Research Design - week 2- ULMS515 (3).ppt

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1、Applied Business Research Methods ULMS515ResearchDesignWeek2Social Research Askstwofundamentaltypesofresearchquestions:Whatisgoingon(exploratoryordescriptiveresearch)?Whyisitgoingon(explanatoryresearch)?Exploratory Research e.g.observationsTounderstandthephenomenonwiththeviewofdevelopingnewknowledge

2、.Descriptive Researche.g.populationcensus,familyexpenditurepatterns,employmentandcrimestatistics.GooddescriptionprovokesthewhyquestionsofexplanatoryresearchExplanatory Research e.g.developexplanationsaboutwhythecrimerateisashighasitis,whysometypesofcrimeareincreasingorwhytherateishigherinsomecountri

3、esthaninothers.Answeringthewhyquestionsinvolvesdevelopingcausalexplanations.e.g.Directcausalrelationshipe.g.IndirectcausalrelationshipsGenderIncomelevelPromotionOpportunitiesGenderFieldoftrainingOccupationIncomelevelExplanatory Research E.g.amorecomplexcausalmodelofdirectandindirectcausallinksGender

4、IncomeLevelFieldoftrainingOccupationChildcareresponsibilitiesParttimeorfulltimeworkComparison of Basic Research Designs Exploratory Descriptive Explanatory ObjectivesDiscoveryofideasandinsightsDescribescharacteristicsorfunctionsDeterminecauseandeffectrelationshipsCharacteristics FlexibleVersatileOft

5、enusedinthefrontendofthetotalresearchdesignMarkedbythepriorformulationofspecifichypothesesPre-plannedandstructureddesignManipulationofoneormoreindependentvariablesControlofothermediatingvariablesMethodsPilotsurveysCasestudiesObservationsSecondarydataSecondarydataSurveysPanelsObservationalandotherdat

6、aSurveysExperimentsExploratoryResearchExplanatoryResearchDescriptiveResearchDecreasingcertaintyIncreasingcertainty“Oursalesaredecliningandwedontknowwhy?”“Wouldbuyersbeinterestedinthisnewproductidea?“Whatkindsofpeoplebuyourproduct?Whobuysourcompetitorsproducts?”“Whatfeaturesdobuyerspreferinourproduct

7、?”“Wouldbuyerspreferthisnewpackagedesignandifnotwhy?”“Howthesefeaturesenhancebuyersexperiencewithourproducts”UnawareofproblemProblemclearlydefinedAwareofproblemDegreeofProblemdefinitionPossiblesituationsfacedTheory Building or Theory Testing?TheoryBuilding-researchbeginswithobservationsandusesinduct

8、ivereasoningtoderiveatheoryfromtheseobservations.Obs.2Obs.1Obs.3Obs.4Obs.5TheoryInductivereasoningEmpiricallevelConceptuallevelTheory Building or Theory Testing?TheoryTestingresearchbeginswithatheoryandusestheorytoguidewhichobservationstomake.Usingdeductivereasoningderivesasetofpropositionsfromtheth

9、eorywhicharethentestedusingdatafromobservationsObs.2Obs.1Obs.3Obs.4Obs.5TheoryDeductivereasoningEmpiricallevelConceptuallevelResearch Philosophies PositivisticPhenomenological Objectivist,Scientific,Experimentalist,Traditionalist Quantitative Subjectivist,Humanistic,Interpretative,Realist Qualitativ

10、e Research Philosophies PositivisticSeektoidentify,measureandevaluateanyphenomenaandtoproviderationalexplanationforit.Thisexplanationattempttoestablishcausallinksandrelationshipsbetweenthedifferentelements(orvariables)ofthesubjectandrelatethemtoaparticulartheoryorpractice.PhenomenologicalAssumesthat

