Introduction
The contemporary business world is a sophisticated and complex phenomenon. The fast evolution of science, globalization, the development of various regions, and the fast-evolving nature of the global economy promoted the emergence of specific issues and trends within the given sphere. It remains the fundamental aspect of the world’s development and stable growth; however, numerous factors affect the work of organizations and their ability to meet the existing goals and survive. Because the work of global corporations is critical for the global economy, the necessity to consider the unique characteristics of internal and external environments influencing a firm acquires the top priority. It influences the choice of strategy and results. Under these conditions, business research acquires the top priority as it creates the basis for improved decision-making and strategic planning. At the moment, investigators and analysts have a wide range of business research methods that can be used regarding the situation.
In such a way, research in the business sphere is the central activity correlated with the firm’s success and ability to evolve. It can be defined as the process of acquiring comprehensive information about the central areas of business and the existing environment to use this data to boost existing sales and generate additional profit (Bell, Bryman, & Harley, 2019). In such a way, the effectiveness and accuracy of research directly impact the results demonstrated by a firm and its competitiveness at the global level. It also means that choosing a proper investigation and analysis method is crucial as it influences the data collection and processing activities. At the same time, the methodology should be aligned with the existing context and goals to collect necessary data (Bell et al., 2019). It means that a business analyst should possess an enhanced understanding of how various methods work and their peculiarities. The central goal of the proposed paper is to investigate the concept of business research and answer the following question:
What are the major differences between non-experimental and experimental research designs?
Answering the given question implies determining the approaches, their peculiarities, types, advantages, and disadvantages, and concluding about the spheres of their use.
The paradigms selected for the comparison are central to business research. First, they allow investigators to collect various data types and use them to make specific conclusions. It is vital for creating the strategy and selecting the further vector of the firm’s evolution. Second, the compared methods demonstrate high credibility and guarantee that researchers are provided with up-to-date, relevant, and valuable data collected from reliable sources (Ghauri, Gronhaug, & Strange, 2020). Finally, experimental and non-experimental research can be used to study a specific research issue and conclude its major peculiarities, development, and trends (Ghauri et al., 2020). In such a way, the selected approaches are an integral part of the existing business research and can be used by companies, corporations, or analysts to make specific conclusions and predict the change in the market, clients, target audience’s preferences, and rivals’ states (Schindler, 2021). However, their correct use requires understanding the central differences between the paradigms and the sphere of their application.
Experimental Research
Experimental research is one of the effective scientific approaches to investigating a specific phenomenon. It can be defined as the method focused on manipulating selected control variables and measuring the effects of this manipulation on the chosen subject (Noethen & Alcazar, 2020). The independent variable is the factor that cannot be changed during the experiment, while the dependent one is the aspect that might be altered as a result of the experiment, and all changes should be measured (Schindler, 2021). At the same time, the experimental approach can be viewed as a quantitative research method. It focuses on investigating a selected aspect by collecting numerical and quantifiable data and processing and applying statistical or computational techniques (Ghauri et al., 2020). As a result, a researcher acquires the chance to correlate different variables and understand the nature of relations between them. An experimental research design is critical for the business field as it helps to understand customers’ preferences and changes in their behaviors, select stimuli that might influence them, and create effective strategies. For this reason, it is an integral part of the existing business research.
Pre-Experimental Research
Regarding the type of intervention and focus, the framework can be divided into three types. Pre-experimental research design is the first one, often viewed as the simplest form of the experiment (Hsu et al., 2017). It implies observing a specific group after implementing the cause-and-effect factors (Schindler, 2021). It usually precedes the main experiment as it helps to determine whether a subsequent investigation is required (Ghauri et al., 2020). The approach might have the three types such as one-shot case study research design, one-group pretest-posttest research design, and static group comparison (Noethen & Alcazar, 2020). Using the given tools, a business researcher acquires a chance to investigate specific population groups and how they might respond to a specific trend, alteration in the company’s work, or a new proposal. In such a way, it can be viewed as an effective tool to work with broad populations and collect necessary data.
