Slide 6 1 Lecture 6 Negotiating access and

Slide 6. 1 Lecture 6 Negotiating access and research ethics Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 2 LEARNING OUTCOMES – At the end of this lesson, you will be able to • aware of issues related to gaining access and research ethics; • able to evaluate a range of strategies to help you to gain access to organisations and to individual participants; • able to anticipate ethical issues at each stage of your research process and be aware of a range of strategies to help you deal with these; • able to evaluate the ethical issues associated with a range data collection techniques, so that you can consider these in relation to your proposed research methods. Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 3 Introduction • Many students want to start their research as soon as they have identified a topic area, forgetting that access and ethics are critical aspects for the success of any research project. Like the subcontractors used by Procter and Gamble (see vignette), you will need to think about how you are going to gain access to the data you need (hopefully not by sorting through an organisation’s rubbish bins!) and how you are going to explain to those from whom you are obtaining data why you need that data. Consequently, you need to think carefully about how you will gain access to undertake your research and about possible ethical concerns that could arise in relation to the conduct of your entire research project. Without paying careful attention to how you are going to gain access to the data you require and acting ethically, what seem like good ideas for research may flounder and prove impractical or problematic once you attempt to carry them out. In thinking about these aspects you need to be aware that an increasing number of organisations, particularly those involved in health care, now require researchers to obtain ethical approval for their proposed research, including their data collection techniques, prior to granting access Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 4 Gaining access to data (1) Physical access – key issues • Organisations may not wish to allocate resources • Requests for access may not be of sufficient interest • Failure to reach those who can give permission • Concerns about sensitivity and confidentiality • Perceptions about the researcher’s credibility • Doubts about the researcher’s competence Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 5 Gaining access to data (2) Points to consider • Access as an iterative process • Obtaining consent from managers and participants • Obtaining cognitive access • The nature and extent of the required access • Obtaining sufficient scope to answer the research question Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 6 Gaining access to data (3) Virtual access - four types of online community • Bulletin boards for particular products or services • Independent web pages • Themed email lists • Multiuser chat rooms Adapted from Kozinets (2002) Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 7 Strategies to gain access (1) Areas for consideration • Ensuring familiarity and understanding • Allowing sufficient time • Using existing contacts and developing new ones • Giving a clear account of purpose Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 8 Strategies to gain access (2) Areas for consideration • Overcoming organisational concerns • Identifying possible organisational benefits • Appropriate forms of communication • Incremental access • Establishing researcher credibility Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 9 Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 10 Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 11 Research Ethics (1) Definition ‘The appropriateness of your behaviour in relation to the rights of those who become the subject of or are affected by your work’ Adapted from Saunders et al. (2009) Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 12 General ethical issues A number of key ethical issues arise across the stages and duration of a research project. These relate to the : • privacy of possible and actual participants; • voluntary nature of participation and the right to withdraw partially or completely from the process; • consent and possible deception of participants; • maintenance of the confidentiality of data provided by individuals or identifiable participants and their anonymity; • reactions of participants to the way in which you seek to collect data, including embarrassment, stress, discomfort, pain and harm; • effects on participants of the way in which you use, analyse and report your data, in particular the avoidance of embarrassment, stress, discomfort, pain and harm; • behaviour and objectivity of you as researcher. Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 13 CHECKLIST - Assessing your research in relation to causing harm to participants • Is your research likely to affect negatively the well-being of those participating? • Have any potential risks to particpants that might arise during the course of your research been identified? • Can you justify your research and, in particular, explain why alternatives that involve fewer potential risks cannot be used? Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 14 Research Ethics (2) Ethical issues at different stages of research Source: Saunders et al. (2009) Figure 6. 1 Ethical issues at different stages of research (part 1) Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 15 Research Ethics (3) Ethical issues at different stages of research Source: Saunders et al. (2009) Figure 6. 1 Ethical issues at different stages of research (part 2) Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 16 Research Ethics (4) Two philosophical standpoints of business and management research • Deontological • Teleological Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 17 Research Ethics (5) Research conduct is affected by • Code of ethics • Research ethics committees • General ethical issues • Netiquette Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 18 Research Ethics (6) Issues during design and gaining access • Obtaining consent - implied and informed • Using participant information sheets • Consent for observation and online observation Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 19 Research Ethics (7) The nature of participant consent Source: Saunders et al. (2009) Figure 6. 2 The nature of participant consent Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 20 Research Ethics (8) Issues during data collection • General issues applying to techniques • Awareness of participant’s rights • Keeping to the project aims • Safety of the researcher Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 21 Research Ethics (9) Issues during data collection • Maintaining objectivity, confidentiality and anonymity • Appropriate interview behaviour • Use of observation techniques • Undertaking a covert study Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 22 Data processing and storage Personal data must be • Processed fairly and lawfully • Obtained for specified purposes • Adequate and relevant • Accurate, updated and kept securely Adapted from Saunders et al. (2009) Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 23 Data analysis and reporting Related issues • Sensitive personal data • Confidentiality and anonymity • Protection of research participants • Ethical use of data analysis and conclusions Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

Slide 6. 24 Saunders, Lewis and Thornhill, Research Methods for Business Students , 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009