br lecture (update)

8/9/2019 BR Lecture (Update)

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MGT 3940: Business ResearchDr. Sasithorn Phonkaew

Chapter 1

Business Research: a systematic + objective process of finding(gathering) and analyzing data in order to help people or managersmake better decision.

- use scientific method / not use intuition- be objective + impersonal / not subjective

- help reduce uncertainty and risk- help managers (or decision makers) make better decision

Research: 1. Basic research (Pure research) for gaining knowledge

2. Applied research for solving real-life problems

Factors to determine the need of research

1. enough time

2. not enough data on hand3. very important decision4. compare benefit and cost

Importance of business research

1. Identify problems or opportunities2. Select + implement the right course of action3. Evaluate the course of action

Evaluation research: a formal appraisal or evaluation (e.g. once a year)

Performance monitoring research

: a routine + regular evaluation (more often, e.g. every month)

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(Review Chapter 1)

Example of Basic vs Applied Research

What are some determining factors that lead to diversified marketstrategy?

What are customer perceptions and attitudes on Toyota Altis comparedwith its competitors?

Could leadership style influence job commitment of employees?

How much loyalty of customers who shop at Central Department Store?

Ways to find Information

1. Authority : from those who have power or authority

2. Experience : from those who have past experiences

3. Intuition : from our own sense, instinct4. Research : from the past research

Skip Chapter 2

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Chapter 3

Six stages / steps in Research Process(* exhibit 3.6 p.60)

1. Problem Discovery + Problem Definition (Chapter 5)

- Problem discovery: through Exploratory Research SituationalAnalysis1.1 secondary data analysis or literature review past studies1.2 pilot study small sampling survey with customers1.3 experience survey asking experts or authority

1.4 case study study or observe any similar case to our problem

- Problem definition (or Research Problem): a formal statement of

research problem + objective it should be in sentence, not a word.There are 3 formats of writing the Research Problem:-1.1 research question : who, what, when, where, how, why questions1.2 hypothesis : statement of belief and relationship between factors1.3 research objective : To study..., To measure.. , To identify etc.

2. Planning Research Design (Chapter 7-11)2.1 survey (interview, questionnaire) Chapter 8-9 - all2.2 experiment (field or laboratory experiment) Chapter 11 - some*2.3 secondary data analysis Chapter 7 some*2.4 observation Chapter 10 some*

** Design the Questionnaire **Chapter 13-15

3. Sampling (Chapter 16-17)3.1 target population - who3.2 sample size how many of them (small size vs large size)3.3 sampling method Probability sample vs Non-probability sample

4. Data Collection/Gathering (Field work) (Chapter 18 skip)4.1 pre-testing trial of data collection (e.g. about 30-40 sets)

4.2 main study actual data collection (e.g. equal to sample size)

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5. Data Processing and Data Analysis (Chapter 19, 20-24)

5.1 data processing editing and coding data data entry

5.2 data analysis statistical analysis for questionnaire survey

qualitative analysis

for interview(or content analysis)

6. Preparing Conclusions and Report (Chapter 25)

6.1 interpret results and make conclusions and recommendation6.2 prepare a report (written and oral report)

- Research Program versus Research Project

Type of Research (based on Purpose)

1. Exploratory research to explore, to analyze situation,to discover research problems

2. Descriptive research to describe answers to research problems indetails (e.g. in numbers / percentage)

3. Causal research to test a cause-effect relationship between

things or factors (need Experiment only!)

Forward Linkage: when earlier steps influences later steps

Backward Linkage: when later steps influences earlier steps

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(Review Chapter 3)

Example of Forward Linkage or Backward Linkage

- Since we plan to use in-depth interview for our research design,we then need data interpretation(qualitative analysis) rather thanstatistics in data analysis.

(Research design Data analysis)

- If we plan to choose kindergarten kids as our sample, wed betteruse observation technique rather than questionnaire survey.

(Sampling plan Research Design)

Research Questions

What are factors influencing service quality of MK restaurant?What are perceptions of teenagers toward MK restaurant?Which are the top 5 menus that teenagers like to order the most?

Research Objectives

To study factors that influence service quality of MK restaurantTo measure perceptions of teenagers toward MK restaurantTo identify the top 5 menus of MK restaurant from teenagers

Research Hypotheses

- Speed of service is the important factor that influences servicequality of MK restaurant.

- Level of satisfaction of MK restaurant is high.- There is a positive relationship between the modern atmosphere of

MK restaurant and the satisfaction level of teenagers.- There is a difference in satisfaction of MK restaurant between

teenagers and working people.- There is a difference in satisfaction of MK restaurant between

customers in different income groups.

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Exploratory vs Descriptive vs Causal Research

The following objective belongs to which research above?

A. To provide a conclusive statement about profile or characteristicsof a particular situation under study.

B. To identify cause-effect relationships between variables.C. To clarify nature of business problem.

The following situation needs what type of research above?

A. A factory manager would like to know if the new ventilationsystem would influence the increase in productivity of theassembly line. So he conducts ________ .

B. A general manager of Land and House company is hiring you tofind out about consumer preference of living places, cost of

building materials, and the future location of the house project.So you decide to conduct ____________ .

C. If you want to find about what features of hand-bags thatteenagers in Thailand prefer right now, the appropriate research is

___________ .

Skip Chapter 4

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Chapter 5

Theory Building (theory explanation of facts or phenomena)1. Observe reality = objects, people, events(or Do literature review)2. Create concepts = given names of objects, events3. Create propositions = relationship bet. Concepts4. Create a theory = relationship bet. Propositions / combination

of many propositions (or networks ofpropositions)

(from min. abstract to max. abstract)

Abstract level: just concept, idea Ladder of Abstraction

Empirical level: experience, measurable, something specific: reality (objects/events) that we can observe + experience (or can be

measured)

Abstract Level linkage Empirical LevelTheory Research(explanation of one phenomenon (testing or verifying theory

based on many relationships or by doing a research to test propositions, it is simplified in the the conceptual model)conceptual model/framework)

Proposition Hypothesis

(relationship bet. Concepts) (relationship bet. Variables)(deriving tested hypothesisfrom the conceptual model)

Concepts Variables

(abstract words, things) (designing themeasurement of conceptsin the model)

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Scientific method

: technique used to analyze empirical reality or evidence

: to confirm prior theories or disprove them and get the new theories(knowledge)

literature review look for concepts propositions

develop hypotheses research design (method) data collection

data analysis conclusion (a new knowledge or theory)

Concepts = words

: abstract names of things (at abstract level) e.g. learning aids,furniture, happiness etc.

Variables = words: = Concepts/things that can be observed / experimented and have

different numerical values.

: = Concepts at empirical level e.g. power point, chair, smiling faceetc.

- Types of variable (based on function) dependent variable,independent variable, intervening variable, moderating variable

- Types of variable (based on measurement) categorical variable,continuous variable

Attributes = characteristics of a concepte.g. furniture: - type of furniture = indoor / outdoor

- raw material it is made of = wooden / metal- size of furniture = big / small

concept - use of furniture = living room / kitchen

Proposition = statement (sentence)- abstract level- relationship bet. concepts

Hypothesis = statement (sentence)- empirical level

- relationship bet. variables, a proposition that is empirically testablean unproven proposition

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5 types of Hypothesis: ***

If-then If X increases, then Y also increases too.

Directional The higher X, the higher Y.

(X is positively related to Y)(There is a positive relationship between X and Y)

Non-directional X is related to Y. (There is a relationshipbetween X and Y)

Null There is no relationship between X and Y.

Alternative There is a positive relationship between X and Y.

Theory is generated by: (how to make conclusion regarding the theory)

1. Deductive reasoning

: from general (abstract level) to specific conclusion

2. Inductive reasoning

: from specific (empirical) to general conclusion

Example of Deductive or Inductive

- If we notice that whenever Popeye eats spinach, he can run faster.So we may conclude that eating vegetable can make better health.

- Since the economy of most countries in EU is well-developed, theeconomy of Germany should be well-developed.

Note: Study in the Extra Handout about Variables, Hypotheses, andConceptual Model

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(Review Chapter 5)

Ladder of Abstraction- Terminator - Three; Movie; Entertainment

- Pantene; Shampoo; Consumer Product

- Activity; Tennis; Sport

Proposition and HypothesisA. Teaching aids (or tools) influence student learning.

B. Employee incentives increase employee motivation

C. Using the power point in class can increase student exam scores.

D. Bonus can increase employee intention to stay in the same

company.

Backward vs Forward Linkage

Proposition vs Hypothesis

Deductive vs Inductive Reasoning

A.You decide to use survey, so you have to do pretesting.

___________.B. Better incentives lead to higher productivity. _____________.

C. One study found that 70% of those who gambled in UEFAChampions League were below 25 years old. It may be concluded

that people of young generation are high-risk takers. _______________.

