Ucc504 business research methods case study 220413
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Case Study Methods :Overview
Case Study Methods :Overview
UCC504 RESEARCH METHODS
byStephen Ong
Visiting Professor, Shenzhen UniversityVisiting Fellow, Birmingham City University Business School, UK
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Course LeadershipCOURSE LEADER
Stephen ONG Visiting Professor,
Shenzhen University, P.R.China
B.Sc. (Hons) Economics, London School of Economics, University of London
MBA (International Business), University of Bradford, UK
EXPERIENCE
Visiting Fellow Lancaster University
Management School, UK Birmingham City University Edinburgh Napier University
Senior Management Barclays Bank plc, UK AIB Capital Markets, UK, MY
Private equity VC NSTB, Singapore Sojitz, Japan Neptunus, China
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• Introduction to Case Study Methods
• Introduction to Case Study Methods11
• Case Writing• Case Writing22
• Case Analysis• Case Analysis33
Today’s Overview
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1.INTRODUCTION TO
CASE STUDY METHODS
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Figure 5.1 The research onionSource: © Mark Saunders, Philip Lewis and Adrian Thornhill (2008), reproduced with permission
Case Study as Research Strategy
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Case Study
Definition: In a case study, a particular individual, program or event is studied in depth; but findings may not be generalizable. (Leedy & Ormrod 2013)
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Case Study as a Method
Method : The researcher collects extensive data on the individual(s), program(s), or event(s) on which the investigation is focused.
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Evolution of Case Study Method
Roman Experience : Aristotle and Socrates used to teach philosophy in form of cases. i.e., about each Empire.
Law Schools : Used cases extensively whether civil or criminal in giving judgment.
Harvard Business School : Pioneers in case studies and use them extensively.
Case Clearing Houses : Harvard Business School has built more than 150,000 cases and they periodically update all the cases.
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Case Study : Benefit 1
The Development of Diagnosis Skills Solutions cannot be developed
properly until problems have been identified.
Case study enables researchers to develop realistic solutions to the problems and to understand crucial nature of accurate diagnosis both specifically and generally.
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Case Study : Benefit 2
Subject and functional integration
Case studies enable researchers to pursue issues across subject and departmental boundaries.
This gives a much more integrated view of management than might otherwise be achieved.
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Case Study : Benefit 3
Deep vs. Surface Learning
Thorough analysis of a case study and complex issues may facilitate a deeper understanding, unlike other surface learning methods, i.e. listening to lecture on subject matter etc.
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Case Study : Benefit 4
Review of policy and practice
If in-house cases are used in client organizations, these may lead to constructive debates about appropriate policy and practice.
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What Are Case Studies?
Case Studies The documented history of a
particular person, group, organization, or event.
Themes Are identified by the frequency with
which the same term (or a synonym) arises in the narrative description.
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Types of Case Studies
Intrinsic To understand a particular case
Instrumental To provide insight into an issue or to
redraw a generalization Collective
To study several cases to investigate phenomenon, population, or general condition
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Specific Classification (1)
Classical Case Detailed
information about historical personalities, eg. Napoleon
Secondary Case Describing a
key event of a major case.
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Empirical Case Observation,
based on empirical facts.
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Specific Classification (2)
Decision Oriented Gives the pros
and cons of the case.
For example, a client may ask the researcher to suggest the right time for launching their new product
Case History Historical
events, eg. World War II.
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Desk Type Collect all
available information in one place.
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Specific Classification (3)
Development Oriented External
environment analysis of current issues and policy recommendations for future progress or transformation, eg. Vision 2020
Sectoral Type Case study on
private or public sectors.
19
Biography An account of a
person’s life experiences eg.My life by Bill Clinton
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Qualitative Research Orientations
Major Orientations of Qualitative Research
1. Phenomenology—originating in philosophy and psychology
2. Ethnography—originating in anthropology
3. Grounded theory—originating in sociology
4. Case studies—originating in psychology and in business research
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TECHNIQUES USED IN CASE STUDY RESEARCH
Qualitative research techniques used in Case Studies are:
1. Focus Group Interview2. Depth Interviews3. Free-Association and
Sentence Completion Methods4. Observation
Quantitative research techniques
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EXHIBIT 7.2 Common Qualitative Research Tools
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Technique 1 : Focus Group Interview An unstructured, free-flowing interview with a
small group (6-10 people) led by a moderator who encourages dialogue among respondents.
