6712 4250 Operationalisation(PGDM I) Session II

7/27/2019 6712 4250 Operationalisation(PGDM I) Session II

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Operationalization - I

Session II

A researcheridentifies a research problem ora researchable topic with a certainprocedure, specifies objectives, formulatehypotheses with respect to the objectivesand prepares a research design.

Research Design is a Plan, Structure and

Strategy of investigation conceived so as toobtain answers to research questions and tocontrol variance.


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The researcher takes all the above points into

account while preparing a Research Design.

Therefore ..

Research Design can differ with respect to

the types of research and various

descriptors. However it encompasses thefollowing steps:

Theory --Hypotheses--Test to validate the

theory or recast the theory--conclusion,

policy implication and recommendation.


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An example of the out line of a Research

Design with reference to social science.

A brief background of the study with

reference to the existing literature

( Critical analysis of similar studies and

identification of research questions.) Problem statement.

Objectives of the study (Often referred to as

TOR) Hypotheses formulation with reference to the

objectives.


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.Contd

Methodology:Data requirement to test the hypotheses,

Sources of the data and data collection

Requirement of a sample in case of a survey,Tools to use for data analysis and their

rationale

Findings and Analysis

Conclusion, Policy implication and

recommendation & Limitation of the study.


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Methodology

Methodology of a study incorporates

Data requirement &Sources

Tools for collection of data Requirement of a sample in case of a

survey

Specification of StatisticalTechniquesto use for data analysis and their

rationale.


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Collection of data and sources

Data could be collected through the secondaryor primary source depending on the objectives

of the study and hypotheses to test.

1.Secondary datacould be collected from

published sources or data banks.

Some of the sources are: CSO, ASI,NSS CMIE,

Government Departments, RBI, National Library,

Web sites, etc at the national level and WB,IMF& UN publications at the international levels.


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2.Collection of Primary data could be

through a questionnaire orindividual/group

observation or by participatory methods

Primary data could be collected with census or

sample surveys using the above.

Bothquantitative and qualitative data could be

collected.

Data collected through the above tools are

normally cross section data. Time series data

can also be collected from primary sources. Sample surveys are generally used to collect

primary data and conclusion about the

population is arrived at.


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Selection of a sample

Census surveys are not feasible always since it

may be extremely difficult, costly and time

consuming.

The purpose ofsampling is to gain as muchinformation as possible about the population by

observing only a small proportion of that

population.

Therefore, the sample chosen should be a

representative of the population i.e. It should

represent the characteristics of the population.


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Thus, the need is to identify an appropriate

type of sampling with respect to the purpose

of the study.

This relates to testing relationships in the

sample and generalizing the behaviorof

the observed variables in the sample withrespect to the population with statistical

tests.

To address this aspect we need to knowthe different types of sampling, their

relevance and uses.


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Sampling - A few terms used

Element: Unit of population

Sampling units: Elements considered for

sampling in the sample.

Universe: Aggregation of all elements.

E.g. All people living in a country , All

Executives. Population: Specified theoretically with

specific characteristics.


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Sampling .contd

A population has a scientific connotation.

All Indian Universities in 2008.

All executives SAIL in 2007-08

All workers in an Industry in 2008.

A specified population is known as a sampling

frame.

A sample is drawn from the population using a

specific sampling techniques with respect to theobjectives of the study.


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Sampling .contd

Parameter & Statistics

Parameter: Summary description of a

variable with respect to the population.

Statistics: Summary description of a

variable with respect to a sample.

We test equality of sample statistics withpopulation parameterforgeneralization of

observations .


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Types of Sampling-A brief introduction.

1. Simple Random Sampling (SRS)

-Each element in the population has an equal

chance of being selected.

- Sample is drawn by using a lottery method, agenerator, a random number table or a

computer package.

- Use of random number table or computerpackage has wide application in selecting a

sample in social survey when the population

is relatively small


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2.Systematic sampling.

In this process a sample of a required size is

selected by selecting the elements of the

population at the beginning at a random start

and following the sampling fraction selectingevery Kth element.

Example: Let us suppose that we have a

population size of 10,000 and we need to select

a sample of 250. Thus we have to select every40th item (10000/250=40) with a random start.


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3. Stratified Sampling.

In this process the population is divided in

to sub-populations with the stratification

variables and using simple random

sampling in each stratum a sample isdrawn.

Example: Attitude scaling of consumers of

a particular product. Stratification variablescould be income ,education, occupation

etc.


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4. Multistage Cluster Sampling (Sequential

multiphase sampling)

This process divides the population into different

sub-population (clusters) with respect to

geographical, agro-ecological and socio-

economic variables and the process is repeatedmore than once.

In each stage SRS is applied.

This is adopted when the population is large.

Exple: Survey of consumption pattern done by

NSS in India, assessment of productivity of

different crops in a country.


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5.Purposive sampling and Accidental

sampling.

Purposive sampling is done with respect to

the specific purpose of the study.

Accidental sampling acquires the

characteristics of SRS if done properly.

Selection of a Sampling Technique depends

On the size of the population, purpose of thestudy, time availability (urgency) and

budget provision for the study.


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Instruments for Data collection:Questionnaire Construction

The next step is formulation of a

questionnaire for data collection ( for either

census or a sample survey).

There are several guidelines given by severalauthors about construction of a

questionnaire.

However, the guide lines are subjective

The following are some of the points which a

researcher may take note of while framing a

questionnaire for a survey.


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1. Questions and statements

The term 'questionnaire' suggests a set of

questions to be asked to the respondents using

a format.

