Slide 6.

Chapter 6
Negotiating access and research ethics

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Gaining access to data (1)

Physical access – key issues

• Organisations may not wish to allocate resources

• Requests for access may not be of sufficient interest

• Failure to reach those who can give permission

• Concerns about sensitivity and confidentiality

• Perceptions about the researcher’s credibility

• Doubts about the researcher’s competence

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Gaining access to data (2)

Points to consider

• Access as an iterative process

• Obtaining consent from managers and participants

• Obtaining cognitive access

• The nature and extent of the required access

• Obtaining sufficient scope to answer the research

question

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Gaining access to data (3)

Virtual access - four types of online community

• Bulletin boards for particular products or services

• Independent web pages

• Themed email lists

• Multiuser chat rooms

Adapted from Kozinets (2002)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Gaining access to data (4)

Checklist Box 6.8

Complete the Checklist in Box 6.8

to help you gain access

Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Strategies to gain access (1)

Areas for consideration

• Ensuring familiarity and understanding

• Allowing sufficient time

• Using existing contacts and developing new ones

• Giving a clear account of purpose

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Strategies to gain access (2)

Areas for consideration

• Overcoming organisational concerns

• Identifying possible organisational benefits

• Appropriate forms of communication

• Incremental access

• Establishing researcher credibility

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (1)

Definition

‘The appropriateness of your behaviour in

relation to the rights of those who become the
subject of or are affected by your work’

Adapted from Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (2)

Ethical issues at different stages of research

Source: Saunders et al. (2009)

Figure 6.1 Ethical issues at different stages of research (part 1)
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (3)

Ethical issues at different stages of research

Source: Saunders et al. (2009)

Figure 6.1 Ethical issues at different stages of research (part 2)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (4)

Two philosophical standpoints of business

and management research

• Deontological

• Teleological

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (5)

Research conduct is affected by

• Code of ethics

• Research ethics committees

• General ethical issues

• Netiquette

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (6)

Issues during design and gaining access

• Obtaining consent - implied and informed

• Using participant information sheets

• Consent for observation and online observation

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (7)

The nature of participant consent

Source: Saunders et al. (2009)

Figure 6.2 The nature of participant consent
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (8)

Issues during data collection

• General issues applying to techniques

• Awareness of participant’s rights

• Keeping to the project aims

• Safety of the researcher

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Research Ethics (9)

Issues during data collection

• Maintaining objectivity, confidentiality and

anonymity

• Appropriate interview behaviour

• Use of observation techniques

• Undertaking a covert study

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Data processing and storage

Personal data must be

• Processed fairly and lawfully

• Obtained for specified purposes

• Adequate and relevant

• Accurate, updated and kept securely

Adapted from Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Data analysis and reporting

Related issues

• Sensitive personal data

• Confidentiality and anonymity

• Protection of research participants

• Ethical use of data analysis and conclusions

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Dealing with ethical issues

Checklist Box 6.18

Complete the Checklist in Box 6.18

to help you anticipate and deal with
ethical issues

Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Summary: Chapter 6

• Access and ethics are critical aspects of research

• Access may be physical, cognitive or continuing

• Feasibility is an important determinant

• Potential ethical issues should be recognised

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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Summary: Chapter 6

• Ethical concerns can occur throughout the research

• Both qualitative and quantitative research have

associated ethical issues

• Use of the Internet and email for data generation

raises specific ethical issues

• Data protection legislation requires researchers to

comply with legal requirements

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009