SHAPING TODAY

THOSE WHO WILL

SHAPE TOMORROW
MSc Information Systems & Business Analysis
Dissertation

Research Methods
Paul Bocij
Operations & Information Management Group
Aston Business School
E-mail: [email protected]
Room: ABS258 Tel: 5278
Contents

Module Introduction
>Contact details
>Module structure
>Assessment
>Other requirements
>Key dates
>Reading

The Task
>Background
>The Project
>Some catches
>Lifelines
>Useful advice
>Tasks
>Resources
Research - The Funnel Analogy

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Consumer behaviour in the Saudi Arabian online music industry –

developing an online marketing strategy
Research - The Flashlight Analogy
Key Concepts

>Quantitative Research
Seeks to measure (quantify)

>Qualitative Research
Seeks to explain (examines the qualities of)
Measuring Explaining

Quantitative Qualitative
Surveys Interviews
Analytics Shadowing
Metrics Observation
Automated Data Capture Focus Groups
Key Concepts

>Good research can be described in terms of:

>Reliability
The research can be repeated and the same result obtained

>Validity
The research really addresses what it is supposed to; it is a
true picture of the situation being examined
Different types of validity e.g. face validity, predictive
validity, external validity

>Robustness
The overall design of the research is sound - resistant to error,
misinterpretation & can bear close scrutiny
Key Concepts

>Triangulation
Observe the same results using two different methods
How Research Works

Designing Systems…
Models Of The Research Process

IS Research…
Interviews

>Characteristics:
Adaptable (from structured to unstructured)
Considered expensive in terms of labour, effort, etc.
Time consuming to analyse
Good for following up questionnaires, etc.

Semi-structured

Structured Unstructured
Questionnaires

>Characteristics:
Good for gathering large quantities of data
Simple & fast
Considered inexpensive
Requires skill in question design
Good candidate for automation
Surveys

>Characteristics:
Delivered by a person
Lots of ways to administer e.g. phone
Considered inexpensive
Requires skill in question design
Good candidate for automation
Observation

>Characteristics:
Good for analysing processes
Can miss important information
Different levels of participation (covert – overt)
Raises some ethical issues
Researcher can influence results

(Also includes shadowing)

Document Analysis

>Characteristics:
Very good for analysing processes
No universal approach
Requires skill
Ties in with design process closely
Case Studies

>Characteristics:
Very good for qualitative studies
Good for transferring knowledge/learning
Very difficult to create good case studies
Literature Search

>Characteristics:
Can be carried out in different ways e.g. indices, online
indices, web searches, etc.
Time consuming but essential part of research process
Need to demonstrate thoroughness…
Choice of key words critical
Literature Review

>A good literature review…

Identifies key literature in the area related to the topic,
esp.
oClassic sources – you know the key writers & ideas
oContemporary – your knowledge is up to date
oRelevance – you can select useful resources

Discusses the literature critically

More than a description…
oHow does this source contribute to my/our
understanding of the topic?
oHow have other people solved this problem?
oWhat were the strengths/weaknesses of their solutions?
oHow does this material advance my argument?
Useful Resources - Books (*** = E-Library)

Referencing
>Pears R. & Shields G, 2010. Cite Them Right: The Essential Referencing Guide.
8th edition. Basingstoke: Palgrave Macmillan

>Neville C., 2007. Complete Guide to Referencing and Avoiding Plagiarism.

Buckingham: Open University Press ***

General Research Guides

>Easterby-Smith M., Thorpe R., Jackson P. & Lowe A, 2008. Management
Research: Theory and Practice. 3rd edition. London: Sage Publications Ltd.

>Bell J., 2010. Doing Your Research Project: A Guide for First-Time Researchers
in Education, Health and Social Science. 5th edition. Buckingham: Open University
Press (4th Edition In E-Library) ***

>Rugg G. & Petre M., 2006. Gentle Guide To Research Methods. Buckingham:
Useful Resources – Books (*** = E-Library)

General Research Guides

>Blaxter L., Hughes C. & Tight M., 2006. How to Research. 3rd Edition. Buckingham:
Open University Press ***

>Hewson C. & Yule P., 2002. Internet Research Methods : A Practical Guide For
The Social And Behavioral Sciences. London: Sage Publications Inc. ***

>Brewerton P., Millward M. & Lynne J., 2001. Organizational Research Methods: A
Guide for Students and Researchers. London: Sage Publications Inc. ***

>Biggam J., 2008. Succeeding With Your Masters Dissertation : A Practical Step-
by-Step Handbook. Buckingham: Open University Press ***

>Denscombe M., 2003. Good Research Guide: For Small-Scale Research

Projects. 2nd Edition. Berkshire: McGraw-Hill Education ***
Useful Resources - Books (*** = E-Library)

IS Research
>King, R. 2011. Research Methods for Information Systems. Dulles, VA, USA:
Mercury Learning & Information

>Cornford T. & Smithson S., 2005. Project Research in Information Systems: A

Student's Guide. 2nd edition. Basingstoke: Palgrave Macmillan

>Avison D. & Pries-Heje J. (editors), 2004. Research In Information Systems: A

Handbook For Research Supervisors And Their Students. Oxford: Butterworth-
Heinemann
Useful Resources - Books (*** = E-Library)

Research Methods/Tools
>Brace I., 2008. Questionnaire Design : How To Plan, Structure And Write Survey
Material For Effective Market Research. 2nd Edition. London: Kogan Page Ltd ***
>Gillham B., 2005. Research Interviewing : The Range of Techniques. Berkshire:
McGraw-Hill Education ***
>Iarossi G., 2006. Power of Survey Design : A User's Guide for Managing
Surveys, Interpreting Results, and Influencing Respondents. Herndon, VA, USA:
World Bank Publications ***
Academic Writing
>Murray, R., 2006. How to Write a Thesis. Berkshire: McGraw-Hill Education ***
>Creme, P. & Lea M., 2008. Writing at University : A Guide for Students.
Buckingham: Open University Press ***
Useful Resources – Web Sites

Literature Reviews
>Emerald
>http://www.emeraldinsight.com/authors/guides/write/literature.htm

>UoToronto
>http://www.writing.utoronto.ca/advice/specific-types-of-writing/literature-review
Task

>With a partner…

Write down 3 questions you need to answer as part of the

research for your project…

Swap your questions with your partner

Choose the research methods that can be used to answer the

questions

Make sure your choices take into account validity, reliability

& triangulation

Be prepared to justify your choices

Questions

Any questions?