Session 4 - Variables, methodology and research designs.pptx

7/29/2019 Session 4 - Variables, methodology and research designs.pptx

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Session 4

Variables, methodology

and research designs


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Variables

Independent vs dependent variables

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Class exercise - 1

Dr. Feroze Laboratory is established in a medium-sized hospital in

Karachi. Looking at the success of laboratory chains like Aga Khan

Hospital, Liaquat National Hospital, Dr. Essas, Dr. Mehdi A. Manji and

Dr. Ehasanullah, they too are evaluating the option of opening a lab-

chain. Capital investment is not an issue. However, they are not sure if

there is any more opportunity left to open another lab-chain in the city.

To take a decision, they need further accurate information. For thepurpose, they decided to carry out a research in this regard. You are

their research consultant.

You are to formulate the following:

Management Decision problem

Research problem/ Research objective

List of variables

A graphical research model

Research question(s)

Hypotheses 3


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Class exercise - 2

Dye-Fast is engaged in dyeing towels. It has about 300 employees. The

firm has been facing low productivity and quality issues. Wamiq, the son

of the owner, has done MBA and is given the task to identify the issues

and take corrective measures. A review of employees data revealed that

about 50% of them had joined during last 6 months and about 25%

during last year. He knew that employee turnover has to be drastically

reduced to solve these problems. He does not have a clear idea of whatcan be done to stop employees leaving. For a better understanding of

the situation, he appointed you as a research consultant.

You are to formulate the following:

Management Decision problem Research problem/Research objective

List of variables

A graphical research model

Research question(s)

Hypotheses 4


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Research Methods vs. Methodology

Research methods

All those methods/techniques that are used for

conduction of research. Research methods or

techniques, thus, refer to the methods the researchers

use in performing research operations.

Research methods can be put into three groups:

Methods used in data collection; Statistical techniques

used in data analyses; Methods used to evaluate theaccuracy of the results obtained.

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Research Methods vs. Methodology

Research methodology

It is a way to systematically solve the research

problem. In it we include various steps that are

generally adopted by a researcher in studying his

research problem along with the logic behind them.

It is necessary for the researcher to know not only the

research methods/techniques but also the

methodology. A researcher not only needs to knowhow data is collected, how various analyses are

performed, but also which technique is to be applied in

which situation and why.

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A Classification of Univariate Techniques

Independent Related

Independent Related* Two- Group

test* Z test* One-Way

ANOVA

* Pairedt test

* Chi-Square* Mann-Whitney* Median

* K-S* K-W ANOVA

* Sign* Wilcoxon

* McNemar* Chi-Square

Metric Data Non-numeric Data

Univariate Techniques

One Sample Two or MoreSamples

One Sample Two or MoreSamples

* t test* Z test

* Frequency* Chi-Square* K-S* Runs* Binomial


8/23

A Classification of Multivariate Techniques

More Than One

Dependent

Variable

* Multivariate

Analysis ofVariance andCovariance

* CanonicalCorrelation

* MultipleDiscriminant

Analysis

* Cross-

Tabulation* Analysis ofVariance andCovariance

* MultipleRegression

* Conjoint

Analysis

* Factor

Analysis

One Dependent

VariableVariable

Interdependence

Interobject

Similarity

* Cluster Analysis

* MultidimensionalScaling

Dependence

TechniqueInterdependence

Technique

Multivariate Techniques


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Research Design: Definition

Aresearch design is a framework or blueprint forconducting the marketing research project. It detailsthe procedures necessary for obtaining theinformation needed to structure or solve marketingresearch problems.


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Components of a Research Design

Define the information needed

Design the exploratory, descriptive, and/or causal phases ofthe research

Specify the measurement and scaling procedures

Construct and pretest a questionnaire (interviewing form)or an appropriate form for data collection

Specify the sampling process and sample size

Develop a plan of data analysis


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A Classification of Marketing Research Designs

Single Cross-

Sectional Design

Multiple Cross-

Sectional Design

Research Design

Conclusive

Research DesignExploratory

Research Design

Descriptive

Research

Causal

Research

Cross-SectionalDesign

LongitudinalDesign


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Uses of Exploratory Research

Formulate a problem or define a problem moreprecisely

Identify alternative courses of action Develop hypotheses

Isolate key variables and relationships for furtherexamination

Gain insights for developing an approach to theproblem

Establish priorities for further research


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Use of Descriptive Research

To describe the characteristics of relevant groups,such as consumers, salespeople, organizations, ormarket areas.

To estimate the percentage of units in a specifiedpopulation exhibiting a certain behavior.

To determine the perceptions of productcharacteristics.

To determine the degree to which marketingvariables are associated.

To make specific predictions


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Methods of Descriptive Research

Secondary data analyzed in a quantitative asopposed to a qualitative manner

Surveys Panels

Observational and other data


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Cross-sectional Designs

Involve the collection of information from any givensample of population elements only once.

In single cross-sectional designs, there is only one

sample of respondents and information is obtained fromthis sample only once.

In multiple cross-sectional designs, there are two ormore samples of respondents, and information from each

sample is obtained only once. Often, information fromdifferent samples is obtained at different times.


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Longitudinal Designs

A fixed sample (or samples) of populationelements is measured repeatedly on the same

variablesA longitudinal design differs from a cross-sectional

design in that the sample or samples remain thesame over time


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Longitudinal Data May Show

Substantial ChangeBrand

Purchased

in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand B

Brand C

Total

10025

75

200

50100

150

300

50175

275

500

200300

500

1000


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Uses of Causal Research

To understand which variables are the cause(independent variables) and which variables are theeffect (dependent variables) of a phenomenon

To determine the nature of the relationship betweenthe causal variables and the effect to be predicted

METHOD: Experiments


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A Classification of Survey Methods

Traditional

Telephone

Computer-Assisted

Telephone

Interviewing

Mail

InterviewMail

Panel

In-Home Mall

Intercept

Computer-Assisted

Personal

Interviewing

E-mail Internet

SurveyMethods

Telephone Personal Mail Electronic


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A Classification of Observation Methods

Observation Methods

Personal

Observation

Mechanical

ObservationTrace

Analysis

Content

AnalysisAudit

Classifying

Observation

Methods


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Definitions and Concepts

Independent variables are variables or alternatives thatare manipulated and whose effects are measured andcompared, e.g., price levels.

Test units are individuals, organizations, or other entities

whose response to the independent variables or treatmentsis being examined, e.g., consumers or stores.

Dependent variables are the variables which measure theeffect of the independent variables on the test units, e.g.,

sales, profits, and market shares. Extraneous variables are all variables other than the

independent variables that affect the response of the testunits, e.g., store size, store location, and competitive effort.


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Experimental Design

An experimental design is a set of proceduresspecifying

the test units and how these units are to be divided intohomogeneous subsamples,

what independent variables or treatments are to bemanipulated,

what dependent variables are to be measured, and

how the extraneous variables are to be controlled.

The famous taste-test.


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Next Assignment

Scaling and measurement techniques

Data analysis using SPSS an introduction

Quiz in next class.

Documents

Session 4 - Variables, methodology and research designs.pptx