QUESTIONS TO BE HANDED TO STUDENTS TWO WEEKS BEFORE THE EXAM WEEK: BETWEEN EIGHT AND TEN WILL BE USED IN THE EXAM AND THEY MUST ANSWER ALL QUESTIONS ON THE EXAM PAPER.

Week 1 – General Issues in Research Methods

1. Provide three reasons for doing research. (10 Marks) Determine the relationship between two or more variables Extend the range of the study of a variable Increase the reliability of reported findings Test a theory (Experimental Design)

2. What is the difference between explanatory and exploratory research? (10 Marks) Exploratory study: attempts to discover general information about some topic that is not well understood Explanatory study: seeks to explain why or how things happen the way they do

3. What is the difference between descriptive and explanatory research? (10 Marks) Descriptive study: the goal is to describe something, Explanatory study: seeks to explain why or how things happen the way they do

4. Outline three reasons for doing exploratory research.(10 Marks) Exploratory research aims to develop initial hunches or insights and provide direction for any further

research needed. The primary purpose of exploratory research is to shed light on the nature of a situation and identify any

specific objectives or data needs to be addressed through additional research. Exploratory research is most useful when a decision maker wishes to better understand a situation and/or

identify decision alternatives.

5. Explain in three sentences what a research question is. (10 Marks)A research question is a statement that identifies the phenomenon we aim to study in broad terms. It is a means of understanding the nature and status of business research. It needs to be feasible, clear, linked to literature, and it can be broken into sub-questions.

6. What is a hypothesis and how does it relate to a research question? (5 Marks)Hypotheses are specific statements about the nature and direction of the relationship between two variables. It gives a potential answer to the research question and needs to be critically evaluated.

7. What is the difference between primary and secondary research? (5 Marks) Primary research is conducted specifically to help solve the problem being addressed or explore the opportunity

being considered. Secondary research concerns data collected previously for some purpose other than solving the current

problem or exploring the current opportunity.

8. Outline three limitations of secondary research. (5 Marks)Secondary research can lead to data that is:

- not available- inaccurate (coming from a non reputable source, too broad, sample used too small...)- dated (too old)

9. Outline the three advantages of secondary research over primary research.(10 Marks) May have fewer resource requirements, saving time and money. Unobtrusive. It could be much quicker and higher quality. Permanence. Providing a source of data which is both permanent and available in a form that may be

checked relatively easily by others.

(other 3 advantages: Longitudinal studies may be feasible; can provide comparative and contextual data; can result in unforeseen discoveries.)

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10. What are the different types of secondary research and explain each one. (10 Marks) Documentary secondary data: often uses in research projects that also uses primary data collection

methods. It includes written documents and non-written documents. Survey-based secondary data: refers usually to data collected by questionnaires that have already been

analysed for their original purpose, which could be collected through censuses, continuous and regular surveys or ad hoc surveys.

Multiple sources: based entirely on documentary or on survey data, or can be an amalgam of the two. Two forms: time and area based data.

Week 2 - To appreciating different approaches to research and their purpose

1. For the two problems below identify, and briefly justify, the type of research, appropriate research method(s) and the population(s) of interest: (12 Marks)

a. A clothing manufacturer has experienced a drop in sales in their women’s accessories division and would like to find out why it has happened. Explanatory research.Communicating with staff to get their problems in selling. Questionnaires are designed to learn the tastes and expects from consumers.Salesmen, directors and customers accord to gender, ages, characters, etc.

b. An organisation wishes to establish a Website so that it can serve its customers more effectively and efficiently. How should they determine the proportion of their customers that will use the Website? Descriptive research.

Getting the customs information through questionnaires and surveys. Proportion could be calculated with the equation on the basis of knowing the sample size: N= Z*Z[P(1-P)] E*E

P =the proportion, N=sample.

2. What are four major differences between quantitative and qualitative research methods? (8 Marks)

definition: qualitative research stress social meanings while quantitative research get meaning from the collected data

research philosophy: Quantitative research---Positivism: using scientific methods from natural sciences to

generate hypothesis and test them. Science be conducted in a value-free approach. Generalisability is important.

Qualitative research—Interpretivism: capture the social reality and perspectives of individuals and groups within society; interest in the details; constructivism; generalisability not as important Research Approach

Quantitative research deduces research moves from general theories to specific situation.---Deduction.

Qualitative research induct research moves from particular situation to make or infer broad general theories. Research strategy:

Quantitative research is “an objective approach including collecting and analyzing data and applying statistical tests. ”

Qualitative research is “subjective approach including examining and reflection on perceptions to gain an understanding of social and human activites.”

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3. Describe three ways in which the research objectives impact on how research is executed.(9 Marks)

4. Describe three of the differences between internal and external sources of secondary data.(9 Marks)Internal sources of secondary data: database, accounting and financial records, internal publication…External sources of secondary data: magazine and journals article, government agencies, library sources…The differences:(1). the external sources may be not very accurately and reliably. Even government publications and trade magazines statistics can be misleading. The internal resource can be more accurately, such as business’s internal financial records. (2). the internal sources can be obtained more easily than external sources.(3). much external sources of secondary data are several years old and may not reflect the current conditions. Such as Trade journals and other publications often accept articles six months before appear in print.

