MEM797 - Topic 2 7 Oct 2022

School of
Mechanical Engineering
College of Engineering
RESEARCH
METHODOLOGY
(MEM797)
PROFESSOR TS. DR. NOR HAYATI SAAD
School of
CHAPTER 2:
RESEARCH DESIGN (3HRS)

2.1 Research problem and objectives
2.2 Literature review
2.3 Design of experiments
2.4 Data collection methods
Chapter
2
2
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RESEARCH DESIGN
◉ Research design is a set of advance decisions that

make up the master plan specifying the methods and
procedures for collecting and analyzing the needed
information.
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Objectives of Research Design Mechanical Engineering

◉ To gain background information and to develop hypotheses
◉ To measure the state of a variable of interest
◉ To test hypotheses that specify the relationships between

two or more variables
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Three Types of Research Designs

1. Exploratory: conducted at the outset of research projects; usually when the researcher
does not know much about the problems (to gain background information, define terms,
clarify problems and hypothesis, and establish research priorities)
Research Methods:
i) Secondary data analysis: the process of searching for interpreting existing information
relevant to the research topic
ii) Experience surveys: refer to gathering information from those to be knowledgeable on
the issues relevant to the research problem
 Key-informant technique: gathering information from those thought to be
knowledgeable on the issues relevant to the problem
 Lead-user survey: used to acquire information from lead users of a new technology
iii) Case analysis: a review of available information about a former situation(s) that has
some similarities to the current research problem
iv) Focus groups: small groups brought together and guided by a moderator through an
unstructured, spontaneous discussion for the purpose of gaining information relevant to
the research problem
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RESEARCH DESIGN College of Engineering
Problem
Discovery
Selection of Exploratory
Research Techniques
Focus group Secondary Pilot Experience Case

Data Study Survey Study
Problem Definition
(Statement of Research Objectives
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2. Descriptive: undertaken to describe answers to questions of who, what, where, when,

and how (4W + 1 H). It is to project a study’s findings to a larger population, if the study’s
sample is representative.
Research Methods:
i) Cross-sectional studies: measure units from a sample of the population at only one
point in time (or “snapshot”).
• Sample surveys are cross-sectional studies whose samples are drawn in such a way
as to be representative of a specific population.
• These studies are usually presented with a margin of error.
ii) Longitudinal studies: repeatedly measure the same sample units of a population over
time; are often described as “movies” of the population.
iii) Continuous panels: ask panel members the same questions on each panel
measurement.
• Brand-switching studies: examining how many consumers switched brands
• Market-tracking studies: those that measure some variable(s) of interest—such as
market share or unit sales—over time
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Example: Cross-Sectional Studies College of Engineering
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Example: Longitudinal Studies College of Engineering
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2. Descriptive: undertaken to describe answers to questions of who, what, where,

when, and how (4W + 1 H). It is to project a study’s findings to a larger population, if
the study’s sample is representative.
Research Methods:
i) Cross-sectional studies…
ii) Longitudinal studies..
iii) Continuous panels..
iv) Discontinuous panels: vary questions from one panel measurement to the next
(omnibus panels - “covering many things or classes”).
 Demographically matched to some larger entity, implying representativeness.
 Representing sources of information that may be quickly accessed for a wide
variety of purposes.
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3. Causal: Causality - understanding a phenomenon in terms of conditional statements of

the form “If x, then y.”
Research Method:
i) Use of experiments.
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EXECUTIVE SUMMARY OF RESEARCH PROPOSAL Mechanical Engineering
See 'Abstract vs Executive Summary- NHS' (Folder Writing Exercise) to

view expected content of EXECUTIVE SUMMARY OF RESEARCH
PROPOSAL compared to ABSTRACT OF COMPLETED RESEARCH/
INDUSTRIAL PROJECT
https://bit.ly/ExecutiveSummaryofProjectProposal_vsABSTRACT_MEM797
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2.1 Research problem and objectives

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BEFORE THE PROBLEM STATEMENT….

