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Chapter 6

Chapter 6. Research Design: An Overview. Learning Objectives. Understand . . . The basic stages of research design. The major descriptors of research design. The major types of research designs.

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Chapter 6

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  1. Chapter 6 Research Design: An Overview

  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.

  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

  4. What Is Research Design? Blueprint Plan Guide Framework

  5. Design in the Research Process

  6. What Tools Are Used in Designing Research?

  7. What Tools Are Used in Designing Research? MindWriter Project Plan in Gantt chart format

  8. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  9. Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses Formal Study Precise procedures Begins with hypotheses Answers research questions Degree of Question Crystallization

  10. Participant observation Film, photographs Projective techniques Psychological testing Case studies Ethnography Expert interviews Document analysis Proxemics and Kinesics Approaches for Exploratory Investigations

  11. 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

  12. 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

  13. Secondary Data Analysis Experience Surveys Focus Groups Commonly Used Exploratory Techniques

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

  15. 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?

  16. Group discussion 6-10 participants Moderator-led 90 minutes-2 hours Focus Groups

  17. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  18. Data Collection Method Communication Monitoring

  19. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  20. The Time Dimension Cross-sectional Longitudinal

  21. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  22. Statistical Study Breadth Population inferences Quantitative Generalizable findings Case Study Depth Detail Qualitative Multiple sources of information The Topical Scope

  23. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  24. The Research Environment Field conditions Lab conditions Simulations

  25. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  26. Purpose of the Study Reporting Descriptive Casual -Explanatory Causal -Predictive

  27. Who? Where? Descriptive Studies How much? What? When?

  28. Descriptive Studies Descriptions of population characteristics Estimates of frequency of characteristics Discovery of associations among variables

  29. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  30. 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 Experimental Effects

  31. Ex Post Facto Design

  32. Causation and Experimental Design Control/ Matching Random Assignment

  33. Mills Method of Agreement

  34. Mills Method of Difference

  35. Causal Studies Symmetrical Reciprocal Asymmetrical

  36. Understanding Casual Relationships Property Behavior Response Stimulus Disposition

  37. Asymmetrical Casual Relationships Stimulus-Response Property- Disposition Property- Behavior Disposition-Behavior

  38. Types of Asymmetrical Causal Relationships

  39. Evidence of Causality Covariation between A and B Time order of events No other possible causes of B

  40. Research Design Descriptors Question Crystallization Perceptual Awareness Data Collection Method Descriptors Purpose of Study Experimental Effects Time Dimension Research Environment Topical Scope

  41. Participants’ Perceptional Awareness No deviation perceived Deviations perceived as unrelated Deviations perceived as researcher-induced

  42. Research Design Descriptors

  43. Key Terms • Asymmetrical relationship • Case study • Causal study • Causation • Children’s panels • Communication study • Control • Control group • Correlation • Cross-sectional study • Descriptive study • Ethnographic research • Ex post facto design • Experience • Experiment • Exploratory study • Field conditions • Focus group • Formal study

  44. Key Terms (cont.) • Individual depth interview • Intranet • Laboratory conditions • Longitudinal study • Matching • Monitoring • Primary data • Qualitative techniques • Random assignment • Reciprocal relationship • Research design • Secondary data • Simulation • Statistical study • Symmetrical relationship

  45. Chapter 6 Additional Discussion opportunities

  46. Snapshot: McDonald’s Listening Tour Products Nutritional Messaging Sustainability initiatives

  47. Snapshot: Wildcat Surveys…Issues Control Costs Immediate Feedback Sample Fatigue Questioning expertise Data Analysis Skills

  48. Snapshot: Wildcat Survey…Researcher Role Best practices, templates, and other resources for self-executed projects Reduce validity & redundancy Become consultative partner

  49. Research Thought Leaders “Most human beings and most companies don’t like to make choices. And they particularly 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

  50. PulsePoint: Research Revelation 76 The percent of mobile phone subscribers worldwide who use SMS text messaging.

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