Chapter 9: Conclusions and discussion

Design case 1 Supermarket G & C

You have gathered data via a survey for the customer satisfaction survey. The data has been analyzed quantitatively. You have gathered a ‘pile’ of information for G & C. That just leaves the conclusions.

First of all, take another look at the terms of reference and objective of your research. The objective of the organization is to use the results to improve the quality of service. You will therefore have to make a number of recommendations for this. 

You also need to think about the following:

• Does your research also contain learning moments? Separate these according to content and process. By process we mean: the technical side of the research.

• What consequences do these ‘errors’ have in relationship to your conclusions?

• Does this affect the quality? Which aspects of the quality do you need to take into account? What could you do on another occasion about this type of problem?

• Also make a number of recommendations for a future research study. This is a point to discuss with the research project manager.

Are there any other learning moments? Any aspects of the research which you wish to bring up for discussion? How can you view the results of your research, for example, in the light of trends in the foodstuffs industry? Remember that the results of this research could be used to dig a little 'deeper', for example by organizing a number of interviews with those involved, i.e., open interviews. 

Design case 2 Trade Union VaHoP

At the start of the research project, it soon became clear that, among other things, a number of in-depth interviews would need to be held. Not only due to the sensitivities involved, but also because the results of the interviews could then be used to organize a customer satisfaction survey (an evaluation study) among the members of the trade union. Not verbally, but by means of a written questionnaire. After all, the aim is not only to change the organizational structure, but also to improve the relations within the management team and between the management team and its members.

In your conclusions and discussion, look at the question of how you can guarantee the reliability and validity of the results as effectively as possible. What measures did you take to this end and did they work? What could be done differently or perhaps better?

In the discussion, it is possible to discuss what implication these results could have on society. After all, a trade union represents the interests of many members. It is essential that the organization in such a trade union is good, and that the members know where to go with their work problems. This applies to trade unions across the board. The research results are perhaps interesting and applicable, therefore, for other trade unions. Perhaps, an opportunity for substantive generalization?

In Chapter 3, it became clear when discussing the design case that the trade union’s management team probably had an ulterior motive when commissioning the research study. It wants to make use of the results to carry through administrative reforms, whereby members of the management team will have to leave. You demonstrated your independent and critical attitude. How exactly did you do this?

How can you continue with this attitude in the conclusions and discussion? How do your recommendations for future policy look? What about your recommendations for possible follow-up research? Consult with the project manager at Curioso regarding the conclusions and recommendations. 

Design case 3 Own topic

When designing the conclusions and the discussion, bear in mind the following:

• Make a link back to the central question and the research objective.

• What were the research questions?

• For which questions can you provide answers? What are these answers?

• Are the results reliable, valid, and applicable? If so, how did you achieve this?

• How can the conclusion be placed in a broader (social) context? What is your personal opinion on the topic, now that you have completed your research?

• What are your recommendations to the client?

• Do you have any suggestions for further research? What are they?