Webinar synopsis
Business research is commonly ‘problematised’. If a research project starts with the premise that a particular process is wasteful and inefficient, prospective participants might worry that it is their part of the process that is under scrutiny; that the problem is their fault. Sometimes no matter how strong the commitment to anonymity and confidentiality, some participants will not feel comfortable enough to open up completely honestly.
Appreciative Inquiry (AI) is an alternative way to approach research questions, such that they are not ‘problematised’. AI starts the research not from the point of problem solving but from a continuous improvement perspective – what’s going well and how can we emulate that elsewhere? AI celebrates good performance rather than focussing on poor performance and can help motivate people to engage in the research process. AI was developed by Cooperrider and Srivastva (1987) who felt that the problem-based approach limited the creation of new ideas and of new theory. They suggested that the use of a more positive approach would help to bring about organisational change. The approach consists of four stages that may be used in a cycle to bring about change – discovering, dreaming, designing and delivering. This session will introduce the approach, give some examples of AI in action and allow participants to experiment with applying it to their own research.
Cooperrider, D.L. and Srivastva, S. (1987) ‘Appreciative inquiry in organizational life’. In: Woodman, R. and Pasmore, W. (eds) Research in Organizational Change and Development, Volume 1, Greenwich, CT: JAI Press.
Outline agenda
2.00pm Online joining and introductions
2.10pm Presentation about using AI in research
3.10pm Online group activity, applying the approach to your current (or recent) project.
3.40pm Plenary discussion of issues raised during the workshop activity, plus Q&A
4.00pm Closing remarks and thanks
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Provider Information
BAM Research Methodology SIG and
BAM Marketing & Retail SIG
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Who Should Attend?
Academics who are interested in finding out about a method that does not start with problematising an issue. This is suitable for PhD students, ECRs and experienced researchers.
The event speaks to Sections A1, A2, A3 as detailed in the BAM Framework
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Speakers
Dr Alison Lawson
My main research interests are in consumers' emotional response and attachment to products and services, particularly those related to the publishing industry, and in the use of social marketing for behaviour change and social good. I'm also interested in students' experiences of higher education and how these may be analysed and improved through use of services marketing ideas. I have my own blog - Musings on methodology - featuring my personal thoughts, ideas, and opinions on research methods. Please do feel free to comment on the blog posts or email me with questions or ideas for future content.
Dr Christian Veasey
I am an experienced and creative academic with a strong commercial background, enabling students to gain a real-world perspective in their learning with academic underpinning. Passionate about knowledge transfer and creating assignments with real impact. I have over 20 years of sales and marketing experience in senior management positions, plus seven years of experience of working in global director roles for several entrepreneurial enterprises. My philosophy of teaching and learning is that all students are unique and have something special within them that they can bring to their education. My research focus and expertise are in the areas of wellbeing, digital marketing, key account management, CRM, leadership, service-dominant logic and co-creation.
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Chairs
Dr Amanda Lee - Co-Chair RMSIG
Prof Mark N.K Saunders - Co-Chair RMSIG
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Benefits of attending
- Learn about the Appreciative Inquiry (AI) approach to data gathering and consider pros and cons
- Hear about examples of AI being used successfuly in business research
- Apply AI to your own research and see how it could work for you
- Network with other academics to make connections for future collaborations
Contact
Please contact the BAM Office at [email protected] with any queries.
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Event Fee
BAM Members: Free
Non-Members: £35
If you are booking multiple paid events as a Non-Member, it may be cheaper for you to purchase an annual BAM Membership for £80 as nearly all BAM Events are free or at a discounted rate for Members.
For more information, please visit BAM Membership
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Booking Deadline
Registrations close on Thursday 29th June 2023 at 17.00 UK time.
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