4-1

Business Research Process 4

4-2 2

-Motivation

-Research Problem

-Research Objectives

- Theoretical Framework

2

Planning Research Strategies & Research Designs

4-3 3

Types of research

Scientific method

Review ofliterature

sampling

MeasurementOf scale

Collection ofdata

Goodness of data

Data analysis& statisticaltest

MotivationResearch Problem Objective

Qual.

Quant.

Exploratory

DescriptiveCausal

Case study

SurveyExperimental

Longitudinal

Crosssection

concept

dimensions

variables

proposition

hypothesistheory

inductive

deductive

one\two tail test

type I & type II error

model

theoretical perspective

conceptualframework

taxonomy

adhocstatement, testable

types

population

sampling frame samplesize

Standard error σ/√n(Pop. mean)

Probability

Non probability

(Z*Sd/E)2

(p*q)z2/E2

Nominalordinal

Intervalratio

nonmetric

metric

reality

primary

secondary

QuestionnaireObservationFocus groupProjective techq.

JournalsMagazineGovt. updatesBulletinsmonograph

srs/sys/strat/clussampling

judg/conv/quoTime fa

ctor

validity

reliability

Test-retest

Parallel formSplit halves

Inter-itemScale of measurementObjective of studySample natureSample numberSample size

Number of I/V & D/V

Findings

limitations

Suggestions implications

conclusion

New inquiry\further research

content

criterionconstruct

discriminate

convergent

predictive

concurrent

Alpha=Nρ/[1+ ρ(N-1)]

Conceptual definition

Operationaldefinition

Quantify

Uni \ Bi \ Multivariate

360 DEGRE EOF RM

3

4-4

Two Broad Categories of Research

4

• Applied Research: Research done with the aim of using the results of its finding to solve specific real-life problems currently being experienced in the organization.

• Basic Research: Also referred to as pure research, done with the aim to generate more knowledge in order to enhance understanding of certain phenomena. The research outcome may not have immediate application, instead it enables the researcher to develop theories based on the research results.

4

4-5

What is a Good Scientific Research?

5

• PurposivenessThe research proceeds with a definite objective and a clear purpose

• RigorHas strong theoretical grounds, clearly defined framework and a sound methodological design

• TestabilityThe study is able to arrive at testable hypotheses that have been logically developed.

• ReplicabilityResearch results supported and consistent when the study is repeated in other similar circumstances

5

4-6

What is a Good Scientific Research?

6

• PrecisionCloseness of findings to reality

• ConfidenceProbability that estimations arising from the research findings are correct

• ObjectivityConclusions drawn are based on facts resulting from the actual data whose measurements are valid and reliable

• GeneralizabilityThe scope of applicability of the research findings in one settings to other settings, i.e. ability to draw similar conclusion to the population

• ParsimonySimple in explaining phenomena or problems that occur, and in the application of solutions to problems

6

4-7

Research ProcessAdopted from Sekaran (2003)

7

OBSERVATION

Broad area of research interest

identifiedPROBLEM

DEFINITION

Research problem

delineated

PRELIMINARY DATA GATHERING

Interviewing & Literature Survey

THEORETICAL FRAMEWORK

Variables clearly identified and

labeled

HYPOTHESES GENERATION

DATA COLLECTION, ANALYSIS AND

INTERPRETATION

DEDUCTION

Hypotheses substantiated?

Research questions answered

SCIENTIFICRESEARCH

DESIGN

7

4-8

PROBLEM DEFINITION

8

• The adage “a problem well defined is a problem half solved”

• The identification of a specific (business decision) area that will be clarified by answering some research questions

• “Begin with the end in mind”

8

4-9

Examples of Problem Definitions

9

To what extent do the structure of the organization and type of information systems installed account for the variance in the perceived effectiveness of managerial decision making?

Do the income statement and the balance sheet elicit the same kind of reader reactions toward the company as the cash flow statement?

