how to develop and manage a case study database as suggested by yin (2009) within a mixed methods...

Postgraduate Research Colloquium 2016

Topic: How to develop and manage a case study database as suggested by Yin (2009) within a mixed

methods research design?Presenter: Stefanie Ng Soo LeePhD (Business Administration)

AbstractThis presentation aims at providing useful knowledge and skills which can help doctoral students from different disciplines in doing research which inevitably involves time, energy and cost in data collection and handling of different types of qualitative and quantitative data gathered from various data sources by using a combination of qualitative and quantitative research methods. The process of researching becomes more complex when the researcher decides to adopt a mixed methods design for his/her research study because both qualitative and quantitative research methodological approaches to inquiry are involved in the entire researching process either sequentially or concurrently in data collection, data storage, data retrieval, data examination, data processing, data analysis, interpretation, and reporting of results in the academic piece of work known as a thesis or dissertation. This presentation provides ideas and suggests the necessary steps to take so that a case study database can be developed comprehensively and managed efficiently.

Learning OutcomesAt the end of this colloquium, participants will be able to:

(a) understand the theoretical and practical aspects of how to implement a case study strategy as suggested by Yin (2009) within a mixed methods research design for creating a database comprising a variety of qualitative and quantitative data.

(b) learn how to initiate the researching process so that the right types of research methods are used to collect the right types of data needed to address the research problem(s) as specified at the beginning of their research proposals/studies. (c) create a structure/chart/diagram to ensure that a rich database generated from primary and secondary sources will enhance the quality of a case study. Keywords: Case study, database, mixed methods research design.

Definition of Key Terms• Case study involves an investigation into the same

phenomenon/research problem based on a single case or several/multiple cases. Miles and Huberman (1994, 26) define a case as a phenomenon of some sort occurring in a bounded context.

• Database is a group of related files containing the data collected by the researcher from multiple sources by different research methods to provide a chain of evidence on the existence of a phenomenon under investigation. Burns and Bush (2003, 158) explain that a database is a large collection of related data, organised for rapid search and retrieval.

Definition of Key Terms

Mixed methods research design has a combination of qualitative and quantitative methodological approaches to inquiry. Research design is simply a research plan or framework for the entire research process of collecting, analysing, triangulating, interpreting data, and reporting results. Malhotra (2010, 102) views a research design as “a framework or blueprint for conducting a research project, with the details of the procedures necessary for obtaining the information needed to structure and/or solve research problems.” According to Hakim (1997), research design is also very much about style or stylistic preferences of a researcher.

Introduction

Research data are collected, observed, or created, for purposes of analysis to produce original research results, and when data are processed, organized, structured or presented in a given context so as to make them useful, they are called information (Boston University, 2016). Data availability is an important issue in any research study. Without data or the right type of data, it is impossible for a researcher to justify his/her choice of a particular research topic even if it sounds interesting or unique. The researcher must be able to identify the data sources and gain access to the right type of data essential to solving research problem(s) as specified in his/her proposed research topic.

IntroductionContent of this presentation highlights the importance of building and managing a database for case study research, and the ease of applying the shared knowledge either wholely or partially to a preferred research study using other type of research design and strategy. The theoretical underpinning is the case study strategy suggested by Yin (2009) whereby prior theory informs propositions, and propositions inform data collection and analysis. However, the works of other scholars are duly cited as they are relevant to the development and management of a case study database within a mixed methods research design. This presentation focuses on the issues of “How to develop a case study database?”, and “How to manage a case study database?”

How to develop and manage a case study database?

Steps/Tips/Ideas:1. Select a suitable mixed methods research design for a case study strategy to build database

Mixed methods research design is increasingly influential or popular in the social science research. Molina-Azorin (2010) claim that all types of mixed methods articles published in the strategic management journal from 1980 to 2006 tend to have a higher number of citations than the group of mono method studies.

