Research Design Pgbf

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RESEARCH DESIGN

Prof. CHAITANYA


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STEP 1Step 1: Define the Research Problem

Problem definition is the most critical

part

.


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STEP 1Coca-Cola Company researchers utilized a very soundresearch design to collect information on ???

You notice that you are able to memorize items suchas phone numbers better when you eat candy andwonder if there is a connection between candy andmemory.


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STEP 1Research problem definition involvesfour interrelated steps:

(1) underline the problem(2) opportunity clarification,


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STEP 1(3) situation analysis

(4) model development.


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A SITUATION ANALYSISSituation Analysis

The situation analysis focuses on thevariables/factors that have producedthe stated management problem oropportunity.


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SITUATION ANALYSIS

EXAMPLE


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A SITUATION ANALYSISA situation analysis of the retail trade problem revealed,

(1) the local population had grown 25 percent over the

previous five years,(2) local retail sales of non grocery items had increased

approximately 42 percent over the past five years.

Thus, the local retailers sales are clearly not keeping pace

with the potential in the area.


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Steps in Formulating a Research

QuestionSteps:

Formulate initial research question

Literature review based on initialquestion

Refine research question


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Literature Review

What is the purpose of a literature

review?


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Literature ReviewPurpose

provide a context for the research

justify the researchensure the research hasn't been donebefore

show where the research fits into the

existing body of knowledgeoutline gaps in previous research

key to refining, focusing or changingthe research question(s)


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Refining Research Questions:Considerations beyond the

Literature Review

How will you define (operationalize)

the components of the researchquestion?

If the definition is too broad, shouldyou change non-specific variables intospecific variables that can be moreeasily measured?


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Refining Research Questions:

Considerations beyond theLiterature Review

Does the scope of your research

question need to be limited? If necessary, break down the

research question into sub-problems.


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Refining Research QuestionsDefine (operationalize) the components

of the following research question:

What is the attitude of Mumbaitowards suicides?


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Refining Research Questions Operationally define the components

of the research question

Residents (permanent residencewithin Mumbai city limits)

Suicides


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Refining Research QuestionsFrom:

What is the attitude of Mumbai residentstowards suicides?

To:

What is the attitude of Mumbai youthtowards the suicides?

What is the attitude of Mumbai residentsbetween the ages of 18 and 25 towards thesuicides?


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Writing Research ObjectivesResearch objectives are simply research

questions rewritten in statement

form. How does age, education level and

gender influence individual attitudestowards !!!!!?

What would be the correspondingresearch objective?


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ABSTRACTHow to do this ?


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ABSTRACT

How to do it?

Clearly state your long-term goal

Review the background of this area and probeinto unsolved problems

Clearly state your objective(s) of this project andwhy you select this objective

Summarize your specific aims and anticipatedresults

State the significance of this project


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AIMS: GENERAL

The overview of the whole project

Study underlying mechanisms,

In logical order

Test the hypothesis collectively

No aim should depend on another aims

outcome


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SPECIFIC AIMS: HOW TO DO IT? (1)

Linkage is the key

1. Introduction

-- Opening statement

-- What are known-- What are unknowns (gaps)

-- Frame the problem which is most important

2. Goal, objective and hypothesis paragraph

-- Long-term goal

-- Objective of this project

-- Hypothesis (sometimes how developed)


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Specific Aims: How To Do It? (2)

3. Individual aims

-- Concise and clear words

-- Cover the experimental designs and methods-- Dont overstate them

-- Should not contain

4. Significance

-- How innovative-- Expected results

-- Impact


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Background and Significance

Purpose:

1) To frame the problem needs to be resolved;

2) To justify how you developed your

hypothesis.


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Abstract

Very important (some reviewers will evaluate

your application mainly by reading Abstract

and Specific Aims) It should summarize the whole application

Use concise and clear sentences

Emphasize the specific aims


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ACTIVITY Pen down an imaginary primary study

giving a brief abstract incorporating

the discussed frame work.


