Applying Saunders Research Onion

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 1

Saunders Research Onion

realism philosophy
positivism

deductive interpretivism approach

experiment
survey
objectivism
mono method strategy
case study
cross-sectional
subjectivism

action choice
data collection mixed
method research
and analysis

time horizon
longitudinal pragmatism
grounded
multi-method theory
technique /
ethnography procedure
archival research functionalist

inductive
interpretive

radical structuralist radical humanist

https://is.vsfs.cz/el/6410/leto2014/BA_BSeBM/um/Research_Methods_for_Business_Students__5th_Edition.pdf, page 108

http://writepass.com/journal/wp-content/uploads/2012/06/Research-Onion.jpg
Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 2
Research Design – our Starting Point to Understand the Onion

experiment
survey
mono method strategy
case study
cross-sectional

action choice
data collection mixed
method research
and analysis

time horizon
longitudinal
grounded
multi-method theory

archival research ethnography

Research Design
Research design is turning research question(s) into a project. *)

*) Colin Robson, Real World Research, 2011, p.79

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 3
Research Design
- turning research question(s) into a project

example :
We want to proof a model for a experiment
survey
relationship in a business environment. mono case study
cross-sectional
method
• we decide to use questionnaires in a survey action
data collection mixed
method research
and analysis
• if we use structured questionnaires only to collect
quantitative data (numbers : who, what, where), longitudinal multi- grounded theory
method
it is a mono method
archival research ethnography

• if we have, due to time constrains, the possibility to collect the

data in a given snap shot (of time), we call this cross-sectional
(we have to ensure that the samples are representative !)

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 4

Research Design
- turning research question(s) into a project

example :
We want to proof a model for a experiment

relationship in a business environment. mono

survey

case study
cross-sectional method

• we decide to use questionnaires and interviews action

mixed
in a survey data collection
and analysis method research

• if we use structured questionnaires to collect multi-

longitudinal grounded theory
quantitative data (numbers : who, what, where), method
ethnography
and in addition structured interviews to collect furthermore archival research

quantitative data (numbers : who, what, where)

it is a multi-method

• if we have, due to time constrains, the possibility to collect the

data in a given snap shot (of time), we call this cross-sectional
(we have to ensure that the samples are representative !)

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 5

Research Design
- turning research question(s) into a project

example :
We want to proof a model for a experiment

relationship in a business environment. mono

survey

case study
cross-sectional method

• we decide to use questionnaires and interviews mixed action

in a survey data collection
and analysis method research

• if we use structured questionnaires to collect longitudinal multi- grounded theory

method
quantitative data (numbers : who, what, where),
ethnography
and in addition in-depth interviews to collect qualitative data archival research

(words, pictures, ...) it is a mixed method

• if we have, due to time constrains, the possibility to collect the

data in a given snap shot (of time), we call this cross-sectional
(we have to ensure that the samples are representative !)

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 6

Research Approach
- Do we use the data (outcome from RD) to test a theory or hypothesis ? -> deductive reasoning

deductive approach

R e s e a r c h D e s i g n

inductive

- Do we use the data (outcome from RD) to build a theory or hypothesis ? -> inductive reasoning

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 7

Research Approach

example :
We want to proof a model for a relationship in a business environment.
• in other words : we want to test a model / theory / hypothesis -> deductive approach

general principals / theory deductive

deductive reasoning inductive reasoning
premise A SharePoint increases premise A in 95% of our
the efficiency under the observations we could
deductive

following conditions / increase the efficiency

inductive
reasoning

logic of

reasoning
requirements with SharePoint
R e s e a r c h D e s i g n
premise B in this process pattern science premise B the observation
we found these scenario is
conditions / characterized by the
requirements following conditions

conclusion SharePoint increases conclusion SharePoint increases

the efficiency in this specific instances / observation the efficiency under
process pattern the following inductive
conditions

or :
We want to formulate a model for a relationship in a business environment.
• in other words : we want to build a model / theory / hypothesis -> inductive approach
or :
We want to formulate and proof a model for a relationship in a business environment.
• we will combine the inductive and deductive reasoning

