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1st Reference Book: Research methods for business: a skill building approach, 5th Edition, Uma Sekaran and Roger Bougie. 2nd Reference Book: Business research methods, 8th Edition, Donald Cooper and Pamela Shindler
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Chapter 1
Introduction to Research
Factors
Battle for Analytical Talent
1-9
Integration of Data
Factors
Real-time Access
1-10
Powerful Computation
Organizational Mission
Business Goals
Business Strategies
Business Tactics
1-11
1-12
Data management
Data interpretation
1-14
Applied
Basic (Pure)
1-16
Reporting
Descriptive
Explanatory
Predictive
1-17
Internal Researchers
Advantages:
Better acceptance from staff Knowledge about organization Would be an integral part of implementation and evaluation of the research recommendations.
Disadvantages
Less fresh ideas Power politics could prevail Possibly not valued as expert by staff
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External Researchers
Advantages
Divergent and convergent thinking Experience from several situations in different organizations Better technical training, usually
Disadvantages
Takes time to know and understand the organization Rapport and cooperation from staff not easy Not available for evaluation and implementation Costs
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1-20
Key Terms
Applied research Business intelligence system (BIS) Business research Control Decision support system Descriptive studies Explanatory Studies Management dilemma Predictive studies Pure research Reporting studies Return on Investment (ROI) Scientific method Strategy Tactics
1-21
Chapter 2
Scientific Investigation, Thinking like a Researcher
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Language of Research
Concepts Constructs Conceptual schemes Operational definitions
Models
Variables
3-25
Language of Research
Clear conceptualization of concepts
Success of Research
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Hypothetico-Deductive Research
The Seven-Step Process in the HypotheticoDeductive Method
Identify a broad problem area Define the problem statement Develop hypotheses Determine measures Data collection Data analysis Interpretation of data
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Inductive reasoning: a process where we observe specific phenomena and on this basis arrive at general conclusions.
Counting white swans
Sound Reasoning
Types of Discourse
Exposition
Argument
Deduction
3-30
Induction
Deductive Reasoning
Inner-city household interviewing is especially difficult and expensive This survey involves substantial inner-city household interviewing The interviewing in this survey will be especially difficult and expensive
3-31
2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Inductive Reasoning
Why didnt sales increase during our promotional event?
Regional retailers did not have sufficient stock to fill customer requests during the promotional period A strike by employees prevented stock from arriving in time for promotion to be effective A hurricane closed retail outlets in the region for 10 days during the promotion
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Tracys Performance
3-34
Event
Act
Variable
Characteristic Trait
Attribute
3-35
Generalization Brand managers in Company Z (cases) have a higher-than-average achievement motivation (variable).
3-36
Hypothesis Formats
Descriptive Hypothesis In Detroit, our potato chip market share stands at 13.7%. American cities are experiencing budget difficulties. Research Question What is the market share for our potato chips in Detroit? Are American cities experiencing budget difficulties?
3-37
Relational Hypotheses
Correlational
Young women (under 35) purchase fewer units of our product than women who are older than 35.
The number of suits sold varies directly with the level of the business cycle.
Causal
An increase in family income leads to an increase in the percentage of income saved. Loyalty to a grocery store increases the probability of purchasing that stores private brand products.
3-38
Testable
3-41
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Researchers
Encounter problems State problems Propose hypotheses Deduce outcomes Formulate rival hypotheses Devise and conduct empirical tests Draw conclusions
Key Terms
Argument Case Concept Conceptual scheme Construct Deduction Empiricism Exposition Hypothesis Correlational Descriptive Explanatory Relational 3-46 Hypothetical construct Induction Model Operational definition Proposition Sound reasoning Theory Variable Control Confounding (CFV) Dependent (DV) Extraneous (EV) Independent (IV) Intervening (IVV) Moderating (MV)
Chapter 3
The Research Process - The Broad Problem Area and Defining the Problem Statement
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Literature Review
A good literature survey:
Ensures that important variables are not left out of the study. Helps the development of the theoretical framework and hypotheses for testing. Ensures that the problem statement is precise and clear. Enhances testability and replicability of the findings. Reduces the risk of reinventing the wheel. Confirms that the problem is perceived as relevant and significant.