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BACKGROUND Mechanical Engineering

Objective: To lead the audience to the topic that you will present
• Give some idea & information (e.g.) brief history, current issues
(newspaper), what the subject is all about, etc…
• Figures will help
• (You should come up with your own figures. However, if you take it
from somewhere else you cite the source clearly)
• More background & Finally, it relates and leads to your ‘research

problem’, ‘research hypothesis/ question, and ‘objective of research’
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BACKGROUND Mechanical Engineering

-EXAMPLE-
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-SEE ‘HYPHOTHESIS’
(IN CHAPTER 1)-
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STAGES OF RESEARCH PROCESS College of Engineering
Problem Definitions
Planning a Research Formulizing

Design conclusions &
preparing the report
Planning a Sample
Processing &
Analysing the data
Gathering the Data
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PROBLEM DEFINITION College of Engineering
• The indication of a specific business decision area that will be clarified by

answering some research questions.
• The process of problem definition:
i. Ascertain the decision maker’s objectives – the iceberg principle
ii. Understand the background of the problem-situational analysis helps

understanding the background of the problem
iii. Isolate & identify the problem rather than it’s symptom
iv. Determine the unit of analysis – specifies the level of investigation –

persons, companies, an industry, a country’s economy etc.
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PROBLEM DEFINITION (CONT.) College of Engineering
v. Determine the relevant variables -categorical variables- discrete or distinct values e.g.
sex -continuous variables- ranges of values e.g. sales
• dependent variables – variable to be predicted, calculated etc.
• independent variables – influence dependent variables
vi. State the research questions (hypothesis) and research objective
Research questions help to clarify the business problem
• Hypothesis (assumptions) – unproven propositions or supposition that tentatively
explain certain facts or phenomenon which empirically testable; hypothesis
influence the research problem definition and the research activities.
• Research objectives = the purpose of research in measurable terms and defines
the research Outcomes
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DECISION TO MAKE - Mechanical Engineering
(BASED ON RESEARCH QS)
Basic Questions
Decision to make
• What is the propose of the study?
• How much is already known
1. Problem Definition
• Is additional background information necessary?
• What is to be measured and how?
• Can the data be made available?
• Should the research be conducted?
• Can a hypothesis be formulated
• What types of questions to be answered?

2. Selection of basic
• Are descriptive or causal finding required?
research design
• What is the source of data?
• Can objective answers be obtained by asking
people?
• How quickly is the information required?
• How should the survey question be formulated
• How should Experimental formulation be made?
STAGES OF RESEARCH: School of
PROBLEM DEFINITION (CONT.)
Basic Questions
Decision to make • Who or what is the source of data?
3. Selection of sample • Can the target population be identified?
• Is a sample necessary necessary?
• How accurate must the sample be?
• Is a probability sample necessary?
• Is a national sample necessary?
• How large a sample is necessary?
• How will the sample be selected?
• Who will gather the data?

4. Data Gathering • How long will the data gathering take?
• How much supervision is needed?
• What operational procedures to be followed?
• Will standardized editing and coding procedures be utilized?

5. Data analysis and • How will the data be categorized?
• What tools are needed?
evaluation • What questions need to be answered?
• How many variable need to be investigated?
• What are the criteria of performance evaluation?
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STAGES OF RESEARCH: Mechanical Engineering
PROBLEM DEFINITION (CONT.)
6. Type of report
• who will read the report
• Are managerial recommendation required?
• How many presentations are required?
• What will be the format of the written report
7. Overall Evaluation:
• How much will the study cost?
• Is the time frame acceptable?
• Do we need to outsource?
• Will this research design attain the research objectives?
• When the research be scheduled to begin?
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PROBLEM STATEMENT Mechanical Engineering

• WHAT ARE THE CURRENT PROBLEMS RELATED TO THE

PRODUCT OR SUBJECT MATTER?
Examples: Not economic; Difficult to Manufacture; Not
accurate; Not reliable; Always breakdown; Not
ergonomic, Not efficient, Time consuming, Tedious tasks,
No available theory, etc…
• It leads to your research objectives

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PROBLEM STATEMENT Mechanical Engineering

-EXAMPLE-
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Developing a Research Question (steps) Mechanical Engineering

◉ Choose an interesting general topic.

◉ Do some preliminary research on your general topic.
◉ Consider your audience.
◉ Start asking questions.
◉ Evaluate your question.
◉ Is your research question clear?
◉ Is your research question focused?
◉ Is your research question complex? They often begin with “How” or “Why.”
◉ Begin your research.
Activity 1 – 15 mins
WRITE YOUR RESEARCH QUESTION AND SHARE

WITH YOUR FRIEND
Research question must be

- focus (not too broad) and,
- clear
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DEFINING THE RESEARCH OBJECTIVE

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SMART (Specific, Measurable, Achievable,Realistic,

Timed) OBJECTIVES
• Describe  Determine
• Explain  validate
• Evaluate  synthesis
 measure
• Compare
 obtain
• Correlate
 develop
• Predict
 Evaluate the
• Control performance of…
• Simulates
• Model
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RESEARCH OBJECTIVE Mechanical Engineering

• WHAT YOU ARE GOING TO DO….

