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138 THE RESEARCH PROCESS

SUMMARY

In this chapter we examined the basic research design issues and the choice points avail-
able to the manager/researcher. We discussed the situations in which exploratory, descrip-
tive, hypothesis-testing, and case studies are called for. We examined causal versus
correlational studies, and the implications of either for determining the study setting,
extent of researcher interference, and time horizon of the study. We noted that the unit
of analysis refers to the level at which data are aggregated for analysis, and that the time
horizon of studies could be one-shot or longitudinal. Finally, we examined the circum-
stances in which each design decision would be appropriate.
In the next chapter we will discuss how experimental designs are set up and the ways
in which cause-and-effect relationships can be traced.

DISCUSSION QUESTIONS AND POINTS TO PONDER

1. What are the basic research design issues? Describe them in some detail.
2. Why is it important to consider basic design issues before conducting the study and
even as early as at the time of formulating the research question?
3. Is a field study totally out of the question if one is trying to establish cause-and-effect
relationships?
4. “An exploratory study is just as useful as a predictive study.” Discuss this statement.
5. Why is the unit of analysis an integral part of the research design?
6. Discuss the interrelationships among noncontrived setting, the purpose of the study,
type of investigation, researcher interference, and time horizon of study.
7. Below are three scenarios. Indicate how the researcher should proceed in each case;
that is, determine the following, giving reasons:
a. The purpose of the study
b. The type of investigation
c. The extent of researcher interference
d. The study setting
e. The time horizon for the study
f. The unit of analysis

Scenario A
Ms. Joyce Lynn, the owner of a small business (a women’s dress boutique), has invited a
consultant to tell her how her business is different from similar small businesses within a
60-mile radius with respect to use of the most modern computer technology, sales vol-
ume, profit margin, and staff training.

Scenario B
Mr. Paul Hodge, the owner of several restaurants on the East Coast, is concerned about
the wide differences in their profit margins. He would like to try some incentive plans for
increasing the efficiency levels of those restaurants that lag behind. But before he actu-
ally does this, he would like to be assured that the idea would work. He asks a researcher
to help him on this issue.