research methods module 4

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14MBA23 – Research Methods

Module 4 – Research Methods

Syllabus – V T University – MBA 2nd Sem

Data Collection: Primary and Secondary data , Primary datacollection methods - Observations, survey, Interview andQuestionnaire, Qualitative Techniques of data collection.Questionnaire design – Meaning - process of designing questionnaire.Secondary data -Sources – advantages and disadvantages.

Measurement and Scaling Techniques: Basic measurement scales-Nominal scale, Ordinal scale, Interval scale, Ratio scale. Attitudemeasurement scale - Likert‟s Scale, Semantic Differential Scale,Thurstone scale, Multi-Dimensional Scaling

14MBA23 – RM – M4

Data Collection and Measurement andScaling Techniques:

To Discuss

Is „Data and Information‟ has any difference andif so WHAT????‟.

“Information makes Data

or

Data Makes information”

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Data Collection and Measurement andScaling Techniques:

Data are raw facts and statistics, which are in unorganized form

referred or represented by alphabets, numbers, or ideas or objects

While, Information, is the organized facts and statistics which wasones a ‘Data’ and the same is used in organized manner which is‘information’.

Example: 1. We say, the study was based on the data provided (its wrong to

say, based on the information) and the same data after analyzing it‟s „information‟.

2. Your „PC has lots of data‟ and it‟s not lots of information.

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Characteristics of Data:

1. Data are aggregate of facts. (Aggregate are the collective score oramount made from several small groups)

2. Data is the collective of several controllable and uncontrollablefactors,

3. Data collection can be in structured and/ or unstructured method,

4. Data is collected in a systematic manner, for a predeterminedobjective,

5. Data is related, comparable to one with other to yield, (Relationshipbetween the variables)

6. Data can be collected in quantitative or qualitative manner,

7. Data collected with quantitative techniques can yield reliable results. 4

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Sources of Data Collection: Data can be collected intwo basic sources:

1. Primary Data: Primary Data are the data which are preliminary,collected personally, directly and it‟s a first hand report, for a specificpurpose of study/ objective, while

2. Secondary Data: Secondary Data are the data which were alreadyavailable in the form of text, audio or video are referred asSecondary.

3. Tertiary Data: Tertiary Data are interpretation of the secondary Data.These are data referred from where the secondary data was created.

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Sources of Data Collection: Data can be collected intwo basic sources:

1. Examples for Primary Data: Interview, Observation, focusinterview, Direct Video Shooting, performing experimentin a laboratory and so on.

2. Secondary Data: Journals, Magazines, Posters,Newspapers, Books, Publications, Reports of the firm sentto the government and so on…

3. Tertiary Data: Bibliography, Dictionary , Directory,Handbooks and so on…

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Features of Primary Sources of Data Collection:

1. Primary Sources of Data Collection:

i) Primary Sources are collected for the first time,

ii) Primary Sources may or may not be quantitative,

iii) Primary Sources is based on specific objective,

iv) Primary Sources include, Observation,Questionnaire Methods.

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Features of Secondary Sources of Data Collection:

1. Secondary Sources of Data Collection:

i) Secondary Data are not original,

ii) Secondary Data include published Journals of theGovernment or Government Bodies, Firms so on..

iii) Secondary Data may or may not be specific tothe researcher matching with the researcher‟sobjective,

iv) Secondary Data usually is statistically based.8

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Data Collection:

Methods of Primary Sources of Data Collection:

a) Observational Method,

b) Direct Personal Interview Method,

c) Indirect Personal Interview Method,

d) Information from correspondents,

e) Questionnaire methods,

f) Schedule Methods.

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a) Observational Method: Observation Method is considered as ascientific method of collection of data. This method is performedwithout asking questions to the respondents, by observing thenatural behavior of the respondent/ environment. It is performedwith systematically planned and executed, using proper controland to provide a valid and reliable information.

This method can be performed in a structured or unstructured manner.But the vital role is on observation and validity of the informationcollected.

TYPES OF OBSERVATION can include, NON VERBALANALYSIS, LINGUISTIC ANALYSIS AND SO ON….

