Abstract
Experiments in research are important to test a particular assumption. Apart from clinical trials and laboratory experiments, Surveys, observational research, literature review, or case studies are recognized methods for experimentation in research. The aim of this work is to, briefly, show how four research papers followed four different experiments to prove or deny a particular hypothesis.
Introduction
Methods of research in management are variable. Survey research needs the preparation of questions, proper choice of representative samples, collection of data, and statistical analysis. Other methods include observational, literature analysis (archive research), case study, and combined research.
Methods of experimentation
Observational research is experimental research designed to systematically follow an event or events during the occurrence and coming up with results that support or deny a certain theory. Reiley, 1999 discussed the four auction methods proposed by Vickrey in 1961. The results of Vickrey suggested that all four methods result in the same expected revenue for the auctioneer (revenue equivalence theory).
To test this theory, Reiley, 1999 designed an experiment of buying Magic cards of 2000 $ value. He sold those cards through auctions in the internet marketplace. He auctioned two copies of each card using two different auction methods to test how valid the revenue equivalence theory of Vickrey is. His experimental design was different from previous auction experiments. Later; he took part in running his personal auctions. This gave him the chance to test the revenue equivalence theory personally and deeply. So, Reiley, 1999, conducted an unconditional and real-world experiment to rank the different auction methods. This work is an example of an observational category of experimental research.
Another method is to review available data and analyze these data to be a baseline or for comparison. Pinsonneault and others, 1999, tested the theory of Dennis and Valacich (1999) about how group size affects electronic brainstorming (EBS) as an idea-creating tool. Dennis and Valacich (1999), assumed that; for small groups (less than nine), EBS is not likely to show a significant difference from nominal brainstorming.
For large groups (more than nine), Dennis and Valacich suggested that a significant difference exists. Pinsonneault and others, 1999, reviewed the literature about theoretical and empirical EBS for the five years before and assumed there is no enough evidence to suggest that EBS surpasses nominal brainstorming for large groups. Thus through literature (archive) review, Pinsonneault and others were able to criticize a previous theory depending on the analysis of other’s results.
Studying a certain case (individual, small or large company, or a procedure) aims at settling the reasons or mechanisms of success or failure and whether it can be applied to other cases. Lynch and Ariely, 2000 designed a case study experiment to answer questions facing retailers with standalone websites and those trying to build virtual mall internet delivery. With the help of 250 students and staff, they conducted an internet-based search costs experiment for price information, quality information within a given store and to compare between two electronic wine stores. They also studied how lowered search costs should increase or decrease price sensitivity.
Stewart, 2003, tested the influence of hypertext links from trusted websites on the consumer’s early trust judgment about organizations met on the internet and associations with the more trust-inducing traditional retail channel. Stewart, 2003, surveyed two hundred twenty-one persons chosen randomly and analyzed the results of 187 who completed the survey in proper time. She concluded that a hypertext link from one website to another has a positive effect on the early trust judgment of a consumer.
Moreover; the study suggested that trust judgment about organizations positively influences the willingness to buy from them. Survey studies are designed to test attitudes, beliefs, and behavior of individuals in a community to a certain issue. Questionnaires may be answered by a variety of means (e-mail, mail, handouts…). Surveys are usually used to learn about variables or to increase understanding or impose a change in policy.
References
Reiley, D.L. (1999). Using field experiments to test equivalence between auction formats: Magic on the internet. American Economic Review. Department of Economics, Vanderbilt University, Nashville, TN.
Pinsonneault, A, Barki, H, Gallupe, R.B and Hoppen, N. (1999). Research Note: The illusion of electronic brainstorming productivity: Theoretical and empirical issues. Information Systems Research, vol. 10 (4), 378-380.
Lynch, J.G and Ariely, D (2000). Wine online: Search costs affect competition on price, quality and distribution. Marketing Science, 19 (1), 83-103.
Stewart, K.J (2003). Trust transfer on the World Wide Web. Organization Science, 14 (1), 5-17.