Beruflich Dokumente
Kultur Dokumente
BMBR5103
BMBR5103
BUSINESS RESEARCH
METHOD
Choo Sze Yi
Project Directors:
Module Writer:
Choo Sze Yi
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Table of Contents
Course Guide
ixxiv
Topic 1
Business Research
1.1 Introduction to Business Research
1.2 Types of Business Research
1.3 The Importance of Business Research
1.4 Ethics in Research
1.5 Features of a Good Research
1.6 Scientific Research Characteristics
1.7 Terms in Research
1.8 Scientific Method
1.9 Developing and Verifying Theories
Summary
Key Terms
References
1
2
3
5
7
8
10
12
15
16
18
19
19
Topic 2
Research Process
2.1 Nature of Business Research
2.2 Stages in the Research Process
2.3 Defining a Research Problem
2.4 Preparing a Research Proposal
Summary
Key Terms
References
21
21
25
29
32
37
38
39
Topic 3
Reviewing Literature
3.1 Why Do We Do Literature Review?
3.2 The Critical Review
3.3 Literature Sources
3.4 Literature Searching
3.5 Writing the Literature
Summary
Key Terms
References
40
40
43
46
48
51
55
56
56
iv
TABLE OF CONTENTS
Topic 4
Research Design
4.1 The Purpose of Research Design
4.2 Basic Research Design
4.3 Qualitative and Quantitative Methods
4.4 Research Sampling
4.4.1 The Reasons for Sampling
4.4.2 Stages in Sampling
4.4.3 Types of Sampling Methods
Summary
Key Terms
References
58
59
60
66
70
71
73
76
85
87
87
Topic 5
Data Collection
5.1 Methods of Data Collection
5.2 Primary Data Collection Method: Survey
5.2.1 Errors in Survey Research
5.2.2 Methods of Communication When Conducting a
Survey
5.3 Secondary Data Collection Methods
5.3.1 Objectives of Secondary Data Research
5.3.2 Advantages and Disadvantages of Secondary Data
5.3.3 Sources of Secondary Data
Summary
Key Terms
References
89
90
91
92
95
100
100
101
102
104
106
106
108
109
109
109
113
116
118
121
121
124
127
132
132
134
139
141
142
Topic 6
TABLE OF CONTENTS
Topic 7
Data Analysis
7.1 Stages of Data Analysis
7.1.1 Editing
7.1.2 Coding
7.2 Data Entry
7.3 Basic Data Analysis: Descriptive Analysis
7.3.1 Introduction to Basic Data Analysis
7.3.2 Tabulation
7.3.3 Cross-tabulation
Summary
Key Terms
References
144
145
146
150
156
157
157
162
163
168
170
170
Topic 8
Business Statistics
8.1 Hypothesis Testing
8.2 Bivariate Analysis: Chi-Square, T-Test, Anova,
Regression and Simple Correlation Coefficient
8.2.1 Chi-square Test
8.2.2 T-test for Comparing Two Means
8.2.3 ANOVA
8.2.4 Regression
8.2.5 Simple Correlation Coefficient
8.3 Multivariate Statistics: Factor, Cluster, Discriminant and
Manova
8.4 Non-parametric Statistics: Mann-Whitney,
Wilcoxon-Match Pair and Kruskall-Wallis Tests
Summary
Key Terms
References
172
172
Topic 9
179
179
181
183
186
189
192
193
196
198
199
vi
Topic 10
TABLE OF CONTENTS
212
212
215
218
220
224
225
226
COURSE GUIDE
COURSE GUIDE
ix
INTRODUCTION
BMBR5103 Business Research Method is one of the courses offered by the OUM
Business School at Open University Malaysia (OUM). This course is worth 3
credit hours and should be covered over eight to 15 weeks.
COURSE AUDIENCE
BMBR5103 Business Research Method is one of the required courses for the
Masters of Business Administration programme. The course assumes you have
little or no previous knowledge of conducting research but you are required to
identify business problems in your organisation and undertake a scientific
business research process that will be discussed later on in the course. This is a
three-credit hour course conducted over a semester of 14 weeks.
As an open and distance learner, you should be acquainted with learning
independently and being able to optimise the learning modes and environment
available to you. Before you begin this course, please ensure that you have the
right course material, and understand the course requirements as well as how the
course is conducted.
STUDY SCHEDULE
It is a standard OUM practice that learners accumulate 40 study hours for every
credit hour. As such, for a three-credit hour course, you are expected to spend
120 study hours. Table 1 gives an estimation of how the 120 study hours could be
accumulated.
COURSE GUIDE
Study
Hours
60
10
Online participation
12
Revision
15
20
120
COURSE OUTCOMES
By the end of this course, you should be able to:
1.
2.
3.
4.
COURSE SYNOPSIS
This course is divided into 10 topics. The synopsis for each topic can be listed as
follows:
Topic 1 outlines the concept and definition of business research. The topic
describes basic and applied research. Here, you will also discuss the importance
of good ethics in conducting research. Next, you will learn the characteristics of
scientific research and basic research terms such as a theory, concepts and
propositions. Finally, you will be exposed to the procedures of scientific research
and the generation and verification of theories.
COURSE GUIDE
xi
xii
COURSE GUIDE
statistics and its various measures, tabulation and cross-tabulation that will serve
as an introduction to the following topic of business statistics in this module.
Topic 8 focuses on the important stages of data analysis and basic descriptive
statistics. The importance of hypothesis testing and its types of errors will be
highlighted in this topic. Different statistical approaches including bivariate,
multivariate and non-parametric analysis will be explored as well.
Topic 9 discusses the application of business statistics in research. This topic
focuses on qualitative data analysis namely the deductive and inductive analysis
approaches with a detailed discussion on qualitative data analysis procedures.
Lastly, you will discuss the use of research software in qualitative data analysis.
Topic 10 provides an in-depth analysis of qualitative data analysis. Here you will
learn about the major concerns in generating research reports, the format and
content of a research report, followed by a discussion of the criteria required for
good research report writing. The inclusion of visual or graphical aids in research
reports followed by a discussion on oral presentation will also be presented in
this topic.
COURSE GUIDE
xiii
PRIOR KNOWLEDGE
No prior knowledge required.
ASSESSMENT METHOD
Please refer to myINSPIRE.
xiv
COURSE GUIDE
REFERENCES
Cooper, D. R., & Schindler, P. S. (2013). Business research methods (12th ed.).
Singapore: McGraw Hill.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business
students (5th ed.). Edinburgh: Pearson Education.
Sekaran, U. (2003). Research methods for business: A skill-building approach (4th
ed.). United States: John Wiley & Sons, Inc.
Zikmund, W. G. (2003). Business research methods (7th ed.). United States: SouthWestern, Thomson Learning.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research
methods (9th ed.). Singapore: South-Western, Cengage Learning.
Topic
Business
Research
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
5.
6.
7.
INTRODUCTION
In this introductory topic, we will discuss the concept and definition of business
research. Basic and applied research will be highlighted and their differences
identified. We will then discuss the importance of good ethics in conducting
research. After which, we will focus on the characteristics of scientific research
and basic research terms such as theory, concepts and propositions. We will then
emphasise on the procedures of scientific research. Lastly, we will discuss theory
generation and the verification of theories.
1.1
TOPIC 1
BUSINESS RESEARCH
The term research is no longer unusual for us. We come across this term daily
and have done plenty of research, be it small or extensive ones, every day. In
todays technology era coupled with easy access to our smartphones, iPads,
tablets and computers, for example it has become a norm for us to research or
gather information before purchasing or choosing a place to stay for vacation.
Another example is before we decide which new smartphone we ought to
purchase, we would make time to read reviews of the pros and cons of the
smartphone, we would even get first-hand information from friends who are
currently using the same model and analyse the information collected. All of us
have the tendency to conduct research in our own ways. The same goes for
business research.
The scope of research in business is wider as different people in the organisation
play different roles, but all of these roles lead back to one aim which is to acquire
accurate information for decision-makers. Business research is an indispensable
aspect that aids decision makers to formulate decisions based on constructive
and objective information.
Based on the definition from Oxford Advanced Learners Dictionary (2010):
The definition by Zikmund et al. (2013) in the book Business Research Methods
is:
Business research consists of several stages such as the generation of idea and
theory, identification of problem, searching and collection of information, data
analysis and evaluation, interpretation of results and the presentation of findings
in a detailed report.
TOPIC 1
BUSINESS RESEARCH
The key concept in the definition of business research is based upon the ideas of
scientific and systematic information methods. The term scientific is emphasised
in the definition to denote that accurate information is attained through research
and the findings or information should be able to support existing theories.
Likewise, the term systematic implies appropriate research processes or stages.
ACTIVITY 1.1
From your own understanding, define the term business research.
Compare and discuss your definition with your classmates.
1.2
(ii)
(ii)
TOPIC 1
BUSINESS RESEARCH
Figure 1.1 exhibits a graphic illustration of the scientific method used in business
research. It is important to note that a good basic or applied business research is a
research conducted using a scientific method. We will discuss further on
scientific method in the later parts of this topic.
ACTIVITY 1.2
Explain basic and applied business research using a situation for each
one, with the inclusion of scientific methods in both.
TOPIC 1
1.3
BUSINESS RESEARCH
The question some of you may ask is what is the main purpose of doing
research? Why do we do research? As we are well aware, business research is
essential as a guide to aid decision makers in making well-founded decisions on
specific issues or problems. Research is a tool used by managers to gather
relevant information to assist them in identifying a problem or issue in the
organisation and as a means of resolving the problem with a systematic and
organised approach.
With that being said, however, it is not mandatory for organisations to conduct
business research. The key determinants of whether a business research is
necessary to be carried out in an organisation depend on:
(a)
(b)
(c)
Time Constraint
(i)
(ii)
Availability of Data
(i)
(ii)
(ii)
TOPIC 1
BUSINESS RESEARCH
(ii)
ACTIVITY 1.3
By using the checklist (see Figure 1.2), provide a situation which favours
conducting business research and another situation which rules out
business research in a company. Compare and discuss both situations
with your classmates.
TOPIC 1
1.4
BUSINESS RESEARCH
ETHICS IN RESEARCH
Do you know that ethics is not only applicable to professionals such as doctors,
lawyers or accountants? By definition, ethics are moral principles or beliefs that
determine whether the behaviour or the doings of a person is right or wrong.
Researchers are therefore also obligated by a code of ethics or a code of conduct
which determines the right behaviour expected of them. A researcher needs to be
ethical to:
(a)
Respondents
(i)
(ii)
(iii) He or she should be aware that any information obtained can only be
used for research purposes and this information should never be
disseminated to other parties.
(iv) Researchers should also bear in mind that it is the right of the
respondent to request for confidentiality or anonymity. Needless to
say, privacy and confidentiality are two of the main ethical elements
in research.
(b)
(c)
Client
(i)
(ii)
Other Researchers
(i)
TOPIC 1
(ii)
BUSINESS RESEARCH
ACTIVITY 1.4
1.
2.
1.5
(b)
(ii)
(ii)
TOPIC 1
BUSINESS RESEARCH
(d)
(e)
(f)
(ii)
Ethical Research
(i)
(ii)
Extensive Analysis
(i)
Researchers should ensure that the data obtained is reliable and valid
for the analysis that is to be carried out. In cases where a statistical
method is employed for analysis, the probability of errors and other
statistical estimation techniques should be carefully applied.
(ii)
(ii)
10
TOPIC 1
BUSINESS RESEARCH
A good business research is one that achieves the purpose of and assists the
researcher, decision makers or management of the company to make sound
decisions in solving a certain issue or problem. Academically, a good research
contributes to literature and leaves a significant contribution to the respective
fields of studies. A comprehensive discussion on each of these elements will be
presented in the remaining parts of this module.
1.6
Objectivity
(i)
(ii)
For instance, you were convinced that your lifestyle does not have any
influence on your health. However, through various scientific studies,
it is proven that a healthy lifestyle leads to a healthy body. Based on
this proven fact, you should not allow your mind-set to influence
your findings when researching this correlation.
TOPIC 1
(b)
(c)
(d)
11
Verifiable or Testable
(i)
(ii)
For instance, we know that humans need oxygen to survive and our
brains would suffer severe damage without oxygen for approximately
three to four minutes at most. If you were to test the validity of this
statement, the result would be irrefutable because it has been tested
and verified based on many observations and studies.
Replicable
(i)
(ii)
Accuracy
(i)
You should also remember that scientific research is all about
accuracy. Accuracy is when you are able to state a matter to its exact
point. In other words, it is simply being certain or definite of your
work. Hence, it is important to ensure that your research produces an
accurate finding or result.
(ii)
(e)
BUSINESS RESEARCH
Comprehensive
(i)
12
TOPIC 1
(ii)
BUSINESS RESEARCH
ACTIVITY 1.5
1.
2.
1.7
TERMS IN RESEARCH
This section explains the most common terms found in many research studies.
What do you understand from the word theory?
The definition of theory as stated by Zikmund et al. (2013) is:
A formal, logical and testable explanation of some events that includes
TOPIC 1
BUSINESS RESEARCH
13
14
TOPIC 1
BUSINESS RESEARCH
Propositions can hence be defined as a statement that is used to connect and link
different concepts or variables together to form an explanation of the relationship
between these concepts or variables. This is an example of a proposition which
has not been verified: continuous heavy rain for a couple of days may cause flash
flood and massive traffic jam in the city.
Variable is referred to as an entity, symbol or characteristic with numerical or
measurable values. For instance, sales, age and salary are examples of measureable
variables.
Hypothesis is known as a statement of proposition that is formed for further
empirical testing or measurement. The result or finding of a hypothesis can turn
out to be in its favour or can be proven wrong. For instance, the probability of
heavy rain increases the probability of flood. This hypothesis can be tested and
proven.
Copyright Open University Malaysia (OUM)
TOPIC 1
1.8
BUSINESS RESEARCH
15
SCIENTIFIC METHOD
As defined in the earlier part of this topic, scientific method makes full use of
general knowledge, theory, procedure and empirical proof to formulate solutions
to an issue. Zikmund et al. (2013) defined scientific method as:
16
TOPIC 1
BUSINESS RESEARCH
ACTIVITY 1.6
1.
2.
3.