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(Extra Handout/Sheet)

Conceptual Model / Framework

= a model that theorizes a logical set of relationships among severalfactors that explains the main concept under study. It is based on

literature review of previous and existing studies of others. It is the

basis on which the entire research project is based.

Independent Variables Dependent Variable

(+)

(-)

(+)

Research Topic ?? (of the above Conceptual Model)

a. Who could learn more effectively?

b. What are characteristics of learning?

c. What are consequences of student learning?

d. What are determining factors that influence student learning?

e. What are causes and effects of student learning?

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Teaching Aids

Student LearningClass Size

ClassAtmosphere

??

??


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Types of Variables

Independent Variable Dependent Variable

(Predictor Var.) (Criterion Var.)

(-)

Class size:A. How many students in one class? Fill the number in the blank

_____ students (continuous variable can find mean value)

B. How big is your class? ___ Small ____ Medium ___ Large (categorical variable)

Intervening Variable (coming in between IV and DV)

(-)

Moderating Variable (modify original relationship)

(-) (+)

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Class Size Student Learning

Class SizeLevel of Student

concentration

Student Learning

Class Size

Interesting topic

discussed

Student Learning


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Chapter 6

Exploratory Research

in order to clarify situation or help definethe right problem.- Initial / preliminary research- Need subsequent research- Provide qualitative analysis / data- To understand nature of problem, but not to solve the problem

- No conclusive research answers

- Not determine a proper course of action- Not solving problem- Not quantitative research: no calculation is made

Exploratorydiscover more data, more background, no conclusiveanswers

Descriptive describe answers to specific research problems in details

such as in numbers, percentages, average values

Purpose of Exploratory Research

1. diagnosing situation2. screening alternatives / options

*Concept testing *test proxy (substitute) of any new product/idea3. discovery new ideas

Types of Exploratory Research (based on purpose)

1. Experience survey = experienced people, experts, knowledgeable2. Secondary data analysis = literature search/review3. Case study method = study similar situations or organizations4. Pilot study = use small sampling survey, not rigorous

= is divided into three types: focus group,depth interview, and projective techniques

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4. Pilot study = use small sampling survey, not rigorous

4.1 Focus group interview = free-flow group discussion withmoderator (a group = about 6-10 members)

Need discussion guide

4.2 Projective techniques:- word association: what first comes to your mind when you hear the

word

- sentence completion : fill in the blank to complete a sentence- third-person technique : suppose respondents to be someone else and

ask questions like If you were , what would you choose?

- role playing : similar to third-person technique, but respondents aresupposed to be someone else and show behaviors or acting

- Thematic Apperception Test (TAT)story telling from picture

- picture frustrationsuggest dialogue from cartoon story

4.3 In-depth interview = intensive personal interview- unstructured intensive interview- focus on why question

- elaborate / deep on topic discussed- highly-skilled interviewer- difficult for analysis + interpretation- better than focus group interview

Sampling Survey using results from a small number or somenumber of sample to make conclusion about the total population.

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Qualitative Versus Quantitative Research

Qualitative Quantitative

Discover ideas with general researchquestions

Test hypothesis with specificresearch questions

Observe things, and interpret Measure things, and test

Unstructured questions Structured questions

Researcher is involved (Subjective) Researcher is uninvolved (Objective)

Use small sample Use large sample

Exploratory research Descriptive and Causal research

Major categories of Qualitative Research

1. Phenomenology : study of human experiences in an environment

2. Ethnography : study of culture by immersing himself or herself into a

culture be a part of that culture (participant observation)

3. Grounded Theory : study by probing or asking questions deeper and

deeper to himself or herself toward the information received to get deeper

explanation on that information (inductive study). It does not begin with

theory.

4. Case Study : study of documented history of something

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(Review Chapter 6)

Concept Testing is another example of Exploratory Research

- test the tendency of acceptance for any new product/service idea- screen the most acceptable concept from many alternatives- may apply the projective technique, e.g. word association

Pilot Study versus Experience Survey

A. People are selected for interview because they are articulate(knowledgeable) rather than being representative.

B. People are selected for survey because they represent the targetpopulation of the study.

C. _____ is similar to a survey method except that it is a small-scalestudy and based on qualitative analysis.

Pilot Study vs Experience Survey vs Case Study

A. Su Su DVD rental shop intensively investigated the computerizedDVD renting process of Block Bluster. This investigation iscalled __________ .

B. Discussing the economic crisis issue with the Minister of Financemay be referred as the ___________ .

C. Discussing the impacts of crisis on SMEs with entrepreneurs orinvestors is called the ______________ .

Moderator vs Depth Interviewer

A. He or she must be a high-skilled interviewer who can stimulate arespondent to elaborate on the topic discussed.

B. His or her job is to be a good listener who can also develop a

rapport with everyone in order to stimulate spontaneous answers.

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Chapter 7

(Overview)*only p.159-169*

Secondary data: data gathered before the current research

not for the purpose of the current needs of researcher.

Primary data: data gathered at the current research and for the purpose of the

current need of researcher.

Data conversion: changing original form of data to format suitable for current

research.

Advantages of secondary data

- less expensive- quickly obtained- get some info. that may not be obtained by primary data.

Disadvantages- not designed to meet current researchers need- outdated- different in definition of terms- different units of measurement- no proof for accuracy

Sources of secondary data

1. Internal= usually organization has many internal records kept for future use,

but researcher may ignore these records (e.g. Annual Report, Memo,Marketing Plans, etc.)2. External

- public library- government sources (e.g. BOI, Bank of Thailand, etc.)

- commercial sources (e.g. companies that sell the data)

- media sources (e.g. newspaper house, TV stations, etc.)- trade associations (e.g. Association of Garment Trading, etc.)

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Secondary Data Vs Primary Data

gathered and analyzed gathered and analyzedbefore the current research at the current research

- data vs information

- data conversion = data transformation

- Advantages and Disadvantages of Secondary data

- Sources of Secondary data ---- internalexternal

- Reference or Bibliography (base on APA style see the next page)

Objectives of secondary data research

1. fact finding simple

2. model building more complex (conceptual model)

3. data mining the most complex

using computer to categorize people/things

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Chapter 8

Survey (an obtrusive research method)

: method of primary data collection based on communication betweenresearcher and respondents (based on asking questions method)

Verbal face-to-face interview (personal interview)

telephone interview measure immediate feedback

Written questionnaire- popular method, quick, accurate, inexpensive

- mostly for descriptive research measuring awareness, attitudes,behaviors, opinions.

Types of survey (based on Time)1. Cross-sectional study more than one group at one point in time2. Longitudinal study one group for a series of time

- Panel study same group (same individuals) for a series of time- Cohort study more than one group for a series of time

Survey error or Total error (Exhibit 8.1, p.188 )**

not precise = 1. Random sampling error (chance or probability error): chance variation (nobodys mistake, it is mistake by

chance)

: results from our sample results from the realpopulation

not accurate = 2. Systematic error: mistake in conducting research (human error): it is divided into Respondent error and

Administrative error

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2.1 Respondent error

- non-response error not-at-home error, refusal

- response bias

deliberate or unconscious

Response bias: 6 types of response bias* acquiescence bias: yes-sayers or give one rating to all

* extremity bias: too strong expression/attitude

* interviewer bias (**): want to please interviewer

* auspices bias: want to please the research sponsor

* social desirability bias: want to look as good citizen

* self-selection bias: strongly want to share opinions forthe survey

2.2 Administrative error

- data processing error: mistakes in editing, coding

- sample selection error:choosing the wrong sample

- interviewer error(**): mistake during interviews

- interviewer cheating(**): intentional cheating

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(Review Chapter 8)

Acquiescence Bias vs Extremity Bias

SA = strongly agree A = agree N = neutralDA = disagree SD = strongly disagree

Statement of attitude SA A N DA SD

1. Internet service at ABAC is ofgood quality.

x x x x x

2. Computer lab at ABAC Bangna isconvenient.

x x x x x

3. Staff at computer lab is veryhelpful. x x x x x

4. Operating hours of the lab isreasonable.

x x x x x

5. Fees at the lab is reasonable. x x x x x

Or1. Internet service at ABAC: good quality 5 4 3 2 1 bad quality2. Computer lab at ABAC BangNa: convenient 5 4 3 2 1 inconvenient

3. Staff at computer lab: helpful 5 4 3 2 1 unhelpful4. Operating hours of the lab: reasonable 5 4 3 2 1 unreasonable5. Fees at the lab: reasonable 5 4 3 2 1 unreasonable

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Survey Bias or Error

A. interviewer bias F. acquiescence biasB. sample selection bias G. interviewer error

C. social desirability bias H. auspices biasD. interviewer cheating I. extremity biasE. non-response bias J. self-selection bias

1.If a researcher noticed that some security guards with higher authority tended torefuse to answers the interviewers questions about ghost rumor on campus.

