Business Research

Methods

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Ok Lets Begin..

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What is Research?

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 Research is
The systematic investigation into and study of
materials, sources, etc., in order to establish
facts and reach new conclusions Oxford English
dictionary
A process of finding out information and
investigating the unknown to solve a problem
Maylor and Blackmon (2005)
Something that people undertake in order to
find out things in a systematic way, thereby
increasing their knowledge Saunders et al4
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 Research is

Systematic investigation into a

problem or situation, where the
intention is to identify facts and/or
opinions that will assist in solving the
problem or dealing with the situation

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 Research is
a process of enquiry and
investigation; it is systematic,
methodical and ethical; research can
help solve practical problems and
increase knowledge.

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The purpose of the research is to

Review or synthesize existing knowledge

Investigate existing situations or problems
Provide solutions to problems
Explore and analyze more general issues
Construct or create new procedures or systems
Explain new phenomenon
Generate new knowledge
or a combination of any of the above!
(Collis & Hussey, 2003)

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 Business

Research

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 What is Business Research?

Business research is defined as the

systematic and objective process of
generating information for aid in
making business decisions.

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 What is Business
Research?
Business Research may be defined as
the systematic and objective process of
gathering, recording and analyzing data for
aid in making business decisions ( Zikmund,
Business Research Methods, 2002, p. 6)

Systematicness and Objectivity are its

distinguishing features of Business
Research, which is important tool for
managers and decision-makers in
corporate and non-corporate organizations
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 When is Business Research
Used?
Typically, business research methods are
used in situations of uncertainty, that is,
when decision-makers face two or more
courses of action and seek to select the
best possible alternative under the
circumstances.
Business Research is hence aimed at
improving the quality of decision-making
which, in turn, benefits the organization and
helps ensure its continuity and efficiency

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 Typical Users of Business
Research Methods
Businesses and Corporations
Public-Sector Agencies
Consulting Firms
Research Institutes
Non-Governmental Organizations
Non-Profit Organizations
Independent Researchers and Consultants

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 So what's not Research?

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Research isnt information gathering:

Gathering information from resources such as

books or magazines isnt research.
No contribution to new knowledge.

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 Research isnt the transportation
of facts:

Merely transporting facts from one resource

to another doesnt constitute research.
No contribution to new knowledge although
this might make existing knowledge more
accessible

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 Research Characteristics
Originates with a question or problem.

Requires clear articulation of a goal.

Follows a specific plan or procedure.

Often divides main problem into sub problems.

Guided by specific problem, question, or

hypothesis.
Accepts certain critical assumptions.

Requires collection and interpretation of data.

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 Types of Business
Research

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 Types of Research
From the view point of

Type of Information
Application Objectives Sought

Exploratory Quantitative
Pure Research Research
Research

Descriptive Qualitative
Applied Research Research
Research

Correlation
Research

Explanatory
Research
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 Application View Point Basic
Research
Attempts to expand the limits of
knowledge.
Not directly involved in the solution
to a pragmatic problem.
To test theory or to discover more
about a concept.
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 Basic Research Examples

Is executive success correlated with high

need for achievement?
Are members of highly cohesive work
groups more satisfied than members of
less cohesive work groups?
Do consumers experience cognitive
dissonance in low-involvement situations?
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 Applied Research

Conducted when a decision must be

made about a specific real-life
problem.

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 Applied Research Examples

Should McDonalds add Italian pasta

dinners to its menu?
Business research told McDonalds it
should not?
Should Procter & Gamble add a high-priced
home teeth bleaching kit to its product
line?
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 Summarizing
Applied And Basic
Research

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Applied research is research undertaken
to solve practical problems rather than
to acquire knowledge for knowledge sake.

Basic research is experimental and

theoretical work undertaken to acquire
new knowledge without looking for long-
term benefits other than the advancement
of knowledge.

