Research Tools and Techniques The Research Process: Step 6 (Research Design – Element 5 Part B Continued Measurement and Measures – Attitudinal Scales Continued and Goodness of Measures) Lecture 17

Lecture Topics Covered Previously in the Last Lecture Statistics Applied to the Four Scales Attitudinal Scales Derived from Four Basic Scales Rating and Ranking Scales

What we are going to Cover in this Lecture Rating and Ranking Scales Goodness of Measures Reliability and Validity of Measures

THE RESEARCH PROCESS Observation (4). Theoretical Framework (7). (6).   THE RESEARCH PROCESS (1). Observation  The Broad Problem Area   (2). Preliminary Data Gathering Interviews and Library Search (3). Problem Definition  (4). Theoretical Framework Variables Identification (5) Generation of Hypothesis (6). Scientific Research Design (7). Data Collection and Analysis (8) Deduction (9). Report Writing (10). Report Presentation (11). Managerial Decision Making  

THE ELEMENTS OF RESEARCH DESIGN 2. Type of Investigation Establishing: Causal Relationship or Co-relational 1. Purpose of Study Exploratory Descriptive Hypothesis Testing Case Study 3. Extent of Researcher Interference Minimal Moderate Excessive 4. Study Setting Contrived Non-Contrived 10. Test Application Feel for Data Goodness of Data Hypotheses 6.Unit of Analysis (Population to be studied) Individuals Dyads Groups Organizations Machines etc. 7. Sampling Design Probability Non-probability Sample Size (n) 8. Time Horizon One-Shot (Cross-Sectional) Longitudinal 9. Data Collection Method Observation Interview Questionnaire Physical Measurement 5. Measurement & Measures Operational Definition Scaling Categorizing Coding Problem Statement

7. Fixed or Constant Sum Scale When buying a soap; give marks out of 100 to the importance you attach to (the aggregate should be 100) Fragrance ______ Color ______ Shape ______ Size ______ Texture of Lather ______ Total ______

8. Staple Scale This scale simultaneously measures both the direction and intensity of the attitude under study Example +3 +3 +3 +2 +2 +2 +1 +1 +1 Adopting Modern Coordination Company Technology Among Employees Development Future -1 -1 -1 -2 -2 -2 -3 -3 -3

9. Graphic Rating Scale:

II. Ranking Scales 1. Paired Comparison: [(n)(n-1)/2] Choices Lux, Rexona, Dove, Fa Lux Rexona Lux Dove Lux Fa Rexona Dove Rexona Fa Dove Fa

2. Forced Choice Scale: Example: Rank the following holiday destinations in order of your preference, assigning 1 for the most preferred choice and 5 for the least preferred Aspen ___ Florida ___ London ___ Bermuda ___ Hawaii ___ Prefer More Prefer Less

3. Comparative Scale If you buy a Warid Sim as compared to Telenor; is it More Useful About the Same Less Useful 1 2 3 4 5

GOODNESS OF MEASURES: RELIABILITY & VALIDITY Reliability: (Accuracy in Measurement) Attest to the consistency and stability of a measuring instrument. 1. Stability Measure a). Test – Retest Reliability Correlation tests are applied. b). Parallel Form Reliability Two instruments measuring the same concept are correlated.

Test-Retest Reliability Example Employees Data Gathered September 1 about a variable using an instrument Data Gathered September 12 about a variable using the same instrument Asim 4 Farooq Mushtaq Awais 3 Sadiq 2 1 Michael Masood Amina

Parallel Form Reliability Example: Employees Data Gathered September 1 about a variable using instrument A Data Gathered September 12 about a variable using instrument B Asim 4 Farooq Mushtaq 3 Awais Sadiq 2 1 Michael Masood Amina

Summary Rating and Ranking Scales Goodness of Measures Reliability and Validity of Measures