BUSINESS RESEARCH

METHODS

RESEARCH PARADIGMS
AND
METHODOLOGIES
(Positivism, Phenomenology, Ontology,
Epistemology, Axiology)
Course Instructor
MUHAMMAD NOUMAN
 What is the single most important
difference?
Anger
Speed
Authority
Time
Entertainment
Sleep
Profit
 Paradigm
Refers to the progress of scientific practice
based on peoples philosophies and
assumptions about the world and the nature
of knowledge

Paradigms offer a framework comprising an

accepted set of theories, methods, and ways
of defining data
 Methodology
The theory of how research should be
undertaken, including the theoretical and
philosophical assumptions upon which
research is based and the implications of
these for the method or methods adopted.
 The Philosophical Position.
Positivism Phenomenology
Reality is objective and Reality is subjective
Ontology: what is the singular, apart from the and multiple as seen
nature of reality? researcher by the participants
Epistemology:
Researcher is independent Researcher interacts
What is valid
from that being researched with that being researched
knowledge?
Axiology:
Value free and un-biased Value-laden and biased
Role of values
Cross-sectional studies Action Research
RESEARCH Experimental studies Case Studies
STRATEGY Longitudinal studies Ethnography
Surveys Grounded Theory
Etc... Hermeneutics, etc...
Features of research paradigms
Positivistic paradigm
Tends to produce quantitative data
Uses large samples
Concerned with hypothesis testing
Data is highly specific and precise
The location is artificial
Reliability is high
Validity is low
Generalises from sample to
population
Phenomenological paradigm
Tends to produce qualitative data
Uses small samples
Concerned with generating theories
Data is rich and subjective
The location is natural
Reliability is low
Validity is high
Generalises from one setting to
another
 The scientific method
A generally accepted set of procedures for
developing and testing theories

An idealised model to arrive at the truth through:

Objective observation
Measurement
Careful and accurate analysis of data
Minimising pre-conceptions about how the world
works

What paradigm are we in here?

Maylor and Blackmon (2005)

 The Positivistic approach
Define your research topic
Literature review
Define your research question(s)
i.e. hypothesis

Deductive Design data collection

Pilot study
Design data analysis

Collect data

Analyse data

Interpret results

Report your findings

Adapted from Maylor and Blackmon (2005)

 The Phenomenological approach
A generally accepted set of procedures for collecting
information about the world

An idealised model to arrive at the data through:

Subjective observation
Being led by the data (ie. induction)
Trying to overcome biases about the situation
Avoiding conceptual frameworks or instruments that
might influence what is observed

Maylor and Blackmon (2005)

 The Phenomenological approach
Define your research topic
Literature review
Define your research question(s)

Design data collection

Inductive

Collect data

Analyse data Literature review

Interpret data

Research question answered?

Report your findings

Adapted from Maylor and Blackmon (2005)

 Comparing approaches

Characteristic Positivism Phenomenology

What? Why?
Questions that can be answered How much? How?

Direct observation,
Survey, Interviews,
Associated methods Experiment Participant observation

Data type Predominantly numbers Predominantly words

Finding Measure Meaning

Adapted from Maylor and Blackmon (2005)

 Why does the approach matter?

Whether you take a scientific (positivistic) or

phenomenological approach will influence:

What research questions you ask

What methods you use to collect your data
What type of data you collect
What techniques you use to analyse your data

Maylor and Blackmon (2005)

The research onion

Source: Mark Saunders, Philip Lewis and Adrian Thornhill 2006