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Planning Research Strategies & Research Designs
Motivation
-Research Problem
-Research Objectives
- Theoretical Framework
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360 DEGRE
EOF RM theoretical perspective conceptual framework taxonomy adhoc reality concept dimensions
Conceptual definition proposition hypothesis
Quantify one\two tail test type I & type II error statement, testable theory deductive variables
Probability srs/sys/strat/clus sampling
Longitudinal model types inductive
Case study
Cross section
Survey
Experimental
Exploratory
Qual.
Scientific method
Descriptive
Causal limitations
Quant.
Types of research
New inquiry\further research
Suggestions implications Findings conclusion
Uni \ Bi \ Multivariate
Data analysis
& statistical test
Scale of measurement
Objective of study
Sample nature
Sample number
Sample size
Number of I/V & D/V
Inter-item reliability
Review of literature
Motivation
Research
Problem
Objective
Goodness of data
Alpha=Nρ/[1+ ρ(N-1)]
Split halves
Test-retest
Parallel form sampling
Non probability sampling frame sample size population judg/conv/quo
(Z*Sd/E) 2
(p*q)z 2 /E 2
Standard error σ/√n
(Pop. mean)
Measurement
Of scale
Nominal ordinal nonmetric
Interval ratio metric secondary
Operational definition validity
Collection of data content construct criterion predictive discriminate convergent concurrent primary
Questionnaire
Observation
Focus group
Projective techq.
Journals
Magazine
Govt. updates
Bulletins monograph
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• Applied Research: Research done with the aim of using the results of its finding to solve specific real-life problems currently being experienced in the organization.
• Basic Research: Also referred to as pure research, done with the aim to generate more knowledge in order to enhance understanding of certain phenomena. The research outcome may not have immediate application, instead it enables the researcher to develop theories based on the research results.
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• Purposiveness
The research proceeds with a definite objective and a clear purpose
• Rigor
Has strong theoretical grounds, clearly defined framework and a sound methodological design
• Testability
The study is able to arrive at testable hypotheses that have been logically developed.
• Replicability
Research results supported and consistent when the study is repeated in other similar circumstances
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What is a Good Scientific Research?
• Precision
Closeness of findings to reality
• Confidence
Probability that estimations arising from the research findings are correct
• Objectivity
Conclusions drawn are based on facts resulting from the actual data whose measurements are valid and reliable
• Generalizability
The scope of applicability of the research findings in one settings to other settings, i.e. ability to draw similar conclusion to the population
• Parsimony
Simple in explaining phenomena or problems that occur, and in the application of solutions to problems
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Adopted from Sekaran (2003)
OBSERVATION
Broad area of research interest identified
PROBLEM
DEFINITION
Research problem delineated
THEORETICAL
FRAMEWORK
Variables clearly identified and labeled
PRELIMINARY DATA
GATHERING
Interviewing &
Literature Survey
DEDUCTION
Hypotheses substantiated?
Research questions answered
HYPOTHESES
GENERATION
SCIENTIFIC
RESEARCH
DESIGN
DATA COLLECTION,
ANALYSIS AND
INTERPRETATION
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PROBLEM DEFINITION
• The adage “a problem well defined is a problem half solved”
• The identification of a specific (business decision) area that will be clarified by answering some research questions
• “Begin with the end in mind”
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Examples of Problem Definitions
To what extent do the structure of the organization and type of information systems installed account for the variance in the perceived effectiveness of managerial decision making?
Do the income statement and the balance sheet elicit the same kind of reader reactions toward the company as the cash flow statement?
What are the effects of downsizing on the long-range growth patterns of companies?
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Relationship between Literature Review and Problem
Statement
• What is problem statement?
• Something researcher has an interest/ real problem/or filling gaps about phenomenon.
• A phenomenon – for example, management accounting systems (MAS) and how it can enhance managerial performance. Two concepts – are MAS & Managerial performance.
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Relationship between Literature Review and Problem
Statement
• Stated in a statement:
• How the design of management accounting systems (timeliness, integration, broad scope and aggregation) can enhance managerial performance?
• Alternatively:
• Interested to know why there are differences in managers’ performance in manufacturing companies? Our focus now is on the performance of managers. Your interest to investigate how
MAS can explain the differences in managerial performance.
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What are the concepts need to be discussed in literature review?
• The concept of MAS with four dimensions, namely timeliness, broad scope, aggregation and integration
• Managerial performance – specifically, what performance are you looking at.
• Perhaps: Moderator if any.
