Data Collection Techniques and Procedures

The final part of Research Methodology Life Cycle includes Axiology, Data collection techniques and procedures, and Value theory. As noted in Section 3.1.1 (Research methodology life cycle), axiology was considered before the data collection techniques and procedures.

3.5.5.1 Value theory – Quantitative and Qualitative

Value theory includes quantitative and qualitative techniques (Dawood & Underwood, 2010). This is at odds with other academics who include commentary on quantitative and qualitative techniques earlier in the research methodology, e.g. (Gray, 2014; Grix, 2010).

The main research techniques are quantitative and qualitative. The quantitative approach focuses on obtaining factual rather than subjective data and using this to study or establish a relationship and ultimately its findings can relate to theory (Fellows & Liu, 2008, p. 27). This approach tends to be positivist in nature and deductive, i.e. using data to test a theory or hypothesis (Bryman, 2012, p. 36). Project management and construction management has historically adopted a mainly quantitative approach to research (Dainty, 2008; Smyth & Morris, 2007).

The qualitative approach concentrates on obtaining people's opinions to gain an understanding of phenomena (Fellows & Liu, 2008, p. 27). This approach tends to be inductive, .i.e. the data gathered can generate new theory (Bryman, 2012, p. 36). Biddle and Schafft (2015) highlighted that the use of 'mixed' methods in research, i.e. a combination of qualitative and quantitative techniques has been accepted within social sciences since the mid-1990s.

3.5.5.2 Selection of Interviewees - Professional Services Firms

This research is a single case study with 18 interviewees in total and consideration has been given to their selection. Flyvbjerg (2006, p. 230) highlighted the following type of sample:

the stratified sample (a selected sub-group within the population) and information-oriented selection (an extreme or different PSF or client to provide unusual information). The selection of the nine PSFs comprises eight stratified samples and one information-orientated sample. The selected sub-group is a diverse range of PSFs with extensive project management experience that provided the primary data. The justification for choosing the PSFs interviewees included that they represented a diverse range of PSFs and they were all senior managers/directors that have extensive experience across all sectors of the UK construction industry. It is not deemed appropriate to provide a table of their work experience as it could lead to a breach of their anonymity.

Undertaking a single-case study strategy is time consuming but has the advantage of obtaining additional primary data that provides greater insight into the research. Eisenhardt (1989) suggested that 4 to 10 respondents was an appropriate number. All of the PSFs were Senior Professionals. The aim of the selection of the PSFs was to have three micro consultancy firms, three SMEs and three large practices. A micro business is defined as "one which has fewer than 10 employees and a turnover or balance sheet total of less than €2 million" (RIBA, 2012, p. 38). The selection of the interviewees was not chosen at random. The Author used her personal contacts in the construction industry to obtain access to the interviewees. Eisenhardt (1989, p. 537) advised that "random selection is neither necessary nor even preferable". She argued that to build theory from case study

the goal of theoretical sampling is to choose cases such as extreme situations and polar types in which the process of interest is transparently observable (Eisenhardt, 1989, p. 537).

The choice of PSF types was considered in the light of RICS's reports that predicted considerable changes in the composition of chartered surveying practices (RICS, 1991, 1998). These reports predicted that micro consultancy firms would be affected by changing trends in different ways of working e.g. greater use of IT, changing clients' needs, etc. and therefore have to merge with existing SMEs to form multi-disciplinary practices or be taken over by larger practices. An SME is defined as "a small or medium size enterprise, i.e. a company that has fewer than 250 employees, and has either an annual turnover not exceeding €40m or an annual balance sheet total not exceeding €27m (RIBA, 2012, p. 39).

Yin (2009, p. 54) advised that each sample "either (a) predicts similar results (a literal replication) or (b) predicts contrasting results but for anticipatable reasons (a theoretical replication)". One large PSF in the sample could be construed not as "extreme" but different

in some aspects, e.g. one of the company's directors is based overseas in the USA but was familiar with the PMI's BoK.

3.5.5.3 Selection of Interviewees - Clients

The value of new construction contracts was worth £5.8bn in July 2016 and the composition of the project types is set out in Figure 4 (Barbour ABI, 2016a). Residential (32%) and, medical and health (3%) are the largest and smallest project types respectively.

Figure 4 Project type by contract value. Adapted from (Barbour ABI, 2016a).

The project type for the value of projects was marginally different in June 2016 (Barbour ABI, 2016b). The profile of project types can change and are occasionally be influenced by the award of a major project. For example, a contract for a wind farm in Scotland meant that infrastructure increased to 30% in May 2016 and the residential value was 25%, the other sectors for the project type remained largely unchanged (Barbour ABI, 2016c). Figure 4 provides an indication of the variety of different sectors and therefore clients in the construction industry. It was decided to seek a broad range of clients that would be willing to participate in the interviews.

The selection of the nine clients comprises one information-orientated sample and eight stratified samples, and all clients are Senior Professionals. The rationale for choosing these interviewees is because the selected sub-group is a diverse range of clients with extensive experience of delivering projects. . The choice of clients was considered on the basis of the composition of the construction market, e.g. commercial and retail, health and medical, education, etc. Despite the Author's best efforts, it was not possible to interview a client from

32% 14% 16% 8% 3% 12% 15% Project Type Residential Industrial

Commercial and retail Hotel, leisure and sport Medical and Health Education

the residential sector. One client operates in the infrastructure sector and is a member of the Institution of Civil Engineers but not the APM, RICS or CIOB.

The logic of linking the findings from the literature review to the research questions is interpreted as having research questions consistent with the research's ontological and epistemological positions. The criteria used for interpreting the findings are explored in Section 3.8 (Data Analysis).