(THE PROBLEMS THAT YOU WANT TO SOLVE/ BRIDGING/ FILLING THE GAPS
[PREVIOUS WORKS- PROBLEMS])
Examples:
• To CREATE finite element program
• To EXAMINE the data set for inputs
• To EMPLOY reliable theories
• To ANALYSE the failure behaviour
PLEASE REFER TO MEDIUM/HIGH COGNITIVE LEVEL (REFER TO THE BLOOM’S
TAXONOMY)
• 2-3 Objectives only (MAXIMUM 4)

BLOOM’S TAXONOMY
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(COGNITIVE DOMAIN)
Level Type of Performance

6. Creating ▪ Designing, generating, planning, producing.
HIGHER- 5. Evaluating ▪ Checking, critiquing, jugding, testing

ORDER
THINKING
4. Analysing ▪ Differentiating, organizing, attributing.
3. Applying ▪ Executing, implementing, carrying out.
LOWER- 2. Understanding ▪ Interpreting, exemplifying, classifying, summarizing,

ORDER inferring, comparing, explaining.
THINKING
1. Remembering ▪ Recognizing, Recalling.
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OBJECTIVES – VERBS TO BE USED Mechanical Engineering

BLOOM’S TAXONOMY
Low cognitive Level High cognitive Level

(Diploma level)
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OBJECTIVE Mechanical Engineering

-EXAMPLE-
Activity 2 – 15 mins
WRITE YOUR RESEARCH OBJECTIVES AND

SHARE WITH YOUR FRIEND
SCOPE OF WORK
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YOU ARE NOT GOING TO SOLVE ALL THE PROBLEMS, THEREFORE YOU MUST FOCUS
ON CERTAIN AREAS/ PROBLEMS/ METHODS/
THE SCOPE/ BOUNDARIES/ THE LIMIT OF YOUR WORK/

EXPERIMENT/SURVEY/ANALYSIS & STUDY (LINKING TO THE OBJECTIVE)
Examples:
•Numerical Analysis Only, 2D only, Thin plate only,
•Five samples only, Linear elastic only, Isotropic & Homogeneous only, Static analysis
only, Fatigue Failure only, Male only, Students of UiTM only
•CFD only, Heat Transfer only, up to Prototype only
•Parametric study only, comparison of various cross-sections only, comparison of four
types of materials only, comparison of two products only, in Malaysia only
AND JUSTIFY WHY YOU LIMIT YOUR STUDY TO THAT PARTICULAR SCOPE ONLY
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SCOPE OF WORK Mechanical Engineering

-EXAMPLE-
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SIGNIFICANCE OF RESEARCH Mechanical Engineering

WHY YOUR STUDY IS IMPORTANT?
PLEASE EMPHASISE ON THE IMPORTANCE OF YOUR ANALYSIS & STUDY

Examples:
• Could save cost, more efficient, new product, more economic, more
ergonomic, new theory, new achievement, new models, new
algorithm..(with explanation)
• New innovation, new invention, new approach, novelty, original idea
You can always quote or refer or use the idea from other researchers (from
journal and conference papers) to justify the importance of your study.
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SIGNIFICANCE OF RESEARCH Mechanical Engineering

-EXAMPLE-
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2.2 Literature Review

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LITERATURE REVIEW Mechanical Engineering

• WHAT PEOPLE HAVE DONE TO SOLVE THE PROBLEM? (the research gap)
• HOW THEY DID IT? / WHAT METHOD?
• WHAT ARE THE ACHIEVEMENT/ WHEN THEY ACHIEVE IT?
When reading:
1. Focus on the title
2. Focus on their objectives (what they were solving for?)
3. How they did it (Their materials & methods: what type of equipment? What type
of models? What kind of materials? How big is the sample?
4. Their results & the achievement (What did they achieve)
5. Their further recommendations (May be you can continue their study).
Remember, more paper more REVIEWED COVERAGE , newer paper/ LR PROVIDE

RECENT UP TO DATE OF research (LAST 5 YEARS); make sure you UNDERSTAND
whatever you REFER from their study.
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THE IMPORTANCE OF LITERATURE REVIEW Mechanical Engineering

• Identifying research question

• Developing clear research objective
• Choosing the right methods
• Support scope of work/limitation of studies
• Identifying gaps
• Avoid duplication
• Creating hypotheses and benchmark
• Supporting result and discussion
• Assist in explain
• Propose recommendations
• Examiners guide
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LITERATURE REVIEW Mechanical Engineering

-EXAMPLE-
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THE RESEARCH PROCESS Mechanical Engineering

