Crafting instruments and protocols

3.4.1 Quantitative versus qualitative data

Often referred to as „hard‟ data, quantitative research is typically concerned with data in

numeric form. It is generally more suited to large-scale studies where there is lots of data

as it allows it to be more easily analysed. This leads to it being considered more „scientific‟ or „objective‟. In contrast, the „soft‟ or qualitative research is “primarily

concerned with collecting and analysing information in as many forms, chiefly non- numeric as possible” (Blaxter et al 1996). This will usually involve a smaller sample but

covered in much more detail, concentrating on „depth‟ and not „breadth‟.

Researchers who choose one approach or the other are particularly partisan in their views

and insist on separation between the two approaches. However, the combination of both

quantitative and qualitative data is synergistic (Eisenhardt 1989). Mintzberg (1979)

advocated the inclusion of both types, as the hard data creates a foundation that uncovers

relationships, and the soft (or anecdotal) data, provides the richness from which

3.4.2 Unit of analysis

The unit of analysis for this study is the design and decision making activity of internal corporate ventures which have „call centres‟ as a key business process within the venture.

With this type of unit of analysis care must be taken to clearly define the unit as it is

difficult to identify the start and end points of the case, and depending on the

weltanschauung – worldview (Checkland & Scholes 1990) can change its perspective

considerably. The unit starts where the decision to enter the new internal venture has

already been taken, and ends once the processes are considered „business as usual‟.

3.4.3 Data collection methods

Table 3.3 overleaf is based on the six sources of evidence as described by Yin (1994) and

shows how four of those sources (documentation, archival records, interviews, and direct

observation) were utilised in this research.

3.4.4 Difficulty of the single observer

The limitations of PhD research determines that interviews will be undertaken using a

single investigator, which unfortunately does not give the researcher the opportunity to

pick up all the nuances, body language and other non-verbal signals during an interview,

where a second interviewer might well do. While not ideal this cannot be avoided.

However, interviews were recorded on tape, which removes the need to take detailed

notes during the interview.

3.4.5 Gaining access to research companies

Pettigrew (1990) argues that gaining access to research companies is best characterised as

„planned opportunism‟, so the opportunity afforded to access research sites as a full-time

employee of The Boots Company plc, a FTSE 100 blue-chip organisation, is an ideal

„involved in the culture‟ of the organisation, but at no time have I been directly or

indirectly involved with any of the cases described in this research.

SOURCE OF EVIDENCE REASON FOR INCLUSION EXAMPLES FROM THIS RESEARCH

Documentation:

Letters, memoranda, agendas, announcements, minutes of meetings, written reports, newspaper clippings and articles from mass media.

To corroborate and augment evidence from other sources.

The Boots company plc Report & Accounts, The Customer Service complaint handling review (Interim Report) – August 1996, Investment Decision meeting minutes (Ref. No.B197) – July 1997, Partnership statement of principles – November 1997. Access to internal project and operational documentation, corporate communications and presentations.

Archival records:

Service records, organisational records, maps and charts, lists of names, survey data such as census records or previously collected data, personal records such as diaries.

Can become so important that they become the object of extensive retrieval and analysis.

Call logging statistics, service level records, BIS/RSA Service Level Agreement. In-house magazine (Blueprint), Promotional and POS (Point of sale) material, training material.

Interviews:

Key respondents are asked for facts of a matter as well as the

respondent‟s opinions about events. Can be open-ended, focused, and/or surveys

Essential sources of evidence as most case studies are about „human affairs‟.

Semi-structured interviews were recorded on cassette tape, with the exception of the initial 'exploratory discussions' with lead representatives from each case study, at which copious notes were taken. Transcripts were made for each of the initial interviews from every case. As interviews were repeated, abbreviated notes were transcribed of the interviews and only 'new' information taken in full. However, in all interviews quotes were transcribed verbatim. . Based on the principles of a structured interview methodology (Kerlinger 1986).

Direct observations:

Making a visit to the case study

„site‟. Some relevant behaviours or environmental conditions will be available for observation, might include photographic evidence.

Visits to the call centres, „listening-in‟ to „live‟ customer calls, observing the developments of the process, witness customer reaction to processes and protocols. Access to the corporate intranet site.

Participant observations:

Taking a part in a functional role, department etc..

Insight into personal behaviour and motives.

Not applicable in this research.

Physical artifacts:

Physical or cultural artifact, technological device, tool or instrument.

Insight into personal behaviour and motives.

Not applicable in this research.

Table 3.3: Six sources of data collection evidence (Based on Yin 1994)