unit02-170324041847 (2)

1. ResearchDesign 2 ResearchDesign UNIT 24-1-1 ExcelBooks

2. ResearchDesign MEANINGOFRESEARCHDESIGN The formidable problem that follows the task of defining the research problem is the preparation of the design of the researchproject,popularlyknownasthe“researchdesign”. Decisionsregardingwhat,where,when,howmuch,by whatmeansconcerninganinquiryoraresearchstudyconstitute aresearchdesign. “Aresearchdesignisthearrangementofconditionsforcollection and analysis of data in a manner that aims to combine relevance totheresearchpurposewitheconomyinprocedure.” “It is the plan, structure and strategy of investigation conceived so as to obtain answer to research questions and to control variance” “Itisablue-printforthecollection,measurementandanalysisof data” 2-10

3. ResearchDesign Assuchthedesignincludesanoutlineofwhattheresearcher • willdofromwritingthehypothesisanditsoperational implicationstothefinalanalysisofdata. • Moreexplicitly,thedesigndecisionshappentobeinrespectof: • Whatisthestudyabout? • Whyisthestudybeingmade? • Wherewillthestudybecarriedout? • Whattypeofdataisrequired? • Wherecantherequireddatabefound? • Whatperiodsoftimewillthestudyinclude? • Whatwillbethesampledesign? • Whattechniquesofdatacollectionwillbeused? • Howwillthedatabeanalysed? • Inwhatstylewillthereportbeprepared? 2-10

4. ResearchDesign Keeping in view the above stated design decisions, one may split the overall research design into the following parts: • Thesamplingdesign which deals with the method of selecting itemstobeobservedforthegivenstudy; • The observational designwhich relates to the conditions under whichtheobservationsaretobemade; • The statistical designwhich concerns with the question of how many items are to be observed and how the information and data gatheredaretobeanalysed; • The operational design which deals with the techniques by which the procedures specified in the sampling, statistical and observational designscanbecarriedout. 2-10

5. ResearchDesign Fromwhathasbeenstatedabove,wecanstate theimportantfeaturesofaresearchdesignasunder: • Itisaplanthatspecifiesthesourcesandtypes ofinformationrelevanttotheresearchproblem. • Itisastrategyspecifyingwhichapproachwill beusedforgatheringandanalysingthedata. • Italsoincludesthetimeandcostbudgets sincemoststudiesaredoneunderthesetwo constraints. 2-10

6. ResearchDesign Inbrief,researchdesignmust,atleast,contain • Aclearstatementoftheresearchproblem; • Proceduresandtechniquestobeusedforgathering information; • Thepopulationtobestudied; • Methodstobeusedinprocessingandanalysingdata. 2-10

7. ResearchDesign NEEDFORRESEARCHDESIGN • Researchdesignisneededbecauseitgivesthesmooth goingof thevariousresearchoperations,somaking asefficientaspossiblewecangetmaximal research • informationwithminimalexpenditureofeffort,timeand money. • Just as for better, economical and attractive construction ofahouse,weneedablueprint(orwhatiscommonlycalled the map of the house) well thought out and prepared by an expert architect, similarly we need a research design or a plan in advance of data collection and analysisfor our researchproject. 2-10

8. ResearchDesign • Research design stands for advance planning of the methods to be used for collecting the relevant data andthetechniquestobeusedintheiranalysis, keeping in view the objective of the research and the availabilityofstaff,timeandmoney. 2-10

9. ResearchDesign DIFFERENTRESEARCHDESIGNS Itcanbecategorizedasfollows: • Researchdesignincaseofexploratoryresearchstudies • thesurveyofconcerningliterature • theexperiencesurvey • theanalysisof‘insight-stimulating’examples • Researchdesignincaseofdescriptiveanddiagnostic researchstudies • Researchdesignincaseofhypothesis-testingresearch studies 2-10

10. ResearchDesign ResearchDesign Conclusive Exploratory Descriptive Casual Cross Sectional Longitudinal Singlecross sectional Multiplecross sectional 2-10