5. Briefly describe, and justify, three situations where it would be appropriate for a researcher to disguise the purpose of their research. (9 Marks)

When the researcher disguises the purpose of their research, the participants do not know who is doing the research. The situations are:Situation 1: the researcher wants to avoid bias caused by brand recognition.Situation 2: the researcher wants to protect the confidentiality of a product.Situation 3: the researcher wants to protect the concept under development.Both qualitative and quantitative research can be disguised.

6. For the six research methods below describe whether they are generally communication or observation and qualitative or quantitative, and give an example of an appropriate use for each method. (18 Marks)

Focus groupsMarket testsBiographies

Ethnographic studiesQuestionnairesParticipant observation

(1). Focus groups: It is generally communication, and qualitative. Focus group research is based on facilitating an organized discussion with a group of individuals selected because they were believed to be representative of some class. Example: the class of consumers of a product, the class of voters.

(2). Market test: It is General communication, and quantitative. Example: ?

(3). Biographies: It is Observation, and qualitative. Example: ?

(4). Ethnographic studies: It is Observation and qualitative. Ethnography focuses on the sociology of meaning through close field observation of sociocultural phenomena, Example: the social stratification.

(5). Questionnaires: It is generally communication, and quantitative. Example: the school uses the questionnaire to research whether the students satisfy the courses.

(6). Participant observation: It is Observation, and qualitative. It requires that the researcher become a participant in the culture or context being observed. Example: the researcher wants to research the current situation of air industry; the researcher can be a member of an organization as an employee, doing the job in questions.

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7. Describes four differences between secondary and primary data. (8 Marks)Primary Data Secondary DataCollection is slower Collection is quickerCollection is more expensive Collection is cheaperNot exist Already existCollected for specific purpose (more relevant) Collected for other purposes (less relevant)

8 Why do many of today’s research situations place heavy emphasis on correctly defining a target population rather than a total population? (6 Marks)

Reaching every unit in the total population is difficult. There is a limitation of time and resources. If a target population is correctly defined, it will be more likely to be representative and the sampling error can be kept to a minimum.

9. Define probability sampling. Briefly describe three types of probability samples and give an appropriate use of each. (10 Marks) (p.p. 93, 96)

Probability sample : a sample that has been selected using random selection so that each unit in the population has a known chance of being selected. It is generally assumed that a representative sample is more likely to be the outcome when this method of selection from the population is employed. The aim of probability sampling is to keep sampling error to a minimum.

Type 1: Simple Random Sampling: is the most basic form of probability sample. Each unit of the population has an equal probability of inclusion in the sample. This is known as the sampling fraction and is expressed as : n/N, where n is the sample size and N is the population size. The key steps in devising our simple random sample can be represented as follows: define the population; select or devise a comprehensive sampling frame; decide sample size (n); list all the people in the population and assign them consecutive numbers from 1 to N; using a table of random unmbers, or a computer program that can generate random numbers, select n different random numbers that lie between 1 and N; the people to which the n random numbers refer constitute the sample.

Type 2: Stratified Random Sampling: involves dividing (‘stratifying’) the whole population into two or more separate, more homogeneous, groups and then sampling separately from within each of these groups (that is, after stratification, each group is treated like a population on its own). It is a technique for getting closer to the ideal - a sample exactly representative or a population.

Type 3: Cluster Sampling: the primary sampling unit (the first stage of the sampling procedure) is not the units of the population to be sampled but grouping of those units. It is the latter grouping or aggregations of population units that are known as clusters. Cluster sampling is always a multi-stage approach, because one always samples clusters first and then something else-either further clusters or population units – is sampled. It allows interviewers to be far more concentrated than would be the case if a simple random or stratified sample was selected.

10. Briefly describe, and give examples of the appropriate use of, three types of non-probability sampling methods. (9 Marks) (p.p. 93, 104 & additional readings)

Non-probability Sample : a sample that has not been selected using a random selection method. Essentially, this implies that some units in the population are more likely to be selected than others.

Type 1 - Convenience Sampling: is simply available to the researcher by virtue of its accessibility. A researcher who teaches at a university business school is interested in the way that managers deal with ethical issues when making business decisions. The researcher might administer a questionnaire to several classes of students, all of whom are managers taking a part-time MBA degree. The chances are that the researcher will receive all of almost all the questionnaires back, so that there will be a good response rate. The findings may prove quite interesting, but the problem with such a sampling strategy is that it is impossible to generalize the findings, because we do not know of what population this sample is representative. They are simple a group of managers who are available to the researcher.

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They are almost certainly not representative of managers as a whole- the very fact they are taking this degree programme marks them off as different from managers in general.

Type 2 - Snowball Sampling: is a form of convenience sample, but it is worth distinguishing because it has attracted quite a lot of attention over the years. With this approach to sampling, the researcher makes initial contact with a small group of people who are relevant to the research topic and then uses these to establish contacts with others.

Type 3 - Quota Sampling: is used intensively in commercial research, such as market research and political opinion polling. The aim of quota sampling is to produce a sample that reflects a population in terms of the relative proportions of people in different categories, such as gender, ethnicity, age groups, socioeconomic groups, and region of residence, and in combinations of these categories. For example, an interviewer may be told to interview 40 people: ten of whom are between the ages of 40 and 60 and male; ten of whom are between the ages of 20 and 40 and male; ten of whom are between 40 and 60 and female; ten of whom are between 20 and 40 and female.

