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Kursus ‘Research
       Methodology’ KKKT
By: Azwadi Ali
    Department of Accounting and Finance,
    Faculty of Management and Economics,
    Universiti Malaysia Terengganu.

    Studio SPS, KKKT. 29 November 2011.
Data collection
 Observation – assembly line in factories, arrival of aircrafts,
  activities of rural community.
 Interview – open-ended with some guided questions. Suitable
  for exploratory research especially qualitative.
 Questionnaire – widely used, easy and objective.
 Focus on questionnaire .
 Quantitative – research model exists, items have been developed
  from existing literature.
 May need to perform pilot study.
Constructing Instrument
 Begin with literature search.
 Use google scholar, then use provided databases at your
  institution to locate the articles.
 Certain articles provide actual questionnaire – use/adopt wisely.
 If the aim is not to merely replicating existing research, find some
  ways to improve/extend/modify research models – a new
  variable is already sufficient.
 Ensure that variables forming your research model make sense
  such as the appropriateness of mediator/moderator/antecedent.
Latent variables
 Also known as unobserved variables.
 Items in questionnaire are observed variables.
 Latent variables can either reflect or formed by items.
 If reflective mode is suitable, ensure that items of the same
  variables make sense (i.e., co-variance can be expected).
 Items of three or more are good enough to represent a latent
  variable.
 Too many items are not advised.
Reflective vs Formative
Example: Computer Self-Efficacy
Reflective – I am capable at performing tasks on my computer.
             I feel confident in my ability to perform computer-
             related tasks.
Formative – I am confident at my ability to perform tasks in MS
              Word.
              I am skillful at using Excel.
Example: System Quality
Reflective – Overall, I would rate the system quality of the system
             highly.
             The quality of the system is appropriate for my needs.
Formative – Reliability, Ease of Use, Complexity, Accessibility,
              Responsiveness
Devising questionnaire/item scales
 Normally questionnaire includes several sections – e.g.
  demographic, cases/experiment/quiz, and items making up the
  research model. The order of the sections depends on the
  researcher.
 Only ask relevant demographic questions, especially if they are
  useful to answer a research question – e.g. Do individuals differ
  in opinions between male and female? Do large companies more
  transparent than small companies?
 Questions of items in research model may be asked via Likert
  scale, equal-appearing, semantic differential or cumulative.
Some examples
Some examples
Some examples
Some examples
Research model
 Questionnaire is easily constructed when research model has
  been identified.
 In social science, many well established theories or concepts can
  be adopted/extended/modified.
 Theory of Reasoned Action – Theory of Planned Behavior
 Social Cognitive Theory
 Technology Acceptance Model
 Diffusion of Innovation
 Elaboration Likelihood Model
 Attitude Mediation Hypothesis
Examples

                Attitude
 Behavioural
                towards
   Beliefs
               Behaviour



 Normative     Subjective
                             Intention   Behaviour
  Beliefs        Norm



                Perceived
   Control
               Behavioural
   Beliefs
                 Control
Examples
Examples of my studies

 Continuance Intention in using Accounting Information systems.
 Continuance Intention in using ‘homestay’ terminology.
Morning Break
   (rilek dulu)
Validity & Reliability of Instrument
 What is validity?
  - A study is valid if its measures actually measure what they
  claim to, and if there are no logical errors in drawing conclusions
  from the data.
  - Face and content validity (expert/pilot study)
  - Construct validity (≈ reliability)
  - Internal validity (defend against source of biases)
  - Statistical validity (proper use of statistics)
 Reliability?
  - Reliability is the correlation of an item, scale, or instrument
  with a hypothetical one which truly measures what it is
  supposed to.
 Focus on construct validity and internal consistency.
Construct validity
 Convergent validity and Discriminant validity
 Convergent -> internal consistency (cronbach alpha, simple
  factor structure), concurrent (correlation between scale),
  predictive validity (criterion in the future) and external validity
  (possible biases?).
 Discriminant validity -> correlational method (rule of thumbs),
  factor methods (principal component), average variance
  extracted (AVE) and nested model in structural equation
  modelling (SEM).
Hands-on factor method and cronbach alpha
 Use SPSS.




 These are ‘pre-requisite’ to test a research model.
Research hypotheses

H1: ‘Information usefulness’ is positively related to ‘attitude
    towards IR Websites’
H2: ‘Usability’ is positively related to ‘attitude towards IR
    Websites’
H3: ‘Attractiveness’ is positively related to ‘attitude towards IR
    Websites’
H4: ‘Attitude towards IR Websites’ is positively related to
    ‘intention to re-use IR Website’
Research Model with Indicators
                    COG3 COG4
IQ1
                 COG2       COG5
IQ3
IQ4           COG1            COG6
IQ7    IQ
IQ8                                    AFT1
IQ9                   COG        AFT   AFT2
                                       AFT3
             IU
CRD2
CRD4
CRD5
       CRD
CRD6

USB1
USB2                                          INT1
USB3                                          INT2
USB5
       USB               AT_ST         INT
                                              INT3
USB6                                          INT4
USB7

ATR1
ATR2
ATR3
       ATR
ATR5
ATR6
Sample Results
 Information
  Usefulness
                   γ=
                      0
                  t = .341
                     2.8
                         65

