Electronic copy available at: http://ssrn.com/abstract=2183237

Qualitative research: parallels between management research and business

consulting

Mag. Vasja Roblek, Vsisi Ltd

vasja.roblek@vsi.si

Dr. Maja Meško, University of Primorska, Slovenia

maja.mesko@gmail.com

Dr. Zlatka Meško Štok, University of Primorska, Slovenia

zlatka.stok@fm-kp.si

Dr. Andrej Bertoncelj, University of Primorska, Slovenia

andrej.bertoncelj@fm-kp.si

ABSTRACT

In this paper we focus on the definition of the importance of qualitative research in

management. The qualitative research has to be systematically well planned and well

executed. If it meets these conditions, qualitative research can be as powerful, in fact

sometimes more powerful, than quantitative research. This led us to a theoretical overview of

analytical tools and features analysis and interpretation of texts within qualitative research.

Keywords: Business consultancy, management, qualitative research.

INTRODUCTION

The use of qualitative research and case studies in the social sciences began in the mid sixty

years of the twentieth century. From today's perspective, we feel that quantitative methods

have been dominant in the last 30 years. However, it is important to remember that research in

the field of management in the early sixty years of earlier centuries-related case studies.

We find out the descriptive and prescriptive writings and management research rested largely

on sustained, explicit, methodical observation of business operations in their naturally

occurring context (Gummesson 2000, 3).

With the start of the 21 century, the qualitative research again began to gain importance

(Myers 2009, 9).

Management as a scientific discipline found its place in the programs of the Eastern European

universities after the fall of the communist system. Qualitative methods as part of managerial

research found its place in the Slovenian economics faculties in the early 21 century.

Electronic copy available at: http://ssrn.com/abstract=2183237

Management does not own, despite the maturity of the recognized research methods. Easterby

Smith, Thorpe and Lowe (2005) and Gummesson (2000) indicate that the methods used in

management still come from related disciplines such as sociology, psychology and education.

In this paper we are addressing the link between qualitative research, management and

consultancy in management. Qualitative methods allow us to relatively quickly in time and in

direct contact with the managers look for those issues that concern the business environment

in certain movement in which as academic or business consultant appear.

THEORETICAL VIEW OF THE QUALITATIVE RESEARCH IN MANAGEMENT

Management research between theory and practice

Easterby-Smith, Thorpe and Lowe (2005) raise the question:” what is so specifically in

management research?” The authors highlight three factors (Easterby-Smith, Thorpe and

Lowe 2005, 24-25):

The practice of management is eclectic: the specific skills a manager has to go

technical, cultural and functional boundaries;

The managers have power and they do not have enough a time Based on

experience we can say that if it is not behind a commercial point of view is

relatively difficult to get research in organizations. Here occur gap between

academic research and research for the purpose of consulting business. Access to

the right of publication in such cases is limited. Using semi-structured interviews

require less time. The research is conducted outside official working hours and

business environment of interviewing manager;

Management requires thought and action. Managers' desire is to get concrete

research results, which are useful in practice.

We can conclude that in studies in management there is contact between academic research

and business consultancy. Academic researches work with organizations in private and

government sector. The key aim of the cooperation between academia and organizations to

explore ways to improve business processes. This process led academics to become business

consultants (Gummesson 2000, 9). Gummesson (2000, 124) says: “academics frequently

engage in surveys and in-house seminars, sometimes also as advisers to management.”

There is no reason not to simultaneously achieve academic and practical goals. Managers

today are not only experts in the scientific debate about culture and values, but want to make a

substantial contribution to this debate (Easterby-Smith, Thorpe and Lowe 2005, 94).

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Researches must be able to substantiate their findings and produce a report in which it is

possible for the reader to follow a certain line of reasoning and the resulting conclusions. The

methods used are considered to be of critical importance. In the evaluation of consultancy is a

greater weight place on the ability of the consultant to make implementable recommendations

and initiate change (Gummesson 2000, 17).

Heron (1996, 74) argues that managers are becoming sponsors and broker associates in the

research process itself.

Advisory work to obtain such data for research as well as real business examples useful for

presentations to students.

The qualitative research in management intertwined with business advice. The difference is in

the presentation of the results in the case of business consulting primarily practically oriented.

Qualitative research, methods and analyses of the qualitative data

Qualitative research

Qualitative research in management help to researcher understand people and what they do

(Myers 2009, 5). It offers to researcher a range of methods designed for understanding the

conduct research, events, the organization operates, the social environment, interactions and

relationships (Babbie, 2007, 286; Dimovski et al., 2008, 121; Myers 2009, 5).

