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RESEARCH METHODOLOGY
A CONCEPTUAL FRAMEWORK
by
Chandra P. Rijal, PhD
Managing Director
Edify International Pvt. Ltd.
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Doc5
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ResearchMeans
Systematic and objective investigation of
a subjector a problemin order to
discover relevant information.
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Investigationonasubjectrefersto…
Establishing a conceptual, or theoretical
understanding about something to be promoted as
part of disciplinary studies.
For example, development of a theory in public
health.
Investigationonaproblemrefersto…
Assessing, diagnosing, exploring, or evaluating
various facets pertaining to a management problem.
For example, what percentage of first time
BhatbhateniSuperstores visitors come back again to
this place for shopping?
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Discoveryofarelevantinformationrefersto

Establishing theoretical grounds for a
disciplinary study, or
Deducting problem solution under a defined
situation.
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So,whatdoesitmeanbyresearchinyou
opinion?
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Whyisaresearchconducted?
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Types of Research
Basically, there are only two types of research
a.Fundamental Research
b.Applied Research
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Fundamental Research
Known as basic or pure research; seeks to
expand the boundaries of knowledge in the
given area.
For example, development of research
methods, propagation of new theories,
conduction of academic research studies.
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Applied Research
Known as a decisional research
Attempts to use existing knowledge for
resolving the current problem.
For example?
What are the customer needs, expectations,
and problems associated to our offerings?
How did the general public like the prevailing
governance system?
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Lets repeat it again…
¤A research may be considered as a
systematic and objective
investigation that involves systematic
design, collection, preparation,
interpretationand reportingof
information needed to solve specific
problems or promote a domain of
learning.
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OBJECTIVES OF RESEARCH
1.Assessment
2.Exploration
3.Evaluation
4.Examination
5.Comparison
6.Estimation
7.Propagation
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Assessment
Exploration
Evaluation
Examination
Comparison
Estimation
Propagatio
n

OBJECTIVES OF RESEARCH
Lev
els
Nature of
objective
Objective description
1.
Assessment
To observe the situation and infer results
2.
Exploration
To uncover the reality facinga problem
3.
Evaluation
To measure the level of existence
4.
Examination
To test the existence
5.
Comparison
To compare and contrastbetween given
variables
6.
Estimation
To project probablelevel of happening
7.
Propagation
To declare a concept, theory, system or
model
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THE RESEARCH PROCESS
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Step 1
Define the
problem and
research
objectives
Step 2
Design the
research with
plan for
collecting data
Step 3
Implement
the research
-collect,
prepare and
analyze the
data
Step 4
Produce
results,
interpret ,
deduce
inferences
and report
the findings

RESEARCH DESIGN
Specification of methods and procedures for
obtaining the information needed
A plan or organizing framework for conducting the
study and collecting data
Serves as the blueprint of the detailed
procedures and rationales of a research project
An essential part of research methodology
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14

RESEARCH DESIGN ANSWERS THESE QUESTIONS
What is the study all about?
Why is the study being carried out?
Where will the study be carried out?
What tools and techniques of data collection
will be used?
How will the issue of validity and reliability be
addressed?
What type of data are required?
How much time will the study require?
What will be the sample design?
What techniques of data collection will be used
?
How will the data be analyzed and
interpreted?
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IMPORTANCE OF RESEARCH DESIGN
Serves as a foundation to formulate and guide the
research study
Supports in better planning & execution of the
research methodology
Useful in the estimation of probable research errors
and handling strategies
Maintains necessary control over the contents of the
study
Makes the study more systematic, and effective
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16

