1 INTRODUCTION
1.5 Research methodologies
It is important to note that every stage of the research includes assumptions which affect the research questions, process, analysis and interpretations. These assumptions are made about what constitutes as human knowledge (epistemological), realities encountered (on-tological) and about the extent and ways the researchers own values influence the research process (axiological). (Saunders et al. 2016, p. 124) Saunders et al. (2016, p. 127) note that ontological assumptions (the assumptions about the nature of reality) shape the way we try to solve problems and gives an example about seeing organizational change re-sistance as phenomena that helping organizations to focus on the most problematic parts of programs, rather than trying to look for ways to completely eliminate resistance. This ontological dimension fundamental to this research also in the case of seeing data as an asset rather than a commodity or result of business operations.
Epistemological concerns of what constitutes as legitimate knowledge range from facts to interpretation and imply a great choice of methods in business and management studies.
It is important to note, however, that different epistemological assumptions such as posi-tivism, might imply a specific research method such as quantitative approach. However, if a rich and complex view to the organizational realities is wanted to be achieved, another set of assumptions should be considered instead of positivism. It is likely that this kind of research will not be generalizable. (Saunders et al. 2016, p. 137)
Different research approaches can be represented as a layered onion depicted in picture 1.1., which is “peeled from the outer layer” i.e. approached from the top-level of philos-ophy to the core and specifics of actual data collection and analysis (Saunders et al 2016, p. 124). The different choices in each level reflect the underlying assumptions of the re-search.
Picture 1.1. The research onion (Saunders et al. 2016, p. 124)
Philosophical choice of the thesis is pragmatism, which is ontologically complex and rich, and takes into consideration processes, experiences and practices. It states that the reality is the practical consequence of ideas and that knowledge has its practical meaning in specific contexts. Theories which enable successful action are considered epistemologi-cally true in pragmatism. Thus, it is a value-driven approach which concentrates on solv-ing problems and developsolv-ing an informed future practice as contribution. (Saunders et al.
2016 p. 137)
The organizational research paradigm in this research is functionalist, which means de-veloping a set rational explanations and recommendations within the current structures.
(Saunders et al. 2016, pp. 130–133). The research problem is seen as one which lacks regulation, and should be solved in somewhat evolutionary style, rather than a radical change. Furthermore, a holistic approach is used. This is due to the reason the aim of the research is to provide guidelines to address organization’s needs, and therefore sub-com-panies are treated as parts of the bigger organization.
The chosen approach to theory development is abductive. This means using both deduc-tive and inducdeduc-tive approaches (Saunders et al. 2016, p. 146). First of all, the deducdeduc-tive approach is used to move from theory to data, to explore the phenomenon through aca-demic literature and to identify themes and patterns. Then inductive approach is used to locate patterns or themes found in the data that correspond to the conceptual framework.
Abduction approach means moving back and forth between theory and data. (Saunders et al. 2016, p. 145) The abductive process of this research is somewhat following: noticing the problem, developing some sense of theory about the causes behind the problem, gath-ering data about the parts that theory implies, and deducing possible guidelines and rec-ommendations for the organization to test.
The research design consists of a qualitative approach. This is approach is chosen over the quantitative, in order to make sense of the subjective realities of the subsidiaries’ dif-ferent stakeholders. Quantitative approach is not utilized, because it is not seen justified to measure phenomena numerically due to a limited number of stakeholders. Further-more, the purpose of this research is to find out what is happening and understand the context. Thus, the research purpose can be called exploratory (Saunders et al. 2016, pp.
175–176).
Case study methods are usually used to inquire deeply into a selected phenomenon within real-life setting (Yin 2008). The case study method has been found useful in settings where there are organizational and social issues associated with implementation infor-mation systems (Darke et al. 1998). The case study method is seen justified because the research problem of developing master data management implies some change processes in policies, practices, responsibilities and roles. It is important to note that the results of single-case study have imitations with regard to replicability and generalizability (Lee 1989).
The research is a single case study which according to Saunders et al. (2016, p. 186) is usually a sound approach in situations where the problem is especially unique. In this research the single case approach means considering the organizations perspective as an embedded unit. Multiple case approach could be utilized in this kind of research to indi-vidually research the individual development of master data management inside the sub-sidiaries. Yin (2008) also differentiates case studies into holistic or embedded by the unit of analysis. Although the research is a single case study, there are two different units of analysis, and therefore this research represents an embedded case study. The enterprise, or parenting company represents one embedded unit of analysis, and the subsidiaries are the second embedded unit of analysis.
The time horizon of the research is cross-sectional, which implies a snapshot of the cur-rent situation across the organization. Nevertheless, the research takes in account the or-ganizations historical aspect of the problem, as well as aims at creating some vision and actions for addressing the problem in future.
Methods for analyzing data in this research are thematic. According to Saunders et al.
(2016, p. 579) thematic analysis is a foundational method for qualitative analysis. The purpose thematic analysis is to search for themes or different patterns that occur across
data set. The basis for this search is researchers own codifications of qualitative data re-lated to the research question. It can be used to comprehend large amounts of data, iden-tify the key themes, produce thematic description and to draw and verify conclusions.
(Saunders et al. 2016, p. 579) Thematic analysis frequently goes further than merely or-ganizing data by interpreting various aspects of the research topic.