Chapter 6

Research Design:
An Overview

McGraw-Hill/Irwin
Business Research Methods, 10e Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
 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
What Tools Are Used in
Designing Research?
 6-5
What Tools Are Used in
Designing Research?

MindWriter
Project Plan
in Gantt chart
format
 6-6

Design in the Research Process

 6-7

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-8

Degree of Question Crystallization

Exploratory Study Formal Study

• Loose structure • Precise procedures
• Expand • Begins with
understanding hypotheses
• Provide insight • Answers research
• Develop hypotheses questions
 6-9
Approaches for Exploratory
Investigations
• Participant observation
• Film, photographs
• Projective techniques
• Psychological testing
• Case studies
• Ethnography
• Expert interviews
• Document analysis
• Proxemics and Kinesics
 6-10
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
 6-11
Desired Outcomes of
Exploratory Studies (cont.)

Developed hypotheses about possible

causes of management dilemma

Learned which hypotheses can be

safely ignored

Concluded additional research is not

needed or not feasible
 6-12

Commonly Used Exploratory Techniques

Secondary
Data Analysis Experience
Surveys

Focus
Groups
 6-13

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?
 6-14

Focus Groups

• Group discussion
• 6-10 participants
• Moderator-led
• 90 minutes-2 hours
 6-15

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-16

Data Collection Method

Monitoring Communication
 6-17

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-18

The Time Dimension

Cross-sectional

Longitudinal
 6-19

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-20

The Topical Scope

Statistical Study Case Study

• Breadth • Depth
• Population inferences • Detail
• Quantitative • Qualitative
• Generalizable • Multiple sources of
findings information
 6-21

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-22

The Research Environment

Field conditions

Lab conditions

Simulations
 6-23

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-24

Purpose of the Study

Reporting Descriptive

Causal - Causal -
Explanatory Predictive
 6-25

Descriptive Studies

Who?

How much? What?

When? Where?
 6-26

Descriptive Studies

Descriptions of
population characteristics

Estimates of frequency of
characteristics

Discovery of associations
among variables
 6-27

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-28

Experimental Effects

Ex Post Facto Study Experiment

• After-the-fact report • Study involving the
on what happened to manipulation or
the measured control of one or
variable more variables to
determine the effect
on another variable
 6-29

Causation and Experimental Design

Control/ Random
Matching Assignment
 6-30

Causal Studies

Symmetrical

Reciprocal

Asymmetrical
 6-31

Understanding Casual Relationships

Property

Behavior Response

Disposition Stimulus
 6-32

Asymmetrical Casual Relationships

Stimulus-Response

Property- Property-
Behavior Disposition

Disposition-Behavior

Exhibit 6-6 Types of Asymmetrical Causal
Relationships
Relationship Type Nature of Relationship
Stimulus-response An event or change results in
a response from some object.
Property-disposition An existing property causes a
disposition.
Disposition-behavior A disposition causes a
specific behavior.
Property-behavior An existing property causes a
specific behavior.
6-33
Examples
• A change in work rules leads to a higher level of
worker output.
• A change in government economic policy restricts
corporate financial decisions.
• A price increase results in fewer unit sales.
• Age and attitudes about saving.
• Gender attitudes toward social issues.
• Social class and opinions about taxation.
• Opinions about a brand and its purchase.
• Job satisfaction and work output.
• Moral values and tax cheating.
• Stage of the family life cycle and purchases of
furniture.
• Social class and family savings patterns.
• Age and sports participation.
 6-34

Evidence of Causality

Covariation between
A and B

Time order of events

No other possible
causes of B
 6-35

Descriptors of Research Design

Question
Data
Perceptual Crystallization
Collection
Awareness
Method

Purpose of Experimental
Study Descriptors Effects

Research Time
Environment Dimension
Topical Scope
 6-36

Participants’ Perceptional Awareness

No deviation perceived

Deviations perceived
as unrelated

Deviations perceived as
researcher-induced
 6-37

Descriptors of Research Design

Category Options
The degree to which the research question has • Exploratory study
been crystallized • Formal study
The method of data collection • Monitoring
• Communication Study
The power of the researcher to produce effects in • Experimental
the variables under study • Ex post facto
The purpose of the study • Reporting
• Descriptive
• Causal-Explanatory
• Causal-Predictive
The time dimension • Cross-sectional
• Longitudinal
The topical scope—breadth and depth—of the • Case
study • Statistical study
The research environment • Field setting
• Laboratory research
• Simulation
The participants’ perceptional awareness of the • Actual routine
research activity • Modified routine