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Chapter 6

Chapter 6. Research Design: An Overview. Learning Objectives. Understand the major descriptors of research design Understand the major types of research designs Understand the relationships that exist between variables in causal designs and the steps for evaluating those relationships.

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Chapter 6

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  1. Chapter 6 Research Design: An Overview

  2. Learning Objectives • Understand the major descriptors of research design • Understand the major types of research designs • Understand the relationships that exist between variables in causal designs and the steps for evaluating those relationships

  3. Research Design Blueprint Plan Guide Framework

  4. Exhibit 6-1 Design in the Research Process

  5. Exhibit 6-2 Descriptors of Research Design

  6. Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses Formal Study Precise procedures Begins with hypotheses Answers research questions The Degree of Structure

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

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

  9. 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 Causal Studies

  10. Exhibit 6-3 Mills Method of Agreement

  11. Exhibit 6-4 Mills Method of Difference

  12. Methods of Data Collection Monitoring Communication

  13. The Time Dimension Cross-sectional Longitudinal

  14. The Research Environment Field conditions Lab conditions Simulations

  15. Participants’ Perceptions No deviation perceived Deviations perceived as unrelated Deviations perceived as researcher-induced

  16. Interviewing Participant observation Film, photographs Projective techniques Psychological testing Case studies Street ethnography Elite or expert interviewing Document analysis Proxemics and Kinesics Approaches for Exploratory Investigations

  17. Desired outcomes of Exploratory Studies_1 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

  18. Desired outcomes of Exploratory Studies_2 Developed hypotheses about possible causes of management dilemma Learned which hypotheses can be safely ignored Concluded additional research is not needed or not feasible

  19. Secondary Data Analysis Experience Surveys Focus Groups Common Exploratory Techniques for Research

  20. Delve emphasizes that face-to-face interaction is still one of the best ways to learn about consumers

  21. 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?

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

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

  24. Causal Studies Symmetrical Reciprocal Asymmetrical

  25. Exhibit 8-3 Asymmetrical Casual Relationships Stimulus-Response Property- Disposition Property- Behavior Disposition-Behavior

  26. Exhibit 6-6 Types of Asymmetrical Causal Relationships

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

  28. Causation and Experimental Design Control/ Matching Random Assignment

  29. Ex Post Facto Design Substitute BRM Exhibit 6-8

  30. 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 Individual depth interview Intranet Key Terms

  31. Laboratory conditions Longitudinal study Matching Monitoring Primary data Qualitative techniques Random assignment Reciprocal relationship Research design Secondary data Simulation Statistical study Symmetrical relationship Key Terms (cont.)

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