2. Researchers forgot to ask some personal data from some respondents.

3. When a job applicant is asked by HR manager (during job interview) about howlong he or she intends to work for this company, the possible bias may come from______ .

4. If Oishi conducts it own survey about preferences of Japanese food of teenagers,the findings may suffer ______ .

5. The question, Do you come from a good family?, might suffer ____ .

6. Respondents disagreed very strongly with all ideas proposed in thequestionnaire items.

7. Researchers wanted to study about MSN in internet, so they interviewedsenior citizens and farmers in rural towns.

8. Housewife respondents tend to agree with all proposed qualities of the newproduct survey.

9. The researcher filled in the income level for some respondents who did not

write the answers on the questionnaire.

10. Bias from a hotel guest who was so upset with the room service and after thathe wrote a complaint on the questionnaire placed near the check-out counter andrated the service quality of the hotel very negatively.

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(Chapter 9)

Sent by handSent by mail, email, faxNot sent(self-administered questionnaire)

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Survey

Verbal

(Interview)

Written

(Questionnaire)

Face-to-face

Telephone

Personal(door-to-door)

interview

Mall interceptinterview

CentralLocationtelephone

interview

ComputerAssisted Tele.

Interview

ComputerizedVoice

ActivatedTele.Interview

SurveyCross-sectional

Longitudinal Panel Study

Cohort Study


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Chapter 9

Survey: is divided into 3 types (based on method)

1. Personal interview door-to-door(face-to-face) mall intercept interview(or high traffic area interviews)

2. Telephone interviewCentral Location (has interviewer and paper)CATI - Computer Assisted Telephone

Interview (has interviewer and computer)Computerized Voice Activated Telephone

Interview (use answering machine system,no human interviewer)

3. Mail questionnaire

Personal Interview (about 1 - 1 hr.)

Advantages1. Immediate feedback2. Probing complex questions Can you tell me more about3. Longer period4. Can collect more complete info.5. Can show product, visual aids6. High participation

Disadvantages1. no anonymity between researcher and respondents2. influence of the demographics of interviewer (interviewer bias)3. interviewer cheating4. cost5. callback problem

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Telephone interview (about 10 minutes up to 30 minutes): very good, popular now in case that researcher has a short time

Advantages1. speed CATI = can collect, record, analyze data at the same time2. cost3. more impersonal (no face-to-face meeting)4. cooperation5. easier to get callback

Disadvantages1. cant use visual aids

2. not get good representatives samples

CATI: Computer-Assisted Telephone Interviewing

= telephone interviewer asks people on the phone while keying answerinto computer at the same time.

= labor-saving, questions must be highly structured

Mail Questionnaire (taking about 6-8 weeks, with 8-10 pages)

Advantages1. lowest cost2. respondents convenience

3. most impersonal respondents feel more relaxed/ usingstandardized question

4. length no more than 6 pages / should Pretest (trial run) first

Disadvantage1. low response rate

Response Rate = no. of questionnaire returned, completed (not biased) x 100no. of questionnaire sent (mailed) (without problem)

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How to increase response rate

1. use a cover letter ***2. monetary incentives ***3. interesting questions

4. use follow-ups reminder postcard (** most common)

5. preliminary notification advance postcard

6. survey sponsorship e.g. Study conducted by University ??7. other techniques: free postage, colorful questionnaire

*Exhibit 9.4, p.231 *: Summary of Advantages and Disadvantages.

PersonalInterview

MallIntercept

TelephoneInterview

Questionnaire

- immediate feedback

- short time, short question

- cover wide area with low cost

- sensitive / personal issue

- anonymity of respondents

- low response rate problem- easy to call back

- easy to probe

- get complete information

- highest cost

- no interviewer bias

- can show pictures/products

- most structured questions

- respondents convenience- high versatility (= flexibility)

- appropriate for retired +housewives

- appropriate for busyexecutives

- appropriate for less-educatedpeople

- appropriate for high-educatedpeople

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(Review Chapter 9)

Response Rate =100 x (No. of questionnaires returned and completed without bias)

(No. of questionnaires sent to eligible persons without problems)

Example

You mailed 1,000 questionnaires, 200 were returned to you as wrong address.After 4 weeks, 600 were returned and completed, but 50% of those returnedcontained acquiescence bias and extremity. What is the response rate of thisstudy?Answer = 37.5%

Different Types of Survey

A. mail survey E. door-to-door interviewB. computer-assisted telephone interview F. mall intercept interviewC. self-administered questionnaire G. telephone interviewD. computerized voice activated telephone interview

1. Honda would like to identify the characteristics of potential customers whoshowed interest on their new car models during the MOTOR SHOW.

2. Department of Public Health used its own budget to study about the usage of the30-Baht healthcare policy from Thai citizens all over the country.

3. A-Day magazine wanted to identify the demographic characteristics of itssubscribers and measure their perceptions about the magazine.

4. The survey technique that allows researchers to do a lot of probing in order toget as much as information as possible.

5. The survey that conducts the telephone interview without human interviewers.

6. The survey that allows data collection and data processing (keyboarding theanswers and coding) to occur simultaneously.

7. Right after the new campaign of drug problems was on air, the researchers usedthe very short and simple survey questions to measure the awareness of targetrespondents toward this campaign.

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Chapter 10

(Overview)(only p.236-244)*

Observation: scientific observation observer subjects

Being the scientific observation if it .

has research objectives is planned systematically is record systematically can be checked for validity + reliability of results

Observation is unobtrusive method = withoutcommunication

without asking any questions

2 types of observation (based on subjects awareness)

1. Visible2. Hidden

* observer bias* observer error

6 type of observation (based on method / technique)

1. Direct Observation

- straight-forward method in natural setting- observer records everything he sees

- should write fast

2. Scientifically Contrived Observation

- create an artificial environment in order to test hypothesis

- mystery shopper researcher disguises himself, being a shopper.

Response Latency = amount of time a person spends in choosing aproduct / thing. (decision-making time)

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3. Participation Observation / Participant Observation

- observer participates in the situation, becomes a member(temporary)

- have interaction with subjects gain the first-hand knowledge.- combination between direct observation + interviewing

4. Observation of Physical Objects (physical traced evidence)

- finding visible marks for some events, e.g. garbage survey to identifymarket share of some products

5. Content Analysis

- study the message itself main content characteristics of message

- used when analyzing message in media and advertisement

6. Mechanical Observation disadvantage subjects know thatthey are being observed / being studied.

- dont use human observer, use machine instead

1. eye-tracking monitor2. pupilometer are placed onto subjects body parts.3. psychogalvanometer4. voice pitch analyzer

What should be observed? (p. 237)

1. participants subjects / people

2. setting location, place

3. purpose why they come together to the setting?

4. social behavior peoples interactions, activities (**)

5. Frequency and duration how often of behavior, for how long

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(Review Chapter 10)

Which one can be observed?

- attitude, perception, feeling- behavior, action, verbal, non-verbal- time (temporal patterns)- space (spatial patterns)- content of message, main point communicated in the message- actions, interactions - objects, things- educational level - gender

Different types of ObservationA. content analysis C. observation of physical trace evidenceB. role playing D. direct observation

1. BTS would like to estimate the number of student passengers using its serviceduring the rush hours.

2. To study the interpersonal relationship between students and teacher in aclassroom of western culture. A student was asked to behave as an American

teacher and the expected results were observed.

3. We can know that the current government aims to solve the poverty problems asits top priority by investigating the government policies announced in theParliament Meeting.

4. A car company wants to determine the most popular radio stations listened byits customers by checking at the setting programs from one to six radio-

programmed buttons of all cars parked at the check-up service.

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Chapter 11

(Overview)

(only p.255-265)Experiment: the study of causal relationship between variables in the condition

controlled by research (experimenter and test units)units of analysis = test units in the experiment

1. Select independent variable.2. Manipulate or make some changes on independent variable.

= experiment treatment (variation of independent variable)3. Observe and measure an effect on dependent variable.

- experimental group: receive experiment treatment (= real treatment)- control group: not receive experiment treatment

(sometimes, receiving placebo = fake treatment)

field experiment: in natural setting

laboratory experiment: in artificial + controlled setting

basic experiment design: study effect of one independent variable factorial experimental design: study effect of more than one

independent variables

Basic issues in experimenttry to vary it, make it different for each group.

