Abstract This presentation aims at providing useful knowledge and skills which can help doctoral students from different disciplines in doing research which inevitably involves time, energy and cost in data collection and handling of different types of qualitative and quantitative data gathered from various data sources by using a combination of qualitative and quantitative research methods. The process of researching becomes more complex when the researcher decides to adopt a mixed methods design for his/her research study because both qualitative and quantitative research methodological approaches to inquiry are involved in the entire researching process either sequentially or concurrently in data collection, data storage, data retrieval, data examination, data processing, data analysis, interpretation, and reporting of results in the academic piece of work known as a thesis or dissertation. This presentation provides ideas and suggests the necessary steps to take so that a case study database can be developed comprehensively and managed efficiently.

1. Postgraduate Research Colloquium 2016
Topic: How to develop and manage a case study
database as suggested by Yin (2009) within a mixed
methods research design?
Presenter: Stefanie Ng Soo Lee
PhD (Business Administration)

2. Abstract
This presentation aims at providing useful knowledge and skills which can
help doctoral students from different disciplines in doing research which
inevitably involves time, energy and cost in data collection and handling of
different types of qualitative and quantitative data gathered from various
data sources by using a combination of qualitative and quantitative research
methods. The process of researching becomes more complex when the
researcher decides to adopt a mixed methods design for his/her research
study because both qualitative and quantitative research methodological
approaches to inquiry are involved in the entire researching process either
sequentially or concurrently in data collection, data storage, data retrieval,
data examination, data processing, data analysis, interpretation, and
reporting of results in the academic piece of work known as a thesis or
dissertation. This presentation provides ideas and suggests the necessary
steps to take so that a case study database can be developed
comprehensively and managed efficiently.

3. Learning Outcomes
At the end of this colloquium, participants will be able to:
(a) understand the theoretical and practical aspects of how to
implement a case study strategy as suggested by Yin (2009) within a
mixed methods research design for creating a database comprising a
variety of qualitative and quantitative data.
(b) learn how to initiate the researching process so that the right
types of research methods are used to collect the right types of data
needed to address the research problem(s) as specified at the
beginning of their research proposals/studies.
(c) create a structure/chart/diagram to ensure that a rich
database generated from primary and secondary sources will enhance
the quality of a case study.
Keywords: Case study, database, mixed methods research design.

4. Definition of Key Terms
• Case study involves an investigation into the same
phenomenon/research problem based on a single
case or several/multiple cases. Miles and Huberman
(1994, 26) define a case as a phenomenon of some
sort occurring in a bounded context.
• Database is a group of related files containing the
data collected by the researcher from multiple
sources by different research methods to provide a
chain of evidence on the existence of a phenomenon
under investigation. Burns and Bush (2003, 158)
explain that a database is a large collection of related
data, organised for rapid search and retrieval.

5. Definition of Key Terms
Mixed methods research design has a combination of
qualitative and quantitative methodological approaches
to inquiry. Research design is simply a research plan or
framework for the entire research process of collecting,
analysing, triangulating, interpreting data, and reporting
results. Malhotra (2010, 102) views a research design as
“a framework or blueprint for conducting a research
project, with the details of the procedures necessary for
obtaining the information needed to structure and/or
solve research problems.” According to Hakim (1997),
research design is also very much about style or stylistic
preferences of a researcher.

6. Introduction
Research data are collected, observed, or created, for purposes
of analysis to produce original research results, and when data
are processed, organized, structured or presented in a given
context so as to make them useful, they are called information
(Boston University, 2016). Data availability is an important
issue in any research study. Without data or the right type of
data, it is impossible for a researcher to justify his/her choice of
a particular research topic even if it sounds interesting or
unique. The researcher must be able to identify the data sources
and gain access to the right type of data essential to solving
research problem(s) as specified in his/her proposed research
topic.

7. Introduction
Content of this presentation highlights the importance of
building and managing a database for case study research,
and the ease of applying the shared knowledge either wholely
or partially to a preferred research study using other type of
research design and strategy. The theoretical underpinning is
the case study strategy suggested by Yin (2009) whereby
prior theory informs propositions, and propositions inform
data collection and analysis. However, the works of other
scholars are duly cited as they are relevant to the
development and management of a case study database
within a mixed methods research design. This presentation
focuses on the issues of “How to develop a case study
database?”, and “How to manage a case study database?”