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• As a piece of writing, the literature review must be defined by a guiding concept (e.g., your research objective, the problem or issue you are discussing, or your argumentative thesis).
• It is not just a descriptive list of the material available, or a set of summaries.
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• Information seeking: the ability to scan the literature efficiently, using manual or computerized methods, to identify a set of useful articles and books
• Critical appraisal: the ability to apply principles of analysis to identify unbiased and valid studies
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• be organized around and related directly to the thesis or research question you are developing
• synthesize results into a summary of what is and is not known – a-state-of-the-art
• identify areas of controversy in the literature
• formulate questions that need further research
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Theoretical Framework
A conceptual model of how one theorizes the relationships among the several factors that have been identified as important to the problem
Helps us to postulate and test certain relationships so as to improve our understanding of the dynamics of the situation
Network of relationships among the variables considered important to the study
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Theoretical Framework
Basic features
• Variables clearly identified
• Theorizing and discussion on important relationships among variables
• Direction of relationships
• Clear explanation of reasons for relationships
• A schematic diagram
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VARIABLES
• A Variable is anything that can take on differing or varying values. (e.g., length of service, performance, size)
• The Dependent variable is the variable of primary interest. The goal is to understand (explain and predict) the DV. (e.g., performance, motivation)
• An Independent variable is one that influences the dependent variable in either a positive or a negative way. (e.g., usage, participation)
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VARIABLES
• The Moderating variable is one that has a strong contingent effect on the independent variabledependent relationship. (e.g., size and the relationship between usage and performance)
• An intervening variable is one that surfaces between the time the independent variables operate to influence the dependent variable and their impact on the dependent variable. (e.g., participation is associated with effectiveness because the former leads to commitment)
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Dichotomous
Discrete
Continuous
Types of Variables
Male/Female
Employed/ Unemployed
Ethnic background
Educational level
Religious affiliation
Income
Temperature
Age
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Exhibit 2-4 Independent and Dependent Variables
Independent Variable
(IV)
• Predictor
• Presumed cause
• Stimulus
• Predicted from…
• Antecedent
• Manipulated
•
•
•
•
Dependent Variable
(DV)
Criterion
Presumed effect
• Response
• Predicted to….
Consequence
Measured outcome
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• The switch to commission from a salary compensation system (IV) will lead to increased sales productivity (DV) per worker, especially among younger workers (MV).
• The loss of mining jobs (IV) leads to acceptance of higher-risk behaviors to earn a family-supporting income (DV) – particularly among those with a limited education (MV).
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• With new customers (EV-control), a switch to commission from a salary compensation system (IV) will lead to increased sales productivity (DV) per worker, especially among younger workers (MV).
• Among residents with less than a high school education (EV-control), the loss of jobs (IV) leads to high-risk behaviors (DV), especially due to the proximity of the firing range (MV).
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• The switch to a commission compensation system (IV) will lead to higher sales productivity (DV) by increasing overall compensation (IVV).
• A promotion campaign (IV) will increase savings activity (DV), especially when free prizes are offered (MV), but chiefly among smaller savers (EV-control). The results come from enhancing the motivation to save (IVV).
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Hypotheses Generation
A logically conjectured relationship between two or more variables expressed in the form of testable statements
Testing of a hypothesis and establishing an assumed relationship enable one to solve a
problem.
Format 1: Difference
Format 2: If-Then
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If there is good communication among cockpit crew, then there is less air-traffic violation.
