Research Methodology & Statistics PDF

Research Methodology & Statistics 1 year Master Session III: Research Design & Sampling Part II: Data Collection & Measurement  Session III Part II By the end of this session, you should be able to: Differentiate pri...

Research Methodology & Statistics 1 year Master Session III: Research Design & Sampling Part II: Data Collection & Measurement  Session III Part II By the end of this session, you should be able to: Differentiate primary from secondary data collection methods Understand various types of primary data collection methods: observations, interviews, questionnaires Explain advantages & disadvantages of these data collection methods Describe variable measurement and explain related concepts like constructs Define four types of scales and their usages in empirical researches Chapter II: Introduction Session III Part to Research II Design Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Data Collection After the development of research idea and design, we need to collect data for research Secondary data collection (archive & documentary) Less time consuming Higher quantity Challenge of relevance Primary data collection (specific for the research project) Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Archival and Documentary Research (Secondary Data) Digitalization of data and creation of online archives Wide range of available data sources Considered as secondary sources Important to ensure that the documents are NOT originally created for a research purpose May be both qualitative or quantitative Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Primary Data Collection Primary data collection methods: ways in which data collected from original sources for the specific purpose of the study can be gathered. Information needed for business research largely comes from people in the work setting. That is why it is very popular. The three main primary data collection methods are observations, interviews, and questionnaires. Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Observation Observation involves going into ‘the field’ (e.g., the factory, the office, the trading room), watching what people do, and describing, analyzing, and interpreting what one has seen. Participant observation Structured observation Examples: Following a Wall Street broker to engage in his daily routine. Observing in-store shopping behavior of consumers via a camera. Sitting in the corner of an office to observe how a merchant bank trader operates. Studying the approach skills of salespeople disguised as a shopper. Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Participant Observation The researcher attempts to participate fully in the lives and activities of members and thus becomes a member of their group, organization, or community. Researchers can serve either as outside observers or active participants with their identity revealed or concealed. They will try to record whatever they have observed. Participant-as-observer Complete Level of Participant Researcher’s Observer-as-participant Complete observer participation Level of researcher identity’s revelation Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Structured Observation Looks selectively at predetermined phenomena Different levels of structure Highly structured Semi-structured Example: mystery shopper to observe service performance Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Advantage & Disadvantage of Observation Advantage Directness Access to certain groups otherwise difficult to access Challenges Reactivity Observer bias Disadvantage Time consuming Tedious and expensive Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Interviews An interview is a guided, purposeful conversation between two or more people. Unstructured interviews: the interviewer does not enter the interview setting with a planned sequence of questions to be asked of the respondent. Semi-structured interviews: Conducted when it is known at the outset what information is needed. The interviewer has a list of predetermined questions to be asked of the respondents either personally, through the telephone, or via the computer. Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Interview Types Personal interviews High response rate but high cost & time intensive Telephone interviews Lower cost but low response rate & incomplete response Internet-based interviews Either online interviews with Zoom or Teams (similar to personal interviews) or AI-based interviews (similar to phone interviews with even lower cost) Group interviews Forming focus group for studies for researches that studies how groups of people discuss about a particular topic, concept, or product. It often includes a moderator to guide the discussion. Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Managing Bias in Observations & Interviews Observation bias: Either due to observer’s expectation or people’s reaction Interview bias can be stronger (shorter time) Researcher needs to establish credibility and rapport with interviewees, and motivate them to tell the truth Some useful techniques in interviews: Funneling (starting with broad open-end questions) Ask unbiased questions Clarify issues along the way Record the interview and /or take notes Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Questionnaires A questionnaire is a pre-formulated, written set of questions to which the respondent records his answers Personally administered questionnaires High response rate Time consuming Mail questionnaires Low response rate but able to reach more Web-based questionnaires Using Google form or other means to reach high number of respondents Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Questionnaire Design Determine