8. How to develop and manage a case study database?
Steps/Tips/Ideas:
1. Select a suitable mixed methods research design for a case study strategy
to build database
Mixed methods research design is increasingly influential or popular
in the social science research. Molina-Azorin (2010) claim that all types of
mixed methods articles published in the strategic management journal from
1980 to 2006 tend to have a higher number of citations than the group of
mono method studies.
By mixing of two methodological approaches is believed to be more
comprehensive and hence the overall strength of a study is enhanced. This
benefit may not be realised if either a qualitative or quantitative research
method were to be employed. Creswell (2007) argues that by capitalising on
the strengths of mixed methods research design, individual weaknesses of a
particular method are minimised.

9. How to develop and manage a case study database?
Types of mixed methods research design
There are many types/variants of mixed methods
research designs, for example, Tashakkori and
Teddlie (2003) note that there are nearly 40
different types of mixed methods designs in the
literature. For simplicity, Creswell (2009)
streamlines a wide range of mixed methods
designs/variants and groups them under two (2)
classifications: Sequential and concurrent mixed
methods designs with a total of 6 variants (see
Table 1.1).

10. Types of mixed methods research design

11. Types of mixed methods research design
Sequential designs are intended to have
one phase of the researching to be
dedicated to one research method which
can either be qualitative or quantitative,
and then the next phase of researching
will use another research method, this
means that if qualitative research
method is used in the initial phase for
exploratory research design, the
outcome of data analysis will inform the
next phase of quantitative research for
developing research instrument and
conceptual model building, and testing
of hypotheses. Whereas concurrent or
convergent designs are intended to
merge the qualitative and quantitative
phases of researching for the purpose of
comparing the outcomes of both types of
data analysis.
According to Creswell (2009, 212), a
sequential exploratory research design is
useful to a researcher who not only
wants to explore a phenomenon but also
wants to expand on the exploratory
research findings . Gray (2009, 204-206)
states that it is common for researchers
to begin with an exploratory qualitative
framework to provide clarity about the
kinds of variables requiring further
investigation. This in turn helps towards
the development of a quantitative
questionnaire to collect data from a
sample for analysing relationships
between variables, and for generalising
the results to the population from where
the sample was drawn.

12. Comment
In my opinion, the term ‘sequential exploratory research
design’ is misleading because it gives a first impression
that the doctoral research study is at the preliminary
stage of exploration and that the findings are
inconclusive. This term can be modified to reflect
accurately the intention of conducting a quantitative
survey research to further investigate into the occurrence
of a phenomenon, and to establish relationships between
study variables. Hence, in this presentation I propose to
use the term ‘sequential exploratory-descriptive
research design’ (see Figure 1.1) which incorporates the
idea drawn from literature on research methodology and
methods (see Figure 1.2).

13. Sequential Exploratory-Descriptive Research Design

14. Sequential Exploratory-Descriptive Research Design
Exploratory qualitative research study can be further
expanded into a descriptive research study to provide
depth and conclusive findings.
Figure 1.2 shows the classification of research design
framework proposed by Malhotra’s (2010, 103).

15. Sequential Exploratory-Descriptive Research Design

16. Case study as a strategy
While some scholars use ‘case study’ as an approach,
Yin (2009, 12) uses ‘case study’ as a strategy to investigate a
phenomenon subject to the fulfilment of three (3) conditions:
1. “How” or “Why” questions is being posed.
2. A contemporary phenomenon within a real-life context.
3. The investigator has little or no control over it.
A research study can be based on a single case or
several/multiple cases. Nearly all case studies rely on multiple
sources of information and multiple methods of data
collection since a researcher will not be able to capture all the
information needed by just using a single method (Maylor and
Blackmon, 2005, 249-256).

17. Case study for doctoral thesis/dissertation
Mason (2010, 7), reports that based on his research on
2,533 PhD studies using qualitative approaches, case
study is the most popular approach accounting for 55.3%
of the total PhD studies under investigation. Although
case studies are traditionally qualitative in orientation,
there is a rising trend or shift towards a mixed
methodological approach. In view of the increased
popularity of the mixed methods research design for
doctoral research studies, the body of literature on case
studies with mixed methods research design has
expanded over the years.

