1.

0 Research brief
Management research has been commissioned for a local library, located on the outskirts of a town center. The purpose of the research is consider the current service provision and provide recommendations for improvements as member numbers are on the decline in recent years. This involves an investigation of existing and potential members perceptions, attitudes and opinions as regards the local library s services along with eliciting recommendations for improvements. Research for the library involves a consideration of research approaches, strategy and data collection methods, designing !uestion types, establishing a time line and considering relevant ethical issues. This process is known as the research design "#unders et al.$ which is constructed to address the research topic in an efficient and effective manner. The research design commences with a consideration of the most appropriate research approach.

1.1 Research approach

The way in which the research process is constructed is reflected in the philosophy held by the researcher towards the collection and interpretation of knowledge and information. This view reflects the researcher s ontology or world view and influences the selected research approach. %ositivist ontology favors a scientific framework in carrying out research and is based on the identification of universal relationships between phenomena. & contrasting research philosophy is an interpretive ontology where the researcher favors a constructivist framework in carrying out research and is based on the identification of specific relationships between phenomena. %ositivist researchers prefer a !uantitive approach to investigations whereas the interpretivist researcher prefers a !ualitative approach, the former seeks numerical measures and the latter seeks meanings behind numerical measures. 'oth !uantitive and !ualitative approaches are considered before making a recommendation on research approach for the local library.

1.( )uantitative Research

)uantitive research is a structured approach to investigating situations, events and behavior. The purpose of this form of research is to measure perceptions, attitudes and opinions of stakeholders about a given research topic. *t involves relatively large samples of individuals and provides data and information that can be tested for inference and significance. )uantitive research provides answers to +how many , +where , +who and +what and is carried out through !uestionnaires and surveys. )uantitive research has associated advantages and disadvantages. &n advantage is that !uantitive research can access large numbers of the population. &lso, it provides inferential data that can be analy,ed for meaning and generali,ability. -urthermore, !uantitive research generates unbiased, ob.ective information from target stakeholders. /owever, !uantitive research has disadvantages. 0ne disadvantage is that this type of research by its nature, cannot access deep emotions and feelings towards the brand. -inally, there is a lack of personal interaction between researcher and respondents that restricts insights from research findings.

1.1 )ualitative Research

)ualitative research is an un2structured approach to investigating situations, events and behavior. The purpose of this form of research is to understand perceptions, attitudes and opinions of stakeholders about a given research topic. *t involves relatively small samples of individuals and provides contextually influenced data and information that is insightful about the research topic. )ualitative research provides answers to +why +and is carried out through observation, interviews and focus group discussions. )ualitative research has associated advantages and disadvantages. &n advantage is that !ualitative research allows for discussion and development of attitudes and opinions. &lso, the process provides rich, detailed and deep2 rooted knowledge of a sub.ect. -inally, *nteractions among researchers and respondents stimulate debate and reveals undiscovered issues. /owever, !ualitative research has disadvantages. 0ne disadvantage is the sub.ective nature of information that poses a challenge to evaluating its validity and reliability. &lso, analysis of unstructured data may be complicated and time consuming. -inally, it re!uires !ualified and well2trained researchers for accurate interpretation

1.3 Recommended Research &pproach

&ccording to #aunders et al "(004$ 5there is no one best way for undertaking all research6 and conse!uently a combination of !ualitative and !uantitative research approaches can be implemented to address the research brief of the local library. )uantitive research can access large numbers of existing and potential customers and measure their feedback and suggestions for improving service. )ualitative research can build on this information by informing the researcher about the reasons behind feedback and suggestions. 7reswell "(001$ reinforces this idea by explaining that both research approaches are being increasingly used in contemporary organi,ations to increase the validity and reliability of the research effort. Thus, !uantitive and !ualitative research will be used to address the research brief of the local library.