The process of developing a research topic often begins with an initial idea that is vague or underdeveloped. As the researcher moves forward, it becomes necessary to define the research’s aim, objectives, and scope more precisely. To do so, the area-field-aspect approach, as suggested by Jankowicz (1991), offers a valuable framework for positioning one’s research within the broader body of knowledge. This framework enables researchers to think through their topics systematically by identifying the disciplines (area), sub-disciplines (field), and related concepts (aspects) that shape their study.
The Importance of Structuring Ideas
The area-field-aspect approach is particularly beneficial because it serves several key purposes in the research process. First, it helps to evaluate whether the initial idea is overly vague. By mapping out where the idea fits within a broader field of study, the researcher can determine whether their initial research question is too broad or lacks specificity. Second, the approach assists in identifying relevant research objectives. By considering the aspects related to the chosen field, the researcher can focus on specific goals for empirical investigation. Third, it aids in identifying relevant coursework or subject matter that will inform the literature review and shape the argument. Finally, this method offers practical benefits such as suggesting potential supervisors and directing the researcher toward relevant reading material.
In this sense, the area-field-aspect framework is more than just a classification tool; it is a guiding structure for turning a vague research idea into a well-defined topic with clear objectives and an identifiable place in academic discourse.
Area, Field, and Aspect: Defining the Framework
To understand how this approach works, it is essential to define the three key terms: area, field, and aspect.
1.0 Area refers to a broad field of study, often corresponding to a recognised academic discipline. Examples of areas include disciplines such as economics, marketing, human resource management, and operations management. These areas provide the general context in which the research is situated, offering a wide-angle view of the academic domain that the researcher will draw upon.
2.0 Field is a component element of the area. It can represent either a recognised sub-discipline or a major intellectual focus within the broader field. For instance, within economics (the area), fields might include macroeconomics, behavioural economics, or development economics. Similarly, within marketing, fields might include social marketing, international marketing, or consumer behaviour. Identifying the appropriate field helps narrow the focus of the research and connect it to a more specific body of literature.
3.0 Aspect refers to a section or focus within a particular field. Aspects are the most specific part of the framework, representing the detailed focus of the research. For example, within the field of international marketing, aspects might include cross-cultural communication, digital marketing strategies in global markets, or consumer preferences in emerging economies. By identifying the aspect, the researcher specifies the particular focus of their investigation, which will shape their research objectives and methodology.
Application of the Area-Field-Aspect Approach
To see how this approach works in practice, consider the following example:
Research Idea: The impact of social media on consumer behaviour.
- Area: Marketing
- Field: Social marketing
- Aspect: The influence of social media advertising on consumer purchasing decisions.
In this example, marketing is the broad area in which the research is situated. Social marketing is a recognised field within marketing that deals with the use of marketing principles to influence social behaviours. The aspect, in this case, focuses on the specific influence of social media advertising on how consumers make purchasing decisions. By breaking down the topic in this way, the researcher can better specify their objectives, such as studying consumer psychology, analysing marketing metrics, or focusing on different social media platforms.
Benefits of the Area-Field-Aspect Approach
The area-field-aspect approach offers several advantages for the researcher. First, it facilitates the conceptual clarity necessary to turn an abstract idea into a concrete research question. By clearly defining the area, field, and aspect, the researcher can ensure that their topic is neither too broad nor too narrow. This clarity makes it easier to develop precise research objectives, design an appropriate methodology, and conduct a literature review that is relevant and comprehensive.
Second, the approach helps in identifying relevant sources for the literature review. Once the researcher has defined the field and aspect, they can more easily locate relevant journal articles, books, and other sources that pertain to their topic. For example, a researcher studying digital marketing strategies in international markets would likely search for journal articles on global marketing, digital transformation in business, and cross-cultural consumer behaviour. Knowing the field and aspect helps to guide this search.
Third, the area-field-aspect approach can be useful for selecting a supervisor and coursework. By identifying the specific field and aspect, the researcher can look for lecturers or faculty members with expertise in that area. Similarly, the researcher can choose taught courses that will provide the necessary theoretical background and methodological skills to support their research.
The area-field-aspect approach provides a practical and systematic way to develop a research topic from an initial idea to a fully-formed research question. By categorising the research into these three levels, researchers can ensure that their work is well-structured, relevant, and focused. This approach not only clarifies the scope of the research but also informs decisions about research objectives, literature reviews, and potential supervisors. By using the area-field-aspect method, researchers can more effectively position their work within the broader academic landscape, ensuring that their contributions are both meaningful and well-supported.
Reference:
Jankowicz, A. D. (1991) Business Research Projects. 2nd ed. Chapman & Hall, London.
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