1.9
Based on the details in the previous section, you should by now have a clear
understanding of the term theory. You ought to know that often times theory is
generated mostly through deductive and inductive reasoning as explained in the
following:
(a)
(b)
Deductive Reasoning
(i)
(ii)
Inductive reasoning
(i)
(ii)
TOPIC 1
BUSINESS RESEARCH
17
employees were always higher during the first two weeks of the
month in conjunction with the handing out of high bonus and salary
pay-outs. He then deduced that the production of employees is
closely related to bonus and salary pay-outs. Therefore, the manager
of Company C generalised that the employees productivity will
increase if their bonus and salary pay-out are high.
After the process of theory generation, you can now conduct observations or
empirical analysis to verify your theory. It is worth noting that a proven solid
theory is one that has gone through numerous tests.
ACTIVITY 1.7
1.
2.
Situation:
You are a director of an organisation who has hired a researcher to
conduct a research on recent employment issues in your
organisation. At the end of the research, the researcher presented
a full write-up report for your reference.
How would you be able to identify if it was a good research?
3.
Situation:
As the manager of a company, you see the need to conduct a
business research on the effect of productivity to your companys
operation after a major acquisition, in which the company
acquired another company in the same business. However, the top
management of your company does not seem quite interested in
the research.
How would you convince your companys top management that
this business research is very much needed for the betterment of
the company?
4.
5.
18
TOPIC 1
BUSINESS RESEARCH
TOPIC 1
BUSINESS RESEARCH
Hypothesis
Inductive reasoning
Business research
Proposition
Concept
Scientific methods
Construct
Theory
19
Deductive reasoning
20
TOPIC 1
BUSINESS RESEARCH
What are the qualities of a good research topic. (2013, February 14). Retrieved
from
http://readingcraze.com/index.php/what-are-the-qualities-of-agood-research-topic/
Zikmund, W. G. (2003). Business research methods (7th ed.). United States:
South-Western, Thomson Learning.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research
methods (9th ed.). Singapore: South-Western, Cengage Learning.
Topic
Research
Process
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
INTRODUCTION
In Topic 1, we discussed the importance of business research and the
characteristics of good scientific research. By now, you should be able to
understand and have a basic idea of what business research is. We will now
continue to discuss the different natures of business research, followed by
examination of the stages of the research process. We will also work on
identifying a research issue and generating a research problem. The methods of
writing a research proposal will then be extensively elaborated upon.
2.1
The aim of conducting research is to gather information for further analysis and
problem-solving. We often have the perception that research revolves around
major issues and requires extensive studies. It is undeniable that research
requires a long process, but mind you, it does not necessarily focus on major
issues. We carry out research for various purposes. The different natures of
conducting business research can be classified as: exploratory research,
descriptive research and causal research, which will be explained in greater
detail as follows:
Copyright Open University Malaysia (OUM)
22
(a)
TOPIC 2
RESEARCH PROCESS
Exploratory Research
(i)
(ii)
Descriptive Research
(i)
(ii)
It is often carried out after a researcher has a clear picture and precise
understanding of the research issue.
(iii) It is necessary to note that accuracy plays a vital role in this form of
research as it provides conclusive evidence which may be used for
problem-solving or decision-making purposes.
(iv) For instance, the owner of a family-owned hotel plans to expand the
hotels buildings to cater to the increase in room reservations during
peak seasons. The manager of the hotel needs to be as accurate as
possible when estimating the number of rooms that are needed as part
of the expansion so that the owner is well informed of the number of
employees to hire and the additional cost that may be incurred
through the entire process.
TOPIC 2
(c)
RESEARCH PROCESS
23
Causal Research
(i)
(ii)
24
TOPIC 2
RESEARCH PROCESS
Description
Descriptive
Research
Causal Research
Level of uncertainty
on decision
situation
High
Partially defined
Clearly defined
Key research
statement
Research question
Research question
Research hypothesis
Timeline for
decision-making
Early stage
Later stages
Later stages
Research approach
Unstructured
Structured
Highly structured
Nature of results
Discovery oriented,
productive, but still
speculative. Often
in need of further
research
Can be
confirmatory
although more
research is
sometimes still
needed. Results can
be managerially
actionable
Confirmatory
oriented. Fairly
conclusive with
managerially
actionable results
often obtained
Examples
What are
customers
expectations of
new products?
What product
sells the most in
the first quarter
of the year?
Will new
innovative
products attract
more customers?
The productivity
of employees
drops
drastically?
Will combo
promotion items
increase sales?
ACTIVITY 2.1
Search for information from the internet or other sources such as
magazines and newspapers for an example of each type of business
research: exploratory, descriptive and causal. Why do you think these
types of research are categorised as mentioned? Compare and discuss
your answer with your classmates.
TOPIC 2
2.2
RESEARCH PROCESS
25
A well-known philosopher was once quoted saying that the destination does not
matter, it is the journey that matters most. The same applies to the research
process however in this case the outcome of the research is equally as important.
Each small little part or stage of research is connected to other parts. Just as DIY
furniture pieces require a step-by-step assemble sequence instruction guidebook
for users to refer to, business research stages work as a guideline for a researcher
when conducting research. The stages to conduct business research are as
follows:
(a)
(ii)
Once you have successfully identified the situation, you should begin
to define the problem into a research statement. A research statement
is also known as a problem statement.
26
(b)
TOPIC 2
RESEARCH PROCESS
(ii)
Planning a Sample
(i)
(ii)
(iii) After the targeted population has been identified, you will need to
determine the size of the sample for analysis purposes. Do bear in
mind that in quantitative research, sample size plays an important
role in the outcome of the research.
(iv) Therefore it is vital for you to select the appropriate sample size to
ensure that the sample can fully represent the entire population.
(d)
Data Collection
(i)
Once the sample and sample size has been identified, you can begin
the data collection or information gathering process based on the
proposed technique during the research design stage.
(ii)
TOPIC 2
(e)
RESEARCH PROCESS
27
You should then begin to prepare or process the collected data for
analysis. The process of editing and coding the collected data will take
place before further analysis is conducted.
(ii)
(f)
(ii)
(iii) You must be mindful to prepare a research report that suits the needs
of the reader. Often, research reports for organisation and managerial
viewing ought to be simple and brief, while research reports for
academic research purposes ought to be thorough, precise and
detailed.
28
TOPIC 2
RESEARCH PROCESS
Figure 2.1 depicts a graphic illustration of the stages in the research process
which we will discuss in greater detail in the later topics of this module.
ACTIVITY 2.2
Based on your readings, provide examples of the types of business
research that organisations often conduct. Why do you think
organisations conduct these types of research?
TOPIC 2
2.3
RESEARCH PROCESS
29
(ii)
(ii)
For instance:
Situation 1
Symptom : Significant drop in the number of hotel reservations.
Problem : Rooms are dirty and outdated.
Situation 2
Symptom : Preferences of product A over product B.
Problem : Product A lacks value-added features.
Copyright Open University Malaysia (OUM)
30
(c)
TOPIC 2
RESEARCH PROCESS
(ii)
By this stage, you should have a brief plan of the method of research
and the research approach that you intend to take.
Situation 1
Decision statement
Objective
Situation 2
Decision statement
Objective
(d)
A study which specifies who or what should provide the data and at
what level of aggregation is known as unit of analysis (Zikmund et al.,
2013).
(ii)
At this point, you will need to decide whether the data collection
should involve individuals, groups of people, business organisations
or other objects.
(iii) For instance, in terms of preferences of hotel stay, the unit of analysis
that is most appropriate would be individuals.
TOPIC 2
(e)
RESEARCH PROCESS
31
After you have determined the unit of analysis, you can identify the
key variables that need to be studied to answer your decision
statement.
(ii)
(iii) For instance, the drop in the number of hotel reservations is due to
dirty and outdated hotel rooms. In this case, the dependent variable is
the drop in the number of hotel reservations while the independent
variables are the dirty and outdated hotel rooms.
(f)
Once the variables have been identified, you can state your research
questions as well as research hypotheses. Often but not necessarily,
research questions state the objectives of research in the form of
questions. On the other hand, research hypothesis is defined as an
unproven statement that needs to be tested empirically.
(ii)
32
TOPIC 2
RESEARCH PROCESS
ACTIVITY 2.3
1.
2.
3.
2.4
TOPIC 2
RESEARCH PROCESS
33
You may ask, what is the purpose of preparing a research proposal? Research
proposals can be likened to a report card or ticket to your next destination. How
is this so? The following provides an explanation on the importance of a research
proposal:
(a)
Planning Tool
(i)
Research proposals can be used as a planning tool as it serves as stepby-step guidance for you in conducting research. For instance, you
can never plan the methods of data collection without first knowing
the issue and objectives of your research.
(ii)
Contract or Agreement
(i)
(ii)
(iii) The acceptance of your research proposal signifies that your research
work is on the right track.
34
TOPIC 2
RESEARCH PROCESS
Now that you know the importance of a research proposal, do you feel
encouraged to produce a good proposal? We will now briefly explain the basic
content and guidelines of a research proposal:
(a)
(b)
Title
(i)
Your title should illustrate your proposal well and provide a clear
picture of your research to readers.
(ii)
(ii)
(ii)
TOPIC 2
(d)
(e)
(f)
(g)
RESEARCH PROCESS
35
Literature Review
(i)
(ii)
Research Design
(i)
(ii)
Timeline
(i)
(ii)
This is the section in which you should list out all the expenses that
you may incur in undertaking this research.
(ii)
(iii) Costing is also important for budgetary purposes. For example, if you
are embarking on an academic research, this will allow for allocation
of funds for the research.
36
TOPIC 2
RESEARCH PROCESS
SELF-CHECK 2.1
1.
2.
Title
(b)
(c)
Problem statement
(d)
Methodology;
(ii)
Compare your proposal with that of your or from those that you
find on the internet.
TOPIC 2
RESEARCH PROCESS
37
ACTIVITY 2.4
1.
2.
3.
4.
5.
Situation:
As an academician, you assigned your students with the task of
preparing a research proposal. The best research proposal
submitted will be allocated a certain amount of research fund.
How would you justify the contents of a good research proposal?
38
TOPIC 2
RESEARCH PROCESS
The steps in defining research problems are firstly to identify the situation,
differentiate between symptoms and problems, prepare decision statements
and research objectives, determine the unit of analysis, determine the relevant
variables and lastly, form the research questions and hypotheses.
Causal research
Research hypothesis
Research proposal
Descriptive research
Research question
Exploratory research
Research statement
Sample
Problem definition
Unit of analysis
Research design
Copyright Open University Malaysia (OUM)
TOPIC 2
RESEARCH PROCESS
39
Topic
Reviewing
Literature
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
5.
INTRODUCTION
In the previous topic, we discussed the different natures of business research and
the stages of the research process, as well as the importance of preparing a
thorough research proposal. Now in this topic, we will provide an extensive
discussion on reviewing literature, followed by an examination of the different
sources of literature. Then we will teach you the methods involved in conducting
a search for literature. Lastly, we will explain the criteria required in producing a
good literature review write-up for your research.
3.1
The term literature review has always brought major headaches to most
researchers and students. Literature review may be the chapter in your thesis or
research proposal that you wish you could skip entirely. As a researcher, it is
understandable that literature review is one of the most time-consuming and
challenging task, which is probably why many researchers hate it. However, as
you learn of the importance of literature review, you might even begin to love it.
You will then probably ask, What are the reasons for doing a literature review?
Copyright Open University Malaysia (OUM)
TOPIC 3
REVIEWING LITERATURE
41
Rest assured we will come to this in the later part of this topic, but first, lets
underline the definitions of literature review.
Zikmund et al. (2013) defines literature review as:
42
(ii)
TOPIC 3
REVIEWING LITERATURE
(iii) For instance, assume that as a doctor, you were presented with a
patient and a file containing the medical information and medical
results from tests that your patient has gone through. Would you as a
doctor conduct an operation procedure on your patient without first
reading and reviewing the prior medical results?
(iv) Therefore, as medical results and medical information are important
to a professional medical doctor before diagnosing an illness or
conducting further medical procedures, literature review is important
to lead you as a researcher in the right direction or serve as a guide for
you to conduct your research in a proper manner.
(b)
(ii)
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43
A good literature review can be likened to the head light on your car that flashes
and lights your way as you drive down the road to your destination. Literature
review may be a difficult task for some, but know that as you read and write, you
will be able to see the beauty of it and you will begin to love it too.
SELF-CHECK 3.1
Based on your own understanding, define the term literature review.
Compare and discuss your definition with your classmates.
3.2
Reading
(i)
(ii)
44
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(iii) As Saunders et al. (2009) stated, as you read, try to ask questions such
as why the author chose this field of study or methods, how can I
apply this in my research, what can I do to improve my research
based on recommendations by this author, where should I include
this important point in my research and so on.
(iv) By asking these questions, you are trying to evaluate what you are
reading so that you are able to relate or incorporate the information
into your research.
(v)
(b)
Content
(i)
(ii)
(iii) The pros and cons or the strengths or weaknesses of past research
studies and theories should also be included. As you conduct an
assessment on the literature, you will be able to select the
methodology that best suits your research topic.
(iv) By evaluating and assessing the recommendations proposed in
previous studies, you would be able to identify gaps in the research.
Thus, you would then be able to improve your research to cover these
new areas and establish and contribute new findings or insights to
your research area.
(c)
Structure
(i)
TOPIC 3
(ii)
REVIEWING LITERATURE
45
When drafting your literature review, you may adopt the concept of a
funnel in your writing. A funnel is broad on top and gets narrower
towards the end. The same should apply to your literature review.
You should also divert the attention of your reader to the new
contribution or new findings that you wish to achieve in your
research in order to keep your reader engrossed in your research
work.
46
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ACTIVITY 3.1
1.
2.
3.3
LITERATURE SOURCES
In general, there are vast resources available that contain useable information for
research, comprising of primary, secondary and tertiary sources (see Figure 3.2).
As we are all aware, the Internet is the first source that often comes to mind
when searching for information. It is therefore important that you source your
information or literature from reliable and credible channels to ensure that the
content of information are factual and dependable.
(a)
Primary Literature
(i)
(ii)
TOPIC 3
(b)
REVIEWING LITERATURE
47
Secondary Literature
(i)
(ii)
Secondary literatures are available and accessible via the Internet and
publication databases. These are one of the most frequent channels for
researchers and students to search for literature reviews.
