BAEB601 Chapter 3: Methodology

BAEB601: REESEARCH METHODOLOGY

CHAPTER 3: METHODOLOGY

© 2010 Cosmopoint

Slide 2 of 18© 2010 Cosmopoint

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.


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.


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.


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.


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.


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


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


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.


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 _____


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


Ratio Scale

• The ratio scale measure the magnitude of differences between points on the scale.

• It is also taps the proportions in the differences.


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

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Technology

BAEB601 Chapter 3: Methodology