TASKS OF RESEARCH DESIGN
Determine the exploratory, descriptive, or causal
phases of the research
Determine the information needed
Specify the measurement and scaling procedures
Construct and pretest appropriate forms of data
collection
Specify sampling process and sample size
Develop a plan of data analysis and presentation
Develop a monitoring and control mechanism to
facilitate the overall research function
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TYPES OF RESEARCH DESIGNS
On the basis of the study techniques undertaken,
research designs can primarily be categorized into
TWO forms:
1. Exploratory Research Designs
2. Conclusive Research Designs
a. Descriptive Research Designs
b. Causal Research Designs
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19
Observational
Research
Gathering data
by observing
people, actions
and situations
(Exploratory)
Experimental
Research
Using groups of
people to
determine
cause and
effect
relationships
(Causal)
Survey Research
Asking
individuals
about attitudes,
preferences or
behaviors
(Descriptive)
Three Research Approaches

TYPES OF RESEARCH DESIGNS
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20
Exploratory
Research
Descriptive
Research
Causal
Research
Test hypotheses about cause and effect
relationships
X causes Y
Gatherspreliminaryinformationtodefine
theproblemandsuggesthypotheses
Literaturesearch,expertinterviews,focus
groups,casestudies,companyaudits,
qualitativeresearch
Describesthingsasthemarketpotentialof
aproduct,consumerdemographicsand
attitudes
Secondarydataanalysis,surveys,observations,
panels,simulations

RESEARCH DESIGN PROCESS
Step 1: Define the Research Problem
Step 2: Estimate the value of the information to be
provided by the research
Step 3: Select the Data Collection Method
Step 4: Select the Measurement Techniques
Step 5: Select the Sample
Step 6: Select the Analytical Approach
Step 7: Evaluate the Ethics of the Research
Step 8: Specify the Time and Financial Cost
Step 9: Prepare the Research Proposal
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21

COMPONENTS OF A RESEARCH PROPOSAL
1.Problem Definition
2.Study Approach and Designs
3.Population and Sampling Strategies
4.Sources of Data
5.Instrumentation
6.Mechanism for Research Administration
7.Mechanism for Data Processing and Analysis
8.Confirmation of the Expertise Involved
9.Timeframe of the Study
10.Cost of the Study
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22

VARIABLES
Meaning
Known as a property of proposition being
studied
Also known as the constructs of a
proposition
A symbol to which we assign numerals or
values
Numerical value assigned to a variable is
based on its properties
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Three General Examples of Variables
1. Dichotomous Variables
These variables are so called because they have
TWO values, reflecting presence or absence of a
property.
For example: pass or fail, exists or does not exist,
employed -unemployed, male -female, yes -no.
The dichotomous variables can be assigned with
a numerical value of ‘0’ or ‘1’ for analysis purpose.
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2. Discrete Variables
These are categorical variables.
For example, the demographic variables race
or religion are the examples of discrete
variables.
Religion: Hindu, Islam, Buddhism, and Jain can
be assigned numerical values of 1, 2, 3, and 4
respectively.
The numerical values assigned to these
variables will be of absolute nature; not like 3.5,
or 4.7.
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3. Continuous Variables
These variables take on values with a given
range or, in some cases, an infinite set.
For example, test scores may range from 0 -
100, age may be 2.5 years, present income of
a person could be Rs. 15000, you may disclose
your property worth more than Rs.
500,000,000.
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Sample vs. Population
Population = collection of ALL possible
observations
Sample = subset of a population
Random Sample
representative of a population
all observations have equal chance of
being selected

WHY DO WE USE SAMPLES?
Cost
Time
Inaccessibility of the population
Accuracy
Destruction of the observations
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STEPS IN DEVELOPING A SAMPLE PLAN
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Step 1: Define the
Population of
Interest
Step 2: Choose
Data Collection
Method
Step 3: Choose
Sampling Frames
Step 4: Select a
Sampling Method
Step 5: Determine
Sample Size
Step 6: Develop and
Specify Operational
Plan
Step 7: Execute
Operational Sampling
Plan

