Research Methods
Fall 2022
BAB4
Knar KHACHATRYAN, PhD
[email protected]
Session 5: Agenda
I. RQ and Research Design
What do you think about this?
When people participate in making products
with their own labor, their effort can increase
their valuation.
Formulating
the Research
Question
Creating or destroying value?
•In 1992, as part of a strategy for growing their customer base,
the U.K. division of Hoover decided to offer two free plane
tickets to Europe for anyone who bought £100 of its vacuum
products.
•The promotion was such a success that at the end of the year
they sweetened the deal: £ 250 in Hoover products would win
you two tickets to the US.
•More than 200,000 customers answered the promotion
•But the result was that the company lost 48.8 million against
their earnings
•Many senior executives lost their jobs
Two sides of customer value
Creating or destroying value?
“In the United States, top executives lose their jobs
when their companies sell too little. In Britain, it
can happen when their companies sell too
much.”
The New York Times, March 31, 1993
Two sides of customer value
•Companies need to master two sides of customer
value
•provide value to their customer – which can be
managed strategically through customer experience
management
•get value from their customer – which can be
measured strategically through customer profitability
•The first part is the investment, and the second part
is the return on this investment.
•Note: not all the customers are equal
Design
the
Research
Research design
Research design is the blueprint for fulfilling research
objectives and answering investigative questions.
Its essentials include
1) an activity and time-based plan,
2) a plan based on the research questions,
3) a guide for selecting sources and types of information,
4) a framework for specifying the relationships among the
study’s variables, and
5) a procedural outline for every research activity.
Stage 2: Design the Research
•Research design is the blueprint for fulfilling
objectives and providing the insight to answer the
management dilemma. There are many methods,
techniques, procedures, and protocols possible.
Stage 2: Design the Research
Research
Design
The Sampling
Research Design
Project
Instrument
Development &
Pilot Testing
13
Armenia-Turkey Economic Relations:
New Stage?
Design: The project will examine the scale of economic
cooperation between Armenia and Turkey through Desk
Research and Action Research, and suggest ways forward
through Policy Recommendations.
Desk Research – based on WB data, gravity model
Action Research – Focus groups and expert interviews
Sample: Women-led businesses, SMEs, large businesses
and policy makers
Instruments: FG questionnaire, FG analysis framework
Semi-structured expert interview questionnaire, protocol,
data coding, NVivo
Research Design Essentials
Time-based plan
Based on Research
Questions
Guide for selecting sources
of information & methods
Framework for specifying
relationships among variables
Some Exploratory Study Methods
Participant observation
Film, photographs
Projective techniques
Case studies
Ethnography
Expert interviews
Document analysis
Proxemics and Kinesics
Formal Study
Formal Study
Begins with
hypotheses/research
questions
Precise procedures
for data collection &
analysis
Projective Techniques
Projective Techniques
Projective techniques are unstructured and
indirect forms of questioning, which
encourage the respondents to project their
underlying motivations, beliefs, attitudes or
feelings regarding the issues of concern.
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Types of Projective Techniques
Thematic apperception test (T.A.T.)
a cartoon completion test or cartoon technique
Word association test (latency)
Sentence completion
Unfinished scenario completion
Third-person role playing
Rationale : people are reluctant or unaware of their
true motivations and these techniques allow people
to reveal those motivations.
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TAT
21
TAT
Would you think Ms. A or Ms. B
would drink more milk, or possibly
the same amount? (Give reason)
TAT
22
23
TAT
24
Sampling Design
Census Sample
Data Collection Design: The Method
Monitoring Communication
Other Dimensions of Data Collection Design
Objective of the Ability to
Participant’s Study Manipulate
Awareness
Variables
Time
Topical Scope
Dimension Descriptors
Research Measurement
Environment Complexity of Emphasis
Design
Objective of the Study
Reporting Descriptive
Casual - Causal -
Explanatory Predictive
Reporting Study – Focus on Past
Who?
How much? What?
When? Where?
Descriptive Study – Focus on Now
Who?
