1

Chapter 1
Business Research: a systematic + objective process of finding
(gathering) and analyzing data in order to help people or managers
make better decision.
-

use scientific method / not use intuition

be objective + impersonal / not subjective
help reduce uncertainty and risk
help managers (or decision makers) make better decision

Research: 1. Basic research (Pure research) for gaining knowledge

2. Applied research for solving real-life problems
Factors to determine the need of research
1. enough time
2. not enough data on hand
3. very important decision
4. compare benefit and cost
Importance of business research
1. Identify problems or opportunities
2. Select + implement the right course of action
3. Evaluate the course of action
Evaluation research
: a formal appraisal or evaluation (e.g. once a year)
Performance monitoring research
: a routine + regular evaluation (more often, e.g. every month)

(Review Chapter 1)
Example of Basic vs Applied Research
A. What are some determining factors that lead to diversified
market strategy?
B. What are customer perceptions and attitudes on Toyota Altis
compared with its competitors?
C. Could leadership style influence job commitment of employees?
D. How much loyalty of customers who shop at Central Department
Store?
Ways to find Information
1. Authority : from those who have power or authority
2. Experience : from those who have past experiences
3. Intuition : from our own sense, instinct
4. Research : from the past research

Skip Chapter 2

Chapter 3
Six stages / steps in Research Process (* exhibit 3.6 p.60)
1. Problem Discovery + Problem Definition (Chapter 5)
- Problem discovery: through Exploratory Research Situational
Analysis
1.1 secondary data analysis or literature review past studies
1.2 pilot study small sampling survey with customers
1.3 experience survey asking experts or authority
1.4 case study study or observe any similar case to our problem
- Problem definition (or Research Problem): a formal statement of
research problem + objective it should be in sentence, not a word.
There are 3 formats of writing the Research Problem:1.1 research question : who, what, when, where, how, why questions
1.2 hypothesis : statement of belief and relationship between factors
1.3 research objective : To study..., To measure.. , To identify etc.
2. Planning Research Design (Chapter 7-11)
2.1 survey (interview, questionnaire) Chapter 8-9 - all
2.2 experiment (field or laboratory experiment) Chapter 11 - some*
2.3 secondary data analysis Chapter 7 some*
2.4 observation Chapter 10 some*
** Design the Questionnaire ** Chapter 13-15
3. Sampling (Chapter 16-17)
3.1 target population - who
3.2 sample size how many of them (small size vs large size)
3.3 sampling method Probability sample vs Non-probability sample
4. Data Collection/Gathering (Field work) (Chapter 18 skip)
4.1 pre-testing trial of data collection (e.g. about 30-40 sets)
4.2 main study actual data collection (e.g. equal to sample size)

5. Data Processing and Data Analysis (Chapter 19, 20-24)

5.1 data processing editing and coding data data entry
5.2 data analysis statistical analysis for questionnaire survey
qualitative analysis for interview
(or content analysis)
6. Preparing Conclusions and Report (Chapter 25)
6.1 interpret results and make conclusions and recommendation
6.2 prepare a report (written and oral <presentation> report)
- Research Program versus Research Project

Type of Research (based on Purpose)

1. Exploratory research

to explore, to analyze situation,

to discover research problems
2. Descriptive research to describe answers to research problems in
details (e.g. in numbers / percentage)
3. Causal research
to test a cause-effect relationship between
things or factors (need Experiment only!)

Forward Linkage: when earlier steps influences later steps

Backward Linkage: when later steps influences earlier steps

(Review Chapter 3)
Example of Forward Linkage or Backward Linkage
- Since we plan to use in-depth interview for our research design,
we then need data interpretation(qualitative analysis) rather than
statistics in data analysis.
(Research design Data analysis)
- If we plan to choose kindergarten kids as our sample, wed better
use observation technique rather than questionnaire survey.
(Sampling plan Research Design)
Research Questions
What are factors influencing service quality of MK restaurant?
What are perceptions of teenagers toward MK restaurant?
Which are the top 5 menus that teenagers like to order the most?
Research Objectives
To study factors that influence service quality of MK restaurant
To measure perceptions of teenagers toward MK restaurant
To identify the top 5 menus of MK restaurant from teenagers
Research Hypotheses
- Speed of service is the important factor that influences service
quality of MK restaurant.
- Level of satisfaction of MK restaurant is high.
- There is a positive relationship between the modern atmosphere of
MK restaurant and the satisfaction level of teenagers.
- There is a difference in satisfaction of MK restaurant between
teenagers and working people.
- There is a difference in satisfaction of MK restaurant between
customers in different income groups.
6

Exploratory vs Descriptive vs Causal Research

The following objective belongs to which research above?

A. To provide a conclusive statement about profile or characteristics

of a particular situation under study.
B. To identify cause-effect relationships between variables.
C. To clarify nature of business problem.
The following situation needs what type of research above?

A. A factory manager would like to know if the new ventilation

system would influence the increase in productivity of the
assembly line. So he conducts ________ .
B. A general manager of Land and House company is hiring you to
find out about consumer preference of living places, cost of
building materials, and the future location of the house project.
So you decide to conduct ____________ .
C. If you want to find about what features of hand-bags that
teenagers in Thailand prefer right now, the appropriate research is
___________ .

Skip Chapter 4

Chapter 5
Theory Building (theory explanation of facts or phenomena)
1. Observe reality
= objects, people, events
(or Do literature review)
2. Create concepts
= given names of objects, events
3. Create propositions = relationship bet. Concepts
4. Create a theory
= relationship bet. Propositions / combination
of many propositions (or networks of
propositions)
(from min. abstract to max. abstract)
<tangible> <intangible>
Abstract level: just concept, idea

Ladder of Abstraction

Empirical level: experience, measurable, something specific

: reality (objects/events) that we can observe + experience (or can be
measured)
Abstract Level
linkage
Theory
(explanation of one phenomenon
based on many relationships or
propositions, it is simplified in the
conceptual model/framework)

Proposition
(relationship bet. Concepts)

Concepts
(abstract words, things)

Empirical Level
Research
(testing or verifying theory
by doing a research to test
the conceptual model)

Hypothesis
(relationship bet. Variables)
(deriving tested hypothesis
from the conceptual model)
Variables
(designing the
measurement of concepts
in the model)
8

Scientific method
: technique used to analyze empirical reality or evidence
: to confirm prior theories or disprove them and get the new theories
(knowledge)
literature review look for concepts propositions
develop hypotheses research design (method) data collection
data analysis conclusion (a new knowledge or theory)
Concepts = words
: abstract names of things (at abstract level) e.g. learning aids,
furniture, happiness etc.
Variables = words
: = Concepts/things that can be observed / experimented and have
different numerical values.
: = Concepts at empirical level e.g. power point, chair, smiling face
etc.
- Types of variable (based on function) dependent variable,
independent variable, intervening variable, moderating variable
- Types of variable (based on measurement) categorical variable,
continuous variable
Attributes = characteristics of a concept
e.g. furniture: - type of furniture = indoor / outdoor
- raw material it is made of = wooden / metal
- size of furniture = big / small
concept - use of furniture = living room / kitchen
Proposition = statement (sentence)
- abstract level
- relationship bet. concepts
Hypothesis = statement (sentence)
- empirical level
- relationship bet. variables, a proposition that is empirically testable
an unproven proposition
9

5 types of Hypothesis: ***

If-then If X increases, then Y also increases too.
Directional The higher X, the higher Y.
(X is positively related to Y)
(There is a positive relationship between X and Y)
Non-directional X is related to Y. (There is a relationship
between X and Y)
Null There is no relationship between X and Y.
Alternative There is a positive relationship between X and Y.
Theory is generated by: (how to make conclusion regarding the theory)
1. Deductive reasoning
: from general (abstract level) to specific conclusion
2. Inductive reasoning
: from specific (empirical) to general conclusion

Example of Deductive or Inductive

- If we notice that whenever Popeye eats spinach, he can run faster.
So we may conclude that eating vegetable can make better health.
- Since the economy of most countries in EU is well-developed, the
economy of Germany should be well-developed.

Note: Study in the Extra Handout about Variables, Hypotheses, and

Conceptual Model

10

(Review Chapter 5)
Ladder of Abstraction
- Terminator - Three; Movie; Entertainment
- Pantene; Shampoo; Consumer Product
- Activity; Tennis; Sport

Proposition and Hypothesis

A. Teaching aids (or tools) influence student learning.
B. Employee incentives increase employee motivation
C. Using the power point in class can increase student exam scores.
D. Bonus can increase employee intention to stay in the same
company.
Backward vs Forward Linkage
Proposition vs Hypothesis
Deductive vs Inductive Reasoning
A. You decide to use survey, so you have to do pretesting.
___________.
B. Better incentives lead to higher productivity. _____________.
C. One study found that 70% of those who gambled in UEFA
Champions League were below 25 years old. It may be concluded
that people of young generation are high-risk takers.
_______________.

11

(Extra Handout/Sheet)

Conceptual Model / Framework

= a model that theorizes a logical set of relationships among several
factors that explains the main concept under study. It is based on
literature review of previous and existing studies of others. It is the
basis on which the entire research project is based.
Independent Variables

Dependent Variable
(+)

Teaching Aids
Class Size
Class
Atmosphere

(-)
Student Learning
(+)

??
??
Research Topic ?? (of the above Conceptual Model)
a. Who could learn more effectively?
b. What are characteristics of learning?
c. What are consequences of student learning?
d. What are determining factors that influence student learning?
e. What are causes and effects of student learning?

12

Types of Variables
Independent Variable
(Predictor Var.)

