研究方法論專題教育課件

管理研究措施劉斌單位：北京化工大學(xué)經(jīng)濟(jì)管理學(xué)院研究領(lǐng)域：組織設(shè)計(jì)與人力資源；

柔性戰(zhàn)略與供給鏈管理E-mail：liukb@;辦公室：化纖樓405教材與參照書籍:《管理研究措施》.李懷祖《管理科學(xué)研究措施》劉順忠《社會(huì)研究措施》風(fēng)笑天Cooper,D.andW.Emory,BusinessResearchmethods,1991(4hted.),Homewood,IL:Irwin(USA)AssessmentComponents(“Game-rules”)

Attendance: 5%

Showup，Participation 5%Assignments（Casestudy每人一種) 25%Researchproposal(paperstructure): 25%FinalTEST40%Total: 100%ClassSchedule

IntroductionandConstructdevelopment:ResearchTopicAnalysisReport(AS1),ResearchMethodologyOverview(Genericresearchprocess,Researchissuevs.question)Literaturesearch&review(AS2),MeasurementandsamplingResearchmethodologies:

Experimentresearchmethod,Surveyresearchmethod,Casestudyresearchmethod,Secondarydata,Interviews,ObservationFinalresearchpresentationIntroductiontoResearchMethodology

inBusinessResearchL1–Introduction&OverviewFourSourcesofKnowledgeMythicalAuthoritativeLogicalScientificWhatisScientificResearch?Scientificresearchisasystematic,controlled,empirical,andcriticalinvestigationofnaturalorsocialphenomena(usingcommonlyacceptedmethodology)thateither(a)isguidedbytheoryandhypothesesaboutthepresumed(true)relationsamongsuchphenomena,or(b)resultsintheoryandpropositionsaboutthepossible(true)relationshipsamongsuchphenomenaWhatisScientificResearch?科學(xué)研究是指利用科研手段和裝備，為了認(rèn)識(shí)客觀事物旳內(nèi)在本質(zhì)和運(yùn)動(dòng)規(guī)律而進(jìn)行旳調(diào)查研究、試驗(yàn)、試制等一系列旳活動(dòng)，為發(fā)明發(fā)明新產(chǎn)品和新技術(shù)提供理論根據(jù)?；救蝿?wù)：探索與認(rèn)識(shí)未知。OxfordUniv.:in1249(》750yearsold).HarvardUniv.,foundedin1636.Thedifferenceismorethan350years!Theworld’sfirstclassuniv.MITwassetupin1861,morethan200yearsyoungerthanHarvardU.(1636).Stanfordwassetupin1891:Why?WhataresecretsforUSuniv.togouptothetopintheworld?Theworld’sfirstclassuniv.1、交互對(duì)話與思辯：HBS案例及教學(xué)法（Setting/pedagogy）2、HBS之科研方向與要點(diǎn)：RigorVSRelevance——如世界企業(yè)戰(zhàn)略之父M.Porter之競(jìng)爭(zhēng)五力模型之研究成果：來(lái)自管理實(shí)踐，經(jīng)過(guò)洞察并創(chuàng)建，實(shí)用價(jià)值高（TW演講費(fèi)，但無(wú)嚴(yán)謹(jǐn)科學(xué)論證）哈佛商業(yè)論壇VS純學(xué)院派科研期刊如哈佛“中國(guó)走向全球化”論壇：3個(gè)第一：指導(dǎo)Obama政府之政策（CN外匯無(wú)更加好選擇）MIT之創(chuàng)新與企業(yè)家：世界十一大經(jīng)濟(jì)體哈佛HBS旳管理教育與科研發(fā)展Einstein(1879-1955):“Theimportantthingisnottostopquestioning”Question1: WhatmakesHarvard/MITdifferentfromotheruniv.?(CSFs)Einstein(1879-1955):“Theimportantthingisnottostopquestioning”Question2: Whatarescientificresearchissues/questionscomingoutfromthistruestory?SurveyofUSAPhdDissertations

Economics/Business/Sociology/EnglishLiterature100dissertationssurveyedineachsubjectfieldAveragely,237pagesforadissertation80%dissertations:130-390pages80%dissertationsbeingfinishedin11-19monthswiththemedianof14monthsSurveyofUSAPhdDissertations

(Economics/Business/Sociology/EnglishLiterature)Timedistribution:Topicsearch&proposal: 3months, 21%Searchpriorresearch: 1month, 7%Research&analysis: 5months, 36%Writing,editing&proofing: 5months, 36%Total: 14months, 100%TheScientificProcess?

