(BUSINESS RESEARCH METHODS LECTUR: 1 RN AER OI Ny AB 8S SOO . UEC OASintroduction to Research. ’ \ Introduction to Research Dost Resch MeN What is Reach? ‘ rinsimple words Re-search means “Search again” z Zin, ‘OR ‘hie a pret enterng iran to anewetaqustion” x > What is Business Research? Triple words tis aggstematicard objective process. of Gathering recording and naling dt forming good busines econ. 1S Badimples of Business Research eoeaaare pc metamtngy promot paris rode? Marketa Sonne riemanrnarsterenployeetimove? (HM) «Mabe ert fetus parts ivestmen (an) ty shold west recht? ee ee ening tht reais tt ha ed rage to anew questions regurding day 0 day busines problems, Fllowing r= ome other implications of the research "Aanagement ic Sconce: Management ia scincst.gater and interpret nfomation {n order to mate effective decisions fe 2. Reduce Uncralny: The pine managerial vue of busines reser fot ete ee providing the requied information and improves the following Sour ‘sages of decision making: (a. Identifying problems and opportunity. |2-by Diagnosing and assesing problems oF OPP: ties, ‘Le. Selecting and implementing a course ot action Ged. Evaluating the cout of action. 3 pos course is very useful for you ag you have t0.d0 Sigur masters dessin order to complete your degree requirement 39d #0 help j-ityu at some te inthe fore Beene beng profession “2Y ‘wants to"read rena te ox recent reer in order tobe update te pasion.Introduction to Research Business Research Methods 4 Reading and evaluating other people's study: A grasp of research terminology will ‘low you to read and understand research articles and critically evaluate them, Rather than reading a surimary of someuhe tise's research in a magazine, news-paper, oF textbook, you can read the original tele yourself and draw your Wn conchsions 5. Ondérstanding brief descriptions oi studies: A research method course will help you Sndetsand abbreviated descriptions of studi given as evidence supporting some éonelasion or theory. 6 Thess is based on Research: Besides all the business related benefits of the research Studies, its also useful for your academic requirement of thesis as Being compulsory for yourdegree. = 7. Making decisions in our daily lives: Bisides becoming a researcher, to be an i Participating member of the 21st century one must understand the research process in ‘der to evaluate and act on research rex, Te 8 Being a better thinker: Research inethodology will improve your thinking as i i a Jil and objective method of finding answers to questions which may apply to all aspects oblife. ae 9. Secreis of success: Finally as descrited by Arisiote: of success isto know something nobody else knows". = CLASSIFICATION OF RESEACH - fhasic Research: “Research dane mainly to enhance the understanding of certain problems ‘that commonly occur in an organizational settsig ant seeking, method of solving tem is called basic or fundamental reseaech Basic sorch cones he iy ome by generating new ens, principles and theories which may or may not be immediatly utilized, Applied Research: “Research done with the intention of applying the results of the findin called applied research” e.g, Reasons’to find out decline in sale of cert ‘Applied research is frequently d _sirengihs are its immediate practicalities Exploratory Research: The purpose of exploratury research is to seek. find out whatis happening. There isan attempt to ask questions and asses Ane focus Explanatory Research: This research explains a of cas 0 solve specific problems currently being experienced in the organization is Central 3 sriplive tesearch,less_theo light. A moze qualitative approach often underpins this sort of ison obtaining new insights info current situalions and issues la ships. The focus is on Why?” and ‘Haw? Rina be soe sss SESS SEIT a rca ————aIntroduction to Research 2 ren Roch ebay arch set aut to provide an accpate profile " Sha, when? where? and “Whe? “a CQuaative Reser 1a forma ceive, tema Poses iumical data formation about the world. It is inclined to be de iv, Inte it vc teats theory. > Qualitative Research: 16 ‘an informal: bjs research approach thst usually erfasiaes words rater than_numbers in te collection and analyst data” it Is Sucve innature and generates theory. + Classification of Research Objective ‘Application Cross settional research Exploratory __ fesearch Explanatory earch? resent | the REET lee+Introduction to Research ‘Business Research Methods, RESEARCH PARADIGMS! WORLD VIEWS The tf ‘pitadigay’ described