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Ucc504 business research methods case study 220413
1. Case Study Methods :
Overview
UCC504 RESEARCH METHODS
by
Stephen Ong
Visiting Professor, Shenzhen University
Visiting Fellow, Birmingham City
University Business School, UK
2. Course Leadership
COURSE 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
3. • Introduction to Case Study
Methods1
• Case Writing2
• Case Analysis
3
Today’s Overview
6. 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)
7. 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.
8. 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.
8
9. 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.
1 - 9
10. 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.
1 - 10
11. 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.
1 - 11
12. 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.
1 - 12
13. 7–13
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.
16. 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
17. Specific Classification (1)
Classical Case
Detailed
information
about
historical
personalities,
eg. Napoleon
Secondary Case
Describing a
key event of a
major case.
17
Empirical Case
Observation, ba
sed on
empirical facts.
18. 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.
18
Desk Type
Collect all
available
information in
one place.
19. 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
20. 7–20
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
21. TECHNIQUES USED IN CASE STUDY
RESEARCH
Qualitative research techniques
used in Case Studies are:
1. Focus Group Interview
2. Depth Interviews
3. Free-Association and
Sentence Completion
Methods
4. Observation
Quantitative research techniques
23. 7–23
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 fast
2. Easy to execute
3. Allow respondents to piggyback off each
other’s ideas – one respondent stimulates
thought among the others.
4. Provide multiple perspectives
5. Flexibility to allow more detailed descriptions
6. 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.
24. 7–24
1.1 Focus Group Interview - Focus
Group Respondents
Group
Composition
6 to 10 people
Relatively
homogeneous
Similar lifestyles
and experiences
25. 7–25
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
26. 7–26
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.
28. 7–28
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.
29. 7–29
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
30. 7–30
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
31. 7–31
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.
32. 8–32
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)
33. 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.
34. 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.
36. 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.
36
37. 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
38. Making a Start – Sources of data
Primary Sources
Observation
Questionnaire
Interviews
Focus Groups
Secondary Sources
Archives
Museums
Personal files
Newspaper
reports
1- 38
39. Case Writing Process
1. Planning - What to write ?
2. Writing the case itself
3. Cooling off Period
4. Revision, refinements etc.
5. Ornamentation
39
40. 10 Points
While Writing a case
1. Anchor - Focus
on issues
2. Fairness &
Objective
3. Compactness
4. Personality and
leadership
5. Length & Jargon
6. Data confirmation
with the company
7. Past tense
8. Acknowledgements
9. Evidence and
facts
10. Exhibits & Accounts
40
41. Business Case Format
1. Introduction -
Company
Background
2. Industry Analysis
3. Current
Vision, Mission &
objectives
4. Organisation
structure
10. Competition
11. Personalities
12. Environment, Sustainability, Gov
ernance, & 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
43. 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
44. 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
R
E
S
P
O
N
S
I
V
E 44
45. Researching the Case Situation
Determine the time periods of the case
in your research
Sources of information:
Company annual reports
Stock analyst reports
12-45
46. 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
12-46
52. 12-52
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
53. 12-53
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
54. 12-54
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
58. 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)
59. 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
60. 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.