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Basic
Research
Design
Research Design
Conclusive
Research Design
Exploratory Research
Design
Descriptive
Research
Cross-Sectional
Design
Causal
Longitudinal
Design
Research
Exploratory
Conclusive
Objective:
Characteristics:
Findings/
Results:
Tentative
Conclusive
Outcome:
Descriptive
Causal
Objective:
Discovery of ideas
and insights
Describe market
characteristics or
functions
Determine cause
and effect
relationships
Characteristics:
Flexible, versatile
Preplanned and
structured design
Manipulation of
independent
variables, effect
on dependent
variables
Expert surveys
Pilot surveys
Case studies
Secondary data:
qualitative analysis
qualitative research
Secondary data:
quantitative analysis
Experiments
Surveys
Panels
Observation and other
data
Methods:
Control mediating
variables
Researcher-dependent
Researcher must extract meaning from unstructured
context-dependent.
A fresh approach to studying the problem is needed.
Quantitative data
Represent phenomena by assigning numbers in an
psychology
2. Ethnographyoriginating in anthropology
3. Grounded theoryoriginating in sociology
business research
What Is Hermeneutics?
Hermeneutics
An approach to understanding phenomenology that
Hermeneutic Unit
A text passage from a respondents story that is
What Is Ethnography?
Ethnography
Represents ways of studying cultures through
Participant-observation
An ethnographic research approach where the
Key questions:
What is happening here?
How is it different?
organization, or event.
Themes
Are identified by the frequency with which the same
Focus Groups
https://www.youtube.com/watch?v=0gR1zu7i0-E
A Focus Group Is . . .
What
A carefully planned
discussion
To obtain
perceptions of a
defined interest
area
A Focus Group Is . . .
Where
In a permissive,
non-threatening
environment
A Focus Group Is . . .
Who
Approximately seven
to ten people
With common
characteristics
relating to discussion
topic
A Focus Group Is . . .
How
Conducted by a
trained interviewer
(moderator,
facilitator).
Three focus groups
are the minimum for
a study
Selecting Participants
Participants are similar
General selection rules:
Set exact specification
Maintain control of the selection process
Use the resources of the sponsoring
organization in recruiting
Beware of bias
Develop a pool of eligible participants and then
randomly select
Selection Strategies
List
Piggyback
On location
Nominations
Random phone screening
Ads in newspapers and bulletin boards
Moderator Skills
Is mentally prepared
Selects appropriate location
Records the discussion
Uses purposeful small talk
Has a smooth & snappy introduction
Uses pauses and probes
Uses subtle group control
Controls reactions to participants
Uses an assistant moderator
Ending Questions
Summary question
Final question
"Have we missed anything?
Focus blog
A type of informal, continuous focus group
Disadvantages
Less control over who
participates
Participants cannot
touch or taste
something
Cannot see facial
expression and body
language
Moderators ability to
probe and ask
questions is reduced
moderators.
May have unique sampling problems.
May not be useful for discussing sensitive topics in
face-to-face situations.
Cost a considerable amount of money, particularly
Resources
https://www.youtube.com/watch?v=-27WjZVDlbk