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Data sources
Textbooks Academic and professional journals Theses Conference proceedings Unpublished manuscripts Reports of government departments and corporations Newspapers The Internet
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SalePros Hierarchy
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Fine-Tuning
Evaluate hypotheses
5-61
Investigative Questions
Performance Considerations
Attitudinal Issues
Behavioral Issues
5-62
2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Chapter 4
The Research Process - Theoretical Framework & Hypothesis Development
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Theoretical Framework
A theoretical framework represents your beliefs on how certain phenomena (or variables or concepts) are related to each other (a model) and an explanation on why you believe that these variables are associated to each other (a theory).
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Theoretical Framework
Basic steps:
Identify and label the variables correctly State the relationships among the variables: formulate hypotheses Explain how or why you expect these relationships
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Variable
Any concept or construct that varies or changes in value Main types of variables: Dependent variable Independent variable Moderating variable Mediating variable
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(In)dependent Variables
Dependent variable (DV)
Is of primary interest to the researcher. The goal of the research project is to understand, predict or explain the variability of this variable.
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Example
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Moderators
Moderating variable
Moderator is qualitative (e.g., gender, race, class) or quantitative (e.g., level of reward) variable that affects the direction and/or strength of relation between independent and dependent variable.
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Mediating Variable
Mediating variable surfaces between the time the independent variables start operating to influence the dependent variable and the time their impact is felt on it.
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Hypothesis
A proposition that is empirically testable. It is an empirical statement concerned with the relationship among variables. Good hypothesis:
Must be adequate for its purpose Must be testable Must be better than its rivals
Can be:
Directional Non-directional
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Exercise
Give the hypotheses for the following framework:
Service quality
Customer switching
Switching cost
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Exercise
Give the hypotheses for the following framework:
Service quality
Customer satisfaction
Customer switching
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Argumentation
The expected relationships / hypotheses are an integration of:
Exploratory research Common sense and logical reasoning
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Chapter 5
The Research Process Elements of Research Design
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Option Analysis
Decision Theory Prior or Interim Evaluation Ex Post Facto Evaluation
4-83
Research Design
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Example:
A service provider wants to know why his customers are switching to other service providers?
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Example:
A bank manager wants to have a profile of the individuals who have loan payments outstanding for 6 months and more. It would include details of their average age, earnings, nature of occupation, full-time/part-time employment status, and the like. This might help him to elicit further information or decide right away on the types of individuals who should be made ineligible for loans in the future.
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Example:
A marketing manager wants to know if the sales of the company will increase if he doubles the advertising dollars.
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Type of Investigation
Causal Study
it is necessary to establish a definitive cause-and-effect relationship.
Correlational study
identification of the important factors associated with the problem.
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Study Setting
Contrived: artificial setting Non-contrived: the natural environment where work proceeds normally
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Population to be Studied
Unit of analysis:
Individuals Dyads Groups Organizations Cultures
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Time Horizon
Cross-sectional studies
Snapshot of constructs at a single point in time Use of representative sample
Longitudinal studies
Constructs measured at multiple points in time Use of same sample = a true panel
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Timing
Obligations
Delivery Budgets
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Data Characteristics
Abstractness Verifiability Elusiveness Closeness
Developing summaries
Executive Summary
Research Overview
Research Report
Technical Appendix
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Implementation Strategies
Conclusions
4-102
Politically-motivated research
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Expert Interview
Search Strategy
Group Discussions
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Levels of Information
Primary Sources: Memos Letters Interviews Speeches Laws Internal records Secondary Sources: Encyclopedias Textbooks Handbooks Magazines Newspapers Newscasts Tertiary Sources: Indexes Bibliographies Internet search engines
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5-110
Information Sources
Indexes/ Bibliographies
Directories
Dictionaries
Types
Handbooks Encyclopedias
5-111
Format
Scope
Evaluation Factors
Audience Authority
5-112
What was my average total revenue over the last five years? What were unit sales in California last December? What were unit sales in California last December? Drill down to Sacramento. Whats likely to happen to Sacramento unit sales next month? Why?
