The Layers of Research Design PDF

RESEARCH he Layers of Research Design By Mark Saunders and Paul Tosey Introduction philosophy, is her or his personal view of subsequently processed subjectively by Most researchers design a piece of research what constitutes acceptable knowledge...

RESEARCH he Layers of Research Design By Mark Saunders and Paul Tosey Introduction philosophy, is her or his personal view of subsequently processed subjectively by Most researchers design a piece of research what constitutes acceptable knowledge the mind. For the critical realist researcher to answer a question or address a problem. and the process by which this is developed. this means that there is a need to find out They begin by working out what data A researcher who is concerned with both what is immediately experienced and are needed and then focus how they will observable phenomena, such as the the structures and relationships that lie obtain these data. Obtaining these data can resources needed in a manufacturing beneath this; in other words to consider involve one or a number of data collection process, is likely to have a very different the underlying complexity. Consequently, techniques such as questionnaires, view on the way research should be collection techniques and analysis interviews, and observation as well as conducted from one concerned with procedures are varied utilising either or making use of secondary data. However, understanding the subjective meanings of both quantitative and qualitative data. selection of technique or techniques used the feelings and attitudes of the workers Where the researcher is more to obtain data, along with procedures to in that same manufacturing process. Not concerned with gathering rich insights analyse these data, represents only the final only will their methodological choice and into subjective meanings than providing decision about the overall research design. strategies differ considerably, but so will law-like generalisations, she or he is Within this article we use the metaphor of their views on what data are important and, more likely to reflect the philosophy of the ‘Research Onion’ (*1; p. 128) to illustrate perhaps more significantly, what are useful. interpretivism. This philosophy relates to the how these final elements (the core of the A researcher who is concerned with study of social phenomena in their natural research onion) need to be considered observing and predicting outcomes is, environment. It focuses upon conducting in relation to other design elements (the like a laboratory scientist, concerned with research amongst people rather than upon outer layers of the research onion). It is the law-like generalisations such as cause objects, adopting an empathetic stance so researcher’s understandings and associated and effect; reflecting the philosophy of as to understand their social world and the decisions in relation to these outer layers positivism. She or he adopts what is often meaning they give to it from their point of that provide the context and boundaries referred to as ‘scientific method’ to propose view. Unlike the positivist, the interpretivist within which data collection techniques and test theories with data which are highly researcher considers research is value and analysis procedures will be selected. structured and usually measurable and bound, what is being researched being a This article is concerned with the outer in which the research is not influenced function of a particular set of circumstances layers of the research onion (Fig. 1)(*2) by the researcher’s values. This usually and individuals at a specific time. Data and the implications of these elements involves large samples of quantitative data collection and analysis are, therefore, likely for the overall research design including and statistical hypothesis testing. Where a to involve qualitative data from in-depth data collection techniques and analysis theory is not confirmed by findings (based investigations with small samples. procedures. However, unlike outer layers on the analysis of these data) there is a For researchers who adopt the of an onion, which are simply discarded as need to revise the theory. philosophy of pragmatism, the importance unnecessary, explicit consideration of these Like positivism, realism is a of research is in the findings’ practical elements is crucial to the development philosophical position associated with consequences. They consider that no single of an appropriate and coherent research scientific enquiry. Realism states that reality viewpoint can ever give the entire picture design which can be both justified and exists independent of the mind and that and that there may be multiple realities. explained. Within this article we start at what a researcher’s senses show her or This does not mean that a pragmatist the outermost layer offering an overview him is the truth, although the researcher is researcher would always use a variety of of different research philosophies and their influenced by world views and their own data collection techniques and analysis implications for the research design. We experiences. Philosophers distinguish procedures; rather the research design then peel back each of the subsequent between two forms of realism: direct should enable credible, reliable and layers considering the implications of realism and critical realism. A researcher relevant data to be collected that support methodological choice, strategy(ies) and reflecting a direct realist position argues subsequent action. the time horizon for design. We conclude that what is experienced through our by emphasising the importance of the senses provides an accurate representation. Methodological choice coherence in research design. In contrast, a researcher reflecting a This layer of the research onion highlights See FIG 1 critical realist position argues that what a basic but important choice all researchers is initially experienced through senses is face when designing their research: Research