11. What is the major advantage of probability sampling? Give three reasons why a researcher might choose to use non-probability rather than probability sampling? (12 Marks)

It largely eliminates bias as each unit in the population has a known chance of being selected. It is to keep sampling error to a minimum. (p.82, 93)

It will be due to the impossibility or extreme difficulty of obtaining probability sample. The time and cost involved in securing a probability sample are too great relative to the level of resource

available. Sometimes the opportunity to study a certain group presents itself and represents too good an opportunity to

miss. (p.88)

Week 3 - Qualitative Research

1. Outline the difference between structured and participant observation. (5 Marks)Structured observation has explicitly formulated rules for the observation and recording of behaviour. Each participant is observed for a predetermined period of time using the same rules. (p.177)

Participant observation involves actually being a member of an organization as an employee, doing the job in question, and having direct access to relevant organizational relations and processes. (Lecture 3, p.178)

2. Outline two advantages and two disadvantages of doing participant observation. (20 Marks)Advantages:Helps you explain what is happening in contextsGreater awareness of reality of participant’s lives and contextsCan link to own workCan collate rich and diverse data

Disadvantages:Time consumingAccess is usually very difficultThere are issues of trust and confidentially with colleagues you have in such circumstancesCovert observation has ethical implicationsNote taking is difficult as you cannot do this at the time of observation(Lecture 3)

3. Outline the main difference between structured and unstructured interviews.(5 Marks)Structured interviews are which interviewer systematically read out questions to respondents and record their responses in numeric or narrative form. Each respondent receives exactly the same interview stimulus. (Lecture 3, p.116)

Unstructured interviews are which interviewer only has a list of topics or issues (an interview guide) that are typically covered. The style of questioning is usually informal. The phrasing and sequencing of questions will vary from interview to interview.(Lecture 3, p.119)

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4. Provide three disadvantages (one each) for using (a) structured interviews (b) semi-structured interviews, and (c) unstructured interviews. (10 Marks)

a. Disadvantages of Structured interviews are:

Lack of flexibility

Does not allow for new issues to be introduced

Not really common in qualitative research

b. Disadvantages of Semi- structured interviews are:

Interviewer bias

Can not be difficult to replicate thus effecting reliability of response- especially true if more

structured

Requires concentration due to ensure that data is gathered orderly

c. Disadvantages of Un- structured interviews are:

Can appear disorganized

May lead to the participant being unclear

Can encourage rambling

5. Provide three reasons for using semi-structured interview techniques. (10 Marks) One can follow the order of questions more flexibly

One can outline themes and issues but he/she should be flexible

Questions are linked to the theme with the progress of the interview

6. Outline three challenges of group interviews. (10 Marks) Can easily break into chaos

Harder to tape and transcribe

Difficult to set up

7. What are the main advantages (outline three) of doing focus groups? (10 Marks) Can interview more people

Can see how interviewees/participants interact with each other

Can see if there are common views

8. Outline four limitations of doing qualitative research.(10 Marks)- there can be an element of bias in research- It is difficult to conduct a true replication of the research- may not be generalised in terms of findings - transparency harder to show (e.g. interviews may be drawn on selectively)

9. Outline three advantages of doing unstructured interviews. (10 Marks)-Useful for explanatory research- Can build trust between interviewer and interviewee- Useful for early interviews when gathering data for a more systematic approach

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10. Outline two advantages of participant observation techniques over interviews? (10 Marks)-Can collate rich and diverse data- Helps to explain what is happening in contexts

Week 4 - Qualitative Research – Interviews

1. Outline four reasons for doing interviews. (10 Marks)- To seek out views of research participants

- Could be used in relation to exploratory studies- To gain rich detailed information about a topic- Identify general patterns

-Understand relationship between variables - Exploration of responses

2. Outline three reasons why the context of interviewing (e.g. where the interview is held or the time) is as useful for the interviewer as the interview itself. (10 Marks)

The location of the interview may determinate how open the interviewee is. Critical incidents within the company may influence the results of the interviews. The time available for the interview might influence the results.

3. Outline three major problems with the interview technique. (10 Marks) Difficult to replicate Interview bias –context in which the interview was held Harder to order the date. Data can look disorganised.

4. Outline three reasons why anonymity in terms of research participants (e.g. interviewees) is important. (10 Marks)

To protect the privacy of the interviewee. To avoid that the interviewee will be harmed. That information will remain confidential.

5. Outline three reasons, in terms of research methods, for not using a tape-recorder in an interview. (10 Marks)

May adversely affect the relationship between the interviewee and the interviewer May inhibit some interviewee responses and reduce reliability Time required to transcribe the tape

6. Outline what we mean when we refer to the coding of interview data? Why it is important. (10 Marks)

We record the interview data by using numerical codes. This enables us to enter the data quickly and with fewer errors. It also makes subsequent analyses, in particular those that require re-coding of data to create new variables more straightforward.

7. Outline two different ways of coding interviews. (10 Marks) Coding quantifiable data: 1.use actual numbers 2. level of precision may not be required 3. use analysis software to group or combine data to form additional

variables with less detailed categories Coding categorical data: 1. the highest level of precision required 2. a suitable coding scheme will have already been devised

8. What is content analysis? Provide two reasons for doing it. (10 Marks)Content analysis has been defined as a systematic, replicable technique for compressing many words of text into fewer content categories based on explicit rules of coding. It enables researchers to sift through

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large volumes of data with relative ease in a systematic fashion. And it can be a useful technique for allowing us to discover and describe the focus of individual, group or social attention.

