Research Methodology__________________________________

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1. Research Methods in Management

2. Methods of data collection Types Primary Observation Interview Questionnaires Schedules Warranty cards Distributor audit Pantry audits Consumer panels Using mechanical devices Projective techniques Depth interviews Content analysis Secondary

3. Observation Structured Careful definitions of units to be observed, the styles of recording the observed information, statndardized conditions of observation and selection of pertinent data of observation. Suitable for descriptive studies Non structured Observation taking place without the above mentioned characteristics thought in advance. Suitable for exploratory studies

4. Participant observation Non - Participant observation Disguised observation Controlled observation Uncontrolled observation

5. Interview method Personal interview Structured interview Unstructured interview Focused interview Clinical interview Broad underlying feelings or motivations or with the course of individual's life experience Non directive interview Encourage respondents to talk Telephonic interview

6. Questionnaires ,Schedules & Other methods Questionnaires Schedules Warranty cards Distributor or store audits Performed by salesmen at regular intervals Pantry audits Estimate consumption of the basket of goods at the consumer level Investigator collects types of inventories, quantities and the price of the commodities consumed.

7. Consumer panels Extension of pantry approach Set of consumers are arranged to come to an understanding to maintain detailed daily records of their consumption and the same is available to investigators on demand Types Transitory Before and after basis Continuing

8. Mechanical devices Eye camera Pupilometric camera Psychogalvanometer Motion picture camera Audiometer

9. Projective techniques Word association test Sentence completion test Story completion test Verbal projection test Pictorial techniques TAT Rosenzweig test or cartoon test Rorschach test 10 inkblot cards (symmetrical) http://www.theinkblot.com / Holtzman Inkblot test 45 inkblot cards Based on color, movement, shading and other factors involved in inkblot perception Scoring is based on twenty-two items https:// en.wikipedia.org/wiki/Holtzman_Inkblot_Technique Tomkins-Horn picture arrangement test P erformed by giving the subject pictures of a person with various facial expressions. The test consists of 25 sets of three pictures that the subject is asked to tell a story with by putting a card in sequence and writing a sentence about it.  Play techniques Doll play test Quizzes ,tests and examinations Sociometery –Describe social relationships among individuals in a group

10. Depth interview Content analysis

11. Questionnaire Design

12. Attitude Measurement Attitude – an expression of favour or disfavour toward a person, place, thing or event Attitude can be formed from a person’s past and present Attitude is also measurable and changeable as well as influencing the person’s behaviour.

13. I believe that chocolate packaging is important

14. Methods of Measuring Attitudes Rating Likert Scale – carefully constructed attitudinal measure which asks people for their agreement with a statement Example: Please rate each of the following, on a scale from 1 to 10, with 1 being least important and 10 being most important…

15. Sorting Asks respondents to sort items/names into groups Multiple Choice Questions (MCQ)

16. Monadic Q. How satisfied are you with your current job? 1. Very Satisfied 2. Somewhat Satisfied 3. Not Very Satisfied

17. Comparative Q. Compared to your current job how much responsibility did you have at your last job? 1. More 2. About the Same 3. Less

18. Unbalanced Q. How satisfied are you with your current cable service? 1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied

19. Balanced Q. How satisfied are you with your current cable service? 1. Very Satisfied 2. Somewhat Satisfied 3. Somewhat unsatisfied 4. Very unsatisfied

20. Forced Choice Does not allow the respondent to offer no opinion , which is different than a neutral opinion

21. Unforced Choice Allows respondents to opt out of providing an opinion.

22. Ranking Rank choices from most important to least important Example: Of the following 10 items please rank them in order of importance, with 1 being least important and 10 being most important.

23. Questionnaire A set of questions designed to generate the data necessary for accomplishing a research project's objectives

24. Complexity o f Questionnaire Design Do you consider that the many research texts are adequate for most of your business majors at the undergraduate level ? _____ Yes ____ No If no; briefly , why not ? Is your friend sociable and lovable? _____ Yes ____ No If no; briefly, why not?