Quasi-Experimental Research
Quasi-experimental research is another type of discussed paradigm that can be used regarding the existing goals. Thus, it implies using carefully selected samples and stepping away from the random assignment (Hsu et al., 2017). It means that an independent variable is manipulated and applied to see the changes in the dependent one; however, all participants were previously chosen as it was necessary to monitor the change of a specific aspect (Congdon, Novack, & Goldin-Meadow, 2018). Using the given method, business researchers can attain several vital goals. First, by possessing preliminary information about a specific phenomenon, investigators can try to predict the changes and support them with the data acquired during the quasi-experiment (Ghauri et al., 2020). Second, it might help to avoid the complexity associated with the true experiment and collect information about an issue of interest (Noethen & Alcazar, 2020). In such a way, the quasi-experiment is an important part of business research.
True Experiment
Finally, the true experiment is one of the most accurate methods within the given group. First, it relies on the statistical analysis of the acquired data to prove or refute the formulated hypothesis (Schindler, 2021). Second, it helps to reveal the cause-effect relationship within a selected group, which is vital for the research (Ghauri et al., 2020). At the same time, the credibility of results is achieved by following the major requirements, such as:
- Introduction and the control group that will not be changed, and the experimental group, which will be altered
- Establishing a variable manipulated by a researcher
- Random distribution (Hsu, Simmons, & Wieland, 2017)
Following the given demands, it is possible to ensure that researchers will use only credible and relevant information acquired during the study. For the business sphere, it means that an investigator acquires a chance to compare how a new offering might impact populations and make a conclusion impacting the company’s strategy and the firm’s future.
Field Survey
A field survey is an essential data collection tool that often goes along with different types of experiments. A researcher conducts an in-person interview to acquire the necessary information and conclude about the person’s attitude to a specific object. Thus, being a non-experimental approach, a field survey might help to collect information necessary for concluding how the experimental intervention worked and what changes in the population groups it promoted (Schindler, 2021). For the business sphere, field surveys conducted among random customers at shops, on streets, or in other places might create the basis for the experiment or, on the contrary, be viewed as a part of the true experiment necessary to trace the changes in people’s attitudes and their visions of the proposed item or service. In such a way, the methods are closely connected and might be used together.
Advantages
Several factors explain the importance of the discussed framework for the business world. First, investigators acquire complete control of the variables they use, which is central to manipulations and research (Schindler, 2021). Second, the experiment might be linked to other research methods, which is vital for obtaining credible information about the issue of interest and predicting its changes in the future (Schindler, 2021). By altering the control variables and collecting information about them using available methods, a researcher might focus on the phenomenon he/she requires and avoid overcomplexity (Payne, Pearson, & Carr, 2017). At the same time, experimental research offers specific conclusions that are directly linked to the issue of interest (Crane, Henriques, & Husted, 2018). It means that the practical utility of such results grows, and it is possible to use them as the basis for new investigations in the given field. Finally, experiments are well structured and focus on selected criteria. These factors are central to business research and make an experiment an advantageous method.
Disadvantages
At the same time, it is impossible to view an experiment as a method that does not contain any risks and disadvantages. First of all, it remains dependent on the qualification of the investigator, meaning there is a high risk of errors caused by the human factor (Schindler, 2021). Second, controlling the introduced variables makes it possible to distort outcomes and acquire biased information about a specific issue of interest (Schindler, 2021). It also requires considering ethical issues and dealing with them carefully, as their violation might precondition the emergence of specific claims. Third, experiments might be expensive and time-consuming (Ghauri et al., 2020). For business research, it means that small or middle-sized companies might not have the resources to conduct an experiment and acquire necessary data. These disadvantages should be viewed as the major barriers limiting the use of experiments in various fields.
