Contents
How to use this book
Guided tour
Preface
Contributors
Publishers 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
Further reading
Case 10: Equal opportunities in the publishing industry
Catherine Cassell
Self-check answers
11. Collecting primary data using questionnaires
Mark Saunders, Philip Lewis and Adrian Thornhill
11.1 Introduction
11.2 An overview of questionnaire techniques
11.3 Deciding what data need to be collected
11.4 Designing the questionnaire
11.5 Administering the questionnaire
Review and discuss questions
Progressing your research project: Using questionnaires in your research
References
Further reading
Case 11: Service quality in health care supply chains
David Bryde and Joanne Meehan
Self-check answers
12. Analysing quantitative data
Mark Saunders, Philip Lewis, Adrian Thornhill and Catherine Wang
Learning outcomes
12.1 Introduction
12.2 Preparing, inputting and checking data
12.3 Exploring and presenting data
12.4 Describing data using statistics
12.5 Examining relationships, differences and trends using statistics
12.6 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Analysing your data quantitatively
References
Further reading
Case 12: The impact of family ownership on financial performance
Aleksandar eviæ and eljko eviæ
Self-check answers
13. Analysing qualitative data
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
13.1 Introduction
13.2 Differences between qualitative and quantitative data
13.3 Preparing your data for analysis
13.4 An overview of qualitative analysis
13.5 Approaches to qualitative analysis
13.6 Deductively based analytical procedures
13.7 Inductively based analytical procedures
13.8 Quantifying your qualitative data
13.9 Using CAQDAS for qualitative analysis
13.10 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Analysing your data qualitatively
References
Further reading
Case 13: Internet abuse in Universities
Teresa Waring
Self-check answers
14. Writing and presenting your project report
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes
14.1 Introduction
14.2 Getting started with writing
14.3 Structuring your project report
14.4 Organising the project reports content
14.5 Developing an appropriate writing style
14.6 Meeting the assessment criteria
14.7 Oral presentation of the report
14.8 Summary
Self-check questions
Review and discuss questions
Progressing your research project: Writing your project report
References
Further reading
Case 14: Akasamas draft disappointment
Mark Saunders, Philip Lewis and Adrian Thornhill
Self-check answers
Bibliography
Appendices
1 Example research project titles
2 Systems of referencing
3 Calculating the minimum sample size
4 Random sampling numbers
5 Guidelines for non-discriminatory language
Glossary
Index