Retrospective, static data delivery Retrospective, dynamic data delivery at record level Retrospective, dynamic data delivery at multiple levels
Relational databases (RDBMS), structured query language (SQL), ODBC Online analytic processing (OLAP), multidimensional databases, data warehouses Advanced algorithms, multiprocessor computers, massive databases
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Data-Mining Process
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Plan
Guide Framework
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Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
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Time Dimension
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Established major dimensions of research task Defined a set of subsidiary questions that can guide research design
6-123
Learned which hypotheses can be safely ignored Concluded additional research is not needed or not feasible
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Experience Surveys
Focus Groups
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Experience Surveys
What is being done? What has been tried in the past with or without success? How have things changed? Who is involved in the decisions? What problem areas can be seen? Whom can we count on to assist or participate in the research?
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Focus Groups
Group discussion 6-10 participants Moderator-led 90 minutes-2 hours
Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
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Time Dimension
6-129
Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
6-130
Time Dimension
Cross-sectional
Longitudinal
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Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
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Time Dimension
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Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
6-134
Time Dimension
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Simulations
Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
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Time Dimension
Casual Explanatory
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Causal Predictive
Descriptive Studies
Who?
How much?
What?
When?
Where?
6-138
Descriptive Studies
Descriptions of population characteristics
Estimates of frequency of characteristics Discovery of associations among variables
6-139
Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
6-140
Time Dimension
Experimental Effects
Ex Post Facto Study After-the-fact report on what happened to the measured variable Experiment Study involving the manipulation or control of one or more variables to determine the effect on another variable
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High Absentee
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Low Absentee
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Low Absentee
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30 to 45
45 and over
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0
4
0
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Control/ Matching
Random Assignment
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Causal Studies
Symmetrical Reciprocal
Asymmetrical
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Behavior
Response
Disposition
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Stimulus
PropertyBehavior
PropertyDisposition
Disposition-Behavior
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Nature of Relationship
An event or change results in a response from some object.
Examples
A change in work rules leads to a higher level of worker output. A change in government economic policy restricts corporate financial decisions. A price increase results in fewer unit sales. Age and attitudes about saving. Gender attitudes toward social issues. Social class and opinions about taxation. Opinions about a brand and its purchase. Job satisfaction and work output. Moral values and tax cheating. Stage of the family life cycle and purchases of furniture. Social class and family savings patterns. Age and sports participation.
Property-disposition
An existing property causes a disposition. A disposition causes a specific behavior. An existing property causes a specific behavior.
Disposition-behavior
Property-behavior
Evidence of Causality
Covariation between A and B
Question Crystallization
Purpose of Study
Descriptors
Research Environment
Topical Scope
6-151
Time Dimension
6-152
Options
Exploratory study Formal study
The time dimension The topical scopebreadth and depthof the study The research environment
6-153
Key Terms
Census Data Primary data Secondary data Data analysis Decision rule exploration Investigative questions Management dilemma
4-154
Management question Management-research question hierarchy Pilot test Research design Research process Research questions Sample Target population
Key Terms
Asymmetrical relationship Case study Causal study Causation Childrens panels Communication study Control Control group Correlation Cross-sectional study
6-155
Descriptive study Ethnographic research Ex post facto design Experience Experiment Exploratory study Field conditions Focus group Formal study Individual depth interview Intranet
6-156
Chapter 6
Measurement of Variables: Operational Definition
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Measurement
Measurement: the assignment of numbers or other symbols to characteristics (or attributes) of objects according to a pre-specified set of rules.
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Types of Variables
Two types of variables:
One lends itself to objective and precise measurement; The other is more nebulous and does not lend itself to accurate measurement because of its abstract and subjective nature.
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Operationalizing Concepts
Operationalizing concepts: reduction of abstract concepts to render them measurable in a tangible way. Operationalizing is done by looking at the behavioral dimensions, facets, or properties denoted by the concept.
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Example
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Chapter 7
Measurement of Variables: Scaling, Reliability, Validity
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Scale
Scale: tool or mechanism by which individuals are distinguished as to how they differ from one another on the variables of interest to our study.