What are the effects of downsizing on the long-range growth patterns of companies?

9

4-10

Relationship between Literature Review and Problem Statement

10

• What is problem statement?• Something researcher has an interest/ real

problem/or filling gaps about phenomenon.• A phenomenon – for example, management

accounting systems (MAS) and how it can enhance managerial performance. Two concepts – are MAS & Managerial performance.

10

4-11

Relationship between Literature Review and Problem Statement

11

• Stated in a statement:• How the design of management accounting

systems (timeliness, integration, broad scope and aggregation) can enhance managerial performance?

• Alternatively:• Interested to know why there are differences in

managers’ performance in manufacturing companies? Our focus now is on the performance of managers. Your interest to investigate how MAS can explain the differences in managerial performance.

11

4-12

What are the concepts need to be discussed in literature review?

12

• The concept of MAS with four dimensions, namely timeliness, broad scope, aggregation and integration

• Managerial performance – specifically, what performance are you looking at.

• Perhaps: Moderator if any.

12

4-13

What is a review of the literature?

13

• As a piece of writing, the literature review must be defined by a guiding concept (e.g., your research objective, the problem or issue you are discussing, or your argumentative thesis).

• It is not just a descriptive list of the material available, or a set of summaries.

13

4-14

What you gain from literature review?

14

• Information seeking: the ability to scan the literature efficiently, using manual or computerized methods, to identify a set of useful articles and books

• Critical appraisal: the ability to apply principles of analysis to identify unbiased and valid studies

14

4-15

A literature review must do these things

15

• be organized around and related directly to the thesis or research question you are developing

• synthesize results into a summary of what is and is not known – a-state-of-the-art

• identify areas of controversy in the literature

• formulate questions that need further research

15

4-16

Theoretical Framework

16

A conceptual model of how one theorizes the relationships among the several factors that have been identified as important to the problem

Helps us to postulate and test certain relationships so as to improve our understanding of the dynamics of the situation

Network of relationships among the variables considered important to the study

16

4-17

Theoretical Framework Basic features

17

• Variables clearly identified• Theorizing and discussion on important

relationships among variables• Direction of relationships• Clear explanation of reasons for relationships• A schematic diagram

17

4-18

VARIABLES

18

• A Variable is anything that can take on differing or varying values. (e.g., length of service, performance, size)

• The Dependent variable is the variable of primary interest. The goal is to understand (explain and predict) the DV. (e.g., performance, motivation)

• An Independent variable is one that influences the dependent variable in either a positive or a negative way. (e.g., usage, participation)

18

4-19

VARIABLES

19

• The Moderating variable is one that has a strong contingent effect on the independent variable-dependent relationship. (e.g., size and the relationship between usage and performance)

• An intervening variable is one that surfaces between the time the independent variables operate to influence the dependent variable and their impact on the dependent variable. (e.g., participation is associated with effectiveness because the former leads to commitment)

19

4-20

Types of Variables

20

DichotomousDichotomousMale/Female

Employed/ UnemployedMale/Female

Employed/ Unemployed

DiscreteDiscreteEthnic backgroundEducational level

Religious affiliation

Ethnic backgroundEducational level

Religious affiliation

ContinuousContinuousIncome

TemperatureAge

IncomeTemperature

Age

20

4-21

Exhibit 2-4 Independent and Dependent Variables

21

Independent Variable (IV)

• Predictor• Presumed cause• Stimulus• Predicted from…• Antecedent• Manipulated

Dependent Variable (DV)

• Criterion• Presumed effect• Response• Predicted to….• Consequence• Measured outcome

21

4-22

Moderating Variables (MV)

22

• The switch to commission from a salary compensation system (IV) will lead to increased sales productivity (DV) per worker, especially among younger workers (MV).

• The loss of mining jobs (IV) leads to acceptance of higher-risk behaviors to earn a family-supporting income (DV) – particularly among those with a limited education (MV).

