Reserach Methods: BMA401 Class Report
Transcript of Reserach Methods: BMA401 Class Report
UNIVERSITY OF TASMANIA
Class ReportBMA401 Research Methods
Kevin Michael SwartsMay 2014
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BMA401 Class Report Kevin Swarts March 2014
Table of ContentsIntroduction.......................................................2
Why do Research?...................................................2Knowledge production.............................................2
Scientific method................................................3Major types of research............................................3
Theory and research................................................4Theory vs. Ideology..............................................4
Philosophy and Method..............................................5Ontology.........................................................6
Epistemology.....................................................6The Three Approaches.............................................6
Literature Review..................................................7Research Design....................................................7
Field Research.....................................................8Conclusion.........................................................9
Reference List....................................................10
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Introduction This assignment reports on some of the issues covered in six
research seminars discussing research methods. This report does not
cover all the topics discussed, but rather uses the topics to expand
the author’s knowledge in topics of interest. The question of why we
do research is answered by pointing to the value of knowledge, the
complexity of knowledge production, and the benefit of scientific
method. The major types of research are covered, including basic
research and applied research, and a quick overview of exploratory
research. The distinction between theory and ideology is examined by
critically analysing the example of intelligent design as an
ideology. Philosophy and method of research is then explored by
discussing ontology, epistemology, and the three main approaches to
research methods. This report then looks at the literature review as
a systematic process, research design by using triangulation, and
field research using ethnography and ethnomethodology.
Why do Research?Knowledge is important. Yet, knowing why knowledge is important is
difficult to explain. Plato (380 BC) raises the question of the
value of knowledge in the Meno. In this classic dialogue, Socrates
discusses with Meno why knowledge is more valuable than mere true
belief, which has come to be known as the Meno paradox (Pritchard &
Turri 2014). The Meno paradox states that ‘if you know what you are
looking for, inquiry is unnecessary; if you do not know what you are
looking for, inquiry is impossible; therefore, inquiry is either
unnecessary or impossible’ (Cohen 2006 p. 1). In unravelling this
paradox, we learn from philosophers and academics that knowledge is
virtuous (Kvanvig 2003), noble (Bartlett 2002), desirable (BonJour
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2010), and generates new ideas (Paavola & Hakkarainen 2005). These
attributes make knowledge important and highlight the value of
knowledge production.
Knowledge productionKnowledge is produced from both scientific and non-scientific
methods. Non-scientific approaches are based on our ‘gut feeling’
and can be useful because they are quick and easy (Hale 2008; Yang
2001). The non-scientific ways of gaining knowledge include: our
personal experience and common sense, experts and authority, popular
and media messages, or ideological beliefs and values (Neuman 2011).
Yet these methods of gaining knowledge are not very accurate or
reliable, we get what we may think to be true, but it is difficult
to verify that the knowledge is actually true (Oakley-Browne & Tracy
2012). In order to increase the certainty of factual reliability,
researchers use a scientific approach in gaining knowledge.
Scientific methodA scientific approach to research uses scientific method. Despite
its common use, scientific method is a contested idea that is open
to debate and it is therefore difficult to provide a single
definition that will encapsulate the consensus of though on this
issue (Bisgaard 2000; Rudolph 2005). However, Bisgarrd (2000, p.
297): lists six steps that are generally accepted as some form or
part of scientific method:
(1) Recognition and formulation of the problem;
(2) Collection of data from observational studies;
(3) Planned experimentation;
(4) Generation of a working hypothesis or model;
(5) Making deductions (predictions) from the hypothesis or model,
and;
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(6) Comparing and testing deductions from models with data and
drawing inferences.
Neuman (2011 p. 14) prefers to direct research methodology away from
scientific method, and instead grasp the orientation or attitude of
science, yet he still provides a series of steps for both
quantitative and qualitative data in a scientific approach to social
research. These steps vary to the generally accepted steps proposed
by Bisgarrd (2000); nevertheless, the results of scientific research
are taken to be reliable because they follow a distinctive method of
producing knowledge (Gower 2012). The process may not be the same
for each scientific study, but the important factor is that they all
follow some form of knowledge production that is organised and
grounded in empirical data (Neuman 2011). The reliability from using
scientific method enhances the value of research knowledge.
Major types of researchThe major types of research are Basic Research and Applied Research.
