1. Chapter 6 Research Design : An Overview
Donald R. Cooper & Pamela S. Schindler
授課教授: 洪新原 教授
組員: 翁育群
李明易
游珉宜
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2. What Is Research Design?
Blueprint
Plan
Guide
Framework
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3. What Is Research Design?
Design in the Research Process
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4. What Tools Are Used in Designing Research?
CPM Schedule of Research Design
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5. Classification of Designs
Category
Options
The 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
Casual - Explanatory. 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’ perceptions of research activity
Actual routine
Modified routine
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6. Degree of Research Question Crystallization
Exploratory study
Formal study
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7. Method of Data Collection
Monitoring
Communication study
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8. Researcher Control of Variables
Experiment
Ex post facto design
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9. The purpose of the Study
Reporting study
Descriptive study
Causal-explanatory study
Causal-predictive study
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10. The Time Dimension Cross-sectional studies Longitudinal studies
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11. The Topical Scope
Statistical studies
Case studies
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12. The Research Environment
Field conditions
Laboratory conditions
Simulations
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13. Participants’ Perceptual Awareness
1.Participants perceive no deviations from everyday routines
2.Participants perceive deviations, but as unrelated to the researcher
3.Participants perceive deviations as researcher-induced
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14. 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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15. Exploratory Studies
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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16. The essential character or
Quality Technique
The Amount
The How Much
The essential character or
nature of something
The what
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17. Quality Technique
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18. Commonly Used Exploratory Techniques
Secondary data analysis
Experience surveys
Focus groups
Two-stage designs
While there are several types of exploratory techniques possible these are the three techniques with the widest applications for business researchers.
Secondary data analysis is also called a literature search. Within secondary data exploration, researchers should start first with an organization’s own data archives. The second source of secondary data is published documents prepared by authors outside the sponsor organization.
Experience surveys are semistructured or unstructured interviews with experts on a topic or a dimension of a topic.
Focus groups are discussions on a topic involving a small group of participants led by a trained moderator.
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19. Experience Survey 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?
Experience surveys are sometimes called expert interviews or key informant surveys. Even though the term survey is in the name, it is not a closed-ended, structured survey. Rather, experience surveys are interviews designed to extract as much information as possible from the expert’s knowledge. Broad questions guide the discussion. Several questions that could be used in an experience survey are listed in the slide.
Some examples of groups who might be identified for an experience survey include potential car buyers, dealer sales representatives, advertising columnists, and automotive industry analysts.
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20. Focus Groups Group discussion 6-10 participants Moderator-led
90 minutes-2 hours
Focus groups are widely used in business research. They are led by a trained moderator and typically include 6-10 participants. Mini-focus groups with just 3 people are increasingly common. The facilitator uses group dynamics principles to focus or guide the group in an exchange of ideas, feelings, and experiences on a specific topic.
Focus groups can take place in a variety of settings, but many take place in a focus group room equipped with one-way window and recording devices.
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21. Descriptive Studies
Who?
What?
Where?
When?
How much?
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22. Descriptive Studies
In contrast to exploratory studies, more formalized studies are typically structured with clearly stated hypotheses or investigative questions. Formal studies serve a variety of research objectives:
Descriptions of population characteristics
Estimates of frequency of characteristics
Discovery of associations among variables
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23. Descriptive Studies(cont.)
The simplest descriptive study concerns a univariate question or hypothesis in which we ask about, or state something about, the size, form, distribution, or existence of a variable.
In the account analysis at BankChoice we might be interested in developing a profile of savers.
The question:
What percentage of the savers live within a two-mile radius of the office?
Using the hypothesis format
→60 percentage or more of the savers live within a two-mile radius of the office.
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24. Descriptive Studies(cont.)
Cross-tabulations between the distance from the account owner’s residence or employment to the branch and account activity may suggest that different rates of activity are related to account owner location.
The correlation between nearness to the office and the probability of having an account at the office suggested the question
Why would people who live far from the office have an account there?
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25. Descriptive Studies(cont.)
It might be hypothesized that:
Distant savers have accounts at the office because they once lived near the office; they were “near” when the account decision was made.
Distant savers actually live near the office, but the address on the account is outside the 2-mile radius; they are “near,” but the records do not show this.
Distant savers work near the office; they are “near” by virtue of their work location.
Distant savers are not normally near the office but responded to a promotion that encouraged savers to bank via computer; this is another form of “nearness” in which this concept is transformed into one of “convenience.”
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26. Causal Studies
Causation is that A “produces” B or A “forces” B to occur.
Meeting the ideal standard of causation:
requires that one variable always causes another and no
other variable has the same causal effect.
John Stuart Mill:
Mills Method of Agreement
“ When two or more cases of a given phenomenon have one and only one condition in common, then that condition may be regarded as the cause (or effect) of the phenomenon.”
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27. Mills Method of Agreement
Exhibit 6-4 Mills Method of Agreement
The method of agreement helps rule out some variables as irrelevant.
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28. negative canon of agreement
Causal Studies(cont.)
The negative canon of agreement states that where the absence of C is associated with the absence of Z, there is evidence of a causal relationship between C and Z.
negative canon of agreement
Method of Agreement
Method of Difference
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29. Mills Method of Difference
Exhibit 6-4 Mills Method of Difference
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30. Evidence of Causality
In testing causal hypotheses, we seek three types of evidence:
Covariation between A and B
Time order of events moving in the hypothesized direction
No other possible causes of B
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31. Causation and Experimental Design
In addition to these conditions successful inference-making from experimental design must meet two other requirements.
Control
Random
Assignment
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32. Causation and Experimental Design(cont.)
If we consider the possible relationships that can occur between two variables, we can conclude there are three possibilities:
Symmetrical
Reciprocal
Asymmetrical
one in which two variables fluctuate together, but we assume the changes in neither variable are due to changes in the other.
when two variables mutually influence or reinforce each other
we postulate that changes in one variable(IV) are responsible for changes in another variable(DV)
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33. Asymmetrical Relationships
Stimulus-Response
Property-Disposition
Disposition-Behavior
Property-Behavior
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34. Types of Asymmetrical Causal Relationships
Exhibit Four Types of Asymmetrical Causal Relationships
Relationship 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 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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