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Case Study – Methods, Examples and Guide

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A case study is a research method that involves an in-depth examination and analysis of a particular phenomenon or case, such as an individual, organization, community, event, or situation.

It is a qualitative research approach that aims to provide a detailed and comprehensive understanding of the case being studied. Case studies typically involve multiple sources of data, including interviews, observations, documents, and artifacts, which are analyzed using various techniques, such as content analysis, thematic analysis, and grounded theory. The findings of a case study are often used to develop theories, inform policy or practice, or generate new research questions.

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

A single-case study is an in-depth analysis of a single case. This type of case study is useful when the researcher wants to understand a specific phenomenon in detail.

For Example , A researcher might conduct a single-case study on a particular individual to understand their experiences with a particular health condition or a specific organization to explore their management practices. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a single-case study are often used to generate new research questions, develop theories, or inform policy or practice.

Multiple-Case Study

A multiple-case study involves the analysis of several cases that are similar in nature. This type of case study is useful when the researcher wants to identify similarities and differences between the cases.

For Example, a researcher might conduct a multiple-case study on several companies to explore the factors that contribute to their success or failure. The researcher collects data from each case, compares and contrasts the findings, and uses various techniques to analyze the data, such as comparative analysis or pattern-matching. The findings of a multiple-case study can be used to develop theories, inform policy or practice, or generate new research questions.

Exploratory Case Study

An exploratory case study is used to explore a new or understudied phenomenon. This type of case study is useful when the researcher wants to generate hypotheses or theories about the phenomenon.

For Example, a researcher might conduct an exploratory case study on a new technology to understand its potential impact on society. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as grounded theory or content analysis. The findings of an exploratory case study can be used to generate new research questions, develop theories, or inform policy or practice.

Descriptive Case Study

A descriptive case study is used to describe a particular phenomenon in detail. This type of case study is useful when the researcher wants to provide a comprehensive account of the phenomenon.

For Example, a researcher might conduct a descriptive case study on a particular community to understand its social and economic characteristics. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a descriptive case study can be used to inform policy or practice or generate new research questions.

Instrumental Case Study

An instrumental case study is used to understand a particular phenomenon that is instrumental in achieving a particular goal. This type of case study is useful when the researcher wants to understand the role of the phenomenon in achieving the goal.

For Example, a researcher might conduct an instrumental case study on a particular policy to understand its impact on achieving a particular goal, such as reducing poverty. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of an instrumental case study can be used to inform policy or practice or generate new research questions.

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

Interviews involve asking questions to individuals who have knowledge or experience relevant to the case study. Interviews can be structured (where the same questions are asked to all participants) or unstructured (where the interviewer follows up on the responses with further questions). Interviews can be conducted in person, over the phone, or through video conferencing.

Observations

Observations involve watching and recording the behavior and activities of individuals or groups relevant to the case study. Observations can be participant (where the researcher actively participates in the activities) or non-participant (where the researcher observes from a distance). Observations can be recorded using notes, audio or video recordings, or photographs.

Documents can be used as a source of information for case studies. Documents can include reports, memos, emails, letters, and other written materials related to the case study. Documents can be collected from the case study participants or from public sources.

Surveys involve asking a set of questions to a sample of individuals relevant to the case study. Surveys can be administered in person, over the phone, through mail or email, or online. Surveys can be used to gather information on attitudes, opinions, or behaviors related to the case study.

Artifacts are physical objects relevant to the case study. Artifacts can include tools, equipment, products, or other objects that provide insights into the case study phenomenon.

How to conduct Case Study Research

Conducting a case study research involves several steps that need to be followed to ensure the quality and rigor of the study. Here are the steps to conduct case study research:

• Define the research questions: The first step in conducting a case study research is to define the research questions. The research questions should be specific, measurable, and relevant to the case study phenomenon under investigation.
• Select the case: The next step is to select the case or cases to be studied. The case should be relevant to the research questions and should provide rich and diverse data that can be used to answer the research questions.
• Collect data: Data can be collected using various methods, such as interviews, observations, documents, surveys, and artifacts. The data collection method should be selected based on the research questions and the nature of the case study phenomenon.
• Analyze the data: The data collected from the case study should be analyzed using various techniques, such as content analysis, thematic analysis, or grounded theory. The analysis should be guided by the research questions and should aim to provide insights and conclusions relevant to the research questions.
• Draw conclusions: The conclusions drawn from the case study should be based on the data analysis and should be relevant to the research questions. The conclusions should be supported by evidence and should be clearly stated.
• Validate the findings: The findings of the case study should be validated by reviewing the data and the analysis with participants or other experts in the field. This helps to ensure the validity and reliability of the findings.
• Write the report: The final step is to write the report of the case study research. The report should provide a clear description of the case study phenomenon, the research questions, the data collection methods, the data analysis, the findings, and the conclusions. The report should be written in a clear and concise manner and should follow the guidelines for academic writing.

Examples of Case Study

Here are some examples of case study research:

• The Hawthorne Studies : Conducted between 1924 and 1932, the Hawthorne Studies were a series of case studies conducted by Elton Mayo and his colleagues to examine the impact of work environment on employee productivity. The studies were conducted at the Hawthorne Works plant of the Western Electric Company in Chicago and included interviews, observations, and experiments.
• The Stanford Prison Experiment: Conducted in 1971, the Stanford Prison Experiment was a case study conducted by Philip Zimbardo to examine the psychological effects of power and authority. The study involved simulating a prison environment and assigning participants to the role of guards or prisoners. The study was controversial due to the ethical issues it raised.
• The Challenger Disaster: The Challenger Disaster was a case study conducted to examine the causes of the Space Shuttle Challenger explosion in 1986. The study included interviews, observations, and analysis of data to identify the technical, organizational, and cultural factors that contributed to the disaster.
• The Enron Scandal: The Enron Scandal was a case study conducted to examine the causes of the Enron Corporation’s bankruptcy in 2001. The study included interviews, analysis of financial data, and review of documents to identify the accounting practices, corporate culture, and ethical issues that led to the company’s downfall.
• The Fukushima Nuclear Disaster : The Fukushima Nuclear Disaster was a case study conducted to examine the causes of the nuclear accident that occurred at the Fukushima Daiichi Nuclear Power Plant in Japan in 2011. The study included interviews, analysis of data, and review of documents to identify the technical, organizational, and cultural factors that contributed to the disaster.

Application of Case Study

Case studies have a wide range of applications across various fields and industries. Here are some examples:

Business and Management

Case studies are widely used in business and management to examine real-life situations and develop problem-solving skills. Case studies can help students and professionals to develop a deep understanding of business concepts, theories, and best practices.

Case studies are used in healthcare to examine patient care, treatment options, and outcomes. Case studies can help healthcare professionals to develop critical thinking skills, diagnose complex medical conditions, and develop effective treatment plans.

Case studies are used in education to examine teaching and learning practices. Case studies can help educators to develop effective teaching strategies, evaluate student progress, and identify areas for improvement.

Social Sciences

Case studies are widely used in social sciences to examine human behavior, social phenomena, and cultural practices. Case studies can help researchers to develop theories, test hypotheses, and gain insights into complex social issues.

