Chapter Four Research Design and Implementation

1. Chapter FourResearch Design and Implementation Esther, Tseng 曾愛華

2. 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

3. The Research Design Process

4. Preliminary Planning Stage

5. Research Design

6. Implementation

7. Research Approach Types of Research Data Collection methods

8. 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?

9. 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.

10. 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.

11. 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?

12. 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?

13. 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

14. Data Collection Methods • Secondary Sources • Information system • Databanks of other organizations • Syndicated services • Primary Sources • Qualitative research • Surveys • Experiments

15. Relationship between Data Collection Method and Category of Research

16. 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

17. 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.

18. 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

19. Errors in Research Design (cont.)

20. 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

21. Determining Information Requirements Consider level and type of decision for which research is conducted • Two types of decisions • Strategic decision: • Tactical decision:

22. 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

23. 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

24. 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.

25. 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?"

26. 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

27. 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

28. The end Thank you!