MBA C431

BITS Pilani
Pilani | Dubai | Goa | Hyderabad

Lecture 9
JAYASHREE MAHESH

BITS Pilani
Pilani | Dubai | Goa | Hyderabad

COLLECTING AND ANALYSING

DATA

Objectives
Types of Research
Scales of Measurement
Questionnaire Design Process
Decisions Regarding Questionnaire Sequencing
Survey Method of Data Collection and Types
Survey Evaluation Criteria

3
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Introduction to Research
Research is the process of finding solutions to a
problem after a thorough study and analysis of the
situational factors.
Business Research provides the needed
information that guides managers to make
informed decisions to successfully deal with
problems.
The information provided could be the result of a
careful analysis of data gathered firsthand or of
data that are already available (in the company).
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Types of Research
Basic Research
Generally not related to a specific problems and
its findings cannot be immediately applied
The findings of such research contribute to the
building of knowledge in the various functional
areas of business
Applied Research
Is to solve a current problem faced by the
manager in the work setting, demanding a timely
solution
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Business Research
It is a systematic and scientific procedure of data
collection, compilation, analysis, interpretation
and implication pertaining to any business
problem
Data is collected in an organized manner through
a well constructed instrument commonly referred
to as questionnaire
Developing the questionnaire is also a systematic
procedure
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Business Research Process Design

Step 1 - Problem or opportunity identification
Step 2 Decision maker and business researcher
meeting to discuss the problem and opportunity
dimensions
Step 3 Defining the management problem and
subsequently the research problem
Step 4 Formal research proposal and introducing
the dimensions to the problem
Step 5 Approaches to research
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Business Research Process Design (contd.)

Step 6 Fieldwork and data collection
Step 7 Data preparation and data entry
Step 8 Performing data analysis
Step 9 Interpretation of result and presentation of
findings
Step 10 Management
implementation

decision

and

its

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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Types of research
Types of Research

Exploratory
Research

Descriptive
Research

Cross Sectional
Research

Causal
Research

Longitudinal
Research
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Exploratory Research Methods

Secondary data analysis
Expert survey
Focus group interviews
Depth interview
Case analysis
Projective techniques

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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Comparison Of Different Types of Research

Comparison
Parameters

Exploratory
Research

Descriptive
Research

Conclusive
Research

Research
Objective

Is conducted to
understand problem
background, identify
variables and develop
and understanding
about the problem
and situation

Is conducted to
describe the
business or market
characteristics

Is designed to
understand the
cause and effect
relationship
between variables

Problem

Clarifying problem
and its component

Problem is clearly
defined

Problem is clearly
defined

Structure

Unstructured

Structured

Structured

Method
Research
Findings

Secondary data,
Survey and
expert survey, FGI, PT observations
& Case Analysis

Experiments

Inconclusive

Conclusive

Conclusive

11
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Scales of Measurement
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale

12
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Criteria For Good Measurement

Validity
Reliability

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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Measurement Scales
Single Item
Scales

Multiple Item
Scales

Multiple Choice
Scales

Likert Scales

Forced Choice
Ranking Scales

Semantic
Differential Scales

Paired Comparison
Scales

Stapel Scales

Continuous
Rating Scales

Constant Sum Scales Numerical Scales

Direct Quantification
Scales
Q Sort Scales
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BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Questionnaire
A questionnaire consists of formalized and prespecified set of questions designed to obtain
responses from potential respondents
They are situation and culture specific

15
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Questionnaire Design Process

Phase 1 Pre construction phase
Phase 2 Construction phase
Phase 3 Post construction phase

16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Phase 1 Pre Construction Phase

Specify the required information in the light
of research objectives
An overview of respondents characteristics
Decision regarding selecting an appropriate
survey technique

17
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Phase 2 Construction Phase

Decision regarding question format : Structured
Vs. Unstructured Questions
Decision regarding question wording
Decision regarding question sequencing
Decision regarding question response choice
Decision regarding questionnaire layout
Produce the first draft of the questionnaire

18
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Phase 3 Post Construction Phase

Go for pre testing of the questionnaire
Revisiting the questionnaire on the basis of
inputs obtained from pre testing
Revision of the final draft of the questionnaire
Administration of the questionnaire and obtaining
responses

19
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Decisions Regarding Questionnaire Wording

Question wording must be simple and easy to understand
Vague or ambiguous words must be avoided
Double barreled questions must be avoided
Avoid leading and loaded questions
Avoid using overstated words
Implied assumptions must be avoided
Respondents memory should not be overtaxed
Generalization and estimation must be avoided
Respondents ability to be answered must be considered
20
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Decisions Regarding Question Sequencing

Screening questions
Opening questions
Transition statements
Difficult to answer questions
Identification and categorization questions
Logical order of questions

21
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Survey Method Of Data Collection

Survey means gathering information through
respondents for any pre-established research
objective.
Information is obtained from a representative
sample of the population.
In
survey
administered
information.

a structured questionnaire is
to the respondents to collect

22
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Advantages of Survey Method

Easy to administer the questionnaire
It gives opportunity to the researcher to collect
data at one time
Generates standardized information
Fixed response options eliminates variability in
responses due to interviewer
Suitable for
interpretation

data

coding,

analysis

and

23
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Disadvantages of Survey Method

