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7/29/2019 Session 4 - Variables, methodology and research designs.pptx
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1
Session 4
Variables, methodology
and research designs
7/29/2019 Session 4 - Variables, methodology and research designs.pptx
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Variables
Independent vs dependent variables
2
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Class exercise - 1
Dr. Feroze Laboratory is established in a medium-sized hospital in
Karachi. Looking at the success of laboratory chains like Aga Khan
Hospital, Liaquat National Hospital, Dr. Essas, Dr. Mehdi A. Manji and
Dr. Ehasanullah, they too are evaluating the option of opening a lab-
chain. Capital investment is not an issue. However, they are not sure if
there is any more opportunity left to open another lab-chain in the city.
To take a decision, they need further accurate information. For thepurpose, they decided to carry out a research in this regard. You are
their research consultant.
You are to formulate the following:
Management Decision problem
Research problem/ Research objective
List of variables
A graphical research model
Research question(s)
Hypotheses 3
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Class exercise - 2
Dye-Fast is engaged in dyeing towels. It has about 300 employees. The
firm has been facing low productivity and quality issues. Wamiq, the son
of the owner, has done MBA and is given the task to identify the issues
and take corrective measures. A review of employees data revealed that
about 50% of them had joined during last 6 months and about 25%
during last year. He knew that employee turnover has to be drastically
reduced to solve these problems. He does not have a clear idea of whatcan be done to stop employees leaving. For a better understanding of
the situation, he appointed you as a research consultant.
You are to formulate the following:
Management Decision problem Research problem/Research objective
List of variables
A graphical research model
Research question(s)
Hypotheses 4
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Research Methods vs. Methodology
Research methods
All those methods/techniques that are used for
conduction of research. Research methods or
techniques, thus, refer to the methods the researchers
use in performing research operations.
Research methods can be put into three groups:
Methods used in data collection; Statistical techniques
used in data analyses; Methods used to evaluate theaccuracy of the results obtained.
5
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Research Methods vs. Methodology
Research methodology
It is a way to systematically solve the research
problem. In it we include various steps that are
generally adopted by a researcher in studying his
research problem along with the logic behind them.
It is necessary for the researcher to know not only the
research methods/techniques but also the
methodology. A researcher not only needs to knowhow data is collected, how various analyses are
performed, but also which technique is to be applied in
which situation and why.
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A Classification of Univariate Techniques
Independent Related
Independent Related* Two- Group
test* Z test* One-Way
ANOVA
* Pairedt test
* Chi-Square* Mann-Whitney* Median
* K-S* K-W ANOVA
* Sign* Wilcoxon
* McNemar* Chi-Square
Metric Data Non-numeric Data
Univariate Techniques
One Sample Two or MoreSamples
One Sample Two or MoreSamples
* t test* Z test
* Frequency* Chi-Square* K-S* Runs* Binomial
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A Classification of Multivariate Techniques
More Than One
Dependent
Variable
* Multivariate
Analysis ofVariance andCovariance
* CanonicalCorrelation
* MultipleDiscriminant
Analysis
* Cross-
Tabulation* Analysis ofVariance andCovariance
* MultipleRegression
* Conjoint
Analysis
* Factor
Analysis
One Dependent
VariableVariable
Interdependence
Interobject
Similarity
* Cluster Analysis
* MultidimensionalScaling
Dependence
TechniqueInterdependence
Technique
Multivariate Techniques
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Research Design: Definition
Aresearch design is a framework or blueprint forconducting the marketing research project. It detailsthe procedures necessary for obtaining theinformation needed to structure or solve marketingresearch problems.
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Components of a Research Design
Define the information needed
Design the exploratory, descriptive, and/or causal phases ofthe research
Specify the measurement and scaling procedures
Construct and pretest a questionnaire (interviewing form)or an appropriate form for data collection
Specify the sampling process and sample size
Develop a plan of data analysis
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A Classification of Marketing Research Designs
Single Cross-
Sectional Design
Multiple Cross-
Sectional Design
Research Design
Conclusive
Research DesignExploratory
Research Design
Descriptive
Research
Causal
Research
Cross-SectionalDesign
LongitudinalDesign
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Uses of Exploratory Research
Formulate a problem or define a problem moreprecisely
Identify alternative courses of action Develop hypotheses
Isolate key variables and relationships for furtherexamination
Gain insights for developing an approach to theproblem
Establish priorities for further research
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Use of Descriptive Research
To describe the characteristics of relevant groups,such as consumers, salespeople, organizations, ormarket areas.
To estimate the percentage of units in a specifiedpopulation exhibiting a certain behavior.
To determine the perceptions of productcharacteristics.
To determine the degree to which marketingvariables are associated.
To make specific predictions
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Methods of Descriptive Research
Secondary data analyzed in a quantitative asopposed to a qualitative manner
Surveys Panels
Observational and other data
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Cross-sectional Designs
Involve the collection of information from any givensample of population elements only once.
In single cross-sectional designs, there is only one
sample of respondents and information is obtained fromthis sample only once.
In multiple cross-sectional designs, there are two ormore samples of respondents, and information from each
sample is obtained only once. Often, information fromdifferent samples is obtained at different times.
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Longitudinal Designs
A fixed sample (or samples) of populationelements is measured repeatedly on the same
variablesA longitudinal design differs from a cross-sectional
design in that the sample or samples remain thesame over time
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Longitudinal Data May Show
Substantial ChangeBrand
Purchased
in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand B
Brand C
Total
10025
75
200
50100
150
300
50175
275
500
200300
500
1000
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Uses of Causal Research
To understand which variables are the cause(independent variables) and which variables are theeffect (dependent variables) of a phenomenon
To determine the nature of the relationship betweenthe causal variables and the effect to be predicted
METHOD: Experiments
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A Classification of Survey Methods
Traditional
Telephone
Computer-Assisted
Telephone
Interviewing
InterviewMail
Panel
In-Home Mall
Intercept
Computer-Assisted
Personal
Interviewing
E-mail Internet
SurveyMethods
Telephone Personal Mail Electronic
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A Classification of Observation Methods
Observation Methods
Personal
Observation
Mechanical
ObservationTrace
Analysis
Content
AnalysisAudit
Classifying
Observation
Methods
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Definitions and Concepts
Independent variables are variables or alternatives thatare manipulated and whose effects are measured andcompared, e.g., price levels.
Test units are individuals, organizations, or other entities
whose response to the independent variables or treatmentsis being examined, e.g., consumers or stores.
Dependent variables are the variables which measure theeffect of the independent variables on the test units, e.g.,
sales, profits, and market shares. Extraneous variables are all variables other than the
independent variables that affect the response of the testunits, e.g., store size, store location, and competitive effort.
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Experimental Design
An experimental design is a set of proceduresspecifying
the test units and how these units are to be divided intohomogeneous subsamples,
what independent variables or treatments are to bemanipulated,
what dependent variables are to be measured, and
how the extraneous variables are to be controlled.
The famous taste-test.
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Next Assignment
Scaling and measurement techniques
Data analysis using SPSS an introduction
Quiz in next class.