McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. RESEARCH DESIGN: AN OVERVIEW Chapter 6

6-2 Learning Objectives Understand... 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.

6-3 What Is Research Design? Blueprint Plan Guide Framework

6-4 Gannt Chart: milestones on a time frame MindWriter Project Plan in Gantt chart format

6-5 Research Design Descriptors Experimental Effects Perceptual Awareness Perceptual Awareness Research Environment Descriptors Question Definition Data Collection Method Time Dimension Topical Scope Purpose of Study

6-6 Degree of Question Definition Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses Formal/Quantitative Study Precise procedures Begins with hypotheses Answers research questions

6-7 Approaches for Exploratory Investigations Participant observation Focus Group Literature Review Projective techniques Case studies Ethnography Expert interviews Document analysis

6-8 Desired Outcomes of 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

6-9 Desired Outcomes of Exploratory Studies (cont.) Develop hypotheses about possible causes of management dilemma Learn which hypotheses can be safely ignored Learn which hypotheses can be safely ignored Conclude additional research is not needed or not feasible Conclude additional research is not needed or not feasible

6-10 Example of using Focus Groups for defining business questions Group discussion 6-12 participants Moderator-led 60 minutes-2 hours

6-11 Research Design Descriptors Experimental Effects Perceptual Awareness Perceptual Awareness Research Environment Descriptors Question Definition Data Collection Method Time Dimension Topical Scope Purpose of Study

6-12 Data Collection Method Observation Communication

6-13 Experimental Effects Perceptual Awareness Research Environment Descriptors Question definition Data Collection Method Time Dimension Topical Scope Purpose of Study Research Design Descriptors

6-14 The Time Dimension Cross-sectional Longitudinal Often Panels are used

6-15 Research Design Descriptors Experimental Effects Perceptual Awareness Perceptual Awareness Research Environment Descriptors Question definition Data Collection Method Time Dimension Topical Scope Purpose of Study

6-16 Research Design Descriptors Experimental Effects Perceptual Awareness Perceptual Awareness Research Environment Descriptors Question definition Data Collection Method Time Dimension Topical Scope Purpose of Study

6-17 The Research Environment Field conditions Actual environment Lab conditions Do not simulate actual environment Simulations Lab condition simulates actual environment

6-18 Experimental Effects Perceptual Awareness Perceptual Awareness Research Environment Descriptors Question definition Data Collection Method Time Dimension Topical Scope Purpose of Study Explore/describe/causal Research Design Descriptors

6-19 Descriptive Studies When? How much? What? Who? Where?

6-20 Research Design Descriptors Experimental Effects Perceptual Awareness Research Environment Descriptors Question definition Data Collection Method Time Dimension Topical Scope Purpose of Study

6-21 Experimental Effects Experiment Study involving the manipulation or control of one or more variables to determine the effect on another variable

6-22 Causal Studies Reciprocal Asymmetrical Symmetrical

6-23 Evidence of Causality Covariation between A and B Time order of events No other possible causes of B

6-24 Research Design Descriptors Experimental Effects Perceptual Awareness Perceptual Awareness Research Environment Descriptors Question definition Data Collection Method Time Dimension Topical Scope Purpose of Study

6-25 Participants’ Perceptional Awareness No deviation perceived Deviations perceived but no connection is made to research Deviations perceived as researcher-induced

6-26 Research Design Descriptors CategoryOptions The degree to which the research question has been crystallized Exploratory study Formal study The method of data collection Observing/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 Exploring Descriptive Causal The time dimension Cross-sectional Longitudinal The topical scope—breadth and depth—of the study The research environment Field setting Laboratory research Simulation The participants’ perceptional awareness of the research activity

6-27 Validity in Experimentation ExternalInternal

6-28 Threats to Internal Validity Threats MaturationHistoryTesting Instrumentation Selection Statistical regression Experimental mortality

6-29 Threats to External Validity Reactivity of testing on X Interaction of selection and X Other reactive factors

6-30 Key Terms Asymmetrical relationship Case study Causal study Causation Panels Communication study Control Control group Correlation Cross-sectional study Descriptive study Ethnographic research Experiment Exploratory study Field conditions Focus group Formal study

6-31 Key Terms (cont.) Individual depth interview Laboratory conditions Longitudinal study Matching Monitoring Primary data Qualitative techniques Random assignment Reciprocal relationship Research design Secondary data Simulation Statistical study Symmetrical relationship