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THE RESEARCH PROCESS College of Engineering
Problem Definition Survey Interview

(Objectives) Questionnaire
Experiment Lab
Field
Selection of Basic
Research Method
Modelling/
(Methodology)
Simulation
Observation
END
Research Secondary Data
Design Study
Report &
Dissemination Validation/
Justification
Interpretation
& Conclusion
Probability
Editing & Collection Selection of
Processing Sample Design
Coding of Data
Non-
Probability
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PLANNING THE RESEARCH DESIGN College of Engineering
Research Design: a master plan specifying the methods and procedures for
collecting the analyzing recorded information ; Select appropriate research design
✓ Surveys
✓ Experiments
✓ Secondary data
✓ Observation techniques
✓ Evaluating research design

RESEARCH DESIGN: SELECTION School of
CRITERIA
• Objective of study
• The availability of data sources
• Urgency of decision
• Cost of data gathering
• Number of sampling
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BASIC DESIGN TECHNIQUE: SURVEY (1) College of Engineering
Definition:
• Research techniques to generate primary data in which information is gathered from a
sample of people by use of questionnaires;
Respondent:
• The person who answers the interviewer’s question or the person who provides
answers to the written questions in self-administered surveys
Sample Surveys:
• Formal terms of survey indicating that the purpose of contacting respondent is to obtain
representative sample of the target population
Type of data:
• Primary
• Secondary
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SURVEY (CONT.) Mechanical Engineering
Survey Objective:
• Determine the type of information to be gathered. Example of Survey Objectives are:
- To identify a characteristic of a particular group
- To measure attitudes
- To describe behavioral patterns
• Most Survey objectives are quantitative; certain survey may also be qualitative: e.g.
testing new product concept, Styles, aesthetic, functional, comfort, etc.
Advantages of survey research:

• A means to obtain valuable data to managers quickly
• Inexpensive
• Efficient and accurate mean of assessing information about the population
Disadvantage:
• Subjected to errors
SURVEY – TOTAL SURVEY ERROR School of
Total Error
Systematic Random Sampling

Error (Bias) Error
Administrative Error Respondent Error Response Bias
Data Processing Error Non-response Error Deliberate Unconscious

Falsification Misrepresentation
Sample Selection Error

Acquiescence Interviewer Social Desirability
Bias Bias Bias
Interviewer Error
Extremity Auspices
Bias Bias
Interviewer cheating
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SURVEY ERROR Mechanical Engineering

• Random sampling error

✓ statistical fluctuation that occurs because of chance variation in the
element selected
• Systematic (non-sampling) error
✓ error because of design, recording etc.
• Sample bias
✓ persistent tendency for the results of a sample to deviate in one direction
from the true value of the populations parameter
• Non-response error
✓ The statistical difference between a survey that includes only those who
responded and a survey that also includes those who failed to respond
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SURVEY ERROR (cont.) Mechanical Engineering

• Non-respondent
✓ person who refused to participate the survey or not contacted
• Not at home
✓ person not at home in first and second attempt at contact
• Refusal
✓ person who refuse or unwilling to participate in the research
• Self selection bias
✓ bias that occurs because people who feel strongly about a subject are more
likely to response that people who feel indifferent about that subject
• Response bias
✓ errors that occurs when people tend to answer questions in a certain
direction. Example acquiescence bias, extremity bias, interviewer bias,
auspices bias, and social desirability bias
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SURVEY ERROR (cont.) College of Engineering
• Acquiescence bias
✓ individuals have the tendency to agree with all questions or to indicate a
positive connotation
• Extremity bias
✓ bias resulted from response styles varying from person to person; some
individuals tends to use extreme when responding to questions
• Interviewer bias
✓ bias in the responses of subjects due to the influence of the interviewers
• Auspices bias
✓ bias caused by the respondent being influenced by the organization
conducting the survey
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SURVEY ERROR (cont.) Mechanical Engineering
• Social desirability bias

✓ bias caused by the respondents desire, either consciously or unconsciously to
gain prestige or to appear in the different social roles
• Administrative error
✓ error caused by improper administration or execution of the research task
• Data processing error
✓ administration error due to incorrect data entry, incorrect programming during
analysis stage
• Sample selection error
✓ procedural error due to improper sample selection thus inducing bias
• Interview error
✓error due failure of the interviewer to perform task correctly
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REDUCING SURVEY ERROR Mechanical Engineering
• Rule-of-thumb estimates
✓ standards or errors estimates based from previous experience or
benchmarks
✓ Error estimates depends on the type of survey

