6-1

.

Chapter 6Chapter 6

Research Design: Research Design: An OverviewAn Overview

6-2

Learning Objectives

• The major descriptors of research design

• The major types of research designs

• The relationships that exist between variables in causal designs and the steps for evaluating those relationships

6-3

Research Design

BlueprintBlueprint

PlanPlan

GuideGuide

FrameworkFramework

6-4

Exhibit 6-1 Design in the Research Process

6-5

The Degree of Structure

Exploratory Study• Loose structure• Expand

understanding• Provide insight• Develop hypotheses

Formal Study• Precise procedures• Begins with

hypotheses• Answers research

questions

6-6

The Topical Scope

Statistical Study• Breadth• Population inferences• Quantitative• Generalizable

findings

Case Study• Depth• Detail• Qualitative• Multiple sources of

information

6-7

Descriptive Studies

When?When?

How much?How much? What?What?

Who?

Where?

6-8

Causal Studies

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

6-9

Methods of Data Collection

Monitoring Communication

6-10

The Time Dimension

Cross-sectional

Longitudinal

6-11

The Research Environment

Field conditions

Lab conditions

Simulations

6-12

Participants’ Perceptions

No deviation perceived

Deviations perceived as unrelated

Deviations perceived as researcher-induced

6-13

Approaches for Exploratory Investigations

• Interviewing

• Participant observation

• Film, photographs

• Projective techniques

• Psychological testing

• Case studies

• Street ethnography

• Elite or expert interviewing

• Document analysis

• Proxemics and Kinesics

6-14

Common Exploratory Techniques for Research

Secondary Data AnalysisSecondary

Data Analysis

Focus GroupsFocus

Groups

Experience Surveys

Experience Surveys

6-15

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?

6-16

Focus Groups

• Group discussion• 6-10 participants• Moderator-led• 90 minutes-2 hours

6-17

Descriptive 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

6-18

Causal Studies

AsymmetricalAsymmetrical

ReciprocalReciprocal

SymmetricalSymmetrical

6-19

Exhibit 8-3 Asymmetrical Casual Relationships

Stimulus-Response

Disposition-Behavior

Property-Behavior

Property-Disposition

6-20

Covariation between A and B

Covariation between A and B

Evidence of Causality

Time order of eventsTime order of events

No other possible causes of B

No other possible causes of B

6-21

Causation and Experimental Design

Random Assignment

Control/ Matching

6-22

Ex Post Facto Design

Substitute BRM Exhibit 6-8

Club Member Nonclub 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

6-23

Do nothing by halves.

Source: Cooper R. D. & Schindler, S. P.

(2006). Business Research Methods

9e. McGraw.Hill