Methodology例文

3.1 IntroductionThe purpose of this chapter is to provide the reader with an understanding of the methodology and relevant research approaches adopted in our research. In this chapter, we explain the research philosophy, approaches and strategies, and why the methodology has been adopted, at the same time, the constraints associated with datacollection and the limitations to the work will also be discussed.The research aim for this dissertation is to investigate thecurrent human resource management practices of small and medium-sized enterprises (SMEs) in China. Obtaining effective data and information is of vital concern to build an accurate picture of the issue being studied. To a large extent, methodology determines the outcomes of any research. Therefore, it is crucial to choose appropriate research methods and conduct them effectively in order to answer the research question and meet the research objectives well.3.2 Discussion of Methodology Theory3.2.1留学生论文网Research PhilosophyThe first question that any researcher should raise before conducting a real research project is what research philosophy you will adopt, this is very fundamental step and generally speaking, there are three views about the research philosophy that dominate the literature: positivism, interpretivism and realism (Saunders et al., 2003).The key idea of positivism is that the social world exists external, and its properties should be measured through objective methods, ratherthan being inferred subjectively through sensation, reflection orintuition (Smith et al, 1991). If your research philosophy is positivism, you will assume the role of an objective analyst, make detached interpretations about data collected in a value-free manner and emphasize on a highly structured methodology to facilitate replication (Gill and Johnson, 1997) and quantifiable observations that lead themselves to statistical analysis.By contrast with positivism, interpretivism is often associatedwith the term social constructionism which is critical of positivism and argues that rich insights into this complex world are needed. The roleof the interpretivist is to seek to understand the subjective reality of those that they study in order to be able to make sense of and understand their motives, actions and intention (Saunders et al., 2003). In other words, social constructionism offers that reality is subjective and it is socially constructed and given meaning by people (Seddighi, 2005).Finally, realism recognizes the importance of understandingpeople’s socially constructed interpretations and meanings, or subjective reality, within the context of seeking to understand broader social forces, structures or processes that influence, and perhaps constrain, the nature of people’s views and beha viors (Saunders et al., 2003).(责任编辑:留学生论文网) Based on the differences of three philosophies, this research is of an exploratory nature which is a kind of social constructionism. As Cooper and Schind ler (1998, p. 131) state that, “exploratory studies tend t oward loose structure with objectiveof discovering future research tasks”. Besides, MacDaniel and Gates (1999, p.63) claim that “exploratory research is usually small-scaleresearch undertaken to define the exact nature of the problem and gain a better understanding of theenvironment within which the problem occurred”. All of these fit well with the objectives and other conditions of my research project. Therefore, we adopt the interpretivism philosophy of an exploratory nature in this study.3.2.2 Research ApproachInductive and deductive approachesThere are two basic research approaches available when conducting business research including deductive and inductive methods (Saunders et al., 2000). Their characteristics are described in the following table:Table 3.1 Comparison of Deductive and Inductive Research ApproachInduction emphasizes Deduction emphasizes-gaining an understanding of the meanings humans attach to events -scientific principles-a close understanding of the research context -moving from theory to data-the collection of qualitative data -the need to explain causal relationships between variables-a more flexible structure to permit changes of research emphasis as the research progresses -the collection of quantitative dataresearcher independence of what is being researched-a realization that the researcher is part of the research process the application of controls to ensure validity of data-less concern with the need to generalize -the operationalisationof concepts to ensure clarity of definition-a highly structured approach-the necessity to select samples of sufficient size in order to generalize conclusions (Saunders et al., 2003)The deductive approach is usually regarded as an effective way to test theories, where people develop a theory and a hypothesis (or hypotheses) and design a research strategy to test the theory (Saunders et al., 2000). The focus is on whether or not the suggested theory fits, and is appropriate for the organization (Saunders et al., 2000; Seddighi, 2000). The deduction to research owes much to what we would think of a scientific research, in which you develop a theory and hypothesis and design a research strategy to test the hypothesis (Saunders et al., 2003).On the other hand, inductive approach is usually used to build theories, in practice, people need to collect data and develop theory as a result of data analysis. Nevertheless, the two methodologies are not mutually exclusive, in reality; they are often used jointly in business and management studies (Seddighi, 2000). However, it is important to point out that the choices of research approach should base on the research question and research objectives.