11、peopleofteninfluenceeventsandactinunpredictablewaysthatupsetanyconstructedrulesoridentifiablenormstheyareoftenactorsonahumanstageandshapetheirperformanceaccordingtoawiderangeofvariables.Particularlyconcernedwithunderstandingbehaviourfromtheparticipantsownsubjectiveframesofreference.Research Methodol

12、ogy Thetermmethodology referstotheoverallapproachesandperspectivestotheresearchprocessasawholeandisconcernedwithWHATdataiscollected,WHYthatdataiscollected,HOWyoucollectthedata,WHEREyoucollectthedata,andHOWyouanalysethedata(Collis&Hussey,2003,p.55).Theresearchphilosophycanimpactonthemethodologyadopte

13、dfortheresearchprojectForexample,differentresearchmethodologiescanbelinkedtopositivistic(surveys,experiments)andphenomenological(casestudies,actionresearch,ethnography,participantenquiry,groundedtheory)researchpositions/approachesHoweverresearchoftencontainsbothpositivisticandphenomenologicalapproac

14、hes,e.g.asurveythatalsocontainsqualitativeworkfromparticipantobservation.Qualitative Vs.Quantitative Research Qualitative Quantitative Questionsaremainlyintheformofwhy?,how?,inwhatways?Questionsaremainlyintheformofwhat?,howmuch?,howoften?,towhatextent?Recommendedduringearlierphasesofresearchprojects

15、RecommendedduringlaterphasesofresearchprojectsThedesignemergesasthestudyunfoldsAllaspectsofthestudyarecarefullydesignedbeforedataiscollectedResearcheristhedatagatheringinstrumentResearcherusesquestionnaires,attitudescalesetc.tocollectnumericaldataDataareusuallywords,pictures,(e.g.videos)orobjects(ar

16、tefacts)DataarealwaysnumbersandstatisticsResearchertendstobecomesubjectivelyimmersedinthesubjectmatterResearchertendstoremainobjectivelyseparatedfromthesubjectmatterQualitativedataaremorerich,timeconsumingandlessabletobegeneralisedQuantitativedataaremoreefficient,abletotesthypotheses,butmaymissconte

17、xtualdetailQualitative and Quantitative Research The Difference Qualitative Vs.Quantitative Research The Choice Whichmethodismoreappropriate?TheanswerdependsonvResearchquestionvExistingknowledgevResearchersinterestsvResearchersskillsvAvailabilityofresourcesHowever,manyresearchproblemscanbeinvestigat

18、edqualitativelyaswellasquantitativelyResearch Process TheorySelectsampleDatacollectionMeasuresResearchQuestions/PropositionsDataanalysisImplicationsforpropositionsNewTheoryInferenceDeductionStartingpointoftheorytestingStartingpointoftheorybuildingConducting Research Conducting Research-Filmhttp:/www

19、.bbc.co.uk/learningzone/clips/using-visitor-http:/www.bbc.co.uk/learningzone/clips/using-visitor-data-at-the-london-dungeon/661.htmldata-at-the-london-dungeon/661.htmlIdentifying a Research Problem Whatisaresearchproblem?Itisaproblemthatsomeonewouldliketoinvestigate.Itisconsideredasituationthatneeds

20、tobechangedoraddressed.Theseproblemsconsistof:AreasofconcernConditionstobeimprovedDifficultiestobeeliminatedQuestionsseekinganswersFactors to consider in Selecting a Research Problem/TopicTheresearchtopicshouldbeimportant(significant)Considerthefeasibility oftheproject.Howmuch timedoyouhaveavailable

21、Howdifficultisit.Aredataavailable?Howmuchwillitcost?MakesurethetopicisEthical tostudyYoushouldhaveapersonal interestinthetopic.Natureoftheresearch-the“newness”ofthetopicmayholdyouinterestlonger,howeverthereissomevalueinrepeatingpreviousresearchMakesuretheresearchquestionisclearCheck listDoIknowthefi

