Choosing a Methodology for Entrepreneurial Research: A Case for Qualitative Research in the Study of Entrepreneurial Success Factors

Abstract

A majority of entrepreneurial success factors are directly related to the entrepreneur's human experiences. Thus, research in the field of entrepreneurial success factors is relatively new. The paper analyzes and selects one of the three operative paradigms to study entrepreneurial success factors including analytical, actors, and systems approaches. Most entrepreneurial success factors discussed in the analysis relate to human experience and thus, the best paradigmatic approach is the actors operative paradigm grounded in systems theory. The qualitative phenomenological methodology is best suited for the researcher who chooses the actors operative paradigm because it affords the researcher potential to generate the richest and most viable data set and offers the greatest potential to produce significant research outcomes. Moreover, the qualitative phenomenological method provides the researcher with greater flexibility in attaining rich data and provides a better opportunity for the researcher to develop substantial research conclusions based on real world entrepreneurial experiences (Clark, 1998; Conger, 1998; Huberman & Miles, 1994; Morgan & Smircich, 1980; Munck, 1998). In conclusion, the qualitative, phenomenological methodology combined with an actors paradigmatic approach grounded in systems theory is the best research plan for studying entrepreneurial success factors.

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Electronic copy available at: http://ssrn.com/abstract=1413015








Choosing a Methodology for Entrepreneurial Research: A Case for Qualitative Research in the
Study of Entrepreneurial Success Factors
By
B. M. Lowder, PhD
May 29, 2009

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Electronic copy available at: http://ssrn.com/abstract=1413015
Abstract
A majority of entrepreneurial success factors are directly related to the entrepreneur’s human
experiences. Thus, research in the field of entrepreneurial success factors is relatively new. The
paper analyzes and selects one of the three operative paradigms to study entrepreneurial success
factors including analytical, actors, and systems approaches. Most entrepreneurial success
factors discussed in the analysis relate to human experience and thus, the best paradigmatic
approach is the actors operative paradigm grounded in systems theory. The qualitative
phenomenological methodology is best suited for the researcher who chooses the actors
operative paradigm because it affords the researcher potential to generate the richest and most
viable data set and offers the greatest potential to produce significant research outcomes.
Moreover, the qualitative phenomenological method provides the researcher with greater
flexibility in attaining rich data and provides a better opportunity for the researcher to develop
substantial research conclusions based on real world entrepreneurial experiences (Clark, 1998;
Conger, 1998; Huberman & Miles, 1994; Morgan & Smircich, 1980; Munck, 1998). In
conclusion, the qualitative, phenomenological methodology combined with an actors
paradigmatic approach grounded in systems theory is the best research plan for studying
entrepreneurial success factors.

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Electronic copy available at: http://ssrn.com/abstract=1413015
Choosing a Methodology for Entrepreneurial Research: A Case for Qualitative Research in the
Study of Entrepreneurial Success Factors

Introduction
The quantitative survey methodology and the qualitative phenomenological methodology
have both resulted in significant seminal research and knowledge creation. Seminal researchers
using the quantitative survey methodology have typically exemplified a positivist approach while
those using the qualitative phenomenological methodology have exemplified a post-positivist,
interpretive approach (Clark, 1998; Gephart, 1999; Lacity & Janson, 1994). Many researchers
who adhere to the quantitative, positivist survey methodology continue to debate the validity of
the qualitative, post-positivist phenomenological methodology and premise that the quantitative
survey method is the most accurate and reliable (Clark, 1998). Other quantitative survey
researchers premise that the qualitative method itself is composed of many methodologies and
that there is no one, clear definition of the qualitative method (Clark, 1998; Lund, 2005; Morgan
& Smircich, 1980).
Conversely, qualitative researchers premise that their method is in fact definitive and
incorporates greater flexibility into the research process while providing a greater opportunity for
discovery compared to the quantitative survey methodology. These qualitative researchers
believe that the quantitative survey methodology is very rigid and definitive which stifles
discovery and is more appropriate for verification purposes. Qualitative researchers support the
methodology by illustrating its flexibility and many approaches that include ethnography, case
study, grounded theory, and phenomenology. Consequently, there is much discussion and debate
as to which methodology is best suited for the study of entrepreneurial success factors. This

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paper compares and contrasts the quantitative survey methodology and the qualitative
phenomenological methodology to determine which methodology is best suited for a study of
entrepreneurial success factors.
Quantitative and Qualitative Research Methodologies
The quantitative survey methodology and the qualitative phenomenological methodology
use different types of data gathering and analytical techniques that provide advantages and/or
disadvantages based upon the researcher’s requirements and needs. The quantitative or fixed
approach focuses on developing and gathering a valid data set and then uses various descriptive
statistical analysis techniques to test for significance (Cooper & Schindler, 2006; Gephart, 1999;
Kirchgassler, 1991; Robson, 2002; Shields & Twycross, 2003). Conversely, the qualitative or
flexible approach focuses more on phenomenological, ethnographic, and case studies that can
include quasi-statistical techniques, template analysis, editing approaches, and immersion
approaches in which the researcher becomes the analytical tool as opposed to the statistical
analysis tools that are used in the quantitative approach (Cooper & Schindler, 2006; Gephart,
1999; Kirchgassler, 1991; Robson, 2002; Shields & Twycross, 2003). Next, the paper addresses
the quantitative survey methodology.
Quantitative Survey Methodology
When using the quantitative survey methodology, the researcher faces several key
considerations. The quantitative survey approach focuses on developing and gathering a valid
data set and then using various descriptive statistical analysis techniques to test for significance
(Cooper & Schindler, 2006; Karami, Rowley, & Analoui, 2006; Kirchgassler, 1991; Lund,
2005). To accomplish this task the researcher must develop the right research question,
hypothesis, and survey instrument. The researcher must focus on the survey instrument’s design

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so it does not bias the responses and also ensure the validity of the data set by attaining a
sufficient sample size (Cooper & Schindler, 2006; Robson, 2002). Moreover, the sample group
must be appropriate for the research question and the statistical analysis techniques must meet
data requirements to ensure the study’s validity (Cooper & Schindler, 2006; Robson, 2002) .
When the quantitative methodology is properly used, the results are highly effective in
determining the significance of relationships between variables. While performing the design
and implementation of the study, the researcher must focus on ensuring the validity of the
measurement instrument. According to Cooper and Schindler (2006), the researcher must meet
several components of validity that include “internal validity, content validity, criterion-related
validity, and construct validity” (pp. 318-321). Cooper and Schindler also emphasize that in
addition to the validity factor, other test that must be met to ensure that the study is a good
measurement are “reliability, stability, equivalence, internal consistency, practicality, economy,
convenience, and interpretability” (pp. 321-324).
In addition, the quantitative survey research design provides the researcher with an
objective framework by which to identify specific patterns through statistical analysis (Cooper &
Schindler, 2006; Shields & Twycross, 2003). The use of quantitative statistical analysis allows
the researcher to establish a hypothesis and either validate or disprove the hypothesis. The use of
statistical analysis provides research and conclusions that are unambiguous, concrete, reliable,
objective, and independent of the researcher provided the researcher followed the fixed, concrete
requirements (Arbnor & Bjerke, 1997; Cooper & Schindler, 2006; Robson, 2002). The very
nature and rigor of quantitative, fixed research adds validity and creditability to the research
model (Robson, 2002). Next, the paper discusses the qualitative phenomenological
methodology.