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8/4/2019 Notes research methodology sem
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Notes research methodology sem. III, mba mdu, rohtak , dde, - Presentation Transcript
1.Shakehand with Life Research Methodology Systematized effort to gain new knowledge Notes for
MBA III Sem. Maharishi Dayanand University, Rohtak, (DDE) Prepared By Narender Sharma Quality
Professional in a leading Container Glass Manufacturing Organization HNG Industries Ltd , Bahadurgarh
Prepared By Narender Sharma Quality Professional in a leading Container Glass ManufacturingOrganization
2.Few wordsTo All Management and Engineering Professionals……………… Course JourneyAll of you have
studied about the Software and Hardware as these Research Methodologyunderstand as a heavy source
of earning but I believe in Humanware and in (MBA , Sem. III, M.D. University, Rohtak)my view “Nothing
costly than a human mind as it has unlimited capabilities.” Unit I : Page 3 - 8so my Mission statement is
Introduction “Shakehand with Life” Meaning and nature of research. Significance of research in business
decision making.The notes are strictly according to the syllabus of Maharishi Dayanand Identification
and formulation of research problems , SettingUniversity, Rohtak under distance education mode for
MBA ,Sem. III. objectives and formulation of hypothesis. Unit II : Page 9 - 22As a quality professional It is
my effort to give the quality in my work which Research designs and data collectionwill give the
maximum output through minimum input from the user end so Research designs – Exploratory ,
descriptive, diagnostic, andthat he can get maximum marks in his examination. experimental data
collection. Universe , survey population , and sampling designs.I always seeking the feedback from your
side so that, I can continuously Data collection tools –Schedule, questionnaire, interview andmake
improvement in my work. observation, use of SPSSWith Regards Unit III : Page 23 - 34 Scaling
Techniques Need for scaling, problems of scaling , reliability and validity of scales. Scale construction
techniques- Arbitrary approach , consensus scaleNarender Sharma approach ( Thurston), Item analysis
approach (Likert) and cumulative scales ( Gut man’s Scalogram) Working As A Quality Professional In A
Leading Container Glass Manufacturing Organization Since July 2001 To Till Date. Unit IV: Page 35 - 44Visiting Faculty in Leading Management Institutes in Delhi. Interpretation and Report writing Six –Sigma
Green Belt. Introduction , meaning of interpretation Group Member “Benchmark Six Sigma” , “Leaders
Think Tank” on Linkedin. Techniques and precautions in interpretation and generalization. M.B.A.
(Production And Operation Management). Report writing – purpose, steps and format of research
report and B.Sc. (Electronics, Physics, Mathematics). final presentation of the research reportShakehand
with Life Quality : A Parameter of Customer Satisfaction Page 1www.shakehandwithlife.blogspot.com
3.Few Motivational words Train-ed To be a Leader “ I know you are going People are often like a Train,
Some are like its Engine to make it ……….. Leading the train forward, It may take time Some are like
bogies chugging along, following the leader and hard work While few others are likes the brakes, putting
a stop to its motion You may become frustrated and Therefore the leader is like the Engine of this train
at times you will feel A man who will lead with trust and honesty, like giving up with speed and also
ensure that there are no accidents. Sometimes you may even wonder if it’s really worth it Narender
Sharma But I have confidence in you Lead India MAILBOX, My Times, My Voice and I know you’ll make it,
Times of India, New Delhi, If you try.” Aug24, 2007, p. 2 ……………..Ananda PierceShakehand with Life
Quality : A Parameter of Customer Satisfaction Page 2www.shakehandwithlife.blogspot.com
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4.Santa’s Research Story on a Frog Mr. Santa has got a chance to become a researcher and he went to
America and did a interesting research on a Frog. Here is the research story of the Santa Mr. Santa
caught a Frog and put the Frog on a table and asked to the Frog, “Daddu, my son, jump!”Unit I :
Introduction Meaning and nature of research. Significance of research in business Frog jumped about six
feet. decision making. Then Mr. Santa cut one rear leg of the Frog and then put the Frog again on the
table and asked to the Frog, “Daddu, my son, jump!” Identification and formulation of research Frog
used the force of all three legs and jumped about three feet. Then Mr. Santa cut one more leg of the
Frog , that was his right front leg. problems, Setting objectives and Now Mr. Santa put the Frog on the
table and again asked the Frog , “Daddu, formulation of hypothesis. my son, jump!” Frog used the force
of his two legs and jumped about one feet. Now Mr. Santa cut one more leg of the Frog , that was the
second rear leg of the Frog. Then put the Frog again on the table and asked the Frog , “Daddu, my son,
jump!” Frog somehow using the force of his remaining last leg and try to jump but managed to scrawl
himself just about two inches. Now at last Mr. Santa cut the last leg of the Frog and put the Frog on the
table and asked him again, “Daddu, my son, jump!” But this time the Frog even collecting the whole
inner strength of his body failed to even scrawl himself. Now Mr. Santa find the result from his study
and made a generalization thatShakehand with Life Quality : A Parameter of Customer Satisfaction Page
3www.shakehandwithlife.blogspot.com
5.“ If all four Legs of the Frog are cut down then Frog stops listening.” Types of ResearchesThis was the
research done by Mr. Santa. Descriptive vs AnalyticalBut Actually, What is Research? Descriptive
research includes surveys and fact finding enquiries ofWhat is the significance of the research? different
kind. The major purpose of descriptive research is descriptionHow the research progress? of the state of
affairs as it exists at present.How do we identify and formulate the research problem? Analytical
research on the other hand , the researcher has to use facts orAll these are discussed in this subject
named as information already available , and analyze these to make a criticalResearch Methodology
evaluation of the material.Meaning and Nature of Research Applied vs FundamentalWe all possess thevital instinct of inquisitiveness for, when the unknown Applied research aims at finding a solution for an
immediate problemconfronts us , we wonder and our inquisitiveness makes us probe and attain facing a
society or an industrial/ business organization.full and fuller understanding of the unknown. This
inquisitiveness is the Fundamental research is mainly concerned with generalization and withmother of
all knowledge and the method , which man employs for obtaining the formulation of theory.the
knowledge of whatever the unknown , can be termed as research. Quantitative vs Qualitative
Quantitative research is based in the measurement of quantity or Research is an art of scientific
investigation. amount. Systematized effort to gain new knowledge –Redman and Morry Qualitative
research , is concerned with qualitative involving quality or Research is movement of known to
unknown. kind. For instance , when we are interested in investigating the reasons It is actually a voyage
of discovery. for human behavior. Research comprises defining and redefining problems , formulating
Conceptual vs Emperical hypothesis or suggested solutions ; collecting , organizing and evaluating
Conceptual research is that related to some abstract idea or theory. It is data; making deductions and
reaching conclusions ; and at last carefully generally used by philosophers and thinkers to develop new
concepts or testing the conclusions to determine whether they fit the formulating to reinterpret existing
ones. hypothesis. Empirical research relies on the experience or observation alone, often The
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manipulation of things, concepts or symbols for the purpose of without due regard for system and
theory. It is data based research, generalization to extend , correct or verify knowledge, whether that
coming up with conclusions which are capable of being verified by knowledge, aids in construction of
theory or in the practice of art.- D. observation or experiment. Slesinger and M. Stephenson Some Other
types of ResearchesConclusion : Research as such terms refers to the systematic method One time or
longitudinal researchconsisting of enunciating the problem, formulating a hypothesis, collecting the
Laboratory or simulation researchfacts or data, analyzing the facts and reaching certain conclusions
either in the Clinical or diagnostic researchform of solutions towards the concerned problem or in
certain generalizations Historical researchfor some theoretical formulation.Shakehand with Life Quality :
A Parameter of Customer Satisfaction Page 4www.shakehandwithlife.blogspot.com
6.Significance of Research in Business decisions making Research, thus, replaces intuitive business
decisions by more logical and“ All progress is born of inquiry. Doubt is often better than overconfidence,
scientific decisions.for it leads to inquiry, and inquiry leads to invention.”- Hudson Maxim in Types of
research problems.context of significance of research. There are two types if research problems, viz.,
Research inculcates scientific and inductive thinking and it promotes the 1. Those which relate to statesof nature. development of logical habits of thinking and organization. 2. Those which relate to
relationships between variables. Research provides the basis for nearly all government policies in our
Process of Identification and formulation of research economic system. problems. Decision- making may
not be a part of research, but research certainly Single out the problem : At the very outset the
researcher must single facilitates the decision of the policy maker. out the problem he wants to study,
i.e., he must decide the general area of Research has its special significance in solving various
operational and interest or aspect of a subject –matter that he would like to inquire into. planning
problems of business and industry. Initially the problem may be stated in a broad general way and then
the Market research is the investigation of the structure and development of ambiguities, if any, relating
to the problem be resolved. a market for the purpose of formulating efficient policies for purchasing,Feasibility of a particular solution : The feasibility of a particular production and sales. solution has to be
considered before a working formulation of the Operational research refers to the application of
mathematical, logical problem can be set up. The formulation of a general topic into a specific and
analytical techniques to the solution of business problems of cost research problem, viz., understanding
the problem thoroughly, and minimization or of profit maximization or what can be termed as
rephrasing the same into meaningful terms from an analytical point of optimization problems. view.
Motivational research of determining why people behave as they do is Understanding the problem : The
best way of understanding the mainly concerned with market characteristics. In other words, it is
problem is to discuss it with one’s own colleagues or with those having concerned with the
determination of motivations underlying the some expertise in the matter. In private business units or in
consumer (market) behaviour. governmental organizations, the problem is usually earmarked by the
Research with regard to demand and market factors has great utility in administrative agencies with
whom the researcher can discusses as to business. Given knowledge of future demand, it is generally
not difficult how the problem originally came about and what considerations are for a firm, or for an
industry to adjust its supply schedule within the limit involved in its possible solutions. of its projected
capacity. Study the available literature related to the problem : The researcher Market analysis has
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become an integral tool of business policy these days. must at the same time examine all available
literature to get himself Business budgeting , which ultimately results in a projected profit and
acquainted with the selected problem. He may review two types of loss account , is based mainly on
sales estimates which in turn depends literature – the conceptual literature concerning the concepts and
on business research. Once sales forecasting is done, efficient production theories, and the empirical
literature consisting of studies made earlier and investment programmes can be set up around which
are grouped the which are similar to the one proposed. The basic outcome of this review purchasing and
financing plans. will be the knowledge as to what data and other materials are availableShakehand with
Life Quality : A Parameter of Customer Satisfaction Page 5www.shakehandwithlife.blogspot.com
7.for operational purposes which will enable the researcher to specify his Quite often a research
hypothesis is a predictive statement, capable of being own research problem in a meaningful context.
tested by scientific methods, that relates an independent variable to some Rephrases the problem into
analytical or operational terms : After dependent variable. this the researcher rephrases the problem
into analytical or operational For example consider the statements like the following ones: terms i.e., to
put the problem in as specific terms as possible. “Students who receive counseling will show a greaterincrease in creativityThis task of formulating, or defining , a research problem is a step of greatest than
students not receiving counseling”importance in the entire research process. The problem to be
investigated Or “A girl and a boy lead their married life successfully if they allowed tomust be defined
unambiguously for that will help discriminating relevant talk before their marriage for better
understanding in comparison to thosedata from irrelevant ones. Care must, however, be taken to verify
the who are not to be allowed to do so.”objectivity and validity of the background facts concerning the
problem. In “The automobile A is performing as well as automobile B.”fact, formulation of the problem
often follows a sequential pattern where a These are hypothesis capable of being objectively verified
and tested. Thus,number of formulations are set up, each formulation more specific than the we may
conclude that a hypothesis states what we are looking for and it is apreceding one, each one phrased inmore analytical terms, and each more proposition which can be put to test to determine its
validity.realistic in terms of the available data and resources. Basic concept of hypothesis testing
Develop the hypothesis of population and make statistical decision bySetting of Objectives determining
the acceptance of hypothesis using sample data. To gain familiarity with a phenomenon or to achieve
new insights Null hypothesis (H0): Argument made so far, or hypothesis saying that there into it
(Exploratory or Formulative research studies). is no change or difference To portray accurately the
characteristics of a particular individual, Alternative Hypothesis (H1): New argument, that is a hypothesis
that you situation or a group (Descriptive research studies) want to prove with solid ground obtained
from sample To determine the frequency with which something occurs or with Example : Medicine B for
headache that is newly developed by a which it is associated with something else ( Diagnostic research
pharmaceutical company has 30 minutes longer effects than existing studies) Medicine A. To test a
hypothesis of a casual relationship between variables H0 =Medicine A and B has same effect.
