BMA9X04: Research Design & Methodology - Research Proposal Assessment Answers

1. BAKGROUND AND RATIONALE

This chapter of the research provides a brief introduction of IBM Cognos which is one of the tools of Business Intelligence. Furthermore, it also describes that what the research is intended for and how it has been carried out to get the productive answer of the research question. Furthermore, rationale is a set of reasons for a course of action or belief. Moreover, rationale is a sub-proposal which is written under a research proposal and it describes the whole proposal in a short manner.

It is been considered that Small and Medium Enterprises (SMEs) are the major providers of business and economy of a nation (Vercellis, 2011). Further, to grow these SMEs, it is important to make them update regarding new technologies by using it they can take decision in a more efficient manner. The new technology is Business Intelligence. BI is basically refers to as technologies, application and practices for the purpose of collection, integration, analysis and presentation of business information. The major purpose of this application is to provide support for better decision making. While talking about South African business intelligence, additional layer has to be considered. As large corporations are getting more digitally mature segments of the market, at the same time smaller businesses are looking to grow or mostly turn to largely untapped emerging markets which have little or non-existence of data footprints (Best and Kahn, 2016). This had the impact of obliging innovation because businesses are seeking out in both distinctive ways for sourcing data regarding these customers, and looking for new ways for implementing this data for solving their exclusive problems. Further, it has been identified that the SMEs in South Africa are facing various challenges in terms of their operation and developments. Thus, the adoption of advanced Business Intelligence systems in the SMEs could aid in solving their problems regarding analysis and financing, adapting to the BI solutions such as Tableu, Qlikview, PowerBI or IBM Cognos which can enhance the chance for the SME firm to survive and remain competitive in the market (Williams and Williams, 2010).

Furthermore, by seeing this problem, this has become essential for any company to examine few more effective systems for storing and analyzing the data along with a decline in cost. Therefore, for gaining competitive advantage and remaining sustainable in this competitive market, it is required by the firm to bring innovative and smart ways or techniques while moving forward to present themselves as a larger enterprise (Liamputtong, 2013). However, because of the complexities during the production of effective and timely business decisions in highly competitive markets, data-driven decision-making by utilizing Business Intelligence (BI) applications has lured many companies worldwide. These applications have been suited for use in most of the organizations irrespective of its size but only the bigger enterprises have achieved a stage of maturity in BI use whereas, small and medium-size enterprises still lag behind.

Along with the advancement of technology, the introduction of latest and advanced BI tools has been increasing on a large scale and each tool differs in features which are customized for suiting contemporary needs. However, many researchers have carried out a wide research on BI and that research only focuses on large organizations and also those literatures are limited in numbers. Further, it is to be noted that BI encompasses a large set of tools but the present research will only focus on IBM Cognos BI, which is one of the BI tools that had the effect of fostering innovation, when businesses persistently seeking a different ways for sourcing a data regarding their customers, competitors, market, and many other new methods for implementing data for solving its unique problem (Vithal and Jansen, 2012).

Moreover, this research study proposes a research framework which recognizes the current data management needs for SMEs and the affordable enabling features which can add value to the operations of an SME. There are certain types of data available in the company like customer’s information, product related data, employee’s database, etc. IBM Cognos convert these data into a meaningful information which helps the firm to take relevant decision accordingly. Therefore, the aim of this research is to assess that, which features of the BI tool adds value to the SMEs in South Africa, where special focus will be made to Gauteng, Johannesburg, where one can find most of the SMEs which are centered within the country economic hub (Saunders and Lewis, 2012). Further, SMEs will also be encouraged to become more proactive in the adoption of BI tool features in order to increase their chances of success in business decisions by utilizing improved productivity and increased competitiveness.

2. PRELIMINARY REVIEW

It is basically considered of reviews or text of scholarly paper that is inclusive of the current knowledge and also encompassing substantive findings and theoretical and methodological contributions for a particular topic. Moreover, it is also regarded as a secondary sources and do not consist of fresh and original experimental work.

2.1 Addressing SMEs data needs through affordable features IBM Cognos

It is known that the economic landscape in South Africa has undergone drastic change in recent years. Like, from a tough economic climate to an abundant availability of credit and along with relatively reliable and stable power supply so SMEs are now finding themselves to be fully challenged in certain ways which they had never expected (Quinlan, and et al., 2011). According to Elliott and Higgins (2012) SMEs of South Africa face various obstacles like budgets constraints, lower access to credit, and a technology landscape that have become more complex than ever before. Further, by installing and using BI could help organizations to become flexible and quick while responding to persistently changing business conditions. Moreover, BI is not considered as a new area of information management, academic research regarding this field is done at an early stage and along with certain terms which is being defined in several ways as per the context. In addition to the above, large part of BI literature has been originated from the business world and an IT industry (Wood and Kerr, 2010). Lastly, large numbers of consulting companies as well as software vendors remark BI as compatible to all kind of business environment, and they are promoting it continually in different BI tools to all the organizations for which it is compatible.