Dependent Variable
(Criterion Var.)
(-)

Class Size

Student Learning

Class size:
A. How many students in one class? Fill the number in the blank
_____ students
(continuous variable can find mean value)
B. How big is your class?
___ Small ____ Medium ___ Large (categorical variable)
Intervening Variable (coming in between IV and DV)
Class Size

(-)

Level of Student
concentration

Student Learning

Moderating Variable (modify original relationship)

Class Size

(-) (+)

Student Learning

Interestin
g topic
discussed

13

Chapter 6
Exploratory Research in order to clarify situation or help define
the right problem.
- Initial / preliminary research
- Need subsequent research
- Provide qualitative analysis / data
- To understand nature of problem, but not to solve the problem
-

No conclusive research answers

Not determine a proper course of action
Not solving problem
Not quantitative research: no calculation is made

Exploratory discover more data, more background, no conclusive

answers
Descriptive describe answers to specific research problems in details
such as in numbers, percentages, average values
Purpose of Exploratory Research
1. diagnosing situation
2. screening alternatives / options
*Concept testing *test proxy (substitute) of any new product/idea
3. discovery new ideas
Types of Exploratory Research (based on purpose)
1.
2.
3.
4.

Experience survey = experienced people, experts, knowledgeable

Secondary data analysis = literature search/review
Case study method = study similar situations or organizations
Pilot study = use small sampling survey, not rigorous
= is divided into three types: focus group,
depth interview, and projective techniques

14

4. Pilot study = use small sampling survey, not rigorous

4.1 Focus group interview = free-flow group discussion with
moderator (a group = about 6-10 members)
Need discussion guide
4.2 Projective techniques:
- word association: what first comes to your mind when you hear the
word

- sentence completion : fill in the blank to complete a sentence

- third-person technique : suppose respondents to be someone else and
ask questions like If you were , what would you choose?
- role playing : similar to third-person technique, but respondents are
supposed to be someone else and show behaviors or acting
- Thematic Apperception Test (TAT) story telling from picture
- picture frustration suggest dialogue from cartoon story

4.3 In-depth interview = intensive personal interview

- unstructured intensive interview
- focus on why question
- elaborate / deep on topic discussed
- highly-skilled interviewer
- difficult for analysis + interpretation
- better than focus group interview
Sampling Survey using results from a small number or some
number of sample to make conclusion about the total population.

15

Qualitative Versus Quantitative Research

Qualitative

Quantitative

Discover ideas with general research

questions
Observe things, and interpret

Test hypothesis with specific

research questions
Measure things, and test

Unstructured questions

Structured questions

Researcher is involved (Subjective)

Researcher is uninvolved (Objective)

Use small sample

Use large sample

Exploratory research

Descriptive and Causal research

Major categories of Qualitative Research

1. Phenomenology: study of human experiences in an environment
2. Ethnography: study of culture by immersing himself or herself into a
culture be a part of that culture (participant observation)
3. Grounded Theory: study by probing or asking questions deeper and
deeper to himself or herself toward the information received to get deeper
explanation on that information (inductive study). It does not begin with
theory.
4. Case Study: study of documented history of something

16

(Review Chapter 6)
Concept Testing is another example of Exploratory Research
- test the tendency of acceptance for any new product/service idea
- screen the most acceptable concept from many alternatives
- may apply the projective technique, e.g. word association
Pilot Study versus Experience Survey
A. People are selected for interview because they are articulate
(knowledgeable) rather than being representative.
B. People are selected for survey because they represent the target
population of the study.
C. _____ is similar to a survey method except that it is a small-scale
study and based on qualitative analysis.
Pilot Study vs Experience Survey vs Case Study
A. Su Su DVD rental shop intensively investigated the computerized
DVD renting process of Block Bluster. This investigation is
called __________ .
B. Discussing the economic crisis issue with the Minister of Finance
may be referred as the ___________ .
C. Discussing the impacts of crisis on SMEs with entrepreneurs or
investors is called the ______________ .
Moderator vs Depth Interviewer
A. He or she must be a high-skilled interviewer who can stimulate a
respondent to elaborate on the topic discussed.
B. His or her job is to be a good listener who can also develop a
rapport with everyone in order to stimulate spontaneous answers.

17

Chapter 7
(Overview)
*only p.159-169*

Secondary data
: data gathered before the current research
not for the purpose of the current needs of researcher.

Primary data
: data gathered at the current research and for the purpose of the
current need of researcher.
Data conversion
: changing original form of data to format suitable for current
research.
Advantages of secondary data
- less expensive
- quickly obtained
- get some info. that may not be obtained by primary data.
Disadvantages
- not designed to meet current researchers need
- outdated
- different in definition of terms
- different units of measurement
- no proof for accuracy
Sources of secondary data
1. Internal
= usually organization has many internal records kept for future use,
but researcher may ignore these records (e.g. Annual Report, Memo,
Marketing Plans, etc.)
2. External
- public library
- government sources (e.g. BOI, Bank of Thailand, etc.)
- commercial sources (e.g. companies that sell the data)
- media sources (e.g. newspaper house, TV stations, etc.)
- trade associations (e.g. Association of Garment Trading, etc.)
18

Secondary Data
gathered and analyzed
before the current research

Vs

Primary Data
gathered and analyzed
at the current research

- data vs information
- data conversion = data transformation
- Advantages and Disadvantages of Secondary data
- Sources of Secondary data ---- internal
external
- Reference or Bibliography (base on APA style see the next page)
Objectives of secondary data research
1. fact finding simple
2. model building more complex (conceptual model)
3. data mining the most complex
using computer to categorize people/things

19

Chapter 8
Survey (an obtrusive research method)
: method of primary data collection based on communication between
researcher and respondents (based on asking questions method)
Verbal

face-to-face interview (personal interview)

telephone interview measure immediate feedback

Written questionnaire
- popular method, quick, accurate, inexpensive
- mostly for descriptive research measuring awareness, attitudes,
behaviors, opinions.
Types of survey (based on Time)
1. Cross-sectional study more than one group at one point in time
2. Longitudinal study one group for a series of time
- Panel study same group (same individuals) for a series of time
- Cohort study more than one group for a series of time
Survey error or Total error (Exhibit 8.1, p.188 )**
not precise = 1. Random sampling error (chance or probability error)
: chance variation (nobodys mistake, it is mistake by
chance)
: results from our sample results from the real
population
not accurate = 2. Systematic error
: mistake in conducting research (human error)
: it is divided into Respondent error and
Administrative error

20

2.1 Respondent error

- non-response error not-at-home error, refusal
- response bias deliberate or unconscious
Response bias: 6 types of response bias
* acquiescence bias: yes-sayers or give one rating to all
* extremity bias: too strong expression/attitude
* interviewer bias (**): want to please interviewer
* auspices bias: want to please the research sponsor
* social desirability bias: want to look as good citizen
* self-selection bias: strongly want to share opinions for
the survey

2.2 Administrative error

- data processing error: mistakes in editing, coding
- sample selection error:choosing the wrong sample
- interviewer error(**): mistake during interviews
- interviewer cheating(**): intentional cheating

21

(Review Chapter 8)
Acquiescence Bias vs Extremity Bias
SA = strongly agree
DA = disagree

A = agree
N = neutral
SD = strongly disagree

Statement of attitude
1. Internet service at ABAC is of
good quality.
2. Computer lab at ABAC Bangna is
convenient.
3. Staff at computer lab is very
helpful.
4. Operating hours of the lab is
reasonable.
5. Fees at the lab is reasonable.

SA
x

A
x

N
x

DA
x

SD
x

Or
1.
2.
3.
4.
5.

Internet service at ABAC: good quality

5
Computer lab at ABAC BangNa: convenient 5
Staff at computer lab:
helpful
5
Operating hours of the lab:
reasonable 5
Fees at the lab:
reasonable 5

4
4
4
4
4

3
3
3
3
3

2
2
2
2
2

1 bad quality
1 inconvenient
1 unhelpful
1 unreasonable
1 unreasonable

22

Survey Bias or Error

A. interviewer bias
B. sample selection bias
C. social desirability bias
D. interviewer cheating
E. non-response bias

F. acquiescence bias
G. interviewer error
H. auspices bias
I. extremity bias
J. self-selection bias

1.If a researcher noticed that some security guards with higher authority tended to
refuse to answers the interviewers questions about ghost rumor on campus.
2. Researchers forgot to ask some personal data from some respondents.
3. When a job applicant is asked by HR manager (during job interview) about how
long he or she intends to work for this company, the possible bias may come from
______ .
4. If Oishi conducts it own survey about preferences of Japanese food of teenagers,
the findings may suffer ______ .
5. The question, Do you come from a good family?, might suffer ____ .
6. Respondents disagreed very strongly with all ideas proposed in the
questionnaire items.
7. Researchers wanted to study about MSN in internet, so they interviewed
senior citizens and farmers in rural towns.
8. Housewife respondents tend to agree with all proposed qualities of the new
product survey.
9. The researcher filled in the income level for some respondents who did not
write the answers on the questionnaire.
10. Bias from a hotel guest who was so upset with the room service and after that
he wrote a complaint on the questionnaire placed near the check-out counter and
rated the service quality of the hotel very negatively.