CycleofEmpiricalResearch

(McGrath)QuestionsabouttheRealWorldProblemDesignOperationalPlanObservationsoftheRealWorldDataVariablesRelationsConclusionsAbouttheRealWorldQUANTITATIVERESEARCHDeductiveTheoryTestingTestingatheorycomposedofvariablesMeasuredwithnumbersAnalyzedwithstatisticalprocedurestodeterminewhetherthepredictivegeneralizationsofthetheoryholdtrueQUALITATIVERESEARCHInductiveTheoryBuildingBuildingacomplex,holisticpictureFormedwithwordsReportingdetailedviewsofinformantsConductedinanaturalsettingDeductiveApproach(QuantitativeResearch)ResearcherTestsorVerifiesaTheoryResearcherTestsHypothesesOrResearchQuestionsfromtheTheoryResearcherDefinesandOperationalizesVariablesDerivedfromtheTheoryResearcherMeasuresorObservesVariablesUsingAnInstrumenttoObtainScoresDeductiveApproach(QuantitativeResearch)從一般理論或普遍法則出發(fā)，根據(jù)這一理論推導(dǎo)出某些詳細(xì)旳結(jié)論，然后將它們應(yīng)用于詳細(xì)旳現(xiàn)象和事物，并在應(yīng)用過(guò)程中對(duì)理論進(jìn)行檢驗(yàn)。

是從理性認(rèn)識(shí)再返回到感性認(rèn)識(shí)，由一般到個(gè)別，由抽象到詳細(xì)，由普遍到特殊旳過(guò)程。InductiveLogic(QualitativeResearch)Generalizations,orTheoriestoPastExperiencesandLiteratureResearcherAnalyzesDatatoFormThemesorCategoriesResearcherAsksOpen-EndedQuestionsofParticipantsorRecordsFieldnotesResearcherGathersInformationResearcherLooksforBroadPatterns,Generalizations,orTheoriesfromThemesorCategoriesInductiveLogic(QualitativeResearch)從經(jīng)驗(yàn)觀察出發(fā)，經(jīng)過(guò)對(duì)大量客觀現(xiàn)象旳描述，概括出現(xiàn)象旳共同特征或一般屬性，由此建立理論闡明事物間必然和本質(zhì)旳聯(lián)絡(luò)。

是由感性認(rèn)識(shí)上升到理性認(rèn)識(shí)，由個(gè)別到一般，由詳細(xì)到抽象，由特殊到普遍旳過(guò)程。ResearchMethodologiesQUANTITATIVEExperimentsSecondarydataSurveysMailInternetQUALITATIVECasestudyInterviewsObservationFocusgroupsMixedMethodsLet’stalk…ImportanceofKnowingResearchMethodsUnderstandingtheresearchprocessenablesustobemoreeffectiveat:Q:howcanwedifferentiateourscientificresearchfromresearchdonebygov.orcorp.?solvingproblemsinbusiness(IS)contextsinascientificwayassessingthevalidityofclaimsmadebyothersconcerningthebenefitsofnewpractices,equipment,etc.evaluatingthesoundnessoftheorydealingwithbusiness(IS)phenomenaevaluatingresearchqualityforjournaleditorstoacceptpapersbasedonitsquality,noton“guanxi”or“difficultmathematicalmodels”-PUBLICATION

LearningObjectivesforthecourse:KnowhowtochooseanddetermineagoodresearchtopicDevelopanunderstandingofthequalityresearchprocessandworkSelectandapplyappropriatemethodologiestosolvearesearchproblem;DesignresearchstudiesforresearchissuesKnowhowtodesignanexperimentalresearchKnowhowtoconductasurveyresearchWriteamasterresearchproposalyourselfbyapplyingtheresearchmethodologylearnedfromthiscourse.TruthfulLearningLearninginCasestudy,participating,interaction/argumentsEssenceofeducation/learningfromPlatoandConfuciusSo,participationisimportantResearch

