BEHAVIORAL

 RESEARCH  
DISCUSSION  

BM  Purwanto  
 A  Model  of  Individual  Behavior  
External  Influences  
Decision  Process  
Culture   Experiences  and  Acquisi?ons  
Subculture  
Demographics   SituaCons  
Social  Status    
Preference  Groups   Problem    
Family   Recogni?on  
External  S?muli    
Self-­‐Concept     Needs   Informa?on    
and     Search  
Lifestyle   Desires    
Internal  Influences  
Alterna?ve    
Percep?on   Evalua?on    
Learning   and    Selec?on  
Memory    
Mo?ves   Decision  
Personality    
Emo?ons   Post-­‐Decision  
ACtudes   Experiences  and  Acquisi?ons  
 Behaviors  
•  Overt  behaviors  (observed  variables)  
–  Paying  taxes,  Recycling,  purchasing  organic  products  
–  Physical  distancing,  wearing  mask  
–  Giving  ‘Like’,  subscribing  to  You  Tube  channels  
–  Buying  stocks,  using  e-­‐wallet  
–  Choosing  high  risk  investment,  rounding-­‐up  prices  
–  Corrup?on,  plagiarism,  discrimina?on,  persecu?on  
 
•  Covert  behaviors  (latent  variables)  
–  Thinking  
–  Imagining  
–  Feeling  
–  Inten?on  
 Validity  of  a  Research  

•  Internal  Validity  
–  Establishing  causality  or  the  power  to  
produce  effect  
–  Depth  of  knowledge  or  credibility  

•  External  Validity  
–  Generaliza?on  
–  Replicability  
–  Realism  
 QualitaCve  Research   QuanCtaCve  Research  
Capture  and  discover  meaning  once  the   Test  hypothesis  that  the  researcher  
researcher  becomes  immersed  in  the   begin  with  
data  
Concepts  are  in  the  form  of  themes,   Concepts  are  in  the  form  of  dis?nct  
mo?fs,  generaliza?ons,  and  taxonomies   variables  
Measures  are  created  in  an  ad  hoc   Measures  are  systema?cally  created  
manner  and  are  oRen  specific  to  the   before  data  collec?on  and  are  
individual  seCng  or  researcher   standardized  
Data  are  in  the  form  of  words  and  
images  from  documents,  observa?ons,   Data   are  in  the  form  of  numbers  from  
precise  measurement  
and  transcripts  
Theory  can  be  causal  or  non-­‐causal  and   Theory  is  largely  causal  and  is  deduc?ve  
is  oRen  induc?ve  
Research  procedures  are  par?cular,   Procedures  are  standard,  and  replica?on  
and  replica?on  is  very  rare   is  frequent  
Analysis  proceeds  by  extrac?ng  themes   Analysis  proceeds  by  using  sta?s?cs,  
or  generaliza?ons  from  evidence  and   tables,  or  charts  and  discussing  how  
organizing  data  to  present  a  coherent,   what  they  show  relates  to  hypotheses  
consistent  picture.  
 Quantitative Qualitative
Aim The aim is to count things in The aim is a complete, detailed
an attempt to explain what is description of what is observed.
observed.
Purpose Generalisability, prediction, causal Contextualisation, interpretation,
explanations understanding perspectives
Tools Researcher uses tools, such as Researcher is the data gathering
surveys, to collect numerical data. instrument.
Data collection Structured Unstructured
Output Data is in the form of numbers and Data is in the form of words, pictures or
statistics. objects.
Sample Usually a large number of cases Usually a small number of non-
representing the population representative cases. Respondents
of interest. Randomly selected selected on their experience.
respondents
Objective/ Objective – seeks precise Subjective - individuals’ interpretation of
Subjective measurement & analysis events is important
Researcher role Researcher tends to remain Researcher tends to become subjectively
objectively separated from the immersed in the subject matter.
subject matter.
Analysis Statistical Interpretive
 Research  Context  and  Argument  

Abstract  
GeneralizaCon  
DeducCve  

InducCve   JusCficaCon  

Discovery   Confirmatory  

Exploratory   QuanCtaCve  

QualitaCve  
Concrete  Empirical  
Evidence  
7  
 InducCve  Measurement  Process  
for  the  ProposiCon  

