1. 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

2. 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

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

4. 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

5. 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

6. 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 ______

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

8. 9. Graphic Rating Scale:

9. 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

10. 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

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

12. 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.

13. 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

14. 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

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