If the pilots are given adequate training to handle midair crowded situations, air-safety violations will be reduced
Training has an interaction effect on the relationship between communication among cockpit crew and air-traffic violation
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• Null hypothesis is a proposition that states a definitive, exact relationship between two variables
• Null hypothesis is formulated so that it can be tested for possible rejection
• If the null hypothesis is rejected …..? Our faith on the alternative hypothesis is based on theory
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Economic
- Economic growth
- Profitable return in Public bus
Transport
- Optimal utilization rate
Social
- Less accident rate
- Increase quality of life
Environmental
- Better and healthier environment
- Reduction in private car usage
- Less air pollution
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A GENDA
§ Introduction
§ Problem Statement
§
Research Objectives & Questions
§ Significance of the Study
§ Literature Review
§
Theory of Reasoned Action
§
Conceptual Model & Theoretical Framework
§ Hypotheses
§ Methodology
§ Profile of Respondents
§
SPSS Analysis and Results
§
Summary of Significant Findings
§ Discussion
§
Implications
§
Limitations & Future Research
§ Conclusion
§ References
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I NTRODUCTION
Deficiencies of public bus transport (PBT) services
High dependency on private transport
Traffic congestion, accidents, casualties, air pollution
Underutilization of
PBT service
Sustainability of transport system
& Quality of life
(Steg & Gifford, 2005)
▪ 6th National Key Result Areas (NKRAs) - ↑ PT users from 16% to 25% by 2012 (The Star, 2009d)
▪ Budget 2009 (2009 - 2014) - RM 35 billion (Bernama, 2008)
▪ 9th Malaysia Plan (2006 - 2010) - RM 31.8 billion (Government of Malaysia, 2006)
▪ Establishment of RapidKL (2004) and Rapid Penang (2007)
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P ROBLEM S TATEMENT
§ Poor utilization rate and resistance of public to utilize
PBT services
• PT users in Malaysia = 16% (The Star, 2009d)
• PT users in KL = 19.7% (Kuala Lumpur City Hall, 2004)
• PT users in Penang = 10% (Mok, 2009)
This study therefore is to investigate and conceptualize the perceived utilization of PBT service among commuters and non-commuters in Malaysia
Perceived utilization
• “is assumed to be an exponentially weighted average of past utilization”
(Repenning, 1990, p. 23)
• the degree to which commuters or non-commuters believe that they will utilize the PBT service based on their perception on and preference of the rendered services if their needs and expectations are fulfilled.
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R ESEARCH O BJECTIVES & Q UESTIONS
Introduction
To determine the best preferred combination(s) of public bus transport (PBT) service rated by the commuters and non-commuters in
Malaysia.
What is the best preferred combination(s) of public bus transport (PBT) service rated by the commuters and non-commuters in
Malaysia?
To investigate the PBT service drivers influencing the perceived utilization of commuters and noncommuters.
What is the PBT service drivers influencing the perceived utilization of commuters and non-commuters?
To study the influence of social demographic factors on the perceived utilization of PBT service.
What is the influence of social demographic factors on the perceived utilization of PBT service?
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S IGNIFICANCE OF THE S TUDY
Introduction
§ Provide a better understanding on the perceived utilization of PBT service of Malaysian citizens
§ Relevant to the 6 th NKRA
§ Improve PBT service in Malaysia to
• increase utilization, profit in PBT sector
• reduce traffic congestion, accidents, air pollution
• improve economic growth & quality of life
• ensure sustenance (viability) of PBT
§ A customizable conceptual model
§ Value of the study indicated by
• the Ministry of Transport, Malaysia sought permission to use the questionnaires
• positive feedback from Rapid Penang
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L ITERATURE R EVIEW
Category
Public Transport (PT) Dargay et al. (2007); Sanchez (2008); Steg (2003).
Service Drivers
Reliability of
Schedule (ROS)
Safety and Comfort
(SAC)
Information Service
(IFS)
Andaleeb et al. (2007); Ang et al. (2006); Kamba et al. (2007); Kasipillai &
Chan (2008); Mohamad & Kiggundu (2007); Nor et al. (2006); Nurdden et al.
(2007); Paulley et al. (2006); Sheikh et al. (2006).
Liu & Shen (2007); Liu et al. (2007); Palma & Lindsey (2001) ; Rűetschi (2007);
Yan & Chen (2002); Yan et al. (2006); Zolfaghari et al. (2004).
Brenac & Clabaux (2005); Shek & Chan (2008); Wåhlberg (2002, 2004); Wong et al. (2008); Act 333 (1987); Act 685 (2008); Malaysia Institute of Road Safety
Research (2009); The Malaysian Road Transport Department (2007); UNECE
(2000-2008).
Dziekan & Kottenhoff (2007); Grotenhuis et al. (2007); Khattak et al. (2003);
Molin & Timmermans (2006); Neuherz et al. (2000); Polydoropoulou et al.
(1997); Wolinetz et al. (2001); Vance & Balcombe (1997).
Season Ticket (STK) FitzRoy & Smith (1998); FitzRoy & Smith (1999); Ruiz (2004).
Ticket Pricing (TKP) Litman (2004); Nurdden et al. (2007); Paulley et al. (2006); Schade & Schlag
(2003); Schlag & Teubel (1997); Sheikh et al. (2006).
Sustainability Goldman & Gorham (2006); Gudmundsson & Höjer (1996); Robinson (2004);
Steg & Gifford (2005); EMW (2010); UN (2005); UNECE Transport (2000-
2008); WCED (1987).
