Research Methods for Business Students

1 Mark SaundersPhilip LewisAdrian ThornhillResearch Methods for Business StudentsSaunders, Lewis and ThornhillFourth EditionThrough a unique blend of practicality and rigour, the Saunders author team provide Business and management Students with the knowledge, understanding and skills necessary to complete a successful Research fourth edition of Research Methods for Business Studentsis a market-leading text which brings the theory, philosophy and techniques of Research to life and enables Students to understand the practical relevance of theresearch Methods . A highly accessible style, logical structure, numerous examples and useful checklists providestep-by-step guidance through the entire Research imprint ofAdditional student 780273 image: Getty Images I think this is a great book and so do my Students .

2 Everyone who read this book said they liked itand that it really helped them to succeed in their project. Professor Veronica Liljander, Swedish School of Economics and Business Administration, Finland. What makes this book useful is that it is written from the viewpoint of the active student researcher. It addresses the problems that Students will meet, as they meet them, giving concrete examplesbased on the work of student researchers. Helen Batley, Harrow Business School, University of Mark Saundersis Head of Research at Oxford Brookes University Business Philip Lewisis Principal Lecturer, Gloucestershire Business School, University of Adrian Thornhillis Head of the Department of Human Resource Management, Gloucestershire Business School, University of this book to: Understand both the practical application and underlying philosophy of Research Methods in Business .

3 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. Gain rapid understanding and confidence in using the tools and techniques for analysis to undertakesuccessful on to to: Get ahead with tutorials on software packages such as SPSS and NVivo. Make the most of the Internet as an efficient and effective Research tool by using the Smarter OnlineSearching Guide. Test your understanding with the multiple choice questions for each 13/7/06 13:36 Page 1 Research Methods for Business StudentsVisit the Research Methods for Business Students , Fourth EditionCompanion Website findvaluable student learning material including: Multiple choice questions to test your learning. Tutorials on Excel, NVivo and SPSS. Updated Research datasets to practice with.

4 Updated additional case studies with accompanying questions. Smarter Online Searching Guide how to make the most of theInternet in your 9/29/07 9:29 AM Page i We work with leading authors to develop the strongesteducational materials in Business strategy, bringingcutting-edge thinking and best learning practice to aglobal a range of well-known imprints, includingFinancial Times Prentice Hall, we craft high qualityprint and electronic publications which help readersto understand and apply their content, whetherstudying or at find out more about the complete range of ourpublishing please visit us on the World Wide Web 9/29/07 9:29 AM Page ii Research Methods for Business StudentsFourth EditionMark SaundersPhilip LewisAdrian 9/29/07 9:29 AM Page iii Pearson Education LimitedEdinburgh GateHarlowEssex CM20 2 JEEnglandand Associated Companies throughout the worldVisit us on the World Wide Web 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 identifiedas authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act rights reserved.

5 No part of this publication may be reproduced, storedin a retrieval system, or transmitted in any form or by any means, electronic,mechanical, photocopying, recording or otherwise without either the priorwritten permission of the publisher or a licence permitting restricted copyingin the United Kingdom issued by the Copyright Licensing Agency Ltd,90 Tottenham Court Road, London W1T trademarks used herein are the property of their respective owners. The use of anytrademark in this text does not vest in the author or publisher any trademark ownershiprights in such trademarks, nor does the use of such trademarks imply any affiliationwith or endorsement of this book by such : 978-0-273-70148-4 British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British LibraryLibrary of Congress Cataloging-in-Publication DataA catalog record for this book is available from the Library of Congress10987654311 10 09 08 07 Typeset by 3 Printed and bound by Mateu Cromo, Artes Graficas, SpainThe publisher s policy is to use paper manufactured from sustainable 9/29/07 9.

6 29 AM Page iv How to use this bookxiiiGuided tourxviiPrefacexxContributorsxxiiPublish er s acknowledgementsxxiv1 The nature of Business and management Research and structure of this book2 Mark Saunders, Philip Lewis and Adrian ThornhillLearning nature of nature of Business and management Research purpose and structure of this questions14 Review and discussion questions14 References14 Further reading15 Self-check answers152 Formulating and clarifying the Research topic18 Mark Saunders, Philip Lewis and Adrian ThornhillLearning of a good Research and refining Research Research ideas into Research your Research questions46 Review and discussion questions47 Progressing your Research project: From Research ideas to a Research proposal 47 References48 Further reading49 Case 2: Catherine Chang and women in management50 Mark Saunders, Philip Lewis and Adrian ThornhillSelf-check 9/29/07 9:29 AM Page v 3 Critically reviewing the literature54 Mark Saunders, Philip Lewis, Adrian Thornhill, Martin Jenkins and Darren BoltonLearning critical sources your literature search your literature and evaluating the the questions92 Review and discussion questions93 Progressing your Research project: Critically reviewing the literature93 References94 Further reading95 Case 3: National cultures and management styles96 Mike SavvasSelf-check answers974 Understanding Research philosophies and approaches100 Mark Saunders, Philip Lewis and Adrian ThornhillLearning your Research questions122 Review and discussion questions122 Progressing your Research project.