(iii) Journals are usually published in printed form and are commonly
accessible online through subscribed journal publication databases
services.
(iv) Secondary literature sources contain reliable contents as these
publications are often evaluated and verified by academicians, field
experts and publishers beforehand.
(c)
Tertiary Literature
(i)
(ii)
ACTIVITY 3.2
1.
Using the OUM library, what types of databases are available for
you to use when searching for information?
2.
3.
48
3.4
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REVIEWING LITERATURE
LITERATURE SEARCHING
TOPIC 3
(a)
REVIEWING LITERATURE
49
(ii)
You may also want to begin searching for a research topic from
various research fields based on your interest if you do not already
have one. In addition, you may also read up on literature review
written by other researchers in order to assist you in gaining better
understanding of the research topic.
(iii) It is normal for your research topic and title to change a little as you
read and write your literature review.
(iv) As you progress in selecting your topic, you may begin on a specific
narrow search for previous studies that are similar to your research
topic.
(v)
(b)
There are plenty of sources and databases through which you can
search for literature for your research. The Internet and tertiary
literature sources such as citation indexes and abstracts can be used to
help us collate primary and secondary literature sources.
(ii)
You can also search for additional literatures through the references
or bibliography listed at the end of journal articles or books. This is a
wise and time-saving move as you would be able to identify journals
or books that are closely related to your research.
50
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(iv) Here is a list of selected databases and indexes for your reference:
(c)
Emerald;
JSTOR;
Science Direct;
Springer Link;
Wiley-Blackwell.
After you have successfully identified the sources, you can conduct a
search to access full text articles if you have the exact title of journal
articles or books.
(ii)
(iii) For instance: you may want to search for total quality management
instead of management; financial economics instead of finance;
or food processing industry instead of food industry.
(iv) You should use a refined keyword or term instead of general ones to
narrow your search to relevant and useful resources for your research.
(v)
As the search results pop out on your computer, try to select the
journal articles or books that suit your research needs by briefly
reading and browsing through the abstracts and contents before you
decide to download and have it printed out for a more detailed read
later on.
TOPIC 3
REVIEWING LITERATURE
51
Now that we have discussed how to conduct effective literature searching, try to
apply these methods sin your next search. You would be surprised to see the
differences compared to when you were searching in the dark. When you know
exactly how, what and where to look, literature searching becomes an easy task.
The next time you search for your belongings in your home, try to impress your
mother too with your newfound searching skills!
ACTIVITY 3.3
Briefly draft out how you would conduct an effective literature search.
Compare and discuss your plan with your classmates.
3.5
Proper Citation
(i)
(ii)
52
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(iv) For instance, wherever appropriate, researchers can use the APA Fifth
Edition style to cite original source(s) as follows:
(b)
Reference List
(i)
All the articles or books that you find relevant to your research topic,
you should list them out in this section.
(ii)
Often times, we tend to leave this troublesome task to the end of our
research. A piece of advice that is worth following: never put this off
as you could have a hard time sorting out and listing all the relevant
references later on in your research.
(iii) You should prepare the references as you write your literature review
and as you quote and cite other peoples works. The References tab
in Word would come in handy as you could use it to insert citations
and references easily.
(iv) You should also record your references based on your universitys
reference requirements for research students or your sponsors
reference requirements for hired researchers.
(v)
(vi) The most common reference style for university students is the APA
Style, with the format of author-date citation.
(vii) It is important to note that, according to the APA citation style, your
reference list should only include sources that you have cited in your
research.
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REVIEWING LITERATURE
53
(viii) In the reference list, the format of citations based on APA reference
style are as follows:
Journal
Authors last name, initials (year). Title of journal article. Journals
name, volume number (issue), page numbers.
Choo, S. Y., & Abd Jalil, S. (2014). Excess capacity and entry
deterrence: The case of Malaysian palm oil refining industry.
Malaysian Management Journal, 18, 3-12.
Book
Authors last name, initials (year). Title of book. Place of
publication: Publisher.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods
for business students (5th ed.). Edinburgh: Prentice Hall,
Pearson Education.
Book chapter:
Authors last name, initials (year). Title of chapter. In name of
editor (Ed.), Name of book (page numbers of chapter). Place
of publication: Publisher.
Ordover, J. A., & Saloner, G. (1989). Predation, monopolisation and
antitrust. In R. Schmalensee & R. Willig (Eds.), Handbook of
industrial organisation, I,. 538-596. Amsterdam, Netherlands:
Elsevier Science B. V.
(c)
Plagiarism
(i)
Do you know that literature review is the chapter with the highest
plagiarism rate compared to other chapters in many research reports or
dissertations? This is because literature review is where we quote and
cite other authors or other researchers published work.
(ii) Do you know that plagiarism is a serious offense in the academic field?
The act of plagiarism is the analogy of a robber or thief, where they rob
and steal your belongings and later pretend that they are the rightful
owner of the items.
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ACTIVITY 3.4
1.
2.
ACTIVITY 3.5
1.
2.
3.
Situation:
As a lecturer, you assign your students the task of searching for
materials as part of their literature review write-up for their
research report.
How would you advise your students to conduct an effective
literature search?
4.
What are the important writing criteria that you should know as a
researcher?
TOPIC 3
REVIEWING LITERATURE
55
The three important aspects in writing a good literature review are reading,
content and structure. Critical reading technique is the habit of asking
questions as you read. The content of a good literature review is one in which
you include a comprehensive evaluation and analysis in your discussion. The
structure of a literature review should be broad with general discussions as
introduction in the beginning of a review, followed by a detailed and
narrowed discussion later on.
Tertiary literature is the search tools we use to search for primary and
secondary literature sources. It consists of indexes, abstracts, catalogues,
encyclopaedias, dictionaries, bibliographies and citation indexes.
The steps to conduct literature search are identify and select a research topic,
identify search sources and carry out a search for articles.
56
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APA style
References list
Citation
Secondary sources
Critical review
Tertiary sources
Literature review
Literature search
Primary sources
Plagiarism
Cooper, D. R., & Schindler, P. S. (2013). Business research methods (12th ed.).
Singapore: McGraw Hill.
How could I write my literature review? (2014, April 9). Retrieved from https://
student.unsw.edu.au/printpdf/208
How to write a literature review. (2015, August 4). Retrieved from https://
library.concordia.ca/help/howto/litreview.php
Literature reviews. (2012). Retrieved from https://writingcenter.unc.edu/files/
2012/09/Literature-Reviews-The-Writing-Center.pdf
Literature reviews: An overview for graduate students. (n.d.). Retrieved from
http://www.lib.ncsu.edu/tutorials/litreview/
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business
students (5th ed.). Edinburgh: Prentice Hall, Pearson Education.
Sekaran, U. (2003). Research methods for business: A skill-building approach (4th
ed.). United States: John Wiley & Sons, Inc.
TOPIC 3
REVIEWING LITERATURE
57
Taylor, D. (n.d.). The literature review: A few tips on conducting it. Retrieved from
http://www.writing.utoronto.ca/images/stories/Documents/literaturereview.pdf
Zikmund, W. G. (2003). Business research methods (7th ed.). United States:
South-Western, Thomson Learning.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research
methods (9th ed.). Singapore: South-Western, Cengage Learning.
Topic
Research
Design
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
5.
6.
INTRODUCTION
In the previous topic, we discussed the importance of a good literature review for
research. In this topic, we will highlight the concept of research design, followed
by a discussion on basic research design techniques. We will also examine two
distinctive methods of research; qualitative and quantitative and the different
techniques for each method. We will then explain research sampling, the
purposes of sampling and the stages involved in sampling. Lastly, we will
discuss the various types of sampling frequently found in business research.
TOPIC 4
4.1
RESEARCH DESIGN
59
A master plan that specifies the methods and procedures for collecting and
analysing the needed information.
The general plan of how you will answer research questions. It will contain
clear objectives, derived from your research questions, specify the sources
from which you intend to collect data and consider the constraints that you
have as well as discussing ethical issues.
Research design underlines the sources of data, method of data collection, how
analysis of data will be carried out and data sampling based on research
objectives. It contains detailed descriptions of how the research will be
conducted, the methods or techniques of data collection and plans of the sample
size that is appropriate for the research.
Research design can be likened to the design plan of a building. When
constructing a building, construction workers would first need a blueprint or
design plan of architecture in order to proceed with the estimation of materials,
workers and time schedule to complete the construction. The same applies to
research where research design is the work plan to establish the direction or flow
of a research.
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RESEARCH DESIGN
SELF-CHECK 4.1
Using your own words, describe research design? Discuss with your
classmates.
4.2
There are many research designs that you can adopt in your research. It is
important that you select the appropriate design(s) that suits and enables you to
fulfil your research objectives and research questions. It is worth noting that no
research design is of better-quality or superior to another. As a researcher, it does
not matter which method is used, what matters most is that the selected research
design is able to accomplish whatever that you wish to attain from the research
and enables you as a researcher to accomplish your research objectives. The basic
research design techniques are:
(a)
Survey
(i)
(ii)
(iii) In order to collect the data needed, the respondent is often presented
with a set of questions generated by the researcher on a specific
research issue. The survey could be in a printed form of questions or
in an electronic form through the Internet or via email or telephone
calls as well.
(iv) The questionnaire survey method is a time-consuming task as it
requires researchers to carefully select or hand-pick respondents to
represent the whole population being researched.
TOPIC 4
(b)
RESEARCH DESIGN
61
Secondary Data
(i)
(ii)
Experiment
(i)
(ii)
62
(d)
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RESEARCH DESIGN
Observation
(i)
(ii)
(e)
Case Study
(i)
(ii)
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RESEARCH DESIGN
63
In addition, as a researcher, you may want to decide on the time dimension when
you are planning your research design. There are two time dimensions that are
commonly adopted in research, based on the research question or research issue
and they are as follows:
(a)
Cross-sectional Studies
(i)
(ii)
(iii) More often than not, survey studies and cross-sectional studies are
synonymous in business research.
(b)
Longitudinal Studies
(i)
(ii)
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RESEARCH DESIGN
Panel Study
Cohort Study
TOPIC 4
65
RESEARCH DESIGN
Subject 1
Subject 2
Subject 3
Variable 1
Variable 2
Variable 3
Longitudinal Studies
Time Period:
Year 1 Year 3
Variable A
(Year 1)
Variable B
(Year 2)
Variable C
(Year 3)
Subject X
80
99
80
Subject Y
90
65
75
Subject Z
65
55
58
Variable 1
Variable 2
Variable 3
2005
3.80
3.50
3.00
2006
3.60
2.65
2.90
2007
3.20
3.55
3.35
Panel Study
Subject
Year
Variable 1
Variable 2
Variable 3
2011
50
80
88
2012
60
90
79
2011
55
40
70
2012
96
77
80
Cohort Study
Month 1
Month 2
Month 3
Month 4
Month 5
January
90
97
93
89
80
February
80
88
83
60
March
100
96
88
April
92
94
May
87
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RESEARCH DESIGN
ACTIVITY 4.1
1.
Search for two empirical journal articles in the OUM Library and
identify the types of research designs used in both. Provide
justification for your reasoning.
2.
From the two chosen journal articles, identify which type of time
dimension was used for each study. Provide evidence by carefully
reading the methodology section of each journal article.
4.3
Generally, in social science, particularly in business research, there are two major
research methods that are frequently employed, namely qualitative and
quantitative methods. With the on-going debates and comparison of these
methods, it is worth noting that both are equally useful and neither is superior
over another, as long as the chosen method suits and serves your research
objectives. For example, as there are many modes of transportation which you
could use to arrive at the destination of your choice, you have to choose the
transport that best suits your journey. If your destination was Cameron
Highlands for instance, you could either choose between driving up the hill in a
car or hop on a bus, but you could never choose a ship to bring you there. The
details of the methods are elaborated further in the following:
(a)
(ii)
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RESEARCH DESIGN
67
Benefits
Flexible, easy to
conduct and can be
completed in a short
period of time
Able to generate
multiple perspectives
and detailed discussion
Limitations
Inappropriate for
discussion on sensitive
issue or topic
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RESEARCH DESIGN
Depth Interviews:
Interview or discussion
with one participant and
one trained facilitator
Able to generate
detailed perspectives or
individual insights
Conversation (Discourse
Analysis):
Discussion involving
participants and a trained
facilitator in an informal
setting
Inexpensive way to
generate information or
insight
Word Association or
Sentence Completion:
Records participants first
response or thought to
stimulus
Can be conducted
quickly in an
inexpensive way
Observation:
Documentation or
description of observed
subject
Can be an inexpensive
way to generate
information
Requires an
experienced facilitator
to draw out views from
all participants and to
prevent vocal
respondents from
dominating the
interview
Time-consuming and
very costly to conduct
Fails to produce
creative and detailed
description or
explanation
TOPIC 4
(b)
RESEARCH DESIGN
69
(ii)
(iii) For instance, as a hotel manager, you would like to study the hotel
guests satisfaction during their visit to your hotel. You could conduct
a survey to gauge their satisfaction of hotel services. You can obtain a
list of all your hotel guests and through a simple random sampling
technique select 500 guests as your sample. Then send out an email
questionnaire to your selected hotel guests to gather their opinion of
their level of satisfaction. Of all the questionnaires that may be
returned, only 350 questionnaires are usable. From these 350
respondents, you can perform a simple statistical analysis to ascertain
the level of satisfaction of hotel guests during their stay at your hotel.
This is classified as a quantitative research.
Table 4.3 provides a comparison between qualitative and quantitative
research.
Table 4.3: Comparison of Qualitative and Quantitative Research
Comparison
Qualitative Research
In-depth insight or
understanding
Theory building or
discovering new ideas
Focus or approach
Objective or purpose
Types of data
Quantitative Research
Observe, understand
and interpret
Small sample
Larger sample
Non-probability
Probability
Verbal or pictorial
descriptive data
Numerical data
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RESEARCH DESIGN
Data collection
Unstructured, flexible
free-form
Structured
Data analysis
Non-quantitative
method
Statistical or
mathematical method
Findings
Subjective, dependent
on researchers
perspectives
Objective, descriptive
and conclusive
Researchers involvement
Intimately involved
Detached
Nature of research
Exploratory research
Descriptive research
Causal research
ACTIVITY 4.2
Search for two empirical journal articles that have both qualitative and
quantitative methods:
(a)
(b)
4.4
RESEARCH SAMPLING
What do you understand from the word sampling? In our daily lives, if you
dont already know, we frequently sample. A small cup or food packages
distributed to passers-by at a promotion stall set up in a shopping centre or by
taking a few sips of wine at a store selling new brands of wine and arriving at the
conclusion that the wine is good are both examples of sampling. The act of
randomly selecting a magazine or book, flipping through a few pages and
quickly reading a few sentences from these pages before deciding to buy is also
another form of sampling. What does sampling really mean then?