11. ResearchDesign 1.Researchdesignincaseofexploratory researchstudies • Itisalsoknownasformulativeresearchstudy. • The mainpurposeofsuchstudiesisthatofformulating aproblemformorepreciseinvestigationorofdeveloping the working hypotheses from anoperational point of view. • Themajoremphasisinsuchstudiesisonthediscovery ofideasandinsights. • Generally, the following three methods in the context of researchdesign • Literaturesurvey • Experiencesurvey • theanalysisof‘insight-stimulating’examples 2-10

12. ResearchDesign 1.1Literaturesurvey • Simpleandfruitfulmethod. • Hypotheses stated by earlier workers may be reviewed and their usefulness be evaluated as a basis for further research. • It may also be considered whether the already stated hypothesessuggestnewhypothesis. • In this way the researcher should review and build upon theworkalreadydonebyothers. • Bibliographicsurveyisalsoconsideredunderthissurvey 2-10

13. ResearchDesign 1.2Experiencesurvey • The survey of people who have had practical experience withtheproblemtobestudied. • The object of such a survey is to obtain insight into the relationships between variables and new ideas relating to theresearchproblem. • For such a survey people who are competent and can contribute new ideas may be carefully selected as respondentstoensurearepresentationofdifferenttypesof experience. • Therespondentssoselectedmaythenbeinterviewedby theinvestigator. 2-13

14. ResearchDesign 1.3Analysisofinsight-stimulatingexample • This method consists of the intensive study of selected instancesofthephenomenoninwhichoneisinterested. • For this purpose the existing records, if any, may be examined, the unstructured interviewing may take place, orsomeotherapproachmaybeadopted. 2-13

15. ResearchDesign 2.Researchdesignincaseofdescriptive anddiagnosticresearchstudies • Descriptive research studies are those studies which are concerned withdescribingthecharacteristicsofa particularindividual,orofagroup. • whereasdiagnosticresearchstudiesdeterminethe frequency with which something occurs or its association withsomethingelse. • The studies concerning whether certain variables are associatedareexamplesofdiagnosticresearchstudies. 2-13

16. ResearchDesign Inadescriptive/diagnosticstudythefirststep isto specify the objectives with sufficient precision to ensure thatthedatacollectedarerelevant. If this is not done carefully, the study may not providethedesiredinformation. Then comes the question of selecting the methods by which the data are to be obtained. In other words, techniquesforcollectingtheinformationmustbe devised. 2-13

17. ResearchDesign Severalmethods(viz.,observation,questionnaires, interviewing,examinationofrecords,etc.),withtheir merits and limitations, are available for the purpose and theresearchermayuseroneormoreofthesemethods wecansaythat“structuredinstruments”areusedin suchstudies. 2-13

18. ResearchDesign 3.Researchdesignincaseofhypothesis- testingresearchstudies Hypothesis-testingresearch studies (generally known as experimental studies) are those where the researcher tests thehypothesesofcausalrelationshipsbetweenvariables. Such studies require procedures that will not only reduce bias andincreasereliability,butwillpermit drawing inferencesaboutcausality. Usuallyexperimentsmeetthisrequirement.Hence,whenwe talk of research design in such studies, we often mean the designofexperiments. 2-13

19. ResearchDesign ExploratoCryo\mparisonDescriptive\ Diagnostic Rigiddesign Formulative □□ Overall Design FlexibleDesign □□ Non Probability sampling design (purposive or judgmentsampling) Probabilitysampling design (random sampling) Sampling design □ Nopre-planned designanalysis Unstructured instruments for collectionofdata □ Statistical design Pre-planneddesign analysis Structured instruments for collectionofdata □ □ Observation aldesign Operational design □ No fixed decision aboutoperational □ Advanceddecision aboutoperation procedure 2-19 procedure

20. ResearchDesign Exploratory Descriptive Causal Determinecause andeffect relationships Discoveryof ideasand insights Describe market characteristicsor functions Objective: Rigid,Markedby theprior formulationof Manipulationof oneormore Characteristics:Flexible, versatile independent specifichypothesesvariables, Controlofother mediating variables Oftenthefront endoftotal researchdesign Preplannedand structureddesign Secondarydata Surveys Panels Observationand otherdata Experiments Expertsurveys, Pilotsurveys, Secondarydata, Qualitative Methods: research 2-20

