Bài giảng Business Research Methods - Chapter 6: Research Design: An Overview

Chapter 6Research Design: An OverviewMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning ObjectivesUnderstand . . .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.2Research 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&G3PulsePoint: Research Revelation76The percent of mobile phone subscribers worldwide who use SMS text messaging.4What Is Research Design?BlueprintPlanGuideFramework5What Tools Are Used in Designing Research?6MindWriter Project Plan in Gantt chart formatWhat Tools Are Used in Designing Research?7Design in the Research Process8Experimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design Descriptors9Degree of Question CrystallizationExploratory StudyLoose structureExpand understandingProvide insightDevelop hypothesesFormal StudyPrecise proceduresBegins with hypothesesAnswers research questions10Approaches for Exploratory InvestigationsParticipant observationFilm, photographsProjective techniquesPsychological testingCase studiesEthnographyExpert interviewsDocument analysisProxemics and Kinesics11Desired Outcomes of Exploratory StudiesEstablished range and scope of possible management decisionsEstablished major dimensions of research taskDefined a set of subsidiary questions that can guide research design12Desired Outcomes of Exploratory Studies (cont.)Develop hypotheses about possible causes of management dilemmaLearn which hypotheses can be safely ignoredConclude additional research is not needed or not feasible13Commonly Used Exploratory TechniquesSecondary Data AnalysisFocus GroupsExperience Surveys14Face-to-face interaction—one of the best ways to learn from participants.15Experience SurveysWhat 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?16Focus GroupsGroup discussion6-10 participantsModerator-led90 minutes-2 hours17Research Design DescriptorsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of Study18Data Collection MethodMonitoringCommunication19Experimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design Descriptors20The Time DimensionCross-sectionalLongitudinal21Experimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design Descriptors22The Topical ScopeStatistical StudyBreadthPopulation inferencesQuantitativeGeneralizable findingsCase StudyDepthDetailQualitativeMultiple sources of information23Experimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design Descriptors24The Research EnvironmentField conditionsLab conditionsSimulations25Experimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design Descriptors26Purpose of the StudyReportingDescriptiveCasual -ExplanatoryCausal -Predictive27Descriptive StudiesWhen?How much?What?Who?Where?28Descriptive StudiesDescriptions of population characteristics Estimates of frequency of characteristicsDiscovery of associations among variables29Experimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design Descriptors30Experimental EffectsExperimentStudy involving the manipulation or control of one or more variables to determine the effect on another variableEx Post Facto StudyAfter-the-fact report on what happened to the measured variable31Ex Post Facto DesignFishing Club MemberNon-Fishing-Club MemberAgeHigh AbsenteeLow AbsenteeHigh AbsenteeLow AbsenteeUnder 30 years366304830 to 45443511745 and over00511532Causation and Experimental DesignRandom AssignmentControl/ Matching33Mills Method of Agreement34Mills Method of Difference35Causal StudiesReciprocalAsymmetricalSymmetrical36Understanding Casual RelationshipsPropertyResponseStimulusBehaviorDisposition37Asymmetrical Casual RelationshipsStimulus-ResponseDisposition-BehaviorProperty-BehaviorProperty-Disposition38Types of Asymmetrical Causal RelationshipsRelationship TypeNature of RelationshipExamplesStimulus-responseAn 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-dispositionAn existing property causes a disposition. Age and attitudes about saving. Gender attitudes toward social issues. Social class and opinions about taxation.Disposition-behaviorA disposition causes a specific behavior. Opinions about a brand and its purchase. Job satisfaction and work output. Moral values and tax cheating.Property-behaviorAn 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.39Covariation between A and BEvidence of Causality Time order of eventsNo other possible causes of B40Experimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design Descriptors41Participants’ Perceptional AwarenessNo deviation perceivedDeviations perceived as unrelatedDeviations perceived as researcher-induced42CategoryOptionsThe degree to which the research question has been crystallized Exploratory study Formal studyThe method of data collection Monitoring Communication StudyThe power of the researcher to produce effects in the variables under study Experimental Ex post factoThe purpose of the study Reporting Descriptive Causal-Explanatory Causal-PredictiveThe time dimension Cross-sectional LongitudinalThe topical scope—breadth and depth—of the study Case Statistical studyThe research environment Field setting Laboratory research SimulationThe participants’ perceptional awareness of the research activity Actual routine Modified routineResearch Design Descriptors43Key TermsAsymmetrical relationshipCase studyCausal studyCausationChildren’s panelsCommunication studyControlControl groupCorrelationCross-sectional studyDescriptive studyEthnographic researchEx post facto designExperienceExperimentExploratory studyField conditionsFocus groupFormal study44Key Terms (cont.)Individual depth interviewIntranetLaboratory conditionsLongitudinal studyMatchingMonitoringPrimary dataQualitative techniquesRandom assignmentReciprocal relationshipResearch designSecondary dataSimulationStatistical studySymmetrical relationship45