chapter 6 research design : an overview donald r. cooper & pamela s. schindler 授課教授 :...
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Chapter 6Research Design : An OverviewDonald R. Cooper & Pamela S. Schindler
授課教授: 洪新原 教授
組員:602530037 翁育群 602556023 李明易 601520038 游珉宜
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What Is Research Design?
• Blueprint
• Plan
• Guide
• Framework
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What Is Research Design?
Design in the Research Process
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What Tools Are Used in Designing Research?
CPM Schedule of Research Design
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Classification of DesignsCategory Options
The degree to which the research question has been crystallized
• Exploratory study• Formal study
The method of data collection • Monitoring• Communication study
The power of the researcher to produce effects in the variables under study
• Experimental• Ex post facto
The purpose of the study • Reporting• Descriptive• Casual - Explanatory. Predictive
The time dimension • Cross-sectional• Longitudinal
The topical scope – breadth and depth – of the study
• Case• Statistical study
The research environment • Field setting• Laboratory research• Simulation
The participants’ perceptions of research activity
• Actual routine• Modified routine
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Degree of Research Question Crystallization
• Exploratory study
• Formal study
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Method of Data Collection
• Monitoring
• Communication study
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Researcher Control of Variables
• Experiment
• Ex post facto design
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The purpose of the Study
• Reporting study
• Descriptive study
• Causal-explanatory study
• Causal-predictive study
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The Time Dimension
• Cross-sectional studies
• Longitudinal studies
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The Topical Scope
• Statistical studies
• Case studies
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The Research Environment
• Field conditions
• Laboratory conditions
• Simulations
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Participants’ Perceptual Awareness
• 1.Participants perceive no deviations from everyday routines
• 2.Participants perceive deviations, but as unrelated to the researcher
• 3.Participants perceive deviations as researcher-induced2013/10/28
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Exploratory Studies
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
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Exploratory Studies
Develop hypotheses about possible causes
of management dilemma
Learn which hypotheses can be
safely ignored
Conclude additional research is not needed or not
feasible2013/10/28
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Quality Technique
The Amount
The How Much
The essential character or
nature of something
The what
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Quality Technique
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Commonly Used Exploratory Techniques
Secondary data
analysis
Experience surveys
Focus groups
Two-stage designs
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Experience Survey
• 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?2013/10/28
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Focus Groups
•Group discussion•6-10 participants•Moderator-led•90 minutes-2 hours
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Descriptive Studies
Who?
What?
Where?
When?
How much?
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Descriptive Studies
• In contrast to exploratory studies, more formalized studies are typically structured with clearly stated hypotheses or investigative questions. Formal studies serve a variety of research objectives:
1. Descriptions of population characteristics 2. Estimates of frequency of characteristics3. Discovery of associations among variables
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Descriptive Studies(cont.)• The simplest descriptive study concerns a univariate
question or hypothesis in which we ask about, or state something about, the size, form, distribution, or existence of a variable.
• In the account analysis at BankChoice we might be interested in developing a profile of savers. The question: What percentage of the savers live within a two-mile radius of the office?
Using the hypothesis format→60 percentage or more of the savers live within a two-mile radius of the office.2013/10/28
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Descriptive Studies(cont.)• Cross-tabulations between the distance from the account
owner’s residence or employment to the branch and account activity may suggest that different rates of activity are related to account owner location.
• The correlation between nearness to the office and the probability of having an account at the office suggested the question
Why would people who live far from the office have an account there?
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Descriptive Studies(cont.)• It might be hypothesized that:1. Distant savers have accounts at the office because they once
lived near the office; they were “near” when the account decision was made.
2. Distant savers actually live near the office, but the address on the account is outside the 2-mile radius; they are “near,” but the records do not show this.
3. Distant savers work near the office; they are “near” by virtue of their work location.
4. Distant savers are not normally near the office but responded to a promotion that encouraged savers to bank via computer; this is another form of “nearness” in which this concept is transformed into one of “convenience.”
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Causal Studies
• Causation is that A “produces” B or A “forces” B to occur.• Meeting the ideal standard of causation: requires that one variable always causes another and no other variable has the same causal effect.• John Stuart Mill: Mills Method of Agreement“ When two or more cases of a given phenomenon have one
and only one condition in common, then that condition may be regarded as the cause (or effect) of the phenomenon.”
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Mills Method of AgreementExhibit 6-4 Mills Method of Agreement
The method of agreement helps rule out some variables as irrelevant.
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Causal Studies(cont.)
• The negative canon of agreement states that where the absence of C is associated with the absence of Z, there is evidence of a causal relationship between C and Z.
negative canon of
agreement
Method of Agreement
Method of Difference
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Mills Method of DifferenceExhibit 6-4 Mills Method of Difference
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Evidence of Causality • In testing causal hypotheses, we seek three
types of evidence: 1. Covariation between A and B2. Time order of events moving in the hypothesized
direction3. No other possible causes of B
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Causation and Experimental Design
• In addition to these conditions successful inference-making from experimental design must meet two other requirements.
ControlRandom
Assignment
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Causation and Experimental Design(cont.)
If we consider the possible relationships that can occur between two variables, we can conclude there are three possibilities:
• Symmetrical
• Reciprocal
• Asymmetrical
one in which two variables fluctuate together, but we assume the changes in neither variable are due to changes in the other.
when two variables mutually influence or reinforce each other
we postulate that changes in one variable(IV) are responsible for changes in another variable(DV)
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Asymmetrical Relationships
Asymmetrical Relationships
Stimulus-Response
Property-Disposition
Disposition-Behavior
Property-Behavior
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Types of Asymmetrical Causal Relationships
Relationship Type Nature of Relationship
Examples
Stimulus-response An event or change results in a response from some object.
• A change in work rules leads to a higher level of worker output.
• A change in government economic policy restricts corporate financial decisions.
• A price increase results in fewer unit sales.
Property-disposition An existing property causes a disposition.
• Age and attitudes about saving. • Gender attitudes toward social issues.• Social class and opinions about taxation.
Disposition-behavior A disposition causes a specific behavior.
• Opinions about a brand and its purchase.• Job satisfaction and work output. • Moral values and tax cheating.
Property-behavior An existing property causes a specific behavior.
• Stage of the family life cycle and purchases of furniture.
• Social class and family savings patterns.• Age and sports participation.
Exhibit 6-6 Four Types of Asymmetrical Causal Relationships
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