❖ ‘Consumer packaged-goods field survey have errors-50%; Actual sales is
only half of what the survey indicated
❖ ‘Consumer in the durable good field; actual sales is too small compared to
estimated sales from the surveys
✓ Rule-of-thumb allows realistic estimates of the actual finding of the survey

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CLASSIFYING SURVEY METHOD Mechanical Engineering
• Structured and disguised questions

✓ structured questions:
A questions that imposed a limit on the number of allowable responses
✓ Disguised question
Indirect questions that assumes the purpose of the must be hidden from the
respondent
• Temporal basis
✓ Long term continuous survey involving multiple surveys
✓ Cross-sectional study:
❖ All segments or cross-section of a populations are
included in the sample
❖ More representative
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CLASSIFYING SURVEY METHOD – Mechanical Engineering
LONGITUDINAL STUDY
• Respondents are surveyed at different point of time to study the effect of

time on responses
Panel Study
• Collecting data from the same individuals over time
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SURVEY METHOD: INTERVIEW Mechanical Engineering

• Advantages
✓ Gathering information through face-to-face contact with the respondents
✓ Most effective especially to get feedbacks
✓ Opportunity to probe to get detail and comprehensive answer
✓ To get complete response on all questions
✓ Allows demonstrations of products, methods, etc.
✓ Get high participation
✓ Allows a door-to-door option; give a more representative sample
✓ Allows mall intercept interview, low cost (more respondents at a locations)
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SURVEY METHOD: INTERVIEW Mechanical Engineering

• Disadvantages
✓ Respondents are not anonymous, can be reluctant to
give answers
✓ Effect of genders – giving greater variance
✓ Results can be influenced by age, genders, race, demography etc.
✓ High cost of data collection compared to mail and telephones
✓ Call backs cases increases costs
✓ Culture – sensitive and global sensitive
✓ Longer interview time
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SURVEY METHOD: TELEPHONE Mechanical Engineering

INTERVIEW
• Most popular method
• Computer assisted telephone interviewing (CAT)
• Internet
• High Speed
• Low Cost
• Advantage
✓ Absence of face-to-face contact
✓ Good cooperation
✓ Better representative of sample
✓ Highly Computerized
• Disadvantage
✓ Lack visual (except with the latest technology)
✓ Limited duration
✓ High call backs
✓ Cultures dependent (in some country people are reluctant to give answers through phone)
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Establishing Survey Goals College of Engineering
❖ Potential market for new products/services

❖ Ratings of current products/services
❖ Employee attitudes
❖ Customer/patient satisfaction levels
❖ Association member opinions
❖ Opinions about branding/marketing
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2.3 Design of Experiment
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EXPERIMENTAL RESEARCH DESIGN Mechanical Engineering
• An experiment - manipulating an independent variable to see how it

affects a dependent variable while also controlling the effects of additional
extraneous variables (Pearson Education, Inc., 2014)
• Experiment
✓ Research investigation in which conditions are controlled so that one or more
variables can be manipulated in order to test hypothesis
• Experimentation
✓ Research method - evaluation of causal relationships among variables
• Basic element of an experiment

✓ Manipulation of the independent variable- e.g. category or classification
✓ Selection and measurement of the dependent variable
✓ Selection and assignment of test units
✓ Control over extraneous variable
Experimental Design
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◉ Experimental design is a procedure for devising an

experimental setting such that a change in a dependent
variable may be attributed solely to the change in an
independent variable.
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Pretest and Posttest
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◉ Pretest refers to the measurement of the dependent

variable taken prior to changing the independent variable.
◉ Posttest refers to measuring the dependent variable after

changing the independent variable.
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Experimental Design
◉ A “true” experimental design: isolates the effects of the independent

variable on the dependent variable while controlling for the effects of any
extraneous variables.
◉ Quasi-experimental design: ones that do not properly control for the
effects of extraneous variables on our dependent variable.
◉ Before-after with control group design may be achieved by randomly
dividing subjects of the experiment in two groups:
○ The control group: control of extraneous variables typically
achieved by the use of a second group of subjects
○ The experimental group: the group that has been exposed to a
change in the independent variable
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Symbols of Experimental Design Mechanical Engineering

◉ O = measurement, or observation, of a dependent variable

◉ X = manipulation, or change, of an independent variable
◉ R = random assignment of subjects to experimental and
control groups
◉ E = experimental effect (change in the dependent variable
due to the independent variable)
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• One-shot Design (after only) – X O1
• One-Group Pretest- Posttest Design – O1 X O2
• Static Group Design:

✓ Experimental Group: X O1
✓ Control Group: O2
• Before and after with control

R O1 X O2 = experimental group
R O3 O4 = control group
• Posttest-only control group Design