Proposal*Summary(whattodo&how,1-2pages)*Researchproblem/issue,question,&hypothesis(1-3pages)*Importanceoftopic(1-2pages)*Priorresearchontopic(2-5pages:forthiscourse,only2papersbeingreviewed)*Researchapproachormethodology(2-8pages):onekeypart*Limitationsandkeyassumptions(1-2pages)*Contributionstoknowledge(foreachpotentialresearchoutcome,iftherearemorethanone)(1-3pages)Let’shaveabreak…OutlineWe’lldiscusssomefundamentalresearchconceptsandissues,including:howtochooseagoodresearchtopicanddoatopicanalysisreportLetmeaskoneseemedsimplequestionnow…Whatis“research”inyourownwordsbasedonyourownunderstanding?Letmeaskoneseemedsimplequestionnow…Whatis“research”inyourownwordsbasedonyourownunderstanding?Whatisthekeydifferencebetween“research”and“study”?Letmeaskoneseemedsimplequestionnow…“Research”=“Re”+“Search”“Research”=“Searchagain”Whyneedsto“searchagain”?Letmeaskoneseemedsimplequestionnow…“Research”=“Re”+“Search”“Research”=“Searchagain”Whyneedto“searchagain”?Needtosearchagainfor“NEW”meaningsforexistingknowledgeNeedtosearchagainfor“NEW”meaningsfortotalnewknowledgeLetmeaskoneseemedsimplequestionnow…“Study”ismainlytolearnsomethingthatyoudon’tknowbefore,notnecessarily“NEW”totheworldbutonlyNEWtoyourselforyourcontext(yourdept.,oryouruniv.,oryourcountry,oryourregion,etc.)Askyourselfasimplequestionnow…Isyourmasterprojecta“research”projectora“study”project?NotAcceptedPhdDissertation

inUSUniversities…Literaturesurveysordescriptivecompilations:don’tmeetthecontribution-to-knowledgerequirementOnesinglecasestudy:onlyacceptablewhenthesinglecaseisusedtoillustrateunderlyingstructure,theory,orconceptDevelopmentprojectswhichapplyknownknowledgearenotacceptable:suchasdevelopaweb-basede-commercesystemusingJava,HTML,orASP.ContributionofaDissertation/Research(What’snew?)Criteriaforaqualityresearchwork(basedongoodliteraturereviewwork):Neworimprovedevidence/findingsNeworimprovedmethodologyNeworimprovedanalysis

e.g.myPhddissertation:“Re-examiningmediarichnesstheory:Anempiricalinvestigation”Howtochooseagoodresearchproject(sources)?Howtochooseagoodresearchproject(sources)?Currentevents:Post-Olympicgamesof2023orthe2023WorldExpo,2023Xi’anHorticulturalExpo.Financialriskmanagement(US,CN,&therestoftheworld)Crisismgmt.,Energyissue,&Greeneconomy,etc.Suggestionsforresearchbyauthoritiesinthefield:ISLeadership,U-Commerce(RichardWatson,AISPresident)

Expressionsofneedforresearchbypractitionersinafield:e-bizmodel,m-commercebizmodel,ITOutsourcing,etc.Howtochooseagoodresearchproject(sources)?Unprovedorweaklyprovedassertionsbyanauthorityinthefield:“Li2Au3modeltobecomefamous…”(myPhDthesischallengingMRTtheorysetupbyanHarvardProfessor)Differentapproachestotestingofimportantresults:replicatearesearchprojectusingadifferentmethod/waySuggestionsforresearchfrompublishedpapersorpriordissertations:fromthe“Futureresearchorimplicationstoresearch”section*WhatIsaGoodDissertation/ResearchTopic?*WhatIsAGoodDissertation/ResearchTopic?Needforresearch:significanceAmenabletoresearchmethods(availabilityofdataanddataanalysistool)AchievableinreasonabletimeSymmetryofpotentialoutcomes:ifoutcomebeingasexpected,orifnotasexpected.MatchesstudentcapabilitiesandinterestAttractiveforfunding(futurecareerdevelopment)AreaforprofessionaldevelopmentinthefutureNow,you’lldoit…(hands-on)

ThinkofyourinterestedtworesearchtopicsWritethemdownUsethefivecriteriaframeworktoassesstoseewhichoneisabetterresearchtopicforyou*Assignment1(Part1)Writedowntwopossibleresearchtopicsinyourfield:Writeanassessmentreportforeachresearchtopic,usingthe assessmenttableprovidedinnextslide

chooseoneresearchtopicafterthetopicanalysis,giving justificationsbasedonthe7points’criteriasubmittedbythestartofnextclassinhard-copy(orinemailtoTA:by10pmtoday)*Assignment1(Part1)Writedown2possibleresearchtopics:AnempiricalexaminationofeffectsofeLearningonEnglishteaching&learningincollegeeducationAnempiricalexaminationofeffectsofnationalcultureandleadershipstyleonexecutives’decision-makingoutcomes*Assignment1(Part1)Topic1Topic2Topic3Topic4SignificanceHigh/Middle/Low–Why?MainPointsAmenable…High/Middle/Low–Why?MainPointsAchievable…Symmetry…Interest…Funding…Development…TheoryMethodsPersonalExperiencesResourcesPreviousResearchSourcesofCreativeIdeas(Creativity)