as eseatially a llecton of beliefs shared by aciervits, ast agrcenietis bout how problems are tole Undestood, how we view the world and thus go about @Snducting research. These paradigu cain a basic set of beliefs or sssumptions that es (Ge ca 2) Dg the pe cen, lees paradise an Bifh- due to the remarkable growth iy shia sciences research. Theze are nnly three Parediins 19 the verification of theoretic! propositions, i. positivism, interpretvism and prapmatan’ WHY THESE PARADIGMS ARE IMPORTANT:- All reévarcy’ need a foundation for its inquiry and researchers need to paradigits ty bring to ther study. Dilferat mies of research allow us to widerstand diferent pphenorena and for dilferet seasons (Deetz, T995)-The Paredigm depends on what one i Lying f do vither than a commitment toa paticalse paradigm (Cavaye, 1996) Thus the Parad employed must match the particular phenoweion f interest Different phenomena may require the of Interpretivisan 4 land measurement construction LEE poh gas atone. 10 |G eetodes ds rn SS ce | + Reduetinism | + Mutipieparicpant | + Protiemeentersd | | + Empirical observation | —™eaning® Pluralistic |: Social and historical peer ar «Theory verification | + Theory generation SOURCE: Creswell, 2008,“t Introduction to Research ‘Business Reseageh Methods &. Positivism:-/ (Jee Posvist assumes that true knowlelge is based on experience’ of senses and can be Blane By obervation and experiment. Posvisie hskers adopt acc tho as ‘mean to generate knowledge. Positivism is ealled “Scientific Method, Empocal Scenes, Pot Posi pnd Quantaive Reseach In positivism researchers make caims for knowledge based on 4) Determination or cause-and-effect thinking. 2) Reduction - Th inte eo ede ens no small, tacit ef nto et och te variables ht cies hypoteatsend research quertons Dene obeavation and metifnnt of cae say (arse ah ei a therein the word 4) The esting of theories hts conta refined (ie wiiams 198) ‘Abou pstivit parnigm contnged ip inane eduction rsa eon ten the ater a ofthe tweet cer, Hwan eicisd due fo ls ldo ear forthe injective sn of inden rege mem behave pee led on determined by eral enviroment. Hence human begs are dchaned without est Ineton Inviduallem and freedom taken no account viewing and jterpretng soa ray, cing eno he pgm cy mn Spl sect fm te proce of eee guy. Tn gave aoe enpvn inerprtivgm, A tly ey Ceecute ely roP a Tiegectinie new “webile 6 eS oa Tnterpretivism some times also called"Cprtructivism, Social Constrixt{fany fnd Qualitative research. Assumption identifies in ths paradigm, that individuals seek ay inderstandingof the ‘World in which they live and work. They develop subjective meanings $f their experiences or towards certain objects or things. These meanings are varied and jnplple, leading the researcher to look for the compleyiy pf views rather than narrow, megning into few categories or ideas. The goal of the researcher, then, is to rely as mult a possible on the paticipant’s view ofthe situation being studied. The questions become brogil and general so that he perp can construct he ening fa station = mean ply forge discussions or interaction with other people es estes on eo ee en ere order to understand the historical aid cultral settings of the partpans) Ti understanding ‘or meaning of phenomena, formed throgh participants and their subjgeivg views, make up this paradigm when paricpants prvi thee underdanding they gah from meanings«Introduction to Research ‘Business Research Methods shaped by sotial interactions with others and fri theie own personal histories. In this form of inguiry Yeséarch is shaped “from bottom td up, from the individual's perspective to broad patterns and ultimately, to theory. Si ‘ke positivism, interpretivism also has some eaknedses such as Knowle ge,froduced may not be generalist fy other people or other setings (Le, findings may be finite tothe relatively few peoplé inched in the researc sty) It ts dificlt to make qdantfative predictions. It is more dilicol: o test hypotheses and theories. Tt generally takes sore time to collect the daa wher comprced to quantitative research, Data analysis is ‘often rte cohsuming, Thé resuits are more e\sl influenced by the researcher’ personal biases (ohnson & Onwuegbuzie, 2005) Pragmafsnt ‘The final paradigm is typically associated whth eiixed method research. The goal of pragmatic research Js nét to replace either of these approacties but rather to draw from the strengths and minimize thé weaknesses of both in single retorch etudies and across studies (Johnson