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Dr. S. BISALIAH
MARCH, 2013
BUSINESS RESEARCH METHODS
INSTRUCTOR: Dr. S. BISALIAH
1.Donald R Cooper, Pamela S. Chindler and J.
K. Sharma: Business Research Methods 11
th
Edition. The Mcra! "ill #$1#.
#.Deepa% Cha!la and &eena Sondhi: Research
Methodolo'(: Concepts and cases. )i%as
Pu*lishin' "ouse, #$11.
+.,n( other re-erence cited *( the instructor
-rom time to time.
Con-ucius: E.er( truth has -our corners: ,s a
teacher / 'i.e (ou one corner, and it is -or (ou to
-ind the other three.
MODULE 1: Introduction to BR
1.Research and BR:
Pa'e # o- #10
Re:
Research:
1,ll pro'ress is *orn o- in2uir(. Dou*t is
o-ten *etter than o.er con-idence, -or it
leads to in2uir( and in2uir( leads to
in.ention3. "udson Ma4im.
, s(stematic approach to 'ain ne!
%no!led'e.
, s(stematic search -or ans!er to
2uestion or solution to a pro*lem.
BR:
, s(stematic in2uir( that
pro.ides in-ormation to 'uide
mana'ement decisions on
*eha.iour o- emplo(ees, stoc%
holders, customers etc.
Decision 5 ma%ers: To ma4imi6e
*usiness per-ormance.
Pa'e + o- #10
BR: , process o- plannin'
ac2uirin', anal(6in',
disseminatin' rele.ant data 7
in-ormation to help in
decision ma%in' to ma4imi6e
*usiness per-ormace.
BR: &eeded in pro-it and non8pro-it
ma%in' companies.
#.Return on In!est"ent #ROI$: Strate'ies and
tactics to ma4imi6e ma4. R9/. "ence assess
*usiness research e4penditures -or their
contri*ution to R9/.
+.%h& stud& B.R "ethods' %hat sti"u(atin)
*actors::
More .i'orous competition: lo*al and
domestic.
Pa'e ; o- #10
To meet the challen'e o- the *usiness
en.ironment: et 2ualit( data 7 in-ormation
and anal(se it -or emer'in' comple4 decision
5 ma%in' process
need s%ills in BR
methods.
reater computin' po!er and speed
E4plosi.e 'ro!th and in-luence o- the
internet.
&e! perspecti.es on esta*lished Research
Methodolo'ies.
Demand *( sta%e holders in *usiness to
participate in decision ma%in'.
Challen'es o- o.ernment inter.ention in
Corporate Sector.
BR:
o To identi-( and de-ine opportunities and
pro*lems
o To de-ine, monitor, and re-ine strate'ies.
Pa'e < o- #10
o To de-ine, monitor, and re-ine tactics.
o To impro.e our understandin' o- .arious
-ields o- mana'ement.
o Researcher to !or% to!ards a 'oal,
!hether immediate or -uturistic, else the
research loses its si'ni-icance in the -ield
o- mana'ement.
Mana'ement Education: Maturin' as an
independent discipline.
+.Hierarch& o inor"ation , Based Decision
Ma-ers.
..%hat dri!es B.R': /(annin)
Strate'ic and tactical plannin' possi*le !ith
in-ormation 7 data 'enerated *( BR.
Pa'e 0 o- #10
E0hi1it: 1.2. /.13
Strate)&: ,pproach *( the or'ani6ation to
achie.e its 'oal E4. Strate'( -or customer
satis-action, customer lo(alt( etc.
Tactics: BR to help in desi'n and selection
o- tactics to e4ecute a strate'(.
Product Tactic: =hich -la.our in
ice8cream:
Packaging tactic: Container shape
and colour:
Distribution tactic: >ree6er cases or
hand 5 pac%ed drums.
,nd so on.
Re"e"1er "u(ti4(e B , )oa(s: Sales,
mar%et share, return on in.estment,
pro-ita*ilit(, customer satis-action, customer
retention, emplo(ee producti.it(, machine
Pa'e ? o- #10
e--icienc(, ma4. o- stoc% price @or o!ners
e2uit(A and so on.
5.Three "a6or sources o Inor"ation or
Mana)eria( Decision , Ma-in):
BR
Decision support s(stem @DSSA
Business intelli'ence.
DSS: Transactional Data.
Collect data 7 in-ormation at the time o-
transaction o- *usiness E4: Customer data
*ase.
9r'ani6e this in-ormation and retrie.e it
-or decision ma%in'
These data
elements constitute DSS
,nal(sis o- transactional data -acilitated
*( computer technolo'(.
Intranet and E0tranet:
Pa'e B o- #10
Intranet: Pri.ate net !or% !ithin the
compan(
Main purpose: Share compan(
in-ormation !ith internal units -or
decision ma%in'.
E0tranet: ,n e4ternal portion o- a
compan(Cs intranet. Connections to the
outside intranet to share an or'ani6ations
in-ormation !ith e4ternal suppliers,
.endors or customers.
o Because o- DSS, access to date as and
!hen transactions completed. E4:
Customer data *ase to -ind out !hat
tactics lead to a transaction. "o!
pro-ita*le is each customer to the compan(
Decision8ma%in' !ith
respect to plannin', or'ani6in', controllin',
sta--in', coordinatin' and inno.atin'.
s%immin' concept
Go! pricin'
Nuanti-ia*le measure.
E4 : Decision Rule: Choose the
alternati.e that pro.ides the 'reatest
annual net pro-it.
: Mind =riter: Choose the alternati.e
that pro.ides the hi'hest le.el o- post
ser.ice satis-action.
+.. The Research /ro4osa(:
Contents o Research /ro6ect /ro4osa(:
T8o Basic Sections
Statement o- the research 2uestions recall
-rom Ban% ProFect.
Brie- description o- research
methodolo'(7Research Desi'n.
Pa'e ;D o- #10
E4hi*it ;.+ P. D0
/i(ot Testin): An i"4ortant sta)e in dataA
)atherin) 4hase
o To detect !ea%ness in research desi'n and
research instrument.
