Methodology

In order to study an area, it is necessary to analyse data from that field. There are nu-merous ways of acquiring data and the most useful form of data is unique to the study at hand. These methods of gathering data can be categorized into two larger groups: pri-mary data and secondary data. Pripri-mary data aims to create new data by recording new data. Secondary data, on the other hand, aims to explore data which already exists.

These two data gathering methods can be divided into qualitative and quantitative data which considers the characteristics of the data. Qualitative data aims to collect quality data whereas quantitative data is more about analysis based on quantity. Both forms of data have their advantages and numerous ways of carrying them out but ultimately it depends on the research question what one is trying to figure out. Table 1 shows the different data collection methods explored by Gummesson (1993) and their most com-mon data type. The methods used in this study are shown numbered in Table 1.

Table 1. Data collection methods.

Primary data methods Secondary data methods Survey questionnaire (Quantitative) 3 Existing data 1

Interviews (Qualitative) 2 Observation (Qualitative) Action science (Qualitative)

Firstly, existing data can be any source of information which is already existing, such as articles, reports and studies. This form of data is frequently used by everyone since it is easily accessible, has a wide range of data and can give a snapshot at a certain time through knowledge (Ritchie et al. 2013). Existing data can also be utilised when it is not possible to collect new data. However, existing data usually does not directly apply to one’s own study and is based on past events which might not reflect the future accu-rately. This is because existing data might not contain full details of decisions made and certain details which could have significant impact on the overall meaning of the data.

Gummesson (1993) also argues that even though existing data is an important source it can be misused. Existing data can be unreliable as the environment in which the data was recorded and organised cannot be assured to be ideal.

Secondly, interviews are a common way of acquiring qualitative data by discussing topics or asking questions from selected people. This usually allows the researcher to guide the conversation towards his topic of interest and is easily relatable to their study. views are a common method for gathering empirical data in case study research. Inter-views allow the interviewer to go into more depth about certain answers if an opportunity comes forth. This method is very time consuming and one needs to be careful not to contaminate the data by guiding the interviewee’s answers towards one way. Construct-ing interviews also takes time as the interview structure usually develops over the course of time and interviews carried out. The quality of the data that is acquired from interviews depends on the abilities of the interviewer. Gummesson (1993) identified that the inter-viewer needs a certain type of personality to be able to carry out interviews effectively.

In addition, the interviewer needs knowledge of interviewing techniques and of scientific inquiry techniques.

Thirdly, survey questionnaires can be used to formalize interviews and acquire quantita-tive data for analysis. Survey questionnaires can be used to turn opinions and views into numbers and figures making them more scientifically relevant. Survey questionnaires ability to quantify results makes a good tool for scientific research as well as repeatability of survey questionnaires (Gummesson 1993). They are easy to repeat if the research needs to be replicated and allows for future research to take place to record times effect on responses. However, survey questionnaires do not guarantee high-quality results and

often gives no feedback on the respondent’s background. Survey questionnaires need to be designed carefully to make sure they provide answers to the wanted questions since carrying out another survey questionnaire can be troublesome and time-consuming (Gummesson 1993). This is makes survey questionnaires exceptional at answering clearly defined problems. The interaction between the respondent and the researcher is restricted as survey questionnaires are not ideal for recording complex responses to complex problems.

Observation can be used to gather information about a group’s or individual’s behaviour and actions. In observation the observer studies the focus group’s verbal and non-verbal behaviour to collect data (Gummesson 1993). Observation can consist of interviews where the interviewer is also able to observe the interviewee’s body language and record what they are communicating non-verbally. Non-verbal communication can be anything from facial expressions to posture which can reflect the participant’s living or working environment. Observation can require the observer to get personal with the participants which might not be suitable for everyone (Gummesson 1993). Direct observation re-quires less involvement as the observer tries to avoid interaction with the observing group. If there is interaction between the researcher and the focus group, the data would be affected by the researcher’s obstructive behaviour.

Action science consists of the researcher becoming fully involved in the process which is being researched. The researcher becomes invested into the process and continu-ously affects the process throughout the research process (Gummesson 1993). Action science is seen as contributing to a client as well as to science. Researchers can run into a problem with being refused access to information, but in action science researchers have greater access to information by being a part of the client’s processes, for example in a business organization. Action science allows researchers to integrate them into dif-ferent situations to gain insight information which they would be unlikely to gain otherwise (Gummesson 1993). Action science does not guarantee the gathered information to be more accurate but does allow for greater access to the information. Action science often puts researchers in positions where events cannot be foreseen and requires flexibility from the researcher. Gummesson (1993) states that researchers need preparedness to adjust to changing events.

This thesis started off with interviews to get an idea of the current situation and the cur-rent issues. From these interviews, a survey questionnaire was created to get quantita-tive data onto the current situation. The research process is described in further detail in section 6.1. A theoretical framework was created, and the results and the framework

were utilised to create a recommendation for the company. Figure 1 portrays the re-search process.

Figure 1. The research process.

The objective of the thesis was to create a theoretical framework for increasing value down the supply chain with the use of training material. The created framework was applied to a Swedish-Swiss company to create a recommendation. In the research pro-cess existing data, interviews and survey questionnaires were utilised.