Presented by

Ritesh Ghimire
Manjil Shrestha
Jagannath Poudel

Presentation On
Theory Testing In Social Research
CONTENTS
Introduction
Sample
Analysis
Findings
Conclusions


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Linda D. Peters
University of East Anglia
School of Management, Norwich
The Marketing Review 2002
SOCIAL RESEARCH?
Research involving social scientific methods, theories and concepts,
which can enhance our understanding of the social processes and
problems encountered by individuals and groups in a society
Conducted by sociologists, psychologists, economists, political
scientists and anthropologists
It is not just common sense, based on facts without theory, using
personal life experience or perpetuating media myths.

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SURVEY METHODOLOGY AN INTRODUCTION
Feature of marketing research
The principal source in writing this overview
Associated with specific data collection methods
Collects a structured or systematic set of data, known as a
variable by case data matrix
Seeks to uncover naturally occurring variation between cases
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DEVAUS MODEL
Variable by case data matrix
Data relating to a given variable is collected from a number of
cases and a matrix is formed which allows a comparison of cases
The unit of analysis from which the data is collected
Mainly talks about the analysis of the data and assessing the
theory
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DEVELOPMENT OF SURVEY VARIABLES
Clarifying the concepts under study
Developing initial indicators
Evaluating the indicators
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QUESTION CONTENT IN QUESTIONNAIRE
Content
Behavior
Belief
Attitude
Attributes

What people
believe is true or
false


What people
think is desirable
or not


What people do

What attributes
people think they
have

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Level of reference; member
(individual), group, or surround level of
reference
The type of object characteristic being
judged, and may be either a state or an
action
The type of judgment made about the
object. It may be descriptive or
evaluative
An absolute or a comparative
judgment about the object
The frame of reference from which the
source makes the judgment
CONSTRUCTION AND VALIDATION OF SCALE
INDICES
The psychometric properties of the measurement scales used
Focuses on the relationship between empirically grounded
indicators and the underlying unobservable construct
Analysis of empirical indicators can lead to useful inferences
Issues of both reliability and validity of the scales used
The ability to test the proposed model is stronger
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SCALE RELIABILITY
The degree to which the measure of a construct is consistent or
dependable
The internal consistency of a test, that is, the items are homogeneous
(Kerlinger 1986)- Criteria
Concerns the extent to which a measuring procedure yields the same
results on repeated trials
The empirical criterion used is often that proposed by Nunnally
(1978) of .70 or higher for reliability

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CONSIDERATION IN THE USE OF RELIABILITY TESTING
The number of response categories
The number if items in the scale
Scale type
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The extent to which a measure adequately represents the underlying
construct that it is supposed to measure
SCALE VALIDITY
Criterion
Content
2
Construct
3
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FACTORS AFFECTING HOW DATA ARE ANALYZED
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The number of variables being
examined
The level of measurement of the variables
Whether we want to use our data for
descriptive or inferential purposes

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CLASSIFICATION OF STATISTICAL TECHNIQUES
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Statistical
Techniques
1

Univariate Statistics

2

Bi & Multivariate Tests of
Difference

3
Bi & Multivariate Tests of
Association
4

Multiple Regression & Path
Analysis

UNIVARIATE STATISTICS

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HYPOTHESIS
A hypothesis is a prediction about the relationship between two or more
variables.
A hypothesis thus translates a quantitative research question in to a
precise prediction of expected outcomes.

The hypothesis is an important part of the scientific
method and research studies.

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TWO CONTENT LAYOUT WITH TABLE
First bullet point here
Second bullet point here
Third bullet point here
Group A Group B
Class 1 82 95
Class 2 76 88
Class 3 84 90
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TWO CONTENT LAYOUT WITH SMARTART
Group A
Task 1
Task 2
Group B
Task 1
Task 2
Task 3
First bullet point here
Second bullet point here
Third bullet point here
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TITLE AND CONTENT LAYOUT WITH CHART
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3
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5

2
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4
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1
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8

2
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CATEGORY 1 CATEGORY 2 CATEGORY 3 CATEGORY 4
Series 1 Series 2 Series 3
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The number of response categories
1
The number if items in the scale
2
Scale type
3