Data Co((ection: /art III o Coo4er et. a(
o Data collection methods
o )eri-ication o- data7consistenc(
o Data editin'
o Codin'
o Data entr(.
Ana(&sis and Inter4retation: /art I> o
Coo4er et. a(
Reduce collected data to a mana'ea*le si6e
De.elop summaries
o ,ppl( statistical techni2ues
Pa'e <$ o- #10
o /nterpretation, %eepin' in .ie! clients
research 2uestion
o Ma%e recommendations.
E4: Mar%et research on pre-erence -or
!allet 5 si6ed porta*le telephone .is8O8.is
cellular telephones.
Re4ortin) Research Resu(ts:
9r'anisation and st(le o- report, %eepin' in
.ie! the clients needs7mana'ers needs -or
decision8ma%in'.
Care-ul choice o- !ords in cra-tin'
interpretations, conclusions and
recommendations.
Contents o the research re4ort:
o ,n e4ecuti.e summar(: S(nopsis o- the
pro*lem -indin's and recommendations
Pa'e <1 o- #10
o ,n o.er.ie! o- the research pro*lems
*ac%'round, literature summar(, methods
and procedures and conclusions
o /mplementation strate'ies -or the
recommendations
o Technical ,ppendi4: ,ll the materials
necessar( to replicate the research proFect.
+.5 A S&no4tic Re4resentation o Research
/rocess:
De-ine Research Pro*lem
Re.ie! Giterature
@Concepts and theories
Pre.ious research >indin'sA
>ormulate "(potheses
Research Desi'n
Collect Data
Pa'e <# o- #10
@E4ecutionA
,nal(se Data
@Test "(potheses i- an(A
/nterpret and Report.
E Can *e a -eed*ac% -rom data
anal(sis to data collection.
E Can *e a -eed*ac% -rom research
desi'n to data anal(sis and .ice8.ersa.
E >eed*ac% -rom interpretation and
report !ritin' to data anal(sis.
Pa'e <+ o- #10
MODULE ?
BUSINESS RESEARCH: RE@UEST AND
/RO/OSAL
1. The re=uest or R. /ro4osa(:
, -ormal document *( a corporate research
department
Creatin' the Re2uest -or Proposal: R>P
o R>P: /nternal e4perts to de-ine the
pro*lem
E4: Brand Mana'ers &e! Product
Specialist
o Bidders to recei.e the R>P:
o The components o- R>P:
/n-ormation on the administration o-
the proFect
Pa'e <; o- #10
Summar( o- statement o- the pro*lem
con-rontin' the compan(
Technical Section:
Pro*lem statement
Description o- -unctional re2uirements
/denti-ication o- constraints.
Mana'ement Section: Timin' on
schedules, plans and reports.
Contracts and Gicense Section:
T(pe o- contracts to *e si'ned *( the
*idder
E4: &on8disclosure o- research
in-ormation.
Pricin' Section:
Proposal Costin': components.
*or"at o R*/:
Pa'e << o- #10
o /nstructions to *idders
o ProFect *ac% 'round
o )endor in-ormation:
E4: Biddin' compan( pro-ile
o Proposed solution
o Ser.ices and support
o Cost proposal.
2. The Research /ro4osa(:
,n indi.idualCs or compan(Cs o--er to render
the ser.ice7produce a product
Purpose o- the research proposal
o Research on mana'ement 2uestions
o Discuss the earlier research e--orts on the
2uestions
o Speci-( data needs, data collection, data
anal(sis and interpretations
Pa'e <0 o- #10
o ResearcherCs credentials, plans and
ser.ices so as to present a !innin'
proposal
o Speci-( the *ene-its o- proposed research
to the sponsorin' compan(.
E.aluation o- the proposal *( the sponsorin'
compan(:
o Plannin' o- the research !or%
o Properl( !ritten document in a !ell
or'ani6ed manner
o Clarit( o- research desi'n
o ResearcherCs capa*ilities to underta%e the
proFect
o Mana'ement 2uestions translated into
research 2uestions.
ResearcherCs control o.er .aria*les.
E4post >acto Desi'n:
&o in-luence on the .aria*les and
e.ent
Stud( !hat has happened.
Simulation studies.
/artici4ants /erce4tions o Research
Stud&:
o /- the emplo(ees percei.e that some stud(
is *ein' conducted on their 1Moti.ation3,
li%el( less than the natural *eha.iour.
o Ma( in-luence the -indin's o- the stud(.
Enrich research
2uestions7h(potheses -ormulation.
T8o Sta)e Desi)n in E04(orator& Studies:
Pa'e 0? o- #10
o >irst Sta'e: To de-ine the research
2uestion and to de.elop the research
desi'n.
use o- a *rand product.
: Hsa'e
B.
o But e.idences on ,
B: Three
Co8.ariation *et!een , I B:
Do , I B occur to'ether in the !a(
h(pothesi6ed
=hen , does not occur, B also does
not occur:
More or less o- ,
More or less o- B
also:
Time order o- e.ents
Does , occur *e-ore B.
Pa'e ?# o- #10
&o other possi*le causes o- B:
Determine that C, D and E do not co8
.ar( !ith B to su''est that there is a
causal relationship *et!een , I B.
Causation and E04ost *acto Desi)n:
o Stud( su*Fects !ho ha.e *een e4posed to
the independent -actor @E4post >actoA and
those !ho ha.e not.
E4: >act: Se.eral !or%ers in a
compan( are a*sent on Monda(sC
Disco.er: Some o- these !or%ers:
Mem*ers o- a campin' clu*
"(potheses: Clu* mem*ership
,*senteeism
Best ,pproach: Chec% the attendance
o- clu* mem*ers: >or a period o- time
and o- those !ho are not mem*ers.
Pa'e ?+ o- #10
MODULE .
