Research Tools and Techniques
The Research Process: Step 6 (Research
Design – Element 5 Part B Continued
Measurement and Measures – Attitudinal
Scales)
Lecture 16
Lecture Topics Covered Previously in the
Last Lecture
• Ordinal, Interval and Ratio Scales
• Statistics Applied to the Four Scales
What we are going to Cover in this
Lecture
• Statistics Applied to the Four Scales
• Attitudinal Scales Derived from Four Basic Scales
• Rating and Ranking Scales
THE RESEARCH PROCESS
(1).
Observation
The Broad
Problem Area
(3).
(4).
Theoretical
Framework
Problem
Definition
Variables
Identification
(5)
(6).
Scientific
Research
Design
Generation
of
Hypothesis
(2).
Preliminary
Data
Gathering
Interviews
and Library
Search
(7).
Data
Collection
and
Analysis
(8)
Deduction
(9).
(10).
(11).
Report
Writing
Report
Presentation
Managerial
Decision
Making
THE ELEMENTS OF RESEARCH DESIGN
1. Purpose of
Study
•Exploratory
•Descriptive
•Hypothesis
Testing
•Case Study
2. Type of
Investigation
Establishing:
Causal
Relationship
or
Co-relational
3. Extent of
Researcher
Interference
•Minimal
•Moderate
•Excessive
4. Study Setting
•Contrived
•Non-Contrived
5.
Measurement
& Measures
•Operational
Definition
•Scaling
•Categorizing
•Coding
10. Test
Application
Feel for
Data
Goodness
of Data
6.Unit of Analysis
(Population to be
studied)
Individuals
Dyads
Groups
Organizations
Machines
etc.
8. Time Horizon
7. Sampling
Design
Probability
Non-probability
Sample Size (n)
One-Shot
(Cross-Sectional)
or
Longitudinal
9. Data
Collection
Method
Observation
Interview
Questionnaire
Physical
Measurement
Hypotheses
Testing
• Depending on the nature of variable, a questionnaire can
have one or all the major scales in it but the tests applied
to all of the scales are different.
Another Example
• To check a relationship, association etc. you need to have
questions with statements and scales for each variable in
a theoretical framework.
I.V.
I.V.
I.V.
D.V.
SCALES
Scale
Highlights
Descriptive
Statistics
Inferential
Statistics
Nominal
Difference
Frequency in
Each Category,
Percentage in
Each Category,
Mode
X2
Ordinal
Difference and
Order
Mode, Median,
Range
Rank Order
Correlation
Interval
Difference, Order Mode, Median,
and Distance
Mean, Standard
Deviation,
Variance, Range
Correlations, t, F
Ratio
Difference,
Order, Distance
and Unique
Origin
Correlations, t, F
Mode, Median,
Mean, Standard
Deviation,
Variance, Range
Methods of Scaling Using Four Basic
Scale Types (Attitudinal Scales)
• THE WAY YOU MEASURE THE
OBJECT/EVENT/PERSONAL DIFFERENCES IN
ACCORD WITH THE ATTITUDES
• THESE SCALES ARE OF TWO TYPES:
I). RATING SCALES AND
II). RANKING SCALES
• The rating scales tap down the subject’s responses for the
behavioral elements/variables while assigning numbers
and symbols – they have the response categories; while
the ranking scales tap the subject’s response by
comparing and ranking given options.
I.Rating Scales
1. Dichotomous Scale:
Do you go out for shopping daily
Yes/No
and
State your gender (Please encircle) Male/Female
2. Category Scale:
You work in (Tick only one)
•
Rwp
•
Isb
•
Jhm
•
Lhr Office
• Both above mentioned rating scales tap the
responses on the nominal scale.
3. Likert Scale:
• The respondent agree or disagree on a 5 point scale
• This is an example of interval scale
• Example: state the extent to which you agree with
each of the following statements:
1=Strongly Disagree; 2=Disagree; 3=Neither Agree Nor Disagree; 4=Agree; 5=Strongly Agree
i). My car has a strong body
ii). I feel protected inside my car
iii). My car’s safety systems are excellent
1
1
1
2 3 4 5
2 3 4 5
2 3 4 5
4. Semantic Differential Scale
• Bipolar attributes are identified
• Example: When you call someone over for
interview, you give preference to (Tick the
nearest blank according to your choice) him
or her being
Neatly Dressed _ _ _ _ _ _ _ Shabbily Dressed
Well Combed Hair _ _ _ _ _ _ _ Unkempt Hair
Ironed Clothing _ _ _ _ _ _ _ Rumpled Clothing
5. Numerical Scale
• Example: Evaluate Honda Accords relative to
the following pairs of attributes on the following
scale:
Sporty
Unreliable
Saves Gas
Poor
handling
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
Practical
Reliable
Guzzling
Handles
well
6. Itemized Rating Scale
•
•
•
The response to items are summated
Balanced and Unbalanced rating scale
Example
1
Very Unlikely
1.
2.
3.
2
Unlikely
3
Neither Unlikely
Nor Likely
4
Likely
5
Very Likely
I would be opening a new account in some bank
____
I would be interested in a car loan
____
I would get a new ATM account
____
7. Fixed or Constant Sum Scale
• When buying a soap; give marks out of 100
•
•
•
•
•
•
to the importance you attach to (the
aggregate should be 100)
Fragrance
______
Color
______
Shape
______
Size
______
Texture of Lather ______
Total
______
8. Staple Scale
• This scale simultaneously measures both the
direction and intensity of the attitude under study
• Example
+3
+3
+2
+2
+1
+1
Adopting Modern Coordination
Technology Among Employees
-1
-1
-2
-2
-3
-3
+3
+2
+1
Company
Development Future
-1
-2
-3
9. Graphic Rating Scale:
II. Ranking Scales
1. Paired Comparisons:
• [(n)(n-1)/2] Choices
• Lux,
Rexona,
Dove,
1. Lux
Rexona
2. Lux
Dove
3. Lux
Fa
4. Rexona Dove
5. Rexona Fa
6. Dove
Fa
Fa
2. Forced Choice
• Example: Rank the following holiday
destinations in order of your
preference, assigning 1 for the most
preferred choice and 5 for the least
preferred
Aspen ___
Florida ___
London ___
Bermuda ___
Hawaii ___
Prefer More
Prefer Less
Aspen
Bermuda
Florida
Hawaii
London
3. Comparative Scale
• If you buy a Warid Sim as compared to
Telenor; is it (Tick only one option)
More Useful
About the Same
Less Useful
Summary
• Statistics Applied to the Four Scales
• Attitudinal Scales Derived from Four Basic Scales
• Rating and Ranking Scales