The starting point of research in the field of management derives from the fact that there is an

interaction between academic research and business consultancy. On the basis of this

conclusion it must be emphasized that the management develop research approaches that do

not belong not in the category of basic research or applied research. This research group is

called action research. It is going for the combination of research and management

consultancy that involves intervention in the process of decision making, implementation, and

change (Easterby-Smith, Thorpe and Lowe 2005, 26-27; Gummesson 2000, 17).

In qualitative research we should be aware of the problem of generalization of data on large

populations. We can generalize from qualitative research to theory, and we can generalize

from just one case study or ethnography (Myers 2009, 9; Yin 2003, 89).

Validity of qualitative research can increase by (Easterby-Smith, Thorpe, Low 2005, 181):

Triangulation of qualitative methods (interviews, scientific literature, research and

private documents);

The research is conducted a longer period;

Determination of a dedicated sample of employees who know the issues;

Verification of the data got in the research participants.

Methods and analyses of the qualitative data

Qualitative methods are associated with qualitative techniques. Researcher by using the

techniques collects and analyses data. Determination of concrete methods or techniques in the

study depends on the specific research problem and purpose. Based on the analysis we get the

answers to research questions.

Dimovski et et al. (2008, 121) and Easterby-Smith, Thorpe and Lowe (2005, 111) summarize

the definition of qualitative techniques such as "a collection of interpretive techniques which

seek to describe, decode, translate and otherwise discover the meaning, not the frequency, of

certain more or less naturally occurring phenomena in the social world."

If we want to explain certain acts, events, organization functions, social environment and

interaction relationships, the study used a qualitative methodology.

We focus on social processes, rather than on social structure (Dimovski et al. 2008, 121).

Bryman and Bell (2003, 279-281), we note that certain information obtained from the

quantitative, but the analysis itself is qualitative. It is going for a process of the quantification

of qualitative data. Methods are not mutually exclusive.

Figure 1 shows that the qualitative research conducted in the direction "of the problem

formulation, planning observation-observation-analysis-evaluation of the results." Qualitative

analysis results in the theory of reasoned in the data. The most important characteristic of

qualitative research is probably this that does not fail as researchers theorize, no matter how

unreliable, and do not let mere methodological mechanical determination of isolated facts.

The second part of the paper presents an the theoretical view of the research design and

analysis of data based on the basis of thematic networks techniques (Stirling 2001, 385).

Figure 1: : Formulation of the qualitative research (adapted from Roblek 2009, 55)

BUSINESS CONSULTING

Business consulting includes three important themes (Rassam 2001, 30):

Identifying a problem;

Recommending a solution;

Helping with implementation.

All three characteristics of consultancy have influence to different roles and competences on

the part of the consultant. Consultant plays different roles according with a situation that is

involved in. We find a consultant in the organizations as mentor, creator and as a leader. The

Researcher is involved in action and knows issues

establish data collection techniques and identification of data analysis

creation of research questions

preparation for data collection

data collection (we include business consultancy as a source)

evaluation and analysis of the data obtained

preparation of report (scientific/business)

Review of primary and secondary literature

definitions show that the task of the consultant is advised and encourages. Managing is never

the part of the consultant task (Rassam 2001, 30).

Organizations and governments outsource advisers. So often take the the role of external

advice not only consultancy organizations but also academics. Thus, there is a connection and

transfer of knowledge between academia and industry. Joint cooperation gives new findings

and development processes.

Data collection and analysis (diagnoses)

Collection of informations and analysis is the most important role of the consultant. The

consultant has to discuss the need for a strategic and routine analysis of the organization's

activities, looks at the clients needs and requirements for a rescuing his problems and issues.

The last part is diagnostic the findings. The consultant has to be familiar with the concepts of

social science research methodology (Rassam 2001, 141).

Rassam (2001, 141) says that is not wise in consultancy assignment to make a hypothesis

explicit. Qualitative technics that include structured approaches (interview, questionnaire,

survey) as part of qualitative research are increasingly playing an important role in research in

which managers are included (Easterby-Smith, Thorpe and Lowe 2005, 104-108; Rassam

2001, 141).

Analysis of the data required that interpreted words are understood in the same way from

different consultants or researchers. The analysis is not depending on who interprets the

words (Easterby-Smith, Thorpe and Lowe 2005, 148; Rassam 2001, 142).

In the next section we are addressing the importance of qualitative research for management.

