McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
RESEARCH DESIGN: AN OVERVIEWChapter 6
6-2
Learning Objectives
Understand . . . The basic stages of research design. The major descriptors of research design. The major types of research designs. The relationships that exist between variables in research design and the steps for evaluating those relationships.
6-3
Research Thought Leaders
“We can forecast advances in technology, but we can’t really forecast human reactions to those advances. Maybe corporate researchers will invest in big data analytics only to discover they’re missing a hugely important piece: the story of why.”
Ron Sellers, CEO,GreyMatter Research & Consulting
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What Is Research Design?
Blueprint
Plan
Guide
Framework
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Design in the Research Process
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What Tools Are Used in Designing Research?
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What Tools Are Used in Designing Research?
MindWriter Project Plan in Gantt chart
format
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Research Design Descriptors
Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
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Degree of Question Crystallization
Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses
Formal Study Precise procedures Begins with hypotheses Answers research questions
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Approaches for Exploratory Investigations
Participant observation Film, photographs Projective techniques Psychological testing Case studies Ethnography Expert interviews Document analysis Proxemics and Kinesics
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Desired Outcomes of Exploratory Studies
Established range and scope of possible management decisions
Established major dimensions of research task
Defined a set of subsidiary questions that can guide research design
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Desired Outcomes of Exploratory Studies (cont.)
Develop hypotheses about possible causes of management dilemma
Learn which hypotheses can be safely ignored
Conclude additional research is not needed or not feasible
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Commonly Used Exploratory Techniques
Secondary Data Analysis
Focus Groups
Experience Surveys
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Face-to-face interaction—one of the best ways to learn from participants.
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Experience Surveys
What is being done?What has been tried in the past with
or without success?How have things changed?Who is involved in the decisions?What problem areas can be seen?Whom can we count on to assist or
participate in the research?
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Focus Groups
Group discussion
6-10 participants
Moderator-led 90 minutes-2
hours
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Research Design Descriptors
Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
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Data Collection Method
Monitoring
Communication
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Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
Research Design Descriptors
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The Time Dimension
Cross-sectional
Longitudinal
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Research Design Descriptors
Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
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The Topical Scope
Statistical Study Breadth Population
inferences Quantitative Generalizable
findings
Case Study Depth Detail Qualitative Multiple sources of information
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Research Design Descriptors
Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
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The Research Environment
Field conditions
Lab conditions
Simulations
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Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
Research Design Descriptors
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Purpose of the Study
Reporting Descriptive
Casual -Explanatory
Causal -Predictive
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Descriptive Studies
When?
How much? What?
Who?
Where?
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Descriptive Studies
Descriptions of population characteristics
Estimates of frequency of characteristics
Discovery of associations among variables
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Research Design Descriptors
Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
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Experimental Effects
Experiment Study involving the manipulation or
control of one or more variables to determine the effect on another variable
Ex Post Facto Study After-the-fact report on what happened to the measured variable
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Ex Post Facto Design
Fishing Club Member Non-Fishing-Club Member
Age High Absentee
Low Absentee High Absentee
Low Absentee
Under 30 years 36 6 30 48
30 to 45 4 4 35 117
45 and over 0 0 5 115
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Causation and Experimental Design
Random Assignment
Control/ Matching
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Mills Method of Agreement
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Mills Method of Difference
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Causal Studies
Reciprocal
Asymmetrical
Symmetrical
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Understanding Casual Relationships
Property
Response
Stimulus
Behavior
Disposition
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Asymmetrical Casual Relationships
Stimulus-Response
Disposition-Behavior
Property-Behavior
Property-Disposition
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Types of Asymmetrical Causal RelationshipsRelationship
TypeNature of
RelationshipExamples
Stimulus-response
An event or change results in a response
from some object.
• A change in work rules leads to a higher level of worker output.• A change in government economic policy restricts corporate financial decisions.• A price increase results in fewer unit sales.
Property-disposition
An existing property causes a disposition.
• Age and attitudes about saving.• Gender attitudes toward social issues.• Social class and opinions about taxation.
Disposition-behavior
A disposition causes a specific behavior.
• Opinions about a brand and its purchase.• Job satisfaction and work output.• Moral values and tax cheating.
Property-behavior An existing property causes a specific
behavior.
• Stage of the family life cycle and purchases of furniture.• Social class and family savings patterns.• Age and sports participation.
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Evidence of Causality
Covariation between A and B
Time order of events
No other possible causes of B
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Research Design Descriptors
Experimental Effects
Perceptual Awareness
Research Environment
Descriptors
Question Crystallization Data Collection
Method
Time Dimension
Topical Scope
Purpose of Study
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Participants’ Perceptional Awareness
No deviation perceived
Deviations perceived as unrelated
Deviations perceived as researcher-induced
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Research Design Descriptors
Category OptionsThe degree to which the research question has been crystallized
• Exploratory study• Formal study
The method of data collection • Monitoring• Communication Study
The power of the researcher to produce effects in the variables under study
• Experimental• Ex post facto
The purpose of the study • Reporting• Descriptive• Causal-Explanatory• Causal-Predictive
The time dimension • Cross-sectional• Longitudinal
The topical scope—breadth and depth—of the study • Case• Statistical study
The research environment • Field setting• Laboratory research• Simulation
The participants’ perceptional awareness of the research activity
• Actual routine• Modified routine
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Key Terms
Asymmetrical relationship
Case studyCausal studyCausationChildren’s panelsCommunication
studyControlControl groupCorrelation
Cross-sectional studyDescriptive studyEthnographic
researchEx post facto designExperienceExperimentExploratory studyField conditionsFocus groupFormal study
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Key Terms (cont.)
Individual depth interview
IntranetLaboratory
conditionsLongitudinal studyMatchingMonitoringPrimary data
Qualitative techniques
Random assignmentReciprocal
relationshipResearch designSecondary dataSimulationStatistical studySymmetrical
relationship
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
ADDITIONAL DISCUSSION OPPORTUNITIESChapter 6
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Snapshot: McDonald’s Listening Tour
Products
Nutritional Messaging
Sustainability initiatives
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Snapshot: Wildcat Surveys…Issues
Control Costs
Immediate Feedback
Sample Fatigue
Questioning expertise
Data Analysis Skills
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Snapshot: Wildcat Survey…Researcher Role
Best practices, templates, and otherresources for self-executed projects
Reduce validity & redundancy
Become consultative partner
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Research Thought Leaders
“Most human beings and most companiesdon’t like to make choices. And theyparticularly don’t like to make a few choices that they really have to live with.”
Alan Lafley former president and chairman of the board
P&G
6-50
PulsePoint: Research Revelation
76 The percent of mobile phone subscribers worldwide who use SMS text messaging.
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
RESEARCH DESIGN: AN OVERVIEWChapter 6
6-52
Photo AttributionsSlide Source
4 Stockbyte/Getty Images10 Pam McLean/Getty Images26 John Lund/Annabelle Breakey/Blend Images/Punchstock27 ©Daniel Koebe/Corbis35 John Lund/Annabelle Breakey/Blend Images/Punchstock36 John Lund/Annabelle Breakey/Blend Images/Punchstock
37 OJO Images/Getty Images41 © Royalty-Free/Corbis46 Stockbyte/Getty Images
47 ©Pamela S. Schindler
48 ©Pamela S. Schindler