Business Research Methods - Book Report/Review Example

Chapter Summaries and Case Studies Chapter 6 Summary Chapter 6 of the Business Research Methods talks about research design by offering the reader the basic stages in a research design, the major descriptors of a research design, as well as the major types of research designs (Cooper & Schindler, 2013). Also, the chapter discusses the relationships, which exist between variables in a research design together with the steps for evaluating those relationships. According to the actors, a research design is the strategy by which a plan of a study is carried out (Cooper & Schindler, 2013). The authors discussed exploratory versus formalized research designs, monitoring versus ex-post facto research designs, causal versus descriptive designs cross-sectional versus longitudinal designs, simulations versus field versus laboratory research designs and situations where subjects perceive no deviation, some kind of deviation or also research induced deviations (Cooper & Schindler, 2013). Chapter 7 Summary Chapter 7, on the other hand, discusses how qualitative methods vary from quantitative methods. The chapter also dwells on the huge controversy circulating qualitative research and the types of decisions, which are used in qualitative research methods (Cooper & Schindler, 2013). The last part the chapter touches on are the variety of qualitative research methods. According to the chapter, qualitative research comprises of a variety of interpretive methods, which seek to explain, decode or translate or otherwise come to terms with the meaning or significance of naturally occurring phenomena in our social world (Cooper & Schindler, 2013). The authors argue that whereas qualitative research is being utilized more and more because of the methodologies' capacity to develop greater under understanding, it is still viewed by a majority as a stepchild of quantitative data collection (Cooper & Schindler, 2013). Chapter 8 Summary Chapter 8 discusses observation studies. The main points in the chapter include when observation studies are mainly useful and the distinctions between monitoring behavioral and non-behavioral activities. The chapter also discussed the strengths, as well as the weaknesses of observational approach in research designs together with the three perspectives from which the observer-participant relationship might be perceived in observation studies (Cooper & Schindler, 2013). The final discussion was the various designs of observation studies. The authors claim that the design of an observation study has a similar pattern of other researches. They have mainly four types derived from the degree of structure, as well as the nature of the observational environment (Cooper & Schindler, 2013). The authors advice that the researcher should define the content of the research and develop a data set plan, which identifies all participants among other key factors (Cooper & Schindler, 2013). Chapter 9 Summary Chapter 9 of Business Research Methods dwells on experiments. The authors discuss the uses of experimentation in research and the advantages, as well as the disadvantages of key experimental methods (Cooper & Schindler, 2013). The chapter also has the seven steps that are included in a well-planned or strategized experiment. It also houses the external and internal validity with experimental research designs and the three kinds of experimental designs together with the variations of each. According to the authors, experiments mainly involve intervention by the researcher beyond that which is needed for measurement (Cooper & Schindler, 2013). The normal intervention is to manipulate one variable and see how it influences its subjects. The chapter is grouped into sections such as what is experimentation, conducting an experiment, an evaluation of experiments, validity in experimentation and finally experimental research designs (Cooper & Schindler, 2013). Chapter 10 Summary The tenth chapter of this book discusses surveys. The main points covered about surveys include the process of choosing the correct and best communication approach, the factors that affect participation in communication studies and the major sources of error in communication studies, as well as how to minimize them (Cooper & Schindler, 2013). Another area that the chapter touches on include the advantages and disadvantages of the three communication approaches along with why most organizations might outsource a communication study. The communication technique concerns inter-viewing or surveying people plus noting down their responses for future analysis (Cooper & Schindler, 2013). Communication is achieved either through telephone interviews, personal interviews, or self-administered surveys, with every method having its specific weaknesses and strengths. Finally, outsourcing survey services gives special benefits to managers. A well trained research team, focus group facilities, computer-assisted facilities and centralized-location interviewing, are among them (Cooper & Schindler, 2013). Chapter 11 Summary Chapter 11, on the other hand discusses measurements methods in a research (Cooper & Schindler, 2013). The chapter includes the distinctions between measuring properties, objects together with the indicants of properties. The chapter also has the differences and similarities between four scale types utilized in measurement and when they can be applied. It also has the four key sources of measurement error, as well as the criteria of good measurement (Cooper & Schindler, 2013). Even though, humans measure things on a daily basis, these authors believe that measurement is more precise plus it can be controlled. One settles for measuring properties in measurement of the object instead of the objects themselves. Sound measurement has to meet validity tests, practicality and reliability (Cooper & Schindler, 2013). Validity discloses the level to which an instrument tests what it is thought to measure to help the researcher in rectifying the research problem. Chapter 12 Summary Finally, chapter 12 discusses the measurement scales