9. What are the stages for content analysis: provide at least four stages. (10 Marks)Stages: 1. selecting topic 2. selecting source 3. devise categories 4. establish a basis for sampling

10. What is a narrative analysis in terms of studying data? (10 Marks)Narrative analysis: detecting the way specific themes develop throughout a case (such as the introduction of noting the way they are introduced, understood, evaluated, developed, used, referenced, delayed, forwarded, concluded, reflected upon).

Week 5 - Quantitative Research (one): What do you mean I should calculate sample size… How do I do survey research?

1. The vice president of operations at busch gardens knows that 70 percent of the patrons like roller-coaster rides. He wishes to have an acceptable margin of error of no more than + 2 percent and wants to be 95 percent confident about the attitudes toward the “gwaszi” roller coaster. Identify the formula required to calculate the desired sample size, and the exact value of each of the variables needed to perform the calculation. (12 Marks)

n = Z2 [P (1-P)] E2Z=1.96P=70%E=2%N= 1.96 x 1.96 x 0.7 x 0.3 0.02 x 0.02 = 2017

2. Sample size can have a major impact on the type of quantitative data analysis that is possible. Briefly describe two ways that sample size affects the researcher’s options regarding quantitative data analysis.(6 Marks)

If the sample size is large, parametric tests will be used. If the sample size is small, non-parametric tests will be used.

3. A survey was being designed by the marketing research department of Conner Peripherals, Inc., a large ($2 billion plus) manufacturer of advanced disk drives for portable computers. The general aim was to assess customer satisfaction with the company’s disk drives, as part of this general objective management wanted to measure the average maintenance expenditure per year per computer. Management wanted to be 95 percent confident in the results. Further, the magnitude of the error was not to exceed $20 for maintenance expenditures. The research department noted that although some individuals and businesses would spend nothing on maintenance expenditures per year, others might spend as much as $400 (with estimated standard deviation of $67). Identify the formula required to calculate the desired sample size, and the exact value of each of the variables needed to perform the calculation. (10 Marks)

n = Z2 σ 2 E2Z=1.96σ=67E=20

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N=1.96 x 1.96 x 67 x 67 20 x 20 =44

4. Describe, and give examples of, three practical factors that impact on the planned sample size. (9 Marks)Generalisations about populations from data collected using any probability sample are based on probability. The larger your sample’s size the lower the likely error in generalizing to the population. Probability sampling is therefore a compromise between the accuracy of your findings and the amount of time and money you invest in collecting, checking and analyzing the data. Your choice of sample size within this compromise is governed by: The confidence you need to have in your data—that is, the level of certainty that the characteristics of

the data collected will represent the characteristics of the total population The margin of error that you can tolerate—that is, the accuracy you require for any estimates made

from your sampleThe types of analyses you are going to understand –in particular the number of categories into which you wish to subdivide your data, as many statistical techniques have a minimum threshold of data cases for each cell.

5. Give three reasons why survey designs that include a trained interviewer are more appropriate than computer-assisted survey designs in situations where the task difficulty and stimuli requirement factors are extensive. (9 Marks)

First, survey designs that include a trained interviewer could provide prediction or opinion or problems of difficult situation, and give some suggestion, which computer-assisted survey designs could not provide.

Second, trained interviewer know better than computer about the way to stimuli people

Third, trained interviewer are more flexible than computer, earlier are able adjust questions to match the requirement.

The advantages use a trained interview:

Higher response rates, ability to conduct longer length surveys, Higher probability of correct survey administration,

Personalization.

6. Describe three advantages of person-administered surveys over self-administered surveys in relation to achieving data quality. (9 Marks)

First advantage is that researcher or a member of the research team can collect all the completed responses within a short period of time. Second advantages is that any doubts that the respondents might have any question could be classified on the spot. Third advantage is that the researcher is also afforded the opportunity to introduce the research topic and motive the respondents to offer their frank answered. (from reference book)

7: Describe, and give examples of, four common mistakes associated with question wording in quantitative research instruments. (12 Marks)

Double- barreled questions are ones that in fact ask about two things. For example, how satisfied are you with pay and conditions in your job? The problem is obvious; the respondent may be satisfied with one but not the other.

Negative questions are used. This problem with questions with ‘not’ or similar formulation in them is that it is easy for the respondent to miss the word out when completing questionnaire or to miss it

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when being interviewed. For example, do you agree with the view that students should not have to take out loans to finance higher education?

Too general questions: it is easy to ask a very general question when in fact what is wanted is a response to specific issue. Such as how satisfied are you with your job? It is too general that does is refer to pay, conditions, the nature of the work, or all of these.

Leading questions used, leading or loaded questions are ones that appear to lead the respondent in a particular direction. Questions of the kind ‘do you agree with the view that…?’ fall into this class of question. It suggests a particular reply to respondents.

8. Briefly describe four factors that impact on the medium (e.g., telephone surveys, mail questionnaires) used to collect survey data. (12 Marks)

1. Absolute and variable costs. The choice of collection methods should depend on the money resource available. The cheapest method is electronic, while the most expensive one is personal survey.2. Response rates. Some survey requires higher response rates and some do not. for each method, response rates increase with the degree of personal involved.3. Speed of responses. The degree of urgency impacts on the choice. Telephone is fastest method, and electronic is the second. 4. Sampling. Sample size and disperse of population/location are important. If the population is homogeneous and too broad, electronic may be a good choice.