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Nominal Scale
A nominal scale is one that allows the researcher to assign subjects to certain categories or groups. What is your department? O Marketing O Maintenance O Production O Servicing O Sales O Public Relations What is your gender? O Male O Female
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Nominal Scale
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Ordinal Scale
Ordinal scale: not only categorizes variables in such a way as to denote differences among various categories, it also rank-orders categories in some meaningful way. What is the highest level of education you have completed? O Less than High School O High School/GED Equivalent O College Degree O Masters Degree O Doctoral Degree
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Ordinal Scale
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Interval Scale
Interval scale: whereas the nominal scale allows us only to qualitatively distinguish groups by categorizing them into mutually exclusive and collectively exhaustive sets, and the ordinal scale to rank-order the preferences, the interval scale lets us measure the distance between any two points on the scale.
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Interval scale
Circle the number that represents your feelings at this particular moment best. There are no right or wrong answers. Please answer every question. 1. I invest more in my work than I get out of it I disagree completely 1 2 3 4 5 I agree completely
2. I exert myself too much considering what I get back in return I disagree completely 1 2 3 4 5 I agree completely
3. For the efforts I put into the organization, I get much in return I disagree completely 1 2 3 4 5 I agree completely
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Interval scale
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Ratio Scale
Ratio scale: overcomes the disadvantage of the arbitrary origin point of the interval scale, in that it has an absolute (in contrast to an arbitrary) zero point, which is a meaningful measurement point. What is your age?
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Ratio Scale
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Goodness of Measures
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Validity
176
Reliability
Reliability of measure indicates extent to which it is without bias and hence ensures consistent measurement across time (stability) and across the various items in the instrument (internal consistency).
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Stability
Stability: ability of a measure to remain the same over time, despite uncontrollable testing conditions or the state of the respondents themselves.
TestRetest Reliability: The reliability coefcient obtained with a repetition of the same measure on a second occasion. Parallel-Form Reliability: Responses on two comparable sets of measures tapping the same construct are highly correlated.
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Internal Consistency
Internal Consistency of Measures is indicative of the homogeneity of the items in the measure that tap the construct.
Interitem Consistency Reliability: This is a test of the consistency of respondents answers to all the items in a measure. The most popular test of interitem consistency reliability is the Cronbachs coefcient alpha. Split-Half Reliability: Split-half reliability reflects the correlations between two halves of an instrument.
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1.Illustrate the needed operationalization for : - Need for Cognition, OR - Shopping Enjoyment.
2. Select among the studied scales, the needed types to measure 4 of your elements, make sure to use all scales types.
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Chapter 8
Data Collection Methods
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Sources of Data
Primary data: information obtained rsthand by the researcher on the variables of interest for the specific purpose of the study. Examples: individuals, focus groups, panels Secondary data: information gathered from sources already existing.
Examples: company records or archives, government publications, industry analyses offered by the media, web sites, the Internet, and so on.
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Personal Interview
Advantages
Can clarify doubts about questionnaire Can pick up non-verbal cues Relatively high response/cooperation Special visual aids and scoring devises can be used
Disadvantages
High costs and time intensive Geographical limitations Response bias / Confidentiality difficult to be assured Some respondents are unwilling to talk to strangers Trained interviewers
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Telephone Interview
Advantages
Discomfort of face to face is avoided Faster / Number of calls per day could be high Lower cost
Disadvantages
Interview length must be limited Low response rate No facial expressions
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Self-administered
Advantages
Lowest cost option Expanded geographical coverage Requires minimal staff Perceived as more anonymous
Disadvantages
Low response rate in some modes No interviewer intervention possible for clarification Cannot be too long or complex Incomplete surveys
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Questionnaire Design
Definition
A questionnaire is a pre-formulated, written set of questions to which the respondent records his answers
Steps
1. 2. 3. 4. 5. Determine the content of the questionnaire Determine the form of response Determine the wording of the questions Determine the question sequence Write cover letter
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1. Questionnaire content
Framework
Need information for all constructs in framework
Measurement: Operationalizing
Objective construct:
1 element/items => 1 question
Subjective construct:
multiple elements/items => multiple questions
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2. Response format
Closed vs. Open-ended questions
Closed questions
Helps respondents to make quick decisions Helps researchers to code
Open-ended question
First: unbiased point of view Final: additional insights Complementary to closed question: for interpretation purpose
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3. Question Wording
Avoid double-barreled questions Avoid ambiguous questions and words Use of ordinary words
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Question Wording
Use positive and negative statements
Dresdner delivers high quality banking service Dresdner has poor customer operational support Avoid double negatives
191
4. Question Sequence
5. Cover Letter
The cover letter is the introductory page of the questionnaire It includes:
