Universities offer both print and electronic options for students to purchase text books. In some cases, students purchase eTextbooks because the cost can be lower than the cost of traditional textbooks. A variety of qualitative designs can be used to determine the factors further influencing the purchase of eTextbooks and how and when eTextbooks are best utilized. Correlational designs can be used to answer the following research question: If a student uses eReaders while reading for pleasure will the student purchase an eTextbook for academic use? Using correlational designs will help the researcher predict if using an eReader for pleasure causes a student to purchase an eTextbook for academic use. Neither variable is independent or dependent but rather a relationship will be determined. Correlational research is less rigorous and the researcher cannot determine cause and effect but can only use the data to show patterns in relationships. Surveys can be used to describe a variety of opinions and behaviors when it comes to why students purchase eTextbooks. A survey can answer the following research question: What factors explain why university students purchase eTextbooks instead of traditional textbooks. Surveys do not provide information regarding the relationship between variables but describe trends in data. Surveys can be used to determine the individual opinions concerning eTextbooks and the behaviors related to the use of eTextbooks. The individual survey data is then compiled to determine the overall patterns in relationships. Similar to correlational research, cause and effect cannot be determined. But unlike correlational research, trends can be described. Grounded theory explains a process at a broad level and can be used to answer the following research question: What is the process involved in deciding to purchase an eTextbook for academic use? Grounded theory will allow the researcher to collect data that will explain why students choose to purchase eTextbooks instead of traditional textbooks. After interviewing 3
university students, the data can be arranged visually providing an explanation for publishers to use when designing eTextbooks. The step by step process involved in grounded theory allows the researcher to analyze the data systematically however grounded theory is also viewed as confusing with distinct language and with a continual emergence of new perspectives. Experimental designs represent the traditional approach when conducting quantitative research. Unlike the above mentioned approaches, experimental designs allow the researcher to determine whether an independent variable influences the dependent variable. Since a cause and effect can be determined, experimental designs can answer the following research question: Do students who receive technical support from the professor when using an eTextbook purchase an eTextbook for subsequent courses more often than students who do not receive technical support from the professor when using an eTextbook? An independent variable must be established and the other variables must be controlled to maintain only one influencing factor. Only one variable can be examined at a time to determine probable cause so if the researcher needs to consider other factors, a separate experiment must be performed. Many factors are involved when designing a quality survey. To begin, a large sample must be selected that exhibits similar characteristics to the target sample to reduce sampling error. Before designing and creating a new survey, consider utilizing or modifying an already existing survey. The survey instrument must have straight forward questions and clear response options to reduce measurement error. The questions should not overlap and should be applicable to all participants. The survey can include a variety of questions including: personal, attitudinal, behavioral, sensitive, and open-ended and close-ended questions depending on the survey use. Before the survey is administered to the sample, a pilot test should be conducted. The researcher can then modify the instrument based on the feedback. 4
A high response rate is essential after conducting a survey. This will allow the researcher to generalize the results with confidence. When conducting a mailed questionnaire, a telephone interview, or a web-based survey, it can be beneficial to pre-notify participants through an introductory letter. This will allow the participants to prepare a block of time to complete the survey. Following up on the survey by providing additional copies to participants who have not yet returned the survey can also increase participant response rates. For any survey, it is important to study a problem of interest for the determined sample population. The more the sample is interested in the problem, the more likely they are to complete the survey. Incentives are also used but with mixed results. The researcher must determine the cost of the incentive with the potential help with returns. Researchers often use a combination of strategies to increase participant response rates. Correlational designs, surveys, grounded theories, and experimental designs are used to explore relationships and trends, determine cause and effect, and explain processes but none of these designs aim to develop a solution to a problem. Action research is more applicable for many teachers and administrators since the research focuses on determining a practical solution to an immediate problem. This method utilizes both quantitative and qualitative data collection with a more practical use than other research methods. Educational researchers should choose action research because it allows the researcher to examine their own practices instead of the practices of others. The research is self-reflective and focuses on practical issues. Other forms of research are often published in academic journals but action research is often shared with the local school and community, the ones who promote change and enact plans. The research is not administered just for knowledges sake but to create a plan of action.