Case Research Methodology - overview Professor Ashok Ranchhod.

Case Research Methodology - overview

Professor Ashok Ranchhod

WHAT ARE CASE STUDIES?

A case study (or case) is a description of asituation, or an account of a sequence ofevents, which raise issues for discussionand/or problems for analysis and making decisionsor providing solutions.

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

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.

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.

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Research StrategyResearch MethodResearch DesignResearch Protocol

Research Methodology}

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 !

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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.

Your own ideas

• The way of going about ones’ research, embodying a particular style and employing different research methods.

ResearchStrategy

Research Questions

Posed

BehavioralControl

between Variables

Contemporary

Events

Nature ofStrategy

Inductive

Inductive/Deductive

Deductive

Deductive

Deductive

Yes

Yes

Yes/No

No

Yes

Yes

No

No

No

No

How & Why

Who, What, Where, How

Many & How Much

Who, What, Where, How

Many & How Much

How & Why

Who, Why & How

Experimental

Survey

Archival Search

History

Case Study

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.

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).

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Different 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

Outline

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

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Quantitative

V’s

Qualitative

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.

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.

Research Design

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

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.

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.

Protocols

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

Range of methodologies

Objective•Questionnaire survey•Quantitative analysisDeductivePositivist

Subjective•Website study•Quantitative analysis•Inductive•positivist

Objective/Subjective•Qualitative analysis• Case based ExploratoryInterpretive

ObservationsConclusionsWithin a Postmodern EnvironmentInductiveInterpretive

• 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.