In this book, Saunders et al address what are perhaps the two biggest problems in teaching Research Methods – getting students interested in methodology and theory and helping them to understand the practical relevance.
Depth of coverage combined with an accessible style, a real practicality and a straightforward structure result in consistently good student and lecturer feedback. Saunders is an excellent book in terms of both coverage and clarity of expression and this 4th edition will go from strength to strength.
Features
- Features in every chapter offer students practical guidance through the research process:
- Worked Examples
- Checklists
- Progressing Your Research Project
- Real life Case Studies
- Appendices are included on:
- Systems of referencing
- Example research project titles
- Calculating the minimum sample size
- Random sampling number tables.
- References and Further Reading are kept completely up to date.
- Students have free access to additional online resources including an SPSS tutorial with updated research datasets for practice, live web links and additional Case Studies.
- Lecturer support is available in the form of a downloadable Instructor's Manual & PowerPoint Slides.
- Optional accompanying OneKey resources offer editable testing materials within a course-management system such as Blackboard to help Lecturers keep track of their students’ progress and additional content and activities (including extra quants practice) and Research Navigator for students to reinforce what they’ve covered and revise.
Contents
How to use this book
Guided tour
Preface
Contributors
Publisher’s acknowledgements
1. The nature of business and management research and structure of this book
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
1.1 Introduction
1.2 The nature of research
1.3 The nature of business and management research
1.4 The research process
1.5 The purpose and structure of this book
1.6 Summary
Self-check questions
Review and discuss questions
References
Further reading
Self-check answers
2. Formulating and clarifying the research topic
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
2.1 Introduction
2.2 Attributes of a good research topic
2.3 Generating and refining research ideas
2.4 Turning research ideas into research projects
2.5 Writing your research proposal
2.6 Summary
Self-check questions
Review and discuss questions
Progressing your research project: From research ideas to a research proposal
References
Further reading
Case 2: Catherine Chang and women in management
Mark Saunders, Philip Lewis, Adrian Thornhill
Self-check answers
3. Critically reviewing the literature
Mark Saunders, Philip Lewis, Adrian Thornhill, Martin Jenkins and Darren Bolton
Learning outcomes
3.1 Introduction
3.2 The critical review
3.3 Literature sources available
3.4 Planning your literature search strategy
3.5 Conducting your literature search
3.6 Obtaining and evaluating the literature
3.7 Recording the literature
3.8 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Critically reviewing the literature
References
Further reading
Case 3: National cultures and management styles
Mike Savvas
Self-check answers
4. Understanding research philosophies and approaches
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
4.1 Introduction
4.2 Understanding your research philosophy
4.3 Research approaches
4.4 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Diagnosing your research philosophy
References
Further reading
Case 4: Marketing music products alongside emerging digital music channels
Rick Colbourne
Self-check answers
5. Formulating the research design
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
5.1 Introduction
5.2 The purpose of your research
5.3 The need for a clear research strategy
5.4 Multiple methods choices – combining quantitative and qualitative techniques and procedures
5.5 Time horizons
5.6 The credibility of research findings
5.7 Summary
Self-check questions
Review and discuss questions
Progressing your research project: deciding on your research design
References
Further reading
Case 5: The international marketing management decisions of UK ski tour operators
Angela Roper
Self-check answers
6. Negotiating access and research ethics
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
6.1 Introduction
6.2 Problems associated with access
6.3 Strategies to gain access
6.4 Research ethics
6.5 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Negotiating access and addressing ethical issues
References
Further reading
Case 6: Mystery customer research in restaurant chains
Teresa Smallbone
Self-check answers
7. Selecting samples
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
7.1 Introduction
7.2 Probability sampling
7.3 Non-probability sampling
7.4 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Using sampling as part of your research
References
Further reading
Case 7: Auditor independenceand integrity in accounting firms
Christopher Cowton
Self-check answers
8. Using secondary data
Mark Saunders, Philip Lewis and Adrian Thornhill, Martin Jenkins and Darren Bolton
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
8.6 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Assessing the suitability of secondary data for your research
References
Further reading
Case 8: Small firms internationalisation
Sharon Loane
Self-check answers
9. Collecting primary data through observation
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
9.1 Introduction
9.2 Participant observation: an introduction
9.3 Participant observation: researcher roles
9.4 Participant observation: data collection and analysis
9.5 Structured observation: an introduction
9.6 Structured observation: data collection and analysis
9.7 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Deciding on the appropriateness of observation
References
Further reading
Case 9: Exploring service quality in bank customers’ face to face experiences
Cathy Leng
Self-check answers
10. Collecting primary data using semi-structured, in-depth and group interviews
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
10.1 Introduction
10.2 Types of interview and their link to the purposes of research and research strategy
10.3 Situations favouring 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 discuss questions
Progressing your research project: Using semi-structured or in-depth interviews in your research
References
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