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71
4.4.1
You may think that if census covers all the elements in a population, is it not a
better measure compared to sampling? Well, not necessarily. We will tell you
why by discussing the purposes of sampling in business research:
(a)
Cost Factor
(i)
72
(ii)
TOPIC 4
RESEARCH DESIGN
(ii)
(iii) With the right sample, you will be able to generate accurate and
conclusive findings compared to census which may contain
redundant and unnecessary information.
(iv) For instance, you received complaints on the bad quality of your
companys products. As a manager, you are responsible for
investigating these complaints. You should start by studying the
employees in the production and quality assurance departments as
they are responsible for ensuring that the products are in good quality
to be sold. The sample for you to conduct the study is production and
quality assurance employees instead of all the employees in the
company.
(c)
Time Factor
(i)
(ii)
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RESEARCH DESIGN
73
4.4.2
Stages in Sampling
Now that you know of the importance of sampling in your research, you ought
to learn the stages of sampling. The process of sampling is as follows:
(a)
(ii)
(iii) For instance, you would like to investigate the consumption pattern of
undergraduates in your university. The target population would be
all the undergraduate students in your university. This does not
include for example, postgraduate students.
(b)
(ii)
(iii) For instance, referring to the example in (a), the list of undergraduate
students in your university is the sample frame for your research.
74
(c)
TOPIC 4
RESEARCH DESIGN
Next, you should decide on the sampling method that you need to
adopt in your research. You may choose between probability
sampling and non-probability sampling.
(ii)
(d)
It is true that you would only be able to reflect the results of your
research on the entire population with a large sample size. However,
an appropriate sample size is good enough.
(ii)
TOPIC 4
RESEARCH DESIGN
75
n=
of which,
n
Z cl2
p
q
E2
=
=
=
=
=
Z cl2 pq
E2
sample size
square of confidence level in standard error units
estimated proportion of successes
1 p , or estimated proportion of failures
square of the maximum allowance for error
between the true proportion and the sample
proportion
ZS
n =
E
of which,
n
Z
S
E
(e)
= sample size
= standardised value corresponding to confidence
level
= sample standard deviation or an estimate of the
population standard deviation
= the acceptable margin of error
Fieldwork Execution
As soon as the sample size is successfully determined, you are all set to
begin collecting data or information from your sample.
ACTIVITY 4.3
1.
2.
76
4.4.3
TOPIC 4
RESEARCH DESIGN
Non-probability Sampling
(i)
(ii)
Convenience Sampling
Judgement Sampling
TOPIC 4
RESEARCH DESIGN
77
For instance, assuming that 60 per cent of the students are male
and the remaining 40 per cent of are female, the quota sampling
would set the sample on the ratio of 60 per cent male to 40 per cent
female.
(b)
Probability Sampling
(i)
78
TOPIC 4
(ii)
RESEARCH DESIGN
Systematic Sampling
This sampling method ensures that each group is wellrepresented. This sampling method is deemed to produce an
efficient selection.
Copyright Open University Malaysia (OUM)
TOPIC 4
RESEARCH DESIGN
79
This method does not draw samples from each group but rather
randomly selects only a few groups to study.
80
TOPIC 4
(v)
RESEARCH DESIGN
TOPIC 4
RESEARCH DESIGN
81
Judgement sampling:
Uses researchers
judgement to select samples
based on certain traits or
characteristics
Quota sampling:
Classifying population by
similar characteristics or
traits on a fixed quota
Snowball sampling:
Uses the probability
method in selecting
respondents at an early
stage and later selects
respondents through initial
respondents
recommendation or referral
Benefits
Limitations
Extremely economical
to conduct
Commonly used
Moderately economical
to conduct
Moderately used
Moderately economical
to conduct
Bias results
Non-random selection
Sample is wellrepresented
Commonly used
Economical to conduct
82
TOPIC 4
RESEARCH DESIGN
Systematic sampling:
Uses randomly picked
numbers and subsequently
to select respondents at a
fixed interval
Stratified sampling:
Divides the population into
groups and later conducts a
simple random sampling on
each group
Benefits
Able to accommodate
large samples
Commonly used
Easy to determine
sampling distribution,
mean or proportion
Moderately economical
to conduct
Moderately used
Increased statistical
efficiency
Moderately used
Limitations
Costly to conduct
Time-consuming task
Requires an extensive
list of all elements in the
population
Requires a sampling
frame to work with
Requires accurate
information on each
group
May be costly to
conduct
TOPIC 4
Cluster sampling:
Divides population into
groups and randomly
selects groups to sample
from
RESEARCH DESIGN
83
Able to estimate
characteristics of groups
and population
Duplication, omission
and statistical error may
result
Economical to conduct
Commonly used
May be costly to
conduct
Costly to conduct
Frequently used
Depends on techniques
combined
Depends on techniques
combined
Source: Saunder et al. (2009), Cooper and Schindler (2013) and Zikmund et al. (2013)
SELF-CHECK 4.2
1.
2.
(b)
Probability sampling.
84
TOPIC 4
RESEARCH DESIGN
ACTIVITY 4.4
1.
2.
(b)
(c)
3.
4.
5.
6.
Situation:
Kevin has obtained a list of all 1,500 employees in Company A.
Kevin wishes to study if employees earning an annual income of
RM80,000 own a house or condominium in the city.
What type of sampling technique should Kevin use? Justify your
answer.
TOPIC 4
RESEARCH DESIGN
85
Survey, secondary data, experiment, observation and case study are among
the basic research design techniques that a researcher could adopt to collect
data or information in research.
Two time dimensions that are commonly adopted in research are crosssectional studies and longitudinal studies. Cross-sectional study only focuses
on one specific point of time across various variables. Longitudinal studies
observe multiple variables at various points of time.
Time series studies analyse similar variables or subjects over multiple time
periods. Panel study is a combination of cross-sectional and time series
studies of a set of variables or subjects over a specific time period. Cohort
study studies a group of subjects or variables exhibiting similar
characteristics over a specific time frame.
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TOPIC 4
RESEARCH DESIGN
TOPIC 4
RESEARCH DESIGN
Case study
Census
Cluster sampling
Quota sampling
Convenience sampling
Research design
Cross-sectional study
Sample
Experiment
Sample size
Judgment sampling
Sampling
Longitudinal study
Secondary data
Non-probability sampling
Snowball sampling
Observation
Stratified sampling
Population
Survey
Probability sampling
Systematic sampling
87
88
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RESEARCH DESIGN
Mugo Fridah W. (2002, June 9). Sampling in research. Retrieved from http://
www.indiana.edu/~educy520/sec5982/week_2/mugo02sampling.pdf
Qualitative vs quantitative research. (2012, October 14). Retrieved from http://
www.aiuniv.edu/blog/october-2012/qualitative-vs-quantitative-research
Quantitave vs. qualitative research: Whats the difference? (2011, October 10).
Retrieved from http://www.mymarketresearchmethods.com/quantitativevs-qualitative-research-whats-the-difference/
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business
students (5th ed.). Edinburgh: Prentice Hall, Pearson Education.
Sekaran, U. (2003). Research methods for business: A skill-building approach (4th
ed.). United States: John Wiley & Sons, Inc.
Sheldon, R. (2016). Qualitative or quantitative Which method is for you?
Retrieved from http://www.marketingdonut.co.uk/marketing/marketresearch/qualitative-or-quantitative-which-method-is-for-youWeathington, B. L., Cunningham, C. J. L., & Pittenger, D. J. (2012, August 9).
Sampling: The first steps in research. Retrieved from http://onlinelibrary.
wiley.com/doi/10.1002/9781118342978.ch7/summary
What is research design? (n.d.). Retrieved from http://www.nyu.edu/
classes/bkg/methods/005847ch1.pdf
Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Applied
Social Research Methods, Vol. 5. United States: Sage Publication, Inc.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research
methods (9th ed.). Singapore: South-Western, Cengage Learning.
Topic
Data
Collection
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
5.
6.
INTRODUCTION
In the previous topic, we discussed research design and the importance of
sampling in business research. In this topic, we will highlight the methods of
data collection commonly found in research, followed by a discussion on
primary data collection methods which include the advantages and
disadvantages of these methods, errors in survey research and methods of
communication when conducting a survey. Lastly, we will also discuss
secondary data collection methods, followed by a detailed explanation of the
advantages and disadvantages of secondary data collection methods and
identifying the sources of secondary data.
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TOPIC 5
5.1
DATA COLLECTION
Do you know that some researchers spend years collecting data for their
research? Data are facts or recorded information of a particular event,
phenomenon or variable that is collected for further processing or analysing.
Data are an essential aspect of your research, as without it, you could never move
forward to the analysis stage of your research. Data are important because they
are the inputs that you need for analysis in your research.
Generally, there are two types of data in research, the first being primary data
and the second is secondary data. Primary data are data that is collected or
gathered particularly by the researcher himself or herself, specifically to serve the
purpose of the research. Primary data collection methods are inclusive of
surveys, experiments or observations. It is an effort-consuming method that
requires the researchers supervision or contact with respondents.
On the other hand, secondary data are data that was previously collected for
other purposes by other researchers. Secondary data collection is carried out
mainly through databases, books, government sources or other sources which we
will discuss subsequently in this topic. It is a relatively effortless collection
method compared to that of primary data.
The purposes of data gathering include:
(a)
(b)
(c)
(d)
As you begin planning your research, you should already have in mind the types
of data that you would use. It is important that you do not put this off until the
data collection stage. By then, it would be too late to realise that you do not have
access to the data that you need or that the data that you require is simply
unavailable after you have completed all the stages prior to this. It would be a
waste of time to start over on a new research topic after you have completed your
academic research proposal or your business proposal.
TOPIC 5
DATA COLLECTION
91
ACTIVITY 5.1
Browse newspapers or business magazines such as The Economist and
The Edge and identify the types of data used in the reporting of
business articles. Provide justifications as to why you think these types
of data are used and discuss your thoughts with your classmates.
5.2
A formal term for a survey which emphasises that the purpose of contacting
respondents is to obtain a representative sample, or subset, of the target
population.
Hence, sample survey is the representative or the small portion of the population
that you select to study for your research.
Although we know that survey is an effort-consuming task, it is actually a quick
and effective way to acquire information from a sizeable population. In addition,
survey is economical, easy and convenient to be carried out. A properly executed
survey produces accurate and scientific results that are helpful in assisting your
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TOPIC 5
DATA COLLECTION
5.2.1
There are two types of errors commonly found in survey research, the random
sampling error and systematic error (refer to Figure 5.1).
(a)
Systematic Error
(i)
(iii) Sample bias displays a persistent deviating result from the actual
value of the population parameter.
(iv) Systematic errors are categorised into administrative errors and
respondent errors.
Error
that
arises
during
the
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DATA COLLECTION
93
Respondent errors: Sample bias arising from respondents nonresponse or response bias. Non-response error is the difference
between the inclusion of those who responded and those who did
not respond to the questionnaire. Response bias refers to bias that
arises when respondents knowingly or unknowingly provide
distorted and misleading answers. Respondents may deliberately
falsify the answers in an attempt to appear intelligent, as a cover
up or they unconsciously misunderstood the question or
misrepresented the answer (Zikmund et al., 2013). The types of
response bias are as follows:
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DATA COLLECTION
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5.2.2
DATA COLLECTION
95
When you are certain that you want to use primary data for your research, the
next step is to identify the methods of communication that you would adopt to
gather your data. There are three major communication approaches for survey:
(a)
Personal Interviews
(i)
(ii)
Advantages:
(iii) Disadvantages:
96
(b)
TOPIC 5
DATA COLLECTION
Telephone Interviews
(i)
(ii)
Advantages:
(c)
Self-administered Questionnaires
(i)
(ii)
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DATA COLLECTION
97
(iii) Advantages:
Economical to conduct.
(iv) Disadvantages:
(v)
Now that we have discussed different survey methods, we will briefly focus on
the differences between structured, unstructured and disguised questions in
surveys. How would you differentiate between these questions?
Always remember, questions that restrict or limit responses are known as
structured questions. For instance, you may be asked to select your age based on
age groups such as age 20-29, age 30-39 instead of specifically stating your
actual age.
Unstructured questions provide respondents with freedom to state their opinions
through open-ended questions such as What aspect(s) in the hotels services do
you believe requires improvement? In this case, you are required to state your
opinion.
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DATA COLLECTION
Disguised questions are indirect questions that do not reveal the purpose of the
study to respondents. The reason for this is to allow the researcher to obtain
unbiased and true responses from respondents. Questions such as Have you in
anyway downloaded a copyrighted book from the Internet? and Have you
visited any webpages that enable you to downloaded copyrighted movies? are
examples of disguised questions. Table 5.1 summarises what you have learned
thus far regarding the methods of survey communication.
Table 5.1: Methods of Survey Communication
Personal
Description
Interview
Telephone
Interview
Self-administrated
Questionnaire
Concept
Interview that is
conducted over the
telephone
Advantages
Allows feedback
and detailed
communication
Inexpensive
Suitable for
survey that
requires longer
interview time
Able to cover
wide
geographical
areas
Provides
anonymity to
respondents
Economical
Convenient for
respondents
Provides
anonymity to
respondents
Ensures that
respondents
respond to all
the questions
Ensure
cooperation and
participation
Able to reach
remote areas and
illiterate
respondents
Able to generate
good
cooperation and
provide a sense
of security to
respondents
Able to cover
wide areas
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Disadvantages
Extremely costly
to conduct, timeconsuming
No anonymity
for respondents
Limited
geographical
coverage area
DATA COLLECTION
99
Restricted
interview time
Low response
rate
Unable to use
visual aids and
props
Questions may
be
misinterpreted
Unable to gain
complete
responses
Unable to reach
respondents
who are not
listed in a
telephone
directory
Number of
questions asked
is limited as
respondents
might feel bored
or fatigue in
answering them
after awhile
Low response
rate
ACTIVITY 5.2
1.