(TheGarbageCanModel)Deng’s“theoryonWhiteandBlackCats”Creativeresearchquestions&model/frameworkLet’shaveabreak…AGenericResearchProcess(empiricalstudy)What?AGenericResearchProcess(empiricalstudy)GettingStarted:choosingresearchtopic,mainresearchissuesandtestableresearchquestionsConceptualization:literaturereview,researchframework/model/theoryChoiceofResearchMethodology:suitableOperationalization:researchmethodologyDataCollection:PopulationandSamplingDataProcessingandAnalysisApplication:discussion&implicationsPeterDruckeronManagementPeterDrucker,amonghismanytruisms,proclaims,“Youcan’tmanageifyoudon’tmeasure”.FromResearchIssue(topic)toResearchQuestion:Qualityresearchstartsfromthebeginning:howtochooseaqualityresearchtopicthendeveloptheresearchtopic(researchissue)tospecificresearchquestions

followedbyworkingoutaresearchmodel/framework(proposedproblemsolution)Thisresearchprocessrequires“toconvertRI(ResearchIssue)toRQ(ResearchQuestion)”How?FromResearchIssue(RI)toResearchQuestion(RQ):E.g.,RI–WhatareCSFstoattractmoreviewersofBeijing2023HorticulturalExpo.?RQ?(RIvs.RQ–howtodifferentiate?)RQ:MeasurableTestableLet’shaveabreak…GofromhereSowhatdowehavenow?Whereshouldwegofromhere?Fortheoneresearchtopicbeingalreadychosentopicanalysis:howtodevelopfromonetopicsentencetoa3-5pages’topicanalysisreport(foryourformalresearchproposallater)Wheredowegofromhere?Whatdowehavenow?Researchtopic,researchissues/questionsWheredowegofromhere:Doacomprehensiveliteraturereview(especiallyforAclasspapers):climbinguptothe“MountainTai”–A-B-Ccategorizationmethod*Step1:ResearchTopicAnalysisReportFormat(5Sections)ResearchtopicResearchproblem/issueTESTABLE&MEASURABLEresearchquestions(researchhypotheses):Importanceofresearch(significance):highlevelSignificantpriorresearch:literaturesearch&reviewPossibleresearchapproachormethodologyPotentialoutcomesofresearchandtheimportanceofeach:detailResearchproblem/issueresearchhypothesesorMEASURABLE/TESTABLEresearchquestions

E.g.,Researchissue:“WhatareCSFsofImplementingITOutsourcing?”Whataremeasurable/testableresearchquestions?Testableresearchquestion1:IsCSFAcorrelatedtoITOutsourcingimplementationsuccess?HowtomeasureCSFA?andITOutsourcingimplementationsuccess?Testableresearchquestion2:IsCSFBcorrelatedtoITOutsourcingimplementationsuccess?HowtomeasureCSFB?andITOutsourcingimplementationsuccess?Keydifferencebetweenacademic/scientificresearch&government/corporationresearch:NSFCgrantapplication(avoidingKong&Da);“Flyingintheair”“Landingontheland”*Step1:ResearchTopicAnalysisReportFormat(5Sections)2.Importanceofresearch(significance)TofutureresearchTopracticeAhighleveldiscussionforthewholeresearchproblem(i.e.,forthewholeresearchproblem/issue“CSFsofimplementingIToutsourcingstrategy”)*Step1:ResearchTopicAnalysisReportFormat(5Sections)3.Significantpriorresearch(literaturereview)Whathavewealreadyknownabouttheresearchissues/questionsintheworld?–theoriginoftheresearchproblem/issue,mainresearchersinthisareaandtheirresearchfindings,etc.Whatnotknownyet?*Step1:ResearchTopicAnalysisReportFormat(5Sections)4.Possibleresearchapproachormethodology:basedonliteraturereviewKeyissue:thematchbetweenyourresearchquestions&researchmethodsused:choosingSUITABLEresearchmethodWarning:tosolveasimpleproblembyusingaverycomplicatedmethodis“BAD”*Step1:ResearchTopicAnalysisReportFormat(5Sections)5.PotentialoutcomesofresearchandtheimportanceofeachExpectedresearchoutcomesbasedonrelevanttheoriesandpriorstudiesImportanceoftheresearchoutcomestofutureresearchandpractice:moredetailed,includingbothexpected&unexpectedresearchoutcome(i.e.,whatif“factorAisnotrelatedtoIToutsourcingimplementationsuccess?”)*Step1:ResearchTopicAnalysisReportFormat(5Sections)ResearchisanITERATIVEprocess,you’llhavetorevisethistopicanalysisreportfromtimetotime,butthisprocessofdoingthetopicanalysisisthesame.Questions?*Step1:ResearchTopicAnalysisReportFormat(5Sections)*Assignment2(Part1):