fe Onwuegbuzie, 2008) Thus the focus is or: the consequences of the research, the primary importafce do the questions asked rather than the method, and multiple methods of data collectioginférm the problem under study. Thus ft is concerned with appli and solutions to the problems”. Instead of mthods being important, the problem is most important and researchers use all apptoaches to understand the problems" (Patton, 1990; Tashakkori and Teddli, 1955). Pragmatism provides the b or the following knowledge claims ie 1. Pragmatism is not comunitted 19 any one system of philosophy and reality. The researchers are free to use from both Quantitative and Qualitative assumptions, the ‘methods, techniques and procedure af search that best meet their needs. ig P 2, Pragmatists agrce that research always occurs in socal, historical, political and other 3. Pragmatists believe that we need to stopgsking questions about reality and the laws ef nture ‘Thus, for mixed method researchers, pragmatism opens the door to multiple methods, different world views, and different assumptions as well as a different focus of data collection and analysis in the mixed method study (Cherryholmes, 1992; Murphy, 1990; Creswell, 2003).Introduction to Research Business Research Methods TOWARDS SELECTION OF RESEARCH PARADIGMS AND. PHILOSOPHICAL ASSUMPTIONS ‘ Starting witha certain research paradigm means researchers starts ther serch with certain assumptions about how they will-leam and what they will learn duripg’ the research PPhilosophically, researchers make claim about what are knowledge (Ontology); how we know it (epistemology), and what value go int i (xiology) How we waite about Ie (petri). Whats the proceso research (methodology) et. Ws Cs 4 oy) tie ale Such assumptions related to whit exist, what it looks like, what dnitsMtake it up and how these units contrast with each other vide research into the different paradigm detail of which is given below. (Creswel, 2003) Each of the paradigms discussed above has definite research methods yihich can be sed in carrying out scientific investigation. The question aries how does aresearchey spect aresearch paradigm and corresponding methodology? The folowing questions fay pe razed by the femme : 1, What the nature o essence th socal phenomena being investiga? 2, Issocial phenomenon objective in nature or crated by the human inind? 3. What the bases of knowledge coresponding tothe social reat, and how knowledge (parte acuired and diserinated? 4 Whats the telationshipof an indyidua with his environment? ihe ogdtoned by the environment ors the environmen created by hint? Basen the above questions, researcher} can identity whether the reseaich questions pertain to positivism Interpretivism, and; pragpatismy and choose the appropiaip methodology acofdigly. For a concrete underspindipg of research paradigas and theif philosophical ssoumptons please se table below: ee"ahs 7; 7 oy Oley, cone, fy Pong tones ns. woe (12 vapor} ‘men mmdpund eae Boone SHES nmap ever fey wc aprons Se aptare 9j Bepopn Sei te pep eto ‘rapa Spoureyy yareasax ssousng Swondunssy prorudosonya supIntroduction to Research Business Research Methous RESEARCH APPROACHES é ‘There are two types of research approachés that ae as follows: a be I 2 "Bedaction involves the formulation of hypotheses (stamens Which theory sggest as tue) ose iypotheses-are-then-frtionalined-such-that-the-vaviables-inwlved can be identiied and mensuredvin an objective way. Such measuremenfs can be lindertaken for the enquiry, ut the same approach could be! repeated in a Aiferentaiuaton 7PCASULE WEE NASAL Plat IAG UL Data is then gathered and this information is used to test whether fhe Hypotheses really does describe realy DEDUETION (2, a hypottaairs &~ the bests of es The outcome ofthe enquiry, as shown agnnst the original hypothesis ether tomodity orto confirm the theory from which the hypotheses weie derived aber AY vonenycle Lie. Coup Sp dh U7 Ply Uponetes « thesry 6 leorYymad oy Precl feied induction inwotves observalion and investigation int the relationship between meanings and actions of uman subjects oF i + Data is collected without prior assumptions about catjorzition and BERNE Yo i tiers qnall zed 40 endeared “The context f the station is incorporated Into tie analysis process as the Af < restheeh seeks to undersand the internal logic and purposive nature of human) +The outcome of the enquiry 6 to suggest / build s-ereibig exgnation fae behaviour tat have been otserved = [> ‘There is less concern