Chapter Four
Research Design and
Implementation
Esther, Tseng
曾愛華
1
Outlines
 The Research Design Process
 Preliminary Planning Stage， Research Design，
Implementation
 Research Approach
 Types of Research，Relationship between data
collection method and Category of Research
 Research Tactics and Implementation
 Errors in Research Design
 Issues in International Research Design
 Determining Information Requirements, Unit of Analysis,
 Construct, Measurement, Sample, and analysis Equivalence
 Key Pitfalls in Conducting an International
Research
2
The Research Design Process
3
Preliminary Planning Stage
4
Research Design
5
Implementation
6
Research Approach
Types of Research
Data Collection methods
7
Types of Research
Exploratory Research
 Used when seeking insights into the general nature
of a problem, the possible decision alternatives, and
the relevant variables that need to be considered
 （including literature reviews, individual and
group unstructured interviews, and case studies)
 Q1: What benefits do people seek from the
product?
8
Ex: A study on analytical model of organizational
decision making for non-profit organization
 The researcher reviewed related literature about decision making,
and try to understand if there is any dissertation discuss the issue.
 The objective of the research is to develop a decision-making
framework for non-profit organization to make decision more
effectively.
 The researcher try to explore the value and mission in non-profit
organizations by depth-interview. (16 units)
 After depth-interview, the study refined some value and
characteristics out of decision-making process from the non-profit
organizations.
 The study proposed that there are distinct value and mission in
non-profit organizations. The author refined two different parts
“value premise” and “factual premise” from the research.
 Besides, the study proposed the “substantial element” and
procedural element” out of the analysis of decision-making
process.
9
Ex: A study on analytical model of organizational
decision making for non-profit organization
 Finally, the study formulated an analytical model of
organizational decision making for non-profit
organizations.
Value premise
Factual premise
Substantial
element
Ideal Type
Collegiate Type
Procedural
element
Quasi-Bureaucratic
Type
Operational
Type
10
Types of Research (cont.)
Descriptive Research
 Provides an accurate snapshot of some aspect of
the market environment
 Q2:What kinds of people now buy the product,
and who buys our brand?
11
Types of Research (cont.)
Causal Research
 Used when it is necessary to show that one
variable causes or determines the values of other
variables
 Q3: What is the relationship between size of
service staff and revenue?
12
Detective Funnel
Many research studies use combination of
all three research techniques:
 Exploratory techniques - generate all possible
reasons for a problem
 Descriptive and Causal approaches - narrow
the possible causes
13
Data Collection Methods
 Secondary Sources
 Information system
 Databanks of other organizations
 Syndicated services
 Primary Sources
 Qualitative research
 Surveys
 Experiments
14
Relationship between Data Collection Method
and Category of Research
15
Research Tactics and Implementation
 Once the research approach has been
chosen:
Research tactics and implementation
(methods of analyses must be
developed) ：
The specifics of measurements
Plan for choosing the sample
Methods of analysis
16
Research Tactics and Implementation (cont.)
 The specifics of measurements：
The measuring instrument usually is a questionnaire, but it also
may be a plan for observing behavior or recording data.
 Plan for choosing the sample:
The sampling plan describes how the subgroup is to be
selected.
 1. One approach is to use probability sampling
 2. Other critical decisions are the size of the sample
 Methods of analysis:
The researcher should plan how each of the data items is to be
analyzed.
17
Errors in Research Design
 The usefulness of a research project depends
on the overall quality of the research design
and on the data collected and analyzed based
on the design.
Two Types of Errors:
 Sampling error :
Difference between a measure obtained from
a sample of population and the true measure
that can be obtained only from the entire
population
 Non-sampling error:
All other errors associated with a research
project
18
Errors in Research Design (cont.)
19
Issues in International Research
Design
Three issues critical to international
research design are
 Determining information requirements
 Determining the unit of analysis
 Achieving the equivalence of construct,
measurement, sample and analysis
20
Determining Information Requirements
Consider level and type of decision for
which research is conducted
 Two types of decisions
 Strategic decision:
 Tactical decision:
21
Determining Information Requirements (cont.)
Global Strategic Decision
 Mostly made at corporate headquarters
 Information required is governed by
overall company objectives
 Implies long term survival of company
 Deal with macro environment
22
Determining Information Requirements (cont.)
Tactical Decisions
 Concerned with micro-level
implementation issues
 Information obtained from primary data
 Concerned with marketing mix strategy for
country/product markets
 Made at functional or subsidiary level
23
Unit of Analysis
Researcher must decide at what level the analysis is done:
 Global level
 Considering all countries simultaneously
 Regional level (bigger scope)
 Groups of countries considered homogeneous for macro
environmental factors (ex: the European Union and the North
American Free Trade Agreement (NAFTA) countries can be
considered regional trading blocs )
 Country level
 Each country taken as separate unit
 Similar segments across countries
 The researcher targets homogeneous segments having
similar tastes and preferences, across countries.
24
Construct, Measurement, Sample, and
Analysis Equivalence
Construct Equivalence
 Deals with how both the researcher and the subjects see,
understand, and code a particular phenomenon
 The problem confronting the international researcher is that,
because of social cultural, economic, and political differences,
perspectives may be neither identical nor equivalent.
 "Are we studying the same phenomenon in countries X and Y?”
Measurement Equivalence
 Deals with the methods and procedures used by the researcher to
collect and categorize essential data and information
 Are the phenomenon in countries X and Y measured the same
way?”
Sampling Equivalence
 "Are the samples used in countries X and Y equivalent?"
25
Key Pitfalls in Conducting an International
Research
 Selecting a domestic research company to do
your international research (the point of view
from the researcher might be narrow)
 Rigidly standardizing methodologies across
countries
 Interviewing in English around the world
26
Key Pitfalls in Conducting an International
Research (cont.)
 Setting inappropriate sampling
requirements
 Lack of systematic international
communication procedures
 Misinterpreting multi-country data across
countries
 Not understanding international
differences in
conducting qualitative research
27
The end
Thank you!
28