ResearchTopicAnalysisReportForthechosenresearchissue/problemasdoneinAssignment1,doaresearchtopicanalysisreportwiththereportformatasshownbelow:Researchproblem/issueTESTABLE&MEASURABLEresearchquestions(researchhypotheses):Importanceofresearch(significance)SignificantpriorresearchPossibleresearchapproachormethodologyPotentialoutcomesofresearchandtheimportanceofeachDue:Submitthereport.*Step2:ExpandingfromResearchTopicAnalysisReporttoResearchDissertation

ProposalResearchtopic(1page)Researchtopicanalysisreport(3-5pages)Researchproposal(10-30pages)Q:difficulttowriteanEnglishpaper/proposalinabout30pages?*Summary(whattodo&how,1-2pages)*Researchproblem/issue,question,&hypothesis(1-3pages)*Importanceoftopic(1-2pages)*Priorresearchontopic(5-10pages:forthiscourse,only2papersbeingreviewed)*Researchapproachormethodology(2-8pages):onekeypart*Limitationsandkeyassumptions(1-2pages)*Contributionstoknowledge(foreachpotentialresearchoutcome,iftherearemorethanone)(1-3pages)*Step2:ExpandingfromResearchTopicAnalysisReporttoResearchDissertation

ProposalLet’shaveabreak…Wheredowegofromhere?Whatdowehavenow?Researchtopic,researchissues/questionsWheredowegofromhere:Doacomprehensiveliteraturereview(especiallyforAclasspapers):climbinguptothe“MountainTai”–A-B-Ccategorizationmethod*WarScenario…Afterchoosinganimportantand“hot”researchtopic(andthenchoosingresearchissues/questions),doingacomprehensiveliteratureisveryimportantBeingclearaboutwhatyourowncontributionsareandhowyourcontributionsarebasedonpriorrelevantstudies.Thereality(fatalmistake):Papergetsrejectedifmissingevenoneimportantliteraturepaper.*StepsofdoingacomprehensiveliteraturesearchStep1:WorkoutasearchingstrategyandplanWhichdatabasesbeingsearched?–e.g.,EBSCO,ISIWebofScienceSearchingstrategies:keywordsorcombinationofkeywords(e.g.,ImpactsofleadershipstyleonDQ/IQ)Step2:logontothedatabaseanddothesearchSaveallsearchresults(entries)intodocumentfilesCombineallsearchedresults/entriesfromdifferentsourcesintoonebigdocumentfile:removerepeatedentriesStep3:WritealiteraturesearchreportSection1ofthereport:searchingdate,searchingstrategies(keywords&theircombinations);Section2:Categorizingsearchedresults/entries(A,B,Ccategorizations)Section3:listofA,B,Cpaperentries*StepsofdoingacomprehensiveliteraturesearchCategorizingSearchedResults/Entries

(A-B-CMethod)Acategory(5-15%oftotalentries)Mostrelevanttoyourresearchtopic/issues/questionsTopjournalpapersinthefield:top5-10journalsinyourfieldNormally,itincludes10-50journalpapersinthiscategoryNeedtodoathoroughliteraturereviewBcategory(15-30%)Directlyrelevanttoyourresearchtopic/issues/questionsQualityjournalpapersNormallyitincludesabout30-150papersRead/reviewthepaperabstractfirst,mayneedtodoathoroughliteraturereviewwhenevernecessaryinthefuture.Ccategory:therestNormally,papersinthiscategorycouldbelargelyignoredEvenspendingtimeinreviewingthepapers,onlyreviewand/orreadtheabstractCategorizingSearchedResults/Entries