Identification of the researcher Motivation for respondents to fill it in Confidentiality Thanking of the respondent
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Structured Observations
Recording prespecified behavioral patterns of people, objects and events in a systematic manner. Quantitative in nature Different types
Personal observation
(e.g., mystery shopper, pantry audit)
Electronic observation
(e.g., scanner data, people meter, eye tracking)
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Chapter 9
Experimental Designs
195
Causal Research
Research conducted to identify cause-and-effect relationships among variables when the research has already been narrowly defined
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Experiment
Data collection method in which one or more IVs are manipulated in order to measure their effect on a DV, while controlling for exogenous variables in order to test a hypothesis
Cause and effect relationship is established by
Manipulation of independent variable Controlling for exogenous factors
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Manipulation of IV
Manipulation
Creation of different levels of the IV to assess the impact on the DV
Treatment levels
The arbitrary or natural groups a researcher makes within the IV
Exogenous Variables
Controlling for exogenous/confounding variables
Eliminating other possible causal factors Eliminating alternative explanations
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Related to Participants
Selection bias: improper assignment of participants to the experimental
groups Matched groups: Match the different groups as closely as possible in terms of age, interest, expertise etc. Random assignment: Randomly assign members to different treatment groups. The differences will be randomly distributed. Systematic bias will reduce. Statistical control: Measuring the external variables and adjusting for their effect through statistical methods
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Experimental Design
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Experimental Design
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Experimental Design
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Experimental Design
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Experimental Design
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Experimental Design
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Experimental Design
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Exercise
An organization would like to introduce one of two types of new manufacturing processes to increase the productivity of workers. Both involve heavy investment in expensive technology. The company wants to test the efficacy of each process in one of its small plants. Propose an experiment, using: - Pretest posttest control group design - Posttest control group design And calculate for each design the specific effect of each new process on the productivity.
210
Validity
Internal validity
Determination of whether the effect is actually caused by the manipulation of treatments and not by other, exogenous variables
External validity
Determination of whether the cause-and-effect relationships found in the experiment can be generalized
211
Disadvantages
Artificiality => reactive error Demand artifacts Lower external validity
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Chapter 10
Sampling
213
Sampling
Sampling: the process of selecting a sufficient number of elements from the population, so that results from analyzing the sample are generalizable to the population.
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Relevant Terms - 1
Population refers to the entire group of people, events, or things of interest that the researcher wishes to investigate. An element is a single member of the population. A sample is a subset of the population. It comprises some members selected from it.
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Relevant Terms - 2
Sampling unit: the element or set of elements that is available for selection in some stage of the sampling process. A subject is a single member of the sample, just as an element is a single member of the population.
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Relevant Terms - 3
The characteristics of the population such as (the population mean), (the population standard deviation), and 2 (the population variance) are referred to as its parameters. The central tendencies, the dispersions, and other statistics in the sample of interest to the research are treated as approximations of the central tendencies, dispersions, and other parameters of the population.
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Advantages of Sampling
Less costs Less errors due to less fatigue Less time Destruction of elements avoided
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Sampling Techniques
Probability versus nonprobability sampling Probability sampling: elements in the population have a known and non-zero chance of being chosen
221
Sampling Techniques
Probability Sampling
Simple Random Sampling Systematic Sampling Stratified Random Sampling Cluster Sampling
Nonprobability Sampling
Convenience Sampling Judgment Sampling Quota Sampling
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Procedure
Each element has a known and equal chance of being selected
Characteristics
Highly generalizable Easily understood Reliable population frame necessary
223
Systematic Sampling
Procedure
Each nth element, starting with random choice of an element between 1 and n
Characteristics
Idem simple random sampling Easier than simple random sampling Systematic biases when elements are not randomly listed
224
Cluster Sampling
Procedure
Divide of population in clusters Random selection of clusters Include all elements from selected clusters
Characteristics
Intercluster homogeneity Intracluster heterogeneity Easy and cost efficient Low correspondence with reality
225
Stratified Sampling
Procedure
Divide of population in strata Include all strata Random selection of elements from strata
Proportionate Disproportionate
Characteristics
Interstrata heterogeneity Intrastratum homogeneity Includes all relevant subpopulations
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Example
228
Overview
229
Overview
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Overview
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Experiments:
15 to 20 per condition
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Chapter 11
Quantitative Data Analysis
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Editing Data
An example of an illogical response is an outlier response. An outlier is an observation that is substantially different from the other observations. Inconsistent responses are responses that are not in harmony with other information.
