rhdiresearch design: an overview - ipb...

Chapter 6Chapter 6pp

R h D iR h D iResearch Design: Research Design: An OverviewAn Overview

McGraw-Hill/IrwinBusiness Research Methods, 10e Dosen: Prof. Dr. Ir. Ujang Sumarwan, MSc

6-2

Learning Objectivesg j

Understand . . .• The basic stages of research designThe basic stages of research design.• The major descriptors of research design.• The major types of research designs.• The relationships that exist between• The relationships that exist between

variables in research design and the steps f l ti th l ti hifor evaluating those relationships.

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What Is Research Design?g

Blueprint

Plan

Guide

FrameworkFramework

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What is Research Design ?g

Definition :• Is a plan for selecting the sources and p g

types of information used to answer the research questionresearch question.

• Is a framework for specifying the relationship among the st d ’s ariablesrelationship among the study’s variables.

• Is a blueprint that outlines each procedure from the hypotheses to analysis of data.

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Research Design and ImplementationImplementation

• Research Design

• The detailed blueprint to guide the• The detailed blueprint to guide theimplementation of a research studyt d th li ti f it bj titoward the realization of its objectives

• Determines how the information will• Determines how the information willbe obtained

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Types of Research Designyp g

Exploratory

Causal

D i tiDescriptiveEach element plays a distinct and complementary role!and complementary role!

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A Classification of Research Designsg

Research Design

Exploratory Research Design Conclusive Research Design

Descriptive Research Causal ResearchDescriptive Research Causal Research

Cross-Sectional Design Longitudinal Design

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A Comparison of Basic Research Designs

Exploratory Descriptive Casual

A Comparison of Basic Research Designs

Objective: Discovery of ideas Describes market characteristics

esc pt ve

Determine cause and effect

Characteristics: Flexible, versatile.

F t d h

Prior formulation of hypothesis. Planned,

Manipulate independent variables Control ofFront end research. yp ,

structured designvariables. Control of other variables.

Methods: Expert Survay

Secondary data

Surveys

Secondary dataExperiments

Pilot Surveys

Qualitative Research

Panels

Observational data

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Design in the Research Processg

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Descriptors of Research Designp g

Perceptual Awareness

Question Crystallization

Data Collection Awareness Method

Experimental EffectsDescriptors

Purpose of Study py

Research Environment

Time Dimension

Topical Scope

6-11

Degree of Question Crystallizationg y

Exploratory Study• Loose structure

Formal Study• Precise procedures

• Expand understanding

p• Begins with

hypothesesunderstanding• Provide insight

Develop hypotheses

hypotheses• Answers research

questions• Develop hypotheses questions

6-12

Approaches for Exploratory InvestigationsInvestigations

• Participant observation• Film, photographs• Projective techniques• Psychological testing• Case studies• Ethnography• Expert interviews• Document analysis• Proxemics and Kinesics

6-13

The Scope of Qualitative Researchp

• In depth interviewing (usually conversational rather than structured)• In-depth interviewing (usually conversational rather than structured).• Participants observation (to perceive firsthand what participants in the setting experience).• Films, photographs, and videotape (to capture the life of the group under study).• Projective techniques and psychological testing (such as a Thematic Apperception Test, projective measures, games, or role-playing).• Case studies (for an in-depth contextual analysis of a few events or conditions).• Street ethnography (to discover how a cultural subgroup describes and structures its g p y ( g pworld at the street level).• Elite or expert interviewing (for information from influential or well-informed people in an organization or community).• Document analysis (to evaluate historical or contemporary confidential or public y ( p y precords, reports, government documents, and opinions).• Proxemics and kinesics (to study the use of space and body motion communication, respectively).

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Desired Outcomes of Exploratory Studiesof Exploratory Studies

Established range and scope of possible management decisionsmanagement decisions

Established major dimensions of research task

Defined a set of subsidiary questions that y qcan guide research design

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Desired Outcomes of Exploratory Studies (cont )Exploratory Studies (cont.)

Developed hypotheses about possible causes of management dilemmacauses of management dilemma

Learned which hypotheses can be safely ignored

Concluded additional research is not needed or not feasible

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Commonly Used Exploratory Techniquesy p y q

Secondary E iData Analysis Experience

Surveys

Focus Groups

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Face-to-face interaction—one of the best ways to learn from participants.

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Experience Surveysp y

• What is being done?• What is being done?• What has been tried in the past with or

without success?• How have things changed?• How have things changed?• Who is involved in the decisions?• What problem areas can be seen?• Whom can we count on to assist or• Whom can we count on to assist or

participate in the research?