DATA COLLECTION: METHODS <
INSTRUMENTS
1. a. Data Source
Data Source
1. T8o T&4es: /ri"ar& and Secondar&
Data
Pa'e ?; o- #10
Primar( Secondar(
/nternal E4ternal
Electronic
Media
S(ndicated
Sources
Pu*lished >ull(
Process
&eed
>urther
Processin'
Data: >acts and other rele.ant materials
: Determine 2ualit( o- the -indin's o- the
stud(
: Basis -or testin' the h(potheses
clari-ications on 2uestions
possi*le
o More e4pensi.e
o Go! non8response
o The respondent: Kno!n
o Direct contact !ith the respondent
o /n-ormation7data collected: More accurate.
..7 The ste4s in the Construction o Schedu(e
and @uestionnaire:
The steps almost the same -or *oth.
Determine data needs, dependin' on the
research pro*lem.
Pa'e D0 o- #10
De.elop 1dumm( ta*les3.
Kno!led'e a*out the respondents le.el:
Ge.el o- %no!led'e
Di--icult to classi-(
E4: State reasons -or non8acceptance o-
some products *( consumers.
o T!o8choice or Dichotomous Nuestions:
Res or &o.
Pa'e DB o- #10
o Multiple Choice:
E4: =h( (ou ha.e pre-erred this *rand o-
car:
o Declarati.e Nuestions:
=hich o- the -ollo!in' statements *est
descri*es (our compan(Cs philosoph(:
E4: Ma%e pro-it and sol.e social pro*lems
!hich it ma( create
: Ma%e pro-it, *ut a*ide *( le'al
re2uirements
: ,nd so on.
T&4es o @uestions to 1e a!oided:
o Geadin' 2uestions: Do (ou thin% that the
o.ernment should ha.e more control
o.er corporate sector.
o Goaded Nuestions:
E4: "a.e (ou e.er tried to 'et special
-a.ours -rom a compan( *( pressuri6in':
o ,m*i'uous 2uestions
o Dou*le8*arreled 2uestions:
Pa'e DD o- #10
E4: Do (ou -a.our or oppose producti.it(8
lin%ed !a'e s(stem:
o Gon' 2uestions
o ,.oid dou*le ne'ati.e.
..9 Su""ar& o Characteristics o a ;ood
Schedu(e B @uestionnaire:
9*tain all in-ormation to address research
o*Fecti.es
9nl( rele.ant 2uestions
DonCt as% -or data7in-ormation, !hich can *e
o*tained e--ecti.el( *( methods li%e
o*ser.ation
Do not ha.e unclear, am*i'uous, leadin'
and loaded 2uestions
/- possi*le, a.oid open8ended 2uestions
Nuestions to elicit in-ormation 2uic%l(
Pa'e 1$$ o- #10
Choices to closed 2uestions: ,de2uate and
reasona*le
,rran'e 2uestions in a lo'ical and
ps(cholo'ical se2uence
Code 2uestions and alternati.e ans!er
choices
Pre8test the instrument and de.elop dumm(
ta*les.
..: So"e other Methods o Data Co((ection:
%arrant& Cards:
To o*tain in-ormation re'ardin' sa(
consumer dura*le products.
Distri1utor or Store Audits:
Distri*utors7manu-actures to 'et in-ormation
throu'h their sales persons to estimate
mar%et si6e, mar%et share, seasonal
purchasin' pattern and so on.
Pa'e 1$1 o- #10
/antr& Audits:
/n.esti'ators to estimate consumption o- the
*as%et o- 'oods at the consumer le.el.
Consu"er /ane(s:
Re2uest a set o- consumers to maintain
detailed dail( records o- their consumption.
Mechanica( De!ices:
Hse e(e camera, motion picture camera and
so on in de.eloped !orld to collect re2uired
in-ormation *( *i' companies.
/ro6ecti!e Techni=ues:
,lread( discussed.
De4th Inter!ie8:
To disco.er underl(in' moti.es and desires:
Hsed in moti.ational research.
Content Ana(&sis:
Pa'e 1$# o- #10
o ,nal(sis o- the contents o- documentar(
materials such as *oo%s, ma'a6ines,
ne!spapers.
o Hsed *( researchers at the time o-
literature sur.e(.
Case Stud& Method:
o , -orm o- mainl( 2ualitati.e anal(sis: &ot
merel( 2uantitati.e in-ormation
o Care-ul o*ser.ation o- the stud( unit
o ,n indepth stud( o- processes and
interrelationships.
/mpro.ement
in sta*ilit( aspect.
o Hse trained7moti.ated in.esti'ators and
*roaden the sample
impro.ement in
e2ui.alence aspect.
Test o >a(idit&:
,*ilit( o- a measure @-or e4: an
attitude measureA to measure !hat it is
supposed to measure.
E4: Rate o- a*senteeism to measure
morale.
/s rate o- a*senteeism .alid measure o-
morale:
,*senteeism: Due to either a !a.e o-
illiness in the -amil( or unsatis-ied
!or%ers not comin' to !or%:
: Brand Go(alt(: Purchase intensions
1/ !ish / could a--ord Brand L thou'h /
*u( Brand R3.
Pa'e 11# o- #10
Sensiti!it& Test:
Sensiti.it( o- a scale: ,n important
measurement concept.
,n instrumentCs a*ilit( to accuratel(
measure .aria*ilit( in stimuli or responses.
E4: , dichotomous response cate'or(:
,'ree or Disa'ree. ,llo! the recordin' o-
su*tle attitude chan'es. "a.e numerous
items on the scale: Stron'l( a'ree, mildl(
a'ree, neither a'ree nor disa'ree, mildl(
disa'ree, stron'l( disa'ree.
Predisposition to action
E4: Ra.i e4pects to sta( !ith the compan(
and !or% hard to achie.e rapid promotions
-or 'reater .isi*ilit( and in-luence.
?.2 The Re(ationshi4 1et8een Attitudes and
Beha!iour:
o &ot strai'ht -or!ard, thou'h closel(
lin%ed.
Pa'e 11< o- #10
o ,ctual *eha.iour: Ma( *e di--erent -rom
attitudes and *eha.ioural intentions.
