Selling Project Management to Senior Executives: Framing the Moves that Matter

CHAPTER 3

Study Methodology

This research project on selling project management to senior executives employed both qualitative and quantitative approaches. This chapter describes the overall research design and provides details on the methodologies used in each phase of the research.

Research Design Overview

The first phase involved a qualitative grounded theory approach to understanding the phenomenon of interest in this study. The second phase involved a large-scale survey and exploratory statistical analysis to generalize the findings to a large audience.

Phase I consisted of conducting a review of the marketing, project management, and organization theory literatures, developing interview protocols, conducting interviews, and analyzing ...