DETERMINATION AND IMPLEMENTATION OF CHANGES IN THE

ORGANIZATION ON THE BASIS OF QUALITATIVE RESEARCH

Qualitative research design

Organizations are exposed to change or to the threat of change in the near future. All elements

in the organization will be exposed to change processes. Changes in business processes can

cover a whole or only part of the organization. These processes of change may be

characterized as teleological processes-that is, processes that lead the organization toward

certain objectives (e.g. survival) (Gummesson 2000, 12).

As a consultant or researcher we have to prepare the question(s) for the management that

includes subjects about goals, mission, organization, management and leadership. This

question is connected thorught different methods and approaches with concepts such as

corporate strategy, marketing strategy, organizational structure, TQM, business process

reengeering, mergers and acquisitions, finance management, outsourcing, sustainable

development, green policies, globalization etc.…

Based on the theory of the case study by "Yin" theory and postmodern organization can

highlight key approaches to research:

Recording of interviews gives us the possibility of creating a realistic picture of the

organization;

Methods are socially constructive;

Methods allow us to interpret the analysis of network organization in relation to the

local, cultural and historical background of the environment in which it operates;

Through interviews show relationships between employees and present their v

change-established methods of work: the emergence of a number of perspectives and

solutions and the influence of individual links according to their strengthiews and

examples of the scope of the organization;

The paradigm platform

The subject of paradigms is associated with positivistic and hermeneutics philosophical

approach (Easterby-Smith, Thorpe and Lowe 2005, 48). Qualitative researcher is deifne more

interpretative or hermeneutics.

Gumesson (2000, 18) defines the scientific paradigm and the consulting paradigm. Paradigms

derived from the basic premises, value judgments and most of operation that characterize the

academic researcher and the consultant. The scientific and consultant paradigm are different,

but they could also overlap.

Processing, analysis and interpretation of data

In a qualitative study, obtained using different methods a large amount of unstructured

primary data that must be translated into an understandable report. For this purpose we use the

qualitative analysis, which also Babbie (2007, 378) and Bryman and Bell (2003, 573) defined

as no numerical examination and interpretation of the observations for the detection of

underlying meanings and patterns of interpersonal relations. As a research strategy in most

cases is inductive, interpretative and construcionalistical (Dimovski et al., 2008, 16-18).

In the study of management must carefully explain the conduct and performance analysis, and

the ways in which information content decisions. This process allows us to derive a thematic

analysis through thematic networks. This technique involves practical and effective

procedures for carrying out the analysis with methodical systematization of written data

facilitate disclosure of individual steps in the analytical process, assist in organizing the

analysis and presentation of its results.

The main feature of the analysis is to create a collection of categories, which comprise the

meanings of the data. It is important that each category provides a sufficiently precise

classification of the analysed data in relation to the content code. On the basis of units of

analysis obtained on the basis of primary data, identify the main themes (Easterby-Smith,

Thorpe and Lowe 2005, 147-148, Stirling 2001, 385-386).

Acquired interviews and personal records were analysed and interpreted using thematic

network analysis (Stirling 2001, 389). Here we follow the six steps carried out the analysis

(Table 1).

THEMATIC NETWORK AS AN ANALYTICAL TOOL - A THEORETICAL VIEW

In case this is a thematic network analysis tool and its basic features are common to other

methods of qualitative analysis. Thematic Network aims to explore and explain the

understanding of issues and research content. From Table 1 shows that there is a similar

principle and implementing steps of the analysis, as used by the most well-known analytical

technique content analysis and fundamental analysis. Like the two aforementioned

techniques, a thematic network coding is used as a key process in the analysis, which is used

to generalize qualitative data (Cresswell 2003, 135; Bryman and Bell 2003, 424, Stirling

2001, 385-386).

By analysing thematic network we actually search out theme from different levels of text. The

picture of the thematic networks and illustrated depiction of the structure formed (as a mental

model) (figure 2).

Figure 2: Structure of thematic network

In the case analysis to prove that the thematic network allows the identification of three

species that, based on the coding and the elimination of the text. The themes go by the

following sequence (Stirling 2001, 388-391):

The most general description of the events - basic topics;

The categories of basic themes, combined to give a short overview

and define the more abstract principles - organized threads;

Link the main metaphors in the text as a whole - a common theme.

Theoretical foundations of the processing, analysis and interpretation of data

Data in qualitative research obtained through qualitative techniques that include interviews,

unstructured and semi-structured interviews, qualitative surveys, personal observations and

other records.

Data captured from a small number of carefully chosen samples that are relevant for a

particular research example (Dimovski et al. 2008 124).

