Chapter 1Introduction to

Business Research

Chapter Objectives

• Describe what research is and state how it is defined

• Distinguish between applied and basic research

• Distinguish between positivist, interpretivist and critical research

• Explain why managers should know about research.

• Discuss how managers should interact with researchers

Chapter Objectives

• Identify when a manager would be better using a research team

• Describe how you, as a manager, might apply the knowledge gained about research

• Describe the role of ethics in business research

What is Research ?

Research is simply the process of thoroughly studying and analysing the situational factors surrounding a problem in order to seek out solutions to it.

Business Research

Business research is an organised, systematic, data-based, critical, objective, scientific inquiry or investigation into a specific problem or issue with the purpose of finding solutions to it or clarifying it.

Philosophical Bases

1. Positivist Research

2. Interpretivist Research

3. Critical Research

Positivist Research

Uses precise, objective measures and is usually associated with quantitative data

Researcher remains separate from the subjects and uses deductive reasoning

Interpretivist Research

Believes that people experience physical and social reality in different ways

Reality is socially constructed

Researcher becomes fully involved with individual subjects

Critical Research

Empower people to create a better world

Uncovering and going beyond surface illusions

Uncover myths and hidden meanings

Comparison of the three major paradigms underpinning business research

Positivist Interpretivist Critical

Assumptions Objective worldwhich science canmeasure and‘mirror’ withprivilegedknowledge

Intersubjectiveworld whichscience canrepresent withconcepts; socialconstruction ofreality

Material world ofstructured contradictionsand/or exploitation whichcan be objectively knownonly by removing tacitideological biases

Aim To discoveruniversal lawsthat can be used topredict humanactivity

To uncover thesociallyconstructedmeaning of realityas understood byan individual orgroup

To uncover surfaceillusions so that peoplewill be empowered tochange their world

(cont.) Positivist Interpretivist Critical

Stance ofresearcher

Stands aloof andapart fromresearch subjectsso that decisionscan be madeobjectively

Becomes fullyinvolved withresearch subjectsto achieve a fullunderstanding ofsubjects’ world

Involved with researchsubjects so that surfaceillusions can be identified,but urges subjects to changetheir world

Values Value free; theirinfluence isdenied

Values includedand made explicit

Values included and madeexplicit

Types ofreasoning

Deductive Inductive Deductive and inductive

Researchplan

Rigorous, linearand rigid, basedon researchhypothesis

Flexible, andfollows theinformationprovided by theresearch subject

The imperative for changeguides the actions of theresearcher

(cont.) Positivist Interpretivist Critical

Researchmethods andtype(s) ofanalysis

Experiments;questionnaires;secondary dataanalysis;quantitativelycoded; documentsstatisticial analysis

Ethnography;participantobservation;interviews; focusgroups;conversationalanalysis; casestudies

Field research,historical analysis,dialectical analysis

Goodness orquality ofcriteria

Conventionalbenchmarks of‘rigour’; internaland externalvalidity; reliabilityand objectivity

Trustworthiness andauthenticity

Historicalsituatedness; erosionof ignorance andmisapprehensions;action stimulus

Types of Business Research

Applied – done with the intention of applying results to specific problems in the business

Basic – to enhance the understanding of problems that commonly occur across a range of organisations

The Manager and the Researcher

• How to locate and select a researcher

• The manager-researcher relationship

• Values

Internal vs External Researchers

Advantages

Disadvantages

Ethics and Business Research

Consequentialist vs Deontological view

Societal Accountability

Corporate Accountability

Moral Accountability

Conflict among accountabilities

Insert fig. 1.1

Checklist for ethical research*

Yes or No Ethical question

Will any person experience pain (other than mild discomfort),sickness or psychological stress?

Will any blood, body fluid or tissue samples be taken?

Does the research involve the use of drugs or any other form oftreatment?

Does the research involve the collection or disclosure of personalinformation?

Will any individual or definable group be identified by the publisheddata?

Will the research involve subjects who are unable to provideinformed consent?

Does the research require the active involvement of minors?

Does the research involve subjects who are in a dependentrelationship with the researcher or the sponsor?

Checklist for ethical research* (cont.)

Yes or No Ethical question

Will subjects be offered payments or other inducements toencourage their participation?

Does the research involve questions about sensitive aspects ofsubjects’ behaviour (e.g. criminal record, use of drugs, sexualbehaviour, religious beliefs)?

Does the research involve the participation of Aboriginal or TorresStrait Islander groups or other identifiable cultural/minority groups?

Does the project involve the deception of participants?

*Adapted from the research ethic requirements at the Queensland University ofTechnology and the Victoria University of Wellington.