BUSINESS RESEARCH METHODS

Business Research Methods



Business Research Methods

Introduction

Business research is predominantly informed by the paradigms of positivism and postpositivisim, particularly critical realism. However, other paradigms—social constructionism, social constructivism, social phenomenology, and the interpretive social science paradigms—are now being included in the repertoire of business researchers. Related to this group of paradigms are critical theory, feminist perspectives, and postmodern and participatory paradigms, although there is debate as to whether feminist perspectives and “postmodernism” are independent paradigms or differing perspectives among social constructionism, social constructivism, social phenomenology, and the interpretive social science paradigms. All of these paradigms espouse specific ontological, epistemological, methodological, and axiological tenets. In particular, the tenets of each paradigm influence the methodology used to design business research projects. To be specific, positivistic and postpositivistic as well as chaos and complexity theory paradigms draw on a qualitative methodology. Social constructionist, social constructivist, social phenomenological, and interpretive social science-related paradigms generally use a quantitative methodology (Copper and Schindler, 2000). Research using mixed methods incorporates both quantitative and qualitative methodologies (and quantitative and qualitative methods) in differing amounts and phases of research projects.

Discussion

Research on business (used here as a generic term encompassing all related disciplines, fields, and branches) draws on a wide number of social science methods, each being informed by a quantitative and/or a qualitative methodology or some mixing of methodologies within the overall research design phases.

Quantitative methods of data collection reflect the methodological framework from which they are derived—that is, a qualitative methodology. A qualitative methodology is usually associated with positivistic paradigms, such as positivism, postpositivism, and critical realism. Quantitative methods (tools) are designed to enable researchers to gather data that in turn will be analyzed to test causal relationships described using variables (Copper and Schindler, 2000). Specifically, data collection will enable researchers to reduce the data to numerical representations. Quantitative methods, by nature of their design, also assist in ensuring that the researcher is objective throughout the data collection phase (and analysis phase). The most frequently used quantitative methods in business are surveys (structured interviews and questionnaires), experimental and quasi-experimental methods, and observation. Other quantitative methods used include forecasting, nominal group technique, focus groups, the delphic method, the documentary method, case studies, and longitudinal studies.

The survey is a data collection tool; a survey can be administered orally (as interviewer-conducted structured questions) and as written self-completion questionnaires. A number of modes are used for implementing business surveys: mail, telephone, face to face, intercept, and electronic. The choice of mode will determine whether the survey is subsequently classified as either an interview or a questionnaire (Copper and Schindler, 2000). Another variable in survey administration is location (intercept, household, or in situ, such as organizational surveys). Each type of survey method has advantages and disadvantages. Table I provides an overview of the main types of surveys and a relative comparison between each in regard to administration costs, time required for data collection and response rates.

Mail Surveys (Questionnaires) Mail surveys are postal service-delivered questionnaires that are distributed to specific population ...