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
Blueprint

Plan
Plan

Guide
Guide

Framework
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
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
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
Desired Outcomes
of Exploratory Studies

Established
Established range
range and
and scope
scope of
of possible
possible
management
management decisions
decisions

Established
Established major
major dimensions
dimensions of
of
research
research task
task

Defined
Defined aa set
set of
of subsidiary
subsidiary questions
questions that
that
can
can guide
guide research
research design
design
 6-10
Desired Outcomes of
Exploratory Studies (cont.)

Developed
Developed hypotheses
hypotheses about
about possible
possible
causes
causes of
of management
management dilemma
dilemma

Learned
Learned which
which hypotheses
hypotheses can
can be
be
safely
safely ignored
ignored

Concluded
Concluded additional
additional research
research is
is not
not
needed
needed or
or not
not feasible
feasible
 6-11

Commonly Used Exploratory Techniques

Secondary
Secondary
Data Experience
Experience
Data Analysis
Analysis
Surveys
Surveys

Focus
Focus
Groups
Groups
 6-12

Face-to-face interaction
—one of the best ways
to learn from
participants.
 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
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
Dimension
Topical Scope
 6-16

Data Collection Method

Monitoring Communication
 6-17

Descriptors of Research Design

Question
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
Dimension
Topical Scope
 6-18

The Time Dimension

Cross-sectional

Longitudinal
 6-19

Descriptors of Research Design

Question
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
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
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
Dimension
Topical Scope
 6-22

The Research Environment

Field conditions

Lab conditions

Simulations
 6-23

Descriptors of Research Design

Question
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
Dimension
Topical Scope
 6-24

Purpose of the Study

Reporting Descriptive

Casual - Causal -
Explanatory Predictive
 6-25

Descriptive Studies

Who?

How
How much?
much? What?
What?

When?
When? Where?
 6-26

Descriptive Studies

Descriptions
Descriptions of
of
population
population characteristics
characteristics

Estimates
Estimates of
of frequency
frequency of
of
characteristics
characteristics

Discovery
Discovery of
of associations
associations
among
among variables
variables
 6-27

Descriptors of Research Design

Question
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
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

Ex Post Facto Design

Fishing Club Member Non-Fishing-Club Member

Age High Absentee Low Absentee High Absentee Low Absentee

Under 30 years 36 6 30 48

30 to 45 4 4 35 117

45 and over 0 0 5 115

 6-30

Causation and Experimental Design

Control/ Random
Matching Assignment
 6-31

Mills Method of Agreement

 6-32

Mills Method of Difference

 6-33

Causal Studies

Symmetrical
Symmetrical

Reciprocal
Reciprocal

Asymmetrical
Asymmetrical
 6-34

Understanding Casual Relationships

Property

Behavior Response

Disposition Stimulus
 6-35

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.
6-36
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.
 6-37

Evidence of Causality

Covariation
Covariation between
between
A
A and
and B
B

Time
Time order
order of
of events
events

No
No other
other possible
possible
causes
causes ofof B
B
 6-38

Descriptors of Research Design

Question
Perceptual
Perceptual Crystallization Data
Data Collection
Collection
Awareness
Awareness Method
Method

Purpose of Experimental
Study Descriptors
Descriptors Effects

Research
Research Time
Time
Environment
Environment Dimension
Dimension
Topical Scope
 6-39

Participants’ Perceptional Awareness

No deviation perceived

Deviations perceived
as unrelated

Deviations perceived as
researcher-induced
 6-40

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
 6-41

Key Terms

• Asymmetrical • Descriptive study

relationship • Ethnographic research
• Case study • Ex post facto design
• Causal study • Experience
• Causation • Experiment
• Children’s panels • Exploratory study
• Communication study • Field conditions
• Control • Focus group
• Control group • Formal study
• Correlation • Individual depth interview
• Cross-sectional study • Intranet
 6-42

Key Terms (cont.)

• Laboratory conditions • Reciprocal relationship

• Longitudinal study • Research design
• Matching • Secondary data
• Monitoring • Simulation
• Primary data • Statistical study
• Qualitative techniques • Symmetrical relationship
• Random assignment