Conclusiones referentes al patrimonio de las Baleares 2º de ESO

3.2.1 Choice of case study method

The selection of an appropriate method for answering the research questions is an important step in any research (Billones, 1999; Williams, 1997). According to Holbert and Speece (1993), the research method and design is about considering how the researcher goes about assessing what is needed. The choice of research method depends on the type of research questions to be answered, the degree of control the researcher has over the subject to be investigated, and whether the focus is on contemporary or historical events (Yin, 2009). After taking account of these three factors, researchers then choose the most appropriate research method, which may include experiments, surveys, archival analysis, history and case study (Yin, 1994). This study aims to gain a greater understanding of quality processes and adoption of QAS‟s along the supply chain, and to elicit experiences from respondents on adoption of QAS‟s at processing plants. These are „What‟ questions, and imply an exploratory type of research. This kind of research question can be answered by adopting anyone of the five methods cited above.

Another important point to consider when choosing research methods is the complexity of the phenomenon to be studied. The case study strategy is useful in situations where the researcher wants to know how about the context, and how the evolution of the phenomenon of interest affects the outcome. For these sorts of complex situations, it is preferable to other methods (Yin, 1994). Such complexity involves the observation of several variables in order to characterise the phenomenon. The large number of variables and the relationships between them would make it difficult to perform any kind of quantitative statistical sampling (Yin, 1994). This situation applies in this study. Furthermore, in this study, the total population of interest is 72, of which less than 25 companies have adopted QAS‟s, so meaningful quantitative analysis would be difficult with such a small sample. Additionally, since this research has a key exploratory element, qualitative data collection methods are considered more appropriate.

3.2.2 Philosophy

A case study is „an empirical enquiry that investigates a contemporary phenomenon within its real-life context, especially when the boundaries between phenomenon and context are not

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clearly evident‟ and it „relies on multiple sources of evidence‟ (Yin, 1994, p.13).

Case study research is usually associated with the main types of qualitative research, such as action research, ethnography and grounded theory (Myers, 2009). Although considered as qualitative methods, some authors argue that case studies, as with other qualitative methods, can include quantitative evidence (Yin, 1994). The case study method allows investigators to gain a holistic and meaningful understanding of processes and interrelationships (Yin, 2003). Case study focus groups and in-depth interviews can yield very useful information on potentially complex phenomena (De Ruyter &Scholl, 1998; Gummeson, 2005).

Qualitative research is an inductive approach which involves intensive fieldwork. The researcher gathers information directly from the people who are experiencing the phenomenon (Creswell, 1994). Qualitative research is an especially useful approach when the variables and theory base are weak or unknown (Morse, 1991). The researcher builds a rational explanation through the interpretation of details and the collection of data, both of which involve some degree of subjectivity (Locke et al., 1987). This introduces a drawback of the method, which is the limited generalizability of findings – though this is reduced by cross-case comparison – and limitations in replicating the study (Yin, 1994).

Qualitative research can be exploratory, both exploratory and explanatory, or explanatory only. Exploratory research is aimed at describing phenomena, and is not particularly concerned with understanding why behaviour is the way it is. This type of research is very useful for setting out baselines of how we think the world is. It is also starting point for research into phenomena of which is little known. Explanatory research is deeper in the sense that it describes phenomena and attempts to explain why behaviour is the way it is (John et al., 2007). Research that is a combination of exploratory and explanatory, aims to do both to some extent. This type of approach is becoming more popular (Yin, 2003; Miles & Huberman, 1994).

3.2.3 Criticisms

The case study method allows investigators to gain a holistic and meaningful understanding of processes and interrelationships (Yin, 2003) and can provide useful information on potentially complex phenomenon (De Ruyter &Scholl, 1998; Gummeson, 2005). The key

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strengths of the qualitative method include data richness and a more holistic representation of reality.

However, this qualitative method also has its limitations, which must be acknowledged. Criteria for assessing research quality in quantitative research are well established, involving validity, generalisation, reliability, and objectivity (Lincoln & Guba, 1985). These same criteria are inappropriate when assessing qualitative work. One of reasons for this is that qualitative research is specific to a time and place (Silverman,2001). Consequently, they cannot be precisely replicated, unlike laboratory experiments in the quantitative tradition.

The case study is often seen as a method that is not rigorous enough and is biased. Yin (1994) argues that this perception was formed because some researchers in the past have been untidy and swayed by equivocal evidence that influenced their research findings and conclusions. Therefore, Yin (2009) proposes techniques and tools, which aim to improve case study documentation, ensure greater transparency, and the ability to replicate, and therefore increase confidence in case study findings and conclusions. Such tools include the case study protocol, which outlines sampling procedures, construction of interview questionnaires, interviewing techniques, case analysis and reporting, and cross-case analysis.

A more pragmatic limitation is that the case study is also said to be too long and produces an unreadable document. Yin (2009) admits that the composition of long case study reports has happened in the past, and suggests alternative techniques for writing case studies in order to avoid the traditional long narrative. Case study labelling is very time consuming and this strategy is commonly confused with methods of data collection that take a long time, such as ethnography or participant observation (Yin, 2009).