Primary and Secondary data

Measurement Scales and Tools

Questionnaire
Concept of Questionnaire Questionnaire is a written words which contains a set of questions pertaining to research problems

Features of questionnaire

It is document which has a set of questions required for answering the research objective. It is structured and planned to obtained the responses of the targeted stake holders of the research. It is scientific tool that helps the researcher to gathering the required data or information to answer the research objective or accomplish the purpose of research. It always addresses a specific issues in the opinion of specific group of people targeted for research.

open ended harder to score but get richer information close ended, offer two either/or responses (true/false; yes/no; for/against etc.) multiple choice among the stated variables the respondents are asked to select one or more than one responses among the stated variables scaled response gather range of values (strongly disagree, somewhat disagree, neutral, somewhat agree, strongly agree) normally called as semantic scales or Likert type scales

Good Features of Questionnaire

Plan a user-friendly format Gather demographic data age, gender, etc., when and to what extent necessary. Guarantee anonymity and avoid vagueness Ensure easy tabulation Ask well-phrased and unambiguous questions that can be easily recognized, understandable and answerable questions. Develop for completeness get all the data required Pilot test the instrument to see the convenience and agreeableness of all the respondents who are targeted to survey to obtain the required set of information.

Measurement in Research
Consists of assigning numbers to empirical events in compliance with a set rules It is as three part process
Selecting observable empirical events Developing a set of mapping rules a scheme of assigning numbers or symbols to represent aspects of the events being measured. Applying mapping rules to each observation of that event

To provide highest quality, lowest error data for testing hypothesis.

What is measured?

Variables in research classified as objects or as properties Objects things ordinary experience Properties Characteristics of Object.
In research measuring properties are important than objects What are measured are indicators of properties.

Characteristics of Measurement

1.

Tool should be accurate counter or indicator of what to we are interested in measuring Easy and efficient Three major criteria for evaluate a measurement are Validity:
Refers to extract t which a test measures which we actually wish to measure

2.

Reliability:
Accuracy and precision of a measurement procedure (free from error) Stability, equivalence, internal consistency consistent result

3. Practicability:

Concerned with a wide range of facts of economy, convenience and interpretability

Measurement scales

Scales is a procedure for the assignment of numbers or other symbols to a property of objects in order to impart some of the characteristics of numbers to the properties in question
A thermometer Durability of paint (applying pressure on brush and scrubbing)

Selection or construction of scale of measurement requires decisions in the key areas

1. 2. 3. 4. 5. 6. Objective of the study Response form Degree of preference Data properties Number of Dimensions Scale construction

Researcher uses the respondents as judges of the objects and for studying the properties

Response Form: Measurement scales are of three types

Rating: without comparison with other objects Ranking: Comparison among two or more objects Categorization: response in categories or in groups (ethnic groups)

Rating Scales
Used to judge properties of objects without reference to other similar objects. These ratings may be such forms as like-dislike, approveindifferent-disapprove, or other classifications using even more categories

Number of scale points Alternative scales

Simple category or dichotomous scale Multiple choice single response scale Multiple choice multiple response scale Likert scale Semantic differential scale Numerical scale Multiple rating list scale Fixed sum scale Staple scale Graphic rating scale

Simple Category Scale (dichotomous)

I plan to purchase a car in the next 12 months Yes No

Multiple Choice single response scale What news paper do you read most often for financial news Economic Times Financial Express Regional News paper National News paper Other (Specify: __________ )

Multiple Choice multiple response scale Check any of the sources you consulted when designing your new home

On line planning services Magazines Independent contractor / builder Developers models / plans Designer Architecture Other (Specify: __________ )

Likert scale summated rating The internet is superior to traditional libraries for comprehensive searches

Strongly Agree
(5)

Agree
(4)

Neither Agree nor disagree

(3)

Disagree
(2)

Strongly disagree
(1)

Semantic differential scale Lands End Catalog Fast ______:______:______:______:______:Slow High Quality_____:_____:_____:_____:_____:_____: Low Quality

