This section focuses on the processes used to select the sample, collect and analyse the data. The research methodology section is the most important because it determines the validity of the study findings and the usefulness of the results. The chapter constitutes of the research design, approach, sampling method, data collection and data analysis method.
3.1 Research Design
The primary purpose of a research design is to link research questions and data (Collins and Hussey, 2014). Thorpe and Jackson (2012) further suggest that a research design organises investigation activities in a manner likely to lead to the realisation of research aims. The research design, therefore, constitutes a plan of how the research questions would be answered. The research design in this study aims to provide a link between corporate reputation and competitive advantage in B2B market.
The study has adopted a qualitative research approach that is explorative in nature. The specific research technique is an inductive approach. The approach selected is concerned with developing new theories from the collected data (Sekaran and Bougie 2016). The main aim of the survey is to determine whether corporate reputation can be used as a source of sustainable competitive advantage in the telecommunication industry in the B2B market. The corporate reputation topic in the context of B2B telecommunications sector is under researched. Few theories and concepts therefore exist to support a deductive approach. The literature review shows that there are few studies focusing on the impact of corporate reputation on competitive advantage in B2B markets. Inductive research would thus be appropriate for establishing new theories that would form the foundation for future investigation. An inductive approach employs the use of questions to limit the scope of the study. A narrow scope makes it possible to extensively research on the impacts of corporate reputation on competitive advantage in B2B markets. In choosing an inductive approach, the researcher must approach the study with an open mind because the main aim of the research is to generate new theories based on the data collected and analysed.
The explorative research design is, therefore, appropriate for this study because the researcher does not have previous data relating to the impacts of corporate reputation on competitive advantage in B2B markets. The research design will allow to condense and summarise data, in the process clearly linking objectives (Maxwell 2012). As described by (Thomas, 2006) a general inductive approach to research in a qualitative study is not as robust as other analytic approaches but offers a simple and clear strategy for obtaining findings within the context of focused evaluation questions. The information will also be collected through interviews to gather as much insight as possible into the relationship between corporate reputation and competitive advantage in the B2B market.
Approach to Preparation
The first step of the preparation will be to identify organisations that fall within the B2B market. While the consumer market is large and diversified, few organisations exist within the B2B market. The identification of these organisations within the telecommunications sector will then enable the researcher to contact the relevant officials in these firms. The information required for the study can only be provided by senior executives within corporations. The research must, therefore, contact them early to book appointments. The researcher will also study the companies to understand their profiles in order to display knowledge regarding their operations. Such an approach can help to build rapport between the researcher and senior company executives to be interviewed. Since the research design is an explorative study, the relationship between the researcher and the respondent determines to large extent the level to which company executives open up concerning the interview questions. Preparation is, therefore, a critical part of the research methodology.
Target Population
In completing this study, the researcher will need senior people who have input at management level within the sector, given the limitations in the quantity of people this will be a driver for a qualitative methodology approach to research. The researcher intends to interview a minimum of 12 people. Having worked with four of the B2B telecommunication organisations in Ireland, access to senior executives that can provide the required information will not be difficult. The researcher intends to use these networks to find the appropriate respondents for the study. The target population for the study will, therefore, be senior executives of organisations operating in the B2B market.
Data Collection
Choosing an appropriate data collection method enhances the validity of the study. The chosen data collection approach should help the researcher to effectively answer the research question (Easterby-Smith, Thorpe and Jackson 2012). Data collection is also important for record keeping because the collected data can be stored for future references. This study will use qualitative data to answer the research question because it uses a qualitative research approach. Primary data will be collected through interviews since this is an exploratory study that aims to obtain as much information as possible regarding the study topic. Instead of questionnaires, the researcher will use an interview guide to ensure that the discussions with senior executives provide information that offer insights into the study topic.
As stated, data will be collected through a minimum of 12 interviews. In essence, the study will have at least 12 respondents from whom data will be collected. These interviews will take place mainly through face to face conversations. In cases where there are logistical challenges, interviews will be conducted through the telephone. The structure of data collection will come via open ended and flexible questions. This will be conducted in a semi-structured format leading to analysis in the form of data coding. The semi-structured format also provides the researcher with the opportunity to obtain as much information from the respondent as possible without being limited by structured questionnaires. However, the researcher must also consider the challenges that this approach to data collection poses to the validity and reliability of the study.
