McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

RESEARCH DESIGN: AN OVERVIEWChapter 6

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

Research Thought Leaders

“We can forecast advances in technology, but we can’t really forecast human reactions to those advances. Maybe corporate researchers will invest in big data analytics only to discover they’re missing a hugely important piece: the story of why.”

Ron Sellers, CEO,GreyMatter Research & Consulting

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What Is Research Design?

Blueprint

Plan

Guide

Framework

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Design in the Research Process

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What Tools Are Used in Designing Research?

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What Tools Are Used in Designing Research?

MindWriter Project Plan in Gantt chart

format

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Research Design Descriptors

Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

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Degree of Question Crystallization

Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses

Formal Study Precise procedures Begins with hypotheses Answers research questions

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Approaches for Exploratory Investigations

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

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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

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Desired Outcomes of Exploratory Studies (cont.)

Develop hypotheses about possible causes of management dilemma

Learn which hypotheses can be safely ignored

Conclude additional research is not needed or not feasible

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Commonly Used Exploratory Techniques

Secondary Data Analysis

Focus Groups

Experience Surveys

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

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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?

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Focus Groups

Group discussion

6-10 participants

Moderator-led 90 minutes-2

hours

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Research Design Descriptors

Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

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Data Collection Method

Monitoring

Communication

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Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

Research Design Descriptors

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The Time Dimension

Cross-sectional

Longitudinal

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Research Design Descriptors

Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

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The Topical Scope

Statistical Study Breadth Population

inferences Quantitative Generalizable

findings

Case Study Depth Detail Qualitative Multiple sources of information

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Research Design Descriptors

Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

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The Research Environment

Field conditions

Lab conditions

Simulations

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Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

Research Design Descriptors

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Purpose of the Study

Reporting Descriptive

Casual -Explanatory

Causal -Predictive

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Descriptive Studies

When?

How much? What?

Who?

Where?

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Descriptive Studies

Descriptions of population characteristics

Estimates of frequency of characteristics

Discovery of associations among variables

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Research Design Descriptors

Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

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Experimental Effects

Experiment Study involving the manipulation or

control of one or more variables to determine the effect on another variable

Ex Post Facto Study After-the-fact report on what happened to the measured variable

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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

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Causation and Experimental Design

Random Assignment

Control/ Matching

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Mills Method of Agreement

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Mills Method of Difference

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Causal Studies

Reciprocal

Asymmetrical

Symmetrical

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Understanding Casual Relationships

Property

Response

Stimulus

Behavior

Disposition

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Asymmetrical Casual Relationships

Stimulus-Response

Disposition-Behavior

Property-Behavior

Property-Disposition

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Types of Asymmetrical Causal RelationshipsRelationship

TypeNature of

RelationshipExamples

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 restricts corporate financial decisions.• A price increase results in fewer unit sales.

Property-disposition

An existing property causes a disposition.

• Age and attitudes about saving.• Gender attitudes toward social issues.• Social class and opinions about taxation.

Disposition-behavior

A disposition causes a specific behavior.

• Opinions about a brand and its purchase.• 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 furniture.• Social class and family savings patterns.• Age and sports participation.

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Evidence of Causality

Covariation between A and B

Time order of events

No other possible causes of B

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Research Design Descriptors

Experimental Effects

Perceptual Awareness

Research Environment

Descriptors

Question Crystallization Data Collection

Method

Time Dimension

Topical Scope

Purpose of Study

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Participants’ Perceptional Awareness

No deviation perceived

Deviations perceived as unrelated

Deviations perceived as researcher-induced

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Research Design Descriptors

Category OptionsThe degree to which the research question has been crystallized

• Exploratory study• Formal study

The method of data collection • Monitoring• 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

The time dimension • Cross-sectional• Longitudinal

The topical scope—breadth and depth—of the study • Case• Statistical study

The research environment • Field setting• Laboratory research• Simulation

The participants’ perceptional awareness of the research activity

• Actual routine• Modified routine

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Key Terms

Asymmetrical relationship

Case studyCausal studyCausationChildren’s panelsCommunication

studyControlControl groupCorrelation

Cross-sectional studyDescriptive studyEthnographic

researchEx post facto designExperienceExperimentExploratory studyField conditionsFocus groupFormal study

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Key Terms (cont.)

Individual depth interview

IntranetLaboratory

conditionsLongitudinal studyMatchingMonitoringPrimary data

Qualitative techniques

Random assignmentReciprocal

relationshipResearch designSecondary dataSimulationStatistical studySymmetrical

relationship

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

ADDITIONAL DISCUSSION OPPORTUNITIESChapter 6

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Snapshot: McDonald’s Listening Tour

Products

Nutritional Messaging

Sustainability initiatives

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Snapshot: Wildcat Surveys…Issues

Control Costs

Immediate Feedback

Sample Fatigue

Questioning expertise

Data Analysis Skills

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Snapshot: Wildcat Survey…Researcher Role

Best practices, templates, and otherresources for self-executed projects

Reduce validity & redundancy

Become consultative partner

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Research Thought Leaders

“Most human beings and most companiesdon’t like to make choices. And theyparticularly don’t like to make a few choices that they really have to live with.”

Alan Lafley former president and chairman of the board

P&G

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PulsePoint: Research Revelation

76 The percent of mobile phone subscribers worldwide who use SMS text messaging.

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RESEARCH DESIGN: AN OVERVIEWChapter 6

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37 OJO Images/Getty Images41 © Royalty-Free/Corbis46 Stockbyte/Getty Images

47 ©Pamela S. Schindler

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