How much? What?
When? Where?
Descriptive Studies
Descriptions of population
characteristics
Estimates of frequency of
characteristics
Discovery of associations
among variables
Causal Studies
Casual –
Explanatory–
how, why - now
Causal –
Predictive- what,
why – in future
Other Dimensions of Data Collection Design
Objective of the Ability to
Participant’s Study Manipulate
Awareness Variables
Time
Topical Scope
Dimension Descriptors
Research Measurement
Environment Complexity of Emphasis
Design
Ability to Manipulate Variables
Ex Post Facto Study Experiment
After-the-fact report Study involving the
on what happened to manipulation or
the measured control of one or
variable more variables to
No manipulation determine the effect
possible on another variable
Other Dimensions of Data Collection Design
Objective of the
Ability to
Participant’s Study
Manipulate
Awareness
Variables
Time Topical Scope
Dimension Descriptors
Research Measurement
Environment Complexity of Emphasis
Design
Topical Scope
Statistical Case
Study Study
Topical Scope
Statistical Study Case Study
Breadth Depth
Population Detail
inferences
Qualitative
Quantitative
Multiple sources of
Generalizable
findings information
Other Dimensions of Data Collection Design
Objective of the
Ability to
Participant’s Study
Manipulate
Awareness
Variables
Time
Topical Socpe
Dimension Descriptors
Research Measurement
Environment Emphasis
Complexity of
Design
Measurement Emphasis
Qualitative Quantitative
Other Dimensions of Data Collection Design
Objective of the
Ability to
Participant’s Study
Manipulate
Awareness
Variables
Time
Topical Socpe
Dimension Descriptors
Research Measurement
Environment Complexity of Emphasis
Design
Other Dimensions of Data Collection Design
Objective of the
Ability to
Participant’s Study
Manipulate
Awareness
Variables
Time
Topical Socpe
Dimension Descriptors
Research Measurement
Environment Complexity of Emphasis
Design
Research Environment
Field conditions-
background music
Lab conditions-
fin literacy
Simulations
Other Dimensions of Data Collection Design
Objective of the
Ability to
Participant’s Study
Manipulate
Awareness
Variables
Time
Dimension
Descriptors Topical Socpe
Research Measurement
Environment Complexity of Emphasis
Design
Time Dimension
Cross-sectional
Longitudinal
Cross-sectional Designs
Involve the collection of information from any given sample
of population elements only once.
In single cross-sectional designs, there is only one
sample of respondents and information is obtained from
this sample only once.
In multiple cross-sectional designs, there are two or
more samples of respondents, and information from each
sample is obtained only once. Often, information from
different samples is obtained at different times.
Cross-sectional Designs
Longitudinal Designs
A fixed sample (or samples) of population
elements is measured repeatedly on the same
variables
A longitudinal design differs from a cross-
sectional design in that the sample or samples
remain the same over time
Cross-sectional vs
longitudinal
A cross-sectional study is that it can compare
different population groups at a single point in time.
taking a snapshot. Findings are drawn from whatever fits into
the frame.
Measure cholesterol levels in daily walkers across two age
groups, over 40 and under 40, and compare these to
cholesterol levels among non-walkers in the same age
groups.
However, not considering past or future cholesterol levels
Looking only at cholesterol levels at one point in time.
Cross-sectional vs
longitudinal
Longitudinal - several observations of the same
subjects over a period of time, sometimes lasting
many years.
The benefit of a longitudinal study is that
researchers are able to detect developments or
changes in the characteristics of the target
population at both the group and the individual
level.
to look at the change in cholesterol levels among women over
40 who walk daily for a period of 20 years.
Other Dimensions of Data Collection Design
Objective of the
Ability to
Participant’s Study
Manipulate
Awareness
Variables
Time
Dimension Descriptors Topical Socpe
Research Measurement
Environment Complexity of Emphasis
Design
Participants’ Awareness 0f Research
No deviation perceived
Deviations perceived
as unrelated
Deviations perceived as
researcher-induced