7 Diagnosing your Research philosophy123 References124 Further reading125 Case 4: Marketing music products alongside emerging digital music channels126 Rick ColbourneSelf-check answers1275 Formulating the Research design130 Mark Saunders, Philip Lewis and Adrian ThornhillLearning purpose of your need for a clear Research Methods choices combining quantitative and qualitative techniques and 9/29/07 9:29 AM Page vi credibility of Research ethics of Research questions154 Review and discussion questions155 Progressing your Research project: Deciding on your Research design155 References155 Further reading157 Case 5: The international marketing management decisions of UK ski tour operators158 Angela RoperSelf-check answers1606 Negotiating access and Research ethics162 Mark Saunders, Philip Lewis and Adrian ThornhillLearning associated with to gain questions196 Review and discussion questions196 Progressing your Research project: Negotiating access and addressing ethical issues197 References197 Further reading198 Case 6: Mystery customer Research in restaurant chains199 Teresa SmallboneSelf-check answers2007 Selecting samples204 Mark Saunders, Philip Lewis and Adrian ThornhillLearning questions235 Review and discussion questions237 Progressing your Research project: Using sampling as part of your research238 References238 Further reading239 Case 7.

8 Auditor independence and integrity in accounting firms240 Christopher CowtonSelf-check 9/29/07 9:29 AM Page vii 8 Using secondary data246 Mark Saunders, Philip Lewis, Adrian Thornhill, Martin Jenkins and Darren BoltonLearning of secondary data and uses in secondary and disadvantages of secondary secondary data questions273 Review and discussion questions273 Progressing your Research project: Assessing the suitability of secondary data for your research274 References274 Further reading276 Case 8: Small firms internationalisation277 Sharon LoaneSelf-check answers2799 Collecting primary data through observation282 Mark Saunders, Philip Lewis and Adrian ThornhillLearning observation: an observation: researcher observation: data collection and observation: an observation: data collection and questions302 Review and discussion questions303 Progressing your Research project: Deciding on the appropriatenessof observation303 References304 Further reading304 Case 9: Exploring service quality in bank customers face-to-face experiences306 Cathy LengSelf-check answers30810 Collecting primary data using semi-structured, in-depth and group interviews310 Mark Saunders, Philip Lewis and Adrian ThornhillLearning Types of interview and their link to the purposes of Research and Research 9/29/07 9.

9 29 AM Page viii Situations favouring non-standardised (qualitative) Data quality issues and preparing for the Interviewing Managing logistical and resource Group interviews and focus Telephone, Internet- and intranet-mediated Summary344 Self-check questions344 Review and discussion questions345 Progressing your Research project: Using semi-structured or in-depthinterviews in your research346 References346 Further reading348 Case 10: Equal opportunities in the publishing industry349 Catherine CassellSelf-check answers35111 Collecting primary data using questionnaires354 Mark Saunders, Philip Lewis and Adrian ThornhillLearning An overview of questionnaire Deciding what data need to be Designing the Administering the Summary394 Self-check questions394 Review and discussion questions396 Progressing your Research project: Using questionnaires in your research397 References398 Further reading399 Case 11.

10 Service quality in health care supply chains400 David Bryde and Joanne MeehanSelf-check answers40212 Analysing quantitative data406 Mark Saunders, Philip Lewis, Adrian Thornhill and Catherine WangLearning Preparing, inputting and checking Exploring and presenting Describing data using Examining relationships, differences and trends using Summary458 Self-check questions459 Review and discussion questions461 Progressing your Research project: Analysing your data 9/29/07 9:29 AM Page ix References462 Further reading464 Case 12: The impact of family ownership on financial performance465 Aleksandar S evic and Z eljko S evic Self-check answers46613 Analysing qualitative data470 Mark Saunders, Philip Lewis and Adrian ThornhillLearning between qualitative and quantitative your data for overview of qualitative to qualitative analytical analytical your qualitative CAQDAS for qualitative Summary508 Self-check questions508 Review and discussion questions508 Progressing your Research project: Analysing your data qualitatively509 References510 Further reading511 Case 13.