By mixing of two methodological approaches is believed to be more comprehensive and hence the overall strength of a study is enhanced. This benefit may not be realised if either a qualitative or quantitative research method were to be employed. Creswell (2007) argues that by capitalising on the strengths of mixed methods research design, individual weaknesses of a particular method are minimised.


Types of mixed methods research designThere are many types/variants of mixed methods research designs, for example, Tashakkori and Teddlie (2003) note that there are nearly 40 different types of mixed methods designs in the literature. For simplicity, Creswell (2009) streamlines a wide range of mixed methods designs/variants and groups them under two (2) classifications: Sequential and concurrent mixed methods designs with a total of 6 variants (see Table 1.1).

Types of mixed methods research design

Types of mixed methods research design

Sequential designs are intended to have one phase of the researching to be dedicated to one research method which can either be qualitative or quantitative, and then the next phase of researching will use another research method, this means that if qualitative research method is used in the initial phase for exploratory research design, the outcome of data analysis will inform the next phase of quantitative research for developing research instrument and conceptual model building, and testing of hypotheses. Whereas concurrent or convergent designs are intended to merge the qualitative and quantitative phases of researching for the purpose of comparing the outcomes of both types of data analysis.

According to Creswell (2009, 212), a sequential exploratory research design is useful to a researcher who not only wants to explore a phenomenon but also wants to expand on the exploratory research findings . Gray (2009, 204-206) states that it is common for researchers to begin with an exploratory qualitative framework to provide clarity about the kinds of variables requiring further investigation. This in turn helps towards the development of a quantitative questionnaire to collect data from a sample for analysing relationships between variables, and for generalising the results to the population from where the sample was drawn.

CommentIn my opinion, the term ‘sequential exploratory research design’ is misleading because it gives a first impression that the doctoral research study is at the preliminary stage of exploration and that the findings are inconclusive. This term can be modified to reflect accurately the intention of conducting a quantitative survey research to further investigate into the occurrence of a phenomenon, and to establish relationships between study variables. Hence, in this presentation I propose to use the term ‘sequential exploratory-descriptive research design’ (see Figure 1.1) which incorporates the idea drawn from literature on research methodology and methods (see Figure 1.2).

Sequential Exploratory-Descriptive Research Design


Exploratory qualitative research study can be further expanded into a descriptive research study to provide depth and conclusive findings. Figure 1.2 shows the classification of research design framework proposed by Malhotra’s (2010, 103).

Case study as a strategy

While some scholars use ‘case study’ as an approach, Yin (2009, 12) uses ‘case study’ as a strategy to investigate a phenomenon subject to the fulfilment of three (3) conditions:1. “How” or “Why” questions is being posed.2. A contemporary phenomenon within a real-life context.3. The investigator has little or no control over it.

A research study can be based on a single case or several/multiple cases. Nearly all case studies rely on multiple sources of information and multiple methods of data collection since a researcher will not be able to capture all the information needed by just using a single method (Maylor and Blackmon, 2005, 249-256).

Case study for doctoral thesis/dissertation

Mason (2010, 7), reports that based on his research on 2,533 PhD studies using qualitative approaches, case study is the most popular approach accounting for 55.3% of the total PhD studies under investigation. Although case studies are traditionally qualitative in orientation, there is a rising trend or shift towards a mixed methodological approach. In view of the increased popularity of the mixed methods research design for doctoral research studies, the body of literature on case studies with mixed methods research design has expanded over the years.


2. Adopt the suggestion by Yin Yin (2009, 103-120) suggests that a case study database can be drawn from six (6) sources of data. For example, the researcher’s own notes generated from documentation, interviews, direct observations, participant observations, archival records, and physical artifacts:(a) Case study notes refer to own notes which can be handwritten, audiotaped, Word-processed or electronically composed.(b) Interviews guided by a line of inquiry linked to the research topic. Interviews can be conducted in person face-to-face, by using telephone, or the Internet/web-based mobile communications networks. (c) Direct observation of a ‘case’ in its natural setting is an important data source. Direct observation of activities during a field visit includes making field notes and taking photographs at the site as supporting evidence of the phenomenon being observed. Direct observation of an event which is open to the public is not subjected to the requirement of gaining access to the site or obtaining permission to be a non-participant observer.


