Research Methods - Curs 2 En

8/12/2019 Research Methods - Curs 2 En

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Module 1. Quantitative Methods Research.

Questionnaire Based Survey

Course 2Concepts, operationalization, and measurement.

Reliability and validity

Valeriu Frunzaru, PhD.

[email protected]


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Primary scales of measurement (Malhotra, 285)

Scale Basic characteristics Examples Permissible

statistics

Nominal Numbers identify and classify

objects

Sex classification,

religion, store types

Percentage, mode,

Chi-square

Ordinal Numbers indicate the relative

positions of the objects but not

the magnitude of differences

between them

Quality rankings,

reference rankings ,

market position,

social class

Percentile, median,

rank-order

correlation

Interval Difference between objects can

be compared; zero point isarbitrary

Temperature

(Celsius), level ofinteligence (IQ),

attitudes (!?)

T-test, ANOVA,

regression, factoranalysis

Ratio Zero point is fixed; ratios of

scale values can be computed

Age, income, market

shares

Geometric mean,

coefficient of

variation


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Exercises

What kind of scales can we use to measure the

variable age?

What kind of scales can we use to measure the

variable income?


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Measures of central tendency

Mean = the value obtained by summing allelements in a set and dividing by the number ofelements

Mode = the value that occurs the most in a(sample) distribution

Median= the value above which half of the valuesfall and below which half of the values fall


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Measures of variability

Range= the difference between the largest and

smallest values of a distribution

Interquartile range (IQ) = the range of a distribution

encompassing the middle 50 percent of theobservation

Variance = the mean squared of all the variation

from the mean

Standard deviation (SD) = the square root of the

variance


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Measures of variability

Range = Xlargest- Xsmallest

IQ = Q3-Q1

Variance =

S.D. =


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Exercises

We have two groups (nA=10. nB=10) that drink

weekly the next quantities of beer.

A: 2, 9, 1, 0, 3, 4, 3, 4, 7, 4

B: 1, 4, 2, 14, 4, 7, 5, 4, 8, 0

What are mean, median, and mode of the twogroups? SDA=3.67 and SDB=4.04. What group

is more homogenous?


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Opertionalization of variables

Operationalization= The construction of actual, concretemeasurement techniques; the creation of operationsthat will result in the desired measurements.

Dimension= concept with an abstract level situatedbetween the concept that we want to measure and theindicators

Indicators= Easily identified features which can bemeasured and are taken as revealing some underlyingaspect

Scales= a type of composite measurement


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Dimensions of social exclusion

(Hayes et al., 2008)

Social exclusion = an individual is socially excluded if he orshe does not participate in key activities in the society inwhich he or she lives

D1. consumption: the capacity to purchase goods andservices;

D2. production: participation in economically or sociallyvaluable activities;

D3. political engagement: involvement in local or nationaldecision-making;

D4. social interaction: integration with family, friends andcommunity.


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Dimension for materialistic values

(Richins and Dawson, 1992)

D1. success

D2. centrality

D3. happiness


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Indicators for materialistic values. Dimension:

success(Richins and Dawson, 1992, 310)

I admire people who own expensive homes, cars, and clothes.

Some of the most important achievements in life include

acquiring material possessions.

I don't place much emphasis on the amount of material objectspeople own as a sign of success.

The things I own say a lot about how well I'm doing in life.

I like to own things that impress people.

I don't pay much attention to the material objects other people

own


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centrality(Richins and Dawson, 1992, 310)

I usually buy only the things I need.

I try to keep my life simple, as far as possessions are concerned.

The things I own aren't all that important to me.

I enjoy spending money on things that aren't practical.

Buying things gives me a lot of pleasure.

I like a lot of luxury in my life.

I put less emphasis on material things than most people I know.


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happiness(Richins and Dawson, 1992, 310)

I have all the things I really need to enjoy life.

My life would be better if I owned certain things I don't have.

I wouldn't be any happier if I owned nicer things.

I'd be happier if I could afford to buy more things.

It sometimes bothers me quite a bit that I can't afford to buy

all the things I'd like.


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Likert scale. Negro scale

(Likert, 1932, 19)

Items:

9. All negroes belong in one class and should be treated

in about the same way.

12. If the same preparation is required, the negro

teacher should receive the same salary as the white.

13. Practically all American hotels should refuse to

admit negroes.Strongly

approve

(1)

Approve

(2)

Undecided

(3)

Disapprove

(4)

Strongly

disapprove

(5)


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Adaptive Visual Analog Scale (VAS)

(Marsh-Richards et al., 2009, Dusa and Frunzaru, 2010)


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d ff l l


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Sematic differential scale

(Charles E. Osgood)

Semantic differentials scale = a 7-point rating

scale with endpoints associated with bipolar

labels that have semantic meaning

Examples of bipolar adjectives:

- cold and worm

- powerful and week

- organised and unorganised


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Please put an X at a point between the two extremes which

indicates your view about the services received from the

company A (semantic differentials scale)

Staff are polite :: : : : : : : Staff are impolite

Staff know the

products

:: : : : : : : Staff do not know the

products

Staff are

efficient

:: : : : : : : Staff are inefficient

Company is

unreliable

:: : : : : : : Company is reliable

Company is

modern

:: : : : : : : Company is old-

fashioned


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Exercise

Realize the operationalization of the concept

religiosity

M t


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Measurement accuracy

(Malhotra, 2010,318)

X0 = Xt + Xs + Xr

X0 = the observed score of measurement

Xt = the true score of the characteristic

Xs = systematic error

Xr = random error


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(Malhotra, 2010,318)

True score model = a mathematical model that provides a

framework for understanding the accuracy of measurement

Systematic error = affects the measurement in a constant way and

represent stable factors that affect the observed score in the

same way each time the measurement is made

Random error = measurement error that arise from random

changes or differences in respondents or measurement

situation

Systematic error + Random error = Measurement error


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(Malhotra, 2010,318-321)

Reliability = the extent to which a scale produces consistent

results if repeated measurement are made on the

characteristic.

Validity = the extent to which the difference in observed scaled

reflects true differences among objects on the characteristic

being measured, rather than systematic or random errors

Generalizability = the degree to which a study based on a sample

applies to a universe of generalisations.


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Validity and reliability

(Babbie, 2010,214)

Invalid and reliableValid and reliable Valid and

unreliable


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Scale

evaluation

Reliability Validity Generalizability

Test/

retestAlternative

forms

Internal

consistencyContent Criterion Construct

Convergent Discriminant Nomological


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Bibliography

Babbie, Earl. (2010). Practica cercetrii sociale. Iai: Editura Polirom.

Hayes, Alan, Gray, Matthew and Edwards, Ben. (2008). Socialinclusion. Origins, concepts and key themes.(http://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdf, 29.11.2010)

Kent, Ray. (2007). Marketing Research. Approaches, Methods andApplications in Europe. London: Thomson.

Likert, Rensis. (1932).A Technique for the Measurement ofAttitudes. New York: New York University.

Malhotra, Naresh K. [1996](2010). Marketing Research. An Applied

Orientation. New York: Pearson.Richins, L. Marsha, and Dawnson, Scott (1992). A Consumer ValuesOrientation for Materialism and its Measurement: ScaleDevelopment and Validation.Journal of Consumer Research, 19(3): 303-316.
http://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdfhttp://www.socialinclusion.gov.au/Documents/AIFS_SI_concepts_report_20April09.pdf