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- 1. Research Methods for Social Marketing An approach to J Component Dr. Suraj Kushe Shekhar surajk.shekhar@vit.ac.in
- 2. Meaning of research • A careful investigation or inquiry specially through search for new facts in any fields of knowledge. surajk.shekhar@vit.ac.in
- 3. Definitions of Research • The main goal of research is the gathering and interpreting of information to answer questions (Hyllegard, Mood, and Morrow, 1996). • Research is a systematic attempt to provide answers to questions (Tuckman, 1999). • Research may be defined as the systematic and objective analysis and recording of controlled observations that may lead to the development of generalizations, principles, or theories, resulting in prediction and possible control of events (Best and Kahn, 1998). • Research is a systematic way of asking questions, a systematic method of inquiry (Drew, Hardman, and Hart, 1996). surajk.shekhar@vit.ac.in
- 4. Objectives • To gain familiarity with a phenomenon or to achieve new insights into it - Exploratory • To portray accurately the characteristics of a particular individual, situation or group- Descriptive • To determine the frequency with which something occurs-Diagnostic • To test a hypothesis of a causal relationship- Hypothesis testing surajk.shekhar@vit.ac.in
- 5. Motivation in research • Desire to – Get a research degree – Face challenges in solving unsolved problems – Get intellectual joy of doing some creative work – Be of service to society – Desire to get respectability surajk.shekhar@vit.ac.in
- 6. Structure of Research begin with broad questions narrow down, focus in operationalize OBSERVE analyze data reach conclusions generalize back to questions The "hourglass" notion of research surajk.shekhar@vit.ac.in
- 7. Variables • variable… – any observation that can take on different values • attribute… – a specific value on a variable surajk.shekhar@vit.ac.in
- 9. Examples Variable Attribute age 18, 19, 20, etc... surajk.shekhar@vit.ac.in
- 10. Examples Variable Attribute Gender or sex surajk.shekhar@vit.ac.in
- 11. Examples Variable Attribute Gender or sex Male, female surajk.shekhar@vit.ac.in
- 13. Examples Variable Attribute satisfaction 1 = very satisfied 2 = satisfied 3= somewhat satisfied 4 = not satisfied 5 = not satisfied at all surajk.shekhar@vit.ac.in
- 14. Types of Variables • independent variable (IV)… – what you (or nature) manipulates in some way • dependent variable (DV)… – what you presume to be influenced by the IV surajk.shekhar@vit.ac.in
- 15. Examples IV DV exercise participation health status attitude social support intervention surajk.shekhar@vit.ac.in
- 16. Research Process • Define research problem • Review of Literature – Conceptual – Empirical • Formulate hypothesis • Design research – Exploratory – Conclusive – Diagnostic – Experimental – Causal • Sampling surajk.shekhar@vit.ac.in
- 17. • Collect data – Observation – Personal interview – Telephonic interview – Mailing questionnaires – Through schedules • Analyze data (Test hypothesis if any) – Editing – Coding – Tabulating etc. performed first • Interpret and report surajk.shekhar@vit.ac.in
- 18. Research Problem • Statement of the research problem in a general way • Understanding the nature of the problem • Surveying the available literature • Developing the ideas through discussions • Rephrasing the research problem surajk.shekhar@vit.ac.in
- 19. – “Why is productivity of Japan so much higher than India”? Ambiguities – What sort of productivity? – What industries ? – Time period? – Better way to define the problem would be: – “What factors were responsible for higher productivity of Japan’s manufacturing industries during the decade 1971 to 1980 relative to India’s manufacturing industries”? – “To what extent did labour productivity in 1971 to 1980 in Japan exceed that of India in respect of 15 selected manufacturing industries? What factors were responsible for the productivity differentials between the two countries by industries” surajk.shekhar@vit.ac.in
- 20. Hypotheses • hypothesis… – a specific statement of prediction • types of hypotheses – alternative vs. null – one-tailed vs. two-tailed surajk.shekhar@vit.ac.in
- 21. Hypothesis Formulation --- Formulate a hypothesis --- Frame the hypothesis in a format that is testable --- Test the hypothesis 21 surajk.shekhar@vit.ac.in
- 22. Formulating a Hypothesis • Hypothesis: – A belief or prediction of the eventual outcome of the research – A concrete, specific statement about the relationships between phenomena – 2 types of hypotheses: • Null hypothesis (HO) – All is equal; no differences exist • Alternative (research) hypothesis (HA) – Usually specific and opposite to the null surajk.shekhar@vit.ac.in
- 23. Hypotheses hypothesis there is a relationship between age and exercise participation HA there is a relationship HO there is no relationship this is a two-tailed hypothesis as no direction is predicted surajk.shekhar@vit.ac.in
- 24. Hypotheses hypothesis an incentive program will increase exercise participation HA participation will increase HO participation will not increase or will decrease this is a one-tailed hypothesis as a specific direction is predicted surajk.shekhar@vit.ac.in
- 25. Research Design • A frame work for conducting the research project. • Outlines how the research project will be conducted. • Details the procedures necessary for obtaining the information needed to structure and/or solve research projects. • Guides the data collection ,analysis and report presentation surajk.shekhar@vit.ac.in
- 26. Research Design • What is the study about? • Why is the study being made? • Where will the study be carried out? • What type of data will be required? • Where can the required data be found? • What periods of time will the study include? • What will be the sample design? • What techniques of data collection will be used? • How will the data be analyzed? • In what style will the report be presented? surajk.shekhar@vit.ac.in
- 27. Sampling Designs • Sampling Design Process – Define target population – Determine sampling frame • a list of the items or people forming a population from which a sample is taken. – Select sampling technique(s) – Determine the sample size – Execute the sampling process surajk.shekhar@vit.ac.in
- 28. Sampling techniques • Non probability • Convenience • Judgmental • Quota • Snowball • Probability • SRM • Systematic • Stratified • Cluster surajk.shekhar@vit.ac.in
- 30. Attitude Measurement • Attitude – an expression of favour or disfavour toward a person, place, thing or event • Attitude can be formed from a person’s past and present • Attitude is also measurable and changeable as well as influencing the person’s behaviour.