(Hypothesis testing research studies) H1= Medicine B has 30 minutes longer effects than medicine
A.Formulation of Hypothesis Example : The following is data on yield of old process and improved
process.What is Hypothesis? Process B is improved process.Ordinarily, when one talks about hypothesis,
one simply means a mere Process before improvementassumption or some supposition to be proved or
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disapproved. But for Process 89.7 81.4 84.5 84.8 87.3 79.7 85.1 81.7 83.7 84.5researcher hypothesis is a
formal question that he intends to resolve. AThus a hypothesis may be defined as a proposition or a set
of proposition set Process after improvementforth an explanation for the occurrence of some specified
group of phenomenaeither asserted merely as a provisional conjecture to guide some investigation
Process 84.7 86.1 83.2 91.9 86.3 79.3 82.6 89.1 83.7 88.5 Bor accepted as highly probable in the light of
established facts. Is there real difference between Process A and Process B ?Shakehand with Life Quality
: A Parameter of Customer Satisfaction Page 6www.shakehandwithlife.blogspot.com
8.Estimation of variance Two Errors in Hypothesis TestingVariance : Amount that shows degree of data
spread. Small variation . Data is concentrated around mean. It is desirable Actual distribution. Testing
Result Right decision Type II Error Large variation Data scattered around mean. Such process needs to be
β improved. Type I Error Right decisionReal Question : αCan we say that the yield of improved Process B
is greater than the oldProcess A? Type I Error : Error that you rejects null hypothesis although null
Descriptive Statistics hypothesis is true. Variable Process N Mean Std. Dev. risk : Maximum Probability of
committing type I Error Yield A 10 84.24 2.90 Type II Error : Error that you accept null hypothesis
although null B 10 85.54 3.65 hypothesis is faultStatistical Question: risk : Probability of committing typeII ErrorIs there a statistically significant difference between mean of ProcessB(85.54) and mean of
Process A(84.24)? or , is this difference in mean justdue to time variation? Example: A TrialAssumption
Statistical interpretation: Population mean of process A and Hypothesis Jury’s Decision process B is
same. Testing He is not He is Guilty Practical Interpretation : There is no difference in yield between two
Guilty processes. Actually Type I Error ( α- Risk) Innocent Correct Innocent Man goes TruthArgument to
Prove to jail Statistical interpretation: Population mean of process A and Actually Type II Error process B
is different. Guilty (β-Risk) Correct Practical Interpretation : Avg. yield of Process A and Avg. yield of
Criminal Goes Free Process B are different.Objective : Determine whether the yield of improved Process
B and the Using the following approach one can formulate the hypothesisyield of old Process A are
different using sample. a) Discussion with colleagues and experts about the problem, its originTestStatistic and the objectives in seeking a solution;Statistic that is used as criteria for selecting null or
alternative hypothesisNeed to set appropriate test statistic such as Z, t, F distribution if
necessary.Shakehand with Life Quality : A Parameter of Customer Satisfaction Page
7www.shakehandwithlife.blogspot.com
9.b) Examination of data and records, if available, concerning the problem Model For Identification and
Formulation of Research for possible trends, peculiarities and other clues; c) Review of similar studies in
the area or of the studies on the similar problems; and 1.Define Research d) Exploratory personal
investigation which involves original field 2. Review Literature problem interviews on a limited scale with
interested parties and individuals with a view to secure greater insight into the practical aspects of theproblem.Thus , hypothesis arise as a result of a priori thinking about the subject,examination of available
data and material including related studies and thecounsel of experts and interested parties. 4. Design
Research 3. Formulate (including sample Hypothesis design) 6. Analysis Data 5. Collect Data (execution) (
Test Hypothesis if Any) 7. Interpret and ReportShakehand with Life Quality : A Parameter of Customer
Satisfaction Page 8www.shakehandwithlife.blogspot.com
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10.Research Design : “A Research design is the arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in procedure.”
“The research design is the conceptual structure within which research is conducted ; it constitutes the
blueprint for the collection , measurement and analysis of data.” Research Design may split into the
following parts: a) The sampling design which deals with the method of selecting items to be observed
for the given study;Unit II : Research design and data collection b) The observational design which
relates to the conditions under which observations are to be made; Research designs-exploratory,
descriptive, c) The statistical design which concern with the question of how many items are to be
observed and how the information and data gathered are to be diagnostic and experimental. analyzed;
and Data collection: Universe, population, d) The operational design which deals with the techniques by
which the procedures specified in the sampling, statistical and observational sampling and sampling
designs. designs can be carried out. Data Collection tools-schedule, questionnaire, Important feature of
research design as under interview and observation. (i) It is a plan that specifies the sources and types of
information relevant to the research problem. (ii) It is a strategy specifying which approach will be used
for gathering and analyzing the data. (iii) It includes the time and cost budgets since most studies are
done under these two constraints. In brief , research design must , at least , contain – a) Clear statement
of the research problem; b) Procedure and techniques to be used for gathering information; c) The
population to be studied; d) Methods to be used in processing and analyzing data.Shakehand with Life
Quality : A Parameter of Customer Satisfaction Page 9www.shakehandwithlife.blogspot.com
11.Need for Research design 2. Extraneous variable : Independent variables that are not related to theI)
Research Design is needed because it facilitates the smooth sailing of purpose of the study, but may
affect the dependent variable are termed the various research operations , thereby making research as
efficient as extraneous variable. as possible yielding maximal information with minimal expenditure 3.
Control : The term ‘Control’ is used when we design the study minimizing of effort, time and money . the
effects of extraneous independent variables.II) We need a research design of plan in advance of datacollection and 4. Confounded Relationship: When the dependent variable is not free from analysis for
our research project. the influence of extraneous variable, the relationship between theIII) Preparation
of the research design should be done with great care as dependent and independent variables is said to
be confounded by any error in it may upset the entire project. Research design , in fact, extraneous
variable. has a great bearing on the reliability of the results arrived at and as 5. Research Hypothesis:
When a prediction or a hypothesized relationship is such constitutes the firm foundation of the entire
edifice of the to be tested by scientific methods, it is termed as research hypothesis. research work. 6.
Experimental and non-experimental hypothesis-testing research:IV) The design helps the researcher to
organize his ideas in a form Research in which the independent variable is manipulated is termed
whereby it will be possible for him to look for flaws and ‘experimental hypothesis-testing research’ and
a research in which an inadequacies. Such a design can even be given to others for their independent
variable is not manipulated is called ‘non-experimental comments and critical evaluation. hypothesis-
testing research’.V) In the absence of such a course of action , it will be difficult for the 7. Experimental
and control groups: In an experimental hypothesis-testing critic to provide a comprehensive review of
the proposed study. research when a group is exposed to usual conditions, it is termed a ‘control group’
, but when the group is exposed to some novel or specialFeature of Good Research Design condition , it
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is termed an ‘experimental group’.I) Flexible 8. Treatments: The different conditions under which
experimental andII) Appropriate control groups are put are usually referred to as ‘treatments’.III)
Efficient 9. Experiment: The process of examining the truth of a statisticalIV) Economical hypothesis,
relating to some research problem, is known as anV) Minimises biasness, Maximises reliability of the
data experiment.VI) Gives smallest experimental error and supposed to be the best design 10.
Experimental unit(s): The pre-determined plots or the blocks, where in many investigation. different
treatments are used , are known as experimental units. SuchVII) Yields maximal information and
provides an opportunity for experimental units must be selected (defined) very carefully. considering
many different aspects of a problem. Different Research DesignsImportant Concepts Relating to
Research Design Research design in case of exploratory research studies1. Dependent and Independent
variables: If one variable depends upon or is Research design in case of descriptive and diagnostic
research consequence of the other variable , it is termed as dependent variable, studies and the variable
that is antecedent to the dependent variable is termed as an independent variable. e.g. if we say that
height depends upon age, Research design in case of Experimental studies then height is a dependent
variable and age is an independent variable.Shakehand with Life Quality : A Parameter of Customer
Satisfaction Page 10www.shakehandwithlife.blogspot.com
12.Research design in case of exploratory research studies transition from one stage to another, the
reactions of individuals from Exploratory research studies are also termed as formulative research
different social strata and the like.studies. The main purpose of such studies is that of formulating a
problem for Research design in case of descriptive and diagnostic research studies:more precise
investigation or of developing the working hypotheses from an Descriptive research studies are those
studies which are concerned withoperational point of view. The major emphasis in such studies is on the
describing the characteristics of a particular individual, or of a group. Thediscovery of ideas and insights.
studies concerned with specific predictions, with narration of facts andGenerally, the following three
methods in the context of research design for characteristics concerning individual, group or situation allare examples ofsuch studies are talked about: descriptive research studies. Most of the social research
comes under this category.a) The survey of concerning literature: It happens to be the most simple and
Diagnostics research studies determine the frequency with which fruitful method of formulating
precisely the research problem or something occurs or its association with something else. The studies
developing hypothesis. Hypothesis stated by earlier workers may be concerning whether certain
variables are associated are examples of reviewed and their usefulness be evaluated as a basis for
further diagnostic research studies. research. It may also be considered whether the already stated
From the point of view of the research design, the descriptive as well as hypothesis suggest new
hypothesis. In this way the researcher should diagnostic studies share common requirements and as
such we may group review and build upon the work already done by others, but in cases together these
two types of research studies. In descriptive as well as in where hypotheses have not yet been
formulated , his task is to review the diagnostic studies, the researcher must be able to define clearly,
what he available material for deriving the relevant hypothesis from it. wants to measure and find
adequate methods for measuring it along with ab) Experience Survey : Experience survey means the
survey of people who clear cut definition of ‘population’ he wants to study. Since the aim is to have had
practical experience with the problem to be studied. The object obtain complete and accurate
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information in the said studies, the procedure of such a survey is to obtain insight into the relationships
between to be used must be carefully planned. The research design must make variables and new ideas
relating to the research problem. For such a enough provision for protection against bias and must
maximize reliability, survey people who are competent and can contribute new ideas may be with due
concern for the economical completion of the research study. The carefully selected as respondents to
ensure a representation of different design in such studies must be rigid and not flexible and must focus
attention types of experience. The respondents so selected may then be on the following : interviewed
by the investigator. a) Formulating the objective of the study (what the study is about andAnalysis of
Insight stimulating examples: It is also a fruitful method for why is it being made?)suggesting method
consists of the intensive study of selected instances of the b) Designing the methods of data collection
(what techniques ofphenomenon in which one is interested. For this purpose the existing gathering data
will be adopted?)records, if any, may be examined, the unstructured interviewing may take c) Selecting
the sample (how much material will be needed?)place , or some other approach may be adopted. One
can mention few d) Collecting the data (where can the required data be found and withexamples of
‘insight- stimulating’ cases such as the reactions of strangers, the what time period should the data be
related?)reactions of marginal individuals, the study of individuals who are in e) Processing and
analyzing the data. f) Reporting the findings.Shakehand with Life Quality : A Parameter of Customer
Satisfaction Page 11www.shakehandwithlife.blogspot.com
13.The difference between research design in respect of the above two types of example , suppose we
are to examine the effect of two varieties of rice. Forresearch studies can be conveniently summarized
in tabular form as under: this purpose we may divide the field into two parts and grow one variety in
one part and the other variety in the other part. We can then compare the Type of study yield of the
two parts and draw conclusion on that basis. Research Design Exploratory or Descriptive or Diagnostic
Rice of Variety ‘A’ Rice of Variety ‘B’ Formulative aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
bbbbbbbbbbbbbbbbbbbbbbbbbbbb Flexible design (design Rigid design (design mustaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa bbbbbbbbbbbbbbbbbbbbbbbbbbbb must provide opportunity
make enough provision aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa bbbbbbbbbbbbbbbbbbbbbbbbbbbb
Overall design for considering different for protection against aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
bbbbbbbbbbbbbbbbbbbbbbbbbbbb aspects of the problem) bias and must maximize
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa bbbbbbbbbbbbbbbbbbbbbbbbbbbb reliability) i) Sampling Non –
Probability Probability sampling But if we are to apply the principle of replication to this experiment,
then we design sampling design design (random first divide the field into several parts, grow one variety
in half of these parts (purposive or judgement sampling) and the other variety in the remaining parts.