?.? Techni=ues or Measurin) Attitudes:
Scalin': ,ssi'nin' num*ers to .arious
de'rees o- opinion, attitude and other
concept.
Scalin': Procedures -or attemptin' to
determine 2uantitati.e measures o-
su*Fecti.e a*stract concepts @E4: ,ttitudesA.
Sca(in) Methods #Techni=ues$:
>i.e 'eneral t(pes o- scales -or
measurin' attitudes
o Ratin) Sca(e:
Re2uires the respondent to estimate
the ma'nitude o- a characteristic or
2ualit( that an o*Fect possesses.
Pa'e 110 o- #10
Respondent to indicate the position on
the scale, !here the( !ould rate the
o*Fect.
E4: ,s% the respondent e.aluate the
st(lin' o- a ne! automo*ile on a -i.e
point scale.
"o! do (ou li%e the product
@Please chec%A
Gi%e Gi%e &eutral
Disli%e Disli%e
.er( some some
.er(
much !hat !hat
much
Can 'o -or 'roup ratin' scale.
o Ran-in) Sca(e
Respondents to ma%e comparisons and
to determine order amon' t!o or more
properties
Choose one alternati.e o.er another
Pa'e 11? o- #10
Ran% order the importance o- com-ort,
er'onomics, per-ormance, and price
-or the tar'et .ehicle
To secure a simple ran%in' o- all items
considered simpl( total ran% .alues
recei.ed *( each item.
o Sortin) Techni=ue
Present respondents !ith se.eral
product concepts, printed on cards
@photosA or .er*al statement o-
product -eatures, such as descriptors
o- the carCs per-ormance.
Re2uire the respondents to arran'e the
cards into a num*er o- -iles
#
/t is a
leader in
technolo
'(
+
/t does
not care
a*out the
'eneral
pu*lic
;
The co.
leaders
in RID
to
impro.e
products
<
The co.
is not a
'ood pa(
master
0 The
B
/t does
not care
a*out the
commun
it( near
its plant
D
The cos.
Stoc%s
are 'ood
to *u( or
o!n
1$ The co.
does not
ha.e
T!o criterion
'roups.
o >ollo! item anal(sis: To assesses each item
*ased on ho! !ell it discriminates *et!een
those persons !hose total score is hi'h and
those !hose total score is lo!.
o Calculate the mean score -or each scale
amon' the lo! scorers and hi'h scorers.
Pa'e 1#< o- #10
o >or statistical si'ni-icance test the mean
scores o- *oth the 'roups *( computin' t8
.alues. @Statistical si'ni-icant di--erence
*et!een mean scoresA.
E4hi*it 1#.;. P.+;#.
o Re"e"1er the (i"itation:
Di--icult to %no! !hat a sin'le summated
score means
Man( patterns o- response to the .arious
statements can produce the same total
score.
/dentical scores ma( re-lect di--erent
1attitudes3, *ecause respondents ma(
endorse di--erent com*inations o-
statements.
+.1.. Se"antic Dierentia( Sca(es:
9ri'inall( de.eloped *( Charles 9s'ood
and others.
Pa'e 1#0 o- #10
SD Scale: Based on the proposition that an
o*Fect can ha.e se.eral dimensions o-
connotati.e meanin'.
E4: Roarin' -ire in a -ire place
E Romantic
E Burnin' -lamma*le material !ithin a *ric%
%iln.
,d.ertisers, sales people, product desi'ners
and pac%a'e desi'ners: use !ords, shapes,
associations, and ima'es li%e that.
Presentin' an identi-ication o- a compan(,
product, *rand, Fo* and so on *( a series o-
?8point *ipolar ratin' scales:
E4: Bipolar adFecti.es, 1'ood3 and 1*ad3,
and 1modern3 and old -ashioned, or 1clean3
and 1dirt(3 5 at the *e'innin' and end @or
polesA o- the scale.
Modern 88888 : 88888 : 88888 : 88888 : 88888 : 88888 :
88888 : 9ld >ashioned.
Pa'e 1#? o- #10
/nterpretation -rom le-t to ri'ht:
E4tremel( modern, .er( modern, sli'htl(
modern, *oth modern and old -ashioned,
sli'htl( old -ashioned, .er( old -ashioned,
and e4tremel( old -ashioned.
,ssi'n the !ei'ht to each position
on the ratin' scale:
Sa(, ?, 0, <, ;, +, #, 1
or
S+, S#, S1, $, 81, 8#, 8+
Man( applications in B. R studies:
Per-ormance o- sales persons, 'eneral
characteristics o- the compan(7store, prices
char'ed *( the store, store personnel,
ad.ertisement *( the store, comparison o-
*rands, e--ecti.eness o- ad.ertisin' on
attitude chan'eP comparison o- companies
ima'e.
&ormall( a.oid ne'ati.e scores.
,lso see e4hi*it 1#.<, 1#.0, 1#.?, 1#.B I
1#.D. PP ++; 5 ++0.
Pa'e 1#B o- #10
E4hi*its 1#.+ P.++B
+.1.5 Nu"erica( Sca(e:
E2ual inter.als: E4hi*it 1#.+. P.++D.
9-ten <8point scales, sometimes ? point or
1$ point scales.
Participants: =rite a num*er -rom the scale
ne4t to each item.
Simple: Popular -or mana'ers and
researchers.
E4: )aluatin' the per-ormance a ne!
product @sa( carA please tell us ho! satis-ied
(ou are !ith the car.
E4tremel( Satis-ied ? 0 < ; + # 1 E4tremel(
Dissatis-ied
&umerical Scale utili6es *ipolar adFecti.es
in the same manner as the semantic
di--erential.
Pa'e 1#D o- #10
+.1.7 Mu(ti4(e Ratin) List Sca(e:
Similar to the numerical scale.
But: Circled response -rom the respondent
: Scale Ga(out: >acilitates .isuali6ation.
Easier to construct.
But research results -rom *oth SS and SD
Scales, lar'el( same.
Gi%e the Gi%ert, SD, and numerical scales,
SS 'enerall( produces inter.al data.