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Relevance to the concept

System

or Concept

Output

1- Eliminate distracters

2 - Rank (combinations of ) relevant variables

Objectives


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VARIABLES A variable, according to Webster, has

several definitions: ". . . able to vary

or alter, susceptible to change,having no fixed value. . . ".

When applied to research, variablesare classified as independentor

dependent


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DV/IV

The researcher has control overindependent variables and can choose

to alter or change them. Dependent variables change or react

to the state of the independentvariable


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VARIABLES

What is continuous variables/discrete?


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VARIABLES

Variables are classified into two majorgroups: discrete and continuous

Discrete variables have finite values, suchas blood type, race, grades, and allowsubjects to be grouped into mutuallyexclusive categories.

continuous variables such as age, height,weight, blood pressure are infinitelydivisible.


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VARIABLES

Manipulated

Responding

Controlled Moderator

Examples????


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Yet harderOutput

Uncontrollable

variables

Controllable variables

Unobservable

variables


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Prediction

Study examining if t.v. violence increasesaggression in children.

2. Study predicting that alcohol drinking

will decrease people's reaction time whiledriving.

3. Study examining if perspective takingimproves with age.

4. Study predicting that high school sportsbuild character.


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PREDICTION

5. How do changes in work spaceaffect employee reaction?

6. Study predicting that pedestrianswill walk faster on hot days versuscold days.

7. Are younger siblings treated

better by their parents than oldersiblings?


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HYPOTHESES

Definition?


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HYPOTHESES

Definition: A supposition; a proposition orprinciple which is supposed or taken forgranted, in order to draw a conclusion or

inference for proof of the point in question;something not proved, but assumed for thepurpose of argument, or to account for afact or an occurrence; as, the hypothesis.


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HYPOTHESIS

What is a hypothesis?

A hypothetical statement about a

relation between two or more variables


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HYPOTHESIS

How to form hypotheses?

From observations/data

>inductive reasoning

From theory-

->deductive reasoning


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HYPOTHESES

Deductive Reasoning

(Top-down process)

Theory

Hypothesis

Support for the theoryObservations

Inductive reasoning

(Bottom up )

Observations

Support for the theory

HypothesisTheory


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Types of Hypotheses

Types of Hypotheses

Research hypothesis :your true

interest or true hypothesis

Null Hypothesis: opposite of yourresearch hypothesis


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TYPES OF HYPOTHESES

Types of Hypotheses

Null hypotheses

statement of no relationship whatactually gets tested in statisticaltesting

If you can reject the null, thenyou have some support for yourhypothesis


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Types of Hypotheses

Unidirectional hypotheses alsocalled one-tailed

states which way one variable will

affect the other


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TYPES OF HYPOTHESES

Bidirectional hypotheses

also called two-tailed

states a relationship between twovariables but doesnt say whichway one variable will affect theother


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HYPOTHESES

An Ideal Hypothesis

Hypothesis should be innovative or will

significantly advance the knowledge of thefield

Testable by current methods


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HYPOTHESES

Where is the place to describe hypothesis?

1. Abstract (1 sentence)2. Specific Aims (a few sentences)

3. Experimental Design (in detail)

Key: keep consistency


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RESEARCH QUESTION

VERSUS

RESEARCH HYPOTHESES


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RESEARCH OBJECTIVE

An Ideal Research Objective:

Hypothesis-driven

To study mechanisms

Realistic and focused

Doable in the requested budget and time


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Research Objective

Common Mistakes 1. Too ambitious

Solutions:Focus on one important issue and study

underlying mechanisms


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Research Objective

Common Mistakes 2. Technology-driven

If an application is not to study a technology or

method, it should not be technology-driven.Using a technology is not a purpose, but ameasure

Solutions:

1) Develop a hypothesis

2) Select necessary methodologies which arenecessary to demonstrate the hypothesis


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How and when you gather data:Research Designs

STEP 3


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STEP 3

Step 3: Select the Data CollectionApproach

There are three basic data collectionapproaches in research:

(1) secondary data,

(2) survey data, and

(3) experimental data.


