Research method for business and marketing MKT2004
L2 - Online databases, Referencing style, Methodological Considerations for
Qualitative Research
Info search cycle –
Scope search topic
Plan where to look
Gather info using appropriate search techniques
Evaluate results
Manage info
L3- Theory and research gap: literature reviews & conceptual theories
Grounded theory -
‘…the generation of theory from the data, although existing theories can be modified or
extended through this approach. It emphasises the development of ideas from the data like
other qualitative methods but goes further than these. Grounded theory researchers start
with an area of interest, collect the data and allow the relevant ideas to develop.’
Holloway, 1997: 80-87
Qualitative research should be –
Systematically and rigorously conducted;
Accountable for quality and claims;
Strategically conducted, yet flexible and contextual;
Involve active reflexivity;
Able to produce explanations or arguments;
Aiming to have generalisability in explanations and arguments;
Understood as relating to a broad range of philosophical underpinnings,
methodological techniques and practices – and NOT simply the opposite of
Quantitative;
Conducted as a moral practice
(adapted from: Qualitative Researching- Mason 2002)
, (Mason 2002)
What is the nature of the phenomena, entities or social reality that I wish to investigate?
What might represent knowledge or evidence of the entities or social reality that I wish to
investigate?
What topic, or broad substantive area is the research concerned with?
What are my research questions?
What is the purpose of this research? What am I doing it for?
‘Intellectual Puzzle’ - ‘…will contain different sets of ontological assumptions and
prescriptions and will suggest distinctive types of social explanation. In formulating your
own intellectual puzzle, you must ensure that you have thought through what these are and
be confident that they are consistent – that is, your puzzle is ontologically meaningful, and
epistemologically explainable or workable.’ (Mason 2002)
Developmental Puzzles
e.g. How did X or Y develop? (attitudes, systems, concepts)
Mechanical puzzles
e.g. How does X or Y work? (relationships, systems, institutions)
Comparative puzzles
e.g. What can we learn from comparing X and Y? (institutions, groups of people)
Causal/predictive puzzles
e.g. Influence of X on Y? Outcome of X or/on Y?
L2 - Online databases, Referencing style, Methodological Considerations for
Qualitative Research
Info search cycle –
Scope search topic
Plan where to look
Gather info using appropriate search techniques
Evaluate results
Manage info
L3- Theory and research gap: literature reviews & conceptual theories
Grounded theory -
‘…the generation of theory from the data, although existing theories can be modified or
extended through this approach. It emphasises the development of ideas from the data like
other qualitative methods but goes further than these. Grounded theory researchers start
with an area of interest, collect the data and allow the relevant ideas to develop.’
Holloway, 1997: 80-87
Qualitative research should be –
Systematically and rigorously conducted;
Accountable for quality and claims;
Strategically conducted, yet flexible and contextual;
Involve active reflexivity;
Able to produce explanations or arguments;
Aiming to have generalisability in explanations and arguments;
Understood as relating to a broad range of philosophical underpinnings,
methodological techniques and practices – and NOT simply the opposite of
Quantitative;
Conducted as a moral practice
(adapted from: Qualitative Researching- Mason 2002)
, (Mason 2002)
What is the nature of the phenomena, entities or social reality that I wish to investigate?
What might represent knowledge or evidence of the entities or social reality that I wish to
investigate?
What topic, or broad substantive area is the research concerned with?
What are my research questions?
What is the purpose of this research? What am I doing it for?
‘Intellectual Puzzle’ - ‘…will contain different sets of ontological assumptions and
prescriptions and will suggest distinctive types of social explanation. In formulating your
own intellectual puzzle, you must ensure that you have thought through what these are and
be confident that they are consistent – that is, your puzzle is ontologically meaningful, and
epistemologically explainable or workable.’ (Mason 2002)
Developmental Puzzles
e.g. How did X or Y develop? (attitudes, systems, concepts)
Mechanical puzzles
e.g. How does X or Y work? (relationships, systems, institutions)
Comparative puzzles
e.g. What can we learn from comparing X and Y? (institutions, groups of people)
Causal/predictive puzzles
e.g. Influence of X on Y? Outcome of X or/on Y?