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Focus Groupsp

• Group discussion• 6-10 participantsp p• Moderator-led• 90 minutes-2 hours• 90 minutes-2 hours

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Purpose of Study py


Time Dimension

Topical Scope

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Data Collection Method

Monitoring Communication

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Purpose of Study py


Time Dimension

Topical Scope

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The Time Dimension

Cross-sectional

Longitudinal

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Purpose of Study py


Time Dimension

Topical Scope

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The Topical Scopep p

Statistical Study• Breadth

Case Study• Depth

• Population inferences• Quantitative

p• Detail• Qualitative• Quantitative

• Generalizable findings

• Qualitative• Multiple sources of

informationfindings information

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Purpose of Study py


Time Dimension

Topical Scope

6-27

The Research Environment

Field conditionsField conditions

Lab conditions

Simulations

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Purpose of Study py


Time Dimension

Topical Scope

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Purpose of the Studyp y

Reporting Descriptive

Casual - Causal -Casual Explanatory

Causal Predictive

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Descriptive Studiesp

Who?

How much? What?

When? Where?When? Where?

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Descriptive Studiesp

Descriptions of population characteristicspopulation characteristics

Estimates of frequency of characteristics

Discovery of associationsDiscovery of associations among variables

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Purpose of Study py


Time Dimension

Topical Scope

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Experimental Effectsp

Experiment• Study involving the

Ex Post Facto Study• After-the-fact report y g

manipulation or control of one or

pon what happened to the measured

more variables to determine the effect

variable

on another variable

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Ex Post Facto Designg

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

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Causation and Experimental Designp g

Random Assignment

Control/ Matching AssignmentMatching

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Causal Studies

Symmetrical

Reciprocal

Asymmetrical

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Causal Relationships (cont.)p ( )

A t i l l ti hi i i hi h t• A symmetrical relationship is one in which two variables fluctuate together but we assume the changes in neither variable are due to changes in the other.g

• A reciprocal relationship exists when two variables mutually influence or reinforce each other.

• Most research analysts look for asymmetrical relationships. With these we postulate that changes in one variable (the independent variable or IV) areone variable (the independent variable, or IV) are responsible for changes in another variable (the dependent variable, or DV).

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Asymmetrical Casual Relationshipsy p

Stimulus ResponseStimulus-Response

Property-Behavior

Property-DispositionBehavior Disposition

Disposition-Behavior

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Exhibit 6-6 Types of Asymmetrical Causal RelationshipsRelationships

Relationship Type Nature of Relationship ExamplesRelationship Type Nature of Relationship Examples

Stimulus-response An event or change results in a response from some object.

• A change in work rules leads to a higher level of worker output.• A change in government economic policy restrictsA change in government economic policy restricts corporate financial decisions.• A price increase results in fewer unit sales.

Property-disposition An existing property causes a • Age and attitudes about saving.disposition. • Gender attitudes toward social issues.

• Social class and opinions about taxation.

Disposition-behavior A disposition causes a ifi b h i

• Opinions about a brand and its purchase.specific behavior. • Job satisfaction and work output.

• Moral values and tax cheating.

Property-behavior An existing property causes a specific behavior

• Stage of the family life cycle and purchases of furniturespecific behavior. furniture.• Social class and family savings patterns.• Age and sports participation.

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Purpose of Study py


Time Dimension

Topical Scope

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Participants’ Perceptional Awarenessp p

No deviation perceivedNo deviation perceived

Deviations perceived as unrelated

Deviations perceived asDeviations perceived as researcher-induced

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Category OptionsThe degree to which the research question has been crystallized

• Exploratory study• Formal study

The method of data collection • MonitoringC i i S d• Communication Study

The power of the researcher to produce effects in the variables under study

• Experimental• Ex post facto

The purpose of the study • Reporting• Descriptive• Causal-Explanatory• Causal-Predictive• Causal-Predictive

The time dimension • Cross-sectional• Longitudinal

The topical scope breadth and depth of the • CaseThe topical scope—breadth and depth—of the study

• Case• Statistical study

The research environment • Field setting• Laboratory researchLaboratory research• Simulation

The participants’ perceptional awareness of the research activity

• Actual routine• Modified routine

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Key Termsy

• Asymmetrical • Descriptive study• Asymmetrical relationship

• Case study

• Descriptive study• Ethnographic research• Ex post facto designCase study

• Causal study• Causation

• Ex post facto design• Experience

E i t• Causation• Children’s panels

C i ti t d

• Experiment• Exploratory study

• Communication study• Control

• Field conditions• Focus group

• Control group• Correlation

g p• Formal study• Individual depth interview

• Cross-sectional studyIndividual depth interview

• Intranet

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Key Terms (cont.)y ( )

• Laboratory conditions • Reciprocal relationship• Laboratory conditions• Longitudinal study

• Reciprocal relationship• Research design

• Matching• Monitoring

• Secondary data• Simulationg

• Primary data• Qualitative techniques

• Statistical study• Symmetrical relationship• Qualitative techniques

• Random assignment• Symmetrical relationship

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