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Chapter FourResearch Design and

Implementation

Esther, Tseng

曾愛華

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Outlines

The Research Design Process Preliminary Planning Stage ， Research

Design ， Implementation

Research Approach Types of Research ， Relationship between data

collection method and Category of Research

Research Tactics and Implementation Errors in Research Design

Issues in International Research Design Determining Information Requirements, Unit of Analysis, Construct, Measurement, Sample, and analysis Equivalence

Key Pitfalls in Conducting an International Research

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The Research Design Process

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Preliminary Planning Stage

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Research Design

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Implementation

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Types of Research

Data Collection methods

Research Approach

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Types of Research

Exploratory Research

Used when seeking insights into the general nature

of a problem, the possible decision alternatives, and

the relevant variables that need to be considered

（ including literature reviews, individual and

group unstructured interviews, and case studies)

Q1: What benefits do people seek from the

product?

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Ex: A study on analytical model of organizational decision making for non-profit organization

The researcher reviewed related literature about decision making, and try to understand if there is any dissertation discuss the issue.

The objective of the research is to develop a decision-making framework for non-profit organization to make decision more effectively.

The researcher try to explore the value and mission in non-profit organizations by depth-interview. (16 units)

After depth-interview, the study refined some value and characteristics out of decision-making process from the non-profit organizations.

The study proposed that there are distinct value and mission in non-profit organizations. The author refined two different parts “value premise” and “factual premise” from the research.

Besides, the study proposed the “substantial element” and procedural element” out of the analysis of decision-making process.

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Ex: A study on analytical model of organizational decision making for non-profit organization

Finally, the study formulated an analytical model of organizational decision making for non-profit organizations.

Value premise Factual premise

Substantial

element

Ideal Type Collegiate Type

Procedural

element

Quasi-Bureaucratic Type

Operational Type

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Types of Research (cont.)

Descriptive Research

Provides an accurate snapshot of some aspect of

the market environment

Q2:What kinds of people now buy the product,

and who buys our brand?

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Types of Research (cont.)

Causal Research Used when it is necessary to show that one

variable causes or determines the values of other

variables Q3: What is the relationship between size of

service staff and revenue?

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Detective Funnel

Many research studies use combination of

all three research techniques: Exploratory techniques - generate all possible

reasons for a problem

Descriptive and Causal approaches - narrow the possible causes

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Data Collection Methods

Secondary Sources Information system Databanks of other organizations Syndicated services

Primary Sources Qualitative research Surveys Experiments

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Relationship between Data Collection Method and Category of Research

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Research Tactics and Implementation

Once the research approach has been chosen:

Research tactics and implementation (methods of analyses must be developed) ：

The specifics of measurements

Plan for choosing the sample

Methods of analysis

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Research Tactics and Implementation (cont.)

The specifics of measurements ： The measuring instrument usually is a questionnaire, but it also

may be a plan for observing behavior or recording data.

Plan for choosing the sample:

The sampling plan describes how the subgroup is to be selected.

1. One approach is to use probability sampling

2. Other critical decisions are the size of the sample

Methods of analysis:

The researcher should plan how each of the data items is to be

analyzed.

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Errors in Research Design The usefulness of a research project depends

on the overall quality of the research design and on the data collected and analyzed based on the design.

Two Types of Errors: Sampling error :

Difference between a measure obtained from a sample of population and the true measure that can be obtained only from the entire population

Non-sampling error: All other errors associated with a research

project

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Errors in Research Design (cont.)

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Issues in International Research Design

Three issues critical to international

research design are Determining information requirements

Determining the unit of analysis

Achieving the equivalence of construct,

measurement, sample and analysis

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Determining Information Requirements

Consider level and type of decision for which research is conducted

Two types of decisions

Strategic decision:

Tactical decision:

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Determining Information Requirements (cont.)

Global Strategic Decision

Mostly made at corporate headquarters

Information required is governed by overall company objectives

Implies long term survival of company

Deal with macro environment

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Determining Information Requirements (cont.)Tactical Decisions

Concerned with micro-level implementation issues

Information obtained from primary data

Concerned with marketing mix strategy for country/product markets

Made at functional or subsidiary level

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Unit of AnalysisResearcher must decide at what level the analysis is done:

Global level Considering all countries simultaneously

Regional level (bigger scope) Groups of countries considered homogeneous for macro

environmental factors (ex: the European Union and the North

American Free Trade Agreement (NAFTA) countries can be

considered regional trading blocs )

Country level Each country taken as separate unit

Similar segments across countries

The researcher targets homogeneous segments having

similar tastes and preferences, across countries.

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Construct, Measurement, Sample, and Analysis Equivalence

Construct Equivalence Deals with how both the researcher and the subjects see,

understand, and code a particular phenomenon

The problem confronting the international researcher is that, because of social cultural, economic, and political differences, perspectives may be neither identical nor equivalent.

"Are we studying the same phenomenon in countries X and Y?”

Measurement Equivalence Deals with the methods and procedures used by the researcher to

collect and categorize essential data and information

Are the phenomenon in countries X and Y measured the same way?”

Sampling Equivalence "Are the samples used in countries X and Y equivalent?"

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Key Pitfalls in Conducting an International Research

Selecting a domestic research company to do your international research (the point of view from the researcher might be narrow)

Rigidly standardizing methodologies across countries

Interviewing in English around the world

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Key Pitfalls in Conducting an International Research (cont.)

Setting inappropriate sampling requirements

Lack of systematic international communication procedures

Misinterpreting multi-country data across countries

Not understanding international differences in

conducting qualitative research

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The end

Thank you!