Management Research Methods

Lecture 1

Overview of Research Methods

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Outline

Philosophy of Scientific Research

Overview of Business Research Types

The Structural of Research and Research Process

Overview of various research methods and their

strengths and weaknesses

Ethics in business research

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Philosophy of Research 1

Research

Research can be defined as the scientific search

for knowledge, or as any systematic investigation, to

establish novel facts, solve new or existing problems,

prove new ideas, or develop new theories, usually

using a scientific method.

(http://en.wikipedia.org/wiki/Research)

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Scientific Research “Scientific research is systematic, controlled, empirical,

and critical investigation of natural phenomena guided by

theory and hypotheses about the presumed relations among

such phenomena.” (Kerlinger, 1986, pp.10)

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Theories

Theories are nets cast to catch

what we call ―the world‖: to

rationalize, to explain, and to

master it. We endeavor to

make the mesh ever finer and

finer.

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---Karl R. Popper

Theory

“A theory is a set of interrelated constructs (concepts),

definitions, and propositions that present a systematic

view of phenomena by specific relations among

variables, with the purpose of explaining and

predicting the phenomena.”

Kerlinger, F.N. (1986). Foundations of behavioral research, 3rd edition, pp.9. New

York: Holt, Rinehart and Winston.

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Components of a theory (Bacharach S.B. 1989)

BOUNDARY= ASSUMPTIONS ABOUT VALUES, TIME, AND SPACE

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Constructs Propositions Constructs

Variables Hypotheses Variables

GEN

ER

ALIZ

AB

ILITY

Types of theory in IS

Types of theory in IS (Gregor Shirley, 2006, MISQ)

Analyzing: Says what is.

Explaining: Says what is, how, why, when, and where.

Predicting: Says what is and what will be.

Explaining and Predicting: Says what is, how, why, when,

where, and what will be.

Design and Action: Says how to do something.

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Standards of Theories

① Logical and clear

② Internal consistent

③ Testable Hypotheses can be deduced

④ Can be Disconfirmed or Falsified

⑤ Generalizability

⑥ Parsimonious

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The Essence of the Scientific Method

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Characteristics of the Scientific Method

Objectivity

Systematic Analysis

Logical Interpretation of Results

Elements of the

Scientific Method

Empirical Approach

Observations

Questions

Hypotheses

Experiments

Analysis

Conclusion

Replication

Basic

Research

Applied

Research

Scie

ntific

Me

tho

d

Information or

Ideas for alternative

Courses of action

General Laws

What is Business Research

Business research is defined as the ―systematic

and objective process of generating knowledge for

aid in making business decisions. ‖ (Zikmund, Business

Research Methods, 2002, p. 6)

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Types of Business Research 2

Business Research Type

Classification of main types of research

Type of research Basis of classification

Applied or Basic research Outcome of the research

Quantitative or Qualitative research Process of the research

Primary or Secondary research Data source of the research

Descriptive, Exploratory, Analytical or

Predictive research Purpose of the research

Business Research Type --outcome

Basic Research Attempts to expand the limits of

knowledge.

Not directly involved in the solution to pragmatic problem.

Business Research Type --outcome

Applied Research

Conducted when a decision must be made about specific

real-life problem

Business Research Type --process

Quantitative research

Use of statistical, formulaic or numerical analysis

Main approach: analysis; causal determination, prediction,

generalization of findings

Qualitative research

Not quantitative; use of non-numeric techniques

Main approach: discovery; illumination, understanding,

extrapolation to similar circumstances

Business Research Type –data source

Primary Research (field research)

Data does not already exist, research collect original data.

Secondary Research (desk research)

Information has already been put together by someone else

Business Research Type – purpose

Descriptive research

Characterizing a phenomenon / variable

E.g. demographics of online shoppers

Exploratory (relational) research

Relationship between variables

E.g. gender <-> online shopping motivation

Analytical (Explanatory) research

Relationship and cause

E.g. smoking —> harmful for health

Predictive (Casual) research

Cause and effect (treatment and outcome)

E.g. incentive—>(+) higher productivity

The Structural of Research 3

The Structure of Research

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Begin with broad questions

narrow down, focus in.

Operationalize.

OBSERVE

Analyze data.

Reach conclusions.

Generalize back to questions.

The "hourglass" notion of research

The Structure of Research

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What factors affect their opinions?

Descriptive:

Relational:

Causal:

What is the opinion of a group of people?

How is their opinion related to other characteristics?

