Rationale For Qualitative Research Management Essay

rationale For Qualitative Research circumspection EssayMETHODOLOGYIn a multi assembly line environment firms interact with their customers through the design, evaluation, coordination and deployment of dividing lines with the objective of enhancing customer foster through effective customer acquisition, retention, and development. While the relative value of a multichannel customer over single channel customers is known, but several(prenominal) query and managerial questions like consumer behaviour, channel evaluation, allocation of resources across channels and channel coordination strategies require further count. The objective of this interrogation is to gain further apprehensiveness of these issues.In smart set to meet these objectives, books on marketing channels, channel management and channel conflict were explored. The lit suss out provided assistance in developing the look for methodological analysis design (refer figure 2-1). The beta investigate provided furt her argonas for study in the following unessential and primary enquiry. This methodology created the building blocks for a structured iterative explore bring that in effect related to the literature. The process balanced theory and practise to generate a comprehensive realise dapple on the subject.In the process of creating the methodology the causality consulted various journals and books. The remainder of this chapter discusses the methodology adopted to achieve the outlined objectives. show 2-1 Research Methodology (Source Author) look for METHODOLOGYOLeary (2004p.85) refers to Methodology as the fabric associated with a particular set of paradigmatic assumptions that are issued to contend query. For this research a soft arise was incorporated and the germ expend the inductive exploratory research methodology to unearth the issues. The research process goat be best described as a cross-sectional study and involved three stages PHASE 1 RESEARCH PREPARATIONThis ph ase primarily involved setting the tone and considerion of the main research by defining the parameters to the research questions and the get a line objectives of the research (based on Saunders et al, 2003). subsequently the initial discussion with the mentor lower-ranking desk based research was withdrawed with the serve up of industry journals, online resources, annual reports, industry reports. As the author wanted to splay his exposure to the relevant domain of the research a re stare of the literature was performed to get a better grasp of the subject.PHASE 2 REASEARCH arise2.1 LITERATURE REVIEW METHODOLOGYWhile devising the literature review the author addressed literature on Marketing Channels, Channel Management and Channel Conflict to determine particular concepts best suited to insure with managing conflict in a channel. The literature review was an iterative process that was continuously developed. This process can be depicted as follows ( human body 2-2) issue 2 -2 The Literature Review Methodology (Source Saunders, M., Lewis, P., Thornhill, A. (2007). Research Methods for Business Students (4, Illustrated ed.). Prentice Hall, equal by author)The research methodology permitted the author to evaluate the relevance of brisk literature in a detail real life scenario. The research methodology provided a structured guideline to a complicated enquiry.2.2 RESEARCH PHILOSOPHYThis research takes the view of an interpretivism philosophy which is based on the view that the social world of business and management is far too interlacing to lend itself to theorising by definite laws in the same way as the physical sciences (Saunders, 2003). The author found that organisations cannot be generalised based on the challenges faced in the market place due to individuality thereof it has been deemed necessary to discover the details of the situation to determine the reality running(a) behind them (Remenyi et al 1998, cited in Saunders, 2003).The posit ivist view was not chosen as this type of cost adopts the philosophical stance of the natural scientist in severalize to produce law-like generalisations (Saunders, 2003) and was deemed inappropriate.2.3 RESEARCH APPROACHIn line with the research philosophy of interpretivism, the inductive approach is taken for the research as it focuses on theory building which follows the collection of qualitative selective training. An other(a) reason why this approach was selected was due to the fact that the deductive approach tends to develop a methodology which does not allow for alternative explanations of what is happening (Saunders, 2003) which whitethorn go down explanations of why organizations experience certain challenges.Inductive approach is particularly reformative as the author was trying to understand why something is happening instead than being able to describe what is happening. Although inductive approach can be much more(prenominal) protracted but often the ideas, b ased on a much longer period of information collection and analysis, shit to emerge gradually. On the flip side the author was aware that with inductive approach there is a constant apprehension that no utilizable information patterns and theory will emerge.2.4 RATIONALE FOR QUALITATIVE RESEARCHCres salutary (2003) observes deuce research paradigms Qualitative and numerical