23

(Chapter 9)
Face-to-face

Verbal
(Interview)

Mall intercept
interview

Survey

Telephone

Written
(Questionnaire)
Sent by hand
Sent by mail, email, fax
Not sent
(self-administered questionnaire)

Survey

Personal
(door-to-door)
interview

Central
Location
telephone
interview
Computer
Assisted Tele.
Interview
Computerized
Voice
Activated
Tele. Interview

Cross-sectional

Longitudinal

Panel Study

Cohort Study

24

Chapter 9
Survey: is divided into 3 types (based on method)
1. Personal interview door-to-door
(face-to-face) mall intercept interview
(or high traffic area interviews)
2. Telephone interview Central Location (has interviewer and paper)
CATI - Computer Assisted Telephone
Interview (has interviewer and computer)
Computerized Voice Activated Telephone
Interview (use answering machine system,
no human interviewer)
3. Mail questionnaire
Personal Interview (about 1 - 1 hr.)
Advantages
1. Immediate feedback
2. Probing complex questions Can you tell me more about
3. Longer period
4. Can collect more complete info.
5. Can show product, visual aids
6. High participation
Disadvantages
1. no anonymity between researcher and respondents
2. influence of the demographics of interviewer (interviewer bias)
3. interviewer cheating
4. cost
5. callback problem

25

Telephone interview (about 10 minutes up to 30 minutes)

: very good, popular now in case that researcher has a short time
Advantages
1. speed CATI = can collect, record, analyze data at the same time
2. cost
3. more impersonal (no face-to-face meeting)
4. cooperation
5. easier to get callback
Disadvantages
1. cant use visual aids
2. not get good representatives samples
CATI: Computer-Assisted Telephone Interviewing
= telephone interviewer asks people on the phone while keying answer
into computer at the same time.
= labor-saving, questions must be highly structured
Mail Questionnaire (taking about 6-8 weeks, with 8-10 pages)
Advantages
1. lowest cost
2. respondents convenience
3. most impersonal respondents feel more relaxed/ using
standardized question
4. length no more than 6 pages / should Pretest (trial run) first
Disadvantage
1. low response rate
Response Rate =

no. of questionnaire returned, completed (not biased) x 100

no. of questionnaire sent (mailed) (without problem)

26

How to increase response rate

1. use a cover letter ***
2. monetary incentives ***
3. interesting questions
4. use follow-ups reminder postcard (** most common)
5. preliminary notification advance postcard
6. survey sponsorship e.g. Study conducted by University ??
7. other techniques: free postage, colorful questionnaire
*Exhibit 9.4, p.231 *: Summary of Advantages and Disadvantages.
Personal
Interview

Mall
Intercept

Telephone
Interview

Questionnaire

- immediate feedback
- short time, short question
- cover wide area with low cost
- sensitive / personal issue
- anonymity of respondents
- low response rate problem
- easy to call back
- easy to probe
- get complete information
- highest cost
- no interviewer bias
- can show pictures/products
- most structured questions
- respondents convenience
- high versatility (= flexibility)
- appropriate for retired +
housewives
- appropriate for busy
executives
- appropriate for less-educated
people
- appropriate for high-educated
27

people

(Review Chapter 9)
Response Rate =
100 x (No. of questionnaires returned and completed without bias)
(No. of questionnaires sent to eligible persons without problems)
Example
You mailed 1,000 questionnaires, 200 were returned to you as wrong address.
After 4 weeks, 600 were returned and completed, but 50% of those returned
contained acquiescence bias and extremity. What is the response rate of this
study?
Answer = 37.5%
Different Types of Survey
A. mail survey
E. door-to-door interview
B. computer-assisted telephone interview F. mall intercept interview
C. self-administered questionnaire
G. telephone interview
D. computerized voice activated telephone interview
1. Honda would like to identify the characteristics of potential customers who
showed interest on their new car models during the MOTOR SHOW.
2. Department of Public Health used its own budget to study about the usage of the
30-Baht healthcare policy from Thai citizens all over the country.
3. A-Day magazine wanted to identify the demographic characteristics of its
subscribers and measure their perceptions about the magazine.
4. The survey technique that allows researchers to do a lot of probing in order to
get as much as information as possible.
5. The survey that conducts the telephone interview without human interviewers.
6. The survey that allows data collection and data processing (keyboarding the
answers and coding) to occur simultaneously.
7. Right after the new campaign of drug problems was on air, the researchers used
the very short and simple survey questions to measure the awareness of target
respondents toward this campaign.

28

Chapter 10
(Overview)
(only p.236-244)*
Observation: scientific observation observer
subjects
Being the scientific observation if it .
has research objectives
is planned systematically
is record systematically
can be checked for validity + reliability of results
Observation is unobtrusive method =

without communication
without asking any questions

2 types of observation (based on subjects awareness)

1. Visible
2. Hidden
* observer bias
* observer error
6 type of observation (based on method / technique)
1. Direct Observation
- straight-forward method in natural setting
- observer records everything he sees
- should write fast
2. Scientifically Contrived Observation
- create an artificial environment in order to test hypothesis
- mystery shopper researcher disguises himself, being a shopper.
Response Latency = amount of time a person spends in choosing a
product / thing. (decision-making time)

29

3.
-

Participation Observation / Participant Observation

observer participates in the situation, becomes a member (temporary)
have interaction with subjects gain the first-hand knowledge.
combination between direct observation + interviewing

4. Observation of Physical Objects (physical traced evidence)

- finding visible marks for some events, e.g. garbage survey to identify
market share of some products
5. Content Analysis
- study the message itself main content
characteristics of message
- used when analyzing message in media and advertisement
6. Mechanical Observation disadvantage subjects know that
they are being observed / being studied.
- dont use human observer, use machine instead
1.
2.
3.
4.

eye-tracking monitor
pupilometer
psychogalvanometer
voice pitch analyzer

are placed onto subjects body parts.

What should be observed? (p. 237)

1. participants subjects / people
2. setting location, place
3. purpose why they come together to the setting?
4. social behavior peoples interactions, activities (**)
5. Frequency and duration how often of behavior, for how long

30

(Review Chapter 10)

Which one can be observed?
- attitude, perception, feeling
- behavior, action, verbal, non-verbal
- time (temporal patterns)
- space (spatial patterns)
- content of message, main point communicated in the message
- actions, interactions
- objects, things
- educational level
- gender

A. content analysis
B. role playing

Different types of Observation

C. observation of physical trace evidence
D. direct observation

1. BTS would like to estimate the number of student passengers using its service
during the rush hours.
2. To study the interpersonal relationship between students and teacher in a
classroom of western culture. A student was asked to behave as an American
teacher and the expected results were observed.
3. We can know that the current government aims to solve the poverty problems as
its top priority by investigating the government policies announced in the
Parliament Meeting.
4. A car company wants to determine the most popular radio stations listened by its
customers by checking at the setting programs from one to six radioprogrammed buttons of all cars parked at the check-up service.

31

Chapter 11
(Overview)
(only p.255-265)
Experiment
: the study of causal relationship between variables in the condition
controlled by research (experimenter and test units)
units of analysis = test units in the experiment
1. Select independent variable.
2. Manipulate or make some changes on independent variable.
= experiment treatment (variation of independent variable)
3. Observe and measure an effect on dependent variable.
- experimental group: receive experiment treatment (= real treatment)
- control group: not receive experiment treatment
(sometimes, receiving placebo = fake treatment)
field experiment: in natural setting
laboratory experiment: in artificial + controlled setting

basic experiment design: study effect of one independent variable

factorial experimental design: study effect of more than one
independent variables

Basic issues in experiment

try to vary it, make it different for each group.

1.
2.
3.
4.

manipulate independent variable

select and measure changes on dependent variable
select and design test units
control extraneous variables
try not to vary it, keep it the same

Constancy of condition
: a way to control errors by keeping conditions / situations the same in
experimental groups (only treatments that are not the same)
: if there is no constancy of condition, there will be constant error
32

Some types of errors in experiment

1. Constant error = varying conditions in experiment
2. Demand characteristics = situation hints/demands test units to
behave in particular way
- Experimenter bias = interviewer bias in survey
- Guinea pig effect = acquiescence bias in survey
over - cooperative with experimenter
- Hawthorn effect = unintentional change in behavior
(Guinea pigs = tested animals in the lab experiment e.g. rabbit, mouse, etc.)

Order of presentation bias

: problem about treatment when there are more than one treatments
given to test units continuously and they gain more experience +
knowledge / or it is the bias from giving the same order of treatments.
A, B, C
A, B, C
A, B, C

This problem is solved by:

1. Counterbalancing : switch the sequence or order
2. Blinding true vs placebo treatment, keep confidential to test units
3. Double-blinding : keep confidential to both experimenter and test
units
How to control Extraneous Variables
1. matching: match backgrounds of all test units
2. randomization: select + assign test units to experiment group and
control group by random
3. repeated measures: every test unit gets all treatments/ measure test
units more than one time before and after treatment
4. constancy of condition: keep conditions/environment during the
experiment the same for all groups (**)
The end of Chapter 12 at p. 265
33

(Review Chapter 11)

Experiment
1. To study the impact of lotion on the skin of women.
2. To investigate how music affects work performance of security
guards at a parking lot.
Independent variable

Dependent variable

Lotion

Skin

Music

Work performance

Extraneous variable

Irrelevant variable
- sunlight, soap, food, body weight
- working hours, type of music, salary, religion of security guards
Experimental Treatment : how to manipulate the independent
variables
- Lotion using Nevia Lotion twice a day for 3 months
- Music listening to country music during rush hours
Testing Unit (= dependent variable of ??)
Women measure skin of women
Security guards measure work performance of security guards
Example
Sending employees to training at Phuket Island seemed to result in
higher work morale. The least we can conclude about out-of-thehouse training and morale is that these two variables have
____.
(causal relationship or concomitant variation)

34

Basic Issues in Experiment

The researcher would like to know if customers will order more food
when the restaurant is painted in bright colors. He records
monthly food sales before this experiment. Then he paints the
wall of restaurant in red and yellow colors. At the end of that
month, he records the monthly food sales plus drinks. In the
following months, he observes the amount of food sales and it
confirms his hypothesis.
Determine the following
-

Independent variable = _________

Dependent variable = __________
Test unit (Unit of Analysis) = _________
(Experimental) Treatment = ________________
Field or Lab. Experiment?? _____________
Basic or Factorial Experimental Design?? ___________
Extraneous or Irrelevant variables (taste of food, age of
customers, marital status of customers)