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 Kind of Research Key Characteristics
Basic research Focuses on generating
fundamental knowledge

Applied research Focuses on real-world

questions and
applications

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The Hallmarks of Good Research

Serves a purpose and is relevant

Clearly focussed and scoped
Scientific (depends on context)
Uses appropriate techniques & methods of
data collection
Findings are presented as objectively as
possible
Conclusions are based on the findings
Sources of information and ideas are clearly
attributed
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 Research and
Data Collection

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 Research and Data Collection

Research and data collection are not

synonymous.
Data collection is:
Part of the research PROCESS
Provides answers to some of the
questions addressed by the research
TOPIC
Helps us to draw conclusions about the
research QUESTION(S) we have
investigated
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 Primary and Secondary Data
Sources
Primary Secondary
Questionnaires Textbooks
Interviews Specialist books
Observation Journal papers
Participant Conference papers
observation
Magazine articles
Informal
conversations Government &
industry reports
Structured group
discussions Web pages
Acts of Parliament
Company reports

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 Literature Reviews

Read general textbook to identify key

concepts, authorities
Carry out an author/subject search
Read a number of books, papers,
journal articles and synthesise key
points
Write up what you have found out
and explain how it relates to YOUR
project
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 Research Methods

Surveys
Case Studies
Action Research
Scientific Experiments

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 Surveys

A means of data
collection, usually in
the form of a
questionnaire or
interview schedule,
that enables a large
amount of data to be
gathered about a
particular subject

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 When to Use Surveys

To explore a topic about which

relatively little is known
To replicate/test/extend findings of a
piece of research
To collect large amounts of data so
that statistical analysis can be
carried out
To make generalisations based on
quantifiable findings
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 Case Studies (1)

A strategy for doing research

which involves an empirical
investigation of a particular
contemporary phenomenon
within its real life context using
multiple sources of evidence
(Robson, 1993, p.52)

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 Case Study (2)

A case study can be conducted at

any level of analysis
An individual
Pairs, groups
Sections, departments, divisions within a
company
An entire company or several companies in
the same or different sectors
Different industrial sectors
Entire nations
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 Case Studies (3)

Use multiple methods of data

collection
Observation
Questionnaires
Interviews
Document Analysis
Diary Method

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 Action Research

A research method
that involves
researcher(s) and
practitioner(s)
collaborating to
engender (produce)
a change/improve a
particular situation

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 Plagiarism Just Dont Do IT!

Plagiarism involves:
Intentionally copying someone elses
ideas or words and not attributing them
Colluding with other students on work
when prohibited from doing so
Cutting and pasting text from the
Internet and passing it off as your own
Purchasing someone elses work and
describing it as your own

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Research Methodologies

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 Terminology

Methods - The techniques and procedures

used to obtain data

Methodology - The theory of how research

should be undertaken

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 Research Methodology
The term methodology refers to the overall
approaches & perspectives to the research process as
a whole and is concerned with the following main
issues:
Why you collected certain data
What data you collected
Where you collected it
How you collected it
How you analyzed it
(Collis & Hussey, 2003, p.55).

A research method refers only to the various

specific tools or ways data can be collected and
analyzed, e.g. a questionnaire; interview
checklist; data analysis software etc.
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 Overview of Research
Methodologies

Qualitative Research
Ethnography, Case Study, Grounded Theory,
Autobiography, Participatory Action Research,
Phenomenology (each grounded in a specific
discipline and philosophical assumptions)
Quantitative Research
Survey methods, Experiments
Mixed Methods
Draw from qualitative and quantitative
methods

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 Quantitative Approach

A quantitative approach is one in

which the investigator primarily
uses post-positivist claims for
developing knowledge (i.e. cause
and effect thinking, reduction to
specific variables and hypotheses
and questions, use of measurement
and observation, and the test of
theories). (Creswell, 2003, p.19)
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 Qualitative Approach
A qualitative approach is one in
which the inquirer often makes
knowledge claims based primarily
on constructivist perspectives (i.e.
the multiple meanings of individual
experiences, meanings socially and
historically constructed, with an
intent of developing a theory or
pattern) or advocacy/participatory
perspectives (i.e. political, issue-
oriented, collaborative or change
oriented) or both. (Creswell, 2003,
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 Qualitative Approach

qualitative researchers study

things in their natural settings,
attempting to make sense of or
interpret phenomenon in terms of
the meanings people bring to them.
(Denzin & Lincoln, 2000, p.3).

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Characteristics of Qualitative
Research
Takes place in the natural setting
Uses multiple methods that are
interpretive
Is emergent rather than tightly
prefigured
Fundamentally interpretive (role of
researcher as interpreter)
Researcher views social phenomena
holistically
Researcher systematically reflects on
who he or she is in the inquiry and is
sensitive to him or her personal
biography and how it shapes the study
Researcher uses complex reasoning that46
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is multifaceted, iterative, and
 Useful Methods
Participant observation
Gains insight into understanding cultural patterns
to determine whats necessary and needed in tool
development (complementary to interviews)
Interviews/Focus groups with
stakeholders
Explores how tools are used and could be
used in a novice programming course
Gains insight into the meaning of tools for
students for learning to program