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The Observational Method types will include,

i) Type of activity under observation: (Verbal, Non Verbal, Linguistic and so on)

ii) Directness of the observation: (Observation can be Direct or indirect

observations),

iii) Concealment: (It’s the act of Hiding certain issues of the respondent)

iv) Participation: (Participant Observation means the presence of the observer and his

involvement is seen in research setting),

v) Definiteness of structure: (The definiteness of structure means the observation can

be a structured or unstructured one, if a structured one it shall have a definite structure

in observation, its recordings, extent of accuracy required and So on)

vi) Extent of control: (This states that the observation can be done in a controlled and

uncontrolled settings)

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Methods of Primary Sources of Data Collection: The merits and demerits of Observational Method include:

MERITS: It‟s a common method, Simple, Realistic, Helps toformulate the Hypothesis, and has greater reliability.,

DEMERITS: It includes, certain objects cannot be observed(Attitude, Emotions), Illusory Observations (What we seemay not be true as we see in our own perception), Slow ininvestigations, Expensive Methodology, May be inadequate,the results are usually subjective than objective.

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b) Direct Personal Interview Method: This method is otherwisecalled as the „Face to Face Contact‟.

This include face to face, or/ and telephonic interview withrespondents. This is a very popular method.

i) This is a very expensive method of data collection,

ii) There is a greater chance of bias responses, and

iii) This requires the interviewer need to be trained to collect therelevant responses required for the research.

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Data Collection:


c) Indirect Personal Interview Method: This is a very popularmethod and is also called as „Indirect Oral Interview‟.

The correctness of this method depends on several factors:

i) This observation may with a pre-planned objective,

ii) There is possibilities of Bribe/ Nepotism (Use of power to getthe responses).,

iii) There are also more possibilities of Bias/ unrealistic datacollection.

In brief, the success of this method relies on both the observer and therespondent, as both need to be reliable for final conclusion. 14

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Data Collection:


d) Information from correspondents: Correspondents are the variousagents appointed by the researcher/ agent, to gather informationfrom different places required for the study. The correspondentscollect the data and is been forwarded to the agent/ researcher whoconsolidates the same for arriving at conclusions.

Examples for such data collections takes places during elections,communal clashes, strikes, event of an accidents and so on

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Data Collection:


e) Questionnaire methods,: This is one of the most popular methodand is used by almost all the researchers. Here if the questions areformularized and the collection of data is systematic it is called asScheduled Questionnaire Method.

Here in the questionnaire method, the respondent need to select thebest option, if it is an Closed Ended Questionnaire or need toexpress his views in a descriptive method which is called as theOpen Ended Questionnaire. These can also be in a Mixed form,which will include the Closed Ended Questions and the OpenEnded Questions.

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Data Collection:


e) Questionnaire methods,: The Closed Ended Questionnaire areotherwise called as the Structured Questionnaire,

The Open Ended Questionnaire are also called as the UnstructuredQuestionnaire.,

And the mixture of both Closed Ended Questions and the Open EndedQuestions are called as the Mixed Questionnaire.

In Questionnaire method, the researcher need to draft the questionnairein simple words which are easy to understand, time for collectionof data too matters, analyzing the data is also a task also to get theright respondent.

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Data Collection:


e) Questionnaire methods,: This method‟s merits include:

i) Widely used and reliable,

ii) Economical and requires less administrative skills,

iii) Simple and uniform,

iv) Less errors and time savings,

The demerits include on selecting the right respondent, time, languagebarriers, scientific analyze and so on.

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Data Collection:


e) Designing a Questionnaire,: A Questionnaire is a set of questionspertaining to the issue or progress , to study on the opinion ofpeople. Ex: Opinion Polls.

Designing a questionnaire: There are 4 basic steps in Designing aQuestionnaire,

STEP 1: Deciding the information to be collected,

STEP 2: Formulating the questions, (OEQ or CEQ or Mixed)

STEP 3: Decide on wordings and design of the questions,

STEP 4: Pre-Testing (Pilot Test) the questionnaire

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Data Collection:


e) Designing a Questionnaire,:

STEP 1: Deciding the information to be collected,: This would bebased on the „objective of the study‟, Hypothesis framed andVariables to be explored.