We can then collect the data of sampling ) yield of the two varieties and draw conclusion by comparing
the same. The result so obtained will be more reliable in comparison to the conclusion we ii) Statistical
No pre-planned design for Pre- planned design for draw without applying the principle of replication.
design analysis analysis Rice of Variety ‘A’ Rice of Variety ‘B’ iii) Observational Unstructured instruments
Structured or well design for collection of data thought instruments for aaaaaa aaaaaa aaaaaa aaaaaa
bbbbb bbbbb bbbbb bbbbb collection of data aaaaaa aaaaaa aaaaaa aaaaaa bbbbb bbbbb bbbbb bbbbb
aaaaaa aaaaaa aaaaaa aaaaaa bbbbb bbbbb bbbbb bbbbb iv) Operational No fixed decisions about
Advanced decisions about aaaaaa aaaaaa aaaaaa aaaaaa bbbbb bbbbb bbbbb bbbbb design the
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operational operational procedures. aaaaaa aaaaaa aaaaaa aaaaaa bbbbb bbbbb bbbbb bbbbb
procedures aaaaaa aaaaaa aaaaaa aaaaaa bbbbb bbbbb bbbbb bbbbb aaaaaa aaaaaa aaaaaa aaaaaa
bbbbb bbbbb bbbbb bbbbbResearch design in case of Experimental studies The entire experiment can
even be repeated several times for better results.Professor Fisher has enumerated three principles of
experimental designs : Conceptually replication does not present any difficulty, but computationally it
does. For example, if an experiment requiring a two –way analysis of I) The principle of replication
variance is replicated, it will then require a three –way analysis of variance II) The principle of
Randomization and since replication itself may be a source of variation in the data . However, it III)
Principle of Local Control. should be remembered that replication is introduced in order to increase
theThe principle of replication : The experiment should be repeated more than precision of a study; that
is to say, to increase the accuracy with which theonce . Thus , each treatment is applied in many
experimental units instead of main effects and interactions can be estimated.one. By doing so the
statistical accuracy of the experiments is increased. ForShakehand with Life Quality : A Parameter of
Customer Satisfaction Page 12www.shakehandwithlife.blogspot.com
14.The principle of Randomization: This principle provide protection, when we Design of SurveyResearchconduct an experiment, against the effect of extraneous factors byrandomization. In other
words, this principle indicates that we should design Choose an Appropriate Mode of Responseor plan
can all be combined under the general heading of“chance.” For instance, if we grow one variety of rice ,
say, in the first half of Personal interviewthe parts of a fields and the other variety is grown in the other
half, then it is Telephone interviewjust possible that the soil fertility may be different in the first half in
Mail surveycomparison to the other half. If this is so, our results would not be realistic. Insuch a
-selection modes
(not appropriate for makingparts of the field on the basis of some random sampling technique i.e. we
may inferences about the population)apply randomization principle and protect ourselves against theeffects of the Television surveyextraneous factors (soil fertility differences in the given case). As such,
Internet surveythrough the application of the principle of randomization, we can have a Printed survey
on newspapers and magazinesbetter estimate of the experimental error. Product or service
entify
Broad Categoriesdesigns. Under it the extraneous factor , the known source of variability, is List
complete and non-overlapping categories that reflectmade to vary deliberately over as wide a range as
necessary and this needs to the themebe done in such a way that the variability it causes can be
Accurate Questionsplan the experiment in a manner that we can perform a two –way analysis of Clear
and unambiguous questions use clear operationalvariance, in which the total variability of the data is
divided into three definitions – universally accepted definitionscomponents attributed to treatments(
varieties of rice in our case), theextraneous factor (soil fertility in our case ) and experimental error. In
Pilot test on small group of participants to assess clarityseveral homogeneous parts, known as blocks,
and then each such block is and lengthdivided into parts equal to the number of treatments. Then the
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into severalhomogenous parts is known as ‘blocking’. In general , blocks are the levels at State the goal
and purpose of the surveywhich we hold an extraneous factor fixed, so that we can measure
itscontribution to the total variability of the data by means of a two –way Explain the importance of a
responseanalysis of variance. In brief, through the principle of local control we can Provide assurance of
respondent anonymityeliminate the variability due to extraneous factor(s) from the experimental Offer
incentive gift for respondent participationerror.Shakehand with Life Quality : A Parameter of Customer
Satisfaction Page 13www.shakehandwithlife.blogspot.com
15.Data Collection: Universe, population, sampling and sampling Population/Universe: is the whole
collection of things under considerationdesigns. Sample : is a portion of the population selected for
analysisWhy We Need Data Parameter: is a summary measure computed to describe a characteristic of
ty Population/Universe Sample Types of
Data Use statistics to summarize Use parameter to features summarize features Data Reasons for
Administer Than a Census of the Targeted Population Discrete ContinuousShakehand with Life Quality :
A Parameter of Customer Satisfaction Page 14www.shakehandwithlife.blogspot.com
16.Steps in sampling design Types of Sampling Methods 1.Type of Universe 2. Sampling unit Samples
Non-Probability Probability Samples Samples (Convenience) 4. Size of Sample 3. Source list Simple
Random Stratified Judgement Chunk Cluster Systematic Quota 5. Parameters of 6. Budgetary interest
Sampling Procedure Probability Samples Simple Systematic Stratified Cluster RandomShakehand withLife Quality : A Parameter of Customer Satisfaction Page 15www.shakehandwithlife.blogspot.com
ion
to OneSystematic
-th Individual
Population selected 2 divided clusters. into 4 clusters.Shakehand with Life Quality : A Parameter of
Customer Satisfaction Page 16www.shakehandwithlife.blogspot.com
m underlying
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efficient (need larger sample to acquire the same level of precision) Bad Question!Evaluating Survey
- Is the
– Appropriate
Frame The task of data collection begins after a research problem has been defined and research
design/plan chalked out. While deciding about the method – Follow up data
– Good
–
Always Exists Primary data : are those which are collected afresh and for the first time, and thus happen
to be original in character. Secondary data : on the other hand , are those which have already been
collected by someone else and which have already been passed through the statistical
process.Shakehand with Life Quality : A Parameter of Customer Satisfaction Page
17www.shakehandwithlife.blogspot.com
19.The methods of collecting primary and secondary data differ since primary Merits of observationMethoddata are to be originally collected , while in case of secondary data the nature 1. Subjective
biasness is eliminated by using this method if observationof data collection work is merely that of
compilation. is done accurately. 2. The information obtained under this method relates to what isWe
below try to understand the tools of data collection with merits and currently happening; it is not
complicated by either the past behaviordemerits of each tool. or future intentions or attitudes. 3. This
method is independent of respondents’ willingness to respondObservation Method and as such is
relatively less demanding of active cooperation on theUnder observation method, the information is
sought by way of investigator’s part of respondents as happens to be the case in the interview or
theown direct observation without asking from the respondent. For instance, in questionnaire method.a
study relating to consumer behavior, the investigator instead of asking the 4. This method is particularlysuitable in studies which deal withbrand of wrist watch used by the respondent, may himself look at the
watch. subjects (i.e. respondents) who are not capable of giving verbal reports of their feeling for one
reason or the other.Types of Observation Structured observation : In case the observation is
characterized by a Demerits of observation Method careful definition of the units to be observed, the
style of recording the 1. It is an expensive method. observed information , standardized conditions of
observation and the 2. The information provided by this method is very limited. selection of pertinent
data of observation, then the observation is called as structured observation. 3. Sometime unforeseen
factors may interfere with the observational Unstructured observation : When observation is to take
place without task. these characteristics to be thought of in advance, the same is termed as 4.
Sometimes , some people are rarely accessible to direct observation unstructured observation. creates
obstacle for this method to collect data effectively. Participant observation : If the observer observes by
making himself, more or less, a member of the group he is observing so that he can Interview Method
experience what the members of the group experience , the observation is called as the participant
observation. The interview method of collecting data involves presentation of oral –verbal Non-
Participant observation : When the observer is observing in such a stimuli and reply in terms of oral –
verbal responses. This method can be used manner that his presence may be unknown to the people he
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is observing, through personal interviews and , if possible, through telephone interviews. such an
observation is described as non – participation or disguised observation. Personal Uncontrolled
observation: If the observation takes place in the natural Interview setting, it may be termed as
uncontrolled observation. No attempt is Types of made to use precision instruments. Interview
Controlled observation: When observation takes place according to Telephonic definite pre- arranged
plans, involving experimental procedure, the same Interview is then termed controlled
observation.Shakehand with Life Quality : A Parameter of Customer Satisfaction Page
18www.shakehandwithlife.blogspot.com
20.Personal Interview beliefs and of the frame of reference within which such feelings andPersonal
interview method requires a person known as the interviewer beliefs take on personal
significance.asking questions generally in a face to face contact to the other person or Major Advantages
of Personal interviewpersons.( At times the interviewee may also ask certain questions and the 1) More
information and that too in greater depth can be obtained.interviewer responds to these, but usually
the interviewer initiates then 2) Interviewer by his own skill can overcome the resistance, if any, of
theinterview and collects the information.) respondents.Types of personal Interview 3) Greaterflexibility.a) Structured Interview : Such interviews involve the use of a set of 4) Observation method can
as well be applied to recording verbal answers predetermined questions and of highly standardized
techniques of to various questions. recording . Thus, the interviewer in a structured interview follows a
rigid 5) Personal information can as well be obtained easily under this method. procedure laid down,
asking questions in a form and order prescribed. 6) Samples can be controlled more effectively as there
arises no difficulty ofb) Unstructured Interview: are characterized by a flexibility of approach to the
missing returns; non –response generally remains very low. questioning. Unstructured interviews do not
follow a system of pre – 7) Group discussions may also be held. determined questions and standardized
techniques of recording 8) The language of the interview can be adopted to the ability or educational
information. In a non –structured interview, the interviewer is allowed level of the person interviewed.much greater freedom to ask, in case of need, supplementary questions 9) The interviewer can collect
supplementary information about the or at times he may omit certain questions if the situation so
requires. He respondent’s personal characteristics and environment which is often of may even change
the sequence of questions. He has relatively greater great value in interpreting results. freedom while
recording the responses to include some aspects and Weaknesses of Personal Interview exclude others.
1) It is very expensive method, especially when large and widely spreadc) Focused Interview: is meant to
focus attention on the given experience of geographical sample is taken. the respondent and its effects.
The main task of the interviewer in case of 2) There remains the possibility of the bias of interviewer as
well as that of a focused interview is to confine the respondent to a discussion of issues the respondent;
there also remains the headache of supervision and with which he seeks conversance. Such interviews
are used generally in control of interviewers. the development of hypothesis and constitute a major
type of 3) Certain types of respondents such as important officials or executives or unstructured
interviews. people in high income groups may not be easily approachable under thisd) Clinical Interview:
is concerned with broad underlying feelings or method and to that extent the data may prove
inadequate. motivations or with the course of individual’s life experience. The method 4) This method is
relatively more –time –consuming, especially when the of eliciting information under it is generally left
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to the interviewer‘s sample is large and recalls upon the respondents are necessary. discretion. 5) The
presence of the interviewer on the spot may over stimulate thee) Non –directive Interview: In this case,
the interviewer’s function is respondent, sometimes even to the extent that he may give imaginary
simply to encourage the respondent to talk about the given topic with a information just to make the
interview interesting. bare minimum of direct questioning. The interviewer often acts as a catalyst to a
comprehensive expression of the respondents’ feelings andShakehand with Life Quality : A Parameter of
Customer Satisfaction Page 19www.shakehandwithlife.blogspot.com
21.6) Under the interview method the organization required for selecting , Questionnaire Method
training and supervising the field –staff is more complex with formidable This method of data collection
is quite popular , particularly in case of big problems. enquiries. It is being adopted by private individuals
, research workers ,7) Interviewing at times may also introduce systematic errors. private and public
organizations and even by governments . In this method a8) Effective interview presupposes proper
rapport with respondents that questionnaire is sent (usually by post) to the persons concerned with a
would facilitate free and frank responses. This is often a very difficult request to answer the questions
and return the questionnaire. A requirement. questionnaire consists of a number of questions printed ortyped in a definiteTelephonic Interview order on a form or set or forms . The questionnaire is mailed to
respondentsThis method of collecting information consists in containing respondents on who are
expected to read and understand the questions and write down thetelephone itself. It is not a very
widely used method, but plays important part reply in the space meant for the purpose in the
questionnaire itself. Thein industrial surveys, particularly in developed regions. respondents have to
answer the questions on their own.Chief merits of this method Three main aspects of a questionnaire1)
More flexible than mailing method.2) Faster than other methods. 1. General form3) Cheaper than
personal interviewing method 2. Question Sequence4) Recall is easy; callbacks are simple and
economical. 3. Question formulation and wording5) There is a higher rate of response than what we
have in mailing method; General form:6) Replies can be recorded without causing embarrassment torespondents. It can either be structured or unstructured questionnaire. Structured7) Interviewer can
explain requirements more easily. questionnaire are those questionnaire in which there are definite,
concrete8) At times, access can be gained to respondents who otherwise cannot be and pre –
determined questions. The questions are presented with exactly the contacted for one reason or the
other. same wording and in the same order to all respondents. Resorts is taken to9) No field staff is
required. this sort of standardization to ensure that all respondents reply to the same10) Representative
and wider distribution of sample is possible. set of questions. The form of the questions may be either
closed (i.e. of theDrawbacks of this method type ‘yes’ or ‘no’ ) or open (i.e. inviting free response) but
should be stated in1) Little time is given to respondents for considered answers; interview advance and
not constructed during questioning. When these characteristics period is not likely to exceed five
minutes in most cases. are not present in a questionnaire , it can be termed as unstructured2) Surveys
are restricted to respondents who have telephone facilities. questionnaire. More specifically, we can say
that in an unstructured3) Extensive geographical coverage may get restricted by cost questionnaire, the
interviewer is provided with a general guide on the type of considerations. information to be obtained ,
