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ECRM 2010
24 - 25 June, Madrid, Spain
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Proceedings of
The 9th European Conference on Research Methods for Business and Management Studies
held at the IE Business School, Madrid, Spain
24-25 June 2010

The proceedings for this conference are listed on the Index to Social Sciences & Humanities Proceedings (ISSHP) and the Index to Social Sciences & Humanities Proceedings (ISSHP/ISI Proceedings) and are now available to purchase in two formats, book or CD-ROM.

UK AND EUROPE: Cost for book, including post and packing is £60.00. Cost for CD, including post and packing, is £50.
REST OF THE WORLD: Cost for book, including post and packing is £65.00. Cost for CD, including post and packing, is £55.

The Contents of the Proceedings are shown below.

If you would like to download and read the Abstracts of the papers presented at the Conference, please click here.

To order this or previous, Proceedings, please click here.


Paper Title


Page No.



Biographies of Conference Chairs, Programme Chair, Keynote Speaker and Mini-track Chairs


Biographies of contributing authors


Consumers’ Shopping Behaviour Pattern on Selected Consumer Goods: Empirical Evidence from Malaysian Consumers (Kuching City)

Oriah Akir1 and Md. Nor Othman2
1University of Technology MARA, Sarawak, Malaysia
2University of Malaya, Kuala Lumpur, Malaysia


Using Multiple Qualitative Methods at the U.S. Census Bureau to aid the Design of a Data Collection Software for Business Users

Amy Anderson
U.S. Census Bureau, Washington D.C., USA


Rich Pictures – Unlocking the Secret Data or Problems of Interpretation?

Andrew Armitage and Diane Keeble-Ramsay
Anglia Ruskin University, Chelmsford, UK


Spreading the Load - a Programme Team Approach to Delivering Methodology

Marie Ashwin1 and Alan Hirst2
1Normandy Business School, Caen, France
2London SouthBank University, UK


The Role of Pilot Studies in Grounded Theory: Understanding the Context in Which Research is Done!

Miguel Baptista Nunes, Maram Alajamy, Salim Al-Mamari, Jorge Tiago Martins and Lihong Zhou
University of Sheffield, UK


Virtual Trust Versus Mistrust of Taking Research Methods Online for Students with Disabilities

Bob Barrett
American Public University, Charles Town, USA


Seizing the Opportunity: Using Availability Samples in Policy Programs for Creating Relevance in Broader Contexts

Lien Beck1, Jill Coene1, Friso den Hertog2, and Tinne Lommelen1, 2
1Hasselt University, KIZOK, Belgium
2Maastricht University, UNU MERIT, The Netherlands


Contextual Inquiry as a Critical Perspective in Research

Peter Bednar
University Portsmouth, UK
Lund University, Sweden


Research Interviews by Skype: A new Data Collection Method

Catherine Bertrand and Laurent Bourdeau
Université Laval, Québec, Canada


The Honest Business

Mirjana Borota Popovska and Vasil Popovski
"University St Cirilo and Methodius" Skopje, Macedonia


Analysing Qualitative Evidence: The Role of CAQDAS

Marian Carcary
University of Limerick, Ireland


Telling my Story: Practice Based Research

Diane Charleson
Australian Catholic University, Melbourne, Australia


Enterprise Acquisition – A Grounded Theory Analysis

David Douglas
Staffordshire University Business School, Stoke-on-Trent, UK


Explaining National Standard-Setting and Accounting Conservatism Using a Mixed Design Research Model

Voicu Dragomir, Liliana Feleagă and Niculae Feleagă
The Bucharest Academy of Economic Studies, Bucharest, Romania


Tracing Doings and Sayings in a Business Context - Using Pictograms

Liv Egholm Feldt and Maja Lotz
Copenhagen Business School, Denmark


A Mixed-Method Investigation of Environmental Practice in Australian Small-Scale Manufacturing

Aharon Factor, Glenda Francis and Stephen Theiler
Swinburne University of Technology, Melbourne, Australia


A ‘Ruggedised’ Method for Measuring Entrepreneurial Activity in Developing Countries

Howard Frederick
Deakin University, Melbourne, Australia


The Research of Ecosystem Risk on Romania’s Territory by Using Statistical Tools

Giani Gradinaru
Bucharest Academy of Economic Studies,  Romania


Unlocking Complexity With Simplicity: A Social Constructionist Take on ‘Ethnographic Interviewing’ in Multilingual and Intercultural ‘Multi-Site’ Field-Research

David Sapto Adi Guttormsen
University of Warwick, Coventry, UK


A Method for Assessing the Interaction Environment of Organizations

Tyler Harrison, Susan Morgan, and Elizabeth Williams
Purdue University, West Lafayette, USA


Traversing the Edge: Using Discourse Analysis to Understand IS Power Relations

Adam Hart and Jim Underwood
University of Technology, Sydney, Australia


Identification and Motivation of Participants for Luxury Consumer Surveys

Klaus Heine
Technical University of Berlin, Germany


Research and Development Reporting in Malaysia

Ching Choo Huang1, Mohamad Nor Bin Haron2 and Kalsom Salleh1
1Universiti Teknologi MARA, Shah Alam, Malaysia
2Universiti Tun Abdul Razak, Petaling Jaya, Selangor, Malaysia