What kinds of questions does science address?

The Structure of Research

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Major Components in the Process

The problem

The problem as conceptualized

The problem as experienced

The Structure of Research

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Major Components in the Process

The problem

The research question

The theory or idea

The hypothesis -- stated in operational terms

The Structure of Research

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Major Components in the Process

The problem

The research question

The program (cause)

The program construct -- stated theoretically

The operationalized program

The Structure of Research

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Major Components in the Process

The problem

The research question

The program (cause)

The units

The population

The sample

The Structure of Research

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Major Components in the Process

The problem

The research question

The program (cause)

The units

The outcomes (effects)

The outcome construct(s)

The operationalized measures

The Structure of Research

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Major Components in the Process

The problem

The research question

The program (cause)

The units

The outcomes (effects)

The design

Who gets the program

Abstract Levels

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Theories

Propositions

Concepts

Observation of objects

and events (reality )

Inc

rea

sin

gly

mo

re a

bs

tra

ct

Some Examples of Research Questions (1) Is Emotional Intelligence really useful in predicting work outcomes?

(2) Is the concept of guanxi different from western concept about interpersonal relationship? If so, what are its antecedents and consequences?

(3) Would a firm using a strategic human resource management approach be more competitive?

(4) What are the factors affecting the localization of expatriate position in the PRC?

(5) Can supervisors distinguish task performance from contextual performance in the PRC?

(6) Will Joint Venture employees react differently to job insecurity when compared to State-Owned Enterprise employees? If so, why?

(7) Will the antecedents and consequences of trust towards one’s supervisor differ from one’s trust towards to organization?

Research Logic: Deduction and

Induction

观察获得的事实 解释和预测

规律与理论

理论与数据孰先孰后?

Deductive Approach

Inductive Approach

Research Reasoning -- Deduction

Deduction is a form of inference that purports to be

conclusive (i.e., the conclusion must necessarily

follow from the reasons given).

Example:

P1: All regular employees can be trusted not to steal.

P2: John is a regular employee.

==> John can be trusted not to steal

Research Reasoning -- Induction

To induce is to draw a conclusion from one or more

particular facts or pieces of evidence.

Example:

F1: You push the light switch and find no light.

F2: The light should go on when you push the switch.

F3: If the bulb is burned out, the light will not function.

==> The bulb is burned out.

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Overview of various research methods

and their strengths and weaknesses 4

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Methodology Taxonomy

(circa 1984) Theorem Proof

Engineering

Empirical

Case study

Survey

Field test

Experiment

Subjective / Argumentative

From Vogel and Wetherbe, 1984

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Methodology Taxonomy

(circa 1987) Theorem Proof

Laboratory Experiment

Field Experiment

Case Study

Survey

Forecasting

Simulation

Game / role playing

Subjective /

Argumentative

Descriptive / Interpretive

Action research

From Galliers and Land, 1987

Choosing a Research Method

Always trying to maximize three things: The generalizability of the evidence over populations of actor

(A)

The precision of measurement of the behaviors and the precision of control over extraneous factors (B)

The realism of the situation or context (C)

While you always want to maximize A, B, and C simultaneously, you cannot!

This is one fundamental dilemma of research methods

Experimental Simulations

Field Experiments

Field Studies

Computer Simulations

Formal Theory

Surveys

Judgment tasks

Laboratory Experiments

Obtrusive research operations

Unobtrusive research operations

Universal behavioral systems

Particular behavioral

systems

McGrath’s Circumplex

A

B C

Laboratory Experiments

The researcher creates a setting for the study of some phenomenon

The experimenter has control over the assignment of experimental subjects to treatment and control conditions

The experimenter has control over virtually all independent variables that may have an impact on the dependent variable

The experimenter manipulates one or more independent variables of interest and measure the change in the dependent variable.