22

4-23

Extraneous Variables (EV)

23

• With new customers (EV-control), a switch to commission from a salary compensation system (IV) will lead to increased sales productivity (DV) per worker, especially among younger workers (MV).

• Among residents with less than a high school education (EV-control), the loss of jobs (IV) leads to high-risk behaviors (DV), especially due to the proximity of the firing range (MV).

23

4-24

Intervening Variables (IVV)

24

• The switch to a commission compensation system (IV) will lead to higher sales productivity (DV) by increasing overall compensation (IVV).

• A promotion campaign (IV) will increase savings activity (DV), especially when free prizes are offered (MV), but chiefly among smaller savers (EV-control). The results come from enhancing the motivation to save (IVV).

24

4-25

Hypotheses Generation

25

A logically conjectured relationship between two or more variables expressed in the form of testable statements

Format 1: Difference

Testing of a hypothesis and establishing an assumed relationship enable one to solve a problem.

Format 2: If-Then

25

4-26

Examples of Hypotheses

26

If there is good communication among cockpit crew, then there is less air-traffic violation.

Training has an interaction effect on the relationship between communication among cockpit crew and air-traffic violation

If the pilots are given adequate training to handle midair crowded situations, air-safety violations will be reduced

26

4-27

Null and Alternative Hypotheses

27

• Null hypothesis is a proposition that states a definitive, exact relationship between two variables

• Null hypothesis is formulated so that it can be tested for possible rejection

• If the null hypothesis is rejected …..? Our faith on the alternative hypothesis is based on theory

27

4-28

Is bus underutilization a major issue? A conceptual model for assessment and evaluation:

Empirical evidence for Malaysia transport sustainability

4-29

Sustainability of Malaysian Transportation

29

Economic- Economic growth- Profitable return in Public bus Transport - Optimal utilization rate

Environmental- Better and healthier environment - Reduction in private car usage- Less air pollution

Social- Less accident rate- Increase quality of life

29

4-30 30

AGENDA§ Introduction § Problem Statement§ Research Objectives & Questions§ Significance of the Study§ Literature Review§ Theory of Reasoned Action§ Conceptual Model & Theoretical Framework§ Hypotheses§ Methodology§ Profile of Respondents§ SPSS Analysis and Results§ Summary of Significant Findings§ Discussion§ Implications§ Limitations & Future Research§ Conclusion§ References

30

4-31 31

INTRODUCTION

▪ 6th National Key Result Areas (NKRAs) - ↑ PT users from 16% to 25% by 2012 (The Star, 2009d)▪ Budget 2009 (2009 - 2014) - RM 35 billion (Bernama, 2008)▪ 9th Malaysia Plan (2006 - 2010) - RM 31.8 billion (Government of Malaysia, 2006)▪ Establishment of RapidKL (2004) and Rapid Penang (2007)

Traffic congestion, accidents,

casualties, air pollution

High dependency on private transport

Under-utilization of PBT service

Deficiencies of public bus transport (PBT) services

Sustainability of transport system & Quality of life (Steg & Gifford, 2005)

31

4-32 32

PROBLEM STATEMENT§ Poor utilization rate and resistance of public to utilize PBT services

• PT users in Malaysia = 16% (The Star, 2009d)• PT users in KL = 19.7% (Kuala Lumpur City Hall, 2004)• PT users in Penang = 10% (Mok, 2009)

This study therefore is to investigate and conceptualize the perceived utilization of PBT service among commuters and non-commuters in Malaysia

Perceived utilization • “is assumed to be an exponentially weighted average of past utilization” (Repenning, 1990, p. 23)• the degree to which commuters or non-commuters believe that they will utilize the PBT service based on their perception on and preference of the rendered services if their needs and expectations are fulfilled.

32

4-33

Introduction

33

RESEARCH OBJECTIVES & QUESTIONS

To determine the best preferred combination(s) of public bus transport (PBT) service rated by the commuters and non-commuters in Malaysia.