Experience with similar Studies: Literature Review,

Pretesting: Pilot Test

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Data Collection:



STEP 2: Formulating the questions: The questions should be asfollows:

i) OED, CEQ or Mixed Questionnaire,

ii) ii) Dichotomous Questions: Two alternatives therefore therespondents, can select their answers,

iii) iii) MCQ (Multiple Choice Questions, Likert Scaling),

iv) iv) Checklist Questions (Selection of time and space for askingquestions),

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Data Collection:




v) Ranking Questions: Ranking from 1 to 5 etc,

vi) Positively and Negatively worded questions (Two extremes),

vii) vii) Avoid Double Barrel Questions (One question having 2answers),

viii) Ambiguous Questions (Ex: Ranking sentimental issues makesrespondent to get confused),

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Data Collection:




ix) Memory Related Questions (Recalling the memory may bedifficult)

x) Over loaded Questions (One question, too lengthy and morequestions in one question)

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Data Collection:



STEP 3: Decide on wordings and design of the questions,: Thewordings and design need to be SIMPLE, DIRECT,UNPERSONAL, NOT DOUBLE BARREL, OVER LOADEDQUESTIONS OR AMBIGUITY QUESTIONS.

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Data Collection:



STEP 4: Pre-Testing (Pilot Test) the questionnaire: Questionnaire canbe asked to your classmate, researcher, to test the questionnaire isdrafted in a chronological manner.

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Data Collection:


f) Schedule Methods: (Already basic points are been discussed in thequestionnaire method)

Schedule Method depends on four schedules

i) Rating Schedule (Rate the attitude, preferences, and opinion),

ii) Interview Schedule: (Organized questionnaire in a platform),

iii) Document Schedule (Based on scripts autography or diary),

iv) Observation Schedule. (Recoding activities)

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Data Collection:


f) Schedule Methods Characteristics: The characteristics ofScheduled method help the researcher, as follows:

i) The communication is accurate.,

ii) The questionnaire is chronologically arranged, having acontinued link, from one question to the other.,

iii) The questions are also suggestive (more specific) toencourage the researcher for getting the right/ correct response foreach question asked.

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Data Collection:

2) SECONDARY SOURCES OF DATA: There are two

basic types of secondary sources of data:

i) Published Sources,

ii) Unpublished Sources.,

Published sources include, all those data/ statistical data available forpublic view by the local government, state government, uniongovernment, international institutions, universities, firms and so on.

Unpublished sources include, those data/ statistical figures which areavailable by the above mentioned offices but are not been published.

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Data Collection:

2) SECONDARY SOURCES OF DATA:

Examples for Primary Sources, include Journals, Newspapers, Books,Magazines, Bulletin, Annual reports of firms, Government,International bodies and so on..,

Examples for Secondary Sources include, data/ statistical data which areyet to be submitted to appropriate authorities for to get it registered orscholars/ intellectuals, research findings/ papers yet to be submitted tothe universities/ institutions.

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Data Collection:

2) Precautions in Secondary Source: Secondary sources

are those data, which are already been published and it is required thatthe researcher need to identify the genuineness of the data, before heactually implements the same. Hence there are certain precautions tobe taken by the researcher.

The precautions include: a) Suitability of data for his research, b)Accuracy of data for his research, and c) Reliability of data for theresearch.

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Data Collection:

SURVEY: Survey is a research technique in which information isgathered from a given sample using a questionnaire, throughpersonal discussion, or by post/ mail, or by telephone. It is themethod of gathering primary information based oncommunication with the representative sample of individuals.

Respondent: A respondent is one, who is asked questions to beanswered. These questions may be verbal or in written form.

Sample Survey: A sample survey is the purpose of contactingrespondents to obtain a representative sample of a targetpopulation.