Non-Experimental Research Design
Non-experimental research design is another type of methodology that might be used in the business world to acquire necessary data. Regardless of the misconception that non-experimental means nonscientific, it remains an accurate and relevant data collection and analysis tool used by numerous researchers regarding the existing goals (Schindler, 2021). It can be determined as the approach when a researcher either describes a specific group or investigates relations between already existing entities (Schindler, 2021). The given method might be either qualitative or quantitative regarding the type of data that should be collected and the focus of the investigation. In numerous cases, the given type of research is broad, exploratory, and focuses on the non-causal relationship between the investigated variables (Schindler, 2021). At the same time, it remains an integral part of business research, as it helps to acquire information about the current clients’ attitudes to a particular phenomenon and conclude the possible development of the investigated trend.
Cross-Sectional Research
Similar to experimental research, non-experimental can be divided into several types regarding the focus and specific characteristics. Thus, cross-sectional research is the first subtype involving the comparison of two or more pre-existing groups applying the same criteria (Schindler, 2021). These cohorts are not randomly selected, and the variables cannot be manipulated (Schindler, 2021). For instance, companies might use it to compare various populations’ attitudes to the new offering and alter the existing strategy. Although researchers do not have an opportunity to alter the factor influencing the investigated audience, the approach remains a robust data collection and analysis tool helping to analyze the selected issues of interest and improve decision-making. Under these conditions, the given method remains useful for conducting business research and investigating the specific phenomenon.
Correlational Research
Correlational research is another type of non-experimental method that is used by analysts. It implies outlining, comparing, and determining the nature of the relationship between two variables (Ghauri et al., 2020). The given approach is linked to the quantitative research methods, focusing on the statistical data acquired due to the correlational analysis. As a result, a researcher acquires quantifiable information that can be later used in forecasting or decision-making. At the same time, there is no chance to manipulate the existing variables, which differentiates the approach from the experimental one (Ghauri et al., 2020). In the business world, the research might be used to investigate the relationship between a target audience possessing a specific feature and their preferences to conclude how the first characteristic impacts their behaviors. In such a way, positive, negative, or zero correlations might help to make a conclusion and contribute to the company’s further development.
Observational Research
Finally, observational research is another non-experimental approach used in the business world. It means observing the behavior of a research subject in a natural or specific laboratory setting (Ghauri et al., 2020). However, as against experimental research, the variables are not manipulated. The method is widely used in the business sphere as it allows companies to monitor the target audience’s actions and understand people’s reactions to specific measures or products (Ascarza, Ebbes, Netzer, & Danielson, 2017). In such a way, it remains a descriptive framework designed to collect information about a specific group and its features. At the same time, it can be both qualitative and quantitative, regarding the focus of the study and the type of data that is needed to make conclusions. The three types of research give business analysts and investigators a chance to better understand the target audience and improve their strategies.
Advantages
The significant advantage of the non-experimental research design is its realistic nature. Most studies are close to real-life situations as they do not require creating laboratory settings and introducing unique variables (Ghauri et al., 2020). On the contrary, they focus on analyzing the trends in the existing environment, which helps increase the research’s relevance and credibility. Furthermore, the lack of necessity to manipulate human characteristics can be viewed as another advantage of non-experimental research (Bell et al., 2019). It leads to a reduced risk of ethical issues and helps researchers to focus on the selected objects of investigation. In such a way, the business analysis might often use the given method in situations that do not imply the experiment. It helps to save the costs and time necessary for creating appropriate conditions for the true experiment.
Disadvantages
At the same time, non-experimental research might have several critical limits and drawbacks impacting the outcomes and credibility of data. First of all, the groups are not randomly selected, meaning that the authenticity of the study results might suffer (Bell et al., 2019). They also cannot be generalized because of the non-homogenous nature of the selected groups (Bell et al., 2019). Moreover, speaking about the observational methods, researchers admit that the acquired information cannot be clear and completely error-free (Bell et al., 2019). It comes from the subjectivity of judgments and statements typical for ordinary individuals and their inability to offer a clear vision of a particular research issue. In such a way, the given type of methodology cannot be applied to cases when the increased accuracy of acquired data is required (Oll et al., 2018). Moreover, it might be less effective in working with quantitative data, which might also limit the sphere of its application.