2.
From the OUM library, search for two empirical journal articles
which:
(a) Conduct questionnaire surveys via mail, telephone or
Internet such as Monkey Survey, as a method of data
collection.
(b) Conduct questionnaire surveys to collect data from personal
or focus group interviews.
Compare these two survey methods in terms of their differences,
advantages and disadvantages and discuss with your classmates.
5.3
This subtopic will discuss secondary data collection methods. In this subtopic,
we will look at the objectives of secondary data research, its advantages and
disadvantages and finally the sources of secondary data.
5.3.1
Generally, the three purposes of using secondary data in business research are:
(a)
Fact-finding
(i)
(ii)
(iii) For instance, an investor seeks your advice on the potential of the
palm oil industry in Malaysia before investing in the industry. As a
researcher, you are required to collect secondary data on the
consumption of palm oil in Malaysia and in the world market and the
profits of local palm oil producers for the past ten years to conduct a
detailed market analysis before advising the investor.
(b)
Model Building
(i)
(ii)
(iii) Referring to the example given, you are also required to forecast the
potential of the palm oil industry in the world market by studying the
market share of palm oil producers, analysing the demand of palm oil
products and forecast the sales of palm oil products, before advising
the investor.
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(c)
DATA COLLECTION
101
Database Marketing
(i)
(ii)
(iii) For instance, Uniqlo provides an online shopping portal that routinely
notifies customers of their companys special deals, other promotional
items and recommends new items based on past purchases through
emails.
Advantages
(i)
(ii)
Time-saving: It is quick and does not take a long time to collect data.
Disadvantages
(i)
(ii)
ACTIVITY 5.3
1.
2.
5.3.3
(b)
Secondary data can be categorised into internal and external data as follows:
(a)
(ii)
Internal data are useful for an organisation for record-keeping and for
further analysis should the need arises.
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(b)
DATA COLLECTION
103
External Data
(i)
(ii)
External data are accessible and can be purchased by the public from
these sources.
SELF-CHECK 5.1
1.
2.
ACTIVITY 5.4
1.
2.
3.
(a)
(b)
(c)
A combination of both.
4.
Situation:
Hannahs manager has given her a name list of contacts, from which
she is to collect their opinions on their experiences of using the new
product launched by Hannahs company. The respondents on the list
are scattered across different states in Malaysia and Hannahs
manager hopes to receive feedback from her as soon as possible.
Which survey method would you recommend for Hannah to use?
Why? Provide justifications for the method of your choice.
5.
6.
Situation:
Jeremy has recently been hired by a public listed company to be the
companys consultant. As a consultant, Jeremy is required to provide
his expertise and opinion whenever necessary.
Which source(s) would you recommend to Jeremy to look for
information and reports? Provide justifications for your answer.
The two types of data that are commonly used in research are primary and
secondary data. Primary data are data that is collected particularly by a
researcher to serve specific research objectives. Secondary data are data
collected beforehand for other purposes by other researchers.
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DATA COLLECTION
105
The two major types of errors commonly found in survey research are
random sampling error and systematic error. Random sampling error is an
error arising from the difference in the results of the sample and census.
Systematic error is non-sampling errors arising from flaws in the research
design and in the execution of the research.
There are three major approaches for surveys namely personal interviews,
telephone interviews and self-administered questionnaires.
Disguised questions are indirect questions that do not reveal the purpose of
the study to respondents.
The three main purposes of using secondary data in business research are
fact-finding, model building and database marketing.
Secondary data is classified into internal data and external data. Internal data
is data that is generated by the organisation itself. External data is data that is
collected by other entities outside the organisation.
Acquiescence bias
Personal interview
Administrative error
Primary data
Auspices bias
Respondent
Database marketing
Respondent error
Disguised questions
External data
Sample survey
Extremity bias
Secondary data
Fact-finding
Self-administered questionnaires
Internal data
Interviewer bias
Structured questions
Interviewer cheating
Survey
Interviewer error
Systematic error
Mail questionnaires
Telephone interview
Model building
Unstructured questions
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Topic
Research
Instruments
and
Measurements
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
5.
6.
INTRODUCTION
In the previous topic, we discussed primary and secondary data collection
methods commonly used in research. In this topic, we will highlight the
importance of questionnaire design and discuss the guidelines for questionnaire
layout. Later on, we will discuss the major types of scales commonly used in
business questionnaires and the important criteria of good measurement in a
questionnaire. Lastly, we will explore attitude measurement and the various
types of attitude rating scales in research.
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6.1
109
QUESTIONNAIRE DESIGN
Have you ever been approached to fill in a questionnaire? Back then, while filling
in the questionnaire, did you have difficulty in understanding the phrases or
questions? As a questionnaire is an important tool in the collection of primary
data, you as a researcher ought to know what makes a good questionnaire.
6.1.1
Good problem definition and outlining research objectives are informative and
useful to assist you in identifying the types of data that your research needs, the
methods to collect data and so on. Generally, relevancy and accuracy are two
important criteria that should be found in a questionnaire.
In order to maintain the relevancy of your questionnaire, you should make sure
that you only include questions that are relevant to your research. Any irrelevant
and unnecessary questions should be omitted.
A good questionnaire is able to influence respondents to cooperate willingly and
assist the researcher in obtaining accurate, reliable, valid and unbiased responses
from them. Therefore, you ought to include simple words, direct questions and
avoid lengthy and threatening questions (Zikmund, 2003; Zikmund et al., 2013).
6.1.2
We will now discuss the guidelines and different ways to phrase and construct
questions:
(a)
(ii)
(b)
What are the things that you like most about our services?
Fixed-alternative Question
(i)
(ii)
This type of question does not require an extensive time period and it
is easier for the interviewer to interpret and analyse the answers.
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(v)
How would you rate the quality of services provided by our caf?
___Good
___About the same
___Not as good
Simple-dichotomy Question
For instance:
Determinant-choice Questions
For instance:
Frequency-determination Questions
For instance:
___Weekly
___Once a year
___Never
Checklist Questions
For instance:
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6.1.3
113
As a researcher, do bear in mind that there is no fixed format or rules that you
ought to follow to produce a perfect questionnaire. However, you could use the
following as a guideline to recognise the dos and donts in developing a
questionnaire:
(a)
(ii)
You should understand that your respondents may come from all
walks of life with different social, economic and ethnic backgrounds;
therefore, it is best to use simple and direct language in your
questionnaire to cater to their varied understanding.
(ii)
(c)
Which of the following best describe the vehicle that you currently
own?
___Perodua MyVi
___Proton Preve
___Perodua Kancil
___Toyota Vios
___Honda City
___Mercedes Benz
___BMW
___Do not own a vehicle
We are happy that you enjoyed your stay with us. How would
you suggest that we improve our hotel services to better serve you
in the future?
Avoid Ambiguity
(i)
(ii)
(iii) For instance, words such as regularly, occasionally, fairly, poor, etc.
should be avoided as different people have different understandings
of these words.
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(v)
(d)
___Never
___Bad
(ii)
Are you satisfied with the salary and bonus that you received
from your organisation?
___Agree
___Disagree
(ii)
You should not include assumptions which respondents will feel the
same as you do, as this will cause a bias in their responses.
(f)
(ii)
It may be taxing and tiring for respondents to retrace past events and
as a result they may provide false responses.
What were the items that you purchased during your last visit to
our store?
1._____
2._____
3._____
6.1.4
Question Sequence
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The question sequence that begins with general questions and then is followed
by more specific questions is known as the funnel technique. This technique
begins by asking respondents easy questions that do not require in-depth
thinking before proceeding to specific and complicated questions that require
deeper thought. This technique will enable you as a researcher to build or
establish good rapport with respondents to ensure that they are at ease,
comfortable and as a result be more willing to share their opinion or responses
with you. The funnel technique starts with broad general questions before
moving on to narrower specific questions.
Filter question is a question that is inapplicable to some respondents and allows
these respondents to skip to other questions. This technique filters respondents
from answering questions that are not applicable to them. However, you should
be mindful not to use filter questions too frequently in your questionnaire as
respondents may be annoyed or irritated as a result of having to skip questions
repeatedly. Examples of filter questions:
(a)
10.
(b)
11.
(c)
12.
___Average
ACTIVITY 6.1
1.
2.
3.
6.2
LAYOUT OF QUESTIONNAIRES
Have you come across a questionnaire with a messy layout and arrangement?
Back then as a respondent, were you motivated to fill in, let alone complete the
questionnaire? Just as the appearance and front cover design of a book captures
your attention, the layout of a questionnaire is the key determinant in attracting
and encouraging respondents to complete the questionnaire. An organised and
neat questionnaire will first enable respondents to continue to pay attention to
your questions and a well-developed and well-planned questionnaire would
further ensure respondents cooperation to answer all of your questions. We will
discuss some of the questionnaire guidelines that you ought to know as a
researcher:
(a)
(ii)
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119
(iii) You should assure your respondents of the well-being of their privacy
and confidentiality and that the information in the answered
questionnaire will be used solely for research purposes. This
assurance is important to make respondents feel respected and
provide them with the comfort that their information will never be
disseminated or violated by other parties.
(iv) You should also include a polite and courteous thank you note to
your respondents for their time and effort in participating in the
questionnaire survey.
(v)
(b)
(ii)
You should take note of the alignment of each question and ensure
that the questions are printed correctly on each page. You should also
be careful not to split the question and answer into two separate pages
as it will be inconvenient for respondents to flip the pages back and
forth.
(iii) Should you have any open-ended response questions, leave them for
the later part of your questionnaire in order to allow respondents to
comment freely (Sekaran, 2003).
(iv) Do bear in mind to always arrange your questions into different
categories and sections with instructions and guidelines whenever
necessary. A well-coordinated questionnaire will help respondents to
focus and encourage them to be responsive.
(c)
(d)
(ii)
Internet Questionnaire
(i)
(ii)
You could include attractive colours and graphics to add visual effects
to make your questionnaire interesting and lively.
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121
(ii) You should make sure that your questionnaire is free of or at the very
least has minimal typing, spelling and grammatical errors.
(iii) You should include a courteous thank you note at the end of your
questionnaire and remind respondents to check all the necessary
questions and their answers before returning the questionnaire to you.
ACTIVITY 6.2
1.
2.
6.3
6.3.1
Measurement
In cooking, measurement of the amount of oil, sugar, salt or other ingredients are
often carefully described in recipes because the correct amount of ingredients are
important in cooking delicious dishes. The same applies to painting, in the
mixture of paints and water to produce attractive colours. In research,
measurement is referred to as the process of describing or assigning variables
with a set of number in a systematic manner. The set of number is used to convey
information which allows you to conduct hypotheses testing on the variables that
you are measuring. A simple example of measurement is that height is measured
in centimetres.
Copyright Open University Malaysia (OUM)
For instance, in Malaysia, the cleanliness and hygiene of restaurants or cafs are
measured with grades A, B, C and D. Similarly, hotels services are measured
using the star ratings of 5 stars, 4 stars, 3 stars, 2 stars and 1 star. As a student,
your performances were measured through a grade system of A, B, C, D and F.
We will show you how the set of numbers or measures work to convey
information.
Examples of measurement:
1.
: Clean premise
: Moderately clean premise
: Unclean (The issuance of notice
of closure by the City Council
Health Department)
2.
3.
Referring to these examples, a premise that has been given grade C represents an
unclean premise, which indicates that the caf or restaurant is extremely dirty
and filthy. The grade C of the premise also conveys the information that the
premise will be served with a closure notice by the City Council Health
Department to cease operations for 14 days. The premise is responsible for
conducting thorough cleaning and to have the premise inspected by the City
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6.3.2
Types of Scales
Nominal Scale
(i)
(ii)
For instance, the number seven assigned to the iconic football legend,
David Beckham in the England football squad and terminals and
check-in counters at airports that assign letters and numbers to
passengers, serve as identification purposes only.
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(b)
125
Ordinal Scale
(i)
(ii)
In your opinion, please rank the following airlines with the best
Interval Scale
(i)
It consists of both nominal and ordinal scales that take into account
arithmetical operations and scales differences.
(ii)
For instance, besides identifying the first, second and third swimmers
based on the numbers assigned to them, the result chart also displays
the time differences between these swimmers, in which the first
swimmer is 35 seconds ahead of the second swimmer and the third
swimmer is 60 seconds slower than the second swimmer.
(d)
Referring to the scale, please select the scale that best describes
your feeling:
1-Strongly disagree 2-Disagree
3-Neither agree nor disagree
4-Agree
5-Stongly agree
1.
2.
3.
Ratio Scale
(i)
(ii)
For instance, K earns RM2,000 per month, J earns RM1,000 per month,
M earns RM6,000 a month and A has no income. K earns twice as
much as J, M earns three times of K and six times as much as J and A
earns zero compared to K, J and M. The ratios of K:J equals to 2:1, M:K
equals to 3:1 and M:J is 6:1.
(iii) It is worth noting that the value of zero is interpretable and the range
of the value in the ratio scale could take the form of zero to any
definite figure.
(iv) Example of a ratio scale in business research:
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Description
Nominal
Ordinal
Interval
Ratio
Characteristic
Value is
assigned for
identification
and
representation
purposes only
Classification
Scale is based on
a systematic
ranking order
Classification
Combination of
nominal and
ordinal scales
Combination of
nominal, ordinal
and interval
scales and the
inclusion of the
unique absolute
zero
Example
Region
Gender
Order
Preferences
ranking
Performance
ranking
Classification
Temperature
Order
Time
Differences
Exam marks
Classification
Number of
households
Order
Differences
Absolute value
Income
Year(s) of
experience
6.4
MEASUREMENT CRITERIA
Reliability
(i)
(ii)
This means that despite being tested over and over again, the results
obtained from these different tests are the same. A simple everyday
example would be the weighing scale. As you step on and off the scale
a couple of times, your weight at the particular point of time would be
Copyright Open University Malaysia (OUM)
the same. If your weight is 50kg on the scale the first time you stepped
on it, it would still display 50kg the second, third or fourth time you
stepped on it for that day.
