What can we learn from gender research? Seven lessons for business research methods

Abstract

1. IntroductionThis paper considers issues and themes about conducting research in business that are drawn from the author's experiences with gender research in the information technology (IT) field over the past decade. A research program on gender and information technology (IT) is used as the basis for consideration of methodological insights for business research. The purpose in discussing gender research is not so much to focus on the findings of this work. Rather, the purpose is to focus on research issues that have or could arise, the learning from which is transferrable to business research. The reason is that there are similarities between gender research and business research. Both are action oriented in that the research is driven by issues and problem. The research is conducted into the phenomenon in order to inform actions and interventions. This problem-orientation that drives business research also drives gender and IT research. In the sections below the gender research program is described. This is followed by a discussion of seven lessons for business research methods that are drawn from this research agenda.2. Overview of gender research2.1 The problemThe problem that motivates this research is that women represent half of the population, and, in many societies, half of the labor force, yet are woefully underrepresented in the information technology (IT) field. In view of the economic projections about the continued growth of the IT sector, it is particularly important that all members of society see this as a viable career option. That is, the inclusion of women in the IT sector is a matter of both economic necessity and social justice. There are several answers to the question of why it is important to address the gender imbalance in the IT field (Trauth, Huang, Morgan, Quesenberry and Yeo, 2006).The first argument for redressing the gender imbalance can be termed the innovation argument. The information economy is also an innovation economy. The reason is that as technology, including information technology, becomes a commodity there is an economic incentive to move its production to the lowest wage economies. Consequently, economies in countries such as the U.S. are focusing their attention on continuous innovation and the development of ever new information products and services as a way to compete in this sector. In such an economy 'talent? or human capital development is what is prized because it is human brainpower and creativity that fuels such innovation. And the 'best brains? can be located in a variety of bodies, not just male. The second argument can be termed the consumer argument. In an information society in which all citizens are engaged in the consumption of information products it is crucial that the varying needs of this diverse consumer base be represented. The air bag story is now given as a classic example of the failure to include diverse perspectives in design considerations. The problem with the automobile air bag is that it was designed with a western man in mind as the generic 'person? without sufficient consideration to the effect of the deployed airbag on someone of a lighter and slighter build than the average western man, with the tragic consequences that have resulted (Smith, 2009). The third argument for gender balance is termed the demographic argument. In much of the western world, demographic changes add urgency to the desire to create a more diverse IT labor force. The impending retirement of the baby boom coupled with projected growth in the IT sector over the next ten years will produce an IT labor force demand that cannot be satisfied by white men alone; yet women typically make up less than 25% of the IT labor force of many countries (Panko 2008). The fourth reason for advocating greater gender balance is a simple economic security argument. As this paper is being written the USA is in the throes of the most severe economic recession in generations. …

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