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Research methods
for business
students
fifth edition
Mark Saunders
Philip Lewis
Adrian Thornhill
Research Methods for Business Students
Visit the Research Methods for Business Students , Fifth Edition
Companion Website at www.pearsoned.co.uk/saunders to find
valuable student learning material including:
■ Multiple choice questions to test your learning.
■ Tutorials on Excel, NVivo and SPSS.
■ Updated research datasets to practice with.
■ Updated additional case studies with accompanying questions.
■ Smarter Online Searching Guide – how to make the most of
the Internet in your research.
Research Methods
for Business
Students
Fifth edition
Mark Saunders
Philip Lewis
Adrian Thornhill
Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world
Visit us on the World Wide Web at: www.pearsoned.co.uk
First published under the Pitman Publishing imprint in 1997 Second edition 2000 Third edition 2003 Fourth edition 2007 Fifth edition 2009 © Pearson Professional Limited 1997
© Pearson Education Limited 2000, 2003, 2007 © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
The rights of Mark Saunders, Philip Lewis and Adrian Thornhill to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS.
All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. ISBN: 978-0-273-71686-
British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Saunders, Mark, 1959- Research methods for business students / Mark Saunders, Philip Lewis, Adrian Thornhill. —5th ed. p. cm. Includes bibliographical references and index. ISBN 978-0-273-71686-0 (pbk. : alk. paper) 1. Business—Research. 2. Business—Research—Data processing. I. Lewis, Philip, 1945- II. Thornhill, Adrian. III. Title. HD30.4.S28 2009 650.072—dc 2008054877
10 9 8 7 6 5 4 3 2 1 13 12 11 10 09 Typeset in ITC Slimbach Std 9.5/12.5 by 73
Printed and bound by Rotolito Lombarda, Italy The publisher’s policy is to use paper manufactured from sustainable forests.
vii
Contents
How to use this book xvii Guided tour xxii Preface xxv Contributors xxvii Publisher’s acknowledgements xxix
1 The nature of business and management research and structure of this book 2 Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 2 1.1 Introduction 2 1.2 The nature of research 4 1.3 The nature of business and management research 5 1.4 The research process 10 1.5 The purpose and structure of this book 10 1.6 Summary 15 Self-check questions 15 Review and discussion questions 15 References 16 Further reading 16 Case 1: Isabelle’s research dilemma 17 Michael Savvas Self-check answers 18
2 Formulating and clarifying the research topic 20 Mark Saunders, Philip Lewis and Adrian Thornhill Learning outcomes 20 2.1 Introduction 20 2.2 Attributes of a good research topic 22 2.3 Generating and refining research ideas 24 2.4 Turning research ideas into research projects 32
ix
xii
Mark Saunders, Philip Lewis, Adrian Thornhill
- philosophy is important 4.2 Understanding your research philosophy: why research
- 4.3 Research approaches
- 4.4 Summary
- Self-check questions
- Review and discussion questions
- research philosophy Progressing your research project: diagnosing your
- References
- Further reading
- Case 4: Consultancy research for a not-for-profit organisation
- Self-check answers Karen Handley
- 5 Formulating the research design
- Learning outcomes Mark Saunders, Philip Lewis and Adrian Thornhill
- 5.1 Introduction
- 5.2 The purpose of your research
- 5.3 The need for a clear research strategy
- techniques and analysis procedures 5.4 Multiple methods choices – combining data collection
- 5.5 Time horizons
- 5.6 The credibility of research findings
- 5.7 The ethics of research design
- 5.8 Summary
- Self-check questions
- Review and discussion questions
- research design Progressing your research project: deciding on your
- References
- Further reading
- Case 5: Managing the acquisition from the middle
- Self-check answers David Coghlan
- 6 Negotiating access and research ethics
- Learning outcomes Mark Saunders, Philip Lewis and Adrian Thornhill
- 6.1 Introduction
- 6.2 Issues associated with gaining access
- 6.3 Strategies to gain access x
- 6.4 Research ethics and why you should act ethically
- 6.5 Ethical issues at specific stages of the research process
- 6.6 Summary
- Self-check questions
- Review and discussion questions
- and addressing ethical issues Progressing your research project: negotiating access
- References
- Further reading
- Case 6: Gaining access to business angels networks
- Self-check answers Stephanie Macht
- 7 Selecting samples
- Learning outcomes Mark Saunders, Philip Lewis and Adrian Thornhill
- 7.1 Introduction
- 7.2 Probability sampling
- 7.3 Non-probability sampling
- 7.4 Summary
- Self-check questions
- Review and discussion questions
- of your research Progressing your research project: using sampling as part
- References
- Further reading
- Case 7: Implementing strategic change initiatives
- Self-check answers Liz Lee-Kelley
- 8 Using secondary data
- Learning outcomes Mark Saunders, Philip Lewis and Adrian Thornhill
- 8.1 Introduction
- 8.2 Types of secondary data and uses in research
- 8.3 Locating secondary data
- 8.4 Advantages and disadvantages of secondary data
- 8.5 Evaluating secondary data sources
- 10.3 When to use non-standardised (qualitative) interviews
- 10.4 Data quality issues and preparing for the interview
- 10.5 Interviewing competence