                                Attitude
                                                        Intention to
                 γ = 0.297    towards IR    β = 0.640
  Usability                                               Re-use
                 t = 2.425     Websites     t = 8.873
                                                        (σ2 = .409)
                              (σ2 = .784)
                        11
                     0.3 30
                   γ= 5.0
                    t=

Attractiveness
End of Workshop

   thank you

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Bengkel 20111130

  • 1. Kursus ‘Research Methodology’ KKKT By: Azwadi Ali Department of Accounting and Finance, Faculty of Management and Economics, Universiti Malaysia Terengganu. Studio SPS, KKKT. 29 November 2011.
  • 2. Data collection  Observation – assembly line in factories, arrival of aircrafts, activities of rural community.  Interview – open-ended with some guided questions. Suitable for exploratory research especially qualitative.  Questionnaire – widely used, easy and objective.  Focus on questionnaire .  Quantitative – research model exists, items have been developed from existing literature.  May need to perform pilot study.
  • 3. Constructing Instrument  Begin with literature search.  Use google scholar, then use provided databases at your institution to locate the articles.  Certain articles provide actual questionnaire – use/adopt wisely.  If the aim is not to merely replicating existing research, find some ways to improve/extend/modify research models – a new variable is already sufficient.  Ensure that variables forming your research model make sense such as the appropriateness of mediator/moderator/antecedent.
  • 4. Latent variables  Also known as unobserved variables.  Items in questionnaire are observed variables.  Latent variables can either reflect or formed by items.  If reflective mode is suitable, ensure that items of the same variables make sense (i.e., co-variance can be expected).  Items of three or more are good enough to represent a latent variable.  Too many items are not advised.
  • 5. Reflective vs Formative Example: Computer Self-Efficacy Reflective – I am capable at performing tasks on my computer. I feel confident in my ability to perform computer- related tasks. Formative – I am confident at my ability to perform tasks in MS Word. I am skillful at using Excel. Example: System Quality Reflective – Overall, I would rate the system quality of the system highly. The quality of the system is appropriate for my needs. Formative – Reliability, Ease of Use, Complexity, Accessibility, Responsiveness
  • 6. Devising questionnaire/item scales  Normally questionnaire includes several sections – e.g. demographic, cases/experiment/quiz, and items making up the research model. The order of the sections depends on the researcher.  Only ask relevant demographic questions, especially if they are useful to answer a research question – e.g. Do individuals differ in opinions between male and female? Do large companies more transparent than small companies?  Questions of items in research model may be asked via Likert scale, equal-appearing, semantic differential or cumulative.
  • 11. Research model  Questionnaire is easily constructed when research model has been identified.  In social science, many well established theories or concepts can be adopted/extended/modified.  Theory of Reasoned Action – Theory of Planned Behavior  Social Cognitive Theory  Technology Acceptance Model  Diffusion of Innovation  Elaboration Likelihood Model  Attitude Mediation Hypothesis
  • 12. Examples Attitude Behavioural towards Beliefs Behaviour Normative Subjective Intention Behaviour Beliefs Norm Perceived Control Behavioural Beliefs Control
  • 14. Examples of my studies  Continuance Intention in using Accounting Information systems.  Continuance Intention in using ‘homestay’ terminology.
  • 15. Morning Break (rilek dulu)
  • 16. Validity & Reliability of Instrument  What is validity? - A study is valid if its measures actually measure what they claim to, and if there are no logical errors in drawing conclusions from the data. - Face and content validity (expert/pilot study) - Construct validity (≈ reliability) - Internal validity (defend against source of biases) - Statistical validity (proper use of statistics)  Reliability? - Reliability is the correlation of an item, scale, or instrument with a hypothetical one which truly measures what it is supposed to.  Focus on construct validity and internal consistency.
  • 17. Construct validity  Convergent validity and Discriminant validity  Convergent -> internal consistency (cronbach alpha, simple factor structure), concurrent (correlation between scale), predictive validity (criterion in the future) and external validity (possible biases?).  Discriminant validity -> correlational method (rule of thumbs), factor methods (principal component), average variance extracted (AVE) and nested model in structural equation modelling (SEM).
  • 18. Hands-on factor method and cronbach alpha  Use SPSS.  These are ‘pre-requisite’ to test a research model.
  • 19. Research hypotheses H1: ‘Information usefulness’ is positively related to ‘attitude towards IR Websites’ H2: ‘Usability’ is positively related to ‘attitude towards IR Websites’ H3: ‘Attractiveness’ is positively related to ‘attitude towards IR Websites’ H4: ‘Attitude towards IR Websites’ is positively related to ‘intention to re-use IR Website’
  • 20. Research Model with Indicators COG3 COG4 IQ1 COG2 COG5 IQ3 IQ4 COG1 COG6 IQ7 IQ IQ8 AFT1 IQ9 COG AFT AFT2 AFT3 IU CRD2 CRD4 CRD5 CRD CRD6 USB1 USB2 INT1 USB3 INT2 USB5 USB AT_ST INT INT3 USB6 INT4 USB7 ATR1 ATR2 ATR3 ATR ATR5 ATR6
  • 21. Sample Results Information Usefulness γ= 0 t = .341 2.8 65 Attitude Intention to γ = 0.297 towards IR β = 0.640 Usability Re-use t = 2.425 Websites t = 8.873 (σ2 = .409) (σ2 = .784) 11 0.3 30 γ= 5.0 t= Attractiveness
  • 22. End of Workshop thank you