3.3.7
Research especially in practical fields, such as is the case in this particular study, should be both valid and reliable and data should be obtained in an ethical manner. This is because other practitioners may want to adopt the outcomes of the research in practise (through development of social policy, legislation or business strategy) and if the research is not valid, reliable nor ethically obtained, the consequences may be far reaching to both society and
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practitioners. Rigor is therefore required in the manner in which the study is conceptualised, the way data is collected and analysed as well as how it is presented (Kemmis et al, 2014). Qualitative research such as this one has strategies for establishing the authenticity and trustworthiness of a study and these are based on the philosophical underpinnings and research questions being answered. Both of these were covered under 3.2 and 3.3.1 of this study. There is no full consensus on what reliability and validity are composed of as various scholars still have different views (Creswell 2007; Wolcott 1994). However, the fact that this is the case has not stopped researchers from carrying out studies to resolve practical and theoretical problems. The more important issue has been to make sure that the process of enquiry in itself is safeguarded (Stake, 2005:455). Some strategies are discussed below and they incorporate the views of Lincoln and Guba (2005).
Internal validity or credibility
This has to do with how research results match reality and in this case reality is as defined by the data presented. It is important to remember that a key assumption in qualitative research such as this one is that reality is holistic, multidimensional and ever changing. This makes validity relative as well and the most common way to shore up internal validity is through firstly, triangulation which can be: using multiple methods of data collection. In the case of this research, issues such as this were taken care of since data was collected through semi-structured interviews, focus group discussion and document analysis. The use of multiple data sources or using multiple data analysis or by having more than one researcher analyse the data. In this research study, multiple data sources were used that derived from the internal management reports – reports from specific project teams, external research conducted by professional research companies such as Impact Research and Genesis Analytics, customer feedback registers, focus group discussions, in-depth interviews with managers and supervisors of the impacted staff as well as the sales and service staff. Such multiple sources of data allowed for triangulation of facts in this study. Secondly another way to improve validity and reliability is through member checks or respondent validation and in this case, one seeks feedback on emerging findings from some of the individuals interviewed (Sankaran, 2014). In this study, the interviewer used the focus groups to probe deeper and seek to validate information given by one source through these sources.
The third data validity and reliability strategy involves adequate engagement in data collection. It is important to also seek data that supports an alternative explanation. This is known as negative or discrepant case analysis (Merriam, 2009; Ary, Jacobs, Sorensen and Walker, 2013). In this study, the CEBS report and the customer feedback registers that
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incorporates customer’s views were analysed as this was likely to give information that either validates or contradicts the views of the staff.
Yet another strategy known as reflexivity or researcher’s position where the researcher constantly reflects critically on self as a researcher can also be used to ensure data validity (Anderson and Herr, 2015). This was achieved through the multiple iterations of the AR in this study. After each cycle, a reflection on the position taken was done and this was considered in line with the data found as an outcome of the study. Such reflections were recorded and findings were reported verbatim where necessary.
Finally, peer review where a researcher asks a peer to review the raw data and asses if the findings are plausible given the data available can also be done (Panter and Sterba, 2011). In this study, various parts of the study were shared to peers through conferences and this availed opportunity for chunks of the data findings and research to be peer reviewed.
Reliability and consistency
This refers to the extent to which research findings can be replicated. This is usually difficult to achieve in human research since human behaviour in a specific environment or response to a specific phenomenon is what is observed in qualitative research. This means replicating a qualitative research will not yield the same results but this does not discredit the results of any particular research as there can be multiple interpretations of the same data. Strategies that can be used to improve reliability and consistency are triangulation, peer review, investigator’s position, and audit trail. Triangulating the data from this study with data from other PBBA countries would assist in assessing if the findings of this research are reusable. However, this was out of scope for purposes of this research and therefore not be done. External validity and transferability
External validity is the extent to which a study can be applied to a different situation. This means the study in itself should be valid first and foremost before deciding to transfer it to a different situation. This means reliability to the study should take precedence over trying to make it generalisable and transferable. In social research generalisations are thought of more as modest extrapolations or working hypothesis – as a mere example of another situation. The person reading the study should be able to decide the extent to which aspects of the findings apply to specific situations.