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Data Collection: The Steps in Survey include: Every

researcher who select „Survey Method‟ performs the following 6

steps:

i) Develop Hypothesis; Decide on Type of Survey – By Face to facequestionnaire, or by Mail, or by telephone and decide on responsecategories, design and so on.

ii) Plan how to record data, Pilot test survey instrument,

iii) Decide on Target Population, Sampling frame, Sampling Size,

iv) Locate the respondents and carefully collect and record the data,

v) Enter data in the systems, and perform Data Analysis,

vi) Describe the methods and findings in research reports.32

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Data Collection and Measurement and ScalingTechniques:

MEASUREMENT AND SCALLING: Measurement andscaling can be qualitative or quantitative.

Basis of scaling/ measurement :

i) Scaling based on Subject Orientation.,

ii) Scaling based on Response form.,

iii) Scaling based on Subjectivity.,

iv) Scaling based on Properties.

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i) Scaling based on Subject Orientation.,

This scaling is based on the subject or respondent‟scharacteristics.,

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ii) Scaling based on Response form.,

This scaling is scaled on the questionnaire, where therespondent can respond as per rating - Categorically orcomparatively. In categorized the respondent responds onrating scale, while in comparative, they respond oncomparison.

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iii) Scaling based on Subjectivity.,

These scaling are based on the respondents personalchoice and personal preferences.

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This is based on scaling on mathematical properties likeNominal,

Ordinal,

Interval and

Ratio Scaling.37

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This is based on scaling on mathematical properties like(a) Nominal Scaling:, It‟s the weakest form of scaling, itstates ATTRIBUTES CAN ONLY BE NAMED. Ex:Lables, Brand Name….

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This is based on scaling on mathematical properties like

(b) Ordinal Scaling:, This scale states, that ATTRIBUTESCAN BE ORDERED, Ex: First, Fifth, Tenth and so on

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(c) Interval Scaling:, This states “DISTANCE IS MEANINGFUL”. Its also

called as RATING SCALE. Ex: Rating a object or person, event, INTERVAL

SCALING IS ALSO DONE BY RESEARCHERS WHO USE NOMINAL AND

ORDINAL SCALING.

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(d) Ratio Scaling: This scaling states, ABSOLUTE ZERO,as its error free, absolute, unique, accurate. Ex: 1:2, 2:10 andso on…

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Attitude measurement scale –

a. Likert‟s Scale,

b. Semantic Differential Scale,

c. Thurstone scale,

d. Multi-Dimensional Scaling

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a. Likert‟s Scale, : Developed by a American Psychologist, Rensis

Likert (1932). This scale is also called as Summated Scale (Summatemeans „Something‟). Likert scale is scale to represent people’s

attitude. Likert‟s scale is also called as Psychometric scale (Show aphoto, Image and know their attitude). The attitudes are measured by5 point scale like Strongly Approve, Approve, Undecided,

Disapprove and Strongly Disapprove.

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a. Semantic Differential Scale,: Developed by Charles EGood and P H Taneenbumn – 1957. It measures Good VsBad, Best Vs Worst, True Vs False….. +2, +1, 0, -1, -2 (5Points Scaling). Its also called as S D Scale (SemanticDifferential Scale). Semantic means Describe things withmeaning of ‘Words or Sentences‟.

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a. Thurstone scale,: Louis Leon Thurstone (1928), formedthis technique to measure „Attitude Towards Religion‟.The measuring scale is usually, Agree or Disagree. It wastime consuming, accuracy was not relevant, and attitudeselection was generally the median, as it had moredisadvantages than advantages.

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a. Multi-Dimensional Scaling: This MDS (MultiDimensional Scaling) is a computer based techniques, witha multi dimensional space, based on one and morerespondents towards an object. This is used for the study ofMarket Segmentation, Product life cycle, Advertisementeffectiveness, Products performance evaluation and so on…

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14MBA23 – Research Methods

End of Module 4Sanjeev Kumar Singh

MBA Department,

V T University,Please drop in your suggestions

Mob: +91 91640 76660,

Email: [email protected]

research methods module 4

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