(d) Participant observation involves the researcher’s active involvement or participation in the events under study. (e) Archival records of numeric data can be sourced from the field, Internet, libraries, government agencies and literature search. Archival records may include documents such as:* Letters, memoranda, email correspondence, and other personal documents (diaries, calendars and notes).* Agendas, announcement and minutes of meetings, and other written reports of events.* Administrative documents (proposals, progress reports, and other internal records).* Formal studies or evaluations of the same “case” that you are studying.* News clippings and other articles appearing in the mass media or in community newspapers.* Other types of documentary evidence e.g films, photographs and videos.(f) Physical artifacts refer to physical objects, tools, work of art or some other physical evidence relating to the phenomenon under study.


3. Subscribe to the suggestion by Creswell Creswell (2009, 6) suggests that an exploratory research should begin with a theory before initiating data collection from multiple sources. The use of theory is relevant to all academic research studies be they qualitative or quantitative in orientation. To illustrate, guided by a marketing communications theory, I carried out an exploratory research to collect secondary and primary data from six (6) sources: 1. literature search, 2. statistical publications, 3. documents, 4. experience/key informant survey, 5. observations, and 6. interviews (see Figure 1.3). 4. Conduct a literature search on the topic of research interest to obtain secondary dataPractically all academic research begins with a literature search. Data from literature are basically secondary as they originated from somebody/other parties. Saunders, Lewis and Thornhill (2007, 64-77) divide literature sources into three parts: primary literature, secondary literature and tertiary literature. These literature sources do overlap in reality.


(a) Primary literature sources are difficult to access especially those that are unpublished e.g theses, manuscripts, documents, letters, emails, diaries, memos and minutes of meetings. (b) Secondary literature sources are the subsequent publication of primary literature such as books, journal articles, newspapers, magazines, newsletters, some government documents/White Papers, company reports and research papers can be accessed easily from the Internet using search engines. With the availability of free Internet access, it is convenient to conduct online search and source a variety of data on any area of interest by using search engines e.g Google/Google Scholar, Bing, Yahoo and other online academic membership sites such as LinkedIn, Academia.edu and ResearchGate.


(c) Tertiary literature sources can be accessed through subscription to a university’s e-library system or online databases. Unpublished PhD theses and scholarly publications can be accessed through universities like the Asia e University’s e-library system which is connected to online bibliographic databases such as EBSCO, Educational Resources Information Centre (ERIC), ProQuest, and ebrary. A bibliographic database is an electronic source that provides an index to articles and other materials (Gray, 2009, 105). Some bibliographic databases allow part of their contents to be searched via search engines.Note: Vast resources from existing literature can also be utilised for pinpointing knowledge and research gaps to be filled, establishing research context, formulating problem statement, aim, objectives, questions, hypotheses/propositions, and constructing a conceptual model for operationalising study constructs for measurement. To sum up, a thorough literature review is needed for building a strong theoretical foundation for any research study.


5. Conduct survey research to obtain primary quantitative dataSurvey research is commonly used for collecting primary data by administering the prepared questionnaire to a sample of participants drawn from the target population. Survey research is popular among researchers because statistical analysis of the survey data and testing of hypotheses provide the means of addressing the research problem objectively rather than subjectively.6. Create a structure to develop and manage a case study database relevant to the research studyIn view of the requirement of a case study strategy to gather data from multiple sources using multiple data collection methods, it is crucial to create a structure to enhance efficiency in database development and management. The researcher needs to maintain a chain of evidence for triangulation, and justification of research findings on the occurrence of the phenomenon under investigation. Triangulation uses evidence from multiple sources to corroborate the same fact or finding.