R X O1
R O2
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• Solomon Four-Group Design

Experimental Group 1 R O1 X O2
Control Group 1 R O3 O4
Experimental Group 2 R X O5
Control Group 2 R O6
• Time Series Design

O1 O2 O3 X O4 O5 O6
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COMPLEX EXPERIMENTAL DESIGN College of Engineering
Experimental design which allows for manipulation of multiple independent variables

• CRD (Completely Randomized Design)
✓ Uses a random process to assign experimental units to investigate the effects
of a single independent variables
✓ the use of ANOVA
• RBD (Randomized Block Design)
✓ CRD with an identified single ‘extraneous variable’ to see the effect – block
effect
• Factorial Design
✓ Investigation of the interaction of two or more independent variable
✓ Graphic interaction
• Latin Square Design
✓ Row and column effects
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How Valid Are Experiments? Mechanical Engineering

◉ An experiment is valid if the following are true:

○ The observed change in the dependent variable is due to the
independent variable; (Internal validity is concerned with the
extent to which the change in the dependent variable is
actually due to the change in the independent variable)
○ The results of the experiment apply to the “real world”

outside the experimental setting; (External validity refers to
the extent that the relationship observed between the
independent and dependent variables during the experiment
is generalizable to the “real world.”)
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CLASSIFICATION OF EXPERIMENTAL DESIGN Mechanical Engineering

• Basic experimental design

✓ A single independent variable is manipulated in order to observe its effect on
another single dependent variables
• Factorial experimental design

✓ Involves investigation of the interactions of two (2) or more independent variables
• Field Experiment
✓ Experiment conducted in a natural setting, often for a long period of time
• Laboratory experiment
✓ Experiment conducted in laboratory or artificial setting to obtain almost complete
control over the research setting (controlling the many possible extraneous
variables that may affect the dependent variable)
• *Test Marketing (e.g. sales or marketing)

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Test Marketing Mechanical Engineering

◉ Test marketing - used to indicate an experiment, study, or test that is conducted in a field setting.
◉ Main uses of test markets:
○ To test sales potential for a new product or service
○ To test variations in the marketing mix for a product or service
◉ Types:
o The standard test market - the firm tests the product or marketing-mix variables through the
company’s normal distribution channels.
o Controlled test markets - conducted by outside research firms that guarantee distribution of
the product through pre-specified types and numbers of distributors.
o Electronic test markets - a panel of consumers has agreed to carry identification cards that
each consumer presents when buying goods and services.
o Simulated test markets (STMs) - a limited amount of data on consumer response to a new
product is fed into a model containing certain assumptions regarding planned marketing
programs, which generates likely product sales volume.
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Selecting Test-Market Cities
◉ Three main criteria:

○ Representativeness
○ Degree of isolation
○ Ability to control distribution and promotion
Pros and Cons of Test Marketing

Advantages:
• Test marketing allows for the most accurate method of forecasting future sales, and it
allows firms the opportunity to pretest marketing-mix variables.
Disadvantages:
• Test markets do not yield infallible results.
• Competitors may intentionally try to sabotage test markets.
• Test markets bring about exposure of the product to the competition.
• Test markets may create ethical problems.
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2.4 Data Collection Method
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How to Collect Data
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◉ Choose the right methodologies in achieving your

research objectives
◉ Keep good record keeping (lab logbook, diary,
journal, files, blog)
◉ Suitable statistical software
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Quantitative versus Qualitative Research

Data
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Forms of quantitative data ‘collection’ Mechanical Engineering

Experiments / quasi-experiments
‘Controlled’ comparisons
(not common in some disciplines)
‘Talking’ with people Surveys
Observing Structured observation
Using existing quantitative Secondary analysis of existing

information: I ‘survey’ (micro-)data
Using existing quantitative Analysis of existing published

information: II quantifiable data
Looking at ‘texts’ (books,

(Some forms of) content analysis
films, web pages, adverts…)
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Primary Data Collection

• Experiment – quantitative measurements of dependent variable(s)
• Survey; form of data collection:

i. By observation: This method implies the collection of information by way of investigator’s
own observation, without interviewing the respondents. As such this method is not suitable
in inquiries where large samples are concerned.
ii. Through personal interview: The investigator follows a rigid procedure and seeks
answers to a set of pre-conceived questions through personal interviews.
iii. Through telephone interviews: This method of collecting information involves contacting
the respondents on telephone itself. This is not a very widely used method but it plays an
important role in industrial surveys in developed regions, particularly, when the survey has
to be accomplished in a very limited time.
iv. By mailing of questionnaires (see Section 3.3)
v. Through schedules: Under this method the enumerators are appointed and given training.
They are provided with schedules containing relevant questions. These enumerators go to
respondents with these schedules. Data are collected by filling up the schedules by
enumerators on the basis of replies given by respondents.
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Other Methods of Data Collection

