Appropriate Research Methods

for Electronic Commerce

Roger Clarke, Xamax Consultancy, Canberra
Visiting Fellow, Dept of Computer Science, ANU

http://www.anu.edu.au/people/Roger.Clarke/...
.../EC/ResMeth.html

ANU DCS Seminar, 8 March 2000

Copyright,
1
1989-2000
 Appropriate Research Methods in EC
Agenda
1. Introduction
2. Definitions, Concepts
3. Research Traditions
4. Research Techniques
5. Research Realities

Copyright,
2
1989-2000
 Electronic Business
Copyright,
3
1989-2000
Electronic Commerce
 Research Methods in EC
2. Definitions, Concepts
Research Terminology
Alternative Motivations for Research
Nature of Research Outcomes
Nature of the Data

Copyright,
4
1989-2000
 Research Terminology

'research methodology'
The study of research methods
A singular that does not admit of a plural

'research technique'
A specific means, approach or tool-and-its-use,
whereby data is gathered and analysed, and inferences are
drawn

'research method'
The manner in which a particular project is undertaken
It comprises one or more research techniques

Copyright,
5
1989-2000
 SCOPE OF THE
COMPUTING STUDIES ANDSCIENCES
INFORMATION
DISCIPLINES
Note: The topic areas
tive only,
are indica
and are NOT exhaustive
Note: The orientation
comprising
dimension,basic research,
d research,
applieproduct development
d an
applications areas (such
ce, industry,
as commer government,
s, land librarie
information and health)
is orthogonal to thisdimension
disciplinary

Computer
Computer SystemsScience - CS Information
Engineering Engineering - CSE Systems -Commerce,
IS
Bus. Admin.
Engineering
Electronic Artificial
Computer
GraphicsMaterials Programming
Software Financial &
Intelligence
Architecture Systems
& Devices Engineering
Algorithms IndividualCost
& & Mgt
Machine Formal Analysis
Organisational
Accounting
Tools DigitalOperating Data
Systems
Language
StructuresDataData Analysis
Decision
Behaviour
Circuitry TheoryStructures MicroEcs
Engineering Support
Database Information
Design Signal Robotics Algorithms Systems
Management Management Audit
Concurrency Networks
Analysis
Materials Compiler ProjectIT Management
Knowledge Marketing
Computational
Construction Graphics Management
ScienceControl & Theory -Based
Communication Systems Bus. Law
ProductionTheoryNumericalLogicDiscrete Maths
Management Computing

AUSTRALIAN COMPUTER SOCIETY (ACS)

Institution of Engineers
a) (Australi Australian Society of Certified
IE(Aust) Practising Accountants (ASCP
Copyright,
6
1989-2000
 Alternative Motivations for Research

• 'pure research'
‘because it’s there’
contribute to abstract, theoretical understanding
• 'applied research'
‘I have hammer, so find a nail’
• instrumentalist research
‘I have problem, so find a solution’

Copyright,
7
1989-2000
 Nature of Research Outcomes
• descriptive
depiction of a behaviour or a domain
• explanatory
systemic explanation of how behaviours arise
ascription of causes to occurrences in the domain
• predictive
statement of: what behaviour will arise, and how;
what occurrences will arise within the domain;
what effect will particular interventions have
• normative
declaration of interventions to a desired outcome

Copyright,
8
1989-2000
 Nature of the Data
(Measurement Scales)
Quantitative
Ratio
Cardinal
Ordinal
Nominal

Qualitative

Copyright,
9
1989-2000
 An Eternal Tension in Research
AssociationsRelevance
with Rigourvs. Rigour
the Independence of the Pure Research Motivation
Explanatory Outcomes
Quantitative Data / Ratio Scales / Stat Analysis
Associations with Relevance
Instrumental, or Applied Motivation
Predictive and Normative Outcomes
Whatever Data is Collectable

Copyright,
10
1989-2000
 Research Methods in EC
3. Research Traditions
Contemplative

Conventional Scientific Research

‘Interpretivist’ Research

‘Engineering’ Research

Copyright,
11
1989-2000
 The Defining Characteristic of Science

a la Popper, a theory that generates inferences

that are refutable by reference to the real world

cf. ‘a-scientific’ theories in religion and politics

‘through grace, a believer is saved’
‘only a virtuous ruler can survive’

Copyright,
12
1989-2000
 Conventional Scientific Research - 1 of 6

Copyright,
13
1989-2000
 Conventional Scientific Research - 2 of 6

Copyright,
14
1989-2000
 Conventional Scientific Research - 3 of 6

Copyright,
15
1989-2000
 Conventional Scientific Research - 4 of 6

Copyright,
16
1989-2000
 Conventional Scientific Research - 5 of 6

Copyright,
17
1989-2000
 Conventional Scientific Research - 6 of 6

Copyright,
18
1989-2000
 Conventional, Scientific Research

Investigates Research Questions within a Domain

Is driven by theories that:
- are founded on axioms
- comprise trees of deductive inference
- generate refutable hypotheses
Is designed to test the hypotheses
Exercises control over confounding variables
Leads to theory extension or refinement