(iii) Reliability implies that the measure is consistent, stable and
equivalence. The methods to test consistency, stability and
equivalence are as follows:
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(b)
Validity
The accuracy or ability of a measure which represents an intended concept.
It determines whether or not we are measuring the right measure. The
methods used to measure validity are:
(i)
(ii)
Sensitivity
(i)
(ii)
1-Strongly agree
3-Agree
5-Somewhat disagree
7-Disagree
2-Somewhat agree
4-Neither agree nor disagree
6-Strongly disagree
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Description
Reliability
Internal consistency
Stability
Equivalence
Validity
Face validity
Content validity
Criterion validity
Construct validity
Convergent validity
Discriminant validity
Sensitivity
Source: Zikmund et al. (2013), Cooper and Schindler (2013) and Sekaran (2003)
ACTIVITY 6.3
1.
2.
3.
6.5
6.5.1
Attitude Measurement
Similarly, as quoted from Cooper and Schindler (2013) attitude is defined as:
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(b)
(c)
(d)
6.5.2
Rating Scale
(ii)
___Like
(b)
___Dislike
Category Scales
(i)
(ii)
___Rarely
___Never
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(c)
135
(ii)
In general, the responses may vary from three to nine choices, but five
choices are most commonly used and it is categorised as an interval
scale.
(d)
Using the scale, please indicate the scale that best describes your
feeling
1-Strongly disagree
2-Disagree
3-Uncertain
4-Agree
5-Strongly agree
1.
2.
3.
Semantic Differential
(i)
(ii)
(ii)
This type of scale has the characteristics of ordinal and interval scales
with bipolar adjectives of 10-point, 7-point or 5-point numerical
scales.
(f)
Constant-sum Scale
(i)
(ii)
(g)
What are the most important criteria that you consider when
purchasing a product? Allocate a total of 100 points for the
following:
Quality
______
Innovation
______
Value for money
______
Price
______
Brand
______
Total
100
Stapel Scale
(i)
(ii)
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(h)
(ii)
Please select the graphic that best describes your feeling after
consuming our health product.
Very good
Average
Very poor
(i)
(ii)
It is worth noting that business research rarely adopts this rating scale
as it is a time-consuming and complicated method.
ACTIVITY 6.4
1.
2.
3.
4.
5.
Situation:
Your student has difficulties constructing questions for his or her
questionnaire. Your student has thus consulted you for your
opinion.
As a lecturer, how would you advise your student on the dos and
donts of developing a questionnaire?
6.
7.
Operational definition
(b)
Leading question
(c)
Loading question
(d)
Funnel technique
(e)
Order bias
(f)
Filter question
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139
8.
9.
10.
Filter questions are questions that are non-applicable and which allow some
respondents to skip from answering them.
Scale is used as a device or tool to specify the value of the measured concept
or construct in relation to a set of preset values.
The four types of scales that are commonly used in business research are
nominal scale, ordinal scale, interval scale and ratio scale.
The criteria for good measurement are reliability, validity and sensitivity.
Reliability consists of internal consistency, stability and equivalence. The
methods used to measure validity are face validity, content validity, criterion
validity, construct validity, convergent validity and discriminant validity.
Sensitivity is the ability of a measure to detect variability or differences.
There are several attitude rating scales that can be used when studying
attitude which are the simple attitude scale, category scale, the Likert scale,
semantic differential rating scale, numerical scale, constant-sum scale, Stapel
scale, graphic rating scale and the most rarely used scale in business research
known as the Thurstone equal-appearing interval scale.
Copyright Open University Malaysia (OUM)
TOPIC 6
141
Affective component
Leading question
Attitude
Loading question
Behavioural component
Measurement
Category scale
Nominal scale
Checklist question
Numerical scale
Coefficient alpha
Cognitive component
Operational definition
Constant-sum scale
Order bias
Construct validity
Ordinal scale
Content validity
Convergent validity
Questionnaire
Criterion validity
Ratio scale
Determinant-choice question
Reliability
Discriminant validity
Semantic differential
Equivalence
Sensitivity
Face validity
Filter question
Simple-dichotomy question
Split-half method
Frequency-determination question
Stability
Funnel technique
Stapel scale
Test-retest method
Hypothetical constructs
Internal consistency
Interval scale
Validity
Cooper, D. R., & Schindler, P. S. (2013). Business research methods (12th ed.).
Singapore: McGraw Hill.
Different types of questions in questionnaire design. (2016). Retrieved from
https://www.outsource2india.com/kpo/articles/questionnaire-types-ofquestions.asp
Dos and donts of questionnaire design in survey research. (n.d.). Retrieved from
http://www.nedarc.org/media/pdf/survey_survey_design.pdf
Institutional review board: Consent cover letter for survey research. (2015).
Retrieved from www.ndnu.edu/academics/research/consent-cover-letterfor-survey-research/
Measurement scales. (n.d.). Retrieved from http://www.csse.monash.edu.au/
~smarkham/resources/scaling.htm
Plummer, B. (2010, October). The dos and donts of writing quality survey
questions.
Retrieved
from
http://www.quirks.com/articles/2010/
20101008.aspx
Sample survey cover letter. (2015). Retrieved from www.global.cmich.edu/
forms/Sample-Survey-Cover-Letter.pdf
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business
students (5th ed.). Edinburgh: Prentice Hall, Pearson Education.
Sekaran, U. (2003). Research methods for business: A skill-building approach (4th
ed.). United States: John Wiley & Sons, Inc.
Taylor, I. (2012). Four measurement scales every researcher should remember.
Retrieved from https://blog.questionpro.com/2012/01/04/4-measurementscales-every-researcher-should-remember/
Types of survey questions. (2016, January 1). Retrieved from http://canada
business.ca/eng/page/2685/
TOPIC 6
143
Topic
Data Analysis
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
5.
6.
INTRODUCTION
In the previous topic, we discussed questionnaire design and the different types
of rating scales and measurements in questionnaires. In this topic, we will
highlight the important stages of data analysis which consists of editing and
coding. Later on, we will discuss the differences between coding fixed-alternative
and open-ended response questions and the importance of data entry to your
research. Lastly, we will briefly discuss descriptive statistics and the various
measures of descriptive statistics, tabulation and cross-tabulation that will serve
as an introduction to the following topic of business statistics in this module.
TOPIC 7
7.1
DATA ANALYSIS
145
Lets consider the analogy of food on your health. The food that you consume
will determine the condition of your body and your health. If you consume more
fruits and vegetables, drink an adequate amount of water daily, consume
adequate meat in your daily diet and avoid oily food, you should be able to live a
healthy life. On the other hand, if you consume high cholesterol food, meat,
liquor and alcoholic beverages, you would not have a healthy and balanced diet
thus affecting your health in the later days of your life. The food that you eat
determines the quality of your health. The same applies to your research and
data. A proper procedure to input the data collected would determine the quality
of the output, in computer science terminology this is known as garbage in,
garbage out (GIGO), as shown in Figure 7.1. If you input rubbish data, you will
likely yield rubbish output for your analysis.
Data analysis includes the processes of editing and coding which we will discuss
in the following subsections.
7.1.1
Editing
Once you have obtained the necessary data for your research, you should
transmit the raw data into information. Raw data according to Zikmund et al.
(2013) is:
Often times, raw data contains errors or mistakes made by respondents which
require further editing by the researcher. Editing is defined by Zikmund et al.
(2013) as:
A process for detecting errors and data omissions and correcting them
when possible; certifies that minimum data quality standards are met.
The process of going over the data and ensuring that they are complete and
acceptable for data analysis.
Thus, editing is the process of checking and ensuring that the data is free from
errors before analysis. The purpose of editing is to make sure that the data
presented for analysis is accurate, complete and consistent.
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DATA ANALYSIS
147
Error:
In this case, the respondent has indicated that he or she is 28 years old. Therefore
it is not possible for the respondent to have been working for the company for 25
years. It is probably that the respondent intended to state 2.5 years or 25 months
instead.
It is therefore important that a researcher screen all data beforehand to correct or
omit errors. Researchers should be wise in correcting or adjusting information
sensibly and should the need arise, omit data which contains errors entirely to
prevent the data from producing misleading output.
(a)
Field Editing
Field editing is known as the process of screening or conducting
preliminary editing on the spot or as soon as possible during interviews or
questionnaire surveys. Field editing includes preliminary inspection for
unanswered questions and blank pages, legible handwriting and for other
minor errors such as the one presented in the example earlier.
Field editing is especially useful when conducting interviews or
questionnaire surveys as it enables researchers to seek clarification from
respondents promptly and when necessary. In addition, field editing is
commonly used to validate respondents participation. As a researcher may
not be present at all the interview sessions, he or she may randomly recontact or re-interview the respondents to verify that the respondents did in
fact participate in the interviews and that the interviews were carried out
accordingly.
(b)
In-house Editing
The process of conducting a thorough and detailed checking and editing is
referred to as in-house editing. It is also sometimes known as central
editing. For the purpose of a small study for your academic research, you
should make sure that the editing task is done by only you to ensure
consistency. However, in the case of a large scale research each editor
should be responsible for one section in order to maximise consistency
(Cooper & Schindler, 2013).
(ii)
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DATA ANALYSIS
149
7.1.2
Coding
After you have completed editing, you should move on to coding. Proper and
careful editing will ease and simplify your coding task. Coding is defined by
Zikmund et al. (2013) as:
(b)
The coding categories should not overlap with one another. The response
or answer choice should be independent and only fall into one specific
category.
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DATA ANALYSIS
151
Gender:
___Male
___Female
Education level:
___High school
___Bachelors degree
___Diploma
___Post-graduate
(ii)
(b)
(ii)
(iii) By using test tabulation, you would be able to generally know the
different types of answers that exist and you would then be able to
identify and determine the appropriate coding for these open-ended
questions.
Copyright Open University Malaysia (OUM)
TOPIC 7
DATA ANALYSIS
153
(iv) You should bear in mind that coding open-ended response questions
is a complex and tedious task which requires a longer time compared
to fixed-alternative response questions.
(v)
(c)
Code Book
(i)
(ii)
A code book eases the process of data entry and assists the researcher
in carrying out an efficient and accurate analysis as it contains
detailed descriptions and summary of all variables for the researchers
easy reference (Cooper & Schindler, 2013).
(iii) The book comes in handy for a researcher when the analysis involves
large data as it provides a detailed summary and description of the
variables used in the questionnaire.
(iv) An example of a code book with references to a sample questionnaire
are presented as follows (see Figure 7.3 and 7.4):
TOPIC 7
DATA ANALYSIS
ACTIVITY 7.1
1.
2.
3.
155
7.2
DATA ENTRY
Soon after you have coded questionnaire responses, you can proceed to record or
enter your data into the computer. Data entry is defined by Zikmund et al. (2013
as:
TOPIC 7
DATA ANALYSIS
157
remember that even the slightest error in data can impact the output or outcome
of your analysis. It is better to be safe than sorry.
ACTIVITY 7.2
1.
Try to enter data by using software such as SPSS. Before you can
do this, you need to have raw data that can be bogus or real.
2.
7.3
This subtopic will discuss basic data analysis focusing on descriptive analysis.
We will also explore tabulation and cross-tabulation.
7.3.1
The elementary transformation of raw data in a way that describes the basic
characteristics such as central tendency, distribution and variability.
Statistics such as frequencies, the mean and the standard deviation, which
provide descriptive information of a set of data.
Mode: The value that has the highest occurrence or the value that
appears most frequently in a set of data.
(ii)
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DATA ANALYSIS
159
(iii) Mean: The average value of the set of data. It is obtained by adding all
the values in the data and dividing it with the number of
observations.
n
i 1
(b)
Individual
Number of Items
Total
20
Measures of Dispersion
(i)
(ii)
Variance , S
n 1
As given, mean = 4;
Variance , S 2
3 4 2 5 4 2 3 4 2 2 4 2 7 4 2
51
Standard deviation , S S 2
where, S is the square root of variance S 2 .
(c)
Measures of Shape
(i)
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DATA ANALYSIS
161
(d)
(ii)
7.3.2
Tabulation
Frequency
Per cent
21 years old
60
180
18
24
330
33
57
280
28
85
50
90
Any age
60
96
No opinion
40
100
1,000
100
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7.3.3
DATA ANALYSIS
163
Cross-tabulation
Gender
(Per cent)
Age
(Per cent)
Adults
Male
Female
18-29
30-44
45-49
60+
Good idea
22.8
23.9
21.8
21.2
24.4
27.4
18.4
Bad idea
14.2
14.4
14.0
12.2
13.1
11.8
18.3
It depends
58.1
56.5
59.8
61.1
57.3
56.4
58.8
Dont
know
4.8
5.3
4.4
5.5
5.2
4.3
4.6
(B) Parents ought to provide financial help to their adult children when the children
are having financial difficulty.
Total
(Per cent)
Gender
(Per cent)
Age
(Per cent)
Adults
Male
Female
18-29
30-44
45-49
60+
Strongly
agree
5.0
5.3
4.6
6.1
4.0
4.2
5.7
Agree
31.2
33.3
29.1
31.6
27.6
29.0
36.0
Neither
49.9
48.6
51.2
48.7
53.6
50.8
46.6
Disagree
12.0
10.9
13.3
12.8
12.6
13.6
9.9
Strongly
disagree
1.9
1.9
1.9
0.8
2.1
2.5
1.8
Referring to Question (A), 23.9 per cent of the male respondents and 21.8
per cent of female respondents consider it to be a good idea for grown
children to share a home with older parents, of which 21.2 per cent belong
to the age group of 18-29, 24.4 per cent to the age group 30-44, 27.4 per cent
to the age group 45-49 and 18.4 per cent to the age group of above 60
respectively. A total of 22.8 per cent of adults approved the idea of sharing
a home with older parents. Similar interpretation techniques could be
applied to the categories of those who thought it was a bad idea to share a
home with older parents, who thought it depends and those who did not
know if it was a good or bad idea for grown children to share a home with
older parents.
(b)
Referring to Question (B), 36.2 per cent of adults strongly agree and agree
that parents ought to provide financial help to their adult children when the
children are having financial difficulties, while 13.9 per cent (disagree and
strongly disagree) of adults are against the idea of parents providing
financial aids to adult children. The remaining 49.9 per cent of adults
neither agree nor disagree to the statement.
