Management consulting; A Guide for students

Chapter 11: Research Techniques

Reviewed & collaborated by: Ali Haj Aghapour

Doctor of Business Administration Candidate

Supervised by: Prof.Zainal Ariffin Bin Ahmad

2011

OUTCOMES -Comprehending the importance of research in consultancy industry -Distinguish between two main research perspectives -Understanding different quantitative research techniques -Using statistics and its limitation and importance -be knowledgeable about qualitative techniques and their limitations

THE IMPORTANCE OF RESEARCH All organizations depend on reliable data which could enhance them to make a correct decision not only in terms of internal problems but also in solving clients ones. Based on anticipated results as well as supposed purposes, firms will try to collect data. Normally, collected data is used for one purpose although it will be useable in many different ways. In additional, data is raw and needs to be classified to make it useable and efficient. Stroh & Johnson(2006) stated that deciding on the ways of data collection is essential part of any research. They, Also, claim that there is no any pre-designed or unique method in management consultancy which can be recommended to all clients. In essence, to solve clients problems efficient consultants use an adopted method which is consist of any forms of research methods. In continues, these

scholars presented a pre-action format including five main steps which must be answered before evolving in problem or shifting to operational stage. Table1.describes these steps:

Table 1. Stroh & Johnson five steps format Step1 Step2 Step3 Step4 Step5 Identifying the real problem that clients wants to be solved What data need to be collected to solve the problem above? Where is the information that will solve the problem available? What is the appropriate manner to collect this information? What conclusion will be able to be reached by the information collected?

RESEARCH PHILOSOPHY The way that scholars think about contributing body of knowledge is defined as Research Philosophy because it affects the way that scholars implement the research (Saunders et al, 2007).Hence, the type of research methodologies, which are employed in the research, must be considered by the researcher when he/she is looking for expanding and describing research problem. Furthermore, Mostly, methodology is associated with epistemology which refers to philosophy of knowledge(crotty,1998). In the other word, it is a claim about knowledge which the researcher tries to proof(Thietart,2001) . Furthermore, different type of epistemologies can be employed based on the researchs attitude toward the core of reality(crotty,1998). Biggam(2008) divided research philosophy into four distinctive categories: Positivism, Interpretivism, phenomenology, and realism. However, Saunders(2003) claimed that the best epistemology for managerial researches and studies is the combination of positivism, realism, and interpretivism. All in all, the adopted methodology used throughout the research is defined as Research Approach. In this paper, we will try to describe two epistemologies consisting of positive refers to the quantitative or empirical approach and anti-

positive refers to qualitative phenomenological approach.(Welman,2005;Bigges,2010)

QUANTITATIVE APPROACH Quantitative approach which is heavily borrowed from natural research(Crotty,1998) has been introduced to social research by Emile Durkheim in the nineteen century. Durkheim in her outstanding book the rules of sociological method presented the principles of this approach: Phenomena can be measured qualitatively as a concept Casual relationships between phenomena can be used to explain attitude and behavior Large samples are needed to obtain statistical generalization Knowledge can be generated by hypothesis testing on representative samples The researcher does not influence the people or objects being researched The dimensions of this approach claim that first, existed phenomenon can be quantitatively measured. Second, knowledge can be extracted through a process of hypothesis testing. Third, generalizing the result is strictly depended on the size of sample. As a point, most scholars, being loyal to this approach, by using statistical measures, seek accurate and adequate validity and reliability.(Field,2009) However, there are three main quantitative methods considerably recognized in management consultancy; simulation, survey, and quasi-experimental design(Biggs,2010).quantitative method is a problematic, objective, and isolated point of view(Giggs,2010;Crotty,1998) In terms of simulation There are 2 critical purposes behind using simulation as a quantitative method in management consultancy; modeling business and its operations and human resource functions such as training.In order to solve any firms problem such as managerial behavior, strategy, and organizational outcomes, business modeling, created by mathematical,models,algorithms, and data, is an appropriate method which has been used increasingly.thus, simulation can greatly improve our

understanding of business and business processes. However, the bellow table shows different steps in simulation: Step
Beginning with a research question

Activities
Determine a theoretical research question Look for a basic tension Select theory addressing research question Look for intertwined processes Choose a fitted simulation approach based on research question, assumption, and theoretical logic Choose a stochastic processes if not find a fitted approach Operationalize theoretical constructs Specify assumption

Rationale
Focuses on theoretical relative issue for which simulation is effective Forms basis of computational representation by giving shape to theoretical logic, and assumption Ensures that the simulation approach given the research at hand

Identify simple theory

Choose a simulation approach

Create computational representation

Embody theory in software Provides construct validity Sets the stage for theoretical contributions Confirms accuracy of computational representation Confirms internal validity of theory Focuses experimentation on theory development Build new theory through exploration Strengthens external validity of the theory

Verify computational representation

Replicate proposition of simple theory Conduct robustness Create experimental design based on likely theoretical contribution and realism Compare simulation results with empirical data

Experiment to build novel theory

Validate with empirical data

In terms of survey Generating a lot of data in a short time makes survey as a common method in all organizational aspects (Biggs,2010). In order to design a survey first step is to clarify what questions must be asked in questionnaire. Then, these questions must be transparently stated. Furthermore, Oppenhiem(2000) stated that breaking up the context, formatting the questionnaire appropriately will stimulate participant to involve actively in the survey. On the other hand, When there is no on-the-shelf questionnaire, reliability and validity are 2 critical issues must be checked before releasing(field,2009). Hence, academic literature which is normally acquired in academic atmospheres such as universities has an effective impact through designing a relevant questionnaire. Furthermore, after being sure about data quality by measuring of validity and reliability, collected data can be used to examine the relation between phenomenon. Consequently, this meaningful info must be turned to an understandable manner and be mentioned in consultants final report. In terms of quasi-experimental design Quasi-experimental design is an applied setting of experiment. In detail, by manipulating a situation or independent variables the anticipate consequences or depended variables will be measured. However, Carter(2004) claimed that ecological validity of this method is more than clinical experiment.

QUALITATIVE METHODS Crotty(1998) argued that imperial research cant totally cover social studies cause there are many social structures and local variables which have direct or indirect impact on research. In order to reduce concern about the disadvantages of quantitative method, qualitative method being representative of anti-positivism or phenomenological approach has been introduced to social studies. However, qualitative methods have their own quantitative tools such as ATLAS which helps to investigate quantitative data. Saunders et al(2007) classified quantitative methods into three main categories; which are ground work, observation, and interview.

In terms of groundwork Ground work is the process of exploring secondary data including charts, official reports, e-mails, tables, etc which are available in online/offline data bases. In detail, reviewing secondary data is an appropriate way to identify firms problems which is recommended to all consultants. In terms of observation Observation is another qualitative technique could be both quantitative in terms of structured observation and qualitative in terms of participant observation (Mcqueen and Knussen,2006). Structured observation is when a list of advised events must be observed. On the other, overviewing current events in unstructured manner is named participant observation, also known as ethnography. In addition, Clark(1998) stated that ethnography is initial basis of structured observation which can be either covert or overt. In terms of interview Interviewing with supposed participant is the most common way in management consultancy. In addition, normally interviews are set in two presentation modes; face-to-face or via telephone (Brummett et al,2000).furthermore, as well as questionnaire, interview can be design in three formats based on level of freedom. The figure bellow shows this spectrum. Figure1.The level of freedom in interview

structued interview

smistructured interview

unstructured interview

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