9. Describe two advantages, and two disadvantages, of face-to-face surveys when compared to electronic surveys.(12 Marks)

Advantages: face-to-face surveys allow for a more intensive questioning and aim at delving into the reasons for certain attitudes developing, while electronic surveys do not reach this depth; the presence of an interviewer makes the interview situation controllable and get higher response rates, and electronic surveys can not guarantee response rats.

Disadvantages: face-to-face can be a very costly method compared to electronic surveys, especially when a large geographical area is being sampled from; face-to-face is not suitable when asking for sensitive questions, while electronic may have higher response rate and high qualifies answers.

10. Describe three of the areas researchers’ consider when pretesting a questionnaire. (9 Marks)1. Is the question necessary? The question should be framed to secure an answer with the required detail but not #with more detail than needed. Questions irrelevant to research interest should be cut.2. Can respondent answer the question? The researcher should carefully examine each issue to ascertain whether the respondent has the information and whether he/she remember it or not. 3. Will respondents answer the question? The researcher should think about getting the answer in round ways if respondents are reluctant to answer some kind of questions, like embarrassing issues or too excessive effort needed questions.

11. Describe the difference between a respondent’s willingness to answer a question and their ability to answer the question. Give an example of a question a respondent might be willing to answer, but is not able to answer. (9 Marks)

The willingness to answer means the respondent are happy to answer the question and the ability to answer means if they are able to answer or not, because sometimes they do not have the relevant information or maybe threatened not to give the information out. For example, consider the question of ‘how much does your family spend on groceries in a typical week’. Unless the respondent does the grocery shopping or the family operates with a fairly strict budget, he/she perhaps can not answer even if he/she wants to.

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Week 6 - Quantitative Research (part two): Causal research in business and a brief overview of quantitative data analysis

1. Explain, with examples, the three conditions necessary to show causality.(9 Marks) Concomitant variation: a predictable statistical relationship between two variables. Time order of occurrence: a change in the independent variable must occur before a change in the

dependent variable. Elimination of other possible causal factors

2. Define internal and external validity. Explain why laboratory experiments are better at establishing internal validity than field experiments. (8 Marks)

Validity: did the data collection measure what they were intended to measure? Is it clear that what was observed and concluded emerged from the relations focused on? (e.g. if there was a strike and workers decided to leave the workplace as part of an industrial action could I be certain of explaining the cause of that)

Internal validity selects or manipulates one or more conditions in order to determine their effects on a measure of the behaviour of a subject. For example, the smell of delicious food may be presented periodically to subjects in order to assess its effect on their salivation response. The manipulated condition is referred to as the independent variable, and the behavioural measure is called the dependent variable. In our example, the smell of delicious food would be the independent variable and the salivation response would be the dependent variable.

External validity refers to the approximate truth of conclusions the involve generalizations. Put in more ordinary terms, external validity is the degree to which the conclusions in your study would hold for other persons in other places and at other times.

Laboratory Experiment are better at establishing internal validity than field experiments because the experimenter has a great degree of control over variables of influence, thus it’s the best method for inferring causality, measuring of the most precise behaviour and can easily be replicated since it most easily accounts for experimental conditions, although, laboratory experiments may lack realism; some phenomena can't be studied using laboratory experiments e.g., how riots affect social attitudes and limited generality of findings to the "real world". Field Experiment if given proper experimental design can suggest causal inferences; realism is good in natural setting, thus generalization of good results can address impact of complex behaviours in real-life contexts. It is not a good measure of internal validity because it has less control; sometimes people refuse to participate; and it is difficult getting access to a business or industrial setting for the experiment.

3. Give four advantages of laboratory experiments, and four advantages of field experiments.(8 Marks)Advantages of laboratory test:

- more controlled;- systematic observation- concerned with identifiable responses- can be clearer and more transparent in terms of research process (e.g. you can see the

questionnaire) - could be more generalisable if using large data sets or large/representative survey

- Advantages of field experiments:- can capture the perceptions and environment of an individual

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- can allow for a greater degree of data to be captured in an interview/observation - access may not be as much of a problem- can use interview/observation to gain extra data

4. Describe both how a laboratory market test and a field market test could be conducted.(8 Marks)To describe both how a laboratory market test and a field market test could be conducted the experiments have been broken down into tasks, and the experiment consists of developing a new product for a particular market niche:

TECHNICAL SCOPE OF WORKTask 1: Establish Panel Consisting of experts/advisory panel (Panel) consisting of a minimum of four members.

Task 2: Collect Preliminary Background Information on the research topic or product.

Task 3: Collect Preliminary Data on actual the research topic or product.

Task 4: Select /Develop Sampling and Measurement Methods. Using the data obtained in Task 3 to identify one or more protocol by which to evaluate the products performance. Identify and validate a laboratory sampling technique by which to collect field samples. These techniques will be documented and submitted to the Panel for comments. Identify and validate in the laboratory a technique for measuring product acceptance level data to be collected using the sampling technique developed.

Task 5: Obtain and Setup Sampling, Measurement and Calibration System. Will set up a calibration system for sample measurement instrumentation in the laboratory.

Task 6: Test the Sampling and Measurement System in the Laboratory. Researchers will evaluate the precision and accuracy of the sampling and measurement system setup in Task 5 and modify the system if necessary to obtain satisfactory performance.

Task 7: Identify the field sites. Identifying test sites to conduct detailed field experiments. Test sites will be selected only where there is a dominant variable that could enhance the accurate test of the product.