Numerical scale Extremely Favorable 5 4 3 2 1 Extremely unfavorable

Employees cooperation in teams______ Employees Knowledge of task _______ Employees planning effectiveness______

Multiple rating list scale Please indicate how important or unimportant Important Fast reliable repair 7 6 5 Service at my location 7 6 5 Maintenance by manufacturer 7 6 5 Knowledgeable technicians 7 6 5 Notification of upgrades 7 6 5 Service contract after warranty 7 6 5 Fixed sum scale Taking all the supplier characteristics weve just discussed and now considering cost, what is their relative importance to you (dividing 100 units between) Being one of the lowest cost suppliers All other aspects of supplier performance sum 100 each service characteristic is unimportant 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1

Staple scale
(Company Name) +5 +4 +3 +2 +1 Exciting Products -1 -2 -3 -4 -5

+5 +4 +3 +2 +1 Technology Leader -1 -2 -3 -4 -5

+5 +4 +3 +2 +1 world-Class Reputation -1 -2 -3 -4 -5

Graphic Rating scale

How likely are you to recommend Complete Care to others? (Place an X at the position along the line that best reflects your judgment) Very likely Very Unlikely

(alternative with graphic)

Ranking Scale

a) Paired comparison scale: Respondents express attitudes unambiguously by choosing between objects b) Forced ranking scale: Attributes are ranked relative to each other c) comparative scale: Ideal when respondents are familiar with the standard.

The respondents directly compares two or more objects and makes choices among them. The respondents are assured to select one as the best or the most preferred

Paired-comparison scale For each pair of small cars listed, place a check beside the one you would most prefer if you had to choose between the two

Maruti Santro
Indica Maruti Reva Maruti

Indica Santro
Reva Santro Indica Reva

Forced Ranking Scale Rank the radar detection features in your order of preference. Place the number 1 next to the most preferred, 2 by the second choice, and so forth
User programming Cordless capability Small size Long-range warning Minimal false alarms

Compared to your previous mutual funds performance, the new one is

--2

Superior --1

About the Same ------3 4

Inferior
5

Measurement Scale Construction

a) b)

Arbitrary Scaling (components) Consensus Scaling (items are selecting a panel of judges and then evaluated)

c)

Item Analysis: Is a procedure for evaluating an item based on how well it discriminates between those persons whose total score is high and those where total score is low. It is summated by summated scale or Likert Scale.

SD Scale for Analyzing Candidates for an Industry Leadership Position

Analyze (candidate) for current Position (E) (P) (A) (E) (P) (A) (E) (P) (A) Sociable Week Active Progressive yielding Slow True Heavy Hot 7 ---- ---1 ---- ---7 ---- ---7 ---- ---1 ---- ---1 ---- ---7 ---- ---7 ---- ---7 ---- ------- ------- ------- ------- ------- ------- ------- ------- ------- ------- -- ---- 1 ---- -- ---- 7 ---- -- ---- 1 ---- -- ---- 1 ---- -- ---- 7 ---- -- ---- 7 ---- -- ---- 1 ---- -- ---- 1 ---- -- ---- 1 Unsociable Strong Passive Aggressive Tenacious Fast False Light Cold

(E)

unsuccessful

1 ---- ----

---- ----

---- -- ---- 7

successful

Secondary data

information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand

Sources of Secondary Research Information for Leisure and Travel External

Library books, journals, newspapers, CDroms, directories. Internet on-line computer searches e.g. Data bases, periodicals (Emerald) and newsletters, demographic data (GIS). (URLs and Search engines) Trade associations and societies (also available on internet). Census also government data on internet Published company accounts

Advantages of Secondary Data

Obtained quickly (compared to primary data gathering) Inexpensive (compared to primary data gathering) Usually available Enhances existing primary data

Disadvantages of Secondary Data

Mismatch of the units of measurement
Need daily data yet only monthly available, need incomes of $75,000 and over only available $50,000 and over

Differing class definitions used Need users in between heavy, medium or light users Timeliness (how current is the secondary data)

Lack of information needed to assess the

credibility of the reported data (next slide)