21. ResearchDesign Cross-sectionalDesigns Involvethecollectionofinformationfromanygivensample ofpopulationelementsonlyonce. Insingle cross-sectionaldesigns, there is only one sampleofrespondentsandinformationisobtainedfromthis sampleonlyonce. Inmultiplecross-sectionaldesigns,therearetwoor moresamplesofrespondents,andinformationfromeach sampleisobtainedonlyonce. Often, information from differentsamplesisobtainedatdifferenttimes. 2-21

22. ResearchDesign LongitudinalDesigns • A fixed sample (or samples) of population elements is measured repeatedly on the same variables • A longitudinal design differs from a cross- sectionaldesigninthatthesampleorsamples remainthesameovertime 2-21

23. ResearchDesign QualitativeResearch QualitativeResearchisprimarilyexploratoryresearch. It is used to gain an understanding of underlying reasons, opinions,andmotivations. It provides insights into the problem or helps to develop ideasorhypothesesforpotentialquantitativeresearch. Qualitative research designs typically include some type of observation. So, questions or scientific inquiries that can be answered throughobservation,participation,interviewing,and analyses of case studies can all be considered qualitative research. 2-21

24. ResearchDesign Rationalforusingqualitativeresearch • Itisnotalwayspossible,ordesirabletouse fullystructured or formal methods to obtain information from respondents. Peoplemaybe unwillingorunabletoanswercertain questions • Haveyourecentlypurchasedsanitarynapkins? • Drugsfornervoustension?Pillsforanxiety? • Peoplemaybeunabletoprovideaccurateanswersto questionsthattaptheirsubconscious. • Thevalues,emotionaldrives,andmotivationsresidingatthe subconscious level are disguised from the outer world by rationalizationandotheregodefenses: • Whydidyoupurchasethissportscar?(apersonjust boughtan expensivesportscar) 2-21

25. ResearchDesign ClassificationofQualitativeResearchProcedures 2-21

26. ResearchDesign Classificationofqualitativeresearch • DirectApproach • IndirectApproach 2-21

27. ResearchDesign Directapproach: Onetypeofqualitativeresearchinwhichthe purposes of the project are disclosed to the respondent or areobviousgiventhenatureoftheinterview Focus group : An interview conducted by a trained moderatoramongasmallgroupofrespondentsinan unstructured and natural manner. A focus group generally includes8–12members Depth interview :An unstructured, direct, personal interviewinwhichasinglerespondentisprobedbyahighly skilledinterviewertouncoverunderlyingmotivations, beliefs, attitudes, and feelings. A depth interview may take from30minutestomorethan1hour. 2-21

28. ResearchDesign Indirectapproach:anapproachthatdisguisesthetrue purposeoftheproject A projective technique is unstructured, indirect formof questioningthatencouragesrespondentsto project their underlying motivation, beliefs, attitudes, or feelingsregardingtheissuesofconcern. • Followingtechniques approach. • WordAssociation • Completiontechnique. • ExpressiveTechnique areusedunderthis 2-21

29. ResearchDesign FREEWORDASSOCIATION In thistechnique,alistofcarefullyselected stimulus words or phrases related to the topic of researcharereadout,oneatatime,toa respondent. The respondent is asked to respond withthe firstwordorphrasethat comes to his/hermind.Thelistofwordsshouldcontaina mixtureof testwordsandneutrSatimluwlusWoorrdds. Response Intheexampleshownhere, theresearchersseemstobe interested instudying high- techbanking(wordswith*). However,analyzingand interpretingtestresultsare ratherdifficult. Postman BankTeller* Networking Automatic teller machine* PersianCarpet Driver BankbyPhone* Transitlink 2-21