18. How to develop and manage a case study
database?
2. Adopt the suggestion by Yin
Yin (2009, 103-120) suggests that a case study database can be drawn
from six (6) sources of data. For example, the researcher’s own notes
generated from documentation, interviews, direct observations, participant
observations, archival records, and physical artifacts:
(a) Case study notes refer to own notes which can be handwritten,
audiotaped, Word-processed or electronically composed.
(b) Interviews guided by a line of inquiry linked to the research topic.
Interviews can be conducted in person face-to-face, by using telephone, or
the Internet/web-based mobile communications networks.
(c) Direct observation of a ‘case’ in its natural setting is an important data source.
Direct observation of activities during a field visit includes making field notes and
taking photographs at the site as supporting evidence of the phenomenon being
observed. Direct observation of an event which is open to the public is not subjected
to the requirement of gaining access to the site or obtaining permission to be a non-
participant observer.

19. How to develop and manage a case study
database?
(d) Participant observation involves the researcher’s active involvement or
participation in the events under study.
(e) Archival records of numeric data can be sourced from the field, Internet, libraries,
government agencies and literature search. Archival records may include documents
such as:
* Letters, memoranda, email correspondence, and other personal documents (diaries,
calendars and notes).
* Agendas, announcement and minutes of meetings, and other written reports of
events.
* Administrative documents (proposals, progress reports, and other internal records).
* Formal studies or evaluations of the same “case” that you are studying.
* News clippings and other articles appearing in the mass media or in community
newspapers.
* Other types of documentary evidence e.g films, photographs and videos.
(f) Physical artifacts refer to physical objects, tools, work of art or some other
physical evidence relating to the phenomenon under study.

20. How to develop and manage a case study
database?
3. Subscribe to the suggestion by Creswell
Creswell (2009, 6) suggests that an exploratory research should begin with a
theory before initiating data collection from multiple sources. The use of
theory is relevant to all academic research studies be they qualitative or
quantitative in orientation. To illustrate, guided by a marketing
communications theory, I carried out an exploratory research to collect
secondary and primary data from six (6) sources: 1. literature search, 2.
statistical publications, 3. documents, 4. experience/key informant survey, 5.
observations, and 6. interviews (see Figure 1.3).
4. Conduct a literature search on the topic of research interest to obtain
secondary data
Practically all academic research begins with a literature search. Data from
literature are basically secondary as they originated from somebody/other
parties. Saunders, Lewis and Thornhill (2007, 64-77) divide literature sources
into three parts: primary literature, secondary literature and tertiary
literature. These literature sources do overlap in reality.

21. How to develop and manage a case study
database?
(a) Primary literature sources are difficult to access especially those that are
unpublished e.g theses, manuscripts, documents, letters, emails, diaries,
memos and minutes of meetings.
(b) Secondary literature sources are the subsequent publication of primary
literature such as books, journal articles, newspapers, magazines,
newsletters, some government documents/White Papers, company reports
and research papers can be accessed easily from the Internet using search
engines. With the availability of free Internet access, it is convenient to
conduct online search and source a variety of data on any area of interest by
using search engines e.g Google/Google Scholar, Bing, Yahoo and other online
academic membership sites such as LinkedIn, Academia.edu and
ResearchGate.

22. How to develop and manage a case study
database?
(c) Tertiary literature sources can be accessed through subscription to a
university’s e-library system or online databases. Unpublished PhD theses and
scholarly publications can be accessed through universities like the Asia e
University’s e-library system which is connected to online bibliographic
databases such as EBSCO, Educational Resources Information Centre (ERIC),
ProQuest, and ebrary. A bibliographic database is an electronic source that
provides an index to articles and other materials (Gray, 2009, 105). Some
bibliographic databases allow part of their contents to be searched via search
engines.
Note: Vast resources from existing literature can also be utilised for
pinpointing knowledge and research gaps to be filled, establishing research
context, formulating problem statement, aim, objectives, questions,
hypotheses/propositions, and constructing a conceptual model for
operationalising study constructs for measurement. To sum up, a thorough
literature review is needed for building a strong theoretical foundation for any
research study.

23. How to develop and manage a case study
database?
5. Conduct survey research to obtain primary quantitative data
Survey research is commonly used for collecting primary data by
administering the prepared questionnaire to a sample of participants drawn
from the target population. Survey research is popular among researchers
because statistical analysis of the survey data and testing of hypotheses
provide the means of addressing the research problem objectively rather
than subjectively.
6. Create a structure to develop and manage a case study database relevant
to the research study
In view of the requirement of a case study strategy to gather data from
multiple sources using multiple data collection methods, it is crucial to create
a structure to enhance efficiency in database development and management.
The researcher needs to maintain a chain of evidence for triangulation, and
justification of research findings on the occurrence of the phenomenon under
investigation. Triangulation uses evidence from multiple sources to
corroborate the same fact or finding.