Hence, presently, there is not a single mutually agreed definition of BI. For instance, Neuman (2016) has defined BI as a system which together combines all of them; “gathering of data, storage of data, as well as knowledge management with analytical tools in order to convey competitive info and internal info to planners and decision makers of the firm”. Quinlan and et al., (2011) has defined BI like an umbrella term which covers all kind of tools, databases, architectures, data warehouses, methodologies, performance management, and many more. All of them are integrated into a united software group”. Offredy and Vickers (2013) in his studies observed that BI is a process and not only a technology which works towards the transformation of data into information and then transform it more to make knowledge and he argued that BI also contains other entities like organizational function and human interaction as well. In other study, Fleurence and et al., (2014) disclosed that there are some SMEs which uses the BI applications in order to access both old and short-term order as well as production figures. In a different study Msabila and Nalaila (2013) identified that BI has also benefited one of the German SMEs with an improvement in data, providing support in decision making, and savings the cost of production. Most of the SMEs realize that with the usage of BI tool, they will excel in their businesses; however, many SMEs out of this, still get fail to take out the advantage. The reason of this failure is marked as lack of resources which is a key characteristic by researcher when they study on SMEs. Further, these constraint resources include finance, knowledge, technology, and human resources. Moreover, Anandarajan, Anandarajan and Srinivasan (2012) found that financial resources are gathered mainly through the owner’s fund of the firm in most of the SMEs. However, owner has restricted financial budgets and because of which low number of employees in SMEs gets employed. Moreover, most of the employees perform multiple tasks; however they might not specialize in any particular area. Due to lack of skilled workforce and lack of technical specialization and over that the non-affordability of a BI tool ultimately results as non- adoption of this IT innovation in SME.

Earlier, most of the SME’s were unwilling for investing in improved technologies and exaggeratedly doing the assessment of any investment strategies which even involves IT. However, in current times, the need for BI in most of the SMEs has been increasing on a higher pace. Thus, it is encouraging the use of BI tools in almost all SMEs. Further, the present research is aimed at and also it will evaluate the key features of a widely used BI tool which is known as IBM Cognos BI (Vercellis, 2011). And it is done in order to represent the fundamental features that can be suitable for the SME environment for fulfilling the needs of SME by developing sustainability and competitiveness also by taking into concern, the cost, maintenance, license fees, and resources. Furthermore, by using this tool, SMEs can manage the information sources like primary KYC techniques used for getting customer’s data, using survey for getting buyer’s behavior, product reviews data, etc. Thus, this tool helps the company in managing these information as well as the sources.

3. RESEARCH PROBLEM

This problem is a definite or clear expression regarding an area of concern, a condition in which improvement could be brought in and difficulty which can be avoided or a troubling question which exists in all the scholarly articles.

Adoption of data-driven, decision-making processes by utilizing Business Intelligence (BI) applications have been driven to the firms due to the complexities which have been faced during the making of effective and timely business decisions in highly competitive market. There are very limited researches which focus on SMEs even after knowing that SME are the primary drivers for national economic development (Neuman, 2016). Although a trend towards development of BI as decision support tools for large corporations is repeatedly increasing but SMEs are very slow to invest in BI (Msabila and Nalaila, 2013). Other researchers in the similar field have indicated earlier that cost is another major barrier in the adoption of BI in several SMEs. Furthermore, BI is also vast and complex which requires skilled human resources, thus, it makes the development and maintenance of BI an expensive affair. Therefore, it is essentials to evaluate the affordable key features of a widely used BI tool called IBM Cognos BI, for depicting the fundamental features that can be applicable to the SME environment for addressing the SME needs that can foster sustainability and competitiveness. Moreover, the enhancement of the knowledge of this analytical tool in businesses will aid in filling the knowledge gap in BI and it will give managers and employees of SMEs a better understanding which assists them in the development of positive attitudes towards BI.

3.1 Aim of research

This study aims to answer the research question and sub-questions: To identify and evaluate economical features of IBM Cognos that can address most SMEs critical data needs.

3.2 Research Question

What are the most economical features of IBM Cognos that can address the data needs of SMEs?

3.3 Sub-questions

1. What are the critical data needs for SMEs looking to remain sustainable and competitive?

2. Which affordable features found in IBM Cognos can address the business needs of SMEs?

3. How can SMEs conduct a cost-benefit analysis for the acquisition of a BI tool?

4. RESEARCH DESIsGN

The research design is the description about the completion of research process. This framework will involve the considerations that led to the adoption of appropriate methodology like how the respondents will be selected, and how the data will be assessed. Moreover, the researcher will consider the philosophical worldview, research worldview, research approach, methodological decisions, research methodology and timelines.