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 Choice of
Methodology & Methods

Depends on
Research Questions
Research Goals
Researcher Beliefs and Values
Researcher Skills
Time and Funds

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 References

Creswell, J.W. (1998). Qualitative inquiry and

research design. Choosing among five
traditions. Thousand Oaks, CA: Sage.
Creswell, J.W. (2003). Research design.
Qualitative, quantitative and mixed methods
approaches. Thousand Oaks, CA: Sage.
Denzin, N.K. & Lincoln, Y. (2000). Introduction:
The discipline and practice of qualitative
research. In N.K. Denzin & Y. Lincoln (Eds.),
Handbook of qualitative research (2nd ed., pp.1-
17). Thousand Oaks, CA: Sage.
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 Different Types of
Research

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 Different Types of Research

Exploratory
Descriptive
Analytical
Predictive

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 Exploratory Research
Exploratory research is undertaken when
few or no previous studies exist.
The aim is to look for patterns,
hypotheses or ideas that can be tested
and will form the basis for further
research.
Typical research techniques would include
case studies, observation and reviews of
previous related studies and data.

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 Descriptive Research
Descriptive research can be used to identify
and classify the elements or
characteristics of the subject, e.g. number
of days lost because of industrial action.
Quantitative techniques are most often
used to collect, analyze and summarize
data.

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 Analytical Research
Analytical research often extends the
descriptive approach to suggest or
explain why or how something is
happening, e.g. underlying causes of
industrial action.
An important feature of this type of
research is in locating and identifying the
different factors (or variables) involved.

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 Predictive Research
The aim of Predictive Research is to
speculate intelligently on future
possibilities, based on close analysis of
available evidence of cause and effect,
e.g. predicting when and where future
industrial action might take place.

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 Research Approaches

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 Research Approaches
Research can be approached in the
following ways:
Quantitative/Qualitative
Applied/Basic
Deductive/Inductive

Many research projects combine a

number of approaches, e.g. may use
both quantitative and
qualitative approaches
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 Quantitative Research
The emphasis of Quantitative Research
is on collecting and analyzing numerical
data; it concentrates on measuring the
scale, range, frequency etc. of
phenomena.
This type of research, although harder to
design initially, is usually highly detailed
and structured and results can be easily
collated (organized) and presented
statistically.
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 Qualitative Research
Qualitative Research is more subjective in
nature than Quantitative Research and
involves examining and reflecting on the
less tangible aspects of a research subject,
e.g. values, attitudes, perceptions.
Although this type of research can be
easier to start, it can be often difficult to
interpret and present the findings; the
findings can also be challenged more
easily.
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 BASIC/APPLIED RESEARCH
The primary aim of Basic Research is
to improve knowledge generally,
without any particular applied
purpose in mind at the outset.
Applied Research is designed from
the start to apply its findings to a
particular problem or situation.

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 Deductive Research
General Ideas

Particular Situation

Deductive Research moves from

general
ideas/theories to specific
particular &
situations: the particular is
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deduced 61
 Inductive Research
Particular Situation

General Ideas

Inductive Research moves

from
particular situations to make
or infer
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Examples of Deductive/Inductive
Research in Action

Imagine you wanted to learn what

the word professional meant to a
range of people.

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 Deductive Approach (1)
It is clear that you would want to have a
clear theoretical position prior to
collection of data.
You might therefore research the subject
and discover a number of definitions
of professional from, for example, a
number of professional associations.

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 Deductive Approach (2)
You could then test this definition on a range
of people, using a questionnaire, structured
interviews or group discussion.
You could carefully select a sample of people on
the basis of age, gender, occupation etc.
The data gathered could then be collated
(organized) and the results analyzed and
presented.
This approach offers researchers a relatively
easy and systematic way of testing established
ideas on a range of people.
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 Inductive Approach (1)
If you adopted this approach you might
start by talking to a range of people asking
for their ideas and definitions of
professional.
From these discussions you could start to
assemble the common elements and then
start to compare these with definitions
gained from professional associations.

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 Inductive Approach (2)
The data gathered could then be
collated and the results analyzed and
presented.
This approach might lead you to
arrive at a new definition of the word
or it might not!
This approach can be very time-
consuming, but the reward might be
in terms of arriving at a fresh way of
looking at the subject.
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 Stages of Research
Process

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 STAGES OF THE RESEARCH
PROCESS (1)
Establish a general field of interest.
Undertake preliminary & background reading on
the subject to be researched to discover with
what is known already and to suggest the choice
of an appropriate research methodology.
Narrow your ideas to a workable topic or
research proposal and give it a title. Decide on
the most appropriate methods for gathering
data, e.g. questionnaire; observation; review of
available information etc.