Basic research, sometimes called pure research, seeks to advance the
fundamental knowledge of the world. Basic research is often
published in peer-reviewed academic journals and the primary
audience is the scientific community (Neuman 2011). Some critics
consider basic research to be pointless because of a lack of
practical applications (Pillemer, Suitor & Wethington 2003).
However, most people and organisations recognise the value of basic
research, and developed governments understand the value of basic
research as a long-term investment (Studt 2006).
Applied research is different to basic research in that it is used
for addressing practical problems and coming up with workable
solutions (Richardson 2004). Applied research can be used by various
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practitioner organisations to inform them when making important
decisions. By basing decisions on applied research, businesses can
gain a competitive advantage because the knowledge gained through
applied research is more reliable than non-scientific methods of
gaining knowledge (Brownell 2003). Applied research can also be used
to bridge the gap between pure academic research and professional
practice (Richardson 2004).
There are three main purposes for research; exploratory,
descriptive, and explanatory. Of these three purposes, exploratory
research is most useful when approaching new research topics that we
know little about (Neuman 2011). Using this type of research, new
information can be gained to formulate a problem, develop more
precise research questions, and suggest a testable hypothesis to
address in future research (Crawford 1997). Due to the limited prior
knowledge and conceptual development, exploratory research often
uses qualitative methods which can be ambiguous and uncertain
(Mansourian 2008). Exploratory research is most suitable for new and
emerging academic fields, such as Social Customer Relationship
Management (SCRM) (Askool & Nakata 2011; Dutot 2013).
Theory and researchA theory is a generalisation about a phenomenon that explains why or
how something occurs (Frey et al. 1991). Good theory helps us to
understand the complexities of life (Kaplan 1964). Sometimes theory
can be confused with references, data, variables, diagrams, and
hypotheses; which are not theories because they fail to explain why
or how something occurs (Sutton & Staw 1995). Research is important
for theory because it is the vehicle for theory development (Fawcett
1999). Not all research creates new theory; however research can
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produce knowledge, such as lists of variable and constructs, which
can be used for theory development (Sutton & Staw 1995).
Theory vs. IdeologyMany people confuse scientific theory with ideology. Neuman (2011)
makes it clear that both theory and ideology are different by
listing seven distinctive features that separate ideology from
theory. Yet the distinction between theory and ideology is not so
clear in the use of examples. Neuman (2011 p. 58) uses the example
of intelligent design as an ideology that does not qualify as a
theory, and also uses the debate between intelligent design and
evolution as an illustration of the misunderstanding of scientific
theory by many lay people.
The idea that intelligent design is not a creditable science is a
view that is shared by other scientists. In a sensational book
titled, The God delusion, Dawkins (2006) claims that belief in God is a
delusion, and therefore any scientific explanation of intelligent
design is impossible. The US National Academy of Sciences (2014)
also supports the idea that intelligent design is not supported by
scientific evidence. In 2005, after taking witness from the
scientific community, the US Supreme Court ruled that intelligent
design could not be taught in a Pennsylvanian school’s biology class
because it was not considered science. These examples show that
there are credible scientists that support Neuman’s (2011) example
of intelligent design being an ideology.
However, support for Neuman’s (2011) example is not shared by all
scientists. A number of reputable scientists have published work
supporting the theory of intelligent design. Owen Gingerich (2006),
a research professor from Harvard University, published a book in
the same year as Dawkins in which he presents the argument of
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intelligent design. Francis Collins (2006) is physician-geneticist
and former atheist who also published a book supporting the
scientific argument for intelligent design. Paul Davies (2006) is
physicist and cosmologist who also wrote a book called The Goldilocks
Enigma where he also argues for the idea of intelligent design.
These authors are all distinguished scientists, and it would be
difficult to reasonably expect that they are lay people that have a
misunderstanding of scientific theory.
Some academics also apply scientific method to study of intelligent
design. The IDEA Center (2008) maps out the theory of intelligent
design using the process of scientific method that is similar to the
generally accepted method presented by Bisgarrd (2000). Luskin
(2011) also demonstrates how intelligent design meets the
requirements of a scientific theory set by the U.S. National Academy
of Sciences through the use of scientific method. Anika Smith (2007)
from Evolution News produces a list of eminent scientists who support
and contribute to the theory of intelligent design. Furthermore,
the Discovery Institute (2012) also produce a list of peer-reviewed
and scientific publications supporting the theory of intelligent
design. Intelligent design may well be an ideology; however the
demonstrated use of scientific method and the peer-reviewed
publications show that Neuman’s (2011) example of intelligent design
highlights the ambiguity and confusion between ideology and theory
rather than clarifying the distinction.