Theorize  the  rela?onship  

Abstract  Construct   Abstract  Construct  

+  or  -­‐  
Conceptualiza?on  by  refining  the   Level  of  
Theory  
working  ideas  and  concepts  
Conceptual  DefiniCon   Conceptual  DefiniCon  
Opera?onal  
Opera?onaliza?on  by  forming   Level    
concepts  from  data  and  working  ideas  
Observed  variable   Observed  variable   Empirical  
Level    
Observe  empirical  condi?ons  
and  gather  data  
 DeducCve  Measurement  Process    
for  the  Hypothesis  

Theorize  the  causal  rela?onship  

Abstract  Construct   Abstract  Construct  

+  or  -­‐  
Level  of  
Conceptualiza?on  of  variables   Theory  

Conceptual  DefiniCon   Conceptual  DefiniCon  

Opera?onal  
Level    
Opera?onaliza?on  of  variables  
Observed  variable   Observed  variable   Empirical  
Level    
Test  the  empirical  
hypothesis  
 Time  

•  Longitudinal  è  changes,  development        

•  Cross-­‐sec?onal  è  differences  

•  Prospec?ve  è  future  events  

•  Retrospec?ve  è  past  events    
 Study  SeSng  

•  Field  Studies:  A  study  conducted  in  the  natural  seCng,  

with  a  minimal  amount  of  researcher  interference  with  
the  flow  of  events  in  the  situa?on.  

•  Field  Experiments:  Studies  conducted  to  establish  cause  

and  effect  rela?onships  using  the  same  natural  
environment  in  which  employees  normally  func?on.  

•  Lab  Experiments:  An  experimental  design  set  up  in  an  

ar?ficially  contrived  seCng  where  controls  and  
manipula?on  are  introduced  to  establish  cause  and  
effect  rela?onships  among  variables  of  interest  to  the  
researcher.  
 ExplanaCons  

•  Causal  explana?on  
•  Structural  explana?on  
–  Sequence  
–  Func?on  
–  network  
•  Interpre?ve  explana?on  
Causal  RelaConships  

Symmetrical  

Reciprocal  

Asymmetrical  
 Understanding  Casual  RelaConships  

Property  

Behavior   Response  

Disposi?on   S?mulus  
 Asymmetrical  Casual  RelaConships  

S?mulus-­‐Response  

Property-­‐   Property-­‐  
Behavior   Disposi?on  

Disposi?on-­‐Behavior  
 Types  of  Asymmetrical  Causal    RelaConships  

Relationship Nature of Examples

Type Relationship

Stimulus- An event or change •  A change in work rules leads to a higher

response results in a response level of worker output.
from some object. •  A change in government economic policy
restricts corporate financial decisions.
•  A price increase results in fewer unit sales.
Property- An existing property •  Age and attitudes about saving.
disposition causes a disposition. •  Gender attitudes toward social issues.
•  Social class and opinions about taxation.
Disposition- A disposition causes a •  Opinions about a brand and its purchase.
behavior specific behavior. •  Job satisfaction and work output.
•  Moral values and tax cheating.
Property-behavior An existing property •  Stage of the family life cycle and
causes a specific purchases of furniture.
behavior. •  Social class and family savings patterns.
•  Age and sports participation.
 Research Aim and Designs
(Creswell & Plano Clark 2007)

Need to Research design

see if treatment is effective Experimental design

identify trends/attitudes/... in a Survey design

population

learn about and describe a culture shared Ethnography design

by a group

generate a theory of a process Grounded theory design

imporve the subsistence and/or empower Action research design

certain group

develop or imporve some policies/ Design research approach

artifacts
 The  Future  of  Behavioral  Research    
(Nathan  Maddix)  

•  Nudges    

•  Prying  the  black  box  of  our  minds  

•  Need  to  target  subpopula?on  in  addi?on  to  

sample  size  

•  Public  policy  research  è  Get  out  of  the  lab  

 The  Future  of  Behavioral  Research    
(Nathan  Maddix)  

•  Data  exper?se  

•  Need  to  iden?fy  the  variance  in  

behavioral  interven?ons  

•  More  precise  measurements  of  

demographic  groups  
TERIMA  KASIH