5.

3 The need for a

clear research strategy
The different research
strategies
Scratches that we considered subsequently in
this section are:

 Experiment  Grounded theory

 Survey  Ethnography
 Case study  Archival research
 Action research and
 Practitioners
research
1. Experiment

It is a classical form of research that owes much

to the natural sciences although it picture strongly
in much social science research particularly
psychology.
Therefore tend to be used in exploratory and
exploratory research answer in how and why
question.
In a classic experiment there are to establish and
member assigned at random each.
Experimental group - some form of plan
intervention or manipulation such as a buy 2 get
1 free promotion is made subsequently
Control group - no such intervention is made.
2. Survey
Survey is a strategy is usually associated with the
deductive approach.
Survey are popular as they allow the collection of large
amount of data from sizable population in highly
economical way.
Survey strategy allows you to collect quantitative data
which you can analyze quantitatively using descriptive and
inferential statistics.
3. Case study
Robson 2002 178 case study as strategy for doing
research which involves an empirical investigation of a
particular contemporary phenomenon within its real life
context using multiple sources of evidences.
The case study strategy will be particular interest to you
if you wish to gain a rich understanding of the context of
the research and the processes being enacted
• In 2003 distinguish between four cases study strategies based
upon two discrete dimension Single case vs Multiple case,
Holistic case vs Embedded case.

single case is often used where it represents a

critical case or, alternatively, an extreme or
unique case.
A case study strategy can also incorporate
multiple cases, that is, more than one case.
4. Action Research
 Lewis first used term action research in 1946 it has been
interpreted subsequently by management researchers in
a variety of ways but there are 4 common themes within
the literature.
 Action research can have two distinct foci (Schein,
1999). The first of these aims to fulfil the agenda of those
undertaking the research rather than that of the sponsor.
 The first focuses upon and emphasizes the purpose of the
research: research in action rather than research about action
(Coghlan and Brannick, 2005).
 

 The third theme emphasizes the iterative nature Of the process

Of diagnosing, planning, taking action and evaluating (Figure 5.3).
 The final theme suggests that action research should have
implications beyond the immediate project; in other words, it must
be clear that the results could inform other contexts.
5. Grounded Theory
• A grounded theory strategy is, according to
Goulding (2002), particularly helpful for
research to predict and explain behavior, the
emphasis being upon developing and
building theory.
6. Ethnography

Ethnography is rooted firmly in the inductive

approach. It emanates from the field of
anthropology.
7. Archival research

An archival research strategy allows

research questions which focus upon the
past and changes over time to be
answered, be they exploratory, descriptive
or explanatory.
8. Practitioner research