Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
METHODOLOGY
(Business Research Methods)
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Participant Observation
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Observation of Physical Objects
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Content Analysis
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Mechanical Observation
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Examples of Mechanical Observation
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Ethical Issues in Observation
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Experimental Research (1)
An experiment is a research method in which the conditions are
controlled so that one or more variables can be manipulated in order
to test a hypothesis
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Issues in Experimental Design
Manipulation of the Independant
Variable
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Issues in Experimental Design:
Manipulation of the Independant Variable
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Issues in Experimental Design:
Selection and Measurement of the Dependant Variable
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Issues in Experimental Design:
Selection and Assignment of Test Units
The Test Units are the subjects of the experimental research and
can include individuals, organizational units, sales territories
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Issues in Experimental Design:
Control Over Extraneous Variables (1)
INDEPENDANT VARIABLE
Extraneous Extraneous
Variable A Variable C
Extraneous Extraneous
Variable B Variable D
DEPENDANT VARIABLE
Experiment Environment
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Issues in Experimental Design:
Control Over Extraneous Variables (2)
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Issues in Experimental Design:
Control Over Extraneous Variables (3)
Demand Characteristics – This occurs when the research subject(s)
are unintentionally exposed to the experimenter‘s hypothesis,
causing them to respond or act in a manner which they may not
have adopted were they not exposed to this information
Guineau Pig Effect – This occurs when the theme of the experiment
causes the research subjects‘ to consciously modify their attitudes
in order to please the experimenter
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Issues in Experimental Design:
Control Over Extraneous Variables (5)
Many times, extraneous variables cannot be controlled or eliminated
by the experimenter. However, researchers do have some options
at their disposal to help mitigate the impact of the extraneous
variables on their experiments:
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Issues in Experimental Design:
Control Over Extraneous Variables (6)
Blinding – This is used in order to control the research subjects‘
knowledge of whether or not they have been exposed to an
experimental treatment, e.g. research subjects in a Coca-Cola taste
test may be told that they have or have not been given a new Cola
product in order to test their reactions
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Fundamental Issues in Experimentation (1):
Basic and Factorial Experimental Designs
Basic Experimental Designs – A single independant
variable is used to determine its impact on a single
dependant variable. Basic experiments have the
advantage of simplicity and easy measurability, but they
also have the disadvantage of not being realistic
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Fundamental Issues in Experimentation (2):
Field and Laboratory Experiments
Field Experiments – These are experiments which are conducted in
natural settings and which are usually longer term. Field
experiments have the advantage of realism, a disadvantage is the
experimenter‘s comparative lack of control over extraneous
variables and influences that have an impact on the experiment
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Fundamental Issues in Experimentation (3):
Internal Validity
Internal Validity – This refers to whether the
experimental treatment was the sole cause of observed
changes in the dependant variable. If the observed
results were influenced by extraneous variables, then a
valid conclusion about the relationship between the
experimental treatment and the dependant variable
cannot be made
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Fundamental Issues in Experimentation (4):
External Validity
External Validity – This refers to the quality of the researcher or
experimenter to generalize beyond the data of an experiment to
other subjects or other groups in the population under study, i.e. the
external environment (e.g. are the results of a new product study in
district A be applicable to the whole country?)
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Ethical Issues in Experimentation
As with other forms of undertaking research, experimenters must
also take ethical issues into consideration:
– Privacy
– Confidentiality
– Deception
– Accuracy of Reporting Results
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