A common theme

Organized theme Organized theme

Basic theme Basic theme Basic theme Basic theme

Organized theme

Basic theme Basic theme

The data thus obtained is analysed and interpreted by analysing the thematic networks

(Stirling 2001, 388). The process of analysis and interpretation carried out in six steps (Table

1).

The whole analysis process can be divided into three broad groups: reduction or breakdown of

the text, identifying the importance of the text discovery and integration. Feature of all three

levels is that all involve interpretation. Each step involves a more abstract level of analysis.

However, as difficult to distinguish between different levels of abstraction, the whole process

of the thematic network presented with six steps (Stirling 2001, 390). Assume that the data for

analysis is obtained on the basis of previously conducted research (surveys, interviews,

observation, etc…).

Table 1: Conduct of analysis of thematic networks

Stage analysisA : shrink text

Step One: text encoding

a) The development of the key for encryption

b) Breakdown of text into segments using the Encryption Key

Second step: the determination of the theme

a) a summary of themes coding parts of texts

b) Consolidating themes

Third step: building a thematical network

a) a themes regulation

b) choice of basic themes

c) transformation into organized topics

d) by inference define global theme

e) creation of thematical network

f) validation and refinement of thematical network

Stage B analysis: exploitation of text

Step Four: Review and establish thematical network

a) a description of the network

b) Research Network

Step Five: Summary of thematical network

Stage C: Integration of findings

Step Six: Interpretation of the model

Source: Stirling 2001, 391.

Step 1: encoding

The result of qualitative methods within qualitative research is more volume of unstructured

text and data collected. To assist us in analysing the text of the process of encoding text. In

this process, each part of the text attributes concepts, texts, which we attributed to the same

concept, collect, separate them from the texts that fall under a different concept, and to

organize the data (Silverman 2001, 228).

Encoding allows us to reduce the volume of data and link fragmented meanings of research

topics in substantive and meaningful works. Reconstruction of the data obtained in a whole

new meaning closed to new in-depth understanding of the data (Babbie, 2007, 384-385;

Bryman and Bell 2003, 435-437; Quinton and Smallbone 2006, 105-106).

Step 2: identifying them

After the encoding of data, based on where we recognize the importance of a broader topic or

theme that have a substantive meaning of the whole set of codes that define the identified

theme.

Actually read a summary of the text defines individual code, and content-based semantic

related code together in the darkness. Each theme should be substantive and meaningful

designed to be specific to one idea, and also wide enough to capture different segments of text

(Stirling 2001, 392).

Step 3: Network design

In the third step identified theme linked to the thematic network. In doing so, we adhere to the

principles that unite content coherent group, and where appropriate, on the basis of theoretical

substrate (organizing themes).

If this is over and to address various issues, so that the resulting design increased the number

of groups included in these new networks.

Based on the identification of themes and topics organized to create

a brief overview of each of the broad themes. In fact, unify and combining both concepts and

ideas from the lower level. Perform the process of creating this joint. Followed by a screening

process and improve the network (Stirling 2001, 392).

Step 4: description of research and thematic networks

The fourth step includes a description and survey of the network. Our mission is to combine

data and interpretation and prepare a report for the readers.

It should be noted that the thematic network tool for analysis and not analysis itself.

Researchers must focus on themes that have emerged in network, and research focus on them.

Indeed, we must return to the original text or data and on the basis of this combined to detect

patterns that you define. When networks are formed, the researcher returns to the basic text or

data and interpret its meaning through networks:

• A description of the network: treat each formed a network and present their content by

segment;

• Research network: after the description of the individual networks and begin to conduct

research written search features that occur.

In this step, as the researcher does not return to the original text,

but its contents treated by the fundamental theme, topics, and organizing the selection of

starting this. The network now becomes not only a tool for researchers, but also for the reader

who is able to follow the researchers' interpretation of the summary provided by the network.

For easier presentation and understanding of the data network must be read

in sequence (for example, clockwise). The text of the description and the survey is useful to

introduce (quoted) text segments from the original transcripts, thereby substantitate only

analysis (Stirling 2001, 393).

CONCLUSION

In research in management over the last twenty years, more and more re-enforce qualitative

methods. These methods typically are so pojasnjhevalne as descriptive. The obtained

empirical results are based on the subjective judgment of the researcher.

In this paper we focus on the importance of qualitative Iska in management. We focus on the

importance of qualitative methods in business consulting. We find that business consultants,

using qualitative methods to identify the processes within the organization. However, unlike

researchers, their results are not focused on the scientific horizon substantiated, but

management offered concrete solutions to a given situation.

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