methods such as participant-observation, in-depth interviews, and longitudinal studies. The case study approach is to understand the research areas being investigated. Case study is defined as a research strategy that supports the researchers to understand the dynamics present within a single setting (Eisenhardt, 1989). However, irrespective of the purposes of the case study research, the researchers must follow caution to accomplish maximum measurement reliability and theory validity (McCutcheon; Meredith, 1993). It offers the opportunity to ask penetrating questions and to capture the richness of organizational behavior, but the conclusions drawn may be specific to the particular organizations studied and may not be generalized (Gable, 1994).
As stated earlier, this project implies both quantitative and qualitative approaches to meet its objectives critically thus, although case studies differ fundamentally from surveys (and from laboratory experiments, field experiments and field studies) wherein the researcher generally has less presumptive knowledge or control of what the variables of interest will be and how they will be measured (Gable, 1994). A case study has also been recorded to describe the subject company new product development team culture from its organizational practical work practices, human resource interactive capability and the technology perspective. The case study approach helped in understanding the functions of the organization, its new product development (NPD) idea generation related team culture, communication patterns within its internal and external environments and above all the global teamwork represented by its three selected locations, i.e. the UK, Norway and Finland.
An empirical inquiry about a contemporary phenomenon (e.g. a “case”), set within its real-world context especially when the boundaries between phenomenon and context are not clearly evident (Yin, 2009).
A case study can either involve a single case or multiple cases (i.e. extended case study) and labeled as according to its nature (Bromley, 1986; Buraway, 1991). In addition, in both cases one can select the scope of the case study from two possibilities i.e. holistic or one with embedded sub-cases.
Figure 22. Types of case study designs. Source: Yin, 2014. Cosmos Corporation. There ought to be at least one out of three preconditions to justify taking the option of case study as the research method, i.e. 1- Nature of research question to
be addressed in the research (Shavelson and Towne, 2002); 2- While emphasizing the study of a phenomenon within its real-world context (Bromley,
1986); 3- While conducting evaluation (Yin, 1992). 3.3.1 Interview
In the history of modern research, the first formal scientific face-to-face survey took place in 1912, when a renowned researcher, Sir Arthur Bowley initiated a comparative study of working-class conditions in five British cities. In the
research, the samples of citizens were interviewed using a structured interview schedule. The interviewer modes produced more socially desirable answers and less consistent answers, though more detailed responses to open ended questions (de Leeuw, 2005).
The case study of this project has been recorded, observed and understood through open-ended questionnaire based interviews with selected managers from the subject company and with operations-related representatives of new product development. All the interview questionnaire based data was extremely helpful in understanding the team’s strategic capacity regarding new product development idea generation, its distribution of workforce and especially the interactive patterns between internal and external environments. The study achieved 100% response rate and suggestions offered by the respondents.
3.3.2 Selection of site and participants
The subject company has a strong geographical spread across borders in 160 global locations in more than 70 countries. However, the scope of this study takes into account 10 selected professionals each from its three international locations: Finland, the UK, and Norway on the basis of their professional expertise and operational relevance. The questionnaire was sent to the three selected locations in order to evaluate the new product development work culture with reference to the concepts of transformational leadership and strategic thinking from all possible perspectives. The selected study respondents represented the new product development operational support areas. It was a deliberate action as about 100% of the evaluation criteria depended upon the core operational systems under investigation in the current study at the selected subject company offices. To keep the balance, the study respondents, as mentioned above, were interviewed about understanding their work role, their service orientation toward employees and gaining knowledge about the new product development practices being followed at the target locations for work assistance.
3.3.3 Questionnaire format
The final ‘touch-up’ of the questionnaire is important because the ‘look’ of the questionnaire may decide whether the respondent is going to complete it. This is especially relevant for postal surveys. The title should be highlighted and it should reflect the main objective of the research. If possible, the questionnaire should be divided into sections according to the content (e.g. boxes with bold headings) and it should flow smoothly from one section to another with
appropriate filtering. If the respondents are older persons, bigger font size should be used. Finally, a covering letter should be sent stating the objective of the study, the researcher’s affiliations, and, if appropriate, assuring confidentiality and how the information collected will be used (Jenn, 2006).
3.3.4 Instrument development
After the selection of relevant questions based on the amended evaluation framework, an online questionnaire was created. Internet support was utilized mainly to email, distribute and collect online questionnaires. Along with survey creation and response collection, it offers time management, greater geographical outreach and efficient communication speed.
The survey questionnaire, according to the formatting suggestions made in the research literature above, was divided into five sections according to the project objectives. The titles were highlighted, descriptive text was included where needed and text formatting and colors were given special attention for reading assistance. Finally, a covering message was included at the start of the questionnaire, which included a brief description of the project for the respondent’s information.
Summary of Chapter 3 - Research methodology and
design
This chapter presented in detail the research methodology, design and its approach in addition to the survey instrumentation in the light of theoretical support.