www.handels.gu.se e 43 johan brink, iie 22 november quantitative research lecture 5 2015-06-17
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E 43Johan Brink, IIE22 November
Quantitative research Lecture 5
23-04-18
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Agenda
Chapter 6• Indicators• Reliability & Validity• CausalityChapter 7 • Sampling, ReplicationChapter 9 • QuestionnairesChapter 10 • Asking questions• Open closed
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The Quantitative research process1. Theory2. Hypothesis3. Research design4. Devise measurements5. Select research site6. Select research
subjects/respondents7. Collect data8. Process data9. Analyze data10.Conclusions11.Write up
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Operationalization
Concept
(e.g. intelligence)
Measure
(e.g. IQ)
Indicator
(e.g. different test)
Multiple indicators of a concept •One doesn’t capture all individual interpretations•Too narrow or too broad•Different dimensions of a concept (such as culture, performance…)
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Constructs
Construct
Item
IQ
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Reliability & validityReliability– Stability over time– Internal reliability: the coherence of
multiple indicators– Inter-observer consistency: effected by
subjective judgment
Validity– Face validity: getting the focus of
attention– Concurrent and predictive validity –
check with known criterion– Construct & convergent validity: valid
measure of the concept, misinterpretations of constructs from theory. Triangulation with other methods
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Causal studies
• Symmetrical – Both dependent on another
• Reciprocal – Reinforce each other
• Asymmetrical – Reinforce only one
Mill’s method of agreement
Mill’s method of difference
A B C Z
C B E Z
C Z
A B C Z
A B C Z
C Z
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Unit of analysis
• The bits and pieces: ‘countries’, ‘legal system’, ‘payment systems’
• Independent and dependent variables
• Individual or collective constructs
–Culture
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Types of variable
Interval variables• The distance between categories
are identical• A wide range of statistical
techniques can be applied• E.g. TemperatureRatio variables• Classification, order. Distance
and unique origin• E.g .Age in yearsOrdinal variables• Classification & order• -but no equal distance or origin• E.g. Doneness of meat (well –
medium-rare)Nominal/categorical &
Dichotomous variables• No order, no distance & no origin• Two categories – either or• E.g. Gender (M/F)
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Sampling
• Relevant sample• Representative sample• Sampling error– Under & over
representation• Non-response analysis• Stratified and quota
sampling Firm
Marketing Operations Sales
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Size
–Time and cost–Depends on the
variation (standard error)
–Diminishing improvement in precision
•68% of all sample means will be +/- 1* times standard error •The 95% confidence interval:
= Mean -/+ [1,96*standard error]
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Generalizations
Sample
Population
?
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Quantitative research
CRITIQUE• Phenomenological: – Do all individual interpret
the world alike?• How good is the
operationalization?• Constructivistic– Does it capture the real –
daily behavior/social context- or just the constructed research situation
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QuestionnairesPros• Cheap and quick• No interviewer effectCons• Short & clear• Self explained• No additional information – closed
questionsResponse rate ok > 50%• Cover letter /introduction– Why, who, how…– Confidentiality– Follow upPiloting TestInterpretationsDo not include in the sample!
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Open & Closed questions
Open - Reply as they wish+ Their own terms+ Unusual responses+ Do not suggest any answer+ Exploring topics+ Generate closed questions- Time consuming - Have to be coded - Great effort from
respondents
Closed -Fixed alternatives+ Easy process to analyze+ Comparability of answers,
limited # answers - No spontaneity- Force in the answers- Not exhaustive, eventually
irritating
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Types of questions
Factual• Personal information• About others• Informants (such as size of firm.• Test knowledge about)
Attitudes, Beliefs, values…
VignetteScenarios
Filter questions
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Likert scale
Suitable for attitudes, beliefs & values
Types: Yes -No 1-5, 1-10Strongly agree – Undecided - Strongly disagree
• Do not mix type of questions• Always keep you RQ in mind!• What do you want to know?• Is it open for interpretations?
How would you answer it?• General to specific• No threatening questions early• Avoid ambiguous terms: ‘often’,
‘management’…• Avoid long questions• Avoid negative questions: ‘not’
included• Avoid double negotiations• Avoid ‘and’• Avoid general questions• Avoid leading questions: ‘do you
agree• Avoid technical terms