One potential limitation of this study lies in its exploratory nature in a developing field. CI as public policy, with SMEs as a particular focus, is a recent development with very little literature in comparison to main stream disciplines such as Strategy or Organisational Behaviour, for example. It could be argued nevertheless that this thesis will contribute to enlarge this field. As an academic project the inevitable schedule and resource limitations at times had to be factored into research design and field work options. Despite these inherent constraints it can be argued that sampling and methodological positioning have been remarkably inclusive. The adoption of Mixed Methods as an approach inevitably leads to some comprises, albeit acknowledged as a pragmatic stance. These points are discussed as well as the theoretical and analytical imperfections inherent in any study of this type.
8.2 The Fuzziness of Competitive Intelligence
Even before language equivalence issues are discussed, the construct of Competitive Intelligence is in need of defence. Ten years ago Bulinge (2002) spoke of a blurred concept and even more recently Moinet (2010) refers to the ‘impossible definition’. Moinet (2010) also argues that time alone has proven the validity of the CI concept. It is still today a feature of French economic policy at every level of government and despite cuts in CCI budgets, CI programmes continue today. It has not been a passing fad. Research in the English speaking world on CI continues apace .This thesis has taken the definitional issues head on by
examining the underlying attitudes and behaviours of SME decision makers, their
antecedents, and how they are linked with the CI terms they use. That academics dispute the terminology is perhaps missing the point.
Attempts have been made to address the equivalence issues that arise with the translation of Intelligence Economique as Competitive Intelligence. It could be argued that ‘Economic Intelligence’ would be another option but it does raise its own problems in terms of
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working in two languages has stretched resources it has also bridged two bodies of knowledge, the evidence being that there is much to learn from each other.
8.3 Data Collection
The data collection has been cross-sectional, capturing data at a point in time. Inevitably there is also a lag between data collection and presenting results. Moreover, a longitudinal study, such as a panel, would have permitted deeper insight into the progressive stages of SME evolution with their CI practices. Unfortunately a longitudinal research design was not possible in this research degree timeframe.
Some results have been dependent on the subjective views of managers whether orally in interviews with programme directors or with self-response questionnaires with SME decision- makers. Measures have been taken to verify the validity of the CCI interviewee as reported in Chapter 4. Similarly, responses from the survey were verified for their consistency,
authenticity and seriousness but as always more checking would have been desirous.
The sample for the CCI interviews was considered representative of the CI programmes in existence at that time. Interviews were carried out with willing subjects from CCIs which were known to be providing active CI programmes for the SMEs in their region. There was clearly a benefit to the programme directors in engaging with this study but significant steps were taken in the interview process to secure unbiased answers and challenge over-optimistic views. Many more CCIs were contacted than interviewed and many were in the early stages of setting up their programmes or had no structured programme. Inevitably these had to be excluded. The detachment of the researcher from the interviewees’ local context arguably has enhanced objectivity. Certainly the advice from Creswell (1998 pp 114), not to do qualitative research ‘in one’s own backyard’ has been well respected. A great deal of effort and time was invested to achieve the 15 interviews and it set a good foundation for the study. Large cities such as Paris, Lyon, Rennes, and Lille had experienced and established programmes in dynamic economic environments enriching the sample.
Telephone interviews were conducted for four of the 15 semi-structured interviews. It could be argued that the face to face interviews were richer in exchanges. Nevertheless the same
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questions were asked to all interviewees and the findings of the four telephone based
interviews were not noticeably different. It was considered the inclusion of the four interviews contributed insight and depth to the study. Exclusions on the basis of differing data collection methods were not considered warranted.
The sample size for the quantitative study was 176 out of a population of 356. Sample sizes for nominal data need to be bigger than for continuous or ordinal data (Bartlett et al, 2001). Both nominal and ordinal data were collected in this study. While this is an appropriate sample size for both data types (Bartlett et al, 2001) the margin of error would have been reduced with a bigger sample size.
Approval was requested and granted from the DMU research office as to whether it was permissible to use an online panel. In an ideal world, a preliminary sample would have been taken to improve the questionnaire wording having conducted statistical tests on the results to therefore improve a second more refined questionnaire. Neither the time nor the financial resources were available for this. The questionnaire was piloted twice but in a mostly qualitative manner.
8.4 Theoretical Considerations
As a so called middle-range theory, the Theory of Planned Behaviour has been conducive to facilitating and structuring research design. The guidance in interpreting notably the
quantitative data has been significant and overall it has enabled the study to be positioned within established research boundaries. Nevertheless, the theory has its weaknesses. A systematic review of published research using the theory identified that the theory had accounted for 27% of the variance in behaviour and 39% in intention (Armitage & Conner, 2001). This study has used the theory for explanatory purposes more than for prediction. The strict application of the Theory of Planned Behaviour to the research design would have arguably tightened focus but at the cost of diminishing the rich exploratory nature of the study. For example, the underlying significance of relationships between terminology and attitudes would not have surfaced within a research design based religiously on the Theory of Planned Behaviour. Terminology may be presented as behaviour. One could also suggest that individuals have attitudes towards terminology use. It is more convincing to consider
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framework for investigating attitudes antecedents and their linkages with behaviours has been essential for research design and data interpretation.
8.5 Analysis
Chi-square can establish a highly probable existence of relationships between two variables. There can however, be a third variable which the researcher has not identified (Bosia, 2010). For example, a relationship could be found between size of an SME and the attitude towards conducting a CI needs analysis, only to overlook the role of resources, which is not the same variable as size. The researcher has been alert to such hidden third variables but they can never be fully eliminated.
The developing nature of the field under study combined with the time and monetary
constraints inherent in an academic study have resulted in some limitations. Identifying these potential shortcomings has assisted attempts to mitigate their influence on research findings. Despite the limitations identified in this Chapter the thesis is particularly rich in terms of opening new avenues for future research. The next Chapter addresses the potential research topics that can build on the findings of this study.
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