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This chapter detailed the mixed methods approach used in this research. As with any piece of research there are limitations associated with the undertaken methodologies. The study adopted a self-completion sample method for the main survey. For electronic surveys in particular, this is associated with lower response rates (Simsek and Veiga, 2000) and could impact the validity. This is why efforts were made to increase response rates as much as possible as described previously.

The tool used to conduct the main survey was web-based. The advantages of time saving and efficiency when analysing large amounts of data are weighed against the time and effort taken to gain familiarity with the data (Robson, 2011). However, tool capabilities should not be overestimated, since computers are

unable to perform an independent rational process to substitute the analyst’s

capacities (García-Horta and Guerra-Ramos, 2009).

A conscious effort was made to ensure that the online tool was used to facilitate data gathering, initial reporting and visualisation of results. Summary reports were printed, analysed and connections made by this researcher and supporting industrial partners. Triangulation via the use of quantitative and qualitative questions within the survey identified similar patterns of findings, as well as avoiding the use of a single method where limitations are more pronounced. The survey was tested and applied in one organisation and it could be argued that it is therefore limited in its generalisability. The survey used in this research included P&G company language in order to communicate easily with employees

to identify opinions and perceptions, as suggested by Miller (1989). To address potential limitations of transferability and applicability, the study was designed to adopt a focused and detailed approach rather than broad and shallow study (Guba and Lincoln, 1994). This lends itself to gaining richer data that would be hard to extract using other methods.

The vast majority of participants were in the US and therefore results mainly reflect the views of P&G personnel in this country. It could be argued that the other countries do not get equal representation, however the survey was open to all registered Inno360 users and participation was completely voluntary. It is important that this research reflects as accurate a picture of how Inno360 is used which involves the reality that it is currently more adopted within certain countries than others.

There is a risk of researcher bias occurring when the researcher has personal biases or prior assumptions that he/she is unable to bracket (Onwuegbuzie, 2003). This poses a very common threat to the internal and external credibility within all qualitative research (Onwuegbuzie and Leech, 2007). Due to this threat, actions have been taken to minimise its effects by a) having no prior knowledge of participants, b) making the researcher’s intentions clear, c) triangulating data, and d) continually keeping research questions in mind (Miles and Huberman, 1994).

Summary

This chapter illustrated how primary and secondary data was collected and analysed to support the aim of this research. It also explained the thinking and front-end innovation models behind the delivery of this study. An in-depth FE framework analysis influenced the research context to ensure that the phases are grounded in existing literature and effective practice. The rationale behind choosing the 4D model and the need for an establishing phase were identified from this investigation.

The analysis methods were explained for the quantitative (SPSS) and qualitative data (thematic coding analysis). The primary data collection was conducted in three data sets: qualitative scoping interviews, a quantitative and qualitative main survey, and qualitative validation interviews. Most of the empirical data was collected from P&G with several scoping interviews with Sky which added the industrial context required for this research.

A discussion reflected on the results gathered through synthesis of the identified issues. The limitations were identified and methods in which they were addressed. The literature issues were selected in order to answer the four research questions regarding idea generation, idea quality, idea management practices, and search and select strategies.

The thesis will now address the previous issues described and are discussed in the following order: findings, discussion and conclusion.

4 FINDINGS

Introduction

In this chapter, the results from the survey data and interviews will be introduced and briefly discussed. This chapter comprises of four key sections following the employed methodology and address the research questions of the study as outlined on page 18. The sections are structured as follows: i) scoping interviews, ii) main survey, iii) validation interviews, finishing with a summary of findings. Each section will summarise key findings, discuss emergent themes and issues resulting from the analysed responses and utilise both quantitative and qualitative data. The findings will then be directly aligned in order to answer the research questions.

Each section includes tables which communicate the quantitative findings in terms of mode, mean and standard deviation. As a means to emphasise the important findings, key figures within tables have been put in bold within each table. Some tables summarise overall results whilst others detail the specific qualitative issues within broad areas. Issues within such tables have been given a frequency within a set of brackets. This means that issues can be given a slight weighting in terms of importance in relation to other issues.

A series of related sub-issues were established to address each research question. The issues found from the literature are linked to Inno360 via three channels: 1) a growing importance of evaluating effectiveness of ideation practices in industry, 2) increasing popularity of digital tools in integrating innovation and 3) the need to provide empirical evidence for the formalisation of idea management. The main study therefore focused on evaluating the effectiveness of Inno360, an open innovation tool used with P&G, to provide empirical evidence and insights into idea management practices.

The outcomes of the survey specifically addressed the frequency of use of Inno360, what embodies success in its use, the effectiveness of its capabilities,

identifying barriers, identifying other landscaping tools and why they are used, the usefulness of site attributes and finally areas liked as well as improvement areas. The development of an internal and external innovation model based on the literature and empirical survey data is proposed within the Conclusion chapter.