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STEP 3

Secondary data were collected for -----------------purpose

whereas primary data are collectedexpressly to help solve the problem-------------------------------------


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STEP 4

Step 4: Select the Measurement Technique

There are four basic measurement techniquesused in marketing research:

(1) questionnaires,(2) attitude scales,

(3) observation, and

(4) In depth interviews and projective techniques.


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STEP 4

I Questionnaire a formalizedinstrument for asking informationdirectly from a respondent concerning

behavior, demographic characteristics,level of knowledge, and/or attitudes,beliefs, and feelings.


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STEP 4 cont..

A. Rating Scales ?

B. Composite Scales ?

C. Conjoint analysis ?


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STEP 4 cont..

A. Rating Scales require the respondent to place theobject being rated at some point along a numerically valuedcontinuum or in one of a numerically ordered series ofcategories.

B. Composite Scales require the respondents to express adegree of belief concerning various attributes of the objectsuch that the attitude can be inferred from the pattern ofresponses.


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STEP 4 cont..

c. Conjoint analysis derive the value an individual assignsto various attributes of a product.


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STEP 4

Questionnaire a formalizedinstrument for asking informationdirectly from a respondent concerning

behavior, demographic characteristics,level of knowledge, and/or attitudes,beliefs, and feelings.


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STEP 4 cont..

Observation the direct examinationof behavior, the results of behavior,or physiological changes.


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STEP 4

II. Projective Techniques and In-Depth Interview.

Used in situations where ??


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Test Marketing

Test marketing is the phrase commonly used toindicate an experiment, study, or test that isconducted in a field setting.

Two broad classes: To test the sales potential for a new product or

service

To test variations in the marketing mix for aproduct or service


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Test Marketing

Standard

Controlled

Electronic Simulated


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Types of Test Markets

Standard test market: one in which the firm teststhe product and/or marketing mix variables

through the companies normal distributionchannels

Controlled test markets: ones that are conductedby outside research firms that guaranteedistribution of the product through pre specifiedtypes and numbers of distributors


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Criteria for Selecting Test Market Cities

Representativeness:Do demographics match the

total market? Degree of isolation: Andaman is an isolated

markets; Mumbai is not isolated.


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Criteria for Selecting Test Market Cities

Ability to control distribution and promotion:

Are there preexisting arrangements to distributethe new product in selected channels ofdistribution?

Are local media designed to test variations inpromotional messages?


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STEP 5

Step 5: Select the Sample

Most studies involve a sample orsubgroup of the total populationrelevant to the problem, rather than acensus of the entire group.


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STEP 6

Step 6: Select the Model of Analysis

1 select the analytic techniques prior

to collecting the data.2 pilot study

3 These dummy data are thenanalyzed by the analytic techniques

selected


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Ethical Code Development

Many learned bodies have published ethical

codes of practice, for example:

Medical Research Council

Economic and Social Research Committee

Central Office for Regional Ethics Committee (COREC -NHS based)

The Nuffield Foundation

British Society of Criminology

The British Sociological Society


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Research Ethics Committees (REC)

The main objectives of a REC are to:

maintain ethical standards of practice inresearch

to protect subjects of research andresearch workers from harm orexploitation

to preserve the subjects rights, and

to provide reassurance to the public thatthis is being done for the societal benefit

.


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Objectives (cont.)

In promoting these objectives a REC shouldremember that research benefits society andthey should take care not to hinder it withoutgood cause.

Research Ethics Committees also protectresearch workers from unjustified criticism.