Task 8: Examining Test Site to Develop a Test Plan. Researchers would visit test sites to identify a testing approach for field testing the product. The approach will consider all necessary issues. They can use such information to develop their test plan in Task 9.

Task 9: Development of a Test Plan. Based on the information established in Tasks 2 through 8 a test plan could be developed.

Task 10: Conducting background measurements. Each test site selected in Task 7 above is then visited and samples collected and analyzed.

Task 11: Researchers identify and obtain all necessary permits from persons to conduct field experiments at the test sites. Such permits will include verbal notification to sample the product.

Task 12: Design and fabricate a sample product that would be used in the demonstration.

Task 13: Conduct the field tests. A minimum of three test runs at each test site should be conducted depending on the product.Task 14: Data analyses. Sample results collected at each test site in Task 13 should be analyzed to determine outcome.

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Task 15: Market assessment will be conducted to attain a preliminary market assessment of the product to evaluate its commercialization potential. This assessment will include, but not be limited to, estimation of market size including various industrial applications, strategies to penetrate these markets, and an estimation of the company’s production costs for volume production.

Task 16: Outreach efforts to find a suitable product manufacturer. Researchers will make its best effort to develop a market niche for the product. This effort will include, but not be limited to, targeted mailings of material on the product, phone calls to prospective manufacturers, and a scientific paper in a technical journal and/or oral presentation at a technical conference.

5: Define Type I and Type II error. Why are parametric statistical tests preferred to non-parametric tests? (8 Marks)

Type I:The error occurs when the sample results lead to the rejection of a null hypothesis when it is in fact true.Type II:The error occurs when the sample results lead to acceptance of the null hypothesis when it is in fact false.Parametric means that it meets certain requirements with respect to parameters of the population (for example, the data will be normal - the distribution parallels the normal or bell curve). In addition, it means that numbers can be added, subtracted, multiplied, and divided. Parametric data are analyzed using statistical techniques identified as Parametric Statistics. As a rule, there are more statistical technique options for the analysis of parametric data and parametric statistics are considered more powerful than nonparametric statistics. Nonparametric data are lacking those same parameters and can not be added, subtracted, multiplied, and divided. For example, it does not make sense to add Social Security numbers to get a third person. Nonparametric data are analyzed by using Nonparametric Statistics.

6. How do (a) sample size, (b) distribution of the data, and (c) level of measurement impact on the type of statistical tests that can be used. (9 Marks)

Nonparametric methods are most appropriate when the sample sizes are small. When the data set is large (e.g., n > 100) it often makes little sense to use nonparametric statistics at all. In a nutshell, when the samples become very large, then the sample means will follow the normal distribution even if the respective variable is not normally distributed in the population, or is not measured very well. Thus, parametric methods, which are usually much more sensitive (i.e., have more statistical power) are in most cases appropriate for large samples. However, the tests of significance of many of the nonparametric statistics described here are based on asymptotic (large sample) theory; therefore, meaningful tests can often not be performed if the sample sizes become too small.

7. Among the four basic levels of measurement, which one provides the most data and information? Describe two reasons why this level of measurement is the least used in management research practices. (8 Marks)

(Interval/ratio variables) 1)There is a distinction between interval and ratio varibles, in that the latter are interval variables with a fixed zero point. 2)Since most ratio variables exhibit this quality in business research, they are not being distinguished here.

8. What are assumed interval scale measurements? Give two reasons why researchers use them to gather attitudinal data from respondents? (8 Marks)

A scale which represents quantity and has equal units but for which zero represents simply an additional point of measurement is an interval scale. 1) Employee attitudes are an intervening various2) An intervening variable allows us to answer questions about the bivariate relationship between varibles.

9. What does the researcher need to consider when choosing a statistical test? (9 Marks)

1. What is the question you want answered?2. How many variables are you using and what is the level of measurement?3. How many samples are you dealing with and what is the relationship between the samples?

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10. Explain the difference between dependent and independent variables. Name a statistical test that only uses independent variables, and briefly explain, using an example, what that test does. (12 Marks)

Dependent variables changes in relation to the changes of other variables where as Independent variables cause the change in dependent variables.

(This part not sure) Independent t-test uses independent variables only. It is to find out the likelihood of differences between two groups using the means, standard deviations, t value, degree of freedom and probability.

11. For the following three scenarios, choose a statistical test, and explain why the test is appropriate.

a. Boots the Chemist was considering whether to open new stores in the Netherlands, Japan and Thailand. Research was conducted to help decide whether to enter these markets and also to decide what to emphasise when communicating their offering. One of the research objectives was to understand the key drivers of store choice and the impact of factors such as range, price, quality, service and convenience and the trade-offs between them. How would you analyse the data to do this?

Statistical test method: Regression coefficient

Reason: In terms of this case, the key drivers of store choice depend on the impact of factors such

as range, price, etc. Actually, it assesses the strength of a relationship between one

dependent variable and one independent variable, thus, regression coefficient will be able to

satisfy the need.

b. A large publishing house recently conducted a survey to assess the reading habits of senior citizens. The company published four magazines specifically tailored to suit the needs of this group. Management hypothesised that there were no differences in preferences between the magazines. How would you test this?