Schwaferts, Star of Business Informatics, www.schwaferts.de, p. 11

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 8
Philosophy : Assumption about the Way, we See the World

p.es. : Realism
Realism
What I see is the reality !
positivism
It is independent of my mind.
deductive interpretivism
experiment It has a huge importance in the
survey natural science.
objectivism
mono method
case study
cross-sectional
subjectivism

mixed action
data collection research
method
and analysis

longitudinal pragmatism
grounded
multi-method theory

archival research ethnography

functionalist

inductive
interpretive

radical structuralist radical humanist

https://is.vsfs.cz/el/6410/leto2014/BA_BSeBM/um/Research_Methods_for_Business_Students__5th_Edition.pdf, page 114

https://en.wikipedia.org/wiki/Scientific_realism
Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 9
Philosophy : Assumption about the Way, we See the World

realism
p.es. : Positivism
New knowledge derives from positive
Positivism interpretation of results from
deductive experiences (experiments).
interpretivism
experiment
Our target audience will accept
survey
objectivism
the research results only, as
mono method long as they are repeatable and
case study
cross-sectional
visible facts.
subjectivism “working with an observable
mixed action social reality and that the end
data collection research
and analysis
method product of such research can
be law-like generalisations
longitudinal similar to those produced by
pragmatism
grounded the physical and natural
multi-method theory scientists”

ethnography If we expect that our target

archival research functionalist audience will accept the
inductive research results only, as long as
interpretive
they are repeatable and visible,
then we need a highly structured data
radical structuralist radical humanist collection, based on large samples.

https://is.vsfs.cz/el/6410/leto2014/BA_BSeBM/um/Research_Methods_for_Business_Students__5th_Edition.pdf, page 113

https://en.wikipedia.org/wiki/Positivism
Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 10
Philosophy : Assumption about the Way, we See the World

realism
p.es. : Interpretivism
While the positivism accepts only ONE
positivism
reality and focus on the only one
deductive possible description/explanation,
experiment Interpretivism the interpretivist accepts that
survey the research result is to
mono method
objectivism understand and to interpret it
case study according a specific context.
cross-sectional
subjectivism If our target audience will
action interpret our findings, we
data collection mixed
method research have to understand the
and analysis interpretation of our findings
in our field of investigation.
longitudinal pragmatism
grounded Therefore we need to under-
multi-method theory stand the totality of a situation.

ethnography Qualitative research helps us to

archival research functionalist understand better a specific
inductive context.
interpretive

radical structuralist radical humanist

https://is.vsfs.cz/el/6410/leto2014/BA_BSeBM/um/Research_Methods_for_Business_Students__5th_Edition.pdf, page 115

https://en.wikipedia.org/wiki/Qualitative_research
Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 11
Philosophy : Assumption about the Way, we See the World

realism
p.es. : Pragmatism
If the target audience doesn’t care
positivism
about the philosophy (realism or
deductive positivism or interpretivism),
interpretivism
experiment we are free to select the
survey philosophy and methodology
mono method
objectivism according the research
case study question(s).
cross-sectional
subjectivism

mixed action
data collection research
method
and analysis

longitudinal
grounded Pragmatism
multi-method theory

archival research ethnography

functionalist

inductive
interpretive

radical structuralist radical humanist

https://is.vsfs.cz/el/6410/leto2014/BA_BSeBM/um/Research_Methods_for_Business_Students__5th_Edition.pdf, page 109

https://en.wikipedia.org/wiki/Pragmatism
Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 12
Philosophy : Assumption about the Way, we See the World

http://positivists.org/blog/wp-content/uploads/2015/05/Ryan-Reece-2014-07-18-scientific-realism-vs-anti-realism.png
Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 13
Philosophy : Assumption about the Way, we See the World

Ontology
= believes what reality is ... (p.es. Realism / Positivist <-> Relativism / Interpretivist)

Epistemology
= relationship, the researcher has to the research ... (p.es. how do he discover new things)

=> objective measurement => find out what truth means to the target audience
(outsiders view) (inside view)

Axiology
= philosophical study of value (p.es. Ethics <-> Aesthetics)

=> Is it beauty, the way it is ?

=> Is it right/wrong, the way it is ?

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 14

Final Example

realism
We have to formulate a model for a positivism

relationship in a business environment. experiment

deductive
interpretivism
survey objectivism
mono method
cross-sectional case study

subjectivism

data collection action

• in order to collect data ... mixed research
and analysis
method
• we decide to use questionnaires and interviews longitudinal
grounded
pragmatism

in a survey multi-
method
theory

archival research ethnography inductive functionalist

• we use structured questionnaires to collect

quantitative data (numbers : who, what, where), interpretive

and in addition in-depth interviews to collect qualitative data

radical structuralist radical humanist

(words, pictures, ...) -> mixed method

• we have, due to time constrains, the possibility to collect the data

in a given snap shot (of time) -> cross-sectional

• analyzing the data we formulate a model -> inductive

• knowing that our target audience will interpret the model according
a specific business environment, our philosophy is interpretivism

Prof. Dr. Dino Schwaferts Applying Saunders Research Onion 15