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3. Methodology
The goal of the study is to explore the acquisition and utilisation of competitive intelligence in the three largest multinational hotels in Hong Kong. The research onion model ( & 2003), as shown in the Appendix, comprises the methodological framework of the research. The research onion provides the various considerations in the development of the research methodology from general to the specific considerations.
3.1 Research Philosophy
The study utilised the objective approach, which posits that “social entities exist in a reality external to social actions” (& 2003,). This applies to the study because the target of the research is the processes, structures and systems comprising or interacting with competitive intelligence within which personnel operates. In addition, the researcher does not belong to the business firm subject of the study, the researcher sought to derive accurate and comprehensive information on the acquisition and utilisation of competitive intelligence in the three top hotels in Hong Kong from an outside looking in perspective. The outsider status of the researcher supports the objectivity of the data collection instrument and the interpretation of data. Objectivity, as applied in the study, is the fact-based approach (& 1997) maintained by using a well-developed and valid measurement or analytical instrument for all respondents and the answers they have given.
3.2 Research Approach
The research employed the inductive approach because the research involves the collection of specific data for analysis. From the specific data, conclusions and generalisations on the acquisition and utilisation of competitive intelligence by the three top multinational hotels in Hong Kong were determined. The inductive approach applied to the study because the study collects specific data and analyses the data to come up with general statements on the implications of the data relative to the competitive context of the hotels from which primary data comes from.
3.3 Research Strategy
This study used case study method as strategy. Case study is defined by (1984) as “an empirical inquiry that investigates a contemporary phenomenon within its real-life context; when the boundaries between phenomenon and context are not clearly evidence; and in which multiple sources of evidence are used” This definition provides a number of implications. First is the application of the case study method in empirical studies such as the current study that considers the acquisition and utilisation of competitive intelligence by the three top Hotels in Hong Kong. Second is the application of the case study in situations when the distinction between phenomenon and context is not clear. In this study, previous empirical studies have looked into the various concepts encompassed by competitive intelligence. However, there are limited studies on competitive intelligence in multinational hotels requiring detailed results to support sound conclusions. Third is the use of the case study method to draw details from multiple sources of information. The study considered three cases constituting multiple sources of rich data.
The case study method applies to the current research because the objective is to come up with detailed and context-based analysis of particular situations or events. Although the case study method has been criticised for its failure to provide limited grounds for the reliability and generality of findings, this method has also contributed significant details to knowledge on particular issues. By using the case study method in data collection, the research was able to derive detailed information able to support conclusions on the acquisition and utilisation of competitive intelligence by the three top multination hotels in Hong Kong. Since data was derived from representatives of the three hotels, data may be considered as valid in expressing the empirical foundation of the conclusions and generalisations.
3.4 Research Method
There are two research approaches, qualitative and quantitative. Each coincides with a research purpose, data requirements, data collection method, and data analysis. Although there are overlaps between the two approaches, these are distinguishable for purposes of determining the appropriate research approach. Based on the distinctions, the study applied the qualitative approach.
The qualitative approach pertains to a method applicable to studies intended to come up with detailed and comprehensive accounts or descriptions of cases, relationships and situations (& 2006). This approach supports the determination of a wide range of data encompassing the immeasurable aspect of the research such as opinions or perceptions. Moreover, the qualitative approach works well in studies seeking answers to particular issues including the identification of problems and determination of the scope of issues, understanding situations, and interpretation of the meaning of a phenomenon. In addition, this approach is appropriate in studies focusing in-depth on implications and impacts by investigating the causes, reasons, and justifications for a phenomenon. ( 2002) These features of the qualitative approach support conclusions as well as generalisations on best practices or recommendations for future action.
The quantitative approach applies deduction in forming and testing concepts or theories over a particular phenomenon. This approach usually involves the identification of theories, hypotheses for testing, and statistical methods used in testing. ( & 1998) In addition, this approach also supports the collection and analysis of measurable data ( 2003). This approach works best in researchers seeking to test theories in empirical situations or derive an understanding of situations through measures or statistical results.