SAMPLING METHODS
Probability vs. Nonprobability
Probability
members in the population have a known chance
(probability) of being selected into the sample
Nonprobability
the probability of selecting members from the
population is not known
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SAMPLING DESIGN PROCESS
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Define Population
Determine Sampling Frame
Determine Sampling Procedure
Probability Sampling
Simple Random Sampling
Systematic Random Sampling
Stratified Sampling
Cluster Sampling
Non-Probability Sampling
Convenience
Judgmental
Quota
Snow-ball
Determine Appropriate Sample Size
Execute Sampling Design
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CLASSIFICATION OF SAMPLING METHODS
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Sampling
Methods
Probability
Samples
Simple
Random
Cluster
Systematic Stratified
Non-
probability
QuotaJudgment
Convenience Snowball

DATA
Meaning
Data are the units, or, numbers, or facts that are
generated through observation.
Data can be qualitative as well as quantitative.
Considered as the backbone for the evidence of
every findings and decision alternatives in the
research.
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Data Objectives
Dataobjectivesarederivedfromtheresearch
objectivesandcompriseofwhatwehave
observedtobelackingintheexample.
Theirdeterminationmainlyrestsonthe
researcher,totranslatewhatthedecisionmaker
wantsintoaspecificdescriptionoftheneeded
data.
Doc5
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General Qualities Required
1.Themeasurementshouldberelevantandadequate
totheproblemfacedtoprovidekeyguidancein
decisionmaking.
2.Thedatamustbeaccurateinboth--
i.Validity:Measurewhattheyaresupposedto,and
ii.Reliability:Onrepeatingthesamemethod,should
givethesameresults.
3.Datashouldbeobtainedquicklyenoughatan
affordablecost.
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Nature of Data
1. Facts:
Include the measurements of anything that
actually exists or has existed.
Facts, generally describe tangible things, they
also can be intangibles.
They generally originate as the demographic,
sociological, psychographic, or behavioral
types.
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2. Knowledge:
That is what people know.
The information true or false, exists or does not exist,
etc.
Example
Consumers awareness about a product or a brand.
3. Opinion
How people perceivesomething.
What they believe about attitudes.
The mental sets or predisposition to act in some
manner.
Example
Consumer perception regarding good or bad.
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4. Intentions:
The acts that people have in mind to do.
The expectations of their behavior
Example: Consumer interest upon a certain
retailer.
5. Motives:
Internalforcesthatcausepeopletobehaveas
theydo.
Motivesmaybeinstrumentalideasfor
identifyingthesubjectsaboutwhichthepeople
willspeakfreely.
Example:Acertainconsumerneverlikingwine.
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Functions of Data
1. Causation
2. Pay off
Here, ‘X’ is the causation and ‘Y’ is the pay off.
3. Description: Determination of causal variables in
the sample. E.g.: How many of them are ‘X’.
4. Identification: Identification of the particular
source.
e.g.: The name of person who took an interview, or
made an observation, name, address, and
locations of subjects, etc.
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Y = f(X)
‘X’ Causes ‘Y’

TYPES OF DATA
1.PrimaryVs.Secondary
PrimaryData
Thatoriginatefromprimarysourcesandare
basedonobservationorinvestigationordirect
questioning.
*ObservationMethod
*InterviewMethod
*Questionnaires
*ProjectiveTechniques
*ContentAnalysis
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1. Primary Vs. Secondary
Secondary Data
That originate from secondary sources.
Data already available, collected and analyzed by
someone else.
* Publications
* Books
* Journals
* Magazines and Newspapers
* Reports
* Collateral Materials
* PR Messages
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2.QualitativeVs.Quantitative
QualitativeData:Psychological,perceptual,or
conceptualdatathatisnotcountedinnumbers,rather
codedas‘goodorbad’,‘interestingorboring’etc.
QuantitativeData:Numberbasedfactsandfigures.
Frequencyofoccurrence.
3.PersonalReporting
Databasedonindividualobservationandreporting.
Canbequalitativeaswellasquantitative.
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Can be primary/secondary
Always primary