Copyright,
19
1989-2000
 Conventional Scientific Research
Implicit
There is a real world Assumptions
Data can be gathered by observing it
Such data are factual, truthful and unambiguous
The domain of study is unaffected by the research
The domain of study is unaffected by the researcher
The results are replicable
The language in which theory is expressed contains
no value judgements

Copyright,
20
1989-2000
 ‘Interpretivist’ Research
Explicit
the observer's Assumptions
perspective is a factor:
in the selection and formulation of theory
in the formulation of hypotheses
in choices made in the research design process
in the selectiveness of observation
in the process of observation
scientific objectivity is infeasible:
in general
especially where the domain includes agents
exercising what appears to be free will

Copyright,
21
1989-2000
 ‘Engineering’ Research

make artefacts, to enable effective interventions to

be undertaken in a particular domain

break artefacts, to identify the limits of their

applicability, effectiveness or usefulness

Copyright,
22
1989-2000
 Research Methods in EC
4. Research Techniques
Non-Empirical Techniques
Scientific Techniques
Techniques at the Boundary
Interpretivist Techniques
Engineering Techniques

Copyright,
23
1989-2000
 Non-Empirical Techniques

• review of existing literature

• conceptual research
• scenario-building
• futurism, especially Delphi rounds
• game- or role-playing
• simulation
• theorem-proving

Copyright,
24
1989-2000
 Scientific Techniques

• laboratory experimentation
• field experimentation, quasi-experimental
designs
• forecasting

Copyright,
25
1989-2000
 Interpretivist Techniques

• descriptive/interpretive
• focus group
• action research
• ethnographic research
• grounded theory

Copyright,
26
1989-2000
 Techniques at the Boundary of
Scientific and Interpretivist Research
• field study
• questionnaire-based survey
• interview-based survey
• case study
• secondary research

Copyright,
27
1989-2000
 Engineering Techniques

• construction
conception (based on a body of theory), design,
creation or prototyping, and testing of an IT
artefact
• destruction
generation of new information about an existing
class of IT artefacts, by testing an instance of them,
or applying it in new ways

Copyright,
28
1989-2000
 Research Methods in EC
5. Research Realities
Quality Factors in IS Research
Quality Factors in Empirical Work
Particular Challenges in EC
Areas of Research in EC
Some Pragmatic Guidelines

Copyright,
29
1989-2000
 Quality Factors in IS Research

• absence of a cumulative tradition

• shortage of theories
• lack of use of available research frameworks
• dominance of conceptual over empirical work
• dominance of descriptive over explanatory work
• shortage of validated instruments
• inadequate understanding of statistics
• inadequate application of triangulation
• dominance of positivism over interpretivist values
• little longitudinal study of time-variant phenomena
• lack of rigour of much case study research

Copyright,
30
1989-2000
 Quality Factors in Empirical Work
• Purpose of the Design
• Unit of Analysis
artefacts, individuals, dyads, groups, organisations (at
various levels of aggregation), industry segments and sectors,
societies
• Population Definition
• Sampling Frame Within the Population
• Sample
• Time Horizon
snapshot, cross-sectional or longitudinal
• Study Setting
contrived or naturalistic, degree of researcher interference
• Data Collection Methods
• Measurement Scales
• Data Analysis Techniques

Copyright,
31
1989-2000
 Electronic Business
The conduct of 'business' with the assistance of
telecomms and telecomms-based tools

Electronic Commerce
The conduct of 'trading' in goods and services, with
the assistance of telecomms and telecomms-based tools

Copyright,
32
1989-2000
 Particular Challenges in EC

• Established Theories are in Short Supply

• Models of Consumer Behaviour are Lacking
• The Phenomena are [Highly] Unstable
• Cultural Variation is Significant
• Cultural Boundaries are Particularly Ill-Defined
• Researcher is a Participant, even a Protagonist
• There is Considerable Pressure to Publish
• Popularism, Hype, Distortion of Terminology and
Data

Copyright,
33
1989-2000
 Areas of Research in EC

• Product Prototyping
• Risks, Vulnerabilities, Contingencies
• Economics of Networks and Hierarchies
• Benefits of EC-Induced Change
• Technology Adoption Processes
• Impediments to Technology Adoption
• Impacts on Stakeholders

Copyright,
34
1989-2000
 Some Pragmatic Guidelines

• reflect the state of knowledge of the domain

• reflect the state of knowledge of research methodology
• combine research techniques such that the weaknesses
of each are complemented by the strengths of the others
• reflect the nature of the domain, and of the phenomena
• produce data that reflect the phenomena, that can be
validated, and that can be analysed
• ensure the research method is practicable
• ensure the results will be publishable
• ensure the results will be relevant to the world

Copyright,
35
1989-2000