- 10.6 Managing logistical and resource issues
- 10.7 Group interviews and focus groups
- 10.8 Telephone, Internet- and intranet-mediated interviews
- 10.9 Summary
- Self-check questions
- Review and discussion questions
- or in-depth interviews in your research Progressing your research project: using semi-structured
- References
- Further reading
- Case 10: Students’ and former students’ debt problems
- Self-check answers Bill Lee
- questionnaires 11 Collecting primary data using
- Learning outcomes Mark Saunders, Philip Lewis and Adrian Thornhill
- 11.1 Introduction
- 11.2 An overview of questionnaire techniques
- 11.3 Deciding what data need to be collected
- 11.4 Designing the questionnaire
- 11.5 Administering the questionnaire
- 11.6 Summary
- Self-check questions
- Review and discussion questions
- in your research Progressing your research project: using questionnaires
- References
- Further reading
- Case 11: Downsizing in the Middle East
- Self-check answers Mohammad Al-Kilani
- 12 Analysing quantitative data
- Learning outcomes and Catherine Wang
- 12.1 Introduction xiii
- 12.2 Preparing, inputting and checking data
- 12.3 Exploring and presenting data
- 12.4 Describing data using statistics
- using statistics 12.5 Examining relationships, differences and trends
- 12.6 Summary
- Self-check questions
- Review and discussion questions
- data quantitatively Progressing your research project: analysing your
- References
- Further reading
- managers’ skill sets Case 12: Small business owner
- Self-check answers Mark Saunders, Philip Lewis and Adrian Thornhill
- 13 Analysing qualitative data
- Learning outcomes Mark Saunders, Philip Lewis and Adrian Thornhill
- 13.1 Introduction
- 13.2 Differences between qualitative and quantitative data
- 13.3 Preparing your data for analysis
- 13.4 Approaches to qualitative analysis
- 13.5 Types of qualitative analysis processes
- 13.6 Analytical aids
- 13.7 Deductively based analytical procedures
- 13.8 Inductively based analytical procedures
- 13.9 Using CAQDAS for qualitative analysis
- 13.10 Summary
- Self-check questions
- Review and discussion questions
- data qualitatively Progressing your research project: analysing your
- References
- Further reading
- decision making Case 13: The influence of film on tourist
- Self-check answers Peter Bolan
xv
Contents
Supporting resources
Visit www.pearsoned.co.uk/saunders to find valuable online resources:
Companion Website for students ■ Multiple choice questions to test your learning. ■ Tutorials on Excel, NVivo and SPSS. ■ Updated research datasets to practice with. ■ Updated additional case studies with accompanying questions. ■ Smarter Online Searching Guide – how to make the most of the Internet in your research.
For instructors ■ Complete, downloadable Instructor’s Manual. ■ PowerPoint slides that can be downloaded and used for presentations.
Also – the regularly maintained Companion Website provides the following features: ■ Search tool to help locate specific items of content. ■ E-mail results and profile tools to send results of quizzes to instructors. ■ Online help and support to assist with website usage and troubleshooting.
For more information please contact your local Pearson Education sales representative or visit www.pearsoned.co.uk/saunders
xviii
How to use this book
Chapter 14: Writing and presenting your project report
Chapter 1: The nature of business and management research
Chapter 2: Formulating and clarifying the research topic
Chapter 3: Critically reviewing the literature
Chapter 4: Understanding research philosophies and approaches
Chapter 6: Negotiating access and research ethics
Chapter 7: Selecting samples
Chapter 12: Analysing quantitative data
Chapter 13: Analysing qualitative data
Chapter 5: Formulating the research design
Chapter 8: Using secondary data
Chapter 9: Collecting primary data through observation
Chapter 10: Collecting primary data using interviews and focus groups
Chapter 11: Collecting primary data using questionnaires
Figure P.1 Using this book in your second or final year of study
developing and refining these skills (Chapters 3 and 14), followed by Chapter 8, which introduces you to the range of secondary data sources available that might be of use for other assignments (Figure P.2). Once again, groups of chapters within which we believe you can switch the order without affecting the logic of the flow too much are shown on
xix
How to use this book
Chapter 14 : Writing and presenting your project report
Chapter 1 : The nature of business and management research
Chapter 3 : Critically reviewing the literature
Chapter 14 : Writing and presenting your project report
Chapter 8 : Using secondary data
Chapter 4 : Understanding research philosophies and approaches
Chapter 7 : Selecting samples
Chapter 9 : Collecting primary data through observation
Chapter 10 : Collecting primary data using interviews and focus groups
Chapter 11 : Collecting primary data using questionnaires
Chapter 12 : Analysing quantitative data
Chapter 13 : Analysing qualitative data
Chapter 2 : Formulating and clarifying the research topic
Chapter 6 : Negotiating access and research ethics
Chapter 5 : Formulating the research design
Figure P.2 Using this book as a new returner to academic study
the same level in the diagram and are:
- those chapters associated with primary data collection (Chapters 9, 10 and 11);
- those associated with data analysis (Chapters 12 and 13).