Law and Ethics

Case studies are used in law and ethics to examine legal and ethical dilemmas. Case studies can help lawyers, policymakers, and ethical professionals to develop critical thinking skills, analyze complex cases, and make informed decisions.

Purpose of Case Study

The purpose of a case study is to provide a detailed analysis of a specific phenomenon, issue, or problem in its real-life context. A case study is a qualitative research method that involves the in-depth exploration and analysis of a particular case, which can be an individual, group, organization, event, or community.

The primary purpose of a case study is to generate a comprehensive and nuanced understanding of the case, including its history, context, and dynamics. Case studies can help researchers to identify and examine the underlying factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and detailed understanding of the case, which can inform future research, practice, or policy.

Case studies can also serve other purposes, including:

• Illustrating a theory or concept: Case studies can be used to illustrate and explain theoretical concepts and frameworks, providing concrete examples of how they can be applied in real-life situations.
• Developing hypotheses: Case studies can help to generate hypotheses about the causal relationships between different factors and outcomes, which can be tested through further research.
• Providing insight into complex issues: Case studies can provide insights into complex and multifaceted issues, which may be difficult to understand through other research methods.
• Informing practice or policy: Case studies can be used to inform practice or policy by identifying best practices, lessons learned, or areas for improvement.

Advantages of Case Study Research

There are several advantages of case study research, including:

• In-depth exploration: Case study research allows for a detailed exploration and analysis of a specific phenomenon, issue, or problem in its real-life context. This can provide a comprehensive understanding of the case and its dynamics, which may not be possible through other research methods.
• Rich data: Case study research can generate rich and detailed data, including qualitative data such as interviews, observations, and documents. This can provide a nuanced understanding of the case and its complexity.
• Holistic perspective: Case study research allows for a holistic perspective of the case, taking into account the various factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and comprehensive understanding of the case.
• Theory development: Case study research can help to develop and refine theories and concepts by providing empirical evidence and concrete examples of how they can be applied in real-life situations.
• Practical application: Case study research can inform practice or policy by identifying best practices, lessons learned, or areas for improvement.
• Contextualization: Case study research takes into account the specific context in which the case is situated, which can help to understand how the case is influenced by the social, cultural, and historical factors of its environment.

Limitations of Case Study Research

There are several limitations of case study research, including:

• Limited generalizability : Case studies are typically focused on a single case or a small number of cases, which limits the generalizability of the findings. The unique characteristics of the case may not be applicable to other contexts or populations, which may limit the external validity of the research.
• Biased sampling: Case studies may rely on purposive or convenience sampling, which can introduce bias into the sample selection process. This may limit the representativeness of the sample and the generalizability of the findings.
• Subjectivity: Case studies rely on the interpretation of the researcher, which can introduce subjectivity into the analysis. The researcher’s own biases, assumptions, and perspectives may influence the findings, which may limit the objectivity of the research.
• Limited control: Case studies are typically conducted in naturalistic settings, which limits the control that the researcher has over the environment and the variables being studied. This may limit the ability to establish causal relationships between variables.
• Time-consuming: Case studies can be time-consuming to conduct, as they typically involve a detailed exploration and analysis of a specific case. This may limit the feasibility of conducting multiple case studies or conducting case studies in a timely manner.
• Resource-intensive: Case studies may require significant resources, including time, funding, and expertise. This may limit the ability of researchers to conduct case studies in resource-constrained settings.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Methodology

• What Is a Case Study? | Definition, Examples & Methods

What Is a Case Study? | Definition, Examples & Methods

Published on May 8, 2019 by Shona McCombes . Revised on November 20, 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyze the case, other interesting articles.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

TipIf your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

Unlike quantitative or experimental research , a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

Example of an outlying case studyIn the 1960s the town of Roseto, Pennsylvania was discovered to have extremely low rates of heart disease compared to the US average. It became an important case study for understanding previously neglected causes of heart disease.

However, you can also choose a more common or representative case to exemplify a particular category, experience or phenomenon.

Example of a representative case studyIn the 1920s, two sociologists used Muncie, Indiana as a case study of a typical American city that supposedly exemplified the changing culture of the US at the time.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews , observations , and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data.

Example of a mixed methods case studyFor a case study of a wind farm development in a rural area, you could collect quantitative data on employment rates and business revenue, collect qualitative data on local people’s perceptions and experiences, and analyze local and national media coverage of the development.

The aim is to gain as thorough an understanding as possible of the case and its context.

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In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis , with separate sections or chapters for the methods , results and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyze its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

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What is the Case Study Method?

Overview Dropdown up

Overview dropdown down, celebrating 100 years of the case method at hbs.

The 2021-2022 academic year marks the 100-year anniversary of the introduction of the case method at Harvard Business School. Today, the HBS case method is employed in the HBS MBA program, in Executive Education programs, and in dozens of other business schools around the world. As Dean Srikant Datar's says, the case method has withstood the test of time.

Case Discussion Preparation Details Expand All Collapse All

In self-reflection in self-reflection dropdown down, in a small group setting in a small group setting dropdown down, in the classroom in the classroom dropdown down, beyond the classroom beyond the classroom dropdown down, how the case method creates value dropdown up, how the case method creates value dropdown down, in self-reflection, in a small group setting, in the classroom, beyond the classroom.

How Cases Unfold In the Classroom

How cases unfold in the classroom dropdown up, how cases unfold in the classroom dropdown down, preparation guidelines expand all collapse all, read the professor's assignment or discussion questions read the professor's assignment or discussion questions dropdown down, read the first few paragraphs and then skim the case read the first few paragraphs and then skim the case dropdown down, reread the case, underline text, and make margin notes reread the case, underline text, and make margin notes dropdown down, note the key problems on a pad of paper and go through the case again note the key problems on a pad of paper and go through the case again dropdown down, how to prepare for case discussions dropdown up, how to prepare for case discussions dropdown down, read the professor's assignment or discussion questions, read the first few paragraphs and then skim the case, reread the case, underline text, and make margin notes, note the key problems on a pad of paper and go through the case again, case study best practices expand all collapse all, prepare prepare dropdown down, discuss discuss dropdown down, participate participate dropdown down, relate relate dropdown down, apply apply dropdown down, note note dropdown down, understand understand dropdown down, case study best practices dropdown up, case study best practices dropdown down, participate, what can i expect on the first day dropdown down.

Most programs begin with registration, followed by an opening session and a dinner. If your travel plans necessitate late arrival, please be sure to notify us so that alternate registration arrangements can be made for you. Please note the following about registration:

HBS campus programs – Registration takes place in the Chao Center.

India programs – Registration takes place outside the classroom.

Other off-campus programs – Registration takes place in the designated facility.

What happens in class if nobody talks? Dropdown down

Professors are here to push everyone to learn, but not to embarrass anyone. If the class is quiet, they'll often ask a participant with experience in the industry in which the case is set to speak first. This is done well in advance so that person can come to class prepared to share. Trust the process. The more open you are, the more willing you’ll be to engage, and the more alive the classroom will become.

Does everyone take part in "role-playing"? Dropdown down

Professors often encourage participants to take opposing sides and then debate the issues, often taking the perspective of the case protagonists or key decision makers in the case.