with the nged to gerieralize although furter ayenues for research may be identified Nis re \ecbuch= e oa °F ther - fe sappen fipooes P Sdbetopesel Introduction to Research ‘= Hypothesis confirmed or ‘Revision of theory Bisiness Research Methods hte Dave 3 Induction /,,. Pa ee tara TOBE L le 3. General Reseash Questions "2, Data Collection Sige esc aay = 40 GELS a} 4s rate wy it Koes & finy peat eeIntroduction to Research ‘Business Resear a ‘THE QUANTITATIVE RESEARCH APPROACH Quantitative research is “a formal, objective, systematic process in which pumerical Sita is utilised to obtain information about the world” (Gums and Grove cited by Cormack 1991), Quantitative research is inclined to be deductive. In other wotds it tests theory. General aime of quantitative research Le Togenersize 2.0. Tobe dbjectve 30. Totest theories or hypotheses Strategies Associated with the Qua caiilehing rladorhip betwee capers and | Sie in xprmenlheraacer o82 | Seve agent end wed deductive esoingt prove Sr nily hype This involves manipulating Sh intenden verible (euse) and observing he Shem on dependent variable (flee) while Cakraling” the extaneous, variables. Moreover, Som Sapling, manipulation and contol ae | Genter of tetra exper tive Approach ‘Experimental uryeys incde cross-sectional ari. lopgitudinal | sade sag qusterates or pte intejviews for data cllection, with te intent of | | Sy ctanee eters[ 11, Write up findingsiconetusion ‘sed fom Bema, Ad BONE 00) sacs Ka IRS AOR, 5 ‘Oxford University Press. pp 155. ene ———— [LsIntroduction to Research, OFC WAR SSS Resins Remsen Metnods Or ea hb 8) Qualitive reer oa earch apronch hat sully emphases word ae than {quantification inthe collection and analysis of data, General aims of qualitative research 0: To add understanding to a phenomenon or the complexities of human bel 1t does notelaim to generalize - | To generate theory therefore tis inductive rather than deductive Strategies Associated withthe Quantitative Approach ‘Atempts to shed light on a phenorienon by | | aes Staying in depth a single case example’ of the Samctudy phenomenon. The case can be an individual, person an event a group, or an institon gf “Theor is developed inductively from a gorpus of ‘Grounded Theory data aequired by a participant-observer. | Describes the structures of experiences as they ee ‘resent themselves to “consciousness, without Phenomenology Ricoume to theory, deduction, or assumptions | from other disciplines Focuses onthe sociology of meaning through close soi field Gbservation of socio-cultural phenomena EXhnosraphy. Applcly,.he ethnographer Keusdj on a a 1 5 Grn of ngury in which the resarcherstades i thevtives of individuals and. ask. ong. gr more | | eapondents to provide stories about pei ves Naszative | Sabin the end he nazative combjne Wes om - plan boog the parcipent fe with those of yseacher’s hfe | t ieqeataorte nara ie | |“HOMVASTY AALLY.AVIVAD JO SAALS NIV spowayy yareosoy ssusng,‘THE BASIC PROCESS OF QUANTITATIVE AND QUALITATIVE RESEARCH, Another preliminary consierition before designing and conducting research ito view and now the basic efements of both quantitative end qualitative research sp fs tchoose an spproprate approach ‘x review of qualitative and quantitative research starts with the edge that pda adress both eleméns in the process of research In the table the center column indicate the major steps inthe process of research, The quiiative and quantitative approaches thin difer in 1 implement each step. Thése differenes are nt opposites; rae, we see them as differences on a continuum, ‘As shown in table the two approeches fend fo differ inthe basi intent ofthe reseqrch— what the researcher hopes to accomplish dur the study. This intent i typically expréssed inthe form of purpose statement or he guiding objectives ofthe study, In qualitative rbearch, the inten isto lear participants’ view about a patcular phenomenon. On tie offer hand, in quantitative research; the intent i to Sex, How data provided by participant fits an existing heory (Ge, model, framework, or Explhaton). Thus the intent in quantiatve esearch is ther to suppor orto refute an existing theory. Page 16ypteasay 01Introduction to Research —— Dosiness Research Methods, “Areview ofthe erature is included inthe research, and itmay serve severs] PITPORS ts ate rear the reece eye the rare and west fo Prove nc ost purpose of the study and the unerying problem adareged by the inquiry. Te literature review is some tne brit, and it does not guide the dgvelopment