A study note on action research and case study research for dissertation projects: for MBA students

A study note on action research and case study research for dissertation projects: for MBA students (information from perplexity.ai)

My question 1: "What are action research and case study research (the Robert Yin's version) all about with reference to the MBA (6-month duration) dissertation projects?"

The reply: "For MBA dissertation projects of about 6 months duration, understanding Action Research and Case Study Research (Robert Yin's version) is essential as they represent two distinct but practical approaches to applied research in business contexts.

Action Research in MBA Dissertation Projects

Action Research (AR) is a participative, problem-solving methodology that MBA students often use to address real-world organizational issues while simultaneously generating academic knowledge12.

• Purpose and Nature: AR focuses on both taking action to solve a problem and conducting research to understand the process and outcomes. It involves collaboration between the researcher (student) and the organization’s stakeholders, making all participants co-researchers2.

• Process: The research follows iterative cycles of diagnosing the problem, planning actions, implementing those actions, evaluating results, and reflecting to plan further actions. This cyclical process allows continuous improvement and learning2.

• MBA Application: In a 6-month MBA dissertation, AR allows students to integrate theoretical knowledge with practical interventions in a company or institution, aiming for tangible improvements and strategic insights. The project typically involves:

  • Preparing a Business Research proposal based on a real organizational problem.

  • Conducting two cycles of action research (AR1 and AR2), each involving data collection, analysis, intervention, and reflection.

  • Producing multiple reports and presentations evaluated by academic and industry panels1.

• Skills Developed: Students gain skills in business strategy, operations, research methods, and reflective practice, enhancing both academic and professional competencies1.

Case Study Research (Robert Yin's Version) in MBA Dissertation Projects

Robert K. Yin's Case Study Research is a rigorous methodology used to explore contemporary phenomena within their real-life context, especially when the boundaries between phenomenon and context are blurred4.

• Definition and Use: Yin defines case study research as a mode of inquiry that investigates "how" and "why" questions about a contemporary event or phenomenon, where the researcher has little control over events, and the focus is on in-depth understanding4.

• Research Design: Yin emphasizes the importance of a well-structured research design that includes:

  • Clear research questions.

  • Identification and definition of the case(s) to study.

  • Use of multiple sources of evidence (triangulation).

  • Logical sequence from questions to data collection and analysis to conclusions.

• Types of Case Studies: Yin categorizes case study designs into four types:

  • Single holistic case.

  • Single embedded case.

  • Multiple holistic cases.

  • Multiple embedded cases.
    The choice depends on the research questions and the complexity of the phenomenon4.

• Application in MBA Projects: Yin’s approach suits MBA dissertations aiming to deeply explore a business issue, organizational process, or strategic challenge in a specific company or setting. It allows:

  • Detailed contextual analysis.

  • Use of diverse qualitative and quantitative data.

  • Development of theoretical propositions and practical recommendations.

• Strength of Findings: Unlike purely quantitative research, Yin stresses ruling out rival explanations through careful case selection and design, enhancing the validity of conclusions4.

 Summary Table of Task Sequences for the Dissertation Topic

Aspect	Action Research (AR)	Case Study Research (Yin's Version)
Objective	Solve a real organizational problem and generate knowledge simultaneously	Understand "how" and "why" questions about a contemporary phenomenon
Researcher Role	Collaborative participant and facilitator of change	External investigator analyzing a case in depth
Process	Cyclical: diagnose, plan, act, evaluate, reflect	Linear/logical design: define case, collect data, analyze, conclude
Data Collection Methods	Mixed methods: interviews, observations, documents, surveys	Multiple sources: interviews, documents, archival data, observations
Outcome	Practical interventions and reflective learning	In-depth case insights and theoretical/practical implications
Suitability for MBA	Ideal for applied projects with organizational access and change focus	Ideal for detailed exploration of complex business phenomena
Duration Fit	Structured for semester-long cycles (e.g., 6 months)	Can be adapted for 6-month projects with focused case(s)

 

In conclusion, for a 6-month MBA dissertation:

• Action Research is best when you want to engage actively with an organization to implement and study change, learning through iterative cycles and collaboration.

