BAEB601 Chapter 3: Methodology

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BAEB601 Chapter 3: Methodology

  1. 1. BAEB601: REESEARCH METHODOLOGYCHAPTER 3: METHODOLOGY © 2010 Cosmopoint
  2. 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. 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. © 2010 Cosmopoint Slide 3 of 18
  4. 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. 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. © 2010 Cosmopoint Slide 5 of 18
  6. 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. © 2010 Cosmopoint Slide 6 of 18
  7. 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. 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. 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. © 2010 Cosmopoint Slide 9 of 18
  10. 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 _____ © 2010 Cosmopoint Slide 10 of 18
  11. 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. 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. 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

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