questionnaire content (often related to measurement) Determine the form of response (closed vs. open-ended) Mainly use closed questions (easy for filling & coding) Ensure all options are mutually exclusive and collectively exhaustive Keep a few open-ended questions for insights (often not filled) Determine question wording & sequence Often take the funnel approach (see next slide) Write a cover letter to explain research purpose Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Questionnaire Sequence Personal and sensitive data at the end Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Questionnaire Wording Avoid double-barreled questions Avoid ambiguous questions and words Use of ordinary words Avoid leading or biasing questions Use both positive and negative statements but avoid double negatives Limit the length of the questions Rules of thumb: < 20 words or one full line in print Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Measurement Measurement is the assignment of numbers or other symbols to characteristics (or attributes) of objects according to a pre-specified set of rules. Three types of things that can be measured A direct observable is physical phenomenon or feature that can be observed directly. An indirect observable is an indirect representation of a characteristic or object (e.g., Somebody’s response to an item about the number of people working in an organization) An abstract or subjective attribute (construct) is more difficult to measure (e.g., customer satisfaction). Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Operationalization The process of translating abstract and subjective constructs into concrete measures is called operationalization. Deduction of abstract concepts to render them measurable in a tangible way. Operationalizing is done by looking at the behavioural dimensions, facets, or properties denoted by the concept (multiple items for one construct). Often with 5-point Likert scales to measure opinions (starting from “strongly disagree” to “strongly agree”) Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Operationalization Steps 1. Provide conceptual definition of construct. 2. Develop pool of items related/important to the construct. 3. Decide on response format (e.g., 5 point Likert-scales with end-points ‘strongly disagree’ and ‘strongly agree’). 4. Collect data from representative sample from the population. 5. Select items for your scale using ‘item-analysis’. 6. Test the reliability and validity of the instrument. Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Scales & Types To be able to assign numbers to attributes of objects we need a scale: a tool or mechanism by which individuals are distinguished as to how they differ from one another on the variables of interest to our study. There are four basic types of scales: nominal, ordinal, interval, and ratio. The degree of sophistication to which the scales are fine-tuned increases progressively as we move from the nominal to the ratio scale. Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Nominal & Ordinal Scales A nominal scale is one that allows the researcher to assign subjects to certain categories or groups. What is your gender? O Male O Female Ordinal scale: not only categorizes variables to denote their differences, but it also rank-orders categories in some meaningful way. What is the highest level of education you have completed? O Less than High School O High School/GED Equivalent O College Degree & above Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Interval & Ratio Scales In an interval scale, numerically equal distances on the scale represent equal values in the characteristics being measured. It allows us to compare differences between objects. The clinical thermometer is an example; it has an arbitrary origin and the magnitude of the difference between 36.5 degrees and 37.5 degrees is the same as the magnitude of the difference between 39 and 40 degrees. Ratio scale: it has an absolute (in contrast to an arbitrary) zero point, which is a meaningful measurement point. What is your age? Pr. Abla CHAOUNI BENABDELLAH  Chapter II: Introduction Session III Part to Research II Design Properties of the Four Scales Pr. Abla CHAOUNI BENABDELLAH  Session III Part II Summary: While secondary data can be cheaper with higher quantity, we may still need primary data source for their relevance. Among the three main primary data collection methods, observation is best in data quality and questionnaires best in quantity, while interview in-between. Researchers need to manage various challenges in using these methods. To measure variables in a research, we often need to find ways to render abstract or subjective attributes (constructs) measurable, called operationalization. There are four types of scales, nominal, ordinal, interval, & ratio. Depending on the scale type of our variables, we can then conduct relevant quantitative analysis.  Session III Part II Case Study on Data Collection Methods: For the case on questionnaire, please answer following questions: 1. The response rates to online questionnaires are typically low. What can Nicki do to increase the response rate to his survey? 2. Evaluate the introduction of Nicki’s questionnaire and improve it if (and where) necessary. 3. Nicki uses a lot of closed questions. Verify whether all the closed-ended questions in Nicki’s questionnaire are mutually exclusive and collectively exhaustive. 4. Evaluate the phrasing of Nicki’s questions to avoid poorly phrased wordings. 5. Nicki has conducted face-to-face interviews to determine the attributes relevant to his study. Discuss the advantages and disadvantages of face-to-face interviews. MCQ Questions for Practice Data Representation & Measures