RESEARCH DESIGN

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Research Design
After having a clear research question and accurate study objectives  How to
answer the research question or to achieve the stated objectives? what new data
must be collected?  choose appropriate Research design
• Research design is a strategic plan to answer research question.
• Setting up the right design reduce potential variables that may create bias
in the results and ensure proper control to obtain valid data.
• Types of designs appointed determined by information required:
• qualitative information: people opinions and reasoning  Qualitative
research
• quantitative information: gathers data to determine facts through
statistics evaluation  quantitative research
• Both information: mixed methods
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Some Research Design Types

Descriptive (can be qualitative and/or quantitative) - used to determine the relationships
between variables to provide an accurate description of a person(s), event, or phenomenon.
This design uses one variable as a comparison to others in order to find how they relate.
Correlational (quantitative) - This is a non-experimental research design that looks at the
statistical relationships between two variables. to determine causal relationship between the
variables, This type of design is especially useful when an independent variable is unable to
be changed.
Experimental (quantitative) - True experimental designs have independent variables that
are altered to test the dependent variable. These designs work to remove any confounding
factors that may arise during the experiment.
Quasi experimental (tends to be both quantitative and qualitative) - have the same
purpose as true experimental designs; however, they do not use randomization for control
purposes. A quasi-experimental design is used when all the criteria to perform a true-
experimental design are unable to be fulfilled.
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Research Method
• Once the researcher has set up a research design  the next step is to determine the
best research method to use when implementing the plan.
• Research methods are the strategies, processes or techniques utilized in the
collection of data or evidence for analysis to uncover new information or create better
understanding of a topic.
• .Just like research design, research methods tend to fall into two main categories:
qualitative or quantitative.
• Quantitative methods are used with analytical studies, which primarily focus on using
numerical data.
• qualitative methods are used with descriptive research compiles information from thoughts,
words, feelings, senses, or other non-quantifiable data.
• There are different types of research methods which use different tools for data collection
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Data collection tools

Qualitative Techniques or Tools Quantitative Techniques or Tools
Surveys or questionnaires: which ask the same
Interviews: these can be structured, semi-
questions to large numbers of participants or
structured or unstructured in-depth sessions with
use Likert scales which measure opinions as
the researcher and a participant.
numerical data.
Observation: which can either involve counting the
Focus groups: with several participants discussing
number of times a specific phenomenon occurs, or the
a particular topic or a set of questions.
coding of observational data in order to translate it into
Researchers can be facilitators or observers.
numbers.
Observations: On-site, in-context or role-play Document screening: sourcing numerical data from
options. financial reports or counting word occurrences.
Document analysis: Interrogation of Experiments: testing hypotheses in laboratories,
correspondence (letters, diaries, emails etc) or testing cause and effect relationships, through field
reports. experiments, or via quasi- or natural experiments.
Oral history or life stories: Remembrances or
memories of experiences told to the researcher.
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The Research Design Process

The research design process is essential to ensure that the study is valid, reliable, and
produces meaningful results  critical step in ensuring the study is well-planned, ethical,
and rigorous.
1.Consider your aims and approaches: Determine the research questions and objectives
and identify the theoretical framework and methodology for the study.
2.Choose a type of Research Design: Select the appropriate research design based on
research questions and objectives: Qualitative, Quantitative or mixed
3.Identify your target population and sampling method: Determine sample size, and choose
the sampling method, such as random, stratified random sampling, or convenience sampling.
4.Choose your data collection methods: such as surveys, interviews, observations, or
experiments, and select the appropriate instruments or tools for collecting data.
• Plan your data collection procedures including the timeframe, location, and personnel
involved, and ensure ethical considerations.
5. Decide on your data analysis strategies: Select the appropriate data analysis techniques,
such as statistical analysis, content analysis, or discourse analysis, and plan how to interpret
the results.
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Consider the aims and approach

• Start with research question  classified into quantitative, qualitative, or mixed-methods
studies. The first choice you need to make is whether you’ll take a qualitative or quantitative
approach.
Qualitative approach Quantitative approach
• Understand subjective experiences, beliefs, • Measure variables and describe
and concepts frequencies, averages, and correlations
• Gain in-depth knowledge of a specific • Test hypotheses about relationships
context or culture between variables
• Explore under-researched problems and • Test the effectiveness of a new treatment,
generate new ideas program or product

more flexible and inductive, allowing to more fixed and deductive, with variables
adjust your approach based on what you find and hypotheses clearly defined in advance of
throughout the research process. data collection.
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Research Methodology Approaches

when collecting and analyzing data: quantitative and qualitative.
Qualitative Research Quantitative Research
 Focus on explaining and understanding
 Focus on quantifying and measuring phenomena.
experiences and perspectives.
 Use of non-numerical data, such as  Use of numerical data, such as statistics and
words, images, and observations. surveys.
 Usually uses small sample sizes.  Usually uses larger sample sizes.
 Typically emphasizes in-depth
 Typically emphasizes precision and objectivity.
exploration and interpretation.
 Data analysis involves interpretation  Data analysis involves statistical analysis and
and narrative analysis. hypothesis testing.
 Results are presented descriptively.  Results are presented numerically and statistically.
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Types of research based on knowledge aims