(Taken from the Medical Research Council of South Africa -www.mrc.ac.za/ethics/committees - accessed on 8 September 2006)


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STEP 8

Step 8: Estimate Time and FinancialRequirements

The program evaluation reviewtechnique (PERT)

critical path method (CPM) aid forestimating


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STEP 8

PERT involves dividing the total researchproject into its smallest componentactivities, determining the sequence inwhich these activities must be performed,

and attaching a time estimate for eachactivity. These activities and time estimatesare presented in the form of a flow chartthat allow a visual inspection of the overallprocess.

The time estimates allow one to determinethe critical path through the chart thatseries of activities whose delay will hold upthe completion of the project.


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Step 9

Step 9: Prepare the ResearchProposal

A written research proposal shouldprecede any research project.


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Research Design and Methods

Problem 1: Too ambitious

Solutions:

1) Calculate the work amount2) Focus on one critical issue


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Problem 2: No anticipated results

Solutions:

Describe what results you expect to get

State the weakness of the design and methods

List potential problems and Anticipated

difficulties

Predict the impact on the whole project


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Problem 3: Inappropriate methods

Solutions:

-- Always use cutting-edge technology

-- Clearly describe methods-- Discuss strength and weakness of the methods

-- Plan backup methods if risky procedures areused

-- Use more than one methods for criticalstudies

-- Develop collaborations if you dont have astrong background for some methods


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Common Mistakes in Choosing Methods

-- Misusing methods

-- No details for methods

-- Too much details for auxiliary methods


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Problem 2: Misusing technology

Solutions:

-- Fully understand all the methods you use-- Dont use a method you dont really

need

-- Dont use a method solely because it is

fancy-- Dont use a method which is

controversial


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Problem 3: No details

Solutions:

For a new method

-- Provide technological details, i.e., procedures

-- Discuss strength and weakness of the method

-- Show your experience in using this method(cite your publications)


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Problem 4: Too much details for auxiliary

methods

Solutions:If it is a frequently used common methods, dont

need details;


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Hypotheses generation

Heuristics that involve reflecting on one's ownopinions. 1. "I wonder what if?"

2. "What makes _____ happen? What couldincrease/decrease ____? "

Heuristics based on reacting to articles in periodicals,journal articles, theories, or what one hears from"experts "

3. "I don't believe that. "

4. "If that's true, wouldn't it also be true that...? "

5. "But the experts (theories) disagree on this point! "6. "That's only the expert's (theory's) assertion.There's little evidence for that contention


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References

Problem 1: Too many references

Solutions: Select related, new, and influential papers to

cite.

Problem 2: Incorrect references

Solutions: Search the whole area and select critical

papers


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Scientific Flaws

1. General

Selecting project

Developing hypothesis

Setting the research objective2. Abstract

3. Specific aims

4. Background and significance

5. Preliminary data6. Research design and methods

7. References


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CLASS ACTIVITY

II. HypothesisYou can usually find the hypothesis

(or hypotheses) in the introduction and,

sometimes, the abstract. Sometimes thehypothesis is formally stated; other times itis phrased as "We believe such and suchwill happen" or "We think this will happen".


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CLASS ACTIVITY

IV. MethodFor this part of the outline, you

want to read through the Method section tosee who participated in the study and whatdid they have to do. Under the whoparticipated section, you'll want to brieflystate who did thestudy. Children? Ages? Gender? Parents?

etc. Under part (B) you want to describewhat the participants were instructed to do.


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CLASS ACTIVITY

V. Major FindingsDid the results of the experiment support their

hypothesis?

What were the major findings of the article?

What happened? The research article is a story of sorts.

It starts by making a prediction and ends with tellingus if they were right.

Usually, if it is a well written article, this answer is at

the beginning of the Discussion section. But you mayhave to look around the Discussion section for it.


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CONTENT ANALYSIS


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CONTENT ANALYSIS

Conceptual analysis: terms,words/phrases

Semantic analysis


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DELPHI

There are three steps to diffusing theDelphi Technique

Always be charming. Be Courteous.Moderate your voice

Stay focused

Be persistent


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CASE STUDY

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