1. manipulate independent variable2. select and measure changes on dependent variable3. select and design test units4. control extraneous variables

try not to vary it, keep it the same

Constancy of condition: a way to control errors by keeping conditions / situations the same in

experimental groups (only treatments that are not the same): if there is no constancy of condition, there will be constant error

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Some types of errors in experiment1. Constant error = varying conditions in experiment2. Demand characteristics = situation hints/demands test units to

behave in particular way

- Experimenter bias = interviewer bias in survey

- Guinea pig effect = acquiescence bias in surveyover - cooperative with experimenter

- Hawthorn effect = unintentional change in behavior

(Guinea pigs = tested animals in the lab experiment e.g. rabbit, mouse, etc.)

Order of presentation bias: problem about treatment when there are more than one treatments

given to test units continuously and they gain more experience +knowledge / or it is the bias from giving the same order of treatments.

A, B, CA, B, CA, B, C

This problem is solved by:1. Counterbalancing : switch the sequence or order

2. Blinding true vs placebo treatment, keep confidential to test units3. Double-blinding : keep confidential to both experimenter and test

units

How to control Extraneous Variables

1. matching: match backgrounds of all test units2. randomization: select + assign test units to experiment group and

control group by random3. repeated measures: every test unit gets all treatments/ measure test

units more than one time before and after treatment4. constancy of condition: keep conditions/environment during the

experiment the same for all groups (**)

The end of Chapter 12 at p. 265

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(Review Chapter 11)

Experiment

1. To study the impact of lotion on the skin of women.2. To investigate how music affects work performance of securityguards at a parking lot.

Independent variable Dependent variableLotion Skin

Music Work performance

Extraneous variable Irrelevant variable- sunlight, soap, food, body weight- working hours, type of music, salary, religion of security guards

Experimental Treatment : how to manipulate the independentvariables

Lotion using Nevia Lotion twice a day for 3 months

Music listening to country music during rush hours

Testing Unit (= dependent variable of ??)

Women measure skin of women

Security guards measure work performance of security guards

Example

Sending employees to training at Phuket Island seemed to result inhigher work morale. The least we can conclude about out-of-the-

house training and morale is that these two variables have____.

(causal relationship or concomitant variation)

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Basic Issues in Experiment

The researcher would like to know if customers will order more foodwhen the restaurant is painted in bright colors. He recordsmonthly food sales before this experiment. Then he paints thewall of restaurant in red and yellow colors. At the end of thatmonth, he records the monthly food sales plus drinks. In thefollowing months, he observes the amount of food sales and itconfirms his hypothesis.

Determine the following

Independent variable = _________- Dependent variable = __________- Test unit (Unit of Analysis) = _________- (Experimental) Treatment = ________________- Field or Lab. Experiment?? _____________- Basic or Factorial Experimental Design?? ___________- Extraneous or Irrelevant variables (taste of food, age of

customers, marital status of customers)

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Questionnaire Design(Ch.13-15)

Ch. 15 Two types of question

1. Openended question2. Fixedalternative question2.1 Simpledichotomy question2.2 Determinantchoice question2.3 Frequencydeterminant question2.4 Checklist question2.5 Attitude rating scales question

- simple attitude scale

- category scale- Likert scale (exhibit 14.2 p.313) measureCh. 14 - semantic differential scale Attitude

(exhibit 14.3 p.314)- numerical scale (p.315)- stapel scale (exhibit 14.5 p.317)- graphic rating scale Happy Face Scale

(exhibit 14.6 p.318) Ladder Scale2.6 Filter question2.7 Ranking question

Four techniques to measure attitude

Attitude Components > affective feeling> cognitive belief, thought> behavioral intention to do

1. ranking give rank order (e.g. Rank 1, 2, 3)2. rating give score (e.g. 5, 4, 3, 2, 1)3. sorting classify4. choice select, choose

Ch. 15 Questions that should be avoided

- complex question - burdensome question- double barreled question - leading question- ambiguous question - assumption built-in question- loaded question

35

Ch. 13 Level of Scale- nominal

- ordinal- interval- ratio

Criteria of measurement- Reliability- Validity- Sensitivity


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Chapter 13

Measurement: a process of assigning numbers to objects or concepts

- Concept cannot be directly measured, so researcher has to giveOperational Definition to the concept to be measured in theresearch.

Operational Definition: giving empirical meaning to a concept byspecifying the activity or how to measure that concept

( Conceptual Definition abstract meaning)

Rule of measurement: rule or guideline of how to assign the number

Scale: - anything arranged in a series of order- can be categories or continuous spectrum- there are four levels of scale

low level 1. Nominal Scale: categories or classifications2. Ordinal Scale: categories and order (sequence)3. Interval Scale: categories, order and distance

high level 4. Ratio Scale: categories, order, distance and absolute zero(natural zero)

zero value means none or

nothing eg. no. of brothers

or sisters = 0

no brother

no sister

( single measure)Index Measure (Composite Measure): asking more than one questionto measure one concept which is complex, e.g. social class, attitude, etc.

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Three Criteria for good Measurement

1. Reliability: free from error, provide precise or consistent resultsFind Cronbachs alpha to measure reliability

1.1 Repeatability consistency: Test-retest method

1.2 Internal consistency:- Split-half method- Equivalent-form method

2. Validity: ability of scale to measure what it is intended tomeasure

2.1 Content or Face validity commonly used scale orget expert approval (professional agreement)

2.2 Criterion validity: compare with some standard/othermeasure

- Concurrent validity meet the present standard

- Predictive validity can predict the future standard

2.3 Construct validity compare with theory or other conceptConduct Factor Analysis to measure construct validity

- Convergent validityhigh correlation with other similar concept

- Discriminant validitylow correlation with other opposite concept

3. Sensitivity: ability of scale to accurately measure and include allvariability or differences of values for a concept

- more sensitive scale :-__like so much __ like __ so-so __ dislike __dislike so much

- less sensitive scale :-____ like ____ dislike

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Important Notes

When a scale is reliable, it does not need to be valid. But when thescale is valid, it should be also reliable. Reliability is a necessarycondition of Validity.

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Level of Scale can predict what statistical techniques can be used

(At Questionnaire Design step) (At Data Analysis step)

- Nominal percentage, mode

- Ordinal percentage, mode, median, ranking

- Interval percentage, mode, median, arithmeticmean (x), standard deviation (S.D.)

- Ratio percentage, mode, median, x, S.D.,

index number, geometric mean

39

Level of Scale Statistical Techniques


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(Additional for Chapter 13)

Operational Definition VS Conceptual Definition

Efficient Company

A. A company that performs better.B. A company that can reduce the fixed cost.C. A company that can increase profit by 5% from the

previous year.

Successful ABAC student

A. An excellent student.B. A student who graduates with G.P.A. more than 2.7.C. A student who has a high concern on good health.

Satisfaction

A. When respondents feel good about services provided. Orit means a good feeling of all services.

B. When respondents rate all services positively. Or itmeans positive ratings to all services.

Brand LoyaltyA. When a person likes one brand so much.B. When a person would like to buy the same brand again.

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Review Chapter 13

Four Levels of Scale

(Nominal, Ordinal, Interval, Ratio Scale)

Do you like Pizza?

a) __ Yes __ No

b) __ like so much __ like __ dislike

c) like so much __: __: __: __: dislike so much

(4) (3) (2) (1)

d) Do you like Pizza? Estimate percentage of your answer based on thetotal 100%

__% for Pizza Hut

__% for the Pizza Company

__% for Narai Pizzeria

e) How often have you visited any Pizza Restaurant in the past twomonths?

Visited for _____ time(s) in the past two months

f) Rank 1 to 3 for the following pizza brands that you like. 1 meanslike the most and 3 means like the least

__ Pizza Hut

__ The Pizza Company

__ Narai Pizzeria

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Four Levels of Scale with Pre-coding

Do you like Pizza?

a) __ 1. Yes __ 2. No

b) __ 1. dislike so much __ 2. dislike

__ 3. like __ 4. like so much

c) like so much 4 3 2 1 dislike so much

d) How much do you like Pizza? (based on 100 percentage)

- I like Pizza about = ____%

e) How often have you visited any Pizza Restaurant in thepast two months?

