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Saunders Summary, International Communication Block 2.1
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Summary of Saunders, relevant literature for the Exam in Block 2.1 of International Communication
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Summary of the book 'Research methods for business students' by Saunders, Lewis & Thornhill
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Researcher seen as independent from Data collection is non-standardizedFormulating the research respondents Likely to use non-probability sampling
techniques
design, Saunders Ch. 5 Mono method quantitative study: uses a single data Success also dependent on gaining physical
collection technique, such as a questionnaire, and access to participants + building rapport and
The research design is the general plan of how you going corresponding quantitative analytical procedure demonstrating sensitivity to gain cognitive
to be answer your research question(s). access to their data
Multi-method quantitative study: use more than one
Methodological choice: quantitative data collection technique and corresponding Mono method qualitative study: single data collection
*Quantitative research design analytical procedure – may collect data by using both technique, such as semi-structured interviews and
*Qualitative research design questionnaires and structured observation, analyzing the corresponding qualitative analytical procedure
*Mixed methods research design data using statistical (quantitative) procedures
Multi-method qualitative study: more than one
One way of differentiating quantitative from qualitative Multiple methods: uses more than one quantitative or qualitative data collection technique and corresponding
research is to distinguish between numeric data and non- qualitative method but does not mix the two. -> likely to analytical procedure
numeric data (words, images, video clips etc.) overcome weaknesses associated with only a single or
‘Quantitative’ is often used as a synonym for any data mono method, as well as providing scope for a richer
collection technique(survey) or data analysis procedure, approach to data collection, analysis and interpretation.
that generates or uses numerical data.
Mixed-methods: the branch of multiple research
‘Qualitative’ is a synonym for any data collection methods that combines the use of quantitative data
technique (interview) or analyzing data procedure that collection techniques and analytical procedures
generates or uses non-numerical data.
May use a deductive, inductive or abductive
: likely to combine both data collection techniques – some approach to theory development
qualitative research data may be analyzed quantitively, or Quantitative and qualitative techniques are
be used to inform the design of a subsequent combined in a variety of ways in that range for
*Qualitative research design:
questionnaire. simple, concurrent forms to more complex and
Often associated with an interpretive philosophy.
sequential forms
Researchers need to make sense of the subjective and
*Quantitative research design Identification of a number of variations of mixed
socially constructed meanings expressed about the
Usually associated with a deductive approach, where the phenomenon being studied. methods research
focus is on using data to test theory. It may also
incorporate an inductive approach, where data are used Concurrent mixed methods research: involves the
Characteristics:
to develop theory. separate use of quantitative and qualitative methods
Studies participant’s meanings and the
within a single phase of data collection and analysis
relationship between them, using a variety of
Characteristics: (Single phase design)
data collection techniques and analytical
Examines relationships between variables, procedures, to develop a conceptual framework Both sets of results can be interpreted together
measured numerically and analyzed using a and theoretical contribution for a richer and more comprehensive response
range of statistical and graphical techniques to the research question
Characterized by methodological variations, it
Incorporates controls to ensure validity of data remains vital irrespective of the method used to
Sampling techniques to ensure generalizability demonstrate methodological rigour and
theoretical contribution
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