Development and Management of A Case Study Database


The case study database comprises secondary and primary data sourced from a combination of qualitative and quantitative research methods within the exploratory-descriptive design framework. According to Saunders, Lewis and Thornhill (2009, 258), secondary data can be used to triangulate with primary data. Sourcing primary data is more challenging than that of secondary data because the researcher has to deal with a wide range of constraints related to time, cost, logistics, technology, human interactions and ethics of research. With the availability of free Internet access in public places and online library facilities in universities, much of the secondary information can be sourced at anytime and anywhere.

How to manage a case study database?

7. Managing database(a) Manual data inspection and counting. (b) Create codebook for data coding helps to eliminate errors due to omissions, wrong data entry and stress as a result of frequent flipping of the survey questionnaire form page by page to retrieve data. Pallant (2013, 11) states that preparing a codebook involves (i) defining and labeling each of the variable, and (ii) assigning numbers to each of the possible responses. A codebook can be created in soft and/or hardcopy and responses were post-coded. (c) Screen and clean data to detect missing data, errors of data entry, and presence of outliers. This data examination process can be carried out manually and with the aid of the SPSS software easily.

How to manage a case study database?

(d) Having completed the process of data examination successfully, all the data are to be saved in Excel file and the SPSS extension file [.sav] format. (e) Make duplicate copies in physical and digital formats.As a precaution, make duplicate copies and keep them in separate secure locations. (f) Keep research data in safe devices and locations. Data files in physical and digital formats must be kept in safe devices and stored in safe locations at all times throughout the entire research process, and even after graduation with a doctoral degree for a period of at least 5 years.

ReferencesBoston University (2016). Research data management. [Online]. Available: http://www.bu.edu/datamanagement/background/whatisdata/ [2 November 2016].Creswell, J. W. (2009). Research design: Qualitative, quantitative and mixed methods approaches. (3rd ed.). London: SAGE Publications. Gray, D.E. (2009). Doing research in the real world. (2nd ed.). Thousand Oaks, CA, SAGE Publications.Hakim, C. (1997). Research design: Strategies and choices in the design of social research. London: Routledge.Malhotra, N.K. (2010). Marketing research – An applied orientation. (6th ed.). New Jersey: Pearson Education.Mason, M. (2010). Sample size and saturation in PhD studies using qualitative interviews. Qualitative Social Research, September 2010, 11(3). [Online]. Available: http://www.qualitative-research.net/ [20 July 2012]. Maylor, H. and Blackmon, K. (2005). Researching business and management. Basingstoke: Palgrave Macmillan.

http://www.bu.edu/datamanagement/background/whatisdata/%20%5B2

http://www.qualitative-research.net/%5B20%20July%202012

http://www.qualitative-research.net/%5B20%20July%202012

ReferencesMiles, M. B. and Huberman, A. M. (1994). Qualitative data analysis. (2nd ed.). London: SAGE Publications.Molina-Azorin, J.F. (2011). Mixed methods research in strategic management. Organizational Research Methods, 15 (1), 33-56. Ng, S.L. (2016). A case study of the relationship between marketing communications and customer experiences in an open and distance learning university in Malaysia. Unpublished PhD thesis. Kuala Lumpur: Asia e University.Pallant, J. (2013). SPSS survival manual: A step by step guide to data analysis using IBM SPSS. (5th ed.). Maidenhead, U.K: Open University Press.Saunders, M., Lewis, P. and Thornhill, A. (2007, 2009). Research methods for business students. (4th & 5th ed.). Harlow: Prentice Hall Financial Times.Tashakkori and Teddlie (2003). Handbook of mixed methods in social & behavioural research. Thousand Oaks, CA: SAGE Publications.Yin, R.K. (2009). Case study research: Design and methods. (4th ed.). Thousand Oaks, CA: SAGE Publications.

End of My Presentation

Thank You for your time & effort participating in this Postgraduate Research Colloquium

Questions? Hope you could benefit from knowledge sharing & that the

learning outcomes as stated at the beginning of this presentation are achieved