Visited for ______ time(s) in the past 2 months

a) is nominal scale (number 1, 2 represent label, no numerical value)

b) is ordinal scale (number 1, 2, 3, 4, represent order in attitude)

c) is interval scale (number 1, 2, 3, 4 represent score given to attitude)

d) is also interval scale (we can fill in from 0 up to 100, but 0 is notabsolute zero)

e) is ratio scale (we can fill in any number and 0 is absolute zero)

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Validity and Sensitivity

To measure wealth of respondents

A. How much is your income per month?something wrong?__ less than 10,000 __ 20,000 30,000__ 10,001 20,000 __ more than 30,000

B. How many bedrooms in your house?__ 1 2 __ 1 50__ 3 4 __ 51 100__ 5 6 __ 101 150__ more than 6 __ more than 150

To measure gender

A. 1. What is your sex?__ Male __ Female

B. 1. Can you get pregnant?

__ Yes __ No

2. Do you have menstruation?__ Yes __ No

3. Whom do you want to marry with?__ Man __ Women

C. 1. Do you want to have children in the future?__ Yes __ No

To measure age What is your age?(A) __ less than 16

__ 16 17__ 18 19__ 20 21

__ more than 21

(B) __ less than 16__ 16 65__ More than 65

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Chapter 14

Attitude: enduring disposition toward something

1. affective component

feeling / emotion2. cognitive component thinking / thought / belief / awareness

3. behavioral component buying intention / behavior intentionexpectation

Hypothetical construct: any variable that cannot be directlyobserved, but must be measured by the indirect way (such as bysurvey) e.g. attitude, perception.

Four techniques to measure attitude

1. Ranking: list a rank order of preference2. Rating: estimate magnitude and value or scores3. Sorting: classify objects according to some criteria4. Choice: choose from alternatives

Attitude Rating Scales

1. Simple attitude scale: 2 choices to choose2. Category scale: more than 2 choices to choose3. Likert scale: rate degree of agreement or disagreement4. Semantic differential scaleusing bipolar adjectivescheap __ __ __ __ __ expensive5. Numerical scale6. Stapel scale7. Graphic rating scale

- Happy face scale

- Ladder scale

for study of kids or small children (low literacy = cant read)= using picture as scale

8. Constant-sum scaledivide the constant sum (total marks) to options

9. Monadic rating scale evaluate a single concept alone

10. Comparative rating scale evaluate one concept by comparingwith others

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- fast 5 4 3 2 1 slow- 3 2 1 clean +1 +2 +3- clean dirty


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Review Chapter 14 Attitude

affective component = feelingAttitude: cognitive component = thinking

behavioral component = intention to do something

Behavior: exact activities to do

A. Do you use perfume?

B. How many perfume would you like to buy in this year?

C. Why do you buy new perfume?D. Do you like perfume with vanilla smelt?

E. Do you prefer female perfume more than male perfume?

F. What is your favorite perfume?

G. Are you interested in using perfume?

H. How do you like perfume from Estee Lauder?

I. How often do you buy new perfume in a year?

Hypothetical Construct something that cannot be observed

Which one is hypothetical construct?

- shopping time- duration of shopping- amount of money paid / shopping- attitudes toward store- response latency in buying perfume- reasons for choosing a perfume- marital status of shoppers

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- Ranking technique- Rating technique- Sorting technique- Choice technique

1. Which car do you like?

__ Toyota __ Mitsubishi

__ Honda __ Nissan

2. Rank 1 to 4 to the car that you like 1 means like the least and 4

means like the most.

__ Toyota __ Mitsubishi

__ Honda __ Nissan

3. What is your attitude toward these cars?

3.1 Toyota: Like ___: ___: ___: ___: Dislike

3.2 Honda: Like ___: ___: ___: ___: Dislike

3.3 Mitsubishi: Like ___: ___: ___: ___: Dislike

3.4 Nissan: Like ___: ___: ___: ___: Dislike

4. What do you think about these cars in terms of price worthinessand good after-sale service?

- Toyota - Honda - Mitsubishi - Nissan

4.1 Price worthiness: _________________________________

4.2 Good after-sale service: _____________________________

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(Additional Review for Chapter 14-15)

What is the name of these questions?

- Filter q. - Checklist q.- Simple dichotomy - Simple attitude scale- Determinant choice - Category scale- Frequency determinant - Likert scale- Semantic differential - Numerical scale- Graphic rating scale - Stapel scale

A. ____ Agree, I support this plan____ Disagree, I prefer to change the plan

B. Agree 5 4 3 2 1 Disagree

C. -2 -1 Agree +1 +2

D. Agree --------------------------------- Disagree

E. Agree ___ :___: ___: ___: ___: Disagree(5) (4) (3) (2) (1)

F. SA A N D SD- I support this plan __ __ __ __ __ - I like this plan __ __ __ __ __

G. ___ strongly agree ___ agree ___ neutral___ disagree ___ strongly disagree

H. ___ Yes, I am using it now___ No, I never use this product___ I used it in the past, but now I change the brand

I. ____ Agree (Go to Part 3) ____ Disagree (Go to Part 4)

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J. ____ coffee ___ tea ____ soft drink ___ fruit juice(you can choose more than one beverage)

K. Coffee ___: ___: ___: ___: Tea

L. ____ very seldom____ once a week____ more than once a week

M. ____ at home ____ at coffee restaurant

N. ____ like ____ dislike

O. ____ like ____ so-so ____ dislike

P. ____ shopping ____ play sport ___ listening to radio

Q. ____ less than 2 times a month____ 2 4 times a month____ more than 4 times a month

R. ____ never____ rarely____ sometimes____ often____ always

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Chapter 15

Questionnaire: - instrument to collect data in survey research- should have grammar and good common sense

Two qualities to judge good questionnaire

1. Relevance2. Accuracy

Two types of questions

1. Open-ended question2. Fixed-alternative question

2.1 Simple-dichotomy question2.2 Determinant-choice question2.3 Frequency-determination question2.4 Attitude rating scales2.5 Checklist question2.6 Filter question2.7 Ranking question

The Art of asking questions

1. Avoid complex question2. Avoid leading question and loaded question3. Avoid ambiguous question4. Avoid double-barreled question5. Avoid burdensome question

6. Avoid assumption built-in question (a type of leading question)

What is the best question sequence?

- good flow should be from general to specific- start with easy questions to more difficult ones- ask behavior before asking affective and cognitive components- start with fixed-alternative questions then ending with open-ended

questions

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Order bias: answer of earlier question influences answer of later question

Funnel technique: ask general questions before specific questions

Filter question: question that filters or screens out some group ofrespondents to answer or not to answer some questions in later part.

Question Layout: physical format of questionnaire

1. Select good quality paper2. Should run the page numbers3. Write title/topic in all capital letters on the top of the first page

4. Put the date in questionnaire5. Leave some space for comment part (at the end of questionnaire)6. Space between each question should be equal7. Choose beautiful font or letter type (look interesting and modern)8. Leave good margin on each page (left and right margin)9. Staple questionnaire in booklet form (how to clip the questionnaire)

* Researchers must pretest their questionnaire

- to test whether respondents can understand all questions.- to identify any biased, ambiguous questions (if any) before

distributing all questionnaires to the sample

Back translation: translate from language A to B by one person andtranslate from B back to A again by the other person.

- to be certain about the same understanding (consistency) of all wordsand sentences used in the questionnaire

For example, your sample is Thai, so the original questionnaire iswritten in Thai version, then you translate this Thai version into Englishversion. After that, you ask your friend to translate from English backto Thai version again. Then you compare your original (first) Thaiversion with your friends (new) Thai version seeing if all words andsentences used in the questionnaire are still the same between yours andyour friends. If they are the same, it means your questionnaire is

suitable and not causing any misunderstanding about the meaning.

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Review Chapter 15

Questionnaire

Each question below represents What type of question? (fromCh.15)

A. What is your opinion about ABAC Bang-Na?

B. Do you drive a car?___ Yes ___ No

C. What is your school year at ABAC?___ Freshman ___ Junior ___ Sophomore ___ Senior or higher

D. How often do you go to ABAC library in a week?___ less than 1 time

___ 1 3 times___ 4 6 times___ more tan 6 times

E. Which building do you have classes at?(Can check more than one answer)

___ SR ___ SG___ SM

F. Do you like McDonalds?___ Yes ___ No

G. Do you like McDonalds?___ Yes, very much ___ Yes, so so. ___ No, not at all

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H. What is your opinion about McDonalds?(Please checkat one space)

SA A N D SD- Food is delicious: __ __ __ __ __ - Service is friendly: __ __ __ __ __

I.- Food: delicious ___: ___: ___: ___: ___: ___: ___: not delicious- Service: friendly___: ___: ___: ___: ___: ___: ___: unfriendly- Area: dirty ___: ___: ___: ___: ___: ___: ___: clean

J.

(Please circle one number)- Food: delicious 7 6 5 4 3 2 1 not delicious- Service: unfriendly 1 2 3 4 5 6 7 friendly

K.- Food: -3 -2 -1 delicious +1 +2 +3

L.

+3+2+1

- Service: friendly-1-2-3

M.

(Please mark on the line)- Food: delicious -------------------------------- not delicious- Service:friendly -------------------------------- unfriendly

N. How is the food at McDonalds?

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O. How is the food at McDonalds? (Point at any step of ladder)Delicious

Not delicious

P. Have you ever tried McDonalds?_____ Yes (Go to Part 3) ____ No (Go to Part 4)

Q. What type of technique is used below? (choice, rank, rate, or sort?)Please classify the following characteristics or factors under Japanese caror European car

1. More safety2. More reasonable price3. Better after-sales service4. Save energy

Japanese Car European Car

??