1. Warranty cards: Warranty cards are usually postal sized cards which are used by
dealers of consumer durables to collect information regarding their products. The
information sought is printed in the form of questions on the ‘warranty cards’ which is
placed inside the package along with the product with a request to the consumer to fill
in the card and post it back to the dealer.
2. Distributor or store audits: Distributor or store audits are performed by distributors as

well as manufactures through their salesmen at regular intervals. Distributors get the
retail stores audited through salesmen and use such information to estimate market
size, market share, seasonal purchasing pattern and so on.
3. Pantry audits: Pantry audit technique is used to estimate consumption of the basket of
goods at the consumer level. In this type of audit, the investigator collects an
inventory of types, quantities and prices of commodities consumed. An important
limitation of pantry audit approach is that, at times, it may not be possible to identify
consumers’ preferences from the audit data alone, particularly when promotion
devices produce a marked rise in sales.
School of

4. Consumer panels: where a set of consumers are arranged to come to an understanding to

maintain detailed daily records of their consumption and the same is made available to
investigator on demands. In other words, a consumer panel is essentially a sample of consumers
who are interviewed repeatedly over a period of time.
5. Use of mechanical devices: The use of mechanical devices has been widely made to collect
information by way of indirect means. Eye camera (Eye cameras are designed to record the
focus of eyes of a respondent on a specific portion of a sketch or diagram or written material; use
info for advertising material development) , Pupilometric camera (record dilation/ opening of the
pupil as a result of a visual stimulus; the extent of dilation shows the degree of interest aroused
by the stimulus.), Psychogalvanometer (measuring the extent of body excitement as a result of
the visual stimulus), Motion picture camera (to record movement of body of a buyer while
deciding to buy a consumer good from a shop or big Store) and Audiometer are the principal
devices so far developed and commonly used by modern big business houses
(Research Methodology: Methods and Techniques, C.R Kothari, 2004)

School of

6. Projective techniques: Projective techniques (sometimes called as indirect interviewing techniques)

for the collection of data have been developed by psychologists to use projections of respondents for
inferring about underlying motives, urges, or intentions which are such that the respondent either
resists to reveal them or is unable to figure out himself. In projective techniques the respondent in
supplying information tends unconsciously to project his own attitudes or feelings on the subject under
study. Projective techniques play an important role in motivational researches or in attitude surveys. It
covers: (i) Word association tests, (ii) Sentence completion tests, (iii) Story completion tests, (iv) Verbal
projection tests, (v) Pictorial techniques (Thematic apperception test (T.A.T.), Rosenzweig test,
Rorschach test, Holtzman Inkblot Test (HIT), Tomkins-Horn picture arrangement test, (vi) Play
techniques, (vii) Quizzes, tests and examinations, (viii) Sociometry
7. Depth interviews: Depth interviews are those interviews that are designed to discover underlying
motives and desires and are often used in motivational research. Such interviews are held to explore
needs, desires and feelings of respondents
8. Content-analysis: Content-analysis consists of analysing the contents of documentary materials

such as books, magazines, newspapers and the contents of all other verbal materials which can be
either spoken or printed

School of
Secondry Data Collection

Secondary data means data that are already available; it may either be published data or
unpublished data. Usually published data are available in:
(a) various publications of the central, state are local governments;
(b) various publications of foreign governments or international bodies and their
subsidiary organizations;
(c) technical and trade journals;
(d) books, magazines and newspapers;
(e) reports and publications of various associations connected with business and
industry, banks, stock exchanges, etc.;
(f) reports prepared by research scholars, universities, economists, etc. in different
fields; and
(g) public records and statistics, historical documents, and other sources of published
information.
The sources of unpublished data are many: diaries, letters, unpublished biographies and
autobiographies, available with scholars and research workers, trade associations,
labour bureaus and other public/ private individuals and organisations.
School of
Secondry Data Collection (cont.) Mechanical Engineering

