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Chapter Four Research Design and Implementation. Esther, Tseng 曾愛華. Outlines. The Research Design Process Preliminary Planning Stage , Research Design , Implementation Research Approach Types of Research , Relationship between data collection method and Category of Research
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Chapter FourResearch Design and Implementation Esther, Tseng 曾愛華
Outlines • The Research Design Process • Preliminary Planning Stage, Research Design,Implementation • Research Approach • Types of Research,Relationship between data collection method and Category of Research • Research Tactics and Implementation • Errors in Research Design • Issues in International Research Design • Determining Information Requirements, Unit of Analysis, • Construct, Measurement, Sample, and analysis Equivalence • Key Pitfalls in Conducting an International Research
Research Approach Types of Research Data Collection methods
Types of Research Exploratory Research • Used when seeking insights into the general nature of a problem, the possible decision alternatives, and the relevant variables that need to be considered • (including literature reviews, individual and group unstructured interviews, and case studies) • Q1: What benefits do people seek from the product?
Ex: A study on analytical model of organizational decision making for non-profit organization • The researcher reviewed related literature about decision making, and try to understand if there is any dissertation discuss the issue. • The objective of the research is to develop a decision-making framework for non-profit organization to make decision more effectively. • The researcher try to explore the value and mission in non-profit organizations by depth-interview. (16 units) • After depth-interview, the study refined some value and characteristics out of decision-making process from the non-profit organizations. • The study proposed that there are distinct value and mission in non-profit organizations. The author refined two different parts “value premise” and “factual premise” from the research. • Besides, the study proposed the “substantial element” and procedural element” out of the analysis of decision-making process.
Ex: A study on analytical model of organizational decision making for non-profit organization • Finally, the study formulated an analytical model of organizational decision making for non-profit organizations.
Types of Research (cont.) Descriptive Research • Provides an accurate snapshot of some aspect of the market environment • Q2:What kinds of people now buy the product, and who buys our brand?
Types of Research (cont.) Causal Research • Used when it is necessary to show that one variable causes or determines the values of other variables • Q3: What is the relationship between size of service staff and revenue?
Detective Funnel Many research studies use combination of all three research techniques: • Exploratory techniques - generate all possible reasons for a problem • Descriptive and Causal approaches - narrow the possible causes
Data Collection Methods • Secondary Sources • Information system • Databanks of other organizations • Syndicated services • Primary Sources • Qualitative research • Surveys • Experiments
Relationship between Data Collection Method and Category of Research
Research Tactics and Implementation • Once the research approach has been chosen: Research tactics and implementation (methods of analyses must be developed) : • The specifics of measurements • Plan for choosing the sample • Methods of analysis
Research Tactics and Implementation (cont.) • The specifics of measurements: The measuring instrument usually is a questionnaire, but it also may be a plan for observing behavior or recording data. • Plan for choosing the sample: The sampling plan describes how the subgroup is to be selected. • 1. One approach is to use probability sampling • 2. Other critical decisions are the size of the sample • Methods of analysis: The researcher should plan how each of the data items is to be analyzed.
Errors in Research Design • The usefulness of a research project depends on the overall quality of the research design and on the data collected and analyzed based on the design. Two Types of Errors: • Sampling error : • Difference between a measure obtained from a sample of population and the true measure that can be obtained only from the entire population • Non-sampling error: • All other errors associated with a research project
Issues in International Research Design • Three issues critical to international research design are • Determining information requirements • Determining the unit of analysis • Achieving the equivalence of construct, measurement, sample and analysis
Determining Information Requirements Consider level and type of decision for which research is conducted • Two types of decisions • Strategic decision: • Tactical decision:
Determining Information Requirements (cont.) Global Strategic Decision • Mostly made at corporate headquarters • Information required is governed by overall company objectives • Implies long term survival of company • Deal with macro environment
Determining Information Requirements (cont.) Tactical Decisions • Concerned with micro-level implementation issues • Information obtained from primary data • Concerned with marketing mix strategy for country/product markets • Made at functional or subsidiary level
Unit of Analysis Researcher must decide at what level the analysis is done: • Global level • Considering all countries simultaneously • Regional level (bigger scope) • Groups of countries considered homogeneous for macro environmental factors (ex: the European Union and the North American Free Trade Agreement (NAFTA) countries can be considered regional trading blocs ) • Country level • Each country taken as separate unit • Similar segments across countries • The researcher targets homogeneous segments having similar tastes and preferences, across countries.
Construct, Measurement, Sample, and Analysis Equivalence Construct Equivalence • Deals with how both the researcher and the subjects see, understand, and code a particular phenomenon • The problem confronting the international researcher is that, because of social cultural, economic, and political differences, perspectives may be neither identical nor equivalent. • "Are we studying the same phenomenon in countries X and Y?” Measurement Equivalence • Deals with the methods and procedures used by the researcher to collect and categorize essential data and information • Are the phenomenon in countries X and Y measured the same way?” Sampling Equivalence • "Are the samples used in countries X and Y equivalent?"
Key Pitfalls in Conducting an International Research • Selecting a domestic research company to do your international research (the point of view from the researcher might be narrow) • Rigidly standardizing methodologies across countries • Interviewing in English around the world
Key Pitfalls in Conducting an International Research (cont.) • Setting inappropriate sampling requirements • Lack of systematic international communication procedures • Misinterpreting multi-country data across countries • Not understanding international differences in conducting qualitative research
The end Thank you!