Lecture 5

Elements of Research
Design
Ref: Sekaran (2003), Cooper and
Schindler (2006)

Research Design
Blueprint
Blueprint
Plan
Plan
Guide
Guide
Framework
Framework

Research design involves a

series of rational decisionmaking choices
Type

of investigation
Purpose of the study
Extent of researcher interference
Study setting
Units of analysis
Time horizon of the study

Descriptors of Research
Design
Category

Options

The degree to which the research question

has been crystallized

The method of data collection

The power of the researcher to produce

effects in the variables under study

The purpose of the study

Monitoring
Communication
Study

The time dimension

Exploratory study
Formal study

The topical scopebreadth and depthof

the study

The research environment

The participants perceptions of the research

Experimental
Ex post facto
Descriptive
Causal
Cross-sectional
Longitudinal
Case
Statistical study

Field setting
Laboratory
research
Simulation
Actual routine

The Purpose of the Study

Exploratory

study

Undertaken when we do not know much

about the situation at hand, or when we have
no information on how similar problems or
research issues have been solved in the past
Descriptive

study

Undertaken in order to ascertain and so be

able to describe the characteristics of
variables in a situation

The Purpose of the Study

Hypotheses

testing

Studies that try to explain the nature of

certain relationships, or establish the
differences among groups or
independence of two or more factors in
a situation

The Degree of Structure

Exploratory Study
Loose structure
Expand
understanding
Provide insight
Develop hypotheses

Formal Study
Precise procedures
Begins with
hypotheses
Answers research
questions

The Topical Scope

Statistical Study
Breadth
Population
inferences
Quantitative
Generalizable
findings

Case Study
Depth
Detail
Qualitative
Multiple sources of
information

Extent of Researcher
Interference with the Study
Degree

of interference by the
researcher in the manipulation and
control of variables, either in the
natural setting or in an artificial
research setting

Study Setting
Noncontrived

setting

Natural environment where events normally occur

Field study (minimal interference)
Field experiment (manipulation of variables)
Contrived

setting

Artificial environment
Lab experiment (manipulation of variable with
high degree of control)

The Research Environment

Field conditions
Lab conditions

Simulations

Methods of
Data Collection
Monitoring

Communication

The Time Dimension/Horizon

Cross-sectional

Longitudinal

Time Dimension/Horizon
Cross-Sectional

Study

Data are gathered just once, perhaps over a

period of days or weeks or months, in order
to answer a research question
Longitudinal

Study

The researcher undertakes a study at several

points in time in order to answer a research
question
Eg., before and after privatisation/IPO/merger

Participants Perceptions
No deviation perceived
Deviations perceived
as unrelated
Deviations perceived as
researcher-induced

Common Exploratory
Techniques for Research
Secondary
Secondary
Data
Data Analysis
Analysis

Experience
Experience
Surveys
Surveys

Focus
Focus
Groups
Groups

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

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?

Focus Groups
Group

discussion
6-10 participants
Moderator-led
90 minutes-2 hours

Type of Investigation
Causal

Type of study done when it is necessary to

establish a definitive case and effect
relationship in order to answer the
research question
Correlational

Type of study that that delineates the

important variables that are associated
with the problem

Descriptive Studies
Who?

How
How much?
much?

What?
What?

When?
When?

Where?

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

Causal Studies
Experiment
Ex Post Facto study
Study involving the
After-the-fact report
manipulation or
on what happened
control of one or
to the measured
more variables to
variable
determine the effect
on another variable

Causal Studies
Symmetrical
Symmetrical
(fluctuatetogether)
together)
(fluctuate

Reciprocal
Reciprocal

(mutuallyinfluence
influenceor
or
(mutually
reinforceeach
eachother)
other)
reinforce

Asymmetrical
Asymmetrical

Asymmetrical
Changes

in one variable is responsible

for the changes in the other
The relatively unalterable variable is
the independent
The independent variable precedes the
dependent variable

Asymmetrical Casual
Relationships
Stimulus-Response
(Policy productivity)

PropertyDisposition

PropertyBehavior

(Social class attitudes

towards environment)

(Social class
reading habits)

Disposition-Behavior
(Job satisfaction loyalty)

Evidence of Causality
Covariation
Covariation between
between
A
A and
and B
B

Time
Time order
order of
of events
events
No
No other
other possible
possible
causes
causes of
of B
B

Units of Analysis
Refers

to the level of aggregation of

the data during subsequent analysis
Individuals as the UOA
Dyads as the UOA
Groups as the UOA
Divisions as the UOA
Industry as the UOA
Countries as the UOA