A Design Science (Multi-Methodological) Approach to IS Research Presented by: Dr. Jay F. Nunamaker, Jr. 1

2 A Multimethodological Approach to IS Research

Development Begins With Observation and a Guiding Concept 3

Boeing Corporation Building 777 Airplane It is the most complex flying machine ever developed It was prototyped entirely within the memory of the computer Built upon rigorous, mathematical aeronautical theories No physical prototype was used 4

How Do We Get From There? 5

To Here? 6

The Wright Brothers Had No Theories 7

No Foundation Had Been Laid… No Theory Yet Developed 8

They learned about aerodynamics literally by the seats of their pants– * Starting with Observation * Laws of Physics * And Domain Knowledge 9

Early Stages: Crafting the Flyer 10

Prior Knowledge 11

Prior Knowledge 12

Building the Machine 13

Testing 14

Finishing the Race-- Proof 15

16 The broken 1903 Flyer is on display at the Smithsonian's National Air and Space Museum. The exhibit is labeled with these words: THE ORIGINAL WRIGHT BROTHERS AEROPLANE THE WORLD'S FIRST POWER-DRIVEN, HEAVIER-THAN-AIR MACHINE IN WHICH MAN MADE FREE, CONTROLLED, AND SUSTAINED FLIGHT INVENTED AND BUILT BY WILBUR AND ORVILLE WRIGHT FLOWN BY THEM AT KITTY HAWK, NORTH CAROLINA DECEMBER 17, 1903 BY ORIGINAL SCIENTIFIC RESEARCH THE WRIGHT BROTHERS DISCOVERED THE PRINCIPLES OF HUMAN FLIGHT AS INVENTORS, BUILDERS, AND FLYERS THEY FURTHER DEVELOPED THE AEROPLANE, TAUGHT MAN TO FLY, AND OPENED THE ERA OF AVIATION

17 A Multimethodological Approach to IS Research

Research Life Cycle 1.Theory building 2.Experimentation 3.Observation 4.Systems development 18

Research Model Theory Building Involves: – Development of new ideas and concepts – Conceptual Frameworks – Models Mathematical Simulation Data – Methods 19

Theory Building Models Usually concerned with generic system behaviors Subjected to rigorous analysis Mathematical models often have constraining assumptions which limit applicability of models Often display limited practical relevance to the target domain 20

Relevance of a Theory Refers to potential insights and impacts on practical applications Theory building or basic research contributes to the body of knowledge in a research domain but produces no system that takes advantage of this new knowledge 21

Theories May Be Used to Suggest: Research hypotheses Guide design of experiments Conduct systematic observations 22

Experimentation Laboratory and field experiments Computer and experimental simulations Concerns itself with validation of underlying theories 23

Experimental Designs Are: Guided by theories and Facilitated by systems development Used to refine theories and improve systems 24

Observation Research methodologies – Case studies – Field studies – Sample studies unobtrusively obtained Used to get a general feel for what is involved Helps to formulate hypotheses to be tested in experimentation or to focus later investigations Insights are gained in natural, more holistic settings, relevant to domain studied 25

26 Researchers are expected to report sufficient contextual and environmental conditions to enable judgment of limitations

It is extremely important that other research methodologies be employed to support systems development efforts 27 Software system by itself is not sufficient to prove anything scientifically relevant.

Utilizing Different Research Methodologies in System Development Systems development is the hub of research Interacts with other research to form an integrated and dynamic research program No one research methodology is preeminent 28

Where multiple research methodologies are applicable, they appear to be complimentary, providing valuable feedback to one another 29

30 Research Process Body of Knowledge Apply valid Research Methodologies Understand the Research Domains Knowledge of Research Domains + + Knowledge of Research Methodologies Results contribute to the body of knowledge FRAMEWORK OF RESEARCH

System Development Research Process 31 Develop a System Architecture Analyze & Design the System Build the (Prototype) System Observe & Evaluate the System Construct a Conceptual Framework

Research Issues in Design Science 32

Construct a Conceptual Framework State a meaningful question Investigate the system functionalities and requirements Understand the system building processes/procedures Study relevant disciplines for new approaches and ideas 33

Develop a System Architecture Develop a unique architecture design for extensibility, modularity, etc. Define functionalities of system components and interrelationships among them 34

Analyze & Design the System Design the database/knowledge base schema and processes to carry out system functions Develop alternative solutions and choose one solution 35

Build the System Learn through the system building process about: – Concepts – Framework – Design Gain insights about the problems and the complexity of the system 36

Observe & Evaluate the System Observe the use of the system by experiments, case studies and field studies Evaluate the system by laboratory experiments or field experiments Develop new theories/models based on the observation and experimentation of the system’s usage Consolidate experiences learned 37

In Concluding… Building a system in and of itself does not constitute research 38

Design Science Is Credible As a Research Methodology As just one of many methodologies 39

40 Research Process Body of Knowledge Apply valid Research Methodologies Understand the Research Domains Knowledge of Research Domains + + Knowledge of Research Methodologies Results contribute to the body of knowledge FRAMEWORK OF RESEARCH

41 A Multimethodological Approach to IS Research