The use of the Case Study Method in Theory Testing: The Example of Steel eMarketplaces

Jessica Iacono, Ann Brown and Clive Holtham
Cass Business School, London, UK


Gaining Competitive Advantage Through Customer Knowledge

Horst Kandutsch1, Judith Michael1 and Maria Th. Semmelrock-Picej2
1Integranova GmbH, Lakeside Park Klagenfurt, Austria
2Klagenfurt University, Austria


Reflexivity and Research Training in Professional Doctorates: The DBA Learning Experience

Janet Kirkham1 and Murray Clark2
1University of Hertfordshire, UK
2Sheffield Hallam University, UK


Does Methodology Count? Lessons from the Research Assessment Exercise 2008

Deborah Knowles and Elisabeth Michielsens
University of Westminster, London, UK


Qualitative or Quantitative: How to Improve Quantitative Research Methods by Means Of Qualitative Ones in Iranian Research Scene

Mortaza Kokabi
Shaheed Chamran University., Ahwaz, Iran


When a Qualitatively Oriented Researcher Moves Into the Arena of Mixed Research Methods

Branka Krivokapic-Skoko and Grant O’Neill
Charles Sturt University, Bathurst, Australia


User Based Participatory Implementation of Enterprise Systems in an SMEs

Rufus Lebile, Kondal Kandadi and Gillian Green
University of Bolton, UK


Measuring Business-To-Business Customer Service: A Structural Re-Examination of the INDSERV Scale

Gregory John Lee
University of the Witwatersrand, Johannesburg, South Africa


Grounded Theory Method: An Essential Approach to Analyse Design

Arminda Lopes
Instituto Politécnico de Castelo Branco, Portugal


Researching Decision-Making Under Uncertainty Using GTM

Eurico Lopes
Instituto Politécnico de Castelo Branco, Portugal


How Does Effectuation Affect Risk-Taking of Angel Investors?

Melih Madanoglu and Peter Ricci
Florida Atlantic University, Boca Raton, USA


Multi Research Methods Using Captive Respondents

Gary Marchioro and Maria Ryan
Edith Cowan University, Perth, Australia


Grounded Theory-Based Trajectories of Portuguese Faculty Effort-Reward Imbalance in eLearning Development

Jorge Tiago Martins and Miguel Baptista Nunes
University of Sheffield, UK


The Value of Web-Based Survey Methods Versus Non-Electronic Survey Methods

Nico Martins
University of South Africa, Pretoria, South Africa


Qualitative Research Paradigms: What the Novice Researcher Needs to Know

Stephen Migiro1 and Agnes Oseko2
1Unisa Graduate School of Business Leadership, South Africa
2Moi University, Eldoret, Kenya


A Review of the Use of Mixed Methods in Organisational Research

José Molina-Azorín1 and Roslyn Cameron2
1University of Alicante, Spain
2Southern Cross University, Tweed Heads, Australia


Factorial Validation of Ecotourism Destination Image and Eco-tourists’ Motivation: Empirical Analysis of Taman Negara National Park (TNNP), Malaysia

Rosidah Musa, Jamaliah Mohd Yusof, Carol Teo Boon Chui, Faridah Hj. Hassan, Faizah Abdul Rahim and Rohiyati Hj Hashim
Universiti Teknologi MARA, Malaysia


Research Methodology by Numbers

Graham Myers
Durban University of Technology, South Africa


An Immersed Approach to Workplace Safety Culture Intervention and Behavioural Change: Insights About Factors Which the Literature Remains Silent About

Marcin Nazaruk1, Andrew Weyman1 and Elizabeth Hellier2
1The University of Bath, UK
2The University of Plymouth, UK


Methodological challenges in Social Research: an Exploratory Study

Hester Nienaber
Unisa, Pretoria, South Africa


Rethinking Management Post-Graduate Education: “Next-Generation MBA: Science, Technology and Philosophy - Management Foundations for the Post-Industrial Society” - an Innovative Approach to Contemporary Management Challenges

Ângela Lacerda Nobre
ESCE-IPS, Setúbal, Portugal


Grounded Theory: From Analysis of Social Practices to Theory Building – The Ontological and Epistemic Grounding of Four Case Studies in an Organisational Learning Research Project

Ângela Lacerda Nobre1, José Esteves2, Miguel Cornejo Castro3
1Department of Economics and Management, ESCE-IPS, Setúbal, Portugal
2IE Business School, Madrid, Spain
3Macuarium Network SL, Madrid, Spain


Using Focus Groups in Studies of ISD Team Behaviour

Colm O’hEocha1, Kieran Conboy1 and Xiaofeng Wang2
1Business Information Systems Group, NUI Galway, Galway, Ireland
2Lero, the Irish Software Engineering Research Centre, Limerick, Ireland


Qualitative and Quantitative Analysis of the Employers’ View Upon Quality of Education

