Mba2216 business research week 4 case study 0613
-
Upload
stephen-ong -
Category
Business
-
view
536 -
download
2
description
Transcript of Mba2216 business research week 4 case study 0613
![Page 1: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/1.jpg)
Research Methodology : Case Study Methods
Research Methodology : Case Study Methods
MBA2216 BUSINESS RESEARCH PROJECT
byStephen Ong
Visiting Fellow, Birmingham City University, UKVisiting Professor, Shenzhen University
![Page 2: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/2.jpg)
• Introduction to Case Study Methods
• Introduction to Case Study Methods11
• Case Writing• Case Writing22
• Case Analysis• Case Analysis33
Today’s Overview
![Page 3: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/3.jpg)
1.INTRODUCTION TO
CASE STUDY METHODS
1 - 3
![Page 4: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/4.jpg)
Figure 5.1 The research onionSource: © Mark Saunders, Philip Lewis and Adrian Thornhill (2008), reproduced with permission
Case Study as Research Strategy
![Page 5: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/5.jpg)
Case Study
Definition: In a case study, a particular individual, program or event is studied in depth; but findings may not be generalizable. (Leedy & Ormrod 2013)
![Page 6: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/6.jpg)
Case Study as a Method
Method : The researcher collects extensive data on the individual(s), program(s), or event(s) on which the investigation is focused.
![Page 7: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/7.jpg)
Evolution of Case Study Method
Roman Experience : Aristotle and Socrates used to teach philosophy in form of cases. i.e., about each Empire.
Law Schools : Used cases extensively whether civil or criminal in giving judgment.
Harvard Business School : Pioneers in case studies and use them extensively.
Case Clearing Houses : Harvard Business School has built more than 150,000 cases and they periodically update all the cases.
7
![Page 8: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/8.jpg)
Case Study : Benefit 1
The Development of Diagnosis Skills Solutions cannot be developed
properly until problems have been identified.
Case study enables researchers to develop realistic solutions to the problems and to understand crucial nature of accurate diagnosis both specifically and generally.
1 - 8
![Page 9: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/9.jpg)
Case Study : Benefit 2
Subject and functional integration
Case studies enable researchers to pursue issues across subject and departmental boundaries.
This gives a much more integrated view of management than might otherwise be achieved.
1 - 9
![Page 10: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/10.jpg)
Case Study : Benefit 3
Deep vs. Surface Learning
Thorough analysis of a case study and complex issues may facilitate a deeper understanding, unlike other surface learning methods, i.e. listening to lecture on subject matter etc.
1 - 10
![Page 11: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/11.jpg)
Case Study : Benefit 4
Review of policy and practice
If in-house cases are used in client organizations, these may lead to constructive debates about appropriate policy and practice.
1 - 11
![Page 12: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/12.jpg)
7–12
What Are Case Studies?
Case Studies The documented history of a
particular person, group, organization, or event.
Themes Are identified by the frequency with
which the same term (or a synonym) arises in the narrative description.
![Page 13: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/13.jpg)
1 - 13
![Page 14: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/14.jpg)
1 - 14
![Page 15: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/15.jpg)
Types of Case Studies
Intrinsic To understand a particular case
Instrumental To provide insight into an issue or to
redraw a generalization Collective
To study several cases to investigate phenomenon, population, or general condition
![Page 16: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/16.jpg)
Specific Classification (1)
Classical Case Detailed
information about historical personalities, eg. Napoleon
Secondary Case Describing a
key event of a major case.
16
Empirical Case Observation,
based on empirical facts.
![Page 17: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/17.jpg)
Specific Classification (2)
Decision Oriented Gives the pros
and cons of the case.
For example, a client may ask the researcher to suggest the right time for launching their new product
Case History Historical
events, eg. World War II.
17
Desk Type Collect all
available information in one place.
![Page 18: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/18.jpg)
Specific Classification (3)
Development Oriented External
environment analysis of current issues and policy recommendations for future progress or transformation, eg. Vision 2020
Sectoral Type Case study on
private or public sectors.
18
Biography An account of a
person’s life experiences eg.My life by Bill Clinton
![Page 19: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/19.jpg)
7–19
Qualitative Research Orientations
Major Orientations of Qualitative Research
1. Phenomenology—originating in philosophy and psychology
2. Ethnography—originating in anthropology
3. Grounded theory—originating in sociology
4. Case studies—originating in psychology and in business research
![Page 20: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/20.jpg)
TECHNIQUES USED IN CASE STUDY RESEARCH
Qualitative research techniques used in Case Studies are:
1. Focus Group Interview2. Depth Interviews3. Free-Association and
Sentence Completion Methods4. Observation
Quantitative research techniques
![Page 21: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/21.jpg)
7–21
EXHIBIT 7.2 Common Qualitative Research Tools
![Page 22: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/22.jpg)
7–22
Technique 1 : Focus Group Interview An unstructured, free-flowing interview with a
small group (6-10 people) led by a moderator who encourages dialogue among respondents.