Illegal codes are values that are not specified in the coding instructions.
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Transforming Data
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Frequencies
242
243
Reliability Analysis
244
Chapter 12
Quantitative Data Analysis: Hypothesis Testing
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Regression Analysis
Simple regression analysis is used in a situation where one metric independent variable is hypothesized to affect one metric dependent variable.
253
Scatter plot
100
80
LKLHD_DATE
60
40
20
30
40
50
60
70
80
90
PHYS_ATTR
254
Y
0
1
1
? `0
X
255
e
i 1
2 i
Yi Y i
ei
Xi
256
SPSS
Analyze Regression Linear
Model Summary Model 1 R .841 R Square .707 Adjusted R Square .704 Std. Error of the Estimate 5.919
ANOVA Model 1 Sum of Squares 8195.319 3398.640 11593.960 df 1 97 98 Mean Square 8195.319 35.038 F 233.901 Sig. .000
257
SPSS contd
Coefficients Unstandardized Coefficients B Std. Error 34.738 2.065 .520 .034 Standardized Coefficients Beta .841
Model 1
(Constant) PHYS_ATTR
t 16.822 15.294
258
Model validation
1. 2. Face validity: signs and magnitudes make sense Statistical validity:
Model fit: R2 Model significance: F-test Parameter significance: t-test Strength of effects: beta-coefficients Discussion of multicollinearity: correlation matrix Out-of-sample forecast errors
3.
259
SPSS
Model Summary Model 1 R .841 R Square .707 Adjusted R Square .704 Std. Error of the Estimate 5.919
260
261
SPSS
Model Summary Model 1 R .841 R Square .707 Adjusted R Square .704 Std. Error of the Estimate 5.919
262
Model Significance
H0: 0 = 1 = ... = m = 0 H1: Not H0
(all parameters are zero)
263
Model Significance
H0: 0 = 1 = ... = m = 0 H1: Not H0
(all parameters are zero)
F =
(SSReg/k) (SSe/(n 1 k)
~ Fk, n-1-k
264
SPSS
ANOVA Model 1 Sum of Squares 8195.319 3398.640 11593.960 df 1 97 98 Mean Square 8195.319 35.038 F 233.901 Sig. .000
265
Parameter significance
Testing that a specific parameter is significant H0 : j = 0 H1 : j 0 (i.e., j 0)
266
SPSS contd
Coefficients Unstandardized Coefficients B Std. Error 34.738 2.065 .520 .034 Standardized Coefficients Beta .841
Model 1
(Constant) PHYS_ATTR
t 16.822 15.294
267
Conceptual Model
Physical Attractiveness
Likelihood to Date
268
269
Conceptual Model
Perceived Intelligence
+ +
Physical Attractiveness
Likelihood to Date
270
Model Summary Model 1 R .844 R Square .712 Adjusted R Square .706 Std. Error of the Estimate 5.895
ANOVA Model 1 Sum of Squares 8257.731 3336.228 11593.960 df 2 96 98 Mean Square 4128.866 34.752 F 118.808 Sig. .000
Coefficients Unstandardized Coefficients B Std. Error 31.575 3.130 .050 .037 .523 .034 Standardized Coefficients Beta .074 .846
Model 1
271
Conceptual Model
Gender
Perceived Intelligence
+ +
+
Likelihood to Date
Physical Attractiveness
272
Moderators
Moderator is qualitative (e.g., gender, race, class) or quantitative (e.g., level of reward) that affects the direction and/or strength of the relation between dependent and independent variable Analytical representation
Y = 0 + 1X 1 + 2X2 + 3X1X 2
with Y = DV X1 = IV X2 = Moderator
273
Moderators
Model Summary Model 1 R .910 R Square .828 Adjusted R Square .821 Std. Error of the Estimate 4.601
ANOVA Model 1 Sum of Squares 9603.938 1990.022 11593.960 df 4 94 98 Mean Square 2400.984 21.170 F 113.412 Sig. .000
274
Moderators
Coefficients Unstandardized Coefficients B Std. Error 32.603 3.163 .000 .043 .496 .027 -.420 3.624 .127 .058 Standardized Coefficients Beta .000 .802 -.019 .369
Model 1
275
Conceptual Model
Gender
Perceived Intelligence
+ +
+
Likelihood to Date
Physical Attractiveness
+
Communality of Interests
Perceived Fit
276
Mediating/intervening variable
Accounts for the relation between the independent and dependent variable Analytical representation
1. Y = 0 + 1X => 1 is significant
2.