To investigate the PBT service drivers influencing the perceived utilization of commuters and non-commuters.

To study the influence of social demographic factors on the perceived utilization of PBT service.

What is the best preferred combination(s) of public bus transport (PBT) service rated by the commuters and non-commuters in Malaysia?

What is the PBT service drivers influencing the perceived utilization of commuters and non-commuters?

What is the influence of social demographic factors on the perceived utilization of PBT service?

Objectives Questions

33

4-34

Introduction

34

SIGNIFICANCE OF THE STUDY

§ Provide a better understanding on the perceived utilization of PBT service of Malaysian citizens§ Relevant to the 6th NKRA§ Improve PBT service in Malaysia to

• increase utilization, profit in PBT sector• reduce traffic congestion, accidents, air pollution• improve economic growth & quality of life• ensure sustenance (viability) of PBT

§ A customizable conceptual model§ Value of the study indicated by

• the Ministry of Transport, Malaysia sought permission to use the questionnaires

• positive feedback from Rapid Penang

34

4-35

Introduction

35

LITERATURE REVIEWCategory Literature Review / Desk Research

Public Transport (PT) Dargay et al. (2007); Sanchez (2008); Steg (2003).

Service Drivers Andaleeb et al. (2007); Ang et al. (2006); Kamba et al. (2007); Kasipillai & Chan (2008); Mohamad & Kiggundu (2007); Nor et al. (2006); Nurdden et al. (2007); Paulley et al. (2006); Sheikh et al. (2006).

Reliability of Schedule (ROS)

Liu & Shen (2007); Liu et al. (2007); Palma & Lindsey (2001); Rűetschi (2007); Yan & Chen (2002); Yan et al. (2006); Zolfaghari et al. (2004).

Safety and Comfort (SAC)

Brenac & Clabaux (2005); Shek & Chan (2008); Wåhlberg (2002, 2004); Wong et al. (2008); Act 333 (1987); Act 685 (2008); Malaysia Institute of Road Safety Research (2009); The Malaysian Road Transport Department (2007); UNECE (2000-2008).

Information Service (IFS)

Dziekan & Kottenhoff (2007); Grotenhuis et al. (2007); Khattak et al. (2003); Molin & Timmermans (2006); Neuherz et al. (2000); Polydoropoulou et al. (1997); Wolinetz et al. (2001); Vance & Balcombe (1997).

Season Ticket (STK) FitzRoy & Smith (1998); FitzRoy & Smith (1999); Ruiz (2004).

Ticket Pricing (TKP) Litman (2004); Nurdden et al. (2007); Paulley et al. (2006); Schade & Schlag (2003); Schlag & Teubel (1997); Sheikh et al. (2006).

Sustainability Goldman & Gorham (2006); Gudmundsson & Höjer (1996); Robinson (2004); Steg & Gifford (2005); EMW (2010); UN (2005); UNECE Transport (2000-2008); WCED (1987).

Theory of Reasoned Action (TRA)

Ajzen (1985); Davis (1989); Fishbein & Ajzen (1975); Heath & Gifford (2002); Icek Ajzen & Fishbein (1980); Ivancevich et al. (2008); Trice & Treacy (1986).

35

4-36 36

THEORY OF REASONED ACTION (TRA)

Attitude toward the behavior

Subjective norm

Intention Behavior

The person’s beliefs that the behavior leads to certain outcomes and his evaluation of these outcomes

The person’s beliefs that specific individuals or groups think he should or should not perform the behavior and his motivation to comply with the specific referents

Relative importance of attitudinal and normative considerations

Source: Ajzen and Fishbein (1980)

Perceived Utilization of PBT Service

Different Service Drivers

Attitude toward the behavior

Intention Behavior

The person’s beliefs that the behavior leads to certain outcomes and his evaluation of these outcomes

36

4-37 37

CONCEPTUAL MODELReliability of schedule (ROS):1.Exact time (ET)2.Approximate time (AT)

