Research Approaches

Research can be performed by variety of approaches. Some of them are given below which are
most commonly used in social sciences.

Survey Method
The essence of survey method can be explained as questioning individuals on a topic or topics
and then describing their responses. (Jackson, 2011)
In Social sciences survey method of primary data collection is used in order to test concepts,
reflect attitude of people, establish the level of customer satisfaction, conduct segmentation
research and a set of other purposes.
Survey method pursues two main purposes:
1. Describing certain aspects or characteristics of population and/or
2. Testing hypotheses about nature of relationships within a population.
Survey method can be broadly divided into three categories: mail survey, telephone survey and
personal interview. The descriptions of each of these methods are briefly explained on the
following table as proposed by Jackson (2011).
Survey method
Mail survey
Telephone survey
Personal interview

Description
A written survey that is self-administered
A survey conducted by telephone in which the questions are read to
the respondents
A face-to-face interview of the respondent
(Jackson, 2011)

Alternatively, According to Neuman (2005) from the viewpoint of practicality the most popular
variations of surveys include questionnaires, interviews and documentation review. The main
advantages and disadvantages associated with these primary data collection methods are
explained by Denscombe (2004) in the following manner:
Method
Questionnaires

Purpose
Conducted in order
to gather large size
of information in a
short period of time

Advantages
Disadvantages
Members of the sample group Difficulties of ensuring
can remain
greater depth for the
anonymousConsiderably
researchThe problem of the
cheaper than most of the other first choice selection
primary data collection
methods

Interviews

Documentation
review

Possibility of generating large

amount of data
Conducted in order The possibility to direct the
to reflect emotions process of data collectionThe
and experiences, and possibility to collect the
explore issues with a specific type of information
greater focus
required

Conducted in order Possibility to retrieve

to study issues that comprehensive information
have developed over
a specific period of
time

Great amount of time

required in order to arrange
and conduct interviews and
primary data
collection.Additional costs
might be incurred
associated with arranging
and conducting interviews,
travelling etc.
Potential for interviewee
bias
Challenges associated with
access to
documentationInflexibility
of the research process

(Denscombe, 2004)

Case Studies
Case studies is a popular research method in Social Sciences. Case studies aim to analyze
specific issues within the boundaries of a specific environment, situation or
organization. According to its design, case study research method can be divided into three
categories: explanatory, descriptive and exploratory.
Explanatory case studies aim to answer how or why questions with little control on behalf of
researcher over occurrence of events. This type of case studies focus on phenomena within the
contexts of real-life situations. Example: An investigation into the reasons of the global
financial and economic crisis of 2008 2010. (Dudovskiy)
Descriptive case studies aim to analyze the sequence of interpersonal events after a certain
amount of time has passed. Case studies belonging to this category usually describe culture or
sub-culture, and they attempt to discover the key phenomena. Example: Impact of increasing
levels of multiculturalism on marketing practices: A case study of McDonalds Indonesia.
Exploratory case studies aim to find answers to the questions of what or who. Exploratory
case study data collection method is often accompanied by additional data collection method(s)
such as interviews, questionnaires, experiments etc. Example: A study into differences of
leadership practices between private and public sector organizations in Atlanta, USA.
(Dudovskiy)

Advantages of case study method include data collection and analysis within the context of
phenomenon, integration of qualitative and quantitative data in data analysis, and the ability to
capture complexities of real-life situations so that the phenomenon can be studied in greater
levels of depth. Case studies do have certain disadvantages that may include lack of rigor,
challenges associated with data analysis and very little basis for generalizations of findings and
conclusions. Discussions of disadvantages of data collection method(s) you are using and
explaining how you have compensated those disadvantages are going to increase your marks.

Experiments
The terms experiment may seem to be associated with the image of a chemist surrounded by
bubbling tubes and other related items. Traditionally, experiments have been used by physical
and behavioural researchers to a greater extent compared to business scientists, nevertheless,
experimental research can be effectively used in businesses in order to analyse cause and effect
relationships. Deductive approach is mainly used for experimental researches in order to test
hypotheses.
Experiments are usually used in causal studies. Specifically experimental studies involve
manipulation with an independent variable in order to assess its impacts on dependent variables.
Changes in price levels on volume of sales can be mentioned a basic example for experiment. In
this specific example, price can be specified as independent variable, whereas sales would be
dependent variable.
The nature of relationships between two variables in causal experimental studies may be divided
into three categories: symmetrical, reciprocal and asymmetrical.
Symmetrical relationship can be observed when two variables fluctuate at the same time.
However, in symmetrical relationship change in one variable is not caused by change in another
variable. In other words, symmetrical relationships of two individual variables usually would be
the cause of another factor. For example, decrease in the levels of consumption of luxury
products and decrease on the levels of consumer trust on financial institutions may occur at the
same time as a result of a third factor increasing level of uncertainty of perspectives of national
economy. (Saunders, 2007)
Reciprocal relationship between two variables occurs when there is a mutual influence and
reinforcement between two variables. For example, impacted by a marketing message a
consumer purchases a car from a particular brand for the first time. Consequently, the consumer
becomes loyal to the brand considering more purchases from the same brand in the future.
Hence, the mutual influence between the consumer and company.
Asymmetrical relationship relates to change in one variable (independent variable) causing
changes in another variable (dependent variable). There are four major forms of asymmetric
relationships:

