WEEKLY SCHEDULE I TOPICS I

FOCUS I READINGS.

WEEK 1 WEEK 2 WEEK 3 = TODAY

Introductions, Expectations Research Problems, Approaches, Quantitative Research Design ,
Research Problems, Questions Concepts, Variables
Operationalization, Sampling

FOCUS FOCUS FOCUS

Theory of Knowledge Qualitative vs. Quantitative The Survey Method Part 1
Chapter 1 Chapter 1,2,3 Chapters 6, 14
WEEK 4 WEEK 5 WEEK 6
Quantitative Part 2 Research Ethics MIDTERM EXAM AND REVIEW

FOCUS FOCUS FOCUS

- Survey Design Part 2 - Working with Indigenous Peoples, - Research approaches, quantitative
Introductory statements and knowledges research design, proposals, ethics
- Readings: Chapters 6, 9, 10, 14
 RECAP

RESEARCH ORIENTATIONS

EPISTEMOLOGY
WHAT WE
DID LAST ONTOLOGY

WEEK. QUANTITATIVE/QUALITATIVE

RESEARCH
PROBLEMS/QUESTIONS
 THIS WEEK

• Quantitative Research Design

CHALLENGE • Your research project proposal, topic,

FOR THIS researchable questions

WEEK:
• Surveys
QUANTITATIVE RESEARCH

• Deductive relationship between theory

and research, goal to test/measure

• Preference for the natural science

NATURE OF approach (positivistic)
QUANTITATIVE
Conception of social reality that is
RESEARCH: •
objectivist
What are the epistemological
• Collection of numerical data
and ontological assumptions
(quantifiable)
involved in quantitative
research? (Exam prep)
QUANTITATIVE RESEARCH MEASUREMENT
Understanding your market in order to
make good decisions, to do good business

CAUSALITY
GOALS OF Not just how, but why?

QUANTITATIVE
RESEARCH: GENERALIZATION
Creation of laws, understanding of greater
society, (internal vs. external validity)

REPLICATION
The ability to repeat the same research
 RESEARCH DESIGN

THE RESEARCH QUESTION:

The purpose of the study in the form of a question
Hypothesis = measurable statement
 RESEARCH

A GOOD RESEARCH QUESTION:

1 2 3 4 5

Be clear Researchable Relate to May contribute Be neither too

theory to knowledge broad or too
in field narrow
QUANTITATIVE RESEARCH

WHAT IS A CONCEPT?
QUANTITATIVE RESEARCH

CONCEPT = VARIABLE.
Variables can be dependent or independent.

Dimension of concept needs to be considered in measuring it.

QUANTITATIVE RESEARCH

Which needs explanation?

VARIABLES
INDEPENDENT Which is the cause?

DEPENDENT.
 ì +

Independent Dependent
Variable Variable
− î

A model of a piece of quantitative / positivist theory

 ì +

Taking Likelihood of attending

attendance class
− î

A theory/hypothesis of undergrad classroom behaviour

(What RQ will this answer?)
QUANTITATIVE RESEARCH

CONCEPT = VARIABLE.
Why measure?
• Measurement provides the basis for comparison or how to estimate the
nature of the relationship between concepts or variables.

Measurement of Concepts/Variables requires defining concepts:

• Nominal definition – (named)
• Operational definition – (spells out operations for measurement of concept)
QUANTITATIVE RESEARCH

RELIABILITY.
 RELIABILITY

RELIABILITY =
CONSISTENCY OF MEASUREMENT:
1. Stability over time (do results fluctuate, assuming concept stays the same) Test-retest
2. Internal reliability/consistency (across multiple measures, Cronbach’s Alpha Coefficient)
3. Inter-observer reliability/consistency (when more than one researcher is observing)
QUANTITATIVE RESEARCH

• Single
– broad or specific

Multiple
INDICATORS: •
– Factor analysis or Cluster analysis
(measures)
• Factor analysis = multiple
measures of one concept

• Cluster analysis = groups of

shared characteristics
QUANTITATIVE RESEARCH

INDICATORS: Correlation Vs Causation

QUANTITATIVE RESEARCH

VALIDITY.
 VALIDITY

INTERNAL VALIDITY:
Does the independent variable impact the dependent variable? (Process)