Based on the conceptualisation or definition of the two approaches, the appropriate method for the study is the qualitative method because the investigation seeks to derive in-depth data and explore the acquisition and utilisation of competitive intelligence in three multinational hotels in Hong Kong.
In addition, the distinction of the qualitative and quantitative approach also justifies the use of the qualitative approach.
First distinction of the qualitative and quantitative approach is the aim or purpose appropriate to the method. The purpose of the qualitative approach is to derive a comprehensive and detailed description of the phenomenon or situation subject to investigation while the purpose of the quantitative approach is to classify and measure variables as well as develop a statistical model to explain data (2003). The present study aims to come up with an in-depth exploration of the acquisition and utilisation of competitive intelligence in the three largest multinational hotels in Hong Kong. This purpose fits the qualitative approach’s thrust towards in-depth data from accounts or descriptions. The aim of the study does not involve the testing of theories or derivation of measurable data making the quantitative approach unsuitable or inappropriate for the study.
Second distinction is the extent of expectation of outcomes. In the qualitative approach, the researcher can roughly expect certain outcomes but not the entirety of outcomes while in the quantitative approach, the research knows the intended outcome and proceeds to conduct tests to determine whether the outcome is one or the other ( 2003). In the current study, the researcher has a certain degree of knowledge of competitive intelligence based on literature. However, there is still need to know how this concept operates in multinational hotels.
Third distinction is the perspective of the research in the collection of data. In qualitative approach, the perspective of the research is subjective because of the importance of individual interpretation of the phenomenon covered by the study. This is necessary to have an in-depth investigation. In quantitative approach, the perspective of the research is objective because of the aim of deriving precise measurements and analysis of theories and quantifiable data. As such, there is no need for individual accounts of the study. ( 2003) This distinction points to the appropriateness of the qualitative approach to the study on competitive intelligence because no theory testing or derivation of measurable data is involved in the research process.
Fourth distinction related to the previous one is the role of the researcher in the data collection process. In qualitative approach, the researcher himself is the instrument in the collection of data by being part of the data gathering process that could involve interaction with key respondents while in quantitative approach the researcher employs tools to derive numerical data, which means that there could be no interaction or only limited interaction with the respondents. There is a tendency for the researcher applying the qualitative approach to become immersed in the research process and contribute insights into the data collection process and analysis while in the quantitative approach, the researcher tends to become more detached from the subject of the research investigation. This implies the emergence of the issue of bias differently in the two distinct approaches requiring differentiated responses. ( 2003) Based on this distinction, the qualitative approach applied to the study because of the participation of the researcher in the data collection process necessitating interaction with the primary source of data.
Fifth distinction is the data collection instrument. In qualitative approach, the data collection process includes observation, interview, focus group, document study, and case study involving non-measurable data while in quantitative approach, the data collection methods include survey, experiment, and other methods targeting measurable data (2003). Since the study used interview as the data collection method, then the appropriate approach is qualitative research.
Sixth distinction is the form of data. As previously mentioned, the qualitative approach results to data presented in words, pictures and objects while in quantitative approach the data comes in the form of numbers and statistical results (2003). In the study, the data derived is presented in the form of words or texts and not in the form of numbers making qualitative approach the appropriate method.
Seventh distinction is the limits of the research process. Qualitative approach involves richer data, more time involved, and moderate opportunities for generalisations depending on the purpose of the study and cases involved. Quantitative approach works more efficiently in testing hypothesis but have limitations in deriving contextual detail. (2003) The data collection process of the study consumed time in completing the interview process, transcribing the results, and analysis of the answers to the questionnaire. The study also sought to arrive at generalisations for multinational hotels or even the hotel industry in general.
3.5 Time Horizon
3.6 Data Collection Strategy
3.6.1 Data Requirement
3.6.2 Data Collection
3.7 Data Analysis
3.8 Issues
4. Data Analysis (15)
5. Conclusions (8)
6. Recommendations (1)
7. Reflections (1)
Appendices
Figure 1: Overview of Competitive Intelligence Process
Figure 2: Research Onion Model
Source: ( & 2003)
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