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 STAGES OF THE RESEARCH
PROCESS (2)
Preparation of information gathering tools, e.g.
questionnaires, interview sheets etc (if relevant)
& then information gathering stage.
Collation(ordering), analyze and interpretation
of research data. There will undoubtedly be a
need to continue reading on the topic to make
connections with other current and related
research.
Write first draft of research project report.
Revision and re-write research; submit research.

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 Establish a general field of
interest
It is very important that the research
subject will be of real interest to you.
You will spend a lot of time on the
research so a strong interest in the
chosen topic is vital.
A strong interest will carry you over the
difficulties, delays and irritations that
most researchers will experience.

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 Background & Preparatory Reading
(1)
It is essential to know what work has been
done previously in the topic area. There is
no point in you spending hours, weeks and
months to produce a research outcome
that someone else has already achieved!
It will help you therefore identify research
possibilities and to tailor or slant your
particular research project to gain new
insights or perspectives on the chosen
topic.
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 Background & Preparatory Reading
(2)
This in turn will help you develop a
research methodology appropriate to
the chosen project.
It will help you to justify your choice
of research topic.

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 A checklist for analyzing the literature
and for helping to determine your own
research approach (1)
What was the purpose of the
previous study and how does it differ
from other studies I have
encountered and my own research
ideas?
How was the previous research
conducted and how does it differ
from other studies and my own
proposed research?
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A checklist for analyzing the literature and for helping
to determine your own research approach (2)

What were the findings and how do they differ

from other studies, and what I expect to find?
What were the limitations and weaknesses of
these previous studies?

By engaging actively with previous studies in

this way, you will strengthen your initial
research proposal and enhance your final
project report by offering clear justification
for both the choice of research topic and
methodology.
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 Gather Information and
Data

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 Gather Information & Data

One-to-one interviews with key informants

in an organization (these might be face to
face or by telephone)
Focus groups: discussion & interviews
Participant observation in a relevant social
situation, e.g. supermarket
A questionnaire survey, e.g. of relevant
people in an organization, or of consumers,
customers etc. This can be done using
printed or electronic questionnaires.
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 Interviews
Interviews can be grouped into three
main types:
1. Structured
2. Semi-structured
3. Unstructured

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 Structured Interviews

Structured interviews involve the use of

questionnaires based on a predetermined and
identical set of questions.
The questions are usually read out by a
researcher in a neutral tone of voice to avoid
influencing or prompting a particular
response from a participant.

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 Semi-Structured Interviews

The interviewer will have a list of

themes and areas to be covered and
there may be some standardized
questions, but the interviewer may
omit or add to some of these
questions or areas, depending on the
situation and the flow of the
conversation.

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 Unstructured Interviews

These are informal discussions where

the interviewer wants to explore in
depth a particular topic with another
person in a spontaneous way.
However, even in unstructured
interviews it is likely that the
researcher would have a pre-decided
range of topics to cover in the
discussion.
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 Focus Groups (1)

Focus groups are used to gather

data, usually in the forms of opinions,
from a selected group of people on a
particular and pre-determined topic,
e.g. consumer topic; political topic
etc.

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 Focus Groups (2)

Focus groups can be a useful way of finding

out what the main issues and concerns of
any group are.
This can help in questionnaire design or to
develop a future interview strategy.
They can be a useful way too, of bringing
to the surface issues that might not
otherwise have been discovered: the
dynamics of a group can often make people
bolder in advancing their opinions.
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 PARTICIPANT OBSERVATION(1)

Participant observation is when a researcher

attempts to observe in some way in the
group being researched and to share in the
experiences being recorded and analyzed.
It can be used in association with other
research approaches or as the primary way
of gathering data.
It can be a good way of getting below the
surface of any situation and to help reveal or
unravel complex causal social processes.

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 PARTICIPANT OBSERVATION(2)

The researcher can play an overt or

covert role and the role the researcher
can adopt in this situation has been
summarized by Gill & Johnson (1977):
Complete participant
Complete observer
Observer as participant
Participant as observer

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 Complete Participant
The identity and purpose of
researcher is not revealed to other
group members.
The researcher attempts to become
a full covert (hidden) member of the
group
Example: study of leadership styles
in action

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 Complete Observer

The purpose of research activity not

revealed to those being observed.
The researcher does not take part in
the activities being observed
Example: a detached study of
consumer behavior in a supermarket

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 Observer as Participant
The researchers role is known to others in
the group
Researchers participate in activities, but
their engagement with group activities may
be fairly superficial (artificial) or spasmodic,
as their role is to observe the real
participants.
Example: Observing team-building exercises
(taking part, but only in a superficial way,
without real emotional involvement).