TOPIC 7
DATA ANALYSIS
165
(B)
No
Total
Men
150
75
225
Women
180
45
225
Total
330
120
450
No
Total (Base)
Men
66.7
33.3
100 (225)
Women
80.0
20.0
100 (225)
(ii)
(iii)
Referring to (B), 66.7 per cent of the 225 men respondents shopped at
Shopy, while the remaining 33.3 per cent of men did not shop at
Shopy. Out of the 225 female respondents, 80.0 per cent did shop at
Shopy and the remaining 20.0 per cent did not shop at Shopy.
Copyright Open University Malaysia (OUM)
(b)
Men
Women
Men
Women
Yes
55
80
86
80
No
45
20
14
20
TOPIC 7
DATA ANALYSIS
167
SELF-CHECK 7.1
What are the common descriptive statistics to measure for:
(a)
Central tendency;
(b)
Dispersion; and
(c)
Shape.
ACTIVITY 7.3
1.
2.
3.
Discuss basic coding rules. Why do you need to code your raw
data?
4.
5.
6.
7.
Data analysis includes the process of editing and coding. Editing is the
process of checking and ensuring that the data is free from errors before
analysis. Editing ensures that the data presented for analysis is accurate,
complete and consistent.
Code book contains code name and position, variables and variables
description in the data matrix.
TOPIC 7
DATA ANALYSIS
169
Optical scanning system is a system that is able to directly read and register
marked questionnaires into the system without manually typing or entering
the data.
Mode, median and mean are the three measures of central tendency. Mode is
the value that appears most frequently in the set of data. Median is the value
that falls in the middle or midpoint of an ordered distribution. Mean is the
average value in the set of data.
Business statistics
Item non-response
Category
Kurtosis
Central tendency
Mean
Code book
Measures of dispersion
Coding
Median
Contingency table
Mode
Cross-tabulation
Moderator variable
Data entry
Descriptive statistics
Percentage
Dummy coding
Range
Editing
Skewness
Elaboration analysis
Standard deviation
Field editing
Tabulation
Frequency table
Test tabulation
Impute
Variance
In-house editing
Business statistics. (2015, September 4). Retrieved from Wikipedia, The Free
Encyclopaedia: http://en.wikipedia.org/wiki/Business_statistics
Chris, C. (2010, August 11). Six survey coding tips: Survey research in central NY.
Retrieved from https://rmsbunkerblog.wordpress.com/2010/08/11/6survey-coding-tips-survey-research-in-central-ny-upstate-market-researchin-syracuse-online-surveys/
TOPIC 7
DATA ANALYSIS
171
Cooper, D. R., & Schindler, P.S. (2013). Business research methods (12th ed.).
Singapore: McGraw Hill.
Data entry issues. (n.d.). Retrieved from http://web.csulb.edu/~msaintg/
ppa696/696codes.htm
Descriptive and inferential statistics. (2013). Retrieved from https://
statistics.laerd.com/statistical-guides/descriptive-inferential-statistics.php
Douglas, D. (2003). Inductive theory generation: A grounded approach to
business inquiry. Electronic Journal of Business Research Methods, 2(1).
Retrieved from http://www.ejbrm.com/issue/download.html?idArticle
=129
How to quantify qualitative research. (2015). Retrieved from http://www.
uniteforsight.org/global-health-university/quantify-research
McNamara, C. (n.d.). Analyzing, interpreting and reporting basic research
results. Retrieved from http://managementhelp.org/businessresearch/
analysis.htm
Module 5: Data preparation and analysis. (n.d.). Retrieved from http://www.
uniteforsight.org/research-methodology/module5
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business
students (5th ed.). Edinburgh: Prentice Hall, Pearson Education.
Sekaran, U. (2003). Research methods for business: A skill-building approach (4th
ed.). United States: John Wiley & Sons, Inc.
Suhr, D. (2003). Answering your research questions with descriptive statistics.
Retrieved from http://www.wuss.org/proceedings10/analy/2969_5_ANL
-Suhr1.pdf
Tips and tools #18: Coding qualitative data. (2012). Retrieved from http://
programeval.ucdavis.edu/documents/Tips_Tools_18_2012.pdf
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research
methods (9th ed.). Singapore: South-Western, Cengage Learning.
Topic
Business
Statistics
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
5.
INTRODUCTION
In the previous topic, we discussed the important stages of data analysis and
basic descriptive statistics. In this topic, we will highlight the importance of
hypothesis testing and discuss the types of errors in hypothesis testing. Later on,
we will examine different statistical approaches including bivariate, multivariate
and non-parametric analysis.
8.1
HYPOTHESIS TESTING
TOPIC 8
BUSINESS STATISTICS
173
Null hypothesis: A statement about a status quo asserting that any change
from what has been thought to be true will be due entirely to random error.
Alternative hypothesis: A statement indicating the opposite of the null
hypothesis.
Similarly, Cooper and Schindler (2013) define null hypothesis and alternative
hypothesis respectively as:
(b)
(c)
(d)
Compare the empirical results with the hypothesis that you developed
earlier on. You would then be able to decide if the empirical result supports
your hypothesis, or if your result proves otherwise leading you to reject
your null hypothesis.
TOPIC 8
BUSINESS STATISTICS
175
Critical values of are defined as the values within the boundaries of the
rejection region. The formula of critical value is given as:
S
Critical value Z
n
Mean, = 3.78; Standard deviation, S = 1.5;
Confidence level = 95 per cent, z-value = 1.96; n = 225; therefore,
Critical value =
=
=
Lower limit =
Z(S/n)
3.0 1.96 (1.5/225)
3.0 1.96 (1) = 2.804; 3.196
2.804; Upper limit = 3.196
Based on the Pizza-In survey, = 3.78, in this case the is greater than the critical
values stated above, thus the sample is said to be statistically significant beyond
the 0.05 level. In order words, this means that the customers are very satisfied
with the services provided by Pizza-In.
Type I Error
(i)
(ii)
(iii) In other words, this is the kind of error that occurs when a researcher
assumes that a relationship occurs when there is in fact none or vice
versa.
(b)
Type II Error
(i)
(ii)
(iii) In other words, this is the kind of error which occurs when the
alternative hypothesis is indeed true but the researcher chooses to
accept the null hypothesis instead.
It is important to note that an inverse relationship exists between these two types of
errors, in which by reducing the probability of Type I error would mean increasing
the probability of Type II error, and vice versa (Do note that, 1 = ). Generally,
in business research, you should be more cautious of Type I errors because it is
considered as a much more serious error in comparison to Type II (Zikmund et al.,
2013). Table 8.1 summarises type I and II errors.
TOPIC 8
BUSINESS STATISTICS
177
Accept H0
Reject H0
H0 is TRUE
Correct No error
Type I error
H0 is FALSE
Type II error
Correct
No error
(b)
Type of Question
(i)
You should first determine the answers that you want to obtain from
your research. It is wise that you determine the statistical analysis
method followed by the research design and the types of data that you
require for your research.
(ii)
For instance, if you would like to compare the sales results of various
divisions, you should use the one-sample t-test. However, if you want
to compare the quarterly sales distribution, you should use the chisquare test.
Number of Variables
Next, your concern should be focused on the number of variables that you
need to study before opting for the statistical analysis:
(i)
(ii)
(c)
(d)
Measurement Scale
(i)
(ii)
For instance, for a nominal scale, you may use mode to determine the
central tendency; while for an ordinal scale, you may opt for median
and percentile to determine the central tendency and dispersion
respectively. In the case of interval or ratio-scales, you may use mean
to determine central tendency and standard deviation to measure
dispersion.
(ii)
Figure 8.2 explains the references for univariate analysis, especially the types of
variable.
TOPIC 8
BUSINESS STATISTICS
179
ACTIVITY 8.1
1.
2.
3.
8.2
This subtopic will discuss the bivariate analysis in greater detail. We will analyse
the chi-square, t-test, ANOVA, regression and finally the simple correlation
coefficient.
8.2.1
Chi-square Test
Chi-square test is a statistical test that allows you to determine if two variables
are related or associated. It also enables you to test for significance in the analysis
of frequency distributions between an observed and expected distribution
(Zikmund, 2003; Cooper & Schindler, 2013). The chi-square test is suitable for
analysis for variables with nominal or ordinal data. You will be able to determine
the goodness of fit by comparing the observed and expected distribution. You
could also conduct the analysis of Row Column (R C) contingency table for
significance. In cases where the hypothesis is true, the contingency table would
not exhibit random distribution in its frequency (Zikmund et al., 2013).
The formula for the chi-square test is thus given as:
(0i E i )2
Ei
E ij
RiC i
n
d.f. = (R 1) (C 1)
where, R = Number of row and C = Number of column
To enable you to have a clearer picture of how the test works, let us look at an
example of a survey that was conducted to study the living arrangements that
college students would prefer while pursuing their studies in Open College. The
null hypothesis is that gender and living arrangement preferences are
independent.
Living
Arrangement
Male
Female
Total
Dorm
16
74
90
Nearby Apartment
13
27
40
Distant Apartment
16
24
40
Live at Home
15
15
30
60
140
200
Total
Expected Value E ij
(Male)
(Female)
Dorm
Nearby Apartment
Distant Apartment
Live at Home
Living Arrangement
TOPIC 8
(16 27)2
27
(74 63) 2
63
(13 12)2
12
(27 28) 2
28
(16 12)2
12
(24 28) 2
28
BUSINESS STATISTICS
181
(15 9)2
9
(21 15) 2
15
d .f . (4 1)(2 1) 3
From the chi-square distribution table, the critical value of 2 of 3 d.f. at 0.05
probability level is given as 7.82. Therefore, with the value of 2 14.82 7.82 ; we
reject the null hypothesis and conclude that the living preferences of students
does not appear to be independent of gender group or there is a relationship
between a students gender and living arrangement preferences.
8.2.2
Usually when conducting business research, you may want to carry out
independent analysis on the mean scores of different samples or groups. In this
case, we assume interval data with small groups and the size of each group
should preferably not be more than 30. The purpose of the t-test is to determine if
the difference of mean scores of these samples or groups is equivalent to zero.
The null hypothesis assumes the difference of two sample means given as
(Zikmund et al., 2013):
1 2 , which is equivalent to 1 2 0
t-test is thus given as:
t
(n 1)S 12 (n 2 1)S 22 1 1
S 1
n1 n 2 2
n1 n 2
1
d.f. = n k
in which, n = sample size; and k = number of groups
Let us discuss the following example of a survey that was conducted to study the
sales performance of two groups of employees in a business department. The
hypothesis of this study states that there is no difference in the sales performance
between these groups; while the alternative hypothesis indicates that group X has
better sales performance in comparison to group Y:
Group X
Group Y
RM1,500
RM1,300
Standard deviation
225
251
Sample size
21
14
Average sales
Solution:
21 14 2
21 14
1
1500 1300
5.313
37.64
d .f . 35 2 33
Referring to the distribution of t-table, the significance level of 0.01 is given as
2.75. Therefore, as the calculated t-value (37.64) is larger than the critical level
(2.75), you should be able to reject the null hypothesis. It is concluded that group
X performs better in terms of sales.
Copyright Open University Malaysia (OUM)
TOPIC 8
8.2.3
BUSINESS STATISTICS
183
ANOVA
Statistical method to test the null hypothesis that the means of several
populations are equal.
Thus, ANOVA is a method or technique used to test hypotheses and compare if
the means of the samples or groups are different or equal. Often, the null
hypothesis of ANOVA takes the form of:
1 2 3 ... k
in which, k denotes the number of groups or categories of an independent
variable. The alternative hypothesis would then be stated as:
Degree of
Freedom
Sum of Square
SSE X ij j
n
i 1
cn c
(Denominator)
Mean Square
MSE
j 1
SSB n j j
c
c 1
(Numerator)
MSB
j 1
SST X ij
n
t 1
j 1
F-ratio
SSE
cn c
SSB
c 1
cn 1
MSB
MSE
TOPIC 8
BUSINESS STATISTICS
185
Consider the following example for a clearer picture of ANOVA as adapted from
Zikmund et al. (2013):
Sales in Units (Thousand)
Regular Price
(RM0.99)
Reduced Price
(RM0.89)
Cents-off Coupon,
Regular Price
Market A, B or C
130
145
153
Market D, E or F
118
143
129
Market G, H or I
87
120
96
Market J, K or L
84
131
99
Mean
104.75
134.75
119.25
Grand Mean
119.58
MSB
1800.68
3 1
900.34
460.91
900.34
1.95
MSE
4148.25
12 3
460.91
Numerator
c 1
3 1
2
Denominator cn c 3(4) 3 9
Referring to the 0.05 level, the critical value of F for degree of freedom of
numerator 2 and degree of freedom of denominator table, F is given as 4.26,
which is greater than the calculated F-ratio (1.95). Therefore, we cannot reject the
null hypothesis and conclude that all the price treatments produce approximately
the same sales volume (Zikmund et al., 2013).
8.2.4
Regression
Y X
in which, Y: dependent variable, X: independent variable;
: intercept point of Y-axis; and : slope coefficient
Do note that and are the two parameters that you ought to estimate in
regression analysis. For instance, consider the equation as stated:
Y = 5.1 + 3X
From this equation, you could say that the intercept point of the Y-axis is given as
5.1, while the slope of the regression line is given as 3.
Ordinary Least-Square (OLS) Method
Ordinary least-square, also commonly known as OLS is a mathematical technique
that is used to find the best fitting straight line to the data that you have. OLS is
used to generate the best predicted line that minimises the sum of squared
deviations of the observed values (see example in Figure 8.3). Therefore, the best
line does not usually connect all the observation points (Zikmund et al., 2013).
TOPIC 8
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187
is minimum
i 1
Y X e
We will discuss the interpretation of OLS by taking the data example from
Zikmund et al. (2013) illustrating the relationship between sales and the issuance
of building permits:
Dealer
Sales (RM)
Number of Permits
77
86
79
93
80
95
83
104
101
139
117
180
129
165
120
147
97
119
10
106
132
11
99
126
12
121
156
13
103
129
14
86
96
15
99
108
You may easily conduct a regression analysis using Excel for (see example in
Figure 8.4):
(a)
Y 31.5 0.546 X
(b)
(c)
Coefficients Points
Referring to the output generated from Excel, coefficients and :
(i)
(ii)
ANOVA
From the Excel output ANOVA table:
(i)
F-test = 91.2985
(ii)
Coefficient of Determination, R2
R2 = 0.8754
The coefficient of determination could also be interpreted as 87.5 per cent,
in which it means that 87.5 per cent of the sales variation is explained in
relation to the number of permit variable.