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What the Case Study Method Really Teaches

• Nitin Nohria

Seven meta-skills that stick even if the cases fade from memory.

It’s been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study method excels in instilling meta-skills in students. This article explains the importance of seven such skills: preparation, discernment, bias recognition, judgement, collaboration, curiosity, and self-confidence.

During my decade as dean of Harvard Business School, I spent hundreds of hours talking with our alumni. To enliven these conversations, I relied on a favorite question: “What was the most important thing you learned from your time in our MBA program?”

• Nitin Nohria is the George F. Baker Jr. Professor at Harvard Business School and the former dean of HBS.

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Case Studies

Case studies are a popular research method in business area. Case studies aim to analyze specific issues within the boundaries of a specific environment, situation or organization.

According to its design, case studies in business research can be divided into three categories: explanatory, descriptive and exploratory.

Explanatory case studies aim to answer ‘how’ or ’why’ questions with little control on behalf of researcher over occurrence of events. This type of case studies focus on phenomena within the contexts of real-life situations. Example: “An investigation into the reasons of the global financial and economic crisis of 2008 – 2010.”

Descriptive case studies aim to analyze the sequence of interpersonal events after a certain amount of time has passed. Studies in business research belonging to this category usually describe culture or sub-culture, and they attempt to discover the key phenomena. Example: “Impact of increasing levels of multiculturalism on marketing practices: A case study of McDonald’s Indonesia.”

Exploratory case studies aim to find answers to the questions of ‘what’ or ‘who’. Exploratory case study data collection method is often accompanied by additional data collection method(s) such as interviews, questionnaires, experiments etc. Example: “A study into differences of leadership practices between private and public sector organizations in Atlanta, USA.”

Advantages of case study method include data collection and analysis within the context of phenomenon, integration of qualitative and quantitative data in data analysis, and the ability to capture complexities of real-life situations so that the phenomenon can be studied in greater levels of depth. Case studies do have certain disadvantages that may include lack of rigor, challenges associated with data analysis and very little basis for generalizations of findings and conclusions.

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• Boston University Libraries

Business Case Studies

• Writing Case Studies
• Getting Started
• Harvard Business School Cases
• Diverse Business Cases
• Databases with Cases
• Journals with Cases
• Books with Cases
• Open Access Cases
• Case Analysis
• Case Interviews
• Case Method (Teaching)

Books/eBooks

Online resources, getting items not available at bu libraries.

• Citing Business Sources

Some faculty may be interested in writing their own case studies. Below are a few sources that may be helpful.

Even if BU Libraries doesn't own something you need for your studies, we can get it for you pretty quickly from another library.

• Interlibrary Loan (ILL) . Interlibrary Loan is a service that allows current BU students, faculty, and staff to request books, articles, book chapters, and other materials from other libraries. Visit our Interlibrary Loan page to find forms to request items.
• BU Libraries Search and WorldCat Discovery. You can look an item up on BU Libraries Search or you can use an external search, like WorldCat Discovery , which will offer you a link to "Find@BU" and this will bring you to BU Libraries Search. When you log in to request the item, some of the item's information will pre-populate in the ILL form for you.

Want to borrow an item in person?

• Books from Boston College, Northeastern, and Brandeis . Books can be borrowed from the libraries of these three institutions using your Terrier card.
• Boston Library Consortium (BLC) Card​s . A BLC Card allows you to borrow circulating material from member libraries , just as you would from BU Libraries. Boston University faculty, staff, and students on the Charles River Campus may obtain a Consortium Card by filling out an  application form . Medical Campus affiliates should apply at the Alumni Medical Library. 

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• Last Updated: Nov 17, 2023 12:09 PM
• URL: https://library.bu.edu/business-case-studies

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Business Research: Types, Methods, Examples

• Updated on  
• Jan 29, 2024

Ever wondered what it takes to build a flourishing business ? Aiming to provide maximum sales and profit, business research helps you to gather comprehensive information about your business and accordingly make relevant changes if required. So, in this process of being successful, we gather all types of data to better define our strategies and understand what products or services customers want. And in case, you’re planning to expand your business, research can help you determine your odds of positive results. In this blog, we’ll help you understand the basics of research and analysis .

“Whoever gets closer to the customer, wins.” – Bernadette Jiwa

This Blog Includes:

What is business research, business research example, importance of business research, types & methods, focus groups , case study research , ethnographic research, survey , correlation research , experimental research , advantages and disadvantages of business research, scope of business research, role of business research, business research books, business research report, top 10 tools for business research, business research partners, top 10 business research topics, career prospects , [bonus] best mba colleges in the world.

Business Research can be simply defined as a process of gathering comprehensive data and information on all the areas of business and incorporating this information for sales and profit maximization. If you are wondering what is Business Research, it is a systematic management activity helping companies to determine which product will be most profitable for companies to produce. Also, there are multiple steps in conducting research, with each thoroughly reviewed to ensure that the best decision is made for the company as a whole.

Also Read: Scope of MBA in International Business

Let’s say there’s an automobile company that is planning to launch a car that runs on CNG. To promote cleaner fuel, the company will be involved in developing different plans and strategies to identify the demand for the car they intend to launch. Other than this, the company will also look for competitors, and the target audience, keeping in mind the distribution of CNG in India. Hence the research is conducted on various ideas to formulate a sustainable and more efficient design. 

When it comes to the question of why Business Research is important, it has an essential role to play in varied areas of business. Here are some of the reasons describing the importance of Business Research:

• It helps businesses gain better insights into their target customer’s preferences, buying patterns, pain points, as well as demographics.
• Business Research also provides businesses with a detailed overview of their target markets, what’s in trend, as well as market demand.
• By studying consumers’ buying patterns and preferences as well as market trends and demands with the help of business research, businesses can effectively and efficiently curate the best possible plans and strategies accordingly.
• The importance of business research also lies in highlighting the areas where unnecessary costs can be minimized and those areas in a business which need more attention and can bring in more customers and hence boost profits.
• Businesses can constantly innovate as per their customers’ preferences and interests and keep their attention on the brand.
• Business Research also plays the role of a catalyst as it helps businesses thrive in their markets by capturing all the available opportunities and also meeting the needs and preferences of their customers.

Also Read: Business Analyst vs Data Analyst

Business research plays an important role in the business intelligence process. This is usually conducted to determine if a company can succeed in a new region through competitive analyses and a better marketing approach. Due to this, this broad field has been distinguished into two types namely, Qualitative Research and Quantitative Research Method.

Here are the most important types of Business Research :

Qualitative Research Methods 

It involves putting open-ended questions to the audience through different channels of communication to understand why researchers think in a particular manner. Stress is laid on understanding the intent, attitude, and beliefs to figure out the behaviour and response of the customers. Moreover, the goal of Qualitative Business Research is to get in-depth knowledge about the subjects of the research. Moreover, qualitative research enables us to put the perspective of the consumer in front of the researcher so that we can understand and see the alignment of the ideas between the market and the business. 

The data collected in this type of business research is by the following methods:  

• Interviews 
• Case Study 
• Ethnographic Research 
• Website Visitor Profiling 
• Content Analysis 

Also Read: Study MBA in Music Business at Berklee College of Music!