EXTERNAL VALIDITY:
Are the findings applicable outside the research environment or researcher? (Result)
 RESEARCH DESIGN
%

TERMS TO KNOW:
1 2 3

Reliability Replicability Validity

MARKET RESEARCH
Requirements: 10-12 page proposal
Due Date: See BlackBoard
Topic Area: Managerial or Market Research
Context
Survey Design and Write up
RESEARCH Description of proposed survey model, sampling
and administration
PROJECT Proposed survey instrument
ASSIGNMENT NOT ADMINISTERED. NO DATA ANALYSIS

#1: Survey Assignment posted on BB in Announcements,

emailed directly to all students registered
 1. Ensure questions are relevant

2. Keep wording simple & appropriate

3. Avoid double-barrelling

GUIDELINES FOR 4. Avoid confusing wording

QUESTIONNAIRES 5. Avoid leading or loaded questions

6. Avoid questions with multiple meanings

 7. Coherent order & logical sequence to questions

8. Ensure appropriate length (time to complete)

9. Ensure spacious layout (lots of room for answers)

GUIDELINES FOR 10. Explicit instructions

QUESTIONNAIRES 11. Start with simple questions (personal data)

12. End with reflexive, in-depth questions

 How to represent a target
population
• Population is the group sharing
similar characteristics
• Sample is a subset of the population

SAMPLING • Sampling frame refers to the units

of the population from which the
sample is taken
 SURVEYS

1. How to represent a target population or market

2. Population = group, market of similar

SAMPLING characteristics
3. Sample = the subset of that market you are
investigating
4. Sampling Frame refers back to the population
target from which you drew your sample
Population, sampling frame and
sample Population Sampling
frame

Sampling Sample
from the
population

Inferring and generalizing the population

from the results from sample
Two General Types of Sampling
Methods
Probability sampling Non-probability
sampling

Definition of Every person in the The probability of a

technique sample has an equal person being selected
and known is unknown
probability of being
selected
Basis of selection Randomly or based Arbitrarily,
on known probability conveniently,
snowball
Advantage Less prone to Flexible, quicker and
sampling bias cheaper

Disadvantage Resources May not be possible

demanding; no to generalize findings
advantage with small about the population
sample sizes
 TO CREATE A REPRESENTATIVE PICTURE OF
THE POPULATION (EVERYONE WOULD
PROBABLY BE INCLUDED)

Four types of probabilistic samples:

PROBABILITY 1. Simple Random sample
SAMPLING 2. Systematic sample
3. Stratified sample
4. Cluster sample
 …simple random sample
• List all descriptors & determine entire population

• Selection of sample through random process

- eliminates bias & increases probability, but time-
consuming; logistically & conceptually challenging

RANDOM SAMPLE
 …systematic sample
• Selection of every nth subject in a population (N)

• Random population list & starting point ( )

• Sampling interval determined by size of group (N / n)

SYSTEMATIC SAMPLE
 …stratified sample
• Establishes a quota for subsets of the sample
• Inclusion of different groups of the same population
• Proportionate & disproportionate techniques to
account for similarities & differences of subsets

STRATIFIED SAMPLE
 …cluster sample
• Random selection of population segments
• Selects subjects from first random sample
• Useful to break-up unworkable population;
saves time but increases sampling error

CLUSTER SAMPLE
…(ii) non-probabilistic sampling
•Purpose is to create a non-representative sample
based on specific criteria (ie, to analyse a specific
context, event, etc)

•Mostly associated with qualitative research

•4 types of non-probabilistic samples:

1. Convenience sample
2. Purposive (purposeful) sample
3. Snowball sample
4. Quota sample
 …purposive sample (purposeful)
• Selection of subjects on the basis of specific
characteristics to uncover information-rich phenomena

• Often followed by ‘snowball’ sample (asking for leads)

• eg, ‘key-informants’ with Resident

knowledge about local Municipal Planner

issues Business Mayor
Owner

Community
• Problems with availability, Leader
Volunteer
recruitment, etc.
PURPOSIVE SAMPLE
 Next Week

• Quantitative Research
CHALLENGE
FOR NEXT • Concepts, Validity, Sampling, Variables
WEEK:
• Surveys

• Read Chapters 6, 14, 9, 10