Philosophy and MethodAll scientific research rests on the assumptions and principles of
ontology and epistemology (Neuman 2011). Understanding the basics of
these philosophical positions helps researchers become aware of
their assumptions about reality and truth, and how their assumptions
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impact on the research methodology. As these philosophical
foundations will impact on future research, they warrant a brief
analysis in this report.
OntologyOntology is the study of being; what is or what exists, and what it
is to exist (Lawson 2004). It aims to answer what constitutes
reality and how can we understand existence. Two basic positions are
formed through ontology; realism and nominalism. Realists believe
that a real world exists independent of human interpretation and
scientific theories are approximations of universal truth (Cacioppo,
Semin & Berntson 2004; Yaffe 2009). Nominalists assume that there is
no such thing as universal entities and that our experience of
reality is dependent on subjective cultural viewpoint (Rodriguez-
Pereyra 2008). Realism and nominalism are positioned on a continuum
with varying viewpoints in between. The critical-realist recognises
that subjective-culture may impact our experiences with reality, yet
still maintains that social science can discover the real properties
and causal powers of social structures and systems (Neuman 2011;
Little 2013).
EpistemologyEpistemology is they study of knowledge and justified belief; what
are the conditions and sources of knowledge, and what makes our
beliefs in knowledge justified (Steup 2005). Epistemology is
important for research because research is the production of
knowledge, but how can we be sure that the knowledge we produce is
true and reliable? In answering this question, the ontological
position of the researcher will impact on their epistemological
position (Crotty 1998). A realist will with gather empirical
evidence to explain causal relationships between real objects and
produce objective knowledge (Neuman 2011; Yaffe 2009). A nominalist
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holds the view that gathering empirical evidence will not lead to
knowledge about reality because interpretations and the subjective
views will greatly influence the observations and it is impossible
to separate an objective reality from our perceptions (Neuman 2011).
A researcher’s ontological position will impact their
epistemological response to ensuring the reliability of their
research.
The Three ApproachesThere are three major approaches to the social sciences; positivist
social science, interpretative social science, and critical social
science. Positivist social science uses the approach from the
natural sciences that uses empirical observation to build general
laws and explain the casual relationships between social phenomena
(Macionis & Plummer 2005). Interpretative social science is an
approach that studies social activity with an empathetic
understanding to describe meaningful social action. Critical social
science studies social activity and also seeks to change it in a
form of value-based activism to ‘to liberate human beings from the
circumstances that enslave them’ (Horkheimer 1982, p. 244 cited by
Bohman 2005). These three approaches are based on the philosophical
assumptions on the nature of reality and the purpose of social
science (Neuman 2011). There is no single correct approach, but the
ideas about the approaches will influence a researcher’s
methodology.
Literature ReviewThe purpose of a literature review is to focus a research topic into
a specific research question. A literature review summarises,
interprets, and critically evaluates existing published academic
literature in order to establish current knowledge on a particular
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research topic (McKinney 2008). The functions of a literature review
justify the choice of research question, the theoretical framework
and research method; establish the importance of the topic; provide
background information for understanding the study; show the
significance and relevance of the topic; and establish the study as
one link in developing knowledge in the field (Monash University
2006). Literature reviews also vary in scope and depth, and the
appropriate level of depth with depend on the how much time and
effort can be devoted to the study (Neuman 2011).
Literature reviews can lose focus and consume a significant amount
of the researcher’s time reading irrelevant but interesting papers.
To overcome this, Neuman (2011 p. 133) presents a systematic process
on how to conduct a literature review. First, define and redefine a
topic in the form of a research question. Second, design a search
that is systematic and organised, and set parameters on the search.
Third, locate research reports by using scholarly journals,
scholarly books, dissertations, government documents, and policy
reports. Fourth, after locating published literature, the literature
can be evaluated and the results summarised. This process is similar
to Awasthi and Sangle’s (2012) literature review of the topic
‘Customer Relationship Management’ (1), in which they divided the
review into two phases; first to determine the review scope (2) and
relevant search (3), and second phase is the classification of the
papers (4). A systematic approach, such as proposed by Neuman (2011)
and used by Awasthi and Sangle (2012), can assist researchers in
maintaining focus in their research.