Experimental Simulations The simulation settings are created so as to replicate, to varying

degree, the attributes of naturally occurring systems

Participants are exposed to number of ―real-world-like‖ events

Participants are free to behave within the constraints of the established rules of the simulation

Participation in the simulation is generally for protracted time periods

Depending upon the type of simulation the research exerts varying degrees of control over (1) the assignment of the subjects, and (2) the stimuli to which the participants are exposed

The dependent variables of the simulation are the behaviors exhibited by the participants

Field Studies

The research is ex post facto in nature, no

independent variables are manipulated by the

researchers

Intact, naturally occurring systems are the

object of study

Variables are systematically measured

The focus of the such research may be

exploratory, descriptive, or hypothesis testing

Surveys

Data are collected from members of a sample that represents a known population

A systematic technique is used to collect data

The researcher manipulates no independent variables

Data are sought directly from the respondents

Subjects provide data in natural settings

Responses of subjects are assumed to be largely unaffected by the context in which they are elicited

Influences of confounding variables are ―controlled‖ statistically

The purpose of the research may range from exploration of phenomena to hypothesis testing

Case Study

The researcher intensely examines a single unit

(e.g., person, group, or organization)

Data are often collected by multiple means

No attempt is made to exercise experimental or

statistical controls

Phenomena are studied in natural settings

It is more suited to the generation of hypotheses

than their testing

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Research Methods (Quantitative ---------- Qualitative)

Instrument-based questions

Performance, attitude,

observational, and census

data

Statistical analysis

Open-ended questions

Interview, observation,

document, and

audiovisual data

Text and image analysis

Research Strategy Choice

Even when you are purely quantitative, there are

likely qualitative issues you want to raise

Even when you are purely qualitative, there are

likely quantitative aspects you want to convey

In complex situations, no single methodological

approach will suffice

You will likely pursue some degree of multi-

methodological research

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Multi-method (Mixed) Strategies

Sequential (Qualitative first)

Begin with a qualitative method for exploratory

purposes

Followup with a quantitative method with a large

sample

Sequential (Quantitative first)

Begin with a quantitative method to test theory

Followup with a qualitative method involving detailed

exploration / explanation

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Multi-method (Mixed) Strategies

Concurrent

Collect both forms of data at the same time (e.g., open-

ended questions on a survey)

Nest one form of data within another to analyze

different questions / levels of units

Transformative

Use theoretical lens as an overarching perspective /

framework to lead design

Data collection could be either sequential or concurrent

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Role of Theory

Multi-methodologically robust i.e., useful

Identification of concepts, constructs and associated

variables / measures

Clarification of unit of analysis / subjects

Helps identify appropriate literature

Provides a starting point for research design with

confidence

Enables comparison of results and construction of a body

of knowledge

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Theory Considerations

Nothing is so useful as a good theory

Nothing is so harmful as an inappropriate theory

Make sure the theory fits the situation

Understand the fundamental assumptions

associated with the theory

Be sensitive to the history of use of the theory

Be especially wary of combining theories

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Ethics in Research 5

Historical Context

Ethical system designed to prevent people from

being used as scientific guinea pigs

Contemporary emphasis on the ‗rights‘ of people

to take risks to save themselves

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Ethical Issues

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Voluntary participation

Ethical Issues

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Voluntary participation

Informed consent

Ethical Issues

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Voluntary participation

Informed consent

Risk of harm

Ethical Issues

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Voluntary participation

Informed consent

Risk of harm

Anonymity

Voluntary participation

Informed consent

Risk of harm

Anonymity

Confidentiality

Ethical Issues

Voluntary participation

Informed consent

Risk of harm

Anonymity

Confidentiality

Ethical Issues

Institutional Review Boards

Mechanism for reviewing proposed research

Mechanism for protecting the institution and

researcher

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Plagiarism

Using others‘ research results or writing and claiming them to be your own

Using others‘ words or data without properly acknowledging the sources

Submitting assignments that you have obtained from others, copied from others, or had written for you by someone else

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Assignment

As a team, identify research streams within your

discipline, methodological approaches and seminal

publications with special attention to knowledge

and innovation management. Consider

opportunities for cross-disciplinary collaboration.

Prepare a 15 minute presentation.

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As an individual, reflect on how your research and

career aspirations fit within your discipline and

relate to other disciplines. Prepare a 3 page paper.

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Assessment

40% presentation (group activity) and 60% write-up

(individual activity)

Due Dates: Presentations – Week 2 & 3

Individual paper – Week 5

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The grading criteria

Excellent (A) -- Strong evidence of original thinking, good

organization, capacity to analyze and synthesize; superior grasp of

subject matter; evidence of extensive knowledge base.

Good (B) -- Evidence of grasp of subject, some evidence of critical

capacity and analytic ability; reasonable understanding of issues;

evidence of familiarity with literature.

Adequate (C) -- Student who is profiting from the university

experience; understanding of the subject; ability to develop solutions

to simple problems in the material.

Marginal (D) -- Sufficient familiarity with the subject matter to

enable the student to progress without repeating the course.

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Thank You!

Questions?

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