Statistical test method: Analysis of variance (ANOVA)

Reason: This case asks us to test whether senior citizens have different preferences among the four

magazines, and we can assume four magazines as four groups, and utilize ANOVA which is

able to test whether three or more groups are different to test this.

c. Sally Distaff is the owner of a chain of jewellery stores located across Yorkshire. Last year the amount spent by each store on in-store displays varied considerably. Distaff wants to find out if the amount spent on in-store displays has any impact on overall sales. How would she do this? (12 Marks)Statistical test method: Regression coefficient

Reason: We can assume an independent variable that is the amount spent on in-store displays and a dependent variable that is overall sales. Because of this case ask us to examine the relationship between those two variables; the most suitable test method should be regression coefficient which is able to assess the strength of a relationship between one dependent and one or more independent variables.

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Week 7 - Which is better qualitative or quantitative?

1. For each of the following, give an example of, and suggest an appropriate research method for: (9 Marks)

a. An exploratory research questionWhat are the impacts on employees when the top management introduces team working?Qualitative method

b. A descriptive research questionIn what proportion the old people are in Britain’s population in the year 2006Quantitative method

c. A causal research question. Does advertisement cause sales to rise? Quantitative method

2. Describe two advantages of qualitative research over quantitative research, and two advantages of quantitative research over qualitative research. (8 Marks)

Qualitative: It allows seeing through the eyes of the people being studied. There is a deep familiarisation with a

normal or typical real-life situation resulting in a holistic understanding of the situations and of the factors involved and how they interrelate.

It provides more descriptive details and emphasises contextual understanding of social behaviour, values, or whatever must be understood in context.

Quantitative: It is clearer and more transparent and systematic in terms of research process. The investigator

does not need as much in-depth understanding of theories and questions.There are statistic measures for reliability and validity of the findings that are generalisable and representative of the population.

3. Give an example of when qualitative research might lead to quantitative research, and an example of when quantitative research might lead to qualitative research. (6 Marks)

Qualitative research Quantitative research: Relationships in telephone call centres, Deery and Walsch used site visits and extensive discussions

with focus groups of employees and meeting with team members to develop understanding of the possible negative effects of this kind of work on the psychological well-being employees. The questionnaire survey of 480 telephone service operators in 5 call centre locations in Melbourne and Sydney were constructed.

Quantitative search Qualitative research: Storey et al did their research on flexible employment; the postal questionnaire survey of 2,700 companies provided a basis for selection of 8 case-study firms where the survey data had suggested there was an association between innovation and flexible employment. The case studies were then explored using a qualitative research strategy based on in-dept semi-structured interviewing in order to investigate internal sources of knowledge and expertise within the organisation.

4. Provide three examples of how the skills required for qualitative research differ from those required for quantitative research? (9 Marks)

Skills: Qualitative researchers need to be better at analysing and judging the meanings of what is being

said to them as they relay the opinions of the participants. Quantitative researchers just take the views as given to them and interpret data using statistical and mathematical methods.

Qualitative researchers need to have interpersonal skills to gain access and prolong contact and build trust in the research relationship as they are constantly in the presence of participants.

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Quantitative researchers do not need to have direct contact with their participant and can be subjective and impersonal in the relationship.

Qualitative researchers must be particularly skilful at note-taking and writing because unlike quantitative work, which can be interpreted through tables and summaries, qualitative work carries its meaning in the entire text.

5. What is the main aim of sampling for (a) qualitative research, (b) quantitative research? (6 Marks)

Qualitative sampling: To try to get and understand all the possible views of the population. To gain access to as wide a

range of individuals relevant to the research question as possible, so that many different perspectives and ranges of activity are the focus of attention.

Quantitative sampling: To try to get a representative view for the whole population. It does not try to capture all the views.

The findings should be generalisable.

6. Briefly describe three ways in which sampling differs between qualitative and quantitative research?(9 Marks)

Quantitative Fixed / Variable Qualitative Number of people interviewed (sampling size) In depth interviews vs. gathering numerical data to prove hypothesis

By its nature quantitative sampling needs a much higher sampling size to prove the validity of a hypothesis which is not necessary with qualitative sampling. Secondly, quantitative sampling is more restricted and the research topic can’t be altered once the research has started. Lastly is quantitative sampling gathers numerical data whereas qualitative sampling tries to get in depth data.

7. Which stage of research – designing the data collection method, collecting the data, analyzing and interpreting the data – is most critical to qualitative data quality? Why? (8 Marks)

Data collection stage is most important to the quality of qualitative research:

Can be influenced by the mood of the interviewee interviewer has to be flexible and quickly adapt to new situations Taking notes about the atmosphere and situation is important for later analysis

The stage of data collection is most important as people’s answers can be influenced by their mood or the atmosphere they are in at the moment of being questioned. The interviewer has to take notes about these things to be able to analysis the gathered data at a later point in time. Further has he to be adaptable to new situations when the interview takes another direction. The interviewer can uncover new issues that he/she was not aware of before.

8.Give three reasons why quantitative research is easier to replicate than qualitative research.(9 Marks)

Larger number of interviews (higher validity) Qualitative research is often based on interviews which can not be easily replicated.(CEO of a

company) Reliability is lower for qualitative research ( different interviewer might receive different answers)

The reasons for this are that qualitative research has a smaller sample size and hence more prone to type 1 and 2 errors than quantitative.