25. Can the Respondent Answer the Question? (Cont’d) Consider the following question taken from a questionnaire used by a marketing research firm in conducting a face-to-face survey of female household heads How much has your family spent in the last 12 months on cookware? $ _______

26. Can the Respondent Answer the Question? In your opinion, how many students in your marketing courses will become potentially successful marketing managers? Ten percent ______ Twenty percent ______ Thirty percent ______ ______percent ______

27. Questionnaire quality and design criteria What should be asked? How should questions be phrased? In what sequence the questions be arranged? What questionnaire layout will best serve the research objectives? How should the questionnaire be pretested? Does the questionnaire need to be revised?

28. Questionnaire General Format Self-administered (by mail or personal contact) In person (face-to-face) Telephone interviews

29. Question Form Nonstructured questions O pen-ended Structured questions F ixed-response

30. Nonstructured Questions Consider the following illustrative questions How old are you?___________________ What do you like most about owning your own home? _____________ Will you please describe your thoughts about a person who shoplifts items from a grocery store to keep from going hungry? ______________________________________________________________________________________

31. Structured Questions In which of the following categories does your age fall? _______ Less than 18 _______ 18 to 30 _______ 31 to 45 _______ 46 to 60 _______ Over 60

32. Structured Questions : Dichotomous Questions Do you smoke cigarettes? ___Yes ___No Have you ever watched CNN News? ___Yes ___No

33. Multiple- C ategory Questions In your opinion, which product category is the most suited for making purchases on the Internet? ____Automobiles ____Books ____Electronic Items (TVs, video cameras, VCR and DVD players, etc) ____Videos, CDs ____Computer-related items ____Travel (airlines, car rental, hotel reservations, etc.)

34. Multiple- C ategory Questions (Cont’d) What do you like about Bank of America’s online banking service? ____24 hour service ____Transaction privacy ____No need to travel – do it from home ____Paying bills online– no need to mail bills ____Other ____(please specify)

35. Response Category Sequence Approximately how many international telephone calls do you make per week? ______ 0 to 1 call ______ 2 to 3 calls ______ 4 to 5 calls ______ 6 to 7 calls ______ More than 7 calls The response categories in this question follow a natural sequence

36. Response Category Content Response choices should be Collectively exhaustive taken together Mutually exclusive not overlap

37. Response Category The response choices are collectively exhaustive but not mutually exclusive On the average, how many cans of cola do you drink per week ____0 to 3 cans ____3 to 6 cans ____More than 6 cans Changing the 3 in the second category to a 4 will make the response choices mutually exclusive

38. Writing a Questionnaire for International Markets Caution Use of the s ame word can have different meanings in different cultures Word Equivalence In Japan, China and non-English speaking European countries “Very Satisfied” means “Somewhat Satisfied” “Very Satisfied” should be replaced by “Totally Satisfied”

39. Will the Respondent Answer the Question? Questions about personal financial matters or sexual behavior are examples of sensitive questions Words used in the questions should not be ambiguous to the respondents

40. Double-Barreled Questions Suppose the following question is to be used in conducting a survey of the general public Do you feel firms today are concerned about their employees and customers? _____ Yes _____ No A “no” response can be interpreted three different ways The respondent feels firms are concerned about neither employees nor customers The respondent feels firms are concerned about employees but not customers The respondent feels firms are not concerned about employees although they are concerned about customers

41. Avoiding Double-Barreled Questions This revision is usually accomplished by breaking one question into several questions Thus our illustrative question can be reworded as two separate questions Do you feel firms today are concerned about their employees? ___ Yes ___ No Do you feel firms today are concerned about their customers? ___ Yes ___ No

42. Guarding Against Errors How often do you eat eggs for breakfast? _____ Frequently _____ Occasionally _____ Rarely _____ Never

43. Guarding Against Errors (Cont’d) To guard errors due to misinterpretations, the previous question can be revised as On average, how many days per week do you eat eggs for breakfast? ___ Every day ___ 5 or 6 days ___ 3 or 4 days ___ 1or 2 days ___ Less than 1 day per week ___ Never eat eggs for breakfast

