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Research Methods Report #1

Sara B. Dalton
Texas A&M University-Commerce











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Universities offer both print and electronic options for students to purchase text books.
In some cases, students purchase eTextbooks because the cost can be lower than the cost of
traditional textbooks. A variety of qualitative designs can be used to determine the factors
further influencing the purchase of eTextbooks and how and when eTextbooks are best utilized.
Correlational designs can be used to answer the following research question: If a student
uses eReaders while reading for pleasure will the student purchase an eTextbook for academic
use? Using correlational designs will help the researcher predict if using an eReader for pleasure
causes a student to purchase an eTextbook for academic use. Neither variable is independent or
dependent but rather a relationship will be determined. Correlational research is less rigorous
and the researcher cannot determine cause and effect but can only use the data to show patterns
in relationships.
Surveys can be used to describe a variety of opinions and behaviors when it comes to
why students purchase eTextbooks. A survey can answer the following research question: What
factors explain why university students purchase eTextbooks instead of traditional textbooks.
Surveys do not provide information regarding the relationship between variables but describe
trends in data. Surveys can be used to determine the individual opinions concerning eTextbooks
and the behaviors related to the use of eTextbooks. The individual survey data is then compiled
to determine the overall patterns in relationships. Similar to correlational research, cause and
effect cannot be determined. But unlike correlational research, trends can be described.
Grounded theory explains a process at a broad level and can be used to answer the
following research question: What is the process involved in deciding to purchase an eTextbook
for academic use? Grounded theory will allow the researcher to collect data that will explain
why students choose to purchase eTextbooks instead of traditional textbooks. After interviewing
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university students, the data can be arranged visually providing an explanation for publishers to
use when designing eTextbooks. The step by step process involved in grounded theory allows
the researcher to analyze the data systematically however grounded theory is also viewed as
confusing with distinct language and with a continual emergence of new perspectives.
Experimental designs represent the traditional approach when conducting quantitative
research. Unlike the above mentioned approaches, experimental designs allow the researcher to
determine whether an independent variable influences the dependent variable. Since a cause and
effect can be determined, experimental designs can answer the following research question: Do
students who receive technical support from the professor when using an eTextbook purchase an
eTextbook for subsequent courses more often than students who do not receive technical support
from the professor when using an eTextbook? An independent variable must be established and
the other variables must be controlled to maintain only one influencing factor. Only one variable
can be examined at a time to determine probable cause so if the researcher needs to consider
other factors, a separate experiment must be performed.
Many factors are involved when designing a quality survey. To begin, a large sample
must be selected that exhibits similar characteristics to the target sample to reduce sampling
error. Before designing and creating a new survey, consider utilizing or modifying an already
existing survey. The survey instrument must have straight forward questions and clear response
options to reduce measurement error. The questions should not overlap and should be applicable
to all participants. The survey can include a variety of questions including: personal, attitudinal,
behavioral, sensitive, and open-ended and close-ended questions depending on the survey use.
Before the survey is administered to the sample, a pilot test should be conducted. The researcher
can then modify the instrument based on the feedback.
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A high response rate is essential after conducting a survey. This will allow the researcher
to generalize the results with confidence. When conducting a mailed questionnaire, a telephone
interview, or a web-based survey, it can be beneficial to pre-notify participants through an
introductory letter. This will allow the participants to prepare a block of time to complete the
survey. Following up on the survey by providing additional copies to participants who have not
yet returned the survey can also increase participant response rates. For any survey, it is
important to study a problem of interest for the determined sample population. The more the
sample is interested in the problem, the more likely they are to complete the survey. Incentives
are also used but with mixed results. The researcher must determine the cost of the incentive
with the potential help with returns. Researchers often use a combination of strategies to
increase participant response rates.
Correlational designs, surveys, grounded theories, and experimental designs are used to
explore relationships and trends, determine cause and effect, and explain processes but none of
these designs aim to develop a solution to a problem. Action research is more applicable for
many teachers and administrators since the research focuses on determining a practical solution
to an immediate problem. This method utilizes both quantitative and qualitative data collection
with a more practical use than other research methods. Educational researchers should choose
action research because it allows the researcher to examine their own practices instead of the
practices of others. The research is self-reflective and focuses on practical issues. Other forms
of research are often published in academic journals but action research is often shared with the
local school and community, the ones who promote change and enact plans. The research is not
administered just for knowledges sake but to create a plan of action.