Research Tools and Techniques The Research Process: Step 6 (Research Design – Element 5 Part B Continued Measurement and Measures – Attitudinal Scales) Lecture 16

Lecture Topics Covered Previously in the Last Lecture Ordinal, Interval and Ratio Scales Statistics Applied to the Four Scales

What we are going to Cover in this Lecture Statistics Applied to the Four Scales Attitudinal Scales Derived from Four Basic Scales Rating and Ranking Scales

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 Testing 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) or Longitudinal 9. Data Collection Method Observation Interview Questionnaire Physical Measurement 5. Measurement & Measures Operational Definition Scaling Categorizing Coding Problem Statement

Depending on the nature of variable, a questionnaire can have one or all the major scales in it but the tests applied to all of the scales are different.

Another Example

To check a relationship, association etc. you need to have questions with statements and scales for each variable in a theoretical framework. D.V. I.V.

SCALES ScaleHighlightsDescriptive Statistics Inferential Statistics NominalDifferenceFrequency in Each Category, Percentage in Each Category, Mode X2X2 OrdinalDifference and Order Mode, Median, Range Rank Order Correlation IntervalDifference, Order and Distance Mode, Median, Mean, Standard Deviation, Variance, Range Correlations, t, F RatioDifference, Order, Distance and Unique Origin Mode, Median, Mean, Standard Deviation, Variance, Range Correlations, t, F

Methods of Scaling Using Four Basic Scale Types (Attitudinal Scales) THE WAY YOU MEASURE THE OBJECT/EVENT/PERSONAL DIFFERENCES IN ACCORD WITH THE ATTITUDES THESE SCALES ARE OF TWO TYPES: I). RATING SCALES AND II). RANKING SCALES The rating scales tap down the subject’s responses for the behavioral elements/variables while assigning numbers and symbols – they have the response categories; while the ranking scales tap the subject’s response by comparing and ranking given options.

I.Rating Scales 1. Dichotomous Scale: Do you go out for shopping daily Yes/No and State your gender (Please encircle) Male/Female 2. Category Scale: You work in (Tick only one) Rwp Isb Jhm Lhr Office Both above mentioned rating scales tap the responses on the nominal scale.

3. Likert Scale: The respondent agree or disagree on a 5 point scale This is an example of interval scale Example: state the extent to which you agree with each of the following statements: 1=Strongly Disagree; 2=Disagree; 3=Neither Agree Nor Disagree; 4=Agree; 5=Strongly Agree i). My car has a strong body ii). I feel protected inside my car iii). My car’s safety systems are excellent

4. Semantic Differential Scale Bipolar attributes are identified Example: When you call someone over for interview, you give preference to (Tick the nearest blank according to your choice) him or her being Neatly Dressed _ _ _ _ _ _ _ Shabbily Dressed Well Combed Hair _ _ _ _ _ _ _ Unkempt Hair Ironed Clothing _ _ _ _ _ _ _ Rumpled Clothing

5. Numerical Scale Example: Evaluate Honda Accords relative to the following pairs of attributes on the following scale: Sporty Practical Unreliable Reliable Saves Gas Guzzling Poor Handles handlingwell

6. Itemized Rating Scale The response to items are summated Balanced and Unbalanced rating scale Example Very Unlikely Unlikely Neither Unlikely Likely Very Likely Nor Likely 1. I would be opening a new account in some bank ____ 2. I would be interested in a car loan ____ 3. I would get a new ATM account ____

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 Adopting Modern Coordination Company Technology Among Employees Development Future

9. Graphic Rating Scale:

II. Ranking Scales 1. Paired Comparisons: [(n)(n-1)/2] Choices Lux, Rexona, Dove, Fa 1. Lux Rexona 2. Lux Dove 3. Lux Fa 4. Rexona Dove 5. Rexona Fa 6. Dove Fa

2. Forced Choice 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 (Tick only one option) More Useful About the Same Less Useful

Summary Statistics Applied to the Four Scales Attitudinal Scales Derived from Four Basic Scales Rating and Ranking Scales