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Chapter 6Chapter 6
Research Design: Research Design:
An OverviewAn Overview
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
6-2
Learning ObjectivesLearning 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 Guides DecisionsResearch Guides Decisions
“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
6-4
PulsePoint: PulsePoint: Research RevelationResearch Revelation
76 The percent of mobile phone subscribers worldwide who use SMS text messaging.
6-5
What Is Research Design?What Is Research Design?
BlueprintBlueprint
PlanPlan
GuideGuide
FrameworkFramework
6-7
MindWriter Project Plan in Gantt chart
format
What Tools Are Used in What Tools Are Used in Designing Research?Designing Research?
6-9
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
Research Design DescriptorsResearch Design Descriptors
6-10
Degree of Degree of Question CrystallizationQuestion Crystallization
Exploratory Study
Loose structure
Expand understanding
Provide insight
Develop hypotheses
Formal Study
Precise procedures
Begins with hypotheses
Answers research questions
6-11
Approaches for Approaches for Exploratory InvestigationsExploratory Investigations
Participant observation
Film, photographs
Projective techniques
Psychological testing
Case studies
Ethnography
Expert interviews
Document analysis
Proxemics and Kinesics
6-12
Desired Outcomes of Desired Outcomes of Exploratory StudiesExploratory Studies
Established range and scope of possible management decisions
Established range and scope of possible management decisions
Established major dimensions of research task
Established major dimensions of research task
Defined a set of subsidiary questions that can guide research design
Defined a set of subsidiary questions that can guide research design
6-13
Desired Outcomes of Desired Outcomes of Exploratory Studies (cont.)Exploratory Studies (cont.)
Develop hypotheses about possible causes of management dilemma
Develop hypotheses about possible causes of management dilemma
Learn which hypotheses can be safely ignored
Learn which hypotheses can be safely ignored
Conclude additional research is not needed or not feasible
Conclude additional research is not needed or not feasible
6-14
Commonly Used Commonly Used Exploratory TechniquesExploratory Techniques
Secondary Data AnalysisSecondary
Data Analysis
Focus GroupsFocus
Groups
Experience Surveys
Experience Surveys
6-16
Experience SurveysExperience 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?
6-18
Research Design DescriptorsResearch Design Descriptors
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
6-20
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
Research Design DescriptorsResearch Design Descriptors
6-22
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
Research Design DescriptorsResearch Design Descriptors
6-23
The Topical ScopeThe Topical Scope
Statistical Study
Breadth
Population inferences
Quantitative
Generalizable findings
Case Study
Depth
Detail
Qualitative
Multiple sources of information
6-24
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
Research Design DescriptorsResearch Design Descriptors
6-26
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
Research Design DescriptorsResearch Design Descriptors
6-27
Purpose of the StudyPurpose of the Study
Reporting Descriptive
Casual -Explanatory
Causal -Predictive
6-29
Descriptive StudiesDescriptive Studies
Descriptions of population characteristics
Descriptions of population characteristics
Estimates of frequency of characteristics
Estimates of frequency of characteristics
Discovery of associations among variables
Discovery of associations among variables
6-30
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
Research Design DescriptorsResearch Design Descriptors
6-31
Experimental EffectsExperimental 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
6-32
Ex Post Facto DesignEx 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
6-33
Causation and Experimental Causation and Experimental DesignDesign
Random Assignment
Control/ Matching
6-36
Causal StudiesCausal Studies
ReciprocalReciprocal
AsymmetricalAsymmetrical
SymmetricalSymmetrical
6-37
Understanding Understanding Casual RelationshipsCasual Relationships
Property
Response
Stimulus
Behavior
Disposition
6-38
Asymmetrical Casual Asymmetrical Casual RelationshipsRelationships
Stimulus-Response
Disposition-Behavior
Property-Behavior
Property-Disposition
6-39
Types of Asymmetrical Causal Types of Asymmetrical Causal RelationshipsRelationships
Relationship Type
Nature of Relationship
Examples
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.
6-40
Covariation between A and B
Covariation between A and B
Evidence of Causality Evidence of Causality
Time order of eventsTime order of events
No other possible causes of B
No other possible causes of B
6-41
Experimental Effects
Perceptual AwarenessPerceptual Awareness
Research EnvironmentResearch
Environment
DescriptorsDescriptors
Question Crystallization Data Collection
MethodData Collection
Method
Time Dimension
Time Dimension
Topical Scope
Purpose of Study
Research Design DescriptorsResearch Design Descriptors
6-42
Participants’ Perceptional Participants’ Perceptional AwarenessAwareness
No deviation perceived
Deviations perceived as unrelated
Deviations perceived as researcher-induced
6-43
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
Research Design DescriptorsResearch Design Descriptors
6-44
Key TermsKey Terms
• Asymmetrical relationship
• Case study• Causal study• Causation• Children’s panels• Communication study• Control• Control group• Correlation
• Cross-sectional study• Descriptive study• Ethnographic research• Ex post facto design• Experience• Experiment• Exploratory study• Field conditions• Focus group• Formal study
6-45
Key Terms (cont.)Key Terms (cont.)
• Individual depth interview
• Intranet• Laboratory conditions• Longitudinal study• Matching• Monitoring• Primary data
• Qualitative techniques• Random assignment• Reciprocal relationship• Research design• Secondary data• Simulation• Statistical study• Symmetrical relationship