Sampling Technique
The study will use a convenience sampling technique to collect data. Convenience sampling is a non-probability sampling method in which respondents for a study are selected on a convenience basis (Etikan, Musa and Alkassim 2016). This study uses convenience sampling because the industry in which the research is conducted has few companies and, therefore, limited respondents. The study also uses senior executives as respondents thus making it difficult for the researcher to employ random sampling because the respondents do not often sit down for interviews. Convenience sampling is also employed in the study because having worked with four of the B2B telecommunication organisations in Ireland, the researcher has access to senior executives that can provide the required information for the study. The researcher intends to use these networks to find the appropriate respondents for the study. Convenience sampling will also save time and ensure that the research is completed within the required timeline.
Validity and Reliability
As outlined by (Patton, 2001) validity and reliability are two factors that qualitative researchers must be concerned about if the findings of their studies are to be useful. Although reliability and validity are concepts that are difficult to explicitly demonstrate in qualitative research, it is still possible for the researcher to show that the results obtained are valid and reliable.
Reliability in qualitative research can be equated to good quality research. A qualitative research of good quality can help the audience understand a situation that would otherwise be difficult to understand (Morse et al. 2002). In this study, the research can be deemed to be reliable when it helps readers to understand how corporate reputation can be leveraged as a source of competitive advantage in the B2B market. While reliability and validity imply quality in quantitative research, terms such as neutrality, credibility, applicability, or consistency can be used in qualitative studies to prove that the study outcomes are valid and reliable (Golafshani 2003). The consistency of a qualitative study can be determined when the steps of the research process are verified by examining items such as process notes, raw data, and data reduction. To ensure validity in a qualitative study, there must be trustworthiness. The researcher, therefore, plays a critical role in ensuring that a study is reliable by presenting information as obtained without manipulating it to suit his or her personal agenda. Validity, on the other hand, can be determined in qualitative research by examining the rigor with which a study has been conducted (Healy and Perry 2000). Overall, testing for validity and reliability in qualitative research is largely subjective.
Data Analysis
Data will be analysed for common themes and categories since the study uses an explorative research approach. The analysis will group the data based on the major findings made during the study. The second data analysis activity will be data display. According to Miles and Huberman (1994), data display is the second major activity when analysing data. This will be completed through matrix due to the availability of themes and categories.
Limitations of the Study
The absence of many studies focusing on the impact of corporate reputation on competitive advantage in B2B markets is a major limitation of the study. The limited study and The researcher will not have much secondary sources of information to guide the current study. This limitation, however, can be mitigated by ensuring that the research is conducted rigorously. Data collection and analysis is highly subjective because the researcher can easily decide on the information to include in the study and that which can be omitted. The validity and reliability of the study, therefore, depend on the trustworthiness of the researcher. As a result of this, researcher biases can lead to invalid and unreliable outcomes. This can be mitigated by upholding integrity throughout the study. The researcher must uphold ethical standards to ensure the validity and reliability of the study.
References
Collins, C. and Hussey, J., 2014. Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks, California: Sage Publications.
Easterby-Smith, M., Thorpe, R. and Jackson, P.R., 2012. Management research. Sage.
Etikan, I., Musa, S.A. and Alkassim, R.S., 2016. Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), pp.1-4.
Golafshani, N., 2003. Understanding reliability and validity in qualitative research. The qualitative report, 8(4), pp.597-606.
Healy, M. and Perry, C., 2000. Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm. Qualitative market research: An international journal, 3(3), pp.118-126.
Maxwell, J.A., 2012. Qualitative research design: An interactive approach (Vol. 41). Sage publications.
Morse, J.M., Barrett, M., Mayan, M., Olson, K. and Spiers, J., 2002. Verification strategies for establishing reliability and validity in qualitative research. International journal of qualitative methods, 1(2), pp.13-22.
Patton, M.Q., 2001. Qualitative evaluation and research methods (p. 5321990). Newbury Park, CA: Sage.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach. John Wiley & Sons.
Thomas, D.R., 2006. A general inductive approach for analyzing qualitative evaluation data. American journal of evaluation, 27(2), pp.237-246.