Let us take a detailed look at some of the ways-

Interviews and surveys are similar. The only difference lies in the fact that the responder can put a question in an interview whilst it is not possible during a survey. Through interviews, it is easier to understand the detailed perspective of the person concerning the subject of research. A mobile brand researched to understand why certain colours are preferred by male and female customers. The research revealed that since red is assumed to be a feminine colour, it is more preferred by females than males. 

Focus groups are a type of business research that involves only a set of individuals. Each selected individual represents a particular category of the target market. The major difference between interviews and focus groups is the number of people that it involves. To launch a new product for a particular group of society, focus groups prove to be the best way to understand the needs of the local audience. 

For example, Tesla decides to launch their latest car model in India. The company, therefore, will require feedback from the Indian audience only.

Did you know? Amazon, the internet giant changed its payment strategy to enter the Indian market. Since the Indian economy was not entirely ready for online modes of payment, amazon introduced a new payment method and came up with ‘ cash on delivery ’ to gain consumers’ trust.

One of the most effective ways for business research is conducting case studies. With the motive to understand customer satisfaction, challenges that usually the customers face while using the product and hence, providing them with the right solution can be achieved by analysing data secured through data secured by case studies. Case study researchers are conducted in many fields of business that ultimately aid organisations in improving their products or services. 

Ethnographic Research refers to understanding people as a whole. One must be able to grok their consumers or target audience which will help identify patterns, flaws, etc. Ethnography is a branch of anthropology that is the study of what elements or features make us humans. How did people live? What aspect made us so dependent on smartphones and technology? Why would people buy one product over the other? It refers to asking questions about lifestyle, communities, etc., and trying to gain insight into consumer behaviour and buying patterns.

For example, consider a random product. Are people looking for that product? Do they need it? Is it a necessity or a luxury? Which class of people are most likely to buy it? People often cannot comprehend what they are looking for. Gaining different perceptions can help us tailor our products accordingly to the consumers. Who would have thought that the majority of humans will need face masks for survival?

Also Read: How to Become a Research Analyst?

Quantitative Research Methods 

With the employment of mathematical, statistical and computational techniques, quantitative research is carried out to deal with numbers. This systematical empirical investigation starts with the acquisition of the data and then moves on to analyzing it with the help of different tools. The goal is to identify clientele and then meet the targets of the audience. As the method of business research employs a questionnaire to determine the audience’s response, the questions are built around the idea that the audience knows about the product or the services that the firm offers. Some of the key questions answered in quantitative research methods include, who is connected with your network, how they qualify for the ‘product’ or how regularly they visit your website.

The data is collected based on the following research:

• Correlational
• Online 
• Casual Comparative 
• Experimental 

It is the most common method under quantitative research via which a huge amount of data can be collected concerning a product or service. A common set of questions are asked to the people and they are asked to provide their inputs. To understand the nature of the market in-depth, this method is massively used by leading organisations all across the globe. Analysing data recorded through service helps organisations make suitable decisions.

Under this research, usually two entities are put together to examine the impact they create on each other. As suggested by the name it is the best process to understand patterns, relationships and trends. the data grasped through correlation research is generally combined with other tools as one cannot achieve a firm conclusion using this type of business research.  

Experimental research is purely based on proving a particular theory that is pre-assumed. True experimental research companies can understand varied behavioural traits of the customers that further assist them in generating more revenue. Exposing a set of audience to common parameters, their behaviour is recorded and hence analysed. This can be understood as the main basis of the experimental research. 

Also Read: Scope of Operation Research

There are certain pros and cons of business research that you must know about. Here are the advantages and disadvantages of Business Research.

Advantages of Business Research

• Business Research plays the role of a catalyst in identifying potential threats, issues as well as opportunities .
• It provides a detailed analysis of customers and the target audience , thus helping in building better relationships with one’s audience and capturing the areas which we might be missing out on.
• It also anticipates future problems thus the enterprise is able to tackle those uncertainties and prepare for them beforehand.
• It keeps a continuous track of competition in the market and gives businesses the scope to come up with better strategies to tackle their competitors.
• Business Research also conducts a thorough cost analysis thus helping the company efficiently manage resources and allocate them in an optimal manner.
• It keeps you updated with the latest trends and competitor analysis .

Disadvantages of Business Research

• Business Research can be expensive and time-consuming .
• It also has the danger of being assumptive and imprecise at times , because the focus groups might be small or can be highly based on assumptions.
• The market is ever-changing and ever-evolving and capturing the right trends or anticipating them can constitute a complicated process for business research.

Also Read: Types of Research Design

The process of business research can be as comprehensive and as detailed as a business wants it to be. Generally, a company takes up research with a certain aim or hypothesis in order to figure out the issues, opportunities and trends and how they can be leveraged in the best way.

Here is the step-by-step process of Business Research:

• Identifying the Opportunity or Problem – To begin with the research, we first need to know what is the problem or the opportunity we would be leveraging on. It can be a popular trend or a common problem that a business is facing and can potentially become the headstart for the research process. Once you know the problem or the opportunity, go ahead with giving an understandable statement of what it’s about, what the hypothesis of the research will be as well as its objectives.
• Decide and Plan the Research Design – The next step in the business research process to find the right research design which suits the objectives and overall plan of the research. The most popular research designs are Quantitative and Qualitative Research.
• Determining the Research Method – The research design is closely connected to the research method since both qualitative and quantitative research designs have different methods for data collection, analysis, amongst others. So, once you have put a finger on what the right research design will be, go ahead with finding the right research method as per the plan, types of data collection, objective, costs involved, and other determining factors.
• Collect Data – Utilizing the research method and design, the next step in the business research process is to collect data and assimilate it.
• Data Analysis and Evaluation – After assimilating the data required, the data analysis will take place to gather all the observations and findings.
• Communicate Results – The presentation of the business research report is the concluding step of this procedure after which the higher management works upon the best techniques and strategies to leverage the opportunity or tackle the issue.

Also Read: MBA in Business Analytics

The scope of Business Research is multifarious and reaches out to many specialisations and areas. Let’s take a look the scope of business research across various specialisations:

• Marketing Management When it comes to business research, becomes an important part of marketing management that analyses consumer behaviour, target audiences, competition, price policy, promotional plans and much more.
• Financial Management It also plays an essential role in budgeting, financial planning, cost allocation, capital raising, tackling fluctuations with international currency as well as taking finance-related decisions.
• Production Management Production Management also includes business research as it helps in product development, planning out for a newer one, finalizing the right technologies for production, and so on.
• Materials Management Business Research is an important aspect of checking the best materials and carrying out its production, supply chain management , logistics , as well as shortlisting negotiation strategies.

There is an incremental role of business research as its importance is across every aspect of the business. Let’s take a look at the role of business research in an enterprise:

• The most primary role of business research is that it helps across every decision in the business, from product innovation to marketing and promotional planning.
• Business Research also helps in forecasting a business, whether in terms of competition or any other types of problems it will be facing.
• Another key area where this plays a bigger role is ensuring consumer satisfaction as through research, we can carry out research and highlight areas where we can efficiently serve our target audience.
• Business research also helps in implementing cost-effectiveness in a business as it can assist in cutting costs wherever needed and investing more in those areas, where profit is coming from.