as described in Figure 2-5. Qualitative research stems from the social sciences and is utilised to understand, why people manage as they do (Denzin Lincoln, 2005) this would include knowledge, attitudes, beliefs etc. Whereas, quantitative research is more concerned with measuring things (Miles Huberman, 1994).Figure 2-5 A Comparison of Qualitative and Quantitative research (Source Creswell, J. W. (2003). Research design qualitative, quantitative, and mixed method approaches)As the take aim of the research was exploratory in nature, it was felt that the best approach was to conduct qualitative research t hrough one to one references. It has been pointed out by Cooper and Schindler (1998) that the qualitative approach is best suited while childbed exploratory research and enables the identification of emerging themes in spite of appearance the research process. Moreover, as has been pointed out by Saunders et al (2003), a qualitative approach allows us to understand the reasons for decisions taken by participant as well as enabling an understanding of their attitudes and opinions. Furthermore, as Saunders et al (2003) point out it alike enables the discussion into areas that had not previously been considered but may be square for understanding the issue. As observed by Henderson (2005) qualitative research by its very nature centres on perceptions, opinions, beliefs and attitudes. Creswell (2003) further recommends the use of the Qualitative approach, for problems that are context specific with unknown variables requiring exploratory research. Moreover the research is rock-stea dy and verifiable due to the context bound specific scenario. (Creswell, 2003 Saunders, Lewis, Thornhill, 2007).Although it was planned that, wherever possible interviews would be conducted in person but considering the time bound of the research and the nature of the retail business, the author had to resort to telephone interviews with the pre-determined point of contact. As suggested by Saunders et al (2003) telephone interviews are an appropriate culture medium in cases where the interviewer has been able to establish their integrity and competence.However, as pointed out by Saunders et al (2003), the lack of standardisation in these interviews may lead to concerns regarding the reliableness of the data. As has been observed by Easterby-Smith et al (2002), in qualitative research, reliability is concerned with whether alternative researchers have revealed similar information. However, the data from the interviews were cross canvas along with data derived from interviews co nducted with the key stakeholders in the company, as well as secondary research material such as the industry specific research reports available in the public domain. Moreover, the data collected was analysed after the interviews for any inconsistencies in what was said by the interviewee. These strides allowed a nine-fold triangulation of the data which enabled a higher degree of consistency in the data recorded as well as greater reliability.Each interview was tape recorded as it was felt that note taking may have lead to loss of quality information. The recording enabled the author to heed to the interview any number of times to produce a duplicate which facilitated a better analysis of the responses.As pointed out by Saunders et al (2003) reliability of the data could be affected if there was interviewer bias (i.e. wherein the author could have imposed his personal beliefs while interpreting the data) as well as interviewee bias (i.e. wherein interviewees may choose not to r eveal information if they perceive them to be probing or sensitive in nature). These were unploughed in mind during the interview process.2.5 MULTI-METHOD APPROACHSince each method has its uncomparable strengths and weaknesses (Smith, 1975) hence the results will be affected by the method used. Thus, it makes whiz to use different methods to cancel out the method effect leading to greater confidence being placed on the conclusions (Saunders et al, 2003). The author active the case study methods which involved interviews with the key stakeholders in the Organisation, in dedicate to get a feel for the key issues. The author then embarked on the grounded theory approach where data and observation from the semi-structured interviews with the customers was used to develop the research theory. This gave the author the confidence that certain key issues were addressed with relevance to the research.The multi-method approach also enabled triangulation to take place, such that differen t data collection methods within one study ensure that the data are telling you what you mean they are telling you. As in this case, the semi-structured interviews with the key managers in the Organisation.2.6 selective information COLLECTION METHODThe authors primary desk based research approach had its limitations in terms of the data collection and authenticating the validity of the data from the online resources. In order to prevent this bias in collection and interpretation, the author also resorted to qualitative research technique. The author found the Qualitative approach to be more effective due to the importance of perceptions of channel members in the problem, which needed to be revealed and understood through personal interaction.The data for the