Low response rate
The way the questionnaire is presented /
individual characteristics of interviewer makes a
difference in getting responses

24
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Classification of Survey Methods

Survey Methods

Personal
Interview

Electronic
Interview

Telephone
Interview

Mail Interview

25
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Types of Personal Interview

Door to door interview
Mall Intercept Interview
Office Interview
Self administered questionnaire
Omnibus survey
Computer assisted personal interview

26
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Telephone Interview
Personal Interview using telephone
Fax survey
Voice mail survey
Computer assisted telephone interview

27
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Mail Interview
One time mail survey
Mail panel

28
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Electronic Interview
Email interview technique
Web based interview technique

29
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Survey Evaluation Criteria

Cost
Time
Response Rate
Speed of Data Collection
Survey coverage area
Bias due to interviewer
Quantity of the Data
Control over the fieldwork
Anonymity of the respondents
Question Posing
Question Diversity
30
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Comparative Evaluation of Various Survey Methods

Evaluation Criteria

Personal
Interview

Telephone
Interview

Mail
Interview

Electronic
Interview

Cost

High

Moderate

Moderate

Low

Time

High

Moderate to low

High

Low

Response Rate

High

Moderate

Low

Low

Speed of Data
Collection

Slow

Fast

Slow

Fast

Survey coverage area

Narrow

Wide

Wide

Wide

Bias due to interviewer

High

Moderate

None

None

Quantity of the Data

High

Moderate

Moderate

Moderate

Control over the

fieldwork

Moderate to
Low

Moderate

High

High

Anonymity of the
respondents

Low

Moderate

High

Moderate to
high

Question Posing

High

Moderate

Low

Low

Question Diversity

High

Low

Moderate

Moderate to
high 31

BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Questionnaire Practice Exercise

Do you think our company should open an on site
child care centre as a means of ensuring the
welfare of our employees small children
Yes
No
Our company must spend less money on
advertising and more money on research and
development
Agree
Disagree
09/27/16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Questionnaire Practice Exercise(contd.)

In your opinion what is the major cause of
employee turnover?
Lack of air-conditioning
Non competitive financial package
Poor fringe benefits
Poor working conditions
Weak management
What is your annual gross salary? Rs.______
09/27/16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Questionnaire Practice Exercise(contd.)

Please rant the importance of he following possible
reasons that made you join our organization, with 1
representing the most important and 5 the least
important reason
Salary
Reputation
Organization environment
Scope for growth and development
09/27/16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Questionnaire Practice Exercise(contd.)

In which department do you work?________
When was this section/department/business
established?____________
What is your designation?
Supervisor
Manager
Senior Manger
09/27/16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Survey Method Of Data Collection

Survey means gathering information through
respondents for any pre-established research
objective.
Information is obtained from a representative
sample of the population.
In
survey
administered
information.

a structured questionnaire is
to the respondents to collect

36
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Advantages of Survey Method

Easy to administer the questionnaire
It gives opportunity to the researcher to collect
data at one time
Generates standardized information
Fixed response options eliminates variability in
responses due to interviewer
Suitable for data coding, analysis and
interpretation

37
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Disadvantages of Survey Method

Low response rate
The way the questionnaire is presented /
individual characteristics of interviewer makes a
difference in getting responses

38
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Classification of Survey Methods

Survey Methods

Personal
Interview

Electronic
Interview

Telephone
Interview

Mail Interview

39
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Types of Personal Interview

Door to door interview
Mall Intercept Interview
Office Interview
Self administered questionnaire
Omnibus survey
Computer assisted personal interview

40
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Telephone Interview
Personal Interview using telephone
Fax survey
Voice mail survey
Computer assisted telephone interview

41
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Mail Interview
One time mail survey
Mail panel

42
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Electronic Interview

Email interview technique

Web based interview technique

43
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Survey Evaluation Criteria

Cost
Time
Response Rate
Speed of Data Collection
Survey coverage area
Bias due to interviewer
Quantity of the Data
Control over the fieldwork
Anonymity of the respondents
Question Posing
Question Diversity
44
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956

Comparative Evaluation of Various Survey Methods

Evaluation Criteria

Personal
Interview

Telephone
Interview

Mail
Interview

Electronic
Interview

Cost

High

Moderate

Moderate

Low

Time

High

Moderate to
low

High

Low

Response Rate

High

Moderate

Low

Low

Speed of Data
Collection

Slow

Fast

Slow

Fast

Survey coverage area

Narrow

Wide

Wide

Wide

Bias due to interviewer

High

Moderate

None

None

Quantity of the Data

High

Moderate

Moderate

Moderate

Control over the

fieldwork

Moderate to
Low

Moderate

High

High

Anonymity of the
respondents

Low

Moderate

High

Moderate
to high

Question Posing

High

Moderate

Low

Low

Question Diversity

High

Low

Moderate

45
Moderate
BITS Pilani, Deemed to be University under Sectionto
3 ofhigh
UGC Act, 1956

09/27/16
BITS Pilani, Deemed to be University under Section 3 of UGC Act, 1956