Before using secondary data, must see that they possess following characteristics:
1. Reliability of data: The reliability can be tested by finding out such things about the said
data:
(a) Who collected the data? (b) What were the sources of data? (c) Were they collected by
using proper methods (d) At what time were they collected?(e) Was there any bias of the
compiler? (t) What level of accuracy was desired? Was it achieved ?
2. Suitability of data: the researcher must very carefully scrutinize the definition of various
terms and units of collection used at the time of collecting the data from the primary source
originally. Similarly, the object, scope and nature of the original enquiry must also be
studied. If the researcher finds differences in these, the data will remain unsuitable for the
present enquiry and should not be used.
3. Adequacy of data: If the level of accuracy achieved in data is found inadequate for the
purpose of the present enquiry, they will be considered as inadequate and should not be
used by the researcher. The data will also be considered inadequate, if they are related to
an area which may be either narrower or wider than the area of the present enquiry.
Selection of Appropriate Method
School of
for Data Collection

Consider the following factors:
1. Nature, scope and object of enquiry: This constitutes the most important factor affecting
the choice of a particular method. The method selected should be such that it suits the type
of enquiry that is to be conducted by the researcher.
2. Availability of funds: Availability of funds for the research project determines to a large
extent the method to be used for the collection of data.
3. Time factor: Availability of time has also to be taken into account in deciding a particular
method of data collection. Some methods take relatively more time, whereas with others
the data can be collected in a comparatively shorter duration.
4. Precision required: Precision required is yet another important factor to be considered at

the time of selecting the method of collection of data.

School of
Thanks!
Any questions ?
You can find me at
◉ norhayatisaad@uitm.edu.my
◉ 0197778275

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School of

RESEARCH DESIGN (3HRS)

◉ Research design is a set of advance decisions that

Objectives of Research Design Mechanical Engineering

◉ To gain background information and to develop hypotheses

◉ To measure the state of a variable of interest

◉ To test hypotheses that specify the relationships between

Three Types of Research Designs

Focus group Secondary Pilot Experience Case

Three Types of Research Designs

2. Descriptive: undertaken to describe answers to questions of who, what, where, when,

Example: Cross-Sectional Studies College of Engineering

Example: Longitudinal Studies College of Engineering

Three Types of Research Designs

2. Descriptive: undertaken to describe answers to questions of who, what, where,

Three Types of Research Designs

3. Causal: Causality - understanding a phenomenon in terms of conditional statements of

See 'Abstract vs Executive Summary- NHS' (Folder Writing Exercise) to

2.1 Research problem and objectives

BEFORE THE PROBLEM STATEMENT….

BACKGROUND Mechanical Engineering

• Figures will help

• More background & Finally, it relates and leads to your ‘research

BACKGROUND Mechanical Engineering

Planning a Research Formulizing

• The indication of a specific business decision area that will be clarified by

ii. Understand the background of the problem-situational analysis helps

iv. Determine the unit of analysis – specifies the level of investigation –

PROBLEM DEFINITION (CONT.) College of Engineering

• What types of questions to be answered?

• Who will gather the data?

• Will standardized editing and coding procedures be utilized?

PROBLEM DEFINITION (CONT.)

PROBLEM STATEMENT Mechanical Engineering

• WHAT ARE THE CURRENT PROBLEMS RELATED TO THE

• It leads to your research objectives

PROBLEM STATEMENT Mechanical Engineering

Developing a Research Question (steps) Mechanical Engineering

◉ Choose an interesting general topic.

WRITE YOUR RESEARCH QUESTION AND SHARE

Research question must be

DEFINING THE RESEARCH OBJECTIVE

SMART (Specific, Measurable, Achievable,Realistic,

RESEARCH OBJECTIVE Mechanical Engineering

• WHAT YOU ARE GOING TO DO….

• 2-3 Objectives only (MAXIMUM 4)

Level Type of Performance

HIGHER- 5. Evaluating ▪ Checking, critiquing, jugding, testing

3. Applying ▪ Executing, implementing, carrying out.

LOWER- 2. Understanding ▪ Interpreting, exemplifying, classifying, summarizing,

OBJECTIVES – VERBS TO BE USED Mechanical Engineering

Low cognitive Level High cognitive Level

OBJECTIVE Mechanical Engineering

WRITE YOUR RESEARCH OBJECTIVES AND

THE SCOPE/ BOUNDARIES/ THE LIMIT OF YOUR WORK/

SCOPE OF WORK Mechanical Engineering

SIGNIFICANCE OF RESEARCH Mechanical Engineering

WHY YOUR STUDY IS IMPORTANT?

PLEASE EMPHASISE ON THE IMPORTANCE OF YOUR ANALYSIS & STUDY

SIGNIFICANCE OF RESEARCH Mechanical Engineering

2.2 Literature Review

LITERATURE REVIEW Mechanical Engineering

Remember, more paper more REVIEWED COVERAGE , newer paper/ LR PROVIDE