Research methods for business students

652 Pages·2007·8.6 MB·English

by  Mark Saunders

0273701487_COVER.qxd 13/7/06 13:36 Page 1
Fourth
Edition
“I think this is a great book and so do my students. Everyone who read this book said they liked it
and that it really helped them to succeed in their project.” R
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Professor Veronica Liljander,Swedish School of Economics and Business Administration,Finland.
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“What makes this book useful is that it is written from the viewpoint of the active student researcher.
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It addresses the problems that students will meet, as they meet them, giving concrete examples r
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based on the work of student researchers.”
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Helen Batley,Harrow Business School,University of Westminster.
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Through a unique blend of practicality and rigour, the Saunders author team provide business and management o
students with the knowledge, understanding and skills necessary to complete a successful research project. d
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The fourth edition of Research Methods for Business Students is a market-leading text which brings the theory,

philosophy and techniques of research to life and enables students to understand the practical relevance of the f
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research methods. A highly accessible style, logical structure, numerous examples and useful checklists provide
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step-by-step guidance through the entire research process.
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Use this book to: n
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(cid:2) Understand both the practical application and underlying philosophy of research methods in business. s
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(cid:2) Learn from worked examples and case studies based on real student research, illustrating clearly what

to do and what not to do in your project. S
(cid:2) Gain rapid understanding and confidence in using the tools and techniques for analysis to undertake tu
successful research. d
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Log on to www.pearsoned.co.uk/saunders to: n
t
s
(cid:2) Get ahead with tutorials on software packages such
as SPSS and NVivo.
(cid:2) Make the most of the Internet as an efficient and
effective research tool by using the Smarter Online
Searching Guide.
(cid:2) Test your understanding with the multiple choice
questions for each chapter.
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Professor Mark Saundersis Head of Research at Business School. ho de Mark Saunders
Dr Philip Lewisis Principal Lecturer, Gloucestershire Business School, University of Gloucestershire. rn rs
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Dr Adrian Thornhillis Head of the Department of Human Resource Management, il e Philip Lewis
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Gloucestershire Business School, University of Gloucestershire. w
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ISBN 0-273-70148-7 Adrian Thornhill
Cover image: © Getty Images
9 780273 701484
Additional student supportat
www.pearson-books.com
An imprint of www.pearsoned.co.uk/saunders
RESM_A01.QXP 9/29/07 9:29 AM Page i
Research Methods for Business Students
Visit the Research Methods for Business Students, Fourth Edition
Companion Website at www.pearsoned.co.uk/saunders to find
valuable student learning material including:
■ Multiple choice questions to test your learning.
■ Tutorials on Excel, NVivo and SPSS.
■ Updated research datasets to practice with.
■ Updated additional case studies with accompanying questions.
■ Smarter Online Searching Guide – how to make the most of the
Internet in your research.
RESM_A01.QXP 9/29/07 9:29 AM Page ii
We work with leading authors to develop the strongest
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global market.
Under a range of well-known imprints, including
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RESM_A01.QXP 9/29/07 9:29 AM Page iii
Research Methods for Business Students
Fourth Edition
Mark Saunders
Philip Lewis
Adrian Thornhill
RESM_A01.QXP 9/29/07 9:29 AM Page iv
Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsoned.co.uk
____________________
First published under the Pitman Publishing imprint in 1997
Second edition 2000
Third edition 2003
Fourth edition 2007
© Pearson Professional Limited 1997
© Pearson Education Limited 2000, 2003, 2007
The rights of Mark Saunders, Philip Lewis and Adrian Thornhill to be identified
as authors of this work have been asserted by them in accordance with the
Copyright, Designs and Patents Act 1988.
All rights reserved; no part of this publication may be reproduced, stored
in a retrieval system, or transmitted in any form or by any means, electronic,
mechanical, photocopying, recording or otherwise without either the prior
written permission of the publisher or a licence permitting restricted copying
in the United Kingdom issued by the Copyright Licensing Agency Ltd,
90 Tottenham Court Road, London W1T 4LP.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation
with or endorsement of this book by such owners.
ISBN: 978-0-273-70148-4
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the Br itish Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book is available from the Library of Congress
10 9 8 7 6 5 4 3
11 10 09 08 07
Typeset by 3
Printed and bound by Mateu Cromo, Artes Graficas, Spain
The publisher’s policy is to use paper manufactured from sustainable forests.
RESM_A01.QXP 9/29/07 9:29 AM Page v
Contents
How to use this book xiii
Guided tour xvii
Preface xx
Contributors xxii
Publisher’s acknowledgements xxiv
1 The nature of business and management research and
structure of this book
2
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 2
1.1 Introduction 2
1.2 The nature of research 4
1.3 The nature of business and management research 5
1.4 The research process 8
1.5 The purpose and structure of this book 9
1.6 Summary 13
Self-check questions 14
Review and discussion questions 14
References 14
Further reading 15
Self-check answers 15