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Secondly qualitative research is often based on interviews with individuals who are difficult to access. (CEO of a firm). Lastly might it happen that people will give different answers to different interviewers, depending on the tone of their voice, appearance etc. (lower reliability)

9. Explain, with examples, how qualitative research projects allow the researcher to explore insights more easily than quantitative research projects. (6 Marks)

Qualitative research is more adaptable Researcher can discuss matters in more depths and adapt to the interviewee’s knowledge Can alter his research topic once started

Qualitative researcher can adopt better to the situation than quantitative. This is because quantitative research is much more flexible in its nature. The qualitative researcher can discuss matters in more depths and also adapt better to the interviewee’s knowledge. Hence a qualitative researcher might still alter his research during the process as he does not have fixed parts such as a survey which is to be sent out to several hundreds of people.

10. For either qualitative or quantitative research, briefly explain three problems encountered when conducting comparative/international research. (9 Marks)

Managing cross cultural research groups i.e. ensuring that data collected is comparable in terms of categories and data collection methods

Obtaining funding for project of this magnitude Language issues e.g. ill translated data collection instruments may undermine genuine

comparability. Insensitivity to specific national or cultural contexts of certain data collection instruments. Problems of achieving equivalence between samples, variables and methods used e.g.

nationality is often used as a surrogate for culture; differences attributable to nationality may be attributed to culture and vice versa

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Week 8 - Philosophy and Theory

1. What are the main differences between positivism and interpretivism as approaches to research? (10 Marks)

Positivism The use of scientific methods from natural sciences Purpose is to generate hypothesis and test them Knowledge is arrived at through the gathering of facts Science must be conducted in a value-free approach Importance of generalisability

Interpretivism

Alternative to positivist orthodoxy Social scientists must capture the social reality and perspectives of individuals and groups within

society Generalisability not as important Interest in the details of a situation Constructivism – need to explore subjective meanings and how individuals make sense of the world

2. What is a Realist approach to research? Outline at least two characteristics. (10 Marks) Shares with positivism a belief that the natural and the social sciences should apply same approach

to research: there is an external reality to which scientists direct their attention. However it is the possible to believe that deeper structures and forces shaping reality can be

deduced intellectually even if they are not always ‘observable’ in a traditional scientific manner.

3. What are three major limitations of Positivist approaches to research methods. (10 Marks) May not capture complexities in terms of context. Doesn’t grasp the subjective aspect of social action. The assumption that science must be conducted in a value-free approach is unrealistic.

4. Provide two differences between inductive and deductive approaches? (5 Marks) Inductive research is a study in which theory is developed from the observation of empirical reality;

deductive research is a study in which a conceptual and theoretical structure is developed and then tested by empirical observation.

Inductive research is referred to as moving from the specific to the general; deductive research is referred to as moving from the general to particular.

5. Outline and explain four aspects of an ethical approach to research. (10 Marks) Whether there is harm to participants;

It means that ’the researcher must take all reasonable precautions to ensure that respondents are in no way directly harmed or adversely affected as a result of their participation in a marketing research project’ stated by MRS Code of Conduct.(including physical harm; harm to participants’ development or self-esteem; harm to career prospects or future employment,etc.)

Whether there is a lack of informed consent;The principle means that prospective research participants should be given as much information as might be needed to make an informed decision about whether or not they wish to participate in a study.(e.g. covert observation transgresses that principle, because participants are not given the opportunity to refuse to cooperate. )

Whether there is an invasion of privacy;The MRS guidance is clear:’ the objectives of any study do not give researchers a special right to intrude on a respondent’s privacy nor to abandon normal respect for an individual’s value.’

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Whether deception is involved. Deception occurs when researchers represent their research as something other than what it is.

6. Outline the main characteristics of a case study approach. (10 Marks) The research aims not only to explore certain phenomena, but to understand them within a particular

context.

The research does not commence with a set of questions and notions about the limits within which the study will take place.

The research uses multiple methods for collecting data which may be both qualitative and quantitative.

7. Provide three reasons why a case study approach is sometimes useful. (10 Marks) Kanter (1977) explains that the case enabled her to generate concepts and give meaning to abstract

propositions, which she then sought to test in three other large corporations.

Yin (1984) considers that they are appropriate criteria and suggest ways in which case study research can be developed to enhance its ability to meet the criteria.

McCabe (1997) suggests that the case study provide a vehicle through which several qualitative methods can be combined, thereby avoiding too great reliance on single approach.

8. Explain two advantages of a multi-method approach. (5 Marks)Multi-method approaches integrate qualitative and quantitative methodsTwo advantages of multi method approach:

It enables triangulation to take place, i.e., use of different data collection methods within one study to ensure that the data are telling what you think they are telling you

Different methods can be used for different purposes in a study

9. Explain validity and reliability as concepts in research methods. (10 Marks)Reliability is concerned with the question of whether the results of a study are repeatable. It is used in relation to questions of whether measures devised for concepts in business and management such as team working and organisational effectiveness are consistent. Reliability is linked to quantitative research. It is particularly concerned with stability, measurability and consistency. For example, IQ tests were found to fluctuate; resulting differences people’s scores were different. This is considered an unreliable measure.

Validity is concerned with integrity of conclusions generated from a piece of research. There are different types of validity, these include:

measurement validity: applied to quantitative research, to search for social scientific concepts internal validity: refers to the issue of causality external validity: concerned with whether the results can be generalized beyond specific research

context. ecological validity: concerned with whether social scientific findings are applicable to people’s

everyday social setting

10. Explain the link in terms of qualitative and inductive approaches to research. (10 Marks)With inductive approaches, theory is the outcome of research. It involves drawing generalizable inferences out of observations. (ie observation/finding theory). Qualitative research strategies are inductive, as theory is generated form hypothesis and observation rather than testing.

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