Pa'e 1+# o- #10
+.1.13 ;ra4hic Ratin) Sca(e:
Respondent: Pro.ided !ith a 'raphic
continuum.
Respondent: Mar% response at an( point
alon' a continuousl(
Score: Measure o- len'th @sa( MillimetersA
-rom either point.
Does not ha.e to *e strai'ht lines use picture
response options7an( other t(pe o- 'raphic
continuum. E4: Gadder Scale
Best Possi*le Gi-e
1$
E2ual distance:
$ to 1,
KKKK , D to 1$
$
=orst Possi*le Gi-e
Pa'e 1++ o- #10
9n !hich run' @11 run'sA o- the Gadder do
(ou -eel (our li-e is to8da(:
,lso see E4hi*it 1#.+. P.++D.
raphic Scales: 9-ten used !ith children.
+.1.11 Su""ar& o Ad!anta)es and
Disad!anta)es o Ratin) Sca(es:
Ratin)
Sca(e
Su16ect
#Res4ondent$
Must
Ad!anta)es Disad!anta)es
1.
Cate'or(
Scale
/ndicate
response
cate'or(
>le4i*le eas( to
respond
/tems ma( *e
am*i'uous !ith
-e! cate'ories,
di--icult to ma%e
realistic
distinctions
#. Gi%ert
Scale
E.aluate
statements on a
scale t(picall(
contains <
alternati.es
Easier scale to
construct
"ard to Fud'e
!hat a sin'le
score means
+. S D and Choose points Eas( to Bipolar
Pa'e 1+; o- #10
&umerical
Scales
*et!een
*ipolar
adFecti.es on
rele.ant
dimensions
construct.
&orms e4ist -or
comparison
adFecti.e must
*e -ound. Data
ma( *e ordinal
not inter.al
;.
Constant
Sum Scale
Di.ide a
constant sum
@sa( 1$$A
amon'
response
alternati.es
,ppro4imates
inter.al
measure
Di--icult -or
respondents
!ith lo!
education le.els
<. Staple
Scale
Choose points
on a scale !ith
a sin'le
adFecti.e in the
centre
Easier to
construct than
SD Scale, eas(
to administer
End points are
numerical, not
.er*al la*els
0. raphic
Scale
Choose a point
on a
continuum
)isual impact,
unlimited scale
points
&o standard
ans!ers
?. raphic
Scale !ith
Picture
Response
Choose a
.isual picture
)isual impact "ard to attach
.er*al
e4planation to
response
Pa'e 1+< o- #10
Cate'ories
+.1.12 Other Ratin) Sca(es:
Thurstone E=ua( , A44earin) Inter!a(
Sca(e: Dierentia( Sca(es
,ttitudes .ar( alon' continua
@Foined7connectedA
Based on consensus scale approach
The researcher to 'ather num*er o-
statement relatin' to the stud( topic
Su*mit the statements, panel o-
Fud'es, !hose ratin' -orms the *asis -or
-inal statements
,dminister these statements to
respondent
=or% out the median .alue o- the
statements chec%ed *( respondents
To 2uanti-( their opinions
Pa'e 1+0 o- #10
Rarel( used in BR, *ecause costl(
and time consumin'.
Measure"ent o Beha!ioura( Intensions
and E04ectations
Cate)or& Sca(e to measure the
respondentCs li%elihood o- action or
intension to per-orm some -uture actions:
E4: "o! li%el( is it (ou !ill chan'e Fo*s
in the ne4t 0 months:
/ de-initel( !ill chan'e
/ pro*a*l( !ill chan'e
/ mi'ht chan'e
/ pro*a*l( !ill not chan'e
/ de-initel( !ill not chan'e
&ote: 9*ser.e the !ordin's o- the
statements !ith 1/3.
Beha!ioura( Dierentia(:
Pa'e 1+? o- #10
o To measure the *eha.iour intensions o-
respondents to!ard an o*Fect or
cate'or( o- o*Fects.
o ,s in the case o- SDS, place the o*Fect
@itemA to *e Fud'ed *( the respondent on
the top.
E4: , #< 5 (ear 5 old >emale
Commodit( Bro%er
=ould 88888 : 88888 : 88888 : 88888 : 88888 :
88888 : =ould &ot
,s% the respondent -or ad.ice.
..3 Ran-in) Sca(es:
Respondent to ma%e comparisons *et!een
t!o or more o*Fects and ma%e the choice.
Ran%in': 9rdinal.
Pa'e 1+B o- #10
E4hi*it 1#.1$ Ran%in' Scales P.+;D
Paired Comparison Scale:
>orced Ran%in' Scale:
Comparati.e Scale:
5.3 Sca(o)ra" Ana(&sis or ;utt"an Sca(o)ra"
Ana(&sis:
, .ersion o- cumulati.e scales.
Statements in the scale -orm a cumulati.e
series
Complete enumeration o- all items in the
population.
Samplin': Select some o- the Business
Schools, dra! conclusions a*out the entire
population.
1. B. Ste4s in Sa"4(e Desi)n:
Stud( uni.erse
Sample unit
Si6e o- sample
Pa'e 1;1 o- #10
Parameters o- interest
Samplin' procedure
Samplin' desi'n to
decide the num*er o- samples and the
method o- selectin'.
2.3 %h& Sa"4(e'
Go!er cost
reater accurac( o- results
Possi*ilit( o- *etter inter.ie!in'
@testin'A
Better super.ision
Better data processin'
reater speed o- data collection
,.aila*ilit( o- population num*er. /- lar'e
population, samplin' is the onl( process.
?.3 %hat is a ;ood Sa"4(e'
Pa'e 1;# o- #10
Accurac&:
,*sence o- *ias -rom the sample
Hnderestimators o--set the
o.erestimators
Smaller S E E
E2ual chance o- selection
o 9nl( one sta'e o- selection
E4: Selectin' the ra--le tic%et -rom a
lar'e drum
o Pro*a*ilit( o- selection J Sample Si6e
Population Si6e
E4: Get: Population si6e J +$$
Sample si6e needed J +$
Pro*a*ilit( o- selection J +$ J
$.1$
Pa'e 1;0 o- #10
E4hi*it 1;.# P.;1D
+.1.1
+$$
>re2uentl( used in nation !ide
studies.
o Dou1(e Sa"4(in):
Collect some in-ormation *( sample.