22、eldanditsliteraturewell?Whataretheimportantresearchquestionsinmyfield?Whatareasneedfurtherexploration?Couldmystudyfillagap?Leadtogreaterunderstanding?Hasagreatdealofresearchalreadybeenconductedinthistopicarea?Hasthisstudybeendonebefore?Ifso,isthereroomforimprovement?Isthetimingrightforthisquestionto

23、beanswered?Isitahottopic,orisitbecomingobsolete?Wouldfundingsourcesbeinterested?Ifyouareproposingaserviceprogram,isthetargetcommunityinterested?Mostimportantly,willmystudyhaveasignificantimpactonthefield?How to find topics to research BecomeascholarinanareaofspecializationRead,listen,discussandthink

24、criticallyFollowuponideasthatstemfrompresentresearchExploreareasofdissatisfactionIdentifying a research problem/topicResearchQuestionBroadbasedinquiryHypothesisHypothesisHypothesisSpecificaimsstepstaketotesthypothesesWhy is this research important?What has other people done?Identifying a research pr

25、oblem/topicHowentrepreneursseekalternativefinancetoresourcetheirnewventuresSocialnetworksprovidesvaluableresourcesfornewentrepreneurs.Thoseentrepreneurswhoutilisestrongtieshavehigherprobabilityofaccessingalternativefinancethanthosewhodonot.Conductarigorousempiricalevaluationoftheimpactofstrong,weaka

26、ndbrokernetworktiesontheamountofalternativefinancereceivedbytheentrepreneursLack of resources is the main reason for business failure.Alternative finance has not been studied Conducting Quantitative Research Theory/IdeaResearchQuestions/propositions/hypothesesDatacollectionFindingsSolutions/Implicat

27、ionsQuantitativeResearch:THEPROCESSSelectthesampleDataInputtingandAnalysisThe Research Process Idea and Research Questionsv ResearchIdea1-fromexistingtheory(mainlyforacademicresearch)ResearchQuestionExample:Do participation in social networks enable business owners to access more resources.(network

28、theory)vResearchIdea2-fromobservations(mainlyforcommercialandbusinessresearch)ResearchQuestionExample:Why older people buy more organic products than younger people?vResearchIdea3-fromspecificproblems(mainlyforcommercialresearchorforsolvingspecificbusinessproblems)ResearchQuestionExample:What are th

29、e reasons for high staff turnover in ABC company?.From theory to sample:some definitions vTheexistingknowledgeaboutastudyphenomenoniscalledthetheory vTheoriescanprovidesomeabstractconceptstodevelopideas for researchvThedefinitionsofpredictedrelationshipsbetweenabstractconceptsformsaresearch question

30、vAconceptual framework summarisestheresearchquestionvTheprocessoftranslatingtheabstractconceptsintheconceptualframeworkintomeasurableconstructsiscalledoperationalisation.vThequantitiesmeasuredinastudyarecalledrandom variablesvAparticularoutcomeiscalledanobservationvAcollectionofsuchobservationsisthe

31、datavThecollectionofallpossibleoutcomesisthepopulationvAsub-setofthepopulationtakepartinthestudyiscalledthestudysample.From theory to sample:an exampleSuppose we are interested in studying the e-learning patterns/behaviour of ULMS postgraduate students.(Idea)v We can study the learning theory.Learni

32、ng theory suggest that learning outcomes vary based on the person and the type of learningv We can formulate our research questions:a)what are the characteristics of students who prefer e-learning over traditional form of learning?b)what benefits students perceive from e-learning?v Conceptual Framew

33、ork v Operationalisation-Student characteristics will be measured by age,gender,local/overseas students etc.DemographicsTraditionallearningE-learningLearningoutcomesFrom theory to sample:an examplev Random variables in this study are age,gender etcv If Mr.Smith was a business study undergraduate stu

34、dent,and he answered the question,age then that value would be a single observationv Collection of such observations would be our datav Survey data collected from all undergraduate students at ULMS in 2011/2012 academic year is the population v For the purpose of research,a limited number of students will be included in the survey and this is called a sample.