Advantages:1. Relatively fast2. Easy to execute3. Allow respondents to piggyback off each
other’s ideas – one respondent stimulates thought among the others.
4. Provide multiple perspectives5. Flexibility to allow more detailed descriptions6. High degree of scrutiny – session can be
observed since they are usually conducted in a room with a two-way mirror and are generally tape recorded or videotaped for later examination.
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1.1 Focus Group Interview - Focus Group Respondents
Group Composition6 to 10 peopleRelatively
homogeneousSimilar lifestyles
and experiences
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Focus Group Interview - The Focus Group Moderator
Moderator A person who leads a focus group
interview and insures that everyone gets a chance to speak and contribute to the discussion.
Qualities of a good moderator: Develops rapport with the group Good listener Tries not to interject his or her own
opinions Controls discussion without being
overbearing
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Focus Group Interview - Planning a Focus Group Outline
Discussion guide Includes written introductory comments
informing the group about the focus group purpose and rules and then outlines topics or questions to be addressed in the group session.
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EXHIBIT 1.2 Discussion Guide for a Focus Group Interview
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1.3 Disadvantages of Focus Groups
Focus groups: Require objective, sensitive, and effective
moderators.
May have unique sampling problems.
May not be useful for discussing sensitive topics in face-to-face situations.
Cost a considerable amount of money, particularly when they are not conducted by someone employed by the company desiring the focus group.
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Technique 2 : Depth Interviews
Depth interview A one-on-one interview between a
professional researcher and a research respondent conducted about some relevant business or social topic.
Laddering A particular approach to probing asking
respondents to compare differences between brands at different levels.
Produces distinctions at the: attribute level benefit level value or motivation level
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Technique 3 : Free-Association and Sentence Completion Methods
Free-association techniques Record a respondent’s first cognitive
reactions (top-of-mind) to some stimulus.
Allow researchers to map a respondent’s thoughts or memory.
E.g. what is the No. 1 shampoo brand?
Sentence completion People who drink beer are
A man who drinks light beer is
Imported beer is most liked by
The woman drinking beer in the commercial
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Technique 4 : Observation
Observation Field notes
The researcher’s descriptions of what actually happens in the field.
These notes then become the text from which meaning is extracted.
Advantageous for gaining insight into things that respondents cannot or will not verbalize.
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Secondary Data Research Secondary Data
Data gathered and recorded by someone else prior to and for a purpose other than the current project.
• Advantages Available Faster and less expensive
than acquiring primary data Requires no access to
subjects Inexpensive—government
data is often free May provide information
otherwise not accessible
• Disadvantages Uncertain accuracy Data not consistent with
needs Inappropriate units of
measurement Time period
inappropriate (outdated)
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Data Analysis Data Analysis: involves :
1. organization of details about the case,
2. categorization of data,
3. interpretation of single instances,
4. identification of patterns, and
5. synthesis and generalizations.
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Research Report
Research Report: includes a rationale for studying the case, a detailed description of facts related to
the case, a description of data that was collected, a discussion of patterns found, and a connection to the larger scheme of
things.
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2.CASE WRITING
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Writing Cases from REAL WORLD situations
Cases are best written about actual situations.
Facts which may appear to be of minor importance based on real situations can turn out to be of crucial importance.
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Source material There are many sources for a case
study : experience of the author is very
important, issues that are reported in media, news
papers also give valuable information. Sometimes they can be adopted from
existing materials. Cases developed for a client organization
can be adapted for use elsewhere.37
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Making a Start – Sources of data