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 Participant as Observer

The researchers role is known to all others

in the group
The researcher would engage fully in all the
activities and experience it totally
themselves, plus observe and talk to other
participants about their experiences.
Example: Attending and fully participating in
an assessment centre selection day and
taking an active part in all the activities

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 Questionnaires (1)
Main points to remember when designing and
using questionnaires: (adapted from Saunders,
Lewis & Thornhill (2003), pp.315-6)
1. Questionnaires facilitate the collection of data by
asking all, or a sample of people, to respond to the
same questions. They can be in both printed and
electronic forms.
2. There are five types of questionnaire approaches:
1. On-line (electronic)
2. Postal (printed)
3. Delivery & collection (printed)
4. Telephone (electronic/printed)
5. Interview face to face/group (electronic or printed)

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 Questionnaires (2)

3. You need to absolutely clear before you

design a questionnaire what it is you want to
learn and what data you need to obtain to
enlighten you in this search. You also need to
think ahead about how you are going to
collate (organize) the information you
gather. There is no point in designing a
questionnaire that produces a range of
information you find very difficult to collate
in any meaningful quantitative or qualitative
way.
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 Questionnaires (3)

4. The validity (the extent to which the

data accurately measures what they
were intended to measure) and
reliability (the extent to which the data
collection method will yield consistent
findings if replicated by others) of the
data you collect depend on the design
of the questionnaire and the words that
you use.

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 Questionnaires (4)

5. Questions can be open or closed:

Open questions: a question is posed,
but space is left for the respondents
own answer (the questions posed to you
have all been open questions)
e.g. Please tell me which brand you
prefer, and why in the space that follows

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 Questionnaires (5)

Closed questions: where a limited

number of alternative responses to the
set question are provided. These can be
in list, category, ranking, scale/rating,
grid or other quantitative form. They can
be precoded on a questionnaire to
facilitate analysis.
e.g. Please tick the box shown below with
the brand you prefer

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 Questionnaires (6)

6. The order and flow of questions should be logical

to the respondent.
7. There can be a low rate of return with
questionnaires, so they need to be introduced
carefully and courteously to potential respondents.
This introduction can include the use of a covering
letter; offering a prize or other inducement can
also improve the rate of return of questionnaires.
8. All questionnaires should be piloted, if possible,
with a small group before the main research to
assess their value, validity and reliability.

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 Questionnaires (7)
1. Explain the purpose of the questionnaire to all participants
2. Keep your questions as simple as possible
3. Do not use jargon or specialist language (unless the
recipients really prefer and understand it)
4. Phrase each question so that only one meaning is possible
5. Avoid vague, descriptive words, such as large and small
6. Avoid asking negative questions as these are easy to
misinterpret
7. Only ask one question at a time

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 Questionnaires (8)
8. Include relevant questions only
9. Include, if possible, questions which serve as cross-checks on the
answers to other questions
10.Avoid questions which require participants to perform calculations
11.Avoid leading or value-laden questions which imply what the
required answer might be
12.Avoid offensive questions or insensitive questions which could
cause embarrassment
13.Avoid asking difficult questions, e.g. where the respondent may
struggle to answer (people hate to look stupid by not knowing the
answer).
14.Keep your questionnaire as short as possible, but include all the
questions you need to cover your purposes

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 Sample Size and Sampling
In a positivistic study, when seeking the views of a
group of fifty or less, Henry (1990) argues against
any form of sampling. He argues that you should
distribute questionnaires and collect data to the
entire population, if possible.
To elicit the views of larger groups, some form of
sampling is usually necessary to attempt to gather
opinions that are likely to be representative of the
whole group.
Sampling strategies are divided into two main
groups: probability and non-probability
sampling.

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 Probability Sampling
Where the researcher has a significant
measure of control over who is selected
and on the selection methods for choosing
them.
Sampling methods allow for representative
cross-sections, or particular groups to be
identified or targeted.