but the exact question formulation is largely his4) It is not suitable for intensive surveys where
comprehensive answers are own responsibility and the replies are to be taken down in the respondent’s
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required to various questions. own words to the extent possible; in some situations tape recorders may
be5) Possibility of the bias of the interviewer is relatively more. used to achieve this goal.6) Questions
have to be short and to the point ; probes are difficult to handle.Shakehand with Life Quality : A
Parameter of Customer Satisfaction Page 20www.shakehandwithlife.blogspot.com
22.Question Sequence Wording of the questions:The question –sequence must be clear and smoothly –moving , meaning Researcher must pay proper attention to the wordings of questions sincethereby that
the relation of one question to another should be readily reliable and meaningful returns depend on it
to a large extent.apparent to the respondent, questions that are easiest to answer being put in Since
words are likely to affect responses, they should be properlythe beginning. The first few questions are
particularly important because chosen.they are likely to influence the attitude of the respondent and in
seeking his Simple words, which are familiar to all respondents should be employed.desired
cooperation. The opening question should be such as to arouse Words with ambiguous meaning must
be avoided.human interest. The following type of questions should generally be avoided Similarly,
danger words, catch –words or words with emotionalas opening question in a questionnaire ;
connotations should be avoided.1. Question that put too great a strain on the memory or intellect of theCaution must also be exercised in the use if phrases which reflects upon respondent; the prestige of the
respondent.2. Question of a personal character; Question wording no case , should bias the answer. In
fact, question3. Question related to personal wealth, etc. wording and formulation is an art and can only
be learnt by practice.Question sequence should usually go from the general to the more specificand the
researcher must always remember that the answer to a given Essentials of a good
Questionnaire:question is a function not only of the question itself, but of all previous Size of the
questionnaire should be kept to the minimum.questions as well. For instance, if one question deals with
the price usuallypaid for coffee and the next with reason for preferring that particular brand, Questions
should proceed in logical sequence moving from easy to morethe answer to this latter question may be
couched largely in terms of price difficult questions.differences. Personal and intimate questions shouldbe left to the end.Question formulation and wording: Technical terms and vague expressions capable of
differentWith regard to this aspect of questionnaire, the researcher should note that interpretations
should be avoided in a questionnaire.all questions should meet the following standards – Questions may
be dichotomous (yes or no answers), multiple choicea) Should be easily understood (alternative answers
listed) or open –ended. The latter type of questionsb) Should be simple i.e. should convey only one
thought at a time; are often difficult to analyze and hence should be avoided in ac) Should be concrete
and conform as much as possible to the respondent’s questionnaire to the extent possible. way of
thinking ( for instance , instead of asking, “How many pens do you There should be some control
questions into questionnaire which use annually?” The more realistic question would be to ask, “How
many indicate the reliability of the respondent. pens did you use last week?”) Questions affecting the
sentiments of respondents should be avoided.Concerning the form of questions, we can talk about two
principal forms viz., Adequate space for answers should be provide in the questionnaire to Multiple
choice questions: respondents selects one of the alternative help editing and tabulation. possible
answers put to him. Finally, the physical appearance of the questionnaire affects the Open ended
questions: Respondents supply the answer in his own words . cooperation the researcher receives from
the recipient and as such anThe question with only two possible answers (usually ‘Yes’ or ‘No’) can be
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attractive looking questionnaire, particularly in mail surveys, is plustaken as a special case of the
multiple choice question, or can be named as a point for enlisting cooperation.‘closed question’. The
quality of paper, along with its color must be good so that it may attract the attention of
recipients.Shakehand with Life Quality : A Parameter of Customer Satisfaction Page
21www.shakehandwithlife.blogspot.com
23.“It is better to know some of the questions than all of the answer.” big organizations. Population
census all over the world is conducted through this method. Session improve participants’ Difference
Between Questionnaire and Schedules Ability to put a good Questions. From the technical point of view
there is considerable difference between Ability of public speaking. the two. The important point of
difference are as under: Ability To find out a root cause of a problem. 1. The questionnaire is generally
sent through mail to informants to be Ability of Group discussion. answered as specified in a covering
letter. The schedule is generally filled Ability to work as team member. out by the research worker or
the enumerator.Collection of data through Schedules 2. To collect data through questionnaire is
relatively cheap and economicalThis method of data collection is very much like the collection of data in
comparison of schedules. Considerable amount of money has to be spent in appointing enumerator andin importing training to them.through questionnaire, with little difference which lies in the fact that
Money is also spent in preparing schedules.schedules (proforma containing a set of questions) are being
filled in by the 3. Non- response is usually high in case of questionnaire method. Bias dueenumerators
who are specially appointed for the purpose. These to non-response often remains indeterminate. Non
response is generallyenumerators along with schedules, go to respondents, put to them the very low in
case of schedules. But there remains the danger ofquestions from the proforma in the order the
questions are listed and record interviewer bias and cheating.the replies in the space meant for the
same in the proforma. In certain 4. Identity of respondent is not clear in case of questionnaire.situations,
schedules may be handed over to respondents and enumerators 5. Questionnaire method is likely to be
very slow in comparison of schedules as they are filled in by enumerators.may help them in recordingtheir answers to various questions in the said 6. Personal contact is not possible in case of questionnaire
method. But inschedules. Enumerators explain the aims and objects of the investigation and case of
schedules direct personal contact is established with respondents.also remove the difficulties which any
respondent may feel in understanding 7. Questionnaire method can be used only when respondents are
literatethe implications of a particular question of the definition or concept of and cooperative. But in
case of schedules the information can be gathereddifficult terms. even when the respondents happen to
be illiterate.This method requires the selection of enumerators for filling up schedules or 8. Wider and
more representative distribution of sample is possible underassisting respondents to fill up schedules
and as such enumerators should be the questionnaire method. But in respect of schedules there usually
remains the difficulty in sending enumerators over a relatively wide area.very carefully selected. The
enumerators should be trained to perform their 9. The information collected through schedules is
relatively more accuratejob well and the nature and scope of the investigation should be explained to
than that obtained through questionnaires, as enumerators can removethem thoroughly so that they
may well understand the implications of the difficulties, if any, faced by respondents and help in
correctlydifferent questions put in schedule . Enumerators should be intelligent and understanding the
questions.must possess the capacity of cross examination in order to find out the truth. 10. The success
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of questionnaire method lies more on the quality of theAbove all, they should be honest, sincere ,
hardworking and should have questionnaire itself, but in the case of schedules much depends upon the
honesty and competence of enumerators.patience and perseverance. 11. In order to attract the
attention of respondents, the physical appearanceThis method of data collection is very useful in
extensive enquiries and can of questionnaire must be quite attractive, but this may not be so in case
oflead to fairly reliable results, It is , however, very expensive and is usually schedules as they are to be
filled in by enumerators and not byadopted in investigations conducted by governmental agencies of by
some respondents. 12. Along with schedules, observation method can also be used but such a thing is
not possible while collecting data through questionnaires.Shakehand with Life Quality : A Parameter of
Customer Satisfaction Page 22www.shakehandwithlife.blogspot.com
24.Technically speaking ,(measurement is a process of mapping aspects of a domain onto other aspects
of a range according to some rule of correspondence . In measuring, we devise some form of scale in the
range (in terms of set theory ,range may refer to some set) and then transform or ,map the properties of
objects from the domain (in terms of set theory , domain may refer to some other set)onto this scale.
For example , in case we are to find the male to female attendance ratio while conducting a study of personsUnit III : Scaling Techniques who attend some show , then we may tabulate those who come to
the show according to sex. In terms of set theory, this process is one of mapping the observed physical
properties of those coming to the show (the domain) on to Need for scaling, problems of a sex
classification (the range ).The rule of correspondence is: if the object in the domain appears to be male
m assign to “0”and if female assign to “1”. scaling, reliability and validity of Similarly , we record a
person’s marital status as 1, 2, 3 or 4, depending on whether the person is single, married , widowed or
divorced. scales. Scaling : Scale construction techniques- Scaling describes the procedure of assigning
numbers to various degrees of opinion, attitude and other concepts this can be done in two ways
Arbitrary approach, consensus i) Making a judgment about some characteristics of an individual and
then placing him directly on a scale that has been defined in terms of that characteristics scale approach( Thurston), Item ii) Constructing questionnaires in such a way that the score of individual’s response
assigns him place on a scale. analysis approach (Likert) and Or Scaling is defined as “procedure for the
assignment of numbers ( or that cumulative scales ( Gut man’s other symbols ) to a property of objects
in order to impart some of the characteristics of numbers to the properties in question”
Scalogram)Shakehand with Life Quality : A Parameter of Customer Satisfaction Page
23www.shakehandwithlife.blogspot.com
25.Measurement Scales 2. Ordinal ScaleThe most widely used classification of measurement scales are
The ordinal scale places event in order, but there is no attempt to make the intervals of the scale equal
in terms of rule. Ordinal scales only permit the ranking of items from highest to lowest median is usedfor measure. For instance , if Ram’s position in his class is 10 and Mohan’s position is 40, it cannot be
said that Ram’s position is four times as good as that of Mohan. The 1.Nominal Scale statement would
make no sense at all. The use of an ordinal scale implies a statement of ‘greater than’ or ‘less than’ (an
equality statement is also acceptable ) without our being able to state how much greater or less. The
real difference between ranks 1 and 2 may be more or less than the difference between ranks 5 and 6.
Since the numbers of this scale have only a 4.Ratio Measurement 2.Ordinal Scale rank meaning , the
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appropriate measure of central tendency is the median. Scale Scale 3. Interval Scale The intervals are
adjusted in terms of some rule that has been established as a basis for making the units equal. The units
are equal only in so far as one 3.Interval accepts the assumptions on which the rule is based. Interval
scale can have Scale an arbitrary zero, but it is not possible to determine for them what may be called an
absolute zero or the unique origin. The primary limitation of the interval scale is the lack of true Zero ; it
does not have the capacity to measure the complete absence of a trait or characteristic. The
Fahrenheit1. Nominal Scale: scale is an example of an interval scale and shows similarities in what
oneNominal scale is simply a system of assigning number symbols to events in can and cannot do with it.
One can say that an increase in temperature fromorder to label them. The usual example of this is the
assignment of numbersof basketball players in order to identify them . Nominal scales provide 300 to
400 involves the same increase in temperature as an increase from 600convenient ways of keeping track
of people, objects and events. One cannot to 700 but one cannot say that the temperature of 600 is
twice as warm as thedo much with the numbers involved . Nominal scale is the least powerful
temperature of 300 because both numbers are dependent on the fact that thelevel of measurement . It
indicates no order or distance relationship and has zero on the scale is set arbitrary at the temperature
of the freezing point ofno arithmetic origin. A nominal scale simply describes differences between
water. The ratio of the two temperature , 300 and 600, means nothing becausethings by assigning them
to categories. The counting of numbers of in each zero is an arbitrary point.group is the only possible
arithmetic operation when a nominal scale isemployed. Accordingly, we are restricted to use mode as
the measure of Interval scales provides more powerful measurement than ordinal scales forcentral
tendency. interval scale also incorporates the concept of equality of interval. As such more powerful
statistical measures can be used with interval scales. Mean is the appropriate measure of central
tendency, while standard deviation is the most widely used measure of dispersion.Shakehand with Life
Quality : A Parameter of Customer Satisfaction Page 24www.shakehandwithlife.blogspot.com
26.4. Ratio Scale Scale Classification BasesRatio scales have an absolute or true zero of measurement.The term The number assigning procedure or the scaling procedures may be broadly‘absolute zero’ is
not as precise as it was once believed to be. We can conceive classified on one or more of the following
bases :of an absolute zero of length and similarly we can conceive of an absolutezero of time. For
example, the zero point on a centimeter scales indicates the •Under it a scale may be designed to
measurecomplete absence of length or height. But an absolute zero of temperature is characteristics of
the respondent who completes it ortheoretically unobtainable and it remains a concept existing only in
the to judge the stimulus object which is presented to thescientist’s mind. With ratio scales involved
does have significance and respondentfacilities a kind of comparison which is not possible in case of an
intervalscale.Ratio scale represents the actual amounts of variables. Measures of physicaldimensions
such as weight, height, distance, etc. are examples. Generally , all •Under this we may classify the scales
as categorical(ratingstatistical techniques are usable with ratio scales and all manipulations that scales)
and comparative (ranking scales)one can carry out with real numbers can be carried out with ratio
scalevalues.Multiplication and division can be used with this scale but not with otherscales mentioned
above. Geometric and harmonic means can be used as •With this bases the scale data may be based on
whether wemeasures of central tendency and coefficients of variation may be calculated. measure
subjective personal preferences or simply make non - preference judgements.Table : Measurement
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Scale Type of Characteristics of data Basic Empirical Example Scale Operation •One may classify the
scale as nominal, ordinal, interval and ratio scales. Nominal Classification (mutually Determination
Gender exclusive and collectively of equality (Male, exhaustive categories ), but no Female ) order,
distance, or natural origin •Classified as unidimensional ( measure one dimension of an Ordinal
Classification and order, but no Determination More attribute) and multidimensional (measure n
dimensions of an distance or natural origin of greater or than or attribute. lesser values less than
medium Interval Classification , order, and Determination Temperat distance , but no natural origin of
equality of -ure in intervals or degrees •Arbitrary approach , consensus approach , item analysis
differences approach, cummulative scales , factor scales Ratio Classification , order , distance,
Determination Age in yrs and natural origin of equality of ratiosShakehand with Life Quality : A
Parameter of Customer Satisfaction Page 25www.shakehandwithlife.blogspot.com
27.Significance of Scaling the respondent feels that anonymity is not assured , he may be reluctant1.
