Chapter 3: Methodology

1. 2.

3.

Research Philosophy Research Design Data collection and analysis

Research Methodology (pilot study)

Reference: the research process onion (Saunders, Lewis, & Thornhill, 2009)

The Sample
Headquarters

Sales Network

SME 1 ACAP SME 2 SME 3 ACAP SME 4 ACAP SME n ACAP

Framework for the interviews

Strategic Issues
Strategic Goals Key Success Factors

Context-based
Culture

Content-based
Key Knowledge Current status of key knowledge
Codification Distribution Quality Power Relationship

Ideal Status of Key Knowledge

Codification Distribution Quality

Human Resources

Structure & Processes

Technology

Micro strategies for each key knowledge

Adapted from KSP model (Zack, 1999)

Combining micro strategies to build strategies in the Context

Research Method: Grounded Theory

Grounded theory is a research method that seeks to develop theory that is grounded in data systematically gathered and analysed There is a continuous interplay between data collection and analysis The purpose of grounded theory research in business and management is to develop new concepts and theories of business-related phenomena, where these concepts and theories are firmly grounded in qualitative data It allows for the emergence of original and rich findings that are closely tied to the data

Grounded theory and the literature review

As a general rule, grounded theory researchers should make sure that they have no preconceived theoretical ideas before starting the research Many people think that this means ignoring the literature But this is not so - the intention is to make sure that researchers are not constrained by literature when coding Researchers should make sure that they do not impose concepts on the data those concepts should emerge from the data
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Two main approaches to Grounded Theory

Two main variants:

1.

2.

Strauss and Corbins (1990) book provides one coding paradigm (context, conditions, interactions, conditions and consequences) Glasers (1978) book provides 18 coding families giving many more options

Glaser accused Strauss and Corbin of being too restrictive and of forcing data and concepts into a preconceived mould However the Strauss and Corbin (1990) variant is the most widely used
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How to do Grounded Theory

1.

Open coding

Summarizing some text by the use of a succinct code Constant comparison: constantly compare and contrast qualitative data in the search for similarities and differences

2.

Axial coding or selective coding

Refine the conceptual constructs

The formulation of a theory
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3.

Theoretical coding

Four stages of analysis

Stage Codes Purpose Identifying anchors that allow the key points of the data to be gathered Collections of codes of similar content that allows the data to be grouped

Concepts

Categories

Broad groups of similar concepts that are used to generate a theory

A collection of explanations that explain the subject of the research

Theory

Critique of Grounded Theory

Advantages:

It has intuitive appeal for novice researchers, since it allows them to become immersed in the data at a detailed level It gets researchers analysing the data early It encourages systematic, detailed analysis of the data and provides a method for doing so It gives researchers ample evidence to back up their claims It encourages a constant interplay between data collection and analysis It is especially useful for describing repeated processes e.g. the communications processes between doctors and patients, or the communications processes between 10 information systems analysts and users

Critique of Grounded Theory (2)

Disadvantages:

First time users can get overwhelmed at the coding level Open coding takes a long time It can be difficult to scale up to larger concepts or themes Because it is a detailed method, it can be difficult to see the bigger picture Tends to produce lower level theories only
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Evaluating Grounded Theory studies

Is there a clear chain of evidence linking the findings to the data? Are there multiple instances in the data which support the concepts produced? Has the researcher demonstrated that they are very familiar with the subject area or, as Glaser puts it, are steeped in the field of investigation (Glaser, 1978)? Has the researcher created inferential and/or predictive statements about the phenomena? Has the researcher suggested theoretical generalizations that are applicable to a range of 12 situations?