4.1 Philosophical paradigm

The selected philosophical paradigm for this research is pragmatism because it focuses on the practical application of ideas by acting on them for testing them in human experiences. Further, pragmatism is associated with the research as the study has taken an approach which evaluates theories or beliefs in terms of the success of their practical application (Blanco, García-Peñalvo and Sein-Echaluce, 2013). Moreover, the research is looking regarding the identification and evaluation of the fundamental features of IBM Cognos BI which could be suitable for the SMEs segment in addressing the needs of SMEs while taking care about the sustainability and competitiveness.

4.2 Research approach

The deductive approach which will be used by the researcher in preset study and it will develop the hypothesis or hypotheses as per the pre-existing theory of business intelligence using IBM Cognos as a BI tool. After that, researcher will formulate the research approach for testing it to SMEs. Further, this study will make the utilization of the deductive approach in dealing with the aims for this project (Wood and Kerr, 2010). A deductive approach is concerned with the generation of existing theory emerging from the data. This approach supports the information to be collected through the chosen methodological choice and the intervention will be determined by the knowledge gained from the pre-test, intervention, and the post-test.

4.3 Research strategy

A survey strategy is often related with a deductive approach and it is a very economical way of gathering large amounts of data and it will allow the researcher for addressing the 5 Ws and that are who, what, where, when and how of the research topic. Survey strategy is basically a method for gathering data regarding the topic of the research. It is most extensively used method which provides almost accurate data related to the research topic. Furthermore, the researcher also aims in producing surveys which will result the quantitative data which could be assessed in an empirical way. Moreover, this survey will also help the researcher in gathering information regarding the purchasing behavior of SMEs, the opinion regarding the IBM Cognos, as well as BI will also be gathered that where the priorities of SMEs lies when it comes to investment of resources (Wong and Psych, 2016). Thus, the research data will be collected from the survey and the target people for the survey will be the managers as well as the employees of the small and medium enterprises of Gauteng, South Africa.

4.4 Time horizon

The present research will be cross-sectional because this is a mini dissertation project which consists of specific date set for submission. Further, this research is not a continuous study, which means that the researcher has never undergone such type of research before. However, the present study has a time constraint but it was designed in such a way that it best suits the researcher’s time allocation as well as the participants (Chen, Chiang and Storey, 2012). Therefore, cross-sectional has been chosen for the proposed research because it examines the application and different advances at a given period of time.

5. RESEARCH METHODOLOGY

It is a systematic and theoretical assessment of the methods which are applied on a field of study. Further, it is comprised of all the methods and principles that are associated with a branch of knowledge.

In the present research study, the explorative mono qualitative method will be utilized by the researcher for supporting the research questions and aims that have been mentioned earlier. Mono qualitative method is basically a study which uses only one type of method. Further, this method will also be used for allowing the researcher in drawing up the concrete conclusion (Turban, Sharda and Delen, 2011). Further, this method will be resulted from the data collection technique that is a survey which is inclusive of various structured and semi structured BI related questions. The data for the research will be gathered using both primary and secondary data because there is already existing information on BI however, not satisfactory information exists regarding the usage of IBM Cognos on SMEs. Moreover, the usage of non-probability sampling technique is extensively increasing as the research extracts latest information for identifying certain features which could be applicable to SMEs. Lastly, the atlas it has been chosen for data analysis and content analysis for determining the reliability and the viability of the data.

5.1 Sampling method and size

In a general manner, sampling refers to as the process that the investigator uses for selecting a part of the population for carrying out its research (Fleurence and et al., 2014). For accomplishing the purpose of this project report, a non-probability sampling will be used by the author. Further, the sample size is over 40 employees of different SMEs which are based in Johannesburg. Those employees will be selected who are having technical background and are handling the technical department of the companies. Moreover, a non-probability sampling procedure was selected for the selection of the participant of the SME. The reason is that, the researcher does not have any guarantee that the SMEs have an equal chance of being selected for this particular study.

However, the overall BI platform is very expensive. But the purpose of this research is not to make use of a sample for generalizing the findings of the study; the purpose is instead to recognize the affordable features of IBM Cognos for addressing the business needs of the SME. Furthermore, the non-probability sampling technique was chosen because it will take less time as the researcher has very limited time for conducting the research. Furthermore, the technique to be used is snowballing which is a non-probability sampling method in which existing subject recruit future subjects from the acquaintances (Chaudhuri, Dayal and Narasayya, 2011). The reason behind choosing this technique is that the sample for carrying out study is very rare and is limited to a very small subgroup of the SMEs. Further, the researcher at first needs to understand the critical business needs of the SMEs, in order to identify suitable features which are applicable or suitable to SMEs. The researcher will conduct the cost benefit analysis for acquisition of IBM Cognos.