Scaling is used for Measuring the attributes like beauty, intelligence, to express certain feelings.
smartness , likeness, intension etc. as the attributes do not have specific C) Measurer: The interviewer
can distort responses by rewording or units like cm, kg , pounds etc. one cannot say that a girl is 10kgbeautiful. reordering questions. His behavior, style and looks may encourage or2. Scaling is used for
making order in a group. discourage certain replies from respondents. Careless mechanical3. Scaling is
used for make comparisons between two attributes. processing may distort the findings. Errors may also
creep in because of4. Scaling is used to judge the agreement of the respondents. incorrect coding ,
faulty tabulation and/ or calculations, particularly in5. Without scaling the responses of the respondents
cannot go under the the data – analysis stage statistical techniques, like mean , median, std. dev. etc. D)
Instrument : Error may arise because of the defective measuring6. In a beauty contest the judges assign
the rank to the contestants for their instrument. The use of complex words, beyond the comprehension
of the different attributes like beautiful hair , charming face , beautiful eyes etc. respondent, ambiguous
meanings , poor printing, inadequate space for and through rank correlation judgment of judges arecompared. replies , response choice omissions, etc, are a few things that make the7. For a beautiful girl,
perception of 10 different persons are different and measuring instrument defective and may result in
measurement errors. similarly perception of a boy for 10 different beautiful girl is different , Another
type of instrument deficiency is the poor sampling of the this difference can be judge by the scaling
techniques, and also the universe of items of concern. statistical treatment can done on the basis of
this.8. Intension of purchasing of the consumer for a particular product can be A judge by the scaling
techniques. RespondentProblems of ScalingMeasurement should be precise and unambiguous in an
ideal research study.This objective, however is often not met with in entirely. As such the D Problems
Bresearcher must be aware about the source of error is measurement. The Instrument of Scaling
Situationfollowing are the possible sources of error in measurement.A) Respondent : At times the
respondent may be reluctant to express strong negative feelings or it is just possible that he may have
very little C knowledge but may not admit his ignorance. All this reluctance is likely to Measurer result in
an interview of ‘guesses’. Transient factors like fatigue , boredom, anxiety , etc. may limit the ability of
the respondent to respond accurately and fully.B) Situation : Situation factors may also come in the way
of correct measurement. Any condition which places a strain on interview can have serious effects on
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the interviewer –respondent rapport. For instance, ifShakehand with Life Quality : A Parameter of
Customer Satisfaction Page 26www.shakehandwithlife.blogspot.com
28.The Characteristics of good measurement i.e. The reliability What are the characteristics of a good
measurement tool? An intuitive answer to this question is that the tool should be an accurate counter
orvalidity and practicality of Scales indicator of what we are interested in measuring. In addition, itshould be easy and efficient to use. There are three major criteria for evaluation a Content Relevance
measurement tool : Validity , Reliability and Practicality. Validity Validity is the extent to which a test
measures what we actually wish to measure. Criterion- Freedom Validity Reliability has to do with the
accuracy and precision of a Related Validity from bias measurement procedure. Construct Practicality is
concerned with a wide range of factors of economy, Reliability Validity convenience, and
interpretability. Validity of Scale Availability Validity is the most critical criterion and indicates the
degree to which an Stability instrument measures what it is supposed to measure. Validity can also be
thought of as utility. In other words, validity is the extent to which Charateristics of Reliability
Equivalence differences found with a measuring instrument reflect true differences Good measurement
among those being tested. But the question arises ; how can one determine Internal validity withoutdirect confirming knowledge? The answer may be that we consistancy seek other relevant evidence that
confirms the answers we have found with our measuring tool. What is relevant, evidence often depends
upon the nature of the research problem and the judgement of the researcher. But one Economy can
certainly consider three types of validity in this connection : I) Content Validity Convenience II) Criterion
– related Validity and Practicality III) Construct Validity Interpretability I) Content Validity : is the extent
to which a measuring instrument provides adequate coverage of the topic under study. If the
instrument contains a representative sample of the universe , the content validity is good. Its
determination is primarily judgemental and intuitive . It can also be determined by using a panel of
persons who shall judge how well the measuring instrument meets the standards, but there is no
numerical way to express it .Shakehand with Life Quality : A Parameter of Customer Satisfaction Page27www.shakehandwithlife.blogspot.com
29.II) Criterion –related validity relates to our ability to predict some Reliability of Scaleoutcome or
estimate the existence of some current condition. This form of Reliability is another important test of
sound measurement. A measuringvalidity reflects the success of measures used for some empirical
estimating instrument is reliable if it provides consistent results. Reliable measuringpurpose. instrument
does contribute to validity, but a reliable instrument need not beThe concerned criterion must possess
the following qualities ; a valid instrument . For instance, a scale that consistently overweighs objects by
five kgs., is a reliable scale , but it does not give a valid measure of weight.Relevance : (A criterion is
relevant if it is defined in terms we judge to be the But the other way is not true i.e., a valid instrumentis always reliable.proper measure.) Accordingly reliability is not as valuable as validity, but it is easier to
assessFreedom from bias : (Freedom from bias is attained when the criterion gives reliability in
comparison to validity. If the quality of reliability is satisfied byeach subject an equal opportunity to
score well.) an instrument, then while using it we can be confident that the transient andReliability: ( A
reliable criterion is stable or reproducible.) situation factors are not interfering.Availability : ( The
information specified by the criterion must be available.) Aspects of reliability Three aspects of reliability
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are Stability, Equivalence and InternalIn fact, a criterion –related validity is a broad term that actually
refers to Consistency.(i) Predictive Validity and (ii) Concurrent validity. The former refers to the Stability
aspect is concerned with securing consistent result with repeatedusefulness of a test in predicting some
future performance whereas the latter measurement of the same person and with the same instrument.
We usuallyrefers to the usefulness of a test in closely relating to other measures of determine the
degree of stability by comparing the results of repeatedknown validity . Criterion –related validity is
expressed as the coefficient of measurements . Equivalence aspect considers how much error may get
introduced bycorrelation between test scores and some measure of future performance or different
investigators or different samples of the items being studied. A goodbetween test scores and scores on
another measure of known validity. way to test for the equivalence of measurements by two
investigators is toIII) Construct Validity : is the most complex and abstract. A measure is compare their
observations of the same events.said to posses construct validity to the degree that it confirms to
predicted Internal Consistency is the third aspect of reliability uses only one administration of an
instrument or test to assess the internal consistency orcorrelations with other theoretical propositions.
Construct validity is the homogeneity among the items. The split –half technique can be used
whendegree to which scores on a test can be accounted for by the explanatory the measuring tool has
many similar questions or statements to which theconstructs of a sound theory. For determining
construct validity, we participant can respond. The instrument is administered and the results
areassociate a set of other proposition scale correlate in a predicted way with separated by item into
even and odd numbers or into randomly selectedthese other propositions, we can conclude that there is
some construct halves. When the two halves are correlated , if the results of the correlationvalidity. are
high , the instrument is said to have high reliability in an internal If the above stated criteria and tests
are met with, we may state that consistency sense. The high correlation tells us there is similarity (or
homogeneity) among the items.our measuring instrument is valid and will result in correct
measurement ;otherwise we shall have to look for more information and /or resort to Reliability can be
improved in the following two waysexercise of judgement. i) By standardizing the conditions under
which the measurement takes place i.e. we must ensure that external sources of variation such as
boredom, fatigue , etc., are minimized to the extent possible.Shakehand with Life Quality : A Parameter
of Customer Satisfaction Page 28www.shakehandwithlife.blogspot.com
30.ii) By carefully designed directions for measurement with no variation interest of limiting the
interview or observation time, we have to take only from group to group, by using trained and
motivated persons to few items for our study purpose. Similarly, data –collection methods to be
conduct the research and also by broadening the sample of items used are also dependent at times
upon economic factors. used. Convenience test suggests that the measuring instrument should be easy
toAn archer’s bow and target as an analogy for understanding administer. For this purpose one should
give due attention to the properthe Validity and Reliability. layout of the measuring instrument. For
instance , a questionnaire, with clear Understanding instructions (illustration by examples ), is certainly
more effective and easier Validity to complete than one which lacks these features. Validity and High
Low Interpretability consideration is specially important when persons other Reliability than the
designer of the test are to interpret the results. The measuring instrument, in order to be interpretable,
must be supplemented by (a) detailed instructions for administering the test; (b) Scoring keys ; (c)
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evidence about the reliability and (d) guides for using the test and for High interpreting results.
Reliability Scale construction techniques In social science studies, while measuring attitudes of the
people we generally follow the technique of preparing the opinionnaire/or attitude scale (An
information form that attempts to measure the attitude or belief of an Low individual is known as
opinionnaire.) in such a way that the score of the individual responses assigns him a place on a scale .
Under this approach , the respondent expresses his agreement or disagreement with a number of
statements relevant to the issue. While developing such statements, the researcher must note the
following two points;Practicality of ScaleThe practicality characteristic of a measuring instrument can be
judged in I) That the statements must elicit responses which are psychologicallyterms of economy,
convenience and interpretability. From the operational related to the attitude being measured ;point of
view , the measuring instrument ought to be practical i.e. It should be II) That the statements need be
such that they discriminate not merelyeconomical, convenient and interpretable. between extremes of
attitude but also among individuals who differ slightly.Economy consideration suggests that some trade-
off is needed between theideal research project and that which the budget can afford. The length of
Researchers must as well be aware that inferring attitude from what hasmeasuring is and important
area where economic pressures are quickly felt. been recorded in opinionnaire has several limitations .
People may concealAlthough more items give greater reliability as stated earlier, but in the their
attitudes and express socially acceptable opinions. They may not really know how they feel about a
social issue. People may be unaware of theirShakehand with Life Quality : A Parameter of Customer
Satisfaction Page 29www.shakehandwithlife.blogspot.com
31.attitude about an abstract situation ; until confronted with a real situation, Merit of the scalethey
may be unable to predict their reaction. Even behavior itself is at times They can be developed very
easily, quickly and with relatively lessnot a true indication of attitude. For instance, when politicians kiss
babies, expense.their behavior may not be a true expression of affection toward infants. Thus, They can
also be designed to be highly specific and adequate. Because ofthere is no sure method of measuringattitude; we only try to measure the these benefits, such scales are widely used in practice.expressed
opinion and then draw inferences from it about people’s real Limitationsfeelings or attitudes. We don’t
have objective evidence that such scales measure the conceptsWith all these limitations in mind ,
psychologists and sociologists have for which they have been developed.developed several scale
construction techniques for the purpose. The We have simply to rely on researcher’s insight and
competence.researcher should know these techniques so as to develop an appropriatescale for his own
study. Consensus Scales approach (Differential /Thurston –TypeSome of the important approaches,
along with the corresponding scales Scale)developed under each approach to measure attitude are as
follows: The name of L.L. Thurstone is associated with differential scales which have been developed
using consensus scale approach. Under such an approach theDifferent Scales for Measuring Attitudes of
People selection of items is made by a panel of judges who evaluate the items in S.No. Name of the
Scale Name of the Scale Developed terms of whether they are relevant to the topic area and
unambiguous in construction Approach implication. The detailed procedure is as under ; 1. Arbitrary
Approach Arbitrary Scales a) The researcher gathers large number of statements, usually twenty or
more , that express various points of view toward a group, institution, 2. Consensus Scale approach
Differential scales ( such as idea, or practice (i.e. statements belonging to the topic area.) Thurstone
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differential scale) b) These statements are then submitted to a panel of judges, each of whom arranges
them in eleven groups or piles ranging from one extreme to 3. Item analysis approach Summated scales
( Such as another in position. Each of the judges is requested to place generally in Likert scale) the first
pile the statements which he thinks are most unfavourable to the 4. Cumulative Scale approach
Cumulative scales (such as issue, in the second pile to place those statements which he thinks are
Guttman’s Scalogram) next most unfavourable and he goes on doing so in this manner till in the
eleventh pile he puts the statements which he considers to be the mostArbitrary Scales favourable.
Arbitrary scales are developed in ad hoc basis and are designed c) This sorting by each judge yields a
composite position for each of the largely through the researcher’s own subjective selection of items.
