UNIT II
- Research Design
- Primary & Secondary Research
- Basic Methods of Data Collection
RESEARCH DESIGN
Types of Research Design
TYPES OF
RESEARCH DESIGN
Usually qualitative data Usually quantitative data
collected, hence often collected, hence often
called Qualitative called Quantitative
research research
Exploratory Research Conclusive / Causal Research
a. Search of secondary data a. Descriptive research
b. Survey of knowledgeable person - Case Study
c. Case Study - Statistical Study
b. Experimentation
COMPARISION
RESEARCH DESIGN … EXAMPLE
Estimated % change in sales volume for 1% increase in price for four products based on
three methods of data collection
Product Field Laboratory Descriptive
Experimentation Experimentation Experimentation
A -1.57 -1.25 -0.33
B -1.27 -0.64 0.71
C -1.58 -0.76 -1.86
D -1.74 1.13 0.35
If there is no constraint of time and cost then Field experimentation is the
best choice
TYPES OF DATA
Primary data: Secondary data:
Information developed or gathered Information that has been
by the researcher specifically for previously gathered for some
the research project at hand. other research work.
Information gathered and used Information that has been
first time. previously used and is not fresh or
first time for current research
project.
MEASUREMENT & SCALING
Types of Scales
MEASUREMENT… THE CONCEPT
How the attribute is
measured?
Measuring what? Values range
Person or person’s
attribute?
Correspondence
Rule of Scale
Certain value on
scale correspond to
We don't measure specific true value of
objects, persons, etc., concept
BUT
we measure attributes
(CONCEPTS) or features that
define them
More concrete! Which is more
Education, age, gender, difficult to
height, weight define &
What various attributes measure?
of person? Abstract!
Loyalty, satisfaction, trust,
personality,
MEASURING THE ATTRIBUTES
More concrete Attribute More abstract
of person
e.g. Weight e.g. behaviour
(or concept)
Scale How much satisfied you are with the
Measuring behaviour of sales person?
1-Very satisfied
different 2-Satisfied
possible 3-Neither satisfied nor dissatisfied
values of 4-Dissatisfied
attribute 5-Very dissatisfied
Range of values
Measuring the
attribute
of
particular concept of
person
What is Scale?
A device providing range of values that correspond to different values in a concept being
measured
Example
MEASUREMENT PROCESS
Concept
Define concepts
Step 1 to be measured
Poor showroom experience does
not result in purchase
Define attributes Attributes
Step 2 of the concept
Showroom experience (ambience, behaviour and
knowledge of sales executive)
Select scale of Scale
Step 3 measurement
(data type)
Likert, ordinal or nominal (satisfaction scale,
agreement scale, etc)
Develop questions / Questions
Step 4 items
How satisfied are you with sales executive?
(Rate using 5-point satisfaction scale)
Design Questionnaire
Step 5 questionnaire Have questions in a structured manner
Pretest & refine Finalize the Questionnaire
Step 6 questionnaire This would be used to collect data finally
BASIC MEASUREMENT CONCEPTS
Researcher should know?
Concept What to measure
A generalized idea How to measure
that represent
something of meaning
Does one or more than one
attribute provide more
Construct complete & accurate account
It is a concept that is of concept?
Other terms used for measured by using
indicators? multiple indicators
Variable, attributes,
aspects
3-Neither
1-Very 2-Very satisfied nor 5-Very
3-Satisfied
dissatisfied dissatisfied dissatisfied satisfied
How much satisfied you are with the behaviour of sales person?
How much satisfied you are with the knowledge of sales person?
How much satisfied you are with the ambience of showroom?
These are indicators, attributes,
aspects or variable
MEASUREMENT AND SCALING… DEFINED
Measurement
Standardized process of assigning
numbers or other symbols to certain
characteristics of objects of interests
according to pre-specified rules
Characteristics for Standardization
One-to-one correspondence between the
symbol and the characteristic in the
object that is being measured Scaling
Process of creating a continuum on
Rules for assignment should be invariant which objects are located according to
over time and the objects being the amount of the measured
measured
characteristic that the object
possesses
Ratio
RatioScales
Scales
Interval
IntervalScales
Scales
Ordinal
OrdinalScales
Scales
Nominal
NominalScales
Scales
TYPES OF SCALES
TYPES OF SCALES…NOMINAL
Numbers identify and classify objects
No ordering or spacing are implied
Only possible arithmetic operation is a count of each category
(frequency, %, mode)
Examples:
Players in a football team
Colors of traffic light
Gender
TYPES OF SCALES…ORDINAL
Objects are ranked in order
Indicates the relative position of objects but not the magnitude of
difference
Arithmetic operations are limited to statistics such as median or
mode
Examples:
Result of 100 meter dash
Ranking of largest fast food companies (most to least
preferred, where preference is the concept)
TYPES OF SCALES…INTERVAL
Object is measured on a continuum
Arbitrary zero point
Differences between objects can be compared
Entire range of statistical operations can be employed (mean,
correlation, ANOVA, regression)
Examples:
Temperature
Attitudes
TYPES OF SCALES…INTERVAL
Fahrenheit units on
the outer scale
Celsius units on
the inner scale
On the Fahrenheit
scale, the freezing
point of water is 32
Fahrenheit (F) and the
On the Celsius
boiling point 212F
scale, the
placing the boiling
freezing and
and freezing points of
boiling points
water exactly 180F
of water are
apart.
100 degrees
apart.
Thermometer
TYPES OF SCALES…RATIO
Interval scale with fixed zero point
Ratio of scale values can be computed
Examples:
Weight, length
Age
Store sales
Market shares
TYPES OF SCALES…RATIO
Example
Antique watch ‘X’ – sold for $50
Authentic watch ‘Y’ – sold for $75
Antique watch ‘Z’ – sold for $100
Antique watch ‘B’ – did not sell and
there were no takers for free
Researcher should know?
What is the –
- nominal conclusion?
- ordinal conclusion?
- interval conclusion?
- ratio conclusion?
TYPES OF SCALES…RATIO
Example
Antique watch ‘X’ – sold for $50
Authentic watch ‘Y’ – sold for $75
Antique watch ‘Z’ – sold for $100
Antique watch ‘B’ – did not sell and
there were no takers for free
Researcher should know?
What is the –
- nominal conclusion?
- ordinal conclusion?
- interval conclusion?
- ratio conclusion?
TYPES OF SCALES…PROPERTIES
Type of Scale Numerical Operation Descriptive Statistics
Nominal Counting Frequency in each category,
percentage in each category, mode
Ordinal Rank Ordering Median, range, percentile ranking
Interval Arithmetic Operations Mean, standard deviation, variance
on Intervals between
numbers
Ratio Arithmetic Operations Geometric mean, coefficient of
on actual quantities variation
CRITERIA FOR SCALE SELECTION
Understanding of the questions
Discriminatory power of scale descriptors
Balanced versus unbalanced scales
Forced or nonforced choice scales
Desired measure of central tendency and
dispersion
TYPES OF SCALES…LIKERT SCALE
A likert scale is
an ordinal scale format that,
asks respondents
to indicate the extent to which
they agree or disagree
with a series of
mental or behavioral belief
statements about a given object
TYPES OF SCALES
LIKERT SCALE… EXAMPLE