research was collected victimization primary data collection techniques i.e. interviews as well as secondary data sources i.e. company publications, reports, journals and the lucre. Based on the analysis of the various data c ollecting techniques the interview method was chosen. While conducting the interviews with the stakeholders, semi-structured interviews were used wherein some introductory themes relevant to the research objectives and open ended questions were developed to investigate responses and pray follow up questions. This allowed the opportunity to probe answers and where necessary the interviewees could be pass on to build on and explain the reasoning behind their statements (Saunders et al, 2003). collectable doctrine was also dign to the manner in which the questions are ordered was taken into consideration as it can affect the information collected (Lubin, 2005).In order to collect the secondary information company reports, academic journals and internet were used. Textbooks were used to provide the background information on multichannel approach and other relevant areas which can be seen in the literature review. A key limitation was the accessibility to appropriate information fro m the net can be costly when attempting to acquire journals from website requires a fee.PHASE 3 DATA digest3.1 DATA COLLECTION METHODS AND TOOLSOLeary (2004p.85) refers to the Methods as, the techniques used to collect data and Tools as the devices that encourage in collecting data. For the qualitative research methodology discussed the direct research technique was used, as belowExploratory research was conducted in the startle phase for greater understanding of the situation. This was followed by an extensive in-depth study of the literature from various publications. In order to authenticate these findings in-depth interviews through an inductive technique were conducted with all respondents, to probe the conflict ca utilise issues. The interviews were developed to encourage the respondents, to let out their detailed viewpoint. A semi structured (Adams Schvaneveldt, 1991) interview format was used to incorporate parameters specific to the area of authors research. Furthermor e, throughout this process the Author took into narration ethical considerations to prevent respondents from being misled in anyway.In order to conduct the research activities for data collection Saunders has introduced research onion as a useful framework to illustrate the idea that there are several layers which needs peeling off before the researcher decides the choice of data collection method (Figure 2-3).The following subsections explain research sampling, philosophy, approaches, strategies, and time perspective of the research study.Figure 2-3 The Research Onion (Source Saunders, Thornhill, A and M, Lewis, P., 2003)3.2 RESEARCH tasteA conclusion can be made from the taste nigh the state to achieve the research objective (Saunders et al. 2003). It is, therefore, uncommon for a research to survey the entire population due to time and financial constraints, especially, when the population is very large.The research followed a five-step procedure for drawing a warning bas ed on Churchill and Iacobuccis (2002) and Wilsons (2006) suggestions. (Figure 2-4)Figure 2-4 Procedure for drawing a sample (Source Based on Churchill and Iacobucci 2002 and Wilson 2006)In order to obtain a wide-cut and holistic picture, certain key individuals and stakeholders were identified who could provide and in-depth and unbiased view of the challenges being faced by the organisation in multichannel environment. Stakeholders identified include company owners, retail managers and trade counter employees.3.3 RESEARCH ANALYSISAs Saunders et al (2003) observe while conducting qualitative research it is important to use a conceptual framework for organising the data. The analysis of the data was inductive because of the exploratory nature of the market research there was no pre-determined hypothesis to direct the analysis (Saunders et al, 2003). The author started with the use of mapping technique to organize and collate all the data gathered through primary research and to unde rstand and analyse the issues, key themes, and patterns and question how an argument fit together.The data was analysed using Thematic Analysis (Matthew Huberman, 1994). A conversation analysis was conducted, which evaluated the words, contexts and non-verbal cues in order to find emerging themes. The data was analysed and interpreted through a step by step process as depicted below (Figure 2-6)Figure 2-6 Data Analysis Methodology (Source Author)The findings were then compared to the data collected from secondary sources and the literature review after which conclusions were drawn. It thus enabled the author visualize the inter-relationships of the issues and give a sense of strategic direction while drafting the recommendations. Due to the use of in-depth and semi-structured interviews, it was felt by the author that a narrative dash for discussing the findings would be the most appropriate method. As has been pointed out by Saunders et al. (2003), this approach is suitable wher e in-depth and semi-structured interviews have been used to collect data as it allows the interviewer to sustain the integrity of the data (Coffey and Atkinson, 1996).