items. In case of marked disagreement between the judges in assigning a The researcher first collects
few statements or items which he position to an item, that item is discarded. believes are unambiguous
and appropriate to a given topic. d) For items that are retained , each is given its median scale value
between Some of these are selected for inclusion in the measuring instrument one and eleven as
established by the panel. In other words , the scale and then people are asked check in a list the
statements with which value of any one statement is computed as the ‘median’ position to which they
agree. it is assigned by the group of judges.Shakehand with Life Quality : A Parameter of Customer
Satisfaction Page 30www.shakehandwithlife.blogspot.com
32.e) A final selection is made. For this purpose a sample of statements, whose Item analysis approach (
Summated Scales or Likert –type median scores are spread evenly from one extreme to the other is
taken. Scales) The statements so selected, constitute the final scale to be administered Summated scales
(or likert –type scales )are developed by utilizing the item to respondents. The position of each
statement on the scale is the same as analysis approach wherein a particular item is evaluated on the
basis of how determined by the judges well it discriminates between those persons whose total score is
high andAfter developing the scale as stated above, the respondents are asked during those whose
score is low. Those items or statements that best meet this sortthe administration of the scale to checkthe statements with which they of discrimination test are included in the final instrument.agree. The
median value of the statements that they check is worked out andthis establishes their score or
quantifies their opinion. It may be noted that in Thus, summated scales consist of a number of
statements which expressthe actual instrument the statements are arranged in order of scale value. If
either a favourable or unfavourable attitude towards the given object tothe values are valid and if the
opinionnaire deals with only one attitude which the respondent is asked to react. The respondent
indicates hisdimension, the typical respondent will choose one or several contiguous agreement or
disagreement with each statement in the instrument. Eachitems (in terms of scale values ) to reflect his
views. However, at times response is given a numerical score, indicating its favourableness ordivergence
may occur when a statement appears to tap a different attitude unfavourableness, and the scores are
totaled to measure the respondent’sdimension. attitude. In other words , the overall score represents
the respondent’sMerits of The Scale position on the continuum of favourable –unfavourableness
towards an The thurstone method has been developed widely used for developing issue. differential
scales which are utilized to measured attitudes towards varied issues like, war, religion, etc. Such scales
are considered most Procedure for developing a likert –type scale is as follows appropriate and reliable
when used for measuring a single attitude. 1. As a first step, the researcher collects a large number of
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statements whichDemerits of Scale are relevant to the attitude being studied and each of the
statements Heavy cost and effort required to develop them. expresses definite favourableness or
unfavourableness to a particular point of view or the attitude and that the number of favourable and
Values assigned to various statements by the judges may reflect their unfavourable statements is
approximately equal. own attitudes. 2. After the statement have been gathered, a trial test should be
The method is not completely objective; it involves ultimately subjective administered to a number of
subjects. In other words, a small group of decision process. people, from those who are going to be
studied finally, are asked to Critics of this method also opine that some other scale designs give more
indicate their response to each statement by checking one of the information about the respondent’s
attitude in comparison to differential categories of agreement or disagreement using a five point scale
as stated scales. above. 3. The response to various statements are scored in such a way that a response
indicative of the most favourable attitude is given the highest score of 5 and that with the most
unfavourable attitude is given the lowest score, say, of 1. We may illustrate as under:Shakehand with
Life Quality : A Parameter of Customer Satisfaction Page 31www.shakehandwithlife.blogspot.com
33.Feedback Form Motivation Training Programme (5) (4) (3) (2) (1)Dated:……………………….Venue………………………………………………………………… Respondent’s
Name:…………………………………………Contact ………………………. Strongly Agree Undecided Disagree Strongly
agree disagree Email:……………………………………………………………………………………………………
Organization……………………………………………Designation:………………………….. “Rating Scale”4. Then the total
score of each respondent is obtained by adding his scores Strongly Strongly that he received for
separate statements. Agree=4 Undecided=3 Disagree=2 Agree=5 disagree=15. The next step is to array
these total scores and find out those statements which have a high discriminatory power. For this
purpose, the researcher S.No. Question Score may select some part of the highest and the lowest total
scores, say the top 25 percent and the bottom 25 percent. These two extreme groups are 1 Trainer’s
Programme objectives were clear interpreted to represent the most favourable and the least favourableTrainer time management skills are effective and attitudes and are used as criterion groups by which to
evaluate individual 2 efficient statements. This way we determine which statements consistently
correlate with low favourablility and which with high favourability. 3 Trainer encourages group
discussion activity6. Only those statements that correlate with the total test be retained in the final
instrument and all other must be discarded from it. 4 Trainer shows enthusiasm during the
trainingExample of Likert – type Scale 5 Trainer is very effective in presenting the materialAttitude of the
participants during a Motivation training programme can be 6 Examples and activities are
remarkablecalculate by likert scale as shown below in a feedback form Boredom was not enter at any
point in the 7 programme This programme helped me to become a critical 8 thinker 9 This programme
challenged me intellectually I recommend this programme in my organization or 10 in other institution
TotalShakehand with Life Quality : A Parameter of Customer Satisfaction Page
32www.shakehandwithlife.blogspot.com
34.Merits of the Likert –Scale There remains a possibility that people may answer according to what It is
relatively easy to construct the Likert –type scale in comparison to they think they should feel rather
than how they do feel. This particular Thurston –type scale because Likert –type scale can be performed
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weakness of the Likert –type scale is met by using a cumulative scale without a panel of judges. which
we shall discuss next. Likert –type scale is considered more reliable because under it In spite of all the
limitations, the Likert –type summated scales are regarded respondents answer each statement
included in the instrument. As such as the most useful in a situation wherein it is possible to compare
the it also provides more information and data than does the Thurston – type respondent’s score with a
distribution of scores from some well defined scale. group. They are equally useful when we are
concerned with a programme of Each statement, included in the Likert –type scale, is given an empirical
change or improvement in which case we can use the scales to measure test for discriminating ability
and as such, unlike Thurstone –type scale, attitudes before and after the programme of change or
improvement in order the Likert –type scale permits the use of statements that are not to assess
whether our efforts have had the desired effects. We can as well manifestly related (to have a direct
relationship) to the attitude being correlate scores on the scale to other measures without any concern
for the studied. absolute value of what is favourable and what is unfavourable. All this Likert –type scale
can easily be used in respondent –central and stimulus account for the popularity of Likert –type scales
in social studies relating to –centred studies i.e. through it we can study how responses differ measuring
of attitudes. between people and how responses differ between stimuli. Cumulative scales (such as
Guttman’s Scalogram) Likert –type scale takes much less time to construct, it is frequently used
Cumulative scales or Louis Guttman’s scalogram analysis , Like other scales, by the students of opinion
research. Moreover, it has reported in various consist of series of statements to which a respondent
expresses his research studies that there is high degree of correlation between Likert – agreement or
disagreement. The special feature of this type of scale is that type scale and Thurstone –type scale.
statements in it form a cumulative series. This, in other words, means thatDemerits of the Likert –Scale
the statements are related to one another in such a way that an individual, With this scale, we can
simply examine whether respondents are more or who replies favourably to say item No.3, also replies
favourably to items No. less favourable to a topic, but we cannot tell how much more or less they 2 and
1, and one who replies favourably to item No. 4 also replies favourably are. to items No.3, 2, and 1, and
so on. This being so an individual whose attitude There is no basis for belief that the five positions
indicated on the scale is at a certain point in a cumulative scale will answer favourably all the items are
equally spaced. The interval between ‘strongly agree’ and ‘agree’, may on one side of this point, and
answer unfavourably all the items on the other not be equal to the interval between “agree” and
“undecided”. This means side of this point. The individual’s score is worked out by counting the that
Likert –scale does not rise to a stature more than that of an ordinal number of points concerning the
number of statements he answers scale, whereas the designers of Thurstone scale claim the Thurstone
scale favourably. If one knows this total score, one can estimate as to how a to be an interval scale.
respondent has answered individual statements constituting cumulative Total score of an individual
respondent has little clear meaning since a scales. The major scale of this type of cumulative scales is the
Guttman’s given total score can be secured by a variety of answers patterns. It is scalogram. Brief
description is given below unlikely that the respondent can validly react to a short statement on a
printed form in the absence of real –life qualifying situations.Shakehand with Life Quality : A Parameter
of Customer Satisfaction Page 33www.shakehandwithlife.blogspot.com
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35.Table : Ideal Scalogram Response Pattern stages. The scalogram is used much less often today, but
retains potential for specific applications. Item Participant Merits of The Cumulative Scale Score It
assures that only a single dimension of attitude is being measured. 2 4 1 3 Researcher’s subjective
judgement is not allowed to creep in the × × × × 4 development of scale since the scale is determined by
the replies of respondents. 0 × × × 3 We require only a small number of items that make such a scale
easy to 0 0 × × 2 administer. 0 0 0 × 1 Scalogram analysis can appropriately be used for personal,
telephone or mail surveys. 0 0 0 0 0 De merits of The Cumulative Scale × = Agree, 0 = Disagree The main
difficulty in using this scaling technique is that in practice perfect cumulative or unidimensional scales
are very rarely found and weAssume we are surveying opinions regarding a new style of running shoe.
We have only to use its approximation testing it through coefficient ofhave developed a preference
scale of four items; reproducibility or examining it on the basis of some other criteria. 1. The Airsole is
good – looking . This method is not a frequently used method for the simple reason that 2. I will insist on
Airsole next time because it is great – looking . its development procedure is tedious and complex. 3.
The appearance of Airsole is acceptable to me. Such scales hardly constitute a reliable basis for assessing
attitudes of 4. I prefer the Airsole style to other styles. persons towards complex objects for predicting
the behaviouralParticipants indicate whether they agree or disagree. If these items form a responses of
individuals towards such objects.uni –dimensional scale, the response patterns will approach the ideal
Conceptually, this analysis is a bit more difficult in comparison to otherconfiguration shown in the table
above. Item 2 is the most extreme position scaling methods.of the four attitude statements. A
participant who agrees with item 2 willagree with four items. The items are ordered in the scalogram
left to rightfrom most to least extreme. If each agreement renders a score of 1, a score of4 indicates all
statements are agreed upon and represents the most favorableattitude. Persons with a score of 3
should disagree with item 2 but agree withall others, and so on. According to scalogram theory, this
pattern confirmsthat the universe of content (attitude toward the appearance of this runningshoe) is
scalable.The scalogram and similar procedure for discovering underlying structureare useful for
assessing attitudes and behaviors that are highly structured,such as social distance, organizational
hierarchies and evolutionary productShakehand with Life Quality : A Parameter of Customer Satisfaction
Page 34www.shakehandwithlife.blogspot.com
36.After collecting and analyzing the data, the researcher has to accomplish the task of drawing
inferences followed by report writing. This has to be done very carefully, otherwise misleading
conclusions may be drawn and the whole purpose of doing research may get vitiated. It is only
throughUnit IV: Interpretation and interpretation that the researcher can expose relations and
processes that underlie his findings. In case of hypotheses testing studies, if hypotheses areReport
writing tested and upheld several times, the researcher may arrive at generalizations. But in case the
researcher had no hypothesis to start with, he Introduction, meaning of would try to explain his findings
on the basis of some theory. This may at times result in new questions , leading to further researches.
All this interpretation analytical information and consequential and inference(s) may well be
communicated, preferably through research report, to the consumers of research results who may be
either an individual or a group of individuals or Techniques and precautions in some public/private
organization. interpretation and generalization. Meaning of Interpretation Interpretation refers to the
task of drawing inferences from the collected Report writing –purpose, steps and facts after an analytical
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and/or experimental study. In fact, it is a search for broader meaning of research findings. format of
research report and final The task of interpretation has two major aspects viz., (i) the effort to establish
continuity in research through linking the results of a given presentation of the research study with
those of another, and (ii) the establishment of some explanatory concepts. report. “In one sense,
interpretation is concerned with relationships within the collected data , partially overlapping analysis.
Interpretation also extends beyond the data of the study to include the results of other research, theory
and hypotheses .” Thus interpretation is the device through which the factors that seem to explain what
has been observed by researcher in the course of the study can be better understand and it also
provides a theoretical conception which can serve as a guide for further researches.Shakehand with Life
Quality : A Parameter of Customer Satisfaction Page 35www.shakehandwithlife.blogspot.com
37.Need for Interpretation It is advisable, before embarking upon final interpretation, to consult
someone having insight into the study and who is frank and honest and It is through interpretation that
the researcher can well understand the will not hesitate to point out omissions and errors in logical
abstract principle that works beneath his findings. Through this he can argumentation. Such a
consultation will result in correct interpretation link up his findings with those of other studies, havingthe same abstracts and, will enhance the utility of research results. principle, and thereby can predict
about the concrete world of events. Researcher must accomplish the task of interpretation only after
Fresh inquiries can test these predictions later on. this way the continuity considering all relevant factors
affecting the problem to avoid false in research can be maintained. generalization. He must be in no
hurry while interpreting results, for Interpretation leads to the establishment of explanatory concepts
that quite often the conclusion, which appear to be all right at the beginning, may not at all be accurate.
can serve as a guide for future research studies; it opens new avenues of intellectual adventure and
stimulates the quest for more knowledge. Precautions in Interpretation Researcher can better
appreciate only through interpretation why his One should always remember that even if the data are
properly collected and findings are what they are and can make others to understand the real analyzed,wrong interpretation would lead to inaccurate conclusions. It is, significance of his research findings
therefore, absolutely essential that the task of interpretation be accomplished with patience in an
impartial manner and also in correct The interpretation of the findings of exploratory research study
often perspective. Researcher must pay attention to the following points for results into hypothesis for
experimental research and as such correct interpretation: interpretation is involved in the transition
from exploratory to 1) At the outset , researcher must invariably satisfy himself that experimental
research. Since and exploratory study does not have a a) The data are appropriate, trustworthy and
adequate for drawing hypothesis to start with, the findings of such a study have to be inferences:
interpreted on a post –factum basis in which case the interpretation is b) The data reflect good
homogeneity : technically described as post – factum interpretation. c) Proper analysis has been done
through statistical methodsTechniques of Interpretation 2) The researcher must remain cautious about
the errors that can possiblyInterpretation is art that one learns through practice and experience. The
arise in the process of interpreting results. Errors can arise due to falseresearcher may , at times , seek
the guidance from experts for accomplishing generalization and/or due to wrong interpretation of
statisticalthe task of interpretation. measures, such as the application of findings beyond the range
ofThe techniques of interpretation often involves the following steps: observations, identification of
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correlation with causation and the like. Researcher must five reasonable explanations of the relations
which he Another major pitfall is the tendency to affirm that definite relationships has found and he
must interpret the lines or relationship in terms of the exist on the basis of confirmation of particular
hypotheses. In fact , the underlying processes and must try to find out the thread of uniformity positive
test results accepting the hypothesis must be interpreted as that lies under the surface layer of his
diversified research findings. In “being in accord” with the hypothesis , rather than as “confirming the
fact, this is the technique of how generalization should be done and validity of the hypothesis”. The
researcher must remain vigilant about all concepts be formulated. such things so that false
generalization may not take place. He should be Extraneous information, if collected during the study,
must be considered well equipped with and must know the correct use of statistical measures while
interpreting the final results of research study, for it may prove to be key factor in understanding the
problem under consideration. for drawing inferences concerning his study.Shakehand with Life Quality :
A Parameter of Customer Satisfaction Page 36www.shakehandwithlife.blogspot.com
38.3) He must always keep in view that the task of interpretation is very much report as part and parcel
of the research project. Writing of report is the last intertwined with analysis and cannot be distinctlyseparated. As such he step in a research study and requires a set of skills somewhat different from must
take the task of interpretation as a special aspect of analysis and those called for in respect of the earlier
stages of research. The task should be accordingly must take all those precautions that one usually
observes accomplished by the researcher with utmost care; he may seek the assistance while going
through the process of analysis viz., precautions concerning and guidance of experts for the purpose.