??

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Order Bias Vs Against Funnel Technique

Ex. 1: Do you smoke?___ Yes ___ No

Do you agree with smoking?___ Yes ___ No

Ex. 2: Do you agree with smoking?___ Yes ___ No

Do you smoke?___ Yes ___ No

Ex. 3: Do you use Nokia mobile phone?___ Yes ___ No

Do you use mobile phone?___ Yes ___ No

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Research Problem

- To measure job satisfaction of factory workers.

- To study if marital status can influence job satisfaction offactory workers.

- To study if gender can influence job satisfaction.Questionnaire

1. How much do you feel with your job in this factory?

___ very satisfied ____ satisfied___ dissatisfied ____ very dissatisfied

2. What is your sex? ____ male ____ female

3. What is your marital status? ____ single ____ married

OR

4. Do you think that your marital status can influence jobsatisfaction?

___ strongly agree ___ agree___ disagree ___ strongly disagree

5. Do you think that your sex (gender) can influence jobsatisfaction?

___ strongly agree ___ agree___ disagree ___ strongly disagree

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(Review Chapter 13-15)

Note: This is just an example for Review on Final (on Chapter 13-15). Some

questions are wrong or biased.

Mobile Phone Questionnaire

1. Do you use Nokia?____ Yes ____ No

2. Which mobile phone system do you like?

____ AIS ____ DTAC ____ True Move ____ Hutch

3. What brand of mobile phone do you use now?____ Motorola ____ Nokia ____ Siemens____ Samsung ____ Ericsson ____ other, ________

4. The mobile phone is one of the necessary things in your life.Strongly agree ____ : ____: ____: ____: _____ Strongly disagree

5. Advertising together with friend recommendation is very influential toyour purchase decision on the new mobile phone.

-3 -2 -1 Agree +1 +2 +3

6. How much influential of the following factors of the mobile phone?VI = very influential NI = not influentialI = influential NV = not very influential

VI I NI NV6.1 Reasonable price: __ __ __ __ 6.2 Modern design: __ __ __ __ 6.3 Advanced technology: __ __ __ __ 6.4 Sales promotion: __ __ __ __

7. How often do you go shopping in a month?Always 5 4 3 2 1 Never

8. How much do you pay for the monthly mobile phone bill?_____________

9. What is/are problems you find from the current mobile phone you areusing?

____ not have many functions ____ not look modern____ not enough service center ____ not appropriate size ____ too big size ____ no advanced technology____ other, ________________

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10. What is your attitude toward the following characteristics of the mobilephone you are using now?

10.1 Price: very reasonable 5 4 3 2 1 very unreasonable10.2 Design: modern 5 4 3 2 1 out-of-date10.3 Technology: high advanced 5 4 3 2 1 low advanced

10.4 Promotion: satisfied 5 4 3 2 1 dissatisfied

11. Where did you buy the current mobile phone?____ from the authorized dealer ____ from the unauthorized dealer ____ from your friend/relative ____ from the service center

12. The service center should be_____________ .widely available 5 4 3 2 1 opened 24 hours

13. How often do you go to the service center of your current mobile phone?____ less than 2 times a month ___ 3-4 times a month

____ 5-6 times a month ___ more than 6 times a month

14. What is the most appropriate price of the good mobile phone in youropinion? (in Baht)

____ less than 4,000 ____ 4,000 8,000____ 8,001 10,000 ____ more than 10,001

15. Are you satisfied with your current mobile phone?____ Yes ____ No

16. In case you have a chance to buy a new mobile phone, you will buy____________ brand.

17. What is the first word came to your mind when you think about the mostwanted mobile phone?

_____________________________

18. What is the chance of you buying a new mobile phone? Never -2 -1 Soon +1 +2

19. What is the chance of you switching to the other brand of mobile phone?

Thank you for sharing your attitude with this survey

57

Switch sure

May or may not

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Chapter 16

Sampling: method of choosing some respondents from a total group of

respondents to survey and draw a conclusion to that total population.- sample: some items that researcher chooses to study samplingunits (each unit to be sampled)

- population: a total + complete group of items sharing common

characteristics. (population vs universe) population elements- census: a national survey or a study of everybody in a population- we can do sampling by using sampling frame or working

population to draw a sampling unit from

Sampling frame: a list of names / elements in a population such astelephone directory (listed by surnames of house owners), classattendance sheet, membership list, reverse directory (listed by city or

address) systematic list vs non-systematic list

Why do we do sampling? (Why dont we do the census?)

1. save energy, time, labor, money: less job more saving

2. get accurate and reliable results: less job lower human errors3. avoid destruction of all elements or the whole things such as bloodtest by sampling 5 cc bloodnot taking all blood, or Q.C of finished

products in the production department

Seven steps of Sampling Process

1. define target population2. select the relevant sampling frame

3. decide sampling method between probability sampling randomly non-probability sampling non-randomly

4. plan detailed procedures for choosing sampling units

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5. determine appropriate sample size from calculation nfrom past, similar studiesfrom pilot studies or exploratoryresearch

6. do the actual sampling7. start conducting the field work = data collection (in the filed)

Total Error (Survey Error): to do sampling, we should be aware oftotal error or survey error1. Random sampling error or chance error (E = Z SXor E = Z SP) (data is not precise/ solution increase sample size)2. Systematic error (non-sampling error) or human error

cannot be calculated(data is not accurate/ solution increase accuracy of data collection)

n

pqS

n

SS

P

X

=

=

* n = sample must be drawn by probability sampling only!!

Two types of Sampling Method (Exhibit 16.9, 16.10, p.420-421)cannot find E

1. Non-probability sampling = non-randomization (unknown and zerochance)1.1 Convenience sampling (accidental sampling)1.2 Judgmental sampling (purposive sampling)1.3 Quota sampling

1.4 Snow-ball sampling

can find E or random sampling error2. Probability sampling = randomization (known and non-zero chance)

2.1 Simple random sampling2.2 Systematic sampling (be careful with periodicity error)2.3 Stratified sampling = proportional vs disproportional2.4 Cluster sampling (area sampling)

Cluster A, Cluster B, etc.

- Multi-stage sampling: get the highly representative sampling unitscombine 2 or more of probability samplings

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Formula to calculate a sample size (n)

1.2

=

E

ZSn

2.

=2

2

E

pqZn

3. Adjusted n = nxN

nN

)1(

)( (N = population size)

need only when (n) is more than (5% N: Population Size)

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(Review Chapter 16)

Sample E. sampling frameA. population F. probability samplingB. sampling G. non-probability samplingC. census

1. Sample ________.

2. Sampling _________ .

3. Researchers usually collect data from the _______ to get results, thenthey will generalize or infer those results to explain the __________ .

4. Researchers use the ______ as a source to select sampling units fortheir sample. If every unit has an equal, known chance to be selected,the method is called _______ .

5. In the more homogeneous sample, the method of _______ is better.

6. In the more heterogeneous sample, the method of ______ may bepossible.

Random sampling error versus Systematic error

A. Increasing sample size would reduce _______ error whileincreasing the accuracy of data collection would reduce _______.

B. To get the precise data, ______ error should be lowered and toget the accurate data, ______ error should be lowered.

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Sampling MethodA. Quota sampling E. Convenience samplingB. Stratified sampling F. Simple random samplingC. Judgment sampling G. Cluster samplingD. Snowball sampling H. Systematic sampling

1. There are only six pediatric medical doctors in Thailand. They arespecialized in the heart surgery. The best way to sample these experts is

by ________.

2. In a marketing survey, if all customers are divided into two groups:urban and rural groups. A sampling unit is randomly drawn from eachgroup to study.

3. In a test marketing of coffee consumption of Thai people in thenorthern part of Thailand, we randomly selected 3 northern provinces(Chiangmai, Chiengrai, Lampang) and then we randomly selected

people in these three provinces.

4. Researcher decides to interview 100 customers who are below the ageof 30 and 50 customers who are above 30 years old.

5. BBC news reporter interviewed the first person they met on the streetin front of his TV station.

6. In a manufacturing firm of instant noodle, an inspector does aquality control check on the product once a month. He usually goes tothe inventory room and randomly selects 50 packs of instant noodle for

the quality check. His technique of selection is called _______ .