“It is an expansion of our kit of conceptual tool” Eisner (1991:211)
To enhance transferability, some strategies that can be used include: use of rich thick description (involving vivid description of setting of study and participants as well as
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quotation of interviews verbatim); maximum variation (involving a wide selection of the sample to increase range of application. In this study, the researcher endeavoured to provide detailed and verbatim excerpts of the research findings (Anderson, 2015).
Ethics
Ethics of the researcher play a role in determining the reliability and validity of a research study much as there are guidelines and regulations that guide ethics in research. When research is highly collaborative, participatory or political, such as is the case in this study, then issues of ethics become even more important and this is the case with this research which takes the form of action research and the researcher has a high level of interest in the outcome of the research. Ethics need to be considered in the way data is collected and reported. Sometimes respondents may feel that their privacy is invaded during interviews as such interviews may arouse positive or negative emotions and/or memories. In terms of document analysis, it is critical to ensure that documents used have been obtained in an ethical manner. In analysing data, since the researcher is the primary tool of both data collection and analysis, data may be filtered through the researcher’s philosophical position and bias (Anderson et al, 2015; Panter and Sterba, 2011; Ary et al, 2013). Disseminating research results can also be problematic if for example the research was sponsored and the data finds itself in the wrong hands. Anonymity of research subjects may be difficult if the case being researched stands out in any way or is unique and difficult to veil the findings/descriptions (Panter and Sterba, 2011).
The following ethical considerations will be taken:
• The researcher in this particular study happens to also be the Head of the Division in which the study is carried out. As a result, chances of unduly influencing the results of the study are very high. In order to mitigate this ethical dilemma, the researcher while being a participant will ensure that the implementing team are allowed space to implement once actions are agreed and will only come in at the end of each AR cycle to collect recorded data/collect data through in-depth interviews. This will allow the outcome to be free from manipulation. However, the fact that the researcher is the Head of Division if this mitigating factor is done well can be a good thing because it enables the resources necessary to carry out the research to be availed. For example, system and process changes as well as outsourced agents can be availed and supported given the level of seniority of the researcher.
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• In order to ensure that the findings were not manipulated, the data was be collected methodically and in line with the guidelines of AR. The findings/raw data was recorded and be made available to any person who wants to scrutinise it.
• Permission was be sought from all Senior Management stakeholders in Standard Bank Group to carry out the research
• Participants were chosen to participate from the target market on a voluntary basis
• The recommended interventions for the study was done visibly for all participants to observe and suggest
• Permission was sought to use documents done by outsourced agencies as well as internal documents that have been developed for other use
• Confidentiality of all business and personal information was maintained.
3.3.8 Summary
This chapter reviewed and justified the research design looking in detail at the research philosophy, the approach used to develop theory, the research methods that were used in the research, how participants were identified, data was collected and analysed as well as the how the researcher ensured that the research was valid, reliable and ethical. At each point, the various options available were discussed and justification was given in terms of the chosen approach or method. The diagram below summarises the research philosophies, methodologies and design available and those that were chosen for purposes of this research and for reason described in this chapter, were highlighted.
122 Figure 15 Research Methodology (source: Saunders et al, 2007)
• Positivism • Interpretivism •Critical Theory
Ontology and Epistemology
•Deductive • Inductive • Combined Research approach • Phenomology • Ethnography • Grounded Research • Case Study
•Critical Research (Including AR)
Research methodology
•Longitudinal • Cross-sectional
Timeframe
•Interviews
•Focus Group Discussions
• Observation •Document Analysis
Data collection methods
Analysis methods
Ethnographic analysis Case Study
Content Analysis and analytic induction
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