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

Research Design: An OverviewChapter 6Learning 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.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 & ConsultingWhat Is Research Design?BlueprintPlanGuideFrameworkDesign in the Research ProcessWhat Tools Are Used in Designing Research?What Tools Are Used in Designing Research?MindWriter Project Plan in Gantt chart formatResearch Design DescriptorsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyDegree of Question Crystallization Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses Formal Study Precise procedures Begins with hypotheses Answers research questionsApproaches for Exploratory Investigations Participant observation Film, photographs Projective techniques Psychological testing Case studies Ethnography Expert interviews Document analysis Proxemics and KinesicsDesired 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 designDesired 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 feasibleCommonly Used Exploratory TechniquesSecondary Data AnalysisFocus GroupsExperience SurveysFace-to-face interaction—one of the best ways to learn from participants.Experience 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?Focus Groups Group discussion 6-10 participants Moderator-led 90 minutes-2 hoursResearch Design DescriptorsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyData Collection MethodMonitoringCommunicationExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design DescriptorsThe Time DimensionCross-sectionalLongitudinalResearch Design DescriptorsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyThe Topical ScopeStatistical Study Breadth Population inferences Quantitative Generalizable findingsCase Study Depth Detail Qualitative Multiple sources of informationResearch Design DescriptorsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyThe Research EnvironmentField conditionsLab conditionsSimulationsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyResearch Design DescriptorsPurpose of the StudyReportingDescriptiveCasual -ExplanatoryCausal -PredictiveDescriptive StudiesWhen?How much?What?Who?Where?Descriptive StudiesDescriptions of population characteristics Estimates of frequency of characteristicsDiscovery of associations among variablesResearch Design DescriptorsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyExperimental EffectsExperiment Study involving the manipulation or control of one or more variables to determine the effect on another variableEx Post Facto Study After-the-fact report on what happened to the measured variableEx Post Facto DesignFishing Club MemberNon-Fishing-Club MemberAgeHigh AbsenteeLow AbsenteeHigh AbsenteeLow AbsenteeUnder 30 years366304830 to 45443511745 and over005115Causation and Experimental DesignRandom AssignmentControl/ MatchingMills Method of AgreementMills Method of DifferenceCausal StudiesReciprocalAsymmetricalSymmetricalUnderstanding Casual RelationshipsPropertyResponseStimulusBehaviorDispositionAsymmetrical Casual RelationshipsStimulus-ResponseDisposition-BehaviorProperty-BehaviorProperty-DispositionTypes 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.Evidence of Causality Covariation between A and BTime order of eventsNo other possible causes of BResearch Design DescriptorsExperimental EffectsPerceptual AwarenessResearch EnvironmentDescriptorsQuestion CrystallizationData Collection MethodTime DimensionTopical ScopePurpose of StudyParticipants’ Perceptional AwarenessNo deviation perceivedDeviations perceived as unrelatedDeviations perceived as researcher-inducedResearch Design DescriptorsCategoryOptionsThe 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 routineKey TermsAsymmetrical relationshipCase studyCausal studyCausationChildren’s panelsCommunication studyControlControl groupCorrelationCross-sectional studyDescriptive studyEthnographic researchEx post facto designExperienceExperimentExploratory studyField conditionsFocus groupFormal studyKey Terms (cont.)Individual depth interviewIntranetLaboratory conditionsLongitudinal studyMatchingMonitoringPrimary dataQualitative techniquesRandom assignmentReciprocal relationshipResearch designSecondary dataSimulationStatistical studySymmetrical relationshipAdditional Discussion opportunitiesChapter 6Snapshot: McDonald’s Listening TourProductsNutritional MessagingSustainability initiativesSnapshot: Wildcat SurveysIssuesControl CostsImmediate FeedbackSample FatigueQuestioning expertiseData Analysis SkillsSnapshot: Wildcat SurveyResearcher RoleBest practices, templates, and otherresources for self-executed projects Reduce validity & redundancyBecome consultative partnerResearch 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&GPulsePoint: Research Revelation76The percent of mobile phone subscribers worldwide who use SMS text messaging.Research Design: An OverviewChapter 6Photo AttributionsSlideSource4Stockbyte/Getty Images10Pam McLean/Getty Images26John Lund/Annabelle Breakey/Blend Images/Punchstock27©Daniel Koebe/Corbis35John Lund/Annabelle Breakey/Blend Images/Punchstock36John Lund/Annabelle Breakey/Blend Images/Punchstock37OJO Images/Getty Images41© Royalty-Free/Corbis46Stockbyte/Getty Images47©Pamela S. Schindler48©Pamela S. Schindler