Introduction

360
360

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11.2
11.3
11.4
11.5
11.6

An overview of questionnaire techniques

Deciding what data need to be collected
Designing the questionnaire
Administering the questionnaire
Summary
Self-check questions
Review and discussion questions
Progressing your research project: using questionnaires
in your research
References
Further reading
Case 11: Downsizing in the Middle East
Mohammad Al-Kilani
Self-check answers

12 Analysing quantitative data

362
366
371
395
401
402
404
404
405
406
407
409

414

Mark Saunders, Philip Lewis, Adrian Thornhill

and Catherine Wang
Learning outcomes
xii

414

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Contents

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12.1
12.2
12.3
12.4
12.5
12.6

13

Introduction
Preparing, inputting and checking data
Exploring and presenting data
Describing data using statistics
Examining relationships, differences and trends
using statistics
Summary
Self-check questions
Review and discussion questions
Progressing your research project: analysing your
data quantitatively
References
Further reading
Case 12: Small business owner
managers' skill sets
Mark Saunders, Philip Lewis and Adrian Thornhill

414
416
428
444

Self-check answers

476

Analysing qualitative data

Self-check answers

470
470
472
473

480

Mark Saunders, Philip Lewis and Adrian Thornhill

Learning outcomes
13.1 Introduction
^
13.2 Differences between qualitative and quantitative data
13.3 Preparing your data for analysis
13.4 Approaches to qualitative analysis
TfrtA
13.5 Types of qualitative analysis processes
13.6 Analytical aids
' '
13.7 Deductively based analytical procedures
^

13.8 Inductively based analytical procedures

13.9 Using CAQDAS for qualitative analysis
^
13.10 Summary
Self-check questions
. T- .- xebnl
Review and discussion questions
\.
.
Progressing your research project: analysing your
data qualitatively
References
. .
Further reading
Case 13: The influence of film on tourist
decision making
Peter Bolan

449
467
468
469

480
480
482
485
489
490
498
500
502
514
516
517
517
517
^g
520

520

524

Contents

14 Writing and presenting your '

project report
14.1
14.2
14.3
14.4
14.5
14.6
14.7
14.8

Mark Saunders, Philip Lewis and Adrian Thornhill

Learning outcomes
Introduction
Getting started with writing
Structuring your project report
Organising the project report's content
Developing an appropriate writing style
Meeting the assessment criteria
Oral presentation of the report
Summary
Self-check questions
Review and discussion questions
Progressing your research project: writing your
project report
References
Further reading
Case 14: James' consultancy report on managers'
financial information needs

526

.5

558

Peter Harris
3*

Self-check answers
Bibliography

560

iil

Appendices
1 Styles of referencing
2 Calculating the minimum sample size
3 Random sampling numbers
4 Guidelines for non-discriminatory language
Glossary
Index

i XIV,

573
581
583
584
587
604