SOURCES OF DATA
1.Internal
Datadevelopedorgathered,maintained,and
preservedbytheorganizationitself.
MISisthebestsourceforinternalrecords.
MIScomprisesofFOURmajorcomponents;
ManagementResearchSystems(MRS),Internal
Database Systems (IDS),Management
IntelligenceSystems(MIS),andAnalytical
InformationSystems(AIS).
Annualreports,collateralmaterials,press
releasesetc.
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Primary

2. External
* Data generated from the published reports of
various bureaus, and public surveys.
Example:
EDIFY International conducting a salt
consumption behavior research study in Nepal,
and the same report findings to be used in other
related future researches.
Use of CBS -Nepal reports for various research
purposes.
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44
Secondary

1. Literature Reviews
* A secondary method of data collection.
* Facts gathered in the basis of reviews of various
publications, articles, journals, books, collateral
materials, reports, etc.
* Useful in providing the evidence to the results of
the primary observation.
* Mostly used in understanding the theoretical
phenomenon.
* Very essential in qualitative studies.
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45
DATA COLLECTION METHODS

2. Census
* Census represents the study of universe.
* Mostly conducted by the governments in long
periodical basis.
* Each and every component of the population is
the subject of the study.
* Most costly approach of data collection.
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3. Survey
* An alternative to census.
* Sample based study; study/observation through
population representation.
* Mostly used by the researchers.
* A primary method of data collection.
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4. Focus Group Observation
* A approach of group observation.
* A source for primary data collection.
* Useful in perceptual studies.
* The groups may comprise of 6 to 10 people.
* The issues are discussed by cross questioning
and sharing their views.
* Suitable in case of new product launch and
testing.
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Can be direct or
indirect, structured
or unstructured

5. Experiments
* A primary method of data collection.
* Can be field or lab experiment based.
* Mostly conducted by using the control groups.
* Most useful in new product testing.
* May be very costly incase of wrong selection of
control groups.
* Sometimes conducted by the help of various
physical tests; eye movements, pupil
movements, skin stimuli etc.
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49

6. Interviews
* A popular method of primary data collection.
* Data collected in the basis of personal
interaction with the respondents.
* Can be well-structured or less-structured.
* Useful when small size of observation is enough
for data collection.
* The individuals/subjects are the source of study.
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50

Data Reduction and Analysis
Data Reduction Process
Step I: Establishing field controls
Step II: Editing of data
Step III: Coding the data
Step IV: Transcribing
Step V: Creating new variables
Step VI: Calculating and
summarizing
statistics
Data Analysis
Descriptive analysis
Bivariateanalysis
Multivariate analysis
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51

Presentation of a Report
I.PrefatoryPart
TitlePage
SignatoryPage
CopyRights
Acknowledgements
ExecutiveSummary
TableofContents
ListofTablesandGraphs
ListofAbbreviations
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II. Main Body
Introduction
ReviewofLiterature
ResearchMethodology
DataReduction,Presentation,andAnalysis
SummaryofKeyFindings
RecommendationsandConclusions
III.SupplementaryPart
BibliographyorReferences
Annextures
Appendixes
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ETHICAL ISSUES RELATED TO RESEARCH FUNCTION
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54
Nature and Content of Ethical Issues
Participant Treatment
Issues
* Purpose shouldn't be
to sell merchandise
* Anonymity must be
protected
----------------------------
Ultraviolet ink
Hidden tape recorders
One-way mirrors
Fake long distance calls
Fake research firm
Right to safety
Right to be informed
Right to privacy
Right to choice
Client Treatment
Issues
* Methods used and
results should be
accurately reported
----------------------------
Confidentiality
Unqualified researcher
Proprietary information
Unnecessary research
Researcher Treatment
Issues
* Should not disseminate
conclusions that are
inconsistent with data
* Should not solicit
designs and deliver to
another for execution
----------------------------
Excessive requests
Reneging on promises
Availability of funds