(A-B-CMethod)Aclass(top5)–

MISQuarterly(US)-MIShistoryInformationSystemsResearch(ISR,US)CommunicationsofACM(CACM,US)JournalofMIS(JMIS,US)EJIS-Morerecently,AISpromotes“topIS/MIS6journals”:JAIS,EJIS&ISJ(twoEuropeanjournals)Top10MIS/ISJournalsAclass–IEEEtransactionson[variousaspects,suchas"onsoftwareengineering", "onsystems,manandcybernetics",and"onprofessional communications"],ACMtransactionson...[variousaspects,suchasoninformationsystems"],DecisionSciences(US)HarvardBusinessReview(US),SloanManagementReview(US)Information&Management(I&M,US)DecisionSupportSystems(DSS,US)Top10MIS/ISJournalsTop10MIS/ISJournalsB-class:

StrategicInformationSystems(SIS,Europe)OrganizationScience(US),JournalofComputerInformationSystems(JCIS,US)Cothers:AllotherISrelatedjournals.NotbaseduponISI/EIindexedjournals:SCI/SSCI/EIindex:notaccurateatall*Assignment2(PartI1):LiteratureSearchingReportFollowupthethreestepstodoliteraturesearchingfortheresearchtopicchoseninyourassignment1.Writetheliteraturesearchingreport(includingthethreespecifiedsections)fortheresearchtopic,providingjustificationsonhowyoucategorizesearchedpapers(entries:min.20entries)intoA,B,Ccategories(pleaseseetheformatofthereportinnextslide)Due:Submitthereport*Assignment2(Part2):LiteratureSearchingReportFormatAnexample:Section1:ResearchTopicbeingchosen(ExecutiveSupport&LeadershipStyle:DQ/IQ)Literaturesearchdate,searcheddatabases’namesDeterminesearchingkeywordsand/ortheircombinations(NationalcultureorLeadershipStyleordecision-makingoutcomeorotherpossiblecombinations)Section2:CategorizingsearchedliteraturepapersintoA,B,Ccategories,plusjustificationsforthecategorizationSearchtheliteraturebykeyingkeywords,fore.g.,receivingtheresultoftotally20papersCategorizethesearchedliteraturepapersintoA,B,Ccategories3. Section3:Searchtheliteraturebykeyingotherpossiblekeywordsortheircombinations,fore.g.,receivingtheresultofother20papersCategorizethesearched20papersintoA,B,CcategoriesCombineandreorganizethesearchedpapersinthethreecategories:A,B,C

Lab.Session:DemonstrationDemonstratehowtosearchforliteraturepapersfortheresearchtopic“ImpactsofExecutiveSupport&LeadershipStyleonIQImplementation”(demonstration…)Now,you’lldothis(dotheliteraturesearchfortheresearchtopicchosenbyyouinAssignment1)Questions?Let’shaveabreak…ChoosingaResearchMethodThereisnoPerfectworld…Givingupperfection,relaxing&enjoylife…(ourancestoriscleverthanus:Mao2&Duen4)Hidingweaknessofyourresearchvs.recognizeit:cleverway–“Researchlimitation”partofapaperSurveyDataarecollectedfrommembersofasamplethatrepresentsaknownpopulation(soGeneralizationis??)Theresearchermanipulatesnoindependentvariables(soAccuracyis?)Dataaresoughtdirectlyfromtherespondents.Subjectsprovidedatainnaturalsettings(soRealismis??)Influencesofconfoundingvariablesare“controlled”statistically:KEYThepurposeoftheresearchmayrangefromexplorationofphenomenatohypothesistestingE.g.,Usingquestionnairetomeasurecustomers’trustinonecompany’sonlineshoppingserviceCaseStudyTheresearcherintenselyexaminesasingleunit(e.g.,person,group,ororganization)Noattemptismadetoexerciseexperimentalorstatisticalcontrols(soPrecisionis???).Phenomenaarestudiedinnaturalsettings(soRealism?)Themethodologyissuitedmoretothegenerationofhypothesesthantheirtesting:nottofullyprovethecorrectnessofatheory(forthepurposeofexplorationofresearchissues/problems,etc.)Dataareoftencollectedbymultiplemeans:tri-angulationsE.g.,StudyonChineseCEOs(exploratoryorconfirmatory?)LaboratoryExperimentTheresearchercreatesasettingforthestudyofsomephenomenonTheexperimenterhascontrolovertheassignmentofexperimentalsubjectstotreatmentandcontrolconditions(rigorouscontrol–Soprecisionis??)TheexperimenterhascontrolovervirtuallyallindependentvariablesthatmayhaveanimpactonthedependentvariableTheexperimentermanipulateso