Research DesignAn important part of research methodology is to design the method to
maximise research reliability and validity. Triangulation is a way
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of improving the accuracy of the research by of looking at phenomena
from multiple points. It can be used to increase the
comprehensiveness and completeness of the research, and improve the
reliability and validity of research findings (Weyers, Strydom &
Huisamen 2011). Neuman (2011) presents four types of triangulation:
measurement, observation, theory, and method. First, triangulation
of measure is using independent measures of the same phenomena to
reduce the uncertainty of its interpretation (Bryman 2011). Second,
triangulation of observation involves several different
investigators observing the same phenomena, often using the same
methodology, throughout the research process (Guion, Diehl &
McDonald 2013). Third, triangulation of theory uses more than one
theoretical position in interpreting the data to help researchers
see the problem form multiple lenses (Hussein 2009). Fourth,
triangulation of method involves the use of multiple qualitative or
quantitative methods to collect empirical data (Guion, Diehl &
McDonald 2013). Triangulation can increase the credibility of
gaining scientific knowledge by improving both internal consistency
and generalisability through combining both quantitative and
qualitative methods in the same study (Hussein 2009).
Field ResearchField research is a method of research where the investigation
happens in the natural environment where the phenomena occurs,
rather than in controlled laboratory settings (Oxford University
Press 2014). Field research started with anthropologist Bronisla
Malinoski, who presented fieldwork as a new research method in which
the researchers directly interacted and lived among native people to
learn their customs, beliefs, and social processes (Neuman 2011).
Later, the Chicago School of Sociology adopted the methodology for
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interviews (Department of Sociology 2014). Two extensions of field
research have evolved; ethnography and ethnomethodology. Both
ethnography and ethnomethodology build on the social constructionist
perspective assumption that people build a subjective sense of
reality (Neuman 2011 p. 423).
Ethnography is a qualitative research method that focuses on close
observations of social practices and interactions (Herbert 2000).
Ethnography uses personal experience and participation of
researchers that gather data through interviews, observation, and
documentation (Crabtree 2000; Genzuk 2003). The aim of ethnography
is to provide a thick description of social settings using
qualitative data to infer deeper cultural meaning (Neuman 2011).
Ethnography is a useful research method when conducting exploratory
research because it allows the researcher to collect rich data,
isolate recurring themes, and remain true to the intent of the
original words (Agar 1996; Hernandez & Morales 1999).
Ethnomethodology is the investigation of how people use methods to
make sense and order of the social world (Garfinkel 1967).
Ethnomethodology is different to ethnography in that it is not
concerned with what people are doing, but how they make sense of it
(David & Sutton 2010; Garfinkel 1984). Rather than analyse society
to find an objective truth, ethnomethodology is concerned with the
procedures in which individuals use to form their view of social
order. Dispite being a movement that has been marked by
inconsistency and is far from being coherent or homogenous;
ethnomethodology has made a significant contribution to sociology
and empirical investigation of everyday life (Atkinson 1988; Psathas
1995).
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ConclusionIn conclusion, this report has demonstrated that knowledge
production is valuable, and scientists use scientific method to
increase certainty and factual reliability of knowledge. Basic
research is valuable in advancing human knowledge and is a valuable
long-term investment, while applied research is useful for
organisations to gain a competitive advantage and to bridge the gap
between basic research and professional practice. Exploratory
research is suitable for new and emerging academic fields, such as
social customer relationship management. The distinction between
ideology and scientific theory is clear in principle; however some
examples, such as intelligent design, highlight the ambiguity and
confusion when investigated further. A researcher’s ontological
position on reality and epistemological position on knowledge will
impact their response to ensuring the reliability of their research.
There are three major approaches to social science (positivist,
interpretative, and critical social science) influence a
researcher’s methodology. A literature review is best done using a
systematic process to maintain focus in the research. Triangulation
is a part of research design that improves reliability and validity.
Ethnography is a method of field research that is useful when doing
exploratory research. Ethnomethodology is different to ethnography
and it seeks to understand how people make sense of the world.
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