Research Degin

8/8/2019 Research Degin

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Research Design


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Research design is a set ofadvance decisions that make up

the master plan specifying the

methods and procedures forcollecting and analyzing the

needed information.


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Three Types of Research Designs

Exploratory

Descriptive

Causal

Please note that research does not necessarily

follow the order (1) exploratory, (2) descriptive,

and (3) causal designs.


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Exploratory Research

Exploratory research is unstructured,informal research undertaken to gainbackground information about the general

nature of the research problem.

Uses of exploratory research include:

1. Gain background information.2. Define terms.3. Clarify problems and hypotheses.4. Establish research priorities.


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Methods of Conducting Exploratory

Research Secondary data analysis. Secondary data refers to theprocess of searching for and interpreting existing inforelevant to the research problem (e.g., census data, articlesin journals, newspapers, etc.).

Experience (Expert) surveys. Refers to gathering info fromthose thought to be knowledgeable on the issues relevant tothe problem (i.e., ask experts).

Case Analysis. Uses past situations that are similar to thepresent research problem.

Focus groups. Involves small (8-12) groups of peoplebrought together and guided by a moderator through

unstructured, spontaneous discussion.


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Specifying Constructs &

Operational Definitions Construct: A specific type of concept that exists at ahigher level of abstraction.

C

onstitutive Definition: A statement of the meaning of thecentral idea or concept under study, establishing itsboundaries; also known as a theoretical, or conceptual,definition (Note: Not in the book, but very important foressay exam and formal research report).

Operational Definition: A statement of precisely whichobservable characteristics will be measured and theprocess for assigning a value to the concept.


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What are Things Marketing

Managers

Typically

Measure?

Customer Satisfaction/Dissatisfaction

Loyalty

Attitudes Toward Product, Company Knowledge of product, service, features

Importance of Attributes

Intentions to Purchase Demographics


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How are these Constructs

Developed?


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Satisfaction

What would a definition of Satisfaction be,

if you were to look it up in the dictionary

Now, how might we measure

Satisfaction, i.e. the extent to which a

person is satisfied?


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Satisfaction

1. The fulfillment or gratification of a desire, need, or appetite.

Pleasure or contentment derived from such gratification.

A source or means of gratification.

2. A qualitative measure of performance as defined bycustomers, which meet their basic requirements andstandards.

3. The opportunity to avenge a wrong; vindication.

Compensation for injury or loss; reparation.

4. Assurance beyond doubt or question; complete conviction.


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Satisfaction Operational Defn

How do we measure satisfaction for our

study?


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Next, the Researcher Needs to

Identify the Relationships that

connects various constructs

A relationship is a meaningful link believedto exist between two or more constructs.


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Decide on a Model

A model connects constructs in ordered

relationships.

Satisfaction


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Finally! Specifying Research

Objectives/Hypotheses

Each research objective/Ho must be precise, detailed, clear, andoperational (i.e., measurable).

Avoid the nice-to-know syndrome!

Research objectives are best stated as research hypotheses. Ahypothesis is a conjectural statement about a relationship between two or

more variables that can be tested with empirical data. ISU Green Team example. How might we express the research

question(s):

(1)

(2)

(3)

Statement ofHypotheses based upon these research questions.

(1)

Presumes we must now develop a constitutive definition and operationaldefinition.


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Descriptive Research

Descriptive research provides answers to the

questions of who, what, when, where, and

how.

Note that we cannot conclusively ascertain

answers to WHY using descriptive studies.

Descriptive studies can be of two varieties

(i.e., classifications):

Cross-sectional

Longitudinal


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Example of Descriptive Research

Study Measuring Various Attributes ofSalespeople, a Training Program, or a RetailingSituation

Measuring how salespeople or customersbehaved, as well as what happened to salesvolume

Learn about characteristics of people shoppingat a particular store

Satisfaction Study taken at multiple times

throughout the year


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Causal Research Causality may be thought of as understanding a

phenomenon in terms of conditional statements ofthe form, If X, then Y. Conditions for Causality are:

Concomitant Variation: For variable X to cause a

change in variable Y, the two must be highly related in

that changes in Y are always associated with changes inX.

Temporal Precedence: Refers to the time sequence of

occurrence. For variable X to cause Y, it must always

occur before or precede Y.

Absence of CompetingExplanations: For X to cause Y,

other possible causes must be ruled out.

Types of Competing Explanation

Chance

Extraneous Variables


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Terminology Associated With Causal

Research

Variable: Any event which can take on more than onecondition. Traditionally symbolized by a Roman or GreekLetter

Independent Variable: A variable whose behavior explains

or influences the behavior of another variable. The letter Xis conventionally used to symbolize an independentvariable (subscripted if more than one independent variableis used).

Dependent Variable: A variable whose behavior is being

influenced (i.e. its behavior is "dependent" upon the"independent" variable(s)). Conventionally symbolized bythe letter Y (also subscripted if more than one independentvariable is used).


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Methods for Controlling Extraneous (or

Confounding) Variables

Randomization: The random assignment of subjects totreatment conditions to ensure equal representation ofsubject characteristics.

PhysicalControl: Holding constant the value or level ofextraneous variables throughout the course of anexperiment. (e.g., matching participants on personaldemographic characteristics).

DesignC

ontrol: Using the experimental design itself tocontrol extraneous causal factors.

StatisticalControl: Adjusting for the effects ofconfounded variables by statistically adjusting the valueof the DV for each treatment condition.


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Notation For Describing Research

Framework

Notation For Describing Research

Framework

X Represents the exposure of the objects being

studied to a particular variable or event, the effects

of which are to be observed or measured

O Represents the specific process of observation

or measurement

R Represents the process of randomly selecting

objects being studied and exposing them to a

particular variable or event


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Types of Descriptive Research

Frameworks

One Shot Framework (After Only)

After Only With Random Assignment

Pretest-Posttest Framework


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Causal Experimental Designs

Pretest-posttest with Control

Posttest only with Control

Solomon Four Group

Factorial Design

Documents

Research Degin