philosophy whether to use a quantitative method or How a researcher views the world, her or Most researchers methods, a qualitative method or methods, his taken-for-granted assumptions about human knowledge and about the nature of design a piece of or a mixture of both? Researchers can choose to use a single data collection the realities encountered, inevitably shape research to answer a technique and corresponding analysis how a research question is understood and the associated research design. The question or address procedure, either a mono method quantitative design (for example, data main influence on this, a researcher’s a problem collected using a questionnaire, analysed 58 ] Winter 2012/2013 - RAPPORT  RESEARCH Like positivism, realism is a philosophical position associated with Mark Saunders Paul Tosey scientific enquiry statistically) or a mono method qualitative the strategies in Fig. 1 within the confines ‘snapshot’ is cross-sectional and is likely to design (for example, data collected through of this article (see (*1) for further detail), make use of strategies such as a survey or in depth interviews, analysed as narratives). it is important to note that, although in case study. Conversely, where answering Alternatively, they can use multiple some cases researchers associate particular the question or addressing the problem methods. In multimethod quantitative research strategies with particular research necessitates data being collected for an designs the researcher uses more than one philosophies, the boundaries between extended period of time, the research is quantitative data collection technique (for them are often permeable. Ethnography, longitudinal, being likely to make particular example, a questionnaire and structured for example, is associated with both realism use of strategies such as an experiment, observation) with associated statistical and intepretivism. Conversely, whilst both action research, grounded theory and analysis procedures. For multimethod the experiment and the survey research archival research. qualitative designs she or he uses more than strategies are normally associated with one qualitative data collection technique positivism, they are also used by realist Concluding remarks (for example, in-depth interviews and and pragmatist researchers. Similarly, Designing research to answer a question or diary accounts) are used with associated whilst a case study, perhaps of an individual address a problem is invariably constrained analysis procedures. A mixed methods organisation, is often associated with both by what is practicable and, of equal design combines both qualitative and interpretivism, case studies are also used in importance, what is ethical. Within this quantitative data collection techniques positivistic research. article we have highlighted how, within and analysis procedures. This means the the design, an understanding of outer researcher could start with a qualitative Time horizon layers of research philosophy, possible data collection and analysis (for example, The final layer of the research onion, methodological choices, strategies and the a series of focus groups to help determine before reaching the core, highlights the time horizon and their inter-relationships is the breadth of possible factors) and follow time horizon over which the researcher important. These help ensure that the core this with quantitative data collection and undertakes the research. Where research of data collection techniques and analysis analysis (for example, a questionnaire to is undertaken to answer a question or procedures used in the research undertaken determine the relative frequency of these address a problem at a particular time this are both appropriate and coherent. different factors); a mixed method simple design. Alternatively, they could choose Research Positivism philosophy to use quantitative analysis techniques to analyse qualitative data quantitatively Methodical (for example comparing statistically the Mono method choice quantitative frequency of occurrence of different Realism concepts in in-depth interview transcripts Survey Mono method between different groups) or vice versa; a Experiment Archival qualitative mixed method complex design. Research Cross-sectional Multimethod Strategy(ies) Data quantitative Peeling away the methodological choice collection Case Study reveals the next layer of the onion: and data strategy(ies). This layer’s label emphasises analysis Ethnography Multimethod immediately that researchers can use Longitudinal qualitative one or more strategies within their Action Research Narrative Interpretivism research design as they plan how to go Grounded Inquiry Theory Mixed method about answering a research questions simple or addressing a research question. A Mixed method researcher may adopt an action research complex Strategy(ies) strategy by working with practitioners to Time horizon bring about organisational change within Pragmatism which she also adopts a survey strategy Techniques and to collect data in a structured form from procedures a sizeable number of employees. Whilst Fig. 1: The research onion it is not possible to describe or discuss all Source: ©Mark Saunders, Philip Lewis and Adrian Thornhill (2011), adapted with permission REFERENCES: (*1) Saunders, M, Lewis, P and Thornhill, A (2012) Research Methods for Mark N.K. Saunders BA MSc PGCE PhD FCIPD is Professor of Business Research Methods and Business Students, 6th edition, Pearson. Director of Postgraduate Research Programmes at the Surrey Business School, University of (*2) For the purposes of this short article we have omitted the layer labelled Surrey. Email: [email protected]. ‘Approach’, comprising deduction, induction and abduction, that appears in Paul Tosey BSc MSc PhD is a Senior Lecturer and Head of PhD programmes at the Surrey the original diagram. For a discussion of this layer see (*1) pp. 143–9. Business School, University of Surrey. Email: [email protected]. RAPPORT - Winter 2012/2013 [ 59