35

Questionnaire Design (Ch.13-15)

Ch. 13 Level of Scale

Ch. 15 Two types of question

- nominal
1. Openended question
- ordinal
- interval
2. Fixedalternative question
- ratio
2.1 Simpledichotomy question
Criteria of measurement
2.2 Determinantchoice question
- Reliability
2.3 Frequencydeterminant question
- Validity
2.4 Checklist question
- Sensitivity
2.5 Attitude rating scales question
- simple attitude scale
- category scale
- Likert scale (exhibit 14.2 p.313)
measure
Ch. 14
- semantic differential scale
Attitude
(exhibit 14.3 p.314)
- numerical scale (p.315)
- stapel scale (exhibit 14.5 p.317)
- graphic rating scale
Happy Face Scale
(exhibit 14.6 p.318)
Ladder Scale
2.6 Filter question
2.7 Ranking question
Four techniques to measure attitude
Attitude Components > affective feeling
> cognitive belief, thought
> behavioral intention to do
1.
2.
3.
4.

ranking give rank order (e.g. Rank 1, 2, 3)

rating give score (e.g. 5, 4, 3, 2, 1)
sorting classify
choice select, choose

Ch. 15 Questions that should be avoided

- complex question
- burdensome question
- double barreled question - leading question
- ambiguous question
- assumption built-in question
- loaded question

36

Chapter 13
Measurement: a process of assigning numbers to objects or concepts
- Concept cannot be directly measured, so researcher has to give
Operational Definition to the concept to be measured in the
research.
Operational Definition: giving empirical meaning to a concept by
specifying the activity or how to measure that concept
( Conceptual Definition abstract meaning)
Rule of measurement: rule or guideline of how to assign the number
Scale:

- anything arranged in a series of order

- can be categories or continuous spectrum
- there are four levels of scale

low level 1.
2.
3.
high level 4.

Nominal Scale: categories or classifications

Ordinal Scale: categories and order (sequence)
Interval Scale: categories, order and distance
Ratio Scale: categories, order, distance and absolute zero
(natural zero)
zero value means none or
nothing eg. no. of brothers
or sisters = 0
no brother
no sister

( single measure)
Index Measure (Composite Measure): asking more than one question
to measure one concept which is complex, e.g. social class, attitude, etc.

37

Three Criteria for good Measurement

1. Reliability: free from error, provide precise or consistent results
Find Cronbachs alpha to measure reliability
1.1 Repeatability consistency: Test-retest method
1.2 Internal consistency:
- Split-half method
- Equivalent-form method
2. Validity: ability of scale to measure what it is intended to
measure
2.1 Content or Face validity commonly used scale or
get expert approval (professional agreement)
2.2 Criterion validity: compare with some standard/other
measure
- Concurrent validity
meet the present standard
- Predictive validity
can predict the future standard
2.3 Construct validity compare with theory or other concept
Conduct Factor Analysis to measure construct validity
- Convergent validity high correlation with other similar concept
- Discriminant validity low correlation with other opposite concept
3. Sensitivity: ability of scale to accurately measure and include all
variability or differences of values for a concept
- more sensitive scale :__like so much __ like __ so-so __ dislike __dislike so much
- less sensitive scale :____ like
____ dislike

38

Important Notes
When a scale is reliable, it does not need to be valid. But when the
scale is valid, it should be also reliable. Reliability is a necessary
condition of Validity.

39

Level of Scale can predict what statistical techniques can be used

(At Questionnaire Design step)
Level of Scale

(At Data Analysis step)

Statistical Techniques

- Nominal
- Ordinal
- Interval

- Ratio

percentage, mode
percentage, mode, median, ranking
percentage, mode, median, arithmetic
mean (x), standard deviation (S.D.)
percentage, mode, median, x, S.D.,
index number, geometric mean

40

(Additional for Chapter 13)

Operational Definition VS Conceptual Definition
Efficient Company
A. A company that performs better.
B. A company that can reduce the fixed cost.
C. A company that can increase profit by 5% from the
previous year.
Successful ABAC student
A. An excellent student.
B. A student who graduates with G.P.A. more than 2.7.
C. A student who has a high concern on good health.
Satisfaction
A. When respondents feel good about services provided. Or
it means a good feeling of all services.
B. When respondents rate all services positively. Or it
means positive ratings to all services.
Brand Loyalty
A. When a person likes one brand so much.
B. When a person would like to buy the same brand again.

41

Review Chapter 13
Four Levels of Scale
(Nominal, Ordinal, Interval, Ratio Scale)
Do you like Pizza?
a) __ Yes

__ No

b) __ like so much

__ like

__ dislike

c) like so much __: __: __: __: dislike so much

(4) (3) (2) (1)
d) Do you like Pizza? Estimate percentage of your answer based on the
total 100%
__% for Pizza Hut
__% for the Pizza Company
__% for Narai Pizzeria
e) How often have you visited any Pizza Restaurant in the past two
months?
Visited for _____ time(s) in the past two months
f)

Rank 1 to 3 for the following pizza brands that you like. 1 means
like the most and 3 means like the least
__ Pizza Hut
__ The Pizza Company
__ Narai Pizzeria

42

Four Levels of Scale with Pre-coding

Do you like Pizza?
a) __ 1. Yes

__ 2. No

b) __ 1. dislike so much
__ 3. like
c) like so much

__ 2. dislike
__ 4. like so much

4 3 2 1

dislike so much

d) How much do you like Pizza? (based on 100 percentage)

- I like Pizza about = ____%
e) How often have you visited any Pizza Restaurant in the
past two months?
Visited for ______ time(s) in the past 2 months

a) is nominal scale (number 1, 2 represent label, no numerical value)

b) is ordinal scale (number 1, 2, 3, 4, represent order in attitude)
c) is interval scale (number 1, 2, 3, 4 represent score given to attitude)
d) is also interval scale (we can fill in from 0 up to 100, but 0 is not
absolute zero)
e) is ratio scale (we can fill in any number and 0 is absolute zero)

43

Validity and Sensitivity

To measure wealth of respondents

A. How much is your income per month? something wrong?

__ less than 10,000 __ 20,000 30,000
__ 10,001 20,000 __ more than 30,000
B. How many bedrooms in your house?
__ 1 2
__
1 50
__ 3 4
__
51 100
__ 5 6
__ 101 150
__ more than 6
__ more than 150

To measure gender

A. 1. What is your sex?

__ Male

__ Female

B. 1. Can you get pregnant?

__ Yes
__ No
2. Do you have menstruation?
__ Yes
__ No
3. Whom do you want to marry with?
__ Man
__ Women
C. 1. Do you want to have children in the future?
__ Yes
__ No
To measure age What is your age?
(A) __ less than 16
(B) __ less than 16
__ 16 17
__ 16 65
__ 18 19
__ More than 65
__ 20 21
__ more than 21
44

Chapter 14
Attitude: enduring disposition toward something
1. affective component feeling / emotion
2. cognitive component thinking / thought / belief / awareness
3. behavioral component buying intention / behavior intention
expectation
Hypothetical construct: any variable that cannot be directly
observed, but must be measured by the indirect way (such as by
survey) e.g. attitude, perception.
Four techniques to measure attitude
1. Ranking: list a rank order of preference
2. Rating: estimate magnitude and value or scores
3. Sorting: classify objects according to some criteria
4. Choice: choose from alternatives
Attitude Rating Scales
1. Simple attitude scale: 2 choices to choose
2. Category scale: more than 2 choices to choose
3. Likert scale: rate degree of agreement or disagreement
4. Semantic differential scale using bipolar adjectives cheap __ __ __ __ __ expensive
- fast 5 4 3 2 1 slow
5. Numerical scale
- 3 2 1 clean +1 +2 +3
6. Stapel scale
- clean
dirty
7. Graphic rating scale
- Happy face scale
- Ladder scale
for study of kids or small children (low literacy = cant read)
= using picture as scale

8. Constant-sum scale divide the constant sum (total marks) to options

9. Monadic rating scale evaluate a single concept alone
10. Comparative rating scale evaluate one concept by comparing
with others

45

Review Chapter 14 Attitude

affective component = feeling
Attitude:
cognitive component = thinking
behavioral component = intention to do something
Behavior: exact activities to do
A. Do you use perfume?
B. How many perfume would you like to buy in this year?
C. Why do you buy new perfume?
D. Do you like perfume with vanilla smelt?
E. Do you prefer female perfume more than male perfume?
F. What is your favorite perfume?
G. Are you interested in using perfume?
H. How do you like perfume from Estee Lauder?
I. How often do you buy new perfume in a year?
Hypothetical Construct something that cannot be observed
Which one is hypothetical construct?
-

shopping time
duration of shopping
amount of money paid / shopping
attitudes toward store
response latency in buying perfume
reasons for choosing a perfume
marital status of shoppers

46

Ranking technique
Rating technique
Sorting technique
Choice technique

1. Which car do you like?

__ Toyota

__ Mitsubishi

__ Honda

__ Nissan

2. Rank 1 to 4 to the car that you like 1 means like the least and 4
means like the most.
__ Toyota

__ Mitsubishi

__ Honda

__ Nissan

3. What is your attitude toward these cars?

3.1 Toyota:

Like

___: ___: ___: ___: Dislike

3.2 Honda:

Like

___: ___: ___: ___: Dislike

3.3 Mitsubishi: Like

___: ___: ___: ___: Dislike

3.4 Nissan:

___: ___: ___: ___: Dislike

Like

4. What do you think about these cars in terms of price worthiness

and good after-sale service?
- Toyota
- Honda
- Mitsubishi
- Nissan
4.1 Price worthiness: _________________________________
4.2 Good after-sale service: _____________________________

47

(Additional Review for Chapter 14-15)

What is the name of these questions?
-

Filter q.
Simple dichotomy
Determinant choice
Frequency determinant
Semantic differential
Graphic rating scale

- Checklist q.
- Simple attitude scale
- Category scale
- Likert scale
- Numerical scale
- Stapel scale

A.