7. During an investigation of corruption issue within hospitals in ruralareas, the committee decided to inspect only those hospitals theysuspected of being corrupted. The committees selection is based on

________ .

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Chapter 17

Sample Size

Three factors to determine sample size (n)

1. variance value or heterogeneity of population: variance, samplesize

2. magnitude of accepted error (E): error, sample size3. confidence level: confidence level,sample size

One principle about sample size

- When E is double, n will be equal to of the original n***

Ex.In the first study, the E was 4, the sample size used was 2,000. Whatshould be the sample size of the second study if the E becomes 8?

= E from 4 to be 8 double, so use the above principle to get n= n of the second study is 1/4 (2,000) or equals to 500.

Formula to calculate a sample size (n)

1.2

=

E

ZSn

2.

=

2

2

E

pqZn

3. Adjusted n = nxN

nN

)1(

)( (N = population size)

need only when (n) is more than (5% N: Population Size)

Calculation to find sample size (based on 3 formula and one principleabove)

* Note: Chapter 18 on Field Work is skipped.

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Example ofSample Size Calculation

1. A survey researcher studying expenditure on television wishes tohave 95% confidence level and a range of error of less than $10. Theestimated standard deviation of $120. Calculate the sample size.

( )( )

19.553

10

12096.12

2

=

=

=E

SZn

2. A researcher assumes that 60% of respondents are aware of the nameof N company. The researcher wishes to estimate with 95%confidence that the allowance for sampling error will not be greaterthan 3.5%. What sample size is required?

( ) ( )( )

( )

753

035.0

4.06.096.12

2

2

2

=

=

=E

pqZn

3. Based on the above problem, if the entire working people are 10,000people, what should be the more appropriate sample size?

5% (N) = .05 (10,000) = 500n from the above problem is 753, and it is more than 500 (5%N)

So, we need to find the Adjusted n to get the more appropriate sample size

( )

( )753

1000,10

753000,10

1xnx

N

nNnAdjusted

=

=

= 724

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(Review Chapter 17)

Descriptive statistics vs Inferential statistics

A. From a study of 800 students, it was found that 60% of them likedwith the atmosphere of the new campus.

B. From a study of 800 students, it can predict that more than 50% ofstudents liked the atmosphere of the new campus.

Review Concepts in Statistics

A. Mean D. standard deviation

B. Mode E. standard error of meanC. Median F. standard error of proportion

1. ____ is used to determine the most favorite coffee from a list of fourbrands of coffee.

2. ____ is used to estimate the average age of all Thai politicians.

3. ____ is used to determine (describe) the average income level ofABAC students.

4. ____ is the square root of variance and commonly used for measureof dispersion.

5. ____ is used to estimate (infer) the percentage of ABAC students whodrive car to ABAC.

6. ____ is the value at the 50th percentile .

- Skip Chapter 18 (Field Work)

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Overview of the Stages in Data Analysis (Chapter 19-25)

After Data Collection

of Result (Findings)

Conclusions

Recommendation

67

Editing

Coding

Data entry(keyboarding)

Data analysis

Errorche

cking

and

verif

ication

Descriptiveanalysis

Inferentialanalysis -Univariateanalysis

Inferentialanalysis -Bivariateanalysis

Inferentialanalysis -

Multivariateanalysis

Interpretation

Data Processing

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Chapter 19

Data Processing:

Editing Coding Data Entry Data Analysis

Editing: - checking and adjusting data before coding- to get completeness, consistency, and reliability of data

1. Field editing: preliminary editing on the same day of datacollection

2. In-house editing: formal editing in a centralized office after datacollection is finished or after all questionnaires have been received.

A. Editing for consistency

B. Editing for completeness: having item non-response= unansweredquestion. Two choices to edit for completeness:-

- leave it unanswered write blank or missing value

- put the answer on behalf of respondent it is called plug value

C. Editing questions answered out of order

D. Editing dont know answers: Legitimate dont knowReluctant dont know

Confused dont know

1, 2, 3, 4, 99 missing value

Coding: assigning numerical scores to all answers in all questions of thequestionnaire

1. Pre-coding: coding before data collection, normally used with fixedalternative questions.

2. Post-coding: coding after data collection is completed, normallyused with open-ended questions

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Test tabulation: post-coding answer of the open-ended question byselecting some questionnaire (e.g. 20% of total) to do preliminarycoding and come up with some code categories. Then using such codecategories to do coding for the rest of questionnaires (e.g. the rest 80%)

no missing answer/code

Two basic rules of coding

1. All codes must be exhaustive = all answers must have codes.2. All codes must be mutually exclusive or non-overlapping no

overlap. - the same answer must have one code- no overlapping case.

Production coding: after all coding is finished, researcher will transferall codes from all questionnaires onto a single coding sheet to facilitatedata entry.

key-boarding

Data entry: a keyboard operator will type all codes into a computer forSPSS or any statistical software to do data analysis

Re-coding: change some codes to better fit the final results adding orcollapsing (Data Transformation)

Error checking: data cleaning stage = the last step of coding beforeresearchers go to do data entry (or after data entry)

Data storage (in computer)- Field a collection of characters that represent a single type of data

(such as a field of gender data, a field of age data, income field)- Record a collection of related fields (such as a record of Personal

data part, a record of User part questions, a record of Non userpart questions)

- File a collection of related records (such as a file of QuestionnaireSet 1, a file of Questionnaire Set 2)

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Review Chapter 19

Editing

Ex. 1Q1. Do you have a PC at your house?

___ Yes ___ No

Q2. What brand is the PC at your house?

___ IBM ___ Acer

___ Compaq ___ Other, specify ___________

Ex. 2Q1. Do you have a PC at your house?

___ Yes ___ No

Q2. What brand is the PC at your house?

___ IBM ___ Acer ___ Compaq ___ Other, specify ___________

Ex. 3Q1. What is your monthly income?

I dont know

Q2. What is your family monthly income?

--- or

I have no idea

Q3. What is your savage income?

Dont know!

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Test TabulationSample size = 30

.

.

15. Why dont you like Rungsit Campus?

Editing + Coding 8 questionnaires out of the total 30 questionnaires

Set 1 - Its too far.

Set 2 - I hate traveling

Set 3 - Im tired of driving 2 hours everyday.

Set 4 - I always feel exhausted after going back home.

Set 5 - Nothing much to do at Rungsit Campus.

Set 6 - There are not many activities there.

Set 7 - I feel bored over there because there are not many activities Ican do over there.

Set 8 - The campus is too large and I have to walk a lot over there.

.Recoding

Collapsing

5 4 3 2 1SA A N D SD

11.1 I like to watch movies at EGV __ __ __ __ __

11.2 I think EGV is better than others __ __ __ __ __

11.3 I will go to EGVon my next holiday __ __ __ __ __

Recode 5, 4 3 = positive attitude toward EGV

3 2 = neutral

2, 1 1 = negative attitude

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Or: Collapsing from many groups into two groups

17. Your age__ 1. less than 16 __ 2. 16 20

__ 3. 21 24 __ 4. 25 30

__ 5. more than 30

Recode 1,2, 3 1 = less than 25 (young)

4, 5 2 = 25 or above (adult)

Or: Changing from open-ended answer to categories of number

18. Your income per month = ________ Baht (open-ended, cannot bepre-coded)

Recode or Assign Code as follows:1 = 8,000 or less Or lowest through 8,0002 = 8,001 15,000 8,001 through 15,0003 = 15,001 25,000 15,001 through 25,0004 = more than 25,000 25,001 through highest

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Recoding Case for Reverse Items**

(more scores like cooking)(5) (4) (3) (2) (1)

(Likert Scale) SA A N D SD

6.1 I enjoy cooking __ __ __ __ __

6.2 I like to eat the food I cook __ __ __ __ __

6.3 I am a good cook __ __ __ __ __

6.4 I usually eat out ** __ __ __ __ __ (5)*

6.5 I dont like cooking ** __ __ __ __ __ (4)*

6.6 I like to eat food at restaurants **__ __ __ __ __ (5)*

*Find Total Mean of Q.6 as a whole, using this calculation:

Error Checking (Data cleaning stage)

2. What is your age? _____ (sample size = 10 persons)

Their answers are: 26, 20, 38, 55, 19, 277, 42, 35, 22, 50

Find average age = 4.5810

584==

n

x

334 = 33.410

- You need to look through all codes or answers on the codingsheet

(or at the Data View page of SPSS) AGAIN.

