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Excelling at new Products

A Business Case development and Portfolio Management study

Written by Emma Andreasson

Paper category

Bachelor Thesis


Business Administration>Management




Thesis: Data collection methods As there are a large number of previous related studies and publications in the areas of product development, marketing and change management, there is an extensive knowledge base for in-depth research. Therefore, a large number of literature libraries need to be studied in the field of this project. Most of the information used in this paper will be called auxiliary data because it is already existing data. The literature library is a mixture of information found in scientific articles by using the school's database primo, textbooks, electronic resources, and encyclopedias. In addition to constructing a literature framework using literature as an information source, a literature study was also carried out to explore how to conduct a good and appropriate research to collect data in order to enhance the quality of this thesis report. The original data used The information in this paper was collected directly by the researchers, rather than obtained from previous literature. Such data usually includes interviews, surveys, and observations, but for this thesis project, raw data will only be collected through interviews conducted at HMS in Halmstad. 3.2 Interviews When collecting empirical data, a qualitative approach in the form of semi-structured interviews was chosen. Research claims that interviews are a better choice than flexible choices. For example, it is easy to adjust the interview due to different situations, so it is easier for participants to feel more comfortable in the environment. During the interview, you can also explain the participants' feelings and behaviors about the questions asked, and help the interviewer adjust the direction of the conversation. Interviews, especially semi-structured interviews, are considered to be the most qualitative information from participants because it allows them to speak freely (Bryman, 2011), (Justesen & Mik-Meyer 2011). Using the quantitative method of the survey is likely to only generate short answers by the participants. If more detailed information is needed based on the information provided, the second question will be asked on another occasion. The risk of misunderstanding due to the way individuals choose to interpret the question is also more likely to occur during the investigation, resulting in lower quality of answers. During the interview, if participants have conflicts about the meaning of the question and its purpose, the question can be questioned. The use of semi-structured interviews allows participants to give broad and detailed answers to the original questions the participants first posed. Interviewer. 3.3 Scientific method Most questions are raised based on literature findings. Therefore, interviews will only be conducted after extensive literature research has been conducted. The questions in each interview depend on the role of the participant, although some basic questions will be asked to ease the atmosphere and make the participant feel relaxed instead of being questioned. Thanks to Patel & Davidson (1994), using some general questions to initiate interview conversations often makes the communication more natural and leisurely. Please refer to Appendix 1 and 2 for the prepared interview questions. The methods of scientific research and the production of final works are divided into three categories. This paper follows the method of deductive reasoning, which means that existing theories and empirical findings will produce a model. Therefore, the purpose of this paper is to study the existing literature and create a decision model for the company. The other two scientific methods are inductive reasoning and additive reasoning. Research conducted by inductive method is opposite to deductive method, which means that empirical data such as observations and discoveries will generate new information, thereby establishing a theoretical framework. On the other hand, the additive method is a mixture of the other two methods, and is dedicated to obtaining the final result based on theoretical and empirical findings (Patel & Davidson, 1994). 3.4 Morality and morale Moral dilemmas deal with what is allowed and what is not allowed from a basic and major perspective. Morale dilemmas talk more about the characteristics of a person and the rules, norms, and behavior patterns applicable to that person (Ejvegård, 2009). At the beginning of each interview, the participant was told that he or she was anonymous throughout the work of the thesis, and that the recorded information was confidential, and only the researcher could hear it, but only with the consent of the candidate. Recording. In this way, individuals are respected ethically and morally (Justesen & Mik-Meyer, 2011). 3.5 Reliability and effectiveness depend on the technology used in conducting the research, and different aspects must be considered and how they affect the final result. Research methods, instruments and parameters are some aspects that must be reliable and effective in order to be appropriate and useful. Otherwise, the research results lack scientific value (Ejvegård, 2009). 3.5.1 Reliability Reliability refers to the credibility and practicability of information sources. If the investigation is carried out again, whether the results are the same, this is a question. Or whether the result is affected by temporary conditions, which means that the same result cannot appear twice. Read Less