Perceived utilization of PBT service

(PU*)

Ticket pricing (TKP):1.Flat (F)2.Varying (V)

Safety and comfort (SAC):1.Utmost priority (UP)2.Moderate priority (MP)

Information service (IFS):1.Full information (FI)2.Moderate information (MI)

Season ticket (STK):1.Season ticket (ST)2.Regular ticket (RT)

PBT service

Note: * perceived direct utilization (PUD), perceived indirect utilization (PUID), perceived recommendation (PUR)

Analysis: Descriptive & Multidimensional Scaling (MDS)Full factorial design (conjoint profiles) = 2 * 2 * 2 * 2 * 2 = 32

37

4-38

Introduction

38

THEORETICAL FRAMEWORK

Perceived utilization of PBT service

(PU*)

PBT service drivers:

Information service (IFS)

Season ticket (STK)

Safety and comfort (SAC)

Reliability of schedule (ROS)

Ticket pricing (TKP)

GenderAgeMonthly salaryPossession of own vehicleCommuter/non-commuter

Independent variables

Dependent variable

Demographic profiles:

H1

H2

H3

H4

H5

H6

Note: * perceived direct utilization (PUD), perceived indirect utilization (PUID), perceived recommendation (PUR)

Analysis: Independent samples t-test, chi-square test, two-group discriminant analysis

38

4-39

Introduction

39

HYPOTHESESReliability of schedule (ROS) is positively influencing the perceived utilization of PBT service.

Safety and comfort (SAC) is positively influencing the perceived utilization of PBT service.

Information service (IFS) is positively influencing the perceived utilization of PBT service.

Season ticket (STK) is positively influencing the perceived utilization of PBT service.

Ticket pricing (TKP) is positively influencing the perceived utilization of PBT service.

There is relationship between gender and the perceived utilization of PBT service.

There is relationship between age and the perceived utilization of PBT service.

There is relationship between monthly salary and the perceived utilization of PBT service.

There is relationship between the possession of private vehicle and the perceived utilization of PBT service.

There is relationship between the status of commuter/non-commuter and the perceived utilization of PBT service.

H1

H2

H3

H4

H5

H6a

H6b

H6c

H6d

H6e

39

4-40 40

Construct Number of Items

Reliability of schedule (ROS) 7

Safety and comfort (SAC) 8

Information service (IFS) 7

Season ticket (STK) 5

Ticket pricing (TKP) 6

METHODOLOGY Research Design• Quantitative• Exploratory Study• Cross-sectional Design

Questionnaire Design:• Conjoint Profile (Select 3 from 11 combinations)• Direct measurement of service drivers’ importance (5-point Likert scales)• Categorical Scale for Perceived Utilization (PUD, PUID, PUR)

Information Gathering

Desk Research / Literature Review

Email to Government Authorities

Interview with Expert from

Rapid Penang

Focus Group Opinion Survey

Observation

Face Validation by Rapid Penang

Pilot Study (30 respondents)

Empirical Survey (17 days)

Online Survey (English + Malay)

Personal Structured Interview (Rapid

Penang bus terminal)

Penang Residents (Commuters + Non-

commuters

Convenience & Purposive Sampling

(N= 195)

SPSS Data Analysis

Factor Analysis & Reliability

Analysis

Descriptive Statistics

Pearson Correlation

Analysis

Multidimensional Scaling

Independent Samples t-test Chi-square Test

Two-group Discriminant

Analysis40

4-41

Suggestions from Respondents

4141

4-42

Consumer reflections on the usage of plastic bags to parcel hot edible items: An empirical study in Malaysia-Framework

4242

4-43

4-44

Consumer internal evaluation of

benefits

Purchase characteristics of VDS

Product category

Brand image

Store image

Scheme characteristics

Subjective norms

Message framing Perceived self-

expression

Perceived convenience

Perceived quality

Perceived savings

Intention to

purchase products

on volume discount

Research Framework