____ Agree, I support this plan

____ Disagree, I prefer to change the plan

B.

Agree

C.

-2

Agree

D.

Agree --------------------------------- Disagree

-1

+1

+2

Disagree

E. Agree ___ :___: ___: ___: ___: Disagree

(5) (4) (3) (2) (1)
F.
- I support this plan
- I like this plan

SA A
__ __
__ __

N
__
__

D
__
__

SD
__
__

G.

___ strongly agree

___ disagree

___ agree
___ neutral
___ strongly disagree

H.

___ Yes, I am using it now

___ No, I never use this product
___ I used it in the past, but now I change the brand

I.

____ Agree (Go to Part 3) ____ Disagree (Go to Part 4)

48

J.

____ coffee
___ tea
____ soft drink ___ fruit juice
(you can choose more than one beverage)

K.

Coffee

L.

____ very seldom

____ once a week
____ more than once a week

M.

____ at home

____ at coffee restaurant

N.

____ like

____ dislike

O.

____ like

____ so-so

P.

____ shopping

____ play sport

Q.

____ less than 2 times a month

____ 2 4 times a month
____ more than 4 times a month

R.

____ never
____ rarely
____ sometimes
____ often
____ always

___: ___: ___: ___:

Tea

____ dislike
___ listening to radio

49

Chapter 15
Questionnaire: - instrument to collect data in survey research
- should have grammar and good common sense
Two qualities to judge good questionnaire
1. Relevance
2. Accuracy
Two types of questions
1. Open-ended question
2. Fixed-alternative question
2.1
2.2
2.3
2.4
2.5
2.6
2.7

Simple-dichotomy question
Determinant-choice question
Frequency-determination question
Attitude rating scales
Checklist question
Filter question
Ranking question

The Art of asking questions

1. Avoid complex question
2. Avoid leading question and loaded question
3. Avoid ambiguous question
4. Avoid double-barreled question
5. Avoid burdensome question
6. Avoid assumption built-in question (a type of leading question)
What is the best question sequence?
- good flow should be from general to specific
- start with easy questions to more difficult ones
- ask behavior before asking affective and cognitive components
- start with fixed-alternative questions then ending with open-ended
questions

50

Order bias: answer of earlier question influences answer of later question

Funnel technique: ask general questions before specific questions
Filter question: question that filters or screens out some group of
respondents to answer or not to answer some questions in later part.
Question Layout: physical format of questionnaire
1.
2.
3.
4.
5.
6.
7.
8.
9.

Select good quality paper

Should run the page numbers
Write title/topic in all capital letters on the top of the first page
Put the date in questionnaire
Leave some space for comment part (at the end of questionnaire)
Space between each question should be equal
Choose beautiful font or letter type (look interesting and modern)
Leave good margin on each page (left and right margin)
Staple questionnaire in booklet form (how to clip the questionnaire)

* Researchers must pretest their questionnaire

- to test whether respondents can understand all questions.
- to identify any biased, ambiguous questions (if any) before
distributing all questionnaires to the sample
Back translation: translate from language A to B by one person and
translate from B back to A again by the other person.
- to be certain about the same understanding (consistency) of all words
and sentences used in the questionnaire
For example, your sample is Thai, so the original questionnaire is
written in Thai version, then you translate this Thai version into English
version. After that, you ask your friend to translate from English back
to Thai version again. Then you compare your original (first) Thai
version with your friends (new) Thai version seeing if all words and
sentences used in the questionnaire are still the same between yours and
your friends. If they are the same, it means your questionnaire is
suitable and not causing any misunderstanding about the meaning.
51

Review Chapter 15
Questionnaire
Each question below represents What type of question? (from
Ch.15)
A. What is your opinion about ABAC Bang-Na?

B. Do you drive a car?

___ Yes

___ No

C. What is your school year at ABAC?

___ Freshman
___ Junior
___ Sophomore
___ Senior or higher
D. How often do you go to ABAC library in a week?
___ less than 1 time
___ 1 3 times
___ 4 6 times
___ more tan 6 times
E. Which building do you have classes at?
(Can check more than one answer)
___ SR
___ SG
___ SM
F. Do you like McDonalds?
___ Yes
___ No
G. Do you like McDonalds?
___ Yes, very much
___ Yes, so so.

___ No, not at all

52

H. What is your opinion about McDonalds?

(Please check at one space)
SA A
- Food is delicious:
__ __
- Service is friendly:
__ __

N
__
__

D
__
__

SD
__
__

I.
- Food: delicious ___: ___: ___: ___: ___: ___: ___: not delicious
- Service: friendly___: ___: ___: ___: ___: ___: ___: unfriendly
- Area:
dirty ___: ___: ___: ___: ___: ___: ___: clean
J.
(Please circle one number)
- Food: delicious
7
- Service: unfriendly 1

6
2

5
3

4
4

3
5

2
6

1
7

not delicious
friendly

K.
- Food:

-3

-2

-1

delicious

+1

+2

+3

L.
+3
+2
+1
friendly
-1
-2
-3

- Service:

M.
(Please mark on the line)
- Food: delicious -------------------------------- Service: friendly --------------------------------

not delicious
unfriendly

N. How is the food at McDonalds?

53

O. How is the food at McDonalds? (Point at any step of ladder)

Delicious

Not delicious
P. Have you ever tried McDonalds?
_____ Yes (Go to Part 3)
____ No (Go to Part 4)
Q. What type of technique is used below? (choice, rank, rate, or sort?)
Please classify the following characteristics or factors under Japanese car
or European car
1.
2.
3.
4.

More safety
More reasonable price
Better after-sales service
Save energy
Japanese Car
?
?

European Car
?
?

54

Order Bias Vs Against Funnel Technique

Ex. 1: Do you smoke?
___ Yes

___ No

Do you agree with smoking?

___ Yes
___ No
Ex. 2: Do you agree with smoking?
___ Yes
___ No
Do you smoke?
___ Yes

___ No

Ex. 3: Do you use Nokia mobile phone?

___ Yes
___ No
Do you use mobile phone?
___ Yes
___ No

55

Research Problem
- To measure job satisfaction of factory workers.
- To study if marital status can influence job satisfaction of
factory workers.
- To study if gender can influence job satisfaction.
Questionnaire

1. How much do you feel with your job in this factory?

___ very satisfied
____ satisfied
___ dissatisfied
____ very dissatisfied
2. What is your sex?

____ male

3. What is your marital status? ____ single

____ female
____ married

OR

4. Do you think that your marital status can influence job

satisfaction?
___ strongly agree
___ agree
___ disagree
___ strongly disagree
5. Do you think that your sex (gender) can influence job
satisfaction?
___ strongly agree
___ agree
___ disagree
___ strongly disagree

56

(Review Chapter 13-15)

Note: This is just an example for Review on Final (on Chapter 13-15). Some
questions are wrong or biased.

Mobile Phone Questionnaire

1. Do you use Nokia?
____ Yes

____ No

2. Which mobile phone system do you like?

____ AIS
____ DTAC

____ True Move

3. What brand of mobile phone do you use now?

____ Motorola
____ Nokia
____ Samsung
____ Ericsson

____ Siemens
____ other, ________

____ Hutch

4. The mobile phone is one of the necessary things in your life.

Strongly agree ____ : ____: ____: ____: _____ Strongly disagree
5. Advertising together with friend recommendation is very influential to
your purchase decision on the new mobile phone.
-3
-2
-1
Agree
+1
+2
+3
6. How much influential of the following factors of the mobile phone?
VI = very influential
NI = not influential
I = influential
NV = not very influential
VI
I
NI
NV
6.1 Reasonable price:
__
__
__
__
6.2 Modern design:
__
__
__
__
6.3 Advanced technology:
__
__
__
__
6.4 Sales promotion:
__
__
__
__
7. How often do you go shopping in a month?
Always
5
4
3
2

Never

8. How much do you pay for the monthly mobile phone bill?
_____________
9. What is/are problems you find from the current mobile phone you are
using?
____ not have many functions
____ not look modern
____ not enough service center
____ not appropriate size
____ too big size
____ no advanced technology
____ other, ________________

57

10. What is your attitude toward the following characteristics of the mobile
phone you are using now?
10.1 Price:
very reasonable 5
4
3
2
1 very unreasonable
10.2 Design:
modern
5
4
3
2
1 out-of-date
10.3 Technology: high advanced 5
4
3
2
1 low advanced
10.4 Promotion:
satisfied 5
4
3
2
1 dissatisfied
11. Where did you buy the current mobile phone?
____ from the authorized dealer
____ from the unauthorized dealer
____ from your friend/relative
____ from the service center
12. The service center should be_____________ .
widely available
5
4
3

1 opened 24 hours

13. How often do you go to the service center of your current mobile phone?
____ less than 2 times a month
___ 3-4 times a month
____ 5-6 times a month
___ more than 6 times a month
14. What is the most appropriate price of the good mobile phone in your
opinion? (in Baht)
____ less than 4,000
____ 4,000 8,000
____ 8,001 10,000
____ more than 10,001
15. Are you satisfied with your current mobile phone?
____ Yes
____ No
16. In case you have a chance to buy a new mobile phone, you will buy
____________ brand.
17. What is the first word came to your mind when you think about the most
wanted mobile phone?
_____________________________
18. What is the chance of you buying a new mobile phone?
Never -2
-1
Soon
+1
+2
19. What is the chance of you switching to the other brand of mobile phone?
Switch sure
May or may not
Dont switch sure