Hse this in-ormation as the *asis -or
selectin' a su*8sample -or -urther
stud(.
Pa'e 1<# o- #10
Called dou*le samplin', se2uencial
samplin' or multiphase samplin'.
E4: Hse a telephone sur.e( to -ind out
interest in Foinin' a ne! Business
School. Strati-( interested respondents
*( de'ree o- interest
su*8sample
amon' them -or intensi.e
inter.ie!in'.
See on
comparison o- Pro*a*ilit( Samplin'
Desi'ns.
..3 NonA/ro1a1i(it& Sa"4(in) Desi)n:
Select stud( units, most con.enientl(
a.aila*le
Possi*le in &PSD.
/n PSD: "o! lar'e the sample: , -unction
o- .ariation in population parameters and
precision needed *( the researcher.
Pa'e 1<? o- #10
Keep some *road principles to determine
sample si6e: @see ,ppendi4 1<aA
reater the .ariance !ithin the
population, the lar'er the population to
ensure precision in estimation.
Gar'er sample to ensure the 'reater
precision in estimation.
Gar'er sample to ensure smaller error
ran'e.
Gar'er sample, i- 'reater num*er o-
su*'roups !ithin the sample
-irst @hi'hestA
pre-erence ran%in' and hi'hest total score
J <$ mp'.
,. ": The population parameter o- <$
mp' has chan'ed
"
,
:
<$ mp'.
E4 #: "i'hl( do'matic @ie closed mindedA
indi.iduals: Gess li%el( to tr( an inno.ati.e
mana'ement techni2ue than less do'matic
indi.iduals.
"
9
: There is no di--erence *et!een
1hi'h do'matics and lo! do'matics3A in
their !illin'ness to tr( inno.ations.
Pa'e 1?D o- #10
"
,
: There is a di--erence *et!een hi'h
and lo! do'matics
opposite o- "
9
.
13.? H&4othesisATestin) Statistica( /rocedure:
State the "
9
Choose the appropriate statistical test @ch 1B
o- CIPA
Select the desired le.el o- si'ni-icance
Compute the calculated di--erence .alue
9*tain the critical test .alue
/nterpret the result: /- the calculated .alue W
critical .alue
ReFect "
9
.
/- calculated .alue X critical .alue
>ailed
to reFect the "
9
.
13.+ T&4e I and T&4e II Errors:
Pa'e 1B$ o- #10
T(pe / Error: Decision: ReFect the "
9
, e.en
thou'h true.
, true "
9
reFected.
The researcher concludes
that there is a statisticall(
si'ni-icant di--erence !hen
in realit( one does not e4ist.
T(pe // Error: Decision: "
,
true, *ut not to
reFect "
9
.
L
B
.
1?.2 Non4ara"etric Tests:
Chi8S2uare: To test -or di--erences *et!een
t!o samples.
Pa'e 1BD o- #10
Chi8S2uare: )alua*le -or nominal data, *ut
can also *e used !ith ordinal measurements.
1+.3 T8o , Re(ated , Sa"4(e Tests:
E4 o- Related Samples:
Compare the consumption o- hus*ands
and !i.es
Per-ormance o- emplo(ees *e-ore and
a-ter .acations
Pre8trainin' and post8trainin'
per-ormance o- sales persons
Per-ormance o- students *e-ore and a-ter
the discussion o- a Module in Business
Research.
Both parametric and non8parametric tests
applica*le.
Pa'e 1D$ o- #10
1+.1 /ara"etric Tests:
t8test -or independent samples onl(, *ut here
t!o8related samples.
"o! to reduce t!o sample case to the
e2ui.alent o- one8sample case, and to
-ormulate h(pothesis -or testin', usin' t8test
@called paired8samples t8testA.
1+.2 Non4ara"etric Tests:
Mc&emar Test: =ith either nominal or
ordinal data
M T: Hse-ul !ith *e-ore8a-ter measurement
o- the same su*Fects
1..3 C , Inde4endent , Sa"4(e Tests:
Three or more samples in.ol.ed
To learn !hether the samples ha.e come
-rom the same populations
Pa'e 1D1 o- #10
Hse ,&9), and the >8test, !hen data
measured on an inter.al8ratio scale
Hse nonparametric test, i- data measured on
an ordinal or nominal scale.
1..1 /ara"etric Tests:
E4: Means o- se.eral populations are e2ual:
,&9),
OneA8a& ana(&sis o !ariance:
Compare the e--ects o- one treatment o-
-actor8sa( e--ects o- t(pes o- retail stores
on shoppin' e4penditure.
o The test statistics -or ,&9),: > Ratio
o Details: PP:<108<#$ on ratin' o- in
-li'ht ser.ice ratin's o- three ,irlines *(
tra.elers
>actor: ,irline
Dependent: >li'ht ser.ice ratin'
o "(pothesis:
"
9
:
,1
J
,#
J
,+
: The means @the in
-li'ht ser.ice ratin'sA are e2ual
Pa'e 1D# o- #10
"
,
:
,1
,#
,+
: The means are not
e2ual.
T8o %a& ANO>A:
o To learn more a*out ser.ice ratin's,
select one more -actor: Seat selection o-
passen'ers in addition to the -irst -actor,
i.e airline
o Three 2uestions to *e considered in one
model:
,re di--erences in -li'ht ser.ice
ratin's attri*uta*le to airlines:
,re di--erences in -li'ht ser.ice
ratin's attri*uta*le to seat selection
Do the airline and the seat selection
interact !ith respect to -li'ht ser.ice
ratin's:
1..2 Non4ara"etric Tests: O4tiona(.