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 Probability Sampling Main
Methods
Simple Random Sampling: (selection at random by
the researchers from a choice of subjects)
Systematic Sampling: (selecting by the researchers
at numbered intervals, e.g. every one person in five
in the target group)
Stratified Sampling: (sampling within particular
sections of the target groups, e.g. you target a
specific number of people based on the percentage
of the total group that share the same
characteristics.
Cluster Sampling: (surveying a particular cluster of
the subject group)

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 Non-Probability Sampling
Where the researcher has little initial
control over the choice of who is
presented for selection, or where
controlled selection of participants is
not a critical factor.

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 Non-Probability Sampling Main
Methods
Convenience Sampling: (sampling those most convenient;
those immediately available)
Voluntary Sampling:(the sample is self selecting; they come
forward voluntarily in response to an appeal)
Purposive Sampling: (enables you to use your judgement to
choose people that are presented or are available that best
meet your objectives or your target groups).
Snowball Sampling: (building up a sample through informants.
You start with one person who then suggests another & so on)
Event Sampling: (using the opportunity presented by a
particular event, e.g. a conference, to make contacts)
Time Sampling: (recognizing that different times or days of the
week or year may be significant and sampling at these times or
days.

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 RESPONSE RATES (1)
As a general rule, a response rate of
30 per cent or greater for a
postal/externally sent questionnaire
is generally regarded as reasonable.
However, a goal of 50 per cent or
more responses should be attempted
in any questionnaire that involved
face-to-face interviews.

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 RESPONSE RATES (2)
There are techniques that can help improve response
rates to postal or electronic questionnaires:
Follow-up calls (especially telephone reminders and special
delivery letters)
Pre-contact with respondents (telling them about the
questionnaire)
Type of postage (special delivery is superior to ordinary mail)
Rewards: prizes, or better still, cash incentives.
Personalizing the questionnaire: writing to the person by name,
e.g. Dear John etc.
Emphasizing Confidentiality: ensuring that all views to be
published remain anonymous, if appropriate
Appeals to the respondent: based on the social, personal or
other benefits that might flow from the participation of a respondent

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 RESPONSE RATES (3)
Postal questionnaires should always include a
stamped return envelope and have a covering
letter explaining the purpose of the questionnaire
and the use intended for the findings in the future.
The researcher should include full contact details
and the offer to discuss the questionnaire with any
respondent who has doubts or queries about it.
The researcher should always offer to share the
research findings with any participant, if
requested, and this offer is best made in the
covering letter.

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 ETHICAL CONSIDERATIONS IN
RESEARCH
Ethical concerns may emerge at all stages of research.
Saunders, Lewis and Thornhill (2003, p. 131) summarize the
main issues to consider, although the ethical issues
surrounding these items are not always clear-cut:
The rights of privacy of individuals
Voluntary nature of participation and the rights of individuals to
withdraw partially or completely from the process
Consent and possible deception of participants
Maintenance of the confidentiality of data provided by individuals or
identifiable participants and their anonymity
Reactions of participants to the ways in which researchers seek to
collect data
Effects on participants of the way in which data is analysed and
reported
Behavior and objectivity of the researcher

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 Checklist for Ethical Research
1. Will the research process harm participants
or those whom information is gathered?
2. Are the findings likely to cause harm to
others not involved in the research?
3. Are you violating accepted research practice
in conducting the research and data
analysis, and drawing conclusions?
4. Are you violating community or professional
standards of conduct?
(Kervin, 1992, p. 38)

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 Bibliography
Blaxter, L. Hughes, C. & Tight, M. (1998) How to Research. Buckingham:
Open University Press.
Collis, J. & Hussey, R. (2003) Business Research: a practical guide for
undergraduate and postgraduate students, second edition. Basingstoke:
Palgrave Macmillan.
Denscombe, M. (2002) Ground Rules for Good Research, Maidenhead:
Open University Press.
Gill, J. & Johnson, P. (1997) Research Methods for Manager (2nd edition),
London: Paul Chapman.
Henry, G.T. (1990) Practical Sampling, Newbury Park, CA, Sage.
Kervin, J.B. (1992) Methods for Business Research. NY: Harper Collins
Rosenthal, R. (1966) Experimenter Effects in Behavioural Research. N.Y.
Appleton-Century-Crofts.
Saunders, M, Lewis, P. & Thornhill, A. (2007) Research Methods for Business
Students (4th edition) Harlow: Prentice Hall.
Silverman, D. (1993) Interpreting Qualitative Data: Methods for Analysing
Talk, Text and Interaction. London: Sage.
Torrington, D. (1991) management Face to Face. London: Prentice
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