(责任编辑:留学生论文网)Therefore, there is no question that the inductive approach is appropriate for this particular research. I will use the inductive approach, from data to theory, by collecting the data first and then developing new hypothesis as a result of the data analysis. In reality, the research focuses on not only understanding why something happens in the business sector but also describing what happens. As the inductive approach usually only tell people why something happens rather than describe what happens (Saunder et al., 2000), it would have advantage to combine the two approaches in this particular research according to the nature and purpose of this research.Quantitative and Qualitative ApproachThere are two main types of marketing research in terms of the two, essentially different types of data that are generated by fundamentally different research approaches-quantitative and qualitative methods (Adcock et al., 1995).Quantitative research involves the collection of information that can be expressed using a numerical measure (Brassington and Pettitt, 2003). However, it includes not only numerical data such as sales figures, market share, market size and demographic information, but also the numerical aspects of other data, often derived from primary research, such as questionnaire-based surveys and interviews (Adcoco et al., 1995). Obviously, the quantitative research usually involves large-scalesurveys that enable a factual base to be formed with sufficient strength to allow statistically rigorous analysis (Brassington and Pettitt, 2003). Therefore, the success of quantitative research to a large extent depends on establishing a representative sample that is large enough toensure that the data collected are reliable and objective. Due to time and financial constraint, obviously, it is unpractical to conduct atruly quantitative based research regarding the timetable and the requirement of the research project. That is not saying thatquantitative data will not be utilized in this project. In fact, it is important to obtain the quantitative data from secondary sources in order to support the argument.Qualitative research, on the other hand, usually involves the collection of non-numerical data that is open to interpretation, such as customer’s opinions, where there is no intention of establishing statistical validity (Brassington and Pettitt, 2003). The essence of qualitative research is that it is ‘diagnostic’; therefore, it is especially usef ul for investigating attitudes, motivations, beliefs and intentions. In practice, they are usually based on small-scale samples; therefore, it cannot be generalized in numerical terms (Brassington and Pettitt, 2003). Chisnall (1997) further characterized the method as impressionistic rather than conclusive, he also pointed out that the approach could provide a better understanding of certain factors that might influence buying decisions. However, it is important to point out that the results generalized from the process are often subjective. But for all its limitations, qualitative research is an effective way to reflect the complexity of the interrelationships associated with marketing activities (Chisnall, 1997).(责任编辑:留学生论文网)Therefore, there is no question that the inductive approach is appropriate for this particular research. I will use the inductive approach, from data to theory, by collecting the data first and then developing new hypothesis as a result of the data analysis. In reality,the research focuses on not only understanding why something happens in the business sector but also describing what happens. As the inductive approach usually only tell people why something happens rather than describe what happens (Saunder et al., 2000), it would have advantage to combine the two approaches in this particular research according to the nature and purpose of this research.Quantitative and Qualitative ApproachThere are two main types of marketing research in terms of the two, essentially different types of data that are generated by fundamentally different research approaches-quantitative and qualitative methods (Adcock et al., 1995).Quantitative research involves the collection of information that can be expressed using a numerical measure (Brassington and Pettitt, 2003). However, it includes not only numerical data such as sales figures, market share, market size and demographic information, but also the numerical aspects of other data, often derived from primary research, such as questionnaire-based surveys and interviews (Adcoco et al., 1995). Obviously, the quantitative research usually involves large-scalesurveys that enable a factual base to be formed with sufficient strength to allow statistically rigorous analysis (Brassington and Pettitt, 2003). Therefore, the success of quantitative research to a large extent depends on establishing a representative sample that is large enough to ensure that the data collected are reliable and objective. Due to time and financial constraint, obviously, it is unpractical to conduct atruly quantitative based research regarding the timetable and the requirement of the research project. That is not saying thatquantitative data will not be utilized in this project. In fact, it is important to obtain the quantitative data