Pa'e 1D+ o- #10
15.3 C , Re(ated , Sa"4(e Tests:
17.3 Measures o Association:
Man( mana'ement 2uestions around
relationships *et!een t!o or more .aria*les.
Relationship h(pothesis re2uired to
ans!er these mana'ement 2uestions.
E4 : /s sales producti.it( associated !ith
pa( incenti.es:
: /s socioeconomic status associated !ith
the li%elihood o- purchasin' o-
recreational .ehicle:
: =hat is the relationship *et!een the
candidates ran% *ased on an e4ecuti.e
inter.ie! and the ran% o*tained -rom
testin':
: =hat is the relationship *et!een mar%s
o*tained *( students in internal
assessment and mar%s o*tained in -inal
e4amination:
Pa'e 1D; o- #10
: Some companies ha.e *een a*le to
increase their sales *( #$M *( increasin'
their ad.ertisement e4penditure. Can !e
predict ne4t (earCs sales *ased on present
ad.ertisement e4penditure:
The -irst three 2uestions: To *e ans!ered
*( measures o- association @correlationA.
The last 2uestion: To *e ans!ered !ith
simple linear re'ression.
Correlation: , measure o- nature o-
association *et!een t!o .aria*les !hich is
the cause and !hich is the e--ect, not %no!n
cause 5 e--ect relationships, %no!n.
17.1 Bi!ariate Si"4(e Corre(ation Ana(&sis:
/ara"etric Corre(ation
Pa'e 1D< o- #10
&eeds t!o continuous .aria*les measured
on an inter.al or ratio scale
Y J Pearson Correlation Coe--icient.
The C.coe--icient: Does not distin'uish
*et!een independent and dependent
.aria*les.
The .aria*les treated s(mmetricall(
Both
Y
4(
and Y
(4
ha.e same interpretation.
,ssociations *et!een t!o .aria*les: Ginear
predicti.e
accurac( decreases.
Pa'e 1DD o- #10
MODULE 12
RESEARCH RE/ORT /RESENTATION:
ORAL AND %RITTEN
19.3 The Ma6or Deter"inants o @ua(it& o
Research:
,ddressin' mana'ement dilemma,
mana'ement 2uestions, in.esti'ati.e
2uestions, research desi'n, and research
report.
Poor -inal report or presentation:
Bad 2ualit( o- research e--ort
Some times, technical details ma( *e
o.erloo%ed
E But research report is the crucial
means -or communicatin' the !hole
proFect, impactin' the compan( decision.
"ence the Nualit( o- Research Report:
Crucial.
Pa'e #$$ o- #10
1:.3 R
e4ortin) 4hase o the research 4rocess.
23.3 T&4es o Research Re4orts:
Short Re4orts:
o Pro*lem: =ell de-ined, !ith limited scope
o Simple and strai'ht -or !ard methodolo'(
o S R: /nterim reports to pro.ide
in-ormation7e4tent o- pro'ress
o ,*out < pa'es: , *rie- statement a*out the
authori6ation -or the stud(, the
pro*lem e4ercised and scope o-
the stud(
: Conclusions and
recommendations, and -indin's
that support them.
o , letter o- transmittal
Pa'e #$1 o- #10
E4hi*it #$.1 Pa'e ?$D
o Ma%e ample use o- 'raphics
o >i.e 'uidelines -or short reports: Pa'e
?1$.
T8o T&4es Lon) Re4orts: Technica( and
Mana)e"ent Re4ort
o The Technica( Re4ort: /ncludes -ull
documentation and detail
: Details on !hat !as done,
ho! done.
o /nclude sources o- data, research
procedures, samplin' desi'n, data
'atherin' instruments, inde4
construction, and data anal(sis methods:
Some in ,ppendi4.
o Conclusions and recommendations:
Deri.ed -rom speci-ic -indin's.
o , *rie- re-erence to other research,
theories and techni2ues.
Pa'e #$# o- #10
The Mana)e"ent Re4ort:
o >or the non8technical client
o /n.ert the order o- presentation
o ,-ter the pre-ator( section and
introductor( section:
Conclusions and recommendations
/ndi.idual -indin's ne4t
The appendices: Methodolo'ical
details
Ma%e e4tensi.e use o- .isual displa(s.
21.3 %ritten Research Re4ort Co"4onents:
The ;enera( *or"at or Or)anisin) the
Re4ort.
21.1
Pa'e #$+ o- #10
E4hi*it #$.# P.?1#
E Research Report Sections and Their 9rder
o- /nclusion
E Details in PP:?1# 5 ?1?
E See E4hi*it #$.+ -or reportin' -indin's.
21.2 So"e other Considerations or I"4ro!in)
the @ua(it& o Re4ort:
Reada*ilit(
Comprehensi*ilit(
Tone
E--ecti.e use o- ta*les and 'raphic aids @E4:
Pie ChartsA.
21.? An A(ternati!e ;enera( *or"at or
Re4ort %ritin):
1.Title pa'e
#.Getter o- transmittal
+.Getter o- authori6ation
Pa'e #$; o- #10
;.Ta*le o- contents and lists o- ta*les and
-i'ures
<.E4ecuti.e Summar(:
9*Fecti.es
Results
Conclusions
Recommendations.
0.Bod(:
/ntroduction
0.11 Bac%'round
0.1# 9*Fecti.es I "(pothesis
Methodolo'(
Results
Gimitations
Conclusions and Recommendations.
?.,ppendi4:
Pa'e #$< o- #10
Data collection -orms
Detailed calculations @Computer result
sheetsA
eneral ta*les
Bi*lio'raph(
9ther support materials.
21.+ See Mind8ritter %ritten Re4ort: As an
e0a"4(e: //: 72? , 7+1.
21.. Ora( /resentation: *or"at and
;uide(ines.
9P: , summar( o- the maFor -indin's,
conclusions and recommendations: ,n
opportunit( -or the mana'ers7clients to as%
-or clari-ications and to raise 2uestions.
"int: 9*ser.e the di--erence in se2uencin'.
=hat do (ou !ant the client to %no! at the
end o- presentation
Desired outcomes.