Theory of Reasoned
Action (TRA)
Ajzen (1985); Davis (1989); Fishbein & Ajzen (1975); Heath & Gifford (2002);
Icek Ajzen & Fishbein (1980); Ivancevich et al. (2008); Trice & Treacy (1986).
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T HEORY OF R EASONED A CTION (TRA)
The person’s beliefs that specific individuals or groups think he should or should not perform the behavior and his motivation to comply with the specific referents
Relative importance of
Different
Service Drivers considerations
Subjective norm
Perceived
Utilization of
PBT Service
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Source: Ajzen and Fishbein (1980)
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C ONCEPTUAL M ODEL
PBT service
Reliability of schedule (ROS):
1.Exact time (ET)
2.Approximate time (AT)
Safety and comfort (SAC):
1.Utmost priority (UP)
2.Moderate priority (MP)
Information service (IFS):
1.Full information (FI)
2.Moderate information (MI)
Season ticket (STK):
1.Season ticket (ST)
2.Regular ticket (RT)
Ticket pricing (TKP):
1.Flat (F)
2.Varying (V)
Analysis:
Descriptive &
Multidimensional
Scaling (MDS)
Full factorial design
(conjoint profiles)
= 2 * 2 * 2 * 2 * 2 = 32
Perceived utilization of
PBT service
(PU * )
Note: * perceived direct utilization (PUD), perceived indirect utilization (PUID), perceived recommendation (PUR)
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T HEORETICAL F RAMEWORK
Independent variables
Introduction
PBT service drivers:
H1
Reliability of schedule (ROS)
H2
Safety and comfort (SAC)
H3
Information service (IFS)
H4
Season ticket (STK)
H5
Ticket pricing (TKP)
Analysis:
Independent samples ttest, chi-square test, twogroup discriminant analysis
Dependent variable
Perceived utilization of
PBT service
(PU * )
Demographic profiles:
Gender
Age
Monthly salary
Possession of own vehicle
Commuter/non-commuter
H6
Note: * perceived direct utilization (PUD), perceived indirect utilization (PUID), perceived recommendation (PUR)
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H YPOTHESES
H1
Introduction
Reliability of schedule (ROS) is
There is relationship between positively influencing the
H6a perceived utilization of PBT gender and the perceived utilization of PBT service.
service.
H2
H3
Safety and comfort (SAC) is positively influencing the perceived utilization of PBT service.
Information service (IFS) is positively influencing the perceived utilization of PBT service.
H6b
H6c
There is relationship between age and the perceived utilization of PBT service.
There is relationship between monthly salary and the perceived utilization of PBT service.
H4
H5
Season ticket (STK) is positively influencing the perceived utilization of PBT service.
Ticket pricing (TKP) is positively influencing the perceived utilization of PBT service.
H6d
H6e
There is relationship between the possession of private vehicle and the perceived utilization of PBT service.
There is relationship between the status of commuter/noncommuter and the perceived utilization of PBT service.
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M ETHODOLOGY
Research Design
• Quantitative
• Exploratory Study
• Cross-sectional Design Information
Gathering
Desk Research /
Literature Review
Email to
Government
Authorities
Interview with
Expert from
Rapid Penang
Focus Group
Opinion Survey
Observation
Construct
Reliability of schedule (ROS)
Safety and comfort (SAC)
Information service (IFS)
Season ticket (STK)
Ticket pricing (TKP)
Number of
Items
7
8
7
5
6
Online Survey
(English + Malay)
Face Validation by Rapid Penang
Pilot Study (30 respondents)
Empirical Survey
(17 days)
Personal Structured
Interview (Rapid
Penang bus terminal)
Questionnaire Design:
• Conjoint Profile (Select 3 from 11 combinations)
• Direct measurement of service drivers’ importance (5-point Likert scales)
• Categorical Scale for Perceived Utilization
(PUD, PUID, PUR)
Penang Residents
(Commuters + Noncommuters
Convenience &
Purposive Sampling
(N= 195)
SPSS Data
Analysis
Factor Analysis
& Reliability
Analysis
Descriptive
Statistics
Pearson
Correlation
Analysis
Multidimensional
Scaling
Independent
Samples t-test
Chi-square Test
Two-group
Discriminant
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Suggestions from Respondents
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Consumer reflections on the usage of plastic bags to parcel hot edible items: An empirical study in Malaysia-Framework
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Research Framework
Purchase characteristics of VDS
Product category
Brand image
Store image
Scheme characteristics
Message framing
Subjective norms
Consumer internal evaluation of benefits
Perceived savings
Perceived quality
Perceived selfexpression
Perceived convenience
Intention to purchase products on volume discount
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