ofthe research questions asked. tn this Way, the review of the iteraturg in yualitative study doe tit or contrainte types of information the researche wi eam om the participants in a study. Ina quantitative study the erature review establishes the importance ofthe purpose and the research problem ina study, and jos a ational goal The erature may be used to enya theory ott or the specie sons remain unanswered in the Lterature and that most be asked of {he participants uantiative literature reviews, becuse ofthe multiple roles they aspume, are offen longer and more detailed than qualitative literature reviews rhe bod intent of «study and the lteralure help to marow the research questions of tgothses in unative eer been the tent is ole rom he arnt ‘he question ae per-ende, along he apa provide the orton om, ret, perspecive Panipat’ reponse are Healy to die, 20 the undertanding evloed trom these operended guenons wil lad to many divers, complex veoensTo obtain these perpecyes, fe guaatve researcher ypeyly{peuseon 8 sre cone a pheemene, gd js stot hs pheomend Hci i, cjosed-ended_ questions that relate variables t0 gach ther. The research secks 10 fipd apwers 05 2 quantttive research the intent jd eratre pot toward focus means of testing theories. Theories are gamnposed of hypotheses oF relgtion statements ved these staerenta aze made wf of pales. The esearch test hes hypotheses ot wages or prox gt Beretontipsteensn i Mp igen be questions oc hypofpesreurs ha e revere eet af 6 ote anarchy he ts tend by wor rom parispas o8: Manges #08 veer o ld nots fom inv o ld nates rm obverraas, TAY ™Y also be images, in the form of phgtographs or videotapes. TO develop 8 deepIntroduction to Rese: Business Research Methoos understanding of the phenomenon, the resedrghe> collects extensive data from only few individual, because more individuals parlicfpating in a study means that researchér will @btain less depth from each parjicipant. Further, that depth can be bet established by actually going to research sit (2g, home, place of work of the particpdn) fo lear about the context of pariiptris’ thinking, In contrast quantitative research tends fo report only numbers or scurés Stained from instruments, checklists, or inforiatioh ivailablein accessible documents (¢, census reports). The idea i the theories broadly to see how they apply t many people at many sites, fhus instruments are sent to or collected from a lange mumber of individuals, typicaly individils-are representative of some large populstion. [Analyzing the ata follows data collection and relates. the forms of data collected. nt qualitative’ refarch, the text or word datg ave Analyzed using increasing levels of sbazaction, Frm coding text segments, the rere forms themes and may interrelate the themes to from broad generalization. In quantitative research, the scores lead to numeric analysis through statistical procedures, “The overall intent is to reject or fall to reject the hypotheses to establish the theory Researchers also may assess the differences in the-Impact of treatments in experiments through elfect dzes, ‘The roie of the researcher differs in-quatative and quantitative approaches. In qualitative reearch, the inquirersare“up fron” and identify how thelr experience and they make through the coding and theme backgrourds shape the interpretations development process. They ieport thet own bises and position themselves in the esearch, In quaritative research, the investigator remains largely in the backgro Speci steps are taken to reduce the bins in he stay, such as enacting Prose reduce the threats to internal validity that might render the results useless or prese instruments to paricipats that contain words that are unbiased and not Lkely certain arses Sacer ee vie ee TreIntroduction to Research res Rec eta * Establishing validity is an important step in the process of résearch, regardless of vether the research is qualitative or quantitative. However, the stratepies used differ © consderby- In qualtative researc, the inquirer interested in the accuracy ofthe final report or acont To this end th themes may be taken Back fo pstipant (his called menier checking, o the researcher may use mulple sourees a infrnation to provide evidence fora theme. The researcher spends a considerable ime inthe ld, thus contitating othe accuracy fan acount, or empleysa pee or external ator to review all phase of the study. The focus in qualitative vaiiy i rlincy on the participantsto review te findings the resources ofthe