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1/26/2017

Business Research Method

Prof. Ravi Shekhar Kumar


XLRI- Xavier School of Management, Jamshedpur
ravishekhar@xlri.ac.in
Session-5

A Look at Research Data

Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Descriptive Causal

Survey Observational & Experimental


Data Other Data Data

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Measurement and Scale


If things exist to some extent, they ought to be
measured.

Measurement is the assignment of numbers to


objects, events, or people according to some rules.

To assign numbers, we need a scale.

Scale
A scale is a system of classifying objects & persons
in a series of steps or degrees
according to a standard (i.e., relative size, rank, amount,
etc.).

Measurements can be along four different scales:


Nominal
Ordinal
Interval
Ratio

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Nominal Scale
One uses names or labels according to certain
characteristics.
Variables assessed on nominal scale are called
categories.

Charles Darwin used such categorical scales for


species. Telephone numbers; Girls vs. Boys in this
session.

Basic operation: = or

Ordinal Scale
Ordinal measurements tell ranks or difference
between items (e.g., Class ranks; Hardiness of minerals).

Scale may also use names with an order such as:


Below average", Average", and Above average"; or
"very unsatisfied", Neutral", and "very unsatisfied."

Basic operation: < vs. >

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Interval Scale
In interval scales, the steps are considered to be
equal.
Equality of successive steps
Difference between 2 & 1 is the same as the difference
between 7 & 6.
We can use numbers, steps, phrases, or distance to
represent the successive intervals.
Example: Ratings; Test scores; Celsius temperature

Basic operation: + vs. -

Ratio Scale
Most measurement in physical sciences &
engineering is done on ratio scales.
Distinguishing feature of a ratio scale is possession
of a natural zero value.
Example: Mass, length, time, plane angle, energy,
electric charge, & GDP

Basic operation: Equality of ratios

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Scale Characteristics
Description: Unique labels or descriptors that are used to
designate each value of the scale. All scales possess
description.
Order: Relative sizes or positions of descriptors. Order is
denoted by descriptors such as greater than, less than, and
equal to.
Distance: Absolute differences between scale descriptors
are known & may be expressed in units.
Origin: Scale has a unique or fixed beginning or true zero
point.

Comparison of Scales
Information Richness
Arithmetic Operation
Statistical Technique
Conversion into other scale

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A few exercise
Gender: 1. Male 2. Female
Nominal Scale

I consider myself to be loyal to Nike Brand.


(Please rate the statement)
Strongly Disagree Strongly Agree
1 2 3 4 5
Interval Scale

How many hours do you use Internet ?...........Hrs


Ratio Scale

A few exercise
Education: 1. Less than 10th Std 2. 10th Std 3.12th Std
4.Graduate 5. Post Graduate
Nominal Scale or Ordinal Scale
Why do you use the current brand? Please rank the
preference
a. This is exactly the product I have always wanted to use.
b. This is the best available brand.
c. It is a force of habit
d. There is really no choice.
Ordinal Scale

What is your age? ..Years


Ratio Scale

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A few exercise
This supplier keeps promises it makes to our firm.
(Please rate the statement)
Strongly Disagree Strongly Agree
1 2 3 4 5
Interval Scale

Please rank following footwear brands on your preference.


A. Bata
B. Adidas
C. Nike
D. Reebok
E. Liberty
Ordinal Scale

Questionnaire Definition
A questionnaire is a formalized set of questions for
obtaining information from respondents.
Unstructured questions are open-ended questions that
respondents answer in their own words.
Structured questions specify the set of response
alternatives & the response format.

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Individual Question Content :


Are Several Questions Needed Instead of One?
Do you think Coca-Cola is a tasty and refreshing soft
drink?
(Incorrect)
Such a question is called a double-barreled question,
because two or more questions are combined into one.

To obtain the required information, two distinct questions


should be asked:
Do you think Coca-Cola is a tasty soft drink? and
Do you think Coca-Cola is a refreshing soft drink?
(Correct)
Sometimes, several questions are needed to obtain the
required information in an unambiguous manner.

Overcoming Unwillingness To Answer


Please list all the departments from which you purchased
merchandise on your most recent shopping trip to a department
store.
(Incorrect)
In the list that follows, please check all the departments from
which you purchased merchandise on your most recent shopping
trip to a department store.
1. Women's dresses ____
2. Men's apparel ____
3. Children's apparel ____
4. Cosmetics ____
.
.
.
16. Jewelry ____
17. Other (please specify) ____
(Correct)

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Choosing Question Wording


Define the Issue

Which brand of shampoo do you use?


(Incorrect)
Which brand or brands of shampoo have you personally
used at home during the last month? In case of more
than one brand, please list all the brands that apply.
(Correct)
Define the issue in terms of who, what, when, where, why,
and way (the six Ws). Who, what, when, and where are
particularly important.

Choosing Question Wording


Use Ordinary Words
Do you think the distribution of soft drinks is
adequate?
(Incorrect)

Do you think soft drinks are readily available


when you want to buy them?
(Correct)

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Choosing Question Wording


Use Unambiguous Words
In a typical month, how often do you shop in
department stores?
_____ Never
_____ Occasionally
_____ Sometimes
_____ Often
_____ Regularly
(Incorrect)
In a typical month, how often do you shop in
department stores?
_____ Less than once
_____ 1 or 2 times
_____ 3 or 4 times
_____ More than 4 times
(Correct)

Choosing Question Wording


Avoid Leading or Biasing Questions
Do you think that patriotic Indian should buy imported
automobiles when that would put Indian labor out of
work?
_____ Yes
_____ No
_____ Don't know
(Incorrect)
Do you think that Indian should buy imported
automobiles?
_____ Yes
_____ No
_____ Don't know
(Correct)
A leading question is one that clues the respondent to what
the answer should be.

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Choosing Question Wording


Avoid Implicit Alternatives

Do you like to fly when traveling short distances?


(Incorrect)

Do you like to fly when traveling short distances, or


would you rather drive?
(Correct)

An alternative that is not explicitly expressed in the options


is an implicit alternative.

Choosing Question Wording


Avoid Implicit Assumptions
Are you in favor of a balanced budget?
(Incorrect)

Are you in favor of a balanced budget if it would result


in an increase in the personal income tax?
(Correct)

Questions should not be worded so that the answer is


dependent upon implicit assumptions about what will
happen as a consequence.

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Choosing Question Wording


Avoid Generalizations and Estimates
What is the annual per capita expenditure on groceries
in your household?
(Incorrect)

What is the monthly (or weekly) expenditure on


groceries in your household?
and
How many members are there in your household?
(Correct)

Determining the Order of Questions


Opening Questions
The opening questions should be interesting, simple, and non-
threatening.

Type of Information
As a general guideline, basic information should be obtained first,
followed by classification, and, finally, identification information.

Difficult Questions
Difficult questions or questions which are sensitive, embarrassing,
complex, or dull, should be placed late in the sequence.

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Pretesting of Questionnaire
Pretesting: Refers to testing of questionnaire on a small
sample of respondents to identify & eliminate potential
problems.
A questionnaire should not be used in field survey without
adequate pretesting.
All aspects of questionnaire should be tested, including
question content, wording, sequence, form & layout,
question difficulty, and instructions.
Respondents for pretest & for actual survey should be
drawn from same population.
Pretests are best done by personal interviews, even if
actual survey is to be conducted by mail, telephone, or
electronic means, because interviewers can observe
respondents' reactions & attitudes.

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