44. Question Sequence Needing Improvement 11. Do you own or rent your current place of residence? Own Rent 12. How long have you lived in this state? Less than one year One year to less than 5 years 5 years or more

45. Improved Question Sequence 11. Have you always lived in this state? Yes (Go to Question 12) No (Go to Question 11a) 11a. In which state did you live immediately before moving into this state? ......... 12. How long have you lived in this state? Less than one year One year to less than 5 years 5 years or more

46. Questionnaire Appearance And Layout Version 1 How old are you? ___Less than 18 ___18 to 25 ___26 to 40 ___Over 40 Version 2 How old are you? ___Less than 18 ___18 to 25 ___26 to 40 ___Over 40

47. Guidelines for good questionnaire design Avoid complexity: Use simple conversational language Avoid leading and loaded questions (question that suggests a socially desirable answer or is it emotionally charged) Avoid ambiguity :Be specific as possible Avoid double barreled items Avoid burdensome questions that may tax respondent's memory

48. Data Analysis & Interpretation

49. Data preparation process Preparing preliminary plan of data analysis Questionnaire checking Editing Coding Transcribing Data cleaning Statistically adjusting the data Selecting a data analysis strategy

50. Univariate, bivariate and multivariate data Types of data based on number of variables Univariate :Analysis are made only based on one variable Bivariate : Two variables Multivariate :Two or more variables

51. Hypothesis Testing Procedures Many More Tests Exist!

52. Parametric Test Procedures 1. Involve Population Parameters (Mean) 2. Have Stringent Assumptions (Normality) 3. Examples: Z Test, t Test,  2 Test, F test

53. Nonparametric Test Procedures 1. Do Not Involve Population Parameters 2. Data Measured on Any Scale ( Ratio or Interval, Ordinal or Nominal) 3. Example: Wilcoxon Rank Sum Test

54. Advantages of Nonparametric Tests 1. Used With All Scales 2. Easier to Compute 3. Make Fewer Assumptions 4. Need Not Involve Population Parameters 5. Results May Be as Exact as Parametric Procedures

55. Disadvantages of Nonparametric Tests 1. May Waste Information Parametric model more efficient if data Permit 2. Difficult to Compute by hand for Large Samples 3. Tables Not Widely Available

56. Hypothesis testing What u normally do If calculated value is less than the table value-hypothesis accepted If calculated value is more than the table value-hypothesis rejected How you do in SPSS? If the p value is > .05 – The result is insignificant If the p value is < .05 – The result is significant

57. Chi square tests Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis.  The chi-square test is always testing what scientists call the  null hypothesis, which states that there is no significant difference between the expected and observed result.  We want to compare our observed data to what we expect to see. Due to chance? Due to association?

58. Assumptions: Independent observations A sample size of at least 10 Random sampling All observations must be used For the test to be accurate, the expected frequency should be at least 5

59. C onducting Chi-Square Analysis Make a hypothesis based on your basic biological question Determine the expected frequencies Create a table with observed frequencies, expected frequencies, and chi-square values using the formula: (O-E) 2 E Find the degrees of freedom: (c-1)(r-1) Find the chi-square statistic in the Chi-Square Distribution table If chi-square statistic > your calculated chi-square value, you do not reject your null hypothesis and vice versa.

60. H O : Heart Disease is not associated with cholesterol levels.

61. REPORT PREPARATION AND PRESENTATION

62. Report Format Title page With names & Reg. Nos. of team members Table of contents Executive summary Major findings Conclusions Recommendations

63. Research problem Review of literature Formulation of hypothesis/ es Research Methodology Type of research design Nature of data collected Scaling techniques used Questionnaire development and pretesting details Sampling design Target population Sampling frame Sampling technique Sample size Fieldwork details

64. Data Analysis Hypothesis/ es testing Results and discussions Limitations Conclusions and recommendations References Exhibits Questionnaires and forms