Experimental vs. Non-Experimental Quantitative Design
In such a way, both types of mentioned research designs are broadly used in business research today. They are employed to collect information necessary for strategic planning and further company development. However, there are some major differences between the methods, influencing their application and scope of tasks. An experimental approach is a quantitative approach that is applied to work with quantifiable and statistical data necessary for making a conclusion about the investigated phenomenon and using the acquired numbers in future activities (Oll, Hahn, Reimsbach, & Kotzian, 2018). For this reason, it is mainly used to measure dependent variables, such as client satisfaction or readiness to pay, by changing the independent one. The non-experimental approach might imply using both quantitative and qualitative frameworks depending on the conditions when it is used (Bell et al., 2019). However, compared to the experimental design, this one offers more personal information linked to the personal experiences of people involved in the research. These differences impact the choice of methods regarding the situation.
Goal
The compared approaches also have different goals related to their nature. For instance, business researchers mainly use the experimental approach to measure the causes and effects of variables selected for the investigation and answer the question of why a specific dependency is observed (Tunarosa & Glynn, 2017). On the other hand, non-experimental research is more descriptive and focuses on answering what happens within the selected setting. It means there is no information about causal agents; instead, it offers data about observed experiences and their importance for a certain entity at the moment (Shani & Coghlan, 2021). In such a way, the methods have different purposes influencing their choice and application to different situations.
Data Collection Tools
The designs use specific data collection tools to provide researchers with the necessary information. Experimental research implies using simulations, surveys, and observational studies to create the framework for the discussion (Bell et al., 2019). At the same time, the non-experimental paradigm might employ observations, surveys, and case studies (Chung & Narayandas, 2017). In such a way, simulations and case studies are unique to discussed methods; however, other data collection tools might also be used differently. The non-experimental approach implies that data is gathered at the researcher’s discretion, without an apparent scientific reaction or controlled intervention (Henderson & Liu, 2017). It results in acquiring different data types necessary for making conclusions and discussing a particular object or aspect (Henderson & Liu, 2017). In such a way, the difference in using data collection tools is related to the necessity to work with various portions of information and attain specific results.
Uses
Peculiarities of experimental research explain its uses and applicability to different situations. The approach is mainly employed when it is necessary to test specific solutions to the problems and determine their effectiveness (Bell et al., 2019). Because an experimenter has the chance to apply specific variables, the design offers him/her the chance to apply a determined solution to a complex case and investigate acquired outcomes. For business research, it means that a company might forecast the results of its decisions linked to the products or strategies and decide whether they should be implemented or not.
The non-experimental research design is used in different situations because of its features. It is mainly employed to determine the characteristics of an object, measure data trends, and analyze specific conditions (Bell et al., 2019). For this reason, companies use it to analyze their target audiences and conclude about their preferences to build effective strategies. In such a way, both methods have various uses, which is explained by their different nature. At the same time, they remain critical for the modern business world as they provide companies with an opportunity to acquire a better vision of the market and evolve.
Conclusion
Altogether, the modern business world is a complex environment with numerous factors affecting the work of companies. The successful development of these organizations depends on the correct understanding of all forces and factors impacting the market and other groups. Under these conditions, business research acquires the top priority as one of the main tools helping analysts to make decisions. Experimental and non-experimental research designs are widely used to collect necessary data and make conclusions. The significant differences are in the settings and the goals of the research. The experiment implies determining the cause-effect relationship between the investigated variables, while the non-experimental measures describe the research phenomenon and create the basis for future cogitations. Both discussed methods are critical for the modern business world and lead to better strategic planning and understanding of the current situation.
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