Type of research What’s the difference? What to consider
 Basic research aims to develop  want to expand scientific
knowledge, theories and predictions, understanding
Basic vs. applied  applied research aims to develop  solve a practical problem?
techniques, products and procedures.
 Exploratory research aims to explore the
main aspects of an under-researched conducting initial research on
Exploratory vs. problem, a newly-identified issue,
explanatory  explanatory research aims to explain the seeking precise conclusions
causes and consequences of a well- about an established issue?
defined problem.
there are already some
Inductive vs.  Inductive research aims to develop a
theory to develop hypotheses,
deductive theory,
 propose new theories based
research  eductive research aims to test a theory.
on your findings
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Type of Research Design within Quantitative

research
• Objectivity is highly prized  to be free of unwarranted biases or presumptions, self-
examination on the methods or conclusions should be done
• The design must account for and/or control external variables which can never be
eliminated completely  must be acknowledged in the interpretation of the findings.
• In approaching a quantitative design  start with one or more hypotheses and the
relationships between the variables to be investigated.
• Use stricter forms of methodology and tools to measure and validate the collected data,
a clear plan of action, a statistical procedure to analyze data, and a valid way to present
these results.
• Four main types of Research designs within quantitative research,
1. Descriptive research are designed to provide systematic information about a
phenomenon, to describe the current status of an identified variable.
• The researcher does not usually begin with a hypothesis. Systematic collection of
information requires careful selection of the units studied and careful measurement of
each variable
 Cont’d
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2. Correlational research determine the extent of a relationship between two or more

variables using statistical data, and among several facts are sought and interpreted,
• This type of research will recognize trends and patterns in data, The data, relationships,
and distributions of variables are studied only. Variables are not manipulated; they are only
identified and are studied as they occur in a natural setting.
3. Causal-comparative/quasi-experimental research attempts to establish cause-effect
relationships among the variables.
• Very similar to true experiments, except independent variable is identified but not
manipulated,
• The researcher does not randomly assign groups and must use ones that are naturally
formed or pre-existing groups. Identified control groups exposed to the treatment variable
are studied and compared to groups who are not.
4. Experimental research (= true experimentation,) uses the scientific method to establish the
cause-effect relationship among a group of variables that make up a study.
• Often thought of as a laboratory study, but this is not always the case.
• An effort is made to identify and impose control over all other variables except one. An
independent variable is manipulated to determine the effects on the dependent variables.
Subjects are randomly assigned to experimental treatments
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Qualitative research
• Researchers make use of qualitative research techniques used when they need to capture
accurate, in-depth insights. It is very useful to capture “factual data”.
• Here are some examples of when to use qualitative research.
• Developing a new product or generating an idea.
• Studying your product/brand or service to strengthen your marketing strategy.
• To understand your strengths and weaknesses.
• Understanding purchase behavior.
• To study the reactions of your audience to marketing campaigns and other
communications.
• Exploring market demographics, segments, and customer care groups.
• Gathering perception data of a brand, company, or product.
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Type of Research Design within Qualitative

research
Some common type of qualitative research designs
1. One-on-one interview: a personal interview that is carried out with one respondent at a time,
purely a conversational method and invites opportunities to get details in depth from the
respondent  great opportunity to gather precise and meaningful data
2. Focus groups : usually includes a limited number of respondents (6-10) from within your
target to find answers to the “why” “what” and “how” questions. Can be done online and
typically they are used to explain complex processes
3. Ethnographic research: aims to understand the cultures, challenges, motivations, and
settings that occur. Instead of relying on interviews and discussions, it is the most in-depth
observational research method that studies people in their naturally occurring environment,
geographical constraints can be an issue while collecting data. can last from a few days to a
few years.
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Cont’d
4. Case study research: used for explaining an organization or an entity within a
number of areas like education, social sciences and similar, it is one of the simplest
ways of conducting research as it involves a deep dive and thorough understanding
of the data collection methods and inferring the data.
5. Qualitative Observation is a research process of using subjective methodologies to
gather information or data. Qualitative observation is primarily used to equate quality
with the 5 major sensory organs sight, smell, touch, taste, and hearing
 Qualitative vs Quantitative research
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methodology
Attributes Qualitative research methods Quantitative research methods
focuses on describing individual focuses on describing the
Analytical objectives
experiences and beliefs. characteristics of a population.
Open-ended questions are free-form Closed-ended questions, question types
survey questions that allow and encourage that ask respondents to choose from a
Types of questions asked respondents to answer in open-text distinct set of pre-defined responses,
format based on their complete such as “yes/no” or among set multiple
knowledge, feeling, and understanding. choice questions.
Use semi-structured methods such as in- Use highly structured methods such as
Data collection Instrument depth interviews, focus groups, and structured observation using
participant observation questionnaires and surveys
Form of data produced Descriptive data Numerical data
Participant responses do not influence
Participant responses affect how and
Degree of flexibility or determine how and which questions
which questions researchers ask next
researchers ask next