in a research. The chapter is shorter than the rest, which includes the nature of the attitudes together with their relationship to behavior, the traits and use of ranking, rating, sorting together with other preference scales and finally the critical decisions which arise from choosing a suitable measurement scale (Cooper & Schindler, 2013). The author deem that managers identify the measurement of attitudes is a significant element of strategy and normally the optimal tool since attitudes echo past experiences and can as well shape future behavior (Cooper & Schindler, 2013). Choosing and developing a measurement scale needs the consideration of numerous elements, which influence the validity reliability and practicality of the scale. They claim that the perfect number of points for a rating scale must match the stimulus offered and extract information fair to the involvedness of the attitude object (Cooper & Schindler, 2013). Case Studies Can Research Rescue the Red Cross Question 1 911's magnitude altered how the Red Cross considered they should respond to calls for disaster relief. The establishment of the Liberty Fund created huge anxiety to the leadership together with the perception of the citizens making the donations. I feel as if two types of research could help Red Cross discern the issues with the distribution of donated funds, that is, descriptive study and reporting study. A descriptive study would give the organization a chance to review the matter, evaluate potential cost required for distribution then gather, analyze and interpret the findings. A reporting study will give Red Cross information outlining past and present or even future distribution techniques. Question 2 The American Red Cross is the only firm, which offers aid to disaster victims and depends solely on the donations received by its contributors. The management-research question hierarchy includes questions such as (1) what the problem from the management viewpoint is, (2) how the management can capitalize on the above opportunity fully, (3) what sensible actions are available for benefits from the opportunity, (4) what is significant for managers to identify how to select the best alternative from the present course of actions, (5) what must be asked to get the information managers want and finally (6) what is the suitable course of action from the provided research findings. Question 3 In developing a request for proposal, I would definitely want it to have the information, which is going to be display each and every effort of the Red Cross. Taking into account the rich past of the American Red Cross together with its efforts nationally and globally, a RFP has to contain facts, which will highlight Red Cross's best efforts. Question 4 To uncover what considerations the Red Cross must utilize while trying to research the issue they would first have to know what sort of information they are attempting to find. A number of samples can be used rooted in the research question. For instance, if they are attempting to discover what proportion of people donated from a specific area or what the average amounted donated was. Question 5 The scale that is most appropriate in a survey is a 5-point one that has choices such as agree, strongly agree, disagree, strongly disagree and neutral. Such scales can allow the respondents many positive and negative choices, which can also permit the researcher to measure the respondents' displeasure with the organizations actions and lack thereof. Campbell Ewald Pumps Awareness into the American Heart Association Question 1 The ads posted on the live and learn quiz were significant in showing the individual taking the quiz the importance of living a healthy life. One would guess that the old individuals posted in the videos were neither smokers nor did they eat a poor diet. Such individuals obviously seemed to exercise well and also tried to maintain their weight. Another thing is that they seemed really happy, which made one picture himself in a similar situation. I myself started to think it this is what is took to live a healthy life then I would rather stay off tobacco products, eat a healthy diet and also exercise regularly. Question 2 The advantage of using secondary data in this particular study is that the data was readily available so it saved them a lot of time and resources needed to collect the new data. Therefore, they were able to obtain precise information. Another advantage is that it enabled them to generate fresh insight on their research. This is because the research team reanalyzed data that was already there to present new information. However, the main disadvantage was that the research team lacked the control over the quality of the data. The quality is only guaranteed to the team that undertook the primary research of the information presented. Question 3 The role of Diagnostic Research in American Heart Association’s selection of the personal stories creative approach was mainly to develop a culture of evaluation and learning, which would enable them to reach many segments of its actual target audience, for instance, women, African-Americans, parents, Hispanics, those at risk for stroke, as well as those at risk for heart attack. Question 4 Utilizing both quantitative and qualitative data enhanced the personal stories campaign evaluation by making sure that the limitations or restrictions of one type of data were balanced by the strengths or advantages of the other. This ensured that comprehension or interpretation is enhanced through integrating diverse ways of understanding. When we compare AHA's technique to others, a majority of the evaluations will gather both qualitative data (text, images) and quantitative data (numbers), nevertheless, it is significant to plan sooner than later how these will be used together. To top it all up, AHA's research was mainly an intercultural research which needed evidence from both quantitative and qualitative fields in order to fully support the findings. Reference Cooper, D. R., & Schindler, P. S. (2013). Business research methods (12th ed.). New York: McGraw-Hill. Read More