Slide 1.

UNIVERSITY OF SOUTHERN MINDANAO

The Nature of Business and

Management Research

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 By the end of this chapter, you should
be able to:
• define the nature of research;
• outline the features of business and management
research;
• recall the stages you will need to complete (and
revisit) as part of your research process;
• understand the importance of keeping a
reflective diary;
• recognize the purpose, structure and features of
this book;
• progress your research project by starting to
make entries in your reflective diary or notebook.
 Clarifying Terminology
Method: Refers to specific techniques for data collection and
analysis (e.g., questionnaires, interviews, statistical analysis).
Methodology: Refers to the underlying philosophy and
principles guiding the research approach.

Importance of Methodology:
• Understanding research philosophies helps in making informed
choices about research methods.
• This book explores various philosophical assumptions and their
implications for research design.

Key takeaway: While methods are the "how-to" of research,

methodology provides the framework and justification for
those methods.
 The Nature of Research
Everyday Misconceptions of Research:

•Collecting facts without a clear purpose.

•Reassembling facts without interpretation.
•Research seen as irrelevant to daily life.
•Using "research" to gain attention or
credibility.
 The Nature of Research
True Nature of Research:
•Systematic: Based on logical relationships, not just
beliefs.
•Involves clear methods, data interpretation, and
acknowledging limitations.
•Purposeful: Aimed at "finding out things" – answering
questions, solving problems.
•Has a defined purpose and a clear end goal.

Characteristics of Research:
•Clearly stated purpose.
•Systematic data collection.
•Systematic data interpretation.
 Research Definition
Research - a process that is undertaken in a
systematic way with a clear purpose, to find
things out.

•‘Systematic way’ suggests that research is

based on logical relationships and not just
beliefs (Ghauri et al. 2020).
•‘To find out things’ suggests there are a
multiplicity of possible purposes for your
research. It is therefore an activity that has
to be finished at some time to be of use.
Slide 1.7

Key Characteristics of Business and

Management Research:
Transdisciplinary: Draws knowledge from various
disciplines (sociology, psychology, economics) to gain
unique insights.
Relevance and Utility:
•Should have practical implications for business and
management practice.
•Involves a virtuous circle of theory and practice.
•Requires engagement with both academic and
practical worlds.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.8

Key Characteristics of Business and

Management Research:

Rigor:
•Emphasizes both theoretical and
methodological rigor.
•Avoids "pedantic science" (overly focused on
methodology, lacking relevance).
•Avoids "popularist science" (focused on
relevance, neglecting rigor).
•Strives for "pragmatic science" (both rigorous
and relevant).

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.9

Key Characteristics of Business and

Management Research:

Modes of Knowledge Production:

•Mode 1: Academic-driven, focused on basic
research, limited practical application.
•Mode 2: Practice-driven, collaborative,
emphasizes practical relevance.
•Mode 0: Driven by power and patronage,
often influenced by sponsors.
•Mode 3: Focused on human well-being and
societal benefit.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.10

Key Characteristics of Business and

Management Research:
The Relevance Gap:
•Separation between knowledge producers (academics) and
knowledge users (managers).
•Difficulty in translating research findings into practical
managerial solutions.
•"Research-practice gap" – managers often rely on
experience over evidence-based management.
•Contributing Factors:
•Differences in focus, methods, outcomes, and perspectives
between academics and practitioners.
•Limited transfer of research findings to the workplace.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.11

Key Characteristics of Business and

Management Research:

Addressing the Gap:

•Evidence-based management: Utilizing research

evidence to guide managerial decisions.
•Design science approach: Focus on developing
practical solutions to organizational problems.
•Debate: Whether management practice is suitable
for a purely design science approach.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.12

Responsible Research in Business and

Management

cRRBM (Community for Responsible

Research in Business and Management):
•Emphasizes the importance of both credible
(rigorous) and applicable (relevant)
research.
•Aims to improve research practice and
increase its societal impact.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.13

Seven Principles of Responsible Research

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.14

Basic and Applied Research

Research Continuum:
• Business and management research can be placed on a
continuum from basic to applied research.
• Basic Research: Primarily focuses on understanding and
explaining fundamental concepts; driven by academic
interests.
• Applied Research: Directly addresses practical managerial
problems and aims to have immediate impact on practice.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.15

Basic and Applied Research

Characteristics of Basic Research:

•Driven by academic curiosity.
•May have long-term, indirect impact on practice.
•Often conducted within universities.
Characteristics of Applied Research:
•Focuses on solving specific business problems.
•Directly relevant to managerial decision-making.
•May resemble consultancy work.
Importance of Rigor:
•Regardless of its position on the continuum, all research should
be conducted with rigor.
•This involves careful attention to all stages of the research
process.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Basic and Applied Research

Sources: Authors’ experience; Easterby-Smith et al. (2021); Hedrick et al.

(1993), MacIntosh et al. (2017)
Slide 1.17

The Research Process

The Research Process is Iterative and Non-

Linear:
•Not a simple, linear progression through
stages.
•Involves revisiting and refining stages
throughout the process.
•Overlap and interaction between different
stages.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.18

Key Stages in the Research Process:

•Formulating and clarifying the

research topic.
•Reviewing the literature.
•Designing the research.
•Collecting data.
•Analyzing data.
•Writing up the research.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.19

Key Stages in the Research Process:

Importance of Writing:
•Essential for developing and clarifying research
ideas.
•Helps identify areas for further research and
refinement.
Planning and Reflection:
•Continuous planning is crucial to ensure timely
progress.
•Regular reflection is necessary to refine research
questions and adjust the research approach.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.20

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.21

Keeping a Reflective Diary or Research

Notebook

Importance of Reflection:
• Reflective Diary/Journal: A crucial tool for
documenting the research process, learning, and
insights.
• Reflection: Examining and analyzing your own
research experiences and the impact of your
actions.
• Reflexivity: Critical self-awareness of your own
biases, assumptions, and influence on the research
process.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.22

Keeping a Reflective Diary or Research

Notebook

Benefits of Keeping a Reflective Diary:

•Enhanced Learning: Deepens understanding
and promotes critical thinking.
•Improved Research: Helps identify areas for
improvement and refine research methods.
•Assessment: Provides valuable material for
reflective essays and presentations.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.23

Keeping a Reflective Diary or Research

Notebook
Key Aspects of Reflection:
•Kolb's Learning Cycle: Emphasizes the importance of
experience, reflection, concept formation, and application.
•"Why?," "What if?," and "So what?" questions: Encourage
deeper critical thinking and analysis.

Tips for Effective Reflection:

•Regular entries: Consistent journaling is crucial for
capturing valuable insights.
•Focus on both successes and challenges.
•Utilize guiding questions: Refer to a checklist of questions
to prompt deeper reflection.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Summary:

•Research Focus: This book guides business and

management students and managers through the
entire research project process.
•Nature of Research: Business and management
research is systematic, transdisciplinary, and bridges
theory and practice.
•Research Spectrum: Projects range from basic
(theoretical) to applied (practical) research, but all
require rigor and should aim for societal benefit.
Slide 1.25

Summary:

•Iterative Process: The research process is not linear;

it involves reflection, revision, and forward planning.
•Reflective Practice: Keeping a reflective diary or
notebook is highly recommended for enhanced
learning and self-awareness.
•Book Features: The book includes examples,
checklists, questions, assignments, and case studies to
support learning and project completion.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009