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Chapter 6

Research Design: An Overview

Prepared by: Mahrukh Sheikh

Research design

• Research design: refers to the plan, structure, and strategy of research the blueprint that will guide the research

process

• The test for the quality of a study’s research design is the study’s conclusion validity.

conclusion validity: refers to the extent of researcher’s ability to draw accurate conclusions from

research

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Design in the Research Process

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The Degree of Structure

Exploratory Study• Loose structure• Expand understanding• Provide insight• Develop hypotheses

Formal Study• Precise procedures• Begins with hypotheses• Answers research questions

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The Topical Scope

Statistical Study• Breadth• Population inferences• Quantitative• Generalizable findings

Case Study• Depth• Detail• Qualitative• Multiple sources of information

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Descriptive Studies

When?When?

How much?How much? What?What?

Who?

Where?

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Causal Studies

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

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Methods of Data Collection

Monitoring Communication

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Approaches for Exploratory

Investigations• Interviewing• Participant observation• Film, photographs• Projective techniques• Psychological testing

• Case studies• Street ethnography• Elite or expert interviewing• Document analysis• Proxemics and Kinesics

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Common Exploratory Techniques for Research

Secondary Data

Analysis

Secondary Data

Analysis

Focus GroupsFocus

Groups

Experience Surveys

Experience Surveys

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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?

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Focus Groups

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

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Descriptive Studies

Descriptions of population

characteristics

Descriptions of population

characteristics

Estimates of frequency of

characteristics

Estimates of frequency of

characteristics

Discovery of associations among

variables

Discovery of associations among

variables

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Causal Studies

AsymmetricalAsymmetrical

ReciprocalReciprocal

SymmetricalSymmetrical

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