the reliability of data, computational checks, validation and comparison of results. Steps in Report
Writing4) He must never lose sight of the fact that his task is not only to make sensitive observations of
relevant occurrences, but also to identify and 1. Logical Analysis 2. Preparation of disengage the factor
that are initially hidden to the eye. This will enable of the subject final outline him to do his job of
interpretation on proper lines. Broad generalization matter should be avoided as most research is notamenable to it because the coverage may be restricted to particular time, a particular area and
particular conditions. Such restrictions, if any, must invariably be specified and the results must be
framed within their limits.5) The researcher must remember that “ideally in the course of a research
study, there should be constant interaction between initial hypotheses, 4. Rewriting and 3. Preparation
of empirical observation and theoretical conceptions. It is exactly in this polishing of the the rough draft
area if interaction between theoretical orientation and empirical rough draft observation that
opportunities for originality and creativity lie.” He must pay special attention to this aspect while
engaged in the task of interpretation.Report WritingPurpose of the report writingResearch report is
considered a major component of the research study for 5. Preparation of 6. Writing thethe research
task remains incomplete till the report has been presented the final final draftand/or written. As a
matter of fact even the most brilliant hypothesis , highly bibliographywell designed and conducted
research study, and the most strikinggeneralizations and findings are of little value unless they ate
effectively 1. Logical Analysis of the subject mattercommunicated to others. The purpose of research is
not well served unless It is the first step which is primarily concerned with the development of athe
findings are made known to others. Research results must invariably subject. There are two ways in
which to develop a subject (a) logically andenter the general store of knowledge . All this explains the
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significance of (b) chronologically. The logical development is made on the basis of mentalwriting
research report. There are people who do not consider writing of connections and associations between
the one thing and another by means ofreport as an integral part or the research process. But the general
opinion is analysis. Logical treatment often consists in developing the material from thein favour of
treating the presentation of research results or the writing ofShakehand with Life Quality : A Parameter
of Customer Satisfaction Page 37www.shakehandwithlife.blogspot.com
39.simple possible to the most complex structure. Chronological development is the names of magazine
and newspaper articles. Generally, this pattern ofbased on a connection or sequence in time or
occurrence. The directions for bibliography is considered convenient and satisfactory from the point of
viewdoing or making something usually follow the chronological order. of reader, through it is not the
only way of presenting bibliography. The2. Preparation of final outline entries in bibliography should be
made adopting the following order:It is next step in writing the research report “outlines are the
framework For book and pamphlets the order may be as underupon which long written works are
constructed. They are an aid to the logical 1. Name of the author, last name first.organization of the
material and a reminder of the points to be stressed in the 2. Title , underlined to indicate italics.report.”3. Place , publisher , and date of publication.3. Preparation of the rough draft 4. Number of volumes.This
follows the logical analysis of the subject and the preparation of the final Example: Sharma Narender,
Quantitative Techniques, New Delhi, XYZoutline. Such a step is of utmost importance for the researcher
now sits to Publication House Pvt. Ltd., 2009write down what he has done in the context of his research
study. He will For magazines and newspapers the order may be as under:write down the procedure
adopted by him in collecting the material for his 1. Name of the author, last name first.study along with
various limitations faced by him, the technique of analysis 2. Title of article, in quotation marks.adopted
by him, the broad findings and generalizations and the various 3. Name of periodical, underlined to
indicate italics.suggestions he wants to offer regarding the problem concerned. 4. The volume or volume
and number.4. Rewriting and polishing of the rough draft 5. The date of issue.This step happens to bethe most difficult part of all formal writing. Usually 6. The pagination.this step requires more time than
the writing of the rough draft. The careful Example: Sharma Narender , “Train–ed to be a Leader”, Lead
India MAILBOX,revision makes the difference between a mediocre and a good piece of My times, My
Voice , The Times of India, New Delhi, India, August 24, 2007,writing. While rewriting and polishing, one
should check the report for p.2.weakness in logical development or presentation. The researcher should
also The above examples are just the samples for bibliography entries and may be“see whether or not
the material, as it is presented, has unity and cohesion; used but one should also remember that they
are not the only acceptabledoes the report stand upright and firm and exhibit a definite pattern, like a
forms. The only thing important is that, whatever method one selects, it mustmarble arch? Or does it
resemble an old wall of moldering cement and loose remain consistent.brick “. In addition the
researcher should give due attention to the fact that in 6. Writing the final drafthis rough draft he has
been consistent or not. He should check the mechanics This constitutes the last step. The final draft
should be written in a conciseof writing –grammar, spelling and usage. and objective style and in simple
language, avoiding vague expressions such5. Preparation of the final bibliography as “it seems”, “ There
may be”, and the like ones . While writing the final draft,Next in order comes the task of the preparation
of the final bibliography, the researcher must avoid abstract terminology and technical jargon.which is
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generally appended to the research report, is a list of books in some Illustrations and examples based on
common experiences must beway pertinent to the research which has been done. It should contain all
incorporated in the final draft as they happen to be most effective inthose works which the researcher
has consulted. The bibliography should be communicating the research findings to others. A research
report should notarranged alphabetically and may be divided into two parts; the first part may be dull,
but must enthuse people and maintain interest and must showcontain the names of books and
pamphlets, and the second part may contain originality. It must be remembered that every report
should be an attempt toShakehand with Life Quality : A Parameter of Customer Satisfaction Page
38www.shakehandwithlife.blogspot.com
40.solve some intellectual problem and must contribute to the solution of a 1. Introduction : The
purpose of introduction is to introduce the researchproblem and must add to the knowledge of both the
researcher and the project to the readers. It should contain a clear statement of theleader. objectives of
research i.e. enough background should be given to make clear to the reader why the problem was
considered worth investigating.Format/Layout of research report A brief summary of other relevant
research may also be stated so that theThe layout of the report means as to what the research reportshould contain. present study can be seen in that context. The hypothesis of study, if any,A
comprehensive layout of the research report should comprise and the definitions of the major concepts
employed in the study should(A) preliminary pages; (B) the main text ; and (C) the end matter. Let us
deal be explicitly stated in the introduction of the report.with them separately. The methodology
adopted in conducting the study must be fullyA) Preliminary Pages explained. The scientific reader
would like to know in detail about suchIn its preliminary pages the report should carry a title and date,
followed by thing: How was the study carried out? What was its basic design? If theacknowledgements
in the form of ‘Preface’ or Foreword’. Then there should study was an experimental one, then what
were the experimentalbe a table of contents followed by list of tables and illustrations so that the
manipulation? If the data were collected by means of questionnaires ordecision –maker or anybodyinterested in reading the report can easily locate interviews, then exactly what questions were
asked(The questionnaire orthe required information in the report. interview schedule is usually given in
an appendix)? If measurementsB) Main Text were based on observation, then what instructions were
given to theThe main text provides the complete outline of the research report along observers?
Regarding the sample used in the study the reader should bewith all details. Title of the research study is
repeated at the top of the first told: Who were the subjects? How many were there? How were
theypage of the main text and then follows the other details on pages numbered selected? All these
questions are crucial for estimating the probableconsecutively, beginning with the second page. Each
main section of the limits of generalizability of the findings. The statistical analysis adoptedreport should
begin on a new page. The main text of the report should have must also be clearly stated. In addition to
all this, the scope of the studythe following sections: should be stated and the boundary lines be
demarcated. The various limitations, under which the research project was completed, must be 2.
Statements of narrated. 1. Introduction findings and recommendations 2. Statements of findings and
recommendations : After introduction, the research report must contain a statement of findings and
recommendations in non –technical language so that it can be easily understood by all concerned. If the
findings happen to be extensive, at this point they should be put in the summarized form. 3. Results : A
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detailed presentation of the findings of the study, with 4. Implications of 3. Results supporting data in
the form of tables and charts together with a 5. Summary the results validation of results, is the next
step in writing the main text of the report. This generally comprises the main body of the report,
extending over several chapters. The result section of the report should contain statistical summeries
and reductions of the data rather than the raw data.Shakehand with Life Quality : A Parameter of
Customer Satisfaction Page 39www.shakehandwithlife.blogspot.com
41.All the results should be presented in logical sequence and splitted into Final Presentation of a
research report readily indentifiable sections. All relevent results must find a place in the There are very
definite and set rules which should be followed in the actual report. presentation of the research report
or paper. Once the techniques are finally4. Implications of the results : Towards the end of the main
text, the decided, they should be scrupulously adhered to, and no deviation permitted. researcher
should again put down the results of his research clearly and The criteria of format should be decided as
soon as the materials for the precisely. He should, state the implications that flow from the results of
research paper have been assembled. The following points deserve mention the study, for the general
reader is interested in the implications for so far as the mechanics of writing a report are concerned:understanding the human behavior. Such implications may have three 1. Size and physical design
aspects as stated below: The manuscript should be written on unruled paper 8 ½”×11” in size. If it is a) A
statement of the inferences drawn from the present study which to be written by hand, then black or
blue –black ink should be used. A margin may be expected to apply in similar circumstances. of at least
one and one –half inches should be allowed at the left hand and of b) The conditions of the present
study which may limit the extent of at least half an inch at the right hand of the paper. There should also
be one – legitimate generalizations of the inferences drawn from the study. inch margins, top and
bottom. The paper should be neat and legible. If the c) The relevant questions that still remain
unanswered or new manuscript is to be typed, then all typing should be double –spaced on one
questions raised by the study along with suggestions for the kind of side of the page only except for theinsertion of the long quotations. research that would provide answers for them. 2. ProcedureIt is
considered a good practice to finish the report with a short conclusion Various steps in writing the
report should be strictly adhered (All such stepswhich summarizes and recapitulates the main points of
the study. have already been explained earlier in this chapter). 3. Layout5. Summary : It has become
customary to conclude the research report Keeping in view the objective and nature of the problem, the
layout of the with a very brief summary, resting in brief the research problem, the report should be
thought of and decided and accordingly adopted ( The methodology, the major findings and the
conclusions drawn from the layout of the research report has been described in this unit earlier which
research results. should be taken as a guide for report – writing in case of a particular problem.C) End
Matter 4. Treatment of Quotations Quotations should be placed in quotation marks and double spaced,
formingAt the end of the report, appendices should be enlisted in respect of all an immediate part of the
text. But if a quotation is of a considerable lengthtechnical data such as questionnaires, sample
information, mathematical (more than four or five type written lines) then it should be single –
spacedderivations and the like ones. Bibliography of sources consulted should also and indented at least
half an inch to the right of the normal text margin.be given. Index( an alphabetical listing of names,
places and topics along with 5. The footnotesthe numbers of the pages in a book or report on which
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they are mentioned or Regarding the footnotes one should keep in view the followings :discussed)
should invariably be given at the end of the report. The value ofindex lies in the fact that it works as a
guide to the reader for the contents in The footnotes serve two purposes viz., the identification of
materialsthe report. used in quotations in the report and the notice of materials not immediately
necessary to the body of the research text but still of supplemental value. In other words, footnotes are
meant for crossShakehand with Life Quality : A Parameter of Customer Satisfaction Page
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42.references, citation of authorities and sources, acknowledgement and 3. Place and date of
publication ; elucidation or explanation of a point or view. It should always be kept in 4. Number of
volume; view that footnote is not an end nor a means of the display of 5. Pagination references( The
page number). scholarship. The modern tendency is to make the minimum use of III) Regarding works
arranged alphabetically footnotes for scholarship does not need to be displayed. For works arranged
alphabetically such as encyclopedias and dictionaries, no Footnotes are placed at the bottom of the
page on which the reference or pagination references is usually needed. In such cases the order is
illustrated quotation which they identify or supplement ends. Footnotes are as under; customarilyseparated from the textual material by a space of half an inch Example1: “Salamanca,” Encyclopedia
Britannica, 14th Edition. and a line about one and a half inches long. Example2: “Mary Wollstonecraft
Godwin,” Dictionary of national biography. Footnotes should be numbered consecutively, usually
beginning with 1 in But if there should be a detailed reference to long encyclopedia article, each chapter
separately. The number should be put slightly above the volume and pagination reference may be found
necessary. line, say at the end of a quotation. At the foot of the page, again, the IV) Regarding
periodicals reference footnote number should be indented and typed a little above line. Thus, 1. Name
of the author in normal order; consecutive numbers must be used to correlate the reference in the text
2. Title of article, in quotation marks; with its corresponding note at the bottom of the page, except in
case of 3. Name of periodical, underlined to indicate italics; statistical tables and other numericalmaterial, where symbols such as the asterisk(*) or the like one may be used to prevent confusion. 4.
