Case Research Methodology - overview

1. Case Research Methodology - overview Professor Ashok Ranchhod

2. WHAT ARE CASE STUDIES? A case study (or case) is a description of a situation, or an account of a sequence of events, which raise issues for discussion and/or problems for analysis and making decisions or providing solutions.

3. What is a Case Study? • Case studies cover a wide range of business and organisational problems • It is usually a construction of events that have taken place • It tells a story of certain problems and issues that need a resolution • There is often no clear cut answer • It often contains rich data that needs analysis and needs to be converted into information

4. Key points in looking at cases • Think clearly in complex ambiguous situations • Devise reasonable, consistent and creative action plans • Apply quantitative tools • Understand the significance of the information • Determine vital missing information • Make ample use of models such as Porter, BCG, GE matrix etc.

5. PGR • Documenting the Research Process. • Research Strategy/Research Process. • Case Study Research Strategy. • Different types of Case Studies. • Case Study Objectives. • Epistemology and supporting research methods. • Research Design. • Case Study Protocol.

6. Methodology: A descriptive term that provides an understanding Not of the research products (output) but of the process itself. • No ‘Generic’ Methodology Exists, with each methodology being unique and correct ! PGR Research Strategy Research Method Research Design Research Protocol } Research Methodology

7. PGR • A Research Strategy is considered to be a way of going about one’s research, embodying a particular research style and employing different research methods. • Galliers (1992 p. 147) • A Research Method is a way of collecting evidence which indicates the tools and techniques used during data collection. • Weick (1984 p. 121) • Galliers R.D. 1992. 'Choosing information systems research approaches'. Information Systems Research - Issues, Methods and Practice Guidelines, Edited by Galliers R.D, Published by Blackwell Scientific, UK, pp. 144-162. • Weick K.E. 1984. 'Theoretical assumptions and research methodology selection'. The information systems research challenge, Edited by McFarlan F.W, Published by Harvard Business School, USA, pp. 111-132.

8. Your own ideas • The way of going about ones’ research, embodying a particular style and employing different research methods. Behavioral Control between Variables Research Questions Posed Research Strategy Contemporary Events Nature of Strategy Experimental How & Why Yes Yes Inductive Who, What, Where, How Many & How Much Survey No Yes Deductive Who, What, Where, How Many & How Much Archival Search No Yes/No Deductive History How & Why No No Deductive Inductive/ Deductive Case Study Who, Why & How No Yes

9. Why Choose a Case Study? • The need for ‘rich’ primary data for developing theory from practice (empirical); • The scope, sensitivity and nature of data required; • Researchers personal experiences / skills; • Resource Constraints such as time and financial budget; • Hatred of Statistics.

10. Characteristics of a Case Study • Does not explicitly control or manipulate variables; • Studies a phenomenon in its natural setting; • Studies the phenomenon at one or a few sites; • Conclusions NOT generalisable beyond the confines of the study. • Usually uses qualitative tools and techniques for data collection and analysis (may also use quantitative); • Can be either structured and closed but is usually • Un-structured and open (depends on approach).

11. PGRDifferent Types of Case Study • Field Work Research • - Study of People in the course of their natural lives. • - Enters the environment of the phenomenon. • - Pre-definition of constructs and relationships. (Development of hypotheses.) • Action Research • - Combines pure research (observing) with action (participation). • - Researcher defines and solves the research problem. • - Self evaluative because there is an output....Solution presented. • Application Descriptors • Ethnographic Research

12. Outline PGR • Discovery and Theory Building - Objective is the description and conceptualisation of phenomenon. - Facilitated by proving/disproving hypotheses, resulting in theory building. • Theory Testing - Essentially Qualitative. - Validating through applying theory. - Generalisable ? but not in my case ! • Discovery, Theory Building & Testing. - all the above.... other research methods may also be applied, i.e. Quantitative. Can help in identifying characteristics of external validity

13. PGR Quantitative V’s Qualitative

14. What stance do you take? • Epistemology - Belief about the way knowledge is construed. It includes 2 very different school’s of thought. Positivist - Sympathisers prefer Quantitative methods. Interpretivist - Sympathisers prefer Qualitative methods. • Positivist Characteristics - Assumes knowledge is hard, objective and tangible, and offers the role of observer. It places great emphasis on methodology and statistical measures. • Interpretivist Characteristics - Assumes knowledge as personal, subjective and unique. It imposes on researchers an involvement in their subjects. - (No definitive answer) Hence, both approaches demand quite different approaches to research, employing different research methods.

15. Triangulation • The Open University describes triangulation as a method of cross-checking the existence of certain phenomena and the veracity of individual accounts, by gathering data from a number of informants and through a variety of channels. The data are subsequently compared by contrasting one account with another, to produce a full and balanced study. Triangulation helps reduce the impact of bias and therefore improves data accuracy and validity. Thus improving your research.

16. Research Design • Serves as an ‘action plan’ which guides the investigator through the process of collecting, analysing and interpreting observations

17. Action Plan • Formal document that sets out the proposed rules and procedures to be followed. • Data collection tool within which data are elicited from case study companies. • Guidelines suggest that a Protocol should include; - Case Study Overview; - Fieldwork Research Procedures; - Case Study Questions (for the interviewer NOT interviewee); and, - Outline of Research Output.

18. Protocols • Case Study Overview; - Background to Project. - Issues to be researched (inc. Hypotheses/objectives/review). • Fieldwork Procedures; - Who should be interviewed. - Data gathering methods & processes. Not research methods. - Data collection schedule. - Interview schedule - Fieldwork Resources i.e. tape recorder, report summary.

19. What are the key questions? • Case Study Questions - Questions that reflect the enquiry and help keep the researcher on ‘track’ and focused. Each question should be accomplished by its respective sources of evidence. Qn. What are the decision making processes used by SME's in justifying their investments in marketing? Evidence: Investment Proposal; Business Plan(s); Performance Measures Qn. What strategic, tactical and operational critical success factors are associated with the justification of a marketing budget or plan? Evidence: Discussions, Observations, Business Plan(s), Performance Measures. Qn. What issues and barriers are associated with the post-implementation evaluation of a marketing planning system? Evidence: Management Minutes, Marketing Audit Sheets, Performance Measures. http://www.youtube.com/watch?v=Gs6uDB1vS5o

20. Range of methodologies • Objective • Questionnaire survey • Quantitative analysis • Deductive • Positivist Observations Conclusions Within a Postmodern Environment Inductive Interpretive • Objective/Subjective • Qualitative analysis • Case based • Exploratory • Interpretive • Subjective • Website study • Quantitative analysis • Inductive • positivist

21. The Final Report - Breakdown chapter of dissertation in manageable sections. For Example; • Introduction and background to the case study company; • Investment evaluation of IT on marketing: a database perspective; Linking strategic, tactical and operational dimensions through critical success factors, and; • Post-implementation evaluation.