Primary Sources Observation Questionnaire Interviews Focus Groups
Secondary Sources Archives Museums Personal files Newspaper
reports
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Case Writing Process
1. Planning - What to write ?
2. Writing the case itself
3. Cooling off Period
4. Revision, refinements etc.
5. Ornamentation
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10 PointsWhile Writing a case
1. Anchor - Focus on issues
2. Fairness & Objective
3. Compactness4. Personality and
leadership5. Length & Jargon
6. Data confirmation with the company
7. Past tense
8. Acknowledgements
9. Evidence and facts
10. Exhibits & Accounts
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Business Case Format1. Introduction -
Company Background
2. Industry Analysis 3. Current Vision,
Mission & objectives
4. Organisation structure
10. Competition
11. Personalities
12. Environment, Sustainability,
Governance, & Globalisation
13. Events, Issues & Problems
14. Company’s Future plans 41
5. Marketing - 4P
6. Operations/ Production - Product
Design, Production Planning &
Control
7. R & D
8. Accounting & Finance
9. HRD
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3.CASE ANALYSIS
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Introduction
Case Study method- provides the opportunity to move from a narrow, specialized view that emphasizes functional techniques to a broader, less precise analysis of the overall corporation
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Responsive Treatment Read the case, recognize problems/prospects Environmental Analysis - PESTEL Analysis SWOT Analysis Preliminary edit of SWOT Organizational Diagnosis Name the reasons for Weaknesses & Threats Strategies
Vision - Mission - Objectives - Strategies Implementation of Strategies Visualization of Implementation plan Evaluation and control
RESPONSIVE 44
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Researching the Case Situation
Determine the time periods of the case in your research
Sources of information: Company annual reports Stock analyst reports
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Business Case Analysis : A Financial Analysis Approach
Ratio analysis- the calculation of ratios from data on financial statements
Liquidity ratios Profitability ratios Activity ratios Leverage ratios Equity/stock ratios
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Financial Ratio Analysis : Liquidity Ratios
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Profitability Ratios
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Activity Ratios
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Leverage Ratios
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Equity/Stock Ratios
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Analyzing Financial Statements
Review historical income statements and balance sheets
Compare historical statements over time Calculate changes that occur in
individual categories form year to year Determine the change as a percentage Adjust for inflation
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Financial Analysis
Common size statements- financial statements in which the dollar figures have been converted into percentages
Altman’s Z Value bankruptcy formula- calculate the likelihood of going bankrupt. Compare historical statements over time
Index of sustainable growth- used to determine whether a company embarking on a growth strategy will need to take on debt to fund the growth
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Useful Economic Measures
Constant dollars- dollars adjusted for inflation
Prime interest rate- the rate of interest banks charge on their lowest risk loans
Gross domestic product- measures total output of goods and services within a country’s borders
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Economic Indicators
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Strategic Audit
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CONCLUSION
“Whether you consider case study as a way of conceptualizing human social behaviour or merely as a way of encapsulating it,
…its strategic value lies in its ability to draw attention to what can be learned from the single case.”
(Schram 2006)
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Core Reading
COOPER, D.R. AND SCHINDLER, P.S. (2011) BUSINESS RESEARCH METHODS, 11TH EDN, MCGRAW HILL
ZIKMUND, W.G., BABIN, B.J., CARR, J.C. AND GRIFFIN, M. (2010) BUSINESS RESEARCH METHODS, 8TH EDN, SOUTH-WESTERN
SAUNDERS, M., LEWIS, P. AND THORNHILL, A. (2012) RESEARCH METHODS FOR BUSINESS STUDENTS, 6TH EDN, PRENTICE HALL.
SAUNDERS, M. AND LEWIS, P. (2012) DOING RESEARCH IN BUSINESS & MANAGEMENT, FT PRENTICE HALL.
LEEDY, P.D. AND ORMROD, J.E. (2013) PRACTICAL RESEARCH, 10TH EDITION, PEARSON
GLESNE, C.(2011) BECOMING QUALITATIVE RESEARCHERS, 4TH EDITION, PEARSON
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Business Case Study : Reading
Johnson, Gerry, Whittington, Richard & Scholes, Kevan (2011) Exploring Strategy, 9th edition, FT Prentice Hall/Pearson UK.
Grant, Robert M.(2010) Contemporary Strategy Analysis, 7th edition, John Wiley
David, Fred R.(2013) Strategic Management, 14th edition, Pearson
Wheelen & Hunger (2011) Essentials of Strategic Management, 5th edition, Pearson
Porter, M.E., (2008). On Competition, Harvard Business Press.
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QUESTIONS?