- 31. I believe that chocolate packaging is important
- 32. Methods of Measuring Attitudes • Rating – Likert Scale – carefully constructed attitudinal measure which asks people for their agreement with a statement – Example: Please rate each of the following, on a scale from 1 to 10, with 1 being least important and 10 being most important…
- 33. • Multiple Choice Questions (MCQ)
- 34. Monadic Q. How satisfied are you with your current job? 1. Very Satisfied 2. Somewhat Satisfied 3. Not Very Satisfied
- 35. Comparative Q. Compared to your current job how much responsibility did you have at your last job? 1. More 2. About the Same 3. Less
- 36. Unbalanced Q. How satisfied are you with your current cable service? 1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied
- 37. Balanced Q. How satisfied are you with your current cable service? 1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied 4. Very unsatisfied
- 38. Forced Choice • Does not allow the respondent to offer no opinion, which is different than a neutral opinion
- 39. Unforced Choice • Allows respondents to opt out of providing an opinion.
- 40. • Ranking – Rank choices from most important to least important • Example: Of the following 10 items please rank them in order of importance, with 1 being least important and 10 being most important.
- 41. Questionnaire • A set of questions designed to generate the data necessary for accomplishing a research project's objectives
- 42. Complexity of Questionnaire Design Do you consider that the many research texts are adequate for most of your business majors at the undergraduate level ? _____ Yes ____ No If no; briefly, why not? Is your friend sociable and lovable? _____ Yes ____ No If no; briefly, why not?
- 43. Can the Respondent Answer the Question? (Cont’d) • Consider the following question taken from a questionnaire used by a marketing research firm in conducting a face-to-face survey of female household heads – How much has your family spent in the last 12 months on cookware? $ _______
- 44. Can the Respondent Answer the Question? • In your opinion, how many students in your marketing courses will become potentially successful marketing managers? Ten percent ______ Twenty percent______ Thirty percent ______ ______percent ______
- 45. • Questionnaire quality and design criteria – What should be asked? – How should questions be phrased? – In what sequence the questions be arranged? – What questionnaire layout will best serve the research objectives? – How should the questionnaire be pretested? – Does the questionnaire need to be revised?
- 46. Questionnaire General Format • Self-administered (by mail or personal contact) • In person (face-to-face) • Telephone interviews
- 47. Question Form • Nonstructured questions – Open-ended • Structured questions – Fixed-response
- 48. Nonstructured Questions • Consider the following illustrative questions How old are you?___________________ What do you like most about owning your own home? _____________ Will you please describe your thoughts about a person who shoplifts items from a grocery store to keep from going hungry? _________________________________________ _________________________________________ ____
- 49. Structured Questions • In which of the following categories does your age fall? _______ Less than 18 _______ 18 to 30 _______ 31 to 45 _______ 46 to 60 _______ Over 60
- 50. Structured Questions: Dichotomous Questions • Do you smoke cigarettes? ___Yes ___No • Have you ever watched CNN News? ___Yes ___No
- 51. Multiple-Category Questions • In your opinion, which product category is the most suited for making purchases on the Internet? ____Automobiles ____Books ____Electronic Items (TVs, video cameras, VCR and DVD players, etc) ____Videos, CDs ____Computer-related items ____Travel (airlines, car rental, hotel reservations, etc.)
- 52. . Multiple-Category Questions (Cont’d) • What do you like about Bank of America’s online banking service? ____24 hour service ____Transaction privacy ____No need to travel – do it from home ____Paying bills online– no need to mail bills ____Other ____(please specify)
- 53. Response Category Sequence • Approximately how many international telephone calls do you make per week? ______ 0 to 1 call ______ 2 to 3 calls ______ 4 to 5 calls ______ 6 to 7 calls ______ More than 7 calls • The response categories in this question follow a natural sequence
- 54. Response Category Content • Response choices should be – Collectively exhaustive • taken together – Mutually exclusive • not overlap
- 55. . Response Category • The response choices are collectively exhaustive but not mutually exclusive • On the average, how many cans of cola do you drink per week ____0 to 3 cans ____3 to 6 cans ____More than 6 cans • Changing the 3 in the second category to a 4 will make the response choices mutually exclusive
- 56. Writing a Questionnaire for International Markets • Caution – Use of the same word can have different meanings in different cultures • Word Equivalence – In Japan, China and non-English speaking European countries • “Very Satisfied” means “Somewhat Satisfied” • “Very Satisfied” should be replaced by “Totally Satisfied”
- 57. Will the Respondent Answer the Question? • Questions about personal financial matters or sexual behavior are examples of sensitive questions • Words used in the questions should not be ambiguous to the respondents
- 58. Double-Barreled Questions • Suppose the following question is to be used in conducting a survey of the general public – Do you feel firms today are concerned about their employees and customers? _____ Yes _____ No • A “no” response can be interpreted three different ways – The respondent feels firms are concerned about neither employees nor customers – The respondent feels firms are concerned about employees but not customers – The respondent feels firms are not concerned about employees although they are concerned about customers
- 59. Avoiding Double-Barreled Questions • This revision is usually accomplished by breaking one question into several questions • Thus our illustrative question can be reworded as two separate questions – Do you feel firms today are concerned about their employees? ___ Yes ___ No – Do you feel firms today are concerned about their customers? ___ Yes ___ No
- 60. . Guarding Against Errors • How often do you eat eggs for breakfast? _____ Frequently _____ Occasionally _____ Rarely _____ Never
- 61. . Guarding Against Errors (Cont’d) • To guard errors due to misinterpretations, the previous question can be revised as – On average, how many days per week do you eat eggs for breakfast? ___ Every day ___ 5 or 6 days ___ 3 or 4 days ___ 1or 2 days ___ Less than 1 day per week ___ Never eat eggs for breakfast
- 62. Question Sequence Needing Improvement • 11. Do you own or rent your current place of residence? Own Rent • 12. How long have you lived in this state? Less than one year One year to less than 5 years 5 years or more
- 63. Improved Question Sequence • 11. Have you always lived in this state? Yes (Go to Question 12) No (Go to Question 11a) • 11a. In which state did you live immediately before moving into this state? ......... • 12. How long have you lived in this state? Less than one year One year to less than 5 years 5 years or more
- 64. Questionnaire Appearance And Layout • Version 1 – How old are you? ___Less than 18 ___18 to 25 ___26 to 40 ___Over 40 • Version 2 – How old are you? ___Less than 18 ___18 to 25 ___26 to 40 ___Over 40
- 65. Guidelines for good questionnaire design • Avoid complexity: Use simple conversational language • Avoid leading and loaded questions (question that suggests a socially desirable answer or is it emotionally charged) • Avoid ambiguity :Be specific as possible • Avoid double barreled items • Avoid burdensome questions that may tax respondent's memory
- 66. Data Analysis & Interpretation
- 67. Data preparation process • Preparing preliminary plan of data analysis • Questionnaire checking • Editing • Coding • Transcribing • Data cleaning • Statistically adjusting the data • Selecting a data analysis strategy
- 68. Univariate, bivariate and multivariate data • Types of data based on number of variables – Univariate :Analysis are made only based on one variable – Bivariate: Two variables – Multivariate :Two or more variables
- 69. Hypothesis Testing Procedures Hypothesis Testing Procedures Nonparametric Parametric Z Test Kruskal-Wallis H-Test Wilcoxon Rank Sum Test t Test One-Way ANOVA Many More Tests Exist!
- 70. Hypothesis testing • What u normally do – If calculated value is less than the table value- hypothesis accepted – If calculated value is more than the table value- hypothesis rejected • How you do in SPSS? – If the p value is > .05 – The result is insignificant – If the p value is < .05 – The result is significant
- 71. Chi square tests • Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. • The chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result. • We want to compare our observed data to what we expect to see. Due to chance? Due to association?
- 72. Assumptions: • Independent observations • A sample size of at least 10 • Random sampling • All observations must be used • For the test to be accurate, the expected frequency should be at least 5
- 73. Conducting Chi-Square Analysis 1) Make a hypothesis based on your basic biological question 2) Determine the expected frequencies 3) Create a table with observed frequencies, expected frequencies, and chi-square values using the formula: (O-E)2 E 4) Find the degrees of freedom: (c-1)(r-1) 5) Find the chi-square statistic in the Chi-Square Distribution table 6) If chi-square statistic > your calculated chi-square value, you do not reject your null hypothesis and vice versa.
- 74. HO: Heart Disease is not associated with cholesterol levels.
- 77. Report Format • Title page • Table of contents • Executive summary – Major findings – Conclusions – Recommendations
- 78. • Research problem – Review of literature – Formulation of hypothesis/es – Research Methodology • Type of research design • Nature of data collected • Scaling techniques used • Questionnaire development and pretesting details • Sampling design – Target population – Sampling frame – Sampling technique – Sample size • Fieldwork details
- 79. • Data Analysis – Hypothesis/es testing • Results and discussions • Limitations • Conclusions and recommendations • References • Exhibits • Questionnaires and forms