Pa'e #$0 o- #10
9penin', -indin's and conclusions and
recommendations
,daptation to the audience:
E4: Time, lan'ua'e, se2uencin' etc.
,.oid readin' the report and technical
Far'on
Maintain e(e contact
Hse 'raphics and other .isual aids
Pro.ide handouts to the audience.
21.5 Research *o((o8Au4:
Research Reports: Either !ritten and oral -or
decision ma%in'
Research report: &ot the end o- the
research process
Pa'e #$? o- #10
Recontact the decision ma%ers a-ter the(
ha.e had a chance to read the research
report.
Pa'e #$B o- #10
MODULE 1?
ETHICAL ISSUES IN BUSINESS
RESEARCH
22.3 Issues:
=hat are the .arious ethical issues
concernin' -air *usiness dealin's:
/n the perspecti.e o- ethical issues, !hat is
in.ol.ed in the choice o- research techni2ues
as !ell as appropriate use o- research
results:
=hich are the ethical 2uestions relatin' to
parties @sta%e holdersA in.ol.ed in B. R:
=hat are the ri'hts and o*li'ations o- the
researcher, respondent and the compan(
@clientA that sponsors B. R: =hat are the
codes o- *eha.iour -or three parties:
2?.3 Ethics in Research:
Pa'e #$D o- #10
To ensure that no one su--ers ad.erse
conse2uences -rom research acti.ities.
But ho! to ensure:: T!o maFor approaches
Strict adherence to la!
Rel(in' on each indi.idualCs @part(CsA
personal sense o- moralit(
E Some middle 'round:
E Codes and re'ulations 'uide researchers
and sponsors: Research proposal re.ie!
*oards and peer 'roups to help
researchers to e4amine their research
proposals -or ethical dilemmas.
2+.3 ;enera( Ri)hts and O1(i)ations o
/arties in Research:
Pa'e #1$ o- #10
E4hi*it #.1 P.;$
Ethical /ssues and Research Process
enerall( three parties: Researcher, the
sponsorin' client @userA, and the respondent
@su*Fect o- researchA.
2+.1 K Ethica( Treat"ent o Res4ondent
#Su16ect or /artici4ant$: Ri)hts and
O1(i)ations o Res4ondent.
RespondentCs ri'hts E o*li'ation o-
the researcher
E4: RespondentCs ri'ht to pri.ac(
ResearcherCs o*li'ation to protect the
anon(mit( o- the respondent.
: RespondentCs disclosure o-
in-ormation a*out personal matters
Researcher to 'uard that in-ormation
-rom others other than the researcher.
Researcher to -ollo! the -ollo!in'
'uidelines:
o E4plain stud( *ene-its to respondent
Pa'e #11 o- #10
o E4plain respondents ri'hts and
protection @Ri'ht to pri.ac( !hen
a'reed to participate in researchA
o 9*tain in-ormed consent: B( disclosin'
-ull( the purpose o- the stud(, the
respondents o- the stud( etc.
o ,.oid deception: DonCt 'i.e -alse
impression a*out the stud(
9nce in-ormed consent 'i.en, the
o*li'ation to *e truth-ul to 'i.e data.
2+.2 Ri)hts and O1(i)ations o the Researcher:
ResearcherCs o*li'ations to *oth respondents
and clients
Code o- ethics -or researchers:
Ensure o*Fecti.it( so as to pro.ide
accurate results
Pa'e #1# o- #10
E4hi*it #.# P.;+
/n-ormed 5 Consent Procedure -or Sur.e(s
DonCt misrepresent the statistical
accurac( o- their data
Protect the ri'hts to con-identialit( o-
*oth the respondents and clients
E Protection o- ,non(mit(.
DonCt disseminate -ault( conclusions
&ot to use some ideas -rom unsuccess-ul
competin' -irms -or research proFect o- the
sponsor.
E The code o- ethics: De.eloped *(
pro-essional *odies such as Chartered
,ccounts, ,d.ertisin' ,'encies,
Ban%erCs ,ssociation, En'ineerin'
,ssociations etc.
Hse o- computer 5 mediated communication
-or data collection @Data collection in c(*er
spaceA and minin' throu'h tools li%e closed
circuit tele.ision, di'ital camera monitorin':
Man( unsol.ed ethical 2uestions.
Pa'e #1+ o- #10
2+.? Ri)hts and O1(i)ations o S4onsorin)
C(ient:
Ri'ht to recei.e ethicall( conducted research
on !hat e.er the areas such as product,
mar%et, personnel, -inancial etc.
Con-identialit(: Ri'ht to sponsor
nondisclosure, purpose nondisclosure, and
-indin's nondisclosure.
Sponsor &ondisclosure
E4: Testin' a ne! product idea, to enter
into a ne! mar%et !ithout re.ealin' its
plans to competitors.
Purpose &ondisclosure:
E4: Testin' a ne! idea that is (et to *e
patented, in.esti'atin' emplo(ee
complaints, contemplatin' a ne! pu*lic
stoc% o--erin' etc.
>indin' &ondisclosure: Researcher to
maintain con-identialit( o- data and
-indin's.
Pa'e #1; o- #10
Ri'ht to 2ualit( research: Researcher 1not to
lie !ith statistics3.
SponsorCs Ethics:
&ot to as% the researcher to indul'e
in unethical *eha.iour li%e:
o )iolate respondent con-identialit(
o Chan'e data to meet a desired o*Fecti.e
o Chan'e interpretations
o 9mit sections o- data anal(sis and
conclusions
o Recommend *e(ond the scope o- data
collected
Sponsors need education on ethical
.alues o- a researcher
Sponsors to o*ser.e 'eneral *usiness
ethics !hen dealin' !ith researcher
Pa'e #1< o- #10
,.oid misusin' the research -indin's
to support sponsorCs aims
Respect research respondentCs
pri.ac(
Trans-erenc( in intensions to sponsor
research and a*out the *usiness
pro*lem to *e in.esti'ated.
Pa'e #10 o- #10