Chapter 6
Research Design:
An Overview
6-1
.
Learning Objectives
• The major descriptors of research design
• The major types of research designs
• The relationships that exist between
variables in causal designs and the steps
for evaluating those relationships
6-2
Research Design
Blueprint
Plan
Guide
Framework
6-3
Exhibit 6-1 Design in the
Research Process
6-4
The Degree of Structure
Exploratory Study
• Loose structure
• Expand
understanding
• Provide insight
• Develop hypotheses
Formal Study
• Precise procedures
• Begins with
hypotheses
• Answers research
questions
6-5
The Topical Scope
Statistical Study
• Breadth
• Population inferences
• Quantitative
• Generalizable
findings
Case Study
• Depth
• Detail
• Qualitative
• Multiple sources of
information
6-6
Descriptive Studies
Who?
How much?
What?
When?
Where?
6-7
Causal Studies
Experiment
Ex Post Facto study
• Study involving the
• After-the-fact report
manipulation or
on what happened to
control of one or more
the measured
variables to determine
variable
the effect on another
variable
6-8
Methods of
Data Collection
Monitoring
Communication
6-9
The Time Dimension
Cross-sectional
Longitudinal
6-10
The Research
Environment
Field conditions
Lab conditions
Simulations
6-11
Participants’
Perceptions
No deviation perceived
Deviations perceived
as unrelated
Deviations perceived as
researcher-induced
6-12
Approaches for
Exploratory Investigations
• Interviewing
• Participant
observation
• Film, photographs
• Projective
techniques
• Psychological
testing
• Case studies
• Street ethnography
• Elite or expert
interviewing
• Document analysis
• Proxemics and
Kinesics
6-13
Common Exploratory
Techniques for Research
Secondary
Data Analysis
Experience
Surveys
Focus
Groups
6-14
Experience Surveys
• 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?
6-15
Focus Groups
•
•
•
•
Group discussion
6-10 participants
Moderator-led
90 minutes-2 hours
6-16
Descriptive Studies
Descriptions of
population characteristics
Estimates of frequency of
characteristics
Discovery of associations
among variables
6-17
Causal Studies
Symmetrical
Reciprocal
Asymmetrical
6-18
Exhibit 8-3 Asymmetrical
Casual Relationships
Stimulus-Response
PropertyDisposition
PropertyBehavior
Disposition-Behavior
6-19
Evidence of Causality
Covariation between
A and B
Time order of events
No other possible
causes of B
6-20
Causation and
Experimental Design
Control/
Matching
Random
Assignment
6-21
Ex Post Facto Design
Club Member
Nonclub Member
Age
High Absentee
Low Absentee
High Absentee
Low Absentee
Under 30 years
36
6
30
48
4
35
117
0
5
115
30 to 45
45 and over
Substitute BRM
4
Exhibit 6-8
0
6-22
Do nothing by halves.
Source: Cooper R. D. & Schindler, S. P.
(2006). Business Research Methods
9e. McGraw.Hill
6-23