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Rural Research Methods

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Survey Research Process:
Measurement
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Types of Variables
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Types of variables
Explanatory vs. Extraneous
Those variables which are selected for analysis versus
those which are not due to their perceived relevance to
the research question
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Types of variables
Explanatory variables
Dependent or criterion variables
Independent or predictor variables
Control variables
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Types of variables
Latent vs. Manifest Variables
Latent variables are not directly observable or
measured; they must be observed or measured
indirectly, hence inferred
e.g. Intelligence, Degree of decentralization, Socio-economic
status, Conservatism
Manifest variables, also known as observed or
indicator variables, can be directly observed or
measured
e.g. Score on tests, Ratio of supervisors to workers, Income
level, Employment rate, Literacy rate, Value orientation
Levels of Measurements
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Measurement
Measurement is the process of assigning
numbers or labels to the attributes of
objects, persons, states, or events in
accordance with specific rules
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Levels of Measurements
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http://www.socialresearchmethods.net/kb/measlevl.php
Levels of Measurements
Knowing the level of measurement helps
in deciding how to interpret the data from
that variable
Knowing the level of measurement helps
decide the statistical analysis appropriate
on the values that are assigned
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Levels of measurements
Nominal Variable or Nominally Scaled Variable
Has all the features of a variable but no other
mathematical property
Classifies objects into distinct groups
e.g. Sex (Male, Female), Religion (Catholic, J ews, and Other),
Ethnic origin (North American, European, African, South
Asian, Other)
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Levels of measurement
Ordinal Variables
The categories that partition a variable differ from one
another in quantity of an attribute and not just quality
These categories have an order and can be arranged
from the smallest quantity of the attribute to the
largest. But, the distance between categories has no
meaning
Contain all properties of the nominal variable with
additional property of ordering
e.g. Social Class, Educational attainment
0: Less than grade 8; 1: Grades 8-12; 3: Some college; 4:
College degree; 5: Post college
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Levels of measurement
Interval Variables
Categories correspond to numbers and distance
between the categories has meaning that can be
interpreted
Have all properties of ordinal variables (classification
and ordering) with additional property of interval
But, ratios don't make any sense
e.g. Temperature in Fahrenheit
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Levels of measurement
Ratio variables
Has all the properties of the previous measurement
and in addition there is always an absolute zero that
is meaningful
We can construct a meaningful fraction (or ratio) with
a ratio variable
e.g. Age, Weight, Income
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Hierarchy in levels of measurements
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Levels of measurement
Discrete vs. Continuous Variables
A discrete variable is a scale in which the categories
are disconnected values, the interval between
adjacent categories cannot be subdivided. In other
words, a discrete variable can assume a finite
number of values
e.g., Household size, Class size, Number of houses, Number of
heads in ten tosses of coin
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Levels of measurement
In contrast to discrete measures, continuous
variables can, at least in theory, assume all possible
numerical values in a given interval. Many attitudinal
variables which are ordered discrete variables, are
treated as continuous variables
e.g. Income, Age, Height, Weight
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Process of Measurement
Developing Indicators
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Survey Data
Case by variable Matrix
RESP_ID SEX AGE EDUCATION TIMBER RECREATION
001 Male 36 Years College deg. Agree Disagree
002 Female 40 Years High School Agree Disagree
003 Female 75 Years <Grade 8 Disagree St. Agree
004 Male 25 Years Some Univ. Cant say Disagree
005 Female 32 Years High School St. Agree Cant say
006 Male 58 Years Grade 13 Cant say Agree
007 Female 23 Years Diploma St. Disagree Agree
Variables
Cases
Identify the
concept of
interest
Develop
a construct
A constitutive
definition
An operational
definition
A measurement
scale
Evaluate the
reliability and
validity of the
scale
Utilize the
scale
Research
findings
The Measurement Process
which is used
to create
which enables
a researcher to
develop
which enables a
researcher to create
that requires the
researcher to
If the evaluation is
satisfactory, the
researcher
which leads
to
which is
used to
http://malroy.econ.ox.ac.uk/fisher
Identify Concept / Develop Construct
Identify the
concept of
interest
Develop
a construct
A constitutive
definition
An operational
definition
A measurement
scale
Evaluate the
reliability and
validity of the
scale
Utilize the
scale
Research
findings
Identify Concept / Develop Construct
A concept
is expressed in every-day terminology. This requires
the researcher to generalize/categorize.
is an abstraction formed by generalization from
similar phenomenon or similar attributes
A construct
is a theoretical abstraction that cant really be
observed
is a concept that is systematically defined to be used
in scientific theory
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Research Question
Why do Rural Customers buy Lifebuoy
Soap over and over again?
Identify Concept / Develop Construct
Concept: Repeat Purchase
Construct: Brand Loyalty
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Clarifying Concepts/ Constructs
Abstract summaries of a whole set of behaviors,
attitudes and characteristics
Are terms created for the purpose of
communication and efficiency
Lack fixed meaning
The challenge is to develop concepts/constructs
that others will clearly understand
It is up to the researcher to first define the concept
with some justifications, and then look for
constructs
e.g., Deprivation, Social capital, Community, Brand
Loyalty, Religiosity
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Clarifying Concepts/ Constructs
Obtain a range of definitions
In the absence of formal definitions look at
the meaning the term has been used by
various researchers
explicit vs. implicit definition
Look at common elements of definitions and
based on these, develop a definition
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Clarifying Concepts/ Constructs
Decide on a definition
Choose an existing definition or
Create your own
In either case, justification is needed
Defining Concepts/ Constructs
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Constitutive Definition
A theoretical or conceptual definition that
defines the concept in terms of other
concepts and constructs; like a dictionary
definition
Operational Definition
Defines which observable characteristics will
be measured and the process for assigning a
value to the concept
Define the Concept Conceptually and Operationally
Constitutive Definition Increased propensity
to purchase a brand due to previous
experience with that brand
Operational Definition Rating of purchase
probability, depending upon prior purchase
Example
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Socio-demographic conditions influence
ones shopping behaviour
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Conceptual propositions
Older people have conservative shopping behavior
Educated people show progressive shopping
behavior
Similarly
Parents level of education
Gender
Place of residence
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Operational Definitions
Operational Definition of Key Concepts &
Identification of Indicators
Younger generation:
People in the age group of 15-34 Years
Older generation:
People in the age group of 65 years and over
Higher level of education:
University/College degree or above
Urban areas:
Places above a specified population density
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Operational Definitions
Rural areas:
It has a population density of less than 400
sq. km.
At least 75 per cent of male working
population is engaged in agriculture related
activities, and
There is, in the location, no municipality or
municipal board
Shopping behavior:
Conservative orientation
Progressive orientation
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Deprivation
Nominal
Definition
Physical Economic Social Political
Dimensions
Psychic
Social Isolation Ab. of soc. valued roles Lack of social skills
Sub-
Dimensions
Specify what constitutes
Social Isolation
Specify what Soc.
Valued roles are
Specify what Social
Skills are
Operational
Definition
Measures:
e.g.
No. of friends
Contact with family
Contact with neighbors
No. of org. involvement
Measures:
e.g.
Occupation
Gender
Measures:
e.g.
Introversion/
Extroversion
Assertiveness
Indicator
Clarifying Concepts Descending the Ladder of Abstraction
(Source: de Vaus, 1991)