Want to understand and learn more about business research? Here are some of the books that will make you a pro in this field. Check out the list of business research books:

Also Read: Is It Possible to Study MBA in Europe Without GMAT?

The purpose of a report is to inform the other members, junior and subordinates of the team to provide information on the specific topic. There is a specific format of a business report which makes it look more professional and presentable. There should be a title with the date and nature. The second section includes the introduction, body, and then conclusion. Reports help to identify the issues and helps in resolving them at earlier stages. It can include graphs, surveys, interviews, flow, and piecharts also.

Are you wondering why is there a need to do business research? Business is not stable and it is vital to stay up to date with all the data and developments. It is also important to make business-related decisions, and keep track of competitors, customer feedback, and market changes. The basic objective of business research is to identify the issues and evaluate a plan to resolve them for better managerial functioning.

Now that you are familiar with the objective, importance, and advantages the next important step is to know how to conduct research. There are numerous tools available for free while for some advanced tools there is a membership. Check out the list of top 10 tools:

• Google Keyword Tools
• Google Analytics
• Google Trends

The one thing constant in a business is market changes. A new trend or change comes every time you blink an eye. To keep track of everything externally and internally a research partner comes helpful. There are a few things to keep in mind that will help you in choosing the right business partner. The first thing to keep in mind is that the person should have relevant work experience and expertise in that particular field. An experienced partner can help businesses reach new heights. Look for a partner that can provide well-curated solutions and not the generic ideas that every enterprise follows. Last but not least is that your business research partner should have knowledge of the latest tools and techniques.

Also Read: MBA in Sustainable Development: Courses & Universities

Is your big presentation coming up or your report is due on Monday but you still haven’t finalized your business research topic? Here are some of the trendiest research topics for you:

• How advertisements influence consumer behaviour?
• Does incentive motivation increase employee productivity?
• How to handle crises in the business?
• How to create a work-life balance in the organization?
• What are the things a small business owner has to face?
• How to expand the company globally?
• How is digital marketing helping every business type?
• How to maintain the quality and quantity of products?
• What are the struggles entrepreneurs of a start-up face?
• How to create a budget and maintain company finances?

In order to build a career in Research , you can simply grab a degree in the field of Management , Business or Administration. So, students with an understanding of the core concepts of business and an inclination for research can consider it as a go-to option. Other suitable programs can be Master in Management , MBA Business Analytics , and MBA Data Analytics , to name a few.

To know more, check out Qualitative Research Methods !

It can simply mean researching every area of a business and using the provided information and data to ensure profit maximization.

There are different types of business research such as interviews, surveys, focus groups, correlational research, ethnographic research, case study research, and quantitative research methods, amongst others.

It is essentially important for various aspects of a business such as profit maximization, cost-cutting, financial management , personnel management, consumer behaviour, etc.

The process of research depends upon the type of research design you are opting for. To start with, we first need to determine the aim or objective of the research, then plan out the whole process which includes the types of methods we will be using, then the actual research that takes place followed by the data found that helps in understanding the key observations and how they can be implemented to actualize research hypothesis.

If you’re thinking to start a product line in your existing business or planning a startup, business research is a fundamental process that helps you to navigate the opportunities and obstacles in the marketplace. Knowing your strengths and weaknesses can help you come up with advanced and powerful research techniques that will make it easier to manage. Are you planning to take your higher education abroad? Then, you can quickly book a counselling session with the experts at Leverage Edu and we can help you build the right platform for you to grow in the corporate world.

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Case Study Methods in Business Research

• Albert J Mills - St Mary's University, Halifax, Canada
• Gabrielle Durepos - Mount Saint Vincent University, Canada
• Description
• Author(s) / Editor(s)

Case studies are one of the most popular approaches to business and management research. By bringing together research accounts from various research traditions, this collection is unique within the field. Over four volumes, the editors focus on central themes in the subject over time, before moving on to selected cases from positivist, interpretivist and critical approaches, and finishing with a look at traditions of the "post".

The set provides a highly accessible collection for anyone in business studies wishing to explore in depth and have readily available a sizeable number of case study accounts.

Volume I: Introduction to Central Themes in Case Study Research in Business Volume II: Positivist Case Study Research in Business Volume III: Interpretive and Critical Approaches to Case Studies in Business Volume IV: Case Study Research from the Traditions of the Post and Beyond

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Albert j. mills, gabrielle durepos.

Gabrielle Durepos, MA, lectures in Organizational Behaviour in the Sobey School of Business at Saint Mary's University. More About Author

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The Subtle Art of Being Mixed Up: Using Mixed Methods to Investigate the Use of Digital Technologies in Sustainability Reporting From a Multi-Stakeholder Perspective

• By: Richard Busulwa
• Product: Sage Research Methods: Business
• Publisher: SAGE Publications Ltd
• Publication year: 2024
• Online pub date: January 20, 2024
• Discipline: Business and Management
• Methods: Mixed methods , Case study research , Survey research
• DOI: https:// doi. org/10.4135/9781529684131
• Keywords: art , digital technology , surveying , sustainability , teams Show all Show less
• Online ISBN: 9781529684131 Copyright: © 2024 SAGE Publications Ltd More information Less information

This case study is based on original research applying mixed methods to investigate the use of digital technologies in sustainability reporting from a multi-stakeholder perspective. The case study focuses on why mixed methods was chosen, how it was applied, and reflections on the experience of using mixed methods. Readers will learn when and why they should use mixed methods over alternate research methods as well as tips and traps to be aware of before or during their application of mixed methods.

Learning Outcomes

By the end of this case study, readers should be able to

• discuss the benefits of using mixed methods to investigate phenomena,
• understand the different ways of mixing relevant research methods in a mixed-methods research design,
• explain the steps involved in carrying out a mixed-methods study,
• evaluate the suitability of mixed methods generally and the suitability of particular mixed-methods designs for a proposed study,
• create and or apply mixed-methods research designs, and
• design and apply mixed-methods research designs within a research team as a team member or as a research team leader.

Project Overview and Context

The triggering event for this study was the opening of a grant-funding round that invited requests for research funding applications related to sustainability reporting and digital technologies (DTs) research. Sustainability reports are like financial reports, except that instead of just reporting on an organization’s financial results, they report on the organization’s impact on the environment, on the communities or societies in which it operates, and on the economy. I was part of a four-person research team that collaborated on preparing and submitting an application. Initially, two of us—one specializing in sustainability-reporting research and one specializing in DTs research—discussed the idea of submitting a grant application. We began drafting the application and decided to link in two additional researchers with complementary expertise. One of us began with a draft synopsis of the application (in which the research topic, the research problem, its significance, and the potential research methods were all identified). A second researcher reviewed this initial draft and expanded on the various synopsis subsections. Subsequent researchers iteratively reviewed the draft synopsis and incorporated change suggestions. Eventually, these iterative changes resulted in a final version of the grant application accepted by everyone. This application was submitted to the funding-round initiating organization. Successful applicants in Round 1 were asked to prepare a follow-up, much more comprehensive grant application that fully explained the planned research process, research team credentials, planned budgets, planned research time frames, planned outputs, and supporting evidence of the planned outputs, as required by the funding-round initiating organization’s key stakeholders.