30. ResearchDesign SENTENCECOMPLETION Thistechniqueisanextensionofthefree-word association respondent containing test.Inthis withsomesentences technique,the ispresented incompletestimuli andisaskedto completethem. Likethefree-wordassociation method,interpretingandanalyzingdataobtained fromthi sAutttoemactichtenlleirqmuacheineiusserasalresodifficult. Automatic tellermachinesmay beconvenient,butthey Mymajorconcern aboutautomatictellermachines is 2-21

31. ResearchDesign UNFINISHEDSCENARIOCOMPLETION Thistechniqueissimilartothesentencecompletiontest. However,inthistechnique,therespondentispresented withaspecificscenariocontainingincompletestimuli[see examplebelow]andisaskedtocompletethescenario. Interpretingandanalyzingdataobtainedfromthis techniqueisalsodifficult. SinceMr.AlbertLeehadreceivedalargecommissionbycheckjust before leaving home for a holiday trip, he wanted to deposit it in an automatictellermachine,because,buthisfriendMr. Wongtoldhimthatheshould,because . 2-21

32. ResearchDesign CARTOONCOMPLETIONTEST Inthecartoontechnique, therespondentisshowna Deposit this cheque nearest ATMin the comic-striplikecartoon withtwocharactersina conversation.Whilethe speechof one character isshowninhis/her balloon, the other balloon isempty. Therespondentis asked to assume the role of the otherpersonandfillthe emptybaloonwitha ech. s2p-3e2

33. ResearchDesign Quantitativeresearchdesign Aresearchmethodologythatseekstoquantifythedataand, typically,appliessomeformofstatisticalanalysis. This involves generation of data in quantitative form which canbesubjectedto rigorousquantitativeanalysisina formalandrigidfashion. 2-33

34. ResearchDesign ‘Quantitative research is a formal, objective, systematic • processinwhichnumericaldataareusedtoobtain informationabouttheworld. • Thisresearchmethodisused: • Todescribevariables; • Toexaminerelationshipsamongvariables; • Todeterminecause-and-effectinteractions betweenvariables.' 2-33

35. ResearchDesign Classification Inferentialapproach: Purpose of this approach is to form a database from whichtoinfercharacteristicsorrelationshipsof population. This usually means survey research where a sample of population is studied to determine its characteristics, and it is then inferred that population has the same characteristics. 2-33

36. ResearchDesign Experimentalapproach: This researchis characterized by much control over theresearchenvironmentandsomevariablesare manipulatedtoobservetheireffectonothervariables 2-33

37. ResearchDesign Simulationapproach Thisinvolvesconstructionofanartificial environment within which relevant information and data can be generated. The term simulation in the contextofbusinessand social sciences applications refers to the operation of a numerical model that represents the structure of the dynamic process. Simulation approach can also be useful in buildingmodelsforunderstandingfuture conditions. 2-33

38. ResearchDesign QualitativeResearch To quantify the data and generalize the results from the sample to the population of interest Large number of representativecases Structured Statistical Recommend a final course of action QuantitativeResearch To gain a qualitative understanding of the underlying reasons and motivations Objectives Small number of non- representativecases Sample Data Collection DataAnalysis Unstructured Non-statistical Develop an initial understanding Outcome 2-33

39. QuantitativeMethods ResearchDesign Quantitative Methods include focus depth interviews and groups, review in- Surveys , structured interviews and of observations,andreviewsofrecords or documents for numeric information. Qualitativemethods Qualitative documentsfortypesofthemes. Primarily inductive process used to Primarily deductive process used to formulatetheory or hypothesis. test pre-specified concepts, constructs and hypothesis that make upa theory. Moreobjective:providesobserved effects of a program on a problem or condition. More subjective: describes a problem or condition from the point of those experiencingit. Textbased Numberbased Lessin-depthbutmorebreadthof information across a large number of cases. More in depth information on a few cases Unstructured or semi structured response options Fixedresponseoptions Nostatistical tests Statisticaltests areusedfor analysis 2-39

40. ResearchDesign Qualitativemethods QuantitativeMethods Can be valid and reliable: largely depends on skill and rigor of the researcher Lessgeneralizable Can be valid and reliable: largely depends on the measurement deviceorinstrumentused. Moregeneralizable 2-40

