1/21/2020

Business Research Method

Prof. Ravi Shekhar Kumar

XLRI- Xavier School of Management, Jamshedpur

ravishekhar@xlri.ac.in

Session-5

A Look at Research Data

Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Descriptive Causal

Survey Observational & Experimental

Data Other Data Data

1
 1/21/2020

Measurement and Scale

• If things exist to some extent, they ought to be

measured.

• Measurement is the assignment of numbers to

objects, events, or people according to some rules.

• To assign numbers, we need a scale.

Scale

• A scale is a system of classifying objects & persons

– in a series of steps or degrees
– according to a standard (i.e., relative size, rank, amount,
etc.).

• Measurements can be along four different scales:

– Nominal
– Ordinal
– Interval
– Ratio

2
 1/21/2020

Nominal Scale

• One uses names or labels according to certain

characteristics.
– Variables assessed on nominal scale are called
categories.

• Charles Darwin used such categorical scales for

species.
– e.g., Telephone numbers; Girls vs. Boys in this session.

• Basic operation: = or ≠

Ordinal Scale

• Ordinal measurements tell ranks or difference

between items
– e.g., Class ranks; Hardiness of minerals

• Scale may also use names with an order such as:

– “Below average", “Average", and “Above average"; or
– "very unsatisfied", “Neutral", and "very unsatisfied."

• Basic operation: < vs. >

3
 1/21/2020

Interval Scale

• In interval scales, the steps are considered to be

equal.
• Equality of successive steps
– Difference between 2 & 1 is the same as the difference
between 7 & 6.
• We can use numbers, steps, phrases, or distance to
represent the successive intervals.
– e.g., Ratings; Fahrenheit/Celsius temperature

• Basic operation: + vs. -

Ratio Scale

• Most measurement in physical sciences &

engineering is done on ratio scales.
• Distinguishing feature of a ratio scale is possession
of a natural zero value.
– e.g., Mass, length, time, plane angle, electric charge, &
GDP

• Basic operation: Meaning of ratios

4
 1/21/2020

Scales of Measurement: Illustration

Numbers
Nominal 4 81 9
Assigned to
Runners

Rank Order of
Ordinal
Winners

Third Second First

Place Place Place
Interval Performance
Rating on a 0 to 8.2 9.1 9.6
10 Scale
Time to Finish in 15.2 14.1 13.4
Ratio
Seconds

Comparison of Scales: Characteristics

Characteristics Label Order Distance Origin

Scale
Nominal Yes No No No

Ordinal Yes Yes No No

Interval Yes Yes Yes No

Ratio Yes Yes Yes Yes

10

5
 1/21/2020

Interval Scale: Variants

• Likert Scale requires respondents to indicate a degree of
agreement or disagreement with each statement about
stimulus object.
Strongly Disagree Neither Agree Strongly
disagree agree nor agree
disagree

Pantaloon sells high-quality merchandise. 1 2 3 4X 5

• Semantic Differential Scale is rating scale with end points

associated with bipolar labels that have semantic meaning.
Pantaloon is:
Modern :--:--X:--:--:--:--:--: Old-fashioned

11

A few exercise on Scale

• Gender: 1. Male 2. Female
Nominal Scale

• I consider myself to be loyal to Nike Brand.

(Please rate the statement)
Strongly Disagree Strongly Agree
1 2 3 4 5
Interval Scale

• How many hours do you use Internet ?...........Hrs

Ratio Scale

12

6
 1/21/2020

A few exercise on Scale

• Education: 1. Less than 10th Std 2. 10th Std 3.12th Std
4.Graduate 5. Postgraduate
Nominal Scale or Ordinal Scale
• Why do you use the current brand? Please rank the
preference
a. This is exactly the product I have always wanted to use.
b. This is the best available brand.
c. It is a force of habit
d. There is really no choice.
Ordinal Scale

• What is your age? …..Years

Ratio Scale

13

A few exercise on Scale

• This supplier keeps promises it makes to our firm.
(Please rate the statement)
Strongly Disagree Strongly Agree
1 2 3 4 5
Interval Scale

• Please rank following footwear brands on your preference.