The researchercan also includestatements/attributes to elicit responses in a

Likert scale to measure attitude of the

respondents.

A Likert Scale may be of a 'seven' or a 'five"

point scale.


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Likert Scale Example 1. How important are the

following characteristics for the performances of

the company ?

Characteri

stics

V.Imp Quite Imp

Undecided

Of little

imp

Not imp

Access to

finance

External

financial

service

Sale/Marke

ting skills

Quality of

products

Competitiv

e pricing

Diverse

customer

base


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.contd

Alternatively a continuum may also be

used in a Likert Scale.

Two extremes are specified and the rest is

specified with numbers only

1-Strongly disagree & 7-Strongly agree

1.Least Important & 7-Most important


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Example 2

Listed below are some of the services that

may influence the choice of a bank.

Please rate the following in a 5 point scale

1- Least Important

5- Most important

(A 7 point scale could be used)


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Example 2 (Contd)

Services 1 2 3 4 5

1.

Courteous

service

2.Compete

nce of staff

3.Fast

action on

complaints

5.No of

branches

6.Availabilit

y of ATM

services

7.Financial

strength ofthe bank


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Example 3

Likert Scale Contd

In a market research study for a consumer

non - durable such as Premium Soap the

researcher wants to find the importance

attached by the consumer to specifiedattributes .

He may use a Likert Scale to elicit

responses from the consumers andidentify attributes/group of attributes which

are more important.


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Example: Premium Soap.

Please rate the following attributes in a scale of 7.

Attribut

es

1 2 3 4 5 6 7

Brand

Price

Freshness

Perfum

e

Size

HygieneLather

Multipur

pose

use

Life


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Likert scale Example 4

Rate your manager's communication skills

on the following scale by encircling the

appropriate number.

Very Open Secretive

1 2 3 4 5

Use of both questions and statements

provide flexibility in the design and makes

the questionnaire more interesting.


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2. Open-ended and close-ended questions

Open-ended questions: The researcher provides

space for the answer.

Close-ended questions: The respondent is

asked to select answer(s) provided by theresearcher. Two structural requirements for this

type of questions.

The response category should be exhaustive

and it should end with an option 'others'.

The answer category should be mutually

exclusive exceptin case of multiple choice.


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3. One should make items/questions clear.

Often the intent /perspectives are clear to

the researcherbutnot clear to the

respondent

Example;

a) What is your income ?.....................

(from all sources? HH Income ? Per year?)

b) The proposed policy change will have a

positive effect on the sale volume. Yes/No

4 Q ti h ld b l t d th


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4. Questions should be relevant and the

respondents should be competent to answer

.

Asking on brand preference to a person

who does not know about it is

meaningless.

Asking a respondent in a village:

1.How much do you spend in your children's'

education per year?......................

2. What was your income in the last five

years?.......................................


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5.Questionnaire should include short items.

One should avoid double barrel question.

The respondent should be able to read the

items quickly, understand the intent and

select or provide an answer without much

difficulty.

Short, clear and pinpointed questions help

the respondent in understanding the intent

of the questions and the answers will beaccurate to a large extent.


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Consider the following question:

The U S should abandon its space program and

spend money on domestic program.

When the researcher is using 'and', he should

check whether he is asking a double-barrelquestion involving two different aspects.

When some people would instantly agree, other

may disagree and a few may not be able to

answer.

Thus, the answer will not be comparable.


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6.Avoid negative items:

Inclusion of negative items leads to the

possibilities of misinterpretation.

Often 'not' or 'no' in the question goes

unnoticedby the respondents and they

give the answers which may lead to wrong

conclusion.

E.g. Kashmir Problem is not an internationalissue: Yes/No

High CQPI does not indicate intelligence Yes/No


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7. Avoid biased items/ format leading to

biased answer

Questions encouraging/forcing the

respondents to answer in a particular way is a

biased question.

1.Don't you feel that smoking is a bad habit?Yes/No

2. Inadequate response category:

E.g.. Specifying yearly Income category.< 1 Lakh 1-5 Lakh 5-10 Lakh 10-15Lakh >15

The class interval has a bearing on the

population characteristics.


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8. Sequence of questions

The questions should be properly ordered to

facilitate the respondents to answer

systematically and with ease.

Properly ordered questions becomeinteresting for the respondent.

Very often, it is better to start a

questionnaire with identification particulars

and demographic features.

Some put these at the end of the

questionnaire.

9 D t j i li d


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9.Do not use jargons or specialized

language and avoid questions which

requires calculations.

10. The questions should have

a) A general instruction to the respondents

regarding giving answerorchoices of

codes if codes are used.

b) A set of instructions to the investigators.

c) A draft questionnaire requires pretesting

in the field which gives an opportunity to

identify gaps/mistakes/omissions if any.


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Statistical Techniques to Use

After the data are collected, the researcher

tabulates the data by manually of with a

statistical package

Identification of appropriate tools for dataanalysis with respect to the hypotheses.

The analysis facilitates test of hypotheses

and arriving at the conclusion of the

research.

The conclusions help in decision making.


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Tools for Data Analysis

Several Statistical/Mathematical

Tools are used for data analysis.

These tools are broadly divided intothree categories.

Univariate tools

Bivariate Tools

Multivariate Tools.


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Group Assignment I

Discuss in the group and identify a

topic of research (social or marketing or

any other)

Identify research problem with the help of

literature review.

Formulate hypotheses

Specify data requirement

Prepare a questionnaire to collect data.

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6712 4250 Operationalisation(PGDM I) Session II

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