Data Collection

This section discusses a number of issues related to the collection of data for the cases. The first step was the development of a case study protocol, then the interview questionnaire and the process of collection of the data through the fieldwork.

Rather than focus rigidly on the developed questionnaire less formal semi- structured interviews with senior executives of the transport companies were used to gather the data. These semi-structured interviews were conducted as they allowed conversational, two-way communication that was focused around the questionnaire but allowed the discussion to develop in the context of the location decision process under review.

In addition these executives were the source of documents that were collected. The documents obtained were either public documents or those specifically used during the location decision process. Since six of the seven companies remain in private ownership it was not possible to obtain detailed financial information and annual reports. Generally the documentation available was for purely marketing purposes.

4.9.1 Case study protocol

The case study protocol comprised the set of procedures to be followed for each case. This document helped to ensure that consistency was achieved between interviews and provided a high level of reliability for each case study.

The document developed for this research comprised:

 A brief overview of the study aims. This included the broad objectives and a discussion of the issues related to the research.

 A note regarding ethics approval for the study together with a statement regarding confidentiality of the data and providing a University contact should the interviewee wish to follow any of the matters up.

 A consent form to be signed by the interviewee acknowledging and agreeing to the interview.

 An outline of the questions to be asked at the interview was listed in the document.

4.9.2 Interview Questionnaire

A draft questionnaire, the basis for the semi-structured interviews, was developed based on the research questions and contextual material determined during the literature review. In broad terms the questionnaire covered the following areas:

 Organisational background

 Organisation structure

 General decision-making process within the organisation

 Detail regarding the most recent location decision

 Specific WLD process for most recent decision

 Context within which the location decision was taken: competitors, customer relationships, contracts, labour force, etc

 Sources and use of information in making the location decision

 Length of time taken for the location decision process

 Hindsight – a reflection on the success of the location

 Documentation available

A copy of the questionnaire used is included as part of Appendix B.

The questionnaire was field tested with a number of senior executives within transport companies and members of the Supply Chain and Logistics Association of Australia. In addition a meeting of fellow doctoral students was used to refine the interview questions. From this testing worthwhile feedback was obtained that led to modification of the questionnaire prior to it being used for the company interviews.

4.9.3 Interviews – collecting the field data

Interviews were arranged with the most senior executive possible. In all of the cases either the general manager or the warehouse and operations manager was interviewed. The venue for the interviews with executives were at their offices and at times convenient to them. The aim was to make the executives comfortable and relaxed. These interviews generally took between one and one and a half hours. The interviews were directed according to the questionnaire which focused on the most recent warehouse location decision taken by the firm and sought information on how the decision-making process was undertaken. In addition to the questionnaire, wide-ranging issues impacting on the transport and logistics industry were covered during general discussion at the end the interview. These general discussions covered more general industry issues included industry consolidation, labour force issues, warehouse layout, inventory management IT systems, road systems and other transport infrastructure, etc.

Data were collected in the form of written notes – only some of the interviews were recorded as some interviewees declined to be taped.

Where the interviews were taped it was possible to go back and add to the written notes to clarify and expand on the responses noted at the time.

4.9.4 Document review

Documents collected at the interviews were maintained and analysed as part of the individual case study reports. Annual reports, marketing and promotional material, business planning documents and samples of the financial analysis and evaluation analysis used during the WLD process were reviewed during the analysis process.

4.9.5 Case study write up

As soon as practicable after the interviews the questionnaire responses, additional notes and other observations recorded were transcribed. These materials were then used for the writing up of the case reports and for the within-case and cross-case analysis.

A common case study report outline was adopted to ensure consistency in the write up of the data and ease of cross-tabulation.