Chapter 6 Research Design : An Overview Donald R. Cooper & Pamela S. Schindler 授課教授: 洪新原 教授 組員:602530037 翁育群 602556023 李明易 601520038 游珉宜 2013/10/28

What Is Research Design? Blueprint Plan Guide Framework 2013/10/28

What Is Research Design? Design in the Research Process 2013/10/28

What Tools Are Used in Designing Research? CPM Schedule of Research Design 2013/10/28

Classification of Designs Category Options The 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 Casual - Explanatory. 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’ perceptions of research activity Actual routine Modified routine 2013/10/28

Degree of Research Question Crystallization Exploratory study Formal study 2013/10/28

Method of Data Collection Monitoring Communication study 2013/10/28

Researcher Control of Variables Experiment Ex post facto design 2013/10/28

The purpose of the Study Reporting study Descriptive study Causal-explanatory study Causal-predictive study 2013/10/28

The Time Dimension Cross-sectional studies Longitudinal studies 2013/10/28

The Topical Scope Statistical studies Case studies 2013/10/28

The Research Environment Field conditions Laboratory conditions Simulations 2013/10/28

Participants’ Perceptual Awareness 1.Participants perceive no deviations from everyday routines 2.Participants perceive deviations, but as unrelated to the researcher 3.Participants perceive deviations as researcher-induced 2013/10/28

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 2013/10/28

Exploratory Studies Develop hypotheses about possible causes of management dilemma Learn which hypotheses can be safely ignored Conclude additional research is not needed or not feasible 2013/10/28

The essential character or Quality Technique The Amount The How Much The essential character or nature of something The what 2013/10/28

Quality Technique 2013/10/28

Commonly Used Exploratory Techniques Secondary data analysis Experience surveys Focus groups Two-stage designs While there are several types of exploratory techniques possible these are the three techniques with the widest applications for business researchers. Secondary data analysis is also called a literature search. Within secondary data exploration, researchers should start first with an organization’s own data archives. The second source of secondary data is published documents prepared by authors outside the sponsor organization. Experience surveys are semistructured or unstructured interviews with experts on a topic or a dimension of a topic. Focus groups are discussions on a topic involving a small group of participants led by a trained moderator. 2013/10/28

Experience Survey 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? Experience surveys are sometimes called expert interviews or key informant surveys. Even though the term survey is in the name, it is not a closed-ended, structured survey. Rather, experience surveys are interviews designed to extract as much information as possible from the expert’s knowledge. Broad questions guide the discussion. Several questions that could be used in an experience survey are listed in the slide. Some examples of groups who might be identified for an experience survey include potential car buyers, dealer sales representatives, advertising columnists, and automotive industry analysts. 2013/10/28

Focus Groups Group discussion 6-10 participants Moderator-led 90 minutes-2 hours Focus groups are widely used in business research. They are led by a trained moderator and typically include 6-10 participants. Mini-focus groups with just 3 people are increasingly common. The facilitator uses group dynamics principles to focus or guide the group in an exchange of ideas, feelings, and experiences on a specific topic. Focus groups can take place in a variety of settings, but many take place in a focus group room equipped with one-way window and recording devices. 2013/10/28

Descriptive Studies Who? What? Where? When? How much? 2013/10/28

Descriptive Studies In contrast to exploratory studies, more formalized studies are typically structured with clearly stated hypotheses or investigative questions. Formal studies serve a variety of research objectives: Descriptions of population characteristics Estimates of frequency of characteristics Discovery of associations among variables 2013/10/28

Descriptive Studies(cont.) The simplest descriptive study concerns a univariate question or hypothesis in which we ask about, or state something about, the size, form, distribution, or existence of a variable. In the account analysis at BankChoice we might be interested in developing a profile of savers. The question: What percentage of the savers live within a two-mile radius of the office? Using the hypothesis format →60 percentage or more of the savers live within a two-mile radius of the office. 2013/10/28

Descriptive Studies(cont.) Cross-tabulations between the distance from the account owner’s residence or employment to the branch and account activity may suggest that different rates of activity are related to account owner location. The correlation between nearness to the office and the probability of having an account at the office suggested the question Why would people who live far from the office have an account there? 2013/10/28

Descriptive Studies(cont.) It might be hypothesized that: Distant savers have accounts at the office because they once lived near the office; they were “near” when the account decision was made. Distant savers actually live near the office, but the address on the account is outside the 2-mile radius; they are “near,” but the records do not show this. Distant savers work near the office; they are “near” by virtue of their work location. Distant savers are not normally near the office but responded to a promotion that encouraged savers to bank via computer; this is another form of “nearness” in which this concept is transformed into one of “convenience.” 2013/10/28

Causal Studies Causation is that A “produces” B or A “forces” B to occur. Meeting the ideal standard of causation: requires that one variable always causes another and no other variable has the same causal effect. John Stuart Mill: Mills Method of Agreement “ When two or more cases of a given phenomenon have one and only one condition in common, then that condition may be regarded as the cause (or effect) of the phenomenon.” 2013/10/28

Mills Method of Agreement Exhibit 6-4 Mills Method of Agreement The method of agreement helps rule out some variables as irrelevant. 2013/10/28

negative canon of agreement Causal Studies(cont.) The negative canon of agreement states that where the absence of C is associated with the absence of Z, there is evidence of a causal relationship between C and Z. negative canon of agreement Method of Agreement Method of Difference 2013/10/28

Mills Method of Difference Exhibit 6-4 Mills Method of Difference 2013/10/28

Evidence of Causality In testing causal hypotheses, we seek three types of evidence: Covariation between A and B Time order of events moving in the hypothesized direction No other possible causes of B 2013/10/28

Causation and Experimental Design In addition to these conditions successful inference-making from experimental design must meet two other requirements. Control Random Assignment 2013/10/28

Causation and Experimental Design(cont.) If we consider the possible relationships that can occur between two variables, we can conclude there are three possibilities: Symmetrical Reciprocal Asymmetrical one in which two variables fluctuate together, but we assume the changes in neither variable are due to changes in the other. when two variables mutually influence or reinforce each other we postulate that changes in one variable(IV) are responsible for changes in another variable(DV) 2013/10/28

Asymmetrical Relationships Stimulus-Response Property-Disposition Disposition-Behavior Property-Behavior 2013/10/28

Types of Asymmetrical Causal Relationships Exhibit 6-6 Four Types of Asymmetrical Causal Relationships 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. 2013/10/28

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