a)
Stimulus response relationship marks occurrence of an event as a response to certain
changes. For example, effective re-branding initiatives may have positive implications on the
volume of sales.
b)
Property-disposition relationship. Property is associated with enduring nature of a
subject, whereas disposition can be explained as tendency to respond in certain ways in certain
circumstances. For example, personal properties include gender, religion, heritage etc, while
personal disposition opinions, values, attitudes etc.
c)
Disposition-behaviour relationship relates to a specific type of relationship where human
behaviour is impacted in certain ways. For example, impact of management style on the levels
of employee motivation, consumer perception about the brand after the purchase relate to
disposition-behaviour relationship.
d) Property-behaviour relationship. This type of relationship relates to the impact of
property to human behaviour. For example, effects of cultural background on consumer
behaviour, implications of family life-cycle on human tendency to shop online etc.
In their review of experimental research method Saunders et al, (2007, p.136) claim that aimed to
answer how and why questions, experiments tend to be used in exploratory and explanatory
research. (Saunders, 2007)
Experiments can be divided into two categories: field and laboratory. The following table
illustrates the main differences between these alternative types of experiments:
Laboratory experiments
Artificial low realism
Few extraneous variables
High control
Low cost
Short duration
Subjects aware of participation

Field experiments
Natural high realism
Many extraneous variables
Low control
High cost
Long duration
Subjects unaware of participation

Action Research
Action research can be defined as an approach in which the action researcher and a client
collaborate in the diagnosis of the problem and in the development of a solution based on the
diagnosis (Bryman and Bell, 2011, p.414). In other words, one of the main characteristic traits
of this type of research relates to collaboration between researcher and member of organisation
in order to solve organizational problems.
According to Collis and Hussey (2003, p.67) action study assumes social world to be constantly
changing, both, researcher and research being one part of that change.

Generally, action researches can be divided into three categories: positivist, interpretive and
critical.
Positivist approach to action research, also known as classical action research perceives
research as a social experiment, and accordingly action research as accepted as a method to test
hypotheses in a real world environment.
Interpretive action research, also known as contemporary action research perceives business
reality as socially constructed and focuses on specifications of local and organisational factors
when conducting the action research.
Critical action research is a specific type of action research that adopts critical approach towards
business processes and aims for improvements.
The following features of action research need to be taken into account when considering its
suitability for any given study:1) It is applied in order to improve specific practices. Action
research is based on action, evaluation and critical analysis of practices based on collected data
in order to introduce improvements in relevant practices.

This type of research is facilitated by participation and collaboration of number of

individuals with a common purpose
Such a research focuses on specific situations and their context

Basic Model of Action Research

Action research offers the following advantages:

High level of practical relevance of the business research

Can be used with quantitative, as well as, qualitative data

Possibility to gain in-depth knowledge about the problem

Disadvantages may include the following:

Difficulties in distinguishing between action and research and ensure the application of
both
Delays in completion of action research due to a wide range of reasons are not rare
occurrences
Lack of repeatability and rigour

It is important to make a clear distinction between action research and consulting. Specifically,
action research is greater than consulting in a way that action research includes both action and
research, whereas business activities of consulting are limited action without the research.
Action Research Spiral: According to Kemmis and McTaggart (2000) action study is a
participatory study consisting of spiral of following self-reflective cycles:
1. Planning in order to initiate change
2. Implementing the change (acting) and observing the process of implementation and
consequences
3. Reflecting on processes of change and re-planning
4. Acting and observing
5. Reflecting
Kemmis and McTaggarts (2000) Action Research Spiral
Kemmis and McTaggart (2000) do acknowledge that individual stages specified in Action
Research Spiral model may overlap, and initial plan developed for the research may become
obselete in short duration of time due to a range of factors.
The main advantage of Action Research Spiral model relates to the opportunity of analysing the
phenomenon in a greater depth each time, consequently resulting in grater level of understanding
of the problem.
Disadvantages of Action Research Spiral model include its assumption each process takes long
time to be completed which may not always be the case.

Bibliography
Denscombe. (2004). The Good Research Gudie for small scale social reseearch.
Cambridge: Open University Press.
Dudovskiy, J. (n.d.). http://research-methodology.net/research-methods/qualitativeresearch/case-studies/. Retrieved November 7, 2016, from http://researchmethodology.net: http://research-methodology.net
E, B. A. (2011). Busniess Research Methods . London: Oxford University Press.
Hussey, C. J. (2003). Busniess Research: A practical Gudie for undergraduate and
graduate students. New York: Palgrave Macmillan.
Jackson. (2011). Research Methods and Statistics: A Critical Approach. Washnigton:
Cengage Learning.
Saunders, M. L. (2007). Research Methods for Business Students. New York:
Prentince Hall.