Codruta Osoian, Razvan Nistor and Monica Zaharie
Babes-Bolyai University, Cluj Napoca, Romania


Developing a Parallel Multi-Level Mixed Design to Investigating Quality Management in Greek Universities

Antigoni Papadimitriou
CHEPS/ University of Twente, The Netherlands
Aristotle University, Thessaloniki, Greece


Exploring Customer Relationships in Technology Firms: A Mixed Methods Approach

Sara Parry¹ and Beata Kupiec-Teahan²
¹Bangor University, Bangor, UK
²Scottish Agricultural College, Edinburgh, UK


M O N O C H R O M E: Sub-Phenomenology and the Poetics of Space

Ole Pihl
Aalborg University, Denmark


An Analysis of Demand Generators in the Superior Hotel Industry

Alfred Quintano1 and Alexandros Apostolakis2
1University of Malta, Msida, Malta
2University of Portsmouth, UK


Telling not Asking for Data

Karsten Boye Rasmussen1 and Heiko Thimm2
1University of Southern Denmark, Odense, Denmark
2Pforzheim University, Germany


A Strategy for Delayed Research Method Selection: Deciding Between Grounded Theory and Phenomenology

Sebastian Reiter, Glenn Stewart and Christine Bruce
Queensland University of Technology, Brisbane, Australia


Student Research in a Web 2 world: Learning to use new Technology to Gather Primary Data

Martin Rich
Cass Business School, London, UK


Using Card-Based Games in Semi-Structured Interviews

Jennifer Rowley1, Rosalind Jones2, Sonya Hanna2 and Magdalini Vassiliou1
1Manchester Metropolitan University, UK
2Bangor University, UK


Uncovering Hidden Meanings, Values and Insights Through Photos

Maria Ryan and Madeleine Ogilvie
Edith Cowan University, Perth, Australia


Business Research Planning Using a Quantitative Multiple-Criteria Decision Making Approach

Mohd Sahar Sauian1 and Haruizwan Hashim2
1University Teknologi MARA, Shah Alam, Malaysia
2Dancom System Sdn Berhad, Wisma Dancom, Petaling Jaya, Malaysia


Researching Sensitively Without Sensitizing: Using a Mixed Method Design

Mark Saunders
University of Surrey, Guildford, UK


Evaluation of Information and Communication Technology (ICT) Models of Adoption and Use in Saudi Arabian SMEs

Hazbo Skoko1 and Arnela Ceric2
1Alfaisal University, Riyadh, KSA
2Charles Sturt University, NSW Australia


Factors’ Constraints on Firms’ Managers Research Participation in Action Research and Learning: The ‘Déjà Vu’ Research Method

Nouha Taifi, Mariangela Lazoi, Angelo Corallo and Giuseppina Passiante
Università del Salento, Lecce, Italy


The Dialogical Process: Towards a Critical Research Methodology for Practice-Based Organisational Research

Alan Thornton and Andrew Armitage
Anglia Ruskin University, UK


Subtextual Phenomenology: A Methodology for Valid, First-Person Research

Jocene Vallack
C.Q. University, Rockhampton, Australia


Taking Stock of Research Methods in Strategy-as-Practice

Ramya Venkateswaran and Ganesh Prabhu
Indian Institute of Management Bangalore, India


Modelling Business-to-Business Relationship Quality: A People-Based Approach

Armando Luís Vieira
Universidade de Aveiro – DEGEI/GOVCOPP, Portugal


Views From a Meta-discipline: The Systems Approach in Research

Christine Welch
University of Portsmouth, UK


Managing Healthcare Services With a Geographic Information System - Identifying Geographic Disparities of Dental Service Provision in Taiwan

Chung-Yih Yan1, 2 and Neng-Pai Lin2
1Cathay General Hospital, Taipei, Taiwan
2National Taiwan University, Taipei, Taiwan


Doing Qualitative Research in Chinese Contexts: Lessons Learned from a Grounded Theory study in a Chinese Healthcare Environment

Lihong Zhou and Miguel Baptista Nunes
The University of Sheffield, UK


Research in Progress Papers

Performance of Service Delivery in Mental Healthcare Systems: A Case of Strategy-as-Practice

Kwesi Korsa Aggrey
University of Lincoln, UK


Tracking Employees’ Twists and Turns: A Mixed Methods Approach to Assessing Change in the Psychological Contract

Sarah Bankins
Queensland University of Technology, Brisbane, Australia


Organisational Change; Using Action Research to Discharge a Reliability Centred Maintenance (RCM) Capability Within the Military Aerospace Industry

Matt Bell
The University of Bolton, UK


Country-of-Origin Culture and Work-Life Balance in MNE Subsidiaries: Using Grounded Theory to Investigate Employee Experiences

Karin Dowling
University of Tasmania, Hobart, Australia


Is There a new Method to Analyse Qualitative Information?

Apostolos Fakis
University of Derby, UK


Quality of Work Life of Managers: Public V.S. Private Sector

Marija Topuzovska
University SS.Cyril and Methodius, Republic of Macedonia




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