** To prevent Garbage-in Garbage-out(wrong input) (wrong output)

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(X6.1 + X6.2 +X6.3 + X6.4 +

X6.5 + X6.6) 6


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Chapter 20Hypothesis Testing:

Data Analysis

Level of Data Descriptive

Statistics

Inferential

Statistics

Hypothesis Testing

Difference Correlation

RatioInterval

Central tendency- Mean **- Mode- Median

Dispersion- Range

- Variance, S.D

Standard errorof mean

- T-test- Z-test- ANOVA

-Pearsons rorCorrelationcoefficient

- Regression

OrdinalNominal

- Median- Mode **- Percentage- Counting

Frequency

Standard errorof proportion

-Chi-squaretest

-

Note: For descriptive statistics of Nominal Data, all can be used(mode, percentage, counting) except Median and Dispersion. X

Tabulation: counting frequency of responses for each question oreach variable

1. Simple tabulation: counting one question at a time to determine

the result of one variable results put into Frequency Table

2. Cross tabulation: counting more than one question at a time in

order to see a relationship between two or more variables results

put into Contingency Table = relationship of (2) variables**Elaboration Analysis: analyze the basic cross tabulation by adding

another variable in order to see if there is any change in therelationship of the original conclusion about previous two variable

- Researchers do elaboration analysis in order to be certain about theconclusion of the relationship between any two variables (or more).

- They want to test Is such relationship always like that in all

circumstances?could be either moderator variable or third variable

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Univariate

Bivariate

Multivariate


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Moderator variable: another variable when added could change theoriginal relationship between two variables under investigation

Third variable: another variable when added will not change theoriginal relationship

Spurious relationship: the relationship between two variables that ischanged after adding another variable

Authentic relationship: the relationship between two variables that isnot changed after adding another variable

Data transformation: data conversion, changing datas original formatinto a new form that is more suitable for data analysis, e.g. recodingcase, or calculating total mean of Likert scale (of multi-items)

Computer program packages: to facilitate tabulation and statisticalanalysis, e.g. SPSS, SAS

Displaying data: using tables and graphs (pictorial representation of

data) to facilitate communicating the meaning of data, e.g. pie chart, bargraph, line graph, histogram, etc.

Data interpretation: explain the meaning of data or results in order tomake inference or to draw conclusion about the implication of researchfindings to managerial decisions.

Note: Read how to calculate and analyze Rank Order responses inExhibit 20.7 and 20.8 (p.482-483)

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(Additional for Chapter 20)

Do you like shopping?

____ Yes = 55 ____ No = 45 Simple tabulation

Do you like shopping?

Frequency Table

Yes 55

No 45Total 100

Conclusion: Most respondents (55%) like shopping.

Do you like shopping? And What is your gender?

____ Yes = 55 (male = 10, female = 45) Cross tabulation____ No = 45 (male = 40, female = 5)

Do you like shopping? by gender

Contingency Table 2x2Male Female

Yes 10 45

No 40 5

Total 50 50

Conclusion: Female respondents (45%) like shopping more than male(10%).

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A. Do you like shopping? by gender

Male Female Total

Yes 10 45 55

No 40 5 45

Total 50 50 100

= quota sampling

Conclusion: Female like shopping more than Male.correct??

B. Do you like shopping? by gender

Male Female Total

Yes 20 40 60No 10 30 40

Total 30 70 100

random sampling

Conclusion: Female like shopping more than Male.correct??

We need to compare Percentages, not Frequency

(20/30)x100 = 67% (Percentage based on Column Total) OR(20/60)x100 = 33% (Percentage based on Row Total)SPSS Analyze Descriptive Statistics Crosstabs

Click at Cells, Percentages box choose Column (calculate Percentagebased on Column Total)

B. Do you like shopping? by genderMale Female Total

Yes 20 67% 40 57% 60 60%

No 10 33% 30 43% 40 40%

30 100% 70 100% 100 100%

Conclusion: Male like shopping more than Female. (67% > 57%)

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n = 100

M F(50) (50)

n = 100

M F(30) (70)


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Elaboration Analysis

Do you like shopping at Central? By gender

Male Female

Yes 60 80

No 40 20

Conclusion: Female like shopping at Central more than Male (80% > 60%).Do Female like shopping at Central more than Male always? orIn all circumstances, or no matter what, that Female will like shoppingat Central more than Male? We want to test this doubt by doing the

Elaboration Analysis adding one more variable

marital status

Case 1: Do you like shopping at Central? By gender and marital status

Male Female

Married Single Married Single

Yes 30 30 40 40

No 30 10 20 0

Conclusion : Married female respondents like shopping at Central more

than married male (40% > 30%). And single female also like shoppingat Central more than single male (40% > 30%).Therefore, based on Elaboration Analysis between attitude aboutshopping and gender by adding marital status, it is concluded thatfemale still like shopping at Central more than male. Adding themarital status does not change the original relationship.So the marital status is called _________ , and the relationship betweenattitude about shopping and genderis called ____________ . (in Case 1)

Case 2 : Do you like shopping at Central? By gender and marital status

Male Female

Married Single Married Single

Yes 10 50 40 40

No 30 10 20 0

Conclusion : ??Therefore, based on Elaboration Analysis ?? (what is found??)

The marital status is called ___________ , and the relationship betweenattitude about shopping and genderis called ___________ . (in Case 2)

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Ranking to get final rank results

Ex. Which taste of ice-cream do you like?

Rank 1 to 3 (1

least preference, 3

most preference)__ Vanila__ Chocolate__ Mint

Rank 1 Rank 2 Rank 3 Total Result Final Rank Result

VanilaChocolateMint

(4x1) +(1x1) +(7x1) +

(4x2) +(3x2) +(2x2) +

(2x3)(6x3)(1x3)

= 18= 25= 14

2nd

3rd

1st

Second most

Most preference

Least preference

Rank 1 to 3 (1 most preference, 3 least preference)__ Vanila__ Chocolate__ Mint

Rank 1 Rank 2 Rank 3 Total Result Final Rank Result

VanilaChocolate

Mint

(4x1) +(1x1) +

(7x1) +

(4x2) +(3x2) +

(2x2) +

(2x3)(6x3)

(1x3)

= 18= 25

= 14

??

?

? preference

? preference

? preference

Rating to get average or mean

Ex. Are you satisfied with Swensens ice-cream?Very satisfied __: __: __: __: Very dissatisfied

4 3 2 1

= (5x4) + (2x3) + (3x2) + (0x1) = 32

Mean = x = 32 = 3.2n 10

Conclusion: The average satisfaction level of respondents is equal to3.2 based on the 4-point scale which means at the satisfied level.

*If mean = 3.7, it means = _________ level (what level?)

*If mean = 1.4, it means = _________ level*If mean = 2.3, it means = _________ level

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Chapter 21

Statistical Analysis1. Descriptive Analysis: counting, percentage, central tendency(mean, mode, median), and dispersion (range, variance, S.D)Ch.17, 20

2. Inferential Analysis:(2.1) Estimating population parameters (standard error of mean

and standard error of proportion) Ch.17

(2.2) Testing HypothesisUnivaritate Analysis: investigate significance of hypothesis of onevariable Ch.21

Bivariate Analysis: investigate significance of hypothesis about twovariables (test of relationship or test of difference) Ch.22-23

Multivariate Analysis: investigate significance of hypothesis aboutmore than two variables (Advanced statistical analysis) Ch.24

Three factors to determine which method of statistical analysis-What is proportion of those who go to EGV?

1. Type of question asked -What are three most important factors in ..?2. Number of variables -What is average satisfaction level of ?3. Level of scale for measurement

Nominal mode, percentage, counting

Ordinal median (and all statistics for nominal) nominal)

Interval mean, standard deviation, variance (and stat. for

Ratio geometric mean, index number ordinal)(and all statistics for nominal, ordinal, interval)

Parametric Statistics: statistics used for interval and ratio scale and itassumes that population has a normal distribution

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Non-parametric Statistics: statistics-used for nominal and ordinal scaleand there is no assumption about normal distribution of the population

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Hypothesis Testing

1. Null hypothesis (HO): assumption about status quo, no change

e.g. = 19 or 19, or 19 (must have equal sign) = There is no difference; There is no relationship

2. Alternative hypothesis (Ha): opposite of null hypothesis

e.g. 19 or < 19, or > 19 = There is a difference, There is a relationship

Type I error ( Alpha): reject null hypothesis when it is true

Type II error ( Beta): accept null hypothesis when it is falsetype I error will lead to type II errortype II error will lead to type I error

- We cant completely eliminate any type of error, so researchers keepone type of error constant, normally setting Type I error at 0.05 and

calling it as significance level of 0.05 there are less than 5 times outof 100 times that we make erroneous decisions (reject the null

hypothesis when it is true/correct).

Univariate Statistical Method

1. T-test: used when n is small (n 30), S.D. is not given

Z-test: used when n is large (n > 30), S.D. may or may not be given

To compare mean or average with hypothetical value in the nullhypothesis

2. Chi-square test for goodness of fit ( 2)To compare distribution of a variable between two or more groups ofrespondents/ or to test a difference in frequency distribution (frequency table)

3. Z-test of a proportion

To compare proportion with hypothetical value in the nullhypothesis

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Steps to test hyp

br lecture (update)

Documents