researcher, or extemal reviewers. in quantitative research, validity doesnot reside with the partipants ps mch a with the accumulated evidence that auppors the intended interpretation of est oes fora proposed purpose Standards for educational, 195). This evidence js baed on txt tite an ea of he neal suche of tet th relon of tet ire vasable extemal tothe test and the intended arid unintended consequences of tet use.69 EAC SO I name aes ” Introduction to Research _ ‘Business Research Methods MIXED METHODS APPROACH. JK mixed neods approach is one in whic tc iesercher tends to ase knowledge, claims 6h pragmatic grounds (eg, conspqueice-oriented, problemecentered, and pluralistic). it employs strategies of inguiry that involve collecting data either simultaneously or sequentially to best understand esearch problem, The data collection also involves gathering both numeric information (eg, on instruments) 23 well as text infomation (eg, on interview) so that the final database represents both quantitative and qualitative information, ‘Strategies associated with the Mixed Methods Approach, | | sequential procedures; in which the researcher seeks to elaborate fon or expand the findings‘of one method with another method This may involve beginning with a qualitative m: exploratory purposes 4 for ind following up with a qua can generalize | method with a large sarsple so thatthe resea results toa population. Alternatively, the study may begin with a qualitative method awolving detailed exploration with few | cases of individu: the researcher converges ia in order to provide e Concurrent procedures, in whi quantitative a comprehensive analysis ofthe research problem. In this desig stor collects both forms of data at the same fim Concument — | auning the study and then integrates the information in the ae interpretation of the overall results. Also, in this design, the searcher nests one {cont the data within another, I collection procedure ia order to analyze ditferen . Jevels of units in an organization This strategy involves the data collection either through sequential or a con-current approach, but after the Tandonmatve | ye reve Wansfrm one d procedures the researcher uses proced data type. This is an accomplishing resultzzated oedired a im AEROS woes sipooosd wenn orders | so Sump 30 pe neat : pmax onqeraueni| pueanneyqenb spog yo se=noead an sXoqdurg fons a manpaooid aq yo sarmprd ensia s1326904 anne 24 50 12200 soups 19 pone mH PMS | yo moped omen pms sp ony sone yeuosiad sug syns yo ees aap IE HED IY sayesfonu Supp 20 pevone e soj9.20 ep wouawoueyd aanayenb pur aneynuenb oq 2975 20 xdanvon as vo s98TOO, | sSuyuraus yuedpaied $9909 syeemay 20 sgn SOROS = - al siep anu | yp Bei 0 701 ‘speosdde pie pournmopaud sporqaus asain Kody ‘Sui8mun suoqeanb popse ied apoa fvonsanb papue-posop pur annewopnen pu asmoucs ‘eaonbog | swung pum haaang | ‘prs ee ‘syd popuneis *ABojouaWOUNY sufipereg aneuserg sudipereg ynicog ‘quipeneg ytanonnsuot by onan enspeonddy axpenend ‘eupeanddy spouew PIN F Toapeonddy spown POM Pe aAEER 9 pomp yomeassy ssoUIsn aeintroduction to Research ‘Business Research Methods Referenies: Bryman,. A. find Bell, E, (2003) ‘Business Keseorch Methods’, second edition, Oxford Universit Pre. Cavaye, A. Ts M. (1996). Cate study research» ‘nukfaceted research approach for 1S. Information jitems Journal, 6, 227-282. Cherryholmes, C. He (1992) ‘and scientific realism. Edveaional Researcher, 14, 13.17. lotes on. Pragati Creswell, 5. WY. (2003) “Research designs Qicliiaive, quantitative approaches" (2 ed), thousand Oaks, CA: Sage Creswell, J. W. and Clark, V. L. (2007) ‘Designing and conducting ited methods esearch Thousand Oaks, CA: Sage. Deets, §. 1996). Describing differences in apstossies 10 orga Burrell and Morgan ani thei legacy, Orgumiztion Sefnee, 7, 191-2 Guba, FE. G. and Y. S. Lincoln, (1994), Competing Paridigms in Qualitative Resea Handbook of Qualitative Research. N. K. Denzin and YS. Lingoln, Thousand Oaks, CA, Sage Vol: 105-117, Kuha, TS. (196 of Chicago Press ) The Strctare of Scenic Reveluion. Chie Johnson, RLB and Onwuegbuzie, J (2005), Mived Methods Research: A Research Paradigm Whose Time Has Come, Edveational Researcher, Vol 3, No. 7, pp. 4 Murphy, J.P. (1990) ‘Pragmaiism; From piece t» Davidion, Boulder, CO: Westview Press Sife, B. D4. & Williams, R. N. (1995) ‘What's behind the research? Di ions in the behavioural sciences, Thousand ks, CA: Sage. Tashakhori, Ay & Teddlie, C. (1998) Mised methodology: Combining ' hes. Thousand Oaks, CA: S232