1. BAEB601: REESEARCH METHODOLOGY
CHAPTER 3: METHODOLOGY
© 2010 Cosmopoint

2. Research Design
• - A framework or blueprint for
conducting the marketing
research project that specifies
the procedures necessary to
obtain the information needed to
structure and/or solve the
business researchproblem.
© 2010 Cosmopoint Slide 2 of 18

3. Research Design
• Design process begins by
defining the business research
problem.
• Followed by the Approach: a
conceptual framework, research
questions, hypotheses, and the
information needed.
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4. Research Design
• A good research design is important and necessary to
ensure:
• That the information collected will be relevant and
useful to management
• That all of the necessary information will be
obtained
• That the business research project will be
conducted effectively and efficiently.
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5. Theoretical Framework
• Theoretical framework is the foundation
on which the entire research project is
based. It is a logically developed,
described, and elaborated network of
association among variables deemed
relevant to the problem situation and
identified through such as interview,
observation, and survey.
• It is the important step in the research
process.
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6. Component of Theoretical Framework
• The variables considered relevant to the study
should be clearly identified and labeled in the
discussions.
• The study should state how two or more
variables are related to one another. Is there any
relationship?
• Should be clear explanation between
independent variables and dependent variables.
• A schematic diagram of the theoretical
framework should be given so that the reader
can see and easily comprehend the therized
relationship.
© 2010 Cosmopoint Slide 6 of 18

7. Schematic diagram for theoretical framework
Communication among
cockpit members
Communication
between ground control
and cockpit Air safety
violation
Decentralization
Training of cockpit crew
Independent variable Dependent variable
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8. MEASUREMENT OF VARIABLES
• Measurement of variables in the theoretical framework is
an integral part of research and an important aspect of
research design.
• There are 4 types of scales:
– Nominal
– Ordinal
– Interval
– Ratio
© 2010 Cosmopoint Slide 8 of 18

9. Nominal Scale
• Allows researchers to assign subjects to certain categories or group.
• E.g with respect the variable of gender, respondents can be
grouped into two categories – male and female.
• These two groups can be assigned code numbers 1 & 2.
• E.g If had interviewed 200 people, and assign code number 1 to all
male respondent and number 2 to all female respondents, the
computer analysis of the data at the end of the survey may show the
percentages of each group.
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10. Ordinal Scale
• An ordinal scale not only categorizes the variables in such a way as
to denote differences among the various categories.
• It rank-orders the categories in some meaningful way.
• Usually it will be ranked from best to worst; from first to last; and
numbered 1,2 and so on.
• E.g Please rank accordingly, 1 most tasty – 5 less tasty
• Taste of food in fast food outlet
Burger _____
Nugget _____
Hotdog _____
Float _____
Fries _____
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11. Interval Scale
• Interval scale allows us to perform certain arithmetical operations on
the data collected from the respondents.
• Allows only to qualitatively distinguish group by categorizing them
into mutually exclusive and collectively exhaustive sets.
• E.g
Strongly Strongly
Disagree Disagree Normal Agree Agree
1 2 3 4 5
The following opportunities offered by the job are very important:
i) Interacting with others 1 2 3 4 5
j) Serving others 1 2 3 4 5
© 2010 Cosmopoint Slide 11 of 18

12. Ratio Scale
• The ratio scale measure the magnitude of
differences between points on the scale.
• It is also taps the proportions in the
differences.
© 2010 Cosmopoint Slide 12 of 18

13. Scaling Techniques Frequently Used
– Dichotomous scale
– Category scale
– Likert scale
– Numerical scales
– Semantic Differential scale
– Itemized rating scale
– Fixed or constant sum rating scale
– Stapel scale
– Graphic rating scale
– Consensus scale
.
© 2010 Cosmopoint Slide 13 of 18