Formulating the Research Design SIMAD University Formulating the Research Design Ali Yassin Sheikh

Formulating the Research Design: Chapter Outline Identify Main Research Strategies Explain the Differences between Qualitative and Quantitative Data Collection and Analysis Procedures Explain Reasons for Adopting Multiple Methods in the Conduct of Research Consider Implications of Adopting Different Time Horizons for your Research Design Explain the Concept of and Threats to Validity and Reliability

Main Research Strategies The literature provides many different types of research strategies e.g.: Experiment; Survey; Case study; Action research; Grounded theory; Ethnography; and Archival research

Main Research Strategies cont… What is most important is not the label that is attached to a particular strategy, But, whether it will enable you to answer your research questions and meet you your objectives. Choosing a research strategy is guided by your research questions/objectives.

Main Research Strategies cont… Experiment Examines a causal links between independent (two groups of customers) and dependent variables (e.g., purchasing behavior) (Hakim, 2000). The two groups of independent variables may be classified as “experimental group” and “control group”. It could be more tough for junior researchers.

Main Research Strategies, cont… It will involve typically: Definition of a theoretical hypothesis (e.g., the introduction of a promotion will result in a change in the number of sales volume). Selection of samples of individuals from known populations (e.g., experimental and control groups). Introduction of planned intervention or manipulation to one or more of the variables (e.g., the introduction of promotion). Measurement of a small number of dependent variables (e.g., purchasing behavior). Control of all other variables

Main Research Strategies, cont… Survey It is information collection methods used to describe, compare, or explain individual and societal knowledge, feelings, values, preferences, and Behaviour (Fink, 2009).

Main Research Strategies cont… Survey It is widely used to answer who, what, where, how much and how many questions. It could be attached to exploratory and descriptive researches. It is often used questionnaire and interview administered to a sample allowing easy comparison.

Main Research Strategies, cont… Case study It refers to the collection and presentation of detailed information about a particular participant or small group ... It is used when the researcher intends to gain a rich understanding of the context of the research and the processes being performed (Morris and Wood, 1991). It is more familiar in exploratory and explanatory research. It answers questions such as: “why?” and “how?”.

Main Research Strategies, cont… Case study There are four types of case studies categorized into two groups: Single case: unique case which few have considered before. Multiple case: that is more than one case (the need to generalize the findings) Holistic case: treating the organization as holistic case study. Embedded case: considering number of sub-units within the organization.

Main Research Strategies, cont… Action research The research is concerned with the resolution of organizational issues, Its characteristics is the involvement with members an organization over a matter which is genuine concern to them. It has a process of diagnosing, planning, taking action and evaluation. It should have implications beyond the project.

Main Research Strategies, cont… Grounded theory It is considered as the best example of inductive approach. It is regarded as theory building through both a combination of induction and deduction. It is useful for studies predicting and explaining behaviour.

Main Research Strategies, cont… Ethnography It has deep roots with the inductive approach. It was developed from the anthropology discipline. Its purpose is to describe and explain the social world being researched. It emphasis phenomena within the context in which it occurs It is considered one of the very time consuming methods.

Main Research Strategies, cont… Archival research It uses administrative records and documents as the principle source of data. It allows research questions which focus upon the past and changes over time to be answered. It could be exploratory, explanatory or descriptive research.

Quantitative vs. Qualitative Differences between Qualitative and Quantitative Data Collection and Analysis Procedures Quantitative vs. Qualitative One way of distinguishing between the two is the focus on numeric (numbers) or non-numeric (words) data. Quantitative It generates and uses numerical data. Qualitative It refers data other than words e.g. pictures or video clips.

Differences between Qualitative and Quantitative Data Collection and Analysis Procedures, cont… Mono method: Using a single data collection technique and corresponding analysis procedures. Multiple method: Employing more than one data collection techniques and analysing procedures to answer your research question. Multi-method Refers to those combinations where more than one data collection technique is used with associated analysis techniques (but restricted to either quantitative or qualitative method)

Mixed methods approach Differences between Qualitative and Quantitative Data Collection and Analysis Procedures, cont… Mixed methods approach Mixed-method research Using both quantitative and qualitative data collection and analysis procedures (but not combining the data from both methods). Mixed-model research Using and combining qualitative and quantitative data collection and analysis procedures (but combining the data from both methods).

Time Horizons There are two time horizons: Cross-sectional studies: Studying a particular phenomenon at a particular time. It often employ the survey strategy (questionnaire or interview). It may be seeking to describe the incidence of a phenomenon or to explain how factors are related to in different organizations. Quantitative and qualitative methods could be used.

Time Horizons, cont… Longitudinal Studies: Studies investigating “change” or “development” should employ longitudinal (more than one year). Observing people or events over time. It may facilitate studies developing theories. in this time horizon, the basic question under investigation could be: Has there been any change over a period of time?

Concept of and Threats to Validity and Reliability Reducing the possibility of getting the answer wrong means that attention has to be paid to two particular emphases on research design: Reliability, and validity

Concept of and Threats to Validity and Reliability, cont… Refers to the extent to which your data collection techniques or analysis procedures will yield consistent findings. It can be assessed by the following these question: Will the measures yield the same results on other occasions? Will similar observations be reached by other observers? Is there transparency in how sense was made from the raw data?

Concept of and Threats to Validity and Reliability, cont… Threats to reliability: There may be four threats: Subject or participant error (e.g., a questionnaire completed at different times of the week may generate different results). Subject or participant bias (e.g., interviewees may have been saying what they thought their bosses wanted them to say). Observer error (e.g., using different ways of asking questions to draw answers). Observer bias (e.g., using different ways of interpreting the replies).

Concept of and Threats to Validity and Reliability, cont… It concerns whether the findings are really about what they appear to be about. It may raise such question: Is the relationship between two variables a casual relationship? Threats to validity: History (e.g., a research is conducted after a major recall, which may have misleading effect on the findings).

Concept of and Threats to Validity and Reliability, cont… Testing (e.g., if the research may have disadvantage to the researcher in some way, then this is likely to affect the result). Instrumentation Morality (e.g., refers to participants dropping out of studies). Maturation (e.g., other events happening during the study period may have an effect on the study). Ambiguity about causal direction

Concept of and Threats to Validity and Reliability, cont… Generalisability (external validity) issues That is whether your findings may be equally applicable to other research settings, such as other organizations. Logic leaps and false assumptions: You may prevent it following: Identification of the research population Data collection Data interpretation, and Development of conclusions

Conclusion Process of Research Design: Name the research design Describe the design in very brief and concise terms to show an understanding of the method being used Provide a justification for the choice of the design Explain how and where the design will be used