BAEB601

School of Marketing and Entrepreneurship (SoME)FACULTY OF BUSINESS AND MANAGEMENT

PREPARED BY:Nur Suhaili Ramli

CHAPTER 5

RESEARCH METHODOLOGY

Research Design, Theoretical Framework, Measurement Scale

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEResearch Design

- A framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the business research problem.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEResearch Design

• Design process begins by defining the business research problem.

• Followed by the Approach: a conceptual framework, research questions, hypotheses, and the information needed.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEResearch Design

• A good research design is important and necessary to ensure:

• That the information collected will be relevant and useful to management

• That all of the necessary information will be obtained

• That the business research project will be conducted effectively and efficiently.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALETheoretical Framework

• Theoretical framework is the foundation on which the entire research project is based. It is a logically developed, described, and elaborated network of association among variables deemed relevant to the problem situation and identified through such as interview, observation, and survey.

• It is the important step in the research process.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEComponent of Theoretical Framework

• The variables considered relevant to the study should be clearly identified and labeled in the discussions.

• The study should state how two or more variables are related to one another. Is there any relationship?

• Should be clear explanation between independent variables and dependent variables.

• A schematic diagram of the theoretical framework should be given so that the reader can see and easily comprehend the therized relationship.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALESchematic diagram for theoretical framework

Air safety violation

Communication among cockpit members

Communication between ground control and cockpit

Decentralization

Training of cockpit crew

Dependent variableIndependent variable

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEMEASUREMENT OF VARIABLES

Measurement of variables in the theoretical framework is an integral part of research and an important aspect of research design.

There are 4 types of scales:NominalOrdinalIntervalRatio

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALENominal Scale

Allows researchers to assign subjects to certain categories or group. E.g with respect the variable of gender, respondents can be grouped

into two categories – male and female.

These two groups can be assigned code numbers 1 & 2.

E.g If had interviewed 200 people, and assign code number 1 to all male respondent and number 2 to all female respondents, the computer analysis of the data at the end of the survey may show the percentages of each group.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEOrdinal Scale

An ordinal scale not only categorizes the variables in such a way as to denote differences among the various categories.

It rank-orders the categories in some meaningful way. Usually it will be ranked from best to worst; from first to last; and

numbered 1,2 and so on. E.g Please rank accordingly, 1 most tasty – 5 less tasty Taste of food in fast food outlet

Burger _____

Nugget _____

Hotdog _____

Float _____

Fries _____

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEInterval Scale

Interval scale allows us to perform certain arithmetical operations on the data collected from the respondents.

Allows only to qualitatively distinguish group by categorizing them into mutually exclusive and collectively exhaustive sets.

E.g

Strongly Strongly

Disagree Disagree Normal Agree Agree

1 2 3 4 5

The following opportunities offered by the job are very important:

a) Interacting with others 1 2 3 4 5

b) Serving others 1 2 3 4 5

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALERatio Scale

The ratio scale measure the magnitude of differences between points on the scale.

It is also taps the proportions in the differences.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEScaling Techniques Frequently Used

Dichotomous scaleCategory scaleLikert scaleNumerical scalesSemantic Differential scale Itemized rating scaleFixed or constant sum rating scaleStapel scaleGraphic rating scaleConsensus scale

.

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEAssignment

Perform a group of 4. Find the following scalling techniques that frequently used in research.

Dichotomous scale Category scale Likert scale Numerical scales Semantic Differential scale Itemized rating scale Fixed or constant sum rating scale Stapel scale Graphic rating scale Consensus scale

Submission date: 12 august 2011

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CHAPTER 5: RESEARCH DESIGN, THEORETICAL FRAMEWORK, SCALEProject Guideline Chapter 3

Introduction. Briefly discuss about your framework. Research Methodology. Methodology that you have decided for your research.

*E.g refer example discuss in class. Please elaborate each of point in your methodology.

Theoretical framework. Please downsize to your own topic. *E.g Dependent variable and independent variables. Elaborate each of your points in framework.

Design 30 questionnaires. The 30 questionnaires must relate to your Research Questions in Chapter 1. Please refer back your chapter 1. “E.g

1. What are the factors that contribute to social problem among teenagers in Kuala Lumpur? 10 questions relate to this.

2. Why are some people decided to jump into business? 10 questions relate to this.

3. How can environment influence this problem? 10 questions relate to this.

Elaborate and identify your sample/ group, area/location. Data collection/Gathered. State why you choose that method? Conclusion/summary