Advantages:1. Relatively fast2. Easy to execute3. Allow respondents to piggyback off each
other’s ideas – one respondent stimulates thought among the others.
4. Provide multiple perspectives5. Flexibility to allow more detailed descriptions6. High degree of scrutiny – session can be
observed since they are usually conducted in a room with a two-way mirror and are generally tape recorded or videotaped for later examination.
![Page 23: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/23.jpg)
7–23
1.1 Focus Group Interview - Focus Group Respondents
Group Composition6 to 10 peopleRelatively
homogeneousSimilar lifestyles
and experiences
![Page 24: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/24.jpg)
7–24
Focus Group Interview - The Focus Group Moderator
Moderator A person who leads a focus group
interview and insures that everyone gets a chance to speak and contribute to the discussion.
Qualities of a good moderator: Develops rapport with the group Good listener Tries not to interject his or her own
opinions Controls discussion without being
overbearing
![Page 25: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/25.jpg)
7–25
Focus Group Interview - Planning a Focus Group Outline
Discussion guide Includes written introductory comments
informing the group about the focus group purpose and rules and then outlines topics or questions to be addressed in the group session.
![Page 26: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/26.jpg)
7–26
EXHIBIT 1.2 Discussion Guide for a Focus Group Interview
![Page 27: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/27.jpg)
7–27
1.3 Disadvantages of Focus Groups
Focus groups: Require objective, sensitive, and effective
moderators.
May have unique sampling problems.
May not be useful for discussing sensitive topics in face-to-face situations.
Cost a considerable amount of money, particularly when they are not conducted by someone employed by the company desiring the focus group.
![Page 28: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/28.jpg)
7–28
Technique 2 : Depth Interviews
Depth interview A one-on-one interview between a
professional researcher and a research respondent conducted about some relevant business or social topic.
Laddering A particular approach to probing asking
respondents to compare differences between brands at different levels.
Produces distinctions at the: attribute level benefit level value or motivation level
![Page 29: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/29.jpg)
7–29
Technique 3 : Free-Association and Sentence Completion Methods
Free-association techniques Record a respondent’s first cognitive
reactions (top-of-mind) to some stimulus.
Allow researchers to map a respondent’s thoughts or memory.
E.g. what is the No. 1 shampoo brand?
Sentence completion People who drink beer are
A man who drinks light beer is
Imported beer is most liked by
The woman drinking beer in the commercial
![Page 30: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/30.jpg)
7–30
Technique 4 : Observation
Observation Field notes
The researcher’s descriptions of what actually happens in the field.
These notes then become the text from which meaning is extracted.
Advantageous for gaining insight into things that respondents cannot or will not verbalize.
![Page 31: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/31.jpg)
8–31
Secondary Data Research Secondary Data
Data gathered and recorded by someone else prior to and for a purpose other than the current project.
• Advantages Available Faster and less expensive
than acquiring primary data Requires no access to
subjects Inexpensive—government
data is often free May provide information
otherwise not accessible
• Disadvantages Uncertain accuracy Data not consistent with
needs Inappropriate units of
measurement Time period
inappropriate (outdated)
![Page 32: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/32.jpg)
Data Analysis Data Analysis: involves :
1. organization of details about the case,
2. categorization of data,
3. interpretation of single instances,
4. identification of patterns, and
5. synthesis and generalizations.
![Page 33: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/33.jpg)
Research Report
Research Report: includes a rationale for studying the case, a detailed description of facts related to
the case, a description of data that was collected, a discussion of patterns found, and a connection to the larger scheme of
things.
![Page 34: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/34.jpg)
2.CASE WRITING
1 - 34
![Page 35: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/35.jpg)
Writing Cases from REAL WORLD situations
Cases are best written about actual situations.
Facts which may appear to be of minor importance based on real situations can turn out to be of crucial importance.
35
![Page 36: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/36.jpg)
Source material There are many sources for a case
study : experience of the author is very
important, issues that are reported in media, news
papers also give valuable information. Sometimes they can be adopted from
existing materials. Cases developed for a client organization
can be adapted for use elsewhere.36
![Page 37: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/37.jpg)
Making a Start – Sources of data
Primary Sources Observation Questionnaire Interviews Focus Groups
Secondary Sources Archives Museums Personal files Newspaper
reports
1- 37
![Page 38: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/38.jpg)