2 Formulating and clarifying the research topic
18
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 18
2.1 Introduction 18
2.2 Attributes of a good research topic 19
2.3 Generating and refining research ideas 21
2.4 Turning research ideas into research projects 30
2.5 Writing your research proposal 38
2.6 Summary 46
Self-check questions 46
Review and discussion questions 47
Progressing your research project: From research ideas to a research proposal 47
References 48
Further reading 49
Case 2: Catherine Chang and women in management 50
Mark Saunders, Philip Lewis and Adrian Thornhill
Self-check answers 51
v
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CONTENTS
3 Critically reviewing the literature
54
Mark Saunders, Philip Lewis, Adrian Thornhill, Martin Jenkins and Darren Bolton
Learning outcomes 54
3.1 Introduction 54
3.2 The critical review 57
3.3 Literature sources available 64
3.4 Planning your literature search strategy 70
3.5 Conducting your literature search 74
3.6 Obtaining and evaluating the literature 86
3.7 Recording the literature 88
3.8 Summary 91
Self-check questions 92
Review and discussion questions 93
Progressing your research project: Critically reviewing the literature 93
References 94
Further reading 95
Case 3: National cultures and management styles 96
Mike Savvas
Self-check answers 97
4 Understanding research philosophies and approaches
100
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 100
4.1 Introduction 100
4.2 Understanding your research philosophy 101
4.3 Research approaches 117
4.4 Summary 121
Self-check questions 122
Review and discussion questions 122

Progressing your research project: Diagnosing your research philosophy 123
References 124
Further reading 125
Case4:Marketingmusicproductsalongsideemergingdigitalmusicchannels 126
Rick Colbourne
Self-check answers 127
5 Formulating the research design
130
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 130
5.1 Introduction 130
5.2 The purpose of your research 132
5.3 The need for a clear research strategy 135
5.4 Multiple methods choices – combining quantitative and qualitative
techniques and procedures 145
5.5 Time horizons 148
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CONTENTS
5.6 The credibility of research findings 149
5.7 The ethics of research design 153
5.8 Summary 153
Self-check questions 154
Review and discussion questions 155
Progressing your research project: Deciding on your research design 155
References 155
Further reading 157
Case 5: The international marketing management decisions of UK ski
tour operators 158
Angela Roper
Self-check answers 160
6 Negotiating access and research ethics
162
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 162
6.1 Introduction 162
6.2 Problems associated with access 163
6.3 Strategies to gain access 167
6.4 Research ethics 178
6.5 Summary 195
Self-check questions 196
Review and discussion questions 196
Progressing your research project: Negotiating access and addressing
ethical issues 197
References 197
Further reading 198
Case 6: Mystery customer research in restaurant chains 199
Teresa Smallbone
Self-check answers 200
7 Selecting samples
204
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 204
7.1 Introduction 204
7.2 Probability sampling 208
7.3 Non-probability sampling 226
7.4 Summary 234
Self-check questions 235
Review and discussion questions 237
Progressing your research project: Using sampling as part of your research 238
References 238
Further reading 239
Case 7: Auditor independence and integrity in accounting firms 240
Christopher Cowton
Self-check answers 242
vii
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CONTENTS
8 Using secondary data
246
Mark Saunders, Philip Lewis, Adrian Thornhill, Martin Jenkins and Darren Bolton
Learning outcomes 246
8.1 Introduction 246
8.2 Types of secondary data and uses in research 248
8.3 Locating secondary data 253
8.4 Advantages and disadvantages of secondary data 257
8.5 Evaluating secondary data sources 263
8.6 Summary 272
Self-check questions 273
Review and discussion questions 273
Progressing your research project: Assessing the suitability of secondary data
for your research 274
References 274
Further reading 276
Case 8: Small firms internationalisation 277
Sharon Loane
Self-check answers 279
9 Collecting primary data through observation
282
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 282
9.1 Introduction 282
9.2 Participant observation: an introduction 283
9.3 Participant observation: researcher roles 286
9.4 Participant observation: data collection and analysis 289
9.5 Structured observation: an introduction 293
9.6 Structured observation: data collection and analysis 297
9.7 Summary 302

Self-check questions 302
Review and discussion questions 303
Progressing your research project: Deciding on the appropriateness
of observation 303
References 304
Further reading 304
Case9:Exploringservicequalityinbankcustomers’face-to-faceexperiences 306
Cathy Leng
Self-check answers 308
10 Collecting primary data using semi-structured, in-depth
and group interviews
310
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 310
10.1 Introduction 310
10.2 Types of interview and their link to the purposes of research and
research strategy 311
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CONTENTS
10.3 Situations favouring non-standardised (qualitative) interviews 314
10.4 Data quality issues and preparing for the interview 317
10.5 Interviewing competence 329
10.6 Managing logistical and resource issues 335
10.7 Group interviews and focus groups 337
10.8 Telephone, Internet- and intranet-mediated interviews 341
10.9 Summary 344
Self-check questions 344
Review and discussion questions 345
Progressing your research project: Using semi-structured or in-depth
interviews in your research 346
References 346
Further reading 348
Case 10: Equal opportunities in the publishing industry 349
Catherine Cassell
Self-check answers 351
11 Collecting primary data using questionnaires
354
Mark Saunders, Philip Lewis and Adrian Thornhill
Learning outcomes 354
11.1 Introduction 354
11.2 An overview of questionnaire techniques 356
11.3 Deciding what data need to be collected 361
11.4 Designing the questionnaire 364
11.5 Administering the questionnaire 387
11.6 Summary 394
Self-check questions 394
Review and discussion questions 396
Progressing your research project: Using questionnaires in your research 397
References 398
Further reading 399
Case 11: Service quality in health care supply chains 400
David Bryde and Joanne Meehan
Self-check answers 402
12 Analysing quantitative data
406
Mark Saunders, Philip Lewis, Adrian Thornhill and Catherine Wang
Learning outcomes 406
12.1 Introduction 406
12.2 Preparing, inputting and checking data 408
12.3 Exploring and presenting data 420
12.4 Describing data using statistics 433
12.5 Examining relationships, differences and trends using statistics 440
12.6 Summary 458
Self-check questions 459
Review and discussion questions 461
Progressing your research project: Analysing your data quantitatively 462
ix