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Case study and Observation

Dr. Zorlu Senyucel

Case study
You are all familiar with the words case study

Often it refers to extensive research that focus on one (a case study) or a number of specific organisations (a collective case study) often they are compared amongst themselves
Main authors in case study research are Robert Stake for more qualitative studies and Robert

Yin for more quantitative studies Look out for their books / articles !

A case study is
the study of the particularity and complexity of a

single case, coming to understand its activity within important circumstances (Stake, 1995:xi).
contemporary phenomenon within its real-life context (Yin, 1994:13).

an empirical inquiry that investigates a

Purpose of Case Study is

to understand the individual, group, or the organisation under investigation to answer how and why questions as well as what NOT to generalise the findings, but to represent the single case (i.e. the individual or the organisation) only

Case studies can be used to test or develop previous ideas models or policies that you reviewed in the literature. They can be useful to explore the topic (or the research) phenomenon (Stake, 1995).

Selection of Case Study

In your projects/dissertations, you will have a

research question, a research problem

you might get insight into the question/problem

by studying a particular case such as a specific organisation e.g. EDF energy, BT, M&S organisations but to understand this ONE organisation only

You will not study cases to understand other

So how can you choose a case?

Criterion for Selection

1. 2. 3. 4.

Which case is likely to give you maximum data? Which case will grant you access and will accommodate your research? Which case will give you data that will help you answer your research question? Not all cases will work out well; do you have a plan B?

How to conduct case study research?

You will need to use a variety of data collection methods (interview, observation, survey, documentation, etc.). Take notes of all dates, meetings, names, places, etc. and keep your notes Use recorders, cameras, etc. if necessary/allowed Take a good look at layouts, buildings, objects, colours, peoples behaviours, etc. observe! A case study is very much like a story. You need the full story to get the message accross

4 Key Processes in Case Study Research

1.
2.

3.

4.

Planning and designing case study research / creating a template for access, interviews, etc. Access to the real world: generating primary data. Case study research with secondary data will be very weak Analysis and interpretation of data; linking data to theory (to previous ideas in the literature) Securing and assessing the quality of work going back to literature and previous research

These are not steps!!! A case study is a continuous process

 Some case study template samples can be found at:

http://www.dur.ac.uk/ebse/resources/templates /CaseStudyTemplate.pdf
http://www.bcs.org/upload/pdf/ewic_ea08_pape

r5.pdf Some more information on how to write a case study: http://www.gttp.org/docs/HowToWriteAGoodCa se.pdf
Times 100 also provides some brief business case

study samples at: http://www.thetimes100.co.uk/case-study/bycompany/

Planning and design

Establish a research design: The topic, the problem, research question & objectives Negotiate access Number of cases/organisations Theory: key ideas / debates Case protocol /template Analysis, interpretation and discussion Target groups (who is interested in my research?) Time plan The plans should be kept sensitive to new information. Be prepared to adjust your plans in the course of the research. All of the above have to be justified so use academic research texts to explain and justify your reasons.

Access to the real world

Get access to an organisation Existing documents Individuals Focus groups Places

Analysing and interpreting case data

This is the fuzziest and weakest part of all research.

This applies to all research methods, not just the case study Explain in detail how the data analysis is made Justify your reasons( e.g. why interviews? Why not observations? Why 5 people were interviewed? etc. ) Be aware of your research question and objectives. Does the data you collected address these points? How much of the results are facts and how much of it are your points of view? We need the facts in your analysis.

Analysing and interpreting data

Go compare or compare the Meerkats?: Your findings from different data collection methods (e.g. interview findings with questionnaire findings) any differences? any similarities? Data within each case (if you are doing more than one) Data with other reports, findings, etc. (Comparing Primary Data with Secondary Data) Your findings and the literature review any similarities? Differences?

Securing and assessing the quality

Well-written project/dissertation report Comprehensive account of research process A statement of the problem/question, purpose, and objectives Description of case selection, access, sample, data collection methods, and analysis Clear limitations Critical discussion of findings How analysis and interpretation is supported? Clear outcome and conclusions

All should be based on academic justifications and reasoning.

It is NOT a good idea to use case studies when

there is limited access to, or availability of

information in the organisation

student/researcher needs to generalise

findings

researcher/student has lack of confidence in

gathering data from a wide range of sources (documents, people, places, etc.) (Ghauri & Kronhaug, 2005).

Observation Method

Observation Method
Just like an interview is NOT randomly chatting,

observation is NOT just looking It aims to investigate phenomena by placing the researcher in participant's world Focus on understating the routine (how and why people, practices, relations work / change / develop, etc.) Viewing events, actions, norms, values, in participants environment and interpreting these in order to understand the situation Two types of observation: Participant and non-participant

Types of Observations
Participant observation: The researcher attempts

to participate fully in the lives and activities of subjects and thus becomes a member of their group, organisation or community. This enables the researcher to share participants experiences by not merely observing what is happening, but also feeling it. (Ethical)
get involved but observes as an outsider. Individuals often might not know that they are being observed (Ethical?)

Non-participant observation: Researcher does not

(Collis and Hussey, 2009 )

How to make effective research observations

Prepare an observation sheet to record the place,

time, day and purpose of your observation Have a separate section on the sheet for your immediate comments These observation sheets must be added to your assignment 2 and project/dissertation (in appendices) With your purpose in mind, take notes of what is happening, emotions, movements, etc. (facts only) and your surroundings During your observation you can speak to people in a non-interview environment to gain more natural/real insights Main advantage is you collect first hand information

Observation Sheet example

Observation is useful
If you can gain the trust of your participants
If you are basing your research on an organisation you are working for

When used with other data collection methods

When researcher has good time management skills

Limitations to Observation Research

Often it can be difficult to translate what is observed

into useful data Establishing trust to observe is difficult People are likely to change their actions or act differently when observed Its findings are difficult to generalise You might not be able to put your opinions aside and fail to remain objective You can get emotionally involved

Limitations cont.
Time-consuming? Subject to constraints on access? Poses difficult ethical dilemmas for

researcher May generate large amounts of data High levels of role conflict Significant observer bias Data recording often difficult Analysis of data often difficult
However, it is worth it!

Any questions?