2.  The data collected should be sufficient to answer the research question

It is vital to get the research question right so that you can collect sufficient data to address the problem or issue being investigated. The data collected should be of appropriate depth and breadth for Business Management students. Interviews with just five or six short questions won’t usually allow you to obtain sufficient information to write a well-considered research project of 1,800 words.

Although there is no ideal number of questions specified to include in a survey or interview, having 10 to 20 questions in one instrument (method) allows you to get in-depth information. Above all, make sure each and every question asked adds value to addressing the research question.

3.  The data collected should be appropriate to the issue under investigation

Do not rely on one single source of data, such as getting all your primary sources from the manager, organization, or customers. This will limit the quality of the information and could therefore impact your scores. Asking different questions to the same person is considered a single source and would not provide different perspectives to answer the research question.

The number of sources needed will depend on the size and scope of the business organization as well as your research question. In general, more sources are better (five SDs being better than three) so long as these sources are appropriate in allowing you to address the research question directly.

Also, remember that business functions are integrated so a change in one function will impact the other functions. For example, let’s say the following issue is being investigated:

To what extent implementation of ethical practices, impacted the success of H&M?

Key concept: Ethics

In this question, just interviewing one person is not sufficient. The research question should be analysed from different perspectives to enable you to think critically about this decision-making in a Business Management context. It is important to study different ethical practices including their impact on different stakeholders. The information for measuring the success could be obtained by the finance director or the key person having access to the final accounts. However, the impact on the employees, customers, or suppliers could be examined by conducting relevant surveys.

Interview and survey questions should help you to answer the research question

4.  The data should provide quantitative and qualitative information

In the real world, management decision-making is often based on both quantitative and qualitative factors. As far as possible, quantitative analysis and tools will help you to provide clear directions, present coherent arguments, and use justified conclusions. Qualitative information will also support the issue or problem being addressed and can provide alternative interpretations possible.

5.  Use a variety of primary research methods

There are numerous research methods that you can use for your IA. For example, you can choose from questionnaires, interviews, surveys, observations, and focus groups, as long as they are appropriate to the research question. You should therefore select the most practical ones, both in terms of their relevance and those within your reach.

In any case, ensure the primary sources allows you to analyse and evaluate the issue being investigated. For instance, use a mixture of open and close-ended questions in your primary research. For example, suppose the research is based on the following research question:

To what extent would modification of the current promotional strategies used by X3 Inc. attract more customers in Location X?

Key concept: Change

In this case, you can use open-ended questions to gather qualitative information about the views of different customers (their perceptions or feedback about the current promotional mix being used by X3 Inc.) as well as closed questions to gather quantitative data (such as which promotional methods are remembered or favoured by X3’s customers). This could be done by providing interviewees with various (but feasible) promotional methods to choose from in order to support your research.

In the case of focus groups (if used to collect primary research information), use open-ended questions framed with caution in line with the research question. Include questions that provide an opportunity for participants to talk to one another about the research issue. This will allow you can gather more considered responses from the group.

In the same way, if observations are used as a method of primary research, make sure the information and data collected directly help to address the research question.

Gather data and opinions from a range of research methods

6.  Check the wording of your questions

Before conducting your primary research, ensure the wording of the questions are meaningful and that the sequence of the questions in the survey or interview is logical. These questions should flow coherently and not be biased (avoid asking misleading questions as part of your primary research).

Questions asking for basic and/or irrelevant information should be avoided. For example, asking questions about the respondent’s gender or age would certainly be irrelevant in the case of a research question such as:

Is TOMS Shoes' "One-for-One Model" considered to be a commercial approach to corporate social responsibility (CSR) or a genuine altruistic approach to CSR?

Key concept: Ethics

Asking about the company’s mission statement during an interview is also superfluous as this should have been gathered in the preliminary investigation prior to conducting any interviews – such information is easily available through the use of secondary research (such as the company’s website).

7.  Be ethical with all aspects of your research

Assure your chosen organization and all research respondents about the confidentiality of the information and data gathered and shared. The organization has entrusted you with access to real information about its operations, finances, and customers, so this must be appreciated and always treated with respect.The data collected should not be manipulated to meet your individual needs or to match any preconceived notions. Do not jump to conclusions that might dominate your mind – you should not actually know the answer to your research question from the outset. Be open-minded to the information and data collected and use these in an objective way to address the issue or problem at hand.

8.  Apply the data to relevant Business Management tools and theories

Ensure that data and information collected from your primary research allow you to apply the relevant tools, theories, and techniques identified in the initial proposal for a suitable business research project. For example:

• If the research requires the application of ratio analysis to determine the financial position of your chosen business, ask the organization for relevant final accounts that will be required to carry out such analysis.

• In the case of break-even analysis, raise questions with the interviewee about the firm’s total fixed costs, average variable costs, and average selling price.

Essentially, it is important to check that you are able to gather all meaningful data required to apply the most relevant Business Management tools and theories selected to address the research question.

9. Connect with your teacher

Make sure you work with your teacher throughout the IA process, including getting approval for the research question and the instrument designs created to gather primary research (if these are used). Remember that your supporting document can also include secondary research.

Clear and consistent communications with your teacher will help to ensure that unnecessary aspects of your primary research are removed (such as inappropriate interview and survey question) and the data become relevant in helping you to directly answer the research question.

Always keep your teacher informed about the IA

All the best with the completion of your Internal Assessment!

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