M = 2 + 3 X => 3 is significant
Y = 4 + 5X + 6M => 5 is not significant => 6 is significant With Y = DV X = IV M = mediator
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3.
Step 1
Mode l Summary Model 1 R .963 R Square .927 Adjus ted R Square .923 Std. Error of the Estimate 3.020
ANOVA Model 1 Sum of Squares 10745.603 848.357 11593.960 df 5 93 98 Mean Square 2149.121 9.122 F 235.595 Sig. .000
278
Step 1 contd
Coefficients Unstandardized Coefficients B Std. Error 17.094 2.497 .030 .029 .517 .018 -.783 2.379 .122 .038 .212 .019 Standardized Coefficients Beta .044 .836 -.036 .356 .319
Model 1
Step 2
Mode l Summary Model 1 R .977 R Square .955 Adjus ted R Square .955 Std. Error of the Estimate 2.927
ANOVA Model 1 Sum of Squares 17720.881 831.079 18551.960 df 1 97 98 Mean Square 17720.881 8.568 F 2068.307 Sig. .000
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Step 2 contd
Coefficients Unstandardized Coefficients B Std. Error 8.474 1.132 .820 .018 Standardized Coefficients Beta .977
Model 1
t 7.484 45.479
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Step 3
Mode l Summary Model 1 R .966 R Square .934 Adjus ted R Square .930 Std. Error of the Estimate 2.885
ANOVA Model 1 Sum of Squares 10828.336 765.624 11593.960 df 6 92 98 Mean Square 1804.723 8.322 F 216.862 Sig. .000
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Step 3 contd
Coefficients Unstandardized Coefficients B Std. Error 14.969 2.478 .019 .028 .518 .017 -2.040 2.307 .142 .037 -.051 .085 .320 .102 Standardized Coefficients Beta .028 .839 -.094 .412 -.077 .405
Model 1
insignificant effect of indep. var on dep. Var. significant effect of mediator on dep. var.
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Chapter 13
Qualitative Data Analysis
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Qualitative Data
Qualitative data: data in the form of words. Examples: interview notes, transcripts of focus groups, answers to open-ended questions, transcription of video recordings, accounts of experiences with a product on the internet, news articles, and the like.
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Data Reduction
Coding: the analytic process through which the qualitative data that you have gathered are reduced, rearranged, and integrated to form theory. Categorization: is the process of organizing, arranging, and classifying coding units.
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Data Display
Data display: taking your reduced data and displaying them in an organized, condensed manner. Examples: charts, matrices, diagrams, graphs, frequently mentioned phrases, and/or drawings.
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Drawing Conclusions
At this point where you answer your research questions by determining what identified themes stand for, by thinking about explanations for observed patterns and relationships, or by making contrasts and comparisons.
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Chapter 14
The Research Report
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Presentation of Results
Results of the study and recommendations to solve the problem have to be effectively communicated to the sponsor, so that suggestions made are accepted and implemented. Contents and organization of written report and oral presentation depend on the purpose of the research study, and the audience to which it is targeted.
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Framework of the study & hypotheses Method Data analysis Conclusions and recommendations
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Oral Presentation
Deciding on the Content Visual Aids
For instance graphs, charts, tables