(e)
T-test
(i)
(ii)
The t-tests of intercept and slope coefficients both displayed low p-values
which also mean that these coefficients are significant.
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189
8.2.5
X
X
Y i Y
2 Y i Y 2
rxy r yx
i 1
i 1
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191
R2
Explained variance
Total variance
For instance, R2 = 0.961 indicates that 96.1 per cent of the variance of the
dependent variable is explained by the independent variable.
(b)
Correlation Matrix
It is a method used to present the correlation results, in which the diagonal
axis indicates the value of 1.00 as it is correlated with itself (see Figure 8.6).
SELF-CHECK 8.1
1.
2.
3.
4.
5.
8.3
(b)
Factor Analysis
Factor analysis is a multivariate technique that is used to analyse
interdependence of variables. The factors are identified through a variate
from the measured variables without having to differentiate between
independent and dependent variables. There are two types of factor
analysis:
(i)
(ii)
Cluster Analysis
It is a multivariate analysis that classifies subjects or objects under the same
group or cluster. Cluster analysis identifies and assigns subjects or objects
that exhibit similar behaviours or characteristics together. Clusters are
highly differentiated and varied between one another.
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193
Discriminant Analysis
It is an analysis that predicts the probability of a specific object belonging to
one or more groups. You are required to predict if the object would fall
under the specific category or not. For instance, you as a manager would
distinguish in a job interview if individuals A, B, C and D would fall under
the category of hired candidates or not.
(d)
MANOVA
Multivariate analysis of variance (MANOVA) is a statistical technique that
predicts multiple dependent variables with multiple independent variables.
It is used to test the mean differences of two or more variables.
8.4
Disadvantages
(a)
Mann-Whitney Test
It is sometimes known as the ranked-sum test, in cases where the
population is not normally distributed, it enables researchers to examine
group differences. The Mann-Whitney test is considered as a t-test
alternative involving two independent samples (Zikmund, 2003).
(b)
(c)
(ii)
Kruskall-Wallis Test
It is a statistical analysis that compares three or more groups using ordinal
data. It is sometimes referred to as ANOVA for non-parametric test. In cases
where there are three population groups, the null hypothesis is stated as:
SELF-CHECK 8.2
1.
of
similar
2.
3.
4.
5.
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195
ACTIVITY 8.2
1.
Product X
Product Y
Product Z
Male
200
150
50
400
Female
250
300
50
600
450
450
100
1,000
Total
2.
(a)
(b)
(c)
df
SS
MS
Between
27.897
13.949
9.59
Within
12
17.452
1.454
14
45.349
Total
3.
(a)
Regression line;
(b)
Coefficients points;
(c)
ANOVA;
(d)
(e)
T-test.
The critical probability to accept or reject the null hypothesis when the null
hypothesis is true is referred to as a significance level.
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197
Type I error is an error of rejecting the null hypothesis when the null
hypothesis is supposedly true.
Type II error is an error that occurs from failure in rejecting a null hypothesis
when the null hypothesis is not true.
The type of question, the number of variables that you need to study, the
measurement scale and whether you are using a parametric or nonparametric hypothesis test are guidelines to help you select an appropriate
statistical analysis.
Chi-square test is a statistical test that allows you to determine if the two
variables that you are testing are related or associated.
Alternative hypothesis
Null hypothesis
ANOVA
Bivariate analysis
Parametric statistics
Chi-square test
Probability value
Coefficient of determination
Regression analysis
Confidence interval
Significance level
Confidence level
Correlation matrix
T-test
Critical values
Type I error
Hypothesis testing
Type II error
Multivariate analysis
Univariate analysis
Non-parametric statistics
TOPIC 8
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199
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business
students (5th ed.). Edinburgh: Prentice Hall, Pearson Education.
Sekaran, U. (2003). Research methods for business: A skill-building approach (4th
ed.). United States: John Wiley & Sons, Inc.
Statistical correlation. (2015). Retrieved from https://explorable.com/statisticalcorrelation
StatTrek. (2015). Teach yourself statistics: Chi-square test for independence.
Retrieved from http://stattrek.com/chi-square-test/independence.aspx?
Tutorial=AP
What are type I and type II errors? (2015). Retrieved from http://support.
minitab.com/en-us/minitab/17/topic-library/basic-statistics-and-graphs/
hypothesis-tests/basics/type-i-and-type-ii-error/
Zikmund, W. G. (2003). Business research methods (7th ed.). United States:
South-Western, Thomson Learning.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research
methods (9th ed.). Singapore: South-Western, Cengage Learning.
Topic
Analysing
Qualitative
Data
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
INTRODUCTION
In the previous topic, we discussed the application of business statistics in
research. In this topic, we will focus more on qualitative data analysis namely the
deductive and inductive analysis approaches with a detailed discussion on
qualitative data analysis procedures. Lastly, we will briefly discuss the research
software used in qualitative data analysis.
9.1
The differences in the concept or nature of qualitative and quantitative data are
presented and simplified as follows (see Table 9.1):
Table 9.1: Comparison of Quantitative and Qualitative Data
Quantitative Data
Qualitative Data
Conceptual
studies
Nature
Numerical data
Method
Definition
and
descriptive
9.2
QUALITATIVE ANALYSIS
Deductive Approach
(i)
(ii)
TOPIC 9
(b)
203
Inductive Approach
(i)
(ii)
ACTIVITY 9.1
1.
2.
9.3
9.3.1
Pattern Matching
(i)
(ii)
(iii) If the pattern of your analysis matches the pattern of the existing
theory, you are able to validate your study.
(iv) There are two different approaches to pattern matching procedures
(see Table 9.2).
Table 9.2: Two Approaches to Pattern Matching Procedures
Approaches
Description
Dependent
variables
Independent
variables
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(b)
205
Explanation Building
(i)
(ii)
9.3.2
(b)
(ii)
Template Analysis
(i)
(ii)
(d)
Analytic Induction
(i)
(ii)
Grounded Theory
(i)
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(ii)
207
(iii) It is a time consuming process that does not necessarily guarantee that
the outcome or findings of the analysis will match that of your
expected results.
(e)
Discourse Analysis
It is a three-dimensional analysis that covers wide aspects of text, discursive
practice and social practice in the analysis of language and specifically on
individual choices use of language (Saunders et al., 2013):
(i)
Text: The construction of the text and the purpose or aim of the text;
(ii)
Narrative Analysis
(i)
(ii)
9.4
(b)
Data access: Offers researchers with easy data access and to conduct text
searches.
(c)
Coding and retrieving: Eases the process of coding data and retrieving of
information.
(d)
(e)
(f)
Output: Enables researchers to view materials and convert the data and
information to spreadsheets, reports and word formats.
(b)
(c)
For better understanding of the software, you could also read up on reviews of
some of the software before opting for a particular software or analysis
programme.
For reviews, you can visit:
http://www.surrey.ac.uk/sociology/research/researchcentres/caqdas/support/
choosing/index.htm
TOPIC 9
209
ACTIVITY 9.2
1.
2.
3.
4.
5.
Deductive approach uses existing theories as the main tool in the early stages
of research to formulate research questions and research objectives.
Inductive approach begins with data collection and proceeds to formulate the
theory, research questions and research objectives using the data obtained
earlier on.
Analytic induction
Inductive approach
CAQDAS
Narrative analysis
Pattern matching
Deductive approach
Qualitative data
Discourse analysis
Quantitative data
Explanation building
Template analysis
Grounded theory
TOPIC 9
211
Topic
10
Report
Writing and
Presentation
LEARNING OUTCOMES
By the end of this topic, you should be able to:
1.
2.
3.
4.
INTRODUCTION
In the previous topic, we discussed qualitative data analysis. In this topic, we will
highlight the major concerns in generating research reports, the format and
content of research reports, followed by a discussion of the criteria of good
research report writing. Lastly, we will discuss the inclusion of visual or
graphical aids in research reports and oral presentations.
10.1
TOPIC 10
213
research report. The fact is that all of you have been able to write well daily in the
form of text messages, conversations, emails, blogs and comments on web pages
or social media. There is a writer in you whether you realise it or not.
Let us now briefly discuss the three different communication methods in
business research:
(a)
(b)
(c)
Research Proposal
(i)
(ii)
Written Report
(i)
(ii)
Presentation
(i)
(ii)
Now we will discuss the aspects that you should be concerned and aware of in
generating a research report:
(a)
(b)
The first question that you should ask yourself before putting your
work in the form of a report is What is the purpose of preparing this
report? By asking yourself this question, you would know what to
include in your report. For academic research, your report is the
passport or ticket to your graduation, thus you ought to prepare a
detailed and full report. In the case of a business research, your report
should include more information on the benefits and
recommendations to your sponsor or organisation with the purpose of
resolving a specific issue.
(ii)
Commitment
(i)
(ii)
Remember the notion that our teachers and parents have always
reminded us: Practice makes perfect! The more you practice, the easier
it will be for you to write.
(iii) You should also write in an environment that you comfortable in.
That way, you willbe able to focus and concentrate on your writing.
(c)
Readability
(i)
TOPIC 10
(ii)
215
(iii) Do bear in mind that if you make it easier for readers to understand,
you would be able to capture your readers attention and effectively
communicate or present your research to them.
(iv) A successful writer is one who is able to encourage his or her readers
to continue reading.
ACTIVITY 10.1
1.
2.
10.2
FORMAT OF REPORT
Prefatory Materials
This section is not directly related to your research or study but it is
important that you know what materials are normally found here as the
main purpose of this section is to provide assistance and guidelines to
readers.
(i)
Letter of Transmittal
(ii)
Title Page
In cases where you have a long list of tables and figures, this list
should be presented separately (as appendices) and arranged after
the table of contents.
(b)
Research Report
This is the section where you address the content of your research.
(i)
Research Study
(ii)
Introduction
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217
(iv) Methodology
(v)
This is the section where you present your chosen method for
conducting empirical analysis in your research.
It states the description of data that you used for your research,
sampling, method of data and method of analysis and research
design.
(vi) Conclusions
This is where you wrap up your research report with the inclusion
of limitations and recommendations for further studies applicable
for other researchers reference, managers and sponsors to act
upon later.
(vii) References
This is the section where you include the list of all the past studies,
journals, articles and books that you referred to in your research.
As OUM uses APA citation style, you should only include sources
that you have cited or quoted in your research.
(viii) Appendices
ACTIVITY 10.2
1.
What are the important criteria that are often included in the
prefatory material section? Give an example that you have found
from secondary sources.
2.
10.3
Writing is a journey that requires passion, time and effort. It does not come easy
but it is not impossible for you to write a good piece of work. We will discuss the
tips to good report writing in the following:
(a)
(ii)
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219
(iii) You should also engage your readers by providing an ongoing lively
discussion to capture their interest and attention as dull monotonous
and complicated writing is definitely a turn-off for readers.
(iv) Do bear in mind that this is an academic research or business research
report and are not fictional books or blogs. Therefore, you should
avoid using metaphors or parables in your research report. You must
maintain and be professional in reporting your research work as an
academic researcher or business researcher. Many academic research
reports require a distinct academic style of writing.
(b)
Report Organisation
(i)
(ii)
You should also arrange your points so that your discussion does not
overlap one another.
(iii) You should highlight and precisely state the point(s) of your
discussion to make sure that the reader is able to understand the
point(s) that you are arguing or discussing about.
(iv) You should also try to avoid or at the very least minimise error(s) in
your research report. Be mindful of the margin and alignment, proper
spacing between paragraphs and sections, sizeable graphic and tables
for readers references and that the number of pages are stated clearly
and arranged correctly. In other words, formatting the report is
important.
(c)
Language Use
(i)
(ii)
As you are writing, put yourself in your readers shoes. You would
not like to read reports or books with plenty of errors which impede
your ability to grasp the real meaning behind the phrases or
sentences, the same applies to your readers. Therefore, be mindful of
proofreading your research report repeatedly and avoid grammatical
and spelling errors.
ACTIVITY 10.3
In your opinion, what are the additional report writing tips that you
should know that are not stated here? Discuss your thoughts with your
classmates.
10.4
REPORT PRESENTATION
(ii)
Graphic Aids
Graphics such as line and bar graphs, pie and bar charts and other
pictorial illustrations and maps are able to provide readers with a
clearer and more accurate understanding of the research topics.
Tables
TOPIC 10
221
(b)
Oral Presentation
Oral presentation is a verbal form of presentation in which a researcher
presents the business research report or thesis dissertation of the major
findings, recommendations and conclusion of research studies to his or her
audiences. The length of an oral presentation is usually approximately 20
minutes to one hour. It is a platform for academicians, managers and
sponsors to seek clarification from researchers on his or her research work.
Often, in the case of business research, an oral presentation is where
managers or sponsors are being presented with the fruits to their
investment as most of them do not actually read the full research report.
These are key aspects that should be considered in oral presentations:
(i)
TOPIC 10
(ii)
(c)
223
Delivery
Besides PowerPoint slides, you may use flip charts, short video
clips, whiteboards, handouts, etc. to lighten up your presentation.
Follow-up
Research follow-up is when you re-engage or re-contact your sponsors or
managers for feedback after your oral presentation and after they have read
through your written research report. Usually, research follow-up is
applicable for hired business research where the follow-up works as a
platform for the hired researcher to gain understanding and clarification on
the workability of his or her recommendations to their clients.
ACTIVITY 10.4
1.
2.
3.
4.
5.
6.
Written report is a full and elaborate report that presents the findings or
results of an academic research or business research that contains a title,
abstracts, table of contents, introduction, methodology, findings or results,
discussion, conclusions, references and appendices.
TOPIC 10
225
The tips to writing are to maintain clarity and simplicity in the research
report, be mindful of the report organisation and the language of the research
report.
Abstract
Prefatory materials
Appendices
Presentation
Conclusions
References
Executive summary
Research proposal
Graphical aids
Introduction
Table of contents
Letter of transmittal
Title page
Literature review
Visual aids
Methodology
Written report
Oral presentation
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