The research design is a framework for conducting marketing research (Malhotra, 1996). Consequently, it’s a basic plan that guides the data collection and analysis phase of the research. It specifies information on the type of information to be
Defining the Problem
Planning a Research Design
Planning a Sample
Gathering the Data Processing and Analyzing the Data Formulating
Conclusions and Preparing the Report
Defining the New Problem
collected, the sources of the data, and the data collecting procedure. A good research design will ensure that the information collected will be consistent with the objectives of the study and that the procedures regarding data collection is accurate and efficient. (Kinnear & Taylor, 1996)
4.2.1 Type of Research
As mentioned earlier, research can be categorized into different types, where the nature of the problem affects whether the research is exploratory, descriptive or casual. The three categories are described below. (Zikmund, 2000)
Exploratory Research
Exploratory research is conducted to clarify and define the nature of a problem, where the purpose is to provide insights and understanding, not to provide conclusive evidence. Usually, exploratory research is conducted with the expectation that subsequent research will proceed. (Ibid)
Exploratory research is characterized by flexibility regarding the methods applied. Instead of following formal procedures, the researcher has to be open to new ideas and insights which may redirect the exploration in a new direction. Consequently, the focus of the research may swift as the work proceed and new knowledge is obtained. (Malhotra, 1996)
Descriptive Research
The major objective with a descriptive research is to describe something, such as a population or a phenomena. It seeks to answer who, what, where, and how questions. Consequently, a descriptive research doesn’t give the answer to why questions, in other words, it doesn’t give the explanation of the cause of the findings. However, when solving business problems is often enough with the information obtained from describing a situation, it is not required to know why things are the way they are. (Zikmund, 2000)
In order to perform descriptive research the researcher must have prior knowledge about the problem situation and the information needed is clearly defined. In fact, this is the major difference between exploratory and descriptive research, as well as that the descriptive research must be structured and the methods for selecting sources of information and collecting data are pre-planned and formal. (Malhotra, 1996)
Causal Research
The purpose with a causal research is to identify cause-and-effect relationships between variables. In order to perform a causal research the researcher must be knowledgeable about the subject and have an expectation of the relationship to be investigated. Normally exploratory and descriptive research is executed first and then the causal research attempt to show that when one thing is done, another thing will follow. (Zikmund, 2000) Like descriptive research, causal research requires a planned and structured design. (Malhotra, 1996)
The research in this study can be considered as both exploratory and descriptive. Initially, exploratory research was performed since little knowledge about the problem
secondary data was studied, as well as literature regarding theories relevant for the problem area.
Before conducting the interviews with the case study objects, knowledge within CRM had been obtained. Thereby, descriptive research was used when asking questions about the CRM approach. However, since there still was interest in identification of new variables regarding CRM systems, exploratory research was used when asking questions about CRM requirements and CRM functionality. Further in the research, the research problem of the study and the information needed was rather well defined. Yet, explorative research was used regarding research question number four, since the connection between the sales process and the usage of CRM functionality isn’t described in theory and thereby the knowledge within the problem areas was limited. Consequently, regarding research question one a descriptive approach was selected, while research questions two, three and four have an explorative approach.
4.2.2 Research Approach
Deductive vs. Inductive Research Approach
When conducting research there are two different approaches to consider, the deductive approach and the inductive approach. The deductive approach implies that a conclusion is derived from a known premise or something known to be true. In contrast, the inductive approach implies that general propositions are established on the observation of particular facts. (Zikmund, 2000)
In this study a deductive approach was chosen. This since the research starts with a literature overview which later on is compared with the empirical findings. In addition, the purpose with the study is not to produce any new theories based on the observations made, which is the major purpose of an inductive approach.
Qualitative vs. Quantitative Research Approach
When collecting information, either qualitative data or quantitative data can be collected. Qualitative data implies “soft” data, such as “atmosphere at work”, and is often presented as words and observations. Quantitative data implies “hard” data, like information on profits gained and order size, and is often presented as numbers that will determine the quantity or extent of some phenomena. When making an exploratory research the data collected is often qualitative. (Ibid)
In this study, a lot of data has been collected during the interviews performed. Primly, qualitative data has been collected since the answers to the questions asked are in words and not just numerical findings.
4.2.3 Research Strategy
There are several different techniques to perform research, such as experience surveys, secondary data analysis, case studies, and pilot studies. (Ibid)
Experience study is a technique in which individuals who are knowledgeable about a particular research problem are surveyed. The purpose with the experience study is to
help formulate the problem and clarify concepts, rather than develop conclusive evidence. (Zikmund, 2000)
Secondary data analysis is a review of data colleted for another purpose to clarify issues in the early stages of research effort.
Case study is a technique that intensively investigates one or a few situations similar to the researcher’s problem. An advantage with performing a case study is that an entire organization or entity can be investigated in depth. This enables that the researcher may study for example the order of events or the relationship among functions or individuals. However, the results from a case study should be seen as tentative and since most situations are typical in some sense it’s dangerous to make generalizations based on the result.
Pilot studies is a technique that uses sampling, but that doesn’t apply rigorous standards. (Ibid)
For this study, the case study technique is the most appropriate research strategy. This since it enables the researcher to investigate several aspects in detail on few entities, which in this study is more appropriate than studying few aspects on many entities. In addition, the purpose with a case study is not to generalize the findings, which is in accordance with the purpose of this study.