Thank you for sharing your attitude with this survey

58

Chapter 16
Sampling: method of choosing some respondents from a total group of
respondents to survey and draw a conclusion to that total population.
- sample: some items that researcher chooses to study sampling
units (each unit to be sampled)
- population: a total + complete group of items sharing common
characteristics. (population vs universe) population elements
- census: a national survey or a study of everybody in a population
- we can do sampling by using sampling frame or working
population to draw a sampling unit from
Sampling frame: a list of names / elements in a population such as
telephone directory (listed by surnames of house owners), class
attendance sheet, membership list, reverse directory (listed by city or
address) systematic list vs non-systematic list
Why do we do sampling? (Why dont we do the census?)
1. save energy, time, labor, money: less job more saving
2. get accurate and reliable results: less job lower human errors
3. avoid destruction of all elements or the whole things such as blood
test by sampling 5 cc bloodnot taking all blood, or Q.C of finished
products in the production department
Seven steps of Sampling Process
1. define target population
2. select the relevant sampling frame
3. decide sampling method between
probability sampling randomly
non-probability sampling non-randomly
4. plan detailed procedures for choosing sampling units

59

5. determine appropriate sample size from calculation n

from past, similar studies
from pilot studies or exploratory
research

6. do the actual sampling

7. start conducting the field work = data collection (in the filed)
Total Error (Survey Error): to do sampling, we should be aware of total
error or survey error
1. Random sampling error or chance error (E = Z SX or E = Z SP)
(data is not precise/ solution increase sample size)

2. Systematic error (non-sampling error) or human error

cannot be calculated
(data is not accurate/ solution increase accuracy of data collection)
S
SX
n

pq
n
* n = sample must be drawn by probability sampling only!!
SP

Two types of Sampling Method (Exhibit 16.9, 16.10, p.420-421)

cannot find E

1. Non-probability sampling = non-randomization (unknown and zero

chance)
1.1 Convenience sampling (accidental sampling)
1.2 Judgmental sampling (purposive sampling)
1.3 Quota sampling
1.4 Snow-ball sampling
can find E or random sampling error

2. Probability sampling = randomization (known and non-zero chance)

2.1 Simple random sampling
2.2 Systematic sampling (be careful with periodicity error)
2.3 Stratified sampling = proportional vs disproportional
2.4 Cluster sampling (area sampling)
Cluster A, Cluster B, etc.

- Multi-stage sampling: get the highly representative sampling units

combine 2 or more of probability samplings
60

Formula to calculate a sample size (n)

ZS
E

1.

2.

Z 2 pq
2
E

3. Adjusted n =

( N n)
x
( N 1)

(N = population size)

need only when (n) is more than (5% N: Population Size)

61

(Review Chapter 16)

A. Sample
B. population
C. sampling
D. census

E. sampling frame
F. probability sampling
G. non-probability sampling

1. Sample ________.
2. Sampling _________ .
3. Researchers usually collect data from the _______ to get results, then
they will generalize or infer those results to explain the __________ .
4. Researchers use the ______ as a source to select sampling units for
their sample. If every unit has an equal, known chance to be selected,
the method is called _______ .
5. In the more homogeneous sample, the method of _______ is better.
6. In the more heterogeneous sample, the method of ______ may be
possible.
Random sampling error versus Systematic error
A. Increasing sample size would reduce _______ error while
increasing the accuracy of data collection would reduce _______.
B. To get the precise data, ______ error should be lowered and to
get the accurate data, ______ error should be lowered.

62

Sampling Method
A. Quota sampling
B. Stratified sampling
C. Judgment sampling
D. Snowball sampling

E. Convenience sampling
F. Simple random sampling
G. Cluster sampling
H. Systematic sampling

1. There are only six pediatric medical doctors in Thailand. They are
specialized in the heart surgery. The best way to sample these experts is
by ________.
2. In a marketing survey, if all customers are divided into two groups:
urban and rural groups. A sampling unit is randomly drawn from each
group to study.
3. In a test marketing of coffee consumption of Thai people in the
northern part of Thailand, we randomly selected 3 northern provinces
(Chiangmai, Chiengrai, Lampang) and then we randomly selected
people in these three provinces.
4. Researcher decides to interview 100 customers who are below the age
of 30 and 50 customers who are above 30 years old.
5. BBC news reporter interviewed the first person they met on the street
in front of his TV station.
6. In a manufacturing firm of instant noodle, an inspector does a
quality control check on the product once a month. He usually goes to
the inventory room and randomly selects 50 packs of instant noodle for
the quality check. His technique of selection is called _______ .
7. During an investigation of corruption issue within hospitals in rural
areas, the committee decided to inspect only those hospitals they
suspected of being corrupted. The committees selection is based on
________ .

63

Quota Sampling versus Stratified Sampling

A. Dividing a population of a product into three groups due to size
and then drawing each product item from the 3 groups
independently. This technique is called _______ .
B. Dividing a population of a product into three groups due to size
and then drawing each product item from the 3 groups
conveniently. This technique is called _______ .

64

Chapter 17
Sample Size
Three factors to determine sample size (n)
1. variance value or heterogeneity of population: variance, sample
size
2. magnitude of accepted error (E): error, sample size
3. confidence level: confidence level, sample size
One principle about sample size
- When E is double, n will be equal to of the original n ***
Ex.
In the first study, the E was 4, the sample size used was 2,000. What
should be the sample size of the second study if the E becomes 8?
= E from 4 to be 8 double, so use the above principle to get n
= n of the second study is 1/4 (2,000) or equals to 500.
Formula to calculate a sample size (n)
ZS
E

1.

2.

Z 2 pq
2
E

3. Adjusted n =

( N n)
x
( N 1)

(N = population size)

need only when (n) is more than (5% N: Population Size)

Calculation to find sample size (based on 3 formula and one principle

above)
* Note: Chapter 18 on Field Work is skipped.

65

Example of Sample Size Calculation

1. A survey researcher studying expenditure on television wishes to
have 95% confidence level and a range of error of less than $10. The
estimated standard deviation of $120. Calculate the sample size.
Z S
n

1.96 120

10

553.19

2. A researcher assumes that 60% of respondents are aware of the name

of N company. The researcher wishes to estimate with 95%
confidence that the allowance for sampling error will not be greater
than 3.5%. What sample size is required?
n

Z 2 pq
E2

1.96 2 0.6 0.4

0.035 2

753

3. Based on the above problem, if the entire working people are 10,000
people, what should be the more appropriate sample size?
5% (N) = .05 (10,000) = 500
n from the above problem is 753, and it is more than 500 (5%N)
So, we need to find the Adjusted n to get the more appropriate sample size
Adjusted

N n
N 1

x n

10,000 753
x 753
10,000 1

= 724

66

(Review Chapter 17)

Descriptive statistics vs Inferential statistics
A. From a study of 800 students, it was found that 60% of them liked
with the atmosphere of the new campus.
B. From a study of 800 students, it can predict that more than 50% of
students liked the atmosphere of the new campus.
Review Concepts in Statistics
A. Mean
D. standard deviation
B. Mode
E. standard error of mean
C. Median
F. standard error of proportion
1. ____ is used to determine the most favorite coffee from a list of four
brands of coffee.
2. ____ is used to estimate the average age of all Thai politicians.
3. ____ is used to determine (describe) the average income level of
ABAC students.
4. ____ is the square root of variance and commonly used for measure
of dispersion.
5. ____ is used to estimate (infer) the percentage of ABAC students who
drive car to ABAC.
6. ____ is the value at the 50th percentile.

- Skip Chapter 18 (Field Work)

67

Overview of the Stages in Data Analysis (Chapter 19-25)

After Data Collection

Data Processing

Coding

Data entry
(keyboarding)

Error checking
and verification

Editing

Data analysis

Descriptive
analysis

Inferential
analysis Univariate
analysis

Inferential
analysis Bivariate
analysis

Interpretation

Inferential
analysis Multivariate
analysis

of Result (Findings)

Conclusions
Recommendation
Report
68

Chapter 19
Data Processing:
Editing

Coding

Editing:

- checking and adjusting data before coding

- to get completeness, consistency, and reliability of data

Data Entry

Data Analysis

1. Field editing: preliminary editing on the same day of data

collection
2. In-house editing: formal editing in a centralized office after data
collection is finished or after all questionnaires have been received.
A. Editing for consistency
B. Editing for completeness: having item non-response= unanswered
question. Two choices to edit for completeness:- leave it unanswered write blank or missing value
- put the answer on behalf of respondent it is called plug value
C. Editing questions answered out of order
D. Editing dont know answers: Legitimate dont know
Reluctant dont know
Confused dont know
1, 2, 3, 4, 99 missing value

Coding: assigning numerical scores to all answers in all questions of the

questionnaire
1. Pre-coding: coding before data collection, normally used with fixed
alternative questions.
2. Post-coding: coding after data collection is completed, normally
used with open-ended questions
69

Test tabulation: post-coding answer of the open-ended question by

selecting some questionnaire (e.g. 20% of total) to do preliminary
coding and come up with some code categories. Then using such code
categories to do coding for the rest of questionnaires (e.g. the rest 80%)
no missing answer/code

Two basic rules of coding

1. All codes must be exhaustive = all answers must have codes.
2. All codes must be mutually exclusive or non-overlapping
overlap.
- the same answer must have one code

no

- no overlapping case.

Production coding: after all coding is finished, researcher will transfer

all codes from all questionnaires onto a single coding sheet to facilitate
data entry.
key-boarding

Data entry: a keyboard operator will type all codes into a computer for
SPSS or any statistical software to do data analysis
Re-coding: change some codes to better fit the final results adding or
collapsing (Data Transformation)
Error checking: data cleaning stage = the last step of coding before
researchers go to do data entry (or after data entry)
Data storage (in computer)
- Field a collection of characters that represent a single type of data
(such as a field of gender data, a field of age data, income field)
- Record a collection of related fields (such as a record of Personal
data part, a record of User part questions, a record of Non user
part questions)
- File a collection of related records (such as a file of Questionnaire
Set 1, a file of Questionnaire Set 2)

70

Review Chapter 19
Editing
Ex. 1
Q1. Do you have a PC at your house?
___ Yes

___ No

Q2. What brand is the PC at your house?

___ IBM

___ Compaq

___ Acer
___ Other, specify ___________

Ex. 2
Q1. Do you have a PC at your house?
___ Yes

___ No

Q2. What brand is the PC at your house?

___ IBM
___ Compaq

___ Acer
___ Other, specify ___________

Ex. 3
Q1. What is your monthly income?
I dont know
Q2. What is your family monthly income?
--- or
I have no idea
Q3. What is your savage income?
Dont know!
71

Test Tabulation
Sample size = 30

.
.
15. Why dont you like Rungsit Campus?

Editing + Coding 8 questionnaires out of the total 30 questionnaires

Set 1 Set 2 Set 3 Set 4 Set 5 Set 6 Set 7 -

Its too far.

I hate traveling
Im tired of driving 2 hours everyday.
I always feel exhausted after going back home.
Nothing much to do at Rungsit Campus.
There are not many activities there.
I feel bored over there because there are not many activities I
can do over there.
Set 8 - The campus is too large and I have to walk a lot over there.
.
Recoding
Collapsing
5
4
3
2
1
SA A
N
D
SD
11.1 I like to watch movies at EGV __ __ __ __ __
11.2 I think EGV is better than others __

__

__

__

__

11.3 I will go to EGV on my next holiday __

__

__

__

__

Recode 5, 4
3
2, 1

3
2
1

=
=
=

positive attitude toward EGV

neutral
negative attitude

72

Or: Collapsing from many groups into two groups

17. Your age
__ 1. less than 16

__ 2. 16 20

__ 3. 21 24

__ 4. 25 30

__ 5. more than 30
Recode 1,2, 3
4, 5

1
2

=
=

less than 25 (young)

25 or above (adult)

Or: Changing from open-ended answer to categories of number

18. Your income per month = ________ Baht (open-ended, cannot be
pre-coded)
Recode or Assign Code as follows:
1 = 8,000 or less
Or lowest through 8,000
2 = 8,001 15,000
8,001 through 15,000
3 = 15,001 25,000
15,001 through 25,000
4 = more than 25,000
25,001 through highest

73

Recoding Case for Reverse Items**

(more scores like cooking)
(5) (4) (3) (2) (1)
(Likert Scale)
SA A
N
D SD
6.1

I enjoy cooking

__

__

__

__

__

6.2

I like to eat the food I cook

__

__

__

__

__

6.3

I am a good cook

__
__

__

__

__

__
__
(5)*

6.5 I dont like cooking **

__ __ __ __ __
(4)*
6.6 I like to eat food at restaurants **__ __ __ __
__
(5)*
*Find Total Mean of Q.6 as a whole, using this calculation:
6.4

I usually eat out **

__

Error Checking (Data cleaning stage)

2. What is your age? _____

__

__

(X6.1 + X6.2 +
X6.3 + X6.4 +
X6.5 + X6.6) 6

(sample size = 10 persons)

Their answers are: 26, 20, 38, 55, 19, 277, 42, 35, 22, 50
x 584
Find average age = n 10 58.4

334 = 33.4
10

- You need to look through all codes or answers on the coding sheet
(or at the Data View page of SPSS) AGAIN.
** To prevent Garbage-in Garbage-out
(wrong input) (wrong output)

74

Chapter 20
Data Analysis
Level of Data
Ratio
Interval

Ordinal
Nominal

Descriptive
Statistics
Central tendency
- Mean **
- Mode
- Median
Dispersion
- Range
- Variance, S.D
- Median
- Mode **
- Percentage
- Counting
Frequency

Inferential
Statistics
Standard error
of mean

Hypothesis Testing:
Univariate
Bivariate
Multivariate

Hypothesis Testing
Difference
Correlation
- T-test
-Pearsons r
- Z-test
or Correlation
- ANOVA coefficient
- Regression

Standard error
of proportion

-Chi-square
test

Note: For descriptive statistics of Nominal Data, all can be used

(mode, percentage, counting) except Median and Dispersion. X
Tabulation: counting frequency of responses for each question or
each variable
1. Simple tabulation: counting one question at a time to determine
the result of one variable results put into Frequency Table
2. Cross tabulation: counting more than one question at a time in
order to see a relationship between two or more variables results
put into Contingency Table
= relationship of (2) variables

** Elaboration Analysis: analyze the basic cross tabulation by adding

another variable in order to see if there is any change in the
relationship of the original conclusion about previous two variable
- Researchers do elaboration analysis in order to be certain about the
conclusion of the relationship between any two variables (or more).
- They want to test Is such relationship always like that in all
circumstances?
could be either moderator variable or third variable
75

Moderator variable: another variable when added could change the

original relationship between two variables under investigation
Third variable: another variable when added will not change the
original relationship
Spurious relationship: the relationship between two variables that is
changed after adding another variable
Authentic relationship: the relationship between two variables that is
not changed after adding another variable
Data transformation: data conversion, changing datas original format
into a new form that is more suitable for data analysis, e.g. recoding
case, or calculating total mean of Likert scale (of multi-items)
Computer program packages: to facilitate tabulation and statistical
analysis, e.g. SPSS, SAS
Displaying data: using tables and graphs (pictorial representation of
data) to facilitate communicating the meaning of data, e.g. pie chart, bar
graph, line graph, histogram, etc.
Data interpretation: explain the meaning of data or results in order to
make inference or to draw conclusion about the implication of research
findings to managerial decisions.

Note: Read how to calculate and analyze Rank Order responses in

Exhibit 20.7 and 20.8 (p.482-483)

76

(Additional for Chapter 20)

Do you like shopping?
____ Yes = 55
____ No = 45 Simple tabulation
Do you like shopping?
Frequency Table
Yes
No

55
45
100

Total

Conclusion: Most respondents (55%) like shopping.

Do you like shopping? And What is your gender?
____ Yes = 55 (male = 10, female = 45) Cross tabulation
____ No = 45 (male = 40, female = 5)
Do you like shopping? by gender

Yes
No
Total

Male
10
40
50

Contingency Table 2x2

Female
45
5
50

Conclusion: Female respondents (45%) like shopping more than male

(10%).

77

A. Do you like shopping? by gender

Male
Female
Total
Yes
10
45
55
No
40
5
45
Total
50
50
100

n = 100
M
(50)

F
(50)

= quota sampling
Conclusion: Female like shopping more than Male. correct??
B. Do you like shopping? by gender
Male
Female
Total
Yes
20
40
60
No
10
30
40
Total
30
70
100

n = 100
M
(30)

F
(70)

random sampling
Conclusion: Female like shopping more than Male. correct??
We need to compare Percentages, not Frequency

(20/30)x100 = 67% (Percentage based on Column Total) OR

(20/60)x100 = 33% (Percentage based on Row Total)
SPSS Analyze Descriptive Statistics Crosstabs
Click at Cells, Percentages box choose Column (calculate Percentage
based on Column Total)
B. Do you like shopping? by gender
Male
Female
Yes
20
67%
40
57%
No
10
33%
30
43%
30
100%
70
100%

Total
60
40
100

60%
40%
100%

Conclusion: Male like shopping more than Female. (67% > 57%)

78

Elaboration Analysis
Do you like shopping at Central? By gender
Male
Female
Yes
60
80
No
40
20
Conclusion: Female like shopping at Central more than Male (80% 60%).
Do Female like shopping at Central more than Male always? or
In all circumstances, or no matter what, that Female will like shopping
at Central more than Male? We want to test this doubt by doing the
Elaboration Analysis adding one more variable marital status
Case 1: Do you like shopping at Central? By gender and marital status
Male
Female
Married
Single
Married
Single
Yes
30
30
40
40
No
30
10
20
0
Conclusion : Married female respondents like shopping at Central more
than married male (40% 30%). And single female also like shopping
at Central more than single male (40% 30%).
Therefore, based on Elaboration Analysis between attitude about
shopping and gender by adding marital status, it is concluded that
female still like shopping at Central more than male. Adding the
marital status does not change the original relationship.
So the marital status is called _________ , and the relationship between
attitude about shopping and gender is called ____________ . (in Case 1)
Case 2 : Do you like shopping at Central? By gender and marital status
Male
Female
Married
Single
Married
Single
Yes
10
50
40
40
No
30
10
20
0
Conclusion : ??
Therefore, based on Elaboration Analysis ?? (what is found??)

79

The marital status is called ___________ , and the relationship between

attitude about shopping and gender is called ___________ . (in Case 2)
Ranking to get final rank results
Ex. Which taste of ice-cream do you like?
Rank 1 to 3 (1 least preference, 3 most preference)
__ Vanila
__ Chocolate
__ Mint
Vanila
Chocolate
Mint

Rank 1
(4x1) +
(1x1) +
(7x1) +

Rank 2
(4x2) +
(3x2) +
(2x2) +

Rank 3
(2x3)
(6x3)
(1x3)

Total
= 18
= 25
= 14

Result
2nd
3rd
1st

Final Rank Result

Second most
Most preference
Least preference

Rank 1 to 3 (1 most preference, 3 least preference)

__ Vanila
__ Chocolate
__ Mint
Vanila
Chocolate
Mint

Rating

Rank 1
(4x1) +
(1x1) +
(7x1) +

Rank 2
(4x2) +
(3x2) +
(2x2) +

Rank 3
(2x3)
(6x3)
(1x3)

Total
= 18
= 25
= 14

Result
?
?
?