5.2 Data collection techniques

As per the views of Neuman, (2016) sources of biasness could be avoided by wisely planning the data collection process and also by pre-testing the tools of data collection. Further, the data collection instrument used for the present study is a survey. Moreover, this research has been aimed at finding and evaluating certain features of IBM Cognos which could get apply to the SMEs segment for the purpose in addressing the SME needs by nurturing sustainability and competitiveness. Furthermore, the survey will help the researcher in gaining a deep understanding and the ability to recognize the features of the tool which can address the business needs. Along with this, the survey will also aid the researcher in gathering issues related to BI in the SMEs and will suggest the author an alternative that is based on the formulation of the cost benefit analysis.

Using a survey which is a data collection technique will allow the investigator in knowing regarding the inclusion and exclusion of the features during the extraction of features from IBM Cognos which could still deliver the desired business objective at a lower cost. By using a mono method qualitative researcher could see the research study from the participant’s point of view and he will be able to understand regarding their particular perspective (Elliott and Higgins, 2012).

5.3 Data analysis

The tool chosen for data analysis is atlas ti and content analysis. Further, Atlas ti is a computer program which is used widely, in qualitative data analysis. Moreover, this tool will allow the investigator in having an analytical stand with the use of visualization tools which is designed for opening new interpretative views over the present study (Best and Kahn, 2016). Furthermore, the researcher will also make use of content analysis that is based upon the surveyed sample in order to systematically evaluate the feature of IBM Cognos and to know that whether this feature is applicable to the SMEs segment or not. Moreover, for addressing the SME needs, sustainability and competitiveness could be promoted. Lastly, data analysis will take place for putting together and analyzing all the data which have been gathered from the respondents and also for providing a summary of the findings.

5.4 Reliability and Validity

The reliability and validity of the research generally depend upon the measurement tool which has been chosen for the overall quality of a research. This survey will help the researcher in finding out whether this feature of IBM Cognos are actually suitable to the SMEs segment for addressing the needs of SME by nurturing sustainability and competitiveness. Further, the validity of the data is based on the information gathered from the survey which is to be assessed using Atlas it and content analysis (Wood and Kerr, 2010). Furthermore, ‘member checking’ will be utilized for ensuring the reliability and validity of the collected data. Moreover, by going back to the research participants and ask for their confirmation of the results.

5.5 Ethical considerations

According to Williams and Williams (2010) ethics in research ensures that the investigation is being carried out in such a manner which serves the interests of all people involved in it. Along with that, this should be made sure that this research protects the participants, and examines the specific research activities in an ethical manner. The researcher must provide the letter of introduction to all the participants along with consent forms before the beginning of the study which will ensure the ethical research conduct. Further, the author should make get the letter signed by the participant in order to confirm their participation and it will also help in providing information regarding the purpose of the study.

This research will, therefore, adhere to all ethical and legal considerations that will be stipulated. The researcher will avoid violating informants’ right to privacy by restricting to ask sensitive questions in both the survey. The survey will be conducted in a professional manner, ensuring that the participant is in no way discriminated or offended. Ethical behavior will be applied throughout the research process (Vercellis, 2011). Information received after the participants have indulged in the survey will be critically analyzed based on the given answers without making any additions or subtractions of the content. This will be done to ensure that the information provided is mainly depicted from the participants and therefore the researcher has no biased input in the content researched. Therefore, all the relevant sources used for the research will be acknowledged.

5.6 Limitations to the study

BI generally, is consists of many tools that are in competition with each other. Moreover, it should also be noted that some SMEs are not really familiar with IBM Cognos. Thus, the research is only limited to SMEs in the IT sector. Further, less knowledge of the tool could also put a barrier, as the use of BI requires high intensity skills. Further, it also requires business analysis skills which might hinder the research as researcher would not know completely what is their data and what kind of needs can meet those requirements (Blanco, García-Peñalvo and Sein-Echaluce, 2013). Furthermore, this research will not include the introduction of BI tools to the emerging SMEs and it may impact the testing of BI tool. Thus, the present investigation can only analyze or evaluate key features of BI which can report critical data needs for the SME and can also provide help to the SME for doing a BI cost benefit analysis for investing in BI tools in future. Furthermore, the investigator will also ensure that data collection starts at the provided time frame and also the sample groups are well aware of their business needs and they are also required to be aware of that tool.

5.7 Timeframe and budget

Estimated budget for the project:

Estimated project timeline on Gantt chart: