The document discusses research design and methodology. It explains that a research design is a framework that specifies the procedures needed to address a business problem. A good research design ensures the information collected is relevant, necessary information is obtained, and the project is conducted efficiently. It also discusses theoretical frameworks, variables, scales of measurement for variables, and common scaling techniques.

1. BAEB601: REESEARCH METHODOLOGY
CHAPTER 3: METHODOLOGY
© 2010 Cosmopoint

2. Research Design
• - A framework or blueprint for
conducting the marketing
research project that specifies
the procedures necessary to
obtain the information needed to
structure and/or solve the
business researchproblem.
© 2010 Cosmopoint Slide 2 of 18

3. Research Design
• Design process begins by
defining the business research
problem.
• Followed by the Approach: a
conceptual framework, research
questions, hypotheses, and the
information needed.
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4. Research Design
• A good research design is important and necessary to
ensure:
• That the information collected will be relevant and
useful to management
• That all of the necessary information will be
obtained
• That the business research project will be
conducted effectively and efficiently.
© 2010 Cosmopoint Slide 4 of 18

5. Theoretical Framework
• Theoretical framework is the foundation
on which the entire research project is
based. It is a logically developed,
described, and elaborated network of
association among variables deemed
relevant to the problem situation and
identified through such as interview,
observation, and survey.
• It is the important step in the research
process.
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6. Component of Theoretical Framework
• The variables considered relevant to the study
should be clearly identified and labeled in the
discussions.
• The study should state how two or more
variables are related to one another. Is there any
relationship?
• Should be clear explanation between
independent variables and dependent variables.
• A schematic diagram of the theoretical
framework should be given so that the reader
can see and easily comprehend the therized
relationship.
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7. Schematic diagram for theoretical framework
Communication among
cockpit members
Communication
between ground control
and cockpit Air safety
violation
Decentralization
Training of cockpit crew
Independent variable Dependent variable
© 2010 Cosmopoint Slide 7 of 18

8. MEASUREMENT OF VARIABLES
• Measurement of variables in the theoretical framework is
an integral part of research and an important aspect of
research design.
• There are 4 types of scales:
– Nominal
– Ordinal
– Interval
– Ratio
© 2010 Cosmopoint Slide 8 of 18

9. Nominal Scale
• Allows researchers to assign subjects to certain categories or group.
• E.g with respect the variable of gender, respondents can be
grouped into two categories – male and female.
• These two groups can be assigned code numbers 1 & 2.
• E.g If had interviewed 200 people, and assign code number 1 to all
male respondent and number 2 to all female respondents, the
computer analysis of the data at the end of the survey may show the
percentages of each group.
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10. Ordinal Scale
• An ordinal scale not only categorizes the variables in such a way as
to denote differences among the various categories.
• It rank-orders the categories in some meaningful way.
• Usually it will be ranked from best to worst; from first to last; and
numbered 1,2 and so on.
• E.g Please rank accordingly, 1 most tasty – 5 less tasty
• Taste of food in fast food outlet
Burger _____
Nugget _____
Hotdog _____
Float _____
Fries _____
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11. Interval Scale
• Interval scale allows us to perform certain arithmetical operations on
the data collected from the respondents.
• Allows only to qualitatively distinguish group by categorizing them
into mutually exclusive and collectively exhaustive sets.
• E.g
Strongly Strongly
Disagree Disagree Normal Agree Agree
1 2 3 4 5
The following opportunities offered by the job are very important:
i) Interacting with others 1 2 3 4 5
j) Serving others 1 2 3 4 5
© 2010 Cosmopoint Slide 11 of 18

12. Ratio Scale
• The ratio scale measure the magnitude of
differences between points on the scale.
• It is also taps the proportions in the
differences.
© 2010 Cosmopoint Slide 12 of 18

13. Scaling Techniques Frequently Used
– Dichotomous scale
– Category scale
– Likert scale
– Numerical scales
– Semantic Differential scale
– Itemized rating scale
– Fixed or constant sum rating scale
– Stapel scale
– Graphic rating scale
– Consensus scale
.
© 2010 Cosmopoint Slide 13 of 18