from secondary sources in order to support the argument.Qualitative research, on the other hand, usually involves the collection of non-numerical data that is open to interpretation, such as customer’s opinions, where there is no intention of establishing statistical validity (Brassington and Pettitt, 2003). The essence of qualitative research is th at it is ‘diagnostic’; therefore, it is especially useful for investigating attitudes, motivations, beliefs and intentions. In practice, they are usually based on small-scale samples; therefore, it cannot be generalized in numerical terms (Brassington and Pettitt, 2003). Chisnall (1997) further characterized the method as impressionistic rather than conclusive, he also pointed out that the approach could provide a better understanding of certain factors that might influence buying decisions. However, it is important to point out that the results generalized from the process are often subjective. But for all its limitations, qualitative research is an effective way to reflect the complexity of the interrelationships associated with marketing activities (Chisnall, 1997).(责任编辑:留学生论文网) Commonly, secondary data come from printed sources (Books, Magazines, Journals, and trade Newspapers) and in electronic sources (CD-ROM encyclopaedias, Software packages, or online services, such as the Internet.) Books are general resource to provide relevant theory support for the study. Journals are a useful resource for information on a daily basis. They could provide the latest views and development in the particular area of study. The Internet is also very helpful for the data collecting, especially professional websitesAdvantages of Secondary Data CollectionThe most important factor determining me to use the secondary datais that it is easy to do and helps to save both time and money. My research dissertation has to be completed within three months, which implies constraints from the budget, time, and some other factors. Usually, it is much less expensive to use secondary data than to collect the primary data. Furthermore, the verification process is more rapidand the reliability of the information and conclusion is greatly enhanced.Disadvantages of Secondary Data CollectionAlthough secondary data collection is very useful for us to collect the existing information, the information collected through this method may be incomplete. Using this technique requires people to be quiteclear about what they are looking for and this technique is restrictedto the data that already exist. It is not a flexible way to collect data. If you are not clear about what youare looking for, you may spend much time but not collect the data you need. So this method of documentation should be used base on the assumption that you have the clear objective about what kind of data you want to collect.And the data and information that you want to collect through this method must be the real and existing information available in the market. So this method just can help to collect the past and historicinformation and can not collect the in-depth information. The data sources of secondary data collection are from the public and existingmaterials and are not directly from the customers or other market sources.3.3.1.2 Primary Data CollectionThere are many data collection techniques to collect primary data from the research including interview, questionnaires, focus group and case study and so on. Primary data collection is every important for us to collect in-depth data and information, while secondary datacollection only can provide us with the existing and skin-deep data and information.Table 3.3 Advantages and Disadvantages of Primary DataAdvantages of Primary Data Disadvantages of Primary Data:Can probe deeper answers Takes timeCan get detailed information on what causes problems or benefits. More opportunities for bias creep in when results are "coded"Can also elicit more honest and more sensitive information Also the ever-present problem of all self-report measuresBy using interviews, future change agents can also introduce themselves to the people in an organization, and establish both rapport and trust Accuracy(责任编辑:留学生论文网)Due to the advantages of primary data, it is important for us to collection primary data through data collection techniques like interviews. Primary data collection can provide us with the in-depthdata and information related to our research questions. Therefore, primary data collection is crucial to the success of my research despite of its main disadvantage that it could take a long time and cost much to collect the data and information.3.3.2 Data Collection MethodsAccording to the different types of research, there are many different data collection techniques such as interviews, questionnaires, survey, observation, focus group, and documentation review and so on (Saunders et al, 2003). The different data collection techniques have their different advantages and disadvantages, and should be adopted according to the different research purposes. In this research, three data collection methods of documentation review, in-depth interviews and observation will be adopted.3.3.2.1 Documentation ReviewAmong data collection techniques, documentation review is the method to quickly and accurately collect the existing information and historical information. This method is to collect data through reviewing the formal company documents and reports about production, sales and finance. (Saunders et al, pp. 104, 2003)。