A. Bata
B. Adidas
C. Nike
D. Reebok
E. Liberty
Ordinal Scale

14

7
 1/21/2020

Questionnaire

• A questionnaire is a formalized set of questions for

obtaining information from respondents.
• Questionnaire Types: Unstructured questions & Structured
questions

• Determining Order of Questions (Opening Questions, Type of

Information & Difficult Questions)
• Pretesting of Questionnaire: Refers to testing of questionnaire on a
small sample of respondents to identify & eliminate potential problems.

15

Individual Question Content :

Are Several Questions Needed Instead of One?
“Do you think Coca-Cola is a tasty and refreshing soft drink?”
(Incorrect)
• Such a question is called a double-barreled question,
because two or more questions are combined into one.

• To obtain the required information, two distinct questions

should be asked:
“Do you think Coca-Cola is a tasty soft drink?” and
“Do you think Coca-Cola is a refreshing soft drink?”
(Correct)
• Sometimes, several questions are needed to obtain the
required information in an unambiguous manner.

16

8
 1/21/2020

Overcoming Unwillingness To Answer

• Please list all the departments from which you purchased
merchandise on your most recent shopping trip to a department
store.
(Incorrect)
• In the list that follows, please check all the departments from
which you purchased merchandise on your most recent shopping
trip (last shopping) to a department store.
1. Women's dresses ____
2. Men's apparel ____
3. Children's apparel ____
4. Cosmetics ____
.
.
.
16. Jewelry ____
17. Other (please specify) ____
(Correct)

17

Choosing Question Wording –

Use Ordinary Words
• “Do you think the distribution of Thumps Up is adequate?”
(Incorrect)

• “Do you think Thumps Up is readily available (within 1

kilometer) when you want to buy it?”
(Correct)

18

9
 1/21/2020

Choosing Question Wording –

Define the Issue
• Which brand of shampoo do you use?
(Incorrect)
• Define the issue in terms of who, what, when, where, why, and way
(the six Ws). Who, what, when, and where are particularly important.

• Which brand or brands of shampoo have you personally

used at home during the last month? In case of more than
one brand, please list all the brands that apply.
1. Clinic Plus ____
2. Head & Shoulders ____
3. Pantene ____
.

13. Dove ____

14. Other (please specify) ____
(Correct)
19

Choosing Question Wording –

Use Unambiguous Words
• In a typical month, how often do you shop in department
stores?
_____ Never
_____ Occasionally
_____ Sometimes
_____ Often
_____ Regularly
(Incorrect)
• In a typical month, how often do you shop in department
stores?
_____ Less than once
_____ 1 or 2 times
_____ 3 or 4 times
_____ More than 4 times
(Correct)

20

10
 1/21/2020

Choosing Question Wording –

Avoid Leading or Biasing Questions
• Do you think that patriotic Indian should buy imported
automobiles when that would put Indian labor out of work?
_____ Yes
_____ No
_____ Don't know
(Incorrect)
• Do you think that Indian should buy imported automobiles?
_____ Yes
_____ No
_____ Don't know
(Correct)
• A leading question is one that clues the respondent to what
the answer should be.

21

Choosing Question Wording –

Avoid Implicit Assumptions
• Are you in favor of a balanced budget?
(Incorrect)
• Questions should not be worded so that the answer is
dependent upon implicit assumptions about what will
happen as a consequence.

• Are you in favor of a balanced budget (spending on social

security vs tax collection) if it would result in an increase in
the personal income tax?
(Correct)

22

11
 1/21/2020

Choosing Question Wording –

Avoid Generalizations and Estimates
• “What is the annual per capita expenditure on groceries in
your household?”
(Incorrect)

• “What is the monthly (or weekly) expenditure on groceries

in your household?”
and
• “How many members are there in your household?”
(Correct)

23

Sampling
• Census Vs. Sampling
– Sampling is the selection of a subset (a statistical sample) of
individuals from within a statistical population to estimate
characteristics of the whole population
– Why Proper Sampling is important?

• Target Population
• Sampling Frame
– A representation of the elements of the target population. It consists
of a list or set of directions for identifying the target population
• Sampling technique & Sample Size

24

12
 1/21/2020

25

13