Case Writing Process
1. Planning - What to write ?
2. Writing the case itself
3. Cooling off Period
4. Revision, refinements etc.
5. Ornamentation
38
![Page 39: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/39.jpg)
10 PointsWhile Writing a case
1. Anchor - Focus on issues
2. Fairness & Objective
3. Compactness4. Personality and
leadership5. Length & Jargon
6. Data confirmation with the company
7. Past tense
8. Acknowledgements
9. Evidence and facts
10. Exhibits & Accounts
39
![Page 40: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/40.jpg)
Business Case Format1. Introduction -
Company Background
2. Industry Analysis 3. Current Vision,
Mission & objectives
4. Organisation structure
10. Competition
11. Personalities
12. Environment, Sustainability,
Governance, & Globalisation
13. Events, Issues & Problems
14. Company’s Future plans 40
5. Marketing - 4P
6. Operations/ Production - Product
Design, Production Planning &
Control
7. R & D
8. Accounting & Finance
9. HRD
![Page 41: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/41.jpg)
3.CASE ANALYSIS
1 - 41
![Page 42: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/42.jpg)
Introduction
Case Study method- provides the opportunity to move from a narrow, specialized view that emphasizes functional techniques to a broader, less precise analysis of the overall corporation
![Page 43: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/43.jpg)
Responsive Treatment Read the case, recognize problems/prospects Environmental Analysis - PESTEL Analysis SWOT Analysis Preliminary edit of SWOT Organizational Diagnosis Name the reasons for Weaknesses & Threats Strategies
Vision - Mission - Objectives - Strategies Implementation of Strategies Visualization of Implementation plan Evaluation and control
RESPONSIVE 43
![Page 44: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/44.jpg)
Researching the Case Situation
Determine the time periods of the case in your research
Sources of information: Company annual reports Stock analyst reports
12-44
![Page 45: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/45.jpg)
Business Case Analysis : A Financial Analysis Approach
Ratio analysis- the calculation of ratios from data on financial statements
Liquidity ratios Profitability ratios Activity ratios Leverage ratios Equity/stock ratios
12-45
![Page 46: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/46.jpg)
Financial Ratio Analysis : Liquidity Ratios
12-46
![Page 47: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/47.jpg)
Profitability Ratios
12-47
![Page 48: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/48.jpg)
Activity Ratios
12-48
![Page 49: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/49.jpg)
Leverage Ratios
![Page 50: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/50.jpg)
Equity/Stock Ratios
![Page 51: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/51.jpg)
12-51
Analyzing Financial Statements
Review historical income statements and balance sheets
Compare historical statements over time Calculate changes that occur in
individual categories form year to year Determine the change as a percentage Adjust for inflation
![Page 52: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/52.jpg)
12-52
Financial Analysis
Common size statements- financial statements in which the dollar figures have been converted into percentages
Altman’s Z Value bankruptcy formula- calculate the likelihood of going bankrupt. Compare historical statements over time
Index of sustainable growth- used to determine whether a company embarking on a growth strategy will need to take on debt to fund the growth
![Page 53: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/53.jpg)
12-53
Useful Economic Measures
Constant dollars- dollars adjusted for inflation
Prime interest rate- the rate of interest banks charge on their lowest risk loans
Gross domestic product- measures total output of goods and services within a country’s borders
![Page 54: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/54.jpg)
12-54
Economic Indicators
![Page 55: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/55.jpg)
Strategic Audit
![Page 56: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/56.jpg)
![Page 57: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/57.jpg)
CONCLUSION
“Whether you consider case study as a way of conceptualizing human social behaviour or merely as a way of encapsulating it,
…its strategic value lies in its ability to draw attention to what can be learned from the single case.”
(Schram 2006)
![Page 58: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/58.jpg)
Core Reading
COOPER, D.R. AND SCHINDLER, P.S. (2011) BUSINESS RESEARCH METHODS, 11TH EDN, MCGRAW HILL
ZIKMUND, W.G., BABIN, B.J., CARR, J.C. AND GRIFFIN, M. (2010) BUSINESS RESEARCH METHODS, 8TH EDN, SOUTH-WESTERN
SAUNDERS, M., LEWIS, P. AND THORNHILL, A. (2012) RESEARCH METHODS FOR BUSINESS STUDENTS, 6TH EDN, PRENTICE HALL.
SAUNDERS, M. AND LEWIS, P. (2012) DOING RESEARCH IN BUSINESS & MANAGEMENT, FT PRENTICE HALL.
LEEDY, P.D. AND ORMROD, J.E. (2013) PRACTICAL RESEARCH, 10TH EDITION, PEARSON
GLESNE, C.(2011) BECOMING QUALITATIVE RESEARCHERS, 4TH EDITION, PEARSON
![Page 59: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/59.jpg)
Business Case Study : Reading
Johnson, Gerry, Whittington, Richard & Scholes, Kevan (2011) Exploring Strategy, 9th edition, FT Prentice Hall/Pearson UK.
Grant, Robert M.(2010) Contemporary Strategy Analysis, 7th edition, John Wiley
David, Fred R.(2013) Strategic Management, 14th edition, Pearson
Wheelen & Hunger (2011) Essentials of Strategic Management, 5th edition, Pearson
Porter, M.E., (2008). On Competition, Harvard Business Press.
![Page 60: Mba2216 business research week 4 case study 0613](https://reader035.fdocuments.net/reader035/viewer/2022062703/55527010b4c905d41d8b5414/html5/thumbnails/60.jpg)
QUESTIONS?