Electronic copy available at: http://ssrn.com/abstract=2183237
Qualitative research: parallels between management research and business
consulting
Mag. Vasja Roblek, Vsisi Ltd
Dr. Maja Meško, University of Primorska, Slovenia
Dr. Zlatka Meško Štok, University of Primorska, Slovenia
Dr. Andrej Bertoncelj, University of Primorska, Slovenia
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).
Electronic copy available at: http://ssrn.com/abstract=2183237
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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