BAEB601: REESEARCH METHODOLOGY
CHAPTER 3: METHODOLOGY
© 2010 Cosmopoint
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Research Design
• - A framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the business researchproblem.
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Research Design
• Design process begins by defining the business research problem.
• Followed by the Approach: a conceptual framework, research questions, hypotheses, and the information needed.
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Research Design
• A good research design is important and necessary to ensure:
• That the information collected will be relevant and useful to management
• That all of the necessary information will be obtained
• That the business research project will be conducted effectively and efficiently.
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Theoretical Framework
• Theoretical framework is the foundation on which the entire research project is based. It is a logically developed, described, and elaborated network of association among variables deemed relevant to the problem situation and identified through such as interview, observation, and survey.
• It is the important step in the research process.
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Component of Theoretical Framework
• The variables considered relevant to the study should be clearly identified and labeled in the discussions.
• The study should state how two or more variables are related to one another. Is there any relationship?
• Should be clear explanation between independent variables and dependent variables.
• A schematic diagram of the theoretical framework should be given so that the reader can see and easily comprehend the therized relationship.
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Schematic diagram for theoretical framework
Air safety violation
Communication among cockpit members
Communication between ground control and cockpit
Decentralization
Training of cockpit crew
Dependent variableIndependent variable
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MEASUREMENT OF VARIABLES
• Measurement of variables in the theoretical framework is an integral part of research and an important aspect of research design.
• There are 4 types of scales:– Nominal– Ordinal– Interval– Ratio
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Nominal Scale
• Allows researchers to assign subjects to certain categories or group.
• E.g with respect the variable of gender, respondents can be grouped into two categories – male and female.
• These two groups can be assigned code numbers 1 & 2.
• E.g If had interviewed 200 people, and assign code number 1 to all male respondent and number 2 to all female respondents, the computer analysis of the data at the end of the survey may show the percentages of each group.
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Ordinal Scale
• An ordinal scale not only categorizes the variables in such a way as to denote differences among the various categories.
• It rank-orders the categories in some meaningful way.• Usually it will be ranked from best to worst; from first to last; and
numbered 1,2 and so on.• E.g Please rank accordingly, 1 most tasty – 5 less tasty• Taste of food in fast food outlet
Burger _____
Nugget _____
Hotdog _____
Float _____
Fries _____
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Interval Scale
• Interval scale allows us to perform certain arithmetical operations on the data collected from the respondents.
• Allows only to qualitatively distinguish group by categorizing them into mutually exclusive and collectively exhaustive sets.
• E.g
Strongly Strongly
Disagree Disagree Normal Agree Agree
1 2 3 4 5
The following opportunities offered by the job are very important:
a) Interacting with others 1 2 3 4 5
b) Serving others 1 2 3 4 5
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Ratio Scale
• The ratio scale measure the magnitude of differences between points on the scale.
• It is also taps the proportions in the differences.
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Scaling Techniques Frequently Used
– Dichotomous scale– Category scale– Likert scale– Numerical scales– Semantic Differential scale– Itemized rating scale– Fixed or constant sum rating scale– Stapel scale– Graphic rating scale– Consensus scale
.