Ucc504 business research methods case study 220413

Case Study Methods :Overview

Case Study Methods :Overview

UCC504 RESEARCH METHODS

byStephen Ong

Visiting Professor, Shenzhen UniversityVisiting Fellow, Birmingham City University Business School, UK

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

• Introduction to Case Study Methods

• Introduction to Case Study Methods11

• Case Writing• Case Writing22

• Case Analysis• Case Analysis33

Today’s Overview

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

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)

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.

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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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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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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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

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.


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.


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.

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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

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)

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.

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.

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

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

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

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

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

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

Strategic Audit

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)

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

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.

QUESTIONS?