Page 134 - [Uma_Sekaran]_Research_methods_for_business__a_sk(BookZZ.org)

118 THE RESEARCH PROCESS

Figure 6.2
The research design.

DETAILS OF STUDY MEASUREMENT
Purpose of the Types of Extent of researcher Measurement
Study setting
study investigation interference and measures
DATA
Operational ANALYSIS
Establishing: Minimal: Studying events definition
Exploration Contrived
– Causal relationships as they normally occur Items (measure) 1. Feel for
Description
– Correlations Manipulation and/or Noncontrived Scaling data
Hypothesis testing
– Group differences, control and/or simulation
Categorizing
ranks, etc. Coding
PROBLEM STATEMENT 2. Goodness of
data

Unit of analysis
Sampling Time Data-collection
(population to
design horizon method
be studied)
3. Hypotheses
Individuals Probability/ One-shot Observation testing
nonprobability Interview
Dyads (crosssectional)
Groups Sample Longitudinal Questionnaire
size (n)
Organizations Physical
measurement
Machines
Unobtrusive
etc.
extent to which it is manipulated and controlled by the researcher (extent of
researcher interference), its temporal aspects (time horizon), and the level at
which the data will be analyzed (unit of analysis), are integral to research design.
These are discussed in this chapter. In addition, decisions have to be made as to
the type of sample to be used (sampling design), how the data will be collected
(data collection methods), how variables will be measured (measurement), and
how they will be analyzed to test the hypotheses (data analysis). These are dis-
cussed in subsequent chapters.
As shown in Figure 6.2, each component of the research design offers several
critical choice points. The extent of scientific rigor in a research study depends
on how carefully the manager/researcher chooses the appropriate design alter-
natives, taking into consideration its specific purpose. For instance, if a critical
financial decision to invest millions of dollars in a project is to be based on the
results of a research investigation, then careful attention to details is necessary to
ensure that the study has precision and has the acceptable level of confidence.
This implies, as we will see later in the book, that close attention is paid to sam-
pling, measurement, data collection, and so on. Contrast this to the research goal
of generating a profile of managers in an organization to publish a newsletter.
This will not call for elaborate research design decisions.
It is important to note that the more sophisticated and rigorous the research
design is, the greater the time, costs, and other resources expended on it will be.