Volume number; Footnotes are always typed in single space though they are divided from 5. Date of
issuance; one another by double space. 6. Pagination.6. Documentation Style V) Regarding anthologies
and collections referenceRegarding documentation, the first footnote reference to any given work
Quotations from anthologies or collections of literary works must beshould be complete in its
documentation, given all the essential facts about acknowledged not only by author, but also by the
name of the collector.the edition used. Such documentary footnotes follow a general sequence. The VI)
Regarding second –hand quotations referencecommon order may be described as under: In such cases
the documentation should be handled as follows;I) Regarding the single –volume reference 1. Original
author and title; 1. Author’s name in normal order (and not beginning with the last name 2. “quoted or
cited in,”; as in a bibliography) 3. Second author and work. 2. Title of work , underlined to indicate italics;
Example: J. F. Jones, Life in Ploynesia, p. 16, quoted in History of the Pacific 3. Place and date of
publication ; Ocean area, by R. B. Abel, p. 191 4. Pagination references( The page number). VII) Case of
multiple authorshipExample: John Gassner, Master of the Drama, New York: Dover Publication, If there
are more than two authors or editors, then in the documentation theInc, 1954, p. 315 name of only the
first is given and the multiple authorship is indicated byII) Regarding multivolumed reference “et al.” or
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“and others”. 1. Author’s name in normal order; Subsequent reference to the same work need not be so
detailed as stated 2. Title of work , underlined to indicate italics; above. If the work is cited again without
any other work intervening, it mayShakehand with Life Quality : A Parameter of Customer Satisfaction
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43.be indicated as ibid , followed by a comma and the page number. A single researcher should learn torecognize them as well as he should learn to usepage should be referred to as p., but more than one
page be referred to as pp. them);If there are several pages referred to at a stretch, the practice is to use
often Abbreviations Meaningthe page number, for example , pp. 190ff , which means page number 190
and anon., anonymousthe following pages; but only for page 190 and the following page ‘190f’. ante.,
beforeRoman numerical is generally used to indicate the number of the volume of a art., articlebook.
Op. cit.( opera citato, in the work cited ) or Loc. cit. ( loco citato, in the aug., augmentedplace cited ) are
two of the very convenient abbreviations used in the bk., bookfootnotes. Op. cit. or Loc. cit. after the
writer’s name would suggest that the bull., bulletinreference is to work by the writer has been cited in
detail in an earlier cf., comparefootnote but intervened by some other references. ch., chapter7.
Punctuation and abbreviations in footnotes col., columnThe first item after the number in the footnotesis the author’s name, given in diss., dissertationthe normal signature order. This is followed by a comma.
After the comma, ed., editor, edition, edited.the title of the book is given : the article (such as “A” , “An”
, “The” etc. ) is ed. cit., edition citedomitted and only the first word and proper nouns and adjective are
e.g., exempli gratia; for examplecapitalized. The title is followed by a comma. Information concerning
the eng., enlargededition is given next. This entry is followed by a comma. The place of et. al., and
otherspublication is then stated; it may be mentioned in an abbreviated form, if the et seq., and the
followingplace happens to be a famous one such as Lond. for London, N.Y. for New ex., exampleYork,
N.D. for New Delhi and so on. This entry is followed by a comma. Then f., ff., and the followingthe name
of the publisher is mentioned and this entry is closed by a comma. fig(s)., figure(s)It is followed by the
date of publication if the date is given on the title page. If fn., footnotethe date appears in the copyrightnotice on the reverse side of the title page ibid., ibidem: in the same place (when two or moreor
elsewhere in the volume, the comma should be omitted and the date successive footnotes refer to the
sameenclosed in square brackets [ c 1978], [1978]. The entry is followed by a work, it is not necessary to
repeatcomma. Then follow the volume and page references and are separated by a complete reference
for the secondcomma if both are given. A period closes the complete documentary footnote. ibid. may
be used. if differentreference. But one should remember that the documentation regarding pages are
referred to, pagination mustacknowledgements from magazine articles and periodical literature follow a
be shown).different form as stated earlier while explaining the entries in the id., idem: the
samebibliography. ill., illus., or illust(s). illustrated, illustration(s)Certain English and Latin abbreviations
are quite often used in bibliographies Intro., intro., introductionand footnotes to eliminate tedious
repetition. The following is a partial list of l, or ll, line (s)the most common abbreviations frequently used
in report –writing ( theShakehand with Life Quality : A Parameter of Customer Satisfaction Page
42www.shakehandwithlife.blogspot.com
44.loc. cit., loco citato: in the place cited; used as op.cit.,(when 9. The final draft new reference is made
to the same Revising and rewriting the rough draft of the report should be done with pagination as cited
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in the previous great care before writing the final draft. For the purpose, the researcher note) should
put to himself questions like: Are the sentences written in the reportMS., MSS., Manuscript or
Manuscripts clear? Are they grammatically correct? Do the various points incorporated inN.B., nota
bene: note well the report fit together logically? “Having at least one colleague read then.d., no date
report just before the final revision is extremely helpful. Sentences that seemn.p., no place crystal –clear
to the writer may prove quite confusing to other people; ano pub., no publisher connection that had
seemed self evident may strike others as non –sequitur. Ano(s)., number(s) friendly critic, by pointing out
passages that seem unclear or illogical, ando.p., out of print perhaps suggesting ways of remedying the
difficulties, can be an invaluableop. cit: opera citato in the work cited (if reference has been aid in
achieving the goal of adequate communication.” made to a work and new reference is to 10.
Bibliography: be made, ibid., may be used, if Bibliography should be prepared and appended to the
research report as intervening reference has been made to discussed earlier. different works, op.cit.
must be used. 11. Preparation of the index: the name of the author must precede. At the end of the
report, an index should invariably be given, the value ofp. or pp., page(s) which lies in the fact that it acts
as a good guide, to the reader. Index may bepassim: here and there prepared both as subject index and
as author index. The former gives thepost: after names of the subject –topics or concepts along with the
number of pages onrev., revised which they have appeared or discussed in the report, whereas the
latter givestr., transe., translator, translated, translation the similar information regarding the names of
authors. The index shouldvid or vide: see, refer to always be arranged alphabetically. Some people
prefer to prepare only oneviz., namely index common for names of authors, subjects –topics, concepts
and the likevol. or vol(s)., volume(s) ones.vs., versus: against Precautions For Writing Research Reports8.
Use of statistics, charts and graphs: Research report is a channel of communicating the research findings
to theA judicious use of statistics in research reports is often considered a virtue readers of the report. A
good research report is one which does this taskfor it contributes a great deal towards the clarification
and simplification of effectively. As such it must be prepared keeping the following precautions inthe
material and research results. One may well remember that a good view:picture is often worth more
than a thousand words. Statistics are usually 1. While determining the length of the report (since
research reports varypresented in the form of tables, charts, bars and line –graphs and pictograms.
greatly in length), one should keep in view the fact that it should be longSuch presentation should be
self explanatory and complete in itself. It should enough to cover the subject but short enough to
maintain interest. In fact,be suitable and appropriate looking to the problem at hand. Finally,statistical
presentation should be neat and attractive.Shakehand with Life Quality : A Parameter of Customer
Satisfaction Page 43www.shakehandwithlife.blogspot.com
45.report –writing should not be a means to learning more and more about 11. Bibliography of sources
consulted is a must for a good report and must less and less. necessarily be given.2. A research report
should not, if this can be avoided, be dull ; it should be 12. Index is also considered and essential part of
a good report and as such such as to sustain reader’s interest. must be prepared and appended at the
end.3. Abstract terminology and technical jargon should be avoided in a 13. Report must be attractive in
appearance, neat and clean, whether typed research report. The report should be able to convey the
matter as or printed. possible. This, in other words, means that report should be written in an 14.
Calculated confidence limits must be mentioned and the various objective style in simple language,
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avoiding expressions such as “it constraints experienced in conducting the research study may also be
seems,” there may be “ and the like. stated in the report.4. Readers are often interested in acquiring a
quick knowledge of the main 15. Objective of the study, the nature of the problem, the methods
employed findings and as such the report must provide a ready availability of the and the analysis
techniques adopted must all be clearly stated in the findings. For this purpose, charts, graphs and the
statistical tables may be beginning of the report in the form of introduction. used for the various results
in the main report in addition to the summary of important findings.5. The layout of the report should
be well thought out and must be appropriate and in accordance with the objective of the research
problem. An interesting recent research study cracked the amount of6. The report should be free from
grammatical mistakes and must be time –which apparently runs into years –women spend doing
prepared strictly in accordance with the techniques of composition of report writing such as the use of
quotations, footnotes , documentation , seemingly trivial stuff. proper punctuation and use of
abbreviations in footnotes and the like.7. The report must present the logical analysis of the subject
matter. It must reflect a structure wherein the different pieces of analysis relating to the research
problem fit well.8. A research report should show originally and should necessarily be an attempt to
solve some intellectual problem. It must contribute to the solution of a problem and must add to the
store of knowledge.9. Towards the end, the report must also state the policy implications relating to the
problem under consideration. It is usually considered desirable if the report makes a forecast of the
probable future of the How many women have wished there were more than 24 hours in a day? For,
subject concerned and indicates the kinds of research still needs to be going by recent research, a
woman has quite a packed life. She might plan her done in that particular field. next meal with delighted
precision and then spend the time after it worrying10. Appendices should be enlisted in respect of all
the technical data in the about how she’ll lose all the calories! We took some such figures to women,
report. who nod in total agreement.Shakehand with Life Quality : A Parameter of Customer Satisfaction
Page 44www.shakehandwithlife.blogspot.com
46.The obsession with size zero may be recent, but the desire to have a svelte Those tresses have to be
washed, cut, colored and styled, which takes awayand toned figure is old and time consuming. An
average woman goes on two two and a half years from one’s lifespan.diets every year, with each lasting
an average of five weeks, equivalent to 104 “I always carry a hair brush with me and use it after every
few hours.” Saysdiets or 10 yrs in a lifetime! Pooja Bhalla, an IT executive.“I prepare a fresh diet chart
each week and that’s largely because I fall tostick to it ,” says Kanika Dev, a business consultant. Mulling
over the next meal takes two years of a woman’s life! “I start thinking of yum evening snack option
during the lunch hour itself.”Woman love to shop and they indulge in it for a whopping 399 hours and
46 Confesses Shalini, a call centre executive.minutes each year, which is nine years of retail therapy over
a lifetime .“ My wife can shop or window shop for hours without feeling tired,” sighsNavdeep Brar, a
business analyst. Women spend one year, seven months and 15days in washroom in their entire lives.
“You shower, dry and powder yourself, and moisturize. Each of these things A study claims that girls
spend four years of their life on the phone. Women is important. Women are not as dirty as men!”
explains Shreya.make or receive an average of 2,88,000 calls in their lives which last for42,000 hours or
4.75 yrs!“I talk on the phone for more than four hours each day,” admits Amrita, who Trying to decide
the perfect outfit consumes a year of a woman’s life.works in an advertising firm. “I spent 20 minutes
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daily deciding what to wear to work. It takes even longer to pick an outfit for a Saturday night.” Says
Aman Khaullar, a bank executive.Just two minutes more –that’s the most often heard line from the
women folk.Those two minutes actually sum up to three years in a lifetime. “It’s a basic hygiene need
and not a beauty treatment.” Verifies Anjana“It’s important to have one last look in the mirror before
stepping out of Shukla, a class XI student.home, but then it doesn’t take that long!” protests Meghna
Wadhwa, Well, going by that women spend 58.4 days in shaving, waxing or usinga budding architect.
creams. And, if you still think you have some time at hand, then digest this ! You spend 27 years of your
life sleeping, another 2 standing in a queue and ifYour mascara and lipstick might be taking about 603
days of your life. And nothing at all, 2 years in simply getting bored!another 170 are spent taking it
off!“What’s wrong with looking good? Don’t men want us to look good too?” asksMelinda, who works in
the hospitality industry.Shakehand with Life Quality : A Parameter of Customer Satisfaction Page
45www.shakehandwithlife.blogspot.com
47.Ref. Books :Kothari, C.R., Research Methodology , New Age International Publishers.Coope, Donald
R., Schindler, Pamela S., Business Research Methods, TataMcgraw Hill Publication.Ref. Article :“IT ALL
ADDS UP”, Delhi Times, The Times of India, New Delhi, August 08,2009, p.1Ref. notes : Contact :My Six – Sigma Green Belt training. Call me for telephonic support on Wednesday , Thursday , Friday , Saturday ,
Sunday at 7:00PM to 9:00PM. I request for your seriousness and honesty. Plz have patience if you hear
“your call is on wait”. For home tuition and contact classes student and institute first send a request on
my email id below mentioned. You can mail me at : [email protected]
[email protected] You can find me at:
http://www.facebook.com/profile.php?id=100000837976546
http://www.linkedin.com/profile/view?id=68376470&trk=tab_pro Visit:
www.shakehandwithlife.blogspot.comShakehand with Life Quality : A Parameter of Customer
Satisfaction Page 46www.shakehandwithlife.blogspot.com
48.“Success can never lower its standard, you have to raiseyour standard to achieve it.”I wish for your
dreams to be succeed.All the Best !
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