Final Rank Result

? preference
? preference
? preference

to get average or mean

Ex. Are you satisfied with Swensens ice-cream?

Very satisfied
__: __: __: __: Very dissatisfied
4

= (5x4) + (2x3) + (3x2) + (0x1) = 32

Mean = x = 32 = 3.2
n
10
Conclusion: The average satisfaction level of respondents is equal to
3.2 based on the 4-point scale which means at the satisfied level.

80

*If mean = 3.7, it means = _________ level (what level?)

*If mean = 1.4, it means = _________ level
*If mean = 2.3, it means = _________ level

Chapter 21
Statistical Analysis
1. Descriptive Analysis: counting, percentage, central tendency
(mean, mode, median), and dispersion (range, variance, S.D)
Ch.17, 20
2. Inferential Analysis:
(2.1) Estimating population parameters (standard error of mean
and standard error of proportion) Ch.17
(2.2) Testing Hypothesis
Univaritate Analysis: investigate significance of hypothesis of one
variable Ch.21
Bivariate Analysis: investigate significance of hypothesis about two
variables (test of relationship or test of difference) Ch.22-23
Multivariate Analysis: investigate significance of hypothesis about
more than two variables (Advanced statistical analysis) Ch.24
Three factors to determine which method of statistical analysis
-What is proportion of those who go to EGV?
-What are three most important factors in ..?
-What is average satisfaction level of ?

1. Type of question asked

2. Number of variables
3. Level of scale for measurement
Nominal mode, percentage, counting
Ordinal median (and all statistics for nominal)
nominal)
Interval mean, standard deviation, variance (and stat. for
Ratio
geometric mean, index number
ordinal)
(and all statistics for nominal, ordinal, interval)

81

Parametric Statistics: statistics used for interval and ratio scale and it
assumes that population has a normal distribution
Non-parametric Statistics: statistics-used for nominal and ordinal scale
and there is no assumption about normal distribution of the population

82

Hypothesis Testing
1. Null hypothesis (HO): assumption about status quo, no change
e.g.
= 19 or 19, or 19 (must have equal sign)
= There is no difference; There is no relationship
2. Alternative hypothesis (Ha): opposite of null hypothesis
e.g.
19 or < 19, or > 19
= There is a difference, There is a relationship
Type I error ( Alpha): reject null hypothesis when it is true
Type II error ( Beta): accept null hypothesis when it is false
type I error will lead to type II error
type II error will lead to type I error
- We cant completely eliminate any type of error, so researchers keep
one type of error constant, normally setting Type I error at 0.05 and
calling it as significance level of 0.05 there are less than 5 times out
of 100 times that we make erroneous decisions (reject the null
hypothesis when it is true/correct).
Univariate Statistical Method
1. T-test: used when n is small (n 30), S.D. is not given
Z-test: used when n is large (n > 30), S.D. may or may not be given
To compare mean or average with hypothetical value in the null
hypothesis
2. Chi-square test for goodness of fit ( 2)
To compare distribution of a variable between two or more groups of
respondents/ or to test a difference in frequency distribution (frequency table)

3. Z-test of a proportion

83

To compare proportion with hypothetical value in the null

hypothesis

84

Steps to test hypothesis

one-tailed other cases
1. Set Ho and Ha
two-tailed Ho = (equal), Ha (always this one case)
2. Calculate test statistics value look in Hand-out about SPSS output

3. Find critical value (from the table)

4. Compare test statistics and critical values
5. If computed value is more than table value we reject Ho
(test statistics)

(critical value)

Formula to calculate test statistics

T value
Z value

X
S/

X
S/

2 value
Z value

S
X

or

O E
E

p -

O2
E

or

pq
n

Note: - Chapter 21-24 Read Hand-out about:Statistics for Data Analysis in Business Research Chapter
21-24
***Please read Text Book***
- Chapter 24 Only overview of what is the Multivariate
Analysis

85

Example of Statistical Analysis and Hypothesis (EGV)

1. Univariate AnalysisHypothesis about one variable (one question)
- Chi-square test for goodness of fit
choice data
q.1 Attitude on seeing movies at theatre
__ like __ dislike
- One-sample T-test scale data or mean
q.8.1
Speed of ticket service
fast __: __: __: __: __: slow
2. Bivariate Analysis Hypothesis about two variables (2 questions)
- Chi-square test of independence
choice choice
for contingency table
q.17

Age

Frequency of seeing movies

- Independent sample T test

q.5

choice scale
(2 groups, e.g. gender)

q.16

Gender

- One-way ANOVA

Attitude about seeing movies at EGV q.11.1

choice scale
(3 groups or more, e.g. age groups)

q.17

Age

- Simple regression

Attitude about seeing movies at EGV q.11.1

scale scale

q.8.1 Speed of ticket service Attitude about seeing movies at EGV

q.11.1
3. Multivariate Analysis Hypothesis related to three or more
variables (3 questions or more)
scale
- Multiple regression
scale
scale
Scale
q.8.1, 8.2, 8.4
Speed of ticket service
+
Attitude about
+
Liking to see
Cleanliness of restroom
q.11.1
movies at EGV
Comfort of seat
+
86

87

Example of Hypothesis : Univariate Analysis (One variable)

(q.1) Most respondents like to see movies at theatre.
(q.3) Most respondents buy tickets over the counter.
(q.8.1) Most respondents rate ticket service as fast (>3)
(Test value = 3)
(q.9.1) Most respondents rate security of EGV as reliable (>3)
(Test value = 3)
Choice
data

Attitude on seeing movies at theatre __ like

Method of buying ticket

__ dislike

__ over counter
__ by phone
__ via internet

Speed of ticket service

fast __: __: __: __: __: slow

5 4 3 2 1

Efficiency of security

very reliable 5 4 3 2 1 very unreliable

Scale
data

--------------------------------------------------------------------------------------Example of Hypothesis : Multivariate Analysis (More than two

variables)
Attitude about liking to see movies at EGV can be predicted by
speed of ticket service, cleanliness of restroom, and comfort of
seat.
q.8.1, 8.2, 8.4 q.11.1
Speed of ticket service

+
+

Cleanliness of restroom
+

Attitude about
Liking to see
movies at EGV

Comfort of seat

88

Example of Hypothesis : Bivariate Analysis (Two variables)

Test of Relationship (Test of Association)
- The faster the speed of ticket service, the higher efficiency of security.
(q.8.1 q.9.1)
Speed of ticket service

Efficiency of security

- The higher the income of respondents the higher efficiency of

security. (q.18 q.9.1)
Income

Efficiency of security

Test of Difference Between two groups: e.g. gender group

- Female respondents like to see movies at EGV theatre more than
male group. (q.16 q.11.1)
There is a difference in attitude of seeing movies at EGV theatre
between male and female people.
Gender

Attitude seeing movies at EGV

- Female respondents rate the speed of ticket service differently than

male group. (q.16 q.8.1)
There is a difference in attitude about speed of ticket service between
male and female people.
Gender

Speed of ticket service

89

Test of Difference Between more than two groups: e.g. age groups
- Respondents at age of more than 30 rate the efficiency of security
of EGV differently than other age groups. (There are total of five age
groups) (q.17 q.9.1)
There is a difference in attitude about efficiency of security of EGV
between people with different age groups.
Age

Efficiency of security

- Respondents at age of more than 30 like to see movies at EGV

theatre differently than the other age groups. (q.17 q.11.1)
There is a difference in attitude of seeing movies at EGV theatre
between people with different age groups.
Age

Attitude on seeing movies at EGV

Test of Difference Between Crosstabs

Respondents at age of more than 30 see movies at theatre less
frequently than the other age groups. (q.17 q.5)
There is a difference in crosstabs between frequency of seeing
movies at theatre and people with different age groups.
Age

Frequency on seeing movies at theatre

90

Chapter 25
Written Report Format
1. Title page
2. Letter of Transmitted

- researcher client

3. Letter of Authorization - client researcher

4. Table of Contents
5. Executive Summary:-

Objectives

(should be written last) Results (in numbers, percentage)

Conclusions
Recommendations
focus group
in-depth interview
secondary data
observation

6. Body or Main Part of Report ***

- Introduction: - Background data from literature review and

exploratory study
- Research Problem (or Problem Statement): Research Objectives + hypotheses + research
questions and Conceptual Framework/Model
- Methodology: - Research Design exploratory? descriptive? or
causal study?
- Data Collection Method / Technique
- Sampling Design
(-Scale and Measurement) level & type of scale
- Field Work

(skip)

- Data Analysis (skip)

91

- Limitations of Study (skip)

- Results or Findings Summary of results (from questionnaire)
Results in tables frequency tables
contingency tables
- Conclusion explanation the meaning of results
- Recommendation suggestions based on results (what should
be done to help solve managerial problems)
7. Appendix
- Data Collection Form e.g. questionnaire
- Detailed Calculations Example of Statistical Analysis
- Tables and Graphs
- Bibliography or References
- Other Supporting Materials e.g. pictures, word cards, brochures,
copies of secondary data, etc.
Oral Report
-

should adapt data and language to suit the type of audience

avoid using technical terms or statistical terms
presenting information that could help solve managerial problems
dont read a report word by word
use visual aids while making presentation of projects results
tell them what you are going to tell them and tell them what you have
just told them
- allow time for Q & A session
Research Follow-up: re-contacting the clients after the project is
finished by asking whether they need some additional clarification of
research findings. It is considered as after-sales service.
- Researchers should submit the written report before making
appointment for the oral report or presentation
- Researchers must analyze research findings/results honestly and
accurately, and present them as they are (never change the results to
please or satisfy the client)
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The End

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