41. ResearchDesign ExperimentVsSurvey 2-40

42. ResearchDesign An experimentreferstoaninvestigationinwhichafactor orvariableundertestisisolatedanditseffect(s) measured. In an experiment the investigator measures the effects of anexperimentwhichheconductsintentionally. Surveyreferstothemethodofsecuringinformation concerningaphenomenaunderstudyfromallora selectednumberofrespondentsof theconcerned universe. In a survey, the investigator examines those phenomena whichexistintheuniverseindependentofhisaction 2-40

43. ResearchDesign SurveysVs.Experiments Surveys Experiments Itisconductedincaseofdescriptive It research. is conducted in case of experimental \ causal research studies. Thesestudiesusuallyhavelarger samples. The researcher does not manipulate the variable or arrange for events to happen. Thesestudieshavesmallsamples. The researcher may manipulate the variable orarrange foreventsto happen. It is appropriate in case of physical andnaturalscience. Itconstitutesanexampleof laboratory research. Itisappropriateincaseofsocialand behavioralsciences Itisanexampleoffieldresearch Possible relationships between data and the unknowns in the Experimentsaremeanttodetermine the such relationships universe can be studied through surveys. 2-43

44. ResearchDesign DataCollectionMethods 2-44

45. ResearchDesign Sourcesofdatacollection • Thetaskofdatacollectionbeginsafteraresearchproblem hasbeendefinedandresearchdesignprepared. • Researchshouldkeepinmindtwotypesofdatai.e.primary dataandsecondarydata. • Primarydata:thesearedatawhichare collectedafresh andforthefirsttime. • Secondarydata:thesearedatawhichhavealreadybeen collected by someone else and which have already been passedthroughthestatisticalprocess. 2-44

46. ResearchDesign 1.PrimaryDataCollection • Theprimarydataarethosewhicharecollectedfirsttime& thushappenstobe inoriginalcharacter. • Primarydataisonewhichiscollectedbytheinvestigator himselfforthepurposeofaspecificinquiryorstudy. • Thereareseveralmethodsofcollectingprimarydata,some methodsareasbelow. • Observation • InterviewMethod • ThroughQuestionnaires • ThroughSchedules 2-44

47. ResearchDesign 1.1ObservationMethod Theobservationmethodisthemostcommonlyusedmethod speciallyinstudiesrelatingtobehaviouralsciences. In a way we all observe things around us, but this sort of observationisnotscientificobservation. Observation becomes a scientific tool and the method of datacollectionfortheresearcher,whenitservesa formulatedresearchpurpose,issystematicallyplannedand recordedandissubjectedtochecksandcontrolsonvalidity andreliability. Under the observation method, the information is sought by way of investigator’s own direct observation without asking fromtherespondent 2-44

48. ResearchDesign Forinstance,inastudyrelatingtoconsumerbehaviour,the investigatorinsteadofaskingthebrandofwristwatchused bytherespondent,mayhimselflookatthewatch. Themainadvantageofthismethodisthatsubjectivebiasis eliminated,ifobservationisdoneaccurately. Secondly,the informationobtainedunderthismethod relatestowhatiscurrentlyhappening; itisnotcomplicated byeitherthepastbehaviourorfutureintentionsorattitudes. Thirdly, this methodisindependentofrespondents’ willingnesstorespondandassuchisrelativelyless demandingofactivecooperationonthepartofrespondents ashappenstobe thecaseinthe intervieworthe questionnairemethod. 2-48

49. ResearchDesign This method is particularly suitable in studies which deal with subjects (i.e., respondents) who are not capable of giving verbal reports of their feelings for one reason or the other 2-48

50. ResearchDesign However,observationmethodhasvariouslimitations. Firstly,itisanexpensivemethod. Secondly,theinformationprovidedbythismethodisvery limited. Thirdly,sometimesunforeseenfactorsmayinterferewith theobservationaltask. At times, the fact that some people are rarely accessible to directobservationcreatesobstacleforthismethodto collectdataeffectively. 2-48