Chapter 4

Chapter 4

Slide 4.1 Chapter 4 Understanding research philosophies and approaches Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.2 Understanding research philosophies and approaches By end of this chapter you should be able to: Define the key terms ontology, epistemology and explain their

relevance to business research; Explain the relevance for business research of philosophical perspectives such as positivism, realism, pragmatism, and interpretivism; understand the main research paradigms which are significant for business research; Distinguish between main research approaches; deductive and inductive; State your own epistemological and axiological positions. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.3 Underlying issues of data collection and

analysis The research onion Saunders et al, (2008) Figure 4.1 The research onion Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.4 Understanding your research philosophy (1) Research philosophy is an over-arching term

relating to the development of knowledge and the nature of that knowledge Adapted from Saunders et al, (2009) Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.5 Understanding your research philosophy (2) Thinking about research philosophy Ontology: is concerned with nature of reality. This raise the questions of the assumptions researchers

have about the way the world operates and commitment held to particular views. The two aspects of ontology we describe here will both have their devotees among business and management researchers , In addition, both are likely to be accepted as producing valid knowledge by many researchers Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.6 Ontology The first aspect of ontology we discuss is objectivism. This portrays the position that

social entities exist in reality external to social actors concerned with their existence. The second aspect, subjectivism holds that social phenomena are created from the perceptions and consequent actions of those social actors concerned with their existence Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.7 Ontology Blaikie (1993) describes the root definition of ontology as the science or study of being and develops this description for the social sciences to encompass claims

about what exists, what it looks like, what units make it up and how these units interact with each other. In short, ontology describes our view (whether claims or assumptions) on the nature of reality, and specifically, is this an objective reality that really exists, or only a subjective reality, created in our minds. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.8 Ontology For the everyday example, they use the example of a workplace report asking one to question whether it

describes what is really going on, or only what the author thinks is going on. They go on to highlight the complexity that is introduced when considering phenomena such as culture, power or control, and whether they really exist or are simply an illusion, further extending the discussion as to how individuals (and groups) determine these realities does the reality exist only through experience of it (subjectivism), or does it exist independently of those who live it (objectivism). Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.9 Epistemology

It concerns what constitutes acceptable knowledge in a field of study. Closely coupled with ontology and its consideration of what constitutes reality, epistemology considers views about the most appropriate ways of enquiring into the nature of the world (Easterby-Smith, Thorpe and Jackson, 2008) and what is knowledge and what are the sources and limits of knowledge (Eriksson and Kovalainen, 2008). Questions of epistemology begin to consider the research method, and Eriksson and Kovalainen go on to discuss how epistemology defines how knowledge can be produced and argued for. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 4.10 Epistemology Blaikie (1993) describes epistemology as the theory or science of the method or grounds of knowledge expanding this into a set of claims or assumptions about the ways in which it is possible to gain knowledge of reality, how what exists may be known, what can be known, and what criteria must be satisfied in order to be described as knowledge. Chia (2002) describes epistemology as how and what it is possible to know and the need to reflect on methods and standards through which reliable and verifiable knowledge is produced.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.11 Epistemology Hatch and Cunliffe (2006) summarise epistemology as knowing how you can know and expand this by asking how is knowledge generated, what criteria discriminate good knowledge from bad knowledge, and how should reality be represented or described. They go on to highlight the inter-dependent relationship between epistemology and ontology, and how one both informs, and depends upon, the other.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.12 Understanding your research philosophy (4) Aspects of philosophy Positivism - the stance of the natural scientist Realism - direct and critical realism Interpretivism researchers as social actors

Axiology studies judgements about value Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.13 Positivism Positivism can be defined as research approaches that employ empirical methods, make extensive use of quantitative analysis, or develop logical calculi to build formal explanatory theory Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 4.14 Realism Is another philosophical position which relates to scientific enquiry. The essence of realism is that what the senses show us as reality is the truth; that objects have an existence independent of the human mind. In this sense, realism is opposed to idealism, the theory that only the mind and its contents exist Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 4.15 Direct realism and critical realism It says that what you see is what you get: what we experience through our senses portrays the world accurately. critical realism: critical realists argue that we experience are sensations, the images of the things in the real world, not the things directly. Critical realists point out how often our senses deceive us. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 4.16 Interpretivism Interpretivisim advocates it is necessary for the researcher to understand differences between humans in our role as social actors. This emphasizes the differences between conducting research among people rather than objects such as trucks and computers. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.17

Interpretivisim Interpretive research is concerned with the meanings that people attach to norms, rules, and values that regulate their interactions. Care is taken not to impose a previous understanding of norms, rules, and values on others but rather to understand their beliefs and actions from their point of view. The focus is not only on what they tell us directly about the reasons for their beliefs and actions but also on the social practices that underlie them. Social practice gives meaning to social action Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.18

pragmatism Pragmatism holds that the most important determinant of the epistemology, ontology, axiology adopted is the research question. Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.19 Research paradigms Definition A way of examining social phenomenon from

which particular understandings of these phenomena can be gained and explanations attempted Saunders et al. (2009) Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.20 Research Approaches (1) Deduction 5 sequential stages of testing theory

Deducing a hypothesis Expressing the hypothesis operationally Testing the operational hypothesis Examining the specific outcome of the enquiry Modifying the theory (if necessary) Adapted from Robson (2002) Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 4.21 Research Approaches (2) Characteristics of Deduction Explaining causal relationships between variables Establishing controls for testing hypotheses Independence of the researcher Concepts operationalised for quantative measurement Generalisation Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.22 Research Approaches (3)

Induction Building theory by Understanding the way human build their world Permitting alternative explanations of whats going on Being concerned with the context of events Using more qualitative data Using a variety of data collection methods Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.23 Choosing your research approach

The right choice of approach helps you to Make a more informed decision about the research design Think about which strategies will work for your research topic Adapt your design to cater for any constraints Adapted from Easterby-Smith et al. (2008) Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.24 Combining research approaches Things worth considering

The nature of the research topic The time available The extent of risk The research audience managers and markers Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.25 Deductive and Inductive research Major differences between these approaches Saunders et al, (2009) Table 4.2 Major differences between deductive and inductive approaches to

research Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.26 Summary: Chapter 4 Research philosophy relates to the development of knowledge and the nature of that knowledge contains important assumptions about the way in which you view the world Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 4.27 Summary: Chapter 4 Three major ways of thinking about research philosophy Epistemology Ontology objectivism and subjectivism Axiology Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Slide 4.28

Summary: Chapter 4 Social science paradigms can generate fresh insights into real-life issues and problems Four of the paradigms are: Functionalist Radical humanist Interpretive Radical structuralist Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 4.29 Summary: Chapter 4 The two main research approaches are Deduction - theory and hypothesis are developed and tested Induction data are collected and a theory developed from the data analysis Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009

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