• Yin’s Case Study Research is suitable when you want to conduct an in-depth, systematic investigation of a business phenomenon or process, focusing on understanding and explanation rather than immediate intervention.

Both approaches require rigorous planning, data collection, and analysis but differ in their orientation toward action versus understanding, making them complementary depending on the dissertation goals124."

My question 2: "Could you illustrate briefly how the research method tasks (including task sequence) of these two approaches with regard to the following dissertation topic: "to study the introduction of an AI application in the customer service operation of a luxury goods retail chain stores in China"?"

The reply: "Here is a brief illustration of the research method tasks and their sequence for the dissertation topic "to study the introduction of an AI application in the customer service operation of a luxury goods retail chain stores in China" using the two approaches: Action Research and Robert Yin’s Case Study Research.

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Action Research Approach

Task Sequence and Description

1. Problem Identification and Diagnosis

   • Collaborate with the retail chain’s management and customer service teams to identify specific challenges or opportunities related to introducing AI in customer service.

   • Understand the current customer service operation and the expected role of AI.

2. Planning Action

   • Co-develop an action plan with stakeholders to implement the AI application in a pilot or phased manner.

   • Define objectives, success criteria, and data collection methods (e.g., customer satisfaction surveys, employee feedback).

3. First Action Cycle (Implementation)

   • Implement the AI application in selected stores or customer service channels.

   • Collect data during implementation: operational metrics, customer feedback, employee experiences.

4. Evaluation and Reflection

   • Analyze the data to assess the impact of AI introduction on customer service quality and operational efficiency.

   • Conduct reflective sessions with stakeholders to discuss findings and lessons learned.

5. Second Action Cycle (Adjustment and Improvement)

   • Based on reflection, adjust the AI application or related processes.

   • Re-implement changes and collect further data to evaluate improvements.

6. Final Analysis and Reporting

   • Synthesize findings from both cycles.

   • Reflect on the research process and organizational learning.

   • Produce the dissertation report, including practical recommendations and theoretical insights.

Notes

• The researcher acts as a participant and change agent, working closely with the organization.

• Data collection is mixed-method: interviews, surveys, observations, operational data.

• The cyclical nature allows iterative learning and refinement within the 6-month timeframe1.

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Robert Yin’s Case Study Research Approach

Task Sequence and Description

1. Define Research Questions

   • Formulate “how” and “why” questions such as: How was the AI application introduced? Why were certain strategies chosen? What challenges were faced?

2. Design the Case Study

   • Decide on a single or multiple case design (e.g., one luxury retail chain or several stores).

   • Develop a case study protocol outlining data sources and procedures.

3. Prepare for Data Collection

   • Identify multiple sources of evidence: interviews with managers, customer service staff, IT personnel; company documents; customer feedback; operational reports.

4. Collect Data

   • Conduct semi-structured, in-depth interviews with key stakeholders involved in AI introduction.

   • Gather secondary data such as internal reports on AI implementation and performance metrics.

   • Observe customer service operations post-AI introduction.

5. Data Analysis

   • Use pattern matching, explanation building, or time-series analysis to analyze qualitative and quantitative data.

   • Triangulate data from multiple sources to increase validity.

6. Develop Findings and Conclusions

   • Interpret how AI introduction affected customer service operations.

   • Explain contextual factors influencing success or challenges.

   • Draw theoretical and practical implications.

7. Report Writing

   • Present a comprehensive narrative of the case(s) with evidence.

   • Discuss limitations and suggestions for future research.

Notes

• The researcher is an external observer aiming for in-depth understanding rather than direct intervention.

• Emphasis on rigorous design, multiple evidence sources, and logical analysis to ensure validity.

• Suitable for a 6-month project with focused data collection and analysis23.

This illustration shows how Action Research emphasizes iterative cycles of action and reflection with active stakeholder collaboration, suitable for a hands-on change project. In contrast, Yin’s Case Study focuses on a structured, in-depth investigation of the AI introduction phenomenon through multiple sources of evidence, aiming for rich contextual understanding without direct intervention.

Both approaches fit a 6-month MBA dissertation but differ in researcher role, task sequence, and focus. The choice depends on whether the student aims to be a change agent (Action Research) or an external investigator (Case Study)12320."