Our grant application eventually succeeded on the premise that we would investigate the use of DTs in sustainability reporting from a multi-stakeholder perspective. Specifically, our study had to identify what DTs were being used in sustainability-reporting activities, how they were being used, and the opportunities and challenges involved in using DTs for sustainability reporting. The multi-stakeholder perspective aspect related to the need for the study to incorporate the perspectives of multiple and diverse sustainability-reporting stakeholders (e.g., company executives, operating managers, sustainability professionals, accountants, data specialists, technology vendors, sustainability advocacy and governance leaders, investors, sustainability-reporting technology start-ups, and stakeholders from most geographic regions of the world). Thus, the research team had to find a way of having in-depth discussions with these different stakeholders, incorporating sufficient volumes of each stakeholder type, and getting anonymous and non-anonymous perspectives. We translated the study aims into specific research questions before considering the research method most suited to answering each of those questions. Examples of these research questions included “What DTs are currently used for sustainability reporting–related purposes, and how are they used?,” “What specific DT products are currently used, and what DTs do they incorporate?,” “What are the potential uses of DTs for sustainability reporting–related purposes?,” and “What are the main barriers to the use of DTs for sustainability reporting?”

Section Summary

• This was a funded research project requiring researchers to deliver specific outcomes to the funding body.
• The study had to identify the DTs currently used, how they were being used, the opportunities and challenges involved in using them for sustainability reporting, and their potential additional uses.
• The study had to incorporate the perspectives of multiple and diverse types of sustainability-reporting stakeholders from different regions of the world.

Research Design

Choosing a research method.

As part of the Round 2 grant-funding application, we had chosen a research method. In choosing a research method, we kept in mind that the chosen method had to enable us to do iterative and in-depth questioning of different types of participants to get in-depth responses (approx. 50 participants). But we also needed to be able to get anonymous responses from a high volume of participants (approx. 150–200 participants) and a diverse collection of participant types to enhance the study’s reliability and generalizability. Another issue we had to keep in mind was that some participants might not be technologically savvy or might not recall some of the DTs their organization was using, so we needed to know beforehand what DT products they might be using to prompt them effectively. We also needed to have multiple ways of validating what study participants told us to enhance the reliability of these participant responses. We decided that a mixed-methods research design was needed. Mixed-methods research designs combine one or more qualitative and one or more quantitative data collection and analysis methods for more complete and reliable investigation of phenomena (e.g., see Creswell & Clark, 2017 ; Creswell & Creswell, 2022 ). In doing so, they draw on the strengths of qualitative research (e.g., collection and analysis of in-depth, exploratory, or causal relationship data) and the strengths of quantitative data (e.g., collection and analysis of specific, objective, confirmatory, and more generalizable data; see Creswell & Clark, 2017 ; Creswell & Creswell, 2022 ). As well as combining these advantages, mixed methods enable researchers to triangulate, corroborate, refute, or build on findings from one or more studies by contrasting them with findings from other studies within the mixed-methods research design (e.g., see Creswell & Clark, 2017 ; Creswell & Creswell, 2022 ). Triangulation is the process of looking for answers to a question by using different types of data, collected in different ways (e.g., qualitative and quantitative data), and then comparing the answers from each type of data for similar, contradictory, and unique insights.

Mixed-methods approaches can combine different studies in a sequential way (with one study’s findings being used to support the next study, and so on) or in a concurrent/convergent triangulation way (with all studies being undertaken at the same time; e.g., see Creswell & Clark, 2017 ; Creswell & Creswell, 2022 ). When undertaken in a sequential way, the sequencing or order of the studies can be aimed at explaining the first study’s findings or at confirming the first study’s findings (e.g., see Creswell & Clark, 2017 ; Creswell & Creswell, 2022 ). We chose a sequential approach to mixed methods, combining two qualitative studies and a quantitative study. The first qualitative study consisted of an extensive online information search—essentially a stocktake of the specific sustainability-reporting DT products currently being offered on the market, an examination of the nature of these DT products, and identification of their vendors. The second qualitative study consisted of in-depth case study interviews with sufficient representatives of each type of sustainability-reporting stakeholder. This second qualitative study explained and built upon the findings from the first qualitative study. The quantitative study stage then followed. It consisted of a cross-sectional survey of diverse sustainability-reporting stakeholders. The survey questionnaire design was informed by findings from the first two qualitative studies. And the survey findings confirmed and/or were explained by the findings from the first two studies.

Operationalizing the Mixed-Methods Research Design

Operationalizing the mixed-methods research design essentially involved operationalizing each individual study, dividing up the work of carrying out each study between us, and then ensuring that the studies were sequenced in such a way to enable each study and its analysis to be completed prior to its dependent study occurring. In the subsections that follow, the design and operationalization of each study are discussed.

Qualitative Study 1 (Online Information Search)

First, DT-related keywords and sustainability-related keywords were identified that could be combined to search online for sustainability-reporting DT products currently on the market (e.g., such keyword combinations as artificial intelligence + ESG (Environmental, Social, Governance) + reporting ). To identify these keywords, we reviewed the accounting and information systems literature for discussed reporting-related DTs as well as related keywords. We also searched for discussed sustainability reporting–related keywords. Then, in line with the prescriptions of Amani and Fadlalla ( 2017 ), we developed a data collection form with fields for filling in required information (e.g., name of DT product, DTs integrated the product, vendor, vendor location, uses of the product for reporting). Developing the form fields consisted of determining what information we wanted to collect and the keyword or phrase we could use to prompt input of that information into the form field (e.g., see Amani & Fadlalla, 2017 ; Busulwa et al., 2022 ). The eventual final form enabled us to compile a list of sustainability-reporting DT products currently on the market, the DTs integrated into those products, and the sustainability-reporting activities or outcomes those DTs or DT products enabled. The resultant list was then used to better prompt interviewees in the second qualitative study, to expand the list from Study 1 and/or to validate which DTs and DT products offered on the market were actually being used and for what reporting activities.

Qualitative Study 2 (In-Depth Case Study Interviews)

In relation to undertaking in-depth case study interviews, Creswell and Creswell ( 2022 ) and Creswell and Clark ( 2017 ) prescribed identifying a set of questions for study participants to answer during the interview. Therefore, we prepared a set of guiding interview questions. We developed our guiding questions by considering what questions we could ask study participants that would enable us to collect the data needed to answer our overall research questions and to confirm or explain findings from the first study (e.g., Which DTs do you use in your sustainability-reporting activities? Which of the following DT products are used in the sustainability-reporting activities at your organization?). Then, we made a list of the different types and quotas of sustainability-reporting stakeholders we needed to interview. To create this list, we did a group brainstorm of the different types of sustainability-reporting stakeholders (e.g., sustainability policymakers, investors, sustainability executives, sustainability-reporting technology vendors, data analysts). Then, we searched for sufficient stakeholders from each type and reached out to our professional networks via LinkedIn and email. Then, we started reaching out to people from each stakeholder group sequentially, until the required quota for each stakeholder type was filled. Following acceptance of the research ethics–compliant request to participate in the study, we undertook approximately 50 interviews, divided equally between all researchers. The interviews were done over Microsoft Teams, which enables recording and transcription. When Microsoft Teams transcriptions were not of suitable quality, we used an approved transcription service. After reviewing and/or cleaning up the transcriptions, their content was analyzed by using NVivo software. NVivo software is qualitative content analysis software that enables users to determine the keywords, themes, or concepts present within transcribed interviews as well as the extent to which these keywords, themes, and concepts are present across transcripts. We used NVivo because we had a university license to use it and because the majority of us were familiar with it. The aim of the content analysis was to identify the DTs used, their different uses, the opportunities and challenges faced in using the DTs, and accountants’ roles in and required competencies for effectively using the DTs.

Quantitative Study (In-Depth Case Study Interviews)

We designed a survey questionnaire together after considering the findings from the first two qualitative studies. To design the survey questionnaire, we started with our case study interview guiding questions and retained, elaborated, and or added new questions. In doing so, we ensured that the updated questions met the format of a survey questionnaire question (e.g., answerable on a Likert scale). We then input the survey questionnaire into Qualtrics and tested it several times to ensure that participants could understand it, that participants could access it easily, and that the data captured were in a format amenable to analysis. We chose Qualtrics because we had a university license for it, and we had all previously used it. We first tested the survey on ourselves (e.g., sending it to each co-researcher to fill out and, in the process, identify areas for improvement), and then we tested it on colleagues who were not familiar with our study but could be depended on for honest responses and feedback. Then, we tested it on a small subset sample from our target population. We trialed analysis of the results to check whether the collected data were fit for analysis or whether further survey modifications needed to be made. Once we were happy with the final survey, we made a list of the different types and quotas of stakeholders we needed to interview. We again used LinkedIn to prepare our list, ensuring that we got all the information we would require to distribute the survey and that we had sufficient representation of different stakeholder types. The data were analyzed by using Qualtrics’s built-in data analysis function. Qualtrics has predesigned and customizable quantitative analysis reports (e.g., reports doing frequency counts, percentages, means/medians, different types of charts). All steps at this stage were adapted from Pinsonneault and Kraemer ( 1993 ) and Wang and Cheng ( 2020 ).

Triangulation, Expansion, Explanation, and Confirmation Benefits of Mixed Methods

After collating the data from each study and individually analyzing it, we drew on mixed methods’ triangulation benefit (i.e., its ability to enable contrasting findings across studies) by contrasting and synthesizing the findings across the three studies. For example, in the first study, we searched for DT products currently on the market, and in the second and third studies, we asked participants what DT products they actually used; therefore, we could use the findings from the third study to verify the extent to which the DT products on the market were actually being used, and we could use the findings from the second study to determine why they were or weren’t actually being used and how they were being used. We drew on mixed methods’ expansion benefit (the ability of the findings from one study to enhance or expand what is possible for the next study) by using the findings from the first qualitative study to inform the second qualitative study, and those findings to inform the quantitative study. For example, the list of sustainability-reporting DT products on the market from Study 1 was expanded as more DT products were identified in the subsequent in-depth case study interviews. And findings from Studies 1 and 2 were used to ask specific confirmation or verification questions in the quantitative study (e.g., “To what extent are the following DT products used in the sustainability-reporting activities at your organization?”). We drew on mixed methods’ explanation benefit (the ability of one study to explain the results of one or more other studies in the mixed-methods design) by using the findings in the second qualitative study to explain whether and why people were or were not using the DTs currently on the market (the DTs identified in Study 1). We also used the findings from Study 2 to explain unexpected results from Study 3. Finally, we used the survey findings to confirm the findings from the first and second studies. Our triangulation, expansion, explanation, and confirmation approaches were in line with the prescriptions of Creswell and Creswell ( 2022 ) and Creswell and Clark ( 2017 ).

• A mixed-methods research design was chosen because it combines one or more qualitative and one or more quantitative data collection and analysis methods for more complete and reliable investigation of phenomena
• To operationalize or action the mixed-methods research design, the research team divided the studies between team members so that each researcher led the equivalent of one study but consulted others on the design of and key steps in the study.
• When carrying out Studies 2 and 3, the researchers drew on mixed methods’ triangulation, elaboration or expansion, explanatory, and confirmatory benefits.

Research Practicalities

We expected to encounter three key challenge areas in delivering on this research project. The first two challenges included sourcing study participants for the case study interviews and for the survey, as well as getting an adequate response rate. The third related to the timely completion of studies on which subsequent studies in the research design were dependent. Below is a discussion of why we expected these areas to be challenging and how we intended to navigate the challenges.

Participant Recruitment and Response Rates

Recruitment of participants can be challenging for qualitative and quantitative studies (e.g., see Creswell & Creswell, 2022 ; Fan & Yan, 2010 ). One issue is building a list of potential participants with all the required participant information. Another issue is ensuring that sufficient people from that list agree to participate in the survey and actually do participate in the survey. Although online tools, such as LinkedIn, make it easier to build the list of potential study participants, lists built through such tools and leveraging online participation invitations typically suffer from low response rates (e.g., see Fan & Yan, 2010 ). So, given the diversity and volume of stakeholders we required for the in-depth case studies and the cross-sectional survey, we expected challenges getting adequate response rates. Therefore, we designed and tested a variety of participation invitation emails until we settled on some short and sharp messages that worked well through LinkedIn and through email correspondence. We also planned to offer a voucher in case some prospective participants found this incentive sufficiently motivating for participation. Finally, we crafted and tested some effective follow-up strategies to maximize the chance of people responding to our initial request or following through on their promise to participate.

Timely Completion of Dependent Studies in the Mixed-Methods Design

Given our sequential mixed-methods design, Study 3 could not happen without the completion of all aspects of Studies 1 and 2. Similarly, Study 2 could not happen without the completion of all aspects of Study 1 (e.g., preparation of data collection form, data collection, data formatting, data analysis). Thus, any delays, disruptions, or mistakes in Study 1 cascaded to all remaining studies. Therefore, major delays in carrying out all the studies were highly likely. Our plan to overcome these potential issues was to meet regularly, communicate regularly, and work vigilantly to stay in line with planned project progress.

• Three key areas were anticipated to create challenges in this study. The first two challenge areas included recruiting participants for the case study interviews and the surveys and getting appropriate survey response rates.
• The third challenge area included the timely completion of dependent studies in the mixed-methods design.

Method in Action

Even though we planned for expected challenges, and even with the number of highly experienced researchers on the team, delivering on the research project was challenging. This difficulty was partly due to the expected challenge areas being more problematic than expected, plus a number of unexpected challenges that emerged. The first such challenge was how much additional work was actually involved in using mixed methods. The workload challenge stemmed from the need to do four very different studies, the need to align the completion and start times of the different studies so one study was not held up by another, the need to incorporate many different types of stakeholders, and the need to triangulate and synthesize study findings. It was easy to create a well-mapped study design and operationalization plan, but actually carrying out all that work was tough, as it was much more labor-intensive than anticipated. It is challenging to complete the study design, data collection, data analysis, and interpretation of findings for one study—but with mixed methods, we had to do this whole process three times. And then we had to do a final broader triangulation-style data analysis and results interpretation.

In relation to participant recruitment, it was helpful to draw on LinkedIn to source potential study participants, and we expected response rates to be low, but we were surprised by just how low initial response rates to our study requests actually were. We had to experiment with various approaches to reaching out to study participants until we found a few that worked well. Needless to say, these adjustments resulted in lost time—and that was just for the case study interviews, of which we only needed approximately 50. When it came to the cross-sectional survey, we sought 150 to 200 survey participants, and we had quotas for each sustainability stakeholder group, so the participant recruitment challenge became greater. We had to experiment with ways to systematically search for appropriate stakeholder types, to access their email in an ethics-compliant way, and to email them the survey participation request and survey questionnaire in an ethics-compliant but easily accessible way. Only after much experimenting with participation invitation emails and participation completion reminder emails did we eventually get our required number of completed surveys. Because this study was grant-funded, it helped that we could use these monies to employ research assistants to carry out particular research activities or stages. However, finding suitably skilled research assistants became its own challenge. And when we found research assistants, often we had to eventually redo the work ourselves, as it was not done in the way we had asked, despite our having already paid for the work. It was very challenging to get the work done well by research assistants without putting in almost as much time as would have been required to just do the work ourselves. This issue significantly expanded the time we had to invest into getting the project completed.

Given the aforementioned challenges, it probably comes as no surprise that we really struggled to keep to the research deadlines we had set for ourselves and those we had from the funding body. We had to ask for extensions to dates when we were contracted to deliver certain milestones. Fortunately, the grant-funding body was quite flexible with the schedule; it was not flexible with the funding budget. We knew that we could not ask for more money to complete the project, so any expenditure incurred that did result in research activity compliant with quality research resulted in our having to input unpaid time to ensure quality research. The aforementioned challenges and the resultant workload, as well as team members’ day-job requirements, put much pressure on the team to complete a lot of work in a very limited time. Unsurprisingly, there were background fairness grievances relating to some members having to put in more time than others, due to those team members having competing priorities that could not be put off. Getting on the same page regarding how to resolve such issues was a challenge. The team composition had to actually change part way through the project to ensure that it could be delivered to promised quality standards, despite the significant expansion in workload. The change in team composition was due to some members not wanting to accommodate the expanding workload.

• Even with a team of highly experienced researchers, the research plan did not play out as expected, and several unexpected challenges threatened successful completion of the research.
• The challenges faced included significant additional workload stemming from the number and different types of studies within our mixed-methods approach; participant recruitment and response rates; reliance on some research assistants who did not deliver, despite the already used budget; and some team members being unable to accommodate the expanding workload.

Practical Lessons Learned

Looking back on our experience using mixed methods, our study probably went as well as could be expected for a new team using this approach for the first time. If we were to go through the process again with the benefit of hindsight, we would spend more time on five areas to ensure a smoother and less effort-intensive research process. Below, we frame these ideas as tips or suggestions for prospective users of mixed-methods research designs and explain them further.

First and foremost, we suggest that prospective mixed-methods users choose the number and types of studies in their mixed-methods research designs very carefully. This decision will shape the amount of work required and the challenges faced in delivering the study on time or at all. When conceptualizing the studies composing a mixed-methods design, it is easy to be too idealistic and pick studies that will maximize study findings and/or reliability. But it is important to carefully consider the time and effort required to carry out each study, the types of things that could go wrong, and the resources available to adapt to disruptions. If an effort-intensive mix of studies is unavoidable, then we suggest that researchers carefully think about how to maximize the resources available for the project and the number of research outputs and impacts possible from the study.

Second, and in line with the first suggestion, we suggest that the research team carefully think through early on who is going to lead and perform what research activities and who will take over the workload if things go wrong. Doing so will help the team determine whether they are taking on too much, whether they have sufficient time in their schedules to accommodate unexpected workload expansions, and how to be more flexible when workloads need to be changed so the project deadlines can still be met. It may also be that the team discovers during this process that it can’t actually incorporate certain studies due to insufficient backup researchers with requisite skills or that they need to bring on board additional team members with requisite skills. Either way, this process is useful for the research team to go through before agreeing on the choice of studies to include, how to operationalize them, and if or when to start the mixed-methods study.

Third, we suggest that prospective mixed-methods users expect and plan for significant challenges relating to participant recruitment, response rate optimization, and data analysis. Although these challenges are typical for most research projects, they are much more pronounced for mixed-methods studies, as they are essentially being multiplied three to five times. This multiplication occurs because (a) mixed-methods designs typically involve two or more studies, (b) they have to be sequenced and are likely to hold up dependent studies that will follow, and (c) all studies have to be collectively considered as an individual study at the end (to make the most of triangulation, expansion, explanation, and confirmation benefits associated with mixed methods).

Fourth, we suggest that the mixed-methods research team expect that any research activity being subcontracted out to research assistants is likely not to work out as planned, unless they are familiar with the research assistants’ work and are sure that they have sufficient subject matter knowledge plus time to complete the research activity properly. In our experience, we had about three out of five research assistants’ activities needing to be redone after we had spent our grant funding on paying them to complete those activities. In some cases, we were familiar with the work of the research assistants, but, nevertheless, the resultant quality for this study was not up to our standards. A potential contributor to our situation is that the study required broad understanding of technology and sustainability-reporting concepts.

Fifth, we suggest that the research team ensure that the research milestone schedules are flexible and can be expanded to take almost twice as long if needed. Doing so will ensure that when inevitable disruptions come up that can’t be resolved overnight (e.g., the person doing the case study interviews becomes sick for a long period, a key member of the research team can no longer do their part, the contracted research assistant pulls out), there is sufficient time to deal with these issues without compromising work quality. If a project ends up not needing the additional time, that will be a pleasant surprise—which is much better than the alternate situation, in which meeting a hard deadline requires extreme measures.

• Prospective mixed-methods users should choose the number and types of studies in their research designs carefully, as these decisions will shape the amount of work and the challenges faced in delivering the study on time or at all.
• Prospective mixed-methods researchers should carefully think through, very early on, who is going to perform which research activities and who will substitute for each research activity if the intended person is not able to perform or lead it.
• Prospective mixed-methods researchers should expect and plan for three to five times the typical challenges and disruptions relating to participant recruitment, response rate optimization, and data analysis.
• Prospective mixed-methods researchers should ensure that planned or contracted research milestones are flexible and can be expanded as needed to deal with schedule disruptions.

This case study reflected on our experience using mixed methods to investigate the use of DTs in sustainability reporting. We discussed the promise of mixed-methods research designs, the mix of studies we used in our research designs and the rationale, the resultant benefits and challenges of our approach, key lessons learned from our experience, and our suggestions for prospective users of mixed-methods research designs.

Classroom Discussion Questions

• What is mixed-methods research, and how does it differ from other types of research?
• Which of the four benefits of mixed-methods research are likely to be most useful for enhancing the reliability of a study?
• What are the benefits of sequential over concurrent mixed-methods approaches?
• Why might mixed-methods studies take three to five times longer than single-method studies?

Multiple-Choice Quiz Questions

1. Which of the following statements is true about mixed-methods studies?

Incorrect Answer

Feedback: This is not the correct answer. The correct answer is C.

Correct Answer

Feedback: Well done, correct answer

2. Which of the following is not a typical approach to combining studies in a mixed-methods research design?

3. Which of the following is least likely to be an aim of mixed-methods research designs?

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