24. Development and Management of A Case Study Database

25. How to develop and manage a case study
database?
The case study database comprises secondary and
primary data sourced from a combination of qualitative and
quantitative research methods within the exploratory-
descriptive design framework. According to Saunders, Lewis and
Thornhill (2009, 258), secondary data can be used to triangulate
with primary data. Sourcing primary data is more challenging
than that of secondary data because the researcher has to deal
with a wide range of constraints related to time, cost, logistics,
technology, human interactions and ethics of research. With the
availability of free Internet access in public places and online
library facilities in universities, much of the secondary
information can be sourced at anytime and anywhere.

26. How to manage a case study database?
7. Managing database
(a) Manual data inspection and counting.
(b) Create codebook for data coding helps to eliminate errors
due to omissions, wrong data entry and stress as a result of
frequent flipping of the survey questionnaire form page by page
to retrieve data. Pallant (2013, 11) states that preparing a
codebook involves (i) defining and labeling each of the variable,
and (ii) assigning numbers to each of the possible responses. A
codebook can be created in soft and/or hardcopy and responses
were post-coded.
(c) Screen and clean data to detect missing data, errors of data
entry, and presence of outliers. This data examination process
can be carried out manually and with the aid of the SPSS
software easily.

27. How to manage a case study database?
(d) Having completed the process of data examination
successfully, all the data are to be saved in Excel file and the SPSS
extension file [.sav] format.
(e) Make duplicate copies in physical and digital formats.
As a precaution, make duplicate copies and keep them in
separate secure locations.
(f) Keep research data in safe devices and locations.
Data files in physical and digital formats must be kept in safe
devices and stored in safe locations at all times throughout the
entire research process, and even after graduation with a
doctoral degree for a period of at least 5 years.

28. References
Boston University (2016). Research data management. [Online]. Available:
http://www.bu.edu/datamanagement/background/whatisdata/ [2 November
2016].
Creswell, J. W. (2009). Research design: Qualitative, quantitative and mixed
methods approaches. (3rd ed.). London: SAGE Publications.
Gray, D.E. (2009). Doing research in the real world. (2nd ed.). Thousand Oaks,
CA, SAGE Publications.
Hakim, C. (1997). Research design: Strategies and choices in the design of
social research. London: Routledge.
Malhotra, N.K. (2010). Marketing research – An applied orientation. (6th ed.).
New Jersey: Pearson Education.
Mason, M. (2010). Sample size and saturation in PhD studies using qualitative
interviews. Qualitative Social Research, September 2010, 11(3). [Online].
Available: http://www.qualitative-research.net/ [20 July 2012].
Maylor, H. and Blackmon, K. (2005). Researching business and management.
Basingstoke: Palgrave Macmillan.

29. References
Miles, M. B. and Huberman, A. M. (1994). Qualitative data analysis. (2nd ed.).
London: SAGE Publications.
Molina-Azorin, J.F. (2011). Mixed methods research in strategic
management. Organizational Research Methods, 15 (1), 33-56.
Ng, S.L. (2016). A case study of the relationship between marketing
communications and customer experiences in an open and distance learning
university in Malaysia. Unpublished PhD thesis. Kuala Lumpur: Asia e
University.
Pallant, J. (2013). SPSS survival manual: A step by step guide to data analysis
using IBM SPSS. (5th ed.). Maidenhead, U.K: Open University Press.
Saunders, M., Lewis, P. and Thornhill, A. (2007, 2009). Research methods for
business students. (4th & 5th ed.). Harlow: Prentice Hall Financial Times.
Tashakkori and Teddlie (2003). Handbook of mixed methods in social &
behavioural research. Thousand Oaks, CA: SAGE Publications.
Yin, R.K. (2009). Case study research: Design and methods. (4th ed.). Thousand
Oaks, CA: SAGE Publications.

30. End of My Presentation
